Rewind: May Webinar on Google Analytics 101

On May 26, AMA Colorado and General Assembly presented on Google Analytics 101, presented by AMA Colorado Executive Kristy LaPlante.

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Written by AMA Colorado Events

In this webinar, we covered:

  1. How Google Analytics works
  2. Platform features and functionality
  3. How to measure performance
  4. How to build insights from data

This training for Google Analytics is of their legacy platform, Analytics 3. There is a new version, Analytics 4 that has come to the market, but is in the very early adoption stage. You can visit Google separately to learn more about the new Analytics 4.


The four pillars of Google Analytics that engage with your website are: Data Collection, Data Processing, Data Configuration, and Reporting. Google collects digital information through Javascript code that’s added to your company website to track user data and website data.

Primary Google language:
  • Metrics: numbers, percentages, quantities
  • Dimensions: attributes of what users are doing on your site
  • Users: person who is on your site
  • Sessions: a single, continuous viewing of your site by a user; users can have multiple sessions.
  • Bounce rate: percentage of users who land on your site, but don’t visit additional pages
  • Pageview: the number of pages that a user viewed

Google has given access to users to test on their Google Merchandise Store, largely for Google employees. You will need to have registered for an Analytics account and a Gmail email address to access. This is a live site with deep data, that allows us to see the platform and use cases on a live site. You can easily Google “Analytics merchandise store demo account,” if you’re learning or your company website doesn’t yet have much data. From there, click on Access Demo Account.

Once in the account, you will see all account-level options across the top navigation: date range, various views, account security, billing, etc. On the left navigation, you will see options for viewing your campaigns. This will take you to various dashboards within the left navigation options.

Reports:
  • Audience Reports: User demographic data
  • Acquisition: How users got to your site.
  • Behavior: what users do on your site, what terms people search for, what pages they visit, etc.
  • Conversions: did they purchase, did they check out, did they achieve goals (must be set-up in Admin tab), etc
  • eCommerce: shopping behavior, checkout behaviors, product views/ purchases
  • Marketing: track promo codes
Analytics offers tons of custom viewing options for data.

For example, you can leverage segments. You can add a segment to your dashboard (see tabs above the graph area) to view data in various ways. These segments are not permanent, so you can filter with this feature to see data in different ways. Segments can be filtered by user demographics.

Once you have your own account, you can also do many customizations. Things such as custom alerts, custom reports, custom dashboards. All can be set to automatically email you when ready.

Remember, the best way to learn Google Analytics is to immerse yourself! The Google Merchandise Store is excellent to use for this learning, thanks to the sheer volume of traffic and data in the account. There are also additional training courses available from General Assembly.



This event was hosted by General Assembly and p
resented by Kristy LaPlante, Principal Consultant at Slalom. Summary of the event was written by Meagan Douglas for AMA Colorado