Google Analytics is always updating and adding new features. Here are four methods to help you get the most out of your analytics tool.
As a part of the consulting services I provide to clients, I often do trainings of Google Analytics. Sometimes it's one-on-one or to a small group, and other times it's to multiple teams at once. As such, there is usually a broad range in the knowledge base of training participants.
Here are four resources that I find are helpful for clients to get started with Google Analytics. A number of them would actually be helpful with any digital analytics tool, in order to gain a more intelligent understanding of how to think about digital analytics, what can be tracked, how it should be recorded, and ultimately how to take action:
While this resource is produced by Google Analytics, there is some valuable educational material in the earlier courses that speak to digital analytics best practices anyone can use, in case your organization uses another tool, such as Adobe Analytics.
Once you progress through the courses, the information does get more specific to Google Analytics, but with the content being easily consumed through online videos and short quizzes, it's not a bad idea to learn how another digital analytics tool works, in case you don't use Google Analytics.
Digital analytics tools are constantly adding new features and functionality. While this is great for the organization, you have to be able to know how to get this great functionality. This interface map provides a snapshot of the different sections of the Google Analytics interface, along with links to learn more about the functionality within each section.
In case you're an Adobe Analytics user, I don't have a static interface map to share, but you can view helpful videos on the product here.
This resource can be a little overwhelming at first, but it's great for learning more about the dimensions and metrics that are available to you in the Google Analytics interface. As an example on how to use it, open the link and click on the "+User" link, then under the "Web View Name" column click on "User Type." The information presented will tell you about the dimension or metric you select, expected values of the dimension or metric, and whether or not you are able to use it when creating an advanced segment.
The first two resources below are tool-specific, while the bottom two can be used with more than one specific digital analytics tool:
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Robert Miller is a Senior Analyst at Search Discovery. He is actively involved in industry organizations, such as the Analysis Exchange and the Digital Analytics Association.
With the Analysis Exchange, he helps non-profits capitalize on their website data, and educates aspiring digital analysts about the foundation of digital analytics, from the implementation of a digital analytics tool to performing analysis and making data-driven recommendations for organizations.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
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