Introduction to Google Analytics | Stephanie Seow | Skillshare

Introduction to Google Analytics

Stephanie Seow, Digital Marketer in NYC

Play Speed
  • 0.5x
  • 1x (Normal)
  • 1.25x
  • 1.5x
  • 2x
4 Lessons (23m)
    • 1. Introduction to Marketing Analytics

    • 2. Introduction to Google Analytics

    • 3. Project: Web Performance Audit

    • 4. Introduction to Search Console and Closing


About This Class

This class is an introduction into marketing analytics. I will be introducing to you two powerful and free marketing platforms to empower you to make informed marketing decisions for your businesses or website - Google Analytics and Google Search Console respectively. 

Using examples from these platforms, we will explore the basics of marketing metrics and what statistics we should be looking for to track and measure web performance.

This class is designed to be our baby steps into developing an analytical mindset in marketing and a beginner preparation for more advanced topics on marketing funnel analysis, attribution etc. 


1. Introduction to Marketing Analytics: Hello. Welcome to marketing Analytics 101 If this is your first time joining one of my classes, My name is Stephanie, and I've been working as the show marketing professional for over six years. Now, through my years of experiences, I have mostly and startups ranging from which strap, belly, face too much your hydro startup. Feel free to check out my lengthen and website listed in my portfolio. If you're curious to find out a little bit more about me, also complete to reach out. If you have any questions or feedback on the classes and suggest you content that you would like to see to meet, Fulham will subscribe to your my classes. You could find yourself enjoying the process of learning with me and to see new classes as they come available. All right, let's jump right in. This class is suitable for at bands, beginners to intermediate level learn ISS. It's stuff peaceable. If you're a student, you could be entrepreneur, a creative person and the agency who is perhaps more focus on creative design and branding expects, but looking to expand your service offering into at delivery all you could be ah, traditional marketer sticking Teoh, gain a more full funnel knowledge off the show, Touchpoints, or you just could be a enthusiastic interest learner. This class is going to be slightly quantitative, quantitatively heavy in concepts. We will be going through a list of metrics. So at any point in time, if you through the pasta video to digest the materials before proceeding also leave comments for me, I will like to answer them as best as I can. Or your peers could also jumped right into, um and say some of your questions and have a discussion with you. So civil what? ISS marketing analytics. This definitely easa brought subject and can go really deep involving more advanced techniques off data manipulations. If you're in a mature company with data warehousing and dear infrastructures that allows for that some common languages that you may have heard for data manipulation might be SQL or also known a sequel. Ah, python. Or are. However, in this introductory introduction lecture, we will not be going into that. Um, another thing that people might be wondering is that, you know, in most company as well, they're people hired as data scientists. Um and you probably heard of them. You'll be wondering, what is the difference between data science versus marketing analytics? I would say that data sanctus much more involved in the process is off ensuring the right theater infrastructure is set up for capturing the data, pulling the data and manipulating them to distill d business insights to impact the business positively America, on the other hand, a marketer who is data literate will definitely have the advantage to be, ah, lot more self serve in the process of his or her work in conducting his or her own data an investigation or what we call a deep dive. So a data scientist and a marketer essentially very different, and now training. Ah, and often market is expected to make sudden leaps into insights from data that is aggregated by a deer, a scientist. So no data is ever going to come to you ready to serve for your marketing purpose. So at the very least, I would say that marketers, even though we're not data scientists, we need to know how to interpret numbers and to make data interpretations to form out on judgment and ah inform out marketing decisions. So to help us start nurturing ourselves to have a data mindset. I will be jumping into 23 platforms here, um, and help us to start making sense of data. 2. Introduction to Google Analytics: first up, we have Google analytics. This is the most widely used platform in most places, probably because it is free and also because it's very easy to use and to set up. But even though it's free, I would still say that G A is. It was done right, if set up correctly, can be very useful and informative, a tool that comes to you at no cost at all. And once we so once we had in a G A. If you don't have an account, you will get prompted to signed up and two at a property. So let's go ahead and do that right now. You can follow right along with the video, or you can choose to explore later with the help my screen shots in this lecture available for download in the Resource folder. Let's continue with all set up process. Once you're done filling out the feels, go ahead and click the button. Get tracking I d. Next you will need to implement either the checking I D to your website. If you're using a Web building platform like weeks, they may be a feel for you to input this idea into others. you might need to copy and paste the chunk off court, uh, into your websites. Quote in the head, attack off every page where you will like to see traffic insight from and that's it. We're all set. Once we're set up, let's come back to the dashboard and we see here an overview off. Ah, Web traffic and performance. We can see at a glance a quick number of user sessions, bounce rate and session duration. Be sure here to select and filter for the right date range that you want. If we were seeing the numbers looking a little weird sometimes, um, always double check that your date ranges correct before you panic. Now let me quickly explain what each of this metrics that I just mentioned a Lear meant. Um, if we click on the site navigation bar on audience or review again, we see this metrics and even more eso. Let's dive into what each of this means uses so uses that a number of people who have come to your website in the selected date range that you have selected new users refers to the Net. New visitors who came to your website sessions at a number of sesh sessions typically higher than the number of uses in most cases that you see here. And that is because the same individual users can have multiple sessions of visits, your website in the date range you selected. And therefore we regard sessions and users as separately session. We refer to each visits, whereas users R D people that is the actual visitors that come. Number of sessions for pair users explain exactly what I've explained. 40 higher number of sessions that we typically see we see here. On average, a user will visit 1.5 times in the debt range that we selected. Paced View provides a number off pages viewed by all visitors off. Our website and page procession here shows 6.25 which means that on average, a visitor will view up to six pages of your website each time that he or she come to visit in a single session, and that is very good. Average session duration is straightforward. It just means how long and use a span on your website. Per visit session bounce rate represents the percentage of time visitor land on your website and closes the window almost immediately. This could be that the visitor came in by mistake or he or she found your content and glance to be irrelevant and test chose to leave right away. So in this example here, we can see that this website is doing pretty well in sames off a low boundary and a high peace view procession. So all this is indicating to me that the visitors are all relevant and finding the content engaging. So what else can we see? Can we tell more about audience? Yes, totally for audience inside again, Let's go to the site NIF Navigation Bar and we can see the options, um, for lifetime value and cohort analysis. The's a new beta features, which allows you to see the lifetime value of of a visitor. If you have implemented tracking pixels on your website to measure number of orders or even revenues that you can actually start tracking the order value of visitors throughout their whole lifetime with your brand, this is known as the lifetime value off a customer. As for cohort analysis, a cohort is a group of users who share common Kirk characteristics that is identified by the analytics dimension. For example, all uses with the same acquisition date acquisition date being the analytics dimension here belong to the same court. And so this allows you to isolate and analyze court behaviors and tight back to certain marketing initiatives. For example, you might run a big budget campaign in January, and you will like to see the behaviors off all of your new customers acquired through that January campaign s, um, through the general campaign and determine if they are high quality customers. And if they are, then you will know that your campaign was effective and you shoot continuing doing it. And so this is an instance where you would do something called our cohort analysis. Next, we also look into characteristics off our visitors, the demographic details there, juror locations, behaviors and, most interestingly, their interests, which will help you to shape your campaign and inform your messaging. So this I called the affinity categories and in market categories on Google Analytics affinity categories will refer to more long term interests off your visitors base. Off the historical searches and browsing behaviors in market refers to the short term interest of there's. For example, if you're selling Ah, travel equipment. You might want to target people who are in market for travel related topics, since this indicates that they have travel plans upcoming and you know they should exhibit a exhibit a strong purchase intent. So, in my experience in market segments has been the most effective audience strategy to use in visual campaigns on Google. Knicks up. Um, we have traffic insights, and here we move on to, um, the section of data that tells you everything about the traffic that came to your website. You can see the top channel, that driving thes source of traffic A showed on the screen shot here. Of course, if you have more marketing channels and expand into paid advertising, this section will look a lot more populated. That pie chart will look more filled. Um, and next down the item. Liz, you may be curious with, um, the tap that you see called source and medium. This is where we usually utilize what we call you TM trackers in our campaign. Your URLs, This would be the extra bit of lengthy information you see when you click on some of the links online which, you know direct. You to a landing page. But you see on the L Address Bar as having that added information after the girl itself, usually after the dot com slash and beginning with a question mark and you'll see all the chunks of information and that there those are your you TM trackers to start using your own . You tm truckers. You can easily search for a free generator tool online in this example. Here I am using one from effin amazing dot com. I will simply feel the landing page where I one uses to land and then start building the U . T M para meters for certain, for source for medium and content. In this case, they call it the name of campaign. But for terms, you know, I will usually live it out because this applies more for search, where you see when you want to see which other can we show that he words? There are the ones driving in the traffic on, and this will be dynamically populated over Google ads, which will be a separate topics for us to learn in another intermediate class on at platform introduction. So, for example, if I would like to start trafficking. I'm tracking traffic for my Facebook boosted post. I will fill in source as Facebook. I would feel in medium as pus stick posts and the content as the title off the post it I that I'm boosting. This way I will be able to analyze the traffic over G A to see how this visitors behave. What also use it for my earned media channels. So before I release any articles of a redirect URL to my website for PR purposes, I would always include you tm trackers to my final girl when I pass it on to my PR partner and in this case, the source would be PR medium would be water over the publisher name is and then the name off the campaign. So once we set up this you tm trekkers is that using them will be able to see these sauce and medium section getting populated When this pages stutts um generating traffics. And you know visitors are coming in from all these various sources to a website moving back to our previous slight. We can also see referral traffic. This will be all the sources who have referred traffic to a website it could be part of our PR efforts. It could also be just people who have linked linked, ah, linked to us, which are just like part of our own media. It could also be affiliates eso different reasons why we might get referrals traffics and this are good indicators off. You know whom we might want to consider partnering up if the source of referral traffic is good. Last but not least, we can also view the performance from our Google at campaigns if we're running them the in fermented place. Ah, places to head into in this section would be campaigns, keywords and search queries. You will also be able to find information directly on at platform dashboard itself. But he is also another point of reference for you. You may be confused here with the difference between keywords and search queries. Keywords will be. The key was that you were such campaign is bidding on that triggered the at and brought in the visitor's, whereas such queries, on the other hand of the actual search terms that visitors input into the search bar to find you and visit your website. So it is always good to look at your search queries trend here on G and to see what new keywords you shoot an owner or consider adding into your search campaign. Next up, we move into page analysis under T Behavior section off Google Analytics. This is where you can see the performances off all your websites pages. This is where you might want to see which pages has the highest page view, the longest average duration span and the lowest brown straight. This use you an idea off which pages are the most helpful and where your content ISS lacking in relevance to your ward audience. So you know where where content is lacking in relevance, you audience these other areas that you want to improve. And you could take reference from the pages we shot helpful to try to create more similar content that, you know, people do enjoy. And next we want I want to point out, um, the behavior full section This maps out to use a journey on your website and show you wear a user usually lands and which pages they progress from there. This gives you an idea of the action that a user take while on your wall they're on your site and their path to conversion. It also shows you the percentage off, jump off at each touch points and lets you know where you need to strengthen your website experience to minimize the drop off and to bring users across the finishing line of conversion. Last but not least, we finally move into the section called Conversions. This section on goals is obviously where we will be tracking the number of conversions. This could be Lietz signed up for some of us. Or if you're an e commerce merchant, it will be check out to set up a conversion. Even on G eight, you need to heat on the new goal, but in which brings you through a three step process has shown here. So, for example, I am a merchant and I want to measure conversions as orders and I will set up the goal s make a payment. I will give it a name and give it an I D that I will remember and full buy in putting the check out completion page as my goal destination Your URL. This way, G A will be able to pick up all of the visitors who land on this page and compute them as my converted customers. And as we set up multiple goals and label them this way, we could filter on all off the metrics that we've walked through so far, the goals that were achieved. So, for example, to illustrate this on the audience, we can then see which audience group has he hires order, volume or which channel brought in the most orders when I include the goal as one of the metrics that I want to look at in the tables when I pulled it up. So once goals and you tm trekkers are all set up, we can then utilize more advanced features such as multi channel funnels and attribution to see that use a path to conditions through the channels. We can also see the number of channels a user goes through before a conversion. We can see exactly wish this channel touchpoints are you know, these pain for us. The picture off wish channels are the most valuable in converting a customer and assisting in the path of conversions. This then, you know, tells us with the amount of marketing budget that we should invest in so this is slightly more advanced topic and that will jump into that in the future series, where we talk about multiple multi channel attributions and the part the conversions. 3. Project: Web Performance Audit: So now that we have learned basic functions of Google Google Analytics for our class project, please go ahead and try to connect you 80 to 1 of your Web properties to quit. But this could be your personal website. Or, if you have a shop front, go ahead and connect that and conduct what we call our marketing Web performance audit. So try to present your data findings in ways that answers the full wing guided questions. This is a question that I will typically ask myself when I conduct a marketing audit. So go through that, find the answers and try to find ways to present your data s insights. 4. Introduction to Search Console and Closing: now that we have talked quite extensively about Google analytics since it's such a powerful and free tool, there is another free platform that I would like to introduce and various Google Search console, which can be really handy for morning to reading your suf it and measuring your organic growth. This is another free platform which works really well off course. They're paid options out there in the market, such as a C M rush, with more robust, robust features and even competitive intelligence. But this is a solid free alternative if you're still going out of business and operating lean. So first, of course, go ahead and connect your website and verify your ownership of the website, fooling the steps outlined in the screen shot. And now they're connected. He has how the dashboard real looked like I connected my own dummy website here for illustration. So, as you can see, this side has quite a lot of work. Teoh work on to improve its site ranking. However, the click through rate is pretty solid whenever is seen on the search results page. This is recorded as an impression here on the dashboard scroll down from the dashboard you can see the performance breakdown by queries by pages, countries and even devices. So you know which devices used most often to view your website. And you which device you shoot care about the moles in optimizing that website experience for your users. Next, we also look into coverage Mobile usability s Etro to find any errors and a pages site map is where we check. Um, I was submitted site maps. Mixture is done correctly and without Paris. If you're using template billers like weeks, um, squarespace etcetera. That should be options for seo purposes where you could submit your site meant to Google, and it should appear right here under your submits that naps and you will tell you whether it's done successfully and good. So once again, Google Search console It's very easy tool for you to monitor the growth off your website whether you have increasing organic traffic coming in, which are the pages and queries, they're driving that, um, top visitors on and the improvement in the metrics that you're seeing. So yeah, it's a very handy tool that we can use. And with this we wrecked up on our class on marketing analytics 101 This is an introductory overview to get your hands on some of the marketing data and gain an understanding of them . It definitely does not stop here. And as you progress in your experience and journey, you will find greater volume of data to take into if you hold and store customer data. You should be able to conduct more detailed court analysis and retention analysis on your customers. You could also do regression analysis to see the marketing spend on your channels to find the right amount of investment that you should put into a channel for the maximum lift If you go so you could go as far as the steep into the bar and says you want. But I hope that with this tools that we have just what you begins to have an appreciation for data points as it informs marketing. Once again, if you enjoy this class writing with me, Miss, follow and stay tuned into coming future way will touch on other into the topics. So follow me and I'll pop over to check out the customs dead realistic, enjoy learning and have a good day