Start learning with our library of video tutorials taught by experts. Get started
Viewed by members. in countries. members currently watching.
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.
If I could pick only one tab to do all my work, it would be the Traffic Sources tab. Whenever I examine a client's account for the first time, this is the first place I go. To really understand the difference these reports can make, it's worth stepping back and looking things in perspective. There is a very famous person in the business world many of may know by the name of John Wanamaker, a very successful retail magnate, and one of the things he is famous for is the phrase, "I fully believe half of the money I spend on advertising is wasted; the trouble is I don't know which half." And back in his day, this was just sort of accepted as a cost of doing business.
It wasn't really a problem because the playing field was level. Everybody had the same problem, and what were you going to do, not advertise? But these days, that doesn't necessarily apply. With accurate analytics on my site, I can evaluate my marketing programs and understand exactly which ones are working and which ones aren't. I know exactly where the money I am spending on marketing campaigns is being effective and where it's not. So I don't have to waste half of the money on advertising because I simply can't track which ones are working and which ones aren't. In other words, accurate analytics is a major competitive advantage. Now it's funny. When I talked to clients, sometimes I see the reverse psychology is more motivating.
Some people are mildly excited when they see what's possible, but it's only when they realize that in a very short time all of their competitors will have this information and they'll still be the only ones wasting 50% of their marketing budget, fear and panic start to take over. In some ways, it is an arms race. Let's make sure you've got the adequate firepower. Analytics is going to split all of our traffic up into three main buckets. In this case, we've got referring sites, search engines, and direct traffic. Referring sites are just a fancy way of saying that these are links.
These are links where some of the web site has referred traffic over to yours. Search engines are just special cases of this where Google Analytics recognizes that these aren't just any web sites; these are search engines, and it's able to pull out keywords from the URL as well. Direct traffic in many ways is the absence of information. Google Analytics wasn't able to figure out any other way of understanding where this traffic came from, either automatically, like it does in the referring sites, or manually tagging, which we'll take a look at later. So direct traffic, we realize that a visit came and people did things but it wasn't able to apply any other information to it or tag it in any other bucket and therefore it becomes the direct none tag.
As we will see, this direct referring sites and search engines report, they are reflected here in the Direct Traffic overview. In this chapter, we'll go in depth in each one of these reports, and I think you'll agree that a few minutes of browsing these reports in this section can be invaluable for understanding where your traffic is coming from, which is a fundamental pillar of analysis.
Find answers to the most frequently asked questions about Google Analytics Essential Training.
Here are the FAQs that matched your search "":
Sorry, there are no matches for your search ""—to search again, type in another word or phrase and click search.
Access exercise files from a button right under the course name.
Search within course videos and transcripts, and jump right to the results.
Remove icons showing you already watched videos if you want to start over.
Make the video wide, narrow, full-screen, or pop the player out of the page into its own window.
Click on text in the transcript to jump to that spot in the video. As the video plays, the relevant spot in the transcript will be highlighted.