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The Ultimate Starter Kit for Google Analytics

posted on 2020/03/15 03:28
Home Content optimization The Ultimate Starter Kit for Google Analytics
Top Google Analytics Features
Cool Google Analytics Features
Let’s Talk Reports
What are your Data Goals?
How to Set Up Your Goals on Google Analytics
Who Are You?
What are you looking to achieve?
Which dashboard should I create?
Which metrics should I add to the AdWords dashboard?
Who Are You?
What are you looking to achieve?
Which dashboard should I create?
Which metrics should I add to the Content dashboard?
Who Are You?
What are you looking to achieve?
Which dashboard should I create?
Which metrics should I add to the Site Conversion dashboard?
Who Are You?
What are you looking to achieve?
Which dashboard should I create?
Which metrics should I add to The Site Metrics dashboard?
Who Are You?
What are you looking to achieve?
Which dashboard should I create?
Which metrics should I add to this dashboard?
Google Tag Manager
Another Cool Google Analytics Feature – Site Search
Google Analytics – A Beginners Guide - Wrapped Up


How to use google analytics

Having the knowledge and power of knowing how your users on your website engage with your content is key to online success. And one of the best ways to get this knowledge and power is to install Google Analytics within your WordPress platform.

Probably the most widely-used free data analytics tool, Google Analytics standard package delivers a thorough, in-depth choice of analytical features, both for standard and mobile-optimised WordPress websites.

Google Analytics enables your business to monitor your advertising return on investment, as well as track your social networking platforms and applications.

Google Analytics’ content menu shows you in a simple format – which of your pages enjoy the lowest bounce rate, and which have the highest. Work out why your visitors are bouncing more on some pages than others, and consider if your content answers your potential customers queries and concerns.

How to use google analytics Top Google Analytics Features

·        Advanced site and app reporting and segmentation

·        Mobile app reporting

·        Google tag manager

·        Cross-device data

·        Conversion Tracking

·        Custom Dashboards

·        Product integrations

·        Acquisition reporting

·        Audience reporting

·        Benchmarking reports

·       Performance reporting

·       Alerts and intelligence

·       Real Time Data

·       Custom Reporting

·       Traffic Acquisition

·       Bounce Rate vs Exit Rate

·       Advanced Segmentation

·       Flow Visualization

·       Site Search

·       Social Reporting

·       Mobile Device Tracking

·       Video Performance Measurement

·       Multi-Channel Reporting

·       Integration with AdWords

·       Data Export & Tracking API

How to use google analytics Cool Google Analytics Features

Using the dashboard, you can quickly discover how your visitors are navigating your WordPress website, and what they are searching for. Use this data to decide on content additions to your website, and where the best place for it is.

Google Analytics’ content menu shows you in a simple format – which of your pages enjoy the lowest bounce rate, and which have the highest. Work out why your visitors are bouncing more on some pages than others, and consider if your content answers your potential customers queries and concerns.

During the course of reading this article, you will understand the benefits of Google Analytics to your WordPress website, and your business as a whole. Learn step-by-step as we go through how to install Google Analytics. Once you’ve gone ahead and installed Google Analytics on your site, we can talk about some of the more useful Google Analytics reports you can run, and reap the benefits.

1.     How to Register with Google Analytics

Step 1:  This first step requires you to visit  Google Analytics  to register.

Login using your Google account. If you do not already have a Google account, you can create one now before we go any further.

How to use google analytics

Step 2:  Now that you’re all signed in with your existing or new Gmail account, you’ll be shown a screen like this. It’s at this stage you can register for Google Analytics with your Gmail account.

How to use google analytics

You’ll now need to provide a name for your account, your business name is the obvious choice here.

How to use google analytics

Step 3:  You can now choose at this stage between a mobile or website app. Go ahead and select website.

How to use google analytics

The next step requires you to provide:

·       Website Name

·       Website’s URL

·       Country

·       Time Zone

How to use google analytics

After you’ve provided this required information, click Next.

Go ahead and consent to Google Analytics terms and conditions. Unfortunately you can’t go any further with this until you agree!

Step 4:  This is when you get your Google Analytics tracking code.

Make a note of this tracking code, as we will need this in a little while when we move onto the WordPress instructions.

How to use google analytics

You may find it useful to keep the Google Analytics browser tab open, as you may need to come back to it at one stage.

It’s time now to install Google Analytics in WordPress.

2.     How to Install Google Analytics Using MonsterInsights  

Within this article, we are just going to demonstrate how you can install Google Analytics using MonsterInsights. This is because this is our recommended, and easiest, method to do so.

MonsterInsights is the most common plugin for WordPress, when it comes to installing Google Analytics. You’ll be in good company, as over 1 million websites use this particular plugin, even Playstation!

MonsterInsights is the easiest way by far of installing Google Analytics to WordPress. And we all like simple, right?

For the purposes of this article, and for simplicity, we are going to show you how to use the MonsterInsights free version, however there is a premium (paid) plugin available to download . The premium version offers advanced tools such as:

·       Ads Tracking

·       Author Tracking

·       E-commerce Facilities

The paid and free versions are the same to install.

Let’s go ahead and install, and activate the  MonsterInsights plugin .

Once the plugin is activated, it will add a new menu item labelled Insights to your WordPress admin panel. You can tap on this new addition, and it will enable the MonsterInsights setup wizard.

How to use google analytics


This step requires you to select a category for your website (a business website, blog, or online store). Save and Continue .

Next, click on the Connect MonsterInsights button.

How to use google analytics

You’ll come across a popup at this stage which will navigate you to Google accounts. Here you can either sign in, or choose a Google account if you’re already ahead of the game and signed in!

How to use google analytics

Go ahead and grant MonsterInsights access to your Google Analytics account.

How to use google analytics

To start tracking data, you need to choose your website address and complete authentication .

How to use google analytics

The next stage is to choose the settings for your website. Default settings are just fine for most websites, so choose Default, then Save and Continue.

Skip this Add-on step for now.

How to use google analytics

After this, you can choose whether to install the WPForms plugin, which is recommended. Feel free to install this now, or choose an alternative at another time. 

How to use google analytics

Success! You’ve now installed Google Analytics on your WordPress website.

Give Google Analytics some time however before it can start reporting on your statistics.

How to use google analytics

An awesome key feature about MonsterInsights is that you can see your reports from Google Analytics within your WordPress dashboard, so you don’t have to navigate elsewhere to find this information.

Go to Insights > Reports to see a quick overview of your data shown here.

How to use google analytics

3.      How to View Reports using Google Analytics

Google Analytics is more than capable of reporting on a multitude of valuable data, collected from your website content. This data can be seen by visiting your Google Analytics dashboard.

How to use google analytics

Each portion on Reporting is separated into separate tabs. By clicking on a tab, it will enlarge to show more choices.

Real-time  - This report will show you a real-time view of your website traffic.

Audience  – This tab allows you to see reports which assist you in understanding how your visitors are using your website.

Acquisition  – This report explores where your users came from.

Behaviour – This report shows you how your users interact once they land on your website.

Conversion –  This reports show how well you’re doing against your KPIs.

How to use google analytics Let’s Talk Reports

Depending on the kind of business owner/marketer you are, will depend on the type of reports you are going to want to generate from your newly installed Google Analytics, and the style of dashboards.

Number one task with reports is to section your analytics into nice, easy-to-manage portions.

Create your own dashboards with key metrics, determined by your own marketing goals and aims for your business.

When building your dashboards within Google Analytics, some crucial things to bear in mind are:

1.    Think about the User

Let’s think. Who is this dashboard for? Reporting within the business? Your second-in-command? Your client? Consider who will be using the dashboard, and what their requirements might be. 

2.    Housekeeping

6-9 charts on each individual dashboard is a good frame of reference. Let’s not over-complicate our dashboards.

3.    Topics

A good tip here is to filter your dashboards by topics.

Maybe you’d like to track SEO and SEM activity, but it may be better to separate them out into their own dashboards, so nobody gets confused!

How to use google analytics What are your Data Goals?

To accurately monitor the all-important goings-on on your website, you’ll want to go ahead and set up your overall goals.

These are dependent on your type of business - for instance, an ecommerce site would want to include a page that users are directed to as confirmation of the sale they’ve just made.

If you make use of an embedded contact form on your site, a Thank You page that users are directed to once they’ve subscribed to your mailing list would be essential.

Once your goals are set, Google Analytics can go ahead and monitor the conversions, based on what you’ve set up for this service to track for you. You can then decipher if this approach is working for your website.

Specify to Google Analytics which you want to determine as goals, and when your users take that path of activity, the service will use those statistics as conversions. Every effort is recorded and monitored for you.

It’s then easy to make alterations to your website pages accordingly, with the assurance that your changes are being made backed up by data. You have the facility to set up to twenty goals, and will be provided with a report based on these goal findings.

How to use google analytics How to Set Up Your Goals on Google Analytics

1.     Navigate to the Admin tab

2.     Navigate to the view column

3.     Click on Goals

4.     Click on the red button New Goals

There are just three stages you need to complete before you can go and create goals.

You can create Template, Custom Goals, or Smart Goals.

First Option: Template

Goal templates can assist you with setting up goals supported by your business aims.

You have the ability to make a goal for each of the categories, and understand more about how your website users are connecting with your website content.

The four goal categories are:

·       Revenue

·       Acquisition

·       Inquiry

·       Engagement

Second Option: Custom

If any of these four categories do not apply to your monitoring requirements, custom options is for you. All you need to do now if you choose custom is to click Next.

Third Option: Smart Goals

Smart Goals are typically used by advertisers, as conversion tools. In this Smart Goals option, your website is scored by Google Analytics, so you can measure the success of visits and analyse which visits are more probable to convert.

If this option applies to your site, go ahead and give your Smart Goal a name, and click Next.

Step 2: Goal Description

Give your goal a name, and a type. Your options are:

·       Destination

·       Duration

·       Page/Screens per Session

·       Event

Type 1: Destination

Say your goal is to calculate the success of your subscriptions, and you want to treat pageviews as your conversions, choose Destination , then hit Next.

Type 2: Duration

However, if time on a specific page is to be treated as a conversion, this is the one to select. Hit Next.

Type 3: Pages/Screens per session

This is the option for treating page numbers per session as conversions. Hit Next.

Type 4: Events

Events is when interactions with your website content are to be treated as conversions. Hit Next.

Step 3: Goal Details

For Destination as your goal type, you’ll now need to enter the page URL.

You can then allocate an economic value to your conversions, if you so wish (optional). It can assist with comparing conversions in the future.

Now we’ve got that sorted, we can take a peek at some fun (!) dashboards we can generate.

Who Are You?

The Marketer who loves a bit of Pay-Per-Click AdWord Spend Marketing

What are you looking to achieve?

If you want to examine how each of your ad campaigns are performing (and why wouldn’t you?), as well as checking your overall budget for these campaigns, this is the dashboard for you.

Which dashboard should I create?

The Adwords Dashboard.

Which metrics should I add to the AdWords dashboard?

Some suggestions for this would be:

·       Spend by date

·       Conversions by campaign

·       Cost per Acquisition (CPA) & spend over time

·       Conversions by matched search query

·       Lowest Cost per Acquisition (CPA)

Of course, these are just generic suggestions, so take them as you will, as they are very much dependent on your overall KPIs and objectives.

Who Are You?

The Content is King Marketer/Marketeer

What are you looking to achieve?

Your understanding of the inherent value of quality online content means that your focus is on creating online content, usually in the form of blog articles. These blog articles are often the initial point of contact with your business.

The initial thoughts for the kind of dashboard you should create are: testing content interaction, and the leads thereon, and potentially the total traffic to the website.

Which dashboard should I create?

The Content Dashboard.

Which metrics should I add to the Content dashboard?

Some suggestions for this would be:

·       Time on site (broken down by blog post)

·       Sessions by blog post of blog post

·       Sign ups by blog post/category of blog post

·       Webinar registrants (or other content goals)

·       Sessions by source/post

·       Bounce rate by source/post

Once again, these are just generic ideas, so take them as you will, as they are very much dependent on your overall KPIs and objectives.

Who Are You?

The Conversion Tester

What are you looking to achieve?

Always seeking to improve web pages to increase conversions, your focus is often on the homepage and the landing pages.

A/B testing is your forte, and the style of dashboard you can create within Google Analytics is going to give you these results.

The initial thoughts for the kind of dashboard you should create are: best sources of conversion, conversion rate by page, or bounce rate by page and/or source.

Which dashboard should I create?

Site Conversion Dashboard

Which metrics should I add to the Site Conversion dashboard?

Some suggestions for this type of dashboard would be:

·       Sessions by landing page/source

·       Goal completions by landing page/source

·       Conversion rate by landing page/source

·       Bounce rate by landing page/source

·       A/B Tests monitored by date

Who Are You?

The Marketer Who Likes to Geek out

What are you looking to achieve?

Technical metrics are not an issue for you, and you understand the difference they can make when it comes to taking the optimisation of your site to the next level.

Interaction with social channels is another avenue to explore – for instance, are your Facebook users on their mobiles landing on a specific landing page? Is this page mobile optimised?

Which dashboard should I create?

The Site Metrics Dashboard.

Which metrics should I add to The Site Metrics dashboard?

·       Mobile usage

·       Screen resolution

·       Operating system

·       Time spent on site in total

Who Are You?

The Overviewer

What are you looking to achieve?

With a desire to see all your data in one place, you’ll look to create an overall health picture of your data kind of dashboard.

The initial thoughts for the kind of dashboard you should create are to keep it simple, and focus only on what is needed. You’ll be able to view what you want in a very simple fashion with this dashboard.

Which dashboard should I create?

The Overall KPIs Dashboard

Which metrics should I add to this dashboard?

·       Overall spend

·       Leads by source/campaign

·       Email marketing performance

·       Health of overall funnel

How to use google analytics Google Tag Manager

What is Google Tag Manager?

If you’re not currently acquainted with Google Tag Manager, you probably should be.

Google Tag Manager free! (hurrah).

Google Tag Manager enables you as the manager of your website to implement marketing tags, all without getting involved with the coding element of your website. 

Information from your website is combined with Analytics using the medium of Google Tag Manager. It means all the code is kept in one area – great for when you have a lot of tags!

The website data that is forwarded to Google Analytics can be customised using Google Tag Manager. You have the ability to monitor activities such as website downloads, and all sorts of clicks and links.

There’s a steep learning curve when it comes to getting your head around Google Tag Manager. But, combined with the power of Google Analytics, they are a fantastic data analysis tool to have in your armour.

How to use google analytics Another Cool Google Analytics Feature – Site Search

Google Analytics Site Search feature creates reports for you, to check the actual search terms users are typing into the search bar on your website, followed by the pages that the search originated from. And also where they head to after that! Site Search gives you a really clear overall picture as to your users’ journeys on your website, and how they navigate it. If you have a search feature element to your website, you’ll find this Site Search invaluable.

Once you start to see some patterns in visitor behaviour, you can start to amend existing marketing plans, and create more relevant digital marketing strategies, all based on this data.

It may be that your website visitors are searching for a term that isn’t categorised on your website. This should obviously be included! This search data information can supply you with a brand new list of potential keywords for your website that you haven’t considered before.

How to use google analytics Google Analytics – A Beginners Guide - Wrapped Up

As a whole, as marketers, we have become significantly more interested and reliant on the data from our online sources of content.

To be able to reveal the correct kind of data, in the correct format will enable us to relay this vital information back to our businesses and start creating even better campaigns for our digital marketing.

Google Analytics offers us an easy way to retrieve this data in bite-sized portions, such as the dashboards we’ve discussed.

This guide to Google Analytics has hopefully started you off on the right path to understanding the dashboard, the types of reports and dashboards you can generate and create, and how you can customise Google Analytics as a tool to be used to your advantage.

All content analytics tools require investment. If not in monetary value, then in time.

Whichever tools you use, ensure you are taking the next steps to translate this valuable new-found data to make improvements to your online content, increasing the happiness of your users, and making your analytics meaningful.




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