google analytics - getting started
DESCRIPTION
TRANSCRIPT
![Page 1: Google Analytics - Getting Started](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c655634a7959d9368b456d/html5/thumbnails/1.jpg)
GOOGLE ANALYTICS
Hello rabbit hole.
![Page 2: Google Analytics - Getting Started](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c655634a7959d9368b456d/html5/thumbnails/2.jpg)
getting started
• You need a Google account.
• google.com/analytics
![Page 3: Google Analytics - Getting Started](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c655634a7959d9368b456d/html5/thumbnails/3.jpg)
setup 101
1. Tell Google about your site
2. Put the code in your pages or template files
![Page 4: Google Analytics - Getting Started](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c655634a7959d9368b456d/html5/thumbnails/4.jpg)
ooh shiny!
![Page 5: Google Analytics - Getting Started](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c655634a7959d9368b456d/html5/thumbnails/5.jpg)
ooh shiny!
![Page 6: Google Analytics - Getting Started](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c655634a7959d9368b456d/html5/thumbnails/6.jpg)
ooh shiny!
![Page 7: Google Analytics - Getting Started](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c655634a7959d9368b456d/html5/thumbnails/7.jpg)
CONTEXT…without it, data is just noise.
![Page 8: Google Analytics - Getting Started](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c655634a7959d9368b456d/html5/thumbnails/8.jpg)
segments
![Page 9: Google Analytics - Getting Started](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c655634a7959d9368b456d/html5/thumbnails/9.jpg)
filters
![Page 10: Google Analytics - Getting Started](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c655634a7959d9368b456d/html5/thumbnails/10.jpg)
goals
• Sales
• Information
• Inquiry collection
• Advertising revenue
• Appointment scheduling
Your site goals should be tied to your business goals. KPI measure status against desired outcomes.
![Page 11: Google Analytics - Getting Started](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c655634a7959d9368b456d/html5/thumbnails/11.jpg)
it’s the question that drives us
• How is our campaign doing?
• What search engines are sending visitors?
• What geographic areas are we NOT marketing to that are still yielding traffic and/or conversions?
• How many times do visitors come to our site before they complete a goal?
• Are sales higher on certain devices?
• What types of content are generating traffic?
• What’s the ROI of social engagement?
![Page 12: Google Analytics - Getting Started](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c655634a7959d9368b456d/html5/thumbnails/12.jpg)
custom dashboards
• Create widgets for highly specific measurements
• Apply and compare date ranges
• Subject to segmentation
• Provide context
EXAMPLE: UMW KPI Dashboard
![Page 13: Google Analytics - Getting Started](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c655634a7959d9368b456d/html5/thumbnails/13.jpg)
A/B TESTING…because the plural of anecdote
is not data.