Google Analytics dominate among other analytic tools. If you do not analyse and measure your online effort you waste time and energy. It is crucial to know your goals, compare the actual figures with set targets and modify actions. Dimitris Zotos, Digital Strategy Manager at award-wining agency theMediaFlow.Give gave us a presentation on concepts and hands on tips during one of our workshops.

2. Google Analytics
Training
@dimitriszotos

3. Who are you?
@dimitriszotos

4. Which topics would you prefer?
@dimitriszotos

5. Hello! It’s me.
@dimitriszotos
 I’m Greek. I moved to London 6 months ago.
 Digital strategy manager at theMediaFlow
 7 years of agency experience
 Google Analytics & AdWords Certified
 Volunteer at Outreach Digital.

6. Agenda
2
Basic Concepts
Traffic Analysis
Attribution
Action
1
3
@dimitriszotos
4

7. Basic
Concepts

8. Why do we use Google
Analytics?
@dimitriszotos

10. To Avoid This

11. How Google Analytics Works?
@dimitriszotos

12. How Google Analytics Works?
@dimitriszotos

13. How Google Analytics Works
@dimitriszotos
Data Collection
Configuration
Data Processing
Reporting

14. How Google Analytics Works
@dimitriszotos

15. @dimitriszotos
Google Analytics provides us
with information presented
through metrics and
dimensions.

16. @dimitriszotos
War is 90% Information

17. Metrics & Dimensions
@dimitriszotos
Metric: Is a number.

18. Metrics & Dimensions
@dimitriszotos
Dimension:
A dimension is, typically, an attribute of
the Visitor to your website.
Metric: Is a number.

19. Metrics & Dimensions
@dimitriszotos
Dimension:
A dimension is, typically, an attribute of
the Visitor to your website.
Metric: Is a number.
A key performance indicator (KPI) is a metric that
helps you understand how you are doing against
your objectives.

20. Metrics
@dimitriszotos
Sessions
Transactions
Bounce
Pageviews
Time on site
Clicks
Revenue
% Exists

21. Dimensions
@dimitriszotos
Country
Date
Operating System
Device
Visitor Type
Landing Page
Age

22. @dimitriszotos
All these metrics are
completely useless without
context.

23. QUIZ
@dimitriszotos
A visitor enters the home page of a website from a
laptop in the morning, and in the same day, he enters the
home page of the same website from his smartphone
device.
How many
sessions?
How many
pageviews?

24. Hints
@dimitriszotos
Hits: All data is sent using a hit. Most hits are
actually the request for an invisible image file.
events, pageviews, tranactions, user timings,
screenviews.

25. Hints
@dimitriszotos
Hits: All data is sent using a hit. Most hits are
actually the request for an invisible image file.
events, pageviews, tranactions, user timings,
screenviews.
Session: A session is a collection of hits. It ends
when there has been 30 minutes of inactivity.

26. Hints
@dimitriszotos
Hits: All data is sent using a hit. Most hits are
actually the request for an invisible image file.
events, pageviews, tranactions, user timings,
screenviews.
Session: A session is a collection of hits. It ends
when there has been 30 minutes of inactivity.
User: A user is the tools best-guess of an
anonymous person.

27. Traffic
Analysis

28. All Traffic Analysis
@dimitriszotos

29. Segments

30. Advanced Segments
@dimitriszotos

31. Analysis Using Segments
@dimitriszotos

32. Plot
@dimitriszotos

33. Table View
@dimitriszotos

34. Secondary Dimension
@dimitriszotos

35. Table Filter
@dimitriszotos

36. Advanced Filter
@dimitriszotos

37. Cohorts
@dimitriszotos

38. Export Data
@dimitriszotos

39. Supermetrics?
@dimitriszotos

40. Analyse on Google Sheets
@dimitriszotos

41. Attribution

42. With Attribution
@dimitriszotos
We assigncreditfor sales and
conversions to touchpoints in
conversion paths.

43. Multi Channel Funnel
@dimitriszotos
MCF helps us see what
happens before a conversion

44. Multi Channel Funnel
@dimitriszotos
MCF helps us see what
happens before a conversion
Assisted conversions: touch-points that
assisted

45. Multi Channel Funnel
@dimitriszotos
MCF helps us see what
happens before a conversion
Assisted conversions: touch-points that
assisted
Sessions/Days to Transaction (how many
sessions/days it takes to get someone to convert)

46. Multi Channel Funnel
@dimitriszotos

47. Resources

48. Training Material, Online
Course & Certification
@dimitriszotos
Advanced Web Metrics with
Google Analytics (book)
Occam's Razor (website)
Google Analytics Blogpost
Analytics Individual Qualification (IQ)

49. Time for
Action

50. Want more?

51. Thanks for your
attention!