This document provides an overview of Google Analytics and how it can be used to understand website traffic and visitor behavior. It discusses tracking key metrics like sessions, users, pageviews, bounce rate, and goals. It also explains how to segment data and analyze acquisition sources, site content, and multi-channel funnels. The document emphasizes that analytics is most useful when the data is acted on to continually improve the user experience and drive conversions.

1. Google Analytics
Key to your Success

2. What we Learn
• Why Analytics
• Who are the people who visit your website?
• what brought visitor to your website?
• what they do once they got on the website?
• did they do what you wanted them to do?

3. Challenges with data
• Too much of it
• Don’t trust it
• Don't’ know what to do with it

4. • How do people find me online?
• Who are they?
• Where do they come from?
• Do they like me?
• Are they a valuable customer?
• How do I stack up against the competition?
• How can I plan for the future?
Data can answer…

5. Google Analytics Action Plan

6. Web Analytics:Definition
• Analysis of qualitative and quantitative data from
your website
• Drive continual improvement of the online
experience that your customers and potential
customer have
• Converts your Traffic to Sales

7. Web Analytics:Definition
• Analysis of qualitative and quantitative data from
your website
• Drive continual improvement of the online
experience tat your customers and potential
customer have
• Converts your Traffic to Sales
DATA
ACTION
RESULT

8. Why you need Analytics
Web Analytics is the foundation
for running a successful startup.
with out it, you are flying blind.

9. Executives can learn:
• Which marketing initiatives are most effective
• Which customer and customer segments are most valuable
Marketers can learn:
• Where users come from and what do they do on the site
• How can the website convert more users into customers
• Which keywords resonate with prospects and lead to conversions
• Which online ad or creative is the most effective
Content Creators can learn:
• Where people leave the site
• Which pages retain users the longest
Who can use Analytics?

10. Why Google Analytics
• Free to use
• Easy to setup
• Easy to read reports
• Real-time reports
• Custom reports

11. Limits of Google Analytics
GA is not perfect: there are some errors.
But while the numbers aren’t exact,
the data is still very useful.

12. Analysis
not a
Counter
Analytics is about identifying trends,
not about getting hung up on précis numbers.

13. Most Important Step
Identifying Goals

14. Think of a goal as specific and measurable
actions that you want your visitors to
complete before they leave your website
• Visitors downloading a document
• Visitors completing a contact form
• Visitors completing a purchase
• Visitors who spend more than 5 min
• “Negative goals”: #of zero search results

15. How to setup a GOAL

16. Google Analytics
Step by Step

17. Upgrade your
Google Analytics
to
Universal (Analytics.js)

18. Navigation

21. Who are the people
who visit my website?
Audience

22. Audience Overview: Standard Reports

23. Standard Reports: Sessions

24. Standard Reports: Users

25. Standard Reports: Pageviews

26. Standard Reports: Pages/Session

27. Standard Reports: Avg. Session Duration

28. What is a Bounce?

29. What is not a Bounce?

30. Standard Reports: Bounce Rate

31. Standard Reports: % New Sessions

32. Demographics
Age and Gender

33. How to enable Demographics
insert the bold green line into your existing tracking
code between the 'create' and 'send' commands
<script>
(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)
})(window,document,'script','//www.google-analytics.com/analytics.js','ga');
ga('create', 'UA-XXXXXX-XX', 'example.com');
ga('require', 'displayfeatures');
ga('send', 'pageview');
</script>

34. Demographics
Age and Gender

35. Interest

36. Interest

37. Geo: Language and Location

38. Geo: Language and Location

39. Behaviors: New vs Returning

40. Behaviors: New vs Returning

41. Technology

42. Technology

43. Mobile vs Desktop

44. Mobile vs Desktop

45. Users Flow

46. Users Flow

47. Segments
Filter any reports to show only a specific segment of traffic

48. Segments
Audience Overview filters by Segments

49. What brought visitors
to your site?
Acquisition

50. Channels

51. Custom Channels
Online Banner / Display
PPC / CPC
Offline
News Coverage
SMS marketing

52. How to Create a Custom Channel

53. URL Builder
https://support.google.com/analytics/answer/1033867?hl=en

54. URL Sample
www.blogad.ir/landing/?
utm_source=Anetwork
&utm_medium=CPC
&utm_campaign=Blogupdate
&utm_content=redbanner
&utm_term=72890

55. Channels

56. All Traffic

57. All Referrals

58. Keywords

59. Social

60. Campaigns

61. What they do once they
got on the website?
Behavior

62. Site Content
All Pages
Landing Pages
Exit Pages
Site Speed
Site Search

63. Site Content

64. Site Search
Remember: Every time a visitor enter a
keyword, he’s telling you exactly what
he wantsto find on your website.

65. In-Page Analytics

66. In-Page Analytics

67. Better results and more services in In-page Analytics
with adding this code to your tracking code
Add the tag to your tracking code, after you create a tracking object, as
illustrated by the red text in the example below:
ga('create', 'UA-XXXX-X');
ga('require', 'linkid', 'linkid.js');
ga('send', 'pageview');

68. In-page Analytics
Even better with google chrome extension
https://chrome.google.com/webstore/detail/page-analytics-by-
google/fnbdnhhicmebfgdgglcdacdapkcihcoh

69. Did they do what you
wanted them to do?
Conversions

70. Goals

71. Funnel Visualisation

72. Goal Flow

73. Goals

74. E-commerce Report

75. E-commerce Report

76. Multi-Channel Funnel

77. Multi-Channel: Top Conversion

78. Multi-Channel: Assisted Conversions
Assisted / Last Click or Direct Conversions
=0 this channel functioned primarily as final conversion
=1 equally assist and final
> 1 the greater the value, the greater the assist role

79. Multi-Channel

81. Annotation
Write your comments
on every
change or update

82. Compare Metrics

83. Compare Similar Periods

84. Compare days of the week

85. Compare Hours of the Day

86. Compare Metrics to site Average

87. A/B Testing

88. A/B Testing with Experiments
Report example

89. Knowledge without
action is meaningless
Brian Clifton

90. Creating a Data Driven Culture
• Give access to data
• A/B test whenever possible
• Measure all function of the business
• Reward employees who use data to advance your
business

91. Q & A

92. Thank You
@shayanshalileh