GOOGLE ANALYTICS SETUP AND USE

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

Made a New Website

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

Felt like this

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Are there users

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The Answer

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

What is Google Analytics

Google Analytics is a freemium web analytics service offered by Google that tracks and reports website traffic

Google launched the service in November 2005 after acquiring Urchin Google Analytics is now the most widely used web analytics service on the Internet

Source httpsenwikipediaorgwikiGoogle_Analytics

Boring Slide

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You know how many people come to your site and what they do on it

In English Please

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It makes Web Nerds go

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

How do I do it

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Thatrsquos Why Irsquom here

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

1 Analytics Background2 Analytics setup

1 Intro to Google Tag Manager2 Setting up accounts3 Linking other Google

properties4 Creating Views5 Creating Filters

3 Analytics Customization

1 Events2 Goals3 Custom Dimensions amp Metrics4 Channel amp Content Groupings5 Advanced Segments

4 Analytics Tracking1 Annotations2 Email Alerts

Presentation Overview

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ANALYTICS BACKGROUND

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

Home Section

Reporting Section

Reporting Section

Reporting Section - Menu

Reporting Audience Section

Reporting Acquisition Section

Reporting Behavior Section

Reporting Conversions Section

Reporting Customization Section

Reporting Admin Section

ANALYTICS SETUP

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

Google Tag Manager

httpwwwgooglecomtagmanager

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

Place a container in the websitersquos code once place tags on site forever Create Analytics events Add JavaScript Add tags for other platforms like AdWords

Why Use Google Tag Manager

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Why is this great

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

GTM Info

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GTM Info

BenmfHolland

Training Coursehttpsanalyticsacademywithgooglecomcourse05preview

Websitehttpwwwgooglecomtagmanager

httpswwwzionandzioncomgoogle-analytics-best-practice

Google Analytics Accounts

httpswwwgooglecomanalyticsweb

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

Google Analytics Accounts

BenmfHolland

Multiple accounts are needed so one can control and manage everything and the other can view but not editbreak everything

httpswwwzionandzioncomgoogle-analytics-best-practice

Google Analytics Accounts

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

Google Analytics Accounts setup

BenmfHolland

1 Go to Admin tab

httpswwwzionandzioncomgoogle-analytics-best-practice

Google Analytics Accounts setup

BenmfHolland

2 Select User Management under Account

httpswwwzionandzioncomgoogle-analytics-best-practice

Google Analytics Accounts setup

BenmfHolland

3 Add a user with full permissions

4 Add a user with Read amp Analyze permissions

httpswwwzionandzioncomgoogle-analytics-best-practice

Enabling Demographic Information

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Enabling Demographic Information

BenmfHolland

Super useful information about who is visiting your site and what they are into

httpswwwzionandzioncomgoogle-analytics-best-practice

Enabling Demographic Information

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

Enabling Demographic Information

BenmfHolland

1 Go to Admin tab

httpswwwzionandzioncomgoogle-analytics-best-practice

Enabling Demographic Information

BenmfHolland

2 Select ldquoProperty Settingsrdquo under the Property Column

httpswwwzionandzioncomgoogle-analytics-best-practice

Enabling Demographic Information

BenmfHolland

3 Turn on ldquoEnable Demographics and Interest Reportsrdquo

httpswwwzionandzioncomgoogle-analytics-best-practice

Enabling Demographic Information

BenmfHolland

4 Go to Reporting tab

httpswwwzionandzioncomgoogle-analytics-best-practice

Enabling Demographic Information

BenmfHolland

5 Select ldquoOverviewrdquo under ldquoDemographicsrdquo in the ldquoAudiencerdquo section

httpswwwzionandzioncomgoogle-analytics-best-practice

Enabling Demographic Information

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6 Select ldquoEnablerdquo

httpswwwzionandzioncomgoogle-analytics-best-practice

Linking Properties to Google Analytics

httpswwwgooglecomanalyticsweb

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

By linking Google Search Console (Formally Webmaster Tools) and Google AdWords to Google Analytics you can have all of your data in one spot

Why Link Properties

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Why Link Properties

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

Link Google Search Console To Google Analytics

BenmfHolland

1 Go to Admin tab

httpswwwzionandzioncomgoogle-analytics-best-practice

Link Google Search Console To Google Analytics

BenmfHolland

2 Select Property Settings under the Property Column

httpswwwzionandzioncomgoogle-analytics-best-practice

Link Google Search Console To Google Analytics

BenmfHolland

3 Click ldquoAdjust Webmaster Toolsrdquo at the bottom

httpswwwzionandzioncomgoogle-analytics-best-practice

Link Google Search Console To Google Analytics

BenmfHolland

4 Click ldquoEditrdquo

httpswwwzionandzioncomgoogle-analytics-best-practice

Link Google Search Console To Google Analytics

BenmfHolland

5 Select the correct account and hit ldquoSaverdquo

httpswwwzionandzioncomgoogle-analytics-best-practice

Link Google AdWords To Google Analytics

BenmfHolland

1 Go to Admin tab

httpswwwzionandzioncomgoogle-analytics-best-practice

Link Google Search Console To Google Analytics

BenmfHolland

2 Select ldquoAdWords Linkingrdquo under the Property Column

httpswwwzionandzioncomgoogle-analytics-best-practice

Link Google Search Console To Google Analytics

BenmfHolland

3 Check the box next to the account you would like to connect and hit continue then save

httpswwwzionandzioncomgoogle-analytics-best-practice

Creating Views

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Views are needed so your data can be FilteredCleaned for the purpose you need

Creating Views

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

Creating Views

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

Four must have Google Analytics Views Master Testing Sandbox Unfiltered

Creating Views

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

Creating Views

BenmfHolland

1 Go to Admin tab

httpswwwzionandzioncomgoogle-analytics-best-practice

Creating Views

BenmfHolland

2 In View drop down select ldquoCreate New Viewrdquo

httpswwwzionandzioncomgoogle-analytics-best-practice

Creating Views

BenmfHolland

3 Enter view name and click ldquoCreate Viewrdquo

httpswwwzionandzioncomgoogle-analytics-best-practice

Creating Filters

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

Ensures all the data in Analytics is accurate and formatted uniformly

Creating Filters

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

Most Important Filters Lowercase hostname Lowercase page path Lowercase campaign source Lowercase campaign medium Remove trailing index Prepend hostname Exclude company IP White list host domain

Creating Filters

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

All Filters

BenmfHolland

1 Go to Admin tab

httpswwwzionandzioncomgoogle-analytics-best-practice

All Filters

BenmfHolland

2 Select ldquoFiltersrdquo in view settings

httpswwwzionandzioncomgoogle-analytics-best-practice

All Filters

BenmfHolland

3 Select ldquo+ New Filterrdquo

httpswwwzionandzioncomgoogle-analytics-best-practice

Lowercase Filters

BenmfHolland

4 Select ldquoCreate new Filterrdquo5 Name it6 Select ldquoCustomrdquo7 Select Lowercase8 Choose item from dropdown9 Press ldquoSaverdquo

httpswwwzionandzioncomgoogle-analytics-best-practice

Remove Trailing Index Filter

BenmfHolland

4 Select ldquoCreate new Filterrdquo5 Name it6 Select ldquoCustomrdquo7 Select ldquoSearch and Replacerdquo8 Choose ldquoRequest URIrdquo9 Put ldquoindexhtmlrdquo in ldquoSearch

Stringrdquo10 Leave ldquoReplace Stringrdquo blank11 Press ldquoSaverdquo

httpswwwzionandzioncomgoogle-analytics-best-practice

Prepend Hostname Filter

BenmfHolland

4 Select ldquoCreate new Filterrdquo5 Name it6 Select ldquoCustomrdquo7 Select ldquoAdvancedrdquo8 Field A select ldquoHostnamerdquo9 Place () in the textbox next to it10 Field B select ldquoRequest URIrdquo11 Place () in the textbox next to it12 Output select ldquoRequest URIrdquo13 Place () in the textbox next to it14 Check Yes on Field A Required and

Override Output Field15 Press ldquoSaverdquo

httpswwwzionandzioncomgoogle-analytics-best-practice

Exclude Company IP Filter

BenmfHolland

4 Select ldquoCreate new Filterrdquo5 Name it6 Select ldquoPredefinedrdquo7 Select ldquoExcluderdquo ldquotraffic from the

IP addressesrdquo amp ldquothat are equal tordquo

8 Input your companies IP address9 Press ldquoSaverdquo

httpswwwzionandzioncomgoogle-analytics-best-practice

White List Host Domain Filter

BenmfHolland

4 Select ldquoCreate new Filterrdquo5 Name it6 Select ldquoCustomrdquo7 Select ldquoInclude8 Select ldquoHostnamerdquo and Filter Field9 Input examplecom$ as Filter

Pattern10 Press ldquoSaverdquo

httpswwwzionandzioncomgoogle-analytics-best-practice

Going Full Circle - Filters amp Views

BenmfHolland

Master View Lowercase hostname Lowercase page path Lowercase campaign

source Lowercase campaign

medium Remove trailing index Prepend hostname Exclude company IP White list host domain

httpswwwzionandzioncomgoogle-analytics-best-practice

Testing Lowercase hostname Lowercase page path Lowercase campaign

source Lowercase campaign

medium Remove trailing index Prepend hostname Include company IP White list host domain

Sandbox Lowercase hostname Lowercase page path Lowercase campaign

source Lowercase campaign

medium Remove trailing index Prepend hostname Exclude company IP White list host domain

Unfiltered

Turn on Site Search Tracking

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

You will be able to see what people are searching for on your site

Turn On Site Search Tracking

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

Turn On Site Search Tracking

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

Turn On Site Search Tracking

BenmfHolland

1 Go to Admin tab

httpswwwzionandzioncomgoogle-analytics-best-practice

Turn On Site Search Tracking

BenmfHolland

2 Select ldquoView Settingsrdquo

httpswwwzionandzioncomgoogle-analytics-best-practice

Turn On Site Search Tracking

BenmfHolland

3 Turn on ldquoSite search Trackingrdquo4 Define query parameter

httpswwwzionandzioncomgoogle-analytics-best-practice

Analytics setup

BenmfHolland

DONE

httpswwwzionandzioncomgoogle-analytics-best-practice

CUSTOMIZING ANALYTICS

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Setting Up Events

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Setting Up Events

BenmfHolland

Events can track Contact form submissions Clicking on social media buttons Clicking on an outbound link When someone plays a video File downloads Form errors Tracking clicks on embedded maps

httpswwwzionandzioncomgoogle-analytics-best-practice

httpssupportgooglecomanalyticsanswer1033068hl=en

Setting Up Events

BenmfHolland

Use Google Tag Manager

httpssupportgooglecomanalyticsanswer6164470hl=en

httpswwwzionandzioncomgoogle-analytics-best-practice

Setting Up Events

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Setting Up Goals

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Setting Up Goals

BenmfHolland

Goals help monetize a websites by allowing you to define a value of an action

httpswwwzionandzioncomgoogle-analytics-best-practice

Setting Up Goals

BenmfHolland

1 Go to Admin tab

httpswwwzionandzioncomgoogle-analytics-best-practice

Setting Up Goals

BenmfHolland

2 Select ldquoGoalsrdquo under view

httpswwwzionandzioncomgoogle-analytics-best-practice

Setting Up Goals

BenmfHolland

3 Select ldquo+ New Goalrdquo

httpswwwzionandzioncomgoogle-analytics-best-practice

Setting Up Goals

BenmfHolland

4 Define Goal

httpswwwzionandzioncomgoogle-analytics-best-practice

Creating Custom Dimensions amp Metrics

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Creating Custom Dimensions amp Metrics

BenmfHolland

Bring in other data to Analytics from other sources Use the Facebook API to define user demographics Use the Weather API to bring in weather data to see if it

affects traffic

httpswwwzionandzioncomgoogle-analytics-best-practice

Creating Custom Dimensions amp Metrics

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

Creating Custom Dimensions amp Metrics

BenmfHolland

1 Go to Admin tab

httpswwwzionandzioncomgoogle-analytics-best-practice

Creating Custom Dimensions amp Metrics

BenmfHolland

2 Select ldquoCustom Definitionsrdquo under property

httpswwwzionandzioncomgoogle-analytics-best-practice

Creating Custom Dimensions amp Metrics

BenmfHolland

3 Create DimensionMetric

httpswwwzionandzioncomgoogle-analytics-best-practice

Custom Channel Groupings

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Custom Channel Groupings

BenmfHolland

Allow you to create more traffic channels to better interpret data Site you advertise on Microsites you have created Sites you have gotten links from News sites

httpswwwzionandzioncomgoogle-analytics-best-practice

Creating Custom Channel Groupings

BenmfHolland

1 Go to Admin tab

httpswwwzionandzioncomgoogle-analytics-best-practice

Creating Custom Channel Groupings

BenmfHolland

2 Select ldquoCustom Channel Groupingsrdquo under view

httpswwwzionandzioncomgoogle-analytics-best-practice

Creating Custom Channel Groupings

BenmfHolland

3 Select ldquo+ New Custom Channel Groupingrdquo under view

httpswwwzionandzioncomgoogle-analytics-best-practice

Creating Custom Channel Groupings

BenmfHolland

4 Create Channel Definitions and Save

httpswwwzionandzioncomgoogle-analytics-best-practice

Content Groupings

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Content Groupings

BenmfHolland

Allow you to segment out the content on your site Blog Landing pages Recipes

httpswwwzionandzioncomgoogle-analytics-best-practice

Creating Content Groupings

BenmfHolland

1 Go to Admin tab

httpswwwzionandzioncomgoogle-analytics-best-practice

Creating Content Groupings

BenmfHolland

2 Select ldquoContent Groupingrdquo under view

httpswwwzionandzioncomgoogle-analytics-best-practice

Creating Content Groupings

BenmfHolland

3 Select ldquo+ New Content Groupingrdquo under view

httpswwwzionandzioncomgoogle-analytics-best-practice

Creating Content Groupings

BenmfHolland

4 Three options Tracking Code Extraction Rule

httpswwwzionandzioncomgoogle-analytics-best-practice

Creating Advance Segments

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Creating Advanced Segments

BenmfHolland

Allows you to slice and dice your data into pieces for better analysis

Filters are permanent Advanced Segments are temporary

httpswwwzionandzioncomgoogle-analytics-best-practice

Creating Advanced Segments

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

Creating Advanced Segments

BenmfHolland

1 Go to Reporting tab

httpswwwzionandzioncomgoogle-analytics-best-practice

Creating Advanced Segments

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

2 Select ldquoAdd Segmentrdquo

Creating Advanced Segments

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

3 Select ldquo+ New Segmentrdquo

Creating Advanced Segments

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

4 Create Segment and Save

Analytics Customization

BenmfHolland

DONE

httpswwwzionandzioncomgoogle-analytics-best-practice

KEEPING TRACK

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Google Analytics Annotations

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Google Analytics Annotations

BenmfHolland

Provide insights that are not in the data Media hits Guest blogging Speaking at the AMA Website redesign

Note anything that may affect traffic

httpswwwzionandzioncomgoogle-analytics-best-practice

Google Analytics Annotations

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

Google Analytics Annotations

BenmfHolland

1 Go to Reporting tab

httpswwwzionandzioncomgoogle-analytics-best-practice

Google Analytics Annotations

BenmfHolland

2 Click the little down arrow below the graph

httpswwwzionandzioncomgoogle-analytics-best-practice

Google Analytics Annotations

BenmfHolland

3 Click ldquo+ Create new annotationrdquo

httpswwwzionandzioncomgoogle-analytics-best-practice

Google Analytics Annotations

BenmfHolland

4 Create note and save

httpswwwzionandzioncomgoogle-analytics-best-practice

Custom Alerts

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Google Analytics Custom Alerts

BenmfHolland

Send you an email when something predefined occurs Analytics has flat lined Organic search declines 50 in a week Page speed increase 50 in a day Traffic spike Social media increase 50 in a day

httpswwwzionandzioncomgoogle-analytics-best-practice

Google Analytics Custom Alerts

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice

Google Analytics Custom Alerts

BenmfHolland

1 Go to Admin tab

httpswwwzionandzioncomgoogle-analytics-best-practice

Google Analytics Custom Alerts

BenmfHolland

2 Select ldquoCustom Alertsrdquo in View

httpswwwzionandzioncomgoogle-analytics-best-practice

Google Analytics Custom Alerts

BenmfHolland

3 Select ldquo+ New Alertrdquo

httpswwwzionandzioncomgoogle-analytics-best-practice

Google Analytics Custom Alerts

BenmfHolland

4 Create alert and save

httpswwwzionandzioncomgoogle-analytics-best-practice

All Done

BenmfHolland httpswwwzionandzioncomgoogle-analytics-best-practice