We would like to thank Auckland Harley Davidson for allowing us the use of their metrics for this lesson.
Auckland Harley Davidson is NZ’s largest Harley dealership and offers a huge range of new and preloved motorcycles in the wider Auckland region. Book a test ride with them as they say “one hour on Harley will change your life”.
You can visit http://www.aucklandharleydavidson.co.nz/ for more information.
Purpose Of This Lesson
The purpose of this lesson is to guide you through the reporting interface of Google Analytics account, selecting the date range, using segments to divide the data and familiarising you through navigation menus.
Navigation Menus In Google Analytics Interface
There are multiple menus in Google Analytics and you may find it tiresome to find your way:
>> Account, Property & Views: On top left you can see the account, property and view name that you are currently using for reports. It is important to see the data in correct views.
>> Report Navigation: On the left hand menu, you will come across the report navigation. All reports in Google Analytics can be accessed using this menu.
>> Admin Settings: On the bottom left corner, the menu for ‘Admin’ is for settings. Use to view the GA code, user management, adding filters, adjusting custom dimensions or metrics etc.
>> Date Adjustment: You can use this dropdown to adjust the date window for most of the reports in Google Analytics. There is an option to do a comparison for previous period, previous year or custom date range.
>> Adjusting Segments: You will notice most of the reports in GA have segment options available. This is useful to drill down into data for any particular segment of data set. For example, you would want to segment data for a particular city, age group, gender, Converters or any bespoke segmentation that you have enabled in your account.
>> Metrics View: In this region, most of your reports will appear in Google Analytics.
Selecting the correct view
As a best practice, we always create multiple views in the account to ensure that data integrity is always checked. It is important to view the data in the correct view for reporting as other views depending on their setup may show different data insights.
Views that we prefer to create in accounts:
Untreated Data | Raw Data : By default, you have one untouched view; we suggest this is left untouched and consider it the backup data collection. Once you delete a view it’s gone forever. So having a backup view, like the Raw data, is very useful.
Diagnosed Data | Configured Data : A view that is created to implement the settings to transform the data that Analytics aggregates in the reports. Configurations include filtering out unnecessary traffic and Goals are set up under this view. This ‘clean’ data will maximise the insights you can gain from it to grow your business.
Standard Ecommerce Data : A view is created if we have enabled a standard ecommerce tracking on the website. The reports in this view allow you to measure transactions and analyze purchase activity on your site or app. You can see product and transaction information, average order value, ecommerce conversion rate, time to purchase, and other data.
Enhanced Ecommerce Data : A view is created if Enhanced Ecommerce tracking is enabled in your account. This view adds additional functionality to your Google Analytics standard ecommerce reports. Enhanced ecommerce shows when customers added items to their shopping carts, when they started the checkout process, and when they completed a purchase. You can also use enhanced ecommerce to identify segments of customers who fall out of the shopping funnel.
Enhanced Ecommerce & User-ID Data : In this view, only the User-ID data with enhanced ecommerce is tracked on the website. An User-ID is used to associate multiple user sessions and activities with a unique ID. With it, you can get a more accurate user count, analyze the signed-in user experience, and understand user behavior across devices.
Home | When you log in to Analytics, the Home page gives you a summary of what’s interesting about your data.
The first few cards show you:
>> Overall traffic and conversions (Users, Revenue, Conversion Rate, Sessions). Click a metric to change the graph.
>> User volume by minute. Hover over a column to see the exact number of users that minute.
>> Monthly, weekly, and daily active users.
Real-time : Realtime lets you monitor activity on your app or site as it happens
Audience : Get to know your users - where they are, how often and how long they engage with your content, and what devices are most popular. The Audience reports give you a sense of the users that engage with your content.
Acquisition : Use the Acquisition reports to discover how users arrive at your web site. You can also use these reports to learn more about your traffic - if they arrive directly to your site or use a search engine - and how successful certain marketing campaigns are in attracting users.
Behaviour : The Behavior reports help you discover how users interact with your site or app. You can use these reports to understand the number of screens seen per session, how long a typical session lasts, or other metrics.
Conversions: The Conversions report lets you see the extent to which users are completing the goals you've defined for your site, along with how different channels, sources, mediums, and device categories are contributing to goal conversions
I am unable to add my work email address to Google Analytics?
To access Google Analytics account, first you will have to ensure that you have been invited to the account and which email address has received the invitation.
Secondly, Google Analytics can only be accessed via a gmail account or with an email address that is associated with a gmail account.
You can still use your work email address, though you will need to follow the steps here to associate your email to a gmail account
Where can I see Google Ads data in Google Analytics?
You can view this report in the ‘Report Navigation’ menu, under ‘Acquisition > Google Ads’. If you see this report coming as ‘not set’, then a link needs to be established between your Google Analytics and Google Ads platforms.
This report is very useful to understand your cost per lead metric or return on ad spend from Google ads if you have an ecommerce website.
Where can I find the Google Analytics tracking code to provide to my web developer?
You can see the tracking code for your Google Analytics account under Admin Settings (bottom left corner, corg button). Under the Property column, go to ‘Tracking Info > Tracking Code’.
The number that comes on the right panel ‘UA-XXXXXX-X’ is your tracking code and you can also provide the Google Site Tag code snippet to your web developer.
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