10 Things to Master in Google Analytics – Do you know them?

By | October 8, 2019

– In this video, I’m gonna give you my 10 essential concepts
that you need to master within Google Analytics to become an efficient
Google Analytics user. All the more, coming up right after this. (upbeat music) Hi there, and welcome to another
video of measureschool.com where we teach you the data-driven
way of digital marketing. My name is Julian and on this channel, we do marketing tech reviews, tutorials and give you tips on better
Google Analytics use, just like this one. So if you haven’t yet,
consider subscribing. Now today, we wanna talk
about 10 essential concepts that you need to master
within Google Analytics to become efficient at the tool. These are mainly based on
my experience with the tool. I’ve been working with Google Analytics for over 10 years now, but I also did a lot of
implementations of the tool and taught this tool to
clients and students of mine. So, it might not all be as you expected and if you have any comments or thoughts, then please leave them
in the comments below. But for now, we got much
to cover so let’s dig in. Before data actually enters
your Google Analytics account, you need to measure it. Measurement is the first concept you need to master
within Google Analytics. You need to know how data
actually gets tracked, so there are different
methods of doing this. There’s for example, the
installation of the tracking codes. You could also do this
to Google Tag Manager. You could use plugins. But also, you could upload
data into your account or use the measurement protocol to track actually data in your account. There are different hit types that you need to know about and also the scopes of these hit types in order to send the data
in and the right way. That’s the first concept to
master within Google Analytics. Once the data flows into your account, it actually doesn’t
just gets stored there, it goes through a processing
engine of Google Analytics. And the processing engine is basically the rule engine of Google Analytics. That’s where your raw data gets divided into sessions,
into the user scope, but also is done a number
of filterings on it. Really, it’s about the rules
that Google Analytics deploys. So, you need to know about
the processing engine, how it actually works and
how you can manipulate it in order to make the
data more useful for you. There are all a lot of configurations in the admin section that you can do, and knowing about these configurations in order to influence
the processing engine is one of the skills that you definitely need to master within Google Analytics. Once you look at your data
within Google Analytics, you basically look at
metrics and dimension. In that regard, you need to
know what the difference is between metrics and dimension, and you can also dive into
custom metrics and dimension in order to build a more customizable set of data
within your account. Metrics and dimension
also get super important once you put data together
because you need to know about the different scope of
that data in order to build a report, for example. In that regard, you can also
look at calculated metrics because this is a new feature
within Google Analytics and you can put data together
and transform it basically. This is something you
definitely need to master within Google Analytics. Once you have all that
data in your account, you probably have a question that you want to have
answered by the data, and this is where our
fourth concept comes in which is data exploration and analysis. You need to go through and
know actually how to use all the variety of tools that
Google Analytics has available to cut and slice your
data in the right way to get to the answer of your question. Just for example, the date filtering, the custom segments, visualizations, or simply the ordering
of the data in your table that can help you to look at
the data in a certain viewpoint and then find out the right
answer to your question. Being aware of all these
different mechanisms on how to slice and dice
and transform the data is a core skill to have
when working with data within Google Analytics. Which also brings us to
number five, custom segments. Custom segments is probably
the most important feature when analyzing within Google Analytics. You need to know what
segments are, first of all, but also how to then build segments within the custom segments builder and slice your data in
a way that it gives you the right viewpoint on your data. For example, only looking
at people who came through the channel of
organic search results or through your PPC search results, makes a huge reference on
the viewpoint of your data, and the questions and the answers that you get from your data. Always segment your data. Data doesn’t really make
sense if you just look at it at an aggregate. You need to be able to use
this tool very effectively. This is definitely one of the concepts you need to master
within Google Analytics. Another complementary tool to that is number six which is regex. If you are a Google
Analytics advanced user, you probably came across regex and that’s something you
definitely should learn because regex basically
gives you another tool set that makes it far easier to filter and segment data. If you look at the
available filter options, you’ll probably see the contains options or the begins with option
or ends with option, but with regex, you can
be much more granular while doing any kinds of search operations within Google Analytics. This is super useful when you’re working with custom segments or filtering data within the interface but also when you’re doing
any kind of configuration. So if I think about goal configuration, regex is super important to know in order to granularly include or exclude any kind of data within your
Google Analytics account. Also when setting up filters,
very, very important. Definitely, learn regular expressions. Once you get sick of the standard reports, you probably want to put your
data together in your own way, and this is where custom reports come in. Once you start building a
custom report from scratch, you might find the knowledge about your metrics and dimension very useful because this is something
you can’t just throw together and make it all work. You need to know about
the concepts of scope, what scope means within Google Analytics, and how to use it effectively
in your custom reports to show your data in a certain
way and put it all together. That’s one of the next concepts you need to master
within Google Analytics. Number eight when we go back
on the grand scheme of things, you definitely need to
know how to customize your Google Analytics. On the measurement side, there is a whole lot of customizations, how you send in data but then also on the configuration
side of Google Analytics, you can configure Google
Analytics in a certain way which makes or breaks
your data in a sense. For example, if you think about the customization across
the main tracking, is that useful for your case? You need to know about
the different feature sets of Google Analytics on
how you can customize it to the business that you are working with or the website that you’re working with, and then everything is
configured correctly so you have clean data in your account to do your analysis. This is really the heart of a lot of advanced Google Analytics work where you really need to figure out how can I use Google Analytics effectively for this use case? Number nine, once you’re sick of the standard reports and also the custom reports, you want to correlate probably your data with other data sets that are not even in Google Analytics itself. So you need to get that
data out of Google Analytics and that’s where the
reporting API comes in. The reporting API is the file host to getting the data
out of Google Analytics into a Google Sheets or into BigQuery to into a dashboarding software
like Google Data Studio. If you’re not familiar
with the reporting API, I definitely will check
out the query explorer which lets you see all that data and let you try out certain data exports and what Google Analytics
and reporting API gives back. It will make it so much
easier if you already know what data is available in the background and definitely something to
master within Google Analytics once you get advanced with the data and want to pull it out
of Google Analytics. Which brings us last but not the least to our 10th concept you need to master within Google Analytics, probably the most important
concept here which is your Google Analytics process and then taking action on your data. This is all about not
just leaving the data laying around in Google Analytics and say, well, this is great stuff,
I have learned a lot but not taking action on it. Analytics data only gets useful
once you take action on it, once it changes something
in the organization or it changes the behavior of
the people who use the data. Take the next step. Go ahead and build a custom segment so you can re-target within AdWords, a great feature of
Google Analytics as well. You can also use the
data to start an A/B test within Google Optimize, for example. Or simply prepare a data for presentation that you’ll show to your stakeholders so you can change the behavior and lead to action
within your organization. Don’t become a data monkey who just looks at the
data and pukes it out, but take action on the data,
get to the behavior part, then you go full circle within your Google Analytics process. So there you have it. These are my 10 concepts that I think you need to master
within Google Analytics to become an efficient
Google Analytics user. This is basically my opinion. If you know any other
points that I have missed, then please leave them
in the comments below and maybe I can pick up
some new tricks as well. If you haven’t yet, consider
subscribing right over there because we bring new
videos out every week. We try to ramp up. We do also some live stuff. To keep up to date with all that stuff, please click that subscribe button. My name is Julian, ’til next time.

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