GOOGLE ANALYTICSKnowledge Session
GOOGLE ANALYTICS
Introduction» Me
– Richard Jonkhof– 5,5 years online marketing in recruitment– 2,5 years @ Endouble
» You?
GOOGLE ANALYTICS
Agenda» Google analytics: The basics
– Metrics vs Dimensions– Analytics interface– Settings (filters, events, utm tagging)– Good to know
» Basics assessment - 10 questions» Conversions & all it’s dirty little secrets
– How to find the actual performance of sources» Segments» Practical assessment
– Questions about website data» Final test» Questions
GOOGLE ANALYTICS
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.
4
GOOGLE ANALYTICS
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.
5
GOOGLE ANALYTICS
Dimensions & metrics» The 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.
6
DIMENSION METRIC METRIC
City Sessions Pages/Session
Amsterdam 6.000 3,74
New York 4.000 4,55
DIMENSION DIMENSION METRIC METRIC
City Browser Sessions Pages/Session
Amsterdam Chrome 3.500 3,60
Amsterdam Firefox 2.500 4,15
New York Chrome 2.250 5,10
New York Firefox 1.750 4,20
GOOGLE ANALYTICS
Google Analytics interface
GOOGLE ANALYTICS
Real timeVisits on the website at this moment
8
GOOGLE ANALYTICS
AudienceInformation about the visitors on the website» New or returning?» Mobile or desktop?» Windows or IOS?» Chrome or Firefox?» Amsterdam or New York?
9
GOOGLE ANALYTICS
AcquisitionInformation about how visitors reached your website» What source delivers the most visits?» What medium has the highest bounce rate?» What campaign has the highest conversion rate?
10
GOOGLE ANALYTICS
BehaviorInformation about the pages visited and site interactions» What pages were most viewed?» What page was a visitors landing page?» What page did most people leave the website?
11
GOOGLE ANALYTICS
ConversionsInformation conversions on the website» What is the conversion rate per goal?» What step in the funnel had the most exits?» What vacancy is most successful?
12
GOOGLE ANALYTICS 13
GOOGLE ANALYTICS
User flow per dimension
14
GOOGLE ANALYTICS
CustomisationHere you’ll be able to create and find custom report
» Custom reports– Combine metrics and dimensions in your own reports
15
GOOGLE ANALYTICS
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 dimensions» Set goals and/or eCommerce» Create dashboards and custom reports» Add/create custom dimensions & metrics» Create segments
16
GOOGLE ANALYTICS
Good to knowA session expires 30 mins after last interaction or when the source changes (except direct)
17
GOOGLE ANALYTICS
Good to know» Adding analytics to your website only measures pageviews
– Additional 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 session– eCommerce purchases can happen multiple times per session
» Filters will not change historic data– Filters can be used to exclude traffic etc.
» Custom reports & private dashboards are per Analytics user (login)– Can be shared & imported into other user accounts
18
GOOGLE ANALYTICS 19
GOOGLE ANALYTICS
Question 1
Which of the following are metrics?» Site Search Term» Source» Avg. Time on Page» Conversion Rate
GOOGLE ANALYTICS
Question 1 | Answer
Which of the following are metrics?» Site Search Term» Source
√ Avg. Time on Page √ Conversion Rate
GOOGLE ANALYTICS
Question 2
Which of the following are dimensions?» Medium» Event Category» Bounce Rate» City
GOOGLE ANALYTICS
Question 2 | Answer
Which of the following are dimensions? √ Medium √ Event Category
» Bounce Rate √ City
GOOGLE ANALYTICS
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 website» The session ends once the user opens another window in the browser» The sessions ends once the user is inactive for 30 minutes or more» Immediately when the user closes the browser
GOOGLE ANALYTICS
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 website» The session ends once the user opens another window in the browser
√ The sessions ends once the user is inactive for 30 minutes or more» Immediately when the user closes the browser
GOOGLE ANALYTICS
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 / organic» linkedin / jobpost» direct / (none)» bing.com / organic
GOOGLE ANALYTICS
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 / jobpost
» direct / (none)» bing.com / organic
GOOGLE ANALYTICS
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.
GOOGLE ANALYTICS
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.
GOOGLE ANALYTICS
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?
» 0» 1» 2
GOOGLE ANALYTICS
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 √ 1
» 2
GOOGLE ANALYTICS
Question 7
Where can you find the amount of sessions coming from mobile devices?» Audience» Acquisitions» Behavior» Conversions
GOOGLE ANALYTICS
Question 7 | Answer
Where can you find the amount of sessions coming from mobile devices? √ Audience
» Acquisitions» Behavior» Conversions
GOOGLE ANALYTICS
Question 8
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 website» Use campaign link tagging (utms)» Create a custom report
GOOGLE ANALYTICS
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 website» Use campaign link tagging (utms)
√ Create a custom report
GOOGLE ANALYTICS
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 vacancy» To monitorize job-alert subscriptions» To track applications per department» To measure the total amount of applications per user
GOOGLE ANALYTICS
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 vacancy
» To monitorize job-alert subscriptions √ To track applications per department √ To measure the total amount of applications per user
GOOGLE ANALYTICS
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.
38
GOOGLE ANALYTICS
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.
39
GOOGLE ANALYTICS 40
GOOGLE ANALYTICS
Conversions & assisted conversions» In source / medium reports the last (non direct) source gets all the credits
» How to get real insights in source perfomance?– In multi channel funnels you’ll find the assisting sources & conversion paths– In attrbution models you’ll find the different attrbution models and conversions per source for each
model
GOOGLE ANALYTICS
Lets go to Analytics >>
GOOGLE ANALYTICS
Analytics
» Multi channel funnels
» Attribution models
GOOGLE ANALYTICS
SegmentsMore insights in a specific group of visitors
GOOGLE ANALYTICS
Segments
GOOGLE ANALYTICS
SegmentsSegments can be added on most Analytics reports & Dashboards
Except for:» Real time reports & dashboards» Goal funnel report» Multi channel reports» Attribution model reports
GOOGLE ANALYTICS
SegmentsExamples, performance specific mobile devices:
» Android users– goo.gl/Z6GrGD– Audience > devices
• Comparison table
» iPhone users– goo.gl/zWzWRk– Audience > device category (2nd dimension > screen resolution)
• iPhone 4(s) 320x480• iPhone 5(s/c) 320x568• iPhone 6(s) 375x667• iPhone 6(s) plus 414x736
GOOGLE ANALYTICS 48
GOOGLE ANALYTICS
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?__________________
49
GOOGLE ANALYTICS
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?__________________
50
GOOGLE ANALYTICS
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?__________________
51
GOOGLE ANALYTICS 52
FINAL TEST
YES!
GOOGLE ANALYTICS
Dashboards» Creating dashboards for better insights
53
GOOGLE ANALYTICS
Dashboards
54
GOOGLE ANALYTICS
Dashboards
55
GOOGLE ANALYTICS
Final assessmentCreate a private dashboard showing at least the following information:» Total sessions» Total applications» Top 10 source / medium based on sessions and its conversion rates (application)» Total applications by Google / Organic» Top 10 Google / Organic landing pages for Mobile incl bounce rate
Add anything else you think could be handy and tell us why
56
GOOGLE ANALYTICS
Advanced Analytics
» Extra possibilities with GA– Enhanced ecommerce– Custom dimensions & metrics– ATS workflow statusses
» Somewhere in Q4 2016 advanced analytics session– Let me know if you want to join
» We can always schedule a meeting
57
