 Hello everyone. My name is Renée Ramirez. I'm an SEO at Top Hat, right? I am a yet certified for those of you who are not familiar with Yaxx. Basically, I top very fast. I'm very sorry. I will try and articulate. Okay, promise. Okay, so for those of you who are not familiar with Yaxx, basically it takes a, if you're a small business, any type of business basically will take your name, address, telephone number, put them into directories, I'll update your Google My Business, all that good stuff. I'm yet certified. I'm also advert certified. And my favorite, I'm also Google Analytics certified. That is Hank. We will run into him later. All right. So now you've listened to Sarah. You've listened to Arson and you've essayed all of the things. Or you went the quick route and decided to go for paper cut. Okay. So we have all the traffic going to our site. Now what? All right. So we're going to go through your measuring statistics. Using and understanding Google Analytics. You guys read this. I just basically want to get a full understanding. Who here actively is using Google Analytics on a site that they manage or own? Okay. Who has never opened up Google Analytics in their life? One, two, okay. Three, okay. When we are working at the agency basically, we're dealing with sites that are multimillion-dollar companies all the way up into your small business office. When we do analytics audits, basically, we are looking in the same area. Whether it's a huge site or whether it's a small site, there's an area in which we focus on. This is where I'm going to take you, basically, because a lot of people use Google Analytics, but they don't necessarily use Google Analytics because some of it can be a little bit intimidating. A lot of numbers. A lot of data. So what we're going to do is we're going to help you to understand certain terms, certain ideas on how analytics works, and tell you exactly where to focus. Because in the end, whether you're big, whether you're small, what you look at in the inside, it's all the same. So there's really nothing fancy to do. Now what is Google Analytics? What exactly is Google Analytics? Just so you guys know, I actually failed the analytics test, like, four times before I got it. And I blame Google because Google is such an exciting thing. Definitions to Google are more rules. They're more rules and they lead so much to interpretation. So if you ask what is analytics, here's our thousand-page knowledge base. Or here's the analytics you're having. They really don't give a definition. That was one of the things I learned about when I first started with analytics. You have to understand the terms. And then everything will fall into place. So let's start from here. So what is analytics? Now, like I said, Google does not provide any type of real definition. So I've got a Wikipedia. Now, Wikipedia, Google Analytics, Streaming and Web Analytics Service, offered by Google that transfers for flip-side traffic. They have all this extra information on the bottom about the required version because as we all know, Google, if they can't figure something out, they buy it. Like that. Now, the thing is that this still doesn't explain what analytics is. So we've got the dictionary.com. Merriam-Webser has a horrible definition. So we have to go to the dictionary.com. The new school. So when we look at the definition of analytics itself, it's the analysis of data, typically large sets of data by the use of mathematics to fix and compute a shock part. Now, that's more in line with what it is that we are working with Google Analytics. So that's the solution. There we go. So, Web Analytics Service that tracks and reports website traffic for analysis by use of their free computer software. This is what we're going to use. We have that basic definition. We have our starting point. First thing, how is analytics installed? We've already established a lot of us use Google Analytics. So we really don't need to get into the installation of it. These are more like tips. So, first thing, for those of you who actually have it, for the two of you, do you want to make sure? Now, Google, they have one account, two of them all. Use a single Gmail account or Google account for all of your business and website search console for all of that data. You don't want to use the same thing that you're sending your love letters to your wife or your girlfriend or something like that. You want them to have them separated. The thing about with Google Analytics actually links with the search console. It links with your Google tag manager. It links with your Google ads. Everything links together. So if you have things in all these different accounts, it can get pretty messy. On its, we have had to basically combine all of these things together and give to the client and they're like, ooh, that was easy. It's like, well, we should have done it. So, try and have everything organized into one spot. Now, your Google Analytics code. This is basically what makes this stuff work, okay? Your analytics, you can find, for those of you who already have your analytics account set up, you can locate your analytics code by navigating to the admin. Admin is a small icon on the left-hand side, on the bottom. That's the code. Okay, so here's, here's to access your admin and go to the left-hand panel and hit on the little icon under tracking info and tracking code. Now, the global site tag that you see there is the little analytics snippet that basically makes everything what it's supposed to do. Now, this is WordPress. So, we'll get into how we actually do it after a second. But your tracking ID. Now, your tracking ID is not a secret code. I can actually go onto your website, find out in about 30 seconds if you have the code and if you have it installed properly. But you will need this code so if you wanted to install it into any type of third-party installation, such as monster insights. Now, as far as installation, since this is WordPress, we use a plugin, okay? If you use any other type of site, you might have to basically put it in manually, nicely about WordPress. You can just plug it in. Everything's groovy. Now, I don't have anything that I particularly recommend, but we use a lot of clients who do use monster insights. Monster insights is a very popular plugin. That was originally actually Yoast Analytics. Yoast wanted to get more deeper into the SEO, so we took that part and gave it to Monster Insights, which turned it into this ginormous, huge plugin. It actually has a lot of widgets, widgets, all that stuff. Personally, I prefer analytics because it will take you a little bit deeper. PSA. For those, you'll know it when I say it. For those of you who are going to use Google Tag Manager to install your Google Analytics and you are going to migrate from a plugin to your Google Tag Manager, do remember to disengage your old plugin because what can happen is you can actually have two instances of analytics inside your site, which can turn into duplicate sessions, duplicate hits, all that stuff. The biggest sites that we deal with are the worst that will protect us. So they try and modernize, but then they forget to pull the old stuff out. So please do remember to do that. Now, how does analytics work? Okay, I've got to watch this. The adventure is Bob. Now, the reason why we're using Bob is because Bob is representing our user. Our user is basically you. I'm just going to call him Bob. Okay. Now, okay, so Bob visits HanksTimeCable.com. HanksTimeCable.com is actually a website that I created which I used to test plugins, things like that. That's what we have here. Now, for step one, Bob is... Let's see. There we go. Okay, so step one. Bob is online shopping. Okay, he's looking for a towel. Now, for step two, the click... Let's say, for example, Bob was searching for towels through Google Search. Bob locates a link within Google Search, clicks on it, sends him to the landing page which we have established for the towel page. Okay. Now, in step two, once Bob reaches that page, the browser loads that page that contains the Google Analytics code. Okay. Now, step three. When the analytics... Excuse me. So when the analytics... When the page in the browser loads the analytics code, it causes that analytics code to fire creating a client ID. Now, that client ID is actually composed of a random number and a timestamp of when that client ID was created. We'll get to more on that in a second. Okay. So we have the creation of the client ID and then step four, once the client ID is created, that information, the client ID, is then sent to Google servers for processing. We must note that this is Bob's very first time visiting the site. Now, Google takes the information from the client ID and in step five, the analytic script is actually what they call an asynchronous code which basically means that when one process is working, we can still go to another process and have that work as well. So basically, information is going back and forth. It's constant. So when there is a click as an action, there's a reaction over here, it doesn't go and it does not stop. Okay. Now, in step six, what basically Google servers does is it takes that client ID code and it puts it into two different areas. In step six, the Google takes the client ID code and stores it into the browser page in the form of a cookie. Okay. And in step seven, the client ID code is then inserted into the Google Analytics dashboard. You can actually locate this through the User Explorer that we don't want to get into. It's a little bit more complicated, but you can actually locate your client ID within the Google Analytics dashboard. Now, the cookie that is in the browser and the client ID that is in the analytics, that is the link between the two. So whatever happens here, that client ID is your link. The client ID is you. That's your personal number. That is your user number. A lot of people are like, it's a client ID. So if we start to understand what that is, we'll start to figure out the process and then things will start to fall into place. Now, once we have that client ID established, then the session begins. Now, before we do, we want to understand a little bit more about the session. Now, the session is defined as the period of time Now, session is a period of time. It's a period of time within a 30-minute window. There are certain things in which can alter how that time is done or how that time is calculated. Now, the first thing is by default, if Bob is inactive on the site for 30 minutes or more, then the session ends. This means that if Bob is on the site and he doesn't do anything for 30 minutes, it's over. We're done. Two, if Bob leaves our site and returns within 30 minutes, it's still counted as part of the session. So if Bob accidentally closes the window, leaves, comes back, he's viewing a recipe, he clicks on the site, he goes to the kitchen. Within 30 minutes, all of a sudden, he decides that he needs to look at the recipe one more time and he comes back within the 30 minutes. The session continues. And then finally, any interaction that Bob makes with the pages such as the button or anything will actually refresh the session. So imagine this long period of time, non-linear, you have this long period of time as an hour. You have a window of 30 minutes. That 30-minute window is basically constantly taking down. Now, if it ticks down all the way to the bottom, the session is over, unless Bob actually clicks on something else which would therefore move this window of time to the point within that hour that he clicks restarting the session. They know it sounds a little bit complicated, but when you start to really think outside of the box and not worry, then it will start to make a little bit more sense and then you can start to calculate your users and how they function, but at least this is the basic premise behind what the session looks like. All right. So now in step eight, now we know that the cookie that's inside the browser knows a lot about Bob. Basically, it knows everything as far as where he came from. She came from Google, so the cookie knows that. We know whether or not he's paid or if he's organic traffic. We know his location. We know if he's on desktop or if he's on mobile. This is all the types of information that that could be within the browser is collecting and is processing. Now, over to step nine, this is an actual recording of a session. Now, we have tools that we use during an audit so that we can see what happens inside of your site and when we are clicking about. We will typically take about five pages of your site, begin a recording, and then we can see what happens on each page that we click. Now, in this case here, this is an example of us actually landing on the Shop page, not the Telepage, but as you can see, this is the beginning of the session. It contains during the session, we have information such as the current URL, the analytics code. Now, the source medium, which we'll get to in a second, that source medium is information about where we came from and how we got there. So, once again, all of that information is being found out with every click. This is one section of... one section in part of the session. If we click on another URL, we're going to get another snapshot with all the information about that page. So, all of this information, what's going on in the session is then getting sent to Google for processing and then returned back into step three, which is our Google Analytics platform. Now, what does Hank, who is actually the owner of Hank's Time Traveling Board, what does he know? He basically knows everything that was in number one, Bob's cooking, so he knows about the domain, he knows about the location, he knows about all that information. He knows what happened during the session on his site, so he knows where he clicked, he knows if he bot, he knows every single type of action that he had, so he has a combination of all that information put into his analytics dashboard so that he can review and analyze. Now, he knows all the information about Bob except his name and any personal information. That is a huge no-no. It's a huge no-no. Let me repeat that. It's a huge no-no. Now, some people will actually do their clients a favor by creating these forms on their sites, the manager's telephone number on that stuff so that they can send, you know, give me your stuff, I'll give you information. Sometimes somebody might create it so that the information will actually stay in the form and create a dynamic URL that contains Bob's information, Bob's telephone number, Bob's email address, all that information. This is that if I see your, that information within Google Analytics, that means that that information is getting sent to Google. That is a no-no bad thing you could possibly do, number one. If you ever see any type of client information in any of these URLs, you need to stop what you're doing and read the update, talk to a developer and have them, um, um, what sort of results, they need to solve it, they need to encrypt that information and they will lock down your account like it's no base business. So please be careful with that, okay? So this is... I got lost in that tangent there. So this is a random information as far as what happens every single time a user comes to the site. Get a cookie, transfer the information, and then everything comes out in the end with Google Analytics dashboard. Now, the ABC Cycle. Now back in 2013, Google introduced what they referred to as the Acquisition Behavior Conversion Cycle. Now a lot of you who have opened up analytics at any point in time of your life have seen this before. There's just chances that you never quite knew that there was an actual name attached to it. Now, the Acquisition Behavior Conversion Cycle is actually this area right here. All of these are the ones that all of these are set reports. Set reports in which Google thought that, hey, this might be something that you guys might be interested in doing. So instead of setting everything up yourself, we're going to offer this to you so that you can look at it, okay? But this is the area here which they actually done under the channels report here. Now we're going to get a much deeper into this in a moment. Now as far as what's actually in the Acquisition Behavior Conversion reports, we have the channels on our left which we're going to dig a little bit deeper in a second. The ABC starts with the Acquisition. Now here's where we see our numbers as far as our users, our new users and our sessions. Bob was a new user. Bob did not have the analytics company that contained the client ID in his browser. When the analytics ID fired, it realized that there was not a cookie anywhere in sight so therefore it created one for him. A new user that would be a new user. A user is a combination of both a new user and a returning user. Everybody might think that that is unique users. It's actually a combination of the two. So you've got to be careful as far as what it is that you're thinking about when you're looking at these statistics. Then of course we have the session data. Now I personally use session data to determine what how my website is doing because that is the period of time in which people are actually doing stuff on your website. New users, users, stuff like that. Okay, but this is what's happening while the clients are on your side. So this is why we use sessions. Users were actually only reintroduced back into the fold within this year. So Google always wanted sessions to be what you used to gauge exactly how everything's on. Now we move on to behavior. Behavior is more going to be at your page level. Acquisition is how they got there, who got there, behavior is at the page level. So here's what we're going to see bounce rate. You bounce rate, for those of you who are not familiar with it, bounce rate is it, Bob goes to the site, doesn't do anything for 30 minutes, times out, and that's considered a bounce. Basically it means that he got there, didn't do anything, no clicks, nothing, bounce. It don't want bounces, but basically it could mean a mirror of problems. What kind of problems? We can do that in another session. There's a lot of way to analyze in which you can figure out how things are working with through analytics. And then of course the last part of the conversion of the ABC cycle is conversions. Conversions are very important because that's how you gauge exactly how your site is doing. Everybody builds a site, you build a site to do something, whether you're selling something, whether you're providing content, whether you're trying to collect emails. We need to know how our site is doing, so this is why we have conversions. So you have the how, you have the where, and then you have the did they buy. So this is what we've been talking about. Now, I can't do analytics without mentioning the audience overview. Now the audience report, which is this section right here, it's a new report that was actually read. Everything that you find in the audience report is basically based upon dimensions, which we're going to get into in a second. Basically it's more descriptive things about your user, such as technology, such as location, such as demographics. These are things that are basically used a lot for marketing. So you'll find a lot of these unlike people who are working with AdWords and stuff like that, who want to know about the information that users who are currently, who have used their site, so if they want to target more of those types of users, this is where they're going to find that information. When we're doing an analytics audit, we actually don't go anywhere, simply because it's extra information that is not necessary to deduce the health of the site. So it's marketing. So as you can see, built by language, blah, blah, blah. We're not going to get this heavy into this, here. This, as you see it right now, was actually introduced in early this year. So a lot of it is still known as far as how they have it set up, such as the core analysis, which has been beta forever, which is basically a fancy word for grouping. Feel free, once we finish from here, you will actually have the building blocks and the knowledge to be able to go from here comfortably and understand what's going on. So that's the audience report. Now, audience report versus acquisition report. Now, here are some of the differences. I felt that if you understand the differences, then you'll understand why we're focusing on this one key area. Now, like I mentioned, the audience report, this section was actually introduced back in 2017. The ABC reports is actually kind of the original dashboard. Back when Google had acquired it from Urchin, when they acquired it from Urchin, Urchin had a particular setup in which they used which was similar to this, but things were still in their infant phases. So back in 2013 when they created the ABC reports, how you see it there actually has been in existence all this really not much has changed. The only thing that's changed is where they put it. So now they stopped it way into the channels. The audience report, it focuses more on attributes. So once again, technology, all that stuff. Well, the ABC reports focus on acquisition, focuses on the behavior, and it focuses on the money. So these are the things that we're actually more interested in, which is why I'm once again going to focus here. Now, the audience report, it's not completely ready out of the box, meaning that if you want to learn things about demographics and stuff like that, you actually have to click and have it set, and in some cases have something else linked or modify the code. So if you really want it, you got to work for it. And then the audience report actually consists of a lot of third-party data. Now I know a lot of people have heard of the Google Durr. The double click, things used for all the ads, it's basically buried in every single tag you can possibly think of. Because if you actually do a tag crawl inside, it's all over the place. But the thing is, is that a lot of that information, such as the demographics, such as the interest, such as the income, all of that is actually taken from double click information. While the ABC reports measures paid and non-paid and its facts, it's the numbers, it's what's there. So it's real time. Now, what are the default channel groupings? Now the default channel groupings are the most important part of analytics. Okay, now the default channel groupings as you see here, basically it's a roll-up of traffic sources in the acquisition reports that could several of the marketing activities together. Whether you're doing SEO, whether you're doing pay-per-click, those are marketing activities. It's something that you're spending your time on. Now the channel groupings allow you to view and compare aggregated metrics by channel name as well as the individual traffic sources, media and campaign name. Now the marketing activity, marketing activities, such as uh... Here's what we're going to do because I'm going to get a little bit of time. Now once again like I stated, all users are basically going to follow through one of these channels. So we're going to expand on exactly how they get there in the first place. Now, to better understand the default channels, we need to understand source and media. Okay, now the source is the origin of your traffic, such as a search engine or domain. So basically any domain in which your user came from, so whether it be Google, whether it be Bing, Facebook, Imager, it's basically a domain where they came from. Last click. Now the medium is general category as it directly relates to your traffic. So pay-per-click, referral, organic, it's a description of how they got there. So the source is where they came from, the medium is basically how they got there. Now, when we put them together we get complete information about the user. So now we have Google organic, we have Bing organic, Facebook, referral. So together they tell the story. Now, the default default channel definitions and rules. Okay, so now we know where the user came from, which is the source. We know how they got there, which is the medium and we also know that every user is going to pass through one of these channels before we can analyze the data. But how do we know which channel analytics is going to throw the user at? Now, Google provides a set of definitions here, which are basically rules. Now when the user rushes to the site the source and medium of the user is going to match up to at least one of these definitions. Also the order that you see is the order in which Google is going, in which analytics is going to try to determine which channel the user belongs to. So say for example user number one arrives to the site via Google organic analytics will start from the top and try to figure, is it direct traffic? Now, sort of exactly matches direct, basically direct traffic is anybody, if you have a bookmark if you click on a link and it goes from that point, direct or if they type in your URL, it goes from that point directly into the site. Since we know that the user is Google organic and not direct, we skip. The next rule then is, is it organic search, which the medium exactly matches organic. We know that the medium is organic because it came from Google organic, so therefore it would fit into the organic search channel. Now, example number two, we have Pinterest that came in on a referral. Okay, so we go through number one, it's not direct. Number two, organic search, no, it came from Pinterest, so therefore it's not organic. So, then we go down to number three, which could be determined as a social, I would have double check as far as how Google categorizes it. But, if we go all the way down to number five, then we have a referral, which is the medium exactly matches the referral. When the source medium comes out, Google does identify that user by the source of medium in which, like I just mentioned, which is Pinterest referral, so therefore since it follows the definition of a referral, which the medium exactly matches the referral, this is where the challenge is going to lie. It does sound a bit complicated, but after a while, it does start, you'll start to see the terms, you'll start to see the patterns, you'll start to see how they connect together. So, this is what we do. So, therefore, once everything is sorted, we have our handy-dandy little chart, which will help us determine next. So, now, what does Google Analytics measure? Now, this next series of slides basically in which we're going to go through a bunch of different report windows and just see how we can manipulate them basically. Now, the real-time report that we see here is probably what everybody opens up. Everybody's open up the real-time report. If you've had Analytics, you've opened up the real-time report. It's the first set of reports that is in the left-hand side on the top. It will tell you exactly what's going on now. So, as you can see here, we have 11 people on the site. It's the current users and we can also see exactly where they are currently within the site. So, if you want to know what's going on now, real-time report is where it's going to happen. By the way, these next set of slides, they're actually all taken from a Google actually provides an analytics demo. Like myself, I have a site that gains no traffic because it's blocked from crawlers. So, what they did was actually have one of their merchant stores that's completely open in which you can get access to that analytics demo and do whatever you want. Nice thing about analytics is that it really won't break. So, you could mess the heck out of it and all you have to do is like open and close it and you'll get right back to where you started. Now, I left the link at the end in which it'll show you exactly how to get that analytics demo. But you can see, but everything from here is from that demo. So, now actually, I'm sorry. Now, before we continue, we actually do need to understand dimensions and metrics. Now, the image on the left, it's a tool that Google has which is called the Dimensions and Metrics Explorer. Now, it's nothing that you need to go out and use right now. Basically, it's a tool for developers who are pulling data from analytics using the API. So, it's just a quick little thing which they can go in, pulling the information without having to mess someone's account on Facebook. Now, the reason why I have it here is because the screenshot actually shows the layout of it's it's a great visual representation of dimensions and metrics side by side with all the dimensions on the left and with all the dimensions on the right. Now, dimensions are basically they are descriptive attributes or characteristics of data. I do need to mention dimensions and metrics are basically, they're the top most level forms of data that MLAs have. There's nothing there's nothing proper, basically. With the dimensions and metrics then everything else starts to fall under it. Now, the dimensions, it's a descriptive attribute, characteristics of data, for example, a city campaign source or a keyword while we have the metrics which is a quantitative measurement of your data which basically means that it's any type of somewhere in total. Only certain dimensions can be filtered by certain metrics which is the reason why I have this tool up here in the first place. I knew that there was a point. If you are looking up, say for example, you're looking up sessions and you want to know if you can divide it by sessions within a certain city, then basically you can use this tool, locate the session and you can see if the city or whatever it is that you want to filter if it's blocked out. Then that means you cannot filter it by that dimension. If it's still enabled, then that means that they'll work together. Nobody ever remembers dimensions and metrics. Nobody ever remembers metrics and metrics. I've read bloggers who basically will write something about a dimension and a metric and then you'll find a correction next week, same night, and so does the metric. So I don't expect you to really achieve this part, but here on the bottom is all your dimensions and this part of the graph is all of your metrics. So now we're able to see exactly how it works within the ABC cycle. This here is the acquisition channel report, which is what we've basically been using. Now here in the upper left-hand side this is a dropdown that will allow you to select your different dimensions. Now once again only certain dimensions can be filtered by certain metrics. So if it's not able to be filtered, it will not show up in this dropdown. This dropdown here will actually determine what this trend is showing here. At the moment we're seeing users on a daily basis. If we were to change the dropdown to sessions, then we would see users on a daily basis. Over to the right we see our date range. It has already a couple of presets such as 7 days, 30 days, what not. Usually we'll just keep it on 30 days and you can see the trend for the past 30 days. You can set it as far back as you had analytics installed within your website. Honestly after like 3-4 years it will choke so don't expect it to go far down that too far unless you're getting information from the API. But if you really want to see trends over a period of time then this is where you would set that timeline. Here on the top we have our primary dimensions which is this column here. So we have this set to sources which as we have for the definition we know that it is where the client came from. So we have our Google or Bing, which is set by organic sources. Now next we have the source medium report which is still in the acquisitions of acquisitions all traffic source media. What this report does is it sorts all of your users by source and by the medium how they got there. So where they came from how they got there. As you can see in this example we have a number of Google organic, we have some direct and we also have some referrals from another website now once again what we have up here on the top are what we call segments. Now segments are our global filters which if you work to basically in segments the global filters that allow you to isolate groups such as groups of sessions or users meaning if we wanted to find out globally segments are basically used so that we can isolate a certain section of user types so that it will affect the entire analytics dashboard globally. So if we only wanted to find out what were the organic users and only get the data for organic use this is when we would use sessions the segments. Same with returning users which is how we have it here we have it separated by all users which is the first segment and then we have returning users which is the second segment. When used together then we're able to see a comparison between the two and also in very tiny print it will also give you the difference as far as the difference between the users and the returning users. Now we are in the behavior session behavior site content landing page this is the landing page report. Landing page report is very important because then you can see exactly how users got to your site. As example landing page we can see exactly how many people are entering from the home page. Landing page is not always being organic it can be from referral it can be organic or it can be from email but this is the primary entrance that was made into your site. Here we are able to set two comparisons by date range so not only can we set the amount of time that we have that we are focusing with the trend but we can set it to say compare 30 days now compared to 30 days in the past so we can see if we've made progress. Now as you can see this is a 30 day comparison of Google's merchant website and they had a 4.75 reduction since last month same with their conversion so they lost in their sell so using the comparison which is what we do a lot we are able to show clients exactly if they've made progress if there was an algorithm change like Sarah was talking about we can see exactly what happened with the site. Okay and this is the conversion overview. Now the conversion once again is very important because this is how we are going to know exactly how it's your it's your progress. I mean this is why we build the site in the first place. We build the site to sell stuff that we want to know if we are selling stuff and if we are selling good. Now this drop down here since this is the goal the conversion area basically everything is focused on it's conversion center this drop down here will allow you to see the view say for example you have multiple goals that you have in the site so you can either see all of the conversion data or if you have more than one as you can see here people have these separate goals for the website so you can drop you can pull them down and isolate that particular goal and we have a conversion overview here so at a quick glance we can see if we are doing good compared to the last one or not. Now we also have the goal destination URL here now this goal destination URL is where our conversion is happening or where our goal is set now as far as creating goals most of the goals that are used in the websites that we have audited are basically using destination goals. Now destination goal is a URL that we want the clients to reach at the very end in order to get the conversion so if you are selling something and you have a client and the user is going through a putting in their credit card information once they finish with all that information and they make the sale a lot of times a website will have a thank you page once the client once the user reaches that thank you page then we know that that goal is complete so therefore we use that thank you page as our destination now setting up the destination there are other ways in which we can get goals there are other ways in which we can set up goals but like I said destination URL is the most popular navigate to the admin section under goals and then goal setup now when you are setting up goals just always select custom everything is going to take you to destination it doesn't matter all of those templates they are all going to go to destination don't confuse yourself with just a question enter your name in this case goal type destination now be sure to include in this section here we are going to want to put the destination URL make sure that you put down the correct destination URL if you have any type of typo it will not fire therefore you will not account the goal it happens a lot so do be sure to double check to make sure that you have the correct URL now the goal funnel is not necessary but this section here is optional what it is basically if you have if you set a goal funnel then you are able to see exactly how your your customers were going through the funnel so say for example here we know that in order for a client for a user before they make the sale they will have to pass through the cart so since we know that they passed through the cart we have the cart as the first as the top of the funnel then next they are going to put in their information and then next they are going to put in their payment information and next then finally they are going to reach the confirmation and then finally they are going to reach our destination by setting up this funnel there is another report in which we can see how the clients are how the user are going through this funnel and if they drop out so as we can see here they went through the cart but we had a few users that dropped out during the information phase now if you have users that are dropping out during the information phase and it is a possibility that it could be too long or maybe there is a technical error in which users were dropping out and as it goes further more users were dropping out so this will tell us where we need to make these improvements so that we can get everybody who started here happy now basically analytics it is not intimidating there is a lot to it they say that it takes an hour to learn a lifetime to use if you you just have to remember you are not going to break it you can do it you can break it okay I love you can break it huge clients multi million dollar clients who will just start stuffing everything in there you can break it if you really try but 9 times out of 10 it is really hard so do not be afraid to go in there use the the terms that you use such as sessions get yourself an understanding these are all some really great links some of the information that we have that was working on previously you will find it here and on the help center these are some really great writers analytics and optimized smart check them out read their blogs a lot of really good information in human form and digestible so they really don't tip time tip around stuff so yeah just go in explore learn your stuff improve thinking I have to take a few questions I do like questions I do questions anybody yes please so you were showing the card funnel earlier I actually had some clients who use flying card plugins basically when you click on that the car it flies because it brings the car in from the right obviously it doesn't take you to the party necessarily so how do you avert that because you're still on the same page it's pretty stringent it depends on how basically it depends on how it's set up whenever you set up analytics you want to make sure that your analytics is in every single page that you've looked at one way that we do that is if you know this path if it's say for example some form of dynamic where it comes up it's slightly different what we want to do is see what we want to do what we do is actually call the site so we can see where the analytics is and solve if there's something in there it's like a search domain or is it just part of the it's part of it basically you want to see if it can be read you want to find out how it's read and you want to make sure that all the information in there is trackable there's so many different ways out there so many different programs and all that that they're all different so what you've got to do is focus on the code in there make sure that that tag is in there and that you can read it if you'll read it okay, alright I'm sorry that she's doing a hands in commerce for Google but it's a whole nother app it's a whole different app and it's excellent so thank you very much thank you