New to Google Analytics or just need a refresher? TKG's Breakfast Bootcamp, How to Make Sense of Your Stats - Google Analytics, is here to help! This 1 hour presentation walks you through some of the most important aspects of setting up, and using Google Analytics.

1. GROUP
KARCHER
THE
Google Analytics
How To Make Sense of Your Stats
Presented by Leanne Wicks
Web Marketing Strategist

2. TODAY’S TOPICS
1. What is Google Analytics?
2. How to set up GA on your site
3. Common Terminology
4. Types of Traffic
5. What Reports are Important?

3. 1.
What is Google
Analytics?

4. + What is Google
Analytics?
• Free web site tracking provided by Google
• Powerful!
• Overwhelming 

5. + How Does It Work
• JavaScript code that is placed in a common
file on your site executes when someone visits
a page on your site
• Uses cookies to track visitors
 1st party cookies, safe and unobtrusive
• If JavaScript or cookies are disabled, your
visits aren’t tracked
• Data is anonymous and confidential

6. 2.
How To Set Up
Google Analytics

7. + Account Creation
• Sign up for Analytics using a Google account
at www.google.com/analytics
 Use a dedicated business account, not
your personal Gmail
 Click “Create Account” and login with the
Google account

8. + Account Settings
• Choose “Universal Analytics”
• Name your property, usually URL
• Specify the URL, industry and time zone
• Name your account, usually business name
• Click “Get Tracking ID”

9. + Tracking Code

10. + Placing the Code
• Code goes in a common file just before the
</head> tag
• Works across the domain and any subdomains
(i.e. breakfastbootcamp.com,
blog.breakfastbootcamp.com, etc.)

11. + Users
Give others access to your site’s analytics
 Users – can ONLY read reports
 Administrators – Full access; only for
people you trust. 
 Must have a Google account to access

12. + Profiles & Filters
• Keep an unfiltered profile
• Segment out data that you don’t want
 Internal traffic
 Agency Traffic
• Typically done by IP address
• Cannot be done retroactively

13. + Events
• Special coding added to things like PDF
downloads, videos, external clicks
• Must be set up, not a default
• Important for Goal Tracking

15. + Goals
• Every site has a goal, what is yours?
 Destination
 Duration
 Pages/Screens per visit
 Event
• The “Goals” section under “Admin” will walk
you through goal set up
• Can also assign goal value, if you know it

16. + Destination Goal
Match Types
• Destination Goals require you to set the URL
you’d like someone to visit
 Head - /offer/
 Exact - /offer/january-offer.html
 Regular Expression - /.*/signup.html
 Most challenging to create, but most
flexible

17. + Goal Funnels
Specify the steps a visitor must take during a
single visit in order to reach a goal
 Useful for determining whether your on-site
conversion funnel is working as expected

18. + Sales
• If your site sells online, enable e-commerce
tracking
 Under “Profile Settings” select, “Yes, an
Ecommerce Site”
 Then, enlist your favorite nerd to help you
alter the tracking code appropriately 

19. 3.
Common
Google Analytics
Terminology

20. + Audience Overview

21. + Audience Overview
• Visits - # of times someone came to your site
• Unique Visits - # of times you received a
unique visitor to your site, always fewer
uniques than visits
• Pageviews – how many different pages were
loaded on your site, always more than visits

22. + Audience Overview
• Pages/visit – average # of pages/visit
• Average visit duration – how long were visitors
on your site?
• Bounce rate – a visitor viewed just a single
page and left
• New vs. Returning visits – using cookies,
Google can tell you if your visitors have been
there before

23. 4.
Types of
Traffic

24. + 4 Types
• Direct
 Types URL into address bar /bookmark
• Referral
 Clicked a link on another site that brought
them to yours
• Search
 Organic
 Paid
• Campaign
 Tagged URLs: email, banners, print

25. + Most Important
Traffic
All of it!
• But, as web marketers, we are particularly
interested in non-branded organic traffic
 Non-branded means your company
name is not included in the search
 Indicates that you are likely reaching
people who don’t already know you;
a brand new audience

26. + How to Increase Non-
Branded Organic
Traffic
• Keyword Research
• SEO
• Good quality, relevant, frequently updated
content
• Ongoing marketing efforts every month!
… AKA: Web Marketing from TKG!   
(Sales pitch = OVER )

27. 5.
What Reports
Are Important

28. + Depends on Goals

29. + Audience Overview
• Quick glance with important metrics like
visitors, pageviews and bounce rates
• High level picture of what’s happening with
your site: demos, technology, mobile

30. + Traffic Sources
• What kind of traffic you are
getting (direct, referral, search,
campaign)
• What keywords people are using
to access your site
 Get lists of organic and paid
keywords and the details on
which performed best
 Use advanced search to
exclude branded phrases

31. + Campaign Tracking
• Tag links in newsletters, banner ads and even
print publications and find out if anyone is
actually visiting them or converting
• Very powerful to determine impact of other
marketing efforts

32. + Content
• All Pages
 What pages are visitors
viewing?
 How much time are they
spending on pages?
 Where do they go when they
leave a page?
• Landing Pages
 Where do people enter the
site?
 What do they do next?

33. + Content
• Events
 Special code can track when people open
PDFs, download videos or click to external
links
 This is valuable data that requires a little
extra work to set up, but it’s worth the
effort. May require help from your favorite
nerd. 

34. + Conversions
• Goals
 Get reports on the goals you
created for your site
 View the steps people took to
complete a goal
• E-Commerce
• Get sales data
 Segment based on type of
traffic, location, etc

35. + GA Reports:
Everything Else
• Dozens of other reports that let you drill down
to very specific data
 Where are visitors located, technology
 How are they moving throughout your site
 Real time!
• If you find a report you love, email it to
yourself or create a custom dashboard

36. THANK
YOU
Any Questions?
Learn more at TKGenius.com
Leanne Wicks • lwicks@tkg.com