Web Analytics Full Course | Web Analytics In Digital Marketing | Web Analytics Tutorial |Simplilearn

hey everyone this is shruti from simply

learn welcome to this web analytics full

course where we will learn how to

identify and fix issues of web pages

we'll begin the session by first

understanding what google analytics is

then we will understand different

concepts like how google analytics works

how to set up google analytics and get

insights of our web pages

after that we will look into event

tracking in google analytics and basics

of google data studio along with the

fundamentals and kpi of digital

analytics

we will then conclude this video by

discussing the opportunity options and

benefits of web analytics by the end of

this video i can assure you that all

your web analytics related queries would

have been answered for this training

with me i have our experienced web

analyst specialist rob stefan and

avinash

together we will take you through the

various topics of web analytics

before we begin make sure to subscribe

to our youtube channel and hit the bell

icon to never miss an update from

simplylearn

without any further ado let's get

started welcome everyone this is rob

sanders with simply learn and today

we're going to talk about google

analytics i'm very excited to be with

you today because google analytics is

one of my favorite google platforms and

my favorite topics so let's talk about

what we're going to cover today and

we're going to start out with how to set

up a google analytics account and so

we're going to talk about everything

that entails including creating your

google analytics account we're going to

talk about setting up a property in your

account and what a property is we're

going to talk about setting up a

reporting view in your property and

we're going to talk about installing the

tracking code so those are the series of

steps we're going to go through today in

terms of setting up a google analytics

account so let's get right to it and so

really the prerequisite here when it

comes to setting up a google analytics

account is to have a google login and id

so when you actually go to google

analytics you need to be able to sign up

or sign in and so once you actually sign

in then you're gonna go walk through a

series of steps but really that's really

all you need to get the account going is

a google id and login so if you have a

gmail account or an other email account

that you use for other google products

then you're good to go that's all you

need to do so when you actually go to

sign up for google analytics you're

going to be asked to set up a new

account and these are the series of

steps you're going to walk through or go

through to set up a new google analytics

account so you're going to choose an

account name and then you're going to

choose a property name okay so the

account name can be anything you want it

to be the name your company your name

whatever you want to name it the

property name is really the website name

so what website are we talking about so

here i'm going to set up a fictitious

website name for now it's called demo

simply learn so the url for this website

demo simply learn is going to be

demo.simplylearn.com so that's the

property when we talk about properties

and analytics we're really talking about

what websites we want to measure and

then you're going to be asked to choose

an industry category and so for simply

learn we're in jobs and education but

you have a number of different

industries that you could choose from

this is important go ahead and choose

the

most relevant industry that your

particular business is associated with

okay and i'm gonna talk about why that's

important here in a minute and then

you're gonna choose your time zone and

the time zone is also important because

that's when the day starts and analytics

then the day ends based on that time

zone so the data that google analytics

collects starts and ends with that time

zone so very important to choose the

time zone your business is located in

okay and then you have some additional

options here okay so you have some

settings and so the first setting is to

allow google products and services so if

you opt into this then basically what

google is going to do is share some

products and services with you via email

i would go ahead and opt into that

that's of course recommended by google

it doesn't hurt to hear from google on

related products and services that may

enhance your business the second is

benchmarking so benchmarking to me is

something you should opt into so going

back to that industry and category we

chose jobs in education so by opting

into benchmarking basically what google

is going to do is share your data that

it collects on your website in this case

demo.simplylearn.com

it's going to share that data

anonymously

with others in the industry in this case

jobs in education and because you've

opted in it's going to do the same exact

thing for you it's going to share

anonymous data on other websites in the

same industry and the benefit of that is

we get to see

what other websites or how other

websites are performing compared to ours

what's the benchmark in our industry and

so the benchmarking to me is important

and i'm gonna go over that in a few

minutes when we go over the different

reports but to me i would always opt

into benchmarking because this is the

only report google provides in analytics

about how others in your industry is

performing versus your website okay so

it's a way to compare your website

performance against others in the same

industry the other options here

technical support and account specialist

i would also recommend you opt into

those because then it allows you to

basically google allow google access to

your account and they'll be able to help

you if you occur or run into any issues

so these are the options in setting up a

google analytics account it's very

simple very easy to do you're just

entering in a few fields note that we

talking about a website right now so i'm

talking about demo.simplylearn.com

but just know that if you want to track

a mobile app google analytics will allow

you to do that as well you just choose

the option mobile app so we're tracking

a website we want to know how users

behave when they get to my website and

that's what google analytics is going to

allow us to measure and look at we just

need to do a couple more steps in the

process so once we fill out these fields

here we're going to click get tracking

id now i'm going to accept the terms of

service i'm going to accept another

terms and service in relation to data

protection i'm going to click accept

once i accept i'm going to be able to

get some tracking code the tracking id

is the id associated with your account

and so

this number is going to be associated

with your account so your account id

starts with ua and it's gonna be this

number here now the dash one is the

property you set up so in this case i

set up

demo.simplylearn.com if i wanted to

track multiple websites under that same

account then i can certainly set up

multiple properties just know that every

property i set up in that account is

going to have a dash 1-2-3-4

etc depending on how many properties i

set up so by default i set up one

property so my first property id is dash

one if i set up a second property the

same account number it's just gonna have

a dash too and that's important because

that id that account and property id is

going to be associated with that

particular property or website so again

once you finish setting up the account

settings then you're going to be asked

to add some tracking code to your site

and that tracking code is going to be

related to the account and the property

so notice my tracking id up here

notice the tracking id and the snippet

of code now this snippet of code needs

to go on every page of your website that

you want to track and you don't have to

put it on every page but if you want to

track website behavior on every page

your website then it needs to go on

every page of your website so if you're

using a you know platform like drupal or

joomla or even more popular platform

like wordpress adding the tracking code

site wide is as easy as maybe adding a

google analytics plug-in to wordpress

for example and then just simply

plugging in the id now there's an

alternative to adding the google

analytics tracking code to your site and

that's google tag manager so google tag

manager is the way i would recommend

going so if you're not familiar with

google tag manager i would recommend

watching the

youtube video we have on google tag

manager you can just go to youtube type

in simply learn google tag manager and

this will give you a nice overview of

you know what google tag manager is and

how it works but basically this is the

way i would go and i would recommend

that in addition having google analytics

you set up a google tag manager account

and then that way you can put the

tracking code in google tag manager so

if i go to google tag manager and i just

go into an account on tag manager i can

just simply put in the google analytics

id right into tag manager and so if i

have it in tag manager then tag manager

is going to be the place that holds the

code and fires page view when somebody

comes to my website so that way i don't

have to add the tracking code to my

website if i do it in tag manager so

that's the recommended method for me is

to add the google analytics id

associated with tag manager if you can

associate it with tag manager then

that's the easier route to go versus

putting code on your website okay so

again take a look at the video we have

on youtube for google tag manager that's

the route i would go now once you do get

the tracking code on your website

whether that be through google tag

manager or through a plug-in or you know

just simply adding the script to your

site to pages on your site then what's

gonna happen is you're gonna start

collecting data so that's ideally the

way it works you need to add this code

to your website now if you're not ready

to do that and you simply want to

basically understand how google

analytics works then i would recommend

getting access to google analytics demo

account and so if you just type in and

search google analytics demo account

basically what you're going to do you're

going to choose the first listing there

and you're going to go to demo account

so if you have a google analytics or

google login then all you need to do is

click on access demo account and so what

google's going to do is put this demo

account into your account and so it's

going to look something like this so if

i click on demo account here it's going

to add to my google analytics account so

i'm gonna have then access to the demo

account from google and google analytics

so i would recommend going this route

here if you're not familiar you're not

sure what you're getting yourself into

so think of the demo account as kind of

a test drive you're test driving google

analytics before you even add any code

to your website so again all you need is

a google account and if you have a

google account and you add the demo

account to your google analytics account

you're going to be able to see how

analytics works okay and so that's what

i would also recommend so if you're not

ready to start adding code to your

website then what you can do

is just simply add the demo account and

then once you add the demo account

you're free to peruse around google

analytics to see the different types of

reports it has to offer now when you do

actually set up a google analytics

account you're going to have some

settings that you're going to want to

pay attention to so when you set up the

account you have the account name and

then you have a property so under each

property you have by default you're

going to have one view and so here you

can see this view here so if we look at

the account we set up we set up a demo

simply learn account property is demo

simply learn so that's associated with

the website we're going to track and

then again by default under each

property you're going to have a view and

so by default the name of the view is

going to be called all website data and

so in that view is where all your

analytics data is going to be stored so

you can see my screen here there's a lot

of different settings you have you have

settings under the account you have

settings under the property and you have

settings under the view so we're going

to talk more about these settings and

future webinars for advanced google

analytics users but for now know that

there's a bunch of settings that you

have that you can play around with when

it comes to google analytics anything

from adding users to your google

analytics account your google analytics

property review you can actually set up

goals you can set up filters you can set

up segments you can link up google ads

you can

you know set up remarketing lists

there's a lot you can do in terms of the

settings as it relates to google

analytics but so know those settings are

there they're located right down here

and this little sprocket icon that's the

admin icon so if you need to get to

these settings at any time you can

simply just click on the sprocket or the

admin icon and then you'll be prompted

to choose any one of these settings here

that you want to edit or alter so now

let's take a look at some google

analytics reports so once you've

actually set up your account you have a

number of different reports that you

have available to you in google

analytics so we're going to take a look

at you know customized reports we're

going to look at real time audience

reports acquisition behavior and

conversion so these are all the

different reporting buckets if you will

that you have available to you in google

analytics so if i'm an admin and i'm

looking at the google demo account let's

start out by looking at real time so if

i click on the real time report and i

just click on overview so basically what

this is going to do is show me at this

point in time how many users i actually

have active on the website okay so

that's why they call it real time

reporting because it allows you to see

the behavior of users who are currently

on your website and so this is the

overview report under real time and you

can see here i can see that 79 percent

of my users are coming from desktop 18

20 are coming from mobile and then

approximately three percent coming from

tablet here i can see how they actually

came to the website so this is the

referring source if they came from

say search or social i can see the

source there and i can see what pages

they're active on and then here i can

see what locations where they're located

and so if i want to see a breakdown of

everything in the overview i can

certainly do that if i go to locations

under real time i could see a majority

of my users are coming from the united

states okay where are they coming from

i'll just click on traffic sources and

here i could see the different sources

and mediums medium is the means in which

the traffic was driven so if it's google

it's either paid search or organic

search so i can see here it's organic

then i can actually see what contents

they're looking at on my website so i

could see currently have three active

users on the home page two active users

on the google's women's white tee page

so forth and so on now most importantly

if you have event tracking set up so if

you taking a look at our google tag

manager webinar you know that you could

set up event tracking in google

analytics to measure engagement on your

website whether that be a form

submission or somebody clicking on the

play button of a video so if i click on

events i'll be able to see what events

are firing so here i can see we have

event tracking set up and i can see how

many different events are firing on my

website in real time so here i can see

e-commerce somebody clicking on the

quick view click some a couple of users

clicking on add to cart a couple of

users clicking on the promotion click

and as these events are fired you're

going to be able to see them highlighted

so if something gets fired it's going to

get highlighted and i could see

that these are the current events that i

have currently firing on the website and

that's what's currently fire now if i

want to look at the events that have

happened in the last 30 minutes i can

just click on this link here last 30

minutes and it's going to give me an

overview of the events that have

happened over the past 30 minutes okay

so that's event tracking and then more

importantly we can also look at what

conversions are happening in real time

just by clicking on conversions and so

now i can see

i had one active user who entered the

checkout so that's goal number four so

in analytics you can have up to 20 goals

and so here i can see we have goal

number four has already had one active

user and so if i look at the last 30

minutes i can see i still have only one

goal over the last 30 minutes and that

was somebody who entered the checkout so

that's real-time reporting in summary it

just gives you an idea of what's

currently happening on your website and

so for me ideally if i'm launching a

campaign or let's just say you do a new

website redesign and you want to see how

users performing and behaving then real

time is a good option for you so you can

see how things are happening in real

time now let's jump down to audience

reporting so if i click on audiences

it's just right underneath real time i'm

going to see a number of different

reports available to me under audience

and so let's click on the audience

overview report so

audience reporting basically allows us

to get a sense of who is coming to our

website when i say who is coming to our

website it doesn't necessarily have to

be a specific person in fact google

doesn't allow personally identifiable

information in google analytics personal

identifiable information such as a

specific name a social security number

credit card information etc however we

can still paint a nice picture on who is

coming to our website meaning what

country

city or state did they come from what

language what device did they get to our

website from how old were they okay were

they male or female or other what

interest did they have what browser did

they use so we can paint a nice picture

based on all this information that

google analytics is providing us under

audience so if i go to audience overview

here i can see i have all these

different options available to me to get

a basic understanding of who is coming

to our website so for example i could

see a majority of the people coming to

our website

speak english and are from the united

states okay in fact that represents 61

of the users and so google analytics

does a great job of giving me an overall

percentage so if i have a 100 percent of

the users i could see 61 percent of

those users represented english speaking

users from the united states seven

percent represented english speaking

users from great britain and so when it

comes to analytics we have users and

users are broken down into two

categories they're either returning or

they're new so when you add the google

analytics tracking script to your

website what's gonna happen is if a user

or when a user goes to your website

they're going to get cookied if it's the

first time they've been to your website

what google analytics is going to do is

store a cookie in the browser so when

that same user comes back another day in

the same browser analytics is going to

recognize that that cookie is in the

browser and so then analytics is going

to categorize that user as a returning

user okay so that's how analytics is

able to differentiate new versus

returning so if that user doesn't have a

cookie in the browser then analytics is

going to recognize that store the cookie

and then count that user as a new user

and so when you're looking in analytics

you're going to be able to see a

breakdown of new versus returning so

here i can see over three quarters of my

traffic over the past week here i can

see april 6 through april 12th three

over three quarters are new users to the

website here i could see about 23 24

are returning users okay so i can get a

good breakdown of what type of users are

coming am i driving new traffic am i

driving traffic that's been to my

website before what language are they

speaking okay i can also paint a bigger

picture how old are they are they what

gender are they do they come from mobile

so let's take a look at some of these

different reports under audience and so

if i skip down now to demographics i can

click on overview and when that report

loads i can see now under demographics

overview i can see the breakout of age

ranges and so here i can see the

majority of the traffic coming to my

site again over the past week now if i

want to change this date range i could

simply do that i can change the date

range just by clicking on the date range

and then maybe going say the last 30

days and i can even compare it to the

previous period or the previous year i'm

going to choose the last 30 days i'm

going to click apply now i'm looking at

data over the last 30 days and again you

can change the date range to any range

you want you can only go back as far as

when you actually created the google

analytics account you can't go prior to

that so here i'm looking at the last 30

days and i can see almost 47 percent of

my users were in their age range of 25

to 34. now when it comes to gender i can

see

66

represent males so i can get a breakout

of gender and age as well as interest

and click on interest and look at the

overview there and see what the interest

is of the users who are coming to my

site based on in-market segments or

affinity i can also choose language and

location so if i want to know exactly

where my users are located when they're

coming to my website i can click on

location and here i can get a breakout

43

of the users of the last 30 days were

from the united states more importantly

i can align my audience with goals and

we'll talk about goals here in a minute

but here i can see if i have an

e-commerce website i can see of those 43

percent 0.29 of those converted or

purchased something and that equates to

94 transactions so i can get a good

sense of not only how many users are

coming from a specific country but are

those users converting if i click on

mobile and mobile to me is one of those

reports i tend to spend a bit of time on

because i want to know what devices

users are coming to my website and so

for my website here or this is the

google demo website i can see mobile

represents approximately 27

of the traffic so desktop still

represents a majority of the traffic so

for you you want to keep an eye on

mobile because mobile is definitely a

majority of what people use nowadays

that's how people start their day that's

how they transact via mobile whether

that's purchasing something

communicating or searching it all starts

with mobile so you want to keep an eye

on mobile and more importantly you want

to keep an eye on behavior so google

analytics is telling me that yes i have

approximately 27 of my traffic of the

last 30 days came from mobile how are

they interacting with my website so if i

look across this report i'm going to be

able to see different metrics so if i'm

measuring specific metrics against my

dimension in this case the dimension is

what we're measuring and in this example

we're measuring mobile i can see that

the bounce rate is approximately 48

percent and bounce rate means that if a

user in this case from mobile landed on

a page they

left the site without going any further

so they consider it a bounce if they

don't go to another page if they leave

the site from the page they landed on

and they don't go any further that's

considered a bounce so bounce rate is

the percentage of people who come to the

site and leave the site without going

any further so in this case we have 48

bounce rate that's almost half of our

users who come from mobile leave the

website from the page they landed on so

is that good is that bad well it's open

to interpretation is definitely

subjective but you want to keep the

bounce rate as low as possible you want

to keep people on your site especially

if you have an ecommerce website you

want people who come to your website to

purchase and so here we can see 48

percent mobile in desktop it's a little

bit lower at 41

now if i look a little bit further at

engagement i can see how many pages on

average do mobile users look at so

versus desktop it's a little bit lower

you can see 3.86

on desktop it's 4.5 now if i look a

little bit further in engagement i want

to be able to measure how long somebody

from mobile stays on the website if

they're bouncing at 48

but they're also looking at 3.8 pages

3.9 almost four pages per session then

that means in this report analytics is

telling me they're spending about two

minutes on the site and interestingly

enough i can see that mobile over the

last 30 days had more transactions so 51

transactions versus 34 transactions from

desktop and interestingly enough the

commerce conversion rate is at point two

nine percent that's higher than desktop

at 0.07 it's lower than tablet but it's

higher than desktop and mobile has the

most transactions and since they have

the most transactions they have the most

revenue at 2 380 so yes the engagement

isn't exactly as great as it is as

desktop but we can see that people are

still purchasing with their mobile

devices so it's something to keep an eye

on and mobile is something i definitely

look at in fact since it's such an

important report one thing you can do in

analytics is if you actually like a

report and you think you're going to

look at that report multiple times then

you can simply just go ahead and click

save at the top here so if i click save

i'm going to enter a name for this

report i'm just going to call it mobile

report and click ok and then what's

going to happen is it's going to be

located under save reports and save

reports is located under customization

customization is located above real time

okay so if i close that up you can see

audience real time customization if i

click on customization if i click on

save reports i should be able to see my

save report here and i do so here i can

see mobile report if i click on it i can

simply go to the report i was looking at

before i saved it so save reports to me

is a good feature in analytics because

it allows you to quickly access a report

that you've saved in the past so let's

take a look at one more report under

audience and let's go to benchmarking so

remember when we're setting up our

analytics account we had the option to

opt into benchmarking and i recommended

you do so and so if you did actually opt

into benchmarking then you're going to

be able to see

how your site compares to others in the

same industry so if i click on

benchmarking and then click on channels

what i'm actually able to do now is

compare my website with others in the

same industry so if i go back to say

jobs and education and i choose

education all education as my industry

vertical i should be able to see

websites that are in the same particular

industry and how i compare with those

websites so i'm choosing all countries i

can narrow that down if i wanted to i

can just search for the united states i

can choose a specific state and then i

can choose a particular site size so

here i'm choosing sites by daily session

so these are sites that have an average

of 5 000 to almost 10 000 sessions a day

and so in this vertical education in the

united states sites that have 5 000 to

99999 sessions per day that means that

there are approximately 310 web

properties contributing to this report

okay based on this criteria i chose now

if my site is similar meaning if i'm in

the united states if i'm in education

and i'm receiving 5 000 to

9999 sessions per day then i'm able to

compare my site against 310 other

websites now google's sharing this data

anonymously from the other websites and

they're doing the same with your website

to those particular websites

benchmarking reports okay so it's shared

data anonymously in particular

industries and verticals and so now i'm

looking at a channel report so if i want

to see how i compare to others in my

industry then i can go ahead and see by

channel for example am i driving as much

traffic as others in my industry and you

can see i'm not in fact i'm 76 77

percent worse in terms of the amount of

traffic being driven from organic search

so anything in red is going to show as a

negative result a negative comparison

whereas something in green is a positive

comparison so if i look at engagement i

can see that i might not be driving as

much traffic but i can see that the

pages per session are better than the

site average or the industry average i

can see if i go over again looking just

at organic search i can see the bounce

rate is better than the industry average

so the channel report under benchmarking

allows you to measure how you compare to

others in your industry and you could do

so by looking at location and devices so

if you opted into benchmarking when you

set up your account then you'll be able

to compare your website against others

in your industry in your country region

and based on the size of your website in

terms of how many visitors or sessions

you're getting per day so let's go from

audience to acquisition so if audience

is who is coming to your website

acquisition allows us to see how the

traffic was driven to your website so

how do these users get to our website

and so under acquisition if we click on

overview we'll be able to see an

overview of how users whether they're

returning or new came to our website and

so what analytics does by default is

they have a number of default channels

and when we say channels we mean

analytics is grouping different channels

based on how users got to your website

meaning how did users get to our website

did they come via organic search meaning

did they type something into google and

find you in the organic listing

analytics also groups users based on

whether they came to your site directly

meaning did they type in the url

directly into the browser or did they

bookmark your website and come back via

the bookmark so they're grouping users

under direct they also group users under

referral meaning do they come from

another website they group users by

social do they come from a social media

platform like twitter or facebook if

you're running paid search

meaning if you're running paid search on

say google then do they come from paid

search ads now if you're running display

ads on say google's network google's

display network that's a default channel

so analytics will group users there so

if they don't recognize a channel then

they're going to group it as others so

by default google analytics groups users

on how they came to your website via

these default channels and so i can see

how many users came to the site from

each channel now if i want to drill down

on this report i can click on all

traffic and then if i click on all

traffic i can go to channels i can look

specifically at the channels report and

so now i can see organic search again

over the last 30 days is the number one

channel driving traffic and they

represent approximately again you can

see this number here in parentheses next

to the raw number of users i can see

that number is about 56 percent so 56

percent of my traffic over the last 30

days came from organic search and so

those are the number of users again as a

metric you're also going to have

sessions and you'll see sessions a lot

as a metric so users are broken down

between new and returning so every time

a new or returning user comes to the

website basically what they're doing is

initiating a session so you can have a

user who can come back multiple times

every time they come back to the website

it's a session so session is simply the

start of somebody coming to your website

and the session ends when they leave the

website and so

just like we looked at with the

audience reports when it came to mobile

we can also look at engagement by

channel so just like mobile we looked at

bounce rate pages per session average

session duration we can do the same

thing here with our channel report more

importantly in addition to behavior we

can see conversions and since we're

running an e-commerce platform we could

see what the conversion rate is by

channel so organic search did drive the

most traffic and they did have the most

transactions over the last 30 days and

the conversion rate in this case is 0.17

okay so how google determines the

conversion rate they basically take

the number of transactions and divide

that by sessions so that means that over

the last 30 days organic search drove 38

123 sessions and of those 38 123 64

actually turned into a transaction which

equates to 0.17 which also equates to 3

000 in revenue so i'm able to determine

not only how users are getting to my

website by looking at the channel report

i can actually see if they're engaging

and if they are converting and notice

when you look at a report in analytics

you can look at it by channel you'll

also get a summary so here i can see a

summary or a total based on my date

range so i could see over the last 30

days i've had 54 000 users 49 000 of

them were new okay that meant that at

those 4 54 000 users i had 70 000

sessions i could see my average bounce

rate was 43 percent the pages per

session we're just over four and the

average session duration how long did

somebody stay on my website on average

about two minutes and 55 seconds the

average conversion rate was 0.14 and i

had a total of

transactions totaling 5500

okay and that's all over the last 30

days so any report you look at in

analytics is gonna have a summary and

note that any report you look at in

analytics is going to allow you to save

it so if it's a report you think you're

going to go back and look at at a future

date then you simply just have to click

on the save button conversely if you

don't want to save it you can simply

just export it so you can export it as a

pdf if i click on pdf it's going to

allow me to export that as a pdf now you

have other options available to you as

well you can do a google sheet you can

export it as an excel or you can export

it as a comma delimited file so here you

can see i can save it as a pdf if i want

to and if i click ok it's going to save

to my desktop or location of my choosing

and then i can go back and look at it in

that format at a later time so that's

the export feature available to you in

analytics again if you you could save it

as well or you can export it okay some

other reports under acquisition if

you're running google ads note that you

can connect google ads to analytics and

this is key because now i can see

how many people are coming from google

ads to my website and are they

converting now this is important because

with google ads i'm actually paying for

the click so you can see here i'm

running a report based on campaign data

so i could see what campaigns are

driving traffic how much i'm paying per

click and you can see on average i'm

paying 34 cents per click and then more

importantly i want to be able to see if

they're converting so you can see i've

spent 810 dollars over the last 30 days

and received

858 in revenue so you want to make sure

that you link up your google ads account

to your google analytics account for

this very reason you want to be able to

see how your google ads campaigns

perform once the users get to your

website and so i want to see if they're

engaging and i want to see if they're

converting so there are all sorts of

reports under google ads so you can look

at it by keywords by search queries by

hour of the day if you're running

display campaigns you can look at

display targeting so there's all sorts

of reports under google ads you just

have to link it up and you link it up

under the admin now there are other

reports that you can look at so if i go

to campaigns i can look at all campaigns

so if you're running all sorts of

different types of campaigns whether

that be on facebook whether it be email

whether that be you know other types of

advertising let's just say twitter or

instagram you're going to be able to see

those campaigns here and that's under

all campaigns and again you'll be able

to see the campaign name and you'll be

able to see metrics associated with

those campaigns and more importantly

you'll be able to see your e-commerce if

you run an e-commerce platform or if you

have goals set up so you'll be able to

look at how your campaigns are not one

not only driving traffic but two are

they converting let's go from

acquisition reporting to behavior so

behavior reports are going to actually

show you

how users behaved once they got to your

website once they landed on a page on

your website how did they behave so when

we looked at audience we got a sense of

who is coming with acquisition we get a

sense of how the traffic got to our

website did they come from organic

direct social etc the behavior reports

allow us to actually measure how that

traffic behave once they landed on a

page on our website and so if i go to

overview under behavior now i'm looking

at this graph here it's showing me how

many page views i've had and a page view

is simply once a page is viewed it's

counted as a page view so if a user

comes to my site they're initiating a

session and if they look at a page then

that page is going to have a page view

okay so a user can look at a page

multiple times in a session and every

time they look at that page it's going

to count as a page view so here i can

see in this graph how many page views

i've had again over the last 30 days and

if i look further at my overview report

i can see the specific pages and how

many pages they've had and i can also

look at some other metrics okay the

average bounce rate the average time on

page i can look at the exit rate which

means how many people actually exited or

the percentage of people who exited from

that page so i can dig deeper into my

behavior reporting so if i click on site

content and i click on all pages then

i'm going to look at a report by page

this is my dimension this is what i'm

measuring my page and now i can see how

many page views each page had over the

last 30 days now note you also have

something called unique page views so

unique page use is equivalent to one per

session in other words if a user came to

my site and looked at the home page then

the home page is going to have one

unique page view and one page view now

if the user in that same session looks

at other pages then every page that user

looks at is going to have one unique

page view however if the user goes back

to a to the same page in the same

session then it's still going to be one

unique page view but in this case the

home page if they look at the home page

a second time then the home page is

going to have two page views if they

look at the home page five times in one

session then the home page is gonna have

five total page views and one unique

page view okay so that's why unique

pages is equivalent to one per session

where page uses accumulation of how many

times the page was viewed in the same

session so in other words you're always

going to have more page views than

unique pages okay so this gives me a

sense of how my page is performed so

again i can look at total page views and

then engagement so ideally what you want

to do with a report like this is if a

user is not engaging on the page then

that should tell you something about the

page itself if they're not engaging if

the bounce rate's high if the time on

page is low if the exit percentage of

exit rate is high then you probably want

to do something with that page now these

are all pages but if i jump down to

landing pages my landing page report is

showing me how many people actually

landed on that page and so here i can

see under my landing page report i can

see the home page had 36 000 17 sessions

in the last 30 days that's how many

people landed on the home page so here i

can see 71 were new sessions meaning

that i had a lot of new users who landed

on the home page in fact 25 000 or 52

of the people who landed on the home

page were new i could see the balance

rates about 42 percent but of those who

didn't bounce they went on to look at

about 4.5 pages per session and spent

about three minutes on the site and the

one thing i like about the landing page

report is i can also see whether that

particular page in this case the home

page did it help contribute to a goal or

conversion and in this case i can see of

those 36 000 sessions i had 22

transactions totaling 1200 in revenue

and that's an e-commerce conversion rate

of 0.06

so the home page over the last 30 days

contributed to

0.06

of the revenue so this gives you an idea

of when somebody lands on your website

and they land on a page is that page

helping to move that person along

meaning are they not bouncing and is

that page helping to move people towards

converting and so that's what the

landing page in effect allows us to

measure is the engagement and in this

case we're measuring transactions okay

so analytics also gives us some other

reports under behavior including site

speed so site speed to me is an

important report to look at just like

the mobile report to me site speed's

important because what google analytics

does is they take a sampling of pages

and in this case you can see over the

last 30 days they sampled 2 835 page

views and of that sample they came back

and said the average page load time is

about 4 seconds now ideally you want to

keep it as quick as possible i would say

even under three seconds okay now there

are other factors involved with page

load time the browser you're using the

country that you're actually browsing

that page from might not have the best

infrastructure you name may not even be

on the best internet network meaning

you're on a cell network or the wi-fi is

not that great or you can be on a page

that just has a lot of images or a lot

of code that may slow it down so there

are other factors involved and so what

google analytics does is show you what

those factors are so here i can see by

browser what the average load time is if

i want to look at country i could see

what country is contributing to the low

time now the great thing about the site

speed report is if i go to speed

suggestions okay what speed suggestions

is going to do is it's going to show me

the page load time by page and then it's

actually going to provide a link where i

can actually click on to get suggestions

on increasing the page load time so for

example i can look at this particular

page here this google redesign shop by

brand slash youtube page line number

five if i look at line number five i can

see the average load time of this page

is eight seconds almost nine seconds

okay that's an eternity to some people

now notice this link next to it so

google's recommending seven total

suggestions so if i click on seven total

what it's actually gonna do it's gonna

open up a new window and it's going to

open up another google report called

page speed insights and page speed

insights is going to give me some

information about what i can do to

create

correct the page load of that particular

page so look at this site speed report

it's important because there is a

correlation between site speed or page

load time and user behavior of that page

and there's also correlation between

page load time and a page ranking

organically on search so page load times

very important it's so important that

i'm even going to save it so i'm going

to click save and click on speed site

speed suggestions as my name and click

ok and now that report is going to be

saved under customization under save

reports let's jump from behavior to

conversions now conversion reporting is

arguably the most important section and

in google analytics because what the

conversions reporting allows us to do is

see how people are converting or if

they're not converting on our website

and so in google analytics we have the

opportunity to set up goals now you have

the opportunity to set up 20 goals in

your google analytics view and so to set

up a goal okay so you're going to click

on admin and under the view you're going

to see goals and so if you don't even

have goals the first step is to create

goals and so you have four different

goal types and analytics so you have

pages per session so how many pages per

session is so if your goal is set to say

three or two if somebody actually looked

at two or three pages per session it's

going to count as a goal okay so if i

look here i could see i have pages per

session set at 10. so that means that if

a user came to the site looked at more

than 10 pages per session then it's

going to count as a goal another goal

type is destination so destination means

that if somebody actually went to a

specific page then it's going to count

as a goal and in this case i can see

here

that the goal is set to this particular

page here and so when somebody actually

lands on that page it's going to count

as a goal now there are two other goal

types we can look at one is duration so

just like pages per session in our

previous example if somebody looked at

10 pages per session it's going to count

as a goal with duration it's based on

time so in this particular case if you

set up a duration goal and the duration

is set to say one minute and 30 seconds

then that means if a user comes to my

website and they spend at least one

minute and 30 seconds then it's going to

count as a goal okay and then the fourth

type of goal in google analytics is an

event-based goal so when you set up

event tracking you could turn that event

into a goal so if somebody clicks on say

the submit button of a form you can turn

that event into a goal so here you can

see the category equals contact form so

you can always verify if a goal works

just by clicking on verify this goal and

in this case this event is turned into a

goal so anytime somebody fires this

event it's gonna count as a goal so you

have four different goal types in google

analytics you have pages per session

destination event and duration and so

once you've set up a goal then you can

measure goals under conversions so now

if i look at goals overview i can be

able to see how many total goal

completions i've had so if i want to

look at it by goal i can just choose the

goal option here so if i want to look at

for example

goal 2 engaged users this was the pages

per session i can see that i had a

conversion rate of 10

meaning that i had 7 000 of all the

users who came to the website 7 000 gold

completions meaning 7106

users looked at 10 pages or more on my

website and so that's how you want to be

able to measure whether users wherever

they're coming from whoever they are

whatever pages they look at you want to

be able to look at the conversion

reports to see if they're actually

converting based on the goals you've set

up whether that's pages per session

duration destination or event goal

conversion tracking reports can help you

measure

who is actually converting and the great

thing about google analytics here is

that i can actually see

by segment so the default segment in a

segment is just looking at a specific

user set so the default segment is

always all users however i can choose a

different segment so if i want to choose

instead of all users if i want to choose

mobile traffic i can select mobile

traffic hit apply so i'm actually now

looking at a subset of data i'm looking

at mobile traffic so if all the mobile

users have come to my site i can see

1400 engaged or looked at ten pages or

more okay and that's a seven percent

conversion rate so the great thing about

google analytics is you have the

opportunity to set up four different

goal types okay based on those goal

types you can go to goals overview and

look at the conversion rate of each goal

but you can also change the segment of

that particular goal to see who exactly

converted okay another report i like

under conversions is the multi-channel

funnel report so if i click on

multi-channel funnel basically what this

allows me to do is see how different

channels work together to convert so

remember the channel reporting we looked

at under acquisition here i can see now

how different channels work together to

drive the conversion so if i look at

three channels direct organic and

referral i can see all three together

drive two percent of the conversions if

i look at direct and referral 12 and a

half percent if i look at direct and

organic 12.24

so i can see how different channels work

together and so if i look at top

conversion paths as an example i can

actually see

what channels how channels work together

to drive the conversion so in this

example i can see over the last 30 days

that my top channel grouping was direct

times two meaning that somebody came to

the website directly meaning they typed

in the url in the browser or they

bookmarked it and came to the site okay

they came the first time but didn't

convert but then they came back a second

time via direct and then convert it so

that combination is my top conversion

combination of the last 30 days my

second best conversion grouping is

organic search and direct meaning that a

user came to the website via organic

search first did not convert and then

came back via direct the second time and

converted so basically what analytics

does is give credit to the last referral

meaning if you came to the website via

referral or referring website and

converted then the referring website's

gonna get the credit for the conversion

but analytics does a good job of showing

you how different channels work together

so a channel may drive a lot of traffic

like organic search but that traffic may

not convert the first time around for a

number of different reasons whether it

could be brand recognition price

shopping reading content whatever the

case analytics is able to measure

if that channel actually did contribute

at a later point and in this case we

could see organic search drove traffic

that didn't convert but that traffic

came back a second time via direct and

did convert so that's our second best

channel grouping and so the

multi-channel funneling report top

conversion pass to me is a good report

to look at so you can actually see not

only a channels work together but you

can see sources and mediums and

campaigns and how all that all those

different campaigns from different

sources work together to convert so

that's just a good report to look at

there are so many different reports

available in analytics there's so many

that we haven't even gotten to yet so my

advice if you look at the demo report

you can get a feel for each of these

reports under each section whether that

be audience acquisition behavior or

conversions take a look at these reports

see what makes sense to you see what you

can use to improve your website

performance we're gonna jump into google

analytics directly and spend all of our

time there because it's about learning

practical applications so

goals are important goals uh let me just

say this goals are in analytics

something that should be aligned with

your business and

we call goals that are aligned with your

business kpis are key performance

indicators so it's very important as a

precursor that you know how to set up

goals in google analytics because if

you're using google analytics you want

to measure everything against a goal so

without further ado

let's jump right into google analytics

so if i go to google analytics and i log

in okay what i want to do

is go down to admin click on admin here

and admin will take you to basically a

screen that looks like this where you

have a account column you have your

property column and then you have your

view column now the view column is where

you're going to go to set up goals okay

so every view

in every property has up to 20 goals

okay so by default in analytics you're

going to have at least one view for your

property so if i have a property i'm

going to have at least one view but if i

happen to set up multiple views like you

see here then i know for every view i

set up i have 20 goals to work with so

where are those goals so under the view

i'm going to click on goals and now i

can see i have 20 at my disposal now you

can see here

by clicking on the recording column i

can see i have in this particular

property this particular view i have

five goals that are active so you can

use up to 20 but you don't have to have

20 active okay you can have one active

two active my recommendation at least

have one goal again when you set up a

goal you're gonna measure everything in

analytics against that goal okay so

in this case we have five particular

goals we're measuring so we have five

active out of 20 total so

if i don't no longer want to use a goal

i could simply just turn it off if i

want to continue using it just turn it

on okay it's that simple you could turn

on and off goals so here i already have

five set up so if you want to set up a

new goal the one thing you need to know

in google analytics is in order to set

up a new goal okay you need to have edit

access at least the view level i would

say at the property level so you want to

make sure whoever is in charge of google

analytics for your organization or if

you're in charge okay you simply just

want to go to user management and user

management you want to make sure the

email address you're using to log into

google analytics has at least edit

permissions so you're going to need edit

permissions to add new goals so

i have edit permissions i'm going to go

to goals and i want to set up a new goal

but before we jump in and set up a new

goal what is it that we want to achieve

that's really the question we want to

ask ourselves what is the goal of the

website well if it's somebody

downloading something okay are you

measuring that download via an event

okay are they filling out a form

submission before they download so if

they submit that form submission is that

the goal do you have an e-commerce site

is somebody purchasing something so

these are things you want to ask

yourself before you actually set up the

goal what is it that i'm trying to

measure now when you actually do go to

set up a goal you're going to click on

the red cta button that says new goal so

analytics actually has some templates

set up for you okay you can see them

here okay if you're somebody's

registering online or creating an

account or

reading review downloading something

sharing something you could choose all

of these options here what i normally do

is choose custom 99 of the time i'm just

gonna choose custom it doesn't really

matter if you use the template or not

it's just a template is basically some

free pre-filled configurations but my

recommendation is always just go with

custom you want total control over how

to set up your goal so

we already have in mind what type of

goal we want to set up so for example if

somebody goes to

fill out a form submission and they go

to a thank you page after that well

what's the url of that thank you page we

want to be able to track how many people

go to that page because we know

if somebody does

type in or fill in a form submission and

goes to that page we know that they

filled out the form and so for example

if i go to continue i'm going to name my

goal first so i'm going to say thank you

page as an example notice analytics is

assigning an id so notice this is goal

id 15. that means that that's the next

available goal there are 20 goals

available in analytics and so what

analytics does is they group goals

together so 1 through 5 6 through 10 11

through 15 16 through 20 into goal sets

so for example goals 16 through 20 is

part of goal set four and why does

google analytics combine these goals

into different goal sets well because

it's easier to ma measure

and look at data by goal sets so for

example if i jump into any report here

if i go to all traffic channels and i

want to measure how many goals by

channel i can look at it by goal set so

if i have goal set 1 selected then i

know any goal i have active in there

between goal id 1 through goal id 5 i'm

going to be able to see those goals in

goal set 1 and now i'm going to be able

to measure every goal i have active and

goal set one against the channel so if i

choose goal set two whatever goals are

active there goal set three etc notice i

don't have any goals 16 through 20

active that are in goal set four

therefore i don't have that option

available to me so back to admin the

bottom left navigation again goals okay

we want to measure somebody going to the

thank you page we have edit access we're

going to choose custom as our goal set

up we're going to type in a goal name

i'm just going to say thank you okay

this is goal 15. now this is the

important part google analytics has four

different goal types destination

duration pages per session or screens

per session so screens per session is

related to mobile because google

analytics measures mobile app activity

and then you have an event so we're

going to cover all four of these but for

the sake of this simple example i'm

going to choose destination why because

if somebody goes to that thank you page

we're going to go ahead and put in the

thank you page as the goal the goal url

so for example destination is my choice

i'm going to click continue now this is

where i'm going to put the url so if my

url is just simply thank you.html i can

just go ahead and put thank you.html

or if it's just thank you then i can

just do thank you depends on the website

depends on the uri structure so whatever

that url is that's what you're going to

put in and when you're done you can

verify it so what google analytics does

is actually

will verify over the last seven days if

anybody's actually gone to that

particular page so if we click verify we

can see zero percent conversion rate so

that tells us that if this is the

correct url then we've had zero percent

people go to that page this is just an

example however if you didn't see a

conversion then you might want to make

sure you check the url here that you put

in and if you do see a conversion rate

then you know it's working so google

analytics actually has options so

we're saying thank you is equal to so

the destination url is equal to thank

you or thank you.html or thank you.esp

or whatever that thank you page is okay

you do have options so if you have a

long url you could say begins with and

you could say begins with say thank you

so this is the logic we're going to say

hey if anybody goes to a url that begins

with thank you then count it as a goal

or you could say

equals to so if anybody goes to a url

that equals two thank you then count it

as a goal you have one more option here

regular expression so google analytics

understands the language of regular

expressions so regular express

expressions are just special characters

used to communicate with google

analytics in order to hone in on exactly

what you're trying to

track so we can always say you know

starts with or ends with so we can you

know use characters like the dollar sign

ends with or begins with so we can

always do that so you can use regular

expressions as well if you're familiar

with regular expressions if you're not

then you don't have to use them but

there are special characters where that

you can insert in that are used as

regular expression so if you're not

familiar with regular expression don't

choose that option you can choose the

other option of equals to or begins with

now note that on all three of these

options i didn't put the domain so if my

domain is ama dashfoundation.org

slash and then thank you i don't need to

put the domain because analytics is

already knows what domain we're tracking

so you don't have to put in the domain

here when you're entering in in this

case the google url so you can omit the

domain so when you put in that url

you know that you have three options to

work with and then you always always

want to verify that goal url you always

want to verify it because if you see

zero percent conversion and in this case

of the last seven days then that should

tell you something either your goal is

not set up correctly or you just don't

have any conversions either way you want

to double check that now when it comes

to the destination url goal you do have

an option here for funnel so if i turn

on funnel then that means i have the

ability to track how people went through

my funnel so if i have a

cart

and i want to be able to check how many

people go in and out of the cart then i

have the option of adding specific pages

as part of the car so we could say you

know step one which is basically cart we

could say step two

is

billing information that could be slash

billing we could see step three is

shipping information slash shipping and

then step four could be you know confirm

and that could be slash confirmation so

whatever your url structure is for your

cart and it doesn't necessarily have to

be a cart basically all i'm doing is

putting a series of steps with urls as

each step and why do i want to do that

because i can then track how many people

go through my funnel that i've created

okay so here i can see this is my funnel

that i've created for this particular

goal okay and the funnel is only

available for the destination url so the

funnels available if you want to see

traffic through the goal okay and how

people go through the funnel and where

they drop off now you have an option

here to make the first step require so

if you make that first step required

then that means you're measuring the

funnel through the first step only now

if i turn that off then i'm monitoring

the funnel through each step meaning

that i can measure people as they drop

in and out of the funnel where if it's

required the first step then i'm only

measuring traffic as it enters in the

top of the funnel so you have that

option available to you the funnel and

then for all goals you do have a value

so if somebody did actually convert okay

google analytics is going to count it as

a conversion and you can assign a value

so if you're not an e-commerce website

then you may want to think about

assigning value if you are an e-commerce

website then analytics has the ability

to track e-commerce revenue for your

website so you don't need to add a value

but in this case let's just say your

non-profit organization and you're

collecting donations and

on average over the past year every

donation that somebody contributed was

equal to five dollars well you can just

go ahead and put five dollars in there

as the

value for that goal so that means that

if somebody did go to in this example

slash thank you and convert analytics is

going to count it as a goal and then

assign five dollar value

alongside that goal so if you're

non-e-commerce if you're say a

non-profit like this organization or

your b2b and you want to track some

value then you have that option there so

with the destination url goal you have

the option of adding a funnel with all

goal types you have the option of adding

a value all goal types and we're going

to go through the rest of them you have

the option of verifying that goal so

that's the structure of setting up a

goal destination url is just one goal

type we're going to talk about the other

three goal types because in google

analytics there are four goal types

again destination is one of them with

destination as you do have the option

with all goal types is you have to be

able to choose your logic here so we're

going to cover that with the other three

but just know when you set up a

destination url goal you have the option

of adding a funnel now when you actually

do set up a funnel what's going to

happen is analytics is going to measure

traffic as it goes through the funnel so

where do you look for that funnel

information well you want to get out of

admin you want to go to the left side

navigation you want to click on

conversions then goals then funnel

visualization so based on the funnel you

set up you're going to be able to see

traffic as it goes through the funnel so

notice on this particular funnel we

don't have the first step required why

because i could see traffic as it goes

in and out of each step of the funnel so

let's go through this funnel and see how

people react so here i can see the first

step is the store front page so

over this particular period of time i

had 84 sessions enter the storefront

page so out of those 84 i can see 21

left the storefront page 63 went on to

the next step in the funnel which is the

cart page i can then see 24 people went

on to the cart page directly and five

exited the site altogether okay so that

gave me 87 total and from 87 i saw that

82 went on to the next page with the

next step what analytics does is they

give you a percentage so in the first

step we had 63 move on to the car page

out of 84 that's 75

so from the cart page to the create your

account page we had 94

move on so

we didn't have anybody entering the

create your account page we didn't have

anybody leave the create your account

page so if 82

82 create your account and then we have

82 move on to the payment page so that's

a hundred percent okay we have one exit

so if 81 that proceeded to be on the

payment page which was purchased so 81

of 82 is 98

and we started with 84. so that gave us

plus the 24 that we accumulated along

the way so that gave us a 75 percent

funnel conversion rate so 75 of the

people who entered in the funnel went on

to purchase okay so don't be confused

with the overall ecommerce conversion

rate so 75 is the funnel conversion rate

the overall conversion rate for this

particular goal is

18.45

over this particular period of time why

because that takes into account all

sessions that have won to the website so

18

of all traffic went on to convert but

those that did go into the funnel 75

converted so

that's a look at the funnel so if you

set up a funnel that's what it's going

to look like you have the option to

measure everything from step one and

beyond or measure as traffic goes in and

out of the funnel so the purpose of this

is we're going to be able to see where

traffic drops off how effective our

funnel is what pages we need to address

in that funnel okay so that's the whole

point of the funnel and the funnel is

available with the destination url goal

so if i go back to admin if i go back to

goals under the view i can actually see

what that funnel looks like so here we

chose regular expression so this is what

the url is okay you can see our funnel

in each of the steps we have set up

notice we're using regular expressions

here and then if we verify this goal we

could see over the past seven days 19

conversion rate so that tells me

something's working in this particular

with this particular goal because we do

have a conversion rate okay so that's

the destination url goals let's now talk

about the other three types of goals so

the next goal type we're going to talk

about

is pages per session so if you're not

sure what type of goal to set up for

your website at the very least you

should try and set up either duration

related goal or pages per session

related goal so let's talk about the

pages per session so basically what this

goal is going to allow us to measure

is for example if we set the goal to

three pages per session then we're going

to be able to measure

if how many people went to the site and

looked at three pages per session so

let's take a look at that goal so if i

open up the goal here i can see three

pages per session is what we're naming

it so basically what we're asking

analytics to do is anything greater than

two pages which would be three and

beyond count as a goal so if anybody

comes to the site looks at more than two

pages three pages or more then it's

going to count as a goal and so here we

can verify it so if we verify it over

the last seven days we could see a four

point one two percent conversion rate

and that tells me that four percent of

my traffic over the last seven days

looked at at least three pages or more

so you're probably asking yourself well

what number should i put in for the

actual

variable so in this case we see two well

what you want to do is you want to look

at

on average let's just say year to day

you want to make sure you have

statistical significance so you want to

look at a period of time so if you go to

analytics go to audience okay and then

if you go to overview and if i change my

date range to year to date i could see

on average right now i have 1.21

pages per session so that's on average

so we don't want to make our goal one

page we don't want to make our goal two

pages we want to make it three so we

want to be able to basically

measure

at a higher rate okay why do we want to

measure at a higher rate because if 1.21

is the average then two pages per

session really isn't moving the needle

so what we really want to do is get

people to stay on the site longer look

at pages

more

during their session so look at more

pages and so

we want to be able to see what segment

of the audience is looking at more pages

what channels driving traffic that's

looking at more pages what pages are

contributing to more pages per session

so the whole idea is you want to hone in

on what your goal is and see what's

working and then see what's not working

so you can make adjustments the whole

idea behind google analytics is to

improve website performance and so for

average is 1.2

then if we change it to just two it may

not be good enough so in this case you

know we want to up the bar a little bit

so we're going to choose three now you

can choose four or five that's perfectly

fine just know if your average is 1.2 i

wouldn't choose one page per session as

my goal and i probably wouldn't choose

two so i'd set the bar a little bit

higher now the third goal type available

in google analytics is also engagement

related and that's duration so just like

pages per session

we can measure how long somebody stays

on the website and we could set up a

goal for that so in this case i have a

goal set for one minute 30 seconds so my

goal type is duration so if i click

continue then basically i'm asking

analytics in this case anybody who stays

more than one minute and 30 seconds on

the website count it as a goal and so

before you actually put in the number of

hours minutes and seconds you want to

look at that average so if you go back

to audience overview here i can see a

minute and seven so do we want a minute

and 30 maybe we could do that maybe we

can go with two minutes so again the

whole point is you want to set the bar a

little bit higher than what the average

is and so here i could see over the last

seven days if i verify this particular

goal i can see eight percent of my

traffic over the last seven days stayed

on the site at least one minute and 31

seconds okay they stayed greater than

one minute and 30. and so the whole

point is you can hone in because this is

a goal i can go in this is goal okay

this is a goal here

and so i could see that this is goal 13.

so now i can go

to acquisition as an example i can go to

channels as an example since this is a

goal this is gold 13 so that would be in

goal set 3

so i can actually see what channel is

basically driving that goal okay in

other words what channel is driving

traffic that is staying on the side at

least one minute and 30 seconds and so

that's the whole idea behind goals so

likewise for pages per session we can go

into channels and here i can see

we've have a

over this period of time year to date

pages per session we have three percent

conversion rate and here i could see

for example organic search has a 13

conversion rate here i could see

social media has a 10

so i could see that or people coming

from organic search are staying on the

site longer or they're looking at more

pages than any other channel so

just like duration or destination or any

goal you set up you can measure that

goal against any dimension just because

it's engagement doesn't mean you can't

you absolutely can and so the whole

point of engagement really goals is to

figure out what's driving traffic to the

site but what traffic is engaging so you

want to be able to pinpoint that so you

can improve website performance now the

fourth goal type available

in google analytics is an event so if

you click on new goal you close custom

click continue you have the option to

choose an event so

an event is something that you can

measure on your website that analytics

can't measure by default so if you want

to measure pdf downloads or clicks on

buttons or clicks on play buttons on a

video or click on a submit button or

click on an external link i mean you can

measure pretty much anything with an

event

then you want to be able to turn that

event into a goal so let's quickly

summarize what an event is so again we

want to be able to measure

a particular

event that happens on the website so in

order to do so we need to identify that

event

so if i go to for example

this particular website here and i want

to measure how many times

somebody clicks on the donate now button

well if i met i can measure that as an

event so when you set up an event in

analytics you have to actually assign a

category and an action for that event so

that's the first thing you need to do

when you identify an event related goal

first you need to set up the event in

order to set up the event you need to

assign a category an action okay so once

you identify what you want to track as

an event on your website you're actually

going to go in a tag manager or have

your webmaster go into tag manager and

set up a tag and in that tag they're

going to assign that particular category

in action and so here you can see

we have this set up our category is

named donate now and our action is click

and that's what we want to do we want to

measure how many people click on that

donate now button so anytime somebody

does that then the category donate now

is going to appear in analytics with the

action click so when you actually do set

up an event you can go into analytics

and

you can test that event so if i go to

the website and i click donate now okay

the reason why i have this as an event

is because i'm taking to

a third party website to handle the

donations so here i can go into

analytics and now i can see a category

is being fired for header donate with

the action click so that's my category

and that's my action so that category in

action is what is firing after somebody

clicks on the donate now button so if i

want to turn this event into a goal i

can easily do that now that i've set up

the event now that i've identified the

category in action i want to go back to

admin and

set up the event with these parameters

in place so just turns out we already

have the goal set up so let's go through

how this goal was set up so first we

chose custom we chose event

we gave it a name so as a best practice

when you actually set up a goal as an

event or turn an event into a goal i

would add the prefix event colon to it

and then that way when you're

identifying goals and you're reporting

you know it's an event so i'm going to

click continue

and now that i've actually have set up

the event already in google tag manager

i've given it a category give it an

action okay see here you can see we have

a regular expression set up so anything

with the header donate or donate is

going to fire this goal so over the last

seven days i have a 0.81 conversion rate

okay i could have easily put in

equals two and put in whatever the

action what or the category which is

donate now

or i could have put action equals click

i could have done that as well so let me

show you another example here so if i do

this

custom continue event donate now here's

my goal id

it's going to be an event so all i need

to do is put in the category in action

so donate now and then click so that's

all i have to do and that's my goal so i

can verify it okay to see if anybody's

fired it and basically that's what i

need to do to turn that event into a

goal okay so you need to set up for an

event first you need to identify the

event set it up in google tag manager

which is another platform and once

you've done that

then you have your category in action

once you have your category in action

you're again going to go into analytics

and then simply put in that category and

action into the appropriate fields to

set up your event related goal now all

events don't have to be turned into a

goal if you actually do set up an event

and you're just not worthy of a goal

meaning it's not a kpi or doesn't align

with your business goals well don't fret

you can always just go to behavior okay

you can always go to events

you can always go to overview and

measure your events that way so here you

can see

all of our events that are fired now we

do have this one turn into a goal so if

it's important for a business then we

want to make sure we convert that

particular event into a goal okay if

it's not important for example

somebody's just clicking on a social

button then you don't necessarily have

to turn that event into a goal if you

don't want to know that it's sitting

here under events under behavior so the

point i'm trying to make here if it's

important to your business and you're

already tracking it as an event via

google tag manager then feel free to

turn it into a goal all you need is that

category all you need is that action and

so

so one final note on that event related

goal

just like any other goal you can add a

value okay so

if i have an event set up i can choose

to add a value here or

in google tag manager if i've assigned a

value to that event so if i go back to

the actual event in google tag manager

you can see i have a value set up for

one dollar then i could just go into

analytics and say you know what i

already have the value added so go ahead

and use the value added in google tag

manager okay so i'm going to choose yes

now if i choose no i have the option to

add the value here just like i would

with any other goal so just keep that in

mind you can add a value to any goal

type with an event related goal you can

add the value right into the tag in

google tag manager just as i've done

here so remember when you actually set

up your goals whether it's a destination

pages per session duration or an event

you can just go ahead and choose that

goal set that it's in and

measure any dimension against that

particular goal so here i can see e

newsletter sign ups by channel

i can go into another goal set here i

can see contact form submissions okay i

can see

what particular channels driving contact

form submissions okay so just know that

you can align a goal against any

dimension so if you have e-commerce you

don't have to set up for goal for that

that's separate but if you want to take

a look at your goals and analytics

on its own you can just go to

conversions goals overview here i can

actually get a good sense of how my

goals are performing over a period of

time so again if i choose for example

year to date now i can see based on the

goals i've set up how many total goal

completion value which takes into

account the value we've added into these

goals okay the total conversion rate and

here i can see it broken down by the

goal i actually have set up and i can

see it by

page or i could see it by source and

media so i could see google organic is

driving the most gold completions then

google cpc direct and then i could see

some others in here as well contributing

to goals now i do want to point your

attention to another report in google

analytics that does take into account

goals and that's multi-channel funneling

so again under conversion goals

multi-channel funnels if i go to

assisted conversions i can actually see

what channel in this example

is assisting with the conversions i've

set up and so what do we mean by

assisted conversions well that means

that if a channel let's just say organic

search drove traffic to the website and

that traffic didn't convert when it

arrived at the website and left but it

came back a week later via another

channel let's just say email and when

they came back via email they did

convert during that session well what

analytics does is they give an assist to

organic search because they help drive

the traffic to the website so it's

similar to the game of basketball if i

have the ball and i pass it to my

colleague and my colleagues the one who

scores because they had the ball last

well they get the credit for the point

i.e the conversion but i get an assist

and so analytics works the same way

they're always going to give credit to

the last click or direct conversion but

they will give credits to the channel in

this case that assisted with the

conversion so that's under assisted

conversion and that's based on the goals

you have set up you can highlight any

particular goal here if i want to hone

in on say to donate clicks only then i'm

going to be able to see what contributed

to

that particular goal so there's another

report in here top conversion pass that

i think's important so after you set up

your goals you can actually see

what channels in this particular example

help to drive conversions again this is

year to date so i can see all the

different combinations of channels that

work together

to

contribute to a conversion so again i

can choose a specific goal or

i can choose all my goals so those two

reports are under multi-channel

funneling there's also another report

that i think is good that's time lag

meaning how long did it actually take

somebody to

convert so here you can see most of our

conversions 265 year-to-date happened on

the day somebody arrived on the website

but i could see i did get some

conversions a day later two days later

etc so you have time lag top conversion

pass assistant conversions they're all

under multi-channel funneling and

they're all available after you set up

at least one goal and so if you're not

sure what goal to set up okay don't fret

you can always at least set up an

engagement related goal so that's

available to you duration pages per

session you also have destination and

event tracking and they're all available

to you you have 20 available per view

now if you're not quite sure exactly

what type of goal to set up there is an

option available in analytics and that's

the gallery so you can always import a

goal from the gallery so in other words

we could take a look at what other

people have set up in terms of goals so

you just have to click on the button

import from gallery and i'll take you to

the gallery and you'll be able to see

what other goals others have set up

today we're going to talk about how to

set up event tracking in google

analytics so welcome and let's get

started so many of you out there have a

website similar to the one i'm looking

at now this is a non-profit that i work

with i'm a foundation and

like this website and probably like your

website you probably have some

interactivity on there that

needs to be tracked for example buttons

uh if you have buttons like this one

that says donate or newsletter sign up

or there's a pdf download or

a video that needs to be you know

tracked based on the amount of people

who click on the play button so i mean

all sorts of inter activity on a website

have you ever wondered how to track that

well there is a way to track that

because by default google analytics

can't track

interactivity and engagement on your

website like you probably want to have

your website tracked so if you have

buttons and videos and things of that

nature that you want to attract but

you're going to need event tracking and

if you're in analytics and you're always

wandering around the data and you happen

to find yourself under events well if

you want events on your website and you

want data to populate under behavior top

events you're going to need to set up

event tracking so event tracking

is a two-part process and we're going to

talk about that two-part process the

first part of that is to identify what

you want to track okay so if we go back

to our example website here i'm a

foundation again we noted there's a lot

to track here we gotta donate now bob we

got a newsletter sign up we have some

social icons okay we got a donate now

button here we got a play button here

got all sorts of interactivity you know

we got a button here that says you know

purchase tickets for an upcoming event i

can go throughout the website and find

different buttons and things to to track

let me just say this there's no shortage

of what you can track on your website

with event tracking so event tracking is

just basically in layman's terms

tracking engagement on your site because

google analytics by default is only

going to track page view data meaning

how somebody got to your website what

page they looked at how long they stayed

on that page what page they left from

more or less their timing how long

somebody stays on the website and what

pages they look at so there's more to a

website than just how long somebody

stayed on a page and so in this example

we want to be able to track everything

here not just the donating album but

everything because once you get the hang

of event tracking then it's very easy to

set up okay so step one identify what

you want to track okay so there's a lot

we want to track we're just going to use

one example to start off with and that's

going to be this donate now button okay

so

this donate now button we want to track

now we have a newsletter sign up we have

facebook and and that's fine you could

track all that but for the sake of

going through a step-by-step process

today let's just focus on the donate now

button let's focus on the donate now but

then we'll come back and start tracking

these other things but this is what we

want to track to start out with okay so

step one identify what you want to track

now when it comes to tracking events on

a website you want to identify those

events so we did that by choosing this

donate now button now once we identify

what we want to track we need to assign

two parameters

for that event so with event tracking

you have three parameters but one is

actually optional so you have two main

mandatory parameters that you have to

assign to everything you want to track

in your website and that's the category

and then the action so event label or

label is the third parameter but again

that's optional okay so

basically when we identify an event on

our website we want to assign it a

category and an action okay so why do we

want to assign it a category in action

because when we're in analytics under

behavior under events top events we

could see we have different categories

here and we have different actions we

have different labels so if i click on

any one of these dimensions i'm going to

be able to see some of the parameters

i've entered in for previous events i'm

tracking okay so the whole idea is you

want to be able to group different

events together into a category and

assign an action and assign a label to

it that's really what you're doing

you're just grouping and identifying the

events you're trying to track and so in

this case i have this donate now button

sitting in the header okay in fact i

have a lot of things sitting in the

header so

if i wanted to and i want to track all

these buttons i can create a category

called header and then if i track all

these buttons all these buttons can sit

in that same category if i wanted to or

i can create a separate category for

each of these buttons it's up to you how

you organize your categories because

basically all you're doing is giving a

name to what you're trying to track and

the name is equivalent to a category so

in this case the donate now button's

very important i'm just going to call it

category header donate now i need to

give an action to each category and so

in this case i'm just going to say click

because that's what the action is doing

it's it's somebody's taking the action

of clicking now if it's a video and it's

a play button i can assign an action of

play it's up to you whatever you name

these parameters you just need to be

organized and methodical about what you

name it that's all and so in this case

header donate and then click okay and so

that's our category in action and so

that's clearly step two so step one

identify what you want to track step two

assign a category action and or label

but remember label is optional so if i

go back into analytics here i can see

some categories and if i click on action

i can see some actions that i've named

now step three so we've identified in

step one what we want to track we've

assigned a category in action so step

three is going into google tag manager

to set up the event okay so if you're

not familiar with google tag manager

then you can easily just you know do a

google search for google tag manager and

basically you'll have all sorts of

information on it there's a good video

overview of tag manager here that you

can watch so tag manager basically

is what we want to use to set up event

tracking now tag managers use for a lot

of different things but the main thing

we're doing here is setting up an event

for our website and so i'm logged in to

the same email address i'm using for

analytics okay so now i'm in tag manager

and i want to set up my event for this

donate now button so what do i need to

do well for every event i want to set up

i need to set up a tag okay so if i go

to tags i can see i already have some

tags set up and some of these are events

and so when you actually set up a tag i

recommend having a naming convention so

here you can see any event we set up we

start out by calling it ga dash event

dash whatever it is we're trying to set

up and so in this case we want to set up

a new tag for the donate now button on

our website so we're in google tag

manager because tag manager is what's

going to fire that event so if i click

on new okay and i click on tag

configuration i'm going to choose google

analytics and then i'm going to choose

event as my track type so we want the

data to show up in google analytics and

we're tracking an event we're not

tracking a pageview we're tracking an

event and so

now remember in step two you identified

what you want to call that category you

identify what you want to call that

action and you have some optional

parameters like label so first things

first header donates the name of our

category and our action is click and if

you want to add in a label

and a value so if you want to assign a

value you can if you want to add in a

label you can okay those are optional so

you just need to focus on category and

action and then the last setting here

that's probably worth mentioning is a

non-interaction hit okay so

this is automatically set to false and

why is it set to false because it's a

non-interaction

no that's false we want this event if

somebody clicks on the header donate to

be an interaction so for example if i

land on this page here and i click on

that donate now button that i'm tracking

as an event and i actually leave the

site because i have my settings set to

false i want that click to be an

interaction

then analytics is not going to count a

bounce if i change it to true so from

false to true then that means it is

going to be a non-interaction

if somebody lands on the page and if

somebody clicks on the button so i don't

want it to be a bounce i want it to be

an interaction so

my advice is leave it set to false we're

going to choose google analytics as our

setting here this is our variable for

google analytics so in other words that

variable is set to our analytics

property id and more or less that's what

you need to do to set up the tag okay

you need to in step two identify the

category in action and or label and or

value now value can be anything you want

you're assigning a numerical value so if

you just assign one any time that event

fires in analytics it's gonna have a

value of one okay and so we have our

non-interaction set to fall so anytime

the event fires it's going to count as

an interaction and therefore not count

as a bounce if somebody landed on that

page so that's more or less all you need

to do

to set up the tag in google tag manager

now if somebody else is setting up the

tag for you then again you want to

revert to step two you want to be able

to give that person the appropriate

category action and or label and or

value why because you're the one that's

going to be going into google analytics

and you're the one that's going to have

to go to behavior events top events and

look for the particular act category in

action and or label so you need to be

able to communicate that information to

whomever is setting up the tag now if

it's you great you already know what it

is because you're entering that

information into tag manager so in this

case i'm going to go ahead and choose a

variable

for

my label parameter and why do i want to

do that because in tag manager i have

something at my disposal called

variables and variables allow you to see

specifically things that are being

tracked so in this case i choose page

path okay so page path is a url and why

did i choose page path as my variable

for the parameter label because if

somebody does click on the header donate

button and the header donate button on

our website is on every page if i go to

the children's page i'm still going to

see

that header donate button and so for me

i want to be able to see what page

somebody clicked on that hit or donate

button and so this allows me to actually

see in google analytics

what page somebody clicked on the header

donate now button and so now if i go

back to

gtm google tag manager i have a category

i have an action and i have a label

which is a variable okay so note that in

google tag manager you have a lot of

different variables at your disposal and

variables are there to help you identify

specifically

what is being tracked so take a look at

all the variables at your disposal in

tag manager in this example i'm using

page path so now once you set up your

tag pretty straightforward again tag

types google analytics track type is

event you are assigning the category

action and or label and or value you're

changing or leaving the default in place

for non-interaction hit and then you're

choosing the variable for google

analytics which is your property id so

once you've done that you have a tag the

second part of setting up a tag is to

assign a trigger to that tag so tag

manager needs to be able to know when to

fire that event and so here i'm going to

look at a trigger i've already set up

for this particular event and so if i

click on it i'll be able to see that

what it is is a click on some links not

all links but some links i'm actually

saying hey

google tag manager fire this event when

the click id equals header donate button

now it just so happens that if somebody

did click on this donate now button

they're gonna go to

another website in this case

networkforgood.com so in tag manager i

could have set the trigger to equal

url equal instead of click id i could

have said

url equal

networkforgood.com so that could have

been my logic for my trigger in this

case i decided to go with the click id

and so in this case that button has an

id associated with it called header

donate button so if you wanted to use

click id for your event for your button

you could simply just go to the website

you can right click on that button and

click inspect element and so when i

actually inspect the element i can see

now the button here you can see it's

highlighted in the upper pane and in the

lower pane i can see where it's linking

to it's linking to networkforgood.com

but here you can see if i hone in a

little i could see id equals header dash

donate button so that's the click id

notice there's also a class i could have

set the trigger to equal this class or

again i could have set the trigger to

equal the url or the page that this

button is pointing to i could have

chosen any one of those but i decided to

go with the id so this is the id i chose

and that's the id i have in my trigger

okay so that is what's going to fire

that event so if somebody clicks on a

button that equals header dash donate

dash button it's going to fire that

event which is going to equal category

header donate action click and then the

label is going to be page path so now

that we've set up our event

we want to test to see if it actually

works so there's two ways to go about

testing an event and the first way is

through google analytics so if we go to

google analytics and then we go to real

time okay we can go to events and here

you can see one is already fired so

let's go ahead and go to and test this

and go to the website so if i go here

for example and i click on amagar alumni

okay so if i click on that you can see

i'm under our family and if i click on

that button and go back to analytics and

look at real time i should be able to

see this event fire so if i click on it

i'm going to go to network for good now

if i go back to

analytics here in real time under real

time under events per second i can see

that event firing category equals header

donate the action equals click now if i

click on

the category here i can see the label

the label remember was page path and

here you can see

this event fired on the our family page

which was the page i was just on so

that's one way to test to see if your

event works and in this case analytics

recognize the event so it works it fired

and so therefore it's going to show up

under behavior under events you can go

under overview or top events okay and

what am i going to look for in this case

i'm going to look for header donate okay

if i click on header donate as my

category i'm going to be able to see my

action and if i click on action i'll be

able to see my label in this case home

page and then later on when the data

propagates in analytics i'll be able to

see under label

the page that i clicked on that hit or

donate button which is slash our family

okay the second way in which you can

test to see