 Good afternoon everyone. How's everyone doing? They're they're running and trying to get the screen right So we're just gonna go and get started and and wing with it while they're working on the screen And that way we don't lose any time out So welcome to getting started with Google Analytics Has it how many people use Google Analytics already just saying kind of gauge okay awesome great job So before we get started a real quick about me. That's me. That's my daughter. She's actually sitting in the back She comes with me to all these events So I am the developer of a plugin called WP health and I'm also an adjunct professor at the University of Florida where I teach web development And I'm the co-organizer of work camp Jacksonville So before we get into things I want to briefly talk about what is analytics for those that don't use any analytics yet so analytics is a way to Determine what pages are being viewed the most and what actions are being taken on your page? So analytics at the most basic level every time someone loads a page that has Google Analytics on it Google Analytics calls a URL And it sends a little bit of data. It's called a hit So this hit sends over what browser the user is using what page they're viewing What actions they might have taken on the page what language their browser setting and this this hit happens every time the page is loaded So that's how analytics work at a very basic level the page gets loaded a hit gets sent to a URL That's Google Analytics owns And it sends some data about the user now in in the world. So that's pretty much what I just said We're gonna scoot to the next slide here. There's actually many many different analytics platforms You might have heard a couple of these. There's Google Analytics, which we're talking about. There's clicky. There's mixpanel Down here mixpanel. There's fathom kiss metrics. There's a lot of other Analytic platforms out there We're talking about Google Analytics because it's not only the most popular But it's also free and I like free and probably most of you like free and Google Analytics If you ever go to try to get advertisement or affiliates or try to sell your site People tend to trust Google Analytics data more than some of the lesser known analytic platforms If you're using some of these they're still at the top tier of Google Analytics But you find some of the lesser known ones they might not trust that data as much as Google Analytics So that's why most people start with Google Analytics Now you can you can keep playing with it. I'm just gonna keep running while you're All right, so there's a cut there's three different definitions That you want to know before you really jump into any analytic platform So within in Google Analytics you have your Google Analytics account So this is something you use to log in your Gmail your Google Calendar wherever you have Google analytic any Google account You have your Google account that you log into well inside Google Analytics. There's also an account in there and Inside there you can have multiple accounts So think of this as like your business account and if you take on clients So maybe you are a freelancer or your marketer you have a different account inside Google Analytics for each of your clients So if you run two businesses, you might have two accounts one for each of your businesses But they're both inside your one Google Analytics account and then inside that account There's something called properties and what properties are are Individual sites or individual apps within that account So maybe you have your you have your marketer or your business owner who has two accounts in there So I have two accounts and then inside each of those accounts. You might have a property and that's the website So so for example, we're going to look at at Google Analytics in just a minute But I have inside there I have an account called Corsa Industries, which is one of my companies and inside there We have a property for one of my websites and I have another property for another one of the websites underneath that company Or you have two accounts and maybe for two different clients and then each of those might have only a single property That is a single website Now inside there, that's that's fine. You you guys keep running. We'll keep going So inside the properties and this if this is a little confusing. It'll make sense once we look at Google Analytics So just trust me. It'll make sense once we get there, but inside the properties. There's something called views So essentially how Google Analytics work is every time that hit gets fired and it gets sent in that data Get sent into Google Analytics and it looks through the views that are part of the property and determine Where do we need to collect this data? so normally there is a View called raw data or all website data and pretty much everything you need it's going to go in that view But you could create other views to focus on other things So you can have a view that only shows traffic That was people were referred from social media and then every time you look at it's only going to be people from social media Or you can have a view that is only mobile browsers So it's only going to have data relevant for people who's viewing your website on your mobile phone These are a variety of views that you can play with and even better You can have different filters which we'll get to later on where you can have hey This view don't have me included in the data and don't have any spam bots don't have anything like that So you know views set up for different purposes The one we're clicking on whenever you get to is the one in the top left Now once we get past those the account the property of view does that make sense the account property of you How those are different does anyone have a question on that before we? Now okay, so once we get to the actual data There's a few other definitions we want to talk about one is the difference between user and session So a user is a unique person who comes to your website. So if I go to your website, I will be counted as one user Google Analytics knows this because when I load the web page, it's going to put a cookie in my browser So the next time I go to it I'll go. Hey, there's that cookie there. This is a returning user So if I clear my cookies or I switch to a different browser or go to a different phone I'll be counted as a second user when I go to your site and not a returning user So something to remember users. It's usually counted as one. I'm a single user, but it's based off a cookie in my browser So if I clear my cookies or if I'm in incognito mode or anything along those minds that I could be counted as multiple users Now inside there there's something called a session now session is what the time that I'm on your website So if I go to your website today, and I go through your site go to view all your pages Maybe buy something and then I leave that is my one session everything I did in there is in one session If I come back next week and do some other things. That's a separate session So I've had two different sessions on your site, even though I'm one user Something to remember a session is counted. It stops counting after 30 minutes of inactivity so if I'm on your website and I'm doing some cool stuff and then I leave and then it'll wait 30 minutes and Then if I don't come back or do anything then it's gonna go, okay That's the end of the session So in the morning time if I'm on your site doing some cool stuff and I get distracted and I go away for 30 minutes And I come back it'll restart a second then then I'll have two sessions during that day So that's something to keep you can change that I don't recommend going that because everything else all the math in the World's based off that 30 minutes. I don't recommend that but so that just just be aware that it's the cut-offs usually 30 minutes So that's user that session. Do you have a question on it? Just in activity so you go so maybe you have videos on your website and someone goes to your website and there And you have this hour-long video and they click play and they watch the whole thing Well by the time they do something else on your website It'll be a second session because it'll be considered inactive so in that case you might want to change the default But it's just 30 minutes of inactivity. So they're just sitting on your page Maybe a really long page or you have a book or something that's taking a long time to consume It could still cut off the session of its inact if they're not getting hits in yes, you have a question Okay, in most cases will count you twice. There's some newer things coming out where there's Cross browser user. We're not going to touch on that in this song But by default it would count you twice because you're in two different browsers with two different browser cookies But Google Analytics is working on I'm not going to get into it because it's more advanced But essentially there will be ways that you could have it set up as one user But by default it'd be two different users. All right, so Did you close out okay, so you did it'll be the one in the top left once it opens up Yes, you have a question Yeah Yes, most of the syncing some depending on the browser depending on the settings There's there's variety, but most browsers would sync like history and cookie or history and bookmarks and things like that They don't always sync the cookies. So in that case it won't apply because it's the browser cookie. That's important Okay here, we're just gonna switch this way. So I'm not gonna sit here and try to Yeah, I have the PDF already downloaded just in case so we can So it is this one right there if you want to So so there's this if you want to try it there, but if not, you know, there's a PDF Okay, so after that there's two other definitions We want to talk about before we actually look at Google Analytics So the next is the page view and the event so by default mostly everything we talked about so far as a page view So if someone lands on a page and they view your page, that's considered one page view They go to a different page That's a page a different page view of that other page So if I am in I'm one user and I have one session and I view five different pages It'll be five page views during that session an Event is an action. I take on your website So you can track some of the actions I take on your website So maybe you have a video and I click play and then I watch the whole video or I pause it halfway through or I Download a PDF they have in your website or I make a transaction I purchased something those are all events that you can also track inside Google Analytics So this would be a separate thing from page views page view by default is the only thing it collects by default And that would be just me going through web pages But you can set up event tracking so you can also track some of the actions that are taking on the website Does that sort of make sense? I'm sorry. So impression page views that it's mostly there's some nuance there, but for our purposes. It's pretty much the same All right So we're running out of definitions to go over so hopefully we're almost to the point that we can go into Google Analytics But there's so there's three ones left So you have three definitions so we could so in the steps of the funnel you might be aware of something called a marketing funnel So essentially you have no matter what kind of website you have you probably want people to come view your website And there's probably some action you want them to take on your website whether it sign up for your mailing list or buy a product There's something along those lines so this in marketing There's this funnel of people that you're trying to get attention people that are on your website and people are doing The thing you want them to do so this is the concept of funnel in Google Analytics They have this same process and it looks like we're almost there Okay, that's not what I'm using I'm using the other piece Thank You gentlemen So this in Google Analytics, this is how they view the funnel they use these three terms Acquisition behavior and conversion. So acquisition is how users are getting to your site Behavior is what they are doing on your site and conversion is users who are completely the actions you want them to take So I'll let you take a moment to take a picture and then we'll switch back Everyone get what they were needed Yes, I will have the slides. I actually have the URL for the sides in these slides so you'll you'll get at the end It's everyone good So just in case you wanted the last couple pictures or just wanted to see how these worked out This was the account property in view They kind of go within each other in case you missed that and these slides will be available So you don't need to take pictures of every side if you don't need to and then in case you miss anything I was talking there it was user sessions page views and events Did everyone understand the difference of all these definitions before we get to the actual data? Because that's it's this is the backbone of Google Analytics So you really need to understand these concepts as everyone does anyone have a question on any of these These couple slides here Okay, awesome. So let's take a look around and we are not on a laptop. Let's log in That's fine. That's fine. I counted for this. I have screenshots in case it didn't work so So when you log into Google Analytics, we're not gonna get to play with all of it So I'm not logged in on this laptop, but I have screenshots as backup. So when you log in you'll have this left sidebar That divides in the same concept. There's acquisition right here. There's behavior right underneath that is act is conversion So those three tabs will line up with this funnel. So what you're looking for if you're going? Hey, I want to know how people are getting to my website. That's acquisition You'll go to the acquisition tab if you're looking for hey, what are the people doing on my website? That'll be underneath behavior if you're looking at hey, what are the conversions people who bought from my site? How did they get here? You look at conversion. So those are the three terms you'd want to remember and that lines up Exactly with this little guy over here this acquisition and behavior and then right underneath this would be conversion So when you first sign in there's depending on how you set up Google Analytics There might be a few different things you might see when you first log in but by default you might be on this real-time tab Unless you really know Google Analytics. I advise you don't even play with this tab use it for checking make sure Oh, okay. I'm on my site. I'm show up. I know it's working But on that I've met people who spend leave this tab open pretty much all day and they'll just watch Oh, there's someone on my website. Oh, there's someone on my website. What are they doing? Oh, they're on this page. Well at the end of the day that actually means nothing to you You're not going to take any actions from that. You're just wasting time. So Don't don't fall in the trap of playing on this page. It's really cool It's nice for testing if you're trying to do something and make sure it works But on that don't don't play with this unless you really know what you're doing So from there, there's the audience along the left So real time is what I was just on right underneath that is audience in there Is where you can get some demographic information about the people that are on your site So what language they're set up their browsers in what operating systems if they're on a phone or tablet variety of things such as that if you synced up advertising features Which will might go over at the end depending on time then underneath some of these other options down here You could even get some interest and some age range information. That's only if you've turned on those options though But so audience is about your users Next acquisition then that's the next part. That's that very top part of the funnel is how people are getting to my website So you'll see something like this when you first jump on and then you'll have these acquisition channels So by default Google knows if something's coming from social media in most cases They know if someone's coming by referral So if someone mentions you on their website or they link to you somewhere that's that would be a referral They also track search So maybe if someone searches for you and they you show up in the search listings and they get to your website But they don't track by default something like email So if you send an email if you have a link in your signature Google Analytics doesn't know where that comes from Same thing as if you send out marketing campaigns and you have links go Hey, go buy my product now or subscribe to this or you're trying to get them to read an article by default If that's going to go underneath a channel which is not picture right there in the middle called direct So right now if you were to type in your website name you go FrankCorso.com FrankCorso.me you hit enter and then Google Analytics goes Hey, I don't know where this person came from they must be they must have typed it in directly Which would make sense in my case But when they can't figure out where I came from so if I clicked on link in an email and I get there They don't know where I came from they're gonna. Oh, they must have typed it in directly So all that everyone that clicks on links and email or anywhere else will by default go into direct So something you'll want to if you do anything like that You want to look into something called UTM codes, which we're gonna briefly go over towards the end But that'll be the way you can get things underneath email or even an other depending on what you're trying to do and Then next is behavior So this is where a lot of the events and things that are taking place on your website So if you have a WordPress site, you might have a little search box somewhere on your website Maybe on the navigation or maybe on the sidebar where someone can search for something If you turn it on and Google Analytics you can go to site search and see what everyone is searching for on your website So you can go there and be like oh everyone searching for this and I don't have that on my website I should probably create that content If you're doing event tracking and go to events and you can see what people are doing on your site See what videos people are watching seeing what downloads they're downloading what PDFs they're viewing whatever the case may be You would do that underneath events This right over on the left here, there's this little site search If you click on that you'll get a table of everything people are searching for on your website On your on your website. So if yeah, whatever website you have as the property Then the whatever they search for will show up there as long as you turn it on in the options Which I'll try to show you towards the end, but there's just an option when you're creating your property Just to turn on site search Logging or site search tracking and then you would just go to this site search and I would show up right there for you Yeah, so a use case maybe maybe you have a website with articles on it And maybe your big thing is content marketing. So you can go maybe you were talking about my client right now Who does the keto? I don't care ETO. You might be familiar with that the keto Yeah, so it's a very popular thing and there's people that come to the website and they're there search They're reading articles. They're really enthusiastic about it But then they were searching for this particular method of keto or some sort of recipe and they kept searching They wouldn't find it we looked in there and realized I was massively searched for so we created that content So that way the next person that searched for it would see it So that was that use case, but there's lots of use cases that while we're knowing what people are searching for would probably be handy You're welcome Okay, I don't have a screenshot for conversions But essentially conversions would be a similar to report to this where it will show what action what? Goals people have completed so if your goal is people buy something on your website You would set up like e-commerce and then you would see how many people have bought something on your website And where do they come from and then you would also see if your goal was to get someone to subscribe to your mailing list You could go to conversion and you would see some chart of going Hey, this is the number of people that signed up for your mailing list and this is where they came from so it's Audience acquisition behavior and conversions are the main areas that you'd be looking at does that sort of make sense? Do you yes? Yes, I'm gonna mention that very towards the end Unfortunately, I don't have a slide for that one, but I do have some information on how to find that towards the end of the talk So any questions on where what section you might go to depending on what you're looking for? Sure anything they do on your website usually goes underneath behavior So here we can see what pages are most viewed which is right here And if you go into the site content There's a report there called top pages and you can see the most paid the pages that get viewed the most if you have event set up You can go to events and see what actions are taking on your website if you have search You can go to the search and see what people are searching for so it's pretty much What are they doing on your website? What pages are they viewing what links? They might be clicking. What are they downloading anything along those lines? Yes, go ahead Yes, and no Events can be whatever you define Which we're only gonna touch on that a little bit in this talk towards the end, but essentially if you Anything that just goes to another page you don't need to because then you'll that's gonna just be another page for you But if you click on something and it does something or like you click on it to open up a pop-up for them to sign up to a Mail list you probably want to know how many people click on that button so that you would probably do it as an event So it'd be some action. They take that doesn't necessarily go to a different page Yes Sure. So in Google Analytics when you set up your view in Google Analytics You can turn on site search tracking and then anytime anyone searches for something on your WordPress site You can go to the site search report and I'll list out everything people have searched for No, that's on your site. So if there's a search box on your site, they type in something it'll show up right there That's not in Google search. It's No, so this is if someone's searching on your WordPress site and it's using the search Functionality in WordPress. It's not anything to do with Google search. That would be the search functionality on your WordPress site And that works by default just because WordPress is set up to work by default if you've gone in and make Changes using like some of the search plugins that might not work right away. There might be some extra things But by default that'll work just you just have to turn on Yes Yes Yes Yes I'm gonna go over that right after we get to the setting up But there's there's things you can do to make that much easier. So we'll go over that and if I don't we'll circle back towards the end So just in case for those who haven't set it up yet Whenever you create your account for the first time, you'll see something like this If you already have Google Analytics set up, you would go to the admin way down here in the bottom So there's an admin and you'll see something like this When you're on this screen, you can create new accounts by clicking the create account button You can create new properties by clicking the create property button or you can click create view and to create new views Once you have something set up, you can click this tracking info to get to a tracking code section Give me just a moment to finish my train of thought and then from there you'll use that in a few places Which I'll go over in just moment. Yes. What's your question? This can be anything Shopify square space Magento Drupal something you coded by hand something you did in was that dream weaver, you know, whatever whatever you feel like using Any questions on let me alright, let me is it about this or can I finish this training? Okay, good So if you're doing client work, you're gonna do this a little bit differently than if this is your own for me personally What I like to do is I have an account from my sites and then I have different accounts for each of the clients And that way if anything happens that I need to transfer all that ownership to someone else I can just transfer that account and I'll have to go through wait, which properties mine which properties theirs Which and it just makes things easier But you could do it either way and then but inside there you would set up a property for each of the client sites And then inside there you'd have a view for each of their properties And we're gonna go on views in just a moment, but so essentially just depending on There are I want to say it's like 50 though like it's a pretty high number so Depending on what you're trying to do that you probably won't hit that right away And you have 67 in clients then you might want to do things differently, but I Do you have 50 60 clients? Okay, so then in that case for now it's sticking to that method is probably easiest So how this works is these? Can be attached to multiple Google analytic Google accounts So if you're doing this for the best interest of the client when you create this account You can set them up as also admin users So you both have admin users and they if you transfer ownership to them right away Then essentially they're the primary owner and you're a secondary owner and they can boot you off whenever they need to So that would be the best way to do it to handle that case Depending it just depends on what kind of relationship you have your clients and What no so essentially so this the Google analytics account is different than a Google account So this kind of lives out here and you have multiple Google analytics accounts attached or Google accounts to attach to it So you can have three different Google accounts as admins for a Google analytics account Does that sort of answer the question? I know it's a little confusing because they both are called accounts But one more question then we have to move on We're not going to quite touch on that, but so Google search console is a separate thing, but underneath It's a several slides back, but underneath behavior. No acquisition You can actually link them together. So some of the reports from search console will show up in this in the reports But unfortunately, that's a whole different tool. So we're not going to touch on that too much in this talk Okay, so setting up Google analytics. There's a few ways you can do it if you're using a WordPress site So just remember before I touch on these right here in the middle There's the property and there's the tracking info a lot of these tools will need something underneath there so underneath there there will be either a code or As in like an ideal be UA dash 8976 something along those lines or will be some actual little bit of code You might have a copy and paste but either way you'd be going underneath tracking info and then in there Oh, I'm going the wrong way. Sorry So depending on what you're doing a lot of themes will have a Google analytics option inside So you just copy whatever they ask you to copy and then paste it front So from that tracking info you copy what you need and then paste in your theme settings And then you'd be done if your theme does not have a setting There might be there's several word plus word press plugins you can use so monster insights is very popular Google analytics dashboard for WP is also very popular and those work very similarly and that you just copy a little bit from the tracking info page Paste it in save it and you'll be done and they'll handle everything else for you Now if you're outside of wordpress, maybe you have a client side or you have an extra site So you have a wordpress site for your marketing site And then you have a square space for actually selling products or Shopify all those other services You usually have a Google analytics option and their advanced settings that you can just copy and paste your code into and you'll be Done as well, so it's fairly easy. Hopefully to get it up and running So once you get it you copy your tracking info and paste it in you're gonna start getting data in By default you'll have this all website data view So this is the admin page still and we're focused on the view column over here There's something called the all website data view So anyone that goes to your website and any action that gets taken all goes in this all website data view Always keep that view and never touch it Because if you accidentally break it and then you log in three weeks from now realize you weren't tracking any data for three weeks You're not getting that data back So always keep that like I can't stress this enough is probably the most important thing I'll say during this presentation keep that view and don't touch it And what you want to do instead is click this button up here that says create view and then you can name this whatever you want I usually call it without me or just without spam or Master view or just something that goes okay. This is the view I can touch and not the other one and Then that way this other view is whatever you want to do you can play with that But if you accidentally break it you can still fall back on the all website data in case you need that data So what I recommend doing is clicking create view and then creating something So either master view or without me or without spam and when you do it when you click so in here in the view settings towards The bottom there's a little checkbox that says exclude spam and bots and stuff you want to check that and That way in your master view. You won't have all this spam data in it Now there's a lot of other things you can do with views Unfortunately, it's a little bit more advanced. So we're not going to get into that too far But does that kind of make sense of why you need that second view? Does anyone is anyone confused by that? Yeah, sort of just think of it as like the foundation of all your data Exactly So whenever you create a view it only has the data it collects going forward So all website data as soon as you put in your tracking code it starts collecting collecting data But then the view if you wait six months to create this master view the master view will only have data from that point Going forward so you still want to refer back to the all website data for that older data So it's like the foundation. I would probably say So within views what makes views really amazing is you can have different views set up for different purposes And you could use something called a filter to filter some of the data out So for example, so underneath the views we have view settings user management goals content And then there's this option here called filters Inside there you can set up different filters go. Hey, don't add me into the data Or don't add this known spam bot into the data or don't add anyone from Desktop, maybe I only want to see mobile users in this view You would use those filters to create that kind of differences in the data So Let me see on this left screenshot would be if you had filters you can have this table here So in this example, I have I'm excluding some language spam that's common in the Google analytics I'm filtering out my own laptop and my own desktop I have a spam filter I set up and then I set up something called force lowercase And we're gonna go over UTM codes towards the end, but you can actually modify some of the data as it comes in using filters so My the first one that I usually recommend is if you click add filter You get a little screen like this being click predefined or custom you click predefined and click IP address You can enter your IP address of your desktop and it will exclude you from that view So when you go there, you won't see you showing up in the data influencing your numbers So it's usually the first one I recommend if you have a desktop if you have a laptop you move around a lot that won't be so super helpful But if you have a desktop, that's usually the first thing you should be doing So that's a that's filters in a nutshell. I know we're we're already almost the question answer time So I don't have time to exploit it too much, but it's filters and views kind of make sense Okay, do you at least understand the concept? So if you know, hey, I need to do this This is what I really need to research. You know it and well enough to do. Okay, awesome Okay, dashboards. This is if you do client work This is you need to like really patient if you ignore me the rest of the talk This is the time to listen So dashboards or this really if you go have you've ever played Google Analytics? You could probably spend three weeks looking at the data and still have no idea what you just looked at It's very overwhelming. So dashboards are a way that you can go Hey, I just need to see these three numbers. I just need to know maybe I have a goal in mind I want to get increased my social media traffic so I get more sales So you create this dashboard and then you can go, okay I want this little box. Tell me how many unique visitors I had last week This little box. Tell me how many total visits and maybe this box Tell me the key words people are searching for and you just want this box It's telling me how people will box up. Maybe that's all you need to know So you can create a dashboard create little boxes and go. Hey, this is the report I only need to look at this and that way it removes all that extra noise and you can create this little guy That just goes. Hey, this is a little tiny box. That's all I need to pay attention to Now that may seem overwhelming going. I don't know what numbers I need because you might not know that right away Well, the beautiful thing is is when you go into this when you create your first one There's this little starter dashboard You can click on that and it'll pre populate all those boxes for you even better You can click import from gallery and then there's all these user templates that users have created for different purposes So you go I want to increase my content marketing growth So you can click import from gallery type in content marketing and you'll find a dashboard suited for that goal If you want to type in social media you find a dashboard that's already pre-created Designed to help you focus on social media numbers So whatever your goal is you can click import from gallery type that and at least get started And then once you understand dashboards a little bit more and you see how they're all work Then maybe start making tweaks to it But to get started I would recommend importing from gallery and just typing whatever you're focused on at the time Now and then in the last slide there's this last point right here If you do client work this is amazing So essentially with the dashboards at the top here this is little email button You can click email and you type in an email address and it'll send out that's that sounds great in itself But then there's this little option underneath that goes on a regular basis You check this and go oh every Monday send this report out And then you so what do you do is every Monday you get this dashboard emailed to you And then you glance it over and then type a few sentences for analysis and send it off to your client And they're like wow you must have been spending weeks on these this is amazing And I'm telling you it works so it's but even if it's just for yourself Just having an email to you every single Monday and going okay all I have to do is just look at this dashboard And I know everything I need to know that if you came into this going oh Google Analytics is overwhelming Knowing you can do that is probably a sigh of relief because that is an amazing experience All right we only have a few minutes left so I'm going to touch on UTMs real quick So getting better data with UTMs UTMs if you haven't encountered these before And remember these slides will be available after so you don't have to So UTMs so way back way back when decades ago there was this platform called Urchin Web Analytics And they use this cool thing called an Urchin Tracking Module Well then Urchin Web Analytics was bought by Google and changed its name to Google Analytics And then became like the de facto standard so now every other analytics platform in the world All uses the same thing because it's so popular So you can use this pretty much on any analytics platform And if you create these to use it at Google Analytics and you move to another analytics platform It will automatically work because it's the standard So this is the way that you can get specific data instead of everything falling into that direct channel that I mentioned earlier You can use this to go hey this link I want to say I want to know exactly what this does And this is the way I want Google Analytics to report it So for example you can track how many people click your email signature You can track you can test which links in your email marketing converts the most customers So maybe you send out an email with a new product and you have a link at the top and a link at the bottom Or you have this three email sequence that are kind of setting up this new product You can see which link out of all those people actually clicked on And which of those links people clicked on that actually went on to buy something Or do whatever you needed them to do You would use UTMs to do this So there's five parts of a UTM Campaign is the actual name that you want to give this campaign So it might be Spring Sale 2019 or my new product Or whatever you want to name it you can this is entirely up to you It will be whatever name you want to see when you go into Google Analytics And you go to acquisition There's a there'll be a new campaign report And then so they'll be all funneled underneath the campaign name So if you have all these different if you have Spring Sale 2019 And then maybe book launch or new I don't know whatever but any of those other campaigns Whatever you wanted to see there so you know what this is You would want to name it as the campaign here The medium is the type of platform So in this case it would be something like email or social or CPC If you're doing cost per click ads something along those lines What is the medium that is being used with this link And then source would be the actual platform So if you have something where a medium is social Then source might be Twitter or Facebook If you have medium as CPC at cost per click ad Then the source might be Google ads or Bing ads If you have a medium of email the source might be the exact email So maybe it's book launch email number one Or something to that effect Now content is this optional one That you can use to differentiate between links That have the same campaign medium and source So maybe you have a campaign called book launch And then you have a medium of email And you have a source of book launch email one We have two links in there So they'll have both have the same thing So you can use content as link one and link two So you can see the data that's different between those two links Or maybe you have two different Facebook posts Link to the same thing So you have some campaign like book launch Medium of social source of Facebook But then post one and post two So you can compare how those posts did And the actual over and your actual conversion rates Now the term we're not going to dive into that But that's used more for paid keywords and ads If you use CPC cost per click ads Google ads you want to look more into that To track the keywords that are being ranked for it So here's a quick example I know we're almost out of time So maybe you want to I went too fast I want to send out an email newsletter with new posts With multiple links So I had this URL I posted this article a while ago now So that was the URL And then I have a campaign That I named it the same exact name as the post Because that was just my big push at the time So campaign what should you write about My medium was email The source was the new post broadcast That's what I named the email And then I had a content So I had two different links I had a main link Then I had a secondary link towards the bottom And so that created a URL that looked like this So when someone clicked on that That's the URL that would go to And Google Analytics would see all these prams All these extra things in the URL And go okay I need to click that data too Now if you look at that and go wow That's a lot to type out And I'm going to make a spelling error I can guarantee it Don't worry there's a UTM builder for that So if you search I don't have any listed here mainly Because there's thousands of them But if you Google search Google URL builder It's like the very first one is made by Google And then the second one's made by Facebook And the third one's made by Bing So it's You can pretty much trust that those are going to work Exactly the way you need them to But all of them work slightly differently And they have these different colors So I don't usually recommend one So I just play with The one I use is the Google URL builder But you can just If you just search UTM builder or URL builder You will find pages of them So just find one you like Yes Yes And you could theoretically Not to go too advanced and crazy But you could have this override some of the defaults So maybe you want to group A variety of different social referrals and stuff Together underneath a campaign Maybe a big spring launch sale And you want to go hey don't put this in social Don't put this in direct Don't put this way over here You can override it using UTMs as well So campaigns So UTMs go underneath acquisition This is how people get to your website Events is what happens on your website So that's behavior So you actually use these together in most cases Yes I've seen these UTMs a million times And didn't know what they were When I share a link to something I always back up to the question mark And get rid of it Okay Well so all you're doing So if it's not your site Then that's okay Because then you're just going Hey I don't care if HubSpot knows where it came from But if it's your own site You probably want to be a little bit More careful of exactly what's in there Depending on what your objectives are And somebody else clicks on it So no So they don't auto generate So by default If you don't have UTMs there Then I'll do the default Google Analytics So if someone clicks on it It'll just go underneath social And Google and knows that it's from Facebook But then it won't know a campaign to put it under That's the only difference So this is only to help you Better categorize your data And get a little bit more from it But it's not needed By default Google Analytics Will do a lot of this itself That's where you definitely want to use it Because Yes It's not being generated by email Now some email list providers I think MailChimp also has it There's a little add UTM tags option When you paste your link in So you can just like type in These couple things And then it'll create the URL for you right there As you put it in But not all of them do that I don't know if MailChimp Does I want to say it does But that'd be something to Just get your antelutter MailChimp directly But it wouldn't be integrated into Exactly But it also So for example If we go back to this example here Maybe I sent out this email newsletter And maybe the goal of that new post Was to get in there and buy a product Well MailChimp wouldn't have that data So by having it over here I can go hey I sent out this article And I saw three people who came from that article Bought this product And I wouldn't be able to do that With MailChimp data alone I'd have to have that in Google Analytics And we're just out of time Let me just wrap this up Then I'll try to fit some questions in So where do you go from here? There's a couple of things we did not go over Goals and e-commerce I mentioned these in passing These are definitely great tools They're a little bit more advanced So I wouldn't start with these If you're just getting started But what you would look for is goals E-commerce You can track what is being bought on your site What category of product What product itself Things along those lines Event tracking Just pretty much What we've been talking about with events Custom dimensions It's actually a little bit more events I'm going to go back to that During question answer Learn more about filters and views There's so much more you can do that Than even the examples I mentioned There's also two other tools that Google makes That layers on top of these So once you know all this stuff You can go to Google Tag Manager And even include so much more different actions into it And then you have Google Data Studio Which imports all of your other data From your mailing lists And your Facebook pages And creates even more reports that you can create I wouldn't recommend starting there Like start with Google Analytics But as you go That's where this is the kind of game plan That you would want to aim for And last but not least I have these slides at frankslides.com That just redirects the slide share All my slides are there So if you want to browse And then I also have Almost all of these Everything I talked about I have as articles On the frankcursor.me website So if you're interested In reading more about any of these You can find it there And then of course I am available So if you want to hire me To do some Google Analytics stuff I'm always here All right, we do have I think a couple minutes I don't know Couple minutes for questions Okay, awesome