Read PART 1 First
Creating A Measurement Plan:
1) Record business goals
2) Determine strategy to support goals
3) Determine metrics to be KPI: Key Performance Indicators
4) Determine how to segment data
5) Choose targets for KPI
Create Implementation Plan:
1) Define business needs
2) Record technical environment of your business
3) Create Implement plan specific to your analytics tools. Define code snippets and exact product features needed to track data.
4) Implement Plan
5) Maintain, Review, Analyze, Refine, etc
Also Plan For:
- Query String Parameters
- Server Redirects- Flash & AJAX Events
- Multiple Subdomains
- Responsive Web Design
Create Your Business Implementation Plan:
- Standard Dimensions & Tags: Basic Page Tag
- Business Tags: Goals & Ecommerce
- Clean Accurate Data: Filters / Settings
- Marketing Channels: Campaign Tracking & AdWords Linking
- Simplified Reporting: Custom Reports & Dashboards
Google Analytics Basics:
- Hit - Interaction - small data package (browser, OS, ref URL, etc)
Mobile Apps & Google Analytics:
- Different implementation depending on OS
- Activities tracked on mobile as opposed to page views
- Hits / activities from offline devices stored and sent once online
Collection --> Processing --> Configuration --> Reporting
Dimensions: Characteristics of users (ex. demographic), sessions (ex. referring URL), and interactions (ex. name of page viewed)
Metrics: Quantitative data of users, sessions, and actions
a) Audience Metrics - Visitors or users (new vs. returning)
b) Behavior Metrics - Pages per visit
c) Conversion Metrics - Conversion rates
Sessions - consecutive page visits until inactivity for 30 minutes, or longer if you set definitions.
Events - watching a video for example within your site
Bounce Rate - % of sessions with only 1 page view
Setting Up Google Analytics:
Properties: Split assets into Blog, Site, Mobile App, etc
Views: Set up different views based on country / division / permissions
Also set up: Unfiltered View, Master View (with appropriate data filters), Test View (experimentation)
Filters: Remove all views from internal IP Address (for example). Case sensitive! Use lower case filter for aggregate information. (Filter Field: Request URL)
Conditions: Instructions to Google Analytics to transform data within a view.
Condition = True = Action Taken
Condition = False = No action taken
Filter order matters!
Goals: Set at the view level.
1) Destination (screen goal for app)
3) Pages / Screens per visit
Funnel: Defined process users complete for conversion. Learn where customers drop off and redesign bottleneck pages
Ecommerce Reporting: Analytics & Ecommerce code added to site and receipt page after payment completed.
Source: Website or named (example: January Newsletter)
Medium: How they got from website to yours or (Email)
Campaign Tags: (Adwords automatically imports tags)
4) Term (Optional)
5) Content (Optional) different versions
Adwords also includes keyword match type and ad placement url.
Create custom dimensions such as "industry" via contact forms.
Now you are ready to take the Google Analytics Exam! Good luck and make sure to re-read this study guide before the certification test!
Already passed? Expand your knowledge with more certifications:
- Get HubSpot Inbound Marketing Certified
- Get HootSuite Social Media Marketing Certified
I hope you enjoyed this series on a certification note guide for the Google Analytics Academy courses.
Interested in learning more about digital marketing?
Read My Posts:
- Digital Marketing Trends In 2016
- Leveraging Local SEO For Small Business
Best Of Luck In Business To You All!
Michael J. Schiemer of Schiemer Consulting
Enthusiastic Entrepreneur & Owner of Frugal Business
Digital Marketing, Social Media, & Entrepreneurship on a Budget
Bootstrap Business: Money - Marketing - Motivation
Mike Schiemer Builds Better Business
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