Google Analytics overview presentation to help take you turn information into knowledge and intelligent decisions. Covers: proper set up, reporting and custom report suggestions, alerts, dashboards, audience analysis, campaign tracking, goals, events, and advanced topics for more learning. Plus we'll give you seven free custom reporting templates if you you follow us on social media.

1. DEMYSTIFYING
GOOGLE ANALYTICS
By Jonathan Sackheim /@JonnySack
of Groundsforpromotion.com
We’ll send you seven custom GA report templates:
+ Follow on LinkedIn: tinyurl.com/gfplinkedin
+ Follow on Twitter: @GroundsforPromo
+ Like at facebook.com/groundsforpromotion
Then FB message the page, we’ll reply
with your templates

2. GOOGLE ANALYTICS
CREATES INFORMATION
LET’S TURN IT
INTO KNOWLEDGE
DECISIONS
2

3. JONATHAN’S BACKGROUND
+ Driving revenue for years for
large and small brands 
• 15 yrs marketing experience Google Analytics PPC, SEO, Soc., Analytics Social
• 10 years pure online focus
o 6 yrs for digital agencies
o 4 yrs client side
• Founded Grounds for PPC, Display, Analytics PPC, Social, Analytics
Promotion in July, 2012 PPC, Social
+ How: PPC, SEO, Social, Analytics
+ High volume experience:
• Fortune 1000 clients PPC, Social, Display
PPC, SEO, Analytics PPC, Social, Analytics
• Personally have managed
PPC budget of $1 million/month
+ Community Manager of:
Facebook.com/Boulder.Colorado
PPC, SEO, Analytics PPC, SEO, Social PPC 3

4. OVERVIEW
+ Getting started
• Account hierarchy
• Installing the code
+ Interface tour and report previews
+ Dashboards
+ What’s important
• Audience
• Sources: Campaign Tracking
• Activity: Goal set-up
+ Advanced & where to lean more
+ Q&A
4

5. GETTING STARTED: GA HIERARCHY
+ Account: Zoo, Inc
• Property: lion.com
• Property: tiger.com
• Property: monkey.com
o Profile: monkey.com – unfiltered
o Profile: monkey.com – main
o Profile: monkey.com – adwords traffic only
o Profile: ecommerce.monkey.com
+ Tip: If you have two different blogs, create two properties within an account
+ Tip: you can’t undo a profile filter so it’s good to have an unfiltered profile
5

6. GETTING STARTED: INSTALL CODE
+ Create
account
then go
here:
+ Scroll down &
copy your code:
+ Install it on all pages just before closing </head> tag.
More: http://bit.ly/TMF0JG (Google help). Plugins available. 6

7. THE INTERFACE: HOME
7

8. CUSTOM ALERTS EXAMPLE
8

9. DASHBOARD VIEW (UNDER HOME SECTION)
+ Add more
widgets from
this view
+ Set-up
auto email
+ Compare date
ranges
+ Create multiple
dashboards
9

10. THE INTERFACE: STANDARD REPORTING
 Spend time exploring!
10

11. STANDARD REPORTING
+ Plenty of
options:
11

12. LIKE A REPORT? ADD IT TO DASHBOARD
+ Drill down, if something
is useful, click
“Add to Dashboard”
12

13. DASHBOARD WIDGET EXAMPLE
13

14. THE INTERFACE: CUSTOM REPORTING
We’ll send you these
templates, free:
- Follow on LinkedIn:
tinyurl.com/gfplinkedin
- Follow on Twitter:
@GroundsforPromo
- Like at facebook.com/
groundsforpromotion
Then FB message
14

15. CUSTOM REPORTING EG: KEYWORD ANALYSIS
15

16. WHAT’S IMPORTANT: AUDIENCE (DRILL DOWN PG. 1)
+ Geographic
example
+ Ask what
it means
• See
which
markets
perform
best Drill Down
• Find new Drill Down
areas to
market to
+ To learn
demographics,
get registration 16

17. WHAT’S IMPORTANT: AUDIENCE (DRILL DOWN PG. 2)
+ Geographic
example
+ Ask what
it means
Try Source
• See
which
markets
perform
best
• Find new
areas to
market to
+ To learn
Click on Goal Sets
demographics,
get registration 17

18. WHAT’S IMPORTANT: AUDIENCE (DRILL DOWN PG. 3)
+ Geographic
example
Goal Set 1 View
+ Ask what
it means
• See which
markets
perform best
• Find new areas
to market to
+ To learn
demographics, get
registration
18

19. WHAT’S IMPORTANT: SOURCES
+ Where are people coming from:
• Mobile:
o Does my site cater well to mobile users?
o What conversions work better on mobile
o May want to put in responsive site template or create mobile site
• Referring sites:
o What sites are sending me the best traffic?
o Get ideas for what types of sites like to link to you
o Find unexpected supporters
• Keywords: What keywords am I doing well/poorly on?
o Helps you determine what types of keywords you’d like to focus on
o Ideas for new keywords
o What’s missing or too low?
19

20. WHAT’S IMPORTANT: SOURCES (CONT.)
+ Where are people coming from:
• Campaigns: e.g. a specific topic or event like Twitter party or webinar
o Objective: understand results from emails, tweets, Facebook posts, etc
o How? URL ID tracking of these elements:
 Campaign: campaign name
 Medium: social media, cpc, email
 Source: google, facebook, email_newsletter
 Content: text ad 1, text ad 2
 Term: blue widget, orange widget
o Tool for URL tagging: http://tinyurl.com/urltagger
o Example:
 Untagged url: groundsforpromotion.com
 Tagged url:
http://groundsforpromotion.com/?utm_source=webinar&utm_medium=email&
utm_campaign=bloggeroutreach 20

21. BENEFITS OF URL TAGGING
+ Example:
Campaigns
21

22. BENEFITS OF URL TRACKING (CONT.)
+ Campaign drill-down:
22

23. WHAT’S IMPORTANT: ACTIVITY
+ What are people doing on your site?
See which posts or pages are your best and worst,
try to determine why. Look to decrease bounce rate
through content improvement/better traffic sources
23

24. WHAT’S IMPORTANT: GOALS
+ Goals can be
• URL destination, e.g. “thank you page”
for newsletter signup
• Visit duration, e.g. > 30 seconds
• Pages/Visit, e.g. > 2 pages/visit
• Event, e.g. clicks on share button, Tweet
button, or blog subscribe button
+ Where do I set up goals?
• Admin  Drill down into profile
 Goals
24

25. WHAT’S IMPORTANT: GOALS/EVENT SET UP
+ Goals can be:
• Button clicks: pointing to internal (buy) or external (Tweet)
• Link clicks: pointing to internal (buy) or external (Facebook page)
+ How do I set up events?
• Add code to the links on your site
• More info: http://tinyurl.com/eventtracking101 (Search Engine Land article)
25

26. ADVANCED FOR MORE INVESTIGATION
+ Internal site search tracking
+ Enhanced link attribution for improved site overlay reporting
+ Funnel reporting
+ Content Experiments: A/B testing
+ Multichannel Attribution
+ eCommerce tracking
26

27. LEARN MORE
+ Help Center: http://support.google.com/analytics/?hl=en
+ GA Blog: http://analytics.blogspot.com/
+ User Forum: http://groups.google.com/a/googleproductforums.com/forum/#!forum/analytics
+ YouTube Channel: http://www.youtube.com/googleanalytics?hl=en
+ Analytics IQ lessons: http://www.google.com/analytics/iq.html
+ Retain an expert: http://groundsforpromotion.com or many others
27

28. Q/A
Claim your seven custom GA report templates:
+ Follow on LinkedIn: tinyurl.com/gfplinkedin
+ Follow on Twitter: @GroundsforPromo
+ Like at facebook.com/groundsforpromotion
Then FB message the page, we’ll reply
with your templates
Jonathan Sackheim
jonathan@groundsforpromotion.com
303.641.3204
@groundsforpromo @jonnysack
facebook.com/groundsforpromotion