making sense of google analytics - creative new zealand · making sense of google analytics . 1....

Vicki Allpress Hill, The Audience ConnectionTuesday 5 July, 2016

Making Sense of Google Analytics

1. ACCESSING GOOGLE ANALYTICS

2. VICKI’S 5 RECOMMENDED REPORTS

3. TIPS FOR CUSTOMISING DATA, REPORTS & VIEWS

4. SHARING DATA WITH YOUR TEAM

© The Audience Connection 2016

1. ACCESSING GOOGLE ANALYTICS



1. Free in-depth analytics tool that provides statistics from your website.

2. Gives insights into who your website visitors are, where they come from, how they behave on your site and what they convert to.

3. Works by using a tracking code snippet which is applied to each page of your website and sends data to Google’s servers

4. This data then displays in reports in your Google Analytics account.

What is “Google Analytics”?


How do you “get” Google Analytics?

1. Decide which “web property” you want to track.

2. Set up a new Google account (or use an existing account).

3. Go to http://google.com/analytics, “sign in” to Google Analytics and follow on-screen instructions.

4. Set up a property in the account you have created.

5. Select that property and open “Tracking Info”.

6. Provide the “tracking code snippet” to your website partner to paste into your site pages.

7. Within 1-2 days you should see the data start to populate in your reports.


www.google.com/analytics

2. VICKI’S x 5 RECOMMENDED REPORTS


Report Example 1Audience Overview Report


What questions does the Audience Overview Report answer?

• How many website visitors did we have during X time period?

• Are our visitor numbers increasing or decreasing?• Have we had peaks and troughs in our visitor

numbers – when and why?• Have our visitor numbers remained consistent

between events/promotions?• How engaged are our website visitors?• Is engagement increasing or decreasing?


Find this report: Audience > Overview© The Audience Connection 2016

Audience Overview Report


Audience Overview Report

55%Average bounce rate

66%New visits

2.73Pages per session

2’04” Session duration


Audience Overview Report – what’s average?

Report Example 2:Mobile Overview Report


What questions does the Mobile Overview Report answer?

• What number and % of our website visits are made on mobile phone and/or tablet?

• How have the proportions of visits changed between desktop, tablet and mobile over X time period?

• How engaged are our mobile and tablet visitors compared with desktop visitors?

• Are there any alarm bells ringing re engagement on mobile devices?

• Have mobile visits and engagement increased since going mobile responsive?


Find this report: Audience > Mobile > Overview© The Audience Connection 2016

Mobile Overview Report


Mobile Overview Report

Year 1 (2012-2013)

15%of website visitor sessions made on mobile or tablet


Mobile Overview Report – what’s average?


Year 4 (2015-2016)

41%of website visitor sessions made on mobile or tablet

Mobile Overview Report – what’s average?

Report Example 3:Channels Report


What questions does the Channels Report answer?

• Where is your website traffic coming from, defined by Google Analytics’ standard categories?

• Is your marketing activity impacting your website traffic?• How engaged are the website visitors from each channel?• Which channels send the most engaged traffic?• Which channels should you focus your efforts on?



Find this report: Acquisition> All Traffic> Channels

Channels Report


Find this report: Acquisition> All Traffic> Channels

Metrics

Dimensions

Channels Report

Report Example 4:Social Landing Page Report


What questions does the Social Landing Page Report answer?

• Which of our website pages get shared most often on social media?

• To what degree has our social media activity been driving traffic to our website?

• Social media visits via which website pages are generating the most engagement?


Find this report: Acquisition> Social> Landing Pages© The Audience Connection 2016

Social Landing Page Report


Social Landing Page Report

Report Example 5:Goals


What questions do Goals answer?

• Are visits to your site converting into actions of value?

• Are people completing the actions on your site you want them to?

• Visits from which traffic sources, audience segments and devices are most likely to convert to actions of value?


Find this report: Conversion> Goals> Overview© The Audience Connection 2016

Goals


Goals

3. TIPS FOR CUSTOMISING DATA, REPORTS & VIEWS



Filtering…


Shortcuts…


Annotations…


Segmentation…


Segmentation…Segmentation…


The URL builder helps you add parameters to URLs you use in custom web-based or email ad campaigns. A custom campaign is any ad campaign not using the AdWords auto-tagging feature. When users click one of the custom links, the unique parameters are sent to your Google Analytics account, so you can identify the URLs that are most effective in attracting users to your content.

https://support.google.com/analytics/answer/1033867?hl=en

Google URL Builder…

Google URL Builder…


Integrating with email


4. SHARING DATA WITH YOUR TEAM



Exporting reports…


Emailing reports…


Dashboards…

Sharing with team1. Exporting2. Emailing3. Dashboards

5 x Reports1. Audience Overview2. Mobile Overview3. Channels4. Social Landing Pages5. Goals

Customisation1. Filtering2. Shortcuts3. Annotations4. Segmentation5. URL Builder6. Integrating with Email

How to access Google Analytics


“Think of your website using the Japanese concept of kaizen, or continual improvement.”

I Used To Be Scared of Google Analytics, David Lecours


Creative New Zealand Google Analytics Tip SheetsTip Sheet 1 - http://bit.ly/1W6o8j1Tip Sheet 2 - http://bit.ly/29fJYRq

Google Analytics Help Centerhttp://bit.ly/1JUueM2

Google Analytics on YouTubehttp://bit.ly/1A5lUF6

Optimise Bloghttp://optimisenz.com/

Previous Optimise videos and webinarshttp://bit.ly/1LsJZuZ


[email protected] [email protected] www.audienceconnection.com

@audienceconnecthttp://optimisenz.com/


making sense of google analytics - creative new zealand · making sense of google analytics . 1....

Documents