google analytics: understanding your users
TRANSCRIPT
Google AnalyticsUnderstanding Your Users
•About LunaMetrics
•LunaMetrics Clients
(me)
• (me)
Michael BartholowSr. Search Project Manager
@michaelb3600
• Google Analytics Certified• Google AdWords Certified
Marketer
•Today’s Star
Why?
•Free!
•Annual Reports
•Donation/Grants
•Improve Marketing
What Can We Do?
•Observe•Optimize•Automate
Behold! Ready Your Analytics
GA Terminology
Dimension
Something. A page. A place. A smartphone.
Metric
Quantitative Measurement.
GA!
Dimensions + Metrics =Google Analytics Reports
Session
A visit to your website, usually containing multiple actions.
User
Individual Cookie. A browser on a device.
Me = 9 cookies
Pageview
Number of times a page is loaded.
Bounce Rate
Percentage of single-hit visits. User hit a page, did nothing, left.
Avg Session Duration
Average time sessions last. From first pageview to last pageview.
Observe
Who’s Visiting My Site? •Observe
Who’s Visiting My Site? •Observe
Audience > Overview
Who’s Visiting My Site? •Observe
Audience > Overview
Who’s Visiting My Site? •Observe
Behavior > New vs Return
Who’s Visiting My Site? •Observe
AudienceMobile > Overview
How Did They Get Here? •Observe
Acquisition > Overview
•ObserveHow Did They Get Here?
AcquisitionAll Traffic > Source Medium
How Did They Get Here? •Observe
Acquisition > Channels
Are They Doing What I Want? •Observe
Behavior Site Content > All Pages
Are They Doing What I Want? •Observe
BehaviorSite Content > Content
Drilldown
Optimize
Write Better Content•Optimize
BehaviorSite Content > Landing Pages
Take Notes • Optimize
Any Graphed Report!
Goals & Goal Values• Optimize
AdminViews > Goals
Automate
Automate
Email a Report•Automate
Any Report!
Set an Alert•Automate
AdminViews > Custom Alerts
Dashboard View •Automate
Every User
Examples
PPC / AdWords
Technical Check
Top SEO Content
Free Dashboard links! Check your handout
Grab a Crayon!
Google Analytics Tune Up
GA Tune Up - Bounces
Is your Bounce Rate > 20% and less than 90%?
Audience > Overview
If yes, something might be set up wrong!
GA Tune Up – Self-Referred
Do you see sessions from your domain/subdomains? This can indicate a problem.
Acquisition > Referrers
If yes, something might be set up wrong!
GA Tune Up – Content Check
Do you see sessions from your domain/subdomains? This can indicate a problem.
Acquisition > All Pages
GA Tune Up – Content Check
Acquisition > All Pages
My Favorite GA Uses
Botch Your New Site?
Site Migration or Redesign Check
• Did your Organic Traffic Drop? • Some pages might be hidden from Google!
• Are many users getting error pages?• Look at Behavior > All Pages by Title, search “Page not Found” (or
whatever your error page is called).
• Is your New Site Faster or Slower?• Check site speed in Behavior > Site Speed report, compare before
and after dates.
•My Favs
Are Your Emails Effective?
Use Tagging Features•My Favs
&
AdWords Monitoring•My Favs
• Linking Instructions
Link It!
•FREE AdWords moneyto promote your 501(c)(3) org.
•Easy to apply
•Fast approval.• Apply Here
Google Grants•My Favs
•Thanks!
• All gifs from Giphy.com
Michael BartholowSenior Search Project Manager
@michaelb3600