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Google Analytics Tutorial with Step by Step Walkthrough

Published on: December 5 2022 by Travis Marziani

Google Analytics Tutorial with Step by Step Walkthrough

Google Analytics Tutorial with Step by Step Walkthrough

in this city we're gonna do a complete
walkthrough tutorial on Google Analytiks
and Google Analytiks is the most
powerful free tool you could ever ask
for and it's really amazing that Google
does provide this service for free and
we're gonna go over how to use it a lot
of people have no idea what to do and if
you don't have Google Analytiks
installed yet you need to do that as
soon as possible
it's best if you have from day one of
starting your store but then the
question I get all the time is what do I
do
once I have all this data how do I use
this data to improve my store and that's
what we're gonna do
so we're gonna go over eight different
things on how to use Google Analytiks
plus some more advanced tips at the end
eight things are we're gonna look at
source /medium AdWords if you're using
AdWords Google Analytiks can be very
helpful behavior transactions goals
funnels audience and segments so I'm
gonna we're gonna tok about all these
and we're gonna start with what I think
is the most important thing and that is
the source /medium so if you go to
acquisition all traffic source /medium
this is the one thing people always ask
me what's the one thing in Google
Analytiks you look at the most and it's
this and so I want to show you a few
different things one you can change the
date up here so let's say you wanted to
do from August 22nd 2016 all the way to
August 28th 2017 so that's a that's a
year's worth the date and this is a lot
of data now keep in mind one of the
problems with Google Analytiks is it
won't tell you if there's an offline
purchase so my revenue is actually
higher than this by quite a lot but a
lot of our revenue came in the form of
phone calls so you can set Google
Analytiks up so it will work with that
but this is predominantly website
traffic and website sales so I'm gonna
even go a little bit more narrow just
not to give away too much great
information let's go let's go to there I
don't wanna give up all the secrets to
my website so first off you can look at
this period so let's look at June 1st to
August 28th and you can just keep it
like this
I'll show you one other trick if you
want to you can click this compare
button and compare it to the previous
year or the previous period but that's
something a little bit more advanced
maybe we'll get into later in this video
I'll just show you really quick
how that works because it's kind of a
cool tool so you can see that all right
last year I had this much or you know
last year this year I've had about seven
thousand eight hundred last year I had
seven thousand eight hundred coming from
Google PPC so I just wanted to give a
little quick bit about that but let's
actually get into the real thing here so
once you are on source /medium these
right here will tell you the channels
that you're getting traffic from so
Google CPC so that's paid advertising
Google organic that's organic traffic
traffic from Google Pinterest DIY pins I
these are pins from Pinterest I can show
you guys if you're interested in a
different video basically it's from
Pinterest we have special DIY pins
direct slash none is if people type in B
dancewear com Bing CPC is paid ads from
Bing this is a specific email that we
sent out this is from Facebook Pinterest
and it's pretty self-explanatory now
this is just gonna automatikally show
the first ten if I want to I can show
even more so we get a ton of traffic
from a ton of different sources let's
focus on for instance Google organic so
this is the number of people that came
within this period of time to the
website this is the percentage of new
sessions people that this is their first
time on the website this is the new
users so that's just you know using that
data to calculate how many new users
come to the website the bounce rate so
this is what percentage of people get to
the website and automatikally bounce so
a little over half of the people that
come to my website so you know you can
calculate it if you'd want immediately
leave the page pages per session on this
is one of my most important things and
we'll repeat this a few times during
this tutorial but the number of pages
per session is very important it lets
you know how engaged users are so for
instance people that come from my
Pinterest DIY pins on average only go to
one point five pages that means that
they go to one page and some people go
to two pages so on average it's one
point five that means they're not really
looking around my website a lot as a
pose the people that come from organic
traffic they're looking at whatever page
they landed on they're looking at a
second page and a third page you're
looking at my about Us page you're
looking at fa Q's they're looking a lot
around my website they're pretty engaged
you can also tell by the time the
average session duration so right here
direct slash none they spend a lot of
time 2 minutes and 43 seconds on average
that's important another thing you're
gonna find is the e-commerce conversion
rate and these will vary as you can see
people that come from my Pinterest DIY
pins almost none of them buy so I'm
getting a lot of traffic but they're not
buying so we'll tok about what this
means later but that might mean it's an
opportunity for me to make make those
convert better but I'll explain what I
did with that later so this is a
conversion rate you're gonna look at
this and say hey how come this is only
at point four eight so people coming
from Facebook not very likely to buy so
maybe I don't really care about driving
much more traffic from their direct
aisle they're pretty likely to buy it
three point four and then Google CPC we
got three percent they are pretty likely
to buy so maybe I'd want to send more of
that kind of traffic to my website next
up is transaction so how many actual
sales did I get from this channel 210
and last is the revenue so Google CPC
made me almost made me $11,000 Google
organic made me $10,000 DIY pins in that
period made me nothing so maybe I don't
want to spend as much time on DIY pins
or maybe I do you know this is debatable
direct ten thousand so I want to know
how can I send more people to my URL
directly and a lot of that's gonna be
repeat traffic so that's hard to do I
can look at CPC the conversion rate
there's about half of what it is for
Google so I hope this gives you an idea
of some of the stuff that you can do now
one of the next things I want to tok
about is create you can use secondary
dimension dimensions so there's a lot of
different things you can do let's look
at well source is gonna already be there
so you can I'll just show you a quick
simple behavior landing page this is
gonna get crazy here alright so that
brings up all little landing pages and
you could do a few different things you
can sort by source slash medium and I'll
take a second it's a lot of data it's
trying to calculate all right so that'll
then take you to the landing page let's
scroll down so these are all the
different source slash mediums and all
the different landing pages so for
instance youtube.com/ a lot of them come
to my default page scroll down even
further a lot of youtube
Yahoo organic so this just segments it
often breaks it up even more here we go
this is what I was looking for Pinterest
DIY pins so you can see a lot of people
about 50 people are coming to for ways
to change the hemline of your dance
skirt from Pinterest DIY pins this is
important same thing Pinterest DIY pins
here four ways I can see which one of
these are the most popular and I know to
make more of those Wow look at this one
right here Pinterest DIY pins creating a
square cut skirt 400 something alright
so that's the topic that people are
interested in maybe I want to make more
topics like that that just helps you
segment it a little bit I'm gonna go
ahead and go up and I'm going to get rid
of this landing page just click that X
all right and the next thing I want to
show you is what to do with this source
/ medium data and I already kind of
mentioned it but usually what I like to
do is look at what are my top five or so
referral sources how am I getting
traffic to my website so my top five
make up probably 80 to 90% of all my
traffic like that's a huge amount of
traffic so I want to I want to spend as
much time as possible doubling down on
these I want to try to figure out how
can I get even more traffic out of that
because this is what's working let's do
more of what is working the next thing I
might look at is what is making me the
most revenue top five that are making me
the most revenue so Bing so it looks
like it's paid advertising and organic
advertising okay I want to double down
on that another thing I'm gonna look at
is ecommerce conversion rate and
obviously there's some outliers here
like I only got to two bits of traffic
from this so it's a hundred percent
ecommerce conversion rate that doesn't
really mean much want to look for like
two to thirty four so I got two hundred
thirty-four from bing Organic coupon
sore com okay well that's because people
are looking for coupons let's see two
hundred sixty yahoo organic direct
google CPC so you get an idea so email
so that's something i'm getting a pretty
good conversion rate off email maybe i
should be sending a little bit more
emails up maybe i should prioritize that
a little bit more instagrams not doing
bad either right there i believe i look
at pages slash sessions as well another
thing you might want to do is let's go
back to the sessions you can see this
has a really small an already kind of
mentioned a really small ecommerce
conversion rate how can i bump that up
what can i do to make my DIY pins
convert better and what I ended up doing
is if you go to one of my DIY pins it
takes you to an email capture basically
DIY pins and that's actually getting a
four point three one percent conversion
rate so that's not actually bad so I'm
not making say
with my DIY pins but I am capturing
emails so that is pretty good and what I
did is I clicked up here at goal set 1
you can also click on this ecommerce
thing and it will change all these
columns for you
so let's look here so the average order
value the most the highest one is from
direct the next highest one was when I
did this this email offer gives you a
little idea of some of the different
stuff per session value is pretty
important let's let's see what the
highest per session value is once again
it's these are some outliers you're
gonna have to ignore but email email is
not doing bad that's pretty good so my
average per session value from email is
pretty good let's go to 50 direct once
again keeps winning
so that's source slash medium that's
some of the basics here I hope that part
was helpful we still have a lot more to
cover the next thing I like to look at
is I do run AdWords as you can tell and
I'll go to this Adwords and I'll go to
bid adjustments cuz that's one of my
favourite things to look at and this
will let you know how to adjust the bids
should you increase should you decrease
how much money what's working what's not
working not gonna spend too much time on
this because these are some secrets I do
not want to give away but that can be
very helpful if you're trying to tweak
things you can also look at what
keywords are working for you and
actually my favorite one is search
queries this is a list of all the search
queries that people use to come to your
website and you can see I've got two
thousand sixty eight of them and what
you can actually do if you want and this
is works on almost any page you can
export it as an excel file so let's do
that together unix exporter there's a
few different things but what I'll do is
I'll export it as an excel file
and let's go down here
export Excel one more time and it will
bring up a page like this and look at
the data set 1 and this will be all the
different search queries and what you
can do is go through these and try to
find negative keywords for instance
instance compression shorts women that's
not something we're really selling so
we're really selling dance clothing so
I'd say hey that's a negative keyword so
this allows you to look at what people
are using your AdWords how they're
getting to your website and try to find
some negative keywords I'm gonna I'm not
gonna dive too much deeper into this
because I think this is really isn't
applicable to everyone if you're not
running AdWords it probably isn't very
helpful to you I want to go down and
look at behavior now
so within behavior there's a few really
cool things let's look at behavior flow
first off so behavior flow allows you to
see the path that people take when they
get to your website so most people go to
my main home page and once they get
there this is just a repeat they go to
my main home page again but then you can
see from here a lot of people are going
to shopping cart people are going to
search results leotard
more leotards and ninety-three other
pages that's how I didn't but this could
be more interesting let's to go
highlight through here alright so
leotards a lot of people are landing on
my homepage from leotards and they're
going here then they're going to max my
homepage and this just gives you an idea
of the path that people are taking now
this is so much data sometimes it's a
little bit hard to go through another
thing you can look at is your if your
going to site content let's go all pages
this will show you the traffic that goes
to all your different pages and this is
very helpful because you can see all
right most people are going to my home
page that's pretty typical a lot of
people are going to my shopping cart but
leotards leotards is actually my highest
trafficked page
how can I improve this so in 56% of
people are exiting how can I lower that
number so we now that we know that
leotards are very is a very valuable
page we're gonna try to figure out how
we can improve it so what I do is I like
to look at my top 10 trafficked pages
and see how I can improve them because
most your traffic is probably coming to
your top 10 20 30 pages another thing
you can do is look at what are your top
landing pages similar to top pages but
this is like the top pages people are
actually landing on and leotards is
number 3 so I need to start putting a
little bit more effort and emphasis on
leotards because that's really doing
well for me another one making a
hairpiece with lace so let's go to that
page actually let's take a look at it
you can click here to go to that so this
page is alright it's not the best my
thought now would be how can I improve
this and make it even better so this
email capture you know that's that's
great that was a good addition that's
something that I did earlier when I was
reviewing my stats I realized that I
needed to add an email capture exit
pages very similar to landing pages we
can try to figure out so one of my top
exit pages is the leotard page high
waist page and we try to figure out how
can we make it so people aren't exiting
I would also look at things like site
search overview actually let's go to
search terms so this will let you know
if you set it up properly it'll let you
know what people are searching for on
your website so on my website I have a
little search box and these are the
things that people are searching for so
one thing you might want to do is look
at what happens when people search for
those
so that comes up good another thing this
lets you know if a lot of people are
searching for it it's probably because
it's hard to find so people aren't sure
where to look
so leotards it's actually under other
unitards and bike tardes leotard so this
will let you know what things people are
searching for and you're gonna want to
look and make sure and make it easier
for people to find these things the next
thing we're gonna look at is actually
gonna be transactions this is another
thing I really enjoy looking at if you
go to conversions ecommerce let's go to
go to sales performance and then you can
see all your different sales if you
actually click on the secondary
dimension acquisition source slash
medium you can see where those sales are
coming from so a lot of my bigger sales
are direct that was organic that was
organic email 12 ah so if you ever have
a sale and you're wondering how did this
person find me you can go into sales
performance and do a secondary dimension
of source /medium now there's a lot of
different secondary dimensions
I know I'm going fast and I know this is
a lot of information but you can play
with this you can see things like what
was the landing page so default boys
sleeveless so this person landed on this
landing page that's kind of interesting
you can also look at things like the
dates that's pretty boring but there's a
lot you can look at let's see City
that's a fun one
so Palmetto you know all these different
cities we have here you can use this
data to try to do a better job of
targeting you can look also-- at gender
probably not very very accurate country
not that accurate alright not that
important to me since I'm mostly a US
based age isn't always the most accurate
either a lot of information in secondary
dimensions I could do a whole video just
on secondary dimensions so we're not
gonna I'm not going to go down that
another thing I want to look at is the
goals let's look at overview now I can
show in a separate video if you want how
to set up goals but once you have them
set up the question still is what to do
with them and so this is the overview
page let's look at reverse goal path I
think it's kind of interesting or funnel
those visual visualization
visualization so you have to set up the
funnels properly but let's look at order
placed so this is how many people come
to my shopping cart this is how many
people go to the one-page checkout and
this is how many people actually exit so
what this allows you to do is see what
percentage of people you're losing and
I'm about two thirds of people lose I
get lost so we can see why so they're
going to this artikle for instance let's
see what that artikle is so they're
looking at this page as a customer
service page they're looking at the fa
Q's so I'm losing some people because
they're looking at the fa Q's but this
if you set it up properly will allow you
to see the different funnel
visualizations it's email confirmation
that's pretty that's pretty standard
yeah so that's just let you see some of
the different goals and the funnels now
let's look at audience so we only have a
little bit more left in this video one
of the things I like doing is going down
to location so the geolocation of the
audience so for me most of my traffic
comes from the United States not
surprisingly let's go ahead and click on
that then from the United States most my
traffic comes from California Texas
Florida and New York once again not
super surprising what's maybe more
interesting is what's the average pages
per session let's look at that for
instance so people from Iowa they visit
on average four point six five pages so
the people from Iowa tend to be really
engaged with what I'm selling so maybe I
should take more emphasis there and
spend more of my dollars there same
thing New Jersey
I mean Delaware's pretty good to
Mississippi another thing we can look at
is the to do
instead of the conversions for that we
can say ecommerce what has the highest
e-commerce conversion rate so revenue of
course is gonna probably be highest in
California Texas Florida New York but
what has the highest conversion rate so
Oregon Maine Maryland Washington
Oklahoma we can look at these and maybe
I want to send catalogs I want to send
them out catalogues my products to those
specific states because that seems to be
where there's a really happening dancing
and they're really likely to buy from me
as opposed to if you see California is
pretty low on the list I don't know I
don't know exactly where it is it's at
33 that's not great at all in fact
Oregon and Maryland and Washington have
more than double the more than double
the conversion rate so I want to
probably send more of my ad dollars up
in these states because it seems to be
where people are buying from me you can
also look at things like demographics
like overview so it's saying most my
target audience is 35 to 45 once again I
don't know how accurate this is
eighty-four percent female 16 percent
male that seems like it's probably
correct interest and once again this
isn't gonna be that accurate but let's
look at an overview shoppers slash value
shoppers food and dining enthusiasts so
she just gives me an idea of the
different audiences that I have here so
there's a lot more that we can look at
one last thing I want to show you is
segments before we kind of wrap things
up here so if you close that if you add
a segment and maybe what I want to do is
instead of all users I want to go here
and segment people based on let's see
see if they can do mobile mobile and
tablet traffic so you see I'm at 28,000
right now but of that twenty eight
thousand sixteen thousand is mobile and
tablet traffic so that's a lot of mobile
and tablet traffic and what I can do now
is see alright how do they interact with
my website so the conversion rate goes
way down as you can see but first off
sixty percent of my traffic is mobile
and tablet that's really interesting
that means that I need to do a better
job of having a mobile-friendly website
another thing I can do let's go ahead
and remove that I can do things like add
segments people that have two plus
transactions or and that was a custom
one that I did I can show on a separate
video how to do that made a purchase
that's a fun one apply so all right of
all the people that made a purchase
where are they coming from so only 1500
people actually made a purchase so all
this data and all the segmentation
there's so much more where you going to
your I could do a whole course just on
this but basically this allows you to
look and really segment your audience
and figure out alright where are the
people coming from that actually make a
purchase where are the people coming
from that make two plus purchases what
about mobile traffic what is their
pattern how do they how are they
different from people that come on
desktop so there is so much you can do
I'm just we're just scratching the
surface with this if you enjoy this
video and you want more like it make
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it's down below at the bottom I also
have the e-commerce success pack and
I'll make sure it include a checklist
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as well it has things like checklist for
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virtual assistant the complete guide and
last but not least if you have any
questions about Google Analytiks please
leave it below as a comment and I will
make sure and respond to it