Google Analytics

Google Analytics

a measurement tool you can’t live without

What is it?• Google Analytics is a free, online tool for measuring

activity associated with a website

• http://youtu.be/cbtf1oyNg-8

Why do we need it?• The built-in analytics on most sites aren’t very good

• http://www.typepad.com

GA’s process(GA = Google Analytics)

4 steps• Collection

• Configuration

• Processing

• Reporting

• https://analyticsacademy.withgoogle.com/course0

2/course

Collection• Go to

google.com/analytics

• Register for your site or

app

• Receive tracking code

• Install

Configuration and processing

• You can customize your account so that it collects

only the data you want

o Example: adding filters

• During processing, GA will use the filters to manage

the data

• Once data is processed, it can’t be changed

Reporting• GA provides processed data, usually in the form of

charts and graphso http://www.google.com/analytics

• You can also have the data sent to your own

reporting tool

Example

Understanding the dataGoogle recommends 2 steps

Segmentation

isolating and analyzing subsets of your data

Context

helps you understand if performance is good or bad

What to measureIn GA’s jargon

Conversions

Attributions• Assigning credit for a conversion

• Not just the “last click” but all the interactions that

led to a macro conversion

First things firstCreate a plan

http://youtu.be/EpDA3XaELqs

Online course• Digital Analytics Fundamentals

• Units 1 & 2

• https://analyticsacademy.withgoogle.com/course0

1

StrategyThe numbers are meaningless if you don’t use them to create

better strategy

Example: Coke