Google Analytics Training

Google Analytics

with Jenn Mathews
SEO, SEM, Social, Manager
and Goto Gal for All Things Google Analytics

What We Are Covering Today

 Walk-through
 Shortcuts
 Custom Reports
 Dashboards

© Dealix Corporation. All rights reserved. 2 Confidential and Proprietary 3/22/2013

What We Are Covering Today

 Walk-through
– New vs. Returning
– Engagement
– Custom Variables
– Visitors Flow
– Traffic Sources
• Referrals
• Search vs. Search Engine Optimization
• Campaigns
• Advertising
– Site Content
• All Pages
• Landing Pages
• Events
• In-Page
– Conversions
• Goals
• Funnel Visualization
• Goal Flow
• Assisted Conversions


New vs. Returning – Visits, Unique Visitors,

 Visits – the number of individual sessions initiated by all the visitors to your
site within the selected date range.
– If a user is inactive on your site for 30 minutes or more, any future activity is
attributed to a new session.
– Users who leave your site and return within 30 minutes are counted as part
of the original session.
 Visitors (Unique Visitors) – an initial session by a user during any given date
range. Additional sessions would be considered a visit.

http://support.google.com/analytics/bin/answer.py?hl=en-GB&answer=1257084

Engagement
Common Engagement Metrics
 Pageviews – The total number of pages viewed including multiple
page views of a single page by a single user.
 Pages per Visit - The average number of pages viewed during a visit
including multiple views of a single page.
 Visit Duration – The time each user spends during their visit.
Average visit duration includes the average time for the counted visits.
 Bounce Rate - Bounce rate is the percentage of visits that go only
one page before exiting a site.
– Reasons for High Bounce Rate:
• Poor site design or usability issues
• User found the information they need


Custom Variables

 Track visitor activity based on segments defined in Analytics
tracking code
 index - The slot for the custom variable. (required)
 name - The name for the custom variable. (required)
 value - The value for the custom variable. (required)
 opt_scope - The scope for the custom variable. (optional)
– 1 (visitor-level)
– 2 (session-level)
– 3 (page-level)


Custom Variables (cont)

– How it looks:
_setCustomVar(index, name, value, opt_scope)

– How to find it:
1. Go to a page on UCC
2. View source
3. Find (in source code) “CustomVar”
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2

© Dealix Corporation. All rights reserved. 7 Confidential and Proprietary 3/22/2013 3

Custom Variables

How to Find Custom Variables
 Audience > Custom > Custom Variables
– Click name to see drill down

1

2
3


Visitors Flow

 Audience > Visitors Flow

1

2


Traffic Sources

 Other websites
 Defined campaigns Where did
 Search engines they come
 “Direct”
from?


Traffic Sources – Referrals

 Other websites (Domains and Pages) referring visits to our site


Traffic Sources – Search vs Search Engine Optimization

 Search is all traffic from all search engines
– Organic (all – Google, Bing, Yahoo!, Ask, AOL, Comcast, etc)
– Paid (all – Google, MSFT, 7Search, etc)
 Search Engine Optimization is Webmaster Tools Data
– Google only
– Impressions, Clicks, Position, CTR, etc
All Search

Google WMT


Traffic Sources - Campaigns

 Use Campaigns to capture the source, medium, and various
instances to better understand referral traffic behavior.


Traffic Sources – Campaigns (setting up)

 Setting up Custom Campaigns
– Add custom parameters to the end of a URL
– If “?” followed by parameters has already been set add “&” to the
end of the URL with the custom Campaign parameters
Example:
 URL without existing parameters:
http://www.site.com/?utm_campaign=CJAffiliates&utm_medium=cpc&utm_source=Affiliate01

 URL with existing Parameters:
http://www.sites.com/page.aspx?filter1=samplea&filter2l=sample&utm_campaign=CJAffiliates&utm_me
dium=cpc&utm_source=Affiliate01


Traffic Sources – Campaigns (Parameters)

 utm_source:
Identify the advertiser, site, publication, etc. that is sending traffic to your property,
e.g. google, citysearch, newsletter4, billboard.
 utm_medium:
The advertising or marketing medium, e.g.: cpc, banner, email newsletter.
 utm_campaign:
The individual campaign name, slogan, promo code, etc. for a product.

Hint: look through existing to determine if the one you are setting is already there
and fits within.


Traffic Sources - Advertising

 Advertising metrics provide more insight into how visitors
behave after a click through from Adwords Campaigns


Site Content

 All pageview metrics for the site.


Site Content – All Pages

 All pages (specified by URLs) for the site


Site Content – Landing Pages

 Pages that users arrived to the site as their first page coming
from anywhere. This report uses the “visits” metric since these
are first pages in a visit.


Site Content – Events

 Defined by us – events track actions users take on the website
(such as a form button click, playing a video, etc)
 When to set up an event:
– When a user takes an action
that is not a page click through.


Site Content – Events (setting up)

 Add an event string to the line of code that needs to be tracked.
 In the string you must provide:
1. Event Name
2. Category
3. Value
 An easy to use excel doc has been set up

1
2 3 Event String


Site Content – In-Page

 Allows for a visual assessment of how users interact with the
website’s pages.


Conversions

 Define “success” and set up Goals.
 Currently tracking:
– Main Profile
• Leads (all)
• Wholesale
• Retail
• Mobile


Conversions – Goals

 Setting up Goals
– Each Goal Set allows up to 5 Goals
– Only 4 Goals Sets allowed
– Total 20 Goals to track per Profile
 How to Set Up a Goal
1. Click “Admin”
2. Select Profile
3. Click “Goals” 1
4. Click “+Goal” 2

3

4


Conversions – Funnel Visualization

 Shows you where users enter and abandon the funnel for the Goal
you have set.
 Select a Goal from the
pull down menu
 Each block represents
the step you have
defined in your goal
path.


Conversions – Goal Flow

 Similar to the Visitors Flow – this report allows you to visualize
traffic as it flows the defined funnel.
 Helps understand:
– Where visitors enter the funnel
– Where a fall out might occur and why
– If there is a loop in the flow
– Segments that might convert better in this flow


Conversions – Assisted Conversions

 GA accredits conversions to the last campaign, search, or ad
that referred the visitor when they converted. The Multi-Channel
Funnels shows how marketing channels (or sources of traffic)
work together to generate a conversion.


Short Cuts

 A quick way to access frequently used reports
 Set per Profile
 Only visible to your login


Short Cuts – How to Create

 Go to the report you frequent most
 You can
– Choose a report already set by Google Analytics
– Refine your report (search, metric, etc)
 Click the “Shortcut” link at the top


Custom Reports

 Allows you to define a specific report metric not found in the pre-
set reports by Google Analytics


Custom Reports – How to Create

1. Click “+ New Custom Report”
2. Name your report 1

3. Name the report tab
4. Choose the Metric(s) you would like to
2
report on 3
– (i.e. Visits, Pageviews, Goal Completions, etc)
4
5. Add the Dimensions you would like
displayed
5
– (i.e. Page, Event Action, Event Category, Custom
Variable, etc)
6. Add a Filter (if applicable)
– For Example: Include Traffic Type Exact 6
Matching Organic to capture organic search
traffic
7. Save the Report 7

Dashboards

 Allowing you to get a quick overview of your most commonly
access metrics
 Visible only to your login
 Share the out to Executives
and Colleagues
 Schedule them in Emails


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