GOOGLE Analytics boot camp OPENING TITLE GOOGLE Analytics boot camp

“What channel is my traffic coming from?” Acquisition  All Traffic  Channels

“Where are my visitors from?” Audience Geo  Location

“What devices are my visitors using?” Audience Mobile  Overview This shows device categories Audience Mobile  Devices This shows specific devices

“What pages receive the most traffic?” Behavior  Site Content  All Pages The primary difference between the Behavior report and the Acquisition reports is that the Behavior report shows all traffic to a page, regardless of how they got there. The Acquisition report shows where people entered and from what source.

“How do I look at traffic for different content themes?” Behavior  Site Content  All Pages Use filters to look at specific sub directories or content types (e.g., articles, videos, listings, etc)

“How do I look at traffic for different content themes?” Behavior  Site Content  All Pages Use filters to look for specific words in the URL

“What about all those UTM codes we’ve been setting up….?” Acquisition > Campaigns > All Campaigns

“How do I look at my data year-over-year?”

“But what if I still can’t find what I’m looking for?”

Try using segments

”Do I REALLY HAVE TO PULL ALL THOSE REPORTS EVERY TIME ”Do I REALLY HAVE TO PULL ALL THOSE REPORTS EVERY TIME? I HATE DOWNLOADING ALL OF THOSE CSVS EVERYTIME I WANT TO MAKE CHARTS”

GOOD NEWS! GOOGLE DATA STUDIO HAS COME TO THE RESCUE

“Why So many questions?” There is a lot to look at in Google Analytics (and other analytics platforms). It’s easy to waste time just poking around without deriving any real insights. That’s why it’s important to use Analytics to answer questions.

“What Types of questions should I be asking?” Ask about behavior, interests and engagement of potential visitors Ask about audience profile information Ask about campaign performance Ask about content performance Ask about what’s working and what’s not TITLE - CENTER Use these insights to inform the ads you create, the audiences you target, the imagery you use, the content you create, the places you advertise, the things you post on social media...

“That’s all well and good, but I already know all of that stuff…” —said a possible audience member in the back

Alright, smarty pants, let’s go deeper YES!!!

https://toolbox.google.com/datasetsearch/ Did you know that google built a search tool specifically for datasets? https://toolbox.google.com/datasetsearch/

We can use that to add data layers to our google analytics data ?…pants are a layer…?

Using BI tools, we can layer multiple datasets together to really paint a picture

First, let’s map out traffic to our /cities-and-towns/ pages Behavior  Site Content  All Pages  add a filter for /cities-and-towns/  download CSV Open Excel (or your spreadsheet application of choice), and load the spreadsheet you just downloaded Remove URL characters CTRL / CMND + F  advanced  find and replace

Find “/cities-and-towns/” and replace with [blank] First you’re going to want to remove the hyphens and forward slashes from the URL Find “/cities-and-towns/” and replace with [blank] Find “-” and replace with ” “ (a space) Create a new column and populate each row with “CO”

Lets add a segment to that data and see where people from Texas like to visit specifically. The chart below looks at traffic and guide-order conversions on city landing paged from people in Texas.

Site Visitors from within Colorado

Potential traffic drivers with optimization, content Top performers Potential traffic drivers with optimization, content

So … What would you like to know about your website activity?

Resources Colorado Words That Travel — pick it up on your way out!

Resources http://Colorado.com/EssentialReports https://toolbox.google.com/datasetsearch/ https://www.simoahava.com/ https://www.lunametrics.com/