Google Analytics How To Use The Tool

What a wonderful video. Below is the transcription of what you are about to learn:
Everybody thank you so much for being with us here today
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thanks and it was a fantastic introduction to Google Analytics and how
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it can help you grow your business online
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the next session is going to be a little bit have a deeper dive
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into looking at the actual tool and I’m gonna show you
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some really basic things that you can look at in their reports to help you get
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started
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a lot if you are brand new to the web you’re brand new to Google Analytics and
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when you first open up Google Analytics it can be a little daunting
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so I’m going to give you one sorta framework to look at this piece of
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software to figure out how you can use it and I’m going to call it
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ABC’s Google Analytics so in this fashion
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I’m gonna show you what you can learn from Google Analytics my college GA for
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short
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I’m gonna show you some other reports that can show you some of the answers
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and then I can give you an idea about some other things that you can do with
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this information
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now one other things to keep in mind with GA is that
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everything in these reports is really customizable
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I’m not going to do any of that here in this session it’s just to get you
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started to show you the different pieces
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but then you can really fine tune the reports to look at the information that
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actually important for your business okay so
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let’s start talking about what you’ll be doing with GA
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it is the analytic process and it works like this
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first you’re going to measure yet to figure out what’s happening or what’s
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not happening on your website
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then you’re gonna take that information and you’re going to try to learn from it
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you might say okay well I’ve been sending people to this page to do this
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thing
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but nothing is happening or it’s not happening in now and so based on that
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information you’ll then take
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action you’ll take the information that you learn and then apply that to your
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website
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and that might be as simple as moving a button or
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increasing your font size or reducing a picture
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army are adding more photographs to a page but this experimentation this
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process analysis
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can help you improve the effectiveness up your website and that’s what Google
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Analytics for
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so let’s break this down into the ABC’s
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your business owner and you want to know a few things
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first a how our visitors actually getting to my website
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and that’s the acquisition process which we will be talking about
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be are you creating affective content that leads to the best behavior that you
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want now don’t forget we are creating a website that you
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that you’re designing to get somebody to do something whether that
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to buy something more to learn about something or to contact you
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and information that you will see in these reports
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can help you figure out whether or not those people are taking her acting on
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those behaviors that the
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that you hoped they would once they’ve got to your site and then the sea
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the Big C is conversions and that you want to know from these report
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how is everything impact you doing on your website impact on your bottom line
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you might be investing a lot of time money energy into
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I working on whether it’s online advertising or whether it’s a social
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media campaign
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but you won’t know whether or not it’s truly
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making money for your business unless you measure that and you can do that
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with Google Analytics
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soap let me show you a few ways to get started where you can find the answers
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to these questions
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using Google Analytics reports okay
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so here are two examples if you following gybe a week
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you may remember the example %uh stages bakery dot com
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I am in fact that stays a and I won’t tell you too much about me but truth be
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told
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I cannot cook I cannot bake and so
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thats really a completely made up for example so a lot people actually come up
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to me and ask if if I’m really good at that I made it as an example for a long
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time ago when it’s been 30 min adopted there are a lot of the presentations but
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that is going to be our first example business for this presentation
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so we have a local business we have a bakery
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they have a brick and mortar storefront they
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make custom cakes for weddings they may even shipped their cakes
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people could actually buy them or order them online and then they could send
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them around the country so that’s our first example business
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now the second example it actually real
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it’s a non-profit that I do work for and so when I’m not online
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working at my computer I am actually scrubbing up a possum poop
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and bottle feeding deer and doing all sorts of
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I’m fundraising and social media marketing
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for wall in spinal which is in the Nashville Tennessee
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area so those are my two examples and I’m gonna show you how both these web
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sites
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might use Google Analytics to improve what
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their out there ultimate outcome is what they want to happen when visitors come
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to their website
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and to make the screenshots a little more fun I have put pictures of cake
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and cute animals because you know screenshot the software can be a little
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boring
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so let’s go through this so let’s start about talking about how people
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actually find your website what think that you’ll see
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in Google Analytics is it if there are two ways that
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that we can look at a site there’s a source and the source
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is a way that someone came to your website to the source could be
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Google a source could be email marketing
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a source could be social media and then you’ve got the
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medium so for Google could be the media would be
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a and organic result or could be CPC which is an
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advertisement result so those are the two ways that you can actually break
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down
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the different way that people are finding your website in
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Google Analytics and in this section I’m going to be talking about the
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ABC cycle which is
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this process where we are looking to acquire
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a visitor to our site acquire that visit to actually get to our web pages
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then we want to look at be behavior behavior is what they did once they got
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to that website
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and then finally see conversion and we’ll talk about the acquisition reports
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and what to do with this
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information alright so let’s start with a for acquisition
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you can see here I have broken out the section that you’ll see
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inside Google Analytics and underneath there is a series
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a different types of reports that can give you some information about
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about that particular us up to date so under acquisition
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we’re going to see how people are actually getting
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to our website this first overview slide is actually a really nice window into
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that whole cycle
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you can see in the screenshot the back part if it works divided into three
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separate areas and acquisition column
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a behavior column and a conversions column now this example screenshot shows
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we have some data for acquisitions we have some data for behavior
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but there’s nothing for conversion because it hasn’t been set up yet
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now if you were back in my grow your business online presentation from it was
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that yesterday a few days ago
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I’m you’ll remember that I exhorted put a challenger to
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everyone is building a website that when you start building a site
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you need to have goal in mind it’s not just enough to build an
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online brochure you really want to know
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what’s supposed to happen what it is that you want people to do
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and so this is where people get hung up we may have that data in this report we
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may know
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how people are getting their what pages they are looking at but we have no idea
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what the value of that visit is to our business
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that’s what we’ll be talking about today and that’s what this report reflects
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that
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this person hasn’t yet set up anything for the conversion call
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I’ll show you how to do that today alright
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so what look at this second said reports this is called channels
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and channels its really a group its
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away for us to sort of block out different
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types up traffic are coming into our website
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so in the first example we have organic search
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and that a channel for example someone might go to Google
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and then do a search for help for baby rabbit
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or by wedding cake Nashville Tennessee
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and because that came in through an organic search engine
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it’s going to be grouped in to bat channel the second channel that you see
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here
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is direct traffic and direct traffic means that someone actually knows the
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URL for your website
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and then typed into that search bar to get there I’m
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that’s what another reason we talked about registering a domain name
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earlier in this week we talked about trying to get a domain name
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that’s relatively short easy to spell
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and easy to remember and that’s where it’s going to help me here because
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if people can remember that domain name then you’re probably going to have an
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easier time getting to you directly by typing it into
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their browser window this traffic also includes
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if someone has your website bookmarked and they click on that bookmark
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so there are other ways that we can actually collecting into this particular
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channel
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now the third one that you see in this example is paid search so
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if you are using an advertising platform like Google AdWords
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you can start to see this group of traffic booked yet group in this channel
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and forth in this example is social all the social media outlets that you use
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to drive traffic to your website you can see that data
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so the nice thing about this report as then we can compare those buckets
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and we can see which of these channels is actually more affective more
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profitable for our business if we have that setup
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and then we can use that information say hey social media I can see I’m actually
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getting a lot of traffic but people are converting
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and so what you need to do how do you need to adapt your strategy
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to really start improving your performance and each of these different
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channels
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okay so let’s look at another report we’ve been here this is the all traffic
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report unlike channels which had
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group everything into buckets this report is going to give you a breakdown
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of all the different ways that people are getting into your site line by line
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in this example the first driver traffic to this website was Google
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organic search and that means that somebody went to Google
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and they typed in some key words and that eventually brought traffic
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into the site but then I can go down the list and see what else is driving
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traffic
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the second in this example was direct the third was Google CPC which means
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that
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the third most popular way people are getting to my site
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is using AdWords so this can help give you even more inside
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you know specific traffic source by traffic for how people are getting
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to your site okay
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now been another interesting report this is called the referral
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traffic report and this is going to give you a list
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all of the other web sites that are driving traffic
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into your site and some movies maybe obvious to you may go down that list and
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say all right I know that people would find links to my site from here in here
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but you can also learn some really cool things here maybe
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there was a review written about your business
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on a different website that you didn’t know about and then you can see from
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this report hey what I’m getting all these visitors from this website that I
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didn’t know about
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maybe there’s a popular blogger that found your web site and wrote about it
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and is driving traffic
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but this is a great way for you to get insight into
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all the places that you may not expect that traffic to be coming from
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and see that list over for girls there so this is another good one for you to
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look at to see
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where you may be able to capitalize on partnerships or where
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maybe you want to focus advertising dollars or maybe where you want to
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I’m startin you know disturbing content so that they can put it on their site
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hopefully link back to yours
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okay now this report here this is under the section of labeled search engine
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optimization and this is a while if this was gonna require a little bit of work
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on your part because
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you have to take another step first you have to set up webmaster tools for your
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business
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if you were at my grow your business online presentation the other day
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you heard me talk a little bit about it Google Webmaster Tools is a free
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resource
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its at WWW dot Google dot com slash webmasters
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and what it does in a nutshell is it helps you understand
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how Google sees your website you can also get
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alerts you can submit site maps are all for two really neat things that you can
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do with Webmaster Tools
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but another way to use it is to then connected and incorporate that data
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into your Google Analytics reports and this is going to be useful because you
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can see things like
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alright there’s the keyword the query baby opossum
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this can show you when somebody did a search
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for baby opossum did your web what was your web page showing up in the search
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results
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which position was it on that page and what is the click to rate how many times
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did people
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actually click to go and visit your web site after seeing that
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on the page so let’s talk about what you might learn from that maybe you see
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the baby opossum gives Walden’s part a lot of opportunity to show up at the
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click to rate
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is pretty low by the way quicker means it’s basically the ratio of how many
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times
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your website appears versus how many times to be clicked on it
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so if you have a low click to rate it means that somebody saw your website a
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lot but for some reason they didn’t click
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on it to go and learn more so that’s something for you to be on the watch for
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you
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alright I’m definitely missing opportunities and in that case what
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would you do about it
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that might tell you that you need to do actually do some optimization on your
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website so people would then be more inclined to click
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on it and is it your site it might be that you improve your page titles
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or your page descriptions but you want to do something
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to help people take that next step in and visit your web site
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a way you can set this up first you want to set up in Webmaster Tools and then
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verifier site
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and then when you go back to Google Analytics you would actually connected
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through your property settings
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on if you have any questions about where these things
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are in Google Analytics I love the Help Center there’s a
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help something that gives you step-by-step instructions on how to set
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all of these pieces up alright
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let’s keep going what do you do with all this information
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take a look at all those traffic sources a new one figure out which ones are most
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important for your business and then
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based on that you can take actions like possible partnerships
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or advertising or search engine optimization
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you can learn about the sites that are sending traffic directly to you
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you can develop your SEO strategy and then if you find that
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there are certain areas that are you can even hook up with Adwords that are
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profitable or less profitable
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you can allocate your advertising budget based on what working or what’s not
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working as well
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from these reports are picky picture raccoons
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just Turkana lighten up the mood for you don’t see screenshots the whole time
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okay so much talk about creating affective content
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and so now covered the A’s acquisition step which is how we get people
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to your website from the various channels
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but now let’s talk about the be easier and that is what people
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actually do when they get to your website
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and %uh really really important because don’t forget
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your website exists to help people
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achieve a desired action what that action is depends on your business if
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you are a bakery
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the desired action might be I want someone to go through
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and look at my gallery or my portfolio different desserts
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and then place an order the action might be I want someone to go to my contact
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page
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and then get directions from their location to my business
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the action might be I want them to go to my website
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and download this whitepaper so they can learn more and hopefully call the sales
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rep
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it really just depends on what you want them to do
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and then once you define that you can start see well
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is that actually happening on my website
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so be it for behavior and they actually gave you a little bit about
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a definition I’m gonna go over them a bit on some of these terms
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you can see here i’m looking at the overview and the behavior the overview
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report
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and behavior section and we are looking at
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a page and we can see that for this particular page there were four thousand
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nine hundred and eight page views that means that
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during this period of time this page was viewed almost well more than forty nine
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hundred times
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but that page could have been viewed multiple times within the same session
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meaning
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I went to the website I went to this page then I went back to it two or three
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times
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now the second column shows you unique pageviews
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and that means that for every time for revisit if I visit the pages counted but
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I visited multiple times it still
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counted only once so now we know that this page with you
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3,000 913 unique times during that time period
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I can see that average time on the page and the bounce rate
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and so here we see that 59.6 5 percent in the visitors
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came to that page and then left without taking
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any further action and we all can also see that this was a
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good act this wasn’t exit page 46.3 5 percent to the time
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so it’s giving the us this information in this inside
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page by page on what actually happening here
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on the site now the site content reports actually let you dig
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drill down into deeper into each of the pages
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and we can get all of that information for every single section in the site
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and every group if every group the pages within that section
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so what might you do with that you might say okay well
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everyone’s coming to this Animal Care area section
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but then we have this has got a really high bounce rate
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or maybe we get to this page we know that everybody is
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exiting right around this area the website so what do you do with that
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if you have a high bounce rate like any said that’s not
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always a bad thing one of the things that we’ve noticed is that
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particularly with the Animal Care website a lot of people come into the
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section about how to find or how to help a baby rabbit and then they leave
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and that page as actually have detailed information about what to do
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if say your dog dug up a nasty dragon three poor little rabbits and your house
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you like oh my gosh why in the world am I gonna do with this
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a lot of people do this search they find that page in Google search result
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they click on it to get the information at Maywood and then they leave
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one of the things that we could do with Google Analytics
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is set up a way to actually track in in traction on that page
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so maybe we could include video on that page that had
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you know instructions on how to keep that rabbit warm and then if we track
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that with Google Analytics
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we wouldn’t just say simply that it’s a bounce we could see that
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this is a page where those visitors came and they did something
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so you can get creative in different ways one visit to
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page a visit to our website works just one page isn’t always bad
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but you can use Google Analytics to start to figure out well
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did they get what they were looking for when they actually came to Backpage
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or not okay here’s another one that I like it’s the landing pages report
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and you can actually see page by page
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what’s happening there how long they spent on that page how many were highly
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paid a visit to god how many were unique
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and then you can actually go and look at that page idea here is 21
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to go page by page and by identify your most important pages
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and then try to figure out what you could do to maybe help
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improve the you measure up successful at page whether that’s
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customer engagement whether that’s getting people to take that desired
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action the conversion from that page
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but that’s another way that you can get some insight into the behavior
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on your site ok here’s exit pages report
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and this is going to give you a break down over where most people
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actually leave your site when marvin was here the other day talking a building
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your free website we talk a lot about
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calls to action and he recommended putting your calls to action
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and had her on the phone or the site also put it out there that you should
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review
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your reports to see where people are leaving this is your chance to basically
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wave goodbye
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this is where they’re going to be gone you want to make sure that
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if you want people to do something later or to remember to call you work to get
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those directions
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look at this report figure out where most of them are leaving
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and then make sure that that page includes the information that a visitor
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needs before they go
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alright so here is what to do with all this information
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Lord visitors are interested in your site
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you can’t drill down into the sections and the pages to see what they looked at
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and how effective those pages were
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and learn more people enter and where they exit your website
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and this is wanna be a possum fur I help at the puddle okay
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Sep how is all this impacting your bottom line
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so again did not to beat a dead horse but
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a website is not just a static brochure
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a website is a tool for you to help you grow your business
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and if you’re just getting started the first step is to publish that site
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but I really want you to think or what is this website supposed to do for me
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and that’s own important first step it’s actually something that many people
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should
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you should revisit even if you have an existing site your business goals may
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change or evolve over time
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and so with that change you can start using Google Analytics
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any website to help accommodate those changes
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and to track it so in this section I’m going to cover the season
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ABC’s a Google Analytics the conversion reports
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so we’ve covered acquisition with cover behavior
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and finally were at conversion the way that we measure success
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so the first step is the to decide what your goals are the
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third the basic step for on whether analytic server for any web analyst is
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to stay okay
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what figure out what we want to do figure out how we’re going to track it
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how we’re going to measure it and then how we’re going to test to see if we can
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improve it
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and that’s what this section is for Sep
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let’s talk about the different types of goals that you can have
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and track with Google Analytics the first goal type
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is a destination goal and basically that means that you can track
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if a specific page on your website loads
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let’s take an easy example let’s say that you have about local bakery
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and you have a request for quote form
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and you want to track if a visitor to your website has filled out the form
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and requested a quote you can track if that visitor reaches the
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thank you for your quote request page so that one way that you can trackback
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process through
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from the beginning all the way to the and and see if your site is working
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another way that you can track whether or not your site is
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is a behaving for you him be a working for you is due racin
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and do racin is simply a visit to your website
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that lasts a minimum amount of time that you can specify
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so let’s just say that you have a very information rich site
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and your job is to provide information to those visitors
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you may measure success if somebody spends a minimum
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up seven minutes reading your website and so you can use Google Analytics to
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figure out yes
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a visitor didn’t come here the pages that looked at and look they spent
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eight-minute on our site we’re gonna count that as success
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the third typeof goal that we can track in Google Analytics
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is the number of pages or the screens that a visitor saw
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on an individual visit so now we can say all right we want to track
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that babe looked at least 10 pages of our site before they left
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the last kind a goal is something that you’ll have to do a little bit
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extra set up for it’s a way for you to actually track
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in a vent that happens on a web page on your website
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so for example you could said up that
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I am quite a character conversion if somebody visited my web page
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and then viewed this video or downloaded this
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application to work at my bakery or
25:05
filled out this application to become a volunteer
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Walden’s puddle so in this way you can kinda
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remember we talked about bounce rate how that’s not always bad
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but you can use this event tracking as a way to really see
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okay they came to this one-page but look at all these great things that they did
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when they went there
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they filled out a form they at they fill a form it’s been to the page to download
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this whitepaper
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they watch my video so you can see that there was all this con-
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customer interaction on this page so those are the four types of goals that
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we can create
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much show you how to set them up so from the conversion section
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the sea area but I talked about today you see the overview here
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and that we are going to create a way to track something better value to our
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business
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if you were say Walden’s puddle two ways that they might
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measure success would be did somebody visit the website
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and then make a donation did somebody sign up to get email
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updates and so from here we would start that process there’s a wizard that walks
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you through that goal set up
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now Google Analytics launched a new way the these templates that you can use to
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make the process
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easier and depending on the type of business that you are that you set up
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when you created your account
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you’ll see different options different templates and you can look at those
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options so maybe your goal is acquisition
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or maybe you have an e-commerce website then the nobles revenue
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but you can pick the one that makes sense for you if you wanna make your own
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there’s also an
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option for a custom goal at the bottom
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so that’s step one the second step
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is to give a description for your goal so in this example we’re going to make
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any email newsletter sign-up
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and then the typeof the goal is going to be a destination meaning that they got
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to the
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thank you for signing up web page then I click next step
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and the last part here’s to put in some details about the goal
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so in this case if I was sending them to a web page to track
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I would put that final destination URL and as the way to indicate that a
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visitor had come
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and completed that goal I hate create and while I
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I can magically start tracking in Google Analytics
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whether a visit has resulted in that desired behavior
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and then overtime you can start to see reports that show you okay
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during this period time look in ninety nine people actually
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or 99 goals were actually completed on my website it could have been the same
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person
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I’m but during that time all the things that I i want to measure as a measure of
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success
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actually happened you have the ability to assign
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a monetary value to your goals as well see you can start tracking the value to
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your business
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now live you out there not e-commerce website you’re thinking well how will we
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know how do I do that
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but it may be that you know that let’s just say
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on average every time ten or fifteen people signed up for your e-mail
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newsletter
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you get a hundred dollar donation so you can start using those types of figures
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to assign a value
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to all actions that happen on your website
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and you can use these reports the figure out what’s working
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what’s not and then where you can try to make improvements on your website
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okay so what to do with this information setup a goal for your website
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in create so you can see the full AB cpsychol
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in your Google Analytics reports now you can get down to every channel every
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you know every source of traffic every source and medium traffic on what
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making money for your business what is creating that desired in helping at
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desired action happened there
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and then with that information you can start experimenting with your website to
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tweak things to try to make improvements you would be really surprised at how
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such
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are very small improvements and changes on your site can have a huge
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impact on your bottom line and the reports in Google Analytics can help you
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figure out where to start
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okay and and he gave a great list the summer a
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resources for you to look at I’m here it is again so again if you’re up at night
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thinking about Google Analytics in all excited about setting this up for your
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business
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but you’re not sure how does get started go and check out these resources
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their Google Analytics Academy I love that Google Analytics blog too ignorant
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about new things that are happening
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their times have new reports and features are being launched every day
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this was just the tip of the iceberg but we hope it gets you excited
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and help to get started setting this up for your business thank you so much
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and with that I will say goodbye

 

Published on Aug 14, 2014