The Complete Google Analytics Training for Beginners 2022 | Robin & Jesper ✓ | Skillshare
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The Complete Google Analytics Training for Beginners 2022

teacher avatar Robin & Jesper ✓, Teaches Digital Marketing & Social Media

Watch this class and thousands more

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

Watch this class and thousands more

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

Lessons in This Class

    • 1.

      Google Analytics Introduction Skillshare

      2:15

    • 2.

      What to Expect

      2:46

    • 3.

      GA3 vs GA4

      2:57

    • 4.

      Setup Google Analytics

      5:17

    • 5.

      Install Tracking Code

      4:30

    • 6.

      Exculde IP Addresses

      3:18

    • 7.

      Demo Account

      3:20

    • 8.

      Dashboard Navigation

      8:06

    • 9.

      Traffic

      14:16

    • 10.

      Location

      8:50

    • 11.

      Demographics

      12:08

    • 12.

      Pages

      6:02

    • 13.

      Sources & Channels

      9:09

    • 14.

      Behavior Reports

      9:25

    • 15.

      Compare Dates

      9:02

    • 16.

      Annotations

      7:02

    • 17.

      Alerts

      4:52

    • 18.

      Track Leads

      10:39

    • 19.

      Track Sales

      7:04

    • 20.

      Analytics Intelligence

      6:12

    • 21.

      Thank You

      1:22

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About This Class

How do you know that the things on your website is working? Would You like to to find out what's working for you to grow your Website and your Business, starting from today?

From Beginner to Advanced with Google Analytics

At the end of this course you will be able to measure & analyse data on your website from Google Analytics to see what's working and what's not. With that information you'll be able to optimize your website to drive more traffic and sales for your Business.

We'll Start Off With:

  • Creating a Google Analytics Account

  • Installing a Tracking Code

  • Access Demo Data from a Real Example

  • Adding Filters to Remove own Traffic

  • Analyzing Real Time Reports

  • Analyzing Audience Reports

  • Analyzing Acquisition Reports

  • Analyzing Behavior Reports

  • Deep Diving Into Data with Dimensions & Segments

  • Tracking Marketing Campaigns with Campaign Tagging

  • Adding Colleagues & Freelancers to Google Analytics

  • Configuring Goal Tracking

  • Setting Up Custom Alerts

  • Learn how to master Analytics Intelligence

See you inside the course!

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Robin & Jesper

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Robin & Jesper ✓

Teaches Digital Marketing & Social Media

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We're passionate about teaching! There's no greater joy than watching beautiful testimonials of people achieving their goals and dreams. That's why we STRONGLY believe in full and constant support. With ALL of our courses you can expect:

If you're interested in learning Digital Marketing - Social Media Marketing or Creating a Something Awesome..

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Transcripts

1. Google Analytics Introduction Skillshare: Hi and welcome. Now first of all, thank you so much for deciding to take this complete Google Analytics course with us before we dive into all the great things you'll be learning in this course. We just wanted to take some time and introduce ourselves. And, well, my name is Robin, and I've been teaching digital marketing and how to start and run an online business since 2017, together with my very dear friend, jesper, that's me. I'm Jasper and I'm the second half of these two men team that weighed hundreds of thousands of students have decided to create this step-by-step course called The Big complete Google Analytics Training for beginners. So what are you going to learn inside this course? Well, this course is filled with actionable steps and exercises where we'll take you from having no knowledge how to read and analyze data in Google Analytics, all the way to understanding what to look for, to optimize a website traffic or sales and your audience experience on your website. And as the name of this course is states, the complete Google Analytics Training for beginners will take you through each video from setting up Google Analytics, installing, analyzing, and tracking data, and doing every step in the training with you, step-by-step hands on. Now this course will ask you to pause and play every now and then, as we're actually going to install Google Analytics and learn ways to analyze and track data practically throughout the course, we'll take you through the process of setting up Google Analytics on your website, analyzing data from website traffic, and tracking specific data tailored to your needs. So who is this course for? Well, it's designed for freelancers, entrepreneurs, and anyone who wants to master Google Analytics. So now that you know who we are, how the course is a build, what's included, who it's for. Let's talk about what to expect from this course more in detail. See you in the next video. 2. What to Expect: Hi and welcome. Now if you've been wondering, what will I learn and what's included in this course, then, great, I'm here to answer those exact questions. Now let's start from the beginning. First, we'll set everything up and that includes setting up Google Analytics correctly so that you get all the data displayed that you need. Then we're going to be installing the tracking code to track everything, everywhere. And finally, accessing the demo account so that even if you've got no data whatsoever to work with, there will be a demo account with tons of data that we can use to practice our data analyzing on, which brings us to the next section. But you will learn about analyzing the data that you're getting. Now this includes understanding important website visitor information such as age, gender, country, interests, et cetera. If you know who your audience is, you know how to relate to them and improve your marketing results. You'll learn about the sources and channels that brings you the highest quality website visitors. Just because you're getting a lot of traffic from a certain channel, that doesn't mean that it's the most profitable traffic. Now you will learn to analyze quality over quantity to increase profits. Then you'll learn to analyze behavior reports to understand what content visitors like and dislike. This allows you to create more content that visitors in joy, which means getting better results and more visitors over time. And next, we'll move on to tracking your first learn how to get more control over what's happening on your site by setting up alerts. These alerts will let you know whenever there's a big spike or a big drop in your traffic, spikes allows you to capitalize on what's happening and drops signals that your site may be down or there might be some other problem. And then you'll learn to track leads, which is the foundation to any successful website and business. You'll also learn to track sales, which shows you how much revenue you're making. Now, this is where you can see which traffic channels and website visitors that brings you the most revenue. So to summarize, you'll learn everything you need to know about Google Analytics, starting with getting everything set up correctly, learning how to analyze the data you're getting, and learning how to track your most important performances such as leads and sales. So you'll get a complete Google Analytics Training, a step-by-step guides. Remember, the goal of the course is for you to learn Google Analytics, to increase website traffic or sales, and to optimize your audience's experience on your website. So let's dive right in and learn about the CU different versions of Google Analytics. I'll see you in the next lecture. 3. GA3 vs GA4: Hi and welcome back. Now before we start setting Google Analytics up, it's super important that you know, that there are two versions of Google Analytics that work in very different ways. First, we have Google Analytics 3, also known as Universal Analytics. Then we have Google Analytics for now, the easiest and most common mistake that new commerce make with Google Analytics is to head straight for the latest version. But Google Analytics for is not an upgrade of Google Analytics three, it's just a different model that collects data differently than Google Analytics three dots, and therefore gives you different reports. So you're probably wondering, what are the differences and how do they work? Well, let's start off with Google Analytics 3, also known as Universal Analytics. Google Analytics three tracks, data VS sessions, which means that every visit on your website, regardless of what Paige people visit, it's counted as a session. So Google Analytics three tracks data by using sessions, which means that it's looking at the visitor's visits. However, Google Analytics for work differently, it tracks data via events, which means that every action people are taking on your website counts as an event. So Google Analytics for tracks data by using events, which means that it's looking at the visitor's actions. So which version should you choose? Well, you don't need to pick. We will install both versions and make sure that you get as much data as possible, both as sessions and events. But we will only be using Google Analytics three. And that's because Google Analytics for isn't completely ready yet. Even though it's been around since October 2020, it's still not complete that and misses out on important reports that Google Analytics three has. But because we're installing both versions, you get all the data still collected in it. Soon as Google Analytics for it is completed, we can start reading out those reports from the data that we have collected. And we will of course also be updating the course and show you how to do so. So to summarize, there are two versions of Google Analytics. Google Analytics 34. Google Analytics, three tracks sessions, while Google Analytics for tracks events. And because the fourth version isn't an upgrade of the third, we will install both to make sure that you get all of the data. But we will only be using Google Analytics three, because Google Analytics for is still incomplete and doesn't properly report all of the data. So now that you know how to get the best possible start, I hope you're as excited as me to get right into it. So let's dive right into it and set Google Analytics up appropriately. And I'll see you in the next lecture. 4. Setup Google Analytics: Hi and welcome back. Now we're going to get started with setting up Google Analytics and we're going to set it up for this site, orange, a template.com. Now in order to get started, we're going to start over at analytics dot google.com. I'm going to put this link in the resources. You can quickly access it. Before we go ahead and start by clicking on start measuring, make sure that you're logged in at the correct account. Okay. If you're logged in at the wrong account, well then you're gonna get the wrong e-mail associated with your Google Analytics and you want to use the correct email, okay, So use the Gmail account that you have associated with your website that you're trying to set up. So once you have that, then you have your account set. Let's click on start measuring. So the first thing we're going to do is set up the account name. And the account name can be something very simple for us, is going to be Robin and jesper, okay? Because if we have multiple sites or multiple things that we want to track with Google Analytics, then we can have something known as multiple properties. So the account name is going to be Who is this account associated with? And that is, of course, Robbie and jesper. So if you just put your business name or your regular name here, and then when it comes to the data-sharing, there's nothing we need to do here. All of these basics are all we need and we don't want any e-mail from Google and their products and services. Google is great and all, but I don't want their emails. So I'm going to click on Next. Now this is where we set the property name. Now realize you can have multiple websites, meaning multiple properties. And all of those properties should have the name of the website. Of course, we're only going to be setting up for a single website and that is this one. And since it's called R and J templates, it makes sense to call this R and J templates. You could also just use the URL like orange templates.com, doesn't matter how you do it. Next up we have the reporting time. So now this is going to be important for you to understand when your audience is peaking. So by having the correct time zone, which of course for us is going to be Sweden, because we're currently in Sweden. There we go. Then we're going to get the reporting accordingly to our time. So if we know that we have a traffic spike at around 03:00 PM, Swedish time. Well then we know that would probably want to publish our content around 03:00 PM, Swedish time, regardless of what time that is in other countries. So this is just for your own reporting. And then when it comes to the currency, it's a good idea to match the currency with your websites currency. So if you're running an e-commerce like we are, we have a sharp pair and we're selling things in dollars, then we want to match it with dollars that we can see how much money we're making. So they're correlating that the currency doesn't need to convert any other currency because that's just going to mess your statistics up. Of course, if you aren't selling anything, it doesn't matter. And if you're selling something locally or in your own currency, then just put that currency that you'll be using, but match this with your e-commerce if you are running an e-commerce, and then this is super important. Before we move on, click on Show Advanced Options. Now, scrolling down, we have something that says Create a Universal Analytics property. This is Google Analytics three, and we already spoke of the importance of why we wanted and why it's so important that we installed both. Well, Google Analytics has put Google Analytics for as the default. That's what you're going to be getting if you're just setting this up. We know that Google Analytics three is currently the much more complete version, so we want to make sure that we get that as well, and that's the version that we're going to be using. So they hide it under advanced options. So we need to click there and have it activated. And then we're going to get both versions and get all of the data. We can have all sorts of reports and then website URL, super simple. All I'm gonna do is go through website here. I'm going to copy the address just like that and paste it right in. The HTTPS is already there. So I'm going to remove that part just like this. And there we go. So now it says create both the Google Analytics for a Universal Analytics properly, that means Google Analytics for an Google Analytics three, and yes, that's exactly what we want to do. And then we have enabled enhanced measurements for Google Analytics for property. And yes, we want that as well. That means that Google Analytics for is going to measure all of the interactions, how long they're watching your products. All of these more advanced tracking and there's no reason not to have it. So we're going to leave that click then. And we want to make sure that we have both versions. So don't touch this part, will leave this one on, and then we're going to click on Next. Now next up, this is mainly for their market research. This is going to make any real difference within your Google Analytics. So help us tell your experienced by answering the following. And I'm just going to put this, this is going to be in the other industry. We have a small business. We want to measure customer engagement, optimize, increase conversions, measure content monetization, analyze sales, and measure lead generation. Now, this isn't super important that you get right, but, you know, just get these ones right accordingly to what you plan on using it for n, if you plan on using something else that you missed out, really, don't worry about it. This is mainly for them, not for us. And then let's hit Create and then we need to accept their terms of service and agreement. Click on I accept and click on I accept. And here we are. So we've officially create a Google Analytics account that's perfect. The next thing we want to do is install our tracking code. And we're going to move over to the next lecture and do just that. See you in the next lecture. 5. Install Tracking Code: Welcome back. So at this point we have a Google Analytics account and we have a website. The problem is these two aren't connected yet, so the Google Analytics account isn't actually tracking the website. And we're going to take care of that in this lecture. And in order to do that, we need to set the tracking code on this website. So we're going to start over at the web stream details. And if you don't have this page up right now, don't worry about it. I'm going to click this down and show you how to find it. If you have this, just uncheck all and say, we're going to make sure that we click on admin in the lower left corner and then we're going to move up to where it says data streams. And in here you're going to see the property that you have set up, and here it is, so we're just going to click on it and then you're going to get to this page. Okay, so in order to set the tracking, all we need to do is go down to where it says tagging instructions and go down until you find global site tag. We're going to click here. And here's that wonderful code that we'll be using for tracking. So we're going to click to the right where it says Copy and then we have it all copied. Perfect. Now we're going to move over to that backend of our website. And then we're going to move to the left side and go down to where it says plugins and click on Add New. And then we're going to search for Insert Header and Footer, hit Enter, and then we're going to install this plugin. Now if you've ever gone through this before, you know that you can set up the code in the header manually. But the problem with that is if the update your website, the, that code can disappear and you never want to take that risk by using a plugin like this, you make sure that the code always stays in the header no matter how much your theme is being updated. And that's just a great thing because you never want to lose any form of tracking data or info. So we're going to find this one, click on Install and then click on Activate. And once the plugin is installed and activated, we're going to scroll down on the left until we find settings. And there it should be insert headers and footers. So now I have direct access to the header, to the body and to the footer, but we're only going to put this in the header, okay? Because the header appears on all of your sites across your entire website, so that means you're going to get tracking everywhere. I'm just going to right-click and click on paste. And there we go, scroll down and hit Save. And now we've installed the tracking code. Perfect. Now we want to try it out to make sure that it actually works. So we're going to head back to our Google Analytics here. Then I'm just going to click somewhere on this side to shut this page down. I'm going to move up here because as we see, we're currently in Google Analytics for, okay, I'm going to click up here and then move over towards this orange, a template.com. You're going to notice that this is UA in the front and that means universal analytics, that is your Google Analytics three. So I'm going to start there to make sure that that tracking works. First of all, I'm going to click there and then click on all website data. And now we're in Google Analytics three. So let's move down to where it says admin. And then we're going to go to tracking info and then the tracking code. So this is the one we want to use right here, send the test traffics. So we're going to see that our website is actually being tracks. I'm going to click on Send test traffic. So if you're not getting any dataset and if you go back, you notice that it says no data receive. It might be because you're using any form of a blocker. So I'm going to move up here and pause protection for this site to allow it to track me. And I'm going to update this URL and then head back. And there we go. It says one active users right now, including one from test traffic. And of course, that's us. So that means that our Google Analytics three tracking is working awesome. Now we want to make sure that our Google Analytics for tracking is working as well. So we're going to move up here where it says all website data, click there. And then we're going to move back to Google Analytics for by clicking here. And then we're simply going to head over to the left where it says real time. And then you should see that we have a tracking where it says, yeah, there is one person who is at our homepage and well, guess who? That's us. So we know that the Google Analytics for tracking is working as well. I'm not sure why it doesn't recognize that I'm on the website right now, but sometimes this real-time can lag a little. At the very least, we know that views by page, that is OS we just set this tracking up with just visited the site and it says one, so it is tracking us. It is that the homepage, all of our tracking is working awesome. So now we have a functioning Google Analytics with a Google Analytics 34, and we've set our tracking code, so it's currently tracking our website. Amazing. Now we're going to set up some basics such as excluding our IP address in the next lecture to make sure that when you're working on your website, you're not inflating your own data. See you in the next lecture. 6. Exculde IP Addresses: Welcome back. Now when we've got everything set up, the first thing we want to do is make sure that we're getting accurate data. Now the problem is that Google Analytics doesn't recognize the difference between you visiting and working on your website and new users who's browsing it. So if you don't exclude your own IP addresses or filter, you'll be inflating the data with your own visits. Now this becomes even more problematic if you've got a team of people whose working on your side. So let's learn how to exclude ourselves from the data collection. Okay, So in order to do that, we're going to move back to our Google Analytics and we're going to make sure that we are in Google Analytics three. So we're just going to head up here, says to Google Analytics for and the name of your property. Click there and then click on where it says, use a Universal Analytics and then all website data. Perfect. So now we're in Google Analytics three, and this is where we'll be doing our work. Remember, we're going to move down to Admin and then move to the right where it says filters. And now we're going to click on Add Filter and give it a filter name. Now, this can be called anything is can be called my IP, it can be called internal IP. Now, the benefit of using a name like internal IP means that you are going to filter out everyone who's on the same IP address as you. So if you have a business and all of your employees are hooked up to the same modem or router. That means that everyone is going to be sharing the same IP. So by excluding that IP address, you're excluding everyone who is your employee's, who's using that mode them as a visitor so you won't be collecting their data. That means that they can be in your website. They can be changing things and then visiting it to see the changes. And Google Analytics isn't going to be collecting that data, which is so important. Otherwise, when you're checking Analytics, you're going to say, Oh, I've had hundreds of visitors and then you realize it was all me or, you know, it was my employees. So you don't wanna do that sort of inflation. So we're just going to call this internal IP filter type is going to be predefined. Select filter type exclude, we want to exclude here select source or destination. And that's going to be traffic from IP addresses. And then select expression that are equal to. And then we need the IP address. And it's super simple to find the IP address, we just open up a new tab and right, what is my IP.com? Hit Enter. And here is going to be, so I'm just going to select this. I'm going to copy it, go back, paste it in, and then click on Save. And that's all. Now if you want to exclude multiple, just add more filters with other modems. Of course, if you need multiple filtering, make sure that you name reflects what sort of filter this. So if you're filtering, for example, modem Number 2, 3, or 4 that you have right in those names. Or if you're cooperating with someone who lives at a distance from you, make sure that you write in your name for your IP and the other person's name for their IP. So you just have a good eye on your filters. And of course, if you move away somewhere, get a new modem or something, make sure that you update your field to see you don't inflate your own data. So that's all there is to it. Now you're filtering yourself, you're not inflating anything. You've got the best basic setup. Let's move on to the next lecture. See you there. 7. Demo Account: Welcome back. Now, chances are that you may have very little or no data right now. And that makes sense because we just created our Google Analytics account and set up our tracking. But in order for us to analyze and learn from the data, we're going to actually need the data to work with. But luckily for us, Google is happy to give us a demo account that gets plenty of traffic and has an e-commerce connected to it. And that e-commerce website looks like this. So Google has an official merchandise store, and of course they have connected this to Google Analytics. I mean, it's Google. And they've made that Google Analytics into a demo account that we can use and work with. And this is amazing because this really allows us to go through Google Analytics in depth and properly learn to analyze the data, read reports, and take actionable results from the data we're getting. Okay, so in order to access that demo account from Google Analytics, you're going to enter this support page from Google. Now this will be in the resources. You don't need to find this yourself. So just head over to the resources and it will be right there. Then you want to move down towards this access, the demo account. And then we're going to click at the furthest one down below where it says Universal Analytics property because we want to use Google Analytics three, don't worry, you'll get all of them, but we're going to use Google Analytics 3. Just a quick note here though, you might have noticed that I'm in incognito mode. And the reason for that is if you have a multiple accounts associated with your Gmail that you signed up with, when you click here, you're actually going to be logged into your main account that you have associated with Google Analytics. And that's a problem if you want to be using this account specifically and add the demo account there. So if you have multiple Google accounts associated with Google Analytics that you just set up, then in order to get the demo account on this specific account, you need to log into Google Analytics in incognito and just access everything from there. It's super simple. So once you're here, we're just going to click on this link and check it out. Check out all the data that we suddenly have in our account. Okay. This is our new Google Analytics account, or rather is the demo account that's been added to our account. So if I go up to where it says Master view, you're going to notice that we have Robyn and jesper, the one that we created that has orange JS Templates, Google Analytics three, and Google Analytics for, but we also have a demo account. It has to Google Analytics for, it has one, Google Analytics three and then a attribution project. We're going to talk more about that later. So we're just going to head over here and use Google Analytics three. And this is what we are going to be working with and we're always going to be using the Master view. So this gets a lot of data for us to work with if we go into real-time and see who's actually on this website right now we can see that it has, well people 13 and 14, this visiting the page right now. And if I go back to audience and overview, and you can see that in just the last week has had over 14 thousand users. There is a ton of data here that we can use that we can read from, that we can understand actionable steps that we could take from the data we're getting. Which means that you can learn everything you need about Google Analytics. You can apply this to your own data in your own business. Fantastic. If you don't have any data, make sure that the axis, this demo account. And then I'll see you in the next lecture what we're going to go through, basic navigation, really get started. See you in the next lecture. 8. Dashboard Navigation: Welcome back. So let's start getting comfortable in Google Analytics and understanding the dashboard navigation. And we're going to start over at home. We can just click here to head over to this page. And then we're going to start from the upper left corner because, well, I'm a typical Wisner. So the first thing we have here is where it says Master View. This is where you have your different accounts. And notice we just added in the demo account, but everything is still here. If I click on Robin and jesper, we have our properties, we have Google Analytics three, we have Google Analytics for, but now we also have the demo account and that's what we will be using. We have the different properties, meaning the different websites and the different apps and the different versions. And then we have something known as an attribution projects. On attribution project means that if you have multiple, for example, e-commerce stores and you want to see how much all of them are generating in revenue together, you can make an attribution project and then just clump all of that together and see how much you're making per month from all of your ecommerce. This is advanced stuff and we were probably not going to need this crime. And then let's click this down. Now, moving over to the right, we have a search bar. In this search bar is pretty amazing. It's going to give you a lot of information if you just ask for it. So let's say that I was wondering about my most visited landing pages. Now, first of all, what is a landing page? A landing page is wherever your visitor first lands. So if I go to Orange, a template.com, whenever someone lands on this page, they visit this page first. That means that because it's the first page, the visits, That's the landing page, hence the name. They land on this page. Now if they wrote in orange a template.com slash blog and they landed on the blog, then the blog would be their landing page. Okay, so now when we understand that, I want to know which is my most visited landing page, I'm just going to write that in and hit enter. If you look to the right, we are going to get some data and we can see that by far it is our homepage second and only by the men's apparel in here. And we get a lot of info. So This is amazing. You can search for anything and get answers. A very intelligent design here. So instead of moles, let's say that I wanted to know which are the, let's go back here and write least visited landing pages and hit Enter. Well then we're going to get that data with all of these different landing pages. Remember, it's not just any page, it's landing page specifically where they first land. So you can get a lot of info just like this by using this search function. Moving to the right, we have notification and we're going to set up alerts later on in the course. You'll get notified whenever something's happening. If you have different products, you can switch them here if you need any help, they're going to link you to a bunch of different articles. Then we have the menu in here where you can send feedback. I've never used this. And your different Google accounts in here. This is nothing new, really. Moving over to the left, we are currently at the homepage. Okay, we also have customizations, meaning that you can customize this dashboard that you're seeing right here. You don't need to customize the dashboard. Personally, I never have. And the reason is because all of the information we're going to be finding are looking for is going to be down here. Okay, So while you can't customize the dashboard, am a Customer important? This isn't really the meat and potatoes of Google Analytics, if you will. This is just a short bonus going down to the reports. This is where the magic starts happening. So first of all, we have real-time reports. And just like the name suggests, it's going to allow you to see reports in real time as they're happening right now. Now this isn't actually useful to be on it. It can be fun if you have Black Friday, for example, if you just released a new product and you want to see people who are visiting your site right now and where they are. That can be fun, but it's not very useful. It's much more useful to let the data gather in all of these other tabs here and then analyze it. So real-time is going to be the least useful of all the reports. We're going to spend the least amount of time in here. Scrolling down, we have one tab that says audience. Now, audience gives you data on your visitors such as their age, their gender interests, what country they come from, et cetera. If you know who your audience is, you will know exactly how to target them. So this is a very important section. We're going to spend a lot of time in here. And then we have acquisition. Now, Acquisition shows you which channel that gives you the highest quality traffic. It will show you where you get the most traffic and where you get the most profitable traffic with the highest conversion rate in that January is the most revenue. Now, this section is key to analyze and determining your market plan. So where did they start and what channel did they use to reach your website? Maybe they started on Facebook and they were referred through a certain link from another website to get to your site. All of that data is in here so that you can adjust your marketing plan accordingly to where people are coming from and where the highest quality people are coming from. Okay, acquisition, moving on, we have behavior. Now behavior shows you what users are doing on your website. What content do people enjoy the most and the least? How do visitors go from one side to another? Now, by understanding what people like and dislike with your website, you will know what to make more of and what to make less off. So this is going to reveal the behavior they have on your website. And then finally, we have conversions. And conversions gives you exact date of how your website is performing. How many sales are you getting? How many leads, how much revenues your side generating? All of that is going to be in here. And later on in the course, we're going to set up specific tracking for your website. You can track your goals such as leads, such as sales, and you're going to get all of that data in the report. Okay, so that's going to be later on in the course, scrolling down, we have attributions that we just spoke about that we don't need. We have discover, which basically means that you can use other Google products such as you can check out their blog, you can check out their app, et cetera. Not very useful for our intents and purposes. And then we have admin, and there are a lot of different options in here. Most of them, we don't need to be honest, so we're gonna go through some of them as we go because some things we need to set up just like we just went through and set up the filters. Now what I want you to do though, is move over to user in here where it says default date range seven days. I want you to put it to 30 days because the default range of seven days, That's not a lot of data in a very useful data. So by looking at a month to month basis, that's going to be much more useful. Scroll down and click on save changes. Now scroll up and go back to home. Before we end this lecture, I just want to do a small quick summary of all the things we went through. By far, the most important are going to be the reports. This is where we're going to be spending the most time. This is where you're going to be getting all of the data. So you can take actionable steps to take your marketing and your business to the next level. So audience is going to be who your audiences. We're going to dive deep into understanding who they are, age, gender, country, all of that acquisition is going to be, how did they end up on your website? How did you win them all as a visitor, where did you get them from? Where did they start? What medium did they come through? Was it Facebook, Instagram, et cetera? Acquisition means how did you acquire them? And then we have behavior. What are they doing on your website? How do they go from one part of your site to another? And what pages do they like the most? What pages do they liked the least? And finally, conversions, which is just like it sounds, it measures conversions, how your site is performing, how many leaves are you getting? Where are you getting the Mosley is how many sales you are getting, where you're getting the most sales revenue or you're generating all of that important performance metrics. So now when you are a little bit more comfortable with the navigation in Google Analytics, Let's dive into first, understanding your traffic. How much traffic are you actually getting on your website? Super-important to make sure that you're actually growing month by month, year by year. So let's get started analyzing understanding reports. See you in the next lecture. 9. Traffic: Welcome back. Now in this lecture you're going to learn how to analyze your traffic. One of the most basic things you want to know about your website is how many visitors that you're regularly getting. Now, this is the only way to find out if you're actually growing your website and reach or not. Otherwise, you're just guessing. So we're going to start off at home here. And then to the left, remember we've gone through what these reports are and because we're looking at how much traffic are we getting, we are going to move down to acquisition because acquisition means how we got our traffic. So we're going to click on acquisition and then we're going to click on Overview. And remember to be on the demo accounts that you can follow along with me. I'm going to click on overview. So it's going to bring us to this part and we're going to get a bunch of information. Now the first thing you want to look at is to make sure that you've got the date range correctly. If you didn't set up the default in the navigation lecture, this is going to be set on seven days and seven days. That's not very, you know, it's accurate information but not great information to analyze. So make sure if you didn't set that, you are at the last 30 days and then hit Apply. So if you want to find out how much traffic you have gotten to your website the past month. Just go down and look at verses users, and then you have the total sum here. And this Google merchandise store has gotten 58,151 people visiting their store, which is amazing. There's a lot of traffic. So you're going to go through the very same thing with your own website once you start generating traffic, or right now if you actually are generating traffic, but you don't know how much. So let's go through a couple of things that we can read from this data. The first thing you're gonna notice is that we have a couple of different ways that we're getting this traffic phone. We have direct, we have paid search, we have display affiliates and we have other scrolling down. We're also getting some deeper statistics on how much we're getting and what all of this mean. Let's break it down from the very beginning, starting with direct traffic. Now, direct traffic is any traffic that lands on your website, such as from search engines that isn't paid for. So this direct traffic is all organic traffic. Sometimes this will be called organic traffic, but that's only when Google knows that it's organic. But when Google is unsure because there is no tracking attached or someone clicked through a software or a PDF, it will be listed as direct. Okay. So organic means that they've entered your website on their own, they click somewhere. It's not paid for its free traffic, okay? But direct means that they could have typed in your website, in the browser directly. It could come from a search engine, it could come from clicking on the URL in a PDF. It could be anywhere when Google isn't 100% sure they put it as direct. And remember, this is just for the last month. If you look at your own traffic, chances are that you might have additional ones from just these. If I go up and I change the date range here, now it's 2021, let's put it to 2017 and then I hit Apply. And then we go down. You can see that organic search is really big. Now it might be the reason that organic search isn't as big today because there's a lot of changes in how you're allowed to track people. Maybe Google changed their own tracking for this demo store. That there can be a multitude of different reasons why It's just showing direct and not organic traffic today, why it's been clumped together. So we're going to go back and go back to 30 days. So just be aware to direct traffic doesn't just mean that they put your URL in here and directly entered your website. It can mean that, but it doesn't have to mean that. It can also be from a search engine or anywhere where you're getting traffic that isn't paid for, paid search, that's different, that is paid for traffic. Now, paid traffic is any traffic that you have gotten from a search engine that you have paid for using, for example, Google search ads or Bing ads. Okay? So from any form of search engine, that's where the paid search traffic is coming from. Then we have display traffic. Now, displayed traffic is traffic that you've got him from running display ads. If you don't know what display ads are, don't worry about it, but it's this type of ads that you see on blog, website for example, where they have a small piece of randomly generated at, might be in the upper right corner, lower right corner, et cetera. If you don't know what it is, you're probably not going to have it on your own analytics, so don't worry about it. And then I fill the traffic is traffic from affiliate websites. Okay. So if you had any form of affiliate partnership and you are they are driving traffic for you towards your website that is going to show up here. And then we have other and others simply means that Google has no idea what that could possibly be. So they're just going to clump it together. So now you know the different ways that you're getting traffic from. We're going to dive even deeper into this in an upcoming lecture. In an upcoming lecture, we're also going to dive deeper into how your performance has been this month compared to a previous month or a previous year. So you can see your own growth, but we're going to start with one step at a time. So looking at all of this data, we're getting some additional information. First of all, we have users and users is exactly the way it sounds. How many people have actually entered your website. Here's the total, here's the one from direct traffic. Here's two good ones from paid, from display, from affiliates. New users means just like it sounds, people who are completely new, who've entered your website, okay. That's removing all of the returning visitors. And then we have sessions. And remember, Google Analytics, three tracks through sessions. So what is a session? Well as session is every time someone enters your website and then they check out your website, for example, if they enter four different pages on your website, that is still a single session. But then if the exit your website and come back to your website, then that's going to be a new session. Okay, So Google merchandise store has gone in 75 1862 session. There's a lot of sessions. Now we have bounce rate. Bounce rate, meaning how many people, how many percentage have a bounds. Now bounce is just the way it sounds if someone enters your websites and then directly leaves your website without checking it out, without clicking anywhere. That's known as a bounce. You want to have as low of a bounce rate as possible because just like dropping something that bounces on the floor, it bounces right back. You don't want it to bounce back. You want people to stick to your website, not bounce from your website. Okay, so the lower the bounce rate that better for your website. And as we can see, people who come through direct have a much lower bounce rate then paid search. And this is very common. It's not true every time, but it's very common. That is generally why they say that organic traffic, meaning traffic that isn't paid for direct traffic, is more valuable than paid traffic because paid traffic tend to not be quite as sold on what you have are not quite as interested as people who have come to your website by their own free will. And we can see that on the bounce rate, then we have pages per session. So remember one session, it's whenever someone goes into your website and then they might click on multiple pages. So here we're looking at, well, how many pages are people checking out per session? Well, the average is close to five. And as you can see, the paid search actually has more pages per session, display even more. And that is very interesting in my opinion. But that also means that if you're running, for example, a content website where you are relying on ad revenue. You want to have as many pages per session as possible. Because then you show more ads here generating more revenue. And then we have the average session duration. And you want this to be as high as possible because that means that people are enjoying and reading your stuff. E-commerce conversion rate. Well, that is just like it sounds. How many percentage are actually buying something or taking an action that you want them to take. And in this case, the conversion rate is going to be a purchase. And we can see 2.57% actually do much higher percentage in the direct traffic than in the paid search traffic. So that's definitely something to keep in mind. How many transactions, meaning how many people have actually bought and then the revenue generated, and that's quite a bit of revenue. So all of this very important data that we can read from this stats that we have gotten about our traffic. So the basic question was, how much traffic Have we got into our website? We have that here. Where do they come from? And what does it mean we get all of that data here if we want to have more in-depth traffic, for example, okay, we have gotten 50000 people to our website, but where did they actually land when they come to our website, we can go down and click on direct. Now here we can see where they first land on our website and this isn't very valuable data. The majority of people are going to land on the homepage. And that makes sense. That's usually where people at 53.3% lands on the homepage. Now we can see the sum also land and the redesign slash shop slash buy brand, YouTube, which is going to be some of their merchandise and some are going to land on men's apparel. So I'm not going to just land on a parallel. Some are going to land in the sign-in. So when it comes to the landing page or where they land up from the asset direct traffic, that means where they first visit your website. We can see from the pages per session from home, for example, that they don't stay there. Most people visit on average four more pages. But once again, we can see how many new users are landing on home. Well, there's going to be 60 percent. Okay. How many sessions is it getting? What's the bounce rate? So we can, for example, see that people who land on home have a 50 percent bounce rate. Well, people who land on men's apparel, happy, 28% bounce rate much lower and people in the sign-in have the lowest. And that makes sense because if you're looking to sign into Google, you're probably not going to bounce. And if you want to see how it looks like, you can click on this button and it's going to take you to that very patient. This is their sign in page, of course. And then you have the same data that we just went through. And something we're gonna take a closer look at as we go, is going to be the revenue. Which page, or rather which paste that they're landing of first is generating the most revenue for us. So we can, for example, see that more people land on this page. This is shop by brand, YouTube. Okay, more people than people who land on men's apparel or apparel men. But look at the revenue generated. Now this is generating, it looks like ten times more revenue. Then this one, okay, If you compare these two, even though this one is getting slightly more traffic, so that's pretty huge. We're going to dive deeper into looking at the different qualities of traffic, how to find it, and what to do with that information. But for now, let's head back and also go ahead and click on paid search. Now if you're running any form of ads, you want to know well, what are the keywords that are making me the most money? That is giving me the lowest bounce rate, which is giving me the most sessions and the most pages per session. And as we can see, the winner is the Google merchandise store Destic keyword that they're using. It's not generating a lot of money because they're paid ads aren't doing too well compared to their organic, which makes sense. I mean, we're talking about Google here, but it's still very valuable if you're running ads. So now what we want to do is that we want to move down to all traffic and then click on channels. Now we're getting the same data but in a different look here. But what we're always, always looking for when we're analyzing reports are patterns. So if we want to walk away from here with something actionable about our traffic, then we need to look for patterns and we've found a couple of patterns, right? We know that direct traffic works better than paid search when it comes to revenue, when it comes to the total, we know that it is performing better, has a much lower bounce rate and all of that, but that's not surprising. But if we're creating content, for example, one of the things we can look at is going to be this user statistic. So if we look in the Explorer and summary, we can see if we have a day basis. And of course we're looking from a month perspective. We can see when we are getting the most users. If we look here, we can see that Friday Things are going down Saturday, things are going down Sunday. We're in the valley and then we're getting more users on Monday, Tuesday, Wednesday, Thursday, and then it's going down on Friday. And this is a pattern. If you look across this entire amount, you can see that every single Friday the user amount is going down. And Saturday and Sunday is always the lowest amount of users on your website is true here, and this true here as well. So what does this mean? Well, this means that if you want some actionable data, I would analyze this report as if I'm going to produce content on my websites, I would release that in the middle of the week on a Monday, on a Tuesday or on a Wednesday, or on a Thursday. A Monday seems to be especially good, but any of the weekdays seems to work because that's when we're having the most users. So that's when we're going to have our content the most read. Similarly, if we're releasing a product, release it in the one of the weekdays because we're having the lowest amount of users in the weekends, that's not a good place at all to be releasing any form of content or any form of new product. So this is very actionable data and we find it in acquisition all traffic channels, making sure our date range is from the last 30 days and looking at days now if we look at a weekend in the last 30 days, we're just going to have a pretty much a straight line isn't going to give us anything. But of course, if we're going to look at this from a deeper perspective, we can go and we can set up several years in here. We can look month, month. That's going to give us some actionable results. But for now, I just strongly recommend look at the last 30 days, look from a day perspective and then go through this chart and see when am I having the most users and when am I having the least amount of users? That's going to reveal to you when you should publish your new content and when you should publish your new products to get the best possible results for whenever you release something new. Perfect. So now you know a bit more about your traffic. In the next lecture, we're going to talk about locations and figure out where is your traffic coming from and what is the highest quality country for you? And how do you adapt your marketing plan towards that? See you in the next lecture. 10. Location: Welcome back. Now that you know how much traffic you're getting, it's time to find out what country they're coming from and which country that's the most valuable. Now, this is essential knowledge since you may be getting a lot of traffic from one country, but another country may be giving you much higher quality traffic, then you want to put your marketing efforts towards the high-quality traffic. Now, similarly, great marketing is all about building connections. And different countries have different cultures. So you need to speak the language of your most valuable website visitor. Alright, let's dive in and find out where they're coming from m, which is high and which is low quality traffic. We're going to start off by going into audience. Remember, because we're looking at our audience right now before how we acquire them and now specifically about or audience. So click on audience and open that up, go down to geo, open that up, and then click on location. Now, if we scroll down, we're going to be getting a lot of very important and useful data country by country. And once again, this data reflects your date range that you have set up here. If it's on seven days currently, that makes sure that you have at least the last 30 days. Okay, and then click on Apply, and then let's scroll down once again. Now we've gone through a lot of these. What users are new users. A session is what a bounce rate is, et cetera. Now let's use a lot of this information and knowledge and look at the different countries and see how they're performing differently and how we would adapt our marketing strategies based on the data that we're getting. Now, on the very top, we can see that the majority of users are coming from the United States. If we look to the right here of the user amount, we get a percentage, 42.9% of all the users comes from the US. And we're having some pretty great statistics as well. They got a low bounce rate. They have a lot of pages per session and they like to stay on the side for a long time and check this out. You're generating a lot of revenue. No surprise that Google's main target, that audience is people from the US. But here's where it gets really, really interesting. If you look at the country which has the second most amount of users, that is people from India, okay, So they account for 8.7%, almost 8.8% of all of the people. And they have a lot more people coming from India then from Canada. But this is where we start separating high from low quality traffic because we have to ask what is the purpose of the website? Of course it is to generate revenue. So if we go to the right, then we'll look at how much revenue is India, the second most popular traffic that's coming to the site generating. We go all the way to the right and we can see that they're generating 0.100% of the revenue, $186.8. That's not a lot of revenue being generated from this second most popular traffic that you're getting determined by country. But if we go down, we can see that we have about one hundred, ten hundred 400, something like the less people coming from Canada. Okay. So quite a bit less coming from Canada. But if we look to the right, we can see that Canada still stands for 5.2% of all of the revenue. So while India, or people from India or generating a $186, people from Canada in total have generated 9,947, $1000. There's a huge difference in between here. And the only reason that we know of this valuable data is because that Google has enabled something known as e-commerce tracking. So they're tracking the revenue being generated. And we are going to do that for your own analytics as well later on in the course. But this is super valuable because if you look on the surface, you're going to think, well, we're getting a lot of people from India. That's great. We're going to adapt or marketing language. We're going to try to get even more people from India since they seem to like us and they do, they have a good bounce rate, they have a better bounce rate, and Canada do. And they also like to stay on the site for a long time, two minutes on average. They don't like to buy their stuff and that is super valuable because if you're running an e-commerce, you want to be selling stuff. And if you aren't selling, well, then this is going to be a low quality traffic country for you. So instead, of course, you want to focus on the US because 91.8% of the revenue comes from the US. But you also want to know that Canada is very valuable for you because they're generating a lot of revenue as well. So this is the process of understanding what a high versus low quality traffic is. And now we're looking at countries. But this is important because in India they have separate cultures. Then if you were generating a lot of revenue from India, you would adapt to that marketing language towards that country. But now it's a very poor idea to do so since Canada in the UK are producing a lot better results if you're looking at the revenue than India is doing despite getting a lot of traffic from India. Now if you wanted to go even deeper or even more in depth, okay, we know that the majority is coming from the US, but where in the US are they coming from? Maybe you would like to do some form of ads or you just want to use the specific language because you have a specific targeting, you can click on the United States here. And now we're getting some more data once again. So if we look at the different states, we can see that California A's. Representing the majority of users, there are also representing the majority of revenue being made. So if you were to make a marketing plan and you are going to go specifically towards the state. Clearly, you would want to target California since they are producing a lot better results than any state down here, such as Pennsylvania, for example. But if we look a little deeper on some of the other states in here, we can see how they're actually performing versus each other. If we look at texts as in Washington, for example, we can see that Texas is more popular than Washington is because 7.2% of all of the users come from Texas and only 4.4% comes from Washington. Okay? We can also say that Texas is generating more revenue and then Washington is. But you have to understand that almost doubled, Not quite, but almost double the amount of people are coming from Texas. But we're not seeing almost double the amount of revenue being generated. In fact, we're seeing almost an identical amount of revenue being generated by these two. So 7.2 versus 4.4 when it comes to the actual amount of users, but only 6.8 versus 5.9 when it comes to the actual revenue being generated. So what does this mean? Well, it means that Washington, even though you're getting a less users from there, actually generates more money in total per user then takes us does. So if you were to choose one of these states to focus on because you're making a wide marketing plan, you want to include California and New York, the top three states, then you would want to include Washington rather than takes us, we have to understand that these have different cultures as well. And if you're doing a form of ads, then you want to be very specific in your states targeting, then go for Washington, overtakes us. So this way we can get a lot of very deep information. We can also see that the bounce rate is much, much better for Washington compared to Texas, which has a quite high bounce rate. And also there are more pages per session. So there's a lot of in-depth, valuable data that you can gather. If you just look a little closer and don't just take the surface value, of course, more users and more money being generated makes it seem like Texas and more valuable. But if you look at the actual percentages, we can see that Washington Indeed is more valuable. So if we go back and we summarize what we want to look at Easter revenue being generated, and we're going to set this up for your Google Analytics account later on in the course. But this is how you separate high-quality traffic from lower quality traffic. If you are running an e-commerce, you're looking at the revenue being generated. But if you are running a blog or you're relying on ads, for example, then you want to look at the average session duration primarily and pages per session. Because the more pages you're showing in, the longer you stay in, the more ads you can show, and the more revenue can generate from there and also build up your brand and actually build something, okay, So if you run an e-commerce, you look at the revenue, if you're running a blog or if you're trying to build a brand reputation or something similar, then you're going to look at the average session duration and pages per session and let that determine what is a high-quality traffic, What is low quality traffic? And of course, don't forget your bounce rate. It should be as low as possible. Now in the next lecture, we're going to go and look at your audience's Demographics to understand who they really are. So that you can be really specific with your marketing language to really target the in that high-quality traffic that you've got. Okay, see you in the next lecture. 11. Demographics: Welcome back. So now that we know how much traffic we're getting and which country that's the most valuable to us. Now we're going to ask the question, who is our audience? What the gender is over-represented? What age are they? What are their interests and besides which gender and age is, are the most valuable to us, meaning generating the most revenue or has the most page watches or the longest average duration on our website. This is all super important knowledge to understand so that you know who you're talking to in order to focus and attract more of the highest quality traffic. Okay, Let's dive in. We're going to start by going to audience, because remember we're talking about our audience here, learning about their demographics. Open that up and then go down to where it says demographics, and then click on Overview. Now if you are in the demo account which you really should be, then you're going to get all of these wonderful data. But first of all, what you want to do is move back to your own account because this isn't enabled for you yet. You need to do a couple of setups in order to have and get this data. So what we're gonna do is click up here. If you missed that, it's right up there with his master view. Click there, and then we're going to move back to our own account. And of course you a Google Analytics three, and then click on all website data. And now we need to enable this function. But before we enable this function, it's very important that your website has a privacy policy because what you're essentially doing is tracking and saving down in using their information. And in order to track down and say they use the information, you need to have their permission to do so. And having a privacy policy that is visible and a cookie notice that lets them know what you're doing with their data. This is going to make sure that everything you do and saved down is completely legal. So remember, make sure that you do have a privacy policy on your website. When you do, you go back here and then you just click on Enable. Congratulations, you have enable it. And it might take up to 24 hours before there's any data available. But just make sure you go through that process so that you can start saving down this data and get these reports. So what we're gonna do is we're going to head back now that it's enabled on your account. Make sure you do that. Let's head back to demo account, Google Analytics three, you a Universal Analytics and then Master view. So here you're gonna get the demographics report that will show you who your most valuable targeted audience is. Now, there may be surprises in here, for example, if you're selling a grooming kit for men, but you find that it's mostly women who buy it. Chances are that they're buying it for their partners. You could then change your marketing strategy to have your product come gift wrap, or use a language that goes more like surprise your man with the best self-care tool he can possibly get, et cetera. So all of this data is so, so, so valuable to understand who's buying it. Tried to figure out why they're buying it, and then make sure that your marketing and your product reflects that's even more because that's going to mean that people stay longer on your website and buy more of your products because you're aiming in your targeted audience better. Okay, so let's look at some of this data. First of all, you're going to notice that it's mostly represented by male, say it has 55.7 over 44.3%. So There's a slight dominance, but it's not huge, okay? But the important thing is when you're looking at your users, when you're trying to figure out your demographics, this data isn't enough, okay? We can see that the majority is 25 to 34, 37 percent, and we can see that there is a small majority here in male versus female. But we want to know from all of our data, from all of the traffic we've got an h2 actually enjoys her website the most. Who actually buys the most days, the longest who frequents our websites, mostly. Then you don't want to just go for a month, you want to go for a couple of years. So what I'm gonna do is I'm going to go all the way back to 2018, so I just remove that and now I'm putting in 2018 so that the date range is from 15th of September 2018 to the 14th of October 2021. And then I'm going to hit Apply. Now notice that the gender dominance of males over females just increase. And this is super important because if you were planning on doing an even balance and tried to target both male and female. That might actually have been a mistake because we can see that men are over-represented in our data. We can also see that this increased from 37 percent to 41 percent. So this really isn't even more dominant age range than we thought. So make sure that when you're trying to figure out who your ideal audience is, that you're looking way back in a bigger date range and not just month per month because that fluctuates. Okay? But when you're figuring out who your buyer is, you want to have all the data that's available. Now I just put 2018 as a random number. It could have been anything but you want to go way, way, way back to when you started. Okay, so now we know that men are over-represented here, but that doesn't mean that they're the highest quality traffic. Also doesn't mean that this age is the highest quality traffic. We can never take that for granted just because it's the majority doesn't mean that it's the highest quality we've already learned this. What we're going to do is we're going to move down to where it says gender in here, and we're going to click there. So if we scroll down, the first thing we can do is move to right and see, look at the revenue generated. We can see that they're quite close. We can see that females actually have a lower percentage than men, which is no surprise, we just saw that. But there are not too far from each other when it comes to revenue generated. This is actually telling me that females are a really good target to be targeting, even though men are the majority here. So that's some pretty good data to understand when it comes to revenue generated. So this isn't something that would have been obvious. It would just look at the data because we can see that there's almost quiet, but we're close to having double the amount of men if we're looking at 62 versus 37, but we're very close in the actual revenue generated. So clearly, women are more happy to be shopping than men. Okay, so that's the first thing to know that, Okay, focusing more towards women would be a really good marketing plan. Now the second thing to look at is the bounce rate. We can see that women actually leave more often than men, but it's not by a huge margin, okay? They do prefer to stay a little longer. This isn't any big data. This, this is really big data looking at these comparison and then seeing the differences in the actual amount of users. Now if I want to figure out okay, so most likely it's a very good idea to focus more on women. And remember, we had the ages 25 to 34 being over-represented. The next question is, what h is, should we be focusing in? So let's click in on females and explore them a little further. Scrolling down, we can see that the majority is actually coming from 25 to 34 years old, okay, stands for 41% of the total amount of users. We knew that already. But what about the revenue being generated? Now this is where it once again gets interesting. We can see that in the second place, well, first of all, there are already a majority. So indeed this is a very good age range to be targeting. But then we can go down slightly and look at what about the 18 to 24? They are the second majority in here. And if we look at the revenue being generated, the R and D, The second majority. But here we're talking about a difference in 8% when it comes to total amount of users. But we're only talking about 3% when it comes about, when we're talking about actual revenue being generated. From my point of view, when we're looking up towards the ages, we're actually making more money per traffic being gathered. Even here, 45 to 54, we can see that it only stands for 8.9% of the total amount of traffic, but it stands for 13 percent of the revenues if you wanted to make them as efficient of a marketing plan as possible. First of all, I would target this age range and then I would start creeping up towards this age range and then this h, right? And just leave this one totally out of it. Because if you're looking at the revenue generated per actual amount of users, this is going to give you more bang for the buck and these, and these as well. And then we were starting to drop off a little bit as we go lower. So this is really valuable data and that we can go back as well. We know that Google has a section for men and we know that they have a section for women. And we know that women actually generate a lot of money. So adding in more products and writing more confident with a language towards women, that would be a perfect marketing strategy. But what about the ages for men? We can click in on male and scrolling down here we have quite a big discrepancy. First of all, the majority, just like when you before, is between 25 and 34 year-olds and they are generating the vast amount of revenue. Perfect, that makes sense. So this is a good age range, but here's a much bigger difference for the men compared to the women. If you're looking at 18 and 24, we can see that they are the second biggest majority with just 2%. But if you're looking at the actual revenue being generated, it's just 17 percent. Look just one step down. Now, this age range for generating a less traffic is generating 6%, almost, slightly more than 6% more revenue. That's pretty amazing data. So that means that without a doubt, even though there's more traffic coming from this age range is indeed more profitable, even when it's generating less traffic like it is right now, is generating more revenue. That's the sort of valuable data that we're looking for DACA want to enhance, not just for our marketing and riding our content, but also if we plan on doing any form of ads, we know that we should and target this age range. Yes, it's popular. Yes, it does generate some revenue for you. But these are much easier to sell to. These are the ones you want to be targeting. So from this data, when it comes to men's products, I would focus on the age is 25 to 40 for because we can see that those are some really good ages. And now we're starting to drop off a little astro go down, but it's still pretty good even down here. But I would start off with using 25 to 40 for and try to create a buyer persona and understand who that is. Because now we have a deeper understanding of our demographics. We know the country, we know how much traffic we're getting, we know what h is good, 10 is good idea to focus on slightly older people that is above 24. Well older depends on your age and to focus more on women's products because they are slightly under-represented, but they're generating revenue. So awesome. Now we've found our higher-quality traffic by looking at our demographics. And remember, you want to also be looking at the average session duration and the amount of pages per session when we're talking about creating content, building a brand, and trying to get ad revenue. So for example, once again, we're seeing the same trend, 18 to 24. Well, they have less page sessions than 25 to 34 and even more in 35 to 40 for so it's clear that they are a much higher quality traffic and the same is reflected in the bounce rate. Many more people in this age range, of course, have a lower attention span, which makes sense, but they're also just not as interested. So they're bouncing where we can see that bounds the increase as the age goes up here. But that is the sweet spot, 25 to 34. So that is the higher-quality traffic, no matter if you're looking at revenue or if you're looking at generating ad revenue through your content or building your brand awesome, valuable data. I hope you're having as much fun as me and actually following along step-by-step. Remember you can replay this videos as many times as you want to further understand what we're talking about. These lectures are always available to you. Now in the next lecture, we're going to be looking at the pages to figure out what pages on your website to people like the most and stay on the most is going to allow you to create more content that people like and just stop creating the content that people don't actually like. Very important. See you in the next lecture. 12. Pages: Welcome back. So what do people like and dislike about your website? Now by knowing what people like, you can do more content like that or adding more products of that niche. Now this will lead to more traffic and if you're running an e-commerce, more sales. So important information to know, let's dive in. So because we're talking about people's behavior on your website, right? What pages they like. It's going to be in the behavior tabs. We're going to open that up and then we're going to go down to site content and then click on all pages. Now the first thing we want to do is make sure that we have our data set correctly. If you're coming from the previous lecture, probably going to be back in 2018. So we're going to go to date range and make sure that it's in the last 30 days and then hit Apply. Now, scrolling down, what we're looking for is what pages do people like and what pages do people dislike. And we're going to look at the bounce rate as the main statistics here, okay? We're going to look at what pages has a high bounce rate. Remember where people entered the side and then directly exit, that is a bounce. So high bounce rate means that a lot of people just leave without checking it out or doing anything more. And a low bounce rate means that they stay or they take action or the stick around and read. So we're going to look for which patient has a high bounce rate, which has a low bounce rate. And ask the question, why, okay, super-important. For example, if we are going to be looking at certain parts such as, let's go in here, let's go down here and see this one has 14 percent of a bounce rate and then we'll look at okay. What page is this going to? The left, we can see is the sign in page well, does it make a lot of sense that the sign in page has a low bounce rate. It does. Most people who end up on the sign-in page do so because they want to sign in. So they're not just going to leave. So this doesn't actually give us any valuable data at all. We always have to ask the question, why? Why is it so high or why is it so low? For example, going up, you might be wanting, what is the average bounce rate? What is the numbers that you want to be aiming for? And that's going to completely depend on your niche. So if you have, for example, a website that is all about focusing in on a very specific or a select few people that's a very high-end product. You can expect the higher bounce rate, but that's because also that your customers are much more valuable to you. But if you're selling something on average, were you trying to just go within the 10 to, I don't know, $300 range of a product, then a bounce rate below 80 percent is usually a good bounce rate, okay. So below 80 percent and you're declared above that is probably something wrong. So if we go down this is page 1. If we go to the other page and look around, we can see that down here, for example, this one has a pretty high bounce rate, 53.9%. And you have to ask the question, okay, why does it have such a high bounce rate? If we go to the left and we tried to check out this site, we're gonna get to the oh, sorry, the page is missing. Sorry, this page is not available. So that's gonna make a lot of sense, right? That people are going to bounce from here because this page doesn't work. So that is valuable information to know that people are leaving because there's nothing here for them. Some people aren't going to bounce steel. They're going to click somewhere else and go to some other place on this page. But a lot of people are going to say, oh, well, they don't have what I'm looking for or this is bad, I don't like this and they're just going to exit the page and leave and that's when you get a bounce. So when you're looking at the bounce rates, always ask the question where and check out that site. Now if we go back to the first page again and we'll look at the homepage. We know that the homepage is getting the majority of page views. And we also know that it has a bounce rate of 51%, which is higher than all of these other ones. So while it's definitely below 80 percent, so you wouldn't say that it's bad if you compare two to itself, we can see that it has an unusually high bounce rate. We have to ask the question, Why? Now chances are that it's too complicated, It's too much to do, or they're marketing themselves in a way that disappoints people expectations because what they're actually offering on the site, as we can see here, doesn't give a lot of bounces, but the homepage itself does. So this does give some indication as to what do you want to be looking for? Why are people bouncing and why aren't people bouncing and make the decisions from there? So if I were Google, I would check out the homepage and say, Okay, this is a little bit too high of a bounce rate, not because it's bad on average, but it's bad compared to my other bounce rates. Why I'm getting the majority of traffic to this page. I want to make sure that this has indeed lower bounce rate. And later on in the course, we're also going to look at comparisons month by month and year by year and C has to bounce rate increased or decreased. And of course, we hope that it has actually decreased. So this is something that you can do on your own website. Go ahead and go into behaviors, site content, all pages and look at which pages at a high bounce rate, which pages has a low bounce rate? And ask the question why and then have a look at what is the average time on these different pages. If you're asking the question why and you have a homepage that's long. You want to have a long average time on page. If you have a short home-based and it's going to have a low average time on page desk and I make sense. So always understand the intent. Always ask why. Look at the bounce rate and make your improvements from there. Always aim for a lower bounce rate. Perfect. You understand what pages people like and dislike, and then you make changes to and what you think the reason is, and then you give it a month or more, and then you look at has this statistics actually improved? If yes, well then you're on the right track and you're constantly improving. If low, well then you're in the wrong and you need to make some other changes to make sure that is being improved. Great. In the next lecture, we're going to go through sources and channels to understand where you're getting your traffic from more in depth. Where did they start and what medium where they using to actually end up on your website. See you in the next lecture. 13. Sources & Channels: Welcome back. Now in order to grow, you need more traffic and not just any traffic, but high-quality traffic, the sort of traffic women looking at the January is the most revenue, the highest average session duration, et cetera. In this lecture, we'll be looking at different sources and channels to first of all, understand what they are. And secondly, to find where our highest quality traffic comes from so that we can make a plan to do more of what works and get more high-quality traffic. For example, if we know we're getting more high-quality traffic from Facebook rather than Instagram. Well, we know that we should be making more Facebook content, right? Okay, let's get started. Because we are talking about where we're getting traffic from. We're going to move down to acquisition, how we acquire that traffic and then all traffic. And then we're going to click on source slash medium. Now, scrolling down, we're getting some statistics down here. But before we get started, we want to define what a sources and what a medium is, okay? Because first we have the source and then we have the medium. So let's start with the source. Now, a source is where your traffic are before they see your content. Okay? So if we scroll down here, we can see that, okay, where is the source of all they start that from google.com. And then a medium is how they arrive to your content. And if we look at the medium here, we can see that they arrived by CPC, which stands for cost-per-click, which is an advertising model. Okay, So we know that the sources that they started on Google and they came to our website through ads, through a CPC ad. So that is how we define source, that is how we define median. So we know where they started and what sort of medium, how they actually ended up being on our website. Now as you're noticing, we have some pretty boring statistics that we have direct slash non, standing for 96.7 of all of the data. And direct slash non basically says, first of all, direct, like we spoke about before, google doesn't really know, and they know that it's organic, but they don't know from where it actually came and non-assessed that they have no idea what the medium used was, no idea at all. And this is probably because they'd been updating their own tracking for some reason. Now, judging by mining Jaspers Google Analytics account, for most people, it doesn't look like this at all. You actually get very great data if you have the normal tracking on. So in order for you and me to get some data to actually play with and learn from in this demo account. What we're going to do is we're going to scroll up up here and then we're going to change these dates from 2017. You can just write that year inferred. Then 2018. It doesn't really matter what month you're at. And then we're going to click on Apply. And then we're going to scroll down. And as you can see, we're getting a lot more on the statistics right now. So I don't know why they've changed their traffic to not reveal where people are coming from, but back before. Well, clearly in 2017 to 18, they did have more data like this. And in your account on your website you are going to get more detailed data like this as well. So change the CSS so that you actually get some data that you can analyze and play with it until you start generating your own. Now, just like before, what we're doing here is that we're going to be looking at the source and medium. And then we're going to be looking at things that we've been looking at before, such as witches generating the most revenue, which has the lowest bounce rate and which has the highest average session duration, okay? So starting off, the majority of the traffic is coming starting from Google and coming through organic, organic means that it ended up as a search result and people clicked on it. It stands for 45 percent. Okay. Probably a big part of direct in here as well, but we're just going to assume that right now it's 45 percent. So the first thing we're going to look at, okay, It's 45 percent and it stands for 10 percent of the revenue and that's pretty big, isn't it? If we go down with guessing that the direct actually stands for 16, even though it's a much, much, much smaller percentage of users. Now because they have clouded their own tracking for some reason, we don't actually know what this means. This is our unknown tracking, but we know that from the sun and tracking, they're making a lot of money. But we're going to judge all of this data from the tracking that we have, because chances are that you're going to have very little of this. So we know that they're generating 10 percent of their revenue from Google organic results, which generates in 45 percent of the users. Now if we look at some other source and medium such as YouTube, we can sit as YouTube is Harley generating any revenue at all. And when we're talking about generating revenue, we're talking about people who are on YouTube. And then we'll click on a referral link. It can be from a YouTube video, it can be from a YouTube channel profile anywhere on youtube.com and then end up on the merchandise store. They aren't very happy to be buying anything. And we can also tell because it has such a high bounce rate. So clearly from this, YouTube is a very poor source, a very poor marketing channel to be using to generate revenue. We can also see that the average session duration is very low. So YouTube, not a good marketing channel to be using for the store. If we go down, we're seeing quite a different result. It has less than half of the youtube.com referrals. But if we go to the right, it has a much, much, much higher revenue generated. We're talking about $970 from YouTube and $45,187 from Google's ads. Okay, so we know that adds is a much better way to be marketing and selling your product then using organic YouTube referrals, this is all very important data because this is going to decide your marketing plan. Now we have to remember, of course, that adds cost. So you need to know how much you're paying and how much you're making, how much of this sum is actual profit? But that's of course an entire topic in itself. Just looking at this data, we can tell that using ads through Google, that is, CPC ads is much, much more profitable than using organic YouTube referrals. Indeed, it does have a higher bounce rate and they're not staying for very long on the website. I mean, the Google Organic are staying for twice as long, but it's still very good because it's generating a lot of revenue. If you're running an e-commerce and you're looking to sell more products. This is an amazing channel to be using. But if you're only using a running content and you're trying to make money through ads revenue. Of course, if we're looking at the bounce rate and if we're looking at the average session duration, none of these are very applicable. This isn't good statistics. I wouldn't be using ads at all because chances are it wouldn't be paying off. I would be focusing much more on using organic traffic. But now that they're running an e-commerce, they really should be utilizing ads because it is super profitable for them. So to summarize this lecture, this is how you read statistics and understand where people are starting from the source being, where they start, that the median being how they actually ended up on your site, organic being, of course, that they clicked it themselves. And here they click that themselves from Google referral, meaning that they were referred from somewhere. Now there were referred from youtube.com. It could be from a YouTube video, it could be from a channel, etc. So you're gonna get all of the data here and what we're looking at if you're running an e-commerce is first of all revenue. And then we're looking at the bounce rates, and then we're looking at the average session duration. So you can understand what sources should you be focusing more on here we can tell this clearly, Google is the best source to be focusing on when it comes to organic is doing better than being were any other platform. And what medium should you be focusing on? Should you be focusing on organic, be focusing on ads. And clearly in this case, organic juice trumps everything big, big time, but adds this also generating good manners. I will be using that as well. You, on your website, you're gonna get specific data from what you're doing. And if you're using affiliates, you can see which affiliate is generating the highest quality traffic. So maybe you want to give them a better deal. You want to give them more content to be working with, et cetera. This is how you decide on your market plan for some of you, if you are running asked and the ads are going to be bigger. And for some of you that might be different search engines, it's actually giving you even better data. Finally, if this is just way too much, It's way above your head. Remember we've been here before. You can go to the left and you can click on channels. And then you can see all of the data just like this and see how much you're getting from organic, how much you're getting from direct, from social, but you're not seeing the source and medium right now, but it's a great way for you to look directly at the bounce rates and the revenue just like before you get an overview. So this is how you look at the sources and channels and understand what you should be focusing on and what you shouldn't be focusing on. Let's move on to the next lecture and look at behavior reports. So we're going to dive a little deeper and look at what people are actually doing on your website and how to make decisions based on their behaviors. See you in the next lecture. 14. Behavior Reports: Welcome back. Now we've already had a peak in the behavior report section during the pages lecture, when we looked at what pages your visitors like and dislike. But in this lecture we'll be diving deeper and looking at what happens when visitors land on a certain part of your website, how often do they stay and how often do they just exit compared to your site average. Understanding these kind of metrics can help you optimize your website and have visitors stay for longer, which of course, results in higher quality traffic, more sales, and all of that good stuff. Okay, So let's dive in and understand your visitors. We're going to start by going into behavior because that's what we're talking about. Understanding your visitor's behavior. Open it up and then go down to site content. And now we're going to go down to landing pages. So in the very early part of this course, we spoke about what a landing page actually is. Now it's a part of your page where they land, where they first end up, right? So if you land on the blog and the blog becomes the landing page for this visitor. If they land on the homepage and the homepage becomes the landing page of that visitor, et cetera. Okay, So we're looking at the landing patients and how effective they are. First thing we're gonna do is move to the right and make sure we have the dates correctly. If you come from the previous lecture, probably going to have them between 201718. So date range go to last 30 days and then click on Apply. We always want the latest information of how they're performing right now. 30 days is a great sweet spot. Seven days is too little and go, you know, a year back. It's just not as accurate as a month in my opinion. So we're gonna go down. We know this information, we've been through this information before, but there's something that we can do to make things a little different than before. We can look at comparisons, how well they're performing against each other. And in order to do that, we go up and we click on something right here called a comparison chart. So we're going to click there, and now we're going to be looking at the pages, landing pages with the highest sessions and compare how their bounce rate is compared to average. Okay, So the right column compares to average. So this is going to be really important information because now we can see black on white, how your different landing pages are doing when people land on them. How many people stay, how many people live in accordance to your bounce rate? The first thing that realistic Zout is that we're understanding the behaviors of the visitors here, that the homepage really isn't performing that well. And you have to ask the question, why, why does the homepage have such a poor bounce rate compared to the rest of the website. Now this is data that really sticks out and something that you wanna do about. You always want to review the pages with a poor bounce rate and review the pages with a great bounce rate and ask the question, why, why are they performing so well or why are they performing so poorly? And while you are asking this question, also understand that intention matters. This bounce rate is fantastic, but once again, on this sign in page doesn't really say that much, it does it. So what this data tells me is that the homepage, just like we've seen before, It's not performing that well and I would be looking over that and see why do people leave is there's something that's just not attractive, is too many products to choose from? Is it confusing somehow? And we also have to see why is this performing so poorly. Why does this have such a high bounce rate? But we can check out the site and see if there's anything wrong with it by clicking there. And then we get the aha, it's this page that has a well, I'm missing pages. It's just not working. So it makes sense that it has an above average bounce rate. So this is an amazing way to see how your website is performing on their landing pages when people land on these different pages and then ask the question why? So this is for the bounce rate, but we can also look at different charts. For example, we've been talking about, if you're running a blogger trying to build a brand, you want to look at the average session duration. Well, you can do that for the landing pages here by clicking, first of all in this column. And then we're gonna go to average session duration. And remember this is going to compare to your site average. We're getting some really good data here. So here we are getting some very interesting statistics. And first of all, you, once again, you want to look at the pages intention and then see if that page reflects that intention. Well, Let's take the homepage for example. If you've designed a quick homepage, there's only meant to redirect your visitors to something else. Then you want to see a lower average time on the homepage, then this data is going to make sense. But if the reverse is true, if you've added a lot of material on this homepage, then you'll want to see statistics that's going to show that people are spending a lot of time in here. Now, the same goes for the checkout, the sign-in and et cetera, are people spending an abnormal amount of time in the checkout, for example, is this unnecessarily complicated? Look for intention and ask the questions and investigate to make changes accordingly. So for example, if we would have an unusually At long average session duration on the checkout, lets say we don't have the checkout here. It's going to be an another page. Well, then that would probably mean that the checkout is unnecessarily complicated because you don't want people to be spending an eternity in the checkout. You want them to check out so that you received the cash and they receive the product. That's going to be a quick process. So once again, we're noticing that there's a very low average session duration on this and we know that's a broken page. So that's gonna make a lot of sense. And we can also tell that the homepage has a poor average session duration. And from what I've seen on the homepage, if we check it out, there's actually quite a few things going on here. So there's no real reason for this homepage to have such a low average session duration. It's quite straight to the point. It gives a call to action. But still, you do have a couple of options. You do have a couple of things to check out. There's no reason why this should have a, such a pore average session duration compared to the other pages in here. So I would definitely investigate the homepage. Everything is giving signs that something is off there. And then if we look down, we have another page that also has a lower average session duration. We have to ask why we can go and check out that page. And we can see, well, this pages missing as well, google, what are you up to? What is going on? Maybe this is a product that they used to have and they've removed it. It might be whatever. But that really explains why there is a poor average session duration. And then we can see that those that have a better average session duration, such as the sign-in, well, it makes sense that it has a better average session duration on the sign-in because you're logging in. And then we can see the apparel, we can see the new section has a really great average session duration. So the new section is popular. This is all useful data for us to understand which landing pages are great. So if I understood this in my marketing, I would probably say, okay, then the new section is something that I am going to be marketing. I'm going to write content about this new section and maybe even make ads about this new section because this is a place where people stay and that people enjoy. So that's for the landing pages. Now, we can also go down and check out the exit pages. Now the landing pages are where people first land, the first page they see and how they react. The exit pages are the patients where people most often exit, where they leave. So we want to get some statistics from here as well. And first of all, we have all of these great statistics. But if we want to have the comparison, just like before we go off to the comparison chart right here. And then we change exits to percentage of exit. So now we're looking at first of all, the top exit and then how many percentage of x's That's coming from there. Okay, so as we can see, we're getting data once again of how the homepage is performing, how many exit is getting or percentage of the total exit. Clearly, a lot people are exiting here. And also this page, which makes a lot of sense because we already saw that it was broken and people really like to stay here and check out the quick view. So people aren't leaving a lot from this base. They also aren't leaving a lot from the store, which is a really good sign and they aren't leaving a lot from the basket. So from the data when we're looking at the behavior of people on our website, we can see that there's nothing really that strange about the basket or the store. The store seems to be performing well, but there's something off about the homepage and I would be checking that out. So using this sort of comparisons, you can really check out the page, views, the exits, and look at percentages and compare it to the site average to understand what people like and what people dislike so that you can make better decisions. In the next lecture, we're going to be looking at comparing dates. You can see how the website has been performing the previous year or even just month by month. And that's going to be really interesting because every sign we've seen so far is that the homepage is under-performing. So then you might also ask, well, was it performing better or worse last year? Has the homepage actually deteriorated? Because everything is telling us that the homepage isn't that great. People are bouncing from it. They aren't staying very long and they like to exit from it. So in the next lecture, we're going to be comparing days to see have you actually grown and are you actually moving your marketing and business in the right direction? See you in the next lecture. 15. Compare Dates: Welcome back. Now, whether you're a business or you're running someone else's business, or you're trying to grow a brand, et cetera, you'll want to make sure that you're really making progress and now that you know how to read the majority of the most important reports from the data that you're getting, it's time to learn how to see those individual reports changes over time. That's going to indicate if you in fact are progressing or not. Let me show you exactly what I mean. Let's dive in. So the first thing we're going to do is move over to acquisition. And then we're going to go to all traffic and then channels. Now we've been here before and this was one of the ways to find out how much traffic you are in fact getting. Now the thing is, you don't want to need to memorize this number or write this number down individually in order to figure out if you are making more traffic month by month, year by year. Now that is going to be the real sign of progress. Are you having more users this month compared to the previous year? Are you having more users month by month? How are you actually doing? You know the amount, but what about the changes to the amount that indicates if you're making progress or in fact, if you are moving backwards, if you are regressing. So the way to find this out, it's very simple. First of all, we go up to the date ranges. Once again, we make sure that let's start at a month as usual. And then all we need to do is check this little box right here that says compare to, so we're going to start off by comparing to the previous period. And that means that if you've set one month as a period here, then it's going to compare it to the previous month. If you had said seven days, it would compare it to the previous seven days, et cetera. But let's start off like this and hit Apply. So this where the data gets really interesting. Not only are you gonna get a chart here where you can see the changes month by month and realize that the blue chart is going to be September where we currently are. Then we have the orange which indicates which we can see here, the previous period being the previous month. Right now, we can see there are some different changes. We're getting some even better statistics here. We can see that compared to the previous month, we're actually up, but the total amount of users with by 7.46%, this is really great. Now we have to understand that different businesses have different seasons, meaning different amounts of users and different revenues. So you need to understand your own business. So comparing month by month, generally, depending on your business, isn't the best way to see progress. The best way to see progress is to see how were you doing the previous year. And in order to do that, all we need to do is go up to the date ranges here once again and change this compared to you is in custom to previous year. Okay? Hit that and then click on Apply. And now this is where we're getting some serious data out. So we're comparing this specific month 2021 to this same a month 2020, okay, very powerful. Should use a different date ranges here, let's say two months or three months. It would compare those two or three months compared to the previous year. Now scrolling down, this is where we're getting some seriously interesting statistics and sign of progress or regress. And the first thing we can see is that compared to the previous year, we're actually up by 25 percent of total users. We can see down here in the tiny, tiny takes that in the previous year this month, we have made a total of 44,733 people visiting our site this month. This year, we've had 55,984, so we have a 25 percent increase. That's huge. That's the best possible sign of progress. We can see that we have a lot of new users, which is really great for business. We have a lot more sessions. Here's a problem though. We have an increase in bounce rate and we're not talking about a small increase either. We're talking about a pretty big increase, 14.26%. And as always, you need to ask the question, why when you're looking at the data, we have many new uses and with new users comes more bounce rate, but it shouldn't necessarily need to be like that if you're targeting your audience correctly, we want to see the bounce rate decrease, not increase. We can also see that word down with the pages per session and the average session duration, okay? But we're making a lot more money, which is really great. We can see that we're up quite a bit when it comes to the revenue, which is crazy, Okay? So we're getting all of these statistics compared to the previous year and there's no better way to check for progress. Now realize that we've gone through majority of the most important statistics in these different reports. So you can make this comparison month by month or year by year in any of the reports that we have just been learning about earlier in this course. So let's say, for example, that we want to go to behavior. And we want to go down to site content and let's check out All Pages. Now, by keeping this checked in like this, I'm already getting a compared to the previous year statistics are available. I need to go in and uncheck this to go back to the normal data that we had before. So it's very easy to navigate through the different reports and see the progress or regress that you're currently making. So here's one of those things that we've been seeing signs of when we've been going through this course, we see that the website is doing really well. They're selling a lot with them merged, we see an increase in page views, unique page views, That's great. The average time on page is looking great. But here's where things get interesting though the bounce rate has gone up and we've seen that the main issue has been on the homepage. People exiting more from there is showing signs of a high bounce rate, is showing signs of a lower average time spent. So if we go down and look at the homepage, which is right here, and we get some specific information compared to year by year. We can see that in 2000 and 2001, the current year, the current date on the homepage, we have a bounce rate of 51.59% in the previous year in this date range, in this mom, this period, the bounce rate just one year ago was 37.1% as a huge increase, a huge, huge increase in bounce rate on the homepage. So we've increased the bounce rate by 39 percent in just one year on the homepage alone. Okay, so what does this data say? Well, it says that overall the website is doing really good. They've made some major progress, especially with their marketing because they're having so many new users. But the homepage that they use last year was much more effective than the homepage that they're currently using. And those statistics are very clear. Now we can look at all they're very popular pages because we can see that this one is currently collecting. We're viewing this range from the pages that has the most views. If you want to view the patients, it has the most unique page views or the highest average time on page. We can just click on any of these to change that. But the most regular and effective right now is to look at the patient with the most page views and that is going to be the home and it has the highest increase imbalance rate. In fact, if you go down many other pages, they're decreasing and bounce rate. And this is the kind of statistics we're looking for and that we want to see generally, okay? We can also see an increase in the bounce rate on the store. That also tells me that there's something off with their store. Either going to be the design or is going to be about the audience that they're targeting who are not really enjoying the store as much right now as in the previous year. So when it comes to these very important pages such as the store and the homepage, you don't want to see an increase in bounce rate like it's because that means that your visitors aren't enjoying what they see. You need to make the experience better, not worse. So once again, to summarize, you can do this comparison for any of the different reports that we have gone through and learned about in this course. Now when it comes to comparing month to month realized the different seasons affect businesses differently. And while it does give great insights, degenerate the most insightful and actionable information will come from looking at previous years to see what has happened, just like we're doing right now. Now, hopefully if you've been putting effort into your SEO, you'll be able to see more traffic, for example, which we're seeing in the Google merchandise store. Now, understanding reports like this takes the guessing out completely out of your business, which is so important for now, for example, we realize there is some issue with the homepage. We realize there is an issue with the store we need to look over. We need to ask why make changes and then continue looking at the comparison. That is to make sure that we're actually having a better bounce rate and not our worst bounce rate. Okay, great. Now in the next lecture you'll learn to set out annotations to even better understand and analyze the data that you're getting. Hope you're excited to see you there. 16. Annotations: Hi again and welcome back. Now the data you are getting will always fluctuate. Sales increase during Black Friday, traffic increases whenever you send out a newsletter or hold a live event. And of course, both sales and the traffic will decrease if your site for some reason should go down. For example, if you've got hacked or your host servers just dropped. Now in any case, when you review your data and make decisions from it, you want it to be as accurate as possible. And in order to make it as accurate as possible, you can set out annotations for all of your spikes and drops to better understand what happened to your traffic and why. Now this will make a huge difference over time when you look back and understand your ups and downs and take decisions from it. Okay, Let's dive in and I'll show you exactly what I mean. Now, let's head over to audience here on the left and move over to overview. Now if you're seeing this comparison chart just like I M, that means you're coming from the previous lecture with me and all you need to do is go back to the days and check off this compare to, and then click on Apply and we're going to have a month here as usual. Now if we look at the chart going on right here, we've learned to look for patterns already. Okay? So if we look here, we can see that there is a drop on Saturday, there's a drop on Sunday, then comes Monday, and then there is a peak and then the weekdays are great and then the weekends are much worse. Okay? But now, when we're looking at the statistics and we see there's an unusually high peak care. And we ask the question, why is that? That might be really important, especially if the peak would be up here or something for when we're looking back to this peak from the previous years or for the coming years rather. So if we want to understand this peak, let's say that this peak exists because we had a product release and we want to make sure that when we scan our data one year from now, we remember that this peak exists because we released a product and we sent out an email with that new products or everyone that really hungry for them went to our website. And that's why we're having so many new users peaking on this Monday, the 27th of September. So in order to create an annotation here to remind ourselves what this all we need to do is go down here. It's a little hidden arrow that points down. We click on it and then go to the right where it says create new annotation. And then what we need to do is check out what date is this? It's the 27th of September 2021. So we're going to click here, we're gonna go to September, that's back, That's right. Then the 27th, here it is. And then we're going to write something just released and announce our new products. I don't know. This wave will sweep. I think that's actually some vacuum cleaner or floor cleaner from the 90s and 2000s. But let's pretend that we actually release this product at this time, okay? So now we have the visibility private or shared. If it's shared, that means that if you have multiple people who are accessing these analytics, everyone can see your annotations. But if you keep it on private, then only you can see your annotation. So if it's, you know, if you have multiple people in analytics and there is something that's big that affects your entire business. Of course you want to share it with everyone. But if it's something that's used for your eyes or you alone are using this analytics and this account and you can just keep it on private by default. And then I'm going to click on Save. And as you can see, now we have a little dot set out here. There's gonna remind us that something happened here. And if I click on it, we're going to see that down here it says just released and announce our new product. This way we'll sweeper, okay, the 27th of September. So this is really going to help us out. Let's say, for example, that we are looking year to year just like we were learning in the previous lecture. And then we put on previous year and then we click on Apply. So now when we're looking back and we're seeing that, okay, We can see that there's a really big peak here, especially compared to the previous year. I mean, the 27th of September wasn't really that impressive when we're looking at 2020, but when we're looking at 2021, it really is that impressive. So we want to ask why, and we can see that down here there's a little sign of something, okay? And if I click there, it's going to bring out the annotation that shows me which day it is, which is here 27 and it says September 27th, 2021, just released in announce our new product, this we will sweeper. So this is just a fantastic way whenever something would happen and the same would go if we had a deep, Let's say that this just crashes down here. And that's because you've got hacked or your host when downs or something happened to your websites, everything just crashed. So one year later when you're looking back and you're asking, Hey, what happened, it would do something wrong. Well, if you have an annotation that says, well, the servers crashed or blah, blah, blah, then you'll know what happened and you can account for that and you can understand your statistics better. So once again, in order to make decisions from your statistic and realize that there's nothing really magical about this date. The magical part is that you actually release something and announced that your audience, and that is why you have a peak. And that means that you can treat the data accordingly. Now there are more ways to look for patterns when it comes to these charts for simplicity, I'm going to remove the compareTo and hit Apply. Now right now we're looking at users and we can see this peak. But what we also can do is we can move to average session duration and see are there any changes. For example, we know what happened on the 27th of September, right? We can see that here, but that did not increase the average session duration. Now with a little luck, when we release something new, we would see a peak here, but we didn't. So you can change this chart and seed from many different angles. What about the bounce rate? You just released a new product. You just had a bunch of more people coming in. What happened to the bounce rate? Well, it really dropped down. Well that means that the product you released it at audience wasn't really a match made in heaven. So this is once again different ways of looking at the statistics and understanding what is happening and why, okay, the y is the release and understanding what is happening. You can see it through the different i's with the different charts. So new users average session duration and bounce rate. Those are some really important statistics or rather important eyes that you can use to gather data and to make decisions from. This is how you set out annotations and why you set out annotation. So remember whenever you have a spike, something going up or a drop, something really going far down that you understand why it happened, set out an annotation. You're going to thank yourself later. Okay, great. Now you have a deep understanding of the analyzing part of Google Analytics. Now this head in even deeper and start setting up our tracking so we can start getting alerts for events. So not only do we understand what's happening when we're looking back, but we will be warned in real time when something is going on. And we're also going to set up our tracking for leads and sales. Okay, see you in the next section and in the next lecture. 17. Alerts: Welcome to the tracking section of the course. Now let's start off by setting up our alerts. We learned in the previous lecture that data always fluctuates and using annotations, you can help explain those fluctuations. But in this lecture, you will be setting up alerts that the warn you when there is a spike or a drop. Now this is fantastic because if you're getting a spike, that might mean that your content is going viral, were an influencer, just mentioned you or your site. Catching it in real time. It allows you to capitalize on it and reach out to that person while the lead is still hot and create some sort of cooperation that might bring even more traffic. And similarly, if your site goes down for some reason, you'll want to know about it as soon as possible to have it fixed. Okay, now enough talking. Let's dive in. We're going to head down to where it says admin, click there, go over to the right and then we're going to go down a little until we find custom alerts right here. And then we're going to click on New alert. Okay, so we want to set up one alert for spike and one alert for drop. So we're going to call them accordingly to we're going to call this one for traffic spike. So we know when there's a spike. And then we're going to leave all of this on default except this one. Send me an email when this alert triggers. And this is really why we're setting this up because chances are you're not going to be spending your days in Google Analytics. Well, at least you shouldn't, you should check in but on all the time. So whenever there is a spike or a drop, if you get an email sent, you'll know when it is happening without you needing to be head shaking everything all the time. So that's the only thing we check in. And then scrolling down, we have alert conditions. Now you want this to apply to all traffic and alert me when sessions and then the condition increases by more than and then this is a very standard number for a big increase, 30% the same day in the previous week. Now the reason we're setting this up is because a traffic spike is about traffic. So we're using traffic and you want to get alerted when you have an increase in sessions. Remember, sessions is whenever people are doing extra minute basis or you're getting an additional amount of visitors on your website. The condition is percentage of increases by more than we set 30 percent because it is a good default to use compared to the same day in the previous week. This is important. You might use previous day or the same day in the previous years, but realize that things are going to fluctuate. Your traffic is going to fluctuate if you're using the previous day and you're doing SEO and you're getting more and more traffic, you're gonna get alerts all the time. And if you're using the same day in the previous year, well, you should actually be increasing your traffic quiet a lot year-by-year if you're doing things right like your search engine optimization. So you're gonna get alerts all the time. But we're looking for are changes in the pattern when something unique is happening for whatever reason. And the best way to monitor that is by using the same day in the previous week. Yes, that fluctuates too, but at least it's a very constant fluctuation is just one week ago. It shouldn't be suddenly increasing by 30 percent that same day. Just completely at random. So it's a good value to be using. And then all we need to do is click on Save Alert. So now we have an alert for traffic spike and we're going to create one for traffic dropped. So let's click on a new alert and we're going to name this traffic drop. And then we're going to make sure we get an email sent and we don't need to worry about any of these. We're going to set the period as by days. We're going to make sure that this is on this specific view that we're using, we just need to make sure that we get the e-mail sent by checking this in and then just like before, make sure it's all traffic sessions and condition. This time is going to be percentage decreases by more than we're going to use the standard value 30 percent the same day in the previous week. And then we're gonna click on Save Alert, and that's it. So whenever your traffic drops by more than 30 percent compared to the same day in the previous week, you're going to get an alert. And that means that you can go and check out, hey, what's going on is my site down and my being hacked as my host doing something as something off for my website. Is there a page broken? It's my home, whatever it might be. And the same is true with traffic when your traffic increases by 30 percent or more compared to the same day the previous week, you are gonna get an alert, your email so you can check out, hey, what's going on and you can try and see if you can capitalize on that. And if you can, if nothing else, it's nice to know that, Hey, you're doing really, really well. Okay, so that's it for the alerts. Remember when you set these up, make sure that you actually set them up on your own account, okay? Because you wanna make sure that you're getting the sellers to your account and not on the demo account. Perfect. See you in the next lecture. 18. Track Leads: Welcome back. Now you've already learned how to analyze so much important data, which is going to be a real game changer. In this and in the upcoming lecture, you will learn to track and measure your performances, such as leaves and the sales that you're getting. Now this is absolutely crucial information to make sure that you're really getting the results that you're looking for. If you're trying to build an e-mail list, you'll want to make sure that you're actually getting email subscribers. And if you're selling something, you'll want to make sure that you're really getting sales. And like we've seen before, this is a big part of the process of understanding where the high-quality traffic comes from. All right, enough talking. Let's get started and start setting up and tracking our leads. So the first thing we want to do is make sure that we're not in the demo account because we want to set up our own tracking. So I'm gonna go to Robyn and Jasper and you go to your own account. And then of course I'm going to use the Universal Analytics, google Analytics 3, and then all website data. Now we're going to go down to admin, move to the right where it says, uh, goals and click there, and then we're going to click on a new goal. So the first thing we have is the goal setup. We can use a template or we can use a custom setup here. And when it comes to the actual setup, ninety-nine point nine percent of you going to go fine with a pre-filled configuration. We don't need to make this advanced. You can make amazing tracking by using their template. If you're really deep into coding and you need some super specific information, you can set up your own configuration here. I've never done it and honestly, I'm not sure if I know anyone who's ever needed this. So we're just going to go by default and use templates and hit Continue. The next is going to be the name of the goal and we're going to call this leads because this is all about tracking leads, okay? The goal slot is going to be goal ID number 1 is the first goal we're setting up. And then the question is, what type is it going to be? Are we going to track it by understanding a certain destination as certain duration, As a certain pages, like when people have visited three or four or five pages or a certain event, maybe someone played a video on our site. Now in order to track leads, the, by far most effective, secure, and in my opinion, best way of tracking is going to be by using a thank you page. Let me show you how this works. Now, if you pause this video and make sure that you are at the backend of your website so that you can follow me. Hope you're back in here at the backend of your website. We're going to go to pages now scrolling down in here I have a page that's called, thank you. It's a super simple page. If I open view in a new tab, let me just show you how this looks like is a super, super simple page that just says your sign-up was successful. You should receive an email shortly. That's it. Now, the reason we're using this page is because whenever someone is signing up to our email, they will be sent to this page. So we know for a fact 100% that everyone who lands on this page has successfully signed up. There's no other way of ending up on this page other than by signing up to our email list. So that's why it's so important that when you do your email capture, you send them to a thank you page. And this thank you page is only used for people who have subscribed to your e-mail is This is the best way of tracking your leaves. Make sure that when they sign up as a lead, you send them to a thank you page and then you track this thank you page as everyone who visits this page signed up as a lead. Okay. So the URL of this page, as we can see is thank you. And that is going to be the URL Slug. If we go down and quick edit, we can see the slug is. Thank you. Now this is what we're going to be using for our tracking. So I'm just going to copy this and go back. And then it's going to ask me, well, how do we know when someone has actually signed up and become a lead? Well, we're going to say, we know that because when someone lands on a certain destination, that means that they have become a lead. Now if you were tracking something else, remember, goal is opened for many types of tracking. You might say, well, we want to track whenever someone you know, has been our site for five minutes or more, etc. There are many, many, many ways to track, but the two most important and the best things to track are going to be leads and sales. And we're starting off by tracking leaves and there's no better way than using a thank you page. Okay? So we're going to use destination because that's going to lead them to a page. And then we're going to click on Continue. And then we have the gold details and rather the destination. So we want it to be equals 2 because that means that it needs to have this very specific name in order to be trackable. And that's going to be thank you. You don't want it to be case-sensitive, just thank dash. Q because that is the name of our thank you. Page could have been thank you. Sign up or sign up success or registration successful, whatever it might be. But the most basic is just thank you. So once we have that, That's it for it, and then we have value. Now, this is a pretty big deal because if you are running an e-commerce, you want to make sure that this is off. And the reason is because in the next lecture we're going to set up e-commerce tracking, meaning that the code is going to recognize whenever someone has bought anything on your website and then calculate that cost from your website, okay. When you're using WooCommerce, we're going to connect it to WooCommerce so that whenever someone makes a sale, that specific sound will be registered in Google Analytics. However, if you are offering a service instead, well, that means that it's going to be a little bit different because you might be selling services through email, you might be settled services by the phone, et cetera. So you might be wondering, well, what is the value that I'm going to set for my e-mail leads. Well, you need to understand how much a lead is worth to you if you want to track the value of your leaves. Just as a reminder, for most of you, this is going to be off because most of you probably don't have a business up and running. You know the value of your sales, where you know the value of your leads and you're running a service. But if you do, let me show you how you can calculate the value of your leads. So let's say that you're running a service and you know that the sale, whenever you get a sale, you make $300. Now, this can either be because you only have one service and that service sells for $300 or you have multiple services and multiple things you're selling. But the average order value, meaning looking at the average amount that you're making per sale, looking from all of the sales is $300, okay, then we know that one sale has the value of $300. Now, once again, if you don't have this sort of data and calculations, this isn't going to be valuable to you, but if you do, the six is going to be valuable. Okay? So let's say that we also have data on our conversion rate. So let's say that we know that per one sale, it takes 100 leads, okay? We have a 1% conversion rate per 100 leads. We on average get one sale. I'm going to reiterate that one more time. It takes 100 leaves, 100 email subscribers for you to get a single sale. Okay? Then we can do some more calculations. Then we know that a 100 leads equals one sale equals 300 dollars. So a 100 leads equals $300. Now we can make some more calculations. If we take $300 and divide that with 100 leads, we know that the average value of each lead you're getting is going to be $3, okay? Why? Well, because when you reach a 100 leads, you're actually going to get one sale. So if you want to calculate what the value of each of your lead is, well, then you need to calculate how many leads it takes and see what each lead is going to be worth. And because we know that it's worth $300 and it takes a 100 leads, we note that each lead is going to be worth $3. So the value that we set up them for this lead is $3. So remember, you can go back and re-watch this over and over to understand. But if you don't have this data and the statistics, you can just skip this part completely. And if you're running an e-commerce, you're not going to want to set this up anyway. So once again, if you're selling services and you know the average order value and you know your conversion rate on the lease. You can set up the value, you can set the value here. We had three, right? So then we would set up three. So we know that each lead is worth $3 and then we can start seeing the statistics in our reports later on we're looking, but we are going to set up an e-commerce in the next lectures. I'm going to leave this up and we're also not going to set up anything specific for a funnel. We're going to read the statistics straight up and we're going to leave this open for our own interpretation. And then we're just gonna go down and click on save. And there we go. Now we are going to get all of the data for our leads by going to the left here where it says conversions. I'm going to click there and then going down to goals and then clicking on overview. Now in here you can see how many leads you're getting each month. You can compare it to the month, et cetera, just like before, to show you how it looks like, Let's move over to the demo account. We're going to use Universal Analytics and go to the Master view. We are in conversions, goals, overview, and scrolling down, they're using a different name, they're using registers success, okay? And the date range is currently for one month. So we can see, assuming of course, that this is their actual URL for leads, that they are getting 2353 leads per month. Very interesting data and they've set up multiple goals through tracking multiple things. And you can too, but these aren't as important at all compared to the leads and the actual sales. So if I want to see how it's actually doing compared to save the previous year. I could go to compare to and then said previous year, click on Apply, scroll down. And here we can see registers success this year. Well, we have 2353 in a month previous year we did 277 leads in amount and increase by 749%. So you're looking mostly at this left column because they were looking at the total amount of completions. And in the right column we're looking at the percentage of goal completions. So we are going to want to look at the total amount and compared year by year. Or as we've learned before, we can go up and we can compare it by the previous period. We have a month's set-up. So it's comparing month by month, scrolling down and we can see how we're doing and we're getting slightly more leaves this month, and then we did the previous month. So once again, once you set up and start tracking your leaves, you're going to find that in conversion goals and overview. Now in the next lecture, we are going to start setting up our e-commerce tracking. That's huge if you're running an e-commerce and if you're not running an e-commerce, you can skip that lecture completely. Okay, see you in the next lecture. 19. Track Sales: Welcome back. Now, if you are not running on e-commerce, you can safely skip this lecture. But if you are, you'll want to get excited as you are about to start tracking your sales. We've been analyzing the data in this course, a large part of determining what high-quality traffic is and where it comes from has been through the revenue generated. Well, to do this, you need to set up sales tracking to actually get that revenue data. So let's go ahead and do just that. Now the first thing we wanna do is make sure that we are at our own account. Okay, we don't need to set up this for Google's demo account. We want to set up the tracking for ourselves. And just like usual, our account, we're going to go to Google Analytics three, all website data. Then we're going to go down to the lower left corner, click on admin, and then move over to the right where it says e-commerce settings. And then we're simply going to enable e-commerce. Now if you were running something like Shopify instead of WooCommerce, then all you would need to do is enable this and you would have all of the settings set up all of the data. You need everything done and done. But since we're using e-commerce, we need to do a couple of additional steps, so we will, so make sure that you enable e-commerce to start the tracking. And then we also have something called enable enhanced e-commerce reporting. So they're asking, do you want additional data such as you want to see how long the reviewing your product, how many people are clicking on your product, the impressions, the sessions, all of this detailed data on your products. You may or may not be using it. But the way that we're going to set this up for our WooCommerce actually makes this very simple to setup. We don't need to do any additional codes. Normally when you set this up, you need a ton of different codes. And that's why most people skip it. But the way we're going to set it up, kinda be quite easy. So make sure that you enable both of these and then click on Save. Now we're going to go to the backend of our store right here. And then we're going to scroll down to plugins and go to Add New. And we're going to search for Woo Commerce, Google Analytics, and then click Enter. And here it is. Now it doesn't have the most favorable rating. And I'd been reading the reviews and trying to figure out why. And it seems some people struggle with this plugin, getting it integrated personally and especially with this theme, I've never had an issue. So I do recommend this. And since this is from WooCommerce, their own official theme, that means whenever they make any updates, they're going to update this plug-in as well, which makes it the most safe plugin to use when it comes to connecting your e-commerce between Google Analytics and WooCommerce. So I haven't had any issues with it. So it's a little bit of a turnoff with the rating, but should be more than fine, works perfectly in my experience. And then we're going to click on Activate. So then we're going to click up here where it says Connect WooCommerce to Google Analytics. And if you didn't get that pop-up, you can easily go to WooCommerce on the left, click on Settings, head over to integration, and then click on Google Analytics right here. So this is very straight forward. The first thing we wanna do is set up our Google Analytics tracking ID. So we're going to go back to Google Analytics right here. We're going to make sure that we are in admin. Once again, move up to property settings, and then here is our tracking ID. Now very, very important. Make sure that you are on your Google Analytics account when you're doing this, you want the Universal Analytics code, not the Google Analytics for code. Okay, So we're using the version three and we know y. So I'm going to right-click and copy this code head back. Then I'm just going to paste it right in there. Now scrolling down, we want to use global site tag to get an additional tracking. So we're going to get a bunch of data on Google Analytics for as well enabled standard tracking is asking, do you want additional data in your tracking? You can enable this, but you can't enable it if you're using additional plug-ins, like a monster insights to tracking and get Google Analytics here. The way I see it, you should be using Google Analytics that we have been going through and learning about from the Google Analytics size because it gives you more valuable information. So this shouldn't be an important one. At any rate, I recommend go into Google Analytics directly and scrolling down. All you need to make sure is that you have purchase transaction checked in, Add to Cart daemons check and then enable enhanced e-commerce. If you actually decided to enable it, it's not super important, but it does give you additional information. And once you've done this, all you need to do is go down and click on save changes, and then that's it. You're done. Now it will take at least 24 hours for incoming data to start showing, which makes testing it a little bit harder. I recommend that you leave it for a couple of days since you'll know when you have gotten purchases from your bank account, among other things, you can easily go and see it being reflected in your Google Analytics. Let me show you where you're going to see this data by going to analytics and then making this side a little wider by clicking on the arrow, we're gonna go to conversions, e-commerce and then overview. Now in here you're going to start seeing a bunch of your data such as when you're getting sale, how many sales you're getting. Because you've now set up that tracking in order to show you what it's really going to look like once you get things going. Let's head over once again to the demo account. We're gonna go to Universal Analytics and go to the Master view. We're gonna go back to conversions. I don't know why it changes back to audience, but sometimes it does go to e-commerce and then go to overview. And here we're getting the data that we're looking at. So we're looking at one month currently we can see the amount of transactions we have, the amount of impressions were getting, the revenue we're generating. And just like before we can, of course, compared to the previous month and actually see how much we're getting. We're getting a lot more transactions, we're getting some more revenue, more impressions. We can see the day by day. And if you're using annotations, you would know probably why there is such a spike in here. And if I remove this comparison and hit Apply and then go to product performance, you're going to be able to see how your specific products are doing that. Once again, we're looking at a month, we can see the product revenue being generated, the unique purchases, the quantity, the average price they're selling for the average quantity. If you're getting any refund, you're getting all of this amazing details. And just like before, we can also see how are they doing compared to the previous month. Scroll down, well, we can see that the product revenues actually up 36.2% compared to the previous month. This is selling like crazy, didn't sell it all last month. Maybe it's a new product. Scrolling down, we can compare products back-to-back. Ask the question why, et cetera, just like we've been learning throughout the course, how to handle this data. Okay? So now that you've got all of the tracking data completely set up, I just want to say, well done. In the next lecture, you will be learning about a really cool Google Analytics feature called analytics intelligence, which has the potential to show you loopholes in your business and save you a lot of time. See you in the next lecture and once again, well done. 20. Analytics Intelligence: Welcome back. As you've probably already discovered, there's an almost endless amount of data available to you, and this can sometimes be overwhelming. You've already learned what the most important reports are and how to make that information useful to you. But there's an additional tool called analytics intelligence, which uses machine learning. That is artificial intelligence to scan the day that you have and report back anything that sticks out. This can be a huge time-saver and can show you things that you might never have known to look for. Let me show you how it works. First things first, make sure that you are using the demo account ok. And then as you shall Google Analytics three. Now, simply, all we're gonna do is make sure that we are at home and then move to the right. And we had this little almost hidden icon called insights. We're going to click on it. Now this amazing tool has two different sections. The first section, which is at the top, is that this tool is going to report anything that sticks out back to you directly. And we have two things here right now, website performance week over week to show you if there's anything that sticks out. But here we have something that's more direct, fewer uses returned to your site in September. Okay, that's interesting. If I collect here, we're going to get some data. And here it says you had 52000 uses in August and 3.3 thousand came back in September, which means 6% of your users returned to your site. Interesting, not super valuable per se. But if you're going to have something like you might have an insight here that says your bounce rate increased by 10 percent compared to last month. And you know that you have updated your homepage, for example. Well then you know that there's probably something up you can go into that report and find more information. So the first thing is the analytics intelligence, reporting back anything that sticks out too it back to you, or just giving you some data like website performance week over week. The other part of analytics intelligence. You can get insights on demand. For example, we have something called basic performance. If I open up this tab, there are going to be some pre-program questions such as, how many users did I have last week, over the last six months? On what week day that I have the most users. If I click here, we're going to get all of this data based on the weekdays and we can see how it's performing. Now we've already found this information ourselves. We know that the pattern is that it's performing better on weekdays compared to weekends. But again, look how quickly just pulled out all of this important information to you. That's why this is so useful. Now if we go back and we asked how many users did I have last week, we're going to get that information here as well, and we're gonna get them by date. Now, let's go back and go to something different. We can go down to, for example, understanding trends and then show me the trend of my bounce rate over the last three months. So not only are we gonna get the bounce rate here with all of the data show in between the 1st of July to the 30th of September. But you can also go and check out if the follow-up questions, because as we're looking at the average bounce rate, we can see that the bounce rate has indeed increased over time here. So we can ask the follow-up question, why did the bounce rate and change? So let's click there. And now it's going to pull the data for us with the changes of the bounce rate. We have two different days where we're going to see an increase is not huge. It's a slight increase, doesn't give us too much data. But going down here, we can see where we have the highest bounce rate. For example, default channel grouping paid search. So there's a pretty massive increase in bounce rate in the paid search. So that is telling us already, okay, something is off with our ads. We need to check over our ads because we're targeting people who don't actually want to be here because they're bouncing. We can also look at the countries. We can see that the United States are actually doing really good for the direct people who are landing at home, lowering their bounce rates. So that is also a very positive change. But we already know that the US was a really good audience. We've seen this before and then we're going to look down here. We can see that the direct people from Australia, well, they have an increase in bounce rate may be because we haven't had so many Australia as before. Now the most important data we're getting here is the massive increase in bounce rates from the paid search. And we're only finding this out because we're asking Google Analytics what happened two, or rather what was the trend with the bounce rate? It showed us the trend. We could clearly see on this chart if I go back here that there is some average increase in the bounce trend. And then we just went back and we asked, why did my bounce rate change? And we can see because we're failing with our paid searches. So once again, you have so many pre-program questions in here that you can go and check out for your own data when you're getting it. And also you're gonna get the information here whenever something sticks out, if you have our spike, if you have I drop if there's something standing out, if you have unusually many new people, are usually many returning or a specific country that's increasing, et cetera, et cetera. And if there's anything you want to save down, you can go to the right here and you can save the inside. You can also mark it as read. Do not show it and you can delete it. And then you're going to see that the saved is going to be in here and everything that you've read is going to be saving in over here. So this is a huge shortcut when it comes to understanding the data that's on your account. Remember you can search for anything up pair like we did earlier in the course. But in the sides, this is really the shortcut to getting a lot of valuable data, both showing you loopholes that you might not have known to look for. Also to ask the basic questions to get the data in front of your eyes. If you're not planning on doing a deep dive in the reports. So not only do you have a deep understanding of Google Analytics, it's different reports, how to use the data and how to set up your individual tracking to analyze performance as an to find high-quality traffic. You've now also got this amazing analytics intelligence tool, this constantly working for you, monitoring your data and giving you suggestions to constantly improve. It's like having someone work for you and keeping an eye on your business growth for free. Amazing. So let's head over to the next lecture and I'll see you there. 21. Thank You: Hi again and welcome back. Now me and Jasper just wanted to say a very warm thank you for deciding to take this course with us. We've had so much fun teaching it, and we hope you've had so much fun taking it as well. And that you've seen that Google Analytics doesn't have to be as hard and difficult acid initially seems. Now, in this course you've learned everything from understanding the difference between Google Analytics 3 and 4, making sure you have both, and then focusing on number three because that's the one that works. So by now you're already way ahead. You'll also learn how to shake out so many different important reports, such as understanding traffic, location, behavior reports, acquiring, understanding mediums and sources, all of these important things you can understand, where's your high-quality traffic coming from? Are you actually progressing over time and making sure that you're not taking any risks with your business and your marketing. Of course, you've also learned how to set up tracking so that you can track leads and so you can track sales. So if you've been a complete beginner, am happy to say you're no longer a complete beginner. Congratulations to reaching this far. I hope you're going to have great use of these new found skills. They are invaluable. Enjoy them and bye bye. We'll see you again. Bye bye.