Google Analytics

Digital/Web AnalyticsDevyendar MagantiWhat is Digital AnalyticsWhy is it importantGoogle AnalyticsHow it worksSetting up an accountAccount structureDimensions vs. MetricsCommonly used Metrics

AgendaInvolves analytics across various platformsWebsitesMobile Devices (Mobile / Tablets)TV / Gaming consoles Digital Analytics - Platforms

Digital Analytics helps in understandingHow users are finding our WebsiteEvaluate different marketing effortsHow users are interacting with the sitePerformance of the content/product/services offeredAchieving my Online business objectivesCustomer AcquisitionLead GenerationBrand Building/PresenceAudience Development (Content consumption) Why Analytics is so Important in Digital Media?TechnicalCollection of Data (mostly Beacons & Server logs)BusinessMeasurementAnalysisReports with Business InsightsBusiness Actions Digital Analytics InvolvesAdobe Marketing SuitesGoogle AnalyticsIBM Digital AnalyticsWebTrends Prominent Digital/Web Analytics ToolsGoogle Analytics How Google Analytics Works

Google DatabaseCookiesFirst PartyThird PartySessionPersistent

ServerSetting up a Google Analytics account

Create a GA profile

Exclude URL query parameters

Configure Site Search SettingsCopy and paste tracking code to website source code. Also manually add to pages that dont use templates.

Verify code is visible in source and GA has started tracking.

Account, Property and Profiles in GA Measurements

DimensionsMetricsUsers (Unique Visitors)Time Period DependentSessions (Visits)Time Based expiryAfter 30 Minutes of inactivityAt midnightCampaign ChangeUser arriving from a different campaignPage ViewsAverage Session DurationSingle-Page visitsEntrancesBounce RateBounce Rate = (Single Page Visits / Entries) * 100 Commonly Used Metrics