Google analytics 101

Data & Analytics

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  • Google Analytics 101 measuring value, more than just numbers
  • founder & ceo of inboundid and partner iklan ex. digital marketing manager at wego indonesia ex. group head search marketing at gopher ex. digital marketing manager for asia at lasalle college international ex. head of production at bubu get connected [email protected] +628118301984 @idowebid ridho putradi s’gara
  • today’s agenda google analytics | introduction google tag manager google analytics | the basic your audiences acquisition behaviour conversions custom dashboard generating insights
  • bring out that question!
  • Google Analytics | introduction
  • getting started with google analytics
  • google analytics account structure account property view view view property view view view property view view view
  • google analytics tracking code • asyncronous code execution • placed on • it create a unique identifier
  • Google Tag Manager
  • • manage tags reliably and effectively • change tags quickly and easily • easily embed any tags managing your tags with Google Tag Manager
  • setting up your account
  • installing your tag manager code
  • creating and publishing your tag
  • managing your tags
  • use ghostery ( or similar app to verify that your code is up and running verify your code
  • Google Analytics | The Basic
  • what you can do with Google Analytics measuring, collecting, analyzing & reporting your data actionable insights
  • dimension vs metrics dimensions describe characteristics of your users, their sessions and actions sample of dimensions: city : jakarta, bandung, etc. gender : male/Ffemale device : desktop, mobile etc. metrics are quantitative measurements sample of metrics: sessions : 10,000 pages/sessions : 3.00 bounce rate : 60%
  • date range & comparison
  • segments isolate and examine subsets of your data.
  • creating new segments for your data
  • your audiences
  • who, how, where and when • demographics • geographics • behaviour • technology • mobile • benchmark
  • audience overview
  • active users analize the long term engagement with your audiences
  • demographics
  • interest: affinity category affinity audiences consist of aggregated consumers who have demonstrated a qualified interest in a particular topic.
  • interest: in-market segments In-market audiences is a way to connect with consumers who are actively researching or comparing products and services across Google Display Network publisher and partner sites and YouTube.
  • interest: other categories This groups users by which categories they are also interested in browsing about, for example "Food & Drink/Cooking & Recipes."
  • geographics data languges and locations
  • behaviour new vs returning comparison between new users and returning users. new users are users who haven’t visited your site previously, on a new devices / browser, or has cleared their cookies. frequency & retency how many times and how often your users visited your site. engagement how long and how many pages your users visited your site.
  • technology
  • mobile
  • benchmarking
  • user flow
  • acquisition
  • acquisition overview
  • traffic by channels channels are source of your traffics. by default, Google already defined the source of traffics to several channels
  • source and medium source and medium will help you describe even further on where your traffics are coming from
  • tagging your audiences Campaign Source (utm_source) Required. Use utm_source to identify a search engine, newsletter name, or other source. Example: utm_source=google Campaign Medium (utm_medium) Required. Use utm_medium to identify a medium such as email or cost-per- click. Example: utm_medium=cpc Campaign Term (utm_term) Used for paid search. Use utm_term to note the keywords for this ad. Example: utm_term=running+shoes Campaign Content (utm_content) Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL. Examples: utm_content=logolink or utm_content=textlink Campaign Name (utm_campaign) Required. Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign. Example: utm_campaign=spring_sale
  • connecting your adwords account unified dashboard = better monitoring
  • adwords campaigns monitoring
  • search engine optimization connect Google Webmaster Tools / Google Search Console to be able to monitor your SEO performances on Google Analytics
  • not provided? imho is the worst approach Google has ever made to privacy.
  • social media monitoring
  • campaign analysis
  • import your cost data
  • behaviour
  • site content
  • site speed
  • site search go to admin > view > view settings
  • event tracking
  • event tracking fields example
  • publisher? connect your adsense account
  • content experiements Google versions of A/B testing
  • in-page analytics
  • conversions
  • set up your goals
  • question to ask when setting up your goals 1) who is your site target audiences 2) what do you want them to do when they visited your site
  • it’s important to put money value on your goals. remember, you can’t measure what it is you do not value.
  • goal funnel
  • multi channel path
  • digital attribution without a clear attribution, you will end up with misleading information on your digital performances
  • setting up your attribution model
  • attribution madness
  • last interaction In the Last Interaction attribution model, the last touchpoint would receive 100% of the credit for the sale.
  • last non direct interaction In the Last Non-Direct Click attribution model, all direct traffic is ignored, and 100% of the credit for the sale goes to the last channel that the customer clicked through from before converting
  • first interaction In the First Interaction attribution model, the first touchpoint would receive 100% of the credit for the sale.
  • linear In the Linear attribution model, each touchpoint in the conversion path would share equal credit for the sale.
  • time decay In the Time Decay attribution model, the touchpoints closest in time to the sale or conversion get most of the credit.
  • position based In the Position Based attribution model, 40% credit is assigned to each the first and last interaction, and the remaining 20% credit is distributed evenly to the middle interactions.
  • Display Search Direct Social Paid1Search Order1Value1 (Margin)1 =1IDR1 50000 Cost1per1acquisition1 (all1channel1combined)1=135000 custom attribution
  • ecommerce tracking go to admin > view > ecommerce settings
  • transaction data
  • item data
  • implementation load the plugin adding transaction adding item (to cart) sending data
  • php example
  • php example (cont)
  • custom dashboard
  • google analytics solution dashboard
  • sample dashboard
  • generating insights
  • sample 1: page, browser & site speed
  • sample 2: browser & engagement
  • sample 3: channel & conversion
  • more resources
  • that’s it i’m a huge fan of coffee, a venti long black and we’ll talk more! @idowebid [email protected] +628118301984 mailto:[email protected]