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com
Google Analytics 101
measuring value, more than just numbers
ridho putradi s’gara
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
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today’s agenda
google analytics | introduction
google tag manager
google analytics | the basic
your audiences
acquisition
behaviour
conversions
custom dashboard
generating insights
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bring
out
that
question!
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Google Analytics | introduction
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getting started with google analytics
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google analytics
account structure
view
account property view
view
view
property view
view
view
property view
view
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google analytics tracking code
• asyncronous code execution
• placed on <head>
• it create a unique identifier
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Google Tag Manager
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managing your tags with
Google Tag Manager
• manage tags reliably and
effectively
• change tags quickly and
easily
• easily embed any tags
google.com/analytics/tag-manager
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setting up your account
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installing your tag manager
code
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creating and
publishing
your tag
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managing your tags
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verify your code
use ghostery (https://www.ghostery.com) or similar app to verify that your code is up and running
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Google Analytics | The Basic
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measuring,
collecting,
analyzing &
reporting your data
actionable
insights
what you can do with
Google Analytics
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dimensions describe metrics are quantitative
characteristics of your users, their measurements
sessions and actions
sample of metrics:
sample of dimensions: sessions : 10,000
city : jakarta, bandung, etc. pages/sessions : 3.00
gender : male/Ffemale bounce rate : 60%
device : desktop, mobile
etc.
dimension vs metrics
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date range & comparison
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segments
isolate and examine subsets of your data.
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creating new segments for your data
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your audiences
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who, how, where and when
• demographics
• geographics
• behaviour
• technology
• mobile
• benchmark
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audience overview
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active users
analize the long term engagement with your audiences
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demographics
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interest: affinity category
affinity audiences consist of aggregated consumers who have demonstrated a
qualified interest in a particular topic.
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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.
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interest: other categories
This groups users by which categories they are also interested in browsing about,
for example "Food & Drink/Cooking & Recipes."
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geographics data
languges and locations
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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.
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technology
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mobile
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benchmarking
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user flow
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acquisition
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acquisition overview
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traffic by channels
channels are source of your traffics. by default, Google already defined the source of traffics to several channels
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source and medium
source and medium will help you describe even further on where your traffics are coming from
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tagging your audiences
Campaign Source Required. Use utm_source to identify a search engine, newsletter name, or other source.
(utm_source) Example: utm_source=google
Campaign Medium Required. Use utm_medium to identify a medium such as email or cost-per- click.
(utm_medium) 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 Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the
(utm_content) same URL.
Examples: utm_content=logolink or utm_content=textlink
Campaign Name Required. Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic
(utm_campaign) campaign.
Example: utm_campaign=spring_sale
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connecting your adwords account
unified dashboard = better monitoring
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adwords campaigns monitoring
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search engine optimization
connect Google Webmaster Tools / Google Search Console to be able to monitor your SEO performances on
Google Analytics
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not provided?
imho is the worst approach Google has ever made to privacy.
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social media monitoring
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campaign analysis
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import your cost data
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behaviour
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site content
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site speed
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site search
go to admin > view > view settings
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event tracking
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event tracking
fields
example
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publisher? connect your adsense
account
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content
experiements
Google versions of A/B testing
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in-page analytics
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conversions
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set up your
goals
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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
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it’s important to put
money value on your
goals. remember, you
can’t measure what it
is you do not value.
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goal funnel
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multi channel path
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digital attribution
without a clear attribution,
you will end up with
misleading information on
your digital performances
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setting up your attribution model
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attribution madness
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last interaction
In the Last Interaction attribution model, the last touchpoint
would receive 100% of the credit for the sale.
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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
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first interaction
In the First Interaction attribution model, the first touchpoint
would receive 100% of the credit for the sale.
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linear
In the Linear attribution model, each touchpoint in the
conversion path would share equal credit for the sale.
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time decay
In the Time Decay attribution model, the touchpoints closest in
time to the sale or conversion get most of the credit.
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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.
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custom attribution
Order1Value1
(Margin)1 =1IDR1
50000
Display Search Direct Social Paid1Search
Cost1per1acquisition1 (all1channel1combined)1 =135000
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ecommerce tracking
go to admin > view > ecommerce settings
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transaction data
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item data
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implementation
load the plugin
adding transaction
adding item (to cart)
sending data
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php example
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php example (cont)
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custom dashboard
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google analytics solution dashboard
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sample dashboard
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generating insights
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sample 1: page, browser & site speed
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sample 2: browser & engagement
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sample 3: channel & conversion
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more resources
http://www.wordstream.com/blog/ws/2014/05/15/google-analytics-tips
http://www.slideshare.net/kelvinnewman/5-instantly-actionable-insights-from-google-analytics
http://conversionxl.com/under-utilized-google-analytics-reports-conversion-insights/
https://blog.kissmetrics.com/google-analytics-for-visitor-insights/
http://www.kaushik.net/avinash/google-analytics-tips-data-analysis-reports/
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that’s it
i’m a huge fan of coffee, a venti long
black and we’ll talk more!
@idowebid
[email protected]
http://www.inboundid.com
+628118301984
http://www.inboundid.com
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Growth Hacking stories
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