We're going to teach you how to tackle the “so much data, so little insight” problem. At our Google Analytics workshop, we’ll dig in and explore ways to use Google Analytics to gather more meaningful data, analyze it better and make your website perform. From basic definitions to implementation, event tracking to cross-domain tracking, we’ve got you covered. Our trainer is a consultant here at The Bureau Dubai, working every day in the materials she will be teaching – so you’ll get real-world tips and someone who can answer the difficult questions.

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GOOGLE ANALYTICS 101
Wednesday, July 27, 2016

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Freya Jones
Paid Search & Performance Specialist
United Arab Emirates | @freya_jones
10 years experience in Digital Marketing
Speaker at Search Conferences Worldwide (SES, SMX)
Regular contributor to on and offline publications &
author of several SEM Best Practises Guides including
eConsultancy and UK’s B2B Marketing Network
Heavily involved in the Global Search Community
Summary Awards & Certifications
Skills & Endorsements
Awarded Premium Google Partner in June 2016
Registered Google Partner since 2010
Management Today “35 women under 35” list in 2009
“Best Use of Technology women under 30” BlackBerry
Women & Technology Awards in 2008
B2B Marketing Newcomer of the Year in 2007
PPCSEM
Digital Marketing
AdWordsSEO
5pecialist
Google Accreditations

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WHY WE MEASURE THE WEB?
To understand what is working
To improve our results
To justify and encourage results
To fix things that are not working
To calculate our value
To dominate our niche

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MARKETING IS
SCIENCE
AND ART

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this is
where
ANALTYICS
comes in.
#analytics

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60 MINUTES TO LEARN…
How to create
a Google
Analytics
Account
Getting Google
Analytics Code
on your site
Integration With
AdWords and
other media
channels.

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60 MINUTES TO LEARN…
Understanding
the platform,
navigation and
terms
Setting Goals to
measure your
Website’s
success
Installing
Custom
Dashboards for
Management

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CREATING A GOOGLE ANALYTICS
ACCOUNT
#analytics

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PLACING GOOGLE ANALYTICS ON
YOUR SITE
SET UP ANALYTICS TRACKING
There are several ways to collect data in Analytics, depending on
whether you want to track a website, an app, or other Internet-
connected device.
#analytics

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Areas You Can Add Codes
HTML
Website
Python,
Ruby, PHP
Dynamic
website
Web-
hosting
service
WordPress.com
GoDaddy
Shopify
Mobile
Application
You can track
your mobile
app using
Firebase
Analytics
Internet-
connected
device
You can track
your ICDevices
by using
Analytics
Measurement
Protocol
To collect data, you must copy and paste the Analytics tracking code into every web page within your sitemap!

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TAKE CONTROL OF YOUR TAGS
There are several ways to collect data in Analytics, depending on
whether you want to track a website, an app, or other Internet-
connected device.
#analytics

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VERIFY THE TRACKING CODE IS WORKING
Once you have successfully installed Analytics tracking, it may take up to
24 hours for data such as traffic information, user characteristics, and
browsing information to appear in your reports.
However, you can check your web tracking code setup immediately.
#analytics

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GETTING
CLEAN DATA
FOR YOUR
WEBSITE
#analytics

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Integration
with AdWords
& other media
channels.#analytics

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Before you start, make sure that
you have Administrative access.

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Before you start, make sure that you have
owner access to the Search Console
(formerly Google Webmaster Tools).

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USING THE GOOGLE ANALYTICS SEARCH CONSOLE REPORT
The Landing Page, Countries and Devices reports merge the Search
Console dimensions Impressions, Clicks, CTR and Average Position with
the Google Analytics dimensions Sessions, Bounce Rate, Pages/Session
and the Conversion metrics of Goal Completions, Goal Value and Goal
Conversion Rate for either all or specific goals.
The Queries report provides direct access to Search Console query data.
Search Console integration provides four reports within Google Analytics.

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Before you start, take a copy of full URL’s from
active social network websites such as
Facebook, Twitter, Instagram, YouTube#analytics

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FIND YOUR WAY
AROUND
ANALYTICS
Learn the main
features and
controls of an
Analytics report.
#analytics

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2
4
5
6
7
Navigation links
Accounts, Settings, and
Diagnostics
REPORTNAVIGATION
Add segments
Report header
Graph view
Add filters
Data table view
1
3
8
access to certain
features or pages in
Analytics depends
on your permissions.#analytics

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TERMS GLOSSARY
IN GOOGLE
ANALYTICS
See the glossary of
terms used for
Google Analytics
#analytics

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Aq Cs Hd S B Cd Go Ef G Pp Tc Ai Ui Ae Si Db Su XI An
Ha Ut Du Ne Bf Lp Us As Gr Sp TI Cy Sn Ao Vi Ie Rt Um Js
Ou Af Dt Dh St Ep Sm Ad Rp Tr Pe Wp Os Rg Vs No Dr Ga Iq
D Aw Vc La Pv Ss P Ar Fv Re Am Ps Rx Cu GI Uc Cr Ur Cp
Rf Ca Sc Tb Br Pt Eo Ex Gf Tp Ua Ug SI Di Co Cg Av Ck Mo
O Ms So Ov Pk Ed Te Ia Ec Mc At Tn Pd Cm Fl Pg Ap In Gi
Pc Ba Q PI Ok Ti Pf Cn Ee Ac Um To Al Da Es Em Yn Mp Ds
Et K Lp Uw No Po Er Li Id Pr
Ro Sq Gs Ci $ Sg Sh Pi Sa Gt
Au Se U Sd A DI Dg Ag Gd I Fy Is Oc Ge L Lo Nr E Fr
T Bo N M Dv Dd Dp Cq C Cv Ud Bm Ch Lc DC Uf
Audience
Acquisition
Behaviour
Conversions
Settings
Interface
Product
Data

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BOUNCE RATE
HEREAND GONE.
(probably to your
competitor)
A bounce can be...
• Clicking a link to a different site
• Clicking the back button
• Typing in a new URL
• Closing a window
#analytics

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INDIVIDUAL PAGE BOUNCE RATE
WORRY IF OVER 75%
KEEP IMPROVING AT 50%
AIM FOR 25%
OVERALL SITE BOUNCE RATE
IS SIGNIFICANTLY MORE
IMPORTANT THAN

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SETTING GOALS
FOR YOUR
WEBSITE
#analytics

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REACH PROSPECTS CONVERT LEADS CLOSE SALES
CONTENT
EBOOK CALCULATOR
NEWSLETTER VIDEO
CONVERSION
ONLINE ENQUIRY PHONE
LIVE CHAT PURCHASE
SOCIAL
REMARKETING
SEO
DIRECT
PPC
SPONSOR
NETWORKING
EMAIL WEBSITE MICROSITE LANDING
PAGE
PROMOTIONS
QUICK
INFORMATION
DEMO
CRM
MEETING
PROPOSAL

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About goals
Use goals to
measure how
often users
complete
specific actions.
Goals fall into
one of four
types, listed in
the table:
Goal Type Description Example
Destination A specific location loads
Thank you for
registering! web page or
app screen
Duration
Sessions that lasts a
specific amount of time
or longer
10 minutes or longer
spent on a support site
Pages/Screens per
session
A user views a specific
number of pages or
screens
5 pages or screens
have been loaded
Event
An action defined as an
Event is triggered
Social recommendation,
video play, ad click
Goals can't be deleted, but you can stop recording data for a goal.

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CUSTOM DASHBOARDS FOR
BUSINESSES
SETTING UP
DASHBOARDS
FOR YOUR
MANAGEMENT
#analytics

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DASHBOARDS PULL IT ALL TOGETHER
#analytics

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ACCOUNTS
MARKETING
SALESDESIGN
IT
DASHBOARDS PULL IT ALL TOGETHER
#analytics

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Using Dashboards
Using a Dashboard is very much like using any report in Analytics. You can examine
the graph elements in a widget by hovering your mouse pointer over the element.
Change the name of a Dashboard
by clicking the Dashboard’s title.
1
2
Adjust the date range or compare 2
date ranges using the date picker.
3
Add widgets, share, customise or
remove the Dashboard using the
action bar
4
Add or remove segments.
Refresh the Dashboard’s data by clicking the Refresh Dashboard link,
located in the bottom right corner of the page (not shown in the screen shot).
#analytics

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THREE METHODS TO CREATE DASHBOARDS
Do It
Yourself
Starter
Kits
Import
from the
Experts

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FOR THE ACCOUNTANT
#analytics

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FOR THE MARKETER
#analytics

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FOR THE IT DEPARTMENT
#analytics

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FOR THE DESIGNER
SCROLL TRACKING CLICK TRACKING
#analytics

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NEXT WORKSHOP WE WILL COVER…
Understanding
Demographic
and User Data
How to define
Events, Goals &
Ecommerce
Transactions
Create Custom
Segments &
Reports
Cross Domain
Tracking

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WE JUST SCRATCHED THE SURFACE
WHAT QUESTIONS
DO YOU HAVE?
Book your seat for the next
Google Analytics' workshop
with The Bureau Team.

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THANK YOU!
FREYA JONES
Paid Search & Performance Specialist
United Arab Emirates | @freya_jones