So a huge part of what we do is just analytics so having data there to kind of explain what we do to see if it works to pretty much come up with strategies and everything is led by date. Everything is led by research or ohm, analytics dates, and things like that, so this is cool.
What we’re going to talk about today, specifically focusing on google analytics. It’s widely used analytics platform. It’s pretty, and I guess that’s what you guys are learn who this semester first thing: I’m not really going to go through how to add the tracking code and stuff, like that. That’s that’s kind of basics and Google Analytics itself as well, just really good guides for how to do this, but these a more kind of tips that maybe they might not really tell you about so first thing when you first set up with google analytics account.
You’ve got your account, your property and your main view as a default. You’ve got the all the website date of you now. Something to bear in mind with google analytics. Is that as soon as you set it up, that’s when it starts recording data. So it’s not historic its immediate and, if you add any filters to refuses, then who are likely to that tells good want to let it how to track so it completely changes what it’s trucking.
So so you have a filter soon ignore any visits from the UK. For whatever reason it literally will ignore them. So let’s say today you set up your google analytics tomorrow. You apply this filter, you leave it there for a week, then after week, you’ve removed it. That means that you’ve got a hold of completely different data, and you can see the issues with this because then you’ve got inconsistencies in your data.
So something to remember is whenever you set up, google analytics make sure that you’ve got one completely unfiltered view. This is one where you don’t apply any filters, don’t change anything and it’s their kind of as a backup, because if you make any mistakes with your filters or if you just want some clean data which is really valuable, you want to make sure that’s there and Then you can have your main here with them.
You know if you can filter IP addresses or whatever and then also set up a test where you would test out new filters before you apply because, like I said it’s, it’s immediate. So if you get that wrong, then you’ve got on the clean data so make sure always to have a test view. It’s really the core of using should have or the minimum or through it. You can have up to 25 and you can set it up. However, you want it always the three important ones.
Are your unfiltered view, your main you, where you apply some coracle, turns your document and also test view where you can test out any additional filters. Yes, so the main filter that I would first of all set up his IP filters, um. Yes, whatever business, you have you, you don’t want to track your own visits, because I could end up being misleading if everyone, your team, has come something on your site.
You know dates up, might look really impressive when in reality could be. You know half of the traffic that you’re getting any other filters depend on kind of what you’re. After so, for example, you might want to set up separate these four different other folders on your site, so you can set up these four. You know site.Com /of store and that’s one folder structure or psycho come forward. Slash dog things like that, so to kind of separate um your data into different kind of views and just to dig a bit deeper into filters.
So they’re, pretty easy to add you um analytics, already gives you kind of predefined filters that are the most common ones that you use and again one of the main ones that everyone uses an IP address filter and it’s just excluding your IP address and just a Note on IP addresses – I don’t know if everyone knows this, but a personal internet providers have a dynamic IP addresses. So, for example, if you’ve got whatever intimate you’ve got at home, your IP address will likely change every few months.
Family business providers really offer static. Ip addresses so that’s something to bear in mind when it folks bring our IP addresses. If, for example, you want to build throw your University access are not so sorry tropic, then you can set that up. You can just find out with your IP addresses for your uni and it ignores all traffic on between you guys. But if you want to filter out your home activity, you your best of doing that, maybe with location looking at other ways doing that instead of IP address, because after a few months, you’re going to have a different IP address and best case scenario.
Is you just have to update these filters every few months, which I don’t really recommend because it’s a lot of admin work worst case scenario, these IP addresses get reused by your internet providers, so somebody else subscribe to that entering our package will get your old IP Address now it’s pretty unlikely, but they might end up being a user on your website, so you unknowingly, filtered they’re out there relevant traffic.
If you have any kind of search functionality site, is to set up site search on there. It’s really valuable information because it gives you an insight into what people are looking for when they come onto your site, especially the reason one people would you say, searches, because they haven’t immediately found what they’re looking for and by seeing the keywords after entering – and you Know exactly what they’re interested in and maybe how to make the process easier for them how to make the presence of fondant that page easier for them.
So again, it’s in your main um preferences. That’s what is you just switch on the site, search, tracking, German, beautiful? So in Google this would be your profit ur q and it’s kind of the most used one in a lot of search functionality. Anything after search Q equals Tesco. This is the keyword, research for tesco stores. Some sites have additional filters, so, for example, they’ve got the main search box and then categories, and you can set that up as well, so that you can look at which categories people are selected.
For example, update you select your parameter queues and everything after this parameter is the site search. You can strip that openurl, so you don’t see it in your pointing, and you can also set up a category parameters for the counterpoise. It’s always before an equal sign. For example, here the different categories are English language in french language and very similar to the cube from turkey Ian equals and then um whatever the category.
Is there another thing to make sure to switch on when you’re studying google analytics of this on the demographics reports? So this is typically used for a remarketing data, but it’s also really useful for getting additional data analytics reports again this this future can be found in your few dates on these settings and what it does is when we go into your audience with points you can Actually see the different demographics of users that are coming onto your site and that’s really useful data I mean, in the long term, maybe want to do some surveys with the customers to find out where they are what they’re interested in.
But this is a great start about, because once you have this kind of information, you can really target your website to. You know that you know mainly 25 to 34 year olds, physiol website them and the majority of them are male. Then you have some ideas of how to target them. You also get interests as well. So you can see what else are interested in the way that Google Analytics take statements just by seeing what else are searching for a new database when they go to your site.
So because so many people use google analytics and they also have all the data from search. They could give you this information, but we need to enable um demographics in your setup. So I’m going to go through just some different types of conversions and how you can set up goals. So, first of all, goals are in your view as well are just in your viewing kollam. You can see Bulls there, and this is kind of how it looks like against you.
Some template, wolves and you can use or you can set up your own custom goals. These templates are quite good, but they fit specific purposes. So if you don’t have an e-commerce site, then you may just want to set up your own goal. So I’m going to talk a bit about micro, conversions and before I go into well. How does that are, for you have two different kinds of conversions and your micro, conversions and macro conversions.
A macro conversion is kind of your of the main conversion. It’s your answer. So, if you’re an e-commerce site, it’s the point where somebody ads as an item to the basket and makes approaches they bought a pair of shoes over something that is a macro conversion. Micro conversions are smaller conversions that lead to user to making a purchase. So it could be something like subscribing to your newsletter.
It could be spending more time on your site, so reading descriptions of the shoes reading, reviews um things like this, so things that would lead somebody to making a macro conversion your site and or you can set up with tons of conversions in Google Analytics. And it’s just in a goal set up. Okay, so a an example of a micro conversion would be time on sites. I am assuming that the more time people spend on the side the more the more interest that they are in the content, so the more they’re reading about the products, the services that I’m offer.
So I would look at the average duration on the site and see typically how long people take before they converts before the odds of basket or hook complete a form or whatever. And then I would take an average of kind of how long who was fun before making that macro conversion and I’d set that up visible. So in this case I’m saying if somebody spends five minutes for more on my site, then that’s a goal.
You can also add about you to these goals for monetary value. Um. If you have an e-commerce store, you know kind of you can add some how much each micro and macro go on what the monetary value is there. So, for example, you’ve got different products. You can add a monetary value of exactly how much each product costs curr macro go. So you know this conversion made X amount of money and at the end, just um.
You can select verify the school just to make sure that it works and say that part of a broader topic, but really before you kind of decide on what conversions. What what successes on your site! You need to really identify your business objectives. So if you say you’re a small business with an informational site, what what’s the point of the site, why are you online? What are you trying to accomplish? Are you a lead generator um? Are you a service provider? What is the point of even one? It’s kind of a really big question, so if you’re, if you’re just a blog um, then again I mean maybe you could answer in hypotheticals here, but if you’ve set up a business blog, what do you want to achieve with them? There are loads of different ID butters and links are still very important, though they’re not the most important things.
So if all you’re relying on is getting links for one blog, then it will help a fraction a bit, but not that much, because if you’re constantly getting links from one root domain than those links are less valuable and also it depends on how trust working. What the quality is of the blog, that’s linking out your business site. So if it’s kind of just a wordpress blog, then it adds very little value, whereas if it’s a really strong blog with the consistent following on constantly getting red and those links, you know it’s constantly ranking for its you post them.
That adds a lot more about. You so it’s all, contextual um! Really if you do have a link building campaign kind of wan na um, you want to variety. You don’t want to keep sending links just one place because then it kind of looks like you might have a partnership with this blog. So give you some hypotheticals if you have a business and you’re just adding a block, see that business then some reasons why you might want to do that in some, your blog could potentially help you learn: corn, um long till key phrases.
The way that your business site might not be able to because they’re bit limited in the type of content and they’re, not really targeting informational searches or mainly targeting transaction assertions, a blog is really good for that. So hypothetical ball in that case is just counting number of unique visitors, because the assumption there is that if you are constantly ranking on informational searches on long till key phrases, then you are more likely to get more visitors through to the blog.
But that would be a micro conversion and that would lead to potentially been sending this traffic on your business life by having strong calls to action on the blog. Sometimes the reporting you’ll be highlighting the number of visitors. The blog is generated for your main sites. That’s a new that’d be a good metric yeah. So again, a difference here would be blogs typically have a high bounce rate, because if you’ve got a consistent leadership, then they really just go read your latest post enemy.
They don’t do research, they don’t check out. Other pages um, but what we want to do it if you have a blog on your business site, is trying to move those readers to your business. I to make a transaction or whatever it is. You want them to do if it is spreading awareness for your business again, then you want to kind of measure things off site, um measure, how many people are talking about you in social medias.
There are several social monitoring tools out there um measure, how many people are talking about you, an external site, so not necessarily links but brand mentions. So all kind of awareness, conversions awareness balls would be mainly off your site, another hypothetical for why you might set up a blog is so again what we already talked about. This is to pass conversions to your main site. Um. There isn’t really a blueprint for this.
It’s always depend on what what you want to get out of it. So what your end result is, and once you know your end results you can come up with well, you know you’ve got your macro conversion, which is your end result, and then you can figure out different micro, conversions that lead to user to that end result. So if you do have forms and surveys I mean this – is this: this lie that I’m on now is it could example how to track that um.
I just set up a destination goal so that you get the thank you page of your survey. If there they’ve got a forum, if they’re signing up to an email newsletter or a survey by dealing when you set that up, you want to make sure at the end you send them to a unique URL. Sorry not unique hero, but thank you well so that you can track who has the medicine submitted this and then digging deeper into this? If your survey has several papers you can set up funnels, I think I yep and what funnels do is.
Let’s say your survey has five different pages: um, you know. First page is just kind of finding out about them like seeing if they can onto your survey. If you’ve got a really good survey, then yeah the first page is qualifying them and if they don’t qualify, then you send them to a page. Sir. You know sorry thank you for participating. They don’t follow by check out our other surveys here and you track that as a goalless walks.
You want to see me specifically how many users are coming to site and completing that survey. Arms polyphony, then you’ll get an idea of kind of your user group and when page one is, do you qualify page two is basic questions bundler, but your interest whatever paged me whatever? It is your surveys about so you’ve got five different pages. You set up fun ways in your goal destination, so your and route your destination is the thank you page, the funnels to the destination or each of the pages that lead to the end goal.
When you set this up – and you know if it’s a linear park – PPP they’re all required, if any, are skipped depending on what the user answers them, you know you, some of them won’t be required for then in your reporting. Once this is set up, you can see exactly where your users have dropped off. So if you’ve got a hundred people starting the survey and only 30 people go to the thing to your page, then you can look up.
You know first, how many people qualify for the survey and then at what point did they drop off Anna Vissi? Maybe page three had a very high dropout rate, then um. This is a good application of. Maybe you need to fix them. Maybe the questions are too hard. Maybe you know you know the user, don’t really understand. Maybe your surveys too long and beginning to really only need three pages. Whatever is like that’s the point to test, but yeah, if you do have a servant, you’re collecting that kind of dates are then set a destination ball with funnels when looking at your data, some of the stuff that you might want to do is compare a month On one year on year and stuff, like that, gurgaon alerts – and it’s this really easy from here – you can set date, ranges either manually or on using one of their presets compared to previous periods.
You compared to previous one previous year, whatever something that I would kind of recommend you’re, looking at monthly dates, i’ll break it down by day, you’re looking out yearly data, your best breaking it down by month, because sometimes you can get kind of a normal. These very things you know things change daily, but if they’re comparing year on year on year, what you want to do is to see if there are any seasonal trends for high light.
Anomaly is sometimes, if you get huge spikes or hear excerpts for August, let’s say whereas August in previous years, the so when is kind of roughly the same, and then you can get deep into that investigate, but yeah comparing times is really useful. Just for you know, seeing any improvement or seen seasonality, which is huge monolithic, sometimes you’ll get our traffic going down over the winter, and you know, rankings are still the same.
Everything else is still the same, but yet you’re getting less visitors on your site and instead of freaking out I’m thinking, I need to change my whole strategy. Something’s going wrong. You just compare a year on year and see. Is this normal to do? I get this visits during the winter. Do I get more visits during the autumn on same kind of thing? If your topic is increasing over the summer, you think oh yeah, this is working.
Let’s throw more budget, he thinks it’s working so well, but Chuck first see what patterns are on your data um, because the other thurs you usually do get concert. I’r going to be doing. Please look into that. So you’ve got a huge spike in June. The spike in traffic look at what kind of activity that was what you want. Maybe at some point is that way cause of traffic is that coming from. Is that the right traffic is that brand searches? Is it referrals what’s happening there? That’s where you dig deep and that’s when you can break it down in two days, um being hinter a lot of stuff with just kind of twine of your analytics data.
Something else you can do is use Google’s URL builder for me, and Google Analytics will naturally break down things into different campaign mediums and source and the reason when you would use even all builders if you’ve got a specific company. So it’s saying your university is doing any kind of winter term. Company we’ve got some new voices coming up and being able to promote them, so maybe you’re committing to buy an email by a various social other sites.
Referrals things like that. The best way to do that to kind of break it up from normal traffic, when your site is to use the URL builder going to create a unique whirl um. That looks something like this one here below that has a UTM source and it’s got all the campaign data. Now this overrides: let’s move one of the tips so, like I said, Google Analytics will already give you the source and medium, but once you set this up this world, it will wonder why puff.
So it is important that you enter this information correctly. You do understand the difference between source and this kind of stuff, because if you get it wrong, then you might get messy dates off so to go through this, but source is actually where this visit is coming from. That could be Facebook that could be google. I could be email, um does our gmail. That could be the actual site. The medium is the type of a visit, so it could be a referral.
It could be a search, organic PPC, email on. Does that make sense, some medium is the type and source is the actual place coming from campaign term is mainly used for paid keywords. Now, there’s no point of setting up your UTM tracking, if you’re doing, if you’re using AdWords, because it’s a lot better, but you can just link up your AdWords account. There is enough Google Analytics. However, if you using any other platforms that aren’t supporting with Google Analytics um the necessary, so that of like maybe um – I’m not a BBC expert, but maybe you’ve got some sort of um search platform.
Um this on social or something you’ve got and they’re finding your ad space in simpler words, that’s what you would amputated, not open on lyrics, just ignore out where it’s just sort of those two up campaign content. Hmm! This is, if you’re doing a split test, um landing page, so if you’ve got so, this is the pager tracking, sulfur, um, AC and papered / business, but you’ve got two different iterations of that page, one that highlights all the modules in the winter.
We are the one that highlights all the activities on the extra connectivities in the winter and you’re tracking, with this particular components who want to campaign sources Facebook’s its referral. But you want to see which one is more popular, the one that talks about the studies or the one that told us about the extracurricular stuff and that’s where you’d under the campaign content here. So here, for example, I would put in um studies.
So that’s person might set this up again for extracurricular tickets as a campaign content. I my campaign name is some point: your toe in your campaign once you’ve set us up in using this unique URL. So if it’s some Facebook they may share using this URL, not just sulfur, is you cable, / business and the same? If you were um, if it’s a PR campaign, it’s somebody else’s linking to you, then give them the UTM like for them to link that way.
So that it struct one traffic comes in through these lengths, then you can see it in your acquisitions section on google analytics. So this URL is what you get when you fill in this form and then let’s say you want to share this on Facebook, let’s just um. Actually, I won’t do it so mess up your analytics, but that’s the page against you with the additional stuff on my url. So all this stuff, UTM source facebook for all campaign winds, return um.
If you share that URL on stop, then anyone that clicks on that link from facebook and lands on this page, you will see it in Google Analytics under the acquisition. Their income pays. Well, anyone could set it up and come I mean you do see some thumb. Let’s set up like this um but yeah. I don’t want to run this exercise if everyone, if your data person knows if this is happening, but if you all click on this link and go to that page, then, when you check out the google analytics, you can see that as a campaign there and see How many visitors that page is sound, but i’ve seen some really interesting examples of spam using this technique to set up segments so um as a default on any report that you’ve got.
You see kind of all sessions that you want to compare it so similar to what I showed you with dates. Comparing month or month or year, you can compare um, for example, all sessions and mobile traffic or um. We can compare all sessions with them, only ones that converted and then you can kind of get um a more in-depth view of your data on segmenting your data like well, and then you can find on any report.
It’s just at the top here. You click on. Choose segments and um there’s a lot here. You can create ring segments as well and you can compare up to four segments, so you can have four different things up here and same with dashboards. If you find there’s a lot of information, Google Analytics, if you find that you’re only interested in some of the information – and you don’t want to keep scrolling here to get those separate reports – you can create dashboards.
If you create multiple dashboards and name them, you know whatever to serve your own age in dashboard, for any kind of referral, dates that you can have the hall here. Really good ones are from really good analysts and you can just add them to your own. Google analytics or modify them and then you can get into you can get them to understand about customizing a lot more by looking at what these other people are doing and kind of Highland customize things, and we have decided a list of good resources on just Google Analytics and analytics and measuring generally um, these top workloads are really good.
One of these is from is a global law, but kaushik Avinash, Kaushik ism. A really good analyst is written several books on um analytics platforms that are really useful, but a lot of the important content of his books is in his blog. Kissmetrics is the platform and they’ve got a really strong load as well. Buna metrics um also analytics has some sorry tips. Google analytics is different courses on how to use on google analytics and other platforms.
So he visit this link. You can see a number of the different courses and they’re all free and you can only get tested on it as well. At the end, if you get her here, I would recommend um using during the fundamentals course first and then going on top Tyga system is a chrome plugin behind a bum troubleshoots, your analytics installation. So if you’re setting up analytics some mistakes that I’ve seen you some, you know if our website is great, we’ve got a ten percent bounce rate, which is it is phenomenal.
It’s really low and unrealistic lilo, and when you look at that, Google Analytics you will actually it got to analytics tracking codes, help so they’re tracking one page twice, and that kind of interferes with how the bounce rate is measured and yeah. A plug-in like this can very easily tell you anything else for me right glad. I could help and thanks for having me today, thank you to all right. Bye-Bye
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