Everything You Need to Know About Google Analytics in 15 Minutes

By the end of this presentation, you’ll be able to do two things:

1. Identify key performance indicators in Google Analytics, and how to use them to evaluate your marketing efforts.

2. Identify different uses of the same metric, and know how to choose the right one.

Transcript

1. YOU NEED TO GOOGLE ANALYTICS IN 15 MINUTES EVERYTHING KNOW ABOUT
8. OUR GOAL TODAYTo draw insights from different sources of web traffic.
9. OUR GOAL TODAY To draw insights from different sources of web traffic.
10. OUR GOAL TODAY To draw insights from different sources of web traffic.
11. By the end of today, I promise you’ll be able to do two things:
12. Identify key performance indicators in Google Analytics, and use them to evaluate your marketing efforts. 1 EVERYTHING YOU NEED TO KNOW ABOUT GOOGLE ANALYTICS IN 15 MINUTES
13. Identify different uses of the same metric, and know how to choose the right one. EVERYTHING YOU NEED TO KNOW ABOUT GOOGLE ANALYTICS IN 15 MINUTES
14. Arithmophobia Analytics Reporting
15. Arithmophobia
16. There are a million reasons why we avoid analytics.
17. I work in PR so as to avoid number- crunching. I don’t want to publicize how few people actually visit our site. It’s too complicated. Who needs all that extra work?
18. RESPECTFULLY, THOSE ARE ALL NONSENSE.
19. THEY MAY BE TRUE. BUT THEY’RE STILL NONSENSE.
20. THERE’S NO REASON YOU CAN’T BECOME AN ANALYTICS AUTHORITY.
21. “apply analytics to measure results and provide insights” “needs to be able to dig into the data, analyze that data, and draw actionable insights” “ability to synthesize digital behavioral data with primary and secondary audience insights to develop campaigns and content that resonate with targets”
22. If you can’t measure it…
23. … you can’t manage it.
24. Arithmophobia Analytics
26. http://google.com/analytics
27. Visitors Visits Conversions Time on Site Location Mobile Keywords Top Pages Sources
29. 1. SOURCES Source Visits (#) Visits (%) Google Ads 2,442 45.54% Taboola Ads 1,381 25.76% Direct Traffic 982 18.31% CTNewsJunkie.com 214 3.99% AHRAOnline.org 160 2.98% Facebook 71 1.32% Twitter 28 .52% Google Searches 27 .50% Acquisition/ All Traffic/ Referrals
30. Source Visits (#) Visits (%) Google Ads 2,442 45.54% Taboola Ads 1,381 25.76% Direct Traffic 982 18.31% CTNewsJunkie.com 214 3.99% AHRAOnline.org 160 2.98% Facebook 71 1.32% Twitter 28 .52% Google Searches 27 .50% 1. SOURCES
31. Source Visits (#) Visits (%) Google Ads 2,442 45.54% Taboola Ads 1,381 25.76% Direct Traffic 982 18.31% CTNewsJunkie.com 214 3.99% AHRAOnline.org 160 2.98% Facebook 71 1.32% Twitter 28 .52% Google Searches 27 .50% 1. SOURCES
32. Source Visits (#) Visits (%) Google Ads 2,442 45.54% Taboola Ads 1,381 25.76% Direct Traffic 982 18.31% CTNewsJunkie.com 214 3.99% AHRAOnline.org 160 2.98% Facebook 71 1.32% Twitter 28 .52% Google Searches 27 .50% 1. SOURCES
33. Source Visits (#) Visits (%) Google Ads 2,442 45.54% Taboola Ads 1,381 25.76% Direct Traffic 982 18.31% CTNewsJunkie.com 214 3.99% AHRAOnline.org 160 2.98% Facebook 71 1.32% Twitter 28 .52% Google Searches 27 .50% 1. SOURCES
34. Source Visits (#) Visits (%) Google Ads 2,442 45.54% Taboola Ads 1,381 25.76% Direct Traffic 982 18.31% CTNewsJunkie.com 214 3.99% AHRAOnline.org 160 2.98% Facebook 71 1.32% Twitter 28 .52% Google Searches 27 .50% 1. SOURCES
35. 2. TOP PAGES Page Visits (#) Visits (%) 1. / 11,043 38.76% 2. /about 9,540 33.48% 3. /2016/04/5-urgent-reason-connecticut-needs- 3D-mammograms 5,997 21.05% 4. /2016/06/thank-you-governor-malloy 1,234 4,33% 5. /contact 679 2.38% Behavior/ Overview
36. 2. TOP PAGES Behavior/ Overview Page Visits (#) Visits (%) 1. / 11,043 38.76% 2. /about 9,540 33.48% 3. /2016/04/5-urgent-reason-connecticut-needs- 3D-mammograms 5,997 21.05% 4. /2016/06/thank-you-governor-malloy 1,234 4,33% 5. /contact 679 2.38%
37. 2. TOP PAGES Behavior/ Overview Page Visits (#) Visits (%) 1. / 11,043 38.76% 2. /about 9,540 33.48% 3. /2016/04/5-urgent-reason-connecticut-needs- 3D-mammograms 5,997 21.05% 4. /2016/06/thank-you-governor-malloy 1,234 4,33% 5. /contact 679 2.38%
38. 3. MOBILE Source Visits (#) Visits (%) Mobile 1,670,748 57% Desktop 965,021 33% Tablet 321,092 11% Audience/ Mobile / Overview
39. 3. MOBILE Source Visits (#) Visits (%) Mobile 1,670,748 57% Desktop 965,021 33% Tablet 321,092 11%
42. Arithmophobia Analytics Reporting
43. MOST PEOPLE DO THIS We had 29,776 unique visitors from 9/24 – 9/30/2018. INSTEAD, TRY THIS 30,000 people visited our website last week.
44. BHAG
45. 1.5 M M
46. DCE
47. 1.5 M That’s how many people visited our website in 2018. D ESC R IB E M
48. 1.5 M That’s an increase of 10% from 2017. C O N TEXTU A LIZE M
49. That’s because we did 10 events this year instead of 8. 1.5 M EXPLA IN M
50. BONUS
54. @jrick