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Google analytics 101

Learn the basic of Google Analytics as well as some of it advance features. Find out how you can measure your digital performances more than just the numbers.

Data to insights to actions.

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Google analytics 101

  1. Google Analytics 101measuring value, more than just numbers http://www.inboundid.com
  2. founder & ceo of inboundid and partner iklan ex. digital marketing manager at wego indonesia ex. group head search marketing at gopher ex. digital marketing manager for asia at lasalle college international ex. head of production at bubu get connected ido@inbound.id +628118301984 @idowebid ridho putradi s’gara http://www.inboundid.com
  3. today’s agenda google analytics | introduction google tag manager google analytics | the basic your audiences acquisition behaviour conversions custom dashboard generating insights http://www.inboundid.com
  4. bring out that question! http://www.inboundid.com
  5. Google Analytics | introduction http://www.inboundid.com
  6. getting started with google analytics http://www.inboundid.com
  7. google analytics account structure account property view view view property view view view property view view view http://www.inboundid.com
  8. google analytics tracking code • asyncronous code execution • placed on <head> • it create a unique identifier http://www.inboundid.com
  9. Google Tag Manager http://www.inboundid.com
  10. google.com/analytics/tag-manager • manage tags reliably and effectively • change tags quickly and easily • easily embed any tags managing your tags with Google Tag Manager http://www.inboundid.com
  11. setting up your account http://www.inboundid.com
  12. installing your tag manager code http://www.inboundid.com
  13. creating and publishing your tag http://www.inboundid.com
  14. managing your tags http://www.inboundid.com
  15. use ghostery (https://www.ghostery.com) or similar app to verify that your code is up and running verify your code http://www.inboundid.com
  16. Google Analytics | The Basic http://www.inboundid.com
  17. what you can do with Google Analytics measuring, collecting, analyzing & reporting your data actionable insights http://www.inboundid.com
  18. dimension vs metrics dimensions describe characteristics of your users, their sessions and actions sample of dimensions: city : jakarta, bandung, etc. gender : male/Ffemale device : desktop, mobile etc. metrics are quantitative measurements sample of metrics: sessions : 10,000 pages/sessions : 3.00 bounce rate : 60% http://www.inboundid.com
  19. date range & comparison http://www.inboundid.com
  20. segments isolate and examine subsets of your data. http://www.inboundid.com
  21. creating new segments for your data http://www.inboundid.com
  22. your audiences http://www.inboundid.com
  23. who, how, where and when • demographics • geographics • behaviour • technology • mobile • benchmark http://www.inboundid.com
  24. audience overview http://www.inboundid.com
  25. active users analize the long term engagement with your audiences http://www.inboundid.com
  26. demographics http://www.inboundid.com
  27. interest: affinity category affinity audiences consist of aggregated consumers who have demonstrated a qualified interest in a particular topic. http://www.inboundid.com
  28. interest: in-market segments In-market audiences is a way to connect with consumers who are actively researching or comparing products and services across Google Display Network publisher and partner sites and YouTube. http://www.inboundid.com
  29. interest: other categories This groups users by which categories they are also interested in browsing about, for example "Food & Drink/Cooking & Recipes." http://www.inboundid.com
  30. geographics data languges and locations http://www.inboundid.com
  31. behaviour new vs returning comparison between new users and returning users. new users are users who haven’t visited your site previously, on a new devices / browser, or has cleared their cookies. frequency & retency how many times and how often your users visited your site. engagement how long and how many pages your users visited your site. http://www.inboundid.com
  32. technology http://www.inboundid.com
  33. mobile http://www.inboundid.com
  34. benchmarking http://www.inboundid.com
  35. user flow http://www.inboundid.com
  36. acquisition http://www.inboundid.com
  37. acquisition overview http://www.inboundid.com
  38. traffic by channels channels are source of your traffics. by default, Google already defined the source of traffics to several channels http://www.inboundid.com
  39. source and medium source and medium will help you describe even further on where your traffics are coming from http://www.inboundid.com
  40. tagging your audiences Campaign Source (utm_source) Required. Use utm_source to identify a search engine, newsletter name, or other source. Example: utm_source=google Campaign Medium (utm_medium) Required. Use utm_medium to identify a medium such as email or cost-per- click. Example: utm_medium=cpc Campaign Term (utm_term) Used for paid search. Use utm_term to note the keywords for this ad. Example: utm_term=running+shoes Campaign Content (utm_content) Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL. Examples: utm_content=logolink or utm_content=textlink Campaign Name (utm_campaign) Required. Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign. Example: utm_campaign=spring_sale http://www.inboundid.com
  41. connecting your adwords account unified dashboard = better monitoring http://www.inboundid.com
  42. adwords campaigns monitoring http://www.inboundid.com
  43. search engine optimization connect Google Webmaster Tools / Google Search Console to be able to monitor your SEO performances on Google Analytics http://www.inboundid.com
  44. not provided? imho is the worst approach Google has ever made to privacy. http://www.inboundid.com
  45. social media monitoring http://www.inboundid.com
  46. campaign analysis http://www.inboundid.com
  47. import your cost data http://www.inboundid.com
  48. behaviour http://www.inboundid.com
  49. site content http://www.inboundid.com
  50. site speed http://www.inboundid.com
  51. site search go to admin > view > view settings http://www.inboundid.com
  52. event tracking http://www.inboundid.com
  53. event tracking http://www.inboundid.com fields example
  54. publisher? connect your adsense account http://www.inboundid.com
  55. content experiements Google versions of A/B testing http://www.inboundid.com
  56. in-page analytics http://www.inboundid.com
  57. conversions http://www.inboundid.com
  58. set up your goals http://www.inboundid.com
  59. question to ask when setting up your goals 1) who is your site target audiences 2) what do you want them to do when they visited your site http://www.inboundid.com
  60. it’s important to put money value on your goals. remember, you can’t measure what it is you do not value. http://www.inboundid.com
  61. goal funnel http://www.inboundid.com
  62. multi channel path http://www.inboundid.com
  63. digital attribution without a clear attribution, you will end up with misleading information on your digital performances http://www.inboundid.com
  64. setting up your attribution model http://www.inboundid.com
  65. attribution madness http://www.inboundid.com
  66. last interaction In the Last Interaction attribution model, the last touchpoint would receive 100% of the credit for the sale. http://www.inboundid.com
  67. last non direct interaction In the Last Non-Direct Click attribution model, all direct traffic is ignored, and 100% of the credit for the sale goes to the last channel that the customer clicked through from before converting http://www.inboundid.com
  68. first interaction In the First Interaction attribution model, the first touchpoint would receive 100% of the credit for the sale. http://www.inboundid.com
  69. linear In the Linear attribution model, each touchpoint in the conversion path would share equal credit for the sale. http://www.inboundid.com
  70. time decay In the Time Decay attribution model, the touchpoints closest in time to the sale or conversion get most of the credit. http://www.inboundid.com
  71. position based In the Position Based attribution model, 40% credit is assigned to each the first and last interaction, and the remaining 20% credit is distributed evenly to the middle interactions. http://www.inboundid.com
  72. Display Search Direct Social Paid1Search Order1Value1 (Margin)1 =1IDR1 50000 Cost1per1acquisition1(all1channel1combined)1=135000 custom attribution http://www.inboundid.com
  73. ecommerce tracking go to admin > view > ecommerce settings http://www.inboundid.com
  74. transaction data http://www.inboundid.com
  75. item data http://www.inboundid.com
  76. implementation load the plugin adding transaction adding item (to cart) sending data http://www.inboundid.com
  77. php example http://www.inboundid.com
  78. php example (cont) http://www.inboundid.com
  79. custom dashboard http://www.inboundid.com
  80. google analytics solution dashboard http://www.inboundid.com
  81. sample dashboard http://www.inboundid.com
  82. generating insights http://www.inboundid.com
  83. sample 1: page, browser & site speed http://www.inboundid.com
  84. sample 2: browser & engagement http://www.inboundid.com
  85. sample 3: channel & conversion http://www.inboundid.com
  86. more resources http://www.wordstream.com/blog/ws/2014/05/15/google-analytics-tips http://www.slideshare.net/kelvinnewman/5-instantly-actionable-insights-from-google-analytics http://conversionxl.com/under-utilized-google-analytics-reports-conversion-insights/ https://blog.kissmetrics.com/google-analytics-for-visitor-insights/ http://www.kaushik.net/avinash/google-analytics-tips-data-analysis-reports/ http://www.inboundid.com
  87. that’s iti’m a huge fan of coffee, a venti long black and we’ll talk more! @idowebid ido@inbound.id http://www.inboundid.com +628118301984 http://www.inboundid.com

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Learn the basic of Google Analytics as well as some of it advance features. Find out how you can measure your digital performances more than just the numbers. Data to insights to actions.


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