4 Instant insights You Can Get From Google Analytics

4 Instant Insights You Can
Get From Google Analytics
MashWebby.com
Digital Marketing/Web Agency
How to make the most of Google
Analytics data for smarter marketing
decisions?

Hi there! I’m Zoe Chew

Zoe…
Founder at
MashWebby.com
Digital marketer
for startups
Startup marketing
training, Web
development, SEO,
Social Media &
Web Analytics
agency
My LinkedIn is
http://bit.ly/2dMjrtp#electronicmusiclover
#codetheweb
I’m here, let’s get in touch!

Why use Google
Analytics?
MashWebby.com
 Get useful data and learn about user behavior
 Track goals and conversions
 Understand performance of your marketing channels
 Collect traffic source data

However…
MashWebby.com
Data, data, data, data….
It’s so overwhelming to read
and understand!

Therefore…
MashWebby.com
I’ll share with you the basics of analyzing Google
Analytics data and how you can become more
data-driven with your online marketing strategy.
Note: Basic setup of Google Analytics will not be covered in this presentation. You can check out
Google Analytics Help Center to read those instructions.

Ready to learn some
analytics skill?

Where visitors are
coming from?
1
MashWebby.com

 We’re going to explore Acquisition report and analyze
traffic source data
 Learn how your visitors are acquired
 Know where to focus your online marketing effort
 Discover which channels drives traffic and conversion
Key insights…

First, navigate to
Acquisition section,
then select
Overview from the
dropdown.
#1 Where visitors are coming from?

This will give you
summary about top
acquisition channels,
i.e. number of users
acquired through
search engine, social
media, site referral,
etc.

In this example, the
top 3 acquisition
channels are
Organic Search,
Social and Direct
channels.

If you click on any
channel links, it
will take you to
details about
each acquisition
channels.

For example,
select Social, you
will see a list of
social network
that brings traffic
to the website.

Example: top 3
social media
channels that bring
the most traffic to
the website are
YouTube, Facebook
and Quora.

To see users
acquired through
specific sources,
click on All Traffic >
Source/Medium

“Source” refers to
the origin of the
traffic, i.e. whether
it’s from a specific
website
(example.com), or
search engine
(Google/Baidu).

“Medium” describes the
general category of the
source – whether it’s
from organic search,
website referral, paid ad
(cpc), affiliate marketing
channel (affiliate).

2
MashWebby.com
What keywords are
sending traffic to
my website?

 We’re going to explore Acquisition report and analyze
search queries data
 Method 1: Discover keywords that lead to people
visits through paid search
 Method 2: Discover keywords that lead to people
visits through organic search
Key insights…

#2 What keywords are sending traffic to the site
Let’s start with
Method 1 and find
out how paid
search is driving
traffic to your site
Note: use this method if you’ve
already started running AdWords
campaign

Go to Acquisition >
AdWords, then select
Search Queries from
the dropdown

This page will show you
the most popular
keywords people use to
find your website via
Google AdWords
campaign.

In this example, the top
3 keywords through paid
ad campaign are: google
merchandise store,
google merchandise,
and google online store

To the right, you will
see how well each
keyword is performing,
based on its Click-
Through-Rate and
other details such as
total ad cost spent
and Cost per Click

Method 2 is about
finding top
keywords that lead
to people visit via
organic search
Note: you have to link Search
Console (Webmaster Tool) with
Google Analytics to see this report

Go to Acquisition >
Search Console, then
select Queries from
the dropdown menu

This page will show
you the top organic
search keywords from
Google

Unfortunately, in 2011,
Google announced its
decision to encrypt
keyword data to protect
user’s privacy. Therefore,
leaving most of the
keywords data hidden
and listed as (not set).

The best part is, you can
still get some ideas on
what keywords your target
audience is using to find
your brand.

3
MashWebby.com
Which landing page
do I need to
optimize?

 We’re going to explore Behavior report and analyze
users behavior data
 Identify pages that end up with the highest bounce
rate
Key insights…

#3 Which landing page do I need to optimize?
Let’s start by looking
at pages with high
bounce rate.
Bouncing occurs when
a visitor views just one
page and then leaves.

Now go to Behavior >
Site Content, then
select All Pages from
the dropdown

Then, sort Bounce
Rate metric by clicking
the column

To get an accurate
view on important
pages, you’ll have to
sort data by selecting
“Weighted” from Sort
Type menu

Now you can clearly
see pages that end up
with high bounce rate
With these data,
identify what causes
people to bounce and
how you can improve
Read more about tips on optimizing landing
page here: http://bit.ly/2dLKHHD

4
MashWebby.com
Which sources are
sending bounce traffic
to my website?

 We’re going to explore Behavior report and analyze
users behavior data
 Identify traffic sources that send the highest bounce
rate to website pages
Key insights…

#4 Which sources are sending bounce traffic?
Another powerful
insights you can get
from Behavior report
is to look at which
traffic sources
contribute to the
high bounce rate

To do this, you will
have to repeat the
previous steps.
Go to Behavior > Site
Content > All Pages
Sort Bounce Rate in
the column, and
select Weighted sort

Type in Source/Medium
in the search boxes
from Secondary
dimension.

After adding
Source/Medium to
Pages report, you
will see top traffic
sources that
contribute to high
bounce rate

In this example,
it’s shown that
youtube.com
(referral) is
sending a lot
bounce traffic to
/home page

E.g.: if you measure against
Pageviews, you’ll notice
even though youtube.com
seems to send bouncing
traffic, it also has the
highest Pageviews among
other pages.
However, it’s important to
measure against multiple
metrics.
Whereas baidu (organic) obtains
lower Pageviews but sends
relatively high bounce traffic to
home page.

Ask a Question?
Founder at
MashWebby.com
Digital marketer
for startups
Startup marketing
training, Web
development, SEO,
Social Media &
Web Analytics
agency
My LinkedIn is
http://bit.ly/2dMjrtp#electronicmusiclover
#codetheweb
I’m here, let’s get in touch!

MashWebby.com
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4 Instant insights You Can Get From Google Analytics

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