Google Analytics. Measure Your Digital Campaigns to Improve Your Online Marketing Efficiency!

1. 01 LESSON 1 Introduction 1: Hi guys, my name is Anton Veronica. I'm the head of the internet marketing academies, skills boosters and web from experts. And I'm co-owner of web bromide agency. I'm delighted to welcome you to my online training course, Google Analytics, measure your digital campaigns to improve your online marketing efficiency. In this course, I will teach you how to use Google Analytics. I'll show you how to move from rich analytics to convergence analytics gray yellow. Then I will get into how to turn your conversions into transactional analytics. And finally, how to link everything you do on the Internet to specific sales. We will analyze how reports are set up, what metrics you need to choose and set up Google Analytics Goals. Interested, click enroll, and I'll see you at the following lecture today we will figure out how to build a performance assessment system and determine the correct indicators. We will be primarily using Google Analytics and Google Tag Manager today. What we will cover in details and discourse in our Google Analytics course. I will be teaching you about the capabilities of web analytics tools and how you can use them to measure everything you do in Internet marketing. We will build a complete marketing funnel that will allow you to assess how much each traffic source and each channel contributes to your business. Why am I teaching you about Google Analytics? But bromide agency is a Google Premier Partner and Facebook marketing partner. I passed my first certification course for Google Analytics in 2010, when the exam cost $50 and it wasn't even mainstream yet. Every year, google requires asked to renew certifications. And as a result, I have a mass quiet a few Google Analytics certifications. Over the years. I taught more than half 1 million students online and offline from all over the world. My goal is to help you figure out how to use Google Analytics to improve your Internet marketing. There are three levels of analytics that we will be discussing today. These are rich analytics, conversion analytics, and transactional analytics. Each level of analytics has advantages and disadvantages. Rich analytics is what most businesses have right from the start when they go online. These are the only metrics advertising system gives us. You can see a reach Greek CTR is bounce rates and metrics that have nothing to do with tails. As part of today's course, we will analyze how to move past this first level as quickly as possible. Start building conversion analytics and understand which conversion sources are the most effective. To understand what's going on with your analytics, you must know things like where your course come from, which customer's order and pay for your products, and of course, which goals and orders turn into sales. The third level of analytics that we will talk about in detail today is transactional analytics. By the time we are done analyzing your transactional analytics, you will be able to build a full fledged marketing funnel. What metrics are in a marketing funnel? You might ask every sin from rich to clicks, order sales, and of course repeat sales. Let's now move on to our first video tutorial, and they'll show you how to use the three levels of analytics in conjunction with the Google Analytics interface. Now let's see what this real levels of web analytics look like when you implement them into your Google Analytics account. First, log into your Google Analytics account. When you first log into your Google Analytics account, your first inclination may be to log right back out why there are a lot of numbers and reports. It can be pretty scary. Let's start with three analytic levels that we have to master. The first is rich analytics. You reach analytics can be found in most reports, e.g. go to the audience overview tab. Here you can see standard metrics that can be found in annual reports. Let's take a look at some of the data. We see that this week we had 12,303 users on my side and 10,650 new users and 16,097 sessions. There is a lot of data and how interested the audience is. In my side, we can see how many sessions they are, where per user, how many pages they viewed, how many pages per session, time on the site, bounce rate, etc. All of these statistics are interesting, entertaining, but they have nothing to do with sales at all. From this data alone, we cannot see how analytics affect our business. How does the fact that they have 12,303 traffic on my side? My business? Let's dig a little deeper and try to figure out what rich analytics looks like. Go to the conversion tab. Here we have the opinion to either go to the Google settings or the goal over your section. In the Conversion tab, we can see that target actions were performed this week. Looking right here, I can see that I have achieved 100 goals this week. One person looked at our contact information. Someone left an application for corporate training, 44 people applied for courses and much more. There is the euro who registered for our free online conferences because we did not organize them lately. Here we can see the numbers for our other forms of free trials, such as conference recordings, lead formats, sending a request, watching a digital marketer inaction and so on. I want everyone to understand that by looking at this, we can see which customers are fused to our business. This is what conversion analytics is all about. The next step is to look at our sales. In my case, my Google Analytics account is linked to a CRM system. As a result, Google Analytics has already provided me with the third and final level of analytics, which is transactional analytics. By going to the e-commerce tab and clicking on the overview section, I can see how much money I have earned. This data doesn't reflect the intent to give my business money, but actual sales. We see here that I met 197,140 to her evenness across 70 race transactions. The average value of a transaction is 8,571 greenness, which is about $250. I can also see which courses where I bought the most, the most popular courses are there SEO specialists, head of digital marketing, BBC specialists, SNR, spatial released BBC pro courses. So one, transactional analytics gives us an essential thing in web analytics. This is an understanding of where your money comes from. Now we will go to the Traffic Sources tab and see how our sales are distributed across all our traffic sources. Click on source medium. Now you can see which sources attracted the most people out of the 20th replications fire them. Where from Google search, I sold 61,059 greenness worth of quantum just from Google search. 21,424 grimness came from direct visits. 33,983 units came from Google. Ads, advertising other channels did not bring any sales this week. By going to the Google Ads tab and their campaigns tab, we can see how much money we have invested in Google advertising and our profit. Let's see what our profit was. Over the past week, we spent 1,129 grievances on Google Ads, which is about $200. We sold about $1,000 worth of content by heroin, these data, you can understand we channels are the most effective and word guessing we channels to invest money in live, want to know how to build a marketing funnel specifically for you. Let's move on and I'll show you how 2. 02 LESSON 2 Web analytics checklist 1 1: We just looked at the three types of analytics. I now want to introduce you to a checklist that will help you organize and remember Erikson that you'll learn in this course. This web analytics checklist will allow you to understand the basics of Google Analytics and Google Tag Manager. This checklist will also help you understand what indicators you need to track and what linked services are acquired to measure your own marketing campaigns result correlate. By the end of this course, you will have a complete checklists that will tell you what you need to do to implement web analytics into your digital marketing strategy correctly. Let's take a look at the checklist excel document that we will be using in this course. This is a small checklist that they have prepared for this course. There are three tabs on this checklist. The first step is what needs to be implemented in this tab, we will talk about the critical components that you need to implement into your digital marketing strategy. This tab will cover everything concerning their selection of indicators, setting up tools and installing tools, have gone through all the necessary steps. You will select the years for most of these questions. Like does take a closer look at what these questions are. The first one is installed Google Universal Analytics. This version of Google Analytics is supported until 2023 and will continue to be supported by Google for the foreseeable future. Then your version of Google Analytics is Google Analytics for or jeer pore. This is a new version of Google Analytics. J4 allows a user to combine different data streams within one account. Google Tag Manager. Google Tag Manager is a tool that makes life easier for any digital marketer or my set and codes as quickly as possible. Google take a system after the courts are set in Google Analytics and Google Analytics for Google Tag Assistant checks if you have set all your texts correctly. Before we continue, I want you to write down a smart goal. As I said at the very beginning, you key task is to measure the correct matrix. When you build a performance measurement system, it is extremely important to include your business goals. We will now learn how to write your goals properly. Our next task is to form a map of performance indicators. In other words, you have to figure out what you will measure besides your key Smart Girls. What metrics we will, you'll look at in your own Google Analytics reports. This is a very important tool. The next big question for all campaigns is how to use the URL builder tool. Without these tools, you will not be able to see how a person found your side. In this course, we will figure out how to mark links and do it as efficiently as possible in order to move from rich analytics to conventional analytics, derived few essential things that need to be set up. The first thing you have to set up your goals and events. You must learn how to use the interface to figure out how goals and directions are configured and how to do this as quickly as possible. If you are online store, you will have to price is on your side. You need to understand how many sales you've made, how much money you have made, and which products have sold the most. To see all of these information, we need a commerce model. We will talk about e-commerce models in detail later on in the course. If you talk about B2B services, sides, developers, and cleanings, then calls play a massive role in conversions. Your ability to trace calls and understand the sources of these corals is Whitehall. Together we will figure out what called tracking channels or how a cold tracking system is used. And we will also do some practice working visa call tracking system. Without the help of Google Analytics and Google asset accounts, we will not see whether or not the data from Google visit DC advertising is being displayed correctly. I will teach you how to link valuable information together so you can have the most accurate and reliable information in your Google Ads report. You will learn how to track the effectiveness of your channel. You will learn how to build a custom reports for all your traffic channels and how each report affects your business. Transactional analytics is the most important part of web analytics. We'll talk about building a transactional analytics, the principles of building M marketing funnel, and how to move from clicked through to sales. Learning. All of these things will be the icing on the cake for the course. The next important tab we'll look at MPhil out in details is your conversion tab. It will track your smart goals, macro conversions, micro conversions, and intermediate metrics in this tab. Together we will also fill out the interaction Format section for the URL builder and UTM tags. All of these and more way to, Let's do some practice. 3. 03 LESSON 3 Key Performance Indicators (KPI): Let's figure out what businesses do wrong when they tried to evaluate results. To evaluate results properly, we need to know what the right metrics. Google Analytics, google Tag Manager, and J4 are very cool and useful tools, but evaluate and results is not about how you measure, it's about what you measure. Kpis, or key performance indicators, are what we will be primarily focused on in today's lesson. We must understand which metrics are the most important and which metrics will become secondary to ask, let's go through the typical process that businesses go through when they first go online and measured the advertising campaigns results. The first level of keep eyes if the level of attraction. Here we see the metrics that advertising system gives us. These metrics include impressions, clicks, and CTR. In most cases, intrapreneurs and marketers looking at Google as reports and Facebook as reports, don't understand what are they looking at. Impressions and clicks or metrics that tell you how many people saw your ad, how many people were interested in your ad, and whether they clicked on your website or requested and application. There is an excellent Sitter metric that you can calculate with this information, the formula is clicks divided by impressions. At first glance, you might think that this metric alone tells you whether an ad was effective or ineffective. But sadly, this is not the case. Ctr by itself can by no means tell you the effectiveness of your ad. It's a matter of that is responsible for telling you just two things. The first is targeting accuracy, darker and accuracy. It tells you if you are making to the right audience and offering something they want. The second thing I can tell you is if you have created a quality ad, you can draw a banner yourself in paint or higher. I designed it to do it for you. You can shoot a video yourself or higher production team to do it for you. The later we'll probably yield better results. Your sitar will also depend very much on the quality of your creative messages you put in your ads. Remember the city error metric is not about the effectiveness of your advertising, it is about the effectiveness of targeting and the effectiveness of your ad message. We just learned about three simple indicators that we can get at the regional lytic stage, impressions, clicks, and CTR. All of these metrics can be found in your reports. You will be able to learn all about them now, on the next slide, don't worry too much about these metrics. This is just the beginning of the lone pairs you will have to work to complete this course. The second level of analytics, performance indicators, and interactivity. What are the metrics that allow you to track how well you are doing? A good metrics to start with, the audience who has already come to your site and the people who have clicked on one of your advertisements. What about site engagement? There are several TBIs that can be found there as well. Here around the metrics that you should be focused on. These metrics, are there bounce rate, time spent on your side pages per visit and visit. Each of these indicators has significant drawbacks. Let's start with the bounce rate. In J4. This metric will be gone, but it will be present in all Classic Analytics systems such as Google Analytics Universal similar way up and it's hemorrhage. So what is bounce rate? Bounce rate is the metric that represents the part of the audience that only viewed one page. A person could be on your side for thirty-seconds of 30 min, but it is considered at balance if they only viewed one page. Is bounce rate critical and deadly for marketers, for those working at their reach analytic stage, it will seem that this metric is the most valuable to your campaign. Many newbie marketers look at the bounce rate and start to freak out, Oh my God, I have a 75% bounce rate. How will I ever survive? But it doesn't work that way. The bounce rate for many businesses with a high metric of 70, 80, 90% is still very normal when a high bounce rate is okay if your business is seven through calls, Let's say a person visits your website and sees a phone number where we'll add customer typically see a phone number at the top of the first page of the visit. And what will a customer do if they are interested in your product, they will call you and Olivia side. We know that customers made a call to our business, but Google Analytics has still counted. It's a balanced for us. So does a highest bound race means that you are businesses failing? No, it does not. This is adjust Comparative that you can use to see how you stack up against channels, ads, and campaigns. It should not be taken so seriously. And if this word of democracy is hovering over your advertising campaign. Time spent on this side, this metric also has several big differences. In Google Analytics. By default, the time on the site is considered dirt, incorrect. Why? Let's say you have a user who has viewed only three pages. On the first page, he stayed for 1 min, on the second page, 1 min. And on the third page, you found what interested him and state for 10 min, how much time will Google Analytics account for this user? It will seem logical to sum up all the time and say 12. But this is not the case. Google Analytics is a simple program that takes into account simple actions like that transaction between pages. The 10 min spent on the last page will not count. For a user who has been on the side for 12 min, google Analytics will only count two of those minutes. This course, a lot of pain and frustration amongst marketeers. Therefore, when a marketer, a user only stays on the landing page for 25 s and Charles, Oh my God, how can you read my landing page in fainted 5 s? This is a case of mice interpreting the data. If the marketer has a lot of information on the landing page, they will not feel the need of to visit other pages and simply leave the site pages per region. Just because it is a metric that allows you to compare different channels and sources. Pagers per visit helps a marketer understand how engaging the content is and where the audiences come from. This is a fairly objective metric, but usually it has nothing to do with sales. Side can be completely different. Someone might create a cypress moment in mind. Another person might make a length a landing page that navigates through the point. Pages per visit by itself is not a tell-tale sign if your site is an effective or not. The last metric will look at during the interactivity phase is new visas. Again, many businesses say that they have as teller sales team and want your audience to sell to. But can the new visas metric be trusted? The answer is no. Why? Because at the moment, Google Analytics is about cookies in terms of new visit, I account for at least three people. That's because many people, including myself use home computers, work computers and mobile devices. If I use multiple devices and different browsers to access to the same side, I will be shown to Google Analytics as a different users each time. So if you have a lot of new reasons, it doesn't necessarily mean that you are getting the new audience. You haven't been reaming off. Let's move on to the next video tutorial and they'll show you how these metrics are displayed in where to find them in the Google Analytics dashboard reports. Now we will take a closer look at what rich analytics looks like within the Google Analytics interface. Go to Google Analytics and click on the Audience tab. Here we have data about users, new users sessions, sessions by user base use pages per session every session, duration, bounce rate, etc. These are the metrics. They will be in all reports and all headings. E.g. if you check out the traffic channels, traffic sources, all traffic and source channels, most of these previously mentioned indicators will be in all of these reports. Users, new users sessions, bounce rate pages, and average session duration can be found here. And there is a lot we can do with these data. Let's take a closer look at where we can see a marketing funnel in Google Analytics for rich kleeks and CTRL. This can be done for two default traffic sources. Again, just by opening your account, you'll have linked all of your data to Google Analytics. All of this data is from your Google organic search, LinkedIn, Google Analytics, and Google Search Console, google S, and link in your Google ads and Google Analytics accounts. That works. What do we need to do? We go to the Google Ads tab, go to the campaign section. And here we see a list of advertising campaigns that we currently have. Here I have all the necessary statistics that allow me to see the whole marketing funnel within the framework of Google ads. To do this, we need to go to the Google Ads report and select the clicks tab. And here we see how many impressions we had. We had 56,852 impressions and 1058 clicks. We can also see is that cost, CTR, cost-per-click, and revenue we had per-click. Google then tries to use is L hertz and formulas to calculate the return on investment. But it doesn't do it very successfully. In the Google Ads case, we can see at the beginning of the funnel the number of impressions, clicks, and the CTR. Okay, Let's, let's move on. We're now going to learn more about Google Search Console. Go to the wireless tab, how you can see how many impressions you have made for specific wires, how many clicks you have gotten your CTR. This data has been directly pulled from Google Search Console, organic Google traffic. Within the framework of this data, I can see the data from the reports in Google Search Console. You can see them in Google Search Console, or you view them by going to your Google Analytics report after you've linked your accounts, he received the clicks, impressions, CTR and average position metrics. Let's test some of these metrics out. E.g. for the repro miles per search request, we are in first place. We have 137 clicks, 296 impressions. And by doing the formula I taught you earlier, I know that our CTR is at more than 46%. These are the good things you need to understand about rich analytics. Each ad system you use will give you its metrics, VTR, CTR, number of clicks, impressions, and so on. You can also get this data from other advertising platforms. But you have to make an additional setup for each platform. 4. 04 LESSON 4 Key Performance Indicators (KPI): The next thing we will talk about is conversion skip guy. Here we will go over the metric that will work at both the conversion and transactional analytics level. But let's start with the detonation of a conversion. What is a conversion? Conversion is a target action that user takes urine the purchasing processes. How does the purchasing process usually take place on the website? There are two main macro conversion, or in other words, two key actions that get a user closer to buy in some sense. The first main macro conversion is adding an item to a cart and playing for you. The second main macro conversion is a call made to the business in question. You, as a marketer, must understand that targeted actions that have less impact on a sale are also important. These less impactful conversions are called micro conversions. Micro conversions can be all types of subscriptions. A person who use contact information and someone who reads your About Us section. There are many more micro conversion that the ones I just mentioned, a person can scroll through my page, click on some buttons, interact with different elements of your site. And those will also count as micro conversions. Okay, we went over what conversions are and hopefully you have written some of them down. What else do you need to consider? Keeping in mind that people don't buy right away. You have to keep in mind that some people tend to have a long and complex decision-making processes. Don't understand this process. You should think about what channels help attract them most people to your site. But at times it can be quite confusing to understand which size bringing the most conversions. That's why I will not teach you about assisted conversions. We can view the entire decision chain whenever a person did not purchase something immediately and then returned from another source. When someone views something and then returns from another source, it's referred to as an assisted conversion chain. A marketer must understand what Facebook, what the first channel, the help a person find your side later, that same person to return to your side. We are your mailing list. And then again from Google, only after all of these did the user finally performed the target action transaction. A transaction is a person that didn't just leave an application they paid for your product transaction or the basis of transactional. And you need to understand which user filled out an application and paid for one of your products. By having data on your transaction, you can calculate the following methods. Return on investment or ROI. How much we invest it in our advertising, how much profit received? The lifetime value and individual customer brings lifetime well, if the entire relationship you have with clients throughout their respective lives and individually usually buys more than one product from our company. Every customer follows a certain pattern. The ability to calculate LTV is a strong advantage that transactional analytics has. Now let's move on to the screencast and see how to correctly registered macro and micro conversions. Use our checklist and check out some project examples. The first thing to start with, the setting up analytic is to write down your smart goals. What are smart goals? Smart goals or benchmarks for goal setting. Smart goals should be specific, measurable, achievable, realistic, and time-bound. The idea, I want to make a lot of money is a great idea for a research list, but not a smart goal. The goal should be specific. What is money in marketing? Is your revenue or profit? It must be measurable. How much money is it? $100,000 Canadian dollars. We need to understand currency and size. The goals should be achievable. This is when a lot of confusion happens. We'll have to set up untenable golf ball of cells only to be disappointed at the very end of the reward. The goal should be important, not unrealistic. And finally, goals have to be completed in a limited amount of time. Smart goals, I used to create calendar plans, sales calendars, and profit calendars on my spreadsheet, I have the goal of earning $100,000 in the fourth quarter of 2022. This can be a smart goal for a large business, but for small business, it may be unattainable. But this is an example of a good smart goal. What do we put down right here? First of all, we write down every single little related to money. These are your sales, this is your profit. This is the number of contracts and clients. If we are talking about B2B, this is your market share, which again, can be shown as a percentage. It's Martin. Goals are not about traffic, not about lives, and not about building an audience. They are type of reach metrics. This is exclusively about money, about sales, about one directly ethics results. Next, we must write down our macro conversions and micro conversions. What is macro conversion? And macro conversion is a key target action that maximize sales. Person might have purchased something from our side or made a call to our business. These are our queue, macro and micro conversions. It is understood that the word order may differ from situation to situation. This can be a question in an online chat, a question to chat, bot and message. We are Messenger and the male callback form. Leave your contact, called me back in one-click and so on. That is why the order format can be modified. These are all our macro conversions. If there are several such forums on the site, we registered them all here, we take everything into account. What is micro conversion? And micro conversions shows that a person is interested in your project and you should track micro conversions as well. Let's talk about what good micro conversions are. Micro conversion could be F4 on a social network or a newsletter, or a registration on a side. It could be when a user navigates to an About Us page, contacts page, and the terms of payment page. Anything that indicates a user's interests can be counted as a married micro conversion. In the future, we'll be using Google Analytics as an e-commerce module and we can start measuring conversions. Write down your key smart goals, macro conversions and micro conversions in this second tab of your web analytics checklist. 5. 05 LESSON 5 Web analytic systems and Google Analytics Tools 1 1: We have answered the process basic question of what we are measuring now. Now we will move on to the Tools page and begin to figure out how are we going to measure. The frog thing I want to talk about is what analytic tools are. The gold standard for a web analytics tools is Google Analytics. Even in the early days of Google Analytics, there's no question. Reach to what the best. If you were to ask someone about their favorite analytical tool, Google Analytics would have been the answer. And then Google did the unexpected. Google came out and said that there would be two Google Analytics, the old Google Analytics or Universal Analytics and the new version of Google Analytics, Audi A4. I will tell you what the difference between these two tools and why you should use both. Let's start with the history of Google Analytics. In 2005, Google bought a third party company called urgent, which made simple analytic system. To use the analytic system, it caused a client about $250 a month and makes Google Analytics completely free for its clients. This is a service that perfectly complements that day-to-day task for a small business and helps it to understand what effective advertising is. First, you need to understand what google S advertise it is and how you can evaluate their return on investment from Google ads. Universal Analytics is an updated version of Google Analytics and that was released in 2012. It has already been active in the US since its launch and people are used to it. But the program's still runs on the old urgent core. The main problem is that these analytic tool does not help people figure out who interacts with them between different clients platform. In 2012, mobile applications where gain in popularity and users were using mobile devices and more and more. It used to be that if your business head boss a website and mobile application, then immediately Universal Analytics began to have problems. We had to use separate Google Analytics accounts in Google Analytics for history no longer walls around individual cookies. It rewards around individual users. The concept of the version of Google Analytics is mobile app plastic wrap. With J4, you can now combine your web analytics with your mobile app analytics. Working with this system, you don't get your analytics from specific cookies, but from each individual user. Google Analytics collects user data when people visit your website or use your mobile application. If you are small business or you are just standing at a digital marketer, you don't need to use the J for prayer algorithm using the classic version, we will surface until 2023 when this version will no longer be supported. So we have time. But if I value, I still collect as much data as you can on the new platform now, therefore, for most of our clients and students, we recommend that the two programs be installed on your side at the same time. What systems are important and critical to your success. There? The reference at the moment are small for you, but at the same time, the moment will come when Google will terminate its Universal Analytics program and solely use is J4 program. Let's move on to see where to find Google Analytics and J4 and how to install these systems on your website. Let's see how the process of creating an account in Google Analytics works. All the columns will be Universal Analytics accounts and New York cars will be Google Analytics for accounts. In addition to the account, we also have resources and the view, this is how it was structured in Google Universal Analytics in GFR. Unfortunately, we don't have use analysis. I used to do them, but Google decided to take them away from us. The account is most often the name of the company, e.g. where from experts and the resource is what we are tracking. It can be a mobile application or the website itself. Let's take a look at the process of creating an account and collect in a code, click Create an Account now named the account, I'm going to call my account my own site.com. This is where we enter the name of your company. Will then immediately subscribe you to all possible data collections that could be of interest to you. Click Next. Now you should have a collection of data by default in Google Analytics for, if you want to collect data in Google Analytics for and Google Universal Analytics, I would recommend that you use the Alt calls and the new ones as 0s. Decide for yourself what data you need. Fill in your domain name. In this section here, e.g. I'm going to use the domain name, my own side that come. It is very important to choose the correct time zone, because if you choose the wrong time zone, you may experience as strong discrepancy between the data, e.g. there may be a drastic difference in the data you receive from Google ads, Facebook ads, and the data you see in Google Analytics. Even though it is cash, there will be diverse indicators, clicks, and sessions within your Google Analytics. Next, you have to choose the currency that you are accountable use. All these congruencies are here. I'm interested in dollars, so I will now select dollars. But of the shows additional parameters feature that we can create a view on Google Analytics for. We also have the opportunity to create a resource on Universal Analytics. Using Google Analytics for you do not have to specify that your website is HTTPS or HTTP. On the other hand, universal Google Analytics requires you to confirm your site is easier, HTTP or HTTPS. Now, correctly indicate whether your site is HTTP or HTTPS. Then check if this side has a secure connection or create a property for Universal Analytics and Google Analytics form. There are situations where you will be only needing one of the analytics program. But still, I will recommend using boss calls and versions at the same time. Now click Next. Google now asked you to fill out a small questionnaire about your company. How many employees you have, where you are located, etc. I suggest that you just keep this section. Okay. Google is now asking us to a tap, a user agreement. If you don't accept, you cannot customize anything. The user agreement is basically what Google does and does not do. Click Accept. And now you have two views. In Google Analytics, you can now start creating data streams. To work within the framework of Google Analytics for you must create the data streams yourself in the future to make sure your configure your settings correctly. And J4, you should use global texts. You will get a code like this and you have to install it in the head section. If you are not good with God, you can ask a programmer to do this for you. The third option is to use Google Tag Manager. I will teach you how to install calls using Google Tag Manager. I will talk about this with you in the next video tutorial. Here we have information about data streams. You can choose which things you want Google and Universal Analytics to record and not record. E.g. Google Analytics can record our Guan clicks, side searches, video interactions, and file down laws. Universal analytics, we have to configure a lot of these settings manually in J for this, the same things attract automatically. Does the Tabia, Google Analytics, though, google Tag Manager, we need to use these data flow and identifier. We can save it and copy it. I just like where we can copy and save the code. All the interesting data is located in the data streams tab. Here we can always add a new strain for an iOS application, Android application, or a web resource. If you want to add a new stream, create a stream name and name it. For further customization, you or your developers have to install a chord on your side. There are two ways you can do this. You have to use the Google Tag Manager tool or installed the code yourself in that tag hat of your side. Let's take a look at how things are going with Google Analytics. Here we see two different views. We have created a tracking code the way this is Universal Analytics and J for tracking code, go to the J4 interface, click on the tracking tab and then select track caught. In this section, you will see that this source quad that you need to install in the tag head section. Okay, installed this card in the deck has section. Now you have three options. You can do it yourself if you have experience with code, or you can have a programmer to do it for you. The third option is to use Google Tag Manager. We will talk about Google Tag Manager a bit later. Let's move on to the next video tutorial. 6. 06 LESSON 6 How to Set up Google Tag Manager 1 1: We have just looked at how to get calls and install them. If you're a developer, I'm good friends with a programmer, then all of these codes can be installed easily. Unfortunately, not all marketers and not all businesses have this luxury. Therefore, Google has come up with a great tool that allows you to install codes yourself. Until a few years ago, setting cost was one of the main problems for digital marketing as a programmer is expensive and you have to fail. The fact that doing a simple line of code yourself can take several hours and even days. I have stories about programmers taken three months is to write a small amount of code due to time constraints and burnout. This is where Google Tag Manager comes in handy. Google Tag Manager was created so that you can install simple cause yourself and trust me, digital marketers have to constantly installed costs. These costs are for your analytic program counters, conversion tracking, remarketing, etc. You can install codes with minimal effort by using Google Tag Manager to figure out how to use Google Tag Manager correctly. Stay tuned for the next video tutorial. As I said earlier, one of the problems where digital marketer or website owner is installed and cause colds needs to be set regularly. And Google Tag Manager is an excellent tool to help you install cause. What is Google Tag Manager? Google Tag Manager is a tool that allows you to install codes and avoid using problems. The paradox of all of this is that you will still need their help installing Google Tag Manager. Let's install Google Tag Manager together, go to Google and type in Google Tag Manager. In the third box, click on the Google Tag Manager, I'm going to switch to another view. Now. Here I have completely new account into which I work. Let's create a Google Tag Manager account, e.g. my company is my own side. Like in Google Analytics, we first write the name of our company, then we choose the location our business is located in. Then finally, we create the container. The container name is unnatural. If the name of our side, we now have to choose what platform we want to work with. Just like in Google Analytics, we can choose iOS, android, and B and server. For now, we're just concerned about the website, the website option, then click Create. You will now have to accept Google Tag Manager tom of services agreement. Once we have done that, you should end up on the Google Tag Manager's main page. Now you need to install two pieces of code. The first one in the head, tags so that the website laws as quickly as possible. And the second piece of code is the tag body. Once you have done that Google Tag Manager, we'll start to work in conjunction with your site. When working with Google Analytics, google Analytics Universal, and Google Analytics for, it is essential that you make sure that your quotes have been installed correctly. I recommend that you use Google Tag Assistant to have sure, all your costs were installed correctly. You can easily find Google Tag Assistant in the Chrome app store. Go to the Chrome Web Store, type in Google ticket system. As you can see, I have downloaded this application. All I have to do is click Add to Chrome. This is the Google Tag Assistant icon. You need to pin this icon to your app drawer. Now, let's configure some basic settings within Google Tag Manager, there are several key features is that we need to confirm the main feature that we use in Google Tag Manager. If that tag feature, e.g. we need to add a new tag. Let's say that you need to set up Google Analytics yourself. The first step is to set up the text, rename the tag and click EdTech. Within the framework of Google Analytics Universal, there are a lot of things that can help us. There are several types of tracking. Let's look at the page view tracking type. Next, we have to choose a new variable. Now that we have a new variable, we need to add a tracking ID returned to Google Analytics and go to your website settings. We are now in the interface. Go to your identifier's. Here are the tracking tab and tracking code tab. And here we have our identifier. This is the track and identify. And now we copied this identifier to Google Tag Manager. All of your key data is here and go to Google Analytics settings and then press Save. Now we need to select triggers. Triggers tell Google Analytics records should be implemented. Bread that triggers bottom. There are several rules you can choose from. We can create new rules, but in Google Analytics, we need the code to work on all pages of the side. All Pages means all the pages of your site. We'll select this rule and click Save. Wherever seem to work. We have a little more to do. If necessary, you can use debuggers to start the preview, sends a code version to the publication and write that V installed Google Analytics Universal. I recommend writing the date down, e.g. April 1, and then he'd published Google Analytics Universal is now set up on my side. Okay, now let's do the same thing for Google Analytics for select a new tech than J4, then select the tech configuration. Click Google Analytics, google configuration. For now we need a data stream ID returned to Google Analytics. In your data, jump to that data streaming identifier. We have the data streams there once again. And here is the identifier that we need to copy and install using Google Tag Manager, edit here, setup the trigger, then click Save. Now we have completed the setup and installation for Google Analytics Universal and Google Analytics for using Google Tag Manager. Now you can install any third party tests through Tag Manager, e.g. you can install and morale marketing conversion, tracking code or even use Yahoo Analytics to do this name attack the apple and add it to their tag configuration. Now select a custom HTML tag, then setting up, yeah, for analytics, you will be given the same code as before when you installed Google Analytics. Copy and paste this HTML code into your eye off Analytic Studies. Turn on processing for all pages. Then click, Save, click, Send, write down what you installed. In this case, it's the RPA Analytics. You do this because later on, if there is a problem, developers can figure out why something doesn't work. Click publish in just a few clicks. The necessary costs are added. Google Tag Manager is both a useful tool and holding your security and your large international organization will just dies. You are trying to install Google Tag Manager. They will try to make sure that no third party and dangerous people have access to this service. Because by using the aortic manager, they can access error sin, malicious codes and cryptocurrency miners will try to infiltrate your site. Be very careful about who your grant access rights to. 7. 07 LESSON 7 How to Create Tag Links 1 1: Okay, and now you have Google Universal Analytics and Google Analytics for installed on your side. And at this point you may be using Google Tag Manager if you have a good development team, perhaps not. What is now missing in your web analytics? You are missing UTM tags that we allow correct data transfers. What are you, Tim? Text. **** tags will tell you where a user came from. E.g. a. Utm tags might tell you a user came from a banner ad SMS message or WhatsApp message. We can get all this information with the help of URL builder in what we want to tell you a story about now I started using this tool back in 2011. At that time, everyone that did digital marketing began to use social networks. They also decided that it was time to post content on social networks. Are thinking what that social media was not just a trend, but the future of digital marketing. We set up a Facebook page for ourselves and try to launch our first advertisement. We told our employees support our interests in social networks, like group post and comment on our Facebook page. So it seems active. This is a story that is probably typical for any company that starts doing the Samson on social networks. This time, we were trying to figure out how to measure the effectiveness of our activities on social media. If you go to Google Analytics and try to find the source of your Facebook traffic, by default, you will have some weird Facebook referral line. This line does not tell us if social network works in, does not give any specific at all from this information, it's impossible to understand if this lens came from your personal page, company page, or your advertising. But have the links came from influencers on Facebook or some kind of social media group. To understand we are liens come from digital marketers use URL builder when we started using social media, our applications come exclusively from search engines, Google PPC ads, and search engine optimization. We have very good SEO positions. We run number one for their core wires like site optimization side promotion and PPC advertising being first gave us a lot of leads when we started our social media, one of our bloggers who posted links to our Facebook page, figured out how to use Facebook has all the employers said, yes, we are going to social networks and we began to pause like command and create a whole social media movement within our company. What did we get out of all of these? Traffic from Facebook began to grow smoothly and the number of Facebook referrals increased. But there were no applications. There are no orders for training for our agency of our SEO once there was traffic, but still not orders. But there came a time when the situation changed, we started getting leads from Facebook. It will then that a critical question arose. What is responsible for our success? What's the blogger who posted on articles on Facebook? Was it because of our Facebook cats? Maybe it was our employers who were actively sharing, liking and commenting on all of our content. We were only able to answer this question when we started to use URL builder, we started to post all the links for you used on Facebook. Then my answer became clear to us. Most of the traffic was given to us from blog activity, but there were no others. So what was the problem at that time? We were just boring, take gigs. We were interested in all new products, but because of the language we used, our potential clients couldn't understand what we were saying. Competitors and freelance for thread our content with delight. But to the potential clients, correct? Our article, our article was just a big jumble of code. This story is a great example of not hitting the target audience. The next step was to launch advertising on Facebook. But usually your first try at Samson in life will not go as planned. And we were now expect we had some traffic from Facebook cares, but there were no orders yet. The employers did their best. How did our employees work on social media? On social media people trust people IN several of my colleagues have spoken about this in lands in seminars, I will explain to you how the principle of sociality works. I collected business cards after seminars and edit everyone I meet to Facebook and LinkedIn. And then when I posted content on my Facebook, everyone said to themselves, I know this guy, I can trust him and give him my mind. And at the same time, this logic world-class, because we started tagging links, we were able to see what worked and what didn't. Because of this will significantly improved our content on Facebook. Let me teach you how to use URL builder so you can now wear your audience comes prompt to you. When you go to Google Analytics reports and analyze traffic sources, you go to either source traffic or all traffic or source channel. Here you are faced with one universal injustice. By default, Google will hide a huge amount of data, e.g. when trying to analyze traffic from Facebook, there are some Facebook referrals, but you will have to face the fact that all the Facebook traffic will be hidden, N11, all traffic from your partners will also be hidden on one line, our task is to understand where our Facebook, YouTube, Instagram, and other partner channels get the audience. E.g. suppose we tried to sort traffic from Facebook. In that case, we will see that in addition to the Facebook referral, we have data from Facebook CPC, and our Facebook BBC advertising. A Facebook post is a specific post about Facebook events, links placed in opinion leaders pages, our groups, et cetera. There are over 20 channels on Facebook where we post content in one form or another to achieve our marketing goals. These did not appear here by default. To correctly understand where exactly people come from, you should start using the URL builder. Let's go to URL builder and to campaign URL builder into Google and click this link here. The first field is used to determine who will bring and two, where we will bring them. E.g. I want to bring an audience to our wrapper miles per site. Suppose I want to tell you that we have a new version of my experts that we translate it into English. The first thing we need to specify the landing page where we will derive traffic, e.g. in our case, we want to lead the audience to our homepage on the English version of our site, we can say, Guys, great news. Our site is now available in English. Next, you need to specify the parameters of the campaign. What are the key campaign parameters? There are three things that you need to fill out here. Source, channel and campaign. I have a cheat sheet for you here. This is the third tab of our URL builder checklist. Here are examples of UTM parameters, e.g. for source, it will be a site or a partner. A site partner is where you bring your audience from, like Facebook, YouTube, or a news site. The medium channel is how you bring this audience, e.g. with the help of a banner, PPC, advertising opinion leader or Mendelian list, 0 SMS message. The last parameter if the campaign name, this should tell exactly what your advertising. Let's see how this works. Go back to the URL builder. We have already indicated where we are drying and traffic, e.g. we want to drive traffic to the main set. We know what our campaign sources are, e.g. Facebook and YouTube. The campaign medium is what type of content leads an audience to our channel. It could be a banner, CPC or email. The campaign name is what we are. Now it looks like the Facebook CPC. By scrolling down a bit, we see that there is already a link that we can take and post on Facebook. You can use this same process to generate links for mailing lists, instant messengers, SMS messages, and working with advertising partners. You must take all your traffic sources with URL builder. Let's see what the link looks like. Experts, dotnet, UTM source, Facebook. The source of the referral is Facebook. Utm. The medium for us is CPC, and the UTM campaign is English versus all these parameters were entered into the URL since every parameter we know is preceded by the world or TEM, these labels are often called UTM tags. Let's see if our link works before we post it, go to your browser and press Enter. If the page opens, everything is working properly. Now, go to Google Analytics in the real time reports. Check if your traffic channels are displayed correctly. Go to the traffic sources and open real-time reports. Given that I am now in the view where I have a filtered IP address, I will now switch to another view. At the moment, we have 35 people on the side. There is a lone person who came directly from Facebook. Here are the Facebook UTM medium, the Facebook CPC, and Facebook advertising texts. There is no advertising link. Although if the sent it to some other advertise and post an announcement, it will work as described previously. This is how URL builder works. That all the links in your advertising campaigns to both links to your channel. You need to use bit.ly. You can create a short link by simply clicking copy URL and then click convert a short. After that, you will be left with a nice, neat link. I recommend that you create a Bitly account. Go to Bitly and registered. You can log in through Google and Facebook. Now you can create new links. Click rate indicate the link that we want to shorten. Now you can customize it. E.g. I. Can write an English version will be p, and then I can make the link short and convenient. With Bitly, we can use a tool called QR code. But to access this tool, you need to pay for the premium version. Qr code is useful if you want to keep track your presentation materials, outdoor advertising, or stories where you want to place our QR code. This makes it easier for people to download it and follow it. We can use a QR code by going to Google and just searching for a QR code generator by going to a QR code generator side who will be able to create an axon short link which you can implement in the future. With the help of URL builder, you can measure the effectiveness of online advertising and offline advertising using QR codes. 8. 08 LESSON 8 How to link accounts 1 1: You don't need to manually tag links for Google or favorite ad source. Let's think about what the source could be. The answer is Google ads. When you run ads on Google ads, you do not need to tag links. You just need to link your Google ads and Google Analytics accounts. If you do not do this, the data from Google's organic search engine and Google CPC will begin to separate. And this is a huge problem because these are the results of your campaign. This division does not happen automatically. It only happens if the accounts are linked. So in layman's terms, what does this all mean? You have an SEO specialists and BBC special that you pay money to. At the end of the month, you'll log into your account and you see that the traffic from all traffic from the Google is organic. What is the first thing that pops into your mind? That's right. You want to find your PPC specialists and have an argument with him. But in fact, the fault is not all on the specialists. You didn't link your accounts. The links we're not tagged and automatic tagging was not enabled most often, no one bothered. And we'll create and sales performance. In this case, when the PPC traffic is turned off, then the SEO traffic will also be turned off. As a result, the data will show a large deep in tragic one time travel agency came to ask for promotion. They asked us to get the traffic from search engine optimization. We started to analyze their search request and we found that there were almost not. But they remained a demand that they had done everything correctly and asked us to go check the Google Analytics. So working react guys, need you accidentally have PPC advertising for your website. We had to ask this question because it could force us into some unrealistic obligations. If we did it, be sure to link your account. Otherwise, all the traffic from Google ads will count as traffic from Google organic searches. Let's now do some interface practice. I will teach you how to link your Google ads and Google Analytics accounts. And I will show you what the gasoline parameter for automatic metric account linking looks like. Okay, let's go to the video tutorial. As I said earlier, one of the main sources of traffic for your Google Ads. Google has created a separate Google Apps tab within your traffic sources. Here you can see which campaign cures and search requests bring an audience to your site, but this data is not in your report by default, for them to appear in your report, you need to do the following things. The first thing you need to do is connect your Google Analytics with Google ads. If you go to the search bar and type in reprimands, pursue sees that the advertisement for our campaign is in the first place. For the sake of my students, I'm ready to do anything. Even click our own ad to show what attraction parameter looks like when using and automatically. By clicking on our ad, we will see that there is also a long tracking parameter. In addition to the wrapper on my espresso can add courses address itself. This is Google click ID. Google click idea saves all the information that we would have implemented into their UTM beforehand. This information tells us if a person come from Google ads and from which campaign. It also tells us which add the user reviews to find us. All this information is woven into this huge tail. A tail is a mixture of large character, small Keller up terrorists and the letters. This codon table contains information about everything we need to know about the user from Google as perspective, our task is to link your Google AdWords and Google Analytics account together and make sure everything is running correctly. First, go to the administrator top. Now we're going to focus on the Google as things. Here we add a group of linked accounts in, already have accounts linked. It will not show anything new to me here, but when you click group of linked accounts, you will be prompted to link your Google Ads account with your Google Analytics account. This will only work if you are the administrator of both accounts. We did that in just a few clicks. Okay. Now, how do we check that all the information has been received correctly? We have to go to our terrific source reports, go to the Google Apps tab and then the campaigns tab. If you do not have the node set line here, then all data has been received and transmitted properly. There should be data on the number of clicks and the money you spent on all your campaigns rate, you have a well-made connect. Now you can separate and analyze traffic from Google ads and Google organic search engine optimization separately. You can also use this knowledge to make your advertising campaigns much better and measure the effectiveness. 9. 09 LESSON 9 How to link Google Ads and GA4 accounts 1 1: How to live Google ads and J4 accounts. Now we will talk about how to link your Google Ads account to your J for account. This process is quite similar to linear Universal Analytics and Google Ads account. Without correctly linking your accounts, you will not get the right data about your Google pay traffic in reports. Let's go to our G54 account and click on the gear icon of the admin section, there is a Google ethylene can bottom in the property sentence under the product Lincoln tab. Here you have to click the link and choose the Google Ads account we need. Then click Confirm. Instead configure settings section, make sure you have personalized advertising and auto tagging enabled. The Google Analytics audience lists and or marketing events are parameters will be published to the link Google Ads account. You can change the settings anytime while maintaining your link for other purposes. Auto tagging allows Analytics to associate Google Ads Data automatically with customer clicks, enabling reshape and more detailed reporting data than many will take them across a number of Google ads metrics and dimensions. Any Google as reporting features or add units edit in the future will only be available if auto tagging is enabled. Leaves this two options on and prove Lincoln. Not forget to link your Google Apps and Google Analytics accounts in any version of j, you have to use. 10. 10 LESSON 10 How to set up goals and events 1 1: Okay, I just taught you about basically taken using the URL builder and you learn how to automatically link your Google ads and Google Analytics account. Now, we have to figure out how to evaluate the effectiveness of your advertising investments. When building conversion analytics, we must use some of the basic Google Analytics functions. These functions are setting goals and events. There are five types of goals you can set up in Google Analytics, but we only need to set three of them. Two of them are many YOLO configured by users. These are the destination URL goal and the goal. What is the purpose of the page? When the user performs the target action he does pages changes and it sends a signal to us, letting us know the client did what we wanted. What does this page look like? Most often these patients will say something like thank you for such and such. This page pops ups when a person feels out a form and clicks yes or sand. So at this point, we already know for sure that the form has been completed and submitted. They arrived destination goal is very easy to set up. I will show you how this can be done in just a few clicks. Another problem is what if page doesn't reward? E.g. you have a one-page site and there are no other pages. We can track all specific actions that lead a person to another side, e.g. if a person were to use a third party payment system, download psalms and click on buttons or interact with the menu. This is where the rent target goal comes in handy. When a user clicks a button, falls, a link, downloads a file or interacts with a page in any way, it can be recorded as an event. You can install or your Google course yourself, get a programmer to do it for you, or you can do it by using Google Tag Manager. Let's now move to our next video tutorial so I can teach you to properly set up a URL destination and demand goal. When you go to the conversion step in Google Analytics, you should see zeros. If you take the time to set up all your conversions, you want to track most of the things you need to know about your ad can be hard-coded into Google Analytics goals. Return to your checklist. You should already have a registered all the KPIs that you need, your KPIs or your smart goals and of course your macro and micro conversions. I will now tell you what you need to do. Add to, add these KPIs to your Google Analytics. First go to Google Analytics and go to the administrator tab. Within the administrator tab, click View settings, then click on the objective step. Go to the goals tab. And here you have a big, beautiful target button. Click on the plus button, click on the own tab, then click Next, select the name of the chart. Let's say we want to track the audience that views the About Us page. Go to the About Us page. Here we need to enter the address of the page about us. Select landing page and click Next. Select the page about us. Then click Save. Now you can see the people who viewed the About Us page placed an order or registered for a conference. Let's go back to the main view and see how this data works. Well to traffic sources, select all traffic, then click Source channel. Here we select the information we need. E.g. we select purpose of registration for the conference. The day free is the name of the goal and curious select sort by the number of registrations. And now we see which sources to receive the most registrations. Our main source or Facebook, BBC mailings, opinion leaders, and Telegram mailing lists, et cetera. This is very specific information on all conversions and we can use this knowledge to our advantage. More complex conversions such as events, can be configured through Google Tag Manager or by directly install in the code. You will probably need to tell a programmer, we need to track the clicks on this button using the Google events. This is one possible option. Thompson's will already be out automatically tracked J4. You also have the option to use Google Tag Manager to install all the necessary events called. 11. 11 LESSON 11 How to set up simple events in Universal Analytics using GTM 1 1: How does it have simple events in Universal Analytics using GTM? Let's work with Google Tag Manager a bit. It can help you set up events in Google Analytics much faster than your developer team. For instance, we want to set an event by Facebook page click button that directs users to our Facebook page. To do this, we have to go to Google Tag Manager and click on the trigger step. Now we have to set up a new trigger. Let's name it Facebook button click. Then select custom event at the trigger type. Fb social button will be a good name for our event. After that, we have to define the rules. Click URL than, equal than paste the URL of our Facebook page. We have to copy it from the link button. Click Save. The next step is to create a new tag for our Facebook button. In the top configuration settings, we have to choose Google Analytics, Universal Analytics. Drag type will be wrapped in Google Tag Manager. We can just give names to a category and action of events. Now we have to find our Facebook button click trigger in the triggers list. After you said Meet and publish it, you will have these events data in your Google Analytics Universal account. 12. 12 LESSON 12 Site search 1 1: One of the fairly popular macro conversions that we track is sized searches. People are constantly looking for information about your website. They want to find out whether you have a product or service that is of use to them. Content projects, I use to understand whether you have the necessary information within your articles. To customize the site search, we need to know this search variable. And as part of the subsequent video tutorial, I will show you how to do all of this. Why do we set up a site search? The first reason is to understand how user-friendly the site is. If a person cannot find what they are looking for easily, this is very bad. Your site is considered to user-friendly when the site search percentage is less than three per cent, if you have a higher side search presenter did this most likely means that your site is not very user-friendly. The second important thing we can find out with the site search is what we are missing on our side. If something is missing on our side, it makes sense to add that missing thing to our site. Frequently as the user is looking for products and goods you simply don't have. But it is not difficult for us to negotiate with suppliers and expand your inventory. When it comes to content projects, people often look for topics, materials, and articles that can become part of your content plan. I recommend you study what your client wants and implement it into your side and more specifically your project. Now I will teach you how to set up a micro conversion inside search, e.g. let's take our client to 120 volt.com. The online store sells voltage stabilizer as batteries, solar systems, et cetera. Let's try to find something on the side that we know is now is not there. E.g. SEO. By clicking find SEO, we can see the search parameter that we need to track on the side. By searching the URL address for the word SEO, we can find the word SEO. The search parameter is what is the prompt of the keywords. Sometimes it can be a question mark q, or an equals sign. Search parameters are very different and completely depend on the language, engine and system on which the site was written. It can be q ask why research, et cetera. In this case it is search text. We take this parameter and go to View settings. Again. We return to the administrator tab. We click View settings, scroll to the very bottom. Here we have the option to enable sizes search. We press the enabled to go switch and set the search request parameters. In this case, the parameter is search text. Click Save. Now go to the behavior reports, go to the behavior tab, then go to the Search tab and click Browse. And here are the statistics on how users who come to the side view this specific search. Okay, so now we are looking at the 220 Woodside percentage and we see that it is just 1.5% in just this website had 1067 searches. Here we can see what people were looking for. They looked for a specific cable, power supply, sockets, etc. Okay, So in principle, I have already explained what this means before. This is the client needs. 13. 13 LESSON 13 How to set up Analytics for eCommerce module 1 1: So by looking at this information, you shouldn't be able to figure out your conversion based. We have learned how to track the URL destination law, and demand bangles. Now we will talk about what is usually lacking in these goals. When I go to my Google Analytics and see you that they had 100,200,300.500 applications in a month. The question that interests me is what? These orders I vowed we're Pro Max has completely different courses. Some courses cost $10 and some courses cost $2,000. I must clearly understand what they ordered from me and how much they pay me. From experts is an online store, so we can use a special Google Analytics setting for the catalog called the e-commerce module, with the help of a programmer or Google Tag Manager, we can transfer transaction information to Google Analytics. In addition, we can also transfer all lot of other users personal information to Google Analytics account. Google is very strict about sending personal information to Google Analytics. Therefore, there should be no emails, names, of phone numbers within your Google Analytics. But Eris, unrelated to anonymous data, is fair game. You can throw that data into your Google Analytics by using an e-commerce module. We can add the user CT, other users parameters, product or category they are interested in, price, etc. Let's move on to the Google Analytics interface now and do some work with e-commerce models. Let's take a close look at the roller on. An e-commerce model has in your business sandstone an e-commerce model. We can look at all reports and see how much money we are making. An e-commerce module can work for any business that has a card. If there are prices on your site, you can add them to your e-commerce module. Structure of e-commerce modules is customizable as well. E.g. by going to any report in the audience tab, e.g. mobile devices, we can see whether the money is coming from and mobile or desktop device. To do this, we go to the e-commerce tab, and here we can see for ourselves how things are going with our orders. Mobile phones had 30 orders and made us 200,408 reunions. We had 40 orders from desktop, and we made 293,343 units. The conversion from mobile phone devices is slightly lower than the conversion from desktop devices. We can see this information in any location, interests, demographics, or draft source reports. Where does this data come from? The e-commerce module. There are two ways you can install any corners module. You can give it to some programmers or you install it yourself using the Google Tag Manager. When you have an e-commerce tab, you can see what products are ordered from you, what amount and what product category is being ordered the most. Here I can see my income, the transaction rate, the number of transactions, and the average cost of transactions. We can see what specific products are ordered from us. We can see extended statistics by product category. We have to kick category their courses, conferences, certificates, and similarly, this is where we sell most of our courses. There are also conferences and certificates listed here that sell quite a bit. Depending on whether you are full-fledged online store or not, it is possible to expand this functionality. If you are a bigger business, you can use enhanced e-commerce or an advanced e-commerce module. Using these tools, you can build full-fledged funnel so that you can understand at what stage you will lose your target audience. 14. 14 LESSON 14 What is Call tracking And why do you need it 1 1: Let's look at one of the big questions of conversion tracking and how to track calls for many businesses like online storage services and B2B products cause I key conversion. If you've never figured out how to trap calls, your life as digital marketer and business owner will be far from complete, calls a key conversions for niches such as Kleenex and new buildings. People want that will fill out a form no matter how convenient to make it. We have a huge number of clients from uveal the insights. The only way to prevent people from colon is to completely remove the form from a site and leave a callback sheet. When these, you can already track the effectiveness the traffic channels. Let's figure out when customers are calling you do to your digital advertising. There are several options to help you track calls. Option number zero, it that you didn't make it to do this slide and easy way to track calls is to purchase as separate SIM card. When you have a small business, it is appropriate to use this method by a separate SIM card and place your new number on your online channels, such as your website and social networks. Do not play this number on business cards and handouts. This number is for digital advertising, only. Writing down the number of calls that come to these phones. All the calls and direct requests into an Excel sheet or a Google spreadsheet. This goal tracking method, one to tell you exactly which channel you cause a common for all. But it will give you an idea of how many orders you are getting from your digital marketing. Option. One is not suitable for everyone. For most businesses, calls are still 2030, 50 per cent of the orders. We can use it for some neutrals like cost and providers. One of our clients is a large hosting provider. A customer can pay these hosting provider over the phone. That parameter will very politely tell you which button to press so that I received pops up for you. You will then go to the nearest ATM or bank to pay. This is an example of classic e-commerce, and this form of e-commerce can be used with Google Analytics. The second option is an affordable way to track calls. The second option is to add a show phone number button on your site. All platforms generally displayed via contact information in the top-right corner of their website. When you click on this button, oh, phone numbers are shown. You already understand advanced digital marketing. So you understand that when a user clicks Thompson on your website, google Analytics can record the call and tell you which source it came from. The third solution is to use protocols. Protocols allows you to track what traffic channel a person comes from. Brahma costs are usually tied to a specific source, e.g. if a user tells me what they are subscribed to our Facebook or Instagram, they will receive a gift. Gift will be discount or an opportunity to participate in some sort of event. Y is using protocols important is another way to track the success of your business. You can look at a simple excel sheet and say, I received 100 calls from Facebook, 20 call from Instagram, and 200 calls from my partners. Mailing list. Protocols is a quick and easy solution that can be implemented yourself during your decisions or when online stores in order not to implement the call tracking system change the last digit of the product ID number. The communication process will typically start with hello, I want to buy a phone. Please tell me that I didn't number of the product dependent on the channel source a person came from. You will have different item numbers, e.g. Google, the number one, facebook is two, and Instagram is three. At the end of the month, you can see where each cole came from. The most technologically correct solution for cold tracking is to use call tracking systems. Goal tracking systems are based services that tell you where your calls are coming from. The goal of using coal systems is to pour and we channels are the most effective. There are two versions of cold tracking, classic and dynamic. Classical track can only gives you channel statistics. Using classical trackings only requires a few forms. Dynamical tracking system is when we associate our phone number with each user. So how do dynamic call tracking system work? Let's say you go to a site and you see a phone number associated specifically with your session. What could be the catch? First of all, the beak lot of your site is how many phone numbers you need to have. E.g. your site is visited by 1,000 people a day. The peak load is 30 people. That's exactly 30 IP telephone numbers you need for your dynamic called tracking to work efficiently. 15. 15 LESSON 15 Understanding sequences 1 1: When we talk about conversions, it can be an order at transaction with an e-commerce and a coal mine through your call tracking system, it is imperative to look at the number of conversions that made the targeted action and the source that helped us get these people what we are talking about now, a decision funnels, assisted conversions and motion models. If you were to buy a new phone, you would probably start looking for one on one line and try to gather as much information as possible on it. And let's say you are looking and then your stumble upon a Facebook phone at that seems to specifically catered to you. Let's say that you are interested in purchasing this phone. You click on the ad, you are taken to the online store and you start to check the prices. When checking the prices, you start saying to yourself, is this the best one over I can truly get? So instead of buying the phone, you close your computer and decided to think about it. The next day you finally decided that the phone is worth getting and you type in the online store name into Google, click the link to the site and then purchase the phone. In this scenario, the sale will be attributed to Google, but you need to analyze the entire chain, understand how different channels affect the decision-making process. Let's move on to Google Analytics now and see how we can track assisted conversion chains and how they help your business as a whole. Now I'm going to teach you how to find out where transactions come from. If you look at the last clicker transaction will almost certainly be attributed to Google because Google is most often the final decision point. A person will most probably come to you by a brand name search, google, I can analyze where a promo experts gets its orders and sales by going to the Report and Source or channel tab here I can see that most of my transactions are due to PPC advertising and Google organic search. As you can see, Google CPC and Google Organic are listed as key order channels. Let's see if this is true. I will go to reports conversions, and here we have multi-channel funnels and assisted conversions reports. Let's go to the assisted conversions report to get an accurate picture of money being distributed. Assisted conversions channels that are not directly responsible for sale, but we're involved somewhere. The virus decision process. Let's take a look at these reports by sources and channels. What information is of use to us here? Here's an interesting source samples in male partnership in Maryland. Why since Balsamiq, interesting, because we received seven conversions of the last clique for 800 units. At the same time, we got 19 conversions for 1250 luminaires from assisted conversions. Having separately sorted conversions and fewer transactions, we can now get a clearer picture of which channels are the most influential in the purchasing process. E.g. we see that the Google PPC advertising is more often the last source at the same time as an assisted conversion is quiet weak. Advertising on Facebook is exactly the opposite. We have five orders for 12,531, reminisce on the last click, and 11 orders for 81,991 readiness for assisted conversions. Facebook was not the main source, but it did influence people to buy an order from us. Let's take a close look at what these decisions chains look like. Go to the top conversion passes tab, and click on source, medium pass, then source or channel. This is what a conversion chain looks like. Here we see a person started to interact with us through Facebook PPC advertising, and then returned to us from Facebook later on. This one came from a mailing list, then it came back wire paid advertising. In certain situations, it may take a long time to buy Samsung. E.g. one person come to us initially furan an announcement on union, then return to our side directly five times. Here I've turned to our site using Google. And finally from paid advertising, the sale will be counted for Google PPC advertising. But as we just saw, five more channels influence this user purchasing decision. In many cases, a person will come to us from a social network, e.g. Instagram, but returned to us and place an order using Google PPC advertising. It's important to remember that the last clip does not give a digital marketer or the pool picture. For e-commerce project, it will be more beneficial to analyze the entire purchasing funnel. In this case, I also recommend using distribution model comparison tool. By using a comparison tool, you can compare different attribution models. E.g. we can compare the last interaction model and the other attribution models, e.g. well as Google Ads, click first interaction, liner or distribution, timed essay, etc.. Correctly building the attribution models allows you to see which key channels you should keep advertising on. It wouldn't be a problem if you base your advertising on the last clinics use attribution tools and assisted conversion tools to help build your marketing funnels. 16. 15 LESSON 15 Understanding sequences 1 1: When we talk about conversions, it can be an order at transaction with an e-commerce and a coal mine through your call tracking system, it is imperative to look at the number of conversions that made the targeted action and the source that helped us get these people what we are talking about now, a decision funnels, assisted conversions and motion models. If you were to buy a new phone, you would probably start looking for one on one line and try to gather as much information as possible on it. And let's say you are looking and then your stumble upon a Facebook phone at that seems to specifically catered to you. Let's say that you are interested in purchasing this phone. You click on the ad, you are taken to the online store and you start to check the prices. When checking the prices, you start saying to yourself, is this the best one over I can truly get? So instead of buying the phone, you close your computer and decided to think about it. The next day you finally decided that the phone is worth getting and you type in the online store name into Google, click the link to the site and then purchase the phone. In this scenario, the sale will be attributed to Google, but you need to analyze the entire chain, understand how different channels affect the decision-making process. Let's move on to Google Analytics now and see how we can track assisted conversion chains and how they help your business as a whole. Now I'm going to teach you how to find out where transactions come from. If you look at the last clicker transaction will almost certainly be attributed to Google because Google is most often the final decision point. A person will most probably come to you by a brand name search, google, I can analyze where a promo experts gets its orders and sales by going to the Report and Source or channel tab here I can see that most of my transactions are due to PPC advertising and Google organic search. As you can see, Google CPC and Google Organic are listed as key order channels. Let's see if this is true. I will go to reports conversions, and here we have multi-channel funnels and assisted conversions reports. Let's go to the assisted conversions report to get an accurate picture of money being distributed. Assisted conversions channels that are not directly responsible for sale, but we're involved somewhere. The virus decision process. Let's take a look at these reports by sources and channels. What information is of use to us here? Here's an interesting source samples in male partnership in Maryland. Why since Balsamiq, interesting, because we received seven conversions of the last clique for 800 units. At the same time, we got 19 conversions for 1250 luminaires from assisted conversions. Having separately sorted conversions and fewer transactions, we can now get a clearer picture of which channels are the most influential in the purchasing process. E.g. we see that the Google PPC advertising is more often the last source at the same time as an assisted conversion is quiet weak. Advertising on Facebook is exactly the opposite. We have five orders for 12,531, reminisce on the last click, and 11 orders for 81,991 readiness for assisted conversions. Facebook was not the main source, but it did influence people to buy an order from us. Let's take a close look at what these decisions chains look like. Go to the top conversion passes tab, and click on source, medium pass, then source or channel. This is what a conversion chain looks like. Here we see a person started to interact with us through Facebook PPC advertising, and then returned to us from Facebook later on. This one came from a mailing list, then it came back wire paid advertising. In certain situations, it may take a long time to buy Samsung. E.g. one person come to us initially furan an announcement on union, then return to our side directly five times. Here I've turned to our site using Google. And finally from paid advertising, the sale will be counted for Google PPC advertising. But as we just saw, five more channels influence this user purchasing decision. In many cases, a person will come to us from a social network, e.g. Instagram, but returned to us and place an order using Google PPC advertising. It's important to remember that the last clip does not give a digital marketer or the pool picture. For e-commerce project, it will be more beneficial to analyze the entire purchasing funnel. In this case, I also recommend using distribution model comparison tool. By using a comparison tool, you can compare different attribution models. E.g. we can compare the last interaction model and the other attribution models, e.g. well as Google Ads, click first interaction, liner or distribution, timed essay, etc.. Correctly building the attribution models allows you to see which key channels you should keep advertising on. It wouldn't be a problem if you base your advertising on the last clinics use attribution tools and assisted conversion tools to help build your marketing funnels. 17. 16 LESSON 16 Setting up analytics 1 1: We've now completed the basic conversion on analytics set-up and you have formed your list of KPIs. You will know that it is not important what you measure, it is how you measure that counts. We have already set up goals in Google Analytics, worked with an e-commerce model and figure out how to track calls. So what else can you do to improve your Google Analytics and maker or worse, more complete? The first thing is to add cost from advertising campaign. By default, Google Analytics already gives you a little bit of information concerning your course. What information do you think Google Analytics can give with about cost? The answer is obvious, Google Ads. First you must link your Google Analytics and Google Ads account. Then you should be able to see how much you are spending on Google ads, facebook and other systems are missing. You can add other systems by manual upload and tables, updating table. So using ready to mate connectors, a separate Paid Services called ours B, I worked perfectly for transferring advertising costs to Google Analytics. With all works BI, you can transfer costs to Google Analytics from any ad system. Google Analytics interface by default, will then estimate how much a conversion cost you are trying to calculate the return on investment. Let's go to the Google Analytics report now and I'll show you what the data looks like for Facebook ads. Now, we will see what data from different advertising systems look like. As I said earlier, if you have your Google Analytics account and your Google Ads account link, the cost for Google ads will already be in your reports by default. But at the same time, if just go to this sources, channels, or traffic, we will see Facebook advertising sales. We sold either thousands, $79 from Facebook ads. That's pretty good, but I don't see how much we spent. We can use an API to integrate our data, to link everything together. Or we can make our own connectors to load data because different sampling rates, this is always a headache. I recommend using a service like always better to make things easier or works. Bi allows you to download cost data from virtually all t advertising sources. In this case, we are taking about, we are talking about Facebook advertising. You can begin to receive data on your Facebook advertising costs in your Google Analytics in just a few clicks. Let me show you what this data looks like. Go to their channel tab and click on combined report. In the campaign report, we go to the cost and loses tab. Here we can see a separate tab on the Facebook CPC. In this tab, you can see data on the number of clicks and impressions. We can even see data on specific campaigns will receive 2,795,820 impressions, 24,413 clicks, and spend $6,000 during this period, we spent almost $6,000 and salt $8,000 worth of quantum from this data, you cannot see that we are doing well, but we are doing very well. If you take assisted conversions into account, people will typically come back to us directly and buy more courses. Here we can compare the different species in different campaigns, how much revenue we made per-click, how much we spent and capacity are. Using our BI, you can easily transfer all of your advertising costs to Google Analytics and avoid doing what 90% of other digital marketers do, which is filling out an Excel sheets for hours on end. 18. 17 LESSON 17 Calculated metrics 1 1: We will now know how to transfer your advertisement cost to Google Analytics. What else do you need to know? We often do not have enough data for Google Analytics to turn into a custom Excel sheet, e.g. you often want to calculate the Cp, namely that the conversion cost in the Google Analytics interface, there is no profit metric. The arrows that you see is wrong. In this situation, calculated indicators will come to your rescue. Open Google Analytics and view the data that you are already have. If you have income data and you know your margins, you can easily make a profit borrow. If you already have transferred cost data and conversion tracking, you can divide the traffic sources by the number of conversions and find out the CPA. Let's now move on to the interface and figure out how to use calculated indicators for your project and what you can calculate by solely using Google Analytics. Let's figure out how to set up and start calculating your calculated indicators using the Google Analytics. You want to see calculated metrics in a regular reports. To work with them, you will need to refer to custom reports and now we will learn how to customize them. Go to Google Analytics and click on the administrator tab, then go to calculate it. Indicators, calculated metrics allows us to collect a huge amount of information about how much it costs us to make a conversion. I use calculated indicators to calculate the cost of conversion for the CPA of a free seminar or the cpa of conferences, etc. It looked like a regular excellent formula. Your name with the sepia indicator column, they choose what type of formatting currency in tetrafluoride and persons you want, and then enter the formula e.g. we have a cost, which is how much money we spend on advertising. Then we click Save, considering that I promised to your custom reports in the next lesson, I want to see how it works in practice. Now, go to the Special Reports tab and my reports is what I already had configured, e.g. here we have the effectiveness of Facebook conferences. And here we see the different registration costs for each campaign. Here at the TPA for the CPA was almost $7. The cost is high for Fred event, but most of our registrations come for free rounds. So it worse than, it is extremely useful to understand why you get targeted actions, how you can scale them, and how you can further apply them for yourself. 19. 18 LESSON 18 User Behavior Analysis 1 1: Google Analytics provides useful reports to help its users better understand the audience's behavior. Let's go to the behavior tab and start analyzing options for web from expert to say, a customer's journey on your website start by looking at them. Behavioral flow visualization section. It's not very user-friendly, but you can see how customers are from one website page to another. In our case, one of the most common scenarios is for users to start on the main page and then move to our blog. Try to find patterns like these on your own website. Now, let's click on the Site Content tab and analyze landing pages and exit pages info. Looking through this tab is one of the best ways to understand how people interact with your website. There are also experimental functionalities here that help us start A B testing. Keep in mind that you have to receive enough traffic and conversions before you start this process or your results will be unpredictable. As you can see, Google Analytics customer behavior options are not very user-friendly. Online marketers often use other tools for these types of tasks. We will talk about these tools more in the next video. 20. 19 LESSON 19 How to set up automatic custom reports 1 1: We have collected a huge amount of data in Google Analytics, we have data about conversions, about cost, and the learned about some calculated indicators. What are we missing now, there is a wonderful song. You shouldn't bend under the changeable world. Let it be better if in bands on the arrows left. Well now figure out how to bend Google Analytics to show the data that we need. Setting up custom reports is something that greatly simplifies the life of a digital marketer and business owner in Google Analytics for there will be very few ready-made summaries and reports. Therefore, being able to pull the data from the Analytics interface is critical. Let's move on to the video tutorial and figure out how to set up all the data within the custom reports. Let's now figure out how to make sure that Google gives you a specific data and you always find it. The custom reporting feature is useful for those who love the old version and those who have already started using Google Analytics for, there are very few pre-prepared reported in the air and you have to constantly pull something through the report builder. First, go to the customization tab in universal Google Analytics. Click on the Custom Reports tab. You can now add a new custom report, e.g. we are interested in the efficiency of traffic channels. What I'm doing is trying to see which traffic channels receive the most orders. Here we can select data by channel e.g. I'm doing, I'm going to pull up the source medial graph. Erickson looks organized within the report builder. You should know what these metrics, parameters, and indicators are called. E.g. we are interested in sessions and revenue. We are interested in the cost and number of transactions, and we are interested in the cost of transaction. We can take out other indicators, e.g. the registration for the economy, they free conference. This is data is enough for us. We can pull out are the goals, macro conversions and micro conversions. Everything you need. This is the default report and it will work for us. I will save it now, if you need the same data from another specific channel filters here can help you. All your reports are now in the Custom Reports tab. This is logical and understandable. Using this feature, you can compel their monthly work with custom reports and use them in diffusion. Go to the Custom Reports tab. We see our revenue, transactions, transaction ratios, and how many registrations we received from different sources. Here we can set the level of importance, e.g. by source, campaign or keyboards. Doing it like this makes it more convenient and to analyze, use custom reports to learn more about your target audience. 21. 20 LESSON 20 Performance analysis and custom notifications 1 1: We figured out how to stop a simple custom report. Later on, I will show examples of how you can apply what you have learned to complete various digital marketing tasks. First, you can calculate this effectiveness of Facebook ads. The report looks very simple. You can transform data on Facebook campaigns, sessions, numbers of conversions, cost of conversions, and the revenue you directly invested in advertising. We calculate this effectiveness of Google ads in some way. There are very prepared reports that you can use, but if you want some metrics that are not included by default, a custom Google Ads report will solve most of your problems. Search engine optimization efficiency. Here, you can see whether your SEO traffic growth of walls in specific channels. Use this data and analyze how might the audience that comes from organic search is growing when all is well in SEO, the traffic in the graph will be growing. But for most projects the graph may change drastically. The next important thing, a set and we'll cover in the customer leaves a custom report is how to gather the information together and look at it yourself. Custom alerts I about finding out if something went wrong, if your traffic drops or something else go wrong, you want to be able to receive an alert. By receiving these alerts, we are Google Analytics. You can figure them to be clear. Let's move on to customers now and see how to set up in the Google Analytics interface, we have dealt with custom reports, but it would be nice to be ahead of the curve. For this, we need special notifications. Go to customization, click on custom layers tab, and then manage custom alerts. Click new alert. Now we can set an alert for 1 h traffic drops drastically. So let's call it SEO is dead. This means that e.g. we got a filter from Google search engine. We are going to, they're all traffic report. By going here, we indicate how much traffic you should receive from each channel. We are interested in traffic sources, so I will click on source and medium. And from organic traffic we have fewer than 10,000 or 100,000 or 100 people per day haven't set up such as an alert and saving it, we will now receive an email every time something went wrong. We receive all the necessary information if conversion fall off or if transaction becomes more expensive than it needs to be. We can get all the information we need quickly. 22. 21 LESSON 21 How to create custom segments 1 1: And that's important tool in Google Analytics setting these custom segments, you must understand which segments produce the most interaction, which cities sell the best, reach audiences are targeted more and are converting more. This answer can be obtained by using the user segment Fisher. In each of the reports, you have a button called Cray segment. You can create an audience segment that views a specific product, a specific category of people who live in a specific city. We can overlay up of 24 segments at time and nothing will happen to the data. It is a visual comparison tool. Use this user segment feature to better visualize data in Google Analytics and make the right management decisions. Let's move on to a, to a video tutorial and learn how to set up a custom segment in Google Analytics. When we go into Google Analytics and start analyzing data, it is important to understand one thing, the Google Analytics report is one big picture and we usually do not need it. We need to look at the data in the context of a specific product and the specific category. To do this, in all reports, you have a large Add segment button, click it and click the Add segment bottom. Now we choose what we want to analyze, e.g. we are interested in the audience that are towns, all of our courses and visitors of our courses page. Sometimes the conditions, there are a lot of conditions to choose from. Gender, age, interests, etc. All analytic audience segments can be created in their conditions. Select the page. There is a page in the user decision-making process. It is the Course tab. Here we have all the users who attended our courses. And by clicking Save, we can see how our users who have visited the course page behave as a whole. So what about if we want to figure out how they interact with the entire side? By adding segments, we can analyze users who visited our SEO course and SMM course page. We can compare these audiences and see how they differ. In this case, all they have the pre-prepared segments. These segments are customizable and you can customize and analyze everything from gender to enrollment. Custom segments. I great visual comparison for any marketer. Use custom segments to understand where exactly your audience come from and how they interact with your site. Apply this knowledge to inquiry, the effectiveness of your advertising activities. 23. 23 LESSON 23 CRM system and transactional analytics 1 1: We have figured out all the settings that make our life much easier in terms of reporting work in research reports, data collection, and measurement progressions. But conversions are not the most important thing in web analytics and marketing analytics. The most critical thing you should be trying to figure out is how to link your list to your sales. A big part of transactional analytics is CRM. Every company should have a CRM system. If you want to sell more, you must implement a CRM system. If you don't want your manager to live with your client base, it is also a good idea to implement a CRM system. What is serum? Serum is a tool that allows you to collect information about your consumers based and not lose your customers. You should have a CRM system the moment you start forming your transactional analytics, a theorem system is valuable to a company because of its ability to join your marketing and sales department together. It's a common problem for a marketing and sales department to disagree. Let's say that you are making department tells you that they are generating 1,000 leads, a mask. But your sales department tells you those leaves are trash. Who's right? The truth lies within your CRM system. When you have a CRM system ever lead is valuated. Please understand that the quality of these will be different from channel to channel. E.g. you might have a lot of cheap baseball cleats, but this leads will be low-quality and are not your target audience. On the other hand, a website like LinkedIn can give you a small number of very good but expensive leads. A serum system can help you see which channels are generating leads that don't enter sales. Let's circle back to transactional analytics for a second. When building up your transactional analytics, you should always start from several variables. You need to figure out what your company's sales chain is and how a transaction is carried out. In order to collect all the data that we have on a client, you need a client ID tool in a universal Google Analytics, this tool is called clients ED and NJ is called the user ID. A client ID to tells a marketer, watch and abroad a person to their website and what specific action took place before he or she will have that request. All of that information can be found using a client and V2, we can transfer all the data we find with the client id2 into our transactional analytics system. I would recommend transferring all of this data to your Google Analytics account by using a theorem, we'll examine data based on client or user ID. This allows us to see if a lead turn into a sale. Some CRM systems like salesforce have their own transactional analytics models. Using this serum system, we can send information about traffic channels with Google Analytics and traffic from advertising platforms and dancing, which channels gave out the most sales. For medium and large businesses, both of these options will not work. But this option to work, you need to have a lot of data for every sin to work properly, you need to collect data from your Google Analytics CRM system and call tracking system and transfer it to the external environment. The external environment, in this case can be Power BI. This is the most common and most technologically advanced solution for those who love Google, you can use Google BigQuery. You can use Power BI as a visual tool. In the case of Google BigQuery, you can use the Google Data Studio. With Google Data Studio, you can build beautiful reports funnels, and all the data visualization that you need to make a decision. Before you do any of these, remember that you need to go through all the other analytical stages first, there will be many stages that marketer can have a little influence over implementing a CRM system is something you can have control over. Sounds too transactional analytics, you can get a full fledged final, very rich turns into Clicks, Clicks, inter conversions, conversions into sales and sales of course, into repeat sales. This is what every business strives for because they want people who will turn into repeat customers. The next important stage that we will go through is examining our final checklist. Let's go to the next video tutorial and examine our checklist one more time. 24. 24 LESSON 24 Final checklist for analytics setup 1 1: Let's go or what you have learned in this course, learnt how to install Google Analytics and Google Tag Manager and Google Analytics for you now know how to check if you cause a working properly using Google Tag Assistant and you have formed the correct smart goal indicators. Together we went through how to use URL builder and now you know which URLs are leading customers to your website. I talked about in detail how to use Google Analytics to correctly display all conversions, goal settings, e-commerce model tracking, and how to link your Google Analytics and Google AdWords accounts. You now know how to correct the form a picture of your data using custom reports and user segments and with the help of the GPA tab will form the correct matrix. I taught you how the URL builder tab allows you to form a list of typical points that will be helpful to you, your company, it is important to remember that these checklists must be reviewed regularly every time you start a new project or launch a new website. Remember that analytics at the core of digital marketing, google Analytics is a critical tool for any digital advertising project because it tells you what works and what does not work. 25. 25 LESSON 25 An Overview of Google Analytics 4 1 1: In this video tutorial, I'll explain how to navigate the Google Analytics interface. J4 is the new version of Google Analytics. Let me explain the difference between J4 and Universal Analytics. If you don't have an iOS or Android mobile app, you want to see a big difference in your data. The test name of J4 was web app analytics, which shows that the main value of this tool is combining together data streams from your website and mobile apps. In Universal Analytics, it was not an easy task to work with these web plus updated issue. The Alt analytics was about cookies and pageviews. And the new one is about users and events. This is a critical change for the marketing world. Universal Analytics will be supported by Google till 2023, we have installed boss Universal Analytics and J4 for our projects and our clients projects. Usually Universal Analytics is still our main data source for reports and marketing solutions, but we collect new data in J4 to let's go to the J4 interface and find out how it differs from Universal Analytics. You will see that the right menu looks different if you try to find some of you are lovable reports from the old version, you can't do it. Most data can be found in the real-time acquisition, engagement, monetization, retention, demographics and desktops. Let's dive into the real-time reports. Here we can see how many users visited the website in the last 30 min. User location, traffic sources, destination pages, and demands, user all-time reports to understand if there are features you just set up work correctly. All metrics connected to your acquisition and private strategy can be found in the acquisition reports. Here you can see your traffic campaign results and compare the efficiency. The Engagement tab, you will understand if your audience is really active on your website. Here, you will find vital information about user activity on different pages, such as how well your conversions and events are doing. The engagement tab will help you make better decisions about your website and increase your mobile app efficiency. In the rotation tab, you will find vast amount of information and valuable metrics, such as lifetime value for each new user. J4 calculates the sum of purchase events and AdMob earning events, urine they user first 120 days of app usage. The lifetime value, or LTV, is the average of these metrics across all users. User section. We will come in handy when you want to better understand your buyer's persona and add more details to via portraits. But remember that main information regarding marketing efficiency can be found in the Explore section. These types of custom reports give you the possibility to find important business and marketing KPIs. We will explain how to set up J4 in detail in future videos. 26. 26 LESSON 26 How to remove your internal IP data from GA4 reports 1 1: How to remove your internal IP data from J4 reports. Let's talk a bit about how to remove your internal IP data from J4 reports. In Universal Analytics, we have filter sentence that can add or remove data from reports. In J4, a lot of these options were killed. So IP filtering works worth and J4 and it's also structured differently. By going to the all filter section in J4, you'll find this message displaying filters for Universal Analytics properties only filters cannot be applied to Google Analytics for properties. To remove IP data, we have to go to the admin section, then click Data Streams in the property sentence, selects the data stream you need. At the bottom, we can find the Eigen button in the deck configuration settings. Click on define internal IP. Now we can define your internal traffic by adding new IP address and then click and create. After you have defined the traffic that shouldn't be marked as internal incoming traffic from matching IP addresses will have a terrific type parameter appended with the selected value. We can optionally filter event data marked as internal by using the data filters feature. Now when your data is more likely and you won't have to worry about transactions, conversions, and events from your own IP or developers. 27. 27 LESSON 27 How to set up simple events in GA4 using GTM 1 1: How does the taps simple events in J4 using GTM? The GAL4 went setup process will be similar to our Universal Analytics set out. Create an advance yourself without developers is a great advantage of the Google Tag Manager tool. So let's do it. We can create a new trigger or use one from our Universal Analytics account. Let's try to set an event Facebook page click button that directs users to our Facebook page. To do this, we have to go to Google Tag Manager and click on the trigger step. Now we have to set up a new trigger. Let's name it Facebook button click. Then select customer brand as a trigger type. Facebook social button will be a good name for r. We went after that. We have to define the rules. Glick URL than equal, then paste the URL of our Facebook page. We have to copy it from the link button. Click Save. This part is the stop is the same as Universal Analytics. Okay? Here's where the two setup processes differentiate. The next step is to create a new tag for our Facebook button, especially for J4. Let's visit the deck configuration setting. I will name the new tech Facebook page button for J four. Now we need to choose the tech type, Google Analytics J4 event. Next, we have to select the configuration tag. It will be J4 configuration Jerusalem they went name will be much easier because we don't need a category and action, just the event name, last name, it clicks FBE. Finally, the trigger section. We need to choose a trigger to make this tag fire. You can either scroll through the list of triggers or use the search box. The Facebook button click is here. Let's select it. After that, you have to save the changes and publish the current tech. Events settings is a rather common tool for digital marketers to track all the activities you need on the website. We just learned how to do it for a link click. As I said previously, we can use these settings for any kind of macro and micro conversions. 28. 28 LESSON 28 Advanced Analysis with GA 4 Exploration 1 1: Previously we've worked with Google Analytics, Universal customer reports. Now it's time to learn how to use j for explorations. This report builder plays an important role in J4. As we discussed before, you have less default reports in J4 compared to the Universal Analytics version. Out of your analytical reports and data have to be implemented into the exploration report builder. Let's take a deep dive into these two and try to find great insights about your project and audience. The first step is to go to the left menu and locate the four main tabs. Reports. Now, explore and advertising and configure. Let's click on the Explore section and find out how we can utilize exploration. You can create a blank exploration, free form, final exploration, exploration, or find ideas in the template gallery. Let's start with the free form and try to explore our commercial efficiency in different countries. Gleick free-form. Initially, we have a lot of data about cities. Let's modify this data by changing their country dimension. With this feature, you can easily drag and drop segments, dimensions, and metrics. Additional visualization tools at your disposal as well, such as table, donut charts, line charts, scatter plot, bar chart, and Geo Map, e.g. from these tools, we can safely determined that most of our sales come from Ukraine. Let's dig even deeper and discover which measures t-test, bring out the most sales. As you can see, this information is readily available to us as well. Customizing your data through explorations will make your life much easier and your marketing more efficient. I recommend that you stop this video now and try to create your own report with j for exploration. 29. 29 LESSON 29 How to Analyze your Target Audience in GA 4 1 1: When comparing data reports in Universal Analytics N2O4, you may notice that the later has less reports. That being said, J4 still has plenty of information about our target audience, such as demographic, geography, interests, language, etc. Let's see what this data looks like in the GA for interface. We need to open our J for property and go to the demographic step. Here we have to report demographics overview and demographic details. Let's do a deep dive into the first step together. Cubic can find users data. By contrast, CT, gender, age, interests, and language. Our audience is mostly women, 25, 34 years old. In the demographics Details tab, we can find the customers interests like, well, you sharpen green living in today as chatter box, fashionistas, movie lovers, et cetera. Let's move on to the Text tab. Here we can get data about users platforms. As we have no mobile apps, all the information is about the BAP. We can analyze our customers operating system, browser, screen resolution, platform and device, etc. E.g. most of our users visit web from expert dog net from their mobile phones. Windows is the most popular operating system, and Chrome, if the most popular browser. In the tech Details tab, we can find more data about each segment. As you can see, the audience reports data in J4 is similar to Universal Analytics, but at the same time, it's grouped in a new and unusual way. Use demographics and tech overviews to get more valuables, insights about your audience and make your product content and targeting better. 30. 30 LESSON 30 Default Events and Conversions in GA 4 1 1: There are no default events and conversions in Universal Analytics. These forces asked to set up custom goals ourselves. With the new J4 interface, we have the option to create custom goals from scratch or select from an area of default options. Let's do a deep dive into the J4 interface that from the main page and go to the configure tab in the right menu. Here we have the Events tab and some default events such as add to cart, begin checkout, external link clicks, file downloads, first visit purchases squirrels session starts video start video progresses, video completions, item views, and view search results. We can double different conversions on or off according to what we want to track. Also, we can see statistics and dynamics about the events that are already done. All these default events can help us analyze user behavior better. Try using J4 and default events when optimizing your conversion process and updating your website. 31. 31 LESSON 31 Comparisons or How to Set up Customer Segments in GA 4 1 1: You should already be familiar with Google Analytics Universal features like custom segments. Here is a quick review. Segments help us visualize data and learn more details about a target audience and advertising campaigns. Efficiency. J4 is comparison tool, is the same as Universal Analytics segmentation tool. Let's go to the GAL4 interface and tried to work with it. We can take a look at any of the main default reports like acquisition overview. This is where you would find data about the main traffic sources of an advertising campaign. Let's take a closer look and the AB comparison button at the top of the page, they had comparison Fisher can help us compare two or five segments. I have a lot of options here that I can customize. E.g. audience named H, C, D, Control Language region, etc. Let's compare audience from the United Kingdom and the United States. Check these two countries which are boxes and then click Apply. Now we can analyze these segments deeply for annual report, we need comparison segmentation is a great tool for all marketers, so please don't forget to use it in your market activities. It will help you evaluate the data correctly and in a systematic way. 32. 32 LESSON 32 Summary 1 1: I sincerely hope you have found this course useful. Remember that things don't always work out the first time. It will take time and forth to succeed in any business endeavor and the patients use what you have learned and you will be successful to practice the knowledge you gained from this course, I offer you to create your own project. How you can do it. Please go to the Project and Resources section and read project description, brass grade project. When you do the project requirements, you practice your new skills. Also by completing your project, you will share it with the community and you can receive suggestions for improvements or a thief. They're positive feedback. Thank you very much for watching this course. Please do not forget to leave a review. And this was Anton Webern. You see you in the next courses.