http://www.GlobalMediaInsight.

com

Agenda

What is analytics?
Basic concepts
Reports

http://www.GlobalMediaInsight.com

What is Analytics?

http://www.GlobalMediaInsight.com

Whos Hungry?
Technology

Marketing

Sales & Merchandising

Operations

User Experience
Website performance
Localisation
Traffic source/channel analysis
Campaign performance
Product awareness
Product performance
Product demand
Revenue sharing

Product refunds
User loyalty

http://www.GlobalMediaInsight.com

Agenda

What is analytics?
Basic concepts
Reports

http://www.GlobalMediaInsight.com

Basic Terms
User
Session

Hit

http://www.GlobalMediaInsight.com

Hits, Sessions & Users

http://www.GlobalMediaInsight.com

Users and Their Sessions

Ahmad
Monday
3:30pm - 3:42pm

2 Users

Khaled
Monday
3:35pm - 3:58pm

3 Sessions

Ahmad

Tuesday
3:38pm - 4:10pm
http://www.GlobalMediaInsight.com

Question
How does Google Analytics know that the user who came back on
Tuesday is Ahmad and not a new user?

Answer
A random number (called the Customer ID) is stored on Ahmads
computer in a cookie.

http://www.GlobalMediaInsight.com

Sessions Count
Khaled

2 Sessions

Wednesday
11.50pm 12.10am
Ahmad
Monday
3:30pm - 3:42pm

Monday
3:50pm 3:56pm

1 Session

http://www.GlobalMediaInsight.com

The Hierarchy
Account
(Sign in)

Property

Property

(Data container)

(Data container)

View

View

View

View

(Filtered)

(Filtered)

(Filtered)

(Filtered)

http://www.GlobalMediaInsight.com

More Basic Terms

Pageviews
Bounce Rate
Conversion
Conversion Rate
Segment

The number of pages that were visited by all users

The percentage of sessions where only one page was viewed*

An action we would like the user to take on the site

The percentage of sessions that contain a conversion

A group of users that share similar attributes

http://www.GlobalMediaInsight.com

Segments - Were Not All Equal

http://www.GlobalMediaInsight.com

Dimension?
Metric?

Dimension

Metric
Country

Sessions

Revenue

UAE

253

100$

KSA

289

150$

Jordan

142

80$

http://www.GlobalMediaInsight.com

The Source
Three ways Google Analytics knows where a user came from
(source/medium):
1. AdWords (auto-tagging)
2. Marketers (manual tagging)

3. On its own* (referer HTTP header)

http://www.GlobalMediaInsight.com

The Source
<script>
(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)
})(window,document,'script','//www.google-analytics.com/analytics.js','ga');

ga('create', 'UA-41152208-1', 'auto');

ga('send', 'pageview');
</script>

http://www.GlobalMediaInsight.com

Question
Whats to stop a random person (who doesnt really like you) from
placing your tracking code on their website?

Answer
Nothing (other than their conscience). But even if they do, you can
exclude hits that did not come from your site.

http://www.GlobalMediaInsight.com

Filters - Whats That Noise?

Hit

Hit

Hit
Hit

Hit

Hit

Filter

Hit

Hit

Hit

Country
Device
Website address
Platform
Language
Environments
and many more....
http://www.GlobalMediaInsight.com

Filters vs. Segments

Filters

Segments

Once applied, filtering cannot be

undone

Can be undone by simply removing

them

Filtering works at the hit level

Segments work at the session level

Filtering does not cause sampling

Segments may cause sampling

Cannot compare filtered views

Up to 4 segments can be compared

http://www.GlobalMediaInsight.com

Agenda

What is analytics?
Basic concepts
Reports

http://www.GlobalMediaInsight.com

Your Goal in Life

Goals are the equivalent to conversions in AdWords:
Destination
Event

Time on site
Pages/session

http://www.GlobalMediaInsight.com

The Report Family

Audience

Acquisition

Who are you reaching?

Where are they coming from?

Behaviour

Conversions

How are they using your website?

Are they taking action?

http://www.GlobalMediaInsight.com

What Next?
1. Digital Analytics Fundamentals
(http://analyticsacademy.withgoogle.com/course01)
2. Advanced training session

3. Take the GAIQ test

4. Setup personal GA account

http://www.GlobalMediaInsight.com

Google Analytics Consultation & Services

You can also watch the video of this presentation from the URL
http://www.dailymotion.com/video/x48flby_an-introduction-to-website-analyticsusing-google-analytics_tech

About Us
Global Media Insight pioneered offering website analytics consultancy and
implementation services in UAE since 2010. Learn more about our Google Analytics
Consulting services from
http://www.globalmediainsight.com/analytics

http://www.GlobalMediaInsight.com

THANK YOU

http://www.GlobalMediaInsight.com