Firstly, isn’t using Google Analytics okay, okay, excellent, so basically a lot of people don’t have sort of any metrics and bits and pieces of their site. So it’s basically why? Why do you need to know this sort of information if you’re doing site changes? So if you’re changing themes, you’re adding plugins you’re, adding content, you want to be able to measure what those changes are.
So you want to see before and after are you getting more visitors? Are you getting less? Sometimes not. Everything is a positive sort of spin. So you want to be able to measure what’s actually caring for your site if you’re doing any sort of SEO, so you’re writing content, you’re, doing optimization bits and pieces again. You want to be able to measure what those changes actually are and it’s really also to determine who’s visiting.
You saw it so understanding your customer, who is actually visiting your site who’s coming back, who are the user bases that you should actually be targeting? So basically the good thing about Google Analytics is: you can collect everything. So if you’re really into statistics and analyzing a bits and pieces, it will confuse you initially. But there is a lot of data and a lot of detail you can actually gain out of it.
So, quite simply to get started. You need to sign up for a Google Analytics account being Google. Of course it means you need to have a Google account to start with. So all you got to do is sign in go to google.Com forward, slash analytics and it’ll sort of start to step you through the process. It’s a very simple sort of thing sort of shows up there. Basically, what what they’ll provide you is a tracking code.
So if you’ve ever visited, especially a European sites where cookies and bits and pieces must be announced – and I got a thing down the bottom to say – you know you’re you’re, currently visiting a site and there’s a cookie to track you most of that is normally Google Analytics about 70 % of sites have Google Analytics running on it and what you’ll sort of get is a funny sort of string. That looks like this.
This is obviously just an example one, but basically that string is then unique to your site. So Google then give you a little bit of code or, of course, being WordPress there’s plugins available, so one of the most common ones used. Is the Google Analytics by monster insights? So this plug-in not only adds it to your site to track, but it can also display some of the stats as well or if you’ve got a pre-existing sort of paid theme like a vada or Divya Dan bits and pieces.
They normally have a section where you can add that sort of code in so Avada just have a nice field to add your tracking code in so all you got to do is copy that code in Divi. Just give you a spot to copy the code in and again, Google give you that code that you can just copy and paste paste in there. So, basically, that’s all it takes to get set up and start to analyze, who’s visiting your site and where they’re sort of coming from so then the real fun begins, is actually analyzing.
All of the data that’s collected so I’ll go through some of the basics of this nilly. Every section in here you could spend 40 minutes talking about and some of the SEO guys would love to spend that amount of time talking about so just try and give the overall sort of picture to guide you through. So one of the key things: if you’re reading blogs about content and SEO and sort of analyzing your data and how long people should spend on your site and how many pages they should visit is there’s no real, perfect number.
The numbers will be unique to you and your site, and so depending on the page, depending on your market, each of that’s going to change each time. So if you’re reading articles where they say you know they must spend ten minutes on the site, they must spend this amount of time, don’t necessarily take them as gospel, but what it will give you is ability to measure the changes. So if they were spending twenty seconds, you’ve added more content, they’re now spending a minute on your site.
You’ve got a good improvement, so you’ve got that change there to measure. So the other thing to remember about comparing is to compare the same time period. Like everybody, Monday mornings can be a bit of a drag, so if you’re, comparing sort of mondays to Tuesday’s you’ll, see different data. So if you’re going to look at it, look at the same period sort of each time weekend’s, especially you might get different markets.
Looking at it, so it may be that you need to look at those time periods and analyze and sort of optimize differently for those as well. So in old terminology, a lot of people used to measure their website by the amount of hits onto the site. So it was a great way to inflate the number of people to the site because a hit sort of measures any sort of requests to the server. So if you’ve got a hundred images, loading that would generate a hundred hits every time somebody loaded the page Google tends to talk about sessions mainly and also users, so they’re the real value, so users are essentially unique visitors to the site.
Little cookie gets stored on their machine, so if they return, they’ll actually generate another session, and therefore you can sort of measure that as well and yeah. So sessions are just how many times that user came back and how many times they sort of loaded the site. One of the really neat things about Google Analytics is will actually give you a real-time data. So if you’ve got a lot of people coming to your site, it’s a really good motivator to actually see people hitting your site where they’re going to – and you know where.
They’re also coming from so Google Google gives you a real-time sort of view of that data as it’s sort of flowing through audience. So the main sort of section I guess to analyze is you now got sort of the data of how many sort of overall users to your site? So Google will break that down into sort of subcategories as well in terms of how many new users versus how many returning. So you can see this site, we’ve got only 20 % returning visitors and about 80 % sort of you use new visitors.
So if you’re sort of started a new marketing campaign and looking for new customers, these are the sort of figures that you want to be looking at. Are you actually getting the same users coming back or oh you’re, getting more users or new users sigh? So one little tip and a lot of people forget to do it because they think they’ll remember, is when you’re making changes. Google allows you to add annotations basically allows you to log events.
So if you publish a blog or you get featured on a website, you make a change like you, optimize your site or a load on you, you plug in or upgrade WordPress. You can actually mark that in a time period there. So you can see over time and see to go back because sometimes you’ll get a spike in traffic or a dip in traffic and you’ll. You remember at the time, but twelve months later, when you go what was that funny spike again, you can actually reference that to see actually what’s occurred, so if it sort of shows up when you’re in the any of the sort of user sort of views, you’ll See the create new annotation on the side here, so basically, there should be the blue little little link there.
If you don’t have any there, you won’t see any of the yellow sort of bar. So if you’ve got multiple ones, they’re normally hidden by default and that’s what the little drop-down at the bottom provides for you. So it shows up as the little I guess comment sort of field along your timeline. So another good thing, and thankfully it’s becoming less and less of a problem, but still very much a problem, especially if you’re targeting government users is what browser are people using to browse your site.
Browser compatibility is, unfortunately, still a problem, so you can sort of look at the data and go if my customer base like, for example here is, you know in nearly 60 % Chrome, and only 3 percent of users are actually using Internet Explorer. Is it worth my time to make sure it works perfectly for Internet Explorer or mi sort of wasting money and time and effort that could be spent elsewhere? So you can get an insight into what your customer base is.
These figures are sort of based on. I can’t even remember what sort of time frame of the ADA website and snapshot, but they are typical figures. You’ll typically see crime is the biggest sort of browser usage these days, you can also then dig into it to get their operating system details as well. So if you were selling software or selling systems, you probably want to know whether there are Mac user or whether they’re a Windows user and therefore you know, are you attracting the rights that a user base and, of course, mobile? Everything, of course, is now sort of flipped on its head.
It used to be that it was designed for desktop and sort of make things responsive so that it would render on your mobile these days, depending on the markets and the sort of industry you’re in some people or some industries are, you know, mobile first now, because Majority of their traffic is now on mobile devices, so things like Facebook and bits and pieces. There are more people that browse Facebook on their phone than they do on the desktop desktops in a massive sort of decline in that sort of market and e-commerce and service sort of industries.
So you can see that change over time as well. So Google Analytics you can go well. What was it like this time last year and if it’s has started to swing heavily, you can go well. You know this year. I need to spend the time to actually start to do all the mobile optimizations, rather than just sort of the bare minimum to make it work. You can then break it down into the particular device and phone that they’re using.
So it will give you as much detail as you sort of want on those sort of users so for this instance, obviously 30 %, where I’m I phone users, so you can sort of go well there. The market I’m after or you know, I made sure it worked perfectly on the mobile phone. So therefore, on our iPhone 30 % of my markets, you know going to see the site perfectly. You can see on the list. There were two users that use their Windows RT tablet, which is a little bit of a Microsoft thing that came and went very quickly, but you can sort of look at and go well to users, there’s no point making it work for them.
They’re, certainly not going to give me any return it. So acquisition gave two examples: sort of here of two different sites, and basically this is sort of telling you where people are coming from so organic search is all your search. Engine means you’re. Looking at majority is still obviously Google these days. People are, you know, googling for your content or your site and sort of coming through that way.
You’ve got then got people that have come direct, so they’ve taught your URL into the browser or had a bookmark sort of thing and go on there. You then got referral traffic so if you’ve been linked from another site or linked from another blog. This is your referral traffic and then, of course, your social media side. So you’ve got your everything from YouTube to Facebook to Twitter Instagram, so you can sort of track where those users are actually coming from and depending on your market.
These values are going to vary. Quite significantly, so just to give us sort of a bit of a breakdown. This was just another is sort of example. If you’re a blogger sort of thing, that does a lot of YouTube sort of articles, you can see very heavily. Everything came from YouTube for this particular site. Basically, you can start to break down and work out where your market markets coming from. So if you need to optimize for a certain market or you ran a campaign, you boosted, your you know, YouTube ads or your in Facebook ads.
You can start to actually measure how many people that brought to your site, because you can see the path that they came to you so going from a social media point of view. It covers automatically all the different social media platforms. You may only have two or three different platforms that you’re targeting, but at least you’ll see how many people were coming from there. So one of the good things about Google Analytics is you can compare different time periods so you can go this month.
I ran a campaign or last month, arena campaign. Did I sustain users or did they start to drop down and you can also see? Maybe you didn’t share the content, but somebody else shared your content. So this week I had an extra thousand people visit the site. Where did they actually come from? This? Gives you a summary, but you can keep digging down to the exact URL. Essentially that referred you there.
So it gives you that opportunity to sort of really figure out where your markets coming from page views, so meetup actually gives you the ability to track page views as well. So I sort of just pull them out as a quick example. Obviously, as one of the organizers of the Ipswich sort of meetup, so you can see which page they came into your site, you can see how many hits and then you can sort of dig detail quite heavily down into those sort of areas, especially if you’ve got Multiple landing pages, so you may be targeting a Brisbane market and you’ve tailored a page for them.
You can see whether they’ve come in via that site. From a kinetics point of view, we have one a very first sort of support article that we ever wrote has somehow been our most popular one on the entire site. We have no idea why or how, but we always see it so analytics or tagay gave us that view to sort of figure out where all these users coming from. So we could see multiple different forums, sort of linking in bits and pieces.
So we wouldn’t have known that sort of looking at it unless we, you know, really started to dig down into the data analytics. You look at it in seconds and you can already start sort of digging into that information, so site speed. So as Rob sort of touched on your website, performance matters and matters greatly matters from an SEO perspective, it matters from an engaging a user perspective. If your site’s, not loading quickly, users will become very disinterested very quickly.
I think Amazon said they can think for every point, one of a second slower, their site loads or perceived to be loaded. They lose one percent sort of thing of their. You know potential market, so users can drop off very very quickly if you’ve got a slow loading site. So the good thing about analytics is. It also starts to break down that data down into multiple different things. So you can see if you’re, targeting more than one region you can see based on country, you know, is your site loading slow, but especially these days with the different technologies.
You can see from a browser perspective, so you can see for this example foxes. Obviously, you know the quickest to load the slide the site, but in an explorer is twice as slow to load. This particular example, so you could sort of determine if Internet Explorer was a big part of your market and it’s twice as slow as everyone else. You need to sort of do some work or you know, talk to your developer to help sort of optimize that area.
But basically you wouldn’t gather that information. You know, unless you had analytics there to sort of provide that for you so behavior flow. So rather than just saying you know they visited your site, they viewed a page. You can now start to dig down into what they’re actually doing on your site, so the behavior flow sort of gives you a where they sort of started from so give you the landing page where they came in and then they’ll start to show you the first Interaction and second interaction, so the good thing about this is, you can go, will they dropped off straightaway or they dropped off at this point? So this is where I need to optimize.
So if you’re running a ecommerce platform and your end goal is to get them to the checkout, but they stopped at the product page or they stopped at the checkout and sort of didn’t complete. You can sort of see where they drop off and it’ll give you percentages of where those users dropped off. You may be running yep yep, so I can yeah give you a quick, that’s right, yeah! I should show you the the flow of yeah how to find them, but basically you can start to see you know where users are dropping off and why they’re dropping off, and it may be that you’re running two different campaigns.
So you can see the results of you know. Did this one actually help convert? Did it get get them through to you know, filling out a contact form? Did it get them to the shopping cart? Did they stop the front page? Will they get two pages in and then drop off, so you can sort of work out where you need to spend the time to optimize and add content or figure out what what the users you know, sort of were missing and, of course, being Google and being Able to collect lots of data it’ll, give you a little bit of demographics, so you can sort of get an idea of you know what age group is sort of visiting, whether they’re, male or female.
So this can be especially important from an e-commerce point of view, and this data will obviously change. So you can filter it by all users. You can go down to particular products, so you may run an e-commerce platform that targets. You know multiple different demographics, whether it’s by sex by age and you can sort of go well. Are they actually funneling into the right area? Are they viewing the pages or wander’d than you know targeted at them or have I got a problem, so you can sort of dig you out some of that detail to find out where your users are coming from and sort of who they are so average time On page, there’s, probably the biggest question I normally hear about from an SEO point of view and again there is no magic sort of figure people’s engagement and, as I sort of you know, as pointed out that eight seconds is a common.
You know engagement that people will hold these days. I’ve seen people write blogs that are detailed and thoroughly interesting sort of broken blogs that you know maybe 4,000 words and take you. You know a good 10 minutes to digest their average time on page can be very low. It may be that users dropped off very quickly. It may be that you know the mark, it wasn’t targeted at the right market, so it may be great content.
So those times will vary so basically, if your average time on page got to look at the page, if it’s heavy on content and they’re dropping off, you know within 60 seconds you may have an issue. If it’s a contact page, then obviously they’re probably not going to spend you know more than a minutes that are filling out their details or adding their email address into a list, so always sort of reference.
The time that you want them to spend on the page to the actual page, in the content that they’ve got and bounce rate so essentially don’t be scared by the numbers. The majority of websites have 80 plus percent bounce rates for most of their pages. So this basically means they came in and looked at a page and they went yes, oh they didn’t go any further, didn’t look at any other pages and that can be you’ve got to look at why that is from a kinetics point of view.
We have a lot of support articles if they’ve got the information they required, and you know they did a Google search found the you know page that fix their solution. There’s no reason for them to actually go and click. You know twenty other links, sort of thing. So you’ve got to look at the. Why of the bounce rates, if you can certainly yeah start to sort of dig dig out the information. So if there’s a choke point essentially of where you want to you know, start users from and get users to and they’re stopping at some point, then obviously you know if that page has a high bounce rate, then you probably need to change something there.
So if you’re an e-commerce platform or a service sort of industry, so you know if you’re running a plumbing website, you want people to book at the end, but they’re stopping at the page. That has your price on or has you know not enough? There may be something missing that they’ve sort of become disinterested so commonly what’s used is a call to action and that’s an easy way of sort of gathering users.
It may be that they’re leaving your site as much as it’s an annoyance. A lot of the sites where you move your cursor away from the browser will go to hit back and it pops up and says before you leave. You know enter your email address or bits and pieces. It’s a very effective way of doing things. The other is to have you know if you’re, writing, blogs and bits and pieces is to get users to sign up that way.
You can send them an email. When you’ve got new content, you can drive them back to your site on a constant sort of basis. So some of the little advanced features that you consider dig out of analytics. One of the really neat features I find is being able to set goals, and this is just being able to track conversions. So, from an e-commerce point of view, it’s an easy way to you know you want to get people to the shopping cart, but if you’re running a basic website – and you want them to contact you – then one of the easiest conversions to try and track is: did They go to the contact page, you know, did they it doesn’t? You can even just measure you know.
Did they make it to the page that I don’t have to fill out the form if they went and looked up your details to find your number or bits and pieces, then you know you’ve got sort of their interest. So if your whole goal is to sort of get them, you know to engage with you, you can sort of start to track that that process. So, there’s a number of different examples that Google will sort of give you out of the box, whether you want them to place an order and go to the contact us, whether you want them to read, reviews and sort of run through so to set up a Goal this is where you actually have to do things so most the other areas in analytics you essentially just clicking, and it’s more of a digestion of information.
Rather than adding information in goals, you sort of have to do a little bit of setup and the admin area can be a little bit confusing, but literally just to track the contact sort of pages. All you have to do is that you know you put your URL in so if they went to forward slash contact on your website, that’s a conversion. You know that’s a goal that you’ve set. What you can also do – and you can see that it’s sort of listed optionally is set a funnel, so it may be that you wanted to take them through a journey.
So if you’re a builder or you know, have a building sort of website, you may have wanted the users to actually have a look at some of your display homes. First because then you know, you’ve got the right market, you’ve got them interested, and so you can build up a funnel to sort of flow through there, as well, so probably quite not quite able to read down the back. But what the really interesting bit ahead of some of the goals and bits and pieces also gives you is it’ll, look at the your previous data.
So if you thought you know, I should have been tracking this goal. It’ll actually start to give you some of the information, so you can see for this particular goal would have had a three point: six percent conversion rate based on your last seven days. So if I wanted users, you know to view a view, our support articles and then go to our contact page. We would have had a three percent to the conversion rate out of that which is quite good, so exportable reporting, especially if you’re a web design agency or have customers.
You can sort of set up automation to start sending them reports and sending them information. There’s a add-on for Google sheets, which is the sort of Excel equivalent where you can actually pull this information directly into Google sheets. You can then set it up on an automated basis to generate a report to email out and bits and pieces. So you make yourself look really good in front of a customer, because you’ve got all this systems, doing all the work, making reports and charts in the background and sending it sort of through to them one of the new areas where Google has built yet another tool And made it available is a data studio.
So it’s just data studio, google calm and this is sort of an example of building one of their sort of tools. So, if you’ve ever sort of wanted to lay out graphs and bits and pieces on a page and figures and numbers, what Google allows you to do is build this as a template, so it doesn’t render it in terms of their your fixed numbers. You can have it as a dashboard. You can send a link out to a client, give them sort of read-only access, so they can view that data all the time it may be tailored.
Obviously, this examples from a search point of view. You know what what keywords are people searching for? It may be that you have multiple different sort of the search reports or the data studio sort of reports allows you to add multiple pages and export and bits and pieces as well. So you can have a 20 page report that you’ve customized you do it once you can then import data from every single site.
You have run it through generate and sort of provide that sort of information. So it’s a really neat way, especially if you’ve got a dashboard display. I want to sort of really customize how these set of graphs and how the data that comes, Google, Analytics sort of displays data studio is sort of a fairly new tool from Google, so they’re still adding bits all the time into their system. I’d say over sort of the next 12 months: they’ll continue to enhance and sort of make the process easier as well and, of course, everything out of Google.
These days is sort of being driven by all their artificial intelligence, so they’re built it into analytics as well. So there’s this little blue icon. That appears on the right-hand side now and you can start to at the moment typing. But you can ask a question so you know how many users visited my site this week or you know, what’s the most popular browser in January. So you can start to use English terms and it will sort of generate data and report for you in a in a much more useable manner, so it all becomes overwhelming.
Give this a go. It’s actually quite good. If you haven’t used Google home, where you can just sort of ask questions, this is a very similar sort of interface. So you can see in this example, is how many users did we have last week and has told you that you know. I’ve told told me that there was 4,000 177 users, so rather than trying to figure out, because analytics can become confusing with multiple different tabs in areas.
You’ve got a central point. You can just get a nice simple figure out of there from so alternatives. Obviously, this has all been focused on Google Analytics. Some people do have an aversion or a workplace restriction where they can’t use. Google Google does obviously collect this information that they can also use anonymized sort of elsewhere as well. So a lot of people you know want to know. What’s what sort of available there’s one main sort of example? And, of course, when I went to view their website they’ve now rebranded again as of about a week ago, so Mitama I think I’ve pronounced it right.
Is there their new sort of name, but it was per week, which is an open source sort of analytic platform. So it works in a reasonably similar manner to Google Analytics – it’s probably not as advanced, but the advantage is because it’s open source you can run it on your platform. I also have a hosted version as well and, of course, being WordPress is a nice, easy plug-in that you can just install and sort of integrate with your site.
So if you’re running it yourself, the downside is obviously that you need to maintain it. So you need to be the one sort of running the updates and bits and pieces. Google is software as a service, so you don’t have to do any software updates and bits and pieces. The only other main alternative is a lot of hosting companies, have little sort of inbuilt stats and bits and pieces. Basically, don’t don’t use these stats, they won’t give you any real value sort of out of the system.
All they will give. You is who you know how many hits to your site and a lot of browsers and a lot of systems. These days are scrubbing information and Facebook. Sorry Firefox just announced recently that they’re going to start scrubbing the referral out so generally, when you clicked on a site it sort of sent that information. You know if you clicked on a link in Facebook when you clicked on that link, it sent referral sort of information to your site, so you could see it came from Facebook from a privacy perspective.
The browsers are now starting to remove that information. So the information that you get just on your web hosting point of view is going to get less and less and less and less in the sort of server logs. So any of the inbuilt systems are going to. You know not give you the full story and certainly not going to give you any actual value out of the data. If you know 200 people visited your site, it doesn’t sort of give you any value to go well, you know where did they come from and who you know which sort of social media platform and that’s my quick sort of run-through of Google Analytics so noting that We’ve got pizzas Haughton sort of turned up up the back.
I’r happy to take questions it’s more more, just like their public service, so you show the screenshot all. We did like a couple of themes, wait to put the analytics code to the think. It’s not really a very good idea, because if you change things and a couple of years down the track, you change things and at some point you realize you so one of the things, a question that was showing it’s not supposed to be doing that because they’re Fairly old, okay, another good example to use a plugin that sort of helps you do it, because then you can ensure that it’s, if you change themes, it’ll be tracked so from a google analytics perspective, because it’s using that unique tracking code, it doesn’t really care too Much there is where you can set the preferences in there to help fill throughout some of the data where it makes a big difference is within the Google search console, which is the result.
Basically, you use what’s in your wordpress set up analytics is yeah is smart enough to because WordPress will always if you go to like if you use http://www.Hp.Com their search console, which is sort of not showing in this tool. You can’t change it. So you’ve got to re-add it again and then re link it back into analytics. So there’s no ability to change within their solar system me loot, lis. Yes, so Google has like everything: they’ve got they’ve got api’s sort of the Lord they’ve got automatic exporters.
They, like the data studio, is one example where it just sort of remotely connects into sort of pulled that information in they’ve got their bigquery and all their other sort of platforms where you can export data quite easily out of the system. So unless you, I think, 200,000 pages a day above it’s free, so it’s completely free all of the tools that were showing all of the areas all of the sort of views that they give.
You are completely free, and I know even the big guys who are doing much more than what they should be allowed to on. The free system continue to sort of go on so from Google’s perspective. They provide it for free because they get. I guess anonymize generalized to the data elet, so they can get the trends of you know what browsers people are using. They can get trends of that sort of information so that informations valuable enough to them that they can offer their tool sets for free.
So, just a sort of show, if you haven’t ever sort of looked through analytics all of the tabs and bits and pieces is talking about. So you got the real-time sort of views. You’ve got the audience. If you want to play around Google, give you access to some of their demo sort of bits, so this is their demo, one of their demos, sort of stores. So you can see the users coming in because you may not have enough data yet to sort of start.
If you want to start playing around and seeing how it works. So you can bring up the audience sort of overview and that’s where you can start to see the users dig down into the details, so you may want to dig down from a country point of view. You know where are these users coming from, so it allows you just to keep digging and digging and sort of pulling in further layers and layers and layers and again this is your little intelligence sort of link up the top.
So if you want to ask you know, you know how many users came last week, you know what am I best referring sources, so it’s trying to give it a nice human way of asking questions and sort of gathering that information here. It then shows you in terms of search, so you can start to look at you know this is obviously just looking at February. I want to look at the last 30 days on a lot look at the last 60 days, or the other thing it allows you to do is compare so you’re going to do is to compare two and it will compare automatically to the previous sort of period.
So if I hit apply here, you can see the orange line is the comparison, so it will sort of show you that you know this particular example. You know there was a 1 % sort of drop in users if you’re an Amazon where you’ve got millions of users a day. A 1 % sort of drop is probably significant if you’re a small business, 1 %. You know, probably within you know the typical sort of statistical differences that sort of occur naturally, but it sort of gives you that ability.
So you can start to see whether there was a big swing. There was a little swing and you know what actually occurred then. So if you’ve done the right thing, you can see here the little annotation we could see what went on so you can see a rise in traffic here, so you can sort of remember our. So that’s when I published an article or you know this particular example. Just said it, you know, I got featured on news.
Com today, you so normally, if it’s on a big site, you’ll see a steep sort of incline that you can sort of start to see, and you know I compared to the previous set of timeframes. If you’ve got it like within a plugin sort of thing, it automatically adds it into every single page so that little tracking – I don’t know, if there’s an automated system to automate the the annotations yeah so that potentially there is a plug-in that’s available to sort of Do that because yeah, if you can save yourself time, potentially that can be added in as well any other questions, I’m sort of floating around rest of the night.
So if you’ve got other questions, you just want to want to ask them I’ll. Try and um yeah answer them for you.