Today I share with you our Google Analytics Guide Classroom CM. I have compiled the 35 metrics and most important things you can do with this great tool. It will be essential to know the what to measure and how to do to successfully develop your strategy in Social Media, Content Marketing, SEO or SEM campaigns.
What is my target audience ?, through which media access my web ?, how to behave on my page? and how they will meet the objectives of my online strategy? These are the four big questions that Google Analytics will help you respond in detail.
The first will be to create an account and configure it for your website. Then I’ll explain how the interface (the little buttons) Google Analytics uses so you know how to move and navigate. Before starting on the 4 large areas of the tools, I’ll also explain what they mean basic metrics you will then see in all reports. Are you ready? Let’s go there!:
When creating each new account, you get the license plate (ID) tracking. After inserting this code on our website we will be ready to start. Get started to analyze from minute zero!
You need to know all the basic dive data among all functions. The dashboard is simple once you get used to change the dates, chart types and different variables.
The analysis of the different values that will measure the performance of our website will be referred to a period. It is therefore essential to adjust the date range delimiting the interval.The impact of our campaigns, changes in traffic or achievement of objectives is fundamental limiting them to a certain time.
Within the function range of dates, Google Analytics allows us to make comparisons of results with prior periods. So you can compare the overlapping graphics different months or weeks.
The evolution graphs visits can see them for hours, days, weeks or months . This feature is really useful for tracking different types get moving. If you ‘re viewing data for a whole year, it will be interesting to put the interval for weeks or months, to compare with each other. The day view is the default one and you care if you’re just looking at the data a month.
Google Analytics reports resources have different graphical representations to reflect the values of the tables (bars, geomapas, etc.). This is very useful if you want to see for example the ratio instead of the total numbers. To the right and below the graphs you can always change what it displays.
It is the accounting part of the securities offered by Google Analytics. Generally in the graphs it represents a single metric, but can confront with each other and have the two overlapping graphics. Will serve to study the relationship and correlation and dependence of some data and others.
Each dimension we can assign one or more metrics. We can distinguish between primary and secondary dimension. For example, if we measure the visits we receive on our website through Google, we can add the dimension City to focus our analysis geographically.
The reports you will see many results that will always provide data for the same metrics. So you can compare each other in the following aspects.
The main measure that gives us the web analytics is the visit. Every time a person clicks on our website and browse through it a visit is generated. It is the basis of our analysis. It is from the visit where we will be removing all the essential performance information of our strategy 2.0. We want visitors, many visits, but quality .
This concept gives us the idea of the approximate number of different people who access our site. One visitor interacts with our website and can generate multiple page views and several visits at different times.
It is the number of times a specific page has been opened. Will always be greater than the number of visits and unique visitors. This will be the data that interests you to measure the number of impressions of a given ad or content.
It is the number and average page of our website by users who have sailed during each visit. These data give us an idea of what is appealing website to navigate. How much interest we share the contents and relevance of the brand to users who have as a reference.
Is the average time visitors stay on a particular page. With this metric you can measure how long the visitors depending on the content, depending on which source of traffic come, depending on the city. The average residence time is one of the factors that Google values to determine whether an article is interesting or not.
This data indicates the proportion of visitors who have come to our website and have come out of it without visiting any additional page of our site. It is a fundamental value in analyzing the behavior of our audience. It gives us the key interest generated content or design and usability of our website. By providing a good browsing experience to the user and share great content we get lower bounce rates.
This metric does not have the same values on all pages of our website and depending on whether it is an e-commerce, brand page or blog. For example, the bounce of our home will be less than that of an article from our blog in which the user has probably been satisfied with its contents to find the valuable information he sought. For really interesting facts about the bounce we put in relation to the content of our site and thus get a good x-ray that arouse interest or not.
In this section you will be able to segment your audience by city, language, technology, etc. So you can compare the results of the above metrics for each case.
Metric that gives us information on the part of the audience accessing our website at least for a second time . It contrasts with the metric of new visitors. At first a web will have almost all new visitors, and with time and hard work has to go up the values of repeat visitors. So you can also give results to medium and long term because these visitors are not dependent on your efforts on social networks and search engines.
It allows us to segment our audience , know what countries visit us, the language of our readers, approaches on the age or sex of our visitors. Incredible data that will give us the keys to guide the contents, page layout, hours of publication, etc.
This section provides all the information about operating systems, browsers and device types (pc, mobile or tablet) that visitors use to access our site. These data will be of great help to adapt the layout of our page to navigate it is accessible from any of these technological means and not miss a single visit by not having a site with design criteriaresponsive or adaptive .
One of the data that matter most is how you managed to attract someone to your page. You’ll also be able to know the behavior of users according to their origin.
Are the traffic sources through which we are receiving visitors accessing our website. From the tab of channels in the menu acquisition of Google Analytics reports are sources and media visitors. In the report navigation menu we can go by adjusting the sights for all traffic data received. It puts us on the track of how and how much it is helping our positioning strategy SEO if you look at the number of visits we receive from organic search or reference as if our social media strategy is working and attracting public from same. Channels are:
Here we differentiate the keywords paid and organic . Are the keywords entered into search engines through which our visitors have accessed the website. The payment will be enabled when we linked the account of Google Adwords, those from organic search itself will be available, although every time there is a greater number of words classified as in September not. For this set of words have the Google tool also “Webmaster Tools”
To activate this section you need to link Google Analytics with Google Webmaster Tools . We offer information Google results for all searches in which we go: with the number of impressions of our pages, the number of clicks received, positioning our environment and CTR (the percentage of clicks). With this tool , you no longer have to worry about the words “Not provided” your keyword report search engine.
In this section you will know what readers do on your website and what content generate more interest. By being able to analyze each page you can analyze the results.
It is the discontinuation of our website from a specific page. It differs from that bounce between the page access and abandonment of visit visitors have interacted in the same browsing more than one page.
Are the pages through which visitors come to your site. It is the page that has managed toattract the reader and discover your page, so it is “the one that has merit.” It will allow you toview the contents that attract your readers in social networks and search engines.
Is the average time that our users stay on our website. It is also important to measure the interest of different types of users in our content. The duration of the visit will be interesting to study for the landing pages of your website, and you ‘ll know which of them engage more readers.
It gives us the measure of the time between visits. How many of our visitors access our site a number of times and the interval of days that pass between connections.
Google Analytics offers data loading time of our website, redirect, or connection to the server, among others, those values give us suggestions for improvement. Through these metrics it allows us to optimize the browsing experience of our site, improving the technical aspects that can cause loss of users.
An event happens with a call to action located in one of the pages of our website. Playing a video, completing a form or activating a banner are events that can give high on the site and measure the results it is producing with our visits. To do this we install event tracking since its operation as an independent element to the page load should be done specifically.
With reports from Adsense (one of the products advertising from Google that allows us obetener revenue through placing ads on our website) we can integrate their own metrics Adsense tool in our analysis. We can measure performance and revenue generated through Adsense on our website, analyzing this data traffic page and references.
Soon you will know the total data serve your visitors if you do not know which are currently meeting your goals. So content or sources know that you really are.
Before starting our analysis process, to get the maximum performance to the amount of data offered by Google Analytics, we will set our goals depending on the online strategy we have outlined. We can set up four types of objectives : destination, duration, pages per visit or events. To register a target we will go through the administrator tab in the view column, “Creating new goal.”
Is the number of times when you have achieved a goal . Seeing various reports will be very valuable not only know the total number of visits, but look at only those that have generated a conversion. So you may find that although there are many ways to bring you many visits, sometimes those convert less than others with less traffic.
If what we have is an online store can have data on how much we are billing for each of goal. However, the value of targets in different cases sales, we can establish approximate. We can also integrate and compare the offline information of our business, with the objectives and see the result by way of percentage.
Thanks to them we will obtain information on which channels that have contributed to our are conversions as well as routes that have followed our visitors within the web since have agreed to have reached our goal. Funnels will help us to analyze the extent to which each of the channels is helping to generate business or meet our objectives.
Google Analytics offers many features to customize your own reports and dashboards. So you can make and share tracking certain variables.
One of the tool options Google web analytics is the ability it gives us to create our owncustom reports including only the metrics and dimensions that most interest for our measurement object. Similarly we can create different types of reports to report certain data about the different managers of our company, advertisers, etc. It has the convenience of being able to put together in the same graphs and metrics different view.
Another possibility of customizing Google Analytics is to set filters that specify much more the views that we provide the custom reporting tool.
Segmentation will allow us to generate very precise information directly geared to our objectives, analyzing more localized data sets. If we can subdivide overall data in small groups , it will be very easy to discover each behavior and trend.
Among the customization options Google Analytics one of the most interesting possibilities is to create our own reports or views . Through the widgets we can concentrate only metrics and dimensions that most interest us, isolating and highlighting the most important for our business and our web orientation information. One of the great options that gives us is that we can unburden very currants control boxes, made by people who have shared.
All the data can be easily exported to Excel and PDF. For example, in our Course Community Manager we use them to make monthly report template in Excel.
Through the tab administrator user management, Google Analytics allows us the option to enable access to our account for those people with whom we can interest share our views and reports, with different departments of the company or advertisers on our page, for example.
We may share our reports by email from the tool itself, or by scheduling a timely manner with the frequency we want. This can serve to send your superiors or customers your personal monthly report.
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