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.