 It's nice to meet you all. There are lots and lots of familiar faces and a couple of new ones. And it's kind of my pleasure to announce our first kind of international speaker with the Finnish name, because he's called Mariko Vintkei. I don't actually know where you're from here. Actually, it's a small country in South Europe, Serbia. Oh, right. We have been to Serbia, though. How many of you went to work at Europe? Yeah, so we kind of know you. Well, if you mean to do that, it's 10. There was a lot of us at the time. So, about the topic, I kind of tried to yesterday leave a little summary about the topics we have today. I've been asking different kind of topics today, but we hope you'll enjoy more of them. And Mariko is going to talk to you about how to measure and analyze and optimize your work with Website. I think it's kind of involves with Google Analytics and how do you actually use that data, kind of in some way that it's useful in your website, and that's just in select and forgetting. So, please welcome Mariko to the applause for you. Yes, thank you very much. Well, I'm going to use Google Analytics among other tools. We've had a really short time, so I'm going to just jump into it. But before I start, my name is Mariko. If you've heard of him from Serbia, I prefer to go to LA, but I'm also a member of our global press community. And as you know, probably those who came to collaborate this year, we had a board camp organized there, so we were organizing this year. So, before I start, one important thing, if anybody wants to have this presentation, you don't need to write anything down. It's been shared on this address on the bottom, so you can focus on listening, and let's just dive into it. So, before I want to talk about organization or even before analyzing, I want to tell you that first step, it's not just diving right in. It's not what you look. So, it's not just the data that you have. It's not, let's just have it then say, for instance, if you say, I have $10,000, is it good, is it bad? Before we can answer those questions, we've got to know what questions to ask. So, what are the right questions? So, before we jump into analytics, before we jump into specific websites, it's always better that we first focus on the business itself. So, let's understand why is the website there. What's the goal of the business? Is it to sell the product? Is it an e-commerce website? Is it your personal website? Are you looking to get more customers? Are you looking to get more visitors? Is it something that you want to sell, your music, to present yourself? So, we always, before we start diving into analytics, before optimizing the website, before we start jumping into performance, we first have to know what is the reason behind the website. What's the goals? And once we have answers to the questions, it's important to write them down. So, we know what we're trying to answer. So, let's dive in. Before we jump into actually analyzing anything, let's write down the goals. And then, let's have some sort of measurement plan. Don't just go in there and don't just dive into data without understanding what you're trying to achieve. Have a plan. Write down the goals to define how you're going to drive those goals. So, what is the key things that's important for us? Is it the number of visitors? Is it the number of sales? Is it maybe some other goal that we're going to try and achieve with our website? Visibility? Accessibility? Write them down and then have a plan to check that regularly, monthly, equally depending on the website, depending on the business goals. Is it your personal or is it your clients? And then, once we measure and analyze what we have, compare them with the results. So, our first stop is Google Analytics. Before that, I'm going to have this quote from Peter Drucker, which is a famous management expert. What gets measured gets managed. If we don't measure anything, if we don't know what's going on, how do we can measure it, how do we improve it, how to improve something that we don't even know to state that very well. So, how many of you are using Google Analytics? Almost everybody. That's awesome. Usually, it's much more of your batch table. So, let's try using it for those that don't. It's about a website analytics tool. So, basically, it gives you information about your website. Of course, it tracks everything that's going on from the user side to tracking the users through a small JavaScript and probably tracking all their actions and turning those clicks, those actions into data, gathering it and then analyzing that data. So, it tracks a lot of data about your website and what's going on. Not everything, and I have to stress that it doesn't track everything. And then it turns that data into measurable information and insight. And that's something that you can use. That's something that's useful to you. So, information in itself is not that useful. I had that many place for that many cookies. It's not that useful. But if you know something more about it, then you can actually do something about it. And what's best, it's mainly free. So, for you that don't have it, you can open your Google Analytics completely free. You just go to your, for today's Google Analytics address. There has been some changes, but it's still easy to find. And once you open your Google Analytics account, you can put it on your website. So, for the interest of getting into details or not, how many of you have gone through this process of integrating Google Analytics into the website? Best for your people, but still a lot. Yeah, I need to jump. There are a couple of ways that you can integrate Google Analytics. Basically, once you fill out your basic information website, you put the code to your WordPress website and there are a couple of ways. These days, the teams themselves actually support to integrate Google Analytics. You just need to enter your account or your key. You can also use a plugin. The most popular one in Brooksville as well is Monster Inc. that plugin to integrate Google Analytics. You can insert the code manually and actually prefer that and recommend that. Or you can use the right solution like that manager that gives you much more flexibility to have it installed on your website. I caution you against the first one. You support it because once you change teams, you probably will lose their whole money. It's something you really should think about in advance. Even your client may want to change the team, change the team because it's all the analytics. So, the best integration is through the plugin or the boot code yourself. And then you can track the results since you're in Google Analytics. So, the goal today when I talk about Google Analytics is to turn the data information and information into insight. Why is this so much important? Information is great but you really need to know what to do with it. Google Analytics has a lot of information. It serves a lot of information but most of the people don't access it and 20% of it. And in all fairness, you probably don't need it for a regular blogging website, maybe the number of visitors, changing where they're coming from, what's their demographic. This is something that you need for a conference website where you have sales functionality, process functionality. Things get much more complicated and the insight about what to do or what opportunities do we have is really crucial. So, what can you imagine in Google Analytics? I kind of divided this into four big categories. I don't know how to go through and then much more equally but you can try to use the information, marketing performance, so your digital marketing, SEO efforts, connectivity, referrals, website performance, which is usually the one category where people look kind of overall. You can try to sound with two Google Analytics and finally this is results. So again, I won't get into any of this if you're interested in just tapping but what Google Analytics gives us is information about their users. A lot of information about their users. So, where are they coming from? What's their age? What's their gender? What language are they using? Are they coming from a laptop? Are they coming from a desktop? Are they using a mobile device? There's a lot of information about the user itself that can actually help you to adjust your size. So, when we're talking about optimizing it doesn't necessarily mean just the performance, just the speed. It means optimizing it for your users. So, if it's your goal to get much more users and build your website primarily for desktop and it turns out a lot of users come to mobile the first thing that we need to optimize is not speed, it's actually have a mobile version and vice versa. For instance, our website, our service is actually primarily desktop based. So, and we also have user behavior what they do on your website and again website performance, what users do, what pages do they see, where they come from. You can actually track site speed and site experiment with different pages. And you can also analyze your IP performance so where your traffic comes from and set up goals and models. So, this is a key to track conversion to track the meaningful actions on your website that's meaningful to you. These are some Google Analytics sticks and drips I'm going to adjust to slide through them but you can have multiple views always exclude yourself. Use segment when analyzing so people that want something like specific segment male users, female users there's an option to set up custom dashboards and that's a super useful feature for everybody that's using Google Analytics basically you can build your own set of things that you want to track and you have to go each time and waste 20 or 30 minutes of your time and jump in from one report to another you can actually make your own and it's super simple, there's even a solution gallery that may cover your case. You can also share two email reports and I will also recommend to optimize alerts so if for instance performance of your website or page load drops under certain value you can immediately get an email explaining hate for some reason your website is getting really slow. It can be counted and counts and not everything counts can be counted that's also connected to Google Analytics. It's also famous for being useful to me but I'll touch on it. So why do I say this? Google Analytics threats a lot of things about your website but let's say performance in itself is a big sling so you usually have to rely on some other software or other methods to actually understand the performance of your website before you can actually dive into the optimization itself and here is a couple of bills I actually find most useful to track those missing pieces so Google Analytics threats a lot about your website but in this area it's a bit weaker so I actually recommend a couple of bills there is again it depends how much you want to dive into it, what's your specialization do you want to be super technical or do you just want to improve a few things for your clients or yourself so there are full website auditors that actually can enable everything and get you inside what could be improved if your social connected how's your website performing do you have errors on your website there are a couple of them most easier one is HubSpot's website reader Nibbler is a great second choice I love it because it covers a lot of ground so it goes into your social your code, your speed any errors how is your website used is there any issues and these two validators are more like code check just to make sure it works for performance there is a lot of tools and again these are basic tools I didn't have the time to actually present the workshop but it will be a specialized one but probably most useful to you would be Bingdom tools, GTmetrics and Google page speed Bingdom tools is a free you can actually choose a place to test your website from and you can see a waterfall of your website in that way you know what you need to improve what takes a lot of time you have a lot of content it's something working better GTmetrics go into much more detail and gives you much more meaningful reports and Google page speed is actually my preferred one because they actually give you recommendations about what you can change on your website so please test it out if you haven't already, again it's free you just test your website if you do need to change the script if you need to improve if it's something you're hosting needs to be addressed please check that out and from the COD again there's quite a lot of checks there are online checks so like salesite chat.go around new potency analyzer or you can use them especially like software and services that go way beyond what we do around here so that there's specialized services like hyper apps or MOS or even self-assued that goes really, really deep into analyzing playing, competition, everything and for security that might not be able to scan to test your site's vulnerabilities or super scan to check for malware or if your site is backlisted or hacked and to kind of finish this most of the world will mainly say that you guys induce the guts they'll be either lucky or wrong I recommend to you not to try to be lucky but to understand your website and you can analyze it you can measure it with Google Analytics with other tools once you get the measures you know what to improve there's software so they are really smart they can actually give you recommendations about what's to improve so my tips for actually measuring analyzing and optimizing your website using one of these tools or some other is have a plan first you have a plan, trust me I've been doing this for more than 10 years measure analyze and then optimize by few's priority if you can really go wide in the base plot of your time if you go try everything watch out for vanity metrics so those metrics that sound wow are not really important document the process, create your own checklists because that will be important if somebody actually needs to take part of your work or just in case you don't forget it have been doing the same thing for 100 times trust makes it easy to forget about things you already did and all the tests here what is this trusting data you get from these services but always verify quite often they can show you some result that's not really accurate and that's it for me thank you everybody at least it was sound useful to you thank you Marco first of all we don't have time for westerns for these lightning walls I'm sure that you are more than happy to have any westerns in your life we have coffee breaks and stuff like that if anybody wants to ask anything I would be here most of the time anytime please so we're going to switch the second lightning dog we'll be back in 2 minutes