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Google analytics

Uploaded by

esmaammar9
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 51

Theme 5: Google Analytics

Course 1: Intro to Google Analytics


1.What’s Google Analytics:
Google Analytics is a platform that collects data and compile it into useful
reports.
Apart from collecting data from a Website, Google Analytics can also
collect data from a variety of sources such as:

 Mobile Devices
 Online Point of Sales Systems
 Video Games Consoles
 Customer Relationship Management Systems

2.Google Analytics setup - Get started


To setup your Google Analytics account, you can use your standard Google
account to access Google Analytics at analytics.google.com.

If you don’t have an account, you can create one by going to the Google
Analytics website (analytics.google.com) and clicking the link for "Create
Account."

Once logged in, you'll be introduced to Google Analytics and given the
option to Sign Up. Proceed by signing up for Google Analytics.
3.Google Analytics setup - Account Setup
You can type in an account name of your choice. We’ll call this “Google
Store.”

You'll also have the option to link an organization and view your account
data sharing settings. These settings can help Google Analytics perform
critical systems operations and allow you to control the sharing of your
Analytics data. Leave these checked for now.

4.Google Analytics setup - What do you want to


measure?
Google Analytics will ask whether you want to measure a website, a
mobile app, or both. If you want to measure a website, you don't need to
do anything, because "Web" is selected by default. Simply click the "Next"
button at the bottom of the section.

While this course covers Google Analytics primarily for measuring website
traffic, you may also choose to measure your mobile app or explore new
capabilities that bring app and web analytics together. Learn more by
clicking "Using App + Web properties" in the "Read further" section.

5. Google

Analytics setup - Property setup


You can set up your property by first naming the website you wish to
track. We’ll call this “Google Merchandise Store."
Next, add your website URL. We’ll use the address for the Google
Merchandise Store.

You can also select your industry category. This helps Google Analytics
build better reports and education that are tailored for your industry. To
choose your industry, click the “Select One” drop-down menu. Since we’re
setting this up for
the Google Store, we
selected
“Shopping.”

You can also


adjust the time
zone you wish to
report in.
6.Google Analytics setup - Tracking Code
In your new property settings, you'll be given your new Javascript tracking
code. Note that this code includes your tracking ID.

Once you add this code to your website pages, Google Analytics will be
able to measure user behavior on your site and send the data back to your
Google Analytics account. We'll copy the code from this page and paste it
into the HTML of every page of the Google Store website, immediately
after the opening <head> tag. (Note that some third-party websites like
WordPress may have an automated process for including Google Analytics
tracking code)

If you need to locate your tracking code again, you can always find it in
the “Admin” area, under "Tracking Info," then "Tracking Code." Your
tracking code will appear in the tracking code field.
7.Google Analytics setup - Check Real-Time
Overview
After you add the code to your site, you can check the Real-Time Overview
report in Google Analytics to make sure it’s working correctly. now.
Real-time reports show curent user activity like the number of users on the
site right

8.How does Google Analytics Work


In order to track a website, you need to first create a Google Analytics
Account and add a small piece of JavaScript tracking code to each page on
your site.
Everytime a user visits a page, the tracking code will collect anonymous
information about how that user interacted with that page.
The tracking code can give you information about:

 User’s Interactions with your website :


 Browser’s data:
o Language the browser is set to
o Type of Browser (Chrome, Edge, Safari…)
o User’s device
o User’s operating system
o Traffic Source (what brought users to the website)

9.What’s a session
Keep in mind that every time a page loads, the tracking code will collect
and send updated information about the user’s activity.
Google analytics groups this activity into a period of time called a
“session”.
A session begins when a user navigates to a page that includes the Google
analytics tracking code and ends after 30 minutes of inactivity.
If the user returns to a page After the session ends, a new session will
begin.
10.How Data is collected
When the tracking code collects data, it packages that information up and
sends it to Google Analytics to be processed into reports.

When analytics processes data, it aggregates and organizes the data


based on particular criteria like:

 Whether the user’s device is mobile or desktop


 Which browser they are using, etc.

There are also configuration settings that allow you to customize how that
data is processed; for example you might want to apply a filter to make
sure that your data doesn’t include any internal company traffic or only
includes data from a particular country or region that’s important to your
business.

One very important thing to keep in mind is that once Google


Analytics processes the data, it’s stored in the database where it
can’t be changed. So remember when you set up your
configuration, don’t exclude any data you think you might want to
analyze in the future.

Once the data has been analyzed and stored in the database, it will
appear in google analytics as reports.

11.Google Analytics Hierarchy


All of the google Analytics accounts can be grouped under an Organization
(which is optional)
This allows you to manage many google analytics accounts under one
grouping (Large Businesses or Agencies can have multiple accounts while
medium to small sized businesses use one account).

When you create an account, you can also automatically create a


property, and within that property a view for that account.

Each Account can have multiple properties and each property can have
multiple views: This lets you organize your analytics data collection in a
way that best reflects your business.
12.
Account and Property
Google Analytics Account: Determines how data is collected from your
website and manages who can access that Data (Typically you create
separate accounts for distincts businesses or business units.

Property: collects data independently of other properties using a unique


tracking ID that appears in your tracking code, you may assign multiple
properties to each account so you can collect data from different websites,
mobile applications or other digital assets associated with your business.

For example : You may want to have separate properties for different sales
regions or different brands, this allows you to easily view the data for
individual parts of your business but keep in mind this won’t allow you to
see data from separate properties in aggregate.

13.View
You can use the “filter” feature in the configuration settings to determine
what data you want to include in the reports for each view.
For example: The Google store sells merchandise from their website
across different geographical regions, they could create one view that
includes all of their global website data.
If they want to see data for individual regions they could create separate
views for each region they want to see data from.
If they want to see only data from external traffic (Excluding store
employees) they could set up a view that filters out internal traffic based
on IP Address.

Important Notes about Views:

 Will not include past data: only the data from the moment the view
was created and onwards.
 Only admins can recover views in limited time: if you delete a view
only administrators can recover that view within 35 days otherwise it
will be permanently deleted.

14.How to Setup a view with filters


You can setup multiple views of the data you’ve collected.
Filters are the main feature you will be using for each view to determine
what data to display for that view.

https://www.youtube.com/watch?v=1dkxalevia8

15.Managing Permissions
By clicking “Admin” (on the top menu or bottom left menu) Google
Analytics lets you set user permissions for:

 Managing Users
Add or remove users access to the account, property or view
 Edit
Lets users make changes to the configuration settings
 Collaborate
Allows users to share things like dashboards or certain measurement
settings
 Read and Analyse
Lets users view data, analyze reports and create dashboards but
restricts them from making changes to the settings or adding new
users.

You can assign permissions to other users at the account, property or view
level.

Each level inherits permissions from the level above it.

Example : If you have access to an account, then you have the same
access to all the properties and views that are included in that account.
But if you only have access permission for a view then you don't have
permissions to modify the property or account associated with that view.

Course2 : Understanding the Google


Analytics platform components
16.Google Analytics Platform
When you access the home page in the Google Analytics platform you will
get prompted with the standard view of the overall Account Data.
From here you can choose a Report to view in the left navigation bar.
There’s 5 Main reports
Realtime: This is where you monitor user activity as it happens on your
site
Audience Reports
Acquisition Reports
Behavior Reports
Conversions Reports

We will be studying those reports throughout this course.

17.Account Selector
The account selector allows you not only to switch between the different
analytics accounts you have set up, but also will allow to switch between
properties and views.
You can use the direct select or search by name.
18.Alerts
Alerts will be shown on the Top-Right by clicking the “Bell” icon.
If there’s error in collecting data or a setting that needs to be optimized,
you will receive Alerts.

19.Customization
The customization section allows you to create customized reports, we will
be covering this in the last chapter of this course.

20.Real- Time Reports


Real-Time reports enables you to see real-time user behavior on your
website including information like where your
users are coming from and if they’re converting
21.Audience Reports
Audience reports show you characteristics about your users like age
and gender, where they’re from, their interests, how engaged they
were, whether they’re new or returning users, and what technology
they’re using.

22.Acquisition Reports
Acquisition reports show you which channels (such as advertising or
marketing campaigns) brought users to your site.
23.Behavior Reports
Behavior reports show how people engaged on your site including which
pages they viewed, and their landing and exit pages.
With additional implementation, you can even track what your users
searched for on your site and whether they interacted with specific
elements.

24.Conversion Reports
Conversion reports allow you to track website goals based on your
business objectives.
25.Admin
The Admin section contains all of your Google Analytics settings such as
user permissions, tracking code, view settings and filters.

26.Pointer
Use this pointer to shrink the navigation and provide more space
for your reports.
27.Overview reports
Overview reports provide a high-level summary of metrics in one place.
Like shown in the Audience Overview report below.
Overview reports are the same in the following reports:

 Audience Reports
 Acquisition Reports
 Behavior Reports
 Conversions Reports
28.Date Range Selector
At the Top-Right of every report you can set the time period in which you
want to analyze report data.
By selecting a range and clicking on apply that will refresh all of the
reports in your view.
You can simply set specific date by clicking the start and end dates in the
calendar to the left (If you want to select the entire month simply click on
the Month name)

If you want to compare two period, click on “compare to” and add a
second range.

29.Segment Picker
At the Top-Left you can find the segments (filters that you can apply to
look at specific data and compare metrics) that have been applied to the
report.
We will be covering segments later in this course.
For now note that the default segment includes all of the users that visited
your site in the given date range
30.ine Graph
Below the segment Picker are the different metrics of the report overview
shown in different format.
The most prominent is a line graph that by default shows a data point of
the number of users on each day over your selected range.

31.Time Selector
If you wish to view this data more granularly, you can change the data
points to show hourly, weekly or monthly as well. This can be especially
helpful when looking at large data sets. If you are looking at data over a
single day, the view will default to hourly.

32.Metric Selector
You can change the metric of the graph below by selecting the drop-down
menu under the overview tab.
Analytics lets you compare this to a second metric over the same time
period by clicking “select a metric”.

33.Graph Annotator
Notice the small arrow at the bottom of the line graph.
Clicking on the arrow lets you annotate the graph with helpful notes
to add business context to your data.
Those notes will be represented by a small indicator that will appear on
the graph that can be viewed by other users with access to the view.
Clicking any of the metrics below will show the data points for those
metrics in the line graph above.

34.Key Metrics and dimensions


Under the line graph we have the last two sections of the overview report:
Key Metrics
A list of key metrics that are important to your business we will check this
more in depth in the next chapter.
Dimensions
Attributes of the data sets that you can choose to filter your data
depending on those dimensions
For example: If you choose en-us as Language, the data that will be shown
will only be for users using a browser set to English-US.

Course 3: Key Metrics in Google Analytics


1.About Dimensions and Metrics
Reports in Analytics are made up of dimensions and metrics.

Dimensions are attributes of your data.


For example, the dimension City indicates the city, for example, "Paris" or
"New York", from which a session originates. The dimension Page indicates
the URL of a page that is viewed.

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.
2.Metrics
In Analytics, user metrics are calculated in two basic ways:

As overview total
The metric is displayed as a summary statistic for your entire site, such as
bounce rate or total pageviews.
In association with one or more reporting dimensions
Where the metric value is qualified by selected dimension(s).

The following diagram illustrates these two types of calculations with a


simple example.

 Visitor Overview Report: The Avg Time of all the three Visitors (A, B
and C)
 Visitor -- New vs Returning Report: The Avg Time New user (A) and
the Avg Time of Returned Users (B and C combined)

3.Dimensions
In most Analytics reports, you can change the dimension and/or add a
secondary dimension.
For example, adding Browser as a secondary dimension to the above table
would result in the following:
DIMENSION DIMENSION METRIC METRIC

City Browser Sessions Pages/Session

San Francisco Chrome 3,000 3.5

San Francisco Firefox 2,000 4.1

Berlin Chrome 2,000 5.5

Berlin Safari 1,000 2.5

Berlin Firefox 1,000 4.7

4.Scopes
At its core, scope is how Google Analytics collects and formats the data it
receives.

Scope informs the way that metrics and dimensions are set up. Metrics
and dimensions can only have one scope, so it is important to align
metrics and dimensions on the same scope level, or else reports will be
mismatched.

It’s very easy to mismatch a dimension/metric combination that are


different scopes.
This results in inaccurate data in custom reports and visualization.
For a list of the valid dimension-metric pairs, use this link.
5.The different Scopes
There are four different Scopes :

User-level
It looks at data in terms of a user’s aggregated sessions and hits
(pageviews).
Session-level
It groups the component hits throughout one viewing session. This will
track a full “session” as a time a user enters the site until they leave, with
all subsequent hits within it.
Hit-level
It captures each view / interaction on the site.
Product-level
It’s product scope is specifically for e-commerce use. It shows behavior by
specific product, like product transactions or product revenue.

Think of scope in Google Analytics as a way to understand a journey, your


data is the road trip.

6.User-level
Say you’re taking a road trip starting from Tunis and your trip will end-up
in Tozeur.
During this road trip, the journey will be taken by YOU, the User.
Throughout the whole road trip you will be consuming 8 meals, the overall
duration of your trip will be 4 days, and you will be staying in 3 Hotels.
All those numbers are an aggregate of the actions you have taken as a
user.

A user on a website will have a similar journey. Say you have a website
that sells concert tickets.
A user can find your website by searching for concert tickets, but leaves
the site without purchasing tickets. However, after many return visits and
considering their budget and competing ticket prices, eventually they
decide to purchase the tickets. At that point, this user may continually
return to your site to check out what other concerts you have to offer. All
of the data points picked up about this user will be
user scoped throughout their lifetime on your site.
7.Session-level
Your first two stops are Zaghouan and Siliana. You can think of each
section of your drive as a session:

 First session: Tunis → Zaghouan


 Second session: Zaghouan → Siliana

In your first session as a user on this road trip, Tunis → Zaghouan, you
make sure to take one pit stop at the gas station “OilLibya” in Ben Arous
before you enter Zaghouan, and also stop at a Grocery store in Zaghouan
before reaching your destination in Zaghouan.

Your session consists of 3 hits – your 2 stops and reaching your destination
of Zaghouan).
Similarly to your road trip, a user in a session could enter your site, visit 3
pages, and exit, comprising one session.

Session-level scope captures each view / interaction on the site.

8.Product-level
The products you’ve purchased throughout this trip are a part of your
Product Level scope story. The amount of times you stopped for a snack,
how much you spent, these are all scoped at the product level. Those 8
meals you purchased are within the product scope .
9.Common Metrics on Google Analytics
The Common Metrics are :

New users
The Number of first-time users for the given date range.
Returning users
The number of users that have visited your site before and are back!
Google sets a 2-year expiration date on new visitors.
User Metric
The number of users that had at least one session on your website in the
given date range.
Sessions Metric
The total number of sessions for the given date range.
Average Session Duration Metric
The average length of a session based on users that visited your website
in the selected date range.
Pageviews Metric
Total number of times pages that included your analytics tracking code
were displayed for users. this include repeated viewings of a single page
by the same user.
Pages / Session Metric
The average number of pages viewed during each session. This also
includes repeated viewings of a single page.
Bounce Rate Metric
The Percentage of users who left after viewing a single page on your site
and taking no additional action.

Course 4: Understanding your Audience


1.Audience Reports
Audience reports are located under “Audience” in the left-hand navigation.
These reports can help you better understand the characteristics of your
users.
This can include what countries they are located in, what languages they
speak and the technology they use to access your site.

But it can also include data like age and gender, their engagement and
loyalty and even their interests.
We will be studying every characteristic in this chapter.
2.Active Users Report
The active users report can show you how many users had at least one
session on your site in the last day, 7 Days, 14 Days and 28 Days. This is
called “Site reach” or “Stickiness”.
If your marketing activities and site content encourage users to visit and
return to your site, the active users in each time frame should grow.

3.Enabling Advertising Features


Note that to see data in the “Demographics” and “Interests” reports you
must first enable advertising features in the “Demographics and Interests”
reports for each property.

 Go to Admin (at the bottom of left-navigation)


 Click on “Property Settings”
 set “Enable Demographics and Interests reports” to ON
Once activated you will see data in Demographics and Interests
report (It may take a day or two for data to appear after activating
it)

4.Demographics Reports
The “Demographics” reports provide information about the Age and
Gender of the users in your website.
Demographic reports may not contain any data if your site traffic is very
low or your segment is too small.

5.Interests Reports
The “Interests” reports show your users’ preferences for a certains types
of web content like technology, music, travel or TV.
This information is useful in two ways:

 If you know your target audience, it can help verify that you’re
reaching the right people.
 It can help guide your decisions about your marketing and content
strategy.

Note that to see data in these reports you must first enable advertising
features in the “Demographics and Interests” reports for each property.

6. Geo Reports
The “Geo” reports provide information about the Language and Location of
the users in your website. The language report show you the different
languages your users speak (Browser’s language). The location report is
one the most useful Audience reports.

Google Analytics can anonymously determine the user’s continent, sub-


continent, country and city through the IP address used by their browser.
The geographic map at the top of the report can be adjusted to display
different metrics.

For example, switching the map to show “% of New sessions” lets you
identify potential new markets based on new user traffic to your website.
This can help you whether to build awareness or invest in customer loyalty
in particular locations.
You could also use the table below the map to identify areas that have a
high number of conversions but low traffic rates that could indicate
untapped markets to target with advertising.

You can also identify the regions where you already have a large audience
but lower than average performance.

For example, if certain regions have a higher than average bounce rate (or
user that leave after viewing a single page) you might need to optimize
your Ads or website.
Maybe your website is not in the correct language of the target region.

7.Behavior Reports
The behavior reports are set of reports that help you understand how
often users visited and returned to your website.

The “New vs Returning” report


It breaks out acquisition, behavior and conversion goal metrics for new
and returning users. You can look at this comparison over time to see how
audience loyalty may be shifting. Consider your website objectives as well
as your marketing activities when evaluating the mix of new and returning
users to your site.

Frequency & Recency


It shows you the number of sessions based on sessions count.

Engagement
It shows you the number of session based on session durations

Session Quality
It shows you metrics based on Traffics sources

8.Technology Reports
The “Technology” report can help you understand what technologies your
audience uses to access your website.

For example, you can use the “Browser & OS” report to quickly identify
issues with certain browsers on your site.
If you site has a comparatively high bounce rate on a mobile browser, you
may need to create a mobile-optimized version of your website with
simpler navigation. It’s also a good idea to understand if users are
migrating from desktop to mobile and plan your development accordingly.
9.Mobile Reports
The “Mobile” report can help you also understand what technologies your
audience uses to access your website. The two reports (Technology and
mobile) can help you fine-tune your site to make sure it’s fully functional
on different devices and browsers.
The “Overview” report can be used to see a breakdown of your traffic
based on smartphones, tablets and desktop devices. Check this report to
see how quickly mobile usage of your site has grown over time.
The “Devices” report lets you see additional details about the devices
used to browse your site. This includes the mobile device, name brand,
service provider, Mobile input selector, Operating System and other
dimensions like screen resolution.
Course 5 : Understanding your acquisition
sources
10. Acquisition Reports
Acquisition Reports are located under the “Acquisition” section in the left-
hand navigation. You can use the acquisition reports to compare the
performance of different marketing channels and discover which sources
send you the highest quality traffic and conversions. This can help you
make better decisions about where to focus your marketing efforts.

11. Traffic
When a user lands on your site, the Google Analytics tracking code
automatically captures several attributes (or dimensions) about where the
user came from. This include:

 Traffic Medium
 Traffic Source
 Marketing Campaign Name
12. Traffic - Medium
You can think of the medium as the mechanism that delivered users to
your site.

Some common examples of mediums are:


Organic
It’s used to identify traffic that arrived on your site through unpaid search
on Search Engines.

CPC
It indicates traffic that arrived through a paid search campaign like Google
Ads.

Referral
It’s used for traffic that arrived on your site after the user clicked on a
website other than a search engine.

Email
It represents traffic that came from an email marketing campaign.

None
It’s applied for users that come directly to your site by typing your URL
directly into a browser. In your report you will see these users as having a
source of direct.

13. Traffic - Source & Campaign


“Source” provides more information about the medium.
For example, if the medium is “Referral”, then the source will be the URL
of the website that referred the user to the site. If the medium is
“Organic”, then the source will be the name of the search engine such as
Google.
The campaign is the exact name of the marketing campaign that you
specified we will be diving more into this later.
14. All Traffic Reports
The “All Traffic reports” allow you to understand where users are coming
from, the actions they have taken or websites they were in before landing
on your website.
This allows you to understand what channels drive the most traffic to your
website.
It also allows you to understand the quality of users those channels are
bringing. (by checking the bounce rate by channel or by Source/Medium)

15. Social Reports


Social Reports show you data about the traffic source into your website
coming from “Referral” as “medium” and Social Media as “Source”.
This can allow you to better understand what social media channels are
the best at driving traffic to your website.
16. Campaign UTM
UTM (Urchin Tracking Module) parameters are variants of URL parameters
used to track the effectiveness of online marketing campaign.
Apart from the Medium and Source we saw before there’s 3 others
Parameters that comes into place for Campaigns, the 5 parameters are:

1. Campaign Source : utm_source


2. Campaign Medium: utm_medium
3. Campaign Name: utm_campaign
This is just to identify your campaign. Like your website or a specific
product promotion.
4. Campaign Term: utm_term
You’ll use this mainly for tracking your keywords during a paid
AdWords campaign. You can also use it in your display ad campaigns
to identify aspects of your audience.
5. Campaign Content: utm_content
If you’re A/B testing ads, then this is a useful metric that passes
details about your ad. You can also use it to differentiate links that
point to the same URL.
You can use the URL builder provided by google to generate your
Link.
17. Campaigns Reports
After setting your UTM parameters in all your campaign this where you
can track the effectiveness of every campaign.

The medium is the mechanism that delivered users to your


site. Referral medium is used for traffic that arrived on your site after the
user clicked on a website other than a search engine.
Social Reports show you data about the traffic source into your website
coming from “Referral” as “medium” and Social Media as “ Source”. This
can allow you to better understand what social media channels are the
best at driving traffic to your website.

Course 6 : Tracking user behaviour on your


website

1.Behavior Reports
You can find the “Behavior” Reports under “Behavior” section in the left-
hand navigation.
The Behavior Reports allow you to understand how user are interacting
with your website and pages they are visiting, for example: the “Total
Pageviews” metric is the sum of each time a user loaded a page on your
website.

2.Behavior Data
It’s important to understand how Google Analytics calculates behavior
data.
As we talked earlier, Google Analytics uses a small piece of JavaScript
code on your website to collect data.
Every time time a user loads a page on your website this tracking code
creates a “pageview” that is reported in Google Analytics. Analytics uses
this to calculate multiple metrics in the Behavior reports.
3.Site Content - All Pages
The “Pageviews” metric shows how frequently each page on your site was
viewed.
By default, this report will show the data by the page URL. The URL is the
part of the URL after the domain name in the location bar of the browser.
If you switch the primary dimension of the report to “Page Title” you can
view this report by the title listed in the Web page’s HTML.
Other metrics in the “All Pages” report like “Average Time on Page” and
“Bounce Rate” indicates how engaged users were on each page of your
site.
You can sort the report by these metrics (Click on Metric Title: Example
click on Bounce Rate a small arrow will show) to quickly find low-
performing pages that need improvement or high-performing content to
guide future content decisions.
4.How to Set up Goals - Custom Goals
We will be studying Goal template and Smart Goals in future more
advanced Course.
For now, we will be focusing on “Custom Goals”.
If you have just created a Google Analytics account, “Custom Goals” is the
only option that will be available for you.

To create a Custom Goal:


First Name your Goal and Choose a Goal Slot ID (Goal Slots are the 20
available goals you can set up on you view) then choose a Type.

There are 4 Types of Custom Goals:

 Destination
 Duration
 Pages/Screens per session
 Event : We will be studying this in a more
 advanced course.

Goal details will be different according to each Type.

5. Site
Content - Content Drilldown
The “Content Drilldown” report under “Site Content” groups pages
according to your website’s directory structure.
You can click on a directory to see the pages of your site within that
directory. This is especially useful if you’re trying to understand the
performance of content in a particular section of your website .
6.Site Content - Landing Pages
The “Landing Pages” report under “Site Content” lists the page of your
website where users first arrived.
These are the first pages viewed in a session.
You can use this report to monitor the number of bounces and the bounce
rate for each landing page.
A High bounce rate usually indicates that the landing page content is not
relevant or engaging to those users.

7.Site Content - Exit Pages


The “Exit Pages” report under “Site Content” shows the pages where users
left your site. Because you don’t want users exiting from important pages
like a shopping cart, it’s a good idea to periodically review this report to
minimize unwanted exits.

8.Events Reports
The “Events” report tracks how users interact with specific elements of
your website.
For example you can use this report to track when users click on a video
player or download link.
Events tracking requires additional implementation you can check this link
for more details.

Course 7 : Optimizing your Conversion using


Google Analytics

1.Business Goals
As we saw before in this chapter, Business goals are actions you want your
users to take to move from one stage to another.
For your website, Business Goals are the same: Actions you want users to
take on your website. Conversions is the fact of completing this Business
goal to move to the next stage.
Example of Business Goals: User sign up to your newsletter or User
purchase a product.

2.Google Analytics Goals


In Google Analytics, we use the feature called “Goals” to track the
conversions.
Once you configure Goals, Google Analytics will create conversion-related
metrics.

Examples of the Metrics:


Total number of conversions Or the Percentage of users that converted.
This is what we call “Conversion Rate”.
When you set up a Goal in Google Analytics, you can also set up a “Goal
Funnel” : A data visualization of the different steps needed to complete
that goal.
This visual helps us identify where users are dropping out of the
conversion process.

3.How to Set up Goals


In order to set up goals, you need to be Administrator on the view in which
you want to enable Goals.
You can only set up a maximum of 20 different goals per view. So be
thoughtful about which goals are the most important for your Business.

1. First Choose a Business Goal : Example Email sign ups.


2. Go to Admin - At the bottom of left-navigation.
3. Under “view” Click “Goals” - You will be redirected to the Goals
section.
4. Click “New Goal” - You will be prompted to the Goal Setup.

You have 3 basic options for creating goals:


Using a goal template
Tailored to meet the needs of businesses within specific industries
(automotive, entertainment, etc.). You need to select an Industry to
activate this.
Creating custom goals
Creating Smart Goals
If your account meets the prerequisites, you will have the option to select
Smart Goals.
4.How to Set up Goals
In order to set up goals, you need to be Administrator on the view in which
you want to enable Goals.
You can only set up a maximum of 20 different goals per view. So be
thoughtful about which goals are the most important for your Business.

1. First Choose a Business Goal : Example Email sign ups.


2. Go to Admin - At the bottom of left-navigation.
3. Under “view” Click “Goals” - You will be redirected to the Goals
section.
4. Click “New Goal” - You
will be prompted to the
Goal Setup.

You have 3 basic options for


creating goals:
Using a goal template
Tailored to meet the needs of
businesses within specific industries
(automotive, entertainment,
etc.). You need to select an Industry
to activate this.
Creating custom goals
Creating Smart Goals
If your account meets the prerequisites, you will have the option to select
Smart Goals.

A funnel refers to the path your users take to reach a particular


destination.
You can specify the screens or pages the user must visit prior to the final
destination goal by turning on the Funnel option. For each step in the
funnel, click +Add another Step, then enter a page name or an app
screen name, as you did in the Destination field.
The funnel steps use the same match type as the Destination. For
example, if you specified Equals to for the Destination, all the funnel steps
must match that exact expression.

For our example: “Newsletter Sign Up”


The steps a User should take are

 Visit Website: mywebsite.com (Not required because user can


access from a different page for this example)
 Visit Newsletter Sign Up Page: mywebsite.com/newsletter.html
 Visit Thank you for Signing Up Page:
mywebsite.com/newsletterthankyou.html

This example will allow us to check how many people are dropping-off
before they actually sign-up.
5.How to Set up Goals - Custom Goals -
Duration
Measure user engagement by treating minimum session duration as a
conversion. The Hours, Minutes and Seconds fields specify the minimum
session time that qualifies as a goal conversion.
Any session longer than this amount of time will generate a conversion.

6.How to Set up Goals - Custom Goals -


Pages/Screens per session
Measure user engagement by treating the number of pages or screens per
session as a goal. Users who view more than the specified number of
pages or screens will generate a conversion.
This is especially useful to track the 3 Clicks to sign up : If people visit
more than 3 pages than you need to make changes to your website as it’s
complicated for the user to reach the information needed and this will
drop your sign ups.
7.Goals
After creating your goals, they will appear not only in the Goals’ list, but
also in other Reports (such as Audience and Acquisition).
You can also check out your Goals Metrics by accessing under Conversions
in the left-navigation
Goals then Overview.

8. Goals - Funnel Visualization


To see the related funnel visualization of the goal you created, Click the
“Funnel Visualization” report under Goals. By, scrolling down, you can see
user activity in every step of the funnel and how many users moved from
a step to another.
This allow you to see if users are dropping at a particular step.
In this example: User are dropping dramatically in the Cart Page.
This information will enable you to know where to investigate further to
increase our purchases.
There could be technical issues with this stage of the funnel preventing

users from proceeding.


9.Goals - Solutions Gallery
In Addition to creating your own customer Goals, Google Analytics
Solutions Gallery offers many Goals built by other users that you can add
to your Analytics account to use.

When you import a goal from the Solutions Gallery, only the template is
imported into your account. You can use that goal to track the conversions
in your Analytics account, not the conversion data from the person that
created the goal.

Just choose the goal you want to import, and click on import on top. Select
your view and the Goal will be imported.

Takeaways
 Google Analytics is a platform that collects data and compile it into
useful reports
 The tracking code can give you information about user’s Interactions
with your website and browser data.
 The five main reports of Google Analytics Platform are : Real-time
Reports, Audience Reports, Acquisition Reports, Behavior Reports
and Conversions Reports.
 Reports in Analytics are made up of dimensions and metrics.
 Dimensions are attributes of your data and Metrics are quantitative
measurements.
 Scope informs the way that metrics and dimensions are set up.
 Audience reports generated through analytics can help you better
understand the characteristics of your users.
 Acquisition reports are used to compare the performance of different
marketing channels and discover which sources send you the
highest quality traffic and conversions.
 The Behavior Reports allow you to understand how users are
interacting with your website and pages they are visiting.
 In Google Analytics we use the feature called “Goals” to track the
conversions.
 You have 3 basic options for creating goals: using a goal template,
creating custom goals and creating Smart Goals.

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