Introduction to Google Analytics
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Website and social analytics give you lots of data to look at, but what should you do with it? Learn how to make analytics work for you and understand how your communications efforts are having an impact.
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Introduction to Google Analytics
- 1. #yegdigitalstrat @danaditomaso#yegdigitalstrat @danaditomaso USING GOOGLE ANALYTICS DANA DITOMASO
- 2. #yegdigitalstrat @danaditomaso#yegdigitalstrat @danaditomaso Google Analytics is lying to you.
- 3. #yegdigitalstrat @danaditomaso#yegdigitalstrat @danaditomaso (At a minimum, it’s misleading.)
- 6. #yegdigitalstrat @danaditomaso Sessions: A group of interactions. More here: https://support.google.com/analytics/answer/2731565
- 7. #yegdigitalstrat @danaditomaso More here: https://support.google.com/analytics/answer/2992042 Users: The number of people who interacted with your site.
- 8. #yegdigitalstrat @danaditomaso Pageviews: The total number of pages viewed.
- 9. #yegdigitalstrat @danaditomaso Pages / Session: Pages viewed per session, on average.
- 10. #yegdigitalstrat @danaditomaso Avg Session Duration: Average time spent on site.
- 11. Another Reason Why Session Duration Is Probably Wrong
- 12. #yegdigitalstrat @danaditomaso Bounce Rate: The percentage of single- page sessions. More here: https://support.google.com/analytics/answer/1009409
- 13. #yegdigitalstrat @danaditomaso % New: Percentage of “new” visitors.
- 14. #yegdigitalstrat @danaditomaso#yegdigitalstrat @danaditomaso What is Google Analytics good for?
- 15. #yegdigitalstrat @danaditomaso What’s the point of analytics?
- 16. #yegdigitalstrat @danaditomaso#yegdigitalstrat @danaditomaso Are you spending time & money on the right things?
- 17. #yegdigitalstrat @danaditomaso What are the right things?
- 18. #yegdigitalstrat @danaditomaso Go back to your goals.
- 19. #yegdigitalstrat @danaditomaso#yegdigitalstrat @danaditomaso Every goal can be broken down four ways.
- 20. #yegdigitalstrat @danaditomaso KPI What will we measure?
- 21. #yegdigitalstrat @danaditomaso Tactics How will we get there?
- 22. #yegdigitalstrat @danaditomaso Metrics What data do we need?
- 23. #yegdigitalstrat @danaditomaso Report How can we show results?
- 24. #yegdigitalstrat @danaditomaso (real client example)
- 25. #yegdigitalstrat @danaditomaso#yegdigitalstrat @danaditomaso Your job is insight, not data.
- 26. #yegdigitalstrat @danaditomaso There are better places to start.
- 27. Acquisition > All Traffic > Channels
- 29. Acquisition > All Traffic > Channels > Social (Primary Dimension: Landing Page)
- 30. #yegdigitalstrat @danaditomaso Your goal shouldn’t just be visits.
- 31. #yegdigitalstrat @danaditomaso Build in “conversions”.
- 32. #yegdigitalstrat @danaditomaso#yegdigitalstrat @danaditomaso A brief word about conversions.
- 33. #yegdigitalstrat @danaditomaso “Reporting on last-click attribution in 2014 is like buying a football team and only paying the players who score.” -@anniecushing
- 34. #yegdigitalstrat @danaditomaso#yegdigitalstrat @danaditomaso Give credit where credit is due.
- 35. Conversions > Attribution > Model Comparison Tool
- 36. Conversions > Multi-Channel Funnels > Assisted Conversions
- 37. #yegdigitalstrat @danaditomaso#yegdigitalstrat @danaditomaso And then there’s Dark Social.
- 38. #yegdigitalstrat @danaditomaso You can’t actually track everything.
- 39. #yegdigitalstrat @danaditomaso Text Messages gchat Slack Private Browsing Gmail Apps
- 41. #yegdigitalstrat @danaditomaso Get this report: http://kickpoint.ca/dark-social-ga/
- 42. #yegdigitalstrat @danaditomaso#yegdigitalstrat @danaditomaso Before You Get Too Serious
- 43. #yegdigitalstrat @danaditomaso Always leave one view untouched. Admin > View Settings
- 44. #yegdigitalstrat @danaditomaso Exclude your office IP. Admin > Filters
- 45. #yegdigitalstrat @danaditomaso Install these reports! Customization > Import from Gallery
- 50. #yegdigitalstrat @danaditomaso#yegdigitalstrat @danaditomaso DANA DITOMASO THANK YOU!
Notes de l'éditeur
- The data isn’t accurate and the metrics that seem important aren’t.
- This is the first report you see when you open up Analytics, so you assume it’s really important and full of really good data, right?
- This is relatively okay.
- This is misleading because people really do use more than one device and one browser to access your site. Which we all know isn’t true. It’s like associating your SIN with your licence plate. So if you report on new vs returning visits, you’re actually not celebrating new visitors. It’s just people who happen to be using another way to access your site, or cleared their cookies, or it’s been a while, or, or…. You should only report on user-based data when you have a login option on your site, visitors actually use it, you’re using universal analytics, you modified your google analytics code to capture your members user id, and you set up a view that uses that ID to see who is new/returning. So basically almost no one, ever.
- How can this be bad? Well how about you have a pop-up or iframe that loads when people hit your site and suddenly you have multiple pageviews for the price of one. Plus every time I hit reload, that’s a pageview. Pageviews are the new hits.
- So if pageviews is wrong and sessions are wrong, this is wrong divided by wrong.
- Okay, this one is sneaky. If users only visit a single page, Google doesn’t actually know how long they spent on the page. So this metric is really only based on a small subset of users. For example, if you have a page with an average session duration of 7 minutes, but that page also shows a pages/session of say 1.20, that means that only those people who clicked another page (and it’s a very small number) decided your time on page.
- Plus how many people hoard tabs for weeks?
- Bounce rate is possibly the most misunderstood metric. Like pageviews, it can be easily skewed. I once saw a site that had an almost 0 bounce rate. Why? Because they called a second pageload as soon as the first page was loaded. Magic! Bounce rate is also meaningless without context. Maybe if people only looked at one page, that’s good. Depends on your goals.
- And we already talked about why this is a bad metric.
- Real client example.
- Far more useful, as here you can see how people got to your site and how that relates to your conversions. Then you can drill into each channel and start poking around.
- The UTM builder helps you add in attribution and is really useful for campaigns. But don’t mess it up! If Google doesn’t understand, it goes in (other) hell. All lowercase, all the time. If you don’t know source/medium, go back to previous slide and click source/medium to see it. Medium is the channel.
- For example, what pages did social users land on?
- Conversions are more than people just buying stuff. Did someone click a link to your Facebook page? What about joining your newsletter? Or becoming a member? Or filling out a form? Or downloading a PDF? Google Analyticator or Google Analytics Dashboard for WordPress will help you auto tag these events.
- Follow Annie, she’s great.