Session 2
Exploration—main reports in more detail
Getting the most from your Google Analytics
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Use Real-Time to monitor user activity as it happenssee each pageview being reported seconds after it occurs—how many users on site, where they are coming from, sources that referred them, what pages they are viewing
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Get the most from Real-Time to check:whether new and changed content is being viewed
a promotion is driving users to your site and see the pages they are viewing how a tweet, blog or any social media is effecting the traffic
the tracking code is working
https://support.google.com/analytics/answer/1638635?hl=en&topic=1638563 https://www.youtube.com/watch?v=5zY7m5s4SPU
Real-Time reports
Getting the most from your Google Analytics
https://support.google.com/analytics/answer/1012034 https://www.youtube.com/watch?v=JyPMoKri4nc
Audience reports
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Overview reports gives an at-a-glance view of user metrics•
Demographics and Interests—allows you to see who makes up your audiences•
Geo—where audience comes from by language and location•
Behavior—type of user, their loyalty and engagement•
Technology—what browser and network they’ve used to access your site•
Mobile—accesses via mobile and the devices they’ve usedhttps://support.google.com/analytics/answer/1709395?hl=en
Audience reports—Users flow
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At-a-glance view of paths users took through your site•
Mouseover each node (page) displays statistics•
3 pages interactions displayed—select +Step to add more•
Selecting each connection highlights a specific flow•
Other dimensions can be selected to see flow e.g. source, city, landing pageGetting the most from your Google Analytics
https://support.google.com/analytics/answer/3196960?hl=en&ref_topic=3125765 https://www.youtube.com/watch?v=0N3acFD_51s
Acquisition reports
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Displays metrics for channels such as: referrals, searches, campaigns, email•
View the impact of your social, track on-site and off-site user interaction•
Google searches—queries, landing pages, country, impressions, clicks, click-through ratehttps://support.google.com/analytics/answer/3196909?hl=en&ref_topic=3125765
Acquisition reports
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Overview report shows in bar chart what channel acquires: the most users; those who engage with the site and complete conversions•
Channels—what drives traffic to your site with graph and table: referrals, direct, searches, campaigns, social, other•
All Traffic reports displays all sources/medium with metrics relating to Acquisition, Behavior and ConversionsAcquisition—total visits, %new visits, new visits
Behavior—bounce rate, pages per visit, average visit
Conversions—conversion rate of any goals, goal conversions, goal value
Getting the most from your Google Analytics
http://support.google.com/analytics/answer/1033867?hl=en
Acquisition reports—Campaigns
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Helps you collect information about traffic coming to your site and identify what are the most effective ways to drive more users•
By adding parameters to the end of a web address, allows Analytics to record metrics which you can monitorhttps://support.google.com/analytics/answer/1683971?hl=en https://developers.google.com/analytics/devguides/socialdata/
Acquisition reports—Social
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In all, helps you measure the impact and effectiveness of your social initiatives•
Overview—shows at-a-glance conversions generated from social channels•
Network referrals—list of social media sources•
Data Hub activity—those that share data with Googledisplays what users have done within social network (i.e. tracks off-site traffic) such as sharing a URL, making a favourite
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Landing pages—metrics associated with pages linked from social networksGetting the most from your Google Analytics
https://developers.google.com/analytics/devguides/collection/analyticsjs/social-interactions
Acquisition reports—Social
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Trackbacks—URL they’ve come from, the page on your site, how many sessions•
Conversions—measures success of campaigns aligning with pre-defined goals•
Plugins—displays metrics of social buttons users select and what they ‘share’, ‘like’•
Users flowAcquisition reports—Search Engine Optimisation
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Reports appear when property is linked with Webmaster Toolsprovides you with information relating to your site’s visibility on Google, in particular for these reports, what search terms users used to click through to your site
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Reports focus on top 1000 daily hits of Google’s search data•
Helps you identify popular keywords that users have used in their Google search to get to your web site—increase their use in relevant content•
Queries—what users used in Google search to get to your siteImpressions—number of times a web site URL appears in search results
Clicks—number of times a web site URL was selected from search results
Average position—ranking of a URL
CTR—click through rate, percentage of clicks / impressions for a URL
Getting the most from your Google Analytics
http://support.google.com/analytics/bin/answer.py?hl=en&answer=1308626
Acquisition reports—Search Engine Optimisation
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Landing pages—help you identify good click-through-rates (CTR) but low position in results•
Geographical summary—number of impressions, click and CTR by country•
Check search keywords that have good position in results•
Use term cloud option in table selector to view words used by impression, clicks, CTR or average position•
Webmaster Tools shows traffic for each keyword separately—doesn’t show results from other search engines (Bing and Yahoo)https://support.google.com/analytics/answer/2404517?hl=en https://www.youtube.com/watch?v=bfk17cV9xXk
Behavior reports—metrics for each visited page
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Overview reports give an at-a-glance view of pageview metrics—designed to help you improve content•
Site Content—how frequently each page is viewedobserve e.g. in Landing page report identify those with high bounce rates which may need rewritten to be more effective
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Site Speed—page load timesobserve if any page is excessively slow when being downloaded
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Site Search—metrics if Analytics tracking internal searchesobserve search terms users are using and relevance to the content they are directed to needs set up in ‘Admin’, https://support.google.com/analytics/answer/1012264?hl=en
Getting the most from your Google Analytics
https://support.google.com/analytics/answer/2558811
Behavior reports
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In-Page Analytics monitors behaviour for a single pagesee metrics and click through rate of each link within a page
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Helps you visualise how users interact with siteConversions reports—goals
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What’s the real purpose of your web site?•
What do you want users to achieve on your site?•
For those goals, what do you want to measure?•
When the goal is reached, Google Analytics calls this a conversion•
GA tracks all traffic data associated with that goal•
Data displayed within Conversions reports for you to monitor and take action•
Primary purpose is to measure how well your site fulfils your objectiveshttps://support.google.com/analytics/answer/1012040?hl=en&ref_topic=1007030 http://www.youtube.com/watch?v=fMeKXsl7xT8
Getting the most from your Google Analytics
http://support.google.com/analytics/bin/answer.py?hl=en&answer=1032415 https://www.youtube.com/watch?v=SKDGllke5TU
Conversions reports—setting up a goal in Admin
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Within Admin, choose the View you want to add the goal, select Goals•
Keep in mind—goals limited to 20 for each viewi.e. 4 sets each containing up to 5 goals
if more goals required, an additional view will need to be created
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Step to step process depending what you’ve selectedhttps://support.google.com/analytics/answer/1116091?hl=en
Conversions reports—setting up a goal in Admin
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Destination—see how frequently users reach a particular page, abandon their way and where they go tospecify the goal page—could be an acknowledgement page when transaction is completed or a form submitted can add a monetary value to the conversion
can set up a funnel that represents a path (a series of pages) you expect a user to take on their way to a goal note: within a goal set, it is possible to set up multiple paths to same destination to see which path is the most successful or highest abandonment
Getting the most from your Google Analytics
https://support.google.com/analytics/answer/1033068?hl=en
Conversions reports—setting up a goal in Admin
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Duration—specify hours, minutes, seconds that occurs for a time lapsed during a session•
Pages/Screens per session—specify a number of pages visited•
Event—used with Event tracking to track a user activity that is independent of a web page such as a file download or a video being played•
For any goal type, use Verify this Goalhttps://support.google.com/analytics/answer/1006230?hl=en
Conversions reports
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Overview—displays number of goals and value•
Goal URLs—view graph of all completed goals and table displays URL when goal completed•
Reverse goal path—shows URLs of previous steps that users used before conversion•
Funnel Visualisation—displays URLs that users took to conversion and abandonment•
Goal flow—visualises the path from where users came from, through different pages towards the conversionGetting the most from your Google Analytics
https://support.google.com/analytics/answer/1191180?&ref_topic=1191164 https://www.youtube.com/watch?&v=PW_9TMZKJp0
Conversions reports
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Measure what has brought traffic to your site from other sources during last 30 days—Multi-Channel Funnels•
Detects channels that send traffic to your site over a specified period of timeAll search engines
Referrals (like from social media sources) Visits that people have previously bookmarked Direct—when users type site’s URL into the browser Social media traffic
