what's going on guys this is Michael Norris and I'm back with episode 4 of
rebuild Wednesday's today's episode Google Analytics for business do you
need it what's it for what can it do for you let's start by talking about what
Google Analytics is not Google Analytics will not tell you individual user data
for people on your website which means you cannot find out that John Smith is
on a particular page of your website right now you don't know if John Smith
completed a form you don't know if John Smith purchased something it's not gonna
be able to tell you that you don't know where John Smith is you cannot tell
individual user data at all I mainly due to privacy laws that's just kind of how
it is today what you can do however is track users anonymously and you can
track them in various ways if you track them by the channel that they came from
you can track what pages they're on right now but you don't know the name
and you can track how they interact with various pages on your site so let's dive
into this a little bit what you're seeing on my screen right here is a
real-time overview of you Tech & Associates site on here you can see
right now we've got three users actively on the sites are all on desktop you can
see the total pageviews per minute and that ticks away just about every minute
here top active pages these are the pages that people are on these look like
a search this looks like a search page this looks like someone working in the
backend of WordPress and this looks like someone checking out an image file you
can also see different locations where people are visiting where people are
viewing from so you'll see you around the Chicagoland area we've got a few
here there's one out here it looks like in India and that's gonna happen
occasionally you're gonna see some traffic like that two key words if any
is provided from someone who searched something so right now the person just
landed on the home page it looks like they came from Google search traffic so
let's move through this a little bit and I'll show you how this can help your
business and identify things about your user base so that you can leverage that
into new marketing today's going forward first screen I
want to show you here would be the home screen give me one second while this
loads here slow internet today man all right so looking at this it's showing us
the last seven days of data and I can sort this in various ways right here I
wanted to get a little bit more granular or look at Y periods of time too but
basically these are my total number of users who visited in the last seven days
these are how many sessions or site hits how many times they visited the site
this is their bounce rate so a bounces is bad you want that number to be lower
so many percent isn't too bad but we probably don't want it to be any higher
than that a balance means that someone came to
your website didn't click on anything didn't go through to any more pages they
looked at one page and then that they got out of their session duration is
exactly what you think it is that's how long the average user is spending on
your website generally speaking longer is better that means they're finding
your content valuable they might be completing a Salif they stay on your
site longer so those kind of things are good if you see your session duration
dip under about a minute that's probably not a good thing here you can also see
this is basically a whole whole dashboard look you can also see active
users on your site right now here you can see what pages they're on now this
isn't as in-depth that's another page I was showing you but it is good and this
is sort of a new thing that Google is doing you can expand this card over here
and it tells you different things about different types of traffic based on what
Google is seeing and it's it's really awesome it's different things that you
might not catch on your own and it's different things that you kind of have
to dig into the data to really find out now but it just tells you various
statistics so it looks like Facebook referral traffic which should be
categorized under social media but occasionally it shows up as referral
it's performing worse on key map Jax and as opposed to other types of
referral traffic so that's something for us to know if you know all of our
Facebook traffic let's say was coming in through this channel and it was all
performing worse well we need to identify why that's happening and then
we can get to the point of the root cause we can fix that how we acquire
users this is broken down by channel here you can see organic search page
search direct traffic that kind of just shows on it on a daily basis how many
users are coming to the site and where they're coming from let's talk for a
minute about why that's important if you don't know where users are coming from
to get to your website how do you know how to market to them you don't really
so let's say you're you've got a billboard up let's say you're doing some
print marketing even traditional marketing TV it's important to know
where people are coming from so that you know what channels are driving the
traffic to your website so you know what what's performing well and then the
digital side it's much easier to track you know you can track paid search your
track google search you track social media you can track referrals from other
websites I mean anything like that Alice you're doing Yelp advertising it comes
in as referral traffic from Yelp that's no problem but it's it's important to
know how those users are getting to your site and then once they get to your site
and what are they doing moving forward breaks down by country time of the day
we're using as a visit your site that's that's very important as well but
default that's going to show you 30 days worth of data and you can see these dark
circles here are the times at which people are really
your website so that's important to know if you're sending out emails or doing
anything like that any kind of time-based marketing even your AdWords
campaigns might be good for you to know what the heavy times are so you can
adjust your bids accordingly or send out emails at those times that's when your
target market is looking at your website what pages your users visit typically
your home page is gonna be the highest out of all those but it's good to know
what other pages on your site are getting the most traffic so you know
which pages you want to look really nice or to put CPAs on or to prioritize
whenever you're doing any kind of new design shift or anything like that how
your active users trend over time that's always good to know if you see anything
drastic changing here you know that that you need to fix something or or
something went wrong or if you see a big spike you can say it's good to know
where that came from so you can identify it so it's just another way to look at
that over time sessions by device also important generally speaking your
desktop traffic is going to be more important than mobile traffic or tablet
traffic desktop traffic you're gonna see longer longer session duration you're
gonna see more pages per session generally speaking your conversion rates
are going to be higher on desktop that's not always the case with those three but
it is it is up there mobile phone bill fruit for you tech I mean we we have
really simply low percentage of mobile phone traffic but generally speaking
it's about over 50% for a lot of the sites that we manage so something to
keep in mind there use a retention also important that's how often people are
coming back do they find your content valuable do you have a blog are they
coming back they're watching your videos they're checking out your blogs they're
looking at the new products you have to offer that retention is obviously very
very important and then goals you know how
many people are coming in and actually completing some kind of action that you
want them to complete on your site are they purchasing something or they
contacted you are they calling are they filling out a form those are things that
you need to know and you can trace that back and determine okay seven people who
came from Google search filled out a form on the site well three people who
came from social media dead I spent $1,000 in social media but I
spent five hundred dollars with SEO well then you know the SEO is performing
better obviously you don't want to make a judgement on just a small snapshot
like that but in that particular instance you would know that you got
better ROI from from the SEO last but not least on this dashboard how
your Google Ads performing he breaks it down by campaign for you tells you your
clicks we don't have revenue attributed but you can do that as well it's a lot
easier with e-commerce suck that up your total clicks your total cost it's just a
broad overview snapshot if you want to learn more about Google Analytics we can
dig into that in the later episode this is kind of just a little bit of a brief
overview to show you you know everything and in one big snapshot the kinds of
data that you can get and the later episodes will break down if you look at
my screen over here audience acquisition behavior and conversions we'll go
through all those different ones but this is Michael Morris and this is
episode 4 we build Wednesdays what can Google Analytics do for your business
Thanks
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