Google Analytics £ Measuring Return on Investment - LMW Consulting Ltd - Agritourism Monitor Farm
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Google Analytics
£ Measuring Return on Investment
© LMW Consulting Ltd
Agenda
• Overview: How it works, setup and basic reporting
• Filtering out your own IP
• Main Menu Overview
• Conversions: Ecommerce tracking, Goals and Events
• Basic Filtering: Digging into your data
• Question and Answers
© LMW Consulting Ltd
Objective
• Aware that Google Analytics exists (free measurement tool!)
• Digital Marketing is highly measurable hence budgets are
controllable
• Ability to better communicate with suppliers/staff
• Ensure you are getting a return on investment
© LMW Consulting Ltd
Introduction
Google Analytics is a *free analytics tool that gives website owners
in-depth data in relation to their website and/or app performance.
It integrates with a range of Google’s tools including Google Ads,
Google Search Console, and Data Studio.
*paid version unlikely required
© LMW Consulting Ltd
Highlights
Essentially you find out:
• If people come to your website
• Where they come from (geography and digital source)
• If they enjoyed using your website
• Device usage, i.e. mobile
• When/Why they leave
• If they buy £
Analytics performance influences search engine ranking © LMW Consulting Ltd
Admin Section and Setup
© LMW Consulting Ltd
Getting Started Guide
https://analytics.google.com/
GUIDE: https://blog.hubspot.com/marketing/google-analytics
© LMW Consulting Ltd
Admin Section
© LMW Consulting Ltd
Adding Analytics on different platforms Video Guide: https://www.youtube.com/watch?time_continue=205&v=TWSrpXQDSbk&feature=emb_logo © LMW Consulting Ltd
Data Quality:
Filter out your own IP Address
Why filter out your own IP Address? An Internet Protocol address
is a numerical label assigned
• Google doesn’t differentiate between you to each device connected to a
or an external visitor to your website. computer network that uses
the Internet Protocol for
communication.
• You are ultimately irrelevant traffic on
your own site. An IP address serves two
main functions: host or
• Your irrelevant visits will miss-represent network interface
Bounce Rates, Conversion Rates etc… identification and location
addressing. Wikipedia
© LMW Consulting LtdSearch for “what’s my IP” in Google
© LMW Consulting LtdAdd a Filter
Admin > View > Filters
GUIDE: https://support.google.com/analytics/answer/1034840?hl=en © LMW Consulting LtdAdd Users
Admin > View > Property
© LMW Consulting LtdTerminology
© LMW Consulting LtdHome Interface and Main Menu
© LMW Consulting LtdMain Reporting Areas
© LMW Consulting LtdMetrics & Dimensions
Dimensions
The element or “thing” you are tracking e.g. City, Landing Page,
Traffic Source, Device Type.
Metrics
The numbers i.e. data associated with those dimensions e.g.
Bounce Rates, Conversion Rates, Sessions.
© LMW Consulting LtdMetrics & Dimensions
Dimensions Metrics
things numbers
© LMW Consulting LtdCommon Metrics
• Bounce Rate: People leaving site without looking at a 2nd page.
• Exit Rate: % of pageviews of page that resulted in an exit of site
• Average Session Duration: 00:00:00 = hr:min:sec
• New Users: first time visitors (device has never been to website before)
• Returning Users: now being tracked via recognised IP/browser (within 2 year
timeframe)
• % New Sessions: Measure of sessions that were first time visits. (if I visit the
site 3 times, only my first visit is a “new” visit)
© LMW Consulting LtdWhat might you report and measure?
• Monitor ongoing progress
• Compare Time Periods (month on month, year on year)
© LMW Consulting LtdDate Comparison
© LMW Consulting LtdMain Reports Menu
© LMW Consulting LtdHome: Main Menu
© LMW Consulting LtdHome: Main Menu
© LMW Consulting LtdReal Time Reports
What’s happening right now?
• Allows real time tracking of pages, sessions and more.
• Good for testing new events/goals.
• Good for monitoring after marketing.
© LMW Consulting LtdAudience Reports
Who are your visitors?
• Their Location.
• Device they’ve used.
• Browser they are using.
• Age and Gender.
• ** Audiences > This is a new report worth testing.
© LMW Consulting LtdAcquisition Reports
How do they get to the site?
• Traffic Sources
• Ads
• Emails
• Campaigns (UTM Results)
• Search Console
© LMW Consulting LtdBehaviour Reports
What did they do once on site?
• Landing pages
• All Pages
• Exit Pages
• Site Search
© LMW Consulting LtdReporting Functionality
© LMW Consulting LtdOngoing Reporting: Filtering Options
© LMW Consulting LtdUsing Annotations
• Post-it-note style history in your account
• Log dev changes, mailshots, Ad starts, events etc
© LMW Consulting LtdSecondary Dimensions
• Add more context to reports.
© LMW Consulting LtdMeasuring Return
on Investment
© LMW Consulting LtdConversion Reports
Did this actually result in meaningful business ££?
Three core types of conversion in Analytics:
1. eCommerce Transactions
2. Conversion Goals
3. Events
What you choose depends on what you are trying to track?
© LMW Consulting LtdConversions worth Tracking
• Phone Number(s) • Signup to Newsletter
• Email Address(es) • Enquire Today
• We’re on Facebook • Book Now! £
• … and on Twitter • Register for events
• … and on LinkedIn • Login now
• Start a live chat! • Useful Links
• Download our Brochure • Buy from us!
• Video Interactions
© LMW Consulting LtdeCommerce Tracking
Requirement: Fairly straight forward, you need to:
• Ensure you have Conversion tracking on confirmation pages
• Activate eCommerce Tracking
Note: Some 3rd party booking systems can return bookings back to
Analytics as ecommerce transactions
© LMW Consulting LtdeCommerce Tracking
Admin > View > Ecommerce Settings
• Add code to your site to collect the ecommerce
data and send it to Analytics.
• To complete this task, you need to be
comfortable editing HTML and coding in
JavaScript, or have help from an experienced
web developer.
• Universal Analytics Tag
GUIDE: https://www.google.co.uk/search?q=Enable+Ecommerce+tracking+on+Google+Analytics © LMW Consulting LtdeCommerce Reporting
© LMW Consulting Ltd2. Goal Conversions
4 types of Goal conversion:
Destinations A Thank you page on form submission, a “Welcome Back” on login.
Clickable Event A clickable instance on the site: Phone number, email, social links,
external links
Pages/Screens per visit Visitor views a specific number of pages or screens (blogs, stores)
Duration Visits that lasts a specific amount of time or longer (sites with
video, for example)
© LMW Consulting LtdDestination Goals
Requirement: You need the final URL users end up on after
completing an action e.g.
• Order Confirmation page
• Thank for contacting page
© LMW Consulting LtdExample
© LMW Consulting LtdDestination Goal Setup
42
© LMW Consulting LtdDestination Goal Setup
© LMW Consulting LtdDestination Goal Setup
44
© LMW Consulting LtdGoal Reporting (via Conversions)
© LMW Consulting LtdIn Summary
© LMW Consulting LtdLearn !
• Customer Personas: Who comes to your website
• User Experience: If they enjoy using it
• Where are the issues (you can fix these!)
• Marketing Efforts: Did your Search Engine Optimisation
efforts or Social Media bring them
• Sales Assistant: Does it help you sell your product
• Patterns/Habits: Are you doing better this month, than last
(or year)
© LMW Consulting LtdQuestions?
© LMW Consulting LtdYou can also read
