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Google Analytics 101

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http://www.inboundid.com Google Analytics 101 measuring value, more than just numbers


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ridho putradi s’gara founder & ceo of inboundid and partner iklan ex. digital marketing manager at wego indonesia ex. group head search marketing at gopher ex. digital marketing manager for asia at lasalle college international ex. head of production at bubu get connected ido@inbound.id +628118301984 @idowebid http://www.inboundid.com


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today’s agenda google analytics | introduction google tag manager google analytics | the basic your audiences acquisition behaviour conversions custom dashboard generating insights http://www.inboundid.com


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bring out that question! http://www.inboundid.com


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Google Analytics | introduction http://www.inboundid.com


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getting started with google analytics http://www.inboundid.com


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google analytics account structure view account property view view view property view view view property view view http://www.inboundid.com


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google analytics tracking code • asyncronous code execution • placed on <head> • it create a unique identifier http://www.inboundid.com


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Google Tag Manager http://www.inboundid.com


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managing your tags with Google Tag Manager • • • manage tags reliably and effectively change tags quickly and easily easily embed any tags google.com/analytics/tag-manager http://www.inboundid.com


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setting up your account http://www.inboundid.com


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installing your tag manager code http://www.inboundid.com


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creating and publishing your tag http://www.inboundid.com


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managing your tags http://www.inboundid.com


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verify your code use ghostery (https://www.ghostery.com) or similar app to verify that your code is up and running http://www.inboundid.com


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Google Analytics | The Basic http://www.inboundid.com


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measuring, collecting, analyzing & reporting your data actionable insights what you can do with Google Analytics http://www.inboundid.com


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dimensions describe characteristics of your users, their sessions and actions sample of dimensions: city : jakarta, bandung, etc. gender : male/Ffemale device : desktop, mobile etc. metrics are quantitative measurements sample of metrics: sessions : 10,000 pages/sessions : 3.00 bounce rate : 60% dimension vs metrics http://www.inboundid.com


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date range & comparison http://www.inboundid.com


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segments isolate and examine subsets of your data. http://www.inboundid.com


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creating new segments for your data http://www.inboundid.com


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your audiences http://www.inboundid.com


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who, how, where and when • • • • • • demographics geographics behaviour technology mobile benchmark http://www.inboundid.com


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audience overview http://www.inboundid.com


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active users analize the long term engagement with your audiences http://www.inboundid.com


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demographics http://www.inboundid.com


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interest: affinity category affinity audiences consist of aggregated consumers who have demonstrated a qualified interest in a particular topic. http://www.inboundid.com


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interest: in-market segments In-market audiences is a way to connect with consumers who are actively researching or comparing products and services across Google Display Network publisher and partner sites and YouTube. http://www.inboundid.com


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interest: other categories This groups users by which categories they are also interested in browsing about, for example "Food & Drink/Cooking & Recipes." http://www.inboundid.com


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geographics data languges and locations http://www.inboundid.com


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behaviour new vs returning comparison between new users and returning users. new users are users who haven’t visited your site previously, on a new devices / browser, or has cleared their cookies. frequency & retency how many times and how often your users visited your site. engagement how long and how many pages your users visited your site. http://www.inboundid.com


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technology http://www.inboundid.com


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mobile http://www.inboundid.com


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benchmarking http://www.inboundid.com


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user flow http://www.inboundid.com


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acquisition http://www.inboundid.com


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acquisition overview http://www.inboundid.com


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traffic by channels channels are source of your traffics. by default, Google already defined the source of traffics to several channels http://www.inboundid.com


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source and medium source and medium will help you describe even further on where your traffics are coming from http://www.inboundid.com


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tagging your audiences Campaign Source (utm_source) Required. Use utm_source to identify a search engine, newsletter name, or other source. Example: utm_source=google Campaign Medium (utm_medium) Required. Use utm_medium to identify a medium such as email or cost-per- click. Example: utm_medium=cpc Campaign Term (utm_term) Used for paid search. Use utm_term to note the keywords for this ad. Example: utm_term=running+shoes Campaign Content (utm_content) Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL. Examples: utm_content=logolink or utm_content=textlink Campaign Name (utm_campaign) Required. Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign. Example: utm_campaign=spring_sale http://www.inboundid.com


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connecting your adwords account unified dashboard = better monitoring http://www.inboundid.com


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adwords campaigns monitoring http://www.inboundid.com


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search engine optimization connect Google Webmaster Tools / Google Search Console to be able to monitor your SEO performances on Google Analytics http://www.inboundid.com


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not provided? imho is the worst approach Google has ever made to privacy. http://www.inboundid.com


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social media monitoring http://www.inboundid.com


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campaign analysis http://www.inboundid.com


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import your cost data http://www.inboundid.com


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behaviour http://www.inboundid.com


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site content http://www.inboundid.com


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site speed http://www.inboundid.com


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site search go to admin > view > view settings http://www.inboundid.com


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event tracking http://www.inboundid.com


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event tracking fields example http://www.inboundid.com


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publisher? connect your adsense account http://www.inboundid.com


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content experiements Google versions of A/B testing http://www.inboundid.com


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in-page analytics http://www.inboundid.com


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conversions http://www.inboundid.com


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set up your goals http://www.inboundid.com


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question to ask when setting up your goals 1) 2) who is your site target audiences what do you want them to do when they visited your site http://www.inboundid.com


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it’s important to put money value on your goals. remember, you can’t measure what it is you do not value. http://www.inboundid.com


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goal funnel http://www.inboundid.com


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multi channel path http://www.inboundid.com


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digital attribution without a clear attribution, you will end up with misleading information on your digital performances http://www.inboundid.com


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setting up your attribution model http://www.inboundid.com


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attribution madness http://www.inboundid.com


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last interaction In the Last Interaction attribution model, the last touchpoint would receive 100% of the credit for the sale. http://www.inboundid.com


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last non direct interaction In the Last Non-Direct Click attribution model, all direct traffic is ignored, and 100% of the credit for the sale goes to the last channel that the customer clicked through from before converting http://www.inboundid.com


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first interaction In the First Interaction attribution model, the first touchpoint would receive 100% of the credit for the sale. http://www.inboundid.com


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linear In the Linear attribution model, each touchpoint in the conversion path would share equal credit for the sale. http://www.inboundid.com


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time decay In the Time Decay attribution model, the touchpoints closest in time to the sale or conversion get most of the credit. http://www.inboundid.com


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position based In the Position Based attribution model, 40% credit is assigned to each the first and last interaction, and the remaining 20% credit is distributed evenly to the middle interactions. http://www.inboundid.com


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custom attribution Order1Value1 (Margin)1 =1IDR1 50000 Display Search Direct Social Paid1Search Cost1per1acquisition1 (all1channel1combined)1 =135000 http://www.inboundid.com


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ecommerce tracking go to admin > view > ecommerce settings http://www.inboundid.com


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transaction data http://www.inboundid.com


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item data http://www.inboundid.com


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implementation load the plugin adding transaction adding item (to cart) sending data http://www.inboundid.com


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php example http://www.inboundid.com


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php example (cont) http://www.inboundid.com


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custom dashboard http://www.inboundid.com


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google analytics solution dashboard http://www.inboundid.com


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sample dashboard http://www.inboundid.com


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generating insights http://www.inboundid.com


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sample 1: page, browser & site speed http://www.inboundid.com


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sample 2: browser & engagement http://www.inboundid.com


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sample 3: channel & conversion http://www.inboundid.com


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more resources http://www.wordstream.com/blog/ws/2014/05/15/google-analytics-tips http://www.slideshare.net/kelvinnewman/5-instantly-actionable-insights-from-google-analytics http://conversionxl.com/under-utilized-google-analytics-reports-conversion-insights/ https://blog.kissmetrics.com/google-analytics-for-visitor-insights/ http://www.kaushik.net/avinash/google-analytics-tips-data-analysis-reports/ http://www.inboundid.com


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that’s it i’m a huge fan of coffee, a venti long black and we’ll talk more! @idowebid ido@inbound.id http://www.inboundid.com +628118301984 http://www.inboundid.com


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