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Introduction to Google Analytics

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A beginners guide to Google Analytics web tracking - includes an overview of the dashboard and various views, plus some additional resources

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Introduction to Google Analytics

  1. 1. Google Analytics 101 Getting Started with Google Analytics
  2. 2. Agenda What is Google Analytics? Getting Started Dashboard Overview Audience Data Acquisition Data Behavior Data/Flow Conversion Data Customization Reporting Resources Q&A
  3. 3. What is Google Analytics?
  4. 4. Google Analytics allows you to understand your customers at a deeper level by analyzing your data in one place. What is Google Analytics? Better Customer Experience Understand how your site/app users are engaging with your content to know what’s working and what’s not Better Results Discover insights from your data to drive conversions Better Connected Interacts with other Google Products such as Google Ads to help you reach the right customer/audience
  5. 5. Getting Started
  6. 6. Getting Started Sign up Create a GA Tag Share Access
  7. 7. GA will walk you through a step- by-step guide on obtaining a tag for your website. Provide tag and instructions to Web Dev team to implement Creating Global Tracking Tag
  8. 8. User Management User access can be managed at the Account, Property or View Level. ► Account level – provides the user access to all properties and views in the account. ► Property level – provides the user with access to the individual website specified. ► View level – only access to the view provided, such as a filtered view, etc.
  9. 9. User Access User access can be managed at the Account, Property or View Level. ► Account level – provides the user access to all properties and views in the account. ► Property level – provides the user with access to the individual website specified. ► View level – only access to the view provided, such as a filtered view, etc. Additionally, you will need to set permission access.
  10. 10. Dashboard Overview
  11. 11. Dashboard Overview - Navigation Dashboard Views
  12. 12. Dashboard Overview - Navigation Date Range and Compare
  13. 13. Dashboard Overview - Navigation Segmented Views
  14. 14. Dashboard
  15. 15. Dimensions & Metrics Describes attributes/characteristics of your users, their sessions and actions. Examples: ◦ City ◦ Gender ◦ Browser ◦ Device ◦ Age ◦ Etc. In most reports, you will be able to change the primary dimension and also add a secondary dimension. Metrics are quantitative measurements, used to measure the characteristics of a dimension. Examples: ◦ Sessions ◦ % New Sessions ◦ New/Returning Users ◦ Bounce Rate ◦ Pages/Session ◦ Avg. Session duration ◦ Goal completion ◦ Etc. Dimensions Metrics
  16. 16. Audience Data
  17. 17. Audience View - Overview Demographics (Age & Gender) * Interests * Geography (Language & Location) * Behavior * Technology (Browser & Network) * Mobile * Cross-Device * Custom
  18. 18. Audience View - Demographics
  19. 19. Audience View - Interests
  20. 20. Segment your data Identify your target audience What Can Audience Data? Portal Traffic Demographic Breakdown skews Males ages 35-44 McLaren visitors skew older. Nearly 90% are male and fall within the age range of 55-64
  21. 21. Audience View - Geography
  22. 22. Acquisition Data
  23. 23. Acquisition - Overview
  24. 24. Acquisition– Google Ads
  25. 25. Acquisition – Social
  26. 26. UTM https://ga-dev-tools.appspot.com/campaign-url-builder/
  27. 27. Behavior Data
  28. 28. Behavior View - Overview
  29. 29. Behavior View – Behavior Flow
  30. 30. Conversion Data
  31. 31. Conversions
  32. 32. Customization
  33. 33. Customizing Your Dashboard
  34. 34. Customizing Alerts
  35. 35. Reporting
  36. 36. Customizing Reports
  37. 37. Building Audience Segments Remarketing lists within Google Ads Link Accounts
  38. 38. Data Studio - Visualization
  39. 39. Resources
  40. 40. Additional Google Analytics Resources https://analytics.google.com/analytics/academy/ Google Analytics for Beginners Learn the basic features of Google Analytics including how to create an account, implement tracking code, analyze basic reports, and setup goals and campaign tracking. Advanced Google Analytics Learn about advanced Google Analytics features including data collection, processing and configuration, and more complex analysis and marketing tools. Google Analytics for Power Users After you’re familiar with the range of features Analytics offers, learn and practice actionable analyses to track business performance and identify areas for business improvement. Getting Started with Google Analytics 360 Learn about power Google Analytics 360 features that are not available in the standard product, and gain insight into how you can benefit from integrations with BigQuery, Google Marketing Platform products, and Google Ad Manager. Google Tag Manager Fundamentals Discover how Google Tag Manager can simplify the tag implementation and management process for marketers, analysts, and developers.
  41. 41. Thank you! Cecilie Burleson LinkedIn: https://www.linkedin.com/in/cecilieburleson/

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