Action Video: Google Analytics


Below you’ll find the following:

  • Individual streaming sections so you can jump to whichever section you prefer
  • Bullet summaries of each section
  • Download links for the following:

    • The full 90-minute video if you prefer to watch it on your desktop
    • The .mp3 version for your .mp3 player of choice
    • The full 27-page transcript in PDF form
    • And finally, the Sumo Insider Report email address, where you can send your specific question and get the chance to be one of 10 questions that our expert instructor will answer personally.


Section 0: Introduction

What You Learn:

  • get an inside look into how an industry leading analytics specialist sets up his analytics — so you know where your's needs to be
  • what is the impact of your marketing activities on your bottom line? See what the end-product looks like when you've properly set up Google Analytics
  • discover a paradoxical relationship between visits and revenue
  • how standard analytics falls short of giving you true insight
  • "how idiots track success" -- don't be an idiot

Section 1: Metrics That Matter

What You Learn:

  • the most important metrics to follow and what they mean
  • how to dig deeper and go beyond the default and ultimately uninsightful metrics
  • the #1 question you need to ask yourself to unlock analytics power
  • what am i trying to do with my website?

Section 2: Creating Your Goals

What You Learn:

  • the how-to, step-by-step, from login to final step, of creating your advanced, custom forms
  • watch as justin goes inside Google's own store to walk you through the example
  • the multi-step, complex process of setting up your goals
  • the simple, and sneaky mistake that even Andrew made that can really foul up your analytics data quality
  • the step by step process of creating a goal
  • learn how to organize and categorize your goals into goal sets so you're organized and save time
  • the key differences between google's goal types
  • how to properly identify and include goal URLs
  • a walk-through of the goals overview report
  • the distinction between transaction and non-transaction based goals -- so no matter what the purpose of your site is, google analytics can help you improve
  • look at conversion based on traffic source in order to see what marketing campaigns are actually paying off
  • how to drill down into your traffic sources report
  • learn which cities get the most conversion in the Map Overlay Report
  • the most important thing to be thinking about: how to take the data and get to a high-level analysis of your business goals
  • how to set up a good mix of goals in order to get a full picture view of your site's performance

Section 3: Creating A Funnel

What You Learn:

  • how to set up, step by step, a conversion funnel
  • And creating the funnel visualization report
  • how to then navigate and access the data your funnel represents to get key insights into where your conversion process is broken -- meaning you're losing customers
  • pinpoint where in your site's process you may be losing customers
  • why focussing on the very last 1 or 2 clicks will save you thousands of dollars and time and energy
  • how to identify and include your URLs
  • a critical mistake to avoid when setting up your conversion funnel
  • how to take advantage of the funnel visualization report
  • how to read your funnel visualization report
  • recover lost customers who bail on you just 1 or 2 clicks away
  • a/b testing is great, but you need to know WHERE to apply it
  • why it pays so much to focus on the "bottom" of your funnel -- and how it can skyrocket your results
  • additional resources to assist with a/b testing -- letting your customers tell you what they want

Section 4: Create Your Campaigns

What You Learn:

  • really making google analytics run -- how to use it to understand traffic sources and build effective partners
  • and in-depth overview of the traffic sources
  • the three buckets that your traffic fits into, and how they impact your business
  • how to drill deep into your referring sites and find out -- to the exact page -- who is sending you traffic
  • make powerful new discoveries about profitable market segments you may not know about
  • how to get instant insight into your paid search/adwords campaign -- so you can focus on what works and cut what doesn't
  • how to set up, step-by-step, your marketing campaign tracking
  • "link tagging" -- what it is and how it helps you track your marketing activities
  • how to modify your links, with live examples, to get the most out of data -- to ensure you greater insight later on
  • find out if your market is more responsive to certain types of communication
  • how to read campaign reports and drill down deep to see which campaigns convert for you
  • how to sort and enter "other dimensions" of your analytics data to get exciting new insights
  • analytics nirvana -- it does exist, and we show you how to get there
  • "the sexiest metric alive" -- how to wed your customizations to bounce rate and spot trouble areas

Section 5: Power Of Site Search

What You Learn:

  • how to understand what "usage" of site search means for your site and how your customers behave
  • can site search impact the bottom line?
  • the simple principle behind the fact that people who use site search on your site convert at a higher rate
  • an off-the-wall example
  • no need to use a "google" search functionality on your site -- works with other search providers as well site search terms -- and how they help you read your customer's mind -- AND identify untapped profit centers
  • how site search and determine your sites design and navigation
  • makes the entire program valuable -- because you get instant clairvoyance into what people are actively looking to buy
  • two-second process of setting up, step-by-step site search tracking so you can take advantage of this powerful aspect of analytics

Section 6: Benchmarking

What You Learn:

  • one of the most important aspects of analytics
  • competitive intelligence that enables you to compare your site's performance to your industry and drill down into subcategories
  • how to read your benchmarking reports, and then use these insights to find more traffic, improve your engagement, or make new discoveries you hadn't thought of
  • what google shares with apple -- and how power users benefit

Section 7: Build Custom Reports

What You Learn:

  • step-by-step instructions on creating a custom report so you can get just what you want and no fluff
  • BE LAZY -- automate its delivery so you never even have to log in to analytics -- instead get your valuable data emailed to you while you sleep
  • "not set" and what it means in your custom reporting as it relates to campaign revenue
  • how to due date comparisons to see how your data is changing day to day, week to week, and month to month

Section 8: Conclusion And Next Steps

What You Learn:

  • the first step you must take to get started
  • the second step you need to take to leverage the power of google analytics
  • conclusion and wrap up

Additional Links and Resources

Campaign Tracking Overview:

Google Analytics URL Builder:

Goals & Funnels:

Site Search:

Google Analytics: Power User Guide:

50 Resources for Getting the Most Out of Google Analytics

The Huge Collection of Google Analytics Tips

Google Analytics YouTube Channel

Blogs about Google Analytics

The Official Google Analytics Blog

Advanced Web Metrics

Google Analytics Results

Luna Metrics Blog

Analytics Talk


Download the full video for your desktop here

Download the .mp3 version here

Download the transcript here

Download Bonus Material Here

*right click on the link and "save as" if opens in a new window

Sumo Insider

What do you want to learn next? Just send an email to nextactionvideo@appsumo.com


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