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Theme 5: Google Analytics
Course 1: Intro to Google Analytics
1. What’s Google Analytics:
Google Analytics is a platform that collects data and compile it into useful reports. Apart from collecting data from a Website, Google Analytics can also collect data from a variety of sources such as: Mobile Devices Online Point of Sales Systems Video Games Consoles Customer Relationship Management Systems
2. Google Analytics setup - Get started
To setup your Google Analytics account, you can use your standard Google account to access Google Analytics at analytics.google.com. If you don’t have an account, you can create one by going to the Google Analytics website (analytics.google.com) and clicking the link for "Create Account." Once logged in, you'll be introduced to Google Analytics and given the option to Sign Up. Proceed by signing up for Google Analytics.
3. Google Analytics setup - Account Setup
You can type in an account name of your choice. We’ll call this “Google Store.” You'll also have the option to link an organization and view your account data sharing settings. These settings can help Google Analytics perform critical systems operations and allow you to control the sharing of your Analytics data. Leave these checked for now.
industry, click the “Select One” drop-down menu. Since we’re setting this up for the Google Store, we selected “Shopping.” You can also adjust the time zone you wish to report in.
6. Google Analytics setup - Tracking Code
In your new property settings, you'll be given your new Javascript tracking code. Note that this code includes your tracking ID. Once you add this code to your website pages, Google Analytics will be able to measure user behavior on your site and send the data back to your Google Analytics account. We'll copy the code from this page and paste it into the HTML of every page of the Google Store website, immediately after the opening
tag. (Note that some third-party websites like WordPress may have an automated process for including Google Analytics tracking code) If you need to locate your tracking code again, you can always find it in the “Admin” area, under "Tracking Info," then "Tracking Code." Your tracking code will appear in the tracking code field.
7. Google Analytics setup - Check Real-Time
Overview
After you add the code to your site, you can check the Real-Time Overview report in Google Analytics to make sure it’s working correctly. now. Real-time reports show curent user activity like the number of users on the site right
8. How does Google Analytics Work
In order to track a website, you need to first create a Google Analytics Account and add a small piece of JavaScript tracking code to each page on your site. Everytime a user visits a page, the tracking code will collect anonymous information about how that user interacted with that page. The tracking code can give you information about: User’s Interactions with your website : Browser’s data: o Language the browser is set to o Type of Browser (Chrome, Edge, Safari…) o User’s device o User’s operating system o Traffic Source (what brought users to the website)
9. What’s a session
Keep in mind that every time a page loads, the tracking code will collect and send updated information about the user’s activity. Google analytics groups this activity into a period of time called a “session”. A session begins when a user navigates to a page that includes the Google
12. Account and Property
Google Analytics Account: Determines how data is collected from your website and manages who can access that Data (Typically you create separate accounts for distincts businesses or business units. Property: collects data independently of other properties using a unique tracking ID that appears in your tracking code, you may assign multiple properties to each account so you can collect data from different websites, mobile applications or other digital assets associated with your business. For example : You may want to have separate properties for different sales regions or different brands, this allows you to easily view the data for individual parts of your business but keep in mind this won’t allow you to see data from separate properties in aggregate.
13. View
You can use the “filter” feature in the configuration settings to determine what data you want to include in the reports for each view.
For example: The Google store sells merchandise from their website across different geographical regions, they could create one view that includes all of their global website data. If they want to see data for individual regions they could create separate views for each region they want to see data from. If they want to see only data from external traffic (Excluding store employees) they could set up a view that filters out internal traffic based on IP Address. Important Notes about Views: Will not include past data: only the data from the moment the view was created and onwards. Only admins can recover views in limited time: if you delete a view only administrators can recover that view within 35 days otherwise it will be permanently deleted.
14. How to Setup a view with filters
You can setup multiple views of the data you’ve collected. Filters are the main feature you will be using for each view to determine what data to display for that view. https://www.youtube.com/watch?v=1dkxalevia
15. Managing Permissions
By clicking “Admin” (on the top menu or bottom left menu) Google Analytics lets you set user permissions for:
16. Google Analytics Platform
When you access the home page in the Google Analytics platform you will get prompted with the standard view of the overall Account Data. From here you can choose a Report to view in the left navigation bar. There’s 5 Main reports Realtime: This is where you monitor user activity as it happens on your site Audience Reports Acquisition Reports Behavior Reports Conversions Reports We will be studying those reports throughout this course.
17. Account Selector
The account selector allows you not only to switch between the different analytics accounts you have set up, but also will allow to switch between properties and views. You can use the direct select or search by name.
18. Alerts
Alerts will be shown on the Top-Right by clicking the “Bell” icon. If there’s error in collecting data or a setting that needs to be optimized, you will receive Alerts.
19. Customization
The customization section allows you to create customized reports, we will be covering this in the last chapter of this course.
23. Behavior Reports
Behavior reports show how people engaged on your site including which pages they viewed, and their landing and exit pages. With additional implementation, you can even track what your users searched for on your site and whether they interacted with specific elements.
24. Conversion Reports
Conversion reports allow you to track website goals based on your business objectives.
27. Overview reports
Overview reports provide a high-level summary of metrics in one place. Like shown in the Audience Overview report below. Overview reports are the same in the following reports: Audience Reports Acquisition Reports Behavior Reports Conversions Reports
28. Date Range Selector
At the Top-Right of every report you can set the time period in which you want to analyze report data. By selecting a range and clicking on apply that will refresh all of the reports in your view. You can simply set specific date by clicking the start and end dates in the calendar to the left (If you want to select the entire month simply click on the Month name) If you want to compare two period, click on “compare to” and add a second range.
31. Time Selector
If you wish to view this data more granularly, you can change the data points to show hourly, weekly or monthly as well. This can be especially helpful when looking at large data sets. If you are looking at data over a single day, the view will default to hourly.
32. Metric Selector
You can change the metric of the graph below by selecting the drop-down menu under the overview tab. Analytics lets you compare this to a second metric over the same time period by clicking “select a metric”.
33. Graph Annotator
Notice the small arrow at the bottom of the line graph. Clicking on the arrow lets you annotate the graph with helpful notes to add business context to your data. Those notes will be represented by a small indicator that will appear on the graph that can be viewed by other users with access to the view. Clicking any of the metrics below will show the data points for those metrics in the line graph above.
34. Key Metrics and dimensions
Under the line graph we have the last two sections of the overview report: Key Metrics A list of key metrics that are important to your business we will check this more in depth in the next chapter. Dimensions Attributes of the data sets that you can choose to filter your data depending on
