A year and a half ago, I had a conversation that changed the course of my business and my life. I was talking to a friend about efforts Two Octobers was making to be more intentional about diversity and inclusion. I mentioned that we were reevaluating how we recruit candidates, and her response was blunt:
We’re going to start with the mechanics of web tracking, which is important background and context for tracking and reporting on website visitor behavior in Google Analytics. Note that GA can also track mobile app behavior, but we are not going to discuss the specifics of that here. What Happens When You Open a Web
Terminology and Functionality in Google Analytics Goals Goals measure actions that visitors complete when they are on a website. There are no built-in goals. Goals need to be configured for each GA view. Goal conversions can be triggered by specific page views, events, pages per visit, or session durations. Goal conversion are available for display
The Audience reporting section of GA is focused on reports that help you understand the characteristics of a website’s audience. Using Audience Reports To Do a Persona Analysis in GA We are going to walk through how to use GA to develop marketing personas, as a way to demonstrate some of the capabilities of audience
Acquisition reporting shows how website visitors perform, based on where they are coming from. Acquisition reporting includes the following sections: All Traffic – reports of all traffic to the website, organized by various dimensions. Detailed referral traffic reporting also falls in this section, for some reason. Google Ads – if Google Ads and GA are linked, these
The behavior section of reporting in GA mostly shows how visitors interact with a web property. In this module, we will cover the following subsections of Behavior reporting: Events – interactions on a page, such as scrolls, clicks, video views and form inputs. Site Content – reporting on entrances, page views and exits by page. Behavior Flow –
In this module, we will cover how to set up goals in GA, and some of the reports in the Conversions section of reporting that help us understand the whos and hows of conversion behavior. We’ll be using the Google Analytics demo account in the examples in this module. The demo account is a GA
Audience Analysis in GA The Audience section of GA reporting shows characteristics of the people who visit a website, including where they come from, what devices they use, and demographics. To understand top audiences, we are going to export several of these reports and look for top- and poor-performing audience segments. The reports we are
Calculating Marketing ROI There are a lot of different ways to look at marketing ROI, but for organizations that sell online, return on ad spend (ROAS) is a common metric for measuring marketing performance. ROAS is gross revenue divided by ad spend. Simply put, how much did you spend to generate how much revenue? It
In this tutorial, we explore methods for analyzing a top content page – i.e. a page we are really interested in getting people to. The goal of this analysis will be to identify tactics for increasing engagement with the page. For this example, we will be looking at the contact page on the Two Octobers
