Google Analytics for Beginners - Taught by a Former Googler | Ben Lund | Skillshare

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Google Analytics for Beginners - Taught by a Former Googler

teacher avatar Ben Lund, Founder - Rise Marketing Group

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

4 Lessons (33m)
    • 1. Google Analytics Intro

    • 2. How to Setup your Google Analytics Account

    • 3. Top Google Analytics Reports I like to Pull

    • 4. How to Track all of your Marketing via Google Analytics

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About This Class

In this Course, I'm going to share how anyone with a website can setup Google Analytics to take advantage of robust website reporting analytics through this free tool. 

Specifically I'm going to cover in Google Analytics

  • What Google Analytics is
  • How to setup Google Analytics
  • Top reports in Google Analytics to review
  • How to track visitors from multiple sources within Google Analytics¬†
  • How to setup integration with Google Ads to Google Analytics
  • How to create goals in Google Analytics (i.e. revenue earned, contact form submissions, pages per visitor, etc.).

Meet Your Teacher

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Ben Lund

Founder - Rise Marketing Group


13 years digital advertising experience including the last four at Google. Previous to Google I was at major media entities such as RKG ad agency (since acquired by Merkle), Yahoo! and Monster.  Throughout my career I worked with enterprise companies (Nutrisystem, Philips, Aspen Dental, Weight Watchers, Equinox Fitness, etc.) literally helped companies make millions off of AdWords and now want to scale my expertise to benefit more people and businesses. 


Currently I'm the founder of Rise Marketing Group ( which offers full service digital advertising and a DIY marketing blog, DIY Digital Strategy (

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1. Google Analytics Intro: What's up, everybody, Um, today I'm going to share how to use Google analytics. And to a lot of people out there, Google Analytics is super intimidating, very complex and potentially hard to master those air. A lot of ah, just observations that I've heard out there, but Google Analytics is amazing platform. You can do so much with Google analytics and the best part about it, it's free. It's a free service that Google just puts out there. Excuse me, It's a self service platform. But with through Google analytics, you can track how many people are going to your site. Where do they come from? And, most importantly, what are they doing on your site? So it's super powerful. And within this training, I'm going to just break down how you can take advantage of setting up Google analytics. Just a couple quick teasers things. Training really isn't that long. Just because it doesn't take that want to set up and to show you some really great reports that you can dio and also it you don't have to be a Web developer according to figure it out. So stay tuned. But this is just a quick intro of what I'm going to be covering. Thanks so much 2. How to Setup your Google Analytics Account: everyone s o in this quick section, I'm going to share how to set up and how to create your Google Analytics account. Super fast, Super easy, Super straightforward. So let's get into it. Okay, So to get started, all you simply have to do is do a Google search for Google analytics and boom, right here, Google Analytics. Now it's gonna ask you to either side into your existing Google account before probably the majority of people listening to this you have a goal will account that you concerned on, that you can credit Google Account or Google Analytics. Go to this if you don't have a Google account or you, If you want to keep things separate, you can simply hit, create account. I'm not gonna do this because I already have an account, but it's super easy. You just had your first name, your last name, email address, created password and then go next and it's gonna sign you directly into Google Analytics. So I'm going, Teoh, open up a new screen. And so once you're in Google analytics, the debt, the debt is just gonna be blank. There's gonna be nothing in there, but this is one of my websites that I run its d i Y digital strategy, which is which is just, ah website just giving out free tips to marketers out there. And, um, year screen will look just like this. But the only difference is, since you just set this up, you're gonna have no data. So now it comes to the question of All right, Well, how do we get data on this? So let me follow you through the process. So what's you created? Google Analytics account. You know, this is the address anally expect google dot coms. Remember that already it down. Whenever you want up, log into it. But to set up the tracking, go to admin and then see it says dot Js, which stands for JavaScript. Sounds really complex and crazy, but really isn't Js tracking information? That's what you want to do. You want to select that, and then you want to get tracking code. Let this load, and this is super easy. This is this is the code that you have to append to your website. Now for anyone who works with a web developer or author, another company that does all your website hosting things like that, you can just send him this. Be like I Here's my goal Analytics page our code. Please put this on on all pages of my website. Now, if you are, If you have access to your back inside and you wanna do this yourself, it's super easy. Um, as it says, this is a Google. The global site, tagged for tracking this property says copy and paste is code is the first item into the head of every page you want to track. Um, so that's how you dio on the back end of your website. You just open it up and you can append this within right into the head section of your site . For anyone who's using other platforms you could probably download like a quick plug in, or an app of Google analytics, you know, tag to implement. And then you just simply put this code. There's literally hundreds of different website platform. Some won't even try to go into how to do on each one. But if you work with the Web developer said this. If you have access to your site, I'm sure you can access to the heading of your page, and you just simply copy and paste this code within it. And literally, that's all you need to do. Super easy week. In this section, we create the account. And then now we have, ah, code that you're gonna put on your site. 3. Top Google Analytics Reports I like to Pull: all right. Now that we create your Google analytics account, you set up the tracking code within your sight. Now, we can have a lot of fun in this section. We spend a little bit more time in it than the set up Just because I want to share and show you all the different reporting that you can pull that I think is probably most relevant for your business and your website. And I'm gonna share this through, for example, through Ah, the goal, Alex, that I have set up through my site. Dan, why Digital strategy? So stay tuned. So now that we placed this code on your site, let's go back to the home button, which is right here. Or you could just go to analytics at google dot com, which will take you here. So this is your home screen again? This is for my website. D i y digital strategy. Um and I'm gonna just break down a few things I like to take a look at. So the first thing this is your home screen just gives you general information off you. Anything that might be interesting. Just a bubble of this is Ah page that you don't go to really diagnose what's going on your side. It's just like am I doing cool? I like this. So what? This does over the past seven days against me. I mean, the users been to my site of those users. How many sessions did they have? These aren't the same. These are actual people. And these are how many sessions on average. Maybe of the 39 people went to my side of the last week. Ah, few people went twice, or maybe one person, three times bounce rate. This is the rate at which people leave without going deeper into the site past one page. So bounce rate of 100% would be the just went to your site. They didn't go any deeper, and then they left bounce rate of zero, which would mean every person who's been to your site went deeper than one page. Um, bouncer is gonna vary based off website industry, but the lower boundary, it's always a good thing, and then you have session duration. So during this time, my on average users spent only 13 seconds on my site. This was probably driven by maybe a bunch of people. Just this might cite row quickly, um, and bounced off. Or maybe I have a couple deep engaged users and actually spent some salad time on it. Um, but then everything else. It was just like a quick bounce. So this is your home screen. If you scroll down, um, you can see where I'm getting my traffic directives. Dark blue. Organic is a little bit later referral, which is another website referring traffic to you, um, social etcetera. And then you can break down my country. Who's visiting my site? Majority. My traffic looks to be in the United States. Uh, you know, it can give me a lot of information. This room. I'm not gonna go into each and every one of them because there's specific reports that I really like to. I like to take a look at so as, um as we get through this, a few reports I like toe. Look, at is one real time. This is kind of fun. So if you ever let's say, if you ever launch a site, or maybe if you do a promotion and you're like, Wow, how many people are in my sight, right Now, Um, take a look at this tab and all you've been giving example. So right now I'm gonna go to my site, Dan, Why? Digital strategy. And I'm gonna let that load a little bit. All right, So I'm on my site and what's gonna happen in time? Usually there's a little bit of leg effect it's going to say, Oh, there's an active users on my site. So boat right there just like that. It's pretty cool, huh? And I am not in Needham, but I'm right next door to Needham. So the geo tracking is actually pretty good. And if you tell him on a desktop, so this is pretty awesome. Um, but again, if you have a small site, don't even go here because you're just going to looking at zeros all day long until you randomly see someone. But this is helpful if you just launch of the advertising campaign or you do a big social push just to see how many people are on your site at a given point. Um, so pretty cool. And then, yeah, you can go into locations where they from the content. See Phil breakdown. Um, you know, there there My home page. Right here. Um, yeah, so that this is a real time. I think it's just more fun. I don't really think you take too many takeaways from it. The next report, I wanna I wanna break down his acquisition. So this is probably going to be your most helpful reports. And really, where I like to do is I like to break down acquisition by all traffic source medium. And this is going to share everything of all the traffic going to my site where they coming from, based off of different sources. And so let's say I'm gonna open this up since October and you see some really cool things. So it's like, OK, these are the modern day users broken out by day black and switch it over to weekly and you can see it looks like maybe I had a little bit of a dip, um, of racing. And but then you can also change this metric. Maybe you'd be like, um, you know, maybe you want pages procession and you might see is like OK, on average, I had one have pages procession, but all right. Looks like end of October was pretty good where on average, every user they went to my site when at least two pages deep into my site. So that's a nice little trend that you could do. You can even do based off of bounce rate again of people that visited your site, what percentage of them leave without going deeper than one site? It looks like it's been sure training a little bit lower, and that's that's a good thing. That's that's what you want to see, and you can change your time for him to. You can even compare it. Teoh previous period. And then you can see how is my balance right doing? Am I going up or down? And it looks like actually in my bones. Ray in August and September was much lower then, right now. So then you kind of think of like Ari will. Where's my traffic coming from? Is my traffic really that valuable? Ah, that I'm going after right now. So there's a bunch of cool reports that you can pull right here. Um and you can even compare time, period. So I'm going to undo this. Let's go back to the last 40 days or so and then you're gonna go down here. So here are all the different sources that I have set up or that automatically set up, tells me where where traffic is coming from. Um, and so direct. This is where the majority of my transfer it comes from. So this is a direct navigation means And who directed to my site is they didn't do a Google search. They just want directed to my sites that they just typed in D I. Y digital strategy dot com. Um, And then there's some really cool metrics that you can see on average with their bounce rate. How many pages procession which that session duration. And I'm actually going to wholeness in a little bit. Let's just do data from even the last. No, it's just the last 70 is just a see what's going on my side of the last seven days. Let's make it last. Whenever you look at data given yourself at least seven days or 14 days is ideal for like a good recent trend of what's going on. And so you see how many users went to my site? Average session duration. But then you have Google organic so you can imagine that Google Organic search How many users? Um, but what's interesting? Look at this. Average session duration, That's four minutes. So, that tells me, is this channel is probably pretty valuable to to my to my site of just getting engaged users to my site. And then you have a bunch of these things, like mail dicho will dot com. That would actually be probably someone who emailed someone the site from Gmail. And then they clicked within it. Ah, you have Yahoo organic. Uh, you know, that's great. You have yelp. So that's the yelp referral. Um, Facebook. Someone found it My side on Facebook. And then you have a couple of these other ones. These are just looks like just random blog's that sometimes picks up your content that they that they refer to rat traffic to so of all of the reports, I would really dive into this one. So next you see, I have gold set up. These are goals that I created to help outside of just an obsession, duration like how valuable these the audiences are. One of the goals I created since, um, you know my site, I do sell training videos on it, but it's not an e commerce site, so I'm not tracking really purchases right now. My main metric is, uh, driving qualified traffic traffic to my site that spends sufficient amount of time. So one of those goals I set up is any user that's been in my sight for and visit my site. There's at least three pages of the site during their visit. Another one is anyone who went You filled out. Ah, lead form, contact form. That looks like it looks like I had two of those. Um, so I need to share how to set up these goals because goals are really helpful. Especially when you start advertising, you're not gonna focus on the channels that are driving a lot of these goals that you create. So let's go into admin, and then I'm gonna go into gold creation, which is right here, and it's just gonna load for a little bit. So these are the goals I have. But I'm going to create a new goal. And what's a users who spent 90 seconds plus, So maybe since I'm not really selling anything, is that really the e commerce shop? Well, it's not a new camera shop, and internal buys my courses, goes to another platform that I sell them on, so I really can't track that. So maybe I wanted folks and users you spent 90 seconds or more. So what you can do is set up a duration goal and say, Trigger, any time someone spends, say, 90 seconds, verify this school and this is, you know, if you set up a goal, that's realistic, Um, that's good. So it means that 4.5% of my site visitors Kelly spent 90 seconds, so that's a good goal. So I'm gonna save that. And then I'm gonna have that in my reporting. Another goal of highly recommend. If you do what they have, any calmer shop or you have a contact form se. I'm just making this up. Let's say there's a contact form, another contact form they want to track. You can say destination, and in here, a lot of times would neither by something or you felt a contact form view. The Ural changes and let's see if I actually have this. You're all changes on your site. So test test and it testing huh? Excellent. So you see what happens once you submitted that form? Or sometimes we do purchase. Sometimes in the your l say thank you on this one. Is it contact form sent. So what I can do here? I copy a little bit of that code. And then I say, Destination, the user who's been to this destination my website do contains or otherwise known as regular expression. And then just put that little Kraemer that's unique to that page in this one. It's contact form. Ifit's a purchase. It could be. Thank you, Um, or or something like that. But go through the process that you want to track and whatever that you are, Ellis, see what's unique about that. And then put that within that snippet, and then I can verify this goal. I don't know if I retyped in your last seven days, so it would chose your percent. Then I can save it. And then so going back you're gonna hit the home screen home is probably gonna be one of your favorite buttons. Here is you can see I'm still in the website, but I go back to acquisition all traffic source medium. You're going to see these goals populate down here, and it started track. I just create these, so it's not gonna track anything for me yet. But if I go back later this week, I might see some some of these goals light up. So yeah, this is really helpful as you're driving traffic to your site to see what's most important , what's most valuable? Uh, a few other things that I want to bring up. And again, this is a beginner course. I'm not going to go too crazy in the weeds with this, but I want to give you a really salad fundamental overview of Google analytics. Um, but one thing I also want to bring up to for anyone was advertising with Google ads. There is an amazing integration with Google ads. I'm not currently I think I did at one point and let's actually just open up my time frame . I might have about a couple months ago. Let's just see if I did. Uh, no, I didn't, um or if I did, I didn't have these linked. But what you can see is you could see your campaigns here in all the robust website information over on the right hand side. It's super helpful. Invaluable. Additionally, you can import these metrics directly to Google. Edwards. So how would I do that? I would go to admin and it's super easy. Go to Google ads account liking. And it looks like I do have one linked up already, but I'm just going to show you how easy it is. So I already have one linked up is this account. But if I didn't have this linked up, you could simply just I believe you can just either enter the code or a lot of times it will just pick up on the Edwards account I d. That's present. It matches the other Edwards account D that that you have and you literally just do a couple clicks and Walla There you have it. There you have it. And what's, um, what's really cool is and I'm gonna share with you on another screen. Is that even within AdWords and again, the purpose of this is to just give you a new overview of cool analytics. But if you open up Google AdWords, you can actually import Google analytics data within this, and I don't believe I have this set up. But if you like these two together, you'll be able Teoh, log in to your Google adds account, and then check the integration to see if this data is rolling through. So I am going to open up my Google adds account in one screen, and, um and we'll see. We'll see if I have it currently set up. If not, I'm gonna show you how to quickly set this up because it doesn't take long, and it's just super. It's just very relevant information. So if you're spending money advertising, you know, this takes out the the questions of like, Okay, what is my advertising doing? Am I getting are they stand on my site cause, you know, Google ads and Facebook and the like, they're going to share how Maney clicks that you're getting, but you want to know more than that. You want to know. All right. Well, what are they doing on my site? So I'm gonna log into my personal add account. I don't have anything running right now. Um, I did in the past. And let's see if I have this set up. But once you link the two and this is only for people who have Google ads you can set up columns comes right here. And if he had it linked, you'll see a column for Google Analytics, and they'll give you, like session duration in time spent on site. So that way, within your campaigns, you can actually see these is other metrics of not only how many clicks or interactions I'm getting, but what are they doing on my site and then that way, it's a huge optimization lever to push on the campaigns that are driving some really awesome sight engagement. Additionally, what you can do is if you go to conversions and I'm just gonna cover this real quickly because the purpose of this course is Google analytics. But this is very related. You can import, um, conversions from Google analytics, So if you have these accounts linked up, you can you can link them directly and import Google Analytics schools that we just that we just created. And if you need to set up the integration with if you want to see if you have this set up between the Edward Single and licks, do what I just did earlier within Global Analytics. But then also, you could even click tools linked accounts and then you'll be able to see what accounts that you have linked and in just and just go from there. And also, when you haven't linked, you should be able to see this analytics property. This is my agency, your eyes marketing group. Make sure it's linked, but also you want to check important site metrics. Okay, so enough of the Google ads tangent. I didn't want to cover this because of his super, um, super helpful for anyone who is leveraging Google ads. So getting back to the main content. So I'm in acquisition. We covered all traffic source medium. That's where you're gonna see everything. And then next is Google Analytics because Google analytics is one by Google or else about their parent companies. Same with Google ads. There's an amazing inner integration that you can just see so much, um, awesome information. A few things that I want to cover is, um, behavior flow. This is so awesome. A lot of people overlook ISS. So within your behave within behavior, you can click behavior flowing. What that shows you is of the people that go to your site. Where are they going and what's going on? Like what? So you can see of the since May. I guess I had 1000 or so people go to my site. Majority went to the home page, but then you can see they kind of trickled someone to the blog's some services contact and all that good stuff. But you can even customize this so you can say Onley. Show me this information of what's a organic contains organic. You'll see it populate. I want to see the behavior flow of people coming from organic search. Or if you're doing any advertising, you could customise that source accordingly. Maybe like Facebook. And then you can see, like okay with Google Organic? Yes, there's a lot of drop off in red. But then a lot of people went to the home page that went to block and a lot of a lot of cool stuff here. Now, if you if you own your site, just know that a lot of this traffic could be yourself. Um, you know, if you're Googling your own site and then going on, so just keep that in mind, like if you just launched your site. And also you see 10 10 visits and one day just check yourself really well. Did I visit 10 today? If you didn't, that's all. That's the data that you want to be looking at. Um, so yes. So that's that if you go into conversions, another thing that really like is multi channel conversion. So based off those gold set up, I can see top conversion paths to that led to people who filled out the Contact form or Phil's spent three plus pages on my site and you can see me. A lot of those pass happens. Organic search to direct and a lot of the largest direction navigation. But this is more helpful if you have an e commerce shop that you can see. Um, how how did people for any conversion that happened with through multiple events? How did they find my site? And how do they? What was the adoration of it? Did it was in organic search wasn't paid. How do they interact with each other? You can see organic click and then a paid click, and that may be a display click, and that kind of feels what's helping drive business impact on your site. Um, so yes. So those air those were some of the real key reports that I like to take a look at within, um, within the settings. There's a few other things that, um you can do e commerce settings if you have any commerce up, which I don't. But if you dio, you want to make sure that you this is enabled and you want to make sure that you have enabled e commerce reporting set up. And that way, if you're using Shopify or whatever e commerce platform, all the revenue data within Shopify will then appear within global and within Google analytics, That way you can see getting back to earlier acquisition. See it now, you can see revenue and you'll be able to see this. But I'm not in e commerce up. I just did this for, um just to show you how you do that, But, um, but that's something that I would take a look at. So those are the key reports I look at home screen real time. That's more just like fun. They have acquisition specifically all traffic source medium. If you're using Google ads, go here. Um, last thing I'm gonna show within the platform itself is your audience. And it gives you some information where you can see, like, based off of location where our users coming from, um, over a given time period looks like the majority of United States, then followed up by Germany. You can also take a look at what interests like what these air Google categories that they have, What affinities that have. Let's see, if I have this set up currently do. So it looks like a lot of people are travel buffs, sports, fitness, banking. They're really all over the place. Let's see in market segments people who are in market for a product or service. Okay, not surprising. The majority of my site traffic our user there in market for business services, advertising and marketing services. So what that tells me is, if I want to advertise the site, I'm probably going to use Google's in market segment that you can target on Google ads and specifically go after this audience. And I couldn't even see that the average session duration of these users spend at least two minutes on my site, so that would, if I want more traffic focus on the segment. This is probably one of the highest engagement that I have, and it's coming from this in market segment. Um, so I'm gonna end this right here and then next I'm going to share How can you create your real tracking on advertising platforms just so That way, when you're advertising on Facebook, Twitter, whatever, you can see how well it's performing within Google analytics. 4. How to Track all of your Marketing via Google Analytics : you guys eso just to wrap up the section Now I want to share. How can you customize your Urals that your advertising on Facebook Twitter pretty much any blood form. So that way, each of the campaigns that running that dad is gonna full directly within Google analytics , and then you can see the value of each of these audiences. So stay tuned and let's jump into it. All right, guys, eso In order to do this, you need Teoh have this u r l and I am going Teoh I bookmarked this and I'd highly recommend every bookmark it's called Campaign Neural builder. Google Analytics, Demos and tools is what's called But I'm gonna highlight this right here. G a slash dev slash tools dot app spot dot com slash campaign slash You're all such builder . That's it. And I will also put this within my courses material just so that way you have it. But this you want a bookmark this cause this will unlock so much for you. So let's say you have a website. I'll just use mine idea. Why did you know strategy that Tom? So let's say I'm going to start with Facebook ads. So my campaign sources Facebook ads done that's really all that's required. You can leave the rest the same. Like if you want to get more detail of, like, Facebook and put these or video, um, my campaign name waas D I Y Freeze book video. You don't need that stuff, but if you want to have that tracking, you can. But just focus on putting your L and then pulled every campaign sources. So if you're ever times and Facebook do that, the advertising Google, even though there's a direct integration so you don't have to worry about that. But if you're advertising on Twitter, put that. Always make sure you have ads, because within the analytics, it's gonna show referring traffic from Facebook. Do that just happens organically. So if it's an advertisement putting ad within it, so then this is your euro. And so this is your core Europe. But then, right here, it has you. TM source equals they'll be Twitter ads. So Google Analytics reads this code. So that way, the next time you're within Google analytics, which I'm going to go to right now, he and they are going to go back to the home screen, which is gonna be a, uh, favorite of yours. Go to acquisition traffic, its source medium. I would be able to see right here. I could see in this case for Twitter Adds a campaign is Twitter and I could see Twitter ads right here and then all the deep information that I have and then as a marketer what I would do and how many people who are purchasing contacting you, etcetera. But as a marketer, what on city is, how many goals are these platforms driving? And if you don't have goals yet, how long are they stayed on your site? Just bouncing right away. And if he ever times across Facebook, Twitter, Google, whatever. Focus on ones that are driving the most site engagement, and that's gonna work really well. Or if you're testing a couple different ads on Facebook, label them accordingly. So you do like campaign stars. Facebook interest, Facebook look like charity is an audience lookalike. Tired? Dean, you're gonna create more lessons on how ever times on Facebook, but that way just be very specific on each of the campaign that you're doing to that way, you can see this not only how if you're Facebook's working boat, what tactics and what campaigns on Facebook are working really well for you. So that is That is my session right here. I hope all of you had some got some really good value out of this. And again, um, Google Analytics not intimidated. Not all. It might seem that way. It was for me, um, a long time ago. But once you dive in, it's actually quite approachable and really cool. A lot of fine. So best of luck and hit me up if you have any questions.