Chapter 4 Google Analytics

4.1 Check list for Week 3 (individual work due by 9/11/2020)

  • Install Tableau on your own laptop/PC (extended deadline)
  • Discussion Questions (see your LMS) - (Individual work)
  • Take your Google Analytics Certificate test (see your LMS) - You can retake it for free every 7 days

4.2 Introduction

In this module, you should read the articles and watch the YouTube videos listed in the resources section before reading this tutorial.

You will be asked to work on an exercise using Google Analytics with the Google Merchandise Store Account.

This tutorial shows you how to summarize the performance of the content, products, and more of a website (or blog) using Google Analytics. The report is generated based on the USM digital Marketing Competition website (http://usmdigitalmkt.blogspot.com). You are welcome to generate a report based on the URL of your blog (or website). This tutorial is focused on 8 main categories of analysis: general overview, acquisition, marketing channels, user experience/device, behavior overview, landing pages, and behavior flow. This final tutorial will give you a better understanding of analytics and online marketing, and hopefully help you build a stellar resume in order to land an entry-level digital marketing internship! Requirement - Please describe the performance of your blog site by referring to the procedures below. Include a brief discussion of your findings.

Google Analytics is a freemium web analytics service offered by Google that tracks and reports website traffic. Google Analytics reports are data collections within the Google Analytics web application that show you how your website is performing. As a marketing executive, you use reports to make the right decisions based on meaningful information that Google Analytics gives you. You will easily identify your website’s weaknesses, improve it quickly, and get more customers from your website. References: https://support.google.com/analytics https://analytics.google.com/analytics/academy/course/6

4.3 Performing a user behavior report using Google Analytics

  1. Google Analytics – Home When you log in to Analytics, the Home page gives you a summary of what’s interesting about your data.
analyticshome

Figure 4.1: analyticshome

  1. Audience Overview The Audience Overview is generally what you see when you first log into your website (blog)’s Google Analytics. At the bottom of the Audience Overview are quick links to top demographic, system and mobile data, along with a chart showing the number of sessions on your website from visitors speaking a particular language.
audienceoverview

Figure 4.2: audienceoverview

  1. Acquisition – Overview Where can I find this report? Acquisition - Overview What is this report? View of the top channels (sources like search engine, social networks, other websites etc.) that are sending visitors to your website. How does it matter? You can determine how users find your website and which sources drive the most or the best traffic. For example, smart marketers focus on their best sources and work on improving the under-performing ones
Acquisition

Figure 4.3: Acquisition

  1. Top Marketing Channels Where can I find this report? Acquisition - Overview - Top Channels What is this report? View of the top channels (sources like search engine, social networks, other websites etc.) that are sending visitors to your website and the corresponding KPIs (bounce rate, engagement, etc.). How does it matter? You can determine how users find your website and which sources drive the most or the best traffic. You can also determine how to improve success using KPIs like Avg. session duration and Bounce rate.
topchannels

Figure 4.4: topchannels

  1. Mobile vs. Desktop (user experience) Where can I find this report? Audience - Mobile – Overview What is this report? See which devices (Desktop, Tablet, Mobile) people use to access your site. How does it matter? It tells you whether your website is successful in helping users on desktop devices, smartphones, and tablets achieve their tasks. For example, do mobile users download your product brochures or not? How much time do they spend?
mobiledesktop

Figure 4.5: mobiledesktop

  1. Behavior Overview Where can I find this report? Behavior – Overview What is this report? Discover how users interact with your website: which pages they read, in which order, what they click, and so on. How does it matter? Find out which content makes your visitors stay, and which content makes them leave. This way you can continuously improve key content until all of it performs well.
behavior

Figure 4.6: behavior

  1. Landing Pages Where can I find this report? Acquisition- Social – Landing Pages What is this report? See on which pages visitors are entering your website and how each of those landing pages is performing. How does it matter? Because landing pages are the first pages your visitors see - especially for advertising campaigns - improving their performance boosts the effectiveness of your entire website.
landingpage

Figure 4.7: landingpage

  1. Behavior Flow Where can I find this report? Behavior - Behavior Flow What is this report? A flowchart visualizing the path users take from one Page / Event to the next. How does it matter? It’s a visualization of the decisions your visitors make on every page of your website: where they leave, and which pages they view next. If you want a certain page to take visitors to a certain other page, look at this report to measure your effectiveness.
behaviorflow

Figure 4.8: behaviorflow

4.4 Readings & Resouces

Google Analytics Demo Account: Get Access Now https://www.clickinsight.ca/blog/google-analytics-demo-account-access

Online resource: Learn Google Analytics with the Google Merchandise Store Demo Account https://www.youtube.com/watch?v=mgWtUf0mKhk

4.5 Exercise

Using Google Analytics to perform an analysis using the Google Merchandise Store Data