Google Analytics for Beginners
(This is a slightly modified copy of Google’s own Google Analytics for Beginners course material available here: https://support.google.com/analytics/answer/6383002)
Welcome to Google Analytics for Beginners. In this course I hope to go through a basic understanding of Google Analytics.
I hope to learn how to create and implement an account, set up views and filters, read basic reports, set up dashboards, perform basic analysis, and set up goals and campaign tracking.
Defining Digital Analytics
As you may know I always would like to “Start With Why”. So let us understand why digital analytics is important.
When people end up purchasing, they do that in stages. They would have considered many alternatives and then decided to purchase.
Marketing has a concept of a purchase funnel. A basic purchase funnel includes the following three steps. There may be more steps – if you develop any of them further.
- Building awareness and acquiring viewer interest (Acquisition)
- Viewers then begin to engage with your business – say by subscribing to your newsletter (if you produce one) or subscribe to your YouTube channel (if you maintain one) or simply re-visiting your website. The illustration below shows this as Behaviour.
- Conversion is when a visitor to your website becomes a customer and transacts with your business.
This is hard to quantify and measure in offline world, but in the online world; using digital analytics we can measure many different aspects of the funnel. We can track what online behaviour led to purchase and use that data to make informed decision about how to reach new customers and retain existing customers.
Digital Analytics in Practice
Think about an online store, such as the Football Merchandise Store. Its goal is to sell more t-shirts. (Did you notice the pun there?)
Using digital analytics, the store could collect and analyse data from their online advertising campaigns to see which are most effective and expand those marketing efforts.
For example, the store could analyse geographical sales data and realise that people in certain places buy specific types of shirts and then run additional advertising campaigns for those specific shirts in those areas. They could also use analytics to understand how users progress through their online shopping cart. If they notice that users have trouble with a particular step on their website, they can make changes to the site to resolve the problem. May be the store is unable to ship its goods to a specific region of the world due to some reason. When the store analyses this data they may decide to resolve this problem.
Different kinds of businesses can benefit from digital analytics. Let us consider three specific types of websites: (1) Plublishers, (2) E-commerce, (3) Lead Generation
- Publishers can use digital analytics to create a loyal, highly-engaged audience and to better align on-site advertising with user interests.
- E-commerce businesses can use digital analytics to understand customers’ online purchasing behaviour and better market their products and services.
- Lead generation sites can collect user information for sales teams to connect with potential leads.
Google Analytics can also collect behavioural data from a variety of systems such as mobile applications, online point-of-sales systems, video game consoles, customer relationship management systems or other internet-connected platforms.
This data is compiled into Analytics Reports, which one can use to perform in-depth analysis to better understand customers and their purchase journey. Then one can test out new solutions to improve business.