Overview What s Google Analytics? The Google Analytics implementation formula. Steps involved in installing Google Analytics.

Transcription

1 Google Analytics

2 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.

3 What is Google Analytics? And why should you know about it?

4 A tool by Google that measure website user interactions to help you analyze and take right marketing decisions.

5 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

6 Tools Used in this Training Google Merchandise Demo Account Google Tag Manager Google Tag Assistant (Chrome plugin) Wordpress Wordpress Google Tag Manager Plugin

7 Let s go data driven digital marketing?

8 Step 1: Installation of Google Tag Manager

9 What s Google Tag Manager? A free tool to install and manage tracking and application scripts without a help of a developer.

10 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

11 What you should know about: Tags - Triggers - Variables And...

12 Data Layer: A data layer is an object that contains all the information that you want to pass to Google Tag Manager.

13 Let s move further with Data Driven Digital Marketing

14 Step 2: Google Analytics Installation with Tag Manager

15 Step 2: GA Installation with GTM Fetch Tracking ID from Analytics Account Create a new tag in tag manager Create a GA tracking ID variable in tag manager Create a pageview trigger in tag manager Test the installation with debug mode Publish the tag Use Google tag assistant to verify Verify with GA real time report

16 Dashboard Overview and Understanding of Important Terms

17 User Session Pageviews Bounce Rate Exit Conversion Rate Source / Medium

18 Step 3: Tracking Events with GTM

19 What s an event? An event is an action taken by a user on your website.

20 How can you track events? 1. Button Click Tracking 2. Scroll Tracking

21 Button Click Tracking

22 Button Click Tracking Create a generic click trigger Fetch button click unique identifier from data layer Create a tag Modify generic click trigger for button click Test with preview and debug mode Verify with GA real time report

23 Scroll Tracking

24 Scroll Tracking Enable scroll depth variables Create scroll trigger Create scroll tag Test with preview & debug mode Verify with GA real time report

25 Step 4: Goals and Funnel Tracking

26 Goals are objectives you create for your marketing.

27 Type of Goals you can Track in GA Destination Duration Pages per session Event

28 Step 5: Tracking Ecommerce Data

29 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

30 Step 6: Custom Campaign Tracking

31 UTM (Urchin Tracking Module) parameters.

32 Step 7: Creating Custom Reporting Dashboard

33 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?

34 GA - Ask a Question

35 Now the fun part! A Quiz

36 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

37 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

38 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

39 Bonus: A deadly combination Quantitative Analysis = Google Analytics Qualitative Analysis = Hotjar Analytics

40 And finally Any Questions?