1. Introduction
Who we are

2. Justin Goodman
• Google Analytics & Adwords
Individual Qualification
• 10 years in Internet Marketing
• Forbes.com Contributor
• Blogs Featured on SEOMoz
• Speaker:
– Digital World Expo
– International Association of
Business Communicators
• American Marketing
Association Member

3. Course Objective
What you can expect, what you will learn, and why you are here.

4. Course Objective
• How to
• What will be provided
– Resources
– Tools
• Terminologies
• Glossary

5. Analytics
• What is Web Analytics
– What is Google analytics
• Why do you have a website?
• Building a website measurement
framework

6. What is Web Analytics
• Web Analytics is the
measurement, collection, analysis and
reporting of Internet data for the purposes of
understanding and optimizing Web usage.
-Web Analytics Association
(Now Digital Analytics Association)

7. What is Web Analytics
• "Analytics is the process of obtaining an
optimal and realistic decision based on existing
data."
-Stehpane Hamel
• “Study of online experience, in order to
improve it
-Brian Clifton

8. What is Google Analytics
• Google Analytics (GA) is a service offered by
Google that generates detailed statistics about a
website's traffic and traffic sources and measures
conversions and sales.
The product is aimed at marketers as opposed to
webmasters and technologists from which the
industry of web analytics originally grew. It is the
most widely used website statistics service.
- Wikipedia

9. Why do you have a website
• Exposure
• Communication Portal
• Promote yourself/ your services

10. Data Framework
Dimensions
Activity KPI
Key Business & Metrics
Objective Dimensions
Activity KPI
& Metrics
Key Business Objective
• This is the answer to the question: "Why does your website exist?“
• -Avinash Kaushik, Google Analytics Evangalist

11. Data Framework
Dimensions
Activity KPI
Key Business & Metrics
Objective Dimensions
Activity KPI
& Metrics
Activity
• The condition in which things are happening or being done.
• A specific deed, action, function, or sphere of action

12. Data Framework
Dimensions
Activity KPI
Key Business & Metrics
Objective Dimensions
Activity KPI
& Metrics
Key Performance Indicator
• Measures that help you understand how you are doing against
your objectives.
• -Avinash Kaushik

13. Data Framework
Dimensions
Activity KPI
Key Business & Metrics
Objective Dimensions
Activity KPI
& Metrics
Dimension
• A dimension is an descriptive attribute or characteristic of an object that
can be given different values.
• Simply put, the labels, descriptive names, within reports
Valid Dimension and Metric Pairs in Google Analytics: http://bit.ly/GAdimensionandmetrics

14. Data Framework
Dimensions
Activity KPI
Key Business & Metrics
Objective Dimensions
Activity KPI
& Metrics
Metric
• Metrics are individual elements of a dimension that can be measured as a
sum or a ratio.
• Simply put, the numbers within reports
Valid Dimension and Metric Pairs in Google Analytics: http://bit.ly/GAdimensionandmetrics

15. Data Framework Sample
Visits
Metrics
Bounce Rate
Increase Non-Branded Engaged
New Visits by 5% ; 6 months Organic
Dimensions New Visit
SEO Non-Brand
Increase Page 1 Visibility in Google
Increase Page 1 Visibility in Metrics Organic Rank
Increase New Google Organic10%; 6 months
Organic by by 10%; 6 months Dimension Google
Ecommerce Sales
Conversion Rate
Metrics
Increase Conversion Rate for Bounce Rate
Conversion Rate
Potential Customers by 10%; 6
Optimization months New visitor
Dimensions
Product Pages

16. Setting up Google Analytics
• Google Analytics Account Creation
• Tag Manager
• Setting up Goals
• Setting up Events

17. Google Analytics Account Creation

18. Google Analytics Account Creation

19. Google Analytics Account Creation

20. Google Analytics Account Creation

21. Google Analytics Account Creation

22. Google Analytics Account Creation

23. Default Code
<script type="text/javascript">
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-38684603-1']);
_gaq.push(['_trackPageview']);
(function() {
var ga = document.createElement('script'); ga.type = 'text/javascript';
ga.async = true;
ga.src = ('https:' == document.location.protocol ? 'https://ssl' :
'http://www') + '.google-analytics.com/ga.js';
var s = document.getElementsByTagName('script')[0];
s.parentNode.insertBefore(ga, s);
})();
</script>

24. Subdomains Enabled
<script type="text/javascript">
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-38684603-1']);
_gaq.push(['_setDomainName', 'sample-website.com']);
_gaq.push(['_trackPageview']);
(function() {
var ga = document.createElement('script'); ga.type = 'text/javascript';
ga.async = true;
ga.src = ('https:' == document.location.protocol ? 'https://ssl' :
'http://www') + '.google-analytics.com/ga.js';
var s = document.getElementsByTagName('script')[0];
s.parentNode.insertBefore(ga, s);
})();
</script>

25. Multiple top Level Domains
Enabled
<script type="text/javascript">
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-38684603-1']);
_gaq.push(['_setDomainName', 'sample-website.com']);
_gaq.push(['_setAllowLinker', true]);
_gaq.push(['_trackPageview']);
(function() {
var ga = document.createElement('script'); ga.type = 'text/javascript';
ga.async = true;
ga.src = ('https:' == document.location.protocol ? 'https://ssl' :
'http://www') + '.google-analytics.com/ga.js';
var s = document.getElementsByTagName('script')[0];
s.parentNode.insertBefore(ga, s);
})();
</script>

26. Multiple top Level Domains
Enabled
<script type="text/javascript">
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-38684603-1']);
_gaq.push(['_trackPageview']);
(function() {
var ga = document.createElement('script'); ga.type = 'text/javascript';
ga.async = true;
ga.src = ('https:' == document.location.protocol ? 'https://' :
'http://') + 'stats.g.doubleclick.net/dc.js';
var s = document.getElementsByTagName('script')[0];
s.parentNode.insertBefore(ga, s);
})();
</script>

27. Custom Campaign Tags

28. What is Campaign Tagging?
• Used for Marketing Links pointing to your GA
tracked website
• Used to track online advertising campaigns
– Email Marketing
– Display Advertising
– Paid Search
– Etc.
• Auto Tagging
– Google paid search

29. Yes. Tagging.
It’s a necessary evil.

30. Make Campaign Tagging Easier
• bit.ly/url-builder

31. Tagging a Link?
Required. Use utm_source to identify a search engine, newsletter name or
Campaign Source
other source.
(utm_source)
Example: utm_source=google
Required. Use utm_medium to identify a medium such as email or cost-
Campaign Medium
per- click.
(utm_medium)
Example: utm_medium=cpc
Campaign Term Used for paid search. Use utm_term to note the keywords for this ad.
(utm_term) Example: utm_term=running+shoes
Used for A/B testing and content-targeted ads. Use utm_content to
Campaign Content
differentiate ads or links that point to the same URL.
(utm_content)
Examples: utm_content=logolink orutm_content=textlink
Used for keyword analysis. Use utm_campaign to identify a specific product
Campaign Name
promotion or strategic campaign.
(utm_campaign)
Example: utm_campaign=spring_sale

32. Conversion Breakdown
Should you cut your email marketing
Revenue Per Channel
budget?
Untagged Tagged
Social
PPC
Organic
Email
0.00% 20.00% 40.00% 60.00% 80.00% 100.00%

33. Goal Tracking

34. Goal Tracking

35. Goal Tracking

36. Goal Tracking

37. Goal Tracking

38. Goal Tracking

39. Event Tracking

40. Event Tracking
• category (required) - The name you supply for the group of objects you want to track.
• action (required) - A string that is uniquely paired with each category, and commonly
used to define the type of user interaction for the web object.
• label (optional) - An optional string to provide additional dimensions to the event data.
• value (optional) - An integer that you can use to provide numerical data about the user
event.
• non-interaction (optional) - A boolean that when set to true, indicates that the event hit
will not be used in bounce-rate calculation.

41. Event Tracking Example
<a href="#"
onClick="_gaq.push(['_trackEvent', ‘Forms', ‘Sub
mit', ‘Contact Form']);">Submit</a>

42. Tag Manager Account and Container
Creation
Setting up an Account

43. Create New Account

44. Accept Terms

45. Get Code Snippet

46. Add Google Analytics Tag

47. Apply a Firing Rule to the tag

48. Create a Version

49. Preview & Debug

50. Publish

51. Tag is Now Live
Add more Tags ( MAT Universal Tag)

52. Adding additional tags

53. Name Tag and Select Tag Type

54. Add Code and Select Firing Rule

55. Next Steps
• Create Version
• Preview and Debug
• Publish

56. Rules
A Quick Introduction

57. Rules Setup

58. Macros
A Quick Introduction

59. Macros Setup

60. User Settings
A Quick Introduction

61. User Settings

62. Questions