Learn Google Analytics

When you Learn Google Analytics you've unlocked a master level tool at a gratis fee. Discover new tutorials and videos learn new tips and tricks every week.

We’re all guilty of it. Searching for something, clicking-through, and closing out a website. On the other side of that website there’s someone watching their analytics in disbelief with a bounce rate of almost 100% — everyone leaves in a hurry. Learning Google Analytics starts with this fundamental metric you’ll see in almost any digital report. There’s a lot of discussion in how it can be valuable and what it really means.

Bounce Rate: Percentage of total visitors to a page that leave you site.

When learning Google Analytics there’s always a devil’s advocate complex you must develop to truly understand data. There’s one instance where you have a single landing page that's recording micro or macro conversions. This is where bounce isn’t as important since there’s nowhere for a session to go except elsewhere. In this instance time would be more valuable or even event dimensions to see when users complete a certain goal.

Bounce Rate Too High & Low

One case where bounce rate can be helpful is if it’s too high or low. In many cases near 100% bounce rate is going to throw up red flag for suspicious activities. This can correlate to issues with the installation to your code; It’s important when learning Google Analytics to immediately act on those signals in your analysis. The next most common factor is single digit bounce rate. If you’ve verified the implementation and over time the bounce rate is low everything should be fine.

Google Analytics High Bounce Rate

Low Bounce Rate: Users are clicking through to your other web pages and existing the site from a different page.

An instance where a low bounce rate is unusual is this: Say you launched a new website and the tracking snippet was implemented twice. This duplicative code acts as a multiplier and can effectively halve your bounce rate and exit rate. This can be very bad and it will effectively ruin these metrics for reporting purposes. If you witness this, it’s best form to annotate this inside of Google Analytics to be shared with the admin level users

Channel Breakdowns

Google Analytics Channel Breakdown

When clicking over to channel breakdowns you’ll see which channel is most likely to bounce and least likely to bounce averaged throughout the site. If you want more detail when you’re learning Google Analytics you can click-through to a channel and segment it by a secondary dimension of "landing page." This website traffic report will allow you understand which web pages within a particular channel are leading to higher or lower bounce rates.

Google Analytics Channel Source Landing Page

Discover Referral Spam

Google Analytics Referral Spam

Referral Spam: Plague of Google Analytics Reporting.

Finally the most impactful way to apply what you’re learning with Google Analytics website analysis is to review the “Referral” channel and expand the rows down to 50. Try to sort the analytics by bounce rate from highest to lowest and you’ll start to see the picture. Start learning Google Analytics with bounce rate to interpret your data better. There’s no silver bullet to reduce it except understanding how to nudge visitors into different web pages.

Learning Google Analytics with Bounce Rate

We’re all guilty of it. Searching for something, clicking-through, and closing out a website. On the other side of that website there’s someone watching their analytics in disbelief with a bounce rate of almost 100% — everyone leaves in a hurry. Learning Google Analytics starts with this fundamental metric you’ll see in almost any digita…

Michael ZimaMichael Zima

Measurement Planning: Evaluating business goals and KPIs to credit either a micro or macro conversion.

Marketers and Dev stakeholders don’t have a mutual language when they work together with Analytics. Fortunately, if you learn google analytics and begin to implement a solid measuring plan — this should lower risk — which should lower your blood pressure. It’s a tool that benefits the marketing team the most and it’s almost a paradox for most developers. They’re going to do what you tell them and it has to be right the first time around.

Enter: Learn Google Analytics Measurement

What is website traffic analysis? There’s many different custom dimensions and metrics that are associated with every single action that happens onsite. Particularly sites that have Google Analytics installed on them and many of these features are automatically tracked. Clicks, Ecommerces, and Custom Dimensions are a few that are not and require different levels of manipulations. The most popular is “event tracking” allowing the measuring of users who are interacting with different elements of your website.

Elements are a broad technical term that the marketing team needs to be aware when you learn Google Analytics. Because an element can contain something that is generated by your site, contain a set of links and feature event form elements. It's bastardization of the development process, but we're only concerned about what happens around Analytics (IT will never have a soft spot for you). Learning Google Analytics shouldn’t be intimidating when a marketing person applies their mind working backwards from a website structure.

Exit: Planning

Usually, you already know what goals and KPIs that should be tracked — this part is easy for most marketing types — well, for analytics it’s a little different. Learn Google Analytics with specific conversion types.

Google Analytics Micro Conversions

Micro Conversion: Any action that nudges a user into a funnel that sometimes is attributed to one or more macro conversions and credits a deliberate outcome that's a step in a funnel.

These types of conversions are clicking on social buttons, viewing products, and many many more. It’s often hard to credit everything that happens onsite and it should be noted: Micro conversion can also be macro conversion depending on the website's goals and KPIs.

Google Analytics Macro Conversions

Macro Conversion: Show me the money. Ok — this's biased to non-ecommerce sites, but it's the most (one or many) important outcome that should be tracked inside of Analytics.

These are the most important business goals that are going to happen on a website. At the very minimum you know these metric from various different touch points that connect into every site. It's what you care about and always what your boss cares about. This should also be a goal and can help with reporting to measure website traffic throughout different channel layers.

Putting it All Together

There should be a running short-list of what all the micro conversions look like for your website. These are going to be placed into a spreadsheet that you want to track and report on along with the major macro KPIs. When you have your list of micro and macro KPIs you have to evaluate what type of element should be processed. Click, Link, and Backend thing you need you developer for and so on. The next step is installing Google Tag Manager and you can learn google analytics procedures and its implementation.

Website analysis is going to be hard and using events that filter in micro and macro conversions will help simplify your reporting.

Learn Google Analytics Measurement Planning

Measurement Planning: Evaluating business goals and KPIs to credit either a micro or macro conversion. Marketers and Dev stakeholders don’t have a mutual language when they work together with Analytics. Fortunately, if you learn google analytics and begin to implement a solid measuring plan — this should lower risk — which should lower…

Michael ZimaMichael Zima