ICT workshop Maximising sales and measuring website performance - Google Analytics slide-deck by James Magee.

1. An Introduction To

2. • Measurement Plan
• Getting started with GA
• Fine Tuning the Set Up
• Core Reporting
• E-Commerce Reports
• Shortcuts, Dashboards
What will we cover

3. Have a Measurement Plan
Objectives Goals KPI KPI Target
Grow Online Sales Increase Unique Visits Monthly Uniques 10,000
Increase Conv. Rate Conversion Rate 3%
Increase Average Order Average Order Value £60
Improve Marketing Build A Database Num of New Sign Ups 200 Per Month
Become a Leader in
sector
Increase blog traffic Number of page views on
blog pages
1000 per month
Increase Visitor
Engagement
Avg time spent on site 4 min

4. Getting Started
• Create an Account With Google
– Must have a general Google Account to use GA
• Create an Analytics Account
– Can have multiple, usually a single one
• Create A Property (Website, App)
– One Account can have multiple properties
– Property can have multiple Views

6. www.google.co.uk/analytics

8. Implementing Tracking Code
• Most platforms allow for Tracking Code to
be entered in one place in backend
• Usually looked after by Web Developer

9. Analytics Account Structure
Account
Property
View
View
Property View
Web Site or App Subset of
Data

10. m

11. Users

12. Views
• Views provide access to reports
• Default is “All Web Site Data”
• Create New Views to look at sub sets of
the data

13. Fine Tuning the Set Up
• Filters
– Create Sub Sets of the Data
– Apply to Filters to specific Views
• Set Up Goals
– Goals include Customer Sign Ups, Newsletter Signups,
Downloads
– Should ideally be allocated a value
• Set Up E-Commerce Tracking
– Crucial for anyone involved in e-commerce
*****All Crucial*****

14. Example Filters
• Filter out your own traffic via IP
• Exclude Traffic from particular Country
• Only include Blog Traffic
• Show only paid traffic

18. Apply Filters to View
• Admin > View > Filters
• Select from available Filters
• Can add multiple filters to a View

19. Goals
• Goals measure
performance against
plan
• Show the value of the
web site
• Where are the valuable
customers coming from
• Where should efforts be
concentrated

20. Types Of Goals
Goal Type Description Example
Destination Users reaches a specific
page
Thank you for registering
Duration User spends a specific
amount of time on site
Visitor spend at least 5
minutes on site or page
Pages Per Visit Visitor views specified
amount of pages or more
Visitor views 4 or more
pages
Event
More Complex to Set UP
A specific action (event)
happens
Visitor watched a video

21. Setting Up Goals
• Measure the actions you want people to
take
– Newsletter Sign Ups
– PDF Downloads
– Video Views
– Page Visits
• Link Goals to KPI’s
– KPI – How many newsletter sign ups etc.

28. E-Commerce Tracking
• Enable in View Settings under GA
– Also paste tracking code in CMS/Shopping Cart
– Web Developer should implement
• Sends transaction information to GA
• Enhanced E-Commerce Tracking now available
– Provides lot of new reports
– Basket Adds, Basket Removes, Stages of Checkout
• Lots of people don’t do it
– Missing out critical information

29. E-Commerce Tracking Not Set Up

30. Main Reporting Areas
• Audience
• Acquisition
• Behaviour
• Conversions

31. Audience
• Who is visiting your site?
• What sort of Technology are they using
– OS
– Device
• Where are they from
• Demographic information possible

32. Audience > Overview

33. Main Audience Metrics

37. Audience >Behaviour>New vs Returning

39. Audience > Mobile > Overview

41. Acquisition
• How are people getting to
you
• How are the various
channels performing

42. Acquisition>Overview

43. Aquisition>All Traffic > Channels

45. Aquisition >All Traffic> Source/Medium

47. Aquisition >All Traffic> Referrals

50. Spam Referrals
• Major Issue with spam websites generating
referral traffic
• Can cause significant skewing of data for
small sites

51. Spam Referrals

52. Dealing with Spam Referrals
• Be Aware that these are an issue
• Can be blocked with Filters
– Needs to be updated as new ones appear
• At least filter the main offenders

53. Tagging for Campaigns
• Allows you to measure advertising
campaigns
– Reports appear under Acquisition > Channels >
Other
• Use ‘tags’ to measure impact of campaigns
– Facebook, Twitter
– Affiliates, Banner Ads, Display Ads
• Google Analytics URL Builder
– Create a Unique URL for each campaign (next
slide)

54. Google URL Builder
1 Enter Details of the Campaign
2 Click Generate URL
3 Copy and Paste URL into Ad or Post

55. Tagged URL

56. Behaviour Reports

57. Behaviour > Overview

58. Behaviour Metrics

59. Behaviour>Site Content> All Pages

61. Working with Reports

66. Date Range
Help/Information
View By

67. Date Ranges

68. Report Help

69. Compare Date Ranges

72. Conversion

73. Conversion >Goals> Overview

77. Conversion >Goals> Funnel Visualisation

78. Metrics for E-Commerce
• Unique Visitors
• Conversion Rate
• Average Order Value
• Revenue
Visitors x Conversion Rate x Average Order = REVENUE

79. Conversion >E-Comerce> Overview

84. Conversion >Multi-Channel Funnels> Top
Conversion Paths

85. Additional Reports with
Enhanced E-Commerce

88. Organise Reports
• Shortcuts
– Create a quick menu of your fav reports
• Dashboards
– Create a dashboard pulling all your key
metrics into one place
– Can be different for each person
– Very useful for Senior Management

89. Shortcuts
1 Click Shortcut on
Any Report
2 Give the Report a Name

90. Quick Link to Report on
Shortcut Menu

91. Dashboards
• Dashboards are used to group relevant
reports together
• Different roles will need different
dashboards
• Easily created by adding Widgets
• Templates for Dashboards readily available

92. Create a Dashboard

93. Or Import Ready Made Dashboard

94. Add Reports to Dashboard

95. Use Pre-defined Dashboards

96. Summary
• Property /Views
• Filters
• Goals
• URL Tagging
• E-Commerce Tracking
• Dashboards

97. Useful Resources
• Google Analytics Academy
– https://analyticsacademy.withgoogle.com
• Google Analytics Support
– https://support.google.com/analytics/
• Google Analytics YouTube Channel
• Google Search Console
– Technical info about your site

98. Create New View

100. Conversion >Goals> Goal Flow

101. Segments
• Isolate and Compare Sub-Sets of Data within
Reports
• Simple segments could be
– Paid Traffic
– Users who viewed more than 2 pages
– People who have purchased in last 30 days
• Use pre-set segments or create your own