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Google Analytics Essential Training (2010)

Understanding accounts and profile administration


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Google Analytics Essential Training (2010)

with Corey Koberg
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  1. 6m 2s
    1. Welcome
      1m 13s
    2. How to get the most from this course
      3m 11s
    3. What's new in this update?
      1m 38s
  2. 5m 19s
    1. The pitfalls of hit counting and turning data into information
      3m 6s
    2. Web analytics: A tool and a process
      2m 13s
  3. 15m 30s
    1. Defining goals and conversions: Why do you have a web site?
      5m 40s
    2. Understanding data: Averages, segments, trends, and context
      1m 51s
    3. Introducing segments
      2m 38s
    4. Understanding trends and context
      5m 21s
  4. 11m 25s
    1. How does Google Analytics work?
      2m 18s
    2. Setting up an account
      2m 49s
    3. Installing tracking code on a site
      6m 18s
  5. 24m 20s
    1. Understanding accounts and profile administration
      6m 59s
    2. Navigating the reports and the Data Over Time chart
      4m 45s
    3. Selecting and comparing date ranges
      6m 50s
    4. Using annotations to make notes in data
      2m 30s
    5. Using the help tools
      3m 16s
  6. 24m 20s
    1. Viewing data in different formats (overview, tabular, pie, bar, compare to site)
      6m 10s
    2. Navigating data with site usage, goals, and e-commerce metrics
      9m 20s
    3. Sorting data with inline and advanced filters
      8m 50s
  7. 10m 26s
    1. Understanding the importance of segmentation in data analysis
      4m 40s
    2. Slicing data with dimensions
      5m 46s
  8. 7m 38s
    1. Why share data?
      1m 10s
    2. Managing user accounts and profiles
      4m 8s
    3. Emailing reports
      2m 20s
  9. 29m 12s
    1. Understanding who is visiting a site
      1m 20s
    2. Analyzing location data
      4m 52s
    3. Using language identification to segment users
      1m 35s
    4. Differentiating new users from returning users
      2m 1s
    5. Understanding visitor loyalty vs. recency
      4m 25s
    6. Comparing data according to visits, visitors, and page views
      2m 10s
    7. Sorting data by browser capabilities
      3m 56s
    8. Analyzing data from mobile browsers
      2m 34s
    9. Using flow visualization to see common paths
      6m 19s
  10. 23m 50s
    1. Linking an AdWords account to Google Analytics
      2m 46s
    2. Identifying campaigns and segmentation options
      5m 55s
    3. Using keyword reports
      1m 31s
    4. Fine-tuning your match type with the Matched Search Queries report
      3m 44s
    5. Optimizing traffic by time of day
      1m 37s
    6. Using the Destination URL report to identify landing pages
      1m 45s
    7. Identifying the best placement options for ads
      2m 0s
    8. Keyword positions
      4m 32s
  11. 40m 3s
    1. Understanding where site visitors come from
      2m 32s
    2. Analyzing the All Traffic Sources report
      2m 4s
    3. Identifying direct traffic
      2m 20s
    4. Identifying users who were referred to your site
      3m 9s
    5. Viewing search engine reports (overview, organic, and paid)
      4m 52s
    6. Introducing campaign tracking
      11m 17s
    7. Planning, creating, and logging a tracking strategy
      2m 58s
    8. Tracking offline campaigns
      7m 11s
    9. Finding data in a Campaign report
      3m 40s
  12. 36m 43s
    1. Analyzing top content by metrics and the navigation summary
      3m 29s
    2. Sorting top content according to page title
      3m 57s
    3. Understanding when to use content drilldown
      2m 25s
    4. Measuring the importance of top landing and top exit pages
      3m 41s
    5. Identifying slow-performing pages with the Site Speed report
      4m 6s
    6. Understanding the Site Search and Usage report
      3m 29s
    7. Analyzing the Search Terms and Search Term Refinement reports
      4m 12s
    8. Using the Site Search Pages report to understand how users search
      5m 19s
    9. Configuring Site Search
      6m 5s
  13. 33m 49s
    1. Understanding the Goal reports
      4m 24s
    2. Configuring goals
      9m 55s
    3. Understanding funnel visualization
      9m 48s
    4. Identifying value through E-commerce reports
      4m 35s
    5. Using goal flow to find detailed insights
      5m 7s
  14. 24m 25s
    1. Real-time data for time-sensitive analysis
      4m 21s
    2. Using intelligence alerts to flag important events
      8m 59s
    3. Creating custom intelligence alerts
      5m 48s
    4. Creating and customizing dashboards
      5m 17s
  15. 43s
    1. Goodbye
      43s

Video: Understanding accounts and profile administration

Overall, Google has worked very hard to make Google Analytics both easy to use, but still powerful, which can be a difficult balancing act. Before we dig into the reports and analysis, it's worth understanding a few things about the hierarchy of Google Analytics. One of the more confusing, but important, details is the difference between a Google account, and a Google Analytics account. We will start here at google.com/analytics. When we click this Access Analytics button, it's going to prompt us for user name to log in, but this is not our Google Analytics account. This is actually the user ID associated with our overall Google account.

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Google Analytics Essential Training (2010)
4h 53m Beginner Oct 08, 2010 Updated Dec 20, 2011

Viewers: in countries Watching now:

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.

Topics include:
  • Setting up an account
  • Installing tracking code on a site
  • Reading the dashboard and understanding high-level metrics
  • Understanding how visitors use and navigate web site content
  • Analyzing visitor and traffic source reports
  • Tracking AdWords and other marketing campaigns
  • Planning and configuring goals
  • Utilizing segmentation for deeper analysis
  • Understanding the raw data and how it's collected
  • Selecting and comparing date ranges
  • Using flow visualization to see how visitors navigate through a site
  • Identifying slow-performing pages
  • Performing real-time analysis
  • Using annotations and other best practices
  • Configuring and analyzing internal site search
  • Determining the best report view to use
  • Navigating reports with tabs
  • Cleaning up data with inline filters
  • Sharing data and reports
Subjects:
Business Online Marketing Web Data Analysis Web Analytics SEO
Software:
Google Analytics
Author:
Corey Koberg

Understanding accounts and profile administration

Overall, Google has worked very hard to make Google Analytics both easy to use, but still powerful, which can be a difficult balancing act. Before we dig into the reports and analysis, it's worth understanding a few things about the hierarchy of Google Analytics. One of the more confusing, but important, details is the difference between a Google account, and a Google Analytics account. We will start here at google.com/analytics. When we click this Access Analytics button, it's going to prompt us for user name to log in, but this is not our Google Analytics account. This is actually the user ID associated with our overall Google account.

In this case, I will use a test account. Now, this particular account has access to several different Google Analytics accounts. If we view this dropdown on the left- hand side, we can see all the different Google Analytics accounts that this particular Google account has access to. In this case, it's Cardinal Path account, the Google Store, a Test Account, and so on. In the top bar here, we can see the actual user name that I am logging into my overall Google account with, that has access to all these different Google Analytics accounts. Let's talk for a second about this user name up here.

This could be a Gmail account, but we don't recommend it. We recommend that you instead use your corporate login ID, and the reason why is that it's very difficult to know who surfer4578@gmail.com is. In understanding who has access to which profiles and which accounts can get very confusing when you can't readily identify the people behind those user accounts. If you require your organization to use only corporate e-mail addresses, there is less confusion, and everybody knows who has access to what. So in our accounts list here, we will see a list of Google Analytics account, and under that, a list of Web property IDs.

These are generally used to differentiate when you have different Web sites linked inside your account, for example, microsites, or even different subdomains. In this case, we have several of those associated with the Cardinal Path account. If we then click the Plus button to expand each of these Web property IDs, we will see the different profiles that belong to those Web property IDs. To start viewing your reports and dashboards, just click on the blue profile link. If you're already in the reports section, you can easily view a list of profiles from the dropdown in the top left-hand corner. And here we'll see the same accounts, and we will see the same Web property IDs, and we can expand that all the way down to the individual profiles.

Profiles are extremely powerful, and advanced users we will find all kinds of ways to tweak them, but they can be a little bit confusing at first. Think of each profile like a database that can be configured completely independently of the others. In some ways, it's like you have another instance of the analytics tracking code on your site where you can track things just a little bit differently. You can create up to 50 of these profiles, and they can be for different sites, or more likely, just alternate databases for the same site. If you do have different Web sites, unless you're planning on treating those Web sites as a single cohesive entity, where users will cross from one Web site to the other, and maintain a single analytics tracking session that you want to see as one big session, it's actually better to put one Web site per Google Analytics account, rather than trying to put different profiles for each Web site in the same account.

This is particularly true if you have multiple AdWords accounts for each of the different Web sites. You generally want to maintain a one-to- one ratio between your AdWords accounts, and your Google Analytics accounts. So if you have four AdWords accounts, you generally want to have four Google Analytics accounts to match each of those four. Again, they can all be under the same Google account login, just different Google Analytics accounts. Okay, so when will I have another profile then? Well, it's often useful to have multiple profiles or databases within the same account itself. For example, in this account, you can see that under a single Web site, I have multiple different profiles.

It's often useful to have a main profile where you will do the majority of your analysis. You can also have a test profile where you can make mistakes, try new filters, and generally try new things with no fear of hurting your data. You'll also want to have a raw or unfiltered profile, which has only pristine data, and acts a bit of an insurance policy against mistakes in your main one, and one where you can always go back and do a sanity check against that raw, unfettered data. In this case, I also have another profile that has only internal traffic, and you could do one that just has your AdWords traffic, for example,.

To create a new profile, it's relatively easy. From the Accounts List screen, we are going to click on the little gear button in the top right-hand corner. And here, our breadcrumbs tell us that we are looking at all the accounts, in which case, we are in the Cardinal Path account, and now I am down here at the Web property level. To create a new profile inside this Web property, I simply click on New Profile, and select a profile name. In this case, I am going to say AdWords Traffic Only. Select your Time Zone, and then click Create Profile. We can see the profile that we just created in the dropdown here: AdWords Traffic Only. I can also come here to select the tracking code for that particular profile, and look at the Web property settings overall.

To create a new Web property, I can come up here and click on the account, click on the button that says New Web Property, and give a new Web property a name. We can put in the URL of the Web site that we want to track, but it's important to note that this actually doesn't mean anything. I can put www.apple.com here, but that doesn't mean that I'm going to be automatically tracking Apple's Web site. This is just a name that helps me remember where I'm going to be using this, and these labels that can just help us organize our account. It doesn't actually mean that you're going to necessarily be tracking this.

Google Analytics is going to track based on where you put the tracking script, not on what you enter into this form. Again, select our Time Zone, click Create property. So here we see the Lynda Test Account that we just created with the default URL that we selected to remind ourselves where we are going to put it. If I click inside of that account, I can see the profiles, in this case, just one. I can create a new profile, just like we said before. In this case, I want to create raw profile, select Profile, and here we have our new Web property ID, with the two profiles that we just created.

If we create a new Web property ID, then we will have to put a new tracking code on the site, as each Web property ID has its own specific tracking number. Once we've placed that tracking code on the site, to see the reports, we can either come up here and select one of the tabs for the profile that we are in, or I can use this left dropdown to select the particular profile that I would like to see. In this case, we see our tracking status is, Tracking Not Installed, because I haven't actually placed that code on the site just yet. Let's go into one that's already been selected. Here I go into my Accounts List, I am going to select a particular Web property ID, and select one of the profiles in there.

Here I can go to my Standard Reporting tab, and see the standard reports that are associated with this particular profile. As I am browsing the individual reports, and I'm inside a report where I want to see the same data inside another profile, I can simply come up here, and select a different profile than the one that I'm currently in. While the report will stay the same, the data that we will see will be coming from the profile that we just selected. Understanding how to structure accounts and profiles, as well as to navigate the Accounts List page, is the first step to enabling Google Analytics, and analyzing your Web site.

Find answers to the most frequently asked questions about Google Analytics Essential Training (2010).


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Q: The course was updated on 12/19/11. Can you tell me what's changed?
A: Many movies were updated to reflect the changes in the Google Analytics user interface and new movies were added to the course as well, with topics including using flow visualization to see common paths, identifying slow-performing pages with the Site Speed Report, using goal flow to find detailed insights on funnels and conversion paths, analyzing real-time data for time-sensitive analysis, and fine-tuning match types with the Matched Search Queries report.
Q: Where can I learn more about internet marketing?
A: Discover more on this topic by visiting internet marketing on lynda.com.
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Google Analytics Essential Training (2010) will be retired from the lynda.com library on May 14, 2014. Training videos will no longer be available, but the course will still appear in your course history and certificates of completion. For updated training, check out the all new Google Analytics Essential Training coming soon to the lynda.com Online Training Library.


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