google analytics guide - nemsys · google analytics guide: a complete overview for connect users...

Google Analytics Guide A Complete Overview for Connect Users

Google Analytics Guide: A Complete Overview For Connect Users

Nemsys LLC : 122 S. St Clair, Toledo, Ohio 43604 : 419-243-3603 : www.nemsys.com

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Contents Chapter 1: Introduction ................................................................................................................................ 4

Chapter 2: Signing Up With Google Analytics ............................................................................................. 4

Chapter 3: Google Analytics Terminology ................................................................................................... 5

Chapter 4: Layout of Google Analytics ........................................................................................................ 7

Chapter 5: Learning the Ribbon and Tool Bar ............................................................................................. 7

Home Tab .................................................................................................................................................. 7

Reporting Tab ........................................................................................................................................... 7

Dashboards Section .............................................................................................................................. 8

Shortcuts Section .................................................................................................................................. 8

Intelligence Events Section .................................................................................................................. 8

Real-Time Section ................................................................................................................................. 8

Audience Section .................................................................................................................................. 8

Acquisition Section ............................................................................................................................... 8

Behavior Section ................................................................................................................................... 9

Conversions Section ............................................................................................................................. 9

Customization Tab .................................................................................................................................... 9

Admin Tab................................................................................................................................................. 9

Chapter 6: Driving Deeper in Google Analytics ......................................................................................... 10

Dashboards ............................................................................................................................................. 10

How to Create a Dashboard ............................................................................................................... 10

How to Add a New Widget ................................................................................................................. 11

How to Edit a Widget ......................................................................................................................... 12

Shortcuts ................................................................................................................................................. 12

How to Create a Shortcut ................................................................................................................... 12

Intelligence Events ................................................................................................................................. 13

How to Create a Custom Alert ........................................................................................................... 13

Real-Time ................................................................................................................................................ 14

Audience ................................................................................................................................................. 14

How to Discover Users’ Location ....................................................................................................... 14

New Visitor vs Returning Visitor ........................................................................................................ 15

The Browser ........................................................................................................................................ 15

The Network ....................................................................................................................................... 16



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The Mobile Devices ............................................................................................................................ 16

Users Flow .......................................................................................................................................... 17

Acquisition .............................................................................................................................................. 17

Understanding Your Traffic ................................................................................................................ 17

AdWords Account ............................................................................................................................... 18

Social Networks .................................................................................................................................. 18

Your Campaigns .................................................................................................................................. 18

Behavior .................................................................................................................................................. 19

Page Flow ............................................................................................................................................ 19

All Pages Content ............................................................................................................................... 19

Content Drilldown .............................................................................................................................. 20

Landing Pages Content ....................................................................................................................... 21

Exit Pages Content .............................................................................................................................. 21



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Chapter 1: Introduction Google Analytics is a free web analytics that provides statistics and basic analytical tools for

search engine optimization (SEO) and marketing purposes.

Chapter 2: Signing Up With Google Analytics

You must create an account with Google Analytics.

Step 1: Go to google.com/analytics

Step 2: Click the Access Google Analytics or Create an account button (top right), and follow the

on-screen instructions

Or

Step 3: Set up a property in the account you have created:

o Sign in to your Google Analytics Account

o Select the Admin tab

o In the Account column, use the dropdown menu to select the account to which you

want to add the

property to

o In the Property

column, select

Create new property

from the dropdown

menu

o Select Website or

Mobile app

o Enter the Website or

App Name

o Enter the Web Site

URL

o Select an Industry Category

o Select the Reporting Time Zone

o Click Get Tracking ID

Name of the Property

Your website URL

Put it on “All Web Site

Data”

You’re Industry

Category

http://www.google.com/analytics/



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Step 4: Follow the instructions to set up web tracking or set up mobile app tracking:

Set up the web tracking code there are two ways to collect page tracking data:

1. Add tracking using Google Tag Manager:

This approach is recommended because using Google Tag Manager simplifies tag management on your

site. Using Google Tag Manager makes it easier to add other tags to your site and configure your Google

Analytics tracking.

2. Add the tracking code directly to your site:

This approach you will add the tracking code directly into the HTML of every page of your website. This

is the easiest approach if you only want to add the basic Google Analytics tracking code to your site.

Chapter 3: Google Analytics Terminology

% Exit: Is (number of exits) / (number of pageviews) for the page or set of pages. It indicates how often

users exit from that page or set of pages when they view the page(s).

% New Sessions: An estimate of the percentage of first time visits.

% Search Exits: The number of exits from your site that occurred following a result from an internal

search.

% Search Refinements: The total number of times a refinement (transition) occurs between internal

search keywords within a session.

Average Search Depth: The number of pages visitors viewed after getting results for the search term.

Average Session Duration: The average length of a session.

Average Time on Page: The average amount of time users spent viewing a specified page or screen, or

set of pages or screens.

Average Value: The average value of each event.

Bounce Rate: Is the percentage of single page visits (visits in which the person left your site from the

entrance page without interacting with the page).

Conversions: Is the completion of an activity that is important to the success of your business.

Entrances: Entrances is the number of times visitors entered your site through a specified page or set of

pages.

Event Value: Is the total value of an event or set of events. It is calculated by multiplying the per-event

value by the number of times the event occurred.

Events/Sessions with Event: Total number of events per sessions.

Exits: Is the number of times visitors exited your site from a specified page or set of pages.



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Goal Completions: The total number of conversions.

Goal Conversion Rate: The sum of all individual goal conversion rates.

Goal Value: Total Goal Value is the total value produced by goal conversions on your site. This value is

calculated by multiplying the number of goal conversions by the value that you assigned to each goal.

Landing Page: The pages through which visitors entered your site.

New Users: The number of first-time users during the selected data range.

Page Value: The average value of this page or set of pages. Page Value is ((Transaction Revenue + Total

Goal Value) divided by Unique Pageviews for the page or set of pages)).

Page/Session: (Average Page Depth) Is the average number of pages viewed during a session. Repeated

views of a single page are counted.

Page: The pages visited, listed by URI. The URI is the portion of the page’s URL following the domain

name.

Pageviews: Is the total number of pages viewed. Repeated views of a single page are counted.

Results Pageviews/Search: Is the average number of times visitors viewed a search results page after

performing a search.

Sessions with Event: Total number of sessions in which at least one event is triggered.

Sessions with Search: The number of sessions during which at least one site search occurred.

Sessions: Total number of sessions within the date range. A session is the period of time a user is

actively engaged with your website. All usage data (Screen Views, Events, Ecommerce, etc.) is associated

with a session.

Time after Search: The amount of time visitors spent on your site after getting results for the search

term.

Total Events: Is the number of times events occurred.

Total Unique Searches: Is the number of times people searched your site. Duplicate searches within a

single visit are excluded.

Unique Events: The number of times during a date range that a session contained the specific dimension

or combination of dimensions.

Unique Pageviews: Is the number of visits during which the specified page was viewed at least once. A

unique pageview is counted for each page URL + page Title combination.

Users: Users that have had at least one session within the selected data range. Includes both new and

returning users.



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Chapter 4: Layout of Google Analytics

Chapter 5: Learning the Ribbon and Tool Bar

Home Tab The Home tab is where you can access your different properties that you have created.

Reporting Tab The Reporting tab is where you can access all the statistics information about your

website. Some of the statistics information that you can learn about while working in this

tab is based on your audience; their location, their demographics, their behavior, what

technology and mobile device they use and the most important part what pages they are

viewing when they are on your website. The Tool Bar sections are: Dashboards, Shortcuts,

Intelligence Events, Real-Time, Audience, Acquisition, Behavior and Conversions.



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Dashboards Section The Dashboard section in the Tool Bar is where you can create different widgets

that you can customize to fit the important information that you care about. The

information that you create in your dashboard(s) will always report without you

constantly having to recreate it again each time you want this information. You

have many different widgets in one dashboard or have multiple different

dashboards for your website.

Shortcuts Section The Shortcuts section in the Tool Bar allows you fast access to your most commonly viewed

reports straight from the Home tab. When you save your report as a shortcut, all the report

configurations will be stored as well. This can include applied filters, advanced segments,

dimensions, and more.

Intelligence Events Section The Intelligence Events section in the Tool Bar will create and send you alerts when a metric for a

segment deviates from the expected range. There are two different kind of alerts that are created. One

alerts are Automatic alerts; which these are created without any input from you. The other alerts are

Custom alerts that you have created.

Real-Time Section The Real-Time section in the Tool Bar is where you can see who is currently on your website

at that exact moment. From this section you can find out where that user is located, what

content that user is looking at, what mobile device they are using to and a couple other

items as well.

Audience Section The Audience section in the Tool Bar is all the information that you want to learn

about your audience that is looking at your website. In this section you can learn

about their demographics, their interests, their location, their

behavior, what technology they are using to look at your website,

what mobile device are they using and you track their flow while

they are on your website.

Acquisition Section The Acquisition section in the Tool Bar is where you can evaluate

your website traffic by comparing it from search, referrals, email and

your marketing campaigns.



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Behavior Section The Behavior section in the Tool Bar is where you can learn about what your website’s

content, performance, searchability and interactivity. In this section one of the most

important information that you can view reports on are your website’s page content.

You can view reports on how many pageviews there are for each page of your website,

what page the user entered and exited your website through, and you can view the

number of pageviews based on the location of your users. This section is where you can

learn a lot on what your users are looking at on your website and what information

they are looking at and reading. With this information it can help you know what your

strong pages are and where you need improvement.

Conversions Section The Conversions section in the Tool Bar is where you can create, manage and track your Goals

conversions and Ecommerce conversions. A conversions is the completion of an activity that is

important to the success of your business.

Customization Tab The Customization tab allows you to create new custom reports of the data information that you would

like to run and review on a regular basis.

Admin Tab The Admin tab is where you access your Account Settings, User Management, All Filters, create and

manage your properties and your view settings.



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Chapter 6: Driving Deeper in Google Analytics

Dashboards

How to Create a Dashboard Step 1: Click on the Dashboards tab

Step 2: Click on the + New Dashboard

Step 3: Click on which dashboard you want to create; you can create a Blank Canvas or Starter

Dashboard.

Blank Canvas: you get to create your own widgets that you want in your dashboard

Starter Canvas: creates a dashboard with the basic widgets that Google Analytics feel you will

want to report on

Step 4: Give your dashboard a title name

Step 5: Click the Create Dashboard button



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Step 6: Create your widgets for your dashboard; if you created a Started Dashboard you can go

to the next section

1. Give the Widget a title name

2. Select either from the Standard or Real-time table, chart or map

3. Depending on what table, chart or map you selected, you will than need to select your

metric(s) that you want to graph, show, or display

4. Depending on what table, chart or map you selected, you might have to fill in a few

other information in order to get the best results in this report

5. Once you are done creating your widget, click Save

*If you want to keep the same information from a widget you created, but only want to change

a couple of metric(s) you can click on the clone widget and it will copy the widget you just created. You

just would need to edit the widget to make the changes to the metric(s).

How to Add a New Widget At the top of your dashboard to add a new widget, click on the + Add Widget button.

Once you click on that you will want to go back to Step 6 to fill in the new widget.

Give the widget a title name

Can only

select one

out of the

following

tables,

charts or

maps Make sure you fill out all the metric(s) information

depending on the table, chart or map you selected



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How to Edit a Widget At the top of each widget in the upper right corner there is a pencil icon.

Step 1: Click on the pencil icon

Step 2: Make the changes you want to that widget

Step 3: Click Save

All the dashboards that you create will be listed under the Private tab under the Dashboards tab in the

Tool Bar area.

Shortcuts

How to Create a Shortcut Step 1: Open the report that you use the most

Step 2: Up at the top of the report close to the title of the report click on the Shortcut button



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Step 3: A box will pop up asking you to name the shortcut; you can either leave the name how it

is in the box already or rename it to what you want

Step 4: Click Ok

All the shortcuts that you create will show up under the Shortcuts tab in the Tool Bar area.

Intelligence Events

How to Create a Custom Alert Step 1: Click on the Overview under the Intelligence tab in the Tool Bar area

Step 2: Click on the Custom Alerts tab

Step 3: Click on the Manage Custom Alerts

Step 4: Click on the + New Alert button

Step 5: Fill in:

1. The Alert Name

2. Select how offer you want

this alert to be ran (Day,

Week, Month)

3. Click the box if you want to

receive an email when this

alert triggers

4. Fill in the Alert Conditions

of your Alert you are

creating

Step 6: Click Save Alert



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Real-Time The Real-Time section in the Tool Bar is where you can see who is currently on your website at that

exact moment. From this section you can find out where that user is located, what content that user is

looking at, what mobile device they are using to and a couple other items as well.

Audience

How to Discover Users’ Location Step 1: Go to the Audience Tab in the Tool Bar

Step 2: Go to the Geo section

Step 3: Click on the Location section

The first location that will come up: Countries

Step 4: Double Click on the Country to get more information on the

Region Location

Step 5: Double Click on the Region to get more information on the City

Location

Active Users

on site

Mobile Device

Current Pages they

are looking at

User’s Current

Location

Countries

Region (State)

City



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New Visitor vs Returning Visitor There is a way to find out if the users who are looking at your website are viewing your website for the

first time or if they are returning to it.

Step 1: Go to the Audience Tab in the Tool Bar

Step 2: Go to the Behavior section

Step 3: Click on the New vs Returning section

The Browser You can find out what Browser your visitors are using while they are looking at your website.


Step 2: Go to the Technology section

Step 3: Click on the Browser & OS section

First Time Visitors

Returning Visitors

Browser



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The Network You can find out what Network your visitors are using while they are looking at your website.


Step 2: Go to the Technology section

Step 3: Click on the Network section

The Mobile Devices Under the Mobile section, you find out what device your visitors are using while they are looking at your

website and you can also so what mobile device brand they are using.


Step 2: Go to the Mobile section

Step 3: Click on the Overview section to see what Device they are using

Step 4: Click on the Devices section to see what Mobile Devices they are using

Network

Providers

Devices

Mobile Devices



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Users Flow You can map out the flow of how your visitors view your website.


Step 2: Go to the Users Flow section

Acquisition

Understanding Your Traffic Under the Acquisition section on the Tool Bar you start learning and understanding what is driving your

traffic to your website. In this section your data is organized according to the Default Channel Grouping,

a rule-based grouping of the most common source of traffic. This allows you to quickly check the

performance of each of your traffic channels.

Step 1: Go to the Acquisition in the Tool Bar

Step 2: Go to the All Traffic section

Step 3: Click on the Channels section

Default Channel Grouping are pre-defined traffic channels based on matching rules for source and

medium values.

Interactions

Pages they

viewed

Country



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AdWords Account With Google Analytics you can link your AdWords account to your Google Analytics account. By linking

these together you can get the entire picture of your customer behavior from ad click or impression

through your site. Also, you can use insights from Analytics to refine and optimize your AdWords

campaigns which will help to improve your overall performance of your business.

How to link AdWords Account

How to link your two accounts together, you will need to contact someone on your Analytics team who

can make edit changes to your Google Analytics account.

Social Networks Under this tab, you can see what social networks people are using to interact with your content. By

using this tool, you can better understand what social network(s) you are getting more people to engage

with your content and what social network(s) you need to use more of to get your company message

out to your customers and know that it will be seen by them.

Your Campaigns You can track and see how many customers are coming to your website through your campaign(s). This

will help you to know what campaign was successful and what campaigns might need to be relooked.

This is a great way to understand your campaigns.

What Social Network people are

using to engage with your content

Your Campaigns



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Behavior

Page Flow You can map out the flow of what pages were viewed and how your visitors moved from page to page

on your website.

Step 1: Go to the Behavior Tab in the Tool Bar

Step 2: Go to the Behavior Flow section

All Pages Content You can see the total number of pageviews for each page of your website.


Step 2: Go to the Site Content section

Step 3: Go to the All Pages section

Interaction

Pages that were

viewed

All Your Pages

of your

website

Pageviews



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Content Drilldown You can drill deeper into your content to understand more about your visitors and what pages they are

viewing when they are on your website.

For example you can see the number of pageviews for each page based on the city your visitors are

from.

City/Pageviews


Step 2: Go the Site Content Section

Step 3: Go to the Content Drilldown

Step 4: Go to the Secondary Dimension drop down menu

Step 5: Type in City in the search bar

Step 6: Click on the City button under Users

Type City

Click on the City

Pageviews

Cities Pages



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Landing Pages Content You can see the total number for each page that visitors entered your website through.



Step 3: Go to the Landing Pages section

Exit Pages Content You can see the total number for each page that visitors exited your website through.



Step 3: Go to the Exit Pages section

If you have any additional questions make sure to check out our other trainings and guides at

the Nemsys Training Website or contact us at 419.243.3603.

The total number of sessions

All the pages they entered

your site through

Number of times they

exited through this page

All your pages of

your website Pageviews

google analytics guide - nemsys · google analytics guide: a complete overview for connect users...

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