Introduction to Google Analytics

Posted on Posted in Google-Analytics

I am managing google analytics accounts since long time. Now I am interested take the google analytics certification. However I was completed google analytics conversion university video tutorial & I made the following notes when watching the Google Conversion University slides: http://www.google.com/support/conversionuniversity/?hl=en

 Introduction to Google Analytics: What you’ll learn

In this lesson, you will learn:

  • What Google Analytics can do for your business or website?
  • How Google Analytics works
  • How often your data is updated and how Google stores it
  • How to set your Data Sharing preferences

Interface Navigation: What you’ll learn

In this lesson, you will learn:

  • How to set date ranges and comparison date ranges
  • How to graph data by day, week, and month
  • How to compare multiple metrics on graphs
  • About the user interface options for exporting data
  • How to email reports to others
  • How to navigate between report detail levels
  • How to use the report views
  • How to quickly segment and sort data in reports

Installing the Google Analytics Tracking Code: What you’ll learn

In this lesson, you will learn:

  • How to create a new account
  • Where to place the Google Analytics Tracking Code
  • About website setups that require customization
  • How to verify installation

Interpreting Reports

Guidelines: What you’ll learn

In this lesson, you will learn:

  • Best practices for analyzing data
  • How to analyze data trends
  • How to use the data visualizations in Google Analytics

Pageviews, Visits, and Visitors: What you’ll learn

In this lesson, you will learn:

  • Where to find Pageviews, Visits, and Visitors metrics
  • How Pageviews, Visits, and Visitors are calculated
  • The difference between Pageviews and Unique Pageviews
  • The difference between Absolute Unique Visitors and New vs. Returning Visitors

Time Metrics: What you’ll learn

In this lesson, you will learn:

  • How Time on Page and Time on Site are calculated
  • How Avg. Time on Page and Avg. Time on Site are calculated
  • About the Length of Visit report

Traffic Sources: What you’ll learn

In this lesson, you will learn:

  • About the different kinds of traffic sources
  • How to identify quality traffic
  • How to identify revenue and conversion drivers
  • What kinds of information to look for in keyword reports
  • How campaign attribution works in Google Analytics

Content Reports: What you’ll learn

In this lesson, you will learn:

  • How to use and interpret the Top Content, Content by Title, and Content Drilldown reports
  • How to use the Top Landing Pages report
  • How to use and interpret the Navigation Summary report
  • How to use and interpret the Entrance Paths report

Fundamentals

Profiles in Google Analytics: What you’ll learn

In this lesson, you will learn:

  • how to create, manage, and delete accounts
  • best practices for managing accounts
  • when to create profiles
  • how to create, manage, and delete profiles

Campaign Tracking and AdWords Integration: What you’ll learn

In this lesson, you will learn:

  • how to track campaigns using tagged links
  • how to track AdWords campaigns
  • when to use autotagging and how it works
  • how to enable autotagging
  • where to find AdWords data in your reports
  • the expected kinds of data discrepancies between AdWords and Analytics data
  • when and how to manually tag URLs
  • how to use the URL Builder
  • best practices for tagging links

Analysis Focus – AdWords: What you’ll learn

In this lesson, you will learn:

  • how to use the Clicks tab metrics in AdWords reports
  • how to analyze the effect of search result position on performance
  • how to track audio and TV campaigns in AdWords
  • how to track ad performance

Goals in Google Analytics: What you’ll learn

In this lesson, you will learn:

  • the purpose of using goals, goal values, and funnels
  • when to use each Goal URL Match Type
  • how to assign meaningful values to goals
  • how goal conversions differ from transactions
  • how filters can affect goals
  • where to find goal and funnel information in reports

Analysis Focus – Funnel Visualization: What you’ll learn

In this lesson, you will learn:

  • how to use and interpret the Funnel Visualization report

Filters in Google Analytics: What you’ll learn

In this lesson, you will learn:

  • when to apply filters in Google Analytics
  • how filters act on data
  • how to create custom filters
  • the differences between the different kinds of filters (i.e. exclude, include, etc)
  • how to filter Google AdWords traffic
  • how to use filters and profiles together to track certain kinds of traffic
  • best practices for using filters

Regex and Google Analytics: What you’ll learn

In this lesson, you will learn:

  • when to use regular expressions in Google Analytics
  • how to use the most common metacharacters: dot, backslash, etc.
  • some examples of common regular expressions in Google Analytics

 Cookies and Google Analytics: What you’ll learn

In this lesson, you will learn:

  • how Google Analytics uses cookies
  • the differences between persistent and temporary cookies
  • the differences between first party and third party cookies
  • the names of the Google Analytics cookies and the information they track

E-commerce Tracking: What you’ll learn

In this lesson, you will learn:

  • where to find ecommerce metrics in reports
  • how to enable and track ecommerce

Analysis Focus – Revenue Metrics: What you’ll learn

In this lesson, you will learn:

  • the differences between goal value and e-commerce revenue
  • how $Index is calculated and how to use it

Domains and Subdomains: What you’ll learn

In this lesson, you will learn:

  • when to track across domains using the _link() method
  • when to track across domains using the _linkByPost() method
  • how to track across subdomains
  • best practices for tracking across subdomains
  • how to track across multiple domains with subdomains

 In-Depth Analysis

Custom Reporting: What you’ll learn

In this lesson, you will learn:

  • how to create, save, and edit a custom report

Advanced Segmentation: What you’ll learn

In this lesson, you will learn:

  • how Advanced Segments differ from filtered profiles
  • to apply an Advanced Segment to your reports
  • how to create and modify an Advanced Segment

Motion Charts: What you’ll learn

In this lesson, you will learn:

  • how to read Motion Charts
  • how to create and save a Motion Chart

Internal Site Search: What you’ll learn

In this lesson, you will learn:

  • how to set up internal site search
  • why internal site search is important
  • how to find site search information in your reports
  • how to interpret the Site Search Usage, Terms, Start Pages, and Destination Pages reports
  • how to use Search Refinement and Search Navigation options with the Search Terms report
  • how to set up and analyze Site Search Categories
  • how to find Site Search Trending
  • how Site Search metrics differ from the metrics in other reports

 Event Tracking and Virtual Pageviews: What you’ll learn

In this lesson, you will learn:

  • when to use virtual pageviews versus event tracking
  • how to generate a virtual pageview
  • how to track an event using _trackEvent()
  • the relationship between Categories, Actions, Labels, and Values
  • the difference between Total Events and Unique Events
  • best practices for setting up Event Tracking

 The Custom Visitor Segment Variable: What you’ll learn

In this lesson, you will learn:

  • How to use and set the User Defined variable
  • The best practices for using User Defined
  • How to view User Defined values in reports

 Additional Customizations: What you’ll learn

In this lesson, you will learn:

  • How to change session timeout value
  • How to change campaign expiration
  • How to change campaign precedence
  • How to add a search engine
  • How to treat certain keywords as direct
  • How to treat certain referring sites as direct

 Still pending to read Google Conversion University Help page: http://www.google.com/support/googleanalytics/

Srinivas Katam

Do you need help growing your business? Srinivas Katam is a Digital Marketing Strategist and Consultant with over 200 successful SEO and Social Media client engagements completed. I’ve worked with brands across the world as a digital marketing consultant to deliver revenue growth from content-focused inbound marketing campaigns. He has been partnering with companies like yours for more than 13+ years to provide more traffic with better results. He is an Innovative Marketer who specializes in digital marketing, specifically in social media, SEO and online strategy.

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