The basics of Google Analytics.

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Knowledge Session

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Introduction
» Me
– Richard Jonkhof
– 5,5 years online marketing in recruitment
– 2,5 years @ Endouble
» You?

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Agenda
» Google analytics: The basics
– Metrics vs Dimensions
– Analytics interface
– Settings (filters, events, utm tagging)
– Good to know
» Basics assessment - 10 questions
» Conversions & all it’s dirty little secrets
– How to find the actual performance of sources
» Segments
» Practical assessment
– Questions about website data
» Final test
» Questions

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Google analytics
Google Analytics is a free Web analytics service that provides statistics and basic
analytical tools for site optimization and marketing purposes. Google Analytics tracks
visitors through your site and tracks the performance of your marketing campaigns.
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Dimensions & metrics
Dashboards and reports in analytics are divided into dimensions & metrics
» Dimensions describe characteristics of your users, their sessions and actions.
– The dimension City describes a characteristic of sessions and indicates the city, for example,
"Amsterdam" or "New York", from which each session originated.
» Metrics are quantitative measurements.
– The metric Sessions is the total number of sessions. The metric Pages/Session is the average
number of pages viewed per session.
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Dimensions & metrics
» The tables in most Analytics reports organize dimension values into rows, and metrics into
columns.
» In most Analytics reports, you can change the dimension and/or add a secondary dimension.
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DIMENSION METRIC METRIC
City Sessions Pages/Session
Amsterdam 6.000 3,74
New York 4.000 4,55
DIMENSION DIMENSION METRIC METRIC
City Browser Sessions Pages/Session
Amsterdam Chrome 3.500 3,60
Amsterdam Firefox 2.500 4,15
New York Chrome 2.250 5,10
New York Firefox 1.750 4,20

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Google Analytics interface

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Real time
Visits on the website at this moment
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Audience
Information about the visitors on the website
» New or returning?
» Mobile or desktop?
» Windows or IOS?
» Chrome or Firefox?
» Amsterdam or New York?
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Acquisition
Information about how visitors reached your website
» What source delivers the most visits?
» What medium has the highest bounce rate?
» What campaign has the highest conversion rate?
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Behavior
Information about the pages visited and site interactions
» What pages were most viewed?
» What page was a visitors landing page?
» What page did most people leave the website?
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Conversions
Information conversions on the website
» What is the conversion rate per goal?
» What step in the funnel had the most exits?
» What vacancy is most successful?
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User flow per dimension
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Customisation
Here you’ll be able to create and find custom report
» Custom reports
– Combine metrics and dimensions in your own reports
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Good to know
In order to get cleaner data and more insights you can:
» Use UTM tags to define source, medium and campaign (Google URL builder)
» Set filters to exclude data or rewrite dimensions
» Set goals and/or eCommerce
» Create dashboards and custom reports
» Add/create custom dimensions & metrics
» Create segments
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Good to know
A session expires 30 mins after last interaction or when the source changes (except direct)
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Good to know
» Adding analytics to your website only measures pageviews
– Additional set up has to be configured (goals, filters etc.)
– Every change to a website you want to measure has to be set up
» Goals can only be reached once per session
– eCommerce purchases can happen multiple times per session
» Filters will not change historic data
– Filters can be used to exclude traffic etc.
» Custom reports & private dashboards are per Analytics user (login)
– Can be shared & imported into other user accounts
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Question 1
Which of the following are metrics?
» Site Search Term
» Source
» Avg. Time on Page
» Conversion Rate

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Question 1 | Answer
Which of the following are metrics?
» Site Search Term
» Source
√ Avg. Time on Page
√ Conversion Rate

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Question 2
Which of the following are dimensions?
» Medium
» Event Category
» Bounce Rate
» City

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Question 2 | Answer
Which of the following are dimensions?
√ Medium
√ Event Category
» Bounce Rate
√ City

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Question 3
By default, when does a user's session (or "visit") end according to Google Analytics?
» After 30 minutes, regardless of how active the user is on your website
» The session ends once the user opens another window in the browser
» The sessions ends once the user is inactive for 30 minutes or more
» Immediately when the user closes the browser

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Question 3 | Answer
By default, when does a user's session (or "visit") end according to Google Analytics?
» After 30 minutes, regardless of how active the user is on your website
» The session ends once the user opens another window in the browser
√ The sessions ends once the user is inactive for 30 minutes or more
» Immediately when the user closes the browser

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Question 4
Which of the following traffic source / medium combinations would NOT be detected
by Google Analytics automatically and would require manual tagging for
customization?
» google / organic
» linkedin / jobpost
» direct / (none)
» bing.com / organic

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Question 4 | Answer
Which of the following traffic source / medium combinations would NOT be detected
by Google Analytics automatically and would require manual utm tagging for
customization?
» google / organic
√ linkedin / jobpost
» direct / (none)
» bing.com / organic

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Question 5
What do you need to do to track interactions that happen within a page of your website,
like downloading a PDF, or clicking “social share’ buttons?
» Nothing. These interactions are automatically tracked by Google Analytics.
» Implement Event Tracking by code or in GTM for each interaction you want to
track.
» Adjust your account settings to indicate which interactions should be tracked.
» Use utm campaign link tagging to identify users who complete particular
interactions on your site.

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Question 5 | Answer
What do you need to do to track interactions that happen within a page of your website,
like downloading a PDF, or clicking “social share’ buttons?
» Nothing. These interactions are automatically tracked by Google Analytics.
√ Implement Event Tracking by code or in GTM for each interaction you want
to
track.
» Adjust your account settings to indicate which interactions should be tracked.
» Use utm campaign link tagging to identify users who complete particular
interactions on your site.

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Question 6
A user visits your website and subscribes to a job-alert, which you are tracking as a
Goal. The user's brother then immediately subscribes to the same job-alert using the
same computer and browser. How many conversions will be recorded in Google
Analytics?
» 0
» 1
» 2

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Question 6 | Answer
A user visits your website and subscribes to a job-alert, which you are tracking as a
Goal. The user's brother then immediately subscribes to the same job-alert using the
same computer and browser. How many conversions will be recorded in Google
Analytics?
» 0
√ 1
» 2

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Question 7
Where can you find the amount of sessions coming from mobile devices?
» Audience
» Acquisitions
» Behavior
» Conversions

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Question 7 | Answer
Where can you find the amount of sessions coming from mobile devices?
√ Audience
» Acquisitions
» Behavior
» Conversions

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Question 8
What needs to be done to measure the amount of applications per vacancy per source?
» Set a goal on the thank you page
» Set up eCommerce for your website
» Use campaign link tagging (utms)
» Create a custom report

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Question 8 | Answer
What needs to be done to measure the amount of applications per vacancy per source?
» Set a goal on the thank you page
√ Set up eCommerce for your website
» Use campaign link tagging (utms)
√ Create a custom report

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Question 9
Which of the following are reasons to implement Ecommerce tracking in addition to
Goals?
» To see campaign or source lead to an application on a specific vacancy
» To monitorize job-alert subscriptions
» To track applications per department
» To measure the total amount of applications per user

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Question 9 | Answers
Which of the following are reasons to implement Ecommerce tracking in addition to
Goals?
√ To see campaign or source lead to an application on a specific vacancy
» To monitorize job-alert subscriptions
√ To track applications per department
√ To measure the total amount of applications per user

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Question 10
Within a 30-day period a user visits your website first from a social media ad, then
from a banner ad and then from a paid search ad. On the final visit the user applies on a
vacancy. Which of the following statements are true about how the user's activity will
be reported?
» The social media ad will get all the credit for the conversion because it was the
first source that brought the user to your site.
» The social media ad and the banner ad will be given credit in the Multi-Channel
Funnels reports as "assisting interactions."
» In the Source/Medium report all three traffic sources will get credit for the
conversion.
» In the Source/Medium report only the paid search ad will get credit for the
conversion.
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Question 10 | Answer > Trick question
Within a 30-day period a user visits your website first from a social media ad, then
from a banner ad and then from a paid search ad. On the final visit the user applies on a
vacancy. Which of the following statements are true about how the user's activity will
be reported?
» The social media ad will get all the credit for the conversion because it was the
first source that brought the user to your site.
√ The social media ad and the banner ad will be given credit in the Multi-
Channel
Funnels reports as "assisting interactions."
» In the Source/Medium report all three traffic sources will get credit for the
conversion.
√ In the Source/Medium report only the paid search ad will get credit for the
conversion.
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Conversions & assisted conversions
» In source / medium reports the last (non direct) source gets all the credits
» How to get real insights in source perfomance?
– In multi channel funnels you’ll find the assisting sources & conversion paths
– In attrbution models you’ll find the different attrbution models and conversions per source for each
model

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Lets go to Analytics >>

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Analytics
» Multi channel funnels
» Attribution models

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Segments
More insights in a specific group of visitors

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Segments

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Segments
Segments can be added on most Analytics reports & Dashboards
Except for:
» Real time reports & dashboards
» Goal funnel report
» Multi channel reports
» Attribution model reports

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Segments
Examples, performance specific mobile devices:
» Android users
– goo.gl/Z6GrGD
– Audience > devices
• Comparison table
» iPhone users
– goo.gl/zWzWRk
– Audience > device category (2nd dimension > screen resolution)
• iPhone 4(s) 320x480
• iPhone 5(s/c) 320x568
• iPhone 6(s) 375x667
• iPhone 6(s) plus 414x736

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Question 1
1.1 How many sessions did your site have between Jan 1, 2016 - Jan 31, 2016?
__________________
1.2 How many pages did they view during that period?
__________________
1.3 What percentage was a returning visitor during that period?
__________________
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Question 2
2.1 How many sessions came from google / organic between Feb 8, 2016 - Feb 12,
2016?
__________________
2.2 What was the Mobile conversion rate (application) for google / organic during
that period?
__________________
2.3 How many total conversions (assisted & last visit) did google / organic have?
__________________
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Question 3
3.1 What percentage of the sessions visited the site using a mobile device between Jan
10, 2016 - Feb 20, 2016?
__________________
3.2 What Mobile device was most populair during that period and with how many
sessions?
__________________
3.3 How many people visited your website using an iPhone 6s during that period?
__________________
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FINAL TEST
YES!

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Dashboards
» Creating dashboards for better insights
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Dashboards
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Dashboards
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Final assessment
Create a private dashboard showing at least the following information:
» Total sessions
» Total applications
» Top 10 source / medium based on sessions and its conversion rates (application)
» Total applications by Google / Organic
» Top 10 Google / Organic landing pages for Mobile incl bounce rate
Add anything else you think could be handy and tell us why
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Advanced Analytics
» Extra possibilities with GA
– Enhanced ecommerce
– Custom dimensions & metrics
– ATS workflow statusses
» Somewhere in Q4 2016 advanced analytics session
– Let me know if you want to join
» We can always schedule a meeting
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The end
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+31 (0)20 - 240 0 248
richard@endouble.com
linkedin.com/in/richardjonkho
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