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A 16-post collection

Surprise! We have a new Google Analytics "Home" tab, that closely follows what we saw last year with the launch of Google Assistant-type analytics recommendations for iPhone.

The good news is this is bringing a lot of IMPORTANT utility to the average user and making it friendlier to learn Google Analytics.

Learn Google Analytics Home Cards

Google Analytics Home Card

The home metric encourages real-time and historical data analysis.

Big numbers, easy to follow layouts, and the easy to find drop-down menu to change date range in the lower left corner. This is almost an elegant primer to what the entire scope of Google Analytics will look like in its next release.

Google Analytics Home Card Date Range

Follow the trend lines backwards and forwards to see comparison of user behavior.

If you're looking at baseline metrics to follow, users FIRST, sessions, bounce rate and the entire session duration are all the need-to-know metrics that should be tracked. The over-time comparisons metrics will tell you, if you're up or down (green or red), for the period you've select in the bottom drop down-down menu.

The time periods are rounded and easy to follow. Go as far back as comparing your Google Analytics Home to your data from last year.

How do you acquire users?

Google Analytics Home Stacked Bar Chart

Google Analytics home is showing off some of its Data Studio muscle by flexing powerful stacked bar charts.

Hover over to see the different stacked traffic channels, source / medium, and referral sources for your website during the designated time period.

These user interface changes are starting to warm my heart and really really appeal to me visually. There's even tabs on the lower right to see the report inside of Google Analytics.

Presenting the actual application of analytics inside these visualization, that answer business questions, and chain the relationship to the source reports are going to bring up more questions. Raising the curiosity bar of Google Analytics is happening before our eyes!

Active Users & Retention

Active Users Over Time Retention

Time trends and retention are complex concepts being introduced to everyone — not just data people.

See which time of week users are visiting your site and how many weeks after their first session they're sticking around.

Cohort reports have always been in the "beta" feature inside of Google Analytics and now they're putting it front-and-center as one of the crown jewel cards. These types of reports are invaluable to businesses that might not see conversions until weeks later.

Users, Demographics & Devices

User Demographics

Knowing your users is like knowing your friends. You need to have some sort of perception to their wants, needs and desires to please them. This report is going to show you the time, day, location and device users are using to come to your website.

When do your users visit, from where, and which devices?

This is ultimately the defecto limit of most users understanding of Google Analytics. It's darker tones, the descending percentages of countries and top devices in order. Consuming Google Analytics data has never been easier!

Pages & Adwords Report

Google Home Pages Report

Finally, the last cards in Google Analytics Home are the pages report which contains the pages, pageviews, and the value (which is intrinsic in this case) — along with my Adwords performance.

See which pages are performing and how your campaign is producing.

These cards are pretty disappointing, but to be fair to Google, they're probably testing the cards showing revenue and income on more elaborate setups of Google Analytics. This particular account is branding and lead-generation oriented.

Google Analytics Home (App Store?)

There's finally a Discover tab, which is a self-serving resource all things Google Analytics.

Discover Google Analytics

This comes as a massive surprise. All the tools, resources, and pieces (all things analytics) have finally been centralized inside of your account. Learn about all the extensions, tools and resources to eventually become a Google Analytics pro.

In closing, it seems the new Google Analytics interface is heading towards the iPhone version. They're purposefully ignoring the several hundred metrics and dimensions to show the numbers that users care about. Cleaner designs, higher polished metrics, and maybe very soon, Google Analytics Assistant is coming to the desktop version.

We're going to see an increase in Google Analytics adoption. Look out for the release of Google Analytics Home & Discover coming to a console near you!

Learn The New Google Analytics Interface

Surprise! We have a new Google Analytics "Home" tab, that closely follows what we saw last year with the launch of Google Assistant-type analytics recommendations for iPhone. The good news is this is bringing a lot of IMPORTANT utility to the average user and making it friendlier to learn Google Analytics. Learn Google Analytic…

Michael Zima

Google Data Studio Tutorial

Google announced this month that Data Studio is free for anyone with a Gmail account. This massive shift in the visualization of your data and how much it used to cost. What is Google Data Studio? It is a tool you can use now to make better decisions about your online business.

The End Results of This Video Tutorial

Learn Google Data Studio

Learn Google Data Studio with this tutorial and learn each of the following. Here's the analytics dashboard we build and I am going to include a free data studio template for your reference: https://goo.gl/Wer5xg

UI Overview

  • Editing Theme
  • Navigation

Designing A Dashboard

  • Layout Design
  • Planning Cards

Visualizing Data

  • Connecting Data
  • Visualizing Cards

Sharing Data Studio

  • Connect to Another Template
  • Share Template

Data Studio Theme

Google Data Studio Theme

The theme inside of Google Data Studio is one of the first steps to personalizing your reports. If you're using these for internal reports or building them for people on your team, branding them will make dashboards more appealing. Make sure to check out the theme settings and personalize it to your own business.

Building a Data Studio Template

Building Google Data Studio Template

Building a theme and a template is a key to getting the most out of Google Data Studio. In the tutorial, we make this exact template including the logo, title, and color scheme. I went with the tropical colors because who doesn't like warm weather?

When the general look and feel is to your liking—remember to duplicate this dashboard when making new dashboard projects.

Preparing a Data Studio Dashboard

Preparing Data Studio Dashboard

The most valuable asset to building a Google Data Studio dashboard is using the space to your advantage.

Build color blocks to visualize what the final dashboard should resemble.

Space can be limited on the canvas, but the number of pages is not. Try to create your pages around topics of discussions, because each of these cards should somehow relate to each other.

Prepare Google Data Studio Checklist

  1. Large Blocks Around 1/2 Canvas Reserved for Graphs & Charts
  2. Medium Blocks Ranging From 1/4 or 1/6 Canvas Reserved for Tables
  3. Small Blocks Ranging from 1/16 - 1/8 Canvas Reserved for Single Value Numbers

Once you've prepared the blocks for your cards—we're ready for implementation.

Planning Data Studio Dashboard

Planning Google Data Studio

Labeling each of the blocks is the final stop to conceptualizing your dashboard. If you're going to finish it or delegate it, someone, make sure you have the labels in place.

Labeling each of the blocks can later be used as titles for cards.

Labeling Cards Checklist

  1. Clear Label Defining the Card
  2. Determining What Should Be Connected
  3. Additional Text To Explain Card

Put in as much or as little text as you want. If you already know what you're building, you've already created titles for your cards. We are now ready to start connecting the data.

Finishing Data Studio Dashboard

Finishing Google Data Studio Dashboard

The final dashboard is going to lose the block placeholder and keep some of the titles. If you've built a theme around your color palette; the cards should match your business. There's a lot more work to creating individual metrics which we'll save for another video.

Google Data Studio Tutorial — The Good Parts

Google Data Studio Tutorial Google announced this month that Data Studio is free for anyone with a Gmail account. This massive shift in the visualization of your data and how much it used to cost. What is Google Data Studio? It is a tool you can use now to make better decisions about your online business. The End Results of This Video Tu…

Michael Zima

There's a new app to add that every pocket marketing warriors needs. Google Analytics is now mobile and it provides a pulse on your business all a tap away. If you're trying to learn Google Analytics it's broken down to a very simple and digestible layout. The interface is not fully complete when compared to the desktop version, but it's A LOT friendlier compared to the desktop version. This is the one app that I obsess over and it's worth checking it out yourself. Watch the quick video that demonstrate the user interface.

Acquisitions

Google Analytics iPhone Acquisitions

The mobile Acquisition tab does only 2 dozen metrics and cards you can swipe through. It goes give a nice high level overview of your traffic stats and the performance of what's going on by day, month, and custom date range. The date filter is the most prevalent banner on the top of the app.

Real time

Google Analytics iPhone Real time

The mobile Real time tab has very barebones stats. It's not the same real time session tracker with new visitors enter your site by pageviews. This tab is still important and contains the usual devices, pages, locations and events that are happening. Notice how there's the share button, this means every single card can be shared through the app to: Slack, hangouts, gmail, etc.

Audience Sidebar

Google Analytics iPhone Audience Sidebar

The mobile Audience tab follow the same flow as the rest of the UI. It has all the basic stats you see in the desktop version and frankly, I wish I could turn some of them off. A lot of these are still over the head of most end users. I would put that feature on my personal wishlist.

Acquisitions Sidebar

Google Analytics iPhone Acquisitions Sidebar

The mobile Acquisitions tab is probably the most important. I don't know why Google doesn't put it first, ACquisition is before AUdience. This has all the vital stats combined in the overview tab and breaks off into the traffic channels our websites succeed by. There's some customization with segment, but the UI is too basic for an end user to know how to manage them. I'll cover that in a later video.

Behavior Sidebar

Google Analytics iPhone Behavior Sidebar

The mobile Behavior tab is probably the second most important tab inside this app. Landing and exit pages are great, but events are truly where I do all my analysis and understand the REAL measurement that's happening on the website.

Goals

Google Analytics iPhone Goals

The mobile Goals tab is very barebones. It has a couple of cards that can be swiped and the selected numbers can bet toggled between 34 or 11.30% as in the example.

Ecommerce

Google Analytics iPhone Ecommerce

The mobile Ecommerce tab contains all the revenue rich information most business owners are craving to have by the minute. This tab alone is what makes Google Analytics for iPhone a killer app.

New Google Analytics Interface Tutorial on iPhone

There's a new app to add that every pocket marketing warriors needs. Google Analytics is now mobile and it provides a pulse on your business all a tap away. If you're trying to learn Google Analytics it's broken down to a very simple and digestible layout. The interface is not fully complete when compared to the desktop version, but it's…

Michael Zima

Welcome to the 4th video in a 9 part mini-series to measurement planning.

As we're learning how to approach Google Analytics we quickly learn that not all websites are created equal. In 12 minutes of videos you will learn the following topics, receive handouts, and have a constructive approach to measurement.

  1. Defining Micro & Macro Events
  • What user actions do you want to track?
  • Micro & Macro Explained in 60 Seconds
  • The most important measurement theory.
  • Measurement Process
  • Understand the measurement process.
  • Objective Flow
  • What are the objectives you to know during measurement?
  • Measurement Planning
  • Define a measurement plan and begin to implement it.
  • Reporting Types Videos
  • What types of reports explain your measurement story?
  • Top Landing Pages
  • Examples of custom reports.
  • Building Custom Reports
  • How to build custom reports.
  • Segmentation Types
  • How to drill-down into your measurement results.

Objective Flow

If you want to learn Google Analytics it all comes down to understanding the objective flow.

Objective Flow: The sequence of events or actions that lead to a desired outcome.

Objective Flow Chart

The objective flow sheets is simple to construct. There's 3 columns and here's how the break down:

  1. Desired Outcome
  • What you're trying to track on the website. This is just the start to connecting all of your micro & macro conversions into the proper sequence.
  1. Where Visitors Leave
  • This is critical when trying to doing conversions optimization. Try to look at the exit page report to see what's happening and build a theory of why. This question should evolve and change over time.
  1. Where Visitors Complete Desired outcome
  • Where the actions are happening on the website. It's important to document every single action to quickly speed up implementation.

The brief example shows an explanation of a website that is seeking to measure the the subscriber performance, documenting users who never completed this action on the homepage and leave, which ultimately occurs in the sidebar.

Objective Flow Formula

The formula to build measurement questions breaks down even further to this syntax approach.

[Desired Outcome] + [Where Visitors Are Leaving] + [Where Visitors Complete Desired Outcome] = Objective Flow

Content Publisher Objective Flow

Objective Flow Content Publisher

Desired Outcome As Content Publisher

  • Which posts are seeing the most visitors?
  • Where is traffic coming from?
  • What devices are users on?
  • How long do they spend on my site?
  • When do users leave my site?

Objective Flow Content Publishers Where Visitors Leave

Where Visitors Leave As Content Publisher

  • Sort blog posts by the subdirectory of /blog
  • Review the channel report to see which sources are popular
  • Study the device report to see which devices are coming to the site
  • Use the metric of Avg. Time on Site with any of these mentioned reports
  • See where users are least engaged through the exit page tab

Objective Flow Where Visitors Complete Desired Outcome

Where Visitors Complete Desired Outcome As Content Publisher

Personalize to your own site

  • The blog is very important to study
  • Determine how different devices influence your content consumption
  • Analyze blog posts by the most time spent reading
  • Review blogs post bringing in more pageviews from users
  • Not Sure

Not being sure happens often with Google Analytics. Be prepared to associate these roadblocks to reporting Dimensions & Metrics.

Objective Flow Formula As Content Publisher

  1. What are the most popular blog posts that are found on my blog?
  2. Where is traffic coming from that's reading my blogs?
  3. Which devices are consuming the most blog posts?
  4. How long are blogs being consumed for?
  5. Which blogs bring in the most pageviews before exiting the site?

Ecommerce Objective Flow

Objective Flow Ecommerce Desired Outcome

Desired Outcome As Ecommerce

  • What is my conversion rate?
  • What are my transactions by channel?
  • Which region makes the most revenue?
  • Where am I seeing the least success?
  • When do customers buy?

Objective Flow Ecommerce Where Visitors Leave

Where Visitors Leave As Ecommerce

  • Sort products by conversions rates
  • Sort traffic channels by revenue totals
  • Sort locations by revenue totals
  • Ecommerce summary of least successful products by transactions
  • Review the cohort tab by time till purchase

Google Analytics Tip: Ecommerce generally is always closely connected to revenue and conversion of your products.

Objective Flow Ecommerce Where Visitors Complete Desired Outcome

Where Visitors Complete Desired Outcome As Ecommerce

Personalize to your own site

  • Study the Cart performance
  • Observe your most profitable traffic source
  • Determine why California brings in the most revenue
  • Evaluate products that bring in 0 transactions
  • How many days till you actually have a sale?

Ecommerce Objective Flow Formula

  1. What is the conversion rate by products and how is the shopping cart performing?
  2. Where are transactions coming from by channel and why is social bringing in the most revenue?
  3. Which region brings in the most revenue and why is California the most profitable?
  4. Which products are least successful and how can we improve them?
  5. When do customers buy and how many days does it take to receive a sale?

In conclusion, the outcome of this exercise was to deconstruct the Objective Flow Formula, take simple business questions and structure them. Starting from the desired outcome and doing research helps determine the most helpful places to consider looking in Google Analytics. Overall, where these outcomes occur is where more training is required and it'll start to connect between measurement questions to actually implementing.

Learn Measurement Planning: Objective Flow

Welcome to the 4th video in a 9 part mini-series to measurement planning. As we're learning how to approach Google Analytics we quickly learn that not all websites are created equal. In 12 minutes of videos you will learn the following topics, receive handouts, and have a constructive approach to measurement. Defining Micro & Macro E…

Michael Zima

Welcome to the 3rd video in a 9 part mini-series to measurement planning.

As we know there’s many methods to approach Google Analytics and every website needs to have a plan in place. In 12 minutes of videos you will learn the following topics, receive handouts, and have a constructive approach to measurement.

  1. Defining Micro & Macro Events
  • What user actions do you want to track?
  • Micro & Macro Explained in 60 Seconds
  • The most important measurement theory.
  • Measurement Process
  • Understand the measurement process.
  • Objective Flow
  • What are the objectives you to know during measurement?
  • Measurement Planning
  • Define a measurement plan and begin to implement it.
  • Reporting Types Videos
  • What types of reports explain your measurement story?
  • Top Landing Pages
  • Examples of custom reports.
  • Building Custom Reports
  • How to build custom reports.
  • Segmentation Types
  • How to drill-down into your measurement results.

Measurement Process

The key here is defining the tracking objectives as the starting point. Let’s quickly define 2 sets of measurement objectives: A content publishing website and an ecommerce site.

Content Publisher Measurement Objectives

  • Which posts are seeing the most visitors?
  • Where does traffic coming from?
  • What devices are users on?
  • How long do they spend on my site?
  • When do users leave my site?

Ecommerce Measurement Objectives

  • What is my conversion rate?
  • How many transactions do I have per channel?
  • Which region generates the most revenue?
  • Where am I seeing less success?
  • When do customers buy?

These 2 measurement cases will require us to explore further in the training with additional resources, examples and of course, screenshots!

Now, let’s understand how Google Analytics works fundamentally. It’s a piece of javascript that tracks browser activities on your website. There are 4 critical stages inside the measurement process that we’re going to dive into as we progress in this training.

Reporting: How Google Analytics packages the data to empower decision-makers.

Analysis: Applying measurement objectives to find the proper reports, charts, and metrics to produce answers.

Testing: Determine if your answers are present during analysis.

Segmentation: Isolate subsets of your data by drilling down into regions, traffic sources, and devices.

Those 4 steps are all going to come naturally after some experience inside of Google Analytics. It’s very binary actually, if try this exercise you’ll have a better understanding in what measurement really is.

Ask yourself, why does your website exist?

Reporting and analysis are the backbone of this thought process.

Then ask, we exist because we write great articles and sale great products.

Testing and segmentation will help your learn Google Analytics.

As you can see why and how are closely correlated during the entire measurement process.

That’s the big secret to learn Google Analytics!

Knowing how to define why and where to find how is the entire mission of this training. Later, we will breaks down into what I define as “Objective Flow” and understanding every single step a user takes. Finally, “Measurement Planning” applies everything you know from the why into the how; how do you report and segment inside of Google Analytics?

Learn Measurement Planning: Measurement Process

Welcome to the 3rd video in a 9 part mini-series to measurement planning. As we know there’s many methods to approach Google Analytics and every website needs to have a plan in place. In 12 minutes of videos you will learn the following topics, receive handouts, and have a constructive approach to measurement. Defining Micro & Macro…

Michael Zima