Scribd Logo
Загрузить

Добро пожаловать в Scribd!

  • Google Analytics Notes

    Загружено:

    cheryl
    61 просмотров7 страниц
    The document provides information on setting up and using Google Analytics to track user behavior on a website. It discusses adding the tracking code, organizing data into accounts, properties and views. It also covers different types of reports that can be generated, including audience, acquisition, behavior, and custom campaign reports. Goals and funnels are explained as ways to measure business objectives and conversions. The document also touches on advanced analytics topics like data collection and processing, configuration settings, and creating a measurement plan.

    Исходное описание:

    Notes for Beginners

    Авторское право

    © © All Rights Reserved

    Доступные форматы

    DOCX, PDF, TXT или читайте онлайн в Scribd

    Этот документ был вам полезен?

    Это неприемлемый материал?

    Пожаловаться на этот документ
    The document provides information on setting up and using Google Analytics to track user behavior on a website. It discusses adding the tracking code, organizing data into accounts, properties and views. It also covers different types of reports that can be generated, including audience, acquisition, behavior, and custom campaign reports. Goals and funnels are explained as ways to measure business objectives and conversions. The document also touches on advanced analytics topics like data collection and processing, configuration settings, and creating a measurement plan.

    Авторское право:

    © All Rights Reserved
    Скачайте в формате DOCX, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    61 просмотров7 страниц

    Google Analytics Notes

    Загружено:

    cheryl
    The document provides information on setting up and using Google Analytics to track user behavior on a website. It discusses adding the tracking code, organizing data into accounts, properties and views. It also covers different types of reports that can be generated, including audience, acquisition, behavior, and custom campaign reports. Goals and funnels are explained as ways to measure business objectives and conversions. The document also touches on advanced analytics topics like data collection and processing, configuration settings, and creating a measurement plan.

    Авторское право:

    © All Rights Reserved
    Скачайте в формате DOCX, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    из 7

    Google Analytics Notes

     To use analytics to track user behaviour on the website, the Google


    Analytics tracking code should be added to each page of the site (jus tafter
    <head> tab
     Google Analytics will end a default session when a user is inactive for 30
    minutes

    Organisation -> Accounts -> Properties -> Views } Organise the data

    Property
    Collect data independently of each other using a unique tracking code
    I.e. Separate property for different region

    Views
    I.e. create different views for different region
    Can set Google analytics goals: valuable way to track conversions/business
    objectives (I.e. how many users purchased a product)
     Will not include past day
     Only admins can recover a deleted view (within 35 days)

    Type of views: Master data, test view, filtered view

    Filters
    Types of filter:
     Predefined
     Custom (include, exclude, modify data)
    *Remember to exclude your own IP address (a.k.a internal traffic)

     Filters will be applied in the order the filter is arranged


     Important to keep an unfiltered view (aka Master data) to ensure access
    to original data

    Bot filtering- filters out bot traffic


    2.3 Understanding the full reports
    Date range
    Bounce rate: % of visitors who landed on the website and exited without any
    actions
    Dimension: An attribute of a data set
    Secondary dimension: Additional dimension that can be added to a report for
    more specific analysis

    Site usage: Shows behaviour metrics i.e. users, pages per session & average
    session duration
    Goals: Shows metrics based on the number of goals configured
    E-commerce: Shows transactions metric

    Display options:
     Pie chart icon
     Performance view (compare individual segments side by side
     Comparison (show whether each entry in the table is performing
    below/above site average)
     Pivot (creates pivot table- show different dimension values for
    comparison)
    ** Drop down menu to select which metric you want to view

    2.5 Setting up dashboards and shortcuts


    3.1 Audience reports
     Shows characteristics of the audience (i.e. country, language, age, gender,
    engagement

    Active users: How many users have at least one session in your site
    Demographics: Age and gender of users
    Interests

    % New sessions: Can help identify potential new market based on new traffic

    3.2 Acquisition report


    Compare performance of different marketing channels and which source
    provides highest quality traffic and conversion

    Land on site-> GA tracking code captures attributes and dimensions (medium,


    source, campaign name)
     Medium: Organic, CPC, referrals, email
     Source: Provides information of the medium (i.e. URL, search engine)
     Bounce rate
    3.3 Behavioural report
     Total page views: Sum of each time a user loaded a page on your website
     Content Drilldown: Groups THE PAGES ACCORDING TO THE WEBSITE’S
    DIRECTORY STRUCTURE
     Exit pages: Pages where users left the site
     Events: How users react with specific elements on the website (i.e. click
    on download link or video player)
    4.1 Measuring custom campaigns

    Types of marketing campaign:


     Text ads on search engines
     Email
     Social media

    Marketing campaigns are tracked through campaign tagging which includes a


    parameter (parameter is in URL link denoted by = and hyphen)

    Campaign tags:
     Medium: How the message is sent to the user(Email, CPC, Social)
     Source: Where the users come from (Google/ Bing/ Yahoo, newsletter)
     Campaign name
     Content (Version of a promotion)
     Term (Keyword for paid search campaign)

    Add these parameters via ‘URL builder’-> Fill the URL builder form – Generate
    URL

    4.2 Tracking campaigns with URL builder

    Reviewing campaign reports: Acquisition -> Campaigns


    Adding secondary dimension (Ad content) to verify other campaign tags

    4.3 Using goals to measure business objectives


    Business goals: Actions you want users to take on your website

    Goal funnel: Steps needed to complete the goal (Shows where users are dropping
    out of conversion process, tracks how far user get at each stage of the goal)
     Only can set up to 20 goals per view
     Admin -> Views-> Goals -> New goal
     Goal slot ID: Organise the goals
     Type: Triggered by user action (Destination- ensure that the URL is
    distinctive, duration, events)
     Switching the funnel switch ON to add funnel steps:
    - Each step represents an action on the website that has to be taken to
    accomplish the goal (Include unique part of the URL- i.e. /Checkout.
    /Billing address)
    **See the data under Conversion-> Funnel visualisation

    4.4 Measuring AdWords campaigns


    Text advertisements: Text, images, animations or video
    Shows up in google search
    Adwords can automatically add special campaign tag to campaign URLS
    (Autotagging): get specific adwords dimension into google analytics
    - Acquisition-> Adwords-> Campaigns
    Keywords report: How well keywords and individual ads are performing
    Bid adjustment: Adjust the bid
    Top performing pages for new users;
    Behaviour-> site content -> all pages-> Secondary dimension: user type
    (Inform marketers how to acquire new users)

    Identify ineffective landing pages:


    Behaviour -> site content -> landing pages-> sort by bounce rate
    ** Secondary dimension: Campaign (to see which campaign is turning away
    users)

    View user campaign data across devices:


    Acquisition -> All campaigns-> secondary dimension (device)

    By geographic data:
    Audience -> geo-> toggle the ‘conversion’ tab
    Advanced Analytics

    1.1 Google Analytics data collection


    - Goal of tracking code is to track each user interaction on the website
    - Google Analytics will drop a cookie on the user’s browser for that
    website/ any related subject
    - Installing default tracking code on different domains -> GA will count
    the users separately
    - For cross doman tracking->
    - “Hit” is a URL string with parameters of useful information about the
    users
    o Pageview hit: When user loads a new page
    o Event hit: When user interacts with a particular element on the
    website (Consists of parameters: Action, category, label, value)
    o Transaction hit: About ecommerce purchases: SKU,
    Transaction, product iD
    o Social hits
    o Pagetiming hits

    1.2 Categorizing into users and sessions


    Steps in processing data:
    1. Determine new vs. returning users
    - Unique id for the user’s browser cookies
    * Will be lost if the user clears the browser cookies
    2. Categorise hits into sessions or periods in which the user engaged with
    the site
    - Groups user hits based on the time in which they are generated
    (measured with a metric called ‘session’)
    3. Joins data in the tracking code with other data sources
    - Can link data from other Google marketing tools like AdWords,
    AdSense

    1.3 Applying configuration settings


    How data will be process:
    - Data filters
    - Goals: destination, page views, events, duration
    - Data grouping
     Channel: organise data into customized channels
     Content: aggregate metrics within reports based on org. of
    website
    - Custom dimensions: define group of metric
    - Custom metrics

    1.4 Storing data and generating reports

    Can only pair metric and dimension if they are in the same scope
    1.5 Creating a measurement plan

    Macro objectives: Broader goals


     Macro conversions measure tactics that support various strategies
    Micro objectives: Brings users closer to macro conversions.
     Micro conversions help you understand the user behaviour that leads to
    macro conversion

    Measurement plan: Align business settings with Google analytics configuration


    settings
     Includes: Business objective, strategies that support that objective and
    tactics that will help you achieve the strategy
     Each tactic includes KPI that measure micro and macro conversion

    Example of measurement plan:


    Business objectives
    Strategy
    Tactic -> KPI
    Segments (Dimensions): Customer demographics, traffic sources, device type,
    user category

    Вам также может понравиться