Google Analytics
Overview ● What’s Google Analytics? ● The Google Analytics implementation formula. Steps involved in installing Google Analytics. ● Tracking events, campaigns and ecommerce data. ● ● Creating goals and funnels for proper analysis and reporting. Understanding the Analytics dashboard, and ● creating a custom dashboard.
What is Google Analytics? And why should you know about it?
A tool by Google that measure website user interactions to help you analyze and take right marketing decisions.
GA Implementation Formula Step 1: Google Tag Manager ● Installation Step 2: GA Installation using ● GTM Step 3: Tracking Events ● Step 4: Creating Goals & Funnels ● Step 5: Tracking Ecommerce ● Data Step 6: Tracking Campaigns ● Step 7: Creating Custom ● Reporting Dashboard
Tools Used in this Training 1. Google Merchandise Demo Account 2. Google Tag Manager 3. Google Tag Assistant (Chrome plugin) 4. Wordpress 5. Wordpress Google Tag Manager Plugin
Let’s go data driven digital marketing?
Step 1: Installation of Google Tag Manager
What’s Google Tag Manager? A free tool to install and manage tracking and application scripts without a help of a developer.
How to install it? 1. Create account and get container code or ID 2. Install GTM plugin in wordpress 3. Verify with Google tag assistant chrome plugin
What you should know about: Tags - Triggers - Variables And...
Data Layer: A data layer is an object that contains all the information that you want to pass to Google Tag Manager.
Let’s move further with Data Driven Digital Marketing
Step 2: Google Analytics Installation with Tag Manager
Step 2: GA Installation with GTM 1. Fetch Tracking ID from Analytics Account 2. Create a new tag in tag manager 3. Create a GA tracking ID variable in tag manager 4. Create a pageview trigger in tag manager 5. Test the installation with debug mode 6. Publish the tag 7. Use Google tag assistant to verify 8. Verify with GA real time report
Dashboard Overview and Understanding of Important Terms
User ● Session ● Pageviews ● Bounce Rate ● Exit ● Conversion Rate ● Source / Medium ●
Step 3: Tracking Events with GTM
What’s an event? An event is an action taken by a user on your website.
How can you track events? 1. Button Click Tracking 2. Scroll Tracking
Button Click Tracking
Button Click Tracking 1. Create a generic click trigger 2. Fetch button click unique identifier from data layer 3. Create a tag 4. Modify generic click trigger for button click 5. Test with preview and debug mode 6. Verify with GA real time report
Scroll Tracking
Scroll Tracking 1. Enable scroll depth variables 2. Create scroll trigger 3. Create scroll tag 4. Test with preview & debug mode 5. Verify with GA real time report
Step 4: Goals and Funnel Tracking
Goals are objectives you create for your marketing.
Type of Goals you can Track in GA Pages per Destination Duration Event session
Step 5: Tracking Ecommerce Data
Step 5: Tracking Ecommerce Data 1. Enable ecommerce from GA Admin 2. Enable ecommerce from GTM WP Plugin 3. Find an event name “gtm4wp.orderCompleted” from Chrome developer tool 4. Create a Transaction tag in GTM 5. Create a custom event trigger using event name 6. Test with GTM preview and debug mode
Step 6: Custom Campaign Tracking
UTM (Urchin Tracking Module) parameters.
Step 7: Creating Custom Reporting Dashboard
Step 7: Creating Custom Reporting Desktop Example: Conversion Summary Dashboard 1. What is a conversion rate of each source/medium? 2. What is a conversion rate from each device type? 3. What is a conversion rate from each city/country? 4. What is a conversion share of each source medium? 5. What is a conversion share of male vs female?
GA - Ask a Question https://www.youtube.com/watch?v=Y_NrnMETM3c
Now the fun part! A Quiz
Question One: Your company created a new eBook and published it on your website. How can you use Google Analytics to see how many people downloaded it? ● Setup a Goal ● Look at number of sessions on eBook landing page ● Look at the referral traffic to eBook landing page
Question Two: Your boss wants to know which devices are being used to visit your company website. You can gather data on which of the following devices: ● Desktop computers ● Tablets ● Smartphones ● All of the above
Question Three: Your client asks you to pull information around geographic location, age and gender for their website audience. These are called: ● Dimensions ● Metrics ● Goals
Bonus: A deadly combination Quantitative Analysis = Google Analytics Qualitative Analysis = Hotjar Analytics
And finally… Any Questions?
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