How to make the most of your data in Google Analytics

1. Google Analytics
Masterclass
Making The Most Of Your Data

2. ● Tagging Your URLs
● Goals & eCommerce
● Multi-Channel Report
● Segmentation
● Custom Reports
What We’ll Cover

3. Tagging
Your
URLs

4. Get more
detailed data
for your
campaigns

5. Common Sources and Referrals are automatically
tagged - however it’s often only top level.
Some important sources aren’t included

6. Auto-tagging can be turned on in
Google Ads, Mailchimp,
Buffer, Hootsuite and more.
It’s usually within the settings

7. ● Campaign Source - usually the platform/website
● Campaign Medium what is it? (ad / email etc)
● Campaign Name - what it says on the tin
?utm_source=facebook&utm_medium=ad&utm_cam
paign=black-friday
Naming Conventions

8. https://ga-dev-tools.appspot.com/campaign-url-builder/

9. Keep them
consistent to
save future
confusion

10. ● Understand user behaviour
● See Goals / eCommerce
● Will show in Multi Channels reports
Make better informed decisions

11. Goals &
eCommerce

12. Track the
value of your
traffic.

13. Clicks
Purchases
Revenue
Downloads
Contacts
Form fills
Cart Abandonment

15. Perfect for monitoring specific
landing pages - particularly Thank
You pages following form fills.

16. Add a funnel to this monitor numerous steps in a
journey - this is a great way to monitor checkout
drop off.

17. Have a video or long form piece of
content? Set a goal to trigger after X
amount of time is spent on the page

18. Probably the least used…. If it takes x
amount of clicks to reach a certain
trigger, you can set to monitor.

19. Set to monitor a specific action on
the website, from button clicks to
downloads and newsletter signups.

20. https://developers.google.com/analytics/devguides/collection/analyticsjs/events
Event tracking does require code
additions to the website. You then
mirror the Category, Action and Label
in Google Analytics.

21. You can set
up 20 Goals in
total

22. Super easy to
implement
eCommerce
tracking with
Woocommerce
and Shopify
Custom builds
may required
coding

24. Turn eCommerce On!

25. Product Performance
shows you the
quantity, value and
average price of each
product…..
But add a Secondary
Dimension to show
how customers
actually found you,
what page they
landed on and more

26. Now you can
see which
sources are
driving sales….
And which
products

27. Should You Be Retargeting?
Time To Purchase Report shows how
many days from entry it’s taking for
people to convert.
14% are after the first day…. So we need to
be retargeting them

28. Multi
Channel
Funnels

29. See what part a
source has played
in the conversion
journey

31. Assisted Conversions Report
Understand how many conversions each source
or medium played a part in; both directly and
assisting.

32. Top Conversion Paths Report
See the exact source /
medium path a user took
prior to converting.
CPC would not get credit
for the two conversions it
was a part of in top level
reporting, as the clicks
happened in the middle….
This report shows CPC
actually has value.

33. Make
informed
budget
decisions

34. Segmentation

35. Simple way to
view specific parts
of data

36. There’s a number of
pre-created segments

37. Or you can create your own

38. Just hit “Add Segment”

39. Segments can be
added to any view
or dashboard,
allowing you to
only see that
specific filtered
data.

40. Custom
Reports

41. Easily view
data that’s
important
to you

42. All reports and dashboards you create are
housed here. They’re only available on your
login, so you’ll need to share them with
anyone else you want to have access

43. Creation is
widget based:
Pick the layout,
the data,
grouping of the
data.
Then you can
change the date
range + add
comparisons to
the report/
dashboard

44. Schedule up the
reports to be
emailed.
You can also
share the link of a
dashboard or
report so that you
can add the same
format to another
Google Analytics
view easily.

45. Take things to the
next level with Google
Data Studio.
This not only
integrates with
Google Analytics, but
Google Ads, Search
Console, many SEO
tools and MUCH more
for complete reports.
Again templates can
be copied for ease

46. Cut through the
data noise

47. Breakout
Session
Discuss what data is the
most important to you?

48. Next week: Google ads
October 15th: Social advertising
October 22nd: Building a brand following