Google Analytics samenvatting PDF

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Google Analytics samenvatting...

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UNIT 1: INTRODUCING GOOGLE ANALYTICS Basic purchase funnel (trechter):  Acquisition: building awareness and acquiring user interest  Behavior: when users engage with your business  Conversion: when a user becomes a customer and transacts with your business Different kinds of businesses can benefit from digital analytics:  Publishers can use it to create a loyal, highly-engaged audience and to better align on-site advertising with user interests.  Ecommerce businesses can use digital analytics to understand customers’ online purchasing behavior and better market their products and services.  Lead generation sites can collect user information for sales teams to connect with potential leads. To track a website, you first have to create a Google Analytics account. Then you need to add a small piece of Javascript tracking code to each page on your site. Every time a user visits a webpage, the tracking code will collect anonymous information about how that user interacted with the page. The tracking code will also collect information from the browser like the language the browser is set to, the type of browser (Chrome, Safari,…) and the device and operating system used. . It can even collect the “traffic source,” which is what brought users to the site in the first place. This might be a search engine, an advertisement they clicked on, or an email marketing campaign. Keep in mind that every time a page loads, the tracking code will collect and send updated information about the user’s activity. Google Analytics groups this activity into a period of time called a “session.” A session begins when a user navigates to a page that includes the Google Analytics tracking code. A session ends after 30 minutes of inactivity. If the user returns to a page after a session ends, a new session will begin. *Once Analytics processes the data, it’s stored in a database where it can’t be changed* So remember, when you set up your configuration, don’t exclude any data you think you might want to analyze later. Once the data has been processed and stored in the database, it will appear in Google Analytics as reports. When you create an account, you also automatically create a property and, within that property, a view for that account. But each Analytics account can have multiple properties and each property can have multiple views. Typically, you would create separate Analytics accounts for distinct businesses or business units. Each Google Analytics account has at least one “property.” Each property can collect data independently of each other using a unique tracking ID that appears in your tracking code. You may assign multiple properties to each account, so you can collect data from different websites, mobile applications, or other digital assets associated with your business. For example, you may want to have separate properties for different sales regions or different brands. This allows you to easily

view the data for an individual part of your business, but keep in mind this won’t allow you to see data from separate properties in aggregate. You can use a feature called Filters in your configuration settings to determine what data you want to include in the reports for each view.  New views only include data from the date the view was created and onwards. When you create a new view, it will not include past data.  If you delete a view, only administrators can recover that view within a limited amount of time. Otherwise, the view will be permanently deleted.

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“Manage Users” lets users add or remove user access to the account, property, or view. “Edit” lets users make changes to the configuration settings. “Collaborate” allows users to share things like dashboards or certain measurement settings. And finally, “Read and Analyze” lets users view data, analyze reports, and create dashboards, but restricts them from making changes to the settings or adding new users.

How you configure your organizations, accounts, properties, and views can affect how your data gets collected. Google Analytics will check the IP addresses of traffic to the web property and exclude those that match the filter. Note that if you apply multiple filters to a view, each filter will be applied in the order they appear in your filter settings. So if you have two filters, the data will pass through the first filter before passing through the second. So be mindful of the order in which you apply your filters. UNIT 2: THE GOOGLE ANALYTICS INTERFACE Acquisition reports show you which channels (such as advertising or marketing campaigns) brought users to your site. This could include different marketing channels such as:     

"Organic” (or unpaid search) “CPC” (“cost per click” or paid search) “Referral” (traffic that comes from another website) “Social” (from a social network) or “Other,” (a group of low volume traffic sources)

Behavior reports show how people engaged on your site including which pages they viewed, and their landing and exit pages. With additional implementation, you can even track what your users searched for on your site and whether they interacted with specific elements. Conversion reports allow you to track website goals based on your business objectives. Metrics There are a number of helpful metrics beneath the line graph:    

“Sessions” are the total number of sessions for the given date range. “Users” are the total number of users that visited for the given date range, “Pageviews” are the total number of times pages that included your Analytics tracking code were displayed to users. This includes repeated viewings of a single page by the same user. “Pages per session” is the average number of pages viewed during each session. This also includes repeated viewings of a single page.

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“Average session duration” is the average length of a session based on users that visited your site in the selected date range. “Bounce rate” is the percentage of users who left after viewing a single page on your site and taking no additional action. “Percent of new sessions” is the percentage of sessions in your date range who are new users to your site.

There are two types of dashboards: private and shared. A private dashboard is only visible to you within that view. A shared dashboard can be seen by anyone who has access to that view. UNIT 3: BASIC REPORTS You can use the Acquisition reports to compare the performance of different marketing channels and discover which sources send you the highest quality traffic and conversions. You can think of the medium as the mechanism that delivered users to your site. Some common examples of mediums are “organic,” “cpc,” “referral,” “email,” and “none.” Let’s look at these different types of mediums:     

“Organic” is used to identify traffic that arrived on your site through unpaid search like a non-

paid Google Search result. “CPC” indicates traffic that arrived through a paid search campaign like Google Ads text ads. “Referral” is used for traffic that arrived on your site after the user clicked on a website other than a search engine. “Email” represents traffic that came from an email marketing campaign. “(none)” is applied for users that come directly to your site by typing your URL directly into a browser. In your reports, you will see these users have a source of “direct” with a medium of “(none)”.

Landing pages: the pages of your website where users first arrived. These are the first pages viewed in a session. You can use this to monitor the number of bounces and the bounce rate for each landing page. Bounce rate can be a good indicator of traffic quality. The “Exit Pages” report under “Site Content” shows the pages where users left your site. Because you don’t want users exiting from important pages like a shopping cart checkout, it’s a good idea to periodically review this report to minimize unwanted exits. Exit Rate vs. Bounce Rate To understand the difference between Exit Rate and Bounce Rate for a particular page, keep the following points in mind: 1. For all pageviews to the page, Exit Rate is the percentage that were the last in the session. 2. For all sessions that start with the page, Bounce Rate is the percentage that were the only one of the session. 3. Bounce Rate for a page is based only on sessions that start with that page. Let's clarify this last point with a simple example. Your site has pages A through C, and only one session per day exists, with the following pageview order: 

Monday: Page A > Page B > Page C

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Tuesday: Page B > Page A > Page C Wednesday: Page A > exit

The Content report for Page A would show 3 pageviews and a 50% bounce rate. You might have guessed that the Bounce Rate would be 33%, but the Tuesday pageview granted to Page A is not considered in its Bounce Rate calculation. Consider that a bounce is the notion of a session with only one interaction from the user, and the session-centric analysis answers a simple yes/no question: "Did this session contain more than one pageview?" If the answer to that question is "no," then it's important to consider which page was involved in the bounce. If the answer is "yes," then it only matters that the initial page in the session lead to other pageviews. For that reason, bounce rate for a page is only meaningful when it initiates the session. Now let's extend this example to explore the Exit rate and Bounce rate metrics for a series of singlesession days on your site.     

Monday: Page B > Page A > Page C > Exit Tuesday: Page B > Exit Wednesday: Page A > Page C > Page B > Exit Thursday: Page C > Exit Friday: Page B > Page C > Page A > Exit

The % Exit and Bounce Rate calculations are: Exit Rate:   

Page A: 33% (3 sessions included Page A, 1 session exited from Page A) Page B: 50% (4 sessions included Page B, 2 sessions exited from Page B) Page C: 50% (4 sessions included Page C, 2 sessions exited from Page C)

Bounce Rate:

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Page A: 0% (one session began with Page A, but that was not a single-page session, so it has no Bounce Rate) Page B: 33% (Bounce Rate is less than Exit Rate, because 3 sessions started with Page B, with one leading to a bounce) Page C: 100% (one session started with Page C, and it lead to a bounce)

UNIT 4: BASIC CAMPAIGN AND CONVERSATION TRACKING Marketing campaigns are tracked in Google Analytics through “campaign tagging.” Campaign tags are extra bits of information that you add to the URL links of your online marketing or advertising materials. These include tracking parameters followed by an equals sign and a single word or hyphenated words that you designate. When users click on a link with added parameters, the Google Analytics tracking code will extract the information from the link and associate that user and their behavior with your marketing campaign. That way, you can know which people came to your site through your various marketing activities. There are five different campaign tags that help you identify specific information about your campaign traffic. Medium, Source, and Campaign are required campaign tags. You can also add tags for Content and Term.

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“Medium” communicates the mechanism, or how you sent your message to the user. You could include “email” for an email campaign, “cpc” for paid search ads, or “social” for a social network. “Source” communicates where the user came from. This could be a specific web page or a link in an email. Source could also differentiate the type of medium. So if the medium was “cpc” (or “cost per click” paid traffic), the source might be “google,” “bing,” or “yahoo.” If the medium was “email,” the source might be “newsletter”. “Campaign” can communicate the name of your marketing campaign such as “2015-Back-ToSchool” or “2015-Holiday-Sale”. “Content” can be used to differentiate versions of a promotion. This is useful when you want to test which version of an ad or promotion is more effective. If you’re running a test between two different versions of a newsletter, you might want to label these tags “v110dollars-off” and “v2-nopromo” to help differentiate which newsletter the data is associated with in Google Analytics. “Term” is used to identify the keyword for paid search campaigns. You would only use this field if you are manually tagging a paid search campaign like Bing or Yahoo!. We’ll talk about the best way to track Google Ads in a later lesson.

You can track campaigns with the URL builder. Business goals are actions you want your user to take on your website. Each time a user completes one of your business goals, we call this a “conversion.” This could be signing up for a newsletter or buying a product. But in Google Analytics, you use a feature called “Goals” to track these conversions. Once you configure Goals, Analytics will create conversion-related metrics. like the total number of conversions, as well as the percentage of users that converted. We refer to this as the “conversion rate.” Next we’ll choose one of four Goal types. Each of these types is triggered by a particular user action.    

“Destination” is when a user reaches a specific page on your site such as a thank-you page; “Duration,” is based on the length of a user’s session; “Pages or Screens” is based on how many pages a user views in a session; “Events,” is for tracking specific actions on a site. We’ll cover events more broadly in an advanced course.

Google Ads is Google’s advertising system that allows businesses to generate text and display ads. Text ads show up next to Google search results by matching keywords you can bid on with users’ search queries. Display ads are advertisements consisting of text, images, animation, or video that show up on a vast collection of websites called the Google Display Network. Finally, let’s look at the “Bid adjustments” report. Bid adjustments are a Google Ads feature used to automatically adjust keyword bids based on a user’s device, location, or time of day. For example, if the Google Store opens a temporary location during the holidays to sell merchandise, they might want to add a bid adjustment to increase ad visibility on mobile devices within three miles of the store during the hours of operation. The Bid Adjustment report in Analytics lets you analyze Google Ads performance for the bid adjustments you've set for your campaigns. You can use the selector at the top of the table to evaluate campaign performance by the device, location, time of day, and remarketing list bid

adjustments. We’ll cover remarketing in an advanced course. To see all of your bid adjustments and metrics for a specific campaign, you can click on that campaign name in the list. You can see how powerful Google Ads can be for you business when paired with Google Analytics. It allows you to really understand the value of your marketing and make adjustments to improve your return on investment....