Google Analytics Video Tutorial Notes

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1. Location Analytics Video

(Remember it’s over last month, you can change date or compare with last year etc)

World View -> Audience/Demographics/Locations

Region/City View -> Drill Down by clicking on country the click tabs to breakdown again by region

Metrics when considering location:  Traffic visits/ how many pages people look at on average per visit/duration of visit/bounce rate (average percentage of people who land on page from external site and only look at one page).

Conversions by location _> Click Goal Set 1 -> See conversions, different type of conversions set

Traffic source by location – Type source into secondary dimension on world/region/city view

2. Mobile Analytics Video

(Remember it’s over last month, you can change date or compare with last year etc)

  1. Audience/Demographics/Mobile
  2. Choose Devices or choose Overview

DEVICES-> click camera to see photo images of device. Metrics when considering mobile:  Traffic visits/ how many pages people look at on average per visit/duration of visit/bounce rate (average percentage of people who land on page from external site and only look at one page).

Note – Bounce rate and duration on page indicate how well the page is optimised for that device (how goof the experience is for the visitor)

Click Goal Set 1 – to see breakdown of conversions by device

Click tabs at top:

  1. Branding – to see breakdown of visits/bounce back/conversion etc by device brand (i.e. Apple/Samsung)
  2. Service Provider – to see breakdown of visits/bounce back/conversion etc by service provider brand (i.e. sky, O2, Vodafone)
  3. Input Selector (i.e. is the device touch screen, roller, keyboard)
  4. Operating System (i.e.iOS7/Android/Blackberry or whatever)
  5. Screen Resolution (i.e. what size screen was the web viewed on)

Note – Input selector and screen resolution key when dividing which devices to optimise your site for.

OVERVIEW – see breakdown of desktop vs. table vs. mobile

3. Traffic Sources Analytics Video

(Remember it’s over last month, you can change date or compare with last year etc)

  1. Traffic source/Sources/All Traffic

There’s a visits over time graph and metric table data.

In the first column, Source refers to how the visitor got to the page (search/direct etc), Medium refers to whether it was organic /paid/referral

Metrics when considering location:  Traffic visits/ how many pages people look at on average per visit/duration of visit/bounce rate (average percentage of people who land on page from external site and only look at one page). Note – the higher the bounce rate the less relevant the content it.

Click tabs at top:

i.            Source: direct/search/other websites

ii.            Medium: organic, natural, referral, twitter comparisons

iii.            Keyword: what keywords are driving visits  – (many not provided)

iv.            Content?

v.            Technology : can see which browsers are being used, operating systems, sceen sizes and flash/java stats.

vi.            Landing page/location/language/ad content

Click secondary dimension:

i.e. choose landing page to see how different pages are performing

4. LANDING PAGE Analytics Video

(Remember it’s over last month, you can change date or compare with last year etc)

  1. Content/Site Content/Landing Pages

(Note consider Content Drill down and Exit Pages)

Metrics when considering location:  Traffic visits/ how many pages people look at on average per visit/duration of visit/bounce rate (average percentage of people who land on page from external site and only look at one page).

Goal Set 1 – see how different landing pages contribute to conversion

Secondary Dimension – i.e. Source – shows what the most popular page + way-to-get-there combos are (i.e. homepage direct 100 visits, course page direct 58 visits, homepage search 58 visits

5. ADWORD ANALYTICS REPORTS

(Remember it’s over last month, you can change date or compare with last year etc)

-> Traffic source/Advertising/Adwords

1.  Campaigns: The table metics are differening, they now include Goal Completionts. you can look at the Goal Set 1 data as usual but you can also click ‘Clicks’.

This creates new metrics to compare: Visits, Impressions, Clicks, Cost, CTR, CPC

2. Bid Adjustments

Can switch between Device Location and Schedule. This shows you how your bid adjustments are performing in adword enhanced campaigns.

3.  Keywords

Switch between Ad Content and Keywords – this allows you to analyse how affective your ad copy is (the 1st column has the 1st line of each ad’s copy)

4.  Match Search Queries

How the actual searches compares to the keyword you’re bidding on

Use Keyword as a secondary dimension to compare – USEFUL

5.    Day Parts

Allows you to see performance of your ads during different times of the day. Important for time optimisation and bidding

6.   Destinations URLS

Helps you understand how each URL is performing through paid search

7.     Placements

What channels your ads are appearing on (i.e. Google, YouTube, Bing, Yahoo) (click placement domain at top)

8.      Keyword Positions

Right hand white box – change from visits to bounce rate

At top switch to Goal Set 1 and right box to look at overall conversion rate

6. MULTI CHANNEL ANALYTICS REPORTS

(Remember it’s over last month, you can change date or compare with last year etc)

  1. Conversions/Multi-channel Funnel

These reports help you understand the different journeys and devices people use before using your site.

Overview -> Visualise how different traffics work to help a conversion

Path Lengths –> how many different devices are used before a conversion

Tag length –> how many days elapse before first visit and conversion

Top Conversion Paths -> shows you the different types of traffic paths that people go on before converting

–          can change the conversion type (course sign-up, info request etc.) at the top

–          Can also change the path length and switch between paid traffic and all traffic

Assisted Conversions (useful) -> An assisted conversion is when a medium wasn’t the last click but was used in the traffic path before a conversion. Look at the difference between last click conversion and assist conversions.

 

Questions for group/tutor

What are the Goal Set 1 – how are they different to each other?

Why is Twitter a Medium?

What is Content when looking at traffic??

What is Ad Content when looking at traffic?

Difference between visits and clicks in Adwords/Campaign/clicks report?

Path and Tag length – graphs show opposite to what gilly explains!?

 

 

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