Skip to content
  • Install GA
  • What is
    • Real-Time
    • Audience
    • Acquisition
    • Behavior
    • Conversions
  • Strategy
    • Keyword Research
    • SEO
    • Design Layout
  • Contact
Menu
  • Install GA
  • What is
    • Real-Time
    • Audience
    • Acquisition
    • Behavior
    • Conversions
  • Strategy
    • Keyword Research
    • SEO
    • Design Layout
  • Contact

Mastering Google Analytics

A strategy guide for better decision making to analyze website growth and boost lead conversions 

Visit to follow along: whitebuffalocreative.com/wbc-insight

Google Analytics Facts

0
Google Analytics Users (13 Million)
0 %
Average lead increase by using GA
$ 0
Cost nothing
1 %
Market Share

What is GA?

  • Gives a 30,000 ft view of website engagement
  • Valuable asset for your business
  • It's a secret tool everyone should use

Jumping right in

This is Google Analytics

umm.... Whoa!

Yosemite National Park,  Half Dome 

Marketing Funnel

Report types

Dimensions

  • Real-Time
  • Audience
  • Acquisition
  • Behavior
  • Conversions

Filters

  • Users
  • New Users
  • Pageviews
  • Bounce Rate
  • Location
  • and MORE!

Take aways

  • Brand Awareness
  • Goal %
  • Bot prevention
  • User drop offs
  • Location of customers
  • Tracking benchmarks
  • Ideas for Improving content
  • Greater understanding of your website traffic

Direct customers to you, not away

  • Use audience data to find what keywords were used to find your website
  • Think about the hierarchy of your content
  • Are you standing out?

Resource Guides

Getting Started with Installation

  • Download Install Guide

Track a Goal Hits

  • Watch Video

Marketing Strategy tips

  • Go to Section

Installation

Starting with the basics. Get GA installed on your website to begin tracking users.

Learn about this

Real-Time

Real-time analytics shows what’s going on your website in actual time.

Learn about this

Audience

Get important data about active users, demographics, interests, and what technology users are using to view your website.

Learn about this

Acquisition

Know your channels. This shows how users are aware of your business and how they find you.

Learn about this

Behavior

How users engage with your business. Get valuable data about page ranking and traffic flow.

Learn about this

Conversions

A conversion Track your goals set and know how many users click on a video to watch, or submitted their info on a contact form.

Learn about this

Capture your customer data now! not later.

01

Installation

How to Install Google Analytics 

Quick Install

  • Use a Google Email registered
  • Login into Google Analytics
  • Click Admin
  • Create New Property
  • Install Tracking info into header of your website

High level view

Get ready for you business to change. You’ll start thinking about your business different I know when you see how many people are really coming to site. Scary thought, but it will inform you of the untapped value of your website.

Resources

  • Download Install Guide
  • How to install GA - Reference Link

How to use GA reports

  • Home
  • Audience
  • Acquisition
  • Behavior
  • Converstions

02

Dashboard

Quickly see traffic performance from a given period

Don't burn yourself out

  • Schedule a time to check reports
  • Have a goal in mind
  • Do your homework
  • User Experience is SUPER important

Target Areas

  • Share Dashboards
  • Custom Dashboard
  • Users trending overtime
  • Highest ranking page visits

High level view

The home dashboard should be your go to on a weekly basis. But really, take time to study and check your weekly online performance. Think of raw data, as the blood of your brand...it's running your business, keep it flowing.

Resources

  • Google Analytics Help

Benchmark Averages for Bounce Rates

%

Real Estate

%

News

%

Business & Industrial

Don’t leave me… your bounce rate is crucial to understanding your visitors flow. Find out if visitors aren’t reading your content, dropping off the page for technical issues, or missing key information to help them engage.  

02

Real-time

The Real time report instantly shows current traffic metrics from a set date range.

screenshot-analytics.google.com-2019.01.19-12-23-06
screenshot-analytics.google.com-2019.01.19-12-24-54
screenshot-analytics.google.com-2019.01.19-12-28-30
Previous
Next

TIPS

Mobile device traffic. Locate bad spike traffic. Brand speed awareness.

Target Areas

  • Referral Sources
  • Geo Location
  • Benchmarking
  • Mobile Tracking

High level view

Brand Awareness & time marketing campaigns makes for quick spike in traffic. But this often isn't enough to understand your performance of your content. Check a couple times month. There's bigger fish to fry.

Campaign Resource

  • Landing Page Design

Think of Google Analytics as a bobber in the water and customers are the fish. How do you know when a fish bits without a signal?

03

Audience

The Audience report is a birds eye view where and how visitors arrived to your website.

Screen Captures

Affinity-Category
audience-GEO-Location
Audience-home
audience-Benchmarking-channels
Previous
Next

Target Areas

  • New vs Returning
  • Geo Location
  • Benchmarking
  • Troubleshoot spiked traffic
  • User Interests
  • Use with Google Ads

High level view

Your audience is comes from all angles...Country, languages, demographics, ages, and interests. Think about what you want to do with that data?

Benchmarking channels will show a comparison of the highest rank type of traffic (Social, Referral, Paid Search, Email...)

Using Google Ads and this dimension for tracking how and when your (text, image or video) Ad is click and where.

Resources

  • Setup Google Ads

Be precise. Creating a high volume customer campaign, starts with having the data to back it up.

04

Acquisition

The Acquisition report will present data based on source and medium of your users [Organic Search, Direct, keyword data…]

Screen Captures

Acq-source-inside
Acq-social-network
ACQ-Overview
Acq-source-inside
acq-alltraffic-source
Previous
Next

Target Areas

  • All Traffic
  • Channels
  • Keywords
  • Google Ads
  • Search Console

High level view

Track your email marketing campaigns by tracking how many users clicked on your email marketing links.

Definitions: “organic” (unpaid search), “cpc” (cost per click, i.e. paid search), “referral” (referral "facebook"), “email” (the name of a custom medium you have created), “none” (direct traffic has a medium of “none”).

Resources

  • Keyword Research
  • Search Console

What if you had a larger pocket for your marketing budget?

  • Spend more on CPC for specific keyword
  • Increase Google Ad focus for mobile devices
  • Pay for a subscription to a keyword software

05

Behavior

The Behavior report, is the flow of user traffic for a given time. 

Target Areas

  • Behavior Flow
  • Site Content
  • Site Speed

High level view

Traffic will only record a users interaction every 30 mins. Then GA resets if the user comes back. This can be changed, if you have video that is 60 mins long, you can set traffic to be recorded for every 60 mins.

Resources

  • Website Grader
  • Hot Jar

FACT: Shocking that most web agencies don’t include GA in a website build because of cost of work or lack of customer follow up. That doesn’t help you.

06

Conversions

The Conversions report allows you to track goals, giving key insight into how valuable is your content to other users.

%

Online Shoppers Abandon Their Carts Because of Unexpected Extra Costs

%

Videos on a landing page can increase conversions or more

%

Smartphones accounted for retail site visits

Target Areas

  • Conversion Rate
  • Entered Checkout
  • Purchases Completed

High level view

You might find it helpful to give a value ($) for a completed goal. Why? This can help to inform you of performance value of a each event click by an user.

Resources

Use the website grader to check performance and to get recommendations how to improve.

  • How to setup Goals
  • Download Layout Template

Set reasonable goals each month or campaign duration. This keeps your goals organized.

Didn’t reach your goal? Try A/B test using different messaging and pick the highest click through rate.

Tips for improving conversions

What keywords matter

Strategy Phase 1

Keyword Research

Researching keywords helps to improve how search engines find you

Keyword Research Software

%

Google accounted for global desktop search traffic

%

Bing accounted for global search traffic

Tips

  • Pick top 10 keywords to include in your content
  • Use backlinks to other websites to share information

High level view

Aligning your content with your business literature is key for Google to find your information as relevant searches which brings your link in front of your customer. This is good for...

  • Performance measurement frameworks & KPIs
  • Performance/content audit
  • Competitive analysis
  • Buyers Journey Roadmap
  • Persona development

Resources

  • Keyword Shitter

Strategy Phase 2

SEO

SEO stands for “search engine optimization”. It’s the single most important part of your website. It communicates with Google browsers to rise your position on the (SERP) “Search Engine Results page”.

%

Mobile video viewers share videos with others.

%

increase of organic traffic from Videos

Tips

  • Review site structure
  • Use keywords from your research into your content to increase search results.
  • Plugin keywords from your research into your content to increase search results.

High level view

Aligning your content with your business literature is key for Google to find your information as relevant. Embrace being found, don't hide yourself in the dark.

  • Improved search results rank
  • Greater content

Resources

  • Yoast SEO

Strategy Phase 3

Design Layout

Improve your conversion rates by designing a LP to make your message stand out.

Tips

  • Review site structure
  • Plugin keywords from your research into your content to increase search results.
  • Add a simple form

High level view

Make the conversion easy for your audience, not harder. Keep your content above the fold they say.

Resources

  • Download Layout Template
  • Top Landing pages

Contact us

talk analytics…Questions…get help…

SEO award badge
What we do

White Buffalo Creative is a differentiation firm. Not a marketing firm. Not an advertising agency. We can do either but we do everything better. You’re thinking, “How do I differentiate our brand, our marketing… our everything?” The proof is in the prairie. You have to stand back from the herd before you can stand out. That’s where we come in. Your white buffalo is born from an innovative competitive analysis of your brand, marketing and everything else. If this doesn’t sound familiar, it shouldn’t. We’re one of a few differentiation firms in the world. Why is this important to you?  Well, what is the goal of business?

Locations
Buffalo

640 Ellicott St
Buffalo, NY 14203

Nevada

6329 Spindrift Foam
Las Vegas, NV 89139

We like to talk business

Kyle Börner
Cofounder, Chief Creative Marketer & Strategist

Facebook-f
Instagram
  • ©2020 White Buffalo Creative
  • Privacy Policy
Yá'át'ééh! That's hello in Navajo. It's our goal to deliver you the best website experience, which is why we're letting you know that we use HTTP Cookies to personalize content and analyze our traffic. We'll never sell your data like other websites..... but if you want Chocolate Chip Cookies with your visit, drop us an email and we'll send you some. Thank you!OkPrivacy policy