Google Analytics

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Google Analytics by Mind Map: Google Analytics

1. Digital Analytics

1.1. Measurement Plan

1.1.1. 1. Business Objectives

1.1.2. 2. Estrategies & Tactics Support the objectives on the company

1.1.3. 3. Define de KPI's To measure Ex: The sales are down of 70%

1.1.4. 4. Segments To understand what drives success This are the dimensions  (por donde el cliente quiere que e visualice la información por edades)

1.1.5. Targets Have to be for each KPI to understand is the bussines is reaching its goals

1.2. Analytics Principles

1.2.1. Attribution Models Last Click First Click Last-Non Direct Click Linear Click Positional Click Combines FC, LC, & LNC

1.2.2. Conversions When some one buys something on my site When the user complete an important task to know The conversions for general don't convert in the first session, this takes more sessions to convert

1.2.3. Tracking

1.2.4. Metrics Types Turn Over Customer Retention Volume of Sales Profit Quantitative Measurements

1.2.5. Goalds Are the measure the success of the KPI Ej: A contactform submission Characteristics Give additional data & generate conversion data Will only record once per sesión Need a destination (Use the types) It´s easier to evaluate the success of the markethig activities Types Destination Duration Pages per Session Based on Events

1.2.6. Events Are Independently track user interactions used To measure any on sites actions and can be recorded a multiple times Characteristics This will be recorded as often as they occur This can be anything don't need a destination

1.2.7. Multi-Channel Funnels let me understand how are the source traffic that sends the user to my site This  show me how the differents channels Works together

1.2.8. Channels Conversions Path Last Interaction Assit Interaction First Interaction Last-Non Interaction Last AdWords Clicks Time Decay Linear Position Based Types Paid Social Network Display Email Rules-based groupings of your traffic source

1.2.9. Source Organic

1.3. Diference between similar concepts

1.3.1. Pageview vs Unique Pageview

1.3.2. Session vs Unique

1.3.3. Sessions vs Clicks Session The unique session iniciated by user Clicks How many times your advertisment has been open

1.3.4. Sessions vs Entrances Session Incremented with the first hit of a session Entrances Incremented with the first page view hit of a session

2. Analytics Plataform

3. E-commerce Analytics

3.1. Segments

3.1.1. Customer Types

3.1.2. Traffic Sources

3.1.3. Product Category

3.1.4. Geograffic Location

3.2. Dashboards

3.3. Segmentation

3.3.1. When I apply a segment its beacuse i'm filtering in a realtime

3.4. Analysis

3.4.1. Traffic Analysis Helps to understand which traffic source results in more conversions and helps to determinate why

3.4.2. Multichannel Analysis We can evaluated the channels based on how they assisted other channels in generating revenue

3.4.3. Customer Profile Analysis to understad who the customers  are and what they are intereses in

3.4.4. Multi-Channel Funnel Reports Can futher fill in the picture by showing how a certain channels nad campains assit other channels and eventually drive conversions

4. Google Tag Manager

5. path length

5.1. how many times the user interact with the channel before convert

6. Campaigns

6.1. URL_Campaigns

6.1.1. utm_source

6.1.2. utm_campaign

6.1.3. utm_medium

6.2. Custom Campaigns