Web Analytics 2.0 is:
- the analysis of qualitative and quantitative data from your website and the competition,
- to drive a continual improvement of the online experience that your customers, and potential customers have,
- which translates into your desired outcomes (online and offline).
Google Analytics is capable of tracking user activity on a website, mobile website, mobile application, gaming console or any digitally connected device.
The most likely objectives for different business types:
- Content publisher – Encourage frequent visitation
- Branding – Encourage engagement & awareness
- Online information / support – Provide information quickly
- Lead generation – Drive contact form submissions
- Ecommerce – Drive product sales
- Allows you to isolate and analyze subsets of your data
- About segments
- Macro Conversion – when someone completes an action that’s important to your business (like a transaction for an ecommerce site)
- Micro Conversion – an important action, but it does not immediately contribute to your bottom line
- Attribution – assigning credit for a conversion
- Last-click attribution – all of the value associated with the conversion is assigned to the last marketing activity that generated the revenue
- First-click attribution – all of the value associated assigned to the activity that started the customer journey
- Linear attribution – assign equal values to all steps in the customer journey
- About the default attribution models
Measurement planning cycle
- Define a measurement plan.
- Document business objectives.
- Identify strategies and tactics to support the objectives.
- Choose metrics that will be the key performance indicators (KPIs).
- Decide how to segment the data
- Choose what targets will be for the KPIs
- Create an implementation plan.
- Implement the plan.
- Implement standard Google Analytics tracking snippet.
- Determine how to track the KPIs.
- Use filters to normalize the data.
- Use campaign tracking and AdWords linking to track marketing campaigns.
- Use custom dashboards and custom reports.
- Maintain and refine.
Four main components of Google Analytics:
- Processing – where the data is “transformed”
- Configuration – configuration settings, such as filters, are applied
- Dimensions describe characteristics of your users, their sessions and actions.
- Metrics are the quantitative measurements of users, sessions and actions. (numerical data)
- The Google Analytics Dimensions & Metrics Reference
- Events – user interactions with content that can be tracked independently from a web page or a screen load
- Event components:
- Category – name used as a way to group objects that you want to track
- Action – the type of event or interaction you want to track for a particular web object
Label (optional, but recommended) can provide additional information for events that you want to track
- All actions are listed independently from their parent categories.
- A unique event is determined by a unique action name.
- Action names should be relevant to your report data.
- Use action names globally to either aggregate or distinguish user interaction.
- Action does not always mean “action”.
- Unique events are incremented by unique actions.
- Value (optional) an integer rather than a string; negative numbers are not supported
- Event components:
- About events
Place the Google Analytics tracking code for a website just before the closing tag.
Accounts, Properties and Views
Account hierarchy: account => property => view
Account – a logical way for a business to group data from all of its digital assets together
- You can have multiple properties for an account.
- Each property is assigned a unique analytics id.
- Each property collects data independently.
- Creating new properties
- You can have multiple views for a property.
- Defines a unique perspective of the data from a parent property.
- By default, you have one unfiltered view that is automatically generated when you create a property.
- You should usually always have at least three views for a property:
- default – this is the backup for your data so don’t change it
- master – has all of the settings needed to transform your data into useful information
- test – for testing new configurations before implementing them
- When you create a new view, the historical data in the original view is NOT copied to the new view. You’ll only have data starting from the date you created the view.
- Once a view is deleted it can be restored using the trash can feature.
- Creating new views
- Allow you to modify data within a view
- Filters can be used to include, exclude or change data
- Filters are applied during processing in the order that they appear in the configuration.
- Google data is case sensitive so you may want to set a lowercase or uppercase filter.
- Create and apply filters on your test view first
- Create and manage view filters
- Exclude internal traffic
- Goals are configured at the view level
- Four types of goals:
- Destination Goal – a page on your website that users see when they complete an activity
- Event Goal – triggered when a user does something specific
- Pages per Visit Goal – triggered when a user sees more or fewer pages than a threshold that you specify
- Duration Goal – triggered when a user’s visit exceeds or falls below a threshold that you set
- A Goal conversion can only be counted once during a visit, but an ecommerce transaction can be counted multiple times during a visit.
- You should generally only add a Goal value for non-ecommerce Goals because Goal value is cumulative
- Destination goal examples
- Setting up ecommerce tracking
- Regular expressions
A sequence of pages that you anticipate users seeing before they reach the Goal.
Report data for the Funnel appears in the Funnel Visualization report.
Tips for setting up funnels