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Crash Course on Google Analytics

Growth Hacking Asia's presentation on Google Analytics Fundamentals (by Prateek Soni)

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Crash Course on Google Analytics

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  1. Google Analytics

  2. Expectations • At the end of this course - you will NOT be a GA Ninja! • You will be aware of the essentials about GA/GTM • You will not become an expert in all possible uses • You will have a decent enough background to explore more

  3. Agenda • Introduction to GA • GA terms and concepts • Setting up GA • Dashboard and reporting overview (standard+custom reports) • Campaign tracking • Case study - gharofy.com • GTM - codeless set-up (base tags and event tracking)

  4. History of web “analytics” HITS! Daily unique visitors! Counters Event Logs Non actionable!!

  5. Why GA ? In God we trust. All others must bring data. "I never guess. It is a shocking habit — destructive to the logical faculty.” - Sherlock Homes “War is ninety percent information” - Napoleon “He uses data as a drunken man uses lamp posts – for support rather than for illumination” - Andrew GA helps to Collect, process, report and analyse data.

  6. How GA works? • 4 components - data collection, processing, configuration, reporting • collection - website uses JS to send “hits”/ mobile app needs code for each “activity” to be tracked. • processing - transformation of “hits” from Google servers to something useful • configuration - applying settings, filters to raw data (for processing) • reporting - querying processed information.

  7. How GA works-2 courtesy: developers.google.com

  8. Some GA concepts: • dimensions vs metrics • dimensions: attributes of users/sessions (location, browser etc). Determines “rows” in a GA report • metrics: numerical values. Determines entries in each row (for GA reports). e.g. - bounce rate, page views etc • Account > property > views. One property per GA tracking code. Eg- Amazon website and mobile app are two different properties (both would have separate tracking code). • Key metrics - definitions (sessions, page views, bounce rate, unique visitors etc).

  9. Dimensions VS metrics

  10. Account > property > view

  11. Set-up preprocessing • create a shopify account • install WASP (chrome based). WASP inspector helps you check the tags fired to Google servers.

  12. Setting up GA (analytics.js)

  13. GA web UI overview • Standard reports + report dimensions + advanced filters • Custom reports • Playing with graphs • Segmentation • Goal setting • Spreadsheet analysis

  14. Campaign tracking • www.bonkyshop.com/index.html?utm_campaign=hariraya&utm_source=facebook&utm_medium=social&utm_content=redposter • Emails, Social campaigns, banner Ads etc. • Adding UTM parameters in a URL after “?” helps you capture campaign details in GA.

  15. Gharofy - case studywww.gharofy.com

  16. Some questions: • Who is/are a typical user of gharofy? • What has been their strategy for growing business? • Suppose you are made the CMO for Gharofy and allocated 100k in marketing budget. What decisions will you take and why (try to back it up with some data) • Any suggestions on the content of the pages? • Highest exit pages? • How many people went to contact us form? • What suggestions will you give to the developers for website performance? • What % of traffic from mobile is direct?

  17. GTM - codeless setup

  18. GTM concepts • Container and tags: Container lets users fire numerous tags without changing a single line of code. Container code needs to be added just after <body> tag on your HTML. Once a container is added to your website, you can start adding tags from GTM account. • variables: Variables are entities like - button ID, dropdown ID. These variables help us set rules which would trigger certain tags. Eg - if the ID of a button is “search”, fire a “Search” tag. This would let site owners track the number of times “search” button was clicked. • triggers: Triggers are rules that determine when a tag should be fired. Triggers use variables to set rules. • debugger: GTM provides a debugger which can be used to check in real time if a particular event got fired.

  19. In case of doubts and questions, reach out to me: email: soniprateek@gmail.com

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