How to Use Google Analytics

Overwhelmed with the depth of Google Analytics? Learning how to use this tools is not only painless, but something that can drive more conversions today.

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
It appears Google is doing a slow rollout of their new Analytics 360 Navigation to their freemium Tier.

I did not see this on my personal account, but this was present on my power user account.

New Google Analytics UI Navigation
Google did a paint job around the top navigation and it makes navigating to other accounts a snap, keywords, id numbers, and simple wizard navigations.

New Google Analytics UI Menu

  • Google Analytics
  • Tag Manager
  • Data Studio

Are all surfacing with these new changes. It's great to see the inner-integration with all these great services.

Here's a quick snapshot of Google Tag Manager UI in case you're interested.

New Google Tag Manager UI

New Google Analytics User Interface!

It appears Google is doing a slow rollout of their new Analytics 360 Navigation to their freemium Tier. I did not see this on my personal account, but this was present on my power user account. Google did a paint job around the top navigation and it makes navigating to other accounts a snap, keywords, id numbers, and simple wizard naviga…

Michael Zima

The most important outcome of learning how to read Google analytics reports are to make data-driven business decisions. The fundamental principle to live and die by when measuring is to have a fully optimized GA profile. Now, what if you're fully optimized, filtered, and have layers and layers of data?

The purpose of this video is to take the measurement into a different direction. Measurement planning always start on your website and eventually is analyzed and processed to your profile views. The recommendation are always to make a list of your micro and macro conversion.

Micro Conversions: What actions do a user take that can be credited to the objective of your website?

Macro Conversions: Explain what are the top 3 or less goals you want to achieve on your website?

Having a list of these in a spreadsheet will help you build goals, filters, segments, and even consider event tracking. When I'm asked where to look next: Always start by visiting your website. Review how many micro and macro conversions are you tracking?

Conversions to consider:

  1. Social Follow Buttons
  2. Form Submissions
  3. Button Clicks
  4. Slider Clicks
  5. Video Start, Stops, and Ends
  6. Custom Dimensions
  7. Users Stepping-in & Exiting the funnel

There's an endless list any one website can gather. Try not to go overboard with what you're measuring and focus on the most important details.

Small Data Tip: It's easier to add layers to your reporting oppose to removing layers. Understanding your data should be simple and not complex. Website traffic analysis should become second nature when you know what your looking for.

What this video accomplishes is how to save money by looking at your pixel spend. When you want to measure your website traffic you have to always follow the money. Review the PPC channel and its source are the best first step when you have a fully optimized account. Keyword analysis really happens at the ad group level inside of your AdWords dashboard. I’m not a PPC expert, but if you are going to succeed it has a lot to do with how efficient your spend is on converting keywords. Another token has to do with where your keyword are converting. This is where how to read google analytics reports is going to save you money from just pure analysis. I saw on this website there were a lot of conversions coming from different markets. Granted, some of those were pixels coming in from Facebook and not only Adwords.

How do you make use of location data to help you maximize on your keywords and help increase your conversions and lower you cost per acquisition (CPA)?

  1. Sort by Source

Read Google Analytics by Source

  1. Second Dimension of Cities

Read Google Analytics by Cities

That's pretty much it to have a nice segment of your traffic. Export this as a recurring report sent to you via email or create a custom dashboard. Analyze how much of the traffic is falling outside of your ideal traffic and optimize to limit those conversions if they won't affect your directly. This report is very relevant to brick and mortar stores. If you're doing a national campaign you would have to refocus on how much traffic is converting from which region, thereby spending more on the users that convert more.

This is a very narrow focus only onto one channel that converting for one region.

Measurement Goal: Try to build micro conversion around each of your channels to construct a full picture of your website.

Planning is your best friend and it'll help you not only save money, but set yourself up for success.

How to Read Google Analytics?

The most important outcome of learning how to read Google analytics reports are to make data-driven business decisions. The fundamental principle to live and die by when measuring is to have a fully optimized GA profile. Now, what if you're fully optimized, filtered, and have layers and layers of data? The purpose of this video is to tak…

Michael Zima