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1. Get Started with GA
By Farid Asadi

2. Farid Asadi
Founder & Thinker at GrowthLab
Former Anetwork marketing manager, currently helping small and medium-sized businesses to reach
their goals by identifying new opportunities and shaping their marketing and branding activities.

3. Why we should do analysis?

4. If You Can’t Measure It,
You Can’t Manage It!

5. GA Dashboard &
Configurations

6. Dashboard

7. Admin Area

8. Get the Code

9. Goal Examples
➔ Sales
➔ Subscription
➔ Form compilations
➔ Sign-ups
➔ Phone calls
➔ App download
➔ Video full view
➔ Spend more than 5 mins
➔ See more than 3 pages
➔ etc.
Micro/Macro

10. Events
➔ Event Category
➔ Event Action
➔ Event Label
➔ Event Value

11. Real Time

12. Real-Time

13. When do we use
Real-Time
➔ Check if GA code place correctly
➔ Track events and goals
➔ Check campaigns’ real-time feedback

14. Install
Google Tag Assistant
Tools

15. Audience Research

16. Audience

17. Metrics

18. Metrics
Bounce Rate
Individual Page Bounce Rate is More
Important Than Overall Website Bounce Rate!

19. Metrics
Bounce Rate, How to Improve?
AUDIENCE
Right or Wrong
SITE EXPERIENCE
Overall Design
Load Time
Distractions
PRIMARY MESSAGE
Message does not match
campaign or source.
ACTIONS
Hidden Navigation
No Primary Action
Confusing Navigation

20. Audience
Active Users
➔ Know how much you have active user in
nutshell
➔ Know how your active users acting in
date range
Note: Active Users = User

21. Audience
User Explorer
➔ The only place to see individual user
interactions
➔ Better understanding of users behaviour
➔ Find common paths/patterns
➔ Identify personas
Pro: Set User ID

22. Audience
Demographics
➔ Check how well you doing against your
target persona
➔ What ages are more likely to convert
➔ Align your marketing copies with your
best age scopes

23. Audience
Demographics
Make a custom report like this:
CoolThingToDo
Then you’ll have this

24. Audience
Behavior > New vs. Returning
➔ Which user type are most likely to convert?
➔ Engagement of user types

25. Audience
Mobile > Overview

26. Audience
Mobile > Overview
DesktopChoose because
1. Highest CR
2. Better Engagement (BR, PPS, ASD)

27. Audience
Mobile > Devices
➔ Find most popular
screen resolutions
➔ Know engagement
rate for each
resolution
➔ Find minor problems

28. Acquisition

29. Acquisition

30. Default Channel Grouping
Display Social
Email
Paid Search Organic Search
Direct
Affiliates Other Ads

31. http://mywebsite.com/?utm_source=Sendgrid&utm_medium=e-mail&utm_campaign=spring-50off
➔ utm_source(mandatory)= gmail, adwords, 1pezeshk, ...
➔ utm_medium= email, organic search, ppc, social, …
➔ utm_campaign= yalda, 50p-off, …
➔ utm_content=*
➔ utm_term=*
Campaign Tracking
UTM Tagging

32. https://ga-dev-tools.appspot.com/campaign-url-builder/
Campaign Tracking
URL Builder
Tools

33. Default Channel Grouping

34. Configuration
Define New Channel
Go to Admin > View > Channel Settings > Channel Grouping

35. Acquisition
All Traffic > Channels
➔ See top traffic
channels
➔ See general view to
your marketing
activities
➔ Find what marketing
channel working for
you
➔ Find out where
revenue comes from

36. Acquisition
Adwords
➔ Find ROI per
campaign, ad group
and keywords
➔ See how visitors
engaging within
various metrics

37. Acquisition
Search Console
➔ See each landing page
impression, clicks and
SC metrics
➔ Having engagement
data beside SC
metrics
➔ Check revenue for
each landing page

38. Acquisition
Search Console
1. High CTR + Low site engagement
Immediately start working on landing page
engagement to increase engagement factors
2. Low CTR + High site engagement
Find and test attractive titles to use to get more
clicks
CoolThingToDo

39. Acquisition
Campaigns
➔ Compare your
campaigns and value
and engagement they
added to your business
➔ See what campaigns
are working for you
CoolThingToDo
1. Try long date ranges!
2. Fix campaigns with lots of
users but not converting.

40. Behavior

41. Behavior

42. Behavior
Site Content > All Pages
➔ How your single pages
are performing
➔ How your different
types of content are
performing

43. Behavior
Site Content > All Pages
CoolThingToDo
1. Identify and improve the copy and
the design of the low-performing
pages.
2. Grow traffic to high converting
landing pages.

44. Behavior
Site Search > Queries
Important:
Every time a visitor enter a
keyword, he/she is telling you
what he/she wants from your
website!
Make sure people find what
they’re looking for!
CoolThingToDo

45. Behavior
Behavior Flow

46. Conversions

47. Conversions

48. Conversions
Goal Funnel

49. Conversions > MCF
Overview

50. Conversions > MCF
Assisted Conversions

51. Conversions > MCF
Top Conversion Paths

52. Conversions > MCF
Time Lag

53. Not bad to do!

54. Save Reports

55. Set Custom Alerts

56. Use Segmentation & Compare

57. Remove Payments Referrals

58. Exclude Organic Branded Queries

59. Common Mistakes

60. Common Mistakes
➔ Not using it!
➔ Bad implementation
➔ Not validating goals and events
➔ Not checking date range
➔ Bad UTM implementation
➔ Going into google analytics without
any question in the head

61. Q&A

62. Thank You!
growthlab.center
@growthlab