WEB ANALYTICS

Unit-5: Usage of Google Analytics -

Implementation of Google Analytics -
understanding analytics core concepts -
setting up goals -Generating and using
different types of reports
 Web Analytics
• Web analytics involves collecting, measuring, and analyzing
website data.
• Web Analytics tools can provide lots of useful information
about
– the origin of website traffic,
– how website users navigate and
– interact throughout a website,
– what content and web pages they're most engaged with,
– and how they exit the site.
• Marketers can then use this data to optimize the performance
of their channels and websites by taking data-led decisions.
• These are actions we take to improve performance based on
our understanding of the data we’ve recorded; in other words,
the data is leading the decision.
• While it’s best practice to follow data-led decisions, we must
always remind ourselves to make sure we test and verify the
data.
 Advantages of web analytics
Web analytics is a valuable way to deduce the
‘story’ behind the data, in order to gain valuable
insights and enhance business performance.
Web analytics can help a digital marketer
understand their customers better by providing:
1. Insight into who the customers are and their
interests
2. Conversion challenges
3. Enhanced appreciation of what consumers like
or don’t like
4. Understanding of how to improve user
experience for the consumer
 Advantages of Web Analytics
• One of the real values of web analytics is that it allows you to
deduce the ‘story’ behind the data in order to gain valuable
insights and enhance business performance.
• But how exactly does this lead to commercial returns?
• Web Analytics can help you understand your customers better. It
tells you who they are, where they're coming from, and what their
interests are.
• It tells you about their demographics and location.
• It also helps reveal any conversion challenges that might exist on
your website.
• It helps you grasp what content and products your consumers like
or don’t like, and how they interact on your website.
• You can use all this information to improve the consumer
experience on your site and to optimize the channels that
consumers use to visit your website.
 Web analytics tools
• Web analytics tools provide information about
the origin of website traffic,
how users navigate and interact throughout a website,
what content and webpages they’re most engaged with,
and if they take valuable actions on the site,
known as conversions, these include purchases or
contact requests.
• Using this data, marketers can optimize channel and website
performance with data-led decisions.
• A number of analytics tools are available on the market
today.
• Some of them are free, and some of them require a paid
subscription.
• Paid analytics products and free analytics products will
differ in terms of support, features, and functionality.
 Web analytics tools
• The market leader and most commonly used analytics
program is the free version of Google Analytics, or GA
as it is sometimes known.
• The paid version of GA, called Google Analytics 360,
offers some additional functionality in terms of report
validity and sample sizes.
– But it's mainly for websites that receive more than 10
million page views per month.
• For the vast majority of websites, the free version of
Google Analytics is perfectly fine.
• Because of its functionality and widespread adoption
in the market, Google Analytics is seen by many
marketers as the single ‘source of truth’ for website
traffic, engagement, and conversion data.
 Web analytics tools
Some examples of available analytics packages
include:
• Google Analytics and Google Analytics 360, which
are part of the Google Marketing Platform
• Adobe Analytics
• Woopra
• Kissmetrics
• Webtrends
• Piwik
 GOALS OF WEB ANALYTICS
• There are four basic types of goals you can create
within web Analytics: destination, event, duration,
and pages per session. If you use Google Ads, you can
also use Smart Goals to track qualified visitors to your
site from a pay-per-click campaign. There are four
types of goals in web Analytics:
• A destination, such as a specific URL on your site.
• A duration or the amount of time people spend on
your site.
• A number of pages (or screens) people visit per
session.
• An event, such as playing a video.
 WEBMASTER TOOLS
• Webmaster Tools (WT) is the essential
component to communicate with website
admins (Or Webmasters). Google Search Console
or Google Webmaster Tool lets you distinguish
issues with your webpage and can even update
you regarding whether your site has been tainted
with malware or not.
• Google Search Console is a web service by Google
which allows webmasters to check indexing
status, search queries, crawling errors and
optimize visibility of their websites. Until 20 May
2015, the service was called Google Webmaster
Tools.
 Conversion Rate and Google Analytics
“Google Analytics adds the conversion rate of each individual goal
and then report the sum as the overall conversion rate of the
website. “ So if you have set up 5 goals for your website and the
conversion rate of each goal turned out to be 20%, then Google
Analytics will report 100% conversion rate for your website.

After logging into your Google Analytics account, look at the bottom
of the left-hand sidebar menu for “Admin.”

Clicking that will bring you to a three-column page where different

options are sorted by “Account,” “Property,” and “View.” Look on the
far right (under “View”) for the Goals option.
Conversion Rate and Google Analytics
 KPIs in Google Analytics
What are Google Analytics KPIs. Google Analytics key performance
indicators (KPIs) offer crucial insights into your website's
performance. These key metrics function as a compass for your
digital marketing strategy—they tell you how close or far off you are
in meeting your business objectives.

the 5 Key Performance Indicators?

Revenue growth.
Revenue per client.
Profit margin.
Client retention rate.
Customer satisfaction.
 KPIs in Google Analytics
Sessions and Users: How does the website traffic develop?
New and Returning Visitors: How often do users return to the
website?
Bounce Rate: Are the visitors' requirements being met?
Goal Conversion Rate: Do visitors perform desired target actions?
Time on Page: How much time do visitors spend on a page?
Average Page Load Time: How important is the page speed, actually?
Bounce Rate by Browser: Are there issues with certain browsers?
Organic vs Paid Sessions: What is the share of organic traffic?
Average Session Duration: What is the quality of the generated
traffic?
Top 5 Search Queries: What are the most common search queries?
Users by Gender: What is the gender and age distribution?
Pages per Session: How many pages are being visited on average?
Best Pages by Gender: What content has the most page views?
Top 10 Landing Pages: Which landing pages are most relevant?
GOOGLE ANALYTICS
 Google Analytics
Google Analytics is a web analytics service offered by
Google that tracks and reports website traffic,
currently as a platform inside the Google Marketing
Platform brand.
Google launched the service in November 2005 after
acquiring Urchin.
Google Analytics lets you measure your advertising
ROI as well as track your Flash, video, and social
networking sites and applications.
Google Analytics is used to track website activity such
as session duration, pages per session, bounce rate
etc. of individuals using the site, along with the
information on the source of the traffic.
 Google Analytics
Google analytics tracks the information collected
from the website or mobile app and present in in
very structured form to the admin or users.
 How Does Google Analytics works??
• [1] Data Collection

• [2] Data Filtering

• [3] Data Organisation

• [4] Data Presentation

How Does Google Analytics works??
[1] Data Collection
How Does Google Analytics works??
[2] Data Filtering
How Does Google Analytics works??
[3] Data Organisation
 How Does Google Analytics works??
[4] Data Presentation
Presents this information to the user in very
understandable and meaningful way in the form of
various reports

GIM.GITAM.EDU
How Does Google Analytics works??
[4] Data Presentation
Google Analytics
Google Analytics
Google Analytics
Google Analytics
Google Analytics
Google Analytics
 Google Analytics

GIM.GITAM.EDU
 Google Analytics

GIM.GITAM.EDU
Google Analytics – Acquisition report
Google Analytics – Engagement Report
Google Analytics – Monetization Report
Google Analytics – Retention Report
 AFFILIATE MARKETING
Affiliate marketing foundations - fundamental affiliate marketing
principles - preparations for affiliate marketing - rolling out affiliate
efforts
 Affiliate Marketing
• Affiliate marketing is an advertising model in which a company compensates
third-party publishers to generate traffic or leads to the company's products
and services. The third-party publishers are affiliates, and the commission fee
incentivizes them to find ways to promote the company.
• Affiliate marketing is a marketing arrangement in which affiliates receive a
commission for each visit, signup or sale they generate for a merchant. This
arrangement allows businesses to outsource part of the sales process.
• Affiliate marketing is the process of earning money (commissions) every time
you promote a company’s products or services and drive a sale. You only get
paid every time you drive a sale, just like a commission-only sales
representative.
• Affiliate marketing is promoting other people’s products in return for a small
commission for each sale.
(1) -> (2) -> (3) -> (4)
 Types of Affiliate Marketing
[1] Unattached.
• In the unattached business model, the affiliate marketer has no
connection to the product or service they are promoting. They
have no expertise or authority in the niche of the product, nor can
they make claims about its use.
• Typically, an unattached affiliate will run PPC (pay-per-click)
marketing campaigns, using an affiliate link in hopes that shoppers
will click it and make a purchase on their own.
• While unattached affiliate marketing may be attractive due to its
lack of commitment, it’s generally for those who simply want to
generate an income without investing in the product or customer
relationship.
 Types of Affiliate Marketing
[2] Involved
• As the name suggests, involved affiliate marketing describes those
who are closely tied to the product or service they’re promoting.
The affiliate has tried the product themselves, trusts that it will
provide a good experience and has the authority to make claims
about its use.
• Rather than relying on pays per click, involved affiliate marketers
use their personal experiences with the product in their marketing
efforts, and customers can trust them as reliable sources of
information.
• Of course, this type of affiliate marketing requires more legwork
and time to build credibility, but it will likely result in greater
payoffs down the road.
 Types of Affiliate Marketing
[3] Related.
• A happy medium between unattached and involved, related affiliate
marketing is for those who don’t necessarily use the product or service, but
who are somehow related to the niche audience. These affiliates often have
some sort of influence in the niche and an established following, and can
therefore offer some authority.
• For example, perhaps you’re promoting a clothing brand you’ve never used
before, but you have an audience through a fashion blog or YouTube
channel. In this case, you would be considered a related affiliate marketer.
• The advantage of this type of affiliate marketing is that the affiliate has the
expertise to generate traffic, however they may risk recommending a bad
product or service if they’ve never actually used it before, potentially
costing them the trust of their audience.
Benefits of Affiliate Marketing – for affiliates / Publishers
Benefits of Affiliate Marketing – for merchants / firms
Affiliate Marketing – Flowchart
rolling out affiliate efforts
How does the Google Analytics track affiliate sales?
In order to integrate your affiliate sales in your Google Analytics accounts, we track
your sessions, clicks and sales and match them. This is possible by making use of
SubIDs. This means that our system will automatically place SubIDs in your affiliate
links, collect your conversion data from the affiliate networks and then attribute that
data to your traffic data with the help of the previously placed SubIDs. Once the
attribution was done, our system will know what exactly it needs to import in your
Google Analytics account in order to fully attribute the conversion data to your Google
Analytics sessions. The tracking of your data is split in two essential steps:
• Traffic Data Tracking
Your traffic data is tracked by our JavaScript snippet, WordPress plugin or API
connection. Those will also make the necessary adjustments on your affiliate links.
• Sales Data Tracking
Your sales data is tracked by making use of the affiliate networks’ API endpoints. We
will fetch the sales data frequently by accessing the networks with your API
credentials.
How does the Google Analytics track affiliate sales?
How to track affiliate sale conversions in Google Analytics
In order to fully install our Google Analytics Affiliate Sales Integration feature,
you need to follow 4 steps.

1. Create a wecantrack account

2. Connect your affiliate network account(s)
3. Connect your website(s)
4. Activate the Google Analytics Integration feature
How does the Google Analytics track affiliate sales?