Hello welcome to our webinar. So this is
our second in our series. We did have one last month and that was about a real
introduction to Google Analytics the very basic so if you haven't seen that
one already and just check it out. It's on our YouTube channel so you'll be able to
find it on there. And what we're going to do in this webinar is I've got a series
of slides and examples to show you through this then we will talk through
the different elements of how to audit your Google Analytics account. If you
are on YouTube at the moment and you'd like to ask any questions what I'll do
is answer them at the end. So what you can do is use the chat facility, and
we've got Syed on there, and he's gonna answer - he'll collate all those for me now I'll answer them at the very end of the webinar instead of going back and forth
as we go along. So any questions just pop them into the chat and then Syed will
collate them, as I say. If you don't want to have the chat on because it's
distracting for you, there's a little cross mark if you're on a mobile device
or you can press the button that says hide chat just underneath it if you're on
desktop. Because you might not want to see people waffling on on there,
you'll just want to have your full concentration on me during this whole
webinar. So auditing a Google Analytics account - Auditing, it sounds a
bit boring doesn't it but it's actually really
really important for you to do and the cases that I've had with supporting arts
organisations over the last 12 months, where we've come across lots and lots of
different things and what I've done is collated the top ones that you should be
looking at when you are looking at your Google Analytics account. So it's important to do it because the data quality that you have in Google Analytics, Google Analytics
will only only show you what it's been fed so the data that you give it has to
be of a higher quality and then we're going to look at different ways about
how, sometimes you get bad data in there. And the account set up as standard
Google Analytics is an off-the-shelf platform, so when that's given to you and
installed on your website, if you've not configured it for your
organisation, you're gonna get the bog-standard data that it gives you so
there's lots more that you can get out of it. You can get more intelligent
insight for your organisation. So this is something I'm going to send you. This is something I'm going to send you which is it's called the Google
Analytics checklist. So everything that I'm going through today, we've listed
it. I'll show you the live example of it. It's a Google sheet so it looks like
this and what you'll be able to do is copy it into your Google Drive and then you
can look through all the different points that we're gonna talk through
today. So everything that, every question that I'm going to ask is in here and
then you can go through it, look at it through your own account, and then you
can tick the different boxes that we have. Whether you have or not achieved
any of these or you're unsure of them you can maybe leave them off until
you've actually done them. Now everything I'm going to talk about today is best
practice and recommendations - you don't have to do them all. It's recommended you do most of them, especially the first few when we're talking about the data
quality and data protection elements of it, but the stuff further down it,
might not be relevant for your organisation. You might not have
e-commerce. You might not have a shop or a ticketing system, so those kind of
things you don't need to bother about, but they're all there on there as well.
On the second tab is the questions one. So in here Syed is going to collate all the
questions and stick them in there so we'll look at this at the end of the
session and then I'll answer anything that you have. Okay so back to this. So what I'm going to be doing is using examples from an organisation we helped
last year. So in North London is an organisation called Arts Depot and they
have - they do varied arts and arts and cultural things. In the performance
center they've got two theatre spaces, drama and dance studios, gallery and
cafe. So it's quite a broad range of things that they do there. When we
first got in touch with them, they got in touch with us, we were looking at their
Analytics. Was it set up correctly? So the stuff that we're going to do today is
exactly the same things that we did with Arts Depot. So Helen has kindly said
that we can show, I can show you the different slide, sorry the screenshots from their Analytics account, so we're looking at live data
that's relevant to the arts and culture sector. So the first question you need to
ask is do you have access to Google Analytics? Now some organisations don't
and this is the first step. So in the first webinar we looked at some
examples of where you didn't have access and I sent resources about how you can claim access to Google Analytics if you don't have access. So sometimes your agency you're working with or a past member of staff did have
access but you don't anymore. You can reclaim access to your own Google
Analytics account. And in that first webinar as well we were talking about how to find out if you have it installed on your website. So that's
using a browser extension. So watch that first webinar if you've not already. The
second question is, is your user the Administrator of the account? Now either
your user or somebody - a user in your organisation - they need to be an
Administrator of the account. Now sometimes web agencies that you
might be working with say "No, we must have Administrator access. You're not
allowed access to it" and that's not true. You can have access. There's nothing
technically stopping them giving you access. So, if you log into your Analytics account, you go into the admin section and then
if you click the User Management options you'll then see this, if you don't have
Administrator access. So for this example - and as a user we've been given access to Arts Depot - but we cannot manage any of the users. We can do lots of other things but we can't manage the users. So we get this message. So we can either request access for those permissions or we can remove ourselves. In the example that we used for the first webinar, when I create a brand new
Analytics account, I was the owner, I was the Administrator. It's a different page
you'll get. In the top right you'll be able to see - sorry, my throat's gone really dry.
In the top right is a big plus where you can add users. So if you see
this then you are an Administrator, you do have full access to add users. When you
add people in you'll then have the option to edit, give them
permissions to Edit, to Collaborate to Read and Analyze and lastly the one to
Manage Users. So as I was saying, if it's an agency that's saying they can't give you
access - they can - all they have to do is tick a box. Okay, so that's the first one. Secondly, do the Account, Property and View names make sense? So we're gonna
look at those in a sec. So the account - this is best practice recommendations -
your Account should be your organization name. The Property - you can have multiple
properties under an account - should be the website address. So you can have
different websites, or apps if you've got an app, and then underneath Properties
you'll have different Views. Now you might have a master view. Usually if
you've only got one view it's called All Website Data, but you can't add
additional ones, it's quite easy to do, and then I'll show you what you
should have, in an ideal world. So for the Arts Depot example, the first
element is the Account is called Arts Depot, the Property is the
website name, and then in the Views we've got three
different Views. So we've got one called Master, so that's the one that's filtered
for analysis, so the stuff we're going to look at today it's all about configuring
the account from the base data so it's specific to you as an organisation. The
other one is a test view for testing. So if you want to play around with it you
can test it in there without affecting your core data. And then the third one we
have here is the unfiltered raw data - do not touch. So I recommend you
definitely have that third one. Because if you have that, just recording away
you've not used any filters, you've not done any configuration, it's best practice
to have that set up and just ticking away. You don't have to ever
touch it but it's there to fall back on if you ever have any questions about your
data or anything like that. So in the Arts Depot example, as I
said we have Account - Arts Depot, the Property is the website address and in
the View, in this case we've put 01, now that just helps the ordering
and then we've put the website address again. Now the reason for that is, if
you're working with agencies or say you're working with the Digital Culture
Network and you've given us access to your Account, it really helps us find
your Account. Because we'll have a massive list of different Accounts and
Properties and Views that we have access to, so for us to easily find yours, it's
really helpful to have your address in there. And then the two other
parts of it are the Master, so that's the Master View, and then the Filtered View
for analysis. So that's just really descriptive. So do your Account, Property
and Views make sense? Check yours and you know, have a look. And the next question
is, do you have more than one View? So we're just looking at the different ones
there, and I've just zoomed in to the examples. So Master, a test view and an
unfiltered raw data. Now you can have multiple, more Views, you don't have to
have just three, you can have multiple ones. So you might want to filter to a specific
area your site, or for the different people in your organisation that just
want to look at a certain thing. So there's different ways of using Views,
but as standard you should probably have these. Now once you've gone into your View, you need to have a look at easy actually
collecting data? Because without data Google Analytics is a bit useless really
isn't it. So if you go into Google Analytics, click on Audience and then Overview you
should see a timeline such as this. So it's collecting data over a long period
of time and if that's happening - if there's nothing in there there's an
issue. So you'll need to investigate if it's a setup on your site or if it's a
configuration issue within the account itself. So if you are having troubles
with that, you know, get in touch with us, we should be able to help you. Another way of
checking is to go into Admin again. Go to Property Settings and then you'll see
the Property Hit Volume. So that's the data coming at the property level. It
should show you how many you've had in the last day, the last seven days and the
last thirty days. So it's another quick way of checking if data is coming in and if
it's coming in to - if it's not coming to the View level, but it is coming in to the
Property level then maybe there's something wrong with your View that
needs adjusting there. So next is, is any personally identifiable information
appearing in Google Analytics? So that's PII, you've probably heard of that before. Now Google Analytics - it should not hold any of that data. No. Nothing. So stuff
kind I'm kind of talking about is postcode data or email addresses of any of your users -
they shouldn't appear in the reports. So when you're looking through
the post if anything comes up like that, flag it, and then there's ways to
remove it and stop it coming into the reports on an ongoing basis.
The quickest way to check for email addresses is to go to the Behavior
Reports, go into Site Content and then All Pages - because we're looking at all
pages on the website - and there in the search bar which is just here,
if you can see that, you can put the @ symbol and then do a search. Now what
that's doing is looking for - because all our email addresses have an @ symbol
in them, it should appear if that data's in there. Now, Arts Depot, brilliantly, nothing. No email address, perfect. That's what we want to see. Well done Helen. Okay the next one is IP addresses. Now as a GDPR requirement for us in
the UK, IP addresses should not go, be sent to Google Analytics. Now, you will
never be able to see IP addresses from the interface of Google Analytics, so
it's not something you can check for, but it is saved in Google's data
warehouse, so that information is there, but you can't see it, you can't access it,
but because you're saving it - you shouldn't be, as part of GDPR
requirements. Now you can't see this in the back-end in the Administrator
section or within any of the reports, but you might need to get your developer or,
what I'll do, I'll sent information about this with the resources, because you
need to anonymise that IP address. So anybody that comes to your website - so
that's a Unique Identify for everybody's device - so my computer has an IP address,
my phone has an IP address, they're all different. So that can identify me as a user. Now there's an article that Google
provide about anonymising it at the script level on Google when you put
Google Analytics, install it on your website. There's a far easier method
through Google Tag Manager. So if you're going to join us on the next webinar - I
fully recommend you do because it's going to be excellent - in a month's time we're going
to talk about this kind of stuff and how you can quickly and automatically
anonymise all your IP addresses. So that's one of the most
complicated areas that it's quite hard to get your head around, but I will send resources and it's something that organisations in this country should
consider. So now we're going to look at some reports and we're going to see
before and after about what data was there and what happens once you
remove it. And the first one of these, and we see quite regularly, is - is your
website and/or your shop or your ticketing system, is the URL of that
excluded from your reports? Because if it isn't and you're passing data between
your website and then to your ticketing system and back and forth, what they will
do is start coming up as a referral for each other. So it'll say "Oh
someone's visited the website from this website" and it will put that information
in. Now if it's not excluded it will start appearing in reports. So for Arts
Depot, we were looking at this in September last year, so this is the data
prior to that. When we looked at the reports, you can see that Arts Depot
appears as the number one referrer when we're looking at the Acquisition
channels in Analytics. And there's also system.spekrix.com. Now, Spektrix is a ticketing system and that's what they're using on their
website so it's passing data from the Arts Depot website to Spektrix for
ticket sales and then it was going back from Spektrix to Arts Depot. So what's
happening there is that they think they're referring to each other, so that
data has been pushed into Analytics, as a referrer. Now the issue with this is that
you're actually missing out on the true referrer. So somebody might have come to
the Arts Depot website from Facebook, or from a campaign you were running or
from another website, someone who's linking to you. Now, because it's
being overridden by this, you're actually missing the original source. So that all
that valuable data about your marketing activity is getting stopped because of
this. So to exclude your domains from this, is within the Admin section of
the website. So to access the Admin section it's the bottom left of Google Analytics.There's an Admin button, you click into that, you'll get into this section, and
the Referral Exclusion List is set at the Property level. So see here within
Tracking Info, Referral Exclusion List. What we've done is add spektrix.com and
we've added arts.depot.co.uk. And that's all we needed to do for
that part of it. And I'll show you in a bit the difference that has made to
reports. The next question is - are any filters set up? Now,
the data coming in to Google Analytics, however you're
sending the data in - so usually from script on your website or/and your
ticketing system - so if that information is coming into your website, what filters
do - Sorry, coming into Google Analytics - what filters do is change the
data before it gets to the reports. So filters, if they're done badly can really
affect that your data, so you have to be very, very careful about using these. Now,
Chris Unitt from One Further has written a nice article on how to improve data
quality, so I'll include that in the resources, and that explains how to set
some of these filters up. And I'm just going to show you some of them that
we've set up for Arts Depot last year. Now you'll see the top one of this
is called IP Address Internal. Now the intention there is to - because you can
know what the IP addresses are for your organisation, so where you're located and your office is - you can add this in as a filter to exclude all that traffic. Now
the problem is, in this country, if you're going to start to anonymise your IP
addresses, because of GDPR, this filter won't work anymore. But in other
countries it will work, or if you decide you don't want to anonymise your IP
addresses, then it will work. It's obviously not working in this current
situation we're in because of we're all dispersed, nobody is actually in their
offices at the moment, so excluding internal traffic from your reports is not actually something that's working right now. The other ones are far
more interesting. So, the next one we've got here is called Grouping - Facebook, so
I'll show you why in a second, and there's another two there called
Grouping - Instagram and Grouping - Email. And the fifth one we
have here is called Lower Case - Request URI. Now, depending
on your website, now, some websites when you look at URLs they're all lowercase
so it's perfect, they're all nice and standardised, it's lovely, it's
great. Whereas some websites and platforms, you'll have uppercase letters
somewhere, lowercase letters elsewhere and your URLs are like a camel
going up and down, all like that. Now what this filter's doing is standardising it. So
it's saying anything that comes in, I want to standardise it and make it all
lowercase. Because what that does is any data that's in Analytics, when you're
looking at reports for pages, instead of, what Google will do, if it sees a
lowercase version and say a capitalised version of the same URL, it classes them
as two different lines. Now what this is doing, it's standardising them in all
lowercase, so then you get one line on your lovely Analytics instead of
multiple ones. Lovely. And we've also got filters here for a Lowercase - Campaign
Source, Medium and Name of the campaign. Now, the reason for that again is
standardising it. So no matter if you've got upper case lower case, if you've got Facebook be given is a capital F and then a lowercase F, it's going to standardise it
into the same one. And the last one we have on here is On Site Search. Now I'll
go into that a bit later because it's a unique way the Arts Depot has their site search, and it creates the URLs, is why we've had to use a filter to actually get that
information into Analytics. I'll explain that in a bit. So, to go into
the Facebook one, you'll see in the reports, when I do a search for Facebook
as a Source when I'm looking at my referral traffic coming into my
acquisition, you'll see I've got four - four websites for Facebook. I've got m.facebook. I've got facebook.com. I've got l.facebook.com. I've got lm.facebook.com. Now, all of those are facebook.com, that's all we really need
to know. If we want to look at people's devices, whether on mobile or desktop, we
can do that utilising other elements of Google Analytics. So it's not actually
useful for us to see them split out in this way. So what we can do is create a
filter that goes - this is the grouping filter out I was looking at a second ago
- and we're saying in this - and again this is explained in Chris Unitt's lovely
article he's done for us (Thank you, Chris) - it's saying "I want to search and
replace". So I'm going to say, in the Campaign Source - so sources are
the domains - so I'm going to say the Campaign Source is, it begins with anything dot something
facebook.com, and if it matches that, I want to replace it with just
facebook.com. And that's all that filters doing. So the data's coming into
Analytics, it's getting filtered through this filter and then it's coming out the
other end in this beautiful way. Oh look at that! So now I've got one line of analytics sorry, one line in Analytics for facebook.com. So we're seeing, instead those split metrics that we're trying to
understand and trying to work out, this is far easier for us, because we can go "Oh,
the traffic is coming from Facebook, brilliant!" And we can see that the amount
of Users, the the time they've spent and the Conversion Rate is all down to one
line instead of multiple lines. So you can do this for different things. At also
happens on Instagram, as we said, as we saw before, and different things coming
in, such as email, that can get miscategorised quite often, stuff from
emails. So when we now look at the data coming in, on the left we have Arts Depot is our top referrer, we've got m.facebook as our next referrer, and then
we've got further down, we've got things like the system.spectrix.com. On the
right-hand side, because those things are now been removed, our top refer is
facebook.com. So it's pulling all those things in together. London East is the
next one down . So we're actually getting the true referrer, instead of Arts Depot
and Spketrix appearing here. So that's a combination of you using the
URL exclusion and the filters. So it's really tidying up that data within your
account. So I recommend having a look through yours, just see if anything
appears that's out sorts that you know, "That shouldn't be on there, that's our own
website". Now you might get the same with sub-domains, so if you had a website, if
your website is artsdepot.co.uk, sub-domains are when they have
information just before that. So it could be tickets.artsdepot.co.uk. So
there's different approaches, what I recommend for sub-domains, is to have them all feeding into the same Analytics account. And you can
do things that pushes the actual full URL into Analytics. So you can see that
data. But I can explain that more detail, if you have more questions about that. The
next question - Hope you're still with me - is, are any URL
parameters excluded? Wow, that sounds exciting doesn't it? I've just shot ahead. So when you go to your Behavior reports on your website, on your Google Analytics account, sorry, you go to Site Content and you click All Pages. That'll
give you a list of all the pages that are on your website - "supposed" according to
Google Analytics. Now, in the bottom right it will say one to ten of how many. Now,
when we were looking at this, this was looking at from June to August in 2019
for Arts Depot, twelve thousand four hundred and forty six pages. That's a lot
of pages isn't it? So, "Do we really have that many pages on the website?" is a
common question. You probably don't and there's reasons why this is happening. So
what you can do, is where it says Page Views, if you click that it will reverse
it from descending to ascending, so going from one upwards instead. And you'll
start to see a big list of pages that have only had a one page view. And you'll be like "what is this?". So in this example we're looking at it's got a forward slash and a
question mark and then dm_i and then a unique identifier. On
every single one, it's the same one dm_i, dm_i. What that is, is dot
mailer. So if an email is sent out through dot mailer and people are clicking through
to the website from that, dot mailer puts this unique identifie, and these are
called URL Parameters, on the end of the URL. So what it's doing for every single
person is putting this one on. So that's why
you're getting one page view for each one. So that's not great for us to do any
analysis on because we've got these multiple rows for the same page. If we
were going to look at a specific page on Arts Depot's website - in this example we're
looking at, it's put it in the search hits class/artsdepot-creative-exploers. Now, the first one is where we want the
information to go, so it's just that URL we want to see. So all the stats here. Now, we've also got all these other ones. So this is this next one is where and dot mailer
hasn't put any identifier in, it's put zeroes, so we've go 27 pages from that. And we've got multiple multiple ones. So it's all split out again. So to fix this,
I can provide you with this lovely, a lot of URL common things to exclude. So within the Settings, in the Admin Section of Analytics, go to View Settings, within
a View, and then there's a box called Exclude URL Query Parameters, and I'll give you these ones. So these are the common ones that we've
found over the last year. Again, Chris Unitt provided quite a few of these, and
we've added loads more that we've come across over the last last few months. And what this does is - you'll see in here is DMI - so what this does is, it says to
Google Analytics "If any traffic comes through and it's got this in it, just take that
out and just remove it". So it excludes it. And that's it and it cleans up the data.
So by putting that in, from that point onward, when we look at the reports for
the web page were looking at before, anything coming to artsdepot-creative-explorer, when we're just searching for that, it's all in one line because we've
excluded dot mailers, extra parameters, now Facebook is another culprit for
this so you'll see FBC ID, so Facebook click ID, that will appear on a
lot of your URLs as well. So by excluding the URLs it allows us to do that. Now
we did it with Arts Depot, so we've gone from 12,000 pages to now just under
5,000. So Helen, I'm going to be in touch with you next week, and we're going to sort out the rest of them, because I've seen there's a few
more. So I'm gonna get these pages down because no website has got that many
pages, unless you're a huge website, but in our sector and what
we're doing it's very rare for them to have that many pages. Okay, so that one's
really important to clean up the data that you have in there. Another one is, is
bot filtering turned on? So you might see some stuff like this,
when you're looking through your Acquisition reports. You've
got a nice referral, ooh great, a nice chunk of traffic's come in, and it's
come from something like this. This one's, you would never know it was bot,
because it's called websitebottraffic. club. Now they do this with the intention
you go "What is that?" and then you put that URL into your browser and then
they'll go "Would you like more people coming to your website?" and all
this kind of stuff, so either they'll be trying to do some phising to nick your
data or they were trying to sell you some wonderful marketing product or
something like that. So ignore them. They usually come in spikes, so that one
we were just looking at there, it just popped up out of nowhere. There was 200
apparently users and then they disappeared again. So definitely a bot,
not happy with that. So within Google Analytics, go to the Admin section, go to View Settings and then under where we just were for the excluded
URL parameters, you can tick a box which says Exclude All Hits From Known Bots And Spiders. So Google will do its best bet at trying to
remove that data from ever entering your account. So this works quite well but you
can also use filters as well to catch anything that Google misses. So some
Analytics accounts have filters for, they just keep adding extra filters for more
and more more web addresses they want to block, from other Bots
and Spiders, but if you try this out, that usually works, for a big chunk
of it anyway. So the next question is, is Site Search
turned on? Now, it's quite an easy one to see if it is turned on or not. By
going to your Behavior Reports, click Site Search, and then Overview and in the
top right you can change the date range as well to a longer period, if your
site doesn't get much traffic, and if it's zero like this one it means it's
not turned on, and you can turn it on by going - sorry, I'm losing my voice - by going
into the Admin section go to View Settings and there's a toggle
button for switching Site Search on or off. Now if you turn it on, then you'll
then be asked to add a Query Parameter. Now if you don't know what that is, I'll
just show you a couple of examples. Well just one example actually. So
in Bradford Theatres case, you'll see that the URL goes bradfordtheatres.co.uk/search. Now, what you want to put in is the Query Parameter, is
the bit after the question mark. So in most examples I've seen on most
website, it's usually a Q, just a letter Q, or an S. In Bradford Theatres
example it's keywords and then the search term was "John Cooper Clarke" so
that's what I put in there. So we want keywords going into the Admin section in
the Query Parameter section. We've put in keywords. So that's it, so from that point
onward, it will start to track when that happens in URL and it'll push that
information into Analytics. Now, as I said earlier, Arts Depot have a different way
of doing it. So this is based on the system that they're using. Instead of our
query parameters - so no question mark - it's actually a sub-directory the way it
filters the data, so it goes "search" and then "/node" and then "/test" so it's a bit different and I'll send in the resources, how to
manage this and how to put this information in as a filter, to then
push the information into Analytics, because it's just slightly different
from the method we've just looked at. Once that's done you'll then start to
see the searches that people are doing when they're on your website. So when
they reach your site you've got a search bar, when they search on it, what are they
searching for. It's really good for us to use this to see if there's any
content gaps or a common misspelling, you might have a show on, or some art
exhibition you're putting on, with an artist with a very strange name that
nobody can ever type, and they can't find it on your website, and they're typing on
there it's not allow you to see if they're misspelling it, and maybe you
could have prompts within the search to actually get people to where they need
to be. The next slide, sorry the next question is, are Demographic and Interest
Reports enabled on your website? So to switch this on in your Property
Settings, this is part of Google's advertising features, so there might be a
change to your privacy policy and the cookies that you're setting, your notices
about that - I'll send some information in the resources - now it's a toggle button, so you just toggle that on. And what that does is, when you create a Google account
you put in your name, obviously, you put in your date of birth and you put in your gender. So what happens is that Google can use the
logged in users that it has, it can start to push that information into
Analytics. You get a bit more insight. In this example we're looking at, the
big age range that we've got is 25 to 34 year olds and predominantly female.
You'll see at the top of this part of it, it'll tell you how many, what percentage
of users are logged in and they have this information about, so in this case
it's 22.5 percent of the total users, so a quarter of the
users nearly, it knows this information about them. So it gives you
an indication of how much of a sample size that is of your audience and who
are coming to your website. So there's lots of stuff that
you can do start to do with demographic details, but the first question is when
you look at this, does it match your core audience? Your understanding of your
organisation, are they this demographic? And if they're not, it's strange that
you're getting that many to your site, you know, there needs to be,
there's something amiss or maybe you don't know everything about who your
users are and stuff. But if it matches then great, you know, that's a
good sign.But by keeping track of this kind of stuff, in this case, this
organisation might want to approach 18 to 24 year olds because that's the
lowest demographic they've gone here. So they can start to see a change over time.
You know, if they're going to put marketing effort into that, are they then going to see this increase so that's where Analytics really helps and especially when
you've set up your goals which we're going to talk about in a second and your objectives
for your organisation - are things improving over time? And what is the
benchmark? Where are we now and where do you want to be? The next
question is, has any Event tracking been set up? Now this isn't like a
ticketed event, an event is a classification within Analytics and
there could be interactions on your website. So as
standard, Google Analytics, everything that goes into it, is all based on page views -
"Have you looked at a page?" and "How long were you there?" essentially are the top
metrics that it will know. By using Events, you can start to push extra
information into Analytics that's relevant for you as an organisation, it might be useful for you as an organisation. I'm gonna have a look at a
couple of those now. So these are the things that are not tracked but you
might want to be tracked. Downloading a File, Outbound link clicks - so links
off your site, Scroll Depth - how far down a page are people consuming your content. We were working with an organisation called Create London last year, one of the NPOs and they didn't have any ticketing
system, because you know, they don't sell any tickets, so they were really
interested in were people reading the articles that they
were producing. Really interesting articles about the art they were
producing and the artists that they were working with. Were people reading all the
way down to the bottom? And by putting something in place with Events they could
start to see that information, so one of their objectives and a goal - we'll look at in a second - is getting down to really far down the page, so that someone's consumed all that
content. Another one is Video Plays - so interacting with videos on your website. And others are Email Clicks - so people get in contact with you. Or telephone
clicks as well - so on mobile devices you can click a telephone number and it will
start to call it. You can track those things using Analytics and
Events. So for Arts Depot, we set up four different categories and you'll see
those at the bottom of this page here. I'm just going to zoom in. Before what we
we're talking about is Outbound Link Clicks - so as I say that's not standard
in Analytics - File Downloads, Newsletter subscriptions and then people getting in
Contact. So I'm going to look at the first two. So Outbound Link Clicks, if you've got this set up it pushes information of
where they're going. So first off as an Event action, it's going to push the
domain name that they're going to. So we've got things to Gruffalo Live, we've got things to The Stage and Facebook. So if we're going to click on Facebook, look in that, it'll start to give us the actual URLs that people clicked.
So in this case we've got people clicking off to the Arts Depot London Facebook page which is their own one, so you know that all shows an intent
of someone wanting to follow them as an organisation on social channels, and then
we've got the other ones there. So Carbon Theatre, so that might be one of the
organisation's they're working with or linking out to as well. And the other one is File Downloads, here. So the top one is "directions_Arts Depot_PDF" so that shows us that that's a real intent to visit. Someone's
downloaded the the directions to Art Depot. So we could start to use
that and pull that in as a goal if we wanted to, so it's showing intent to
visit. And then the other ones we have percentage marks, percentage twenty, it's actually a space. So when you upload a file and there's
spaces in the file name and it has percentage 20 because it automatically
fills like in as a gap, so that's the way URLs are built in that way. You
could actually filter it to change it so it's much more easy to read, but in this
example, the second one is the Application pack for the Digital
Marketing Officer. So you know hopefully whoever it was that downloaded it is now
in post and you know, I'll be in touch next week Helen, and maybe we
can introduce me and we can have a chat. So their Events, now Events aren't pushed into
data, you can't do that through the Admin panel. What you need to do is either, some
plugins for your website can do stuff like this - for WordPress there's one
called Monster Insights - and you can turn things like this on. So just tick boxes,
so once you install the plugin you tick the boxes that you want and it will do
this kind of stuff for you. Another way is to work with the developer to put it
on the pages that are relevant for you and of interest to you. Or thirdly
you could use Google Tag Manager. So again, join us in the next webinar
because we're going to be talking about that, so that's in a month's time, about
how to use Google Tag Manager to put this stuff in place, so stuff that's
relevant for you as an organisation to track. So from Events we're going to move
on to Goals because usually they're interlinked. So you'll have multiple
Events that you want to track of interest but then you'll have some
Objectives that you want people to achieve, like top Objectives that are set as
Goals in your organisation. So have any Goals been set up. So common ones that
we've seen over the last year are things like buying a ticket - that's an Objective of a
website, isn't it? And view a visitor's page - showing an intent to visit. Obviously
when we're out this situation. Making a donation, subscribing to a newsletter,
watching a video. So there's some of the objectives that you might want as your
organisation. Now they change depending on your art form or the type of
organisation you are. So get in touch if you want us to give you some more
examples of what they could be for you, because it's a line to your
digital strategy essentially. For Arts Depot, we set up these ones. So Hire us
landing page - so people visiting the Hire us page. So that's showing intent
to Hire us. There's a Newsletter sign up one, and there's a Purchase one. So the Purchase - we'll go on to e-commerce in a second - that is tracked as a separate
area of Analytics, but you can also set it as a Goal as well. So they are
part-and-parcel the same. By tracking it in the e-commerce sectio, you're actually
get in all the the transactional value, which is far more interesting but
we've added here as well as a Goal, just to make it easier for us to navigate and
track. You can toggle them on and off as well, so you might want to track them
for a certain amount of time and then switch them off. Don't go crazy with
these, you can only have 20, and make sure that they're more overarching Goals that
you want for your website. So don't go down specifically to tickets for a
specific show as a Goal. You just want tickets, because you can start to break
down that granular detail further in other reports. There's no point doing it
within a Goal setting. So what happens is when you set up Goals, and that is done
through the Admin section of Analytics, and we're going to cover that - setting
them up - in the next webinar okay so we're not going to go into it too much
here. But once they are set up, on the last set of columns
within the Analytics on the Behavior reports, you'll see a
Conversion section, and then you can choose the different Goals that you have.
So in this example, we're clicking Goal one, which is the Hire us
landing page, and then it would allow you to start to break down the different
information about that. So in this example you can start to see the
different conversion rate of people entering website and then going to do
this thing, which is visiting this specific page. People coming from Google
on a Google search, 1.89% conversion rate, because people
that are coming to the website through Google search, have got multiple needs. So
you don't know what they are coming to the website for, there's
multiple reasons they're there, might be to buy ticket, these might be one of
the things they want to do. Now it was relevant for 1.89% of those people. Now at the bottom we could see that northlondonlungs.com is actually referred traffic and their conversion rate is 45.65%, so a much higher percentage rate. Now, I've not been on this
website but I imagine this website are looking for kids parties and venues
specifically for that maybe. So someone is posted on maybe their forum and stuff like that, linking through to the website, so it's showing a real high
percentage of people that are really interested in booking a room or some
space within Arts Depot. So you can see that how by defining the Conversion and
the Goal that you want people to achieve, you can start to break down the Sources
that are driving that, and maybe look at where there's opportunity to add extra
places. So can you approach other websites to link to you for specific
Goals that you want to achieve? Next is, has e-commerce tracking been set up? Now, as I was saying earlier, not all of you will have ticketing systems or shops. You
might not be generating revenue in that way or you know, that's not part of your
business model. For those that do, it's really recommended that you switch
on e-commerce tracking because it gives you so much more insight and I'll
show you an example of how powerful it can be, in a second. So within Analytics
you go to the View in the Admin section you click on Ecommerce Settings, and you need to toggle the on switch. And that's all you have to do from the Analytics
side. Now the hard bit, is the other side of stuff. So on whatever ticketing system
you have or whatever shop platform, you need to put the right Analytics code on
there. Now, I'm not going to show you examples of that because it can be very
complicated, or it can be very easy. so there's different methods of doing it
and depending on the platform, but depending on what you're using there's
different ways of doing it. But if you need help with any of that get in touch
and I'll probably point you in the right direction. Once it is set up and
information is coming from the ticketing system or the shop, and it's been pushed
into Analytics, it means you can get data such as this. You can start to see the
conversion rat, so the amount of people coming to your website and then buying something, you can see how many transactions that you've
achieved in a certain date range, how much revenue you've generated, the
average order value and then how many unique purchases, and then the quantity
of stuff the sold. So you can start to build up a benchmark of people coming to
your website and then start to see what you can do marketing wise or
changing navigation, things like that, to make things easier for people. When we
look in reports in this example, just by the way - these e-commerce
figures are not from Arts Depot, they're from an unknown organisation,
you'll never guess who it is. It's not Arts Depot but it's
somebody else. Somebody else we've worked with. So you'll see that the biggest amount of revenue that's coming in, is from organic
search. You know we find that quite often is that the user journeys that people go,
on they'll come to your website and they'll find out about you as an
organisation, they'll come to your website, they'll go away, they might sign
up to your newsletter, find out a bit more information about you, they'll think
about you and you'll come back many moons later and then buy a ticket. So they
don't usually do it in the same session, so that's why Google and Organic is
usually the highest when it comes to revenue, because of the user journey that
someone's gone on. So by turning on e-commerce you can
start to see that different stuff that you're doing, so Facebook is generating a
thousand pounds revenue for this organisation. The email
campaigns that are being sent out by this organization have generated 16,000
pounds worth of revenue, so you can start to see the return on investment in the
stuff do. And once that information is coming into
Analytics, you can start to access it from all the different reports as well.
Now, we talked about demographics earlier on, now if they're turned on and your
e-commerce is turned on you can start to bring those data sets together. That's
when Google Analytics becomes really powerful. In this example what we're
doing we're saying "I want to split out male and female demographic and I want
to split out the age range of 25 to 34 year olds and then 35 to 40 or 4 year
olds. And I'm going to compare them and see how much revenue they're generating
and if there's any difference." And you'll see here the top one - this is females 35
to 44 year old - when they're on the website, they convert to buy a
ticket much higher than the other ones in the list. So they convert nearly
a whole percentage higher than the other ones, the other demographics were looking
at there. So 4.995% of that age range, that gender,
come to the website and buy tickets. So they are spending a lot of
money. Whereas, males, so the bottom one we're looking at here, of the 25 to 34
year olds, have actually spent more money. So they are more valuable because
they've bought more tickets in volume. So it allows you to start to see where the
opportunities are. Who should we be targeting marketing wise if we want to
generate more revenue or is there opportunity? When I look at this example,
the third one down is males 35 to 44 year-olds. Now, there's only been 104 transactions from them and very minimal revenue. But, the
conversion rate is quite similar to the other 3 there - sorry, the other 2, above
and below - so should we spend, should we have
marketing spend specifically targeting that age range, that gender? And if we do
we might see an uptick of an audience that we've not reached really before. So
that's where Analytics can be really powerful of using your data to inform
the marketing that you're doing. Now you may have seen when we toggle the
e-commerce set up on, an option for enhanced e-commerce. Now, depending on the system you're using for ticketing or system you're using for shops,
it might not have the ability to turn Enhanced Ecommerce on. So what that does is push a lot more interesting information into Analytics. So normal
e-commerce will give you, you know, the products that were sold and then the
value and the quantity and things like that, whereas Enhanced Ecommerce, when
you turn that on you can start to break down the different steps that they would
take through the journey of your website, or the actual checkout process. And so
again it's a toggle but you'll need to check with your system provider whether
they have Enhanced Ecommerce or just ecommerce information. So that's
information that sits in the background of the website and gets pushed into
Analytics. What you can do, as I said, is set out step-by-step your checkout. This example is from Ticketsolve, so what one of Ticketsolves' clients, so they
have Enhanced Ecommerce as standard with their platform, and you can start to
see the drop-off through the process, through the checkout process. And their
drop-off is actually quite low, looking at this, it's really good. So from getting
from the Event page through to the checkout form, there's a drop-off of 3%,
and then from the checkout form to when they hit the payment page is 8.29%. So looking at that percentage of people going through still
getting a 90% of people who are actually buying the ticket. Whereas there
might be ways that you can improve the messaging or the design or, you know, the
checkout process to actually improve that, so if you can start improving the drop out, so it's less then you'll get more sales. So again, it's
giving you extra insight by turning these things on. Next within the
configuration is, is Google Ads linked? So you may be using Google Adam as part of
your marketing activity. Now, if you are a non-profit organization you can get
US$10,000 a month of free Ad Gant from Google. So if you want to find out more
about that, I'll add it in resources, but you might want to speak to Syed, who's
our Search Engine Optimisation and Pay-Per-Click advertising Tech Champion
and he can advise you about all the wonderful things that you can do with
US$10,000 a month. If you don't, it's still useful to use Google
Ads and he will explain that as well so you can have a chat with him. So when you go to Acquisition in Analytics, you go to Google Ads and go to Campaigns, it will
tell you whether it's linked or not. And this is the page you'll get if it's not.
If it is you'll start to see information such as this. So this is an organisation, an arts and cultural organisation we've been working with and they have
linked up their account, and you can start to see the revenue on the right
that's generated based on the campaigns that they're running through Google Ads. And if you watched our first webinar we talked
about UTM parameters. Now, if you use UTM parameters properly and you add them to the email stuff you're sending out and the social media stuff
that you're doing, you can start to see that as a Campaign as well within the
Acquisition channels. And you can get the same detail as this. So you can start to
see the revenue that generated based on the campaigns that you're running. But this is great to see because you're getting the actual cost of the adverts and the
return on investment, against the revenue that you're making so it's brilliant to
see that within Analytics as well.The top one, and I'm sure Syed can explain this
and far better than me, but because the top one example is a brand name,
so it's the arts organisations name, that they're using AdWords for. That will
mean they sit at the top of the Google listing. So when someone searches for that
organisation, that appears at the top. So we're seeing loads of traffic through
from that, because instead of clicking the next one down which would probably
be the organic listing, so the non-paid version of it, they're actually
clicking the top one. But it gives you far more control about the information you
display there so it's really still useful to do. Next is, is Google Search
Console linked? Now again go to Analytics, go to Acquisition, go to Search Console
and then Landing Pages and then if it's not you'll get this page. If it is linked you'll get information about where people are coming from when
they search for you on Google. So when you're on google.com or .co.uk, when they search there and then come through to your website, that information gets pushed in
here. So it will show you how many times you've appeared for a certain search
term, so how many impressions you've had, and then you start to see how many clicks
you've had through to your website as well. So that's really
good to understand the search engine optimisation that you have, and your organic listings. I'm just going to quickly show you some examples of how to identify bad
data. So we've looked at probably over 100 Analytics accounts, arts and cultural
Analytics accounts over the last year and there's various things that we come
across and hence a lot of the content that we've covered in this already,
but I just want to show you a couple of examples of what to look out for,
and it might just be like "that doesn't seem right". So in this example it's an
organisation that had ecommerce set up, so they're using a ticketing system and
it's linking through the data, all the information's there, but when we
look at the revenue that's generated and then the conversion rate, most of the
different channels are about 1, 2 percent but then one of them is 10%, so
it's a massive jump. So if there's anything that you see in your Analytics
where there is a very much higher value than all the others, make sure you ask why, you know, and make sure it's actually correct. Because in
this case 10 % conversion rate and 70 % of revenue was being
attributed to direct. Now direct as a channel with Google Analytics is when
Google Analytics doesn't know, so it can't work it out, so it'll say that
person is either put the URL in the address bar straight in, or someone
shared it with someone on WhatsApp and they've clicked that link, so dark social.
But those are only two ways that people, two of the ways, and the other is that
Google just doesn't know, now for that to be representing 70% of the revenue that's
being generated is very not right from what I've seen and across all the
organisations so we had a look at that, fixed it, it was just part of the way it
was configured and now it's all singing and dancing all the information is being
attributed to the right channels it's all working correctly, but it's things
like that you need to be aware of. Another example is that when you go to
your Behavior reports, you look at your All Pages, now earlier we were talking
about the volume of pages, like thousands of pages, now in this one we've seen the
top result was generating over - in this date range that we're looking at
here - over 200,000 page views. So that's above the home page. So we've got
page that's above the home page, and it was /widget/789123456 and we've changed these so you can't find out who
this organisation is. And that's very suspicious. Your home page is
usually the top one, unless you've got some great content, so widget is very
strange, so what we had to look at was you know where's this coming from
what is it and we started to use segments to exclude it and just see if
there's any difference. What it turned out to be is that it was an Instagram
widget embedded in a website, into the website, on every single page of
the website, but within it was the same Analytics code as the account as the
website. So what it was doing was duplicating users throughout that whole period. So
we looked at reports between September and September, so a whole year. The
numbers that were being recorded in Analytics were being inflated by nearly
1 million page views. Now when you're reporting and trying to make marketing
decisions on these kind of things, you need to have confidence in the data, and
by this you might have been like "Oh having a great month, we've got loads more
visits to the site!. When actually they weren't it was actually a misconfiguration. So you know, over that year they had 250,000 extra users that
were added to the Analytics reports when they shouldn't have been. Just going to speed up quickly and go through these last few bits. Annotations - so you may be going "How does James know that he worked on Arts Depots website on
the 18th of September 2019?" It's because I used annotations. So at the bottom of of
any reports that you see, there's these little speech bubbles, really tiny
ones/ If you click them it should drop down
it'll give you more information about what is in there. So I've got different
lines in September last year 18th and 19th. I documented all the changes I made to the
account. So in this case the actual stats we're looking at and why it drops off on
the 19th, is because that was looking at the m.facebook as a source. And
because we had excluded it using the filter, from that point onward, that data
wasn't going in. So it's really good to use annotations and you do that by on
the right-hand side, there's a little plus button that says Create A New
Annotation and I really recommend you do this, and it could could be for changes
you're making as part of this, or it could be things that have happened globally or, you know, when,
so for example you might want to put when venue closed because of Covid-19. Or you might want to add in when you reopened. Or when your
big on-sale happen. So it allows you to understand what the spikes and troughs are when it comes to your Analytics. And within the View
section of the Admin section there is the option to click into Annotations and
you can see the full list across all the account as well, so you can see this
historical timeline of annotations. Next is, do you have a Custom Alert set up?
So this is a recommended thing you do and again, Chris Unitt created a nice
article on this one, so we'll link to that one. Essentially what you can do is
set certain parameters so it will look out for things that are happening. In this
example,or just playing around with it earlier on, so it's within the Admin
section again, set at View level, you click Custom Alerts and what
you can say in this one, I want to say "every day I want you to look at them" - I'm telling Google Analytics this -"I want you to look at if my
sessions decrease more than 50 % against the same day last week then send me an email about it because I want to know." And there's lots
of things that you could use this for. So it's really
good to put this in place because it allows you to see, you know, if your website went down or, you know there's a drop-off in sales or something,
something happened or something like that, or there's a big spike in people
hitting your 404 page - by using alerts you can be told about it really soon
and then you can get in touch with your developer or you can investigate the problem yourself. Lastly is, is Google Tag Manager
installed? Now, you might have Analytics on your website now in the first webinar
we used the tag assistant plugin or Analytics. If you use that on your
website it'll tell you -it'll say Google Analytics is on, and then in Arts Depot's
example it will say Google Tag Manager is installed as well. Fantastic.
So check that with yours, so if you have Google Tag Manager installed,
brilliant. And if you don't - because most arts and cultural organisations don't have Google Tag
Manager. I did a review of Northwest of England National Portfolio
Organisations and only about a third of them had Google Tag Manager installed,
so there's a massive opportunity to use it and the stuff we we're talking about
earlier when it came to Events and Goals, Google Tag Manager will absolutely help with all those things. So the next webinar in a month's time please sign up for that, and we'll see
you there for that. But that's the end of me waffling on through this and now
we're going to go to your questions. So let's have a look at what you've said
anything of interest. So what happens if you do not have a search bar on your website? If
you don't have a search bar on your website then there's no point turning on
Site Search and you might want to add a search facility on your
website. But in Analytics just leave it off and it's not going to do any harm. Secondly do Goals and Events need to be set up with Google Tag
Manager? For Events, it's recommended you use it. There are other ways of
going about, it as I said earlier on, but the Goals are configured in
Analytics.Now, the information you push to achieve them is using Google Tag Manage. So the next webinar will cover that and we'll go through all
the different points. So, the next one is can I combine more
than one site into one set of Analytics? So, your Shopify, your shop platform linked in from a website? Yes, absolutely. And as I said before when I was talking
about the ticketing systems, it's recommended you do that as well, and
sub-domains. So by doing that, and if you use the exclude URL parameters, if
you need to and cross-domain tracking, that's another thing that I can explain
in more detail if you you want to get in touch and we'll go through that, But yes, use the same Analytics code on all the different ones that you're using. And
what that does is allow you to see the customer journey. It goes from your
site through to Shopify and back again. So without using the same license code
they're going to be split out metrics, so try to bring those things together if
you can. Next one - do you have any tips for someone whose website contains the
majority of their content on the homepage using a scrolling format. Oh
that's an interesting one. Well I've not seen that one before. Okay so any tips - ah
I mean yeah - I mean you could use you could use scroll depths but I suppose
it's all depends on what kind of content you have on there. So is it that it
automatically scrolls so then it will probably hit a 100%. Ah, it's
an interesting one. I think you have to get in touch with me and then we can
have a look at this together. I'm quite excited. You'd want to see more
time on site I suppose because they're scrolling and scrolling scrolling
scrolling but you could use Google Tag Manager, or some other way of putting the
script in, for it to tell you how deep they're going - not just scroll
depth but actually, you know, going through your content, you could get it to
fire information through, so that's quite a unique one and definitely happy to look
at that with you. Next is how do you know when someone's
clicking on a particular section as opposed to scrolling past it on the way
to another section? Is there a way to use Google Tag Manager to measure scrolling? Oh so is that linked to the same one? Sorry yes. What you could do, we could get it to fire after it hits a certain point, so
Google Tag Manager, it could keep an eye, because that's what it does - it keeps an
eye on what's happening on the website - so it could say if this certain element appears in the script, then fire an Event in Analytics, so "if this happens then do this" But this might be quite an interesting example that we might use for the next webinar actually, so yeah
please get in touch, we'll talk about that one. Next one is when I look at my search terms,
I've mostly things like - wow that's interesting isn't it? So I'll be interested to see what your website is and what is happening there because it looks like something's getting pushed in from somewhere else.
When it comes to cache things like that, that looks like it might be actually
from Google's cache being pushed through, or could be accelerated mobile pages but
we'll have to investigate that one, it's bit strange that that's within a search term. Next one - we're a video production company, how do I set an average client spend in e-commerce to indicate a
lead from a customer, but indicate successful channels? So what you can do when you set up your Goals - yes so if it's a lead, with the Goals, when
you're configuring a Goal, you can set up an expected value, so you can put a value
against that, so if you know that if somebody gets in touch with you as a
lead and then ten out of those people actually go on to you know sign-up or
something like that, so we know that 10 people, 1 out of 10 people sign-up,
if they do the thing you want, that you're looking at, we could say that whatever
value that is for your organisation, so 100 pounds - I'm making it really simple
for myself here - if it's 100 pounds I'm going to attribute 10 pounds to
every single one of those. Because it's split between 10. So what we can set on
the Goal level, is that every time someone clicks that button to get in
touch with you the goal is fired into Analytics and
we're setting a 10 pound value against that because we know that we need 10 of
them in the funnel to then achieve 100 pounds of one person signing up to you.
Hope that makes sense. So how is the revenue measured? So purely check out box office sales. So, yes, the revenue is measured for online sales. Now
there are ways that you can push information into Analytics and you might
want to look at another platform called Google Tag Manager, if you wanted things
like bring in box office sales or face-to-face sales, as well from a
ticketing system, into the same data pool. So as standard when you set up this for
online sales it's going through the checkout process and that confirmation
page that's someone reaches and there's information it's called the data layer
of the website. It gets pushed into Analytics and it gives them the amount
spend, the amount of tickets and the product names as well. So things like
that gets pushed into Analytics from that point. But yeah as you say box
office sales, ones that are face-to-face or over the phone are not going to come into
Analytics. You'll need to work on a different way and there are methods to
do it to push that information in. So where do you add annotations? So I can
quickly show you if it wasn't covered on that first bit. This is the one we set up for the first webinar. So we go to the Admin section, bottom
left, and then within a View you've got Annotations here. So you can add
Annotations for specific dates. So you can actually make them private to your
account if you wish to as well. So you can put in whatever text you want
there and then that'll appear in all the reports. You want to add it from a report section. Underneath the reports, in the center, there's this tiny -
it's really small, don't if you can see it - there's a little downward arrow if you
click that, and it was on the audience report, I just completely missed it, click that it'll open this bit up and this bar and then over to the right says
Create New Annotation. Click that and then again you can set a certain date
and then usually it sets it for the day that you're doing it, but you can change
that, and then you can type in your annotation there, and then save it, and
then that will appear as a tiny little speech bubble forevermore. And you
know, for your successors to you in your role they will thank gladly doing this as much as you can now and your future self as well will go "oh
I'm so glad you did that, thank you so much for telling me why the new things
happened" because you will forget. I do. Okay and then can you suggest a
WordPress plug-in to install Tag Manager? Yes, use Google Site Kit. Now, people keep
thinking I say sidekid - Site Kit. Now, you can use this
what all use something like Monster Insights. Now, Monster Insights is a
bigger bulkier thing and this is a lot cleaner, and it's by Google for Google so
it's much better. So Site Kit - is Google's official WordPress
plug-in and what you can do within it is, within the settings, once you've
installed this, you login to your different accounts. So you log into
Analytics, you log into the PageSpeed Insights, so that gives you stuff about
how your pages perform as well, speed wise, and then you can log into
Search Console. So if you don't have Search Console, or not linked it you'll
do that part for you as well, which is really good, and then you can link in
Google Tag Manager as well. So all those four things are all managed within the
plug-in and it presents in a really nice way. So I recommend you use that. Okay then last last question - we have two different Analytics account names. One
for the website and one for the shop. Can we see the full customer journeys from
this or do we link them differently? Ideally you bring them all under one but
there are ways that you can actually do it to track the, essentially you're
looking for the referral between those two different websites that you have so
yeah, it's it's a bit harder because you're then moving from one account into the
other account and you're trying to match up different date ranges and stuff like
that. Now with Google Tag Manager, you are able to do cross-domain tracking to
push information through to set a user but again, it's down to the same Analytics account because when it comes to privacy and
things like that, it doesn't want the browser's, in Google Analytics, they don't want to be pushing this information out to third parties, they want to keep it within the same thing, and the same accounts as well. So there
are ways to do it but I do recommend bringing it into one. But do get in touch
and you know, I can talk you through that. We can look at the different options for
you. So that's the end of the questions I'm going to switch back to my slides
and just to go through the two main things that you're gonna get. So this
checklist is going to cover everything that we've talked through. So it's going
to say what you should be doing, or what's the recommended best practice, and you can tick against those and then I've explained why is it important, so why am I telling you to do these
things. So there's a line there as well so if you need to go and speak to somebody else about it, this tells you why. So why is this important for you to go away and do.
And then you can prioritise these as you wish. Secondly, in the resource I'm gonna send you a link to this. Now what this is is
an audit dashboard, and what is - you click the URL and then it will give you
the option to add it to your account and then it'll load this, as a dashboard within
your Analytics account. And it covers some of the questions that we're in the document we were just looking at. So for example - are any Goals set up?This will tell you if any are or not. Is ecommerce tracking in place? It would
tell you. I think we've got about 15 different of the questions
in this report, so it's a quick way, instead of you going through what I've
just done have gone through every single section, this will give you a quick
overview of the some of those parts of it, so you can actually see where you
should put some effort in. And so next Thursday, so same time, two o'clock next
Thursday, Syed and I, what we're going to do is we're going to do a Zoom
meeting - so you'll see me and Syed's face - and we're just going to sit there on
YouTube and you can ask any questions. So if you want to go into the stuff that we've talked about today you can ask more questions through the chat
or get touch in advance, and then ask us. So
we're just going to be here answering questions for
as long as you need us, for an hour I think. So that's next Thursday, and then after that, as I said, in a month's time on the 18th of June, we're
going to go into Google Tag Manager for Absolute Beginners, and this is where it
starts to get really interesting. So the first webinar was around getting it on
your website and installed. This one was making sure that data quality is where
it should be. And then this third one is about configuring events and extra
tracking that really make it easier to understand how your users are
interacting with your organisation and you know, what's useful for you to find
out, and when you get past this stage it starts to get really
interesting because you can start to inform marketing you're doing, and you
know really focusing the spend you're doing and finding loads more insights
about your audiences. So that's why I've structured these first three webinars in
this way, is that do these first three, get through, it's the hard work, get
it all done and then when you pass that it's all the fun stuff. It's the insights and the exciting bit, so yes, come to that one as well. And last slide is our lovely faces of our Tech Champions. So what we're doing
at the moment is working on what other webinars will be coming up across our
specialisms, so you'll see here we've got the different specialists we have as
Digital Marketing, Search Engine Optimisation Website Design, Digital Content, eCommerce, Social Media and our brand new Tech Champion Peggy, so she's joined us in the Bristol
office and she's brilliant at Email Marketing, so if you want help
around that she's the one for you, and then we've got Box Office and CRM, and
then myself which is the Data Analytics an Insight Tech Champion. So we are
spread across England, we work as a National team and expect much more from
us over the next weeks and months. And if you need help, if you are eligible for Arts Council funding then please get in touch because we can
actually offer you free one-to-one support. Okay that's me done thank you so
much.
