Google Analytics Fundamentals
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Google Analytics is a popular free web analytics tool offered by Google that allows users to track and analyze website traffic and user behavior. It provides key metrics such as tracking user behavior on a site, understanding demographics and traffic sources, evaluating marketing campaigns and pages, and increasing conversion rates. Google Analytics also distinguishes between macro conversions like sales and micro conversions like newsletter signups that indicate progress towards the ultimate goals. It offers funnels, flows and other visualizations to help users understand the path to conversion.
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Google Analytics Fundamentals
- 1. Introduction to Google Analytics Jun Baranggan Chief Digital Marketing Strategist Cebu Digital Hub
- 2. What is 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). One of the most important steps of digital analytics is determining what your ultimate business objectives or outcomes are and how you expect to measure those outcomes.
- 3. Popular Digital Analytics Software
- 4. 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. Freemium is a pricing strategy by which a product or service (typically a digital offering or application such as software, media, games or web services) is provided free of charge, but money is charged for proprietary features, functionality, or virtual goods.
- 5. Key Benefits of Digital Analytics Software • Track user behavior on your website • Understand user demographics and sources • Maintain quality metrics on site performance • Evaluate new pages and features • Evaluate marketing and advertising campaigns • Increase user conversion rates and retention
- 6. Track User Behavior on Your Website Undertand your site visitors’ behavior: • What pages are they looking at • Where do they go next • How many pages are they visiting • How long do they stay on your site
- 7. Google Analytics Behavior Flow
- 8. Google Analytics Visitor Behavior
- 9. Understand user demographics & sources Are you hitting the right audience demographics? Who are your site visitors? • What is the most dominant age bracket among your site visitors • Which gender is converting better?
- 10. Google Analytics Visitor Demographics
- 11. Maintain Quality Metrics Understand how visitors came to visit your site, what they look for when they are there and what prompts them to leave: • Where do visitors usually land on your website • Are they interested on what they saw first on your site and convert • Or do they leave right away
- 12. Google Analytics Landing Pages
- 13. Google Analytics Exit Pages
- 14. Evaluate New Pages and Features Are your website’s contents engaging enough for your target audience? • How does each of your site’s page perform • Do visitors enjoy reading each page • What are the top entrance pages
- 15. Google Analytics Site Content
- 16. Evaluate Marketing Campaigns What’s your site’s performance per marketing channel? • Are your paid advertisements profitable • Is your time spent on social media platforms worthwhile • Are you ranking on search engines for the right keywords thus bringing in qualified traffic to your site
- 17. Google Analytics Conversion by Channel
- 18. Increase User Conversion Rate Are you reaching your business goals: • Are you getting enough sales to be profitable • Are you getting qualified business leads • How long before each visitor to your site converts • Are you tracking conversions efficiently
- 19. Five Common Online Business Objectives Five Common Online Business Objectives 1. For ecommerce sites, an obvious objective is selling products. - REVENUE 2. For lead generation sites, the goal is to collect user information for sales teams to connect with potential leads. - LEADS
- 20. Five Common Online Business Objectives 3. For content publishers, the goal is to encourage engagement and frequent visitation. – PAGES PER SESSION, SESSION DURATION, RETURNING VISITORS. 4. For online informational or support sites, helping users find the information they need at the right time is of primary importance. – SEARCH QUERY, SITE SEARCH 5. For branding, the main objective is to drive awareness, engagement and loyalty. – SOCIAL METRICS, NEW VISITORS
- 21. Two Types of Conversions 1. There are key actions on any website or mobile application that tie back to a business’ objectives. The actions can indicate an objective, like a purchase on an ecommerce site, has been fully met. These are “macro” conversions.
- 22. Two Types of Conversions 2. Some of the actions on a site might also be behavioral indicators that a customer hasn’t fully reached your main objectives but is coming closer, like, in the ecommerce example, signing up to receive an email coupon or a new product notification. These are “micro” conversions.
- 23. Two Types of Conversions It’s important to measure both micro and macro conversions so that you are equipped with more behavioral data to understand what experiences help drive the right outcomes for your site.
- 24. E-Commerce Conversions MACRO • Sales MICRO • Newsletter/E-mail List Signup • Store Locator • Inquiry (Contact Us or Chat) • Catalog Request
- 25. Google Analytics E-commerce Funnel
- 26. Non E-commerce Conversions MACRO • Lead Form Signup MICRO • Visit/Session Duration • Video View • Visit to a Specific Page • Pages per Session
- 27. The Path to Conversion People don't just come to your site to Buy or Fill Out a lead form. They are there to Research products and services (and might buy offline). They are looking to get Support. They might be there to look at your latest Blog Post, etc.
- 28. The Visitor Journey Every step your site visitors make though not equally important are parts of the visitor journey. Make each one of these imprtant steps your Micro Conversions. Use your Web Analytics tools to measure success.
- 29. Google Analytics Goal Funnel
- 30. Google Analytics Goal Flow
- 31. The Value of Digital Analytics • Track user behavior on your website • Understand user demographics and sources • Maintain quality metrics on site performance • Evaluate new pages and features • Evaluate marketing and advertising campaigns • Increase user conversion rates and retention
- 32. THANK YOU Jun Baranggan Chief Digital Marketing Strategist Cebu Digital Hub