American Marketing Association
San Antonio Chapter
presents
Google Analytics 101
Workshop Objectives
● Learn how to create an effective Measurement Plan for
your organization
● Learn how to navigate Google Analytics to collect data
and information
● Create views and filters
● How to set up goal conversion
Digital Analytics
"Digital analytics is the analysis of qualitative and
quantitative data from your business and the
competition to drive a continual improvement of
the online experience that your customers and
potential customers have which translates to your
desired outcomes (both online and offline)."
Business Objectives
● Depending on your business and industry, your
business objectives may include one or more of the following:
1. Ecommerce -> Sell products
2. Lead generation -> Contact information for sales prospects 3. Content publishing -> Ads shown to visitors
4. Online info/support -> Help customers find information
Useful KPIs
● Pre-installed KPIs: Site traffic data, demographic
data, user behavior, etc.
● Custom KPIs: Conversion rate, average revenue per
conversion, most successful conversion channel, Social shares, newsletter campaigns, print coupons for in-store use, Google Maps directions to store etc.
● IMPORTANT: KPIs are only useful, if you add
Conversions
● Macroconversions vs. Microconversion
– Macroconversions: Final objective of website, such as sale, lead generation, event registration etc.
– Microconversions: Steps that often lead to Macroconversion, such as white paper download, newsletter sign-up, Social Media Follow, Webinar attendance etc.
● Conversion Attribution
Measurement Plan
Planning Stage:
1. Define Business Objectives 2. Determine KPIs, Macro- and Microconversions
Measurement Plan
Implementation Stage:
1. Set up 3 Views (Backup, Master, Test) 2. Set up Filters
3. Create Goals and Events and Set up Campaign Tracking to Track Conversions 4. Set up eCommerce (if applicable)
How to Manipulate Data
- Temporarily
● Use the left-hand sidebar to navigate Google Analytics reports ● Add a Secondary Dimension
● Change Dates and Time Frame ● Use Advanced Search
– Include/exclude certain dimensions
– Add a Metric Value
● Change Graphic Display Model
– Pie chart
– Performance
Google Analytics
How to navigate the Google Analytics interface
using the most useful out-of-the-box
Google Analytics reports
Let's take a look at Google Analytics!
Navigate
Behavior –
Behavior -
Conversion –
Multi-Channel
How to Manipulate Data
-Permanently
● Views and Filters are a great way to give more
meaning to your data:
– For example, remove employee visits from overall website visitor count
● Create Custom Reports and Dashboards
Views & Filters
● Views and Filter help you to turn your data into clean and useful
information
● Once you delete a view, all data is lost
● Once data has been processed by views and filters, it cannot be
returned to original state
● Views and filters can only be applied to future data, not past
data
● Filter order matters as the output of filter # 1 becomes the input
Workshop Tasks
● Create 3 Views:
– Master, Test, Backup
● Create a permanent Filter that excludes your
computer's IP address in the Test View
● Set up a Destination Goal Conversion for your
Workshop Tasks
● Create PDFs with the following Report numbers: – Use Secondary Dimension and Search to find the most
visited Landing Pages visited by users from the country of your choice
– Find the Medium with the lowest Bounce Rate in the last month
– Find the page with the most exits and analyze the result
Resources
Google Analytics Video Course Google Analytics Help
Google URL Builder