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10 Things to Master in Google Analytics – Do you know them?

10 Things to Master in Google Analytics - Do you know them

 

► IN THIS VIDEO, I’M GONNA GIVE YOU MY
► ESSENTIAL CONCEPTS
► THAT YOU NEED TO MASTER
► WITHIN GOOGLE ANALYTICS
► TO BECOME AN EFFICIENT
► GOOGLE ANALYTICS USER.
► ALL THE MORE, COMING UP RIGHT AFTER THIS.
► HI THERE, AND WELCOME TO ANOTHER
► VIDEO OF MEASURESCHOOL.COM
► WHERE WE TEACH YOU THE DATA DRIVEN
► WAY OF DIGITAL MARKETING.
► MY NAME IS JULIAN AND ON THIS CHANNEL,
► WE DO MARKETING TECH REVIEWS, TUTORIALS
► AND GIVE YOU TIPS ON BETTER
► GOOGLE ANALYTICS USE,
► JUST LIKE THIS ONE.
► SO IF YOU HAVEN’T YET,
► CONSIDER SUBSCRIBING.
► NOW TODAY, WE WANNA TALK
► ABOUT ESSENTIAL CONCEPTS
► THAT YOU NEED TO MASTER
► WITHIN GOOGLE ANALYTICS
► TO BECOME EFFICIENT AT THE TOOL.
► THESE ARE MAINLY BASED ON
► MY EXPERIENCE WITH THE TOOL.
► I’VE BEEN WORKING WITH GOOGLE ANALYTICS
► FOR OVER YEARS NOW,
► BUT I ALSO DID A LOT OF
► IMPLEMENTATIONS OF THE TOOL
► AND TAUGHT THIS TOOL TO
► CLIENTS AND STUDENTS OF MINE.
► SO,
► IT MIGHT NOT ALL BE AS YOU EXPECTED
► AND IF YOU HAVE ANY COMMENTS OR THOUGHTS,
► THEN PLEASE LEAVE THEM
► IN THE COMMENTS BELOW.
► BUT FOR NOW, WE GOT MUCH
► TO COVER SO LET’S DIG IN.
► BEFORE DATA ACTUALLY ENTERS
► YOUR GOOGLE ANALYTICS ACCOUNT,
► YOU NEED TO MEASURE IT.
► MEASUREMENT IS THE FIRST CONCEPT
► YOU NEED TO MASTER
► WITHIN GOOGLE ANALYTICS.
► YOU NEED TO KNOW HOW DATA
► ACTUALLY GETS TRACKED,
► SO THERE ARE DIFFERENT
► METHODS OF DOING THIS.
► THERE’S FOR EXAMPLE, THE
► INSTALLATION OF THE TRACKING CODES.
► YOU COULD ALSO DO THIS
► TO GOOGLE TAG MANAGER.
► YOU COULD USE PLUGINS.
► BUT ALSO, YOU COULD UPLOAD
► DATA INTO YOUR ACCOUNT
► OR USE THE MEASUREMENT PROTOCOL
► TO TRACK ACTUALLY DATA IN YOUR ACCOUNT.
► THERE ARE DIFFERENT HIT TYPES
► THAT YOU NEED TO KNOW ABOUT
► AND ALSO THE SCOPES OF THESE HIT TYPES
► IN ORDER TO SEND THE DATA
► IN AND THE RIGHT WAY.
► THAT’S THE FIRST CONCEPT TO
► MASTER WITHIN GOOGLE ANALYTICS.
► ONCE THE DATA FLOWS INTO YOUR ACCOUNT,
► IT ACTUALLY DOESN’T
► JUST GETS STORED THERE,
► IT GOES THROUGH A PROCESSING
► ENGINE OF GOOGLE ANALYTICS.
► AND THE PROCESSING ENGINE IS BASICALLY
► THE RULE ENGINE OF GOOGLE ANALYTICS.
► THAT’S WHERE YOUR RAW DATA GETS
► DIVIDED INTO SESSIONS,
► INTO THE USER SCOPE,
► BUT ALSO IS DONE A NUMBER
► OF FILTERINGS ON IT.
► REALLY, IT’S ABOUT THE RULES
► THAT GOOGLE ANALYTICS DEPLOYS.
► SO, YOU NEED TO KNOW ABOUT
► THE PROCESSING ENGINE,
► HOW IT ACTUALLY WORKS AND
► HOW YOU CAN MANIPULATE IT
► IN ORDER TO MAKE THE
► DATA MORE USEFUL FOR YOU.
► THERE ARE ALL A LOT OF CONFIGURATIONS
► IN THE ADMIN SECTION THAT YOU CAN DO,
► AND KNOWING ABOUT THESE CONFIGURATIONS
► IN ORDER TO INFLUENCE
► THE PROCESSING ENGINE
► IS ONE OF THE SKILLS THAT YOU DEFINITELY
► NEED TO MASTER WITHIN GOOGLE ANALYTICS.
► ONCE YOU LOOK AT YOUR DATA
► WITHIN GOOGLE ANALYTICS,
► YOU BASICALLY LOOK AT
► METRICS AND DIMENSION.
► IN THAT REGARD, YOU NEED TO
► KNOW WHAT THE DIFFERENCE IS
► BETWEEN METRICS AND DIMENSION,
► AND YOU CAN ALSO DIVE INTO
► CUSTOM METRICS AND DIMENSION
► IN ORDER TO
► BUILD A MORE
► CUSTOMIZABLE SET OF DATA
► WITHIN YOUR ACCOUNT.
► METRICS AND DIMENSION
► ALSO GET SUPER IMPORTANT
► ONCE YOU PUT DATA TOGETHER
► BECAUSE YOU NEED TO KNOW ABOUT
► THE DIFFERENT SCOPE OF
► THAT DATA IN ORDER TO
► BUILD A REPORT, FOR EXAMPLE.
► IN THAT REGARD, YOU CAN ALSO
► LOOK AT CALCULATED METRICS
► BECAUSE THIS IS A NEW FEATURE
► WITHIN GOOGLE ANALYTICS
► AND YOU CAN PUT DATA TOGETHER
► AND TRANSFORM IT BASICALLY.
► THIS IS SOMETHING YOU
► DEFINITELY NEED TO MASTER
► WITHIN GOOGLE ANALYTICS.
► ONCE YOU HAVE ALL THAT
► DATA IN YOUR ACCOUNT,
► YOU PROBABLY HAVE A QUESTION
► THAT YOU WANT TO HAVE
► ANSWERED BY THE DATA,
► AND THIS IS WHERE OUR
► FOURTH CONCEPT COMES IN
► WHICH IS DATA EXPLORATION AND ANALYSIS.
► YOU NEED TO GO THROUGH AND
► KNOW ACTUALLY HOW TO USE
► ALL THE VARIETY OF TOOLS THAT
► GOOGLE ANALYTICS HAS AVAILABLE
► TO CUT AND SLICE YOUR
► DATA IN THE RIGHT WAY
► TO GET TO THE ANSWER OF YOUR QUESTION.
► JUST FOR EXAMPLE,
► THE DATE FILTERING, THE CUSTOM SEGMENTS,
► VISUALIZATIONS,
► OR SIMPLY THE ORDERING
► OF THE DATA IN YOUR TABLE
► THAT CAN HELP YOU TO LOOK AT
► THE DATA IN A CERTAIN VIEWPOINT
► AND THEN FIND OUT THE RIGHT
► ANSWER TO YOUR QUESTION.
► BEING AWARE OF ALL THESE
► DIFFERENT MECHANISMS
► ON HOW TO SLICE AND DICE
► AND TRANSFORM THE DATA
► IS A CORE SKILL TO HAVE
► WHEN WORKING WITH DATA
► WITHIN GOOGLE ANALYTICS.
► WHICH ALSO BRINGS US TO
► NUMBER FIVE, CUSTOM SEGMENTS.
► CUSTOM SEGMENTS IS PROBABLY
► THE MOST IMPORTANT FEATURE
► WHEN ANALYZING WITHIN GOOGLE ANALYTICS.
► YOU NEED TO KNOW WHAT
► SEGMENTS ARE, FIRST OF ALL,
► BUT ALSO HOW TO THEN BUILD SEGMENTS
► WITHIN THE CUSTOM SEGMENTS BUILDER
► AND SLICE YOUR DATA IN
► A WAY THAT IT GIVES YOU
► THE RIGHT VIEWPOINT ON YOUR DATA.
► FOR EXAMPLE, ONLY LOOKING
► AT PEOPLE WHO CAME
► THROUGH THE CHANNEL OF
► ORGANIC SEARCH RESULTS
► OR THROUGH YOUR PPC SEARCH RESULTS,
► MAKES A HUGE REFERENCE ON
► THE VIEWPOINT OF YOUR DATA,
► AND THE QUESTIONS AND THE ANSWERS
► THAT YOU GET FROM YOUR DATA.
► ALWAYS SEGMENT YOUR DATA.
► DATA DOESN’T REALLY MAKE
► SENSE IF YOU JUST LOOK AT IT
► AT AN AGGREGATE.
► YOU NEED TO BE ABLE TO USE
► THIS TOOL VERY EFFECTIVELY.
► THIS IS DEFINITELY ONE OF THE CONCEPTS
► YOU NEED TO MASTER
► WITHIN GOOGLE ANALYTICS.
► ANOTHER COMPLEMENTARY TOOL TO THAT IS
► NUMBER SIX WHICH IS REGEX.
► IF YOU ARE A GOOGLE
► ANALYTICS ADVANCED USER,
► YOU PROBABLY CAME ACROSS REGEX
► AND THAT’S SOMETHING YOU
► DEFINITELY SHOULD LEARN
► BECAUSE REGEX BASICALLY
► GIVES YOU ANOTHER TOOL SET
► THAT MAKES IT FAR EASIER TO
► FILTER AND SEGMENT DATA.
► IF YOU LOOK AT THE
► AVAILABLE FILTER OPTIONS,
► YOU’LL PROBABLY SEE THE CONTAINS OPTIONS
► OR THE BEGINS WITH OPTION
► OR ENDS WITH OPTION,
► BUT WITH REGEX, YOU CAN
► BE MUCH MORE GRANULAR
► WHILE DOING ANY KINDS OF SEARCH OPERATIONS
► WITHIN GOOGLE ANALYTICS.
► THIS IS SUPER USEFUL
► WHEN YOU’RE WORKING WITH CUSTOM SEGMENTS
► OR FILTERING DATA WITHIN THE INTERFACE
► BUT ALSO WHEN YOU’RE DOING
► ANY KIND OF CONFIGURATION.
► SO IF I THINK ABOUT GOAL CONFIGURATION,
► REGEX IS SUPER IMPORTANT TO KNOW
► IN ORDER TO GRANULARLY INCLUDE OR EXCLUDE
► ANY KIND OF DATA WITHIN YOUR
► GOOGLE ANALYTICS ACCOUNT.
► ALSO WHEN SETTING UP FILTERS,
► VERY, VERY IMPORTANT.
► DEFINITELY, LEARN REGULAR EXPRESSIONS.
► ONCE YOU GET SICK OF THE STANDARD REPORTS,
► YOU PROBABLY WANT TO PUT YOUR
► DATA TOGETHER IN YOUR OWN WAY,
► AND THIS IS WHERE CUSTOM REPORTS COME IN.
► ONCE YOU START BUILDING A
► CUSTOM REPORT FROM SCRATCH,
► YOU MIGHT FIND THE KNOWLEDGE ABOUT
► YOUR METRICS AND DIMENSION VERY USEFUL
► BECAUSE THIS IS SOMETHING
► YOU CAN’T JUST THROW TOGETHER
► AND MAKE IT ALL WORK.
► YOU NEED TO KNOW ABOUT
► THE CONCEPTS OF SCOPE,
► WHAT SCOPE MEANS WITHIN GOOGLE ANALYTICS,
► AND HOW TO USE IT EFFECTIVELY
► IN YOUR CUSTOM REPORTS
► TO SHOW YOUR DATA IN A CERTAIN
► WAY AND PUT IT ALL TOGETHER.
► THAT’S ONE OF THE NEXT CONCEPTS
► YOU NEED TO MASTER
► WITHIN GOOGLE ANALYTICS.
► NUMBER EIGHT WHEN WE GO BACK
► ON THE GRAND SCHEME OF THINGS,
► YOU DEFINITELY NEED TO
► KNOW HOW TO CUSTOMIZE
► YOUR GOOGLE ANALYTICS.
► ON THE MEASUREMENT SIDE,
► THERE IS A WHOLE LOT OF CUSTOMIZATIONS,
► HOW YOU SEND IN DATA
► BUT THEN ALSO ON THE CONFIGURATION
► SIDE OF GOOGLE ANALYTICS,
► YOU CAN CONFIGURE GOOGLE
► ANALYTICS IN A CERTAIN WAY
► WHICH MAKES OR BREAKS
► YOUR DATA IN A SENSE.
► FOR EXAMPLE, IF YOU THINK ABOUT
► THE CUSTOMIZATION ACROSS
► THE MAIN TRACKING,
► IS THAT USEFUL FOR YOUR CASE?
► YOU NEED TO KNOW ABOUT
► THE DIFFERENT FEATURE SETS
► OF GOOGLE ANALYTICS ON
► HOW YOU CAN CUSTOMIZE IT
► TO THE BUSINESS THAT YOU ARE WORKING WITH
► OR THE WEBSITE THAT YOU’RE WORKING WITH,
► AND THEN EVERYTHING IS
► CONFIGURED CORRECTLY
► SO YOU HAVE CLEAN DATA IN YOUR ACCOUNT
► TO DO YOUR ANALYSIS.
► THIS IS REALLY THE HEART OF A LOT OF
► ADVANCED GOOGLE ANALYTICS WORK
► WHERE YOU REALLY NEED TO FIGURE OUT
► HOW CAN I USE GOOGLE ANALYTICS EFFECTIVELY
► FOR THIS USE CASE?
► NUMBER NINE,
► ONCE YOU’RE SICK OF THE STANDARD REPORTS
► AND ALSO THE CUSTOM REPORTS,
► YOU WANT TO CORRELATE PROBABLY YOUR DATA
► WITH OTHER DATA SETS THAT ARE NOT EVEN
► IN GOOGLE ANALYTICS ITSELF.
► SO YOU NEED TO GET THAT
► DATA OUT OF GOOGLE ANALYTICS
► AND THAT’S WHERE THE
► REPORTING API COMES IN.
► THE REPORTING API
► IS THE FILE HOST
► TO GETTING THE DATA
► OUT OF GOOGLE ANALYTICS
► INTO A GOOGLE SHEETS OR INTO BIGQUERY
► TO INTO A DASHBOARDING SOFTWARE
► LIKE GOOGLE DATA STUDIO.
► IF YOU’RE NOT FAMILIAR
► WITH THE REPORTING API,
► I DEFINITELY WILL CHECK
► OUT THE QUERY EXPLORER
► WHICH LETS YOU SEE ALL THAT DATA
► AND LET YOU TRY OUT CERTAIN DATA EXPORTS
► AND WHAT GOOGLE ANALYTICS
► AND REPORTING API GIVES BACK.
► IT WILL MAKE IT SO MUCH
► EASIER IF YOU ALREADY KNOW
► WHAT DATA IS AVAILABLE IN THE BACKGROUND
► AND DEFINITELY SOMETHING TO
► MASTER WITHIN GOOGLE ANALYTICS
► ONCE YOU GET ADVANCED WITH THE DATA
► AND WANT TO PULL IT OUT
► OF GOOGLE ANALYTICS.
► WHICH BRINGS US LAST BUT NOT THE LEAST
► TO OUR TH CONCEPT YOU NEED TO MASTER
► WITHIN GOOGLE ANALYTICS,
► PROBABLY THE MOST IMPORTANT
► CONCEPT HERE WHICH IS
► YOUR GOOGLE ANALYTICS PROCESS
► AND THEN TAKING ACTION ON YOUR DATA.
► THIS IS ALL ABOUT NOT
► JUST LEAVING THE DATA
► LAYING AROUND IN GOOGLE ANALYTICS AND SAY,
► WELL, THIS IS GREAT STUFF,
► I HAVE LEARNED A LOT
► BUT NOT TAKING ACTION ON IT.
► ANALYTICS DATA ONLY GETS USEFUL
► ONCE YOU TAKE ACTION ON IT,
► ONCE IT CHANGES SOMETHING
► IN THE ORGANIZATION
► OR IT CHANGES THE BEHAVIOR OF
► THE PEOPLE WHO USE THE DATA.
► TAKE THE NEXT STEP.
► GO AHEAD AND BUILD A CUSTOM SEGMENT
► SO YOU CAN RE TARGET WITHIN ADWORDS,
► A GREAT FEATURE OF
► GOOGLE ANALYTICS AS WELL.
► YOU CAN ALSO USE THE
► DATA TO START AN A/B TEST
► WITHIN GOOGLE OPTIMIZE, FOR EXAMPLE.
► OR SIMPLY PREPARE A DATA FOR PRESENTATION
► THAT YOU’LL SHOW TO YOUR STAKEHOLDERS
► SO YOU CAN CHANGE THE BEHAVIOR
► AND LEAD TO ACTION
► WITHIN YOUR ORGANIZATION.
► DON’T BECOME A DATA MONKEY
► WHO JUST LOOKS AT THE
► DATA AND PUKES IT OUT,
► BUT TAKE ACTION ON THE DATA,
► GET TO THE BEHAVIOR PART,
► THEN YOU GO FULL CIRCLE
► WITHIN YOUR GOOGLE ANALYTICS PROCESS.
► SO THERE YOU HAVE IT.
► THESE ARE MY CONCEPTS THAT
► I THINK YOU NEED TO MASTER
► WITHIN GOOGLE ANALYTICS
► TO BECOME AN EFFICIENT
► GOOGLE ANALYTICS USER.
► THIS IS BASICALLY MY OPINION.
► IF YOU KNOW ANY OTHER
► POINTS THAT I HAVE MISSED,
► THEN PLEASE LEAVE THEM
► IN THE COMMENTS BELOW
► AND MAYBE I CAN PICK UP
► SOME NEW TRICKS AS WELL.
► IF YOU HAVEN’T YET, CONSIDER
► SUBSCRIBING RIGHT OVER THERE
► BECAUSE WE BRING NEW
► VIDEOS OUT EVERY WEEK.
► WE TRY TO RAMP UP.
► WE DO ALSO SOME LIVE STUFF.
► TO KEEP UP TO DATE WITH ALL THAT STUFF,
► PLEASE CLICK THAT SUBSCRIBE BUTTON.
► MY NAME IS JULIAN, ‘TIL NEXT TIME.

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