1. Google Analytics Workshop ICEF Toronto May 12th 2016
Philippe Taza CEO Higher Education Marketing

2. Today’s Presentation Setup internal IP filter Share access to a user
Create a custom international segment
Use the URL Builder to Tag campaigns
Exporting reports
Link Google Webmaster Tools (Search Console)
Link Google AdWords
Setup website goals
Prepare a Google Analytics Measurement Plan
Setup a dashboard

3. The importance of Digital Analytics
Run video

4. Understanding the different channels: Agents vs. Digital Marketing
Digital marketing generates both inquiries and student applications
Agents activity typically generates student applications
Following up with inquiries is a different process than processing applications

5. Key metrics and dimensions defined
Run video

6. International Student Recruitment Channels

7. The Google Analytics Admin Control Panel
Select the Admin tab to access the Google Analytics control panel

8. Managing Google Analytics Accounts

9. Setting up an account
It’s really easy to get up and running with Google Analytics, just insert the code into the pages you want to track.

10. Remove internal traffic – setup an IP Filter
You should always have a raw unfiltered profile which you can refer to if needed.

11. Exercise: setup your IP filter

12. Sharing Google Analytics access
Google Analytics provides many levels of permissions for sharing access

13. Exercise: share access to one of your colleagues

14. The Google Analytics Reporting Interface
Other cool features are available: exporting, scheduling, etc.

15. Exercise: set date range to year over year

16. The Overview Report where it all begins!
The Overview report under Audience, is the report you land on once you begin your Google Analytics journey.

17. The Location Report
The Location report under Audience can tell you where your traffic is coming from: countries, states, cities, etc.

18. Choose from many Default Segments
setup, profiles, filters, traffic, goals, KPIs
Under the system tab, you will find 22 segments to choose from. The purple ones are some of my favorites.
New custom segments can also be created for advanced users!

19. Include only international traffic

20. Exercise: let’s setup the international filter

21. Measure International Conversions by Country
setup, profiles, filters, traffic, goals, KPIs

22. Exercise: exporting reports
Download a PDF version of the report
the report
Schedule the report to be sent by
setup, profiles, filters, traffic, goals, KPIs

23. The Mobile Overview Report
The Mobile Overview report under Audience, can tell you more about the types of devices which are accessing your site.

24. Ask audience what % of their traffic is mobile

25. Exercise: Measure your Mobile activity by Country

26. The All Traffic Report
The All Traffic report under Acquisition, gives you micro level insights into the various sources of traffic your website is receiving. Notice how we are able to track off line Newspaper traffic and PPC initiatives on Facebook.

27. Google Analytics URL Builder
Use the URL builder to manually tag URLs you will use in specific campaigns.

28. Let’s tag a Facebook advertising campaign
Exercise: use the URL Builder to tag a campaign
Let’s tag an
Let’s tag a Facebook advertising campaign

29. Channels Report
The importance of benchmarking your current site
- Search
- Traffic, most popular pages
- User segmentation
Conversion paths, conversions
The Channels report under Acquisition, gives you macro level insights into the various channels you are using to attract traffic to your website.

30. Channels definition Organic: SEO Traffic from search engines
links in campaigns
Direct: users enter the URL directly in the browser
Referral: traffic from other sites yours is linked on
Social: Facebook, Twitter, LinkedIn, etc.
Paid Search: Google AdWords, Bing ads, etc.

31. Year over Year SEO Traffic
Year over year comparison is very useful to measure the health of your SEO Traffic and conversions from that channel

32. The AdWords Campaign Report
Notice how AdWords has a full section of reports which are available under Acquisition. You will need to link Google AdWords and Google Analytics to have these reports populated. For those of you using AdWords, it would be important not to rely only on the data available in the Google AdWords interface.

33. Exercise: Link AdWords
If you are marketing with Google AdWords, you must link the accounts for better tracking.

34. The Queries Report
The Queries report under Acquisition, provides organic or SEO keyword level information. You can see what keywords your website is generating impressions and clicks from, and know what is your average position on Google. You will need to link Google Webmaster Tools and Google Analytics to have these reports populated.

35. Exercise: link Google Search Console to GA
Webmaster Tools provides deep insights into your website and should be linked.

36. The Social Overview Report
The Social Overview report under Acquisition, gives you a snapshot of how your social channel is performing.

37. Social activity directed to your website

38. Social plugins

39. The All Pages Report
The All Pages report under Behavior, gives you page by page insights including how often it’s been viewed, the average time spent on that page, the bounce rate and the page value. The page value gives you an indication of the propensity of a user to convert on one of your goals after seeing that particular page.

40. Exercise: include secondary dimension for hostname

41. The Landing Pages Report
The Landing Pages report under Behavior provides information on the first pages users see or land on. The definition of landing page is the first page a user lands on.

42. The All Pages Navigation Summary Report
The All Pages Navigation Summary report under Behavior provides detailed insights on which pages users visited before and after a particular page. You will also know what percentage of users enter and exit that page. This is one of my favorite reports 

43. The Goals Overview Report
The Goals Overview report under Conversions, provides a summary view of the total number of conversions and conversion rate.

44. The Reverse Goal Path Report
The Reverse Goal Path report under Conversions tells you which pages were seen prior to converting.

45. The Funnel Visualisation Report
The Funnel Visualisation report under Conversions gives you insights on how effective your conversion page is. In this example, 54% of sessions decided to fill out the form and convert!

46. Measurement plan framework
Run video

47. Implement a Google Analytics measurement plan

48. Use Dashboards to report on your measurement plan

49. Agent Dashboard

50. Non Agent Dashboard

51. Exercise: create your measurement plan
Use Word Document

52. Goals vary based on personas
Its important to map out the goals that the various users may have.
Google Analytics makes it possible to track and measure many types of goals.

53. Setting up Website Goals
You can track many types of goals in Analytics

54. Common website goals for educational institutions
Online application form
Ask a question form
Contact us form
PPC inquiry form
Online payment gateway
Live chat event
PDF Brochure download event

55. Setting up Website Goals

56. Google Analytics goals
Here is an example of all the active goals which are available in this Google Analytics account

57. Exercise: let’s setup a goal

58. Exercise: prepare a dashboard

59. Google Analytics Resources
URL Builder:
Google Analytics Academy:
Google Tag Manager:
Google Analytics Blog:
Google mobile friendly test:

60. Have Questions? I’m easy to reach: Philippe Taza
Tel: ext:104