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In Google Analytics Essential Training, Corey Koberg shows how to use the Google web analytics platform to generate and evaluate information about the visitors to a web site, including data on site traffic, user behavior, and marketing effectiveness. This course covers the out-of-the-box functionality, from account creation to reporting fundamentals, and explains how to glean insights from the vast array of data available.
When you log into Google Analytics, and select the profile you wish to analyze, you are greeted with this screen. We navigate the interface using the tabs at the top, and the navigation down the left-hand side for each tab. Let's start up here with the Home tab. In the left side navigation, we see the Real-Time reports, Intelligence Events and the Dashboards, all of which will be discussed in detail in later videos. At the bottom of the left side navigation, you also see the Help files. These are expandable links with relevant help articles, and a search box to help you search the Google help files if you didn't find what you are looking for within these links. The Standard Reporting tab includes all the built-in reports for that particular profile.
The main sections that we see are the Visitors section, which includes reports about demographics, behavior, technology, social media, and mobile. The Advertising section, which will show multiple reports specific to AdWords, if you've linked your AdWords and Google Analytics accounts together. The Traffic Sources section, which includes reports broken down by medium, or other campaign data, and reports that are dedicated to search engine optimization. And the Content section, which gives you details about the performance of your content, the engagement with your content, and Site Search reports, if you have set up Google Analytics to work with an internal Site search box that you have on your Web site.
And last, and certainly not least, the Conversions section. This houses reports about goals you've set up, Ecommerce, if you've enabled it for your profile, and multi-channel funnel reports to give you greater insights into how users will find your site over time. In this course, we'll be covering most of the reports on the Standard Reporting tab, and how you can use them to find greater insights to help you improve and optimize your site. One feature that you're likely to see on almost every report in Google Analytics is the data over time chart. This gives us a great 10,000 foot view, but to really utilize it, we can configure it to show much more.
For example, let's take a look at the traffic sources report that shows our organic, or free search engine traffic, which is the kind of comes from Google, or Bing. Here, we can immediately see from the data over time graph that our visits during this time period seem to increase during weekdays, and fall off on weekends. We can also click on any of the metrics above the data over time chart to see different metrics over time, including any of the metrics on the Site Usage tab data, such as pages per visit, average time on site, percentage new visits, or bounce rate.
As I click on each one of these, we'll see the numbers included in this particular graph are going to change to reflect the metric that I'm looking at this particular time. In this case, I can see bounce rate varying between 0 and 100% for the particular data range that we've got selected. I can also move to each of my goal sets, and see metrics that are related to those goal sets. I could also move to Ecommerce, and see metrics that are related to Ecommerce if we had that enabled in this particular profile. The next option I'd like to highlight on this is the option to compare a metric, where we can choose to pick a second metric to view over time on the same chart.
In this case, we saw that our weekend traffic is different than our weekday traffic, but I'd like to understand a little bit more about who those types of users are. So I can come here to Compare Metric, I can select % New Visits to understand a little bit more about who these people are. In this case, I can see that during the weekend, when our traffic drops off, our percentage of new visitors is increasing in almost inverse proportion. So perhaps these people are learning Google Analytics for their personal sites, versus the weekday traffic tends to be business users that have visited our site before.
By comparing two metrics on the same graph, I'm able to see two different aspects about that visit that give me a little bit more information about who those visitors are, and how they're using my site. When looking for trends over larger time periods such as this, it may be more useful to reduce the individual day volatility by looking at entire weeks or months at a time. I can do that using the Graph By buttons over here to select either an entire month, or an entire week. Another feature available on some reports is the ability to plot rows in addition to the overall trend.
Here I can see that the top two terms show some confusion over whether our name is two words or one. If I select the check boxes here to the left of these individual keywords, and then scroll down and click Plot Rows, I can now see the metrics associated with just those two particular keywords, as well as the overall. In this case, I've still got the ability to compare two metrics turned on, which can get a bit confusing. So let's go over and click the X here; that will remove the ability to compare two metrics. Now what I see is my primary metric of Visits, as compared to all of the visitors, versus those who typed in Cardinal Path with the space as a keyword, versus those who used all just one word.
In this case, I see some good news. As our site traffic is increasing, the overall visits is made up much more of people who are using the correct two words, rather than the incorrect single one word, which is dropping off as a percentage of overall traffic, so this is somewhat reassuring. The data over time graph is a staple of Google Analytics, and a more versatile tool than most people realize, that allow us to visualize our data quickly and effectively.
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