April 10, 2020

How to analyse data with Google Analytics | Lesson 3


In this lesson, we’re gonna cover how to
analyze the data that we now have in our account. All and more coming up right after this. Hey there and welcome back to this lesson
of our Google Analytics for beginners course. My name is Julian. And today we want to talk about how we can
actually analyze the data that we have set up in our last lesson. Now data is flowing in and a lot of people
who open up Google Analytics for the first time, they actually get overwhelmed by all
these different reports, by all these different metrics that you can look into and analyze,
and they don’t know where to start. So I want to give you in this video a bit
of a framework on how you can be digging through the data and actually going from a question
to an answer. Now this is by no means all complete in terms
of the analysis that you could do in Google Analytics, but these points will get you over
the hump of actually working with your data within Google Analytics. Now we’ve got lots to cover, so let’s dive
in. Welcome back to Google Analytics. Now that we have a little bit more data inside
of our account we’ll be able to analyze it and discover it a bit closer. Now I don’t want to go through all the different
reports and all the different data that’s actually available, but we want to start at
a higher place, how we can actually use this data for our business, for our website, because
those might likely be different from the website that you are using or a business that you
are running. So here are a few principles that we can use
in order to make this a bit easier for us. First of all we will talk about Questions. Now, the data can only be helpful if you ask
the right question and Google Analytics actually gives us a good start with the Google Analytics
Home section. So here we get some actual questions like,
how do you acquire users, already asked and the corresponding data to it. What pages do you visit? So here we can already have some idea about
what questions we might be able to ask the tool and get an answer. So here you can get an idea, you could also
ask directly the tool a question. This is a new feature in Google Analytics. If you click here on Intelligence you can
actually type in your question like, what product sells most, and the machine learning
and AI in the background will pick up your question and give you a corresponding answer,
and if you want to dig deeper into the data you can always go to the report directly. So if you have no idea what questions you
want to ask the tool you could always go back to this Intelligence section or to the Home
section to get inspired what questions to ask and what data you might get out of this. Now, every good question actually prompts
a follow up question. So you might see, in your Acquisitions report
here, that a lot of people came through Organic Search and now you might want to know how
does that behavior actually differ? And this is where we get into the ABC Analysis. So let’s go over to the Source/Medium report. We just go here to Acquisition. This will open up our Acquisition and Source/Medium
report. And here we can see the ABC Analysis in action. What does ABC stand for? Acquisition, Behavior, Conversions. You can also see this in the Table interface
here of Google Analytics, of our report. We have Acquisition, Behavior, Conversions,
and this is a quick analysis framework how we can get insights out of the data that we
were asking for. So here we have how many people actually came
through the Organic Search results and we get a number here. Now I might dig deeper into the data, what
did they actually do? So we have the Behavior here and see how many
pages did they visit on average on your page and then the Conversions, so did they reach
the goal we set out for them to do? For example, here we have Transactions and
we also get the Revenue amount if you had the Ecommerce checking features installed
in Google Analytics. So really quickly we get a overview on how
the question that we have asked might relate back to what the user does on our page, but
also if he converts. And obviously we can also compare that against
other channels such as YouTube. So here we see that YouTube makes up about
8% of the traffic. People who come through YouTube have far less
page views inside of a session and they almost never convert as opposed to organic users. So that’s a great insight to have when it
will come to your YouTube and referral traffic. I encourage you to go through such reports
and see how you can apply the ABC Analysis to the data that you have in front of yourself. Now obviously that’s not all. We also might want to know more about our
YouTube users and ask questions, for example, which country are these users from? And this is where Google Analytics gives us
a variety of tools to use which we can’t go over in this course but the most important
one being the Segmentation. Once you have decided that you have an audience
or group of people that you want to investigate further, you want to use the Advanced Segments
feature which you can find here at the top. So once you click this you find a lot of different
default segments that are already prebuilt for use. So for example, everybody who didn’t convert,
everybody who came through a paid traffic channel, everybody who looked at the website
from a tablet device, and really a lot of different user segments. You can also build your own user segments,
so for example we can go in here and say we just want to filter out our YouTube traffic
and then we are presented with all the different properties that are sent over with the page
you hit. So here we can determine what our conditions
should be that define our filter. In our case we will go with Traffic Sources
here and we have the Campaign, Medium, Source and Keyword. Now as we have seen down in our report here
we are looking at Source/Medium, so the Source will be youtube.com and the Medium will be
Referral. So we can input that as well here and on the
right side we see that the segment is updated and it makes up around 10% of our users, 9%
of our users, and this can now be saved. And now all our filter inside of our account
will be filtered down to only include people who actually came through YouTube. So our graph here shows predominantly YouTube
users, these are some false negatives that also made it into this segment. But the clue here is that now that we have
the YouTube Traffic defined as a segment, you can go through any kind of report, so
for example, if you wanted to see which pages that just the YouTube users visit, you would
get a report only showing the page views of the actual YouTube visitors. Now with Custom Segments you could also compare
them. So we can go in here and say, for example,
we wanted to compare them against the Organic Traffic. Let’s save this. And we will get a graph of the blue and the
orange users here and we see that the Page Views are much higher on the Organic Traffic
side, and how does that actually compare with who is visiting this website? And again we can go through our ABC Analysis. We have our Acquisition here, our Behavior
metrics and then also our Conversion metrics in this little table. And by the way, if you don’t know what exactly
a metric means you always have this little question mark up here that you can hover over
and it will give you the definition of this metric. So I hope you can see now how adding Custom
Segments can be super valuable investigating your data further and also gives you a different
viewpoint on that data that might lead to different insights when it comes to viewing
data within Google Analytics. For me it’s definitely an invaluable tool
when it comes to using Google Analytics and making sense of the data. Alright, so there you have it. This is how you can actually work with your
data in Google Analytics and use it to get to insights. First of all you need to ask the right question,
go through the ABC Analysis, and the Segmentation feature is very important to get the right
viewpoint on your data and to answer your questions. Now if you still don’t know where to get started
I would definitely start with the questions in mind. If you don’t know what questions to ask we
actually give you a little bit of a starting point. You can download our Questions Guide at www.measureschool.com/questions
where we have written down some questions that should get you started and you can go
by them one by one and actually find out in the interface how you could answer them. These questions will actually challenge you
to go through the interface and try to find out how you could be approaching this question
but also maybe prompting more questions in your mind that you might want to investigate
with Google Analytics. But now if you have any questions, then please
leave them in the comments below and if you like this video then please give us a thumbs
up. But also subscribe to our channel because
we will bring you new videos just like this one every week. And if you are ready then go over to the next
lesson where we’re gonna talk about how to take action upon our analysis in Google
Analytics. Now my name is Julian. See in the next lesson.

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