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GOOGLE ANALYTICS Knowledge Session
Transcript

GOOGLE ANALYTICSKnowledge Session

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IntroductionMeRichard Jonkhof5,5 years online marketing in recruitment2,5 years @ Endouble

You?

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AgendaGoogle analytics: The basicsMetrics vs DimensionsAnalytics interfaceSettings (filters, events, utm tagging)Good to knowBasics assessment - 10 questionsConversions & all its dirty little secretsHow to find the actual performance of sourcesSegmentsPractical assessmentQuestions about website dataFinal testQuestions

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Google analytics

Google Analytics is a free Web analytics service that provides statistics and basic analytical tools for site optimization and marketing purposes. Google Analytics tracks visitors through your site and tracks the performance of your marketing campaigns.

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Dimensions & metricsDashboards and reports in analytics are divided into dimensions & metrics

Dimensions describe characteristics of your users, their sessions and actions. The dimension City describes a characteristic of sessions and indicates the city, for example, "Amsterdam" or "New York", from which each session originated.

Metrics are quantitative measurements. The metric Sessions is the total number of sessions. The metric Pages/Session is the average number of pages viewed per session.#

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Dimensions & metricsThe tables in most Analytics reports organize dimension values into rows, and metrics into columns.

In most Analytics reports, you can change the dimension and/or add a secondary dimension.#DIMENSIONMETRICMETRICCitySessionsPages/SessionAmsterdam6.0003,74New York4.0004,55

DIMENSIONDIMENSIONMETRICMETRICCityBrowserSessionsPages/SessionAmsterdamChrome3.5003,60AmsterdamFirefox2.5004,15New YorkChrome2.2505,10New YorkFirefox1.7504,20

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Google Analytics interface

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Real timeVisits on the website at this moment#

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Divided in separate views: Overview = summary of all sub reports

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AudienceInformation about the visitors on the websiteNew or returning?Mobile or desktop?Windows or IOS?Chrome or Firefox?Amsterdam or New York?#

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AcquisitionInformation about how visitors reached your websiteWhat source delivers the most visits?What medium has the highest bounce rate?What campaign has the highest conversion rate?#

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BehaviorInformation about the pages visited and site interactionsWhat pages were most viewed?What page was a visitors landing page?What page did most people leave the website?#

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ConversionsInformation conversions on the websiteWhat is the conversion rate per goal?What step in the funnel had the most exits?What vacancy is most successful?

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User flow per dimension

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CustomisationHere youll be able to create and find custom reportCustom reportsCombine metrics and dimensions in your own reports#

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Good to knowIn order to get cleaner data and more insights you can:Use UTM tags to define source, medium and campaign (Google URL builder)Set filters to exclude data or rewrite dimensionsSet goals and/or eCommerceCreate dashboards and custom reportsAdd/create custom dimensions & metricsCreate segments#

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Good to knowA session expires 30 mins after last interaction or when the source changes (except direct)

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Good to knowAdding analytics to your website only measures pageviewsAdditional set up has to be configured (goals, filters etc.) Every change to a website you want to measure has to be set up

Goals can only be reached once per sessioneCommerce purchases can happen multiple times per session

Filters will not change historic dataFilters can be used to exclude traffic etc.

Custom reports & private dashboards are per Analytics user (login)Can be shared & imported into other user accounts

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Question 1

Which of the following are metrics?Site Search TermSourceAvg. Time on PageConversion Rate

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Avg. time on pageConversion Rate#

Question 1 | Answer

Which of the following are metrics?Site Search TermSource Avg. Time on Page Conversion Rate

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Avg. time on pageConversion Rate#

Question 2

Which of the following are dimensions?MediumEvent CategoryBounce RateCity

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MediumEvent CategoryCity#

Question 2 | Answer

Which of the following are dimensions? Medium Event CategoryBounce Rate City

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MediumEvent CategoryCity#

Question 3

By default, when does a user's session (or "visit") end according to Google Analytics?After 30 minutes, regardless of how active the user is on your websiteThe session ends once the user opens another window in the browserThe sessions ends once the user is inactive for 30 minutes or moreImmediately when the user closes the browser

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C#

Question 3 | Answer

By default, when does a user's session (or "visit") end according to Google Analytics?After 30 minutes, regardless of how active the user is on your websiteThe session ends once the user opens another window in the browser The sessions ends once the user is inactive for 30 minutes or moreImmediately when the user closes the browser

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C#

Question 4

Which of the following traffic source / medium combinations would NOT be detected by Google Analytics automatically and would require manual tagging for customization?google / organiclinkedin / jobpostdirect / (none)bing.com / organic

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B#

Question 4 | Answer

Which of the following traffic source / medium combinations would NOT be detected by Google Analytics automatically and would require manual utm tagging for customization?google / organic linkedin / jobpostdirect / (none)bing.com / organic

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B#

Question 5

What do you need to do to track interactions that happen within a page of your website, like downloading a PDF, or clicking social share buttons?Nothing. These interactions are automatically tracked by Google Analytics.Implement Event Tracking by code or in GTM for each interaction you want to track.Adjust your account settings to indicate which interactions should be tracked.Use utm campaign link tagging to identify users who complete particular interactions on your site.

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B#

Question 5 | Answer

What do you need to do to track interactions that happen within a page of your website, like downloading a PDF, or clicking social share buttons?Nothing. These interactions are automatically tracked by Google Analytics. Implement Event Tracking by code or in GTM for each interaction you want to track.Adjust your account settings to indicate which interactions should be tracked.Use utm campaign link tagging to identify users who complete particular interactions on your site.

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B#

Question 6

A user visits your website and subscribes to a job-alert, which you are tracking as a Goal. The user's brother then immediately subscribes to the same job-alert using the same computer and browser. How many conversions will be recorded in Google Analytics?012

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1#

Question 6 | Answer

A user visits your website and subscribes to a job-alert, which you are tracking as a Goal. The user's brother then immediately subscribes to the same job-alert using the same computer and browser. How many conversions will be recorded in Google Analytics?0 12

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1#

Question 7

Where can you find the amount of sessions coming from mobile devices?AudienceAcquisitionsBehaviorConversions

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Audience#

Question 7 | Answer

Where can you find the amount of sessions coming from mobile devices? AudienceAcquisitionsBehaviorConversions

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Audience#

Question 8

What needs to be done to measure the amount of applications per vacancy per source?Set a goal on the thank you pageSet up eCommerce for your websiteUse campaign link tagging (utms)Create a custom report

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B, D#

Question 8 | Answer

What needs to be done to measure the amount of applications per vacancy per source?Set a goal on the thank you page Set up eCommerce for your websiteUse campaign link tagging (utms) Create a custom report

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B, D#

Question 9

Which of the following are reasons to implement Ecommerce tracking in addition to Goals?To see campaign or source lead to an application on a specific vacancyTo monitorize job-alert subscriptionsTo track applications per departmentTo measure the total amount of applications per user

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A, C, D#

Question 9 | Answers

Which of the following are reasons to implement Ecommerce tracking in addition to Goals? To see campaign or source lead to an application on a specific vacancyTo monitorize job-alert subscriptions To track applications per department To measure the total amount of applications per user

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A, C, D#

Question 10Within a 30-day period a user visits your website first from a social media ad, then from a banner ad and then from a paid search ad. On the final visit the user applies on a vacancy. Which of the following statements are true about how the user's activity will be reported?The social media ad will get all the credit for the conversion because it was the first source that brought the user to your site.The social media ad and the banner ad will be given credit in the Multi-Channel Funnels reports as "assisting interactions."In the Source/Medium report all three traffic sources will get credit for the conversion.In the Source/Medium report only the paid search ad will get credit for the conversion.#

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B, D#

Question 10 | Answer > Trick questionWithin a 30-day period a user visits your website first from a social media ad, then from a banner ad and then from a paid search ad. On the final visit the user applies on a vacancy. Which of the following statements are true about how the user's activity will be reported?The social media ad will get all the credit for the conversion because it was the first source that brought the user to your site. The social media ad and the banner ad will be given credit in the Multi-Channel Funnels reports as "assisting interactions."In the Source/Medium report all three traffic sources will get credit for the conversion. In the Source/Medium report only the paid search ad will get credit for the conversion.#

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B, D#

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Conversions & assisted conversionsIn source / medium reports the last (non direct) source gets all the credits

How to get real insights in source perfomance?In multi channel funnels youll find the assisting sources & conversion pathsIn attrbution models youll find the different attrbution models and conversions per source for each model

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Lets go to Analytics >>

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Analytics

Multi channel funnels

Attribution models

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SegmentsMore insights in a specific group of visitors

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Segments

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SegmentsSegments can be added on most Analytics reports & Dashboards

Except for:Real time reports & dashboardsGoal funnel reportMulti channel reportsAttribution model reports

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SegmentsExamples, performance specific mobile devices:

Android usersgoo.gl/Z6GrGDAudience > devicesComparison table

iPhone usersgoo.gl/zWzWRkAudience > device category (2nd dimension > screen resolution)iPhone 4(s)320x480iPhone 5(s/c)320x568iPhone 6(s)375x667iPhone 6(s) plus414x736

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Question 11.1 How many sessions did your site have between Jan 1, 2016 - Jan 31, 2016?__________________

1.2 How many pages did they view during that period?__________________

1.3 What percentage was a returning visitor during that period?__________________

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Question 22.1 How many sessions came from google / organic between Feb 8, 2016 - Feb 12, 2016?__________________

2.2 What was the Mobile conversion rate (application) for google / organic during that period?__________________

2.3 How many total conversions (assisted & last visit) did google / organic have?__________________

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Question 33.1 What percentage of the sessions visited the site using a mobile device between Jan 10, 2016 - Feb 20, 2016?__________________

3.2 What Mobile device was most populair during that period and with how many sessions?__________________

3.3 How many people visited your website using an iPhone 6s during that period?__________________

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FINAL TESTYES!

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DashboardsCreating dashboards for better insights#

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Dashboards

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Dashboards

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Final assessmentCreate a private dashboard showing at least the following information:Total sessionsTotal applicationsTop 10 source / medium based on sessions and its conversion rates (application)Total applications by Google / OrganicTop 10 Google / Organic landing pages for Mobile incl bounce rate

Add anything else you think could be handy and tell us why#

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Recruitment dashboard#

Advanced Analytics

Extra possibilities with GAEnhanced ecommerceCustom dimensions & metricsATS workflow statusses

Somewhere in Q4 2016 advanced analytics sessionLet me know if you want to join

We can always schedule a meeting#

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The end

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+31 (0)20 - 240 0 [email protected]/in/richardjonkhof

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