April 1, 2020
Welcome to Google Analytics for Beginners (3:19)

Welcome to Google Analytics for Beginners (3:19)

Hi, I’m Justin Cutroni. And I’m Krista
Seiden. We’re Analytics Advocates at Google. Welcome to Google Analytics for Beginners. In this course we’ll take you through a basic understanding of Google Analytics. We’ll show you how to create and implement an account, set up views and filters, read basic reports, set up dashboards, perform basic analysis, and set up goals and campaign tracking. To begin, let’s start by defining “digital analytics” and why it’s important. So Krista, what’s the deal with digital analytics? Well Justin, people usually purchase goods
in stages. In marketing, we have the concept of a purchase funnel. There are different
stages within the funnel that describe customer interactions. A basic purchase funnel includes
the following steps: Acquisition involves building awareness and acquiring user interest;
Behavior is when users engage with your business; and Conversion is when a user becomes a customer
and transacts with your business. In the offline world, this process can be hard to measure.
But in the online world, we can measure many different aspects of the funnel using digital
analytics. We can track what online behavior led to purchases and use that data to make
informed decisions about how to reach new and existing customers. Think about an online
store, such as the Google Merchandise Store. It might have a goal to sell more t-shirts.
Using digital analytics, the store could collect and analyze data from their online advertising
campaigns to see which are most effective and expand those marketing efforts. For example,
the store could analyze geographical sales data to understand if people in certain places
buy a lot of shirts and then run additional advertising campaigns in those areas. They
could also use analytics to understand how users progress through their online shopping
cart. If they notice that users have trouble with a particular step on their website, they
can make changes to the site to resolve the problem. Different kinds of businesses can
benefit from digital analytics. Publishers can use it to create a loyal, highly-engaged
audience and to better align on-site advertising with user interests. Ecommerce businesses
can use digital analytics to understand their customers’ online purchasing behavior and better market
their products and services. And lead generation sites can collect user information for sales
teams to connect with potential leads. While we’ve primarily talked about collecting
data from a website, Google Analytics can also collect behavioral data from a variety
of systems such as mobile applications, online point-of-sales systems, video game consoles,
customer relationship management systems, or other internet-connected platforms. This data is compiled into Analytics reports, which you can use to perform in-depth
analysis to better understand your customers and their purchase journey. Then you can test
out new solutions to improve your business.

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