google analytics · 2018-08-18 · step 2: ga installation with gtm 1. fetch tracking id from...
TRANSCRIPT
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
Account2. Google Tag Manager3. 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 GTM1. Fetch Tracking ID from Analytics Account2. Create a new tag in tag manager3. Create a GA tracking ID variable in tag manager4. Create a pageview trigger in tag manager5. Test the installation with debug mode6. Publish the tag7. Use Google tag assistant to verify8. 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 trigger2. Fetch button click unique identifier from data layer3. Create a tag4. Modify generic click trigger for button click5. Test with preview and debug mode6. Verify with GA real time report
Scroll Tracking
Scroll Tracking
1. Enable scroll depth variables2. Create scroll trigger3. Create scroll tag4. Test with preview & debug mode5. 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
Destination Duration Pages per session Event
Step 5:
Tracking Ecommerce Data
Step 5: Tracking Ecommerce Data1. 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 combinationQuantitative Analysis = Google Analytics
Qualitative Analysis = Hotjar Analytics
And finally…
Any Questions?