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Google Analytics Workshop - Yanir Calisar

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Google Analytics Workshop - Yanir Calisar

  1. 1. MAY 2018 Google Analytics & B2B Marketing Hands-On Workshop
  2. 2. YANIR CALISAR Marketing Technologist Marketing StackJourney Analytics WebsiteEmail/CRM Social/Ads Programing { HTML } { Javascript } { CSS } { JAVA } { Python } { Node.js } { SQL}
  3. 3. And you?
  4. 4. AGENDA • Intro (10m) • High-Level Overview (50m) • Deep Dive (1h) • Break (15m) • Hands-On Practice (1h 15m) • BYODF (30m)
  5. 5. OVERVIEW > HISTORY Then Today
  6. 6. OVERVIEW > WHY TO USE GA? • Campaigns Measurement • Website Optimization • Improving the Conversion Funnels • Audience Exploration
  7. 7. OVERVIEW > INTEGRATIONS
  8. 8. OVERVIEW > HOW IT WORKS Desktop, tablet, phone, app Browser JavaScript tracking code Store data in the databaseGenerate GA ReportsView as GA dashboards
  9. 9. OVERVIEW > ENTITIES Audience / Segment Groups of users with similar profile or behavior User Website visitor (New, Returning, Unique) Hit Any interaction the user has during the session Session Sequence of activities made by a single user
  10. 10. OVERVIEW > USERS User Website visitor (New, Returning, Unique)
  11. 11. OVERVIEW > SESSIONS Session Sequence of activities made by a single user
  12. 12. OVERVIEW > THE 4 W’S Who? Where? What? Wins
  13. 13. OVERVIEW > STRUCTURE User Session Hits Sessions? Pagesviews? Avg. Pages per Session? Avg. Session Duration? Bounces? Bounce Rate?
  14. 14. OVERVIEW > ACQUISITION Source > The referrer: (e.g. google, newsletter) Medium > Marketing medium: (e.g. cpc, banner, email) Campaign > Product, promo code, or slogan (e.g. spring_sale) Term > Identify the paid keywords Content > Use to differentiate ads https://ga-dev-tools.appspot.com/campaign-url-builder/
  15. 15. OVERVIEW > GOALS & CONVERSIONS When a user performs an action defined as a goal, Analytics records that as a conversion. Specific Pageview(s) Custom Event Purchase Form Submission Offline Event Session Duration Pageviews Count Types of goals?
  16. 16. OVERVIEW > GOALS & CONVERSIONS User Session Hits
  17. 17. BE READY.. WE’RE DEEP DIVING
  18. 18. HANDS-ON > SEGMENTS
  19. 19. HANDS-ON > GOALS AND CONVERSIONS
  20. 20. HANDS-ON > CUSTOM REPORT
  21. 21. HANDS-ON > CUSTOM DASHBOARD
  22. 22. Yanir Calisar +1.415.800.4924 +972.52.397.0116 ycalisar@overstack.io bit.ly/yanirc THANK YOU!

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