Taking the time to look at your Google Analytics data can be daunting, especially when you are already busy. It can appear complicated, technical, and confusing. I want to show you that learning to demystify your user behavior data can be much more like an exciting treasure hunt. Google Analytics can help us to answer real-world business and marketing questions like: ∙ Is my traffic growing, and from where do the best users come? ∙ Are my offers working, or are people just bouncing off my landing pages? ∙ What is the most popular content on my website, and what was a waste of time? ∙ Where do users get stuck in the customer journey I crafted? ∙ Are my ads already profitable, or am I wasting money? To me, these are the questions I struggle with in my everyday work as a growth marketer and founder. So it's just practical to take 15 minutes once a week to see if I'm on track or not. And in case I smell treasure, diving deep has been worth it so many times. I hope this meetup will shortcut some of the learning curves that can come with learning a semi-userfriendly tool like Google Analytics.

1. MEETUP
GOOGLE
ANALYTICS
DEMYSTIFIED
Apr 1st
2020

2. • Founder since 2008
• Growth Marketer
• Host of Pirate Skills
• K-PI-2473
BEN SUFIANI

3. • Level 1: Google Analytics Basics
• Level 2: Goals and Dashboards
• Level 3: Display Features
• Level 4: Google Tag Manager
• Level 5: Google Data Studio
TODAY’S JOURNEY

4. get.pirateskills.com/mystic
VIDEOS & SLIDES

5. get.pirateskills.com/discord
WE AARRR COMMUNITY

6. What do you need
to learn about
GOOGLE ANALYTICS?
get.pirateskills.com/survey
SURVEY

7. RESULTS

8. • Level 1: Google Analytics Basics
• Level 2: Goals and Dashboards
• Level 3: Display Features
• Level 4: Google Tag Manager
• Level 5: Google Data Studio
TODAY’S JOURNEY

9. LEVEL 1
GOOGLE ANALYTICS BASICS
Getting more user insights

10. GROWTH
ROADMAP
CONVERSION
OPTIMIZATION
CONTENT
& STORY
DATA &
ANALYTICS
TRAFFIC
GENERATION
FUNNEL
BUILDING
GROWTH CYCLE

11. AARRR METRICS
GROWTH
MARKETING
TREASURE MAP
and the
ACQUISITION
ANALYTICS
ACTIVATION
RETENTION
REFERRAL
REVENUE

12. Google Analytics Demo Account

13. AUDIENCE OVERVIEW

14. SITE CONTENT - ALL PAGES

15. ALL TRAFFIC - SOURCE/MEDIUM

16. UTM PARAMETER
• domain.com?
utm_source=facebook&
utm_medium=cpc&
utm_campaign=Meetup20200401

17. How many visitors?
What do they look at?
Where do they come from?

18. • Level 1: Google Analytics Basics
• Level 2: Goals and Dashboards
• Level 3: Display Features
• Level 4: Google Tag Manager
• Level 5: Google Data Studio
TODAY’S JOURNEY

19. LEVEL 2
GOALS AND DASHBOARDS
Optimizing conversion funnel
Measuring success of campaigns

20. DASHBAORD

21. GOALS OVERVIEW

22. FUNNEL VISUALIZATION

23. ALL CAMPAIGNS

24. UTM PARAMETER
• domain.com?
utm_source=facebook
&utm_medium=cpc
&utm_campaign={{campaign.name}}
&utm_content={{ad.name}}
&utm_term={{adset.name}}

25. ECOMMERCE OVERVIEW

26. PRODUCT PERFORMANCE

27. Are visitors converting?
Are campaigns working?
Which products perform?

28. • Level 1: Google Analytics Basics
• Level 2: Goals and Dashboards
• Level 3: Display Features
• Level 4: Google Tag Manager
• Level 5: Google Data Studio
TODAY’S JOURNEY

29. LEVEL 3
DISPLAY FEATURES
Demographics & interest insights
Retargeting users with Google Ads

30. PROPERTY SETTINGS

31. DEMOGRAPHICS

32. INTERESTS

33. DATA COLLECTION

34. ADWORDS LINKING

35. AUDIENCE DEFINITION
• Website visitor
• 540, 180, 90, 30, 7 days
• Converting users
• Add to cart, checkout, purchase
• Login, register, subscribe

36. AUDIENCES

37. What’s the age & gender?
What are users interests?
Who was on my site?

38. • Level 1: Google Analytics Basics
• Level 2: Goals and Dashboards
• Level 3: Display Features
• Level 4: Google Tag Manager
• Level 5: Google Data Studio
TODAY’S JOURNEY

39. LEVEL 4
GOOGLE TAG MANAGER
Measuring user flow in the product

40. GOOGLE TAG MANAGER

41. TAG + TRIGGER

42. EVENTS

43. ACTIVE USERS

44. COHORT ANALYSIS

45. SHOPPING BEHAVIOR

46. ASSISTED CONVERSIONS

47. What are users doing?
How sticky is my product?
Where do users drop off?

48. • Level 1: Google Analytics Basics
• Level 2: Goals and Dashboards
• Level 3: Display Features
• Level 4: Google Tag Manager
• Level 5: Google Data Studio
TODAY’S JOURNEY

49. LEVEL 5
GOOGLE DATA STUDIO
Building data dashboards

50. GOOGLE ADS DASHBOARD

51. YOUTUBE DASHBOARD

52. ECOMMERCE DASHBOARD

53. FACEBOOK ADS DASHBOARD

54. What’s the performance
across many data sources?
… in one place.

55. RESOURCES
https://support.google.com/analytics
https://analytics.google.com?analytics/academy
http://www.lunametrics.com/blog
https://measureschool.com
https://www.kaushik.net/avinash

56. GROWTH ROADMAP
FUNNEL BUILDING CONVERSION OPTIMIZATION
CONTENT & STORYTELLING
DATA ANALYTICS
TRAFFIC GENERATION
Workshop | Apr 1st
2020 ri||
Workshop | Apr 15th
2020 ii
Workshop | May 6th
2020 t |
Workshop | May 20th
2020 |
Workshop | Jul 3rd
2020aae
Workshop | Jul 17th
2020aa
growth.pirateskills.com

57. • Level 1: Google Analytics Basics
• Level 2: Goals and Dashboards
• Level 3: Display Features
• Level 4: Google Tag Manager
• Level 5: Google Data Studio
TODAY’S JOURNEY

58. get.pirateskills.com/mystic
VIDEOS & SLIDES

59. get.pirateskills.com/discord
WE AARRR COMMUNITY

60. BEN SUFIANI
ben@pirateskills.com
+49 1522 6389102
@bensufiani

61. ONLINE MEETUP
MAKE
INSTAGRAM ADS
PROFITABLE AGAIN
May 6th
2020 | 19:00

62. MEETUP
GOOGLE
ANALYTICS
DEMYSTIFIED
Apr 1st
2020