Have you ever looked through your website’s analytics and saw a spike or sudden drop in traffic or actions? Have you had to think back to see if you changed anything during that time period? Or, maybe you couldn’t remember when you started that A/B testing?
Have you ever wanted to filter out yourself or your office from your site’s Google Analytics? Or, have you ever wanted to make modifications to the data as it comes into Google Analytics? If so, using filters are a great way to do that!
What Are Views?
If you have already set up Google Analytics, you may have noticed that you were viewing reports in a view called “All Website Data” or similar. This is the default “view” that is set up when you create a new property. Each view is a different set of data that was sent into Google Analytics for the property.
When your site sends data to Google Analytics for a property, it will look through all your views to see which views to add the data to. Right now, you may just have the “All Website Data” view which, by default, will receive all data from your site. This is a great place to start.
However, there may be things you want to remove from the data. For example, if you have a dedicated desktop computer, you may want to remove all of your interactions with your own site from the data. You may also want to remove spam and bots from the data too.
Since views can also have different permissions, I have seen some people set up views with specific limited data and give some users only access to that view. One example may be a salesperson who only needs to focus on data relating to certain pages and needs to set up goals that are different than the main view’s goals.
Setting Up Your First View
Before you begin with views and filters, the first thing to know is that you will never want to modify the “All Website Data” view. Data cannot be added to a view retroactively. So, if you accidentally set up a view to where it doesn’t store any data for your site, you will not be able to get the data back. So, by keeping the “All Website Data” view as-is, you know you will also have all the data to go back to.
So, most people set up a second view. Some people call it “Real View”. Some call it “Master View”. For most of my sites, I just call it “Without me and spam”.
Keep in mind that the only data in a view is what was collected after it was created. So, none of your data already in Google Analytics will appear in a view which is why you want to set up your first view as soon as possible.
To set up your new view, go to the Admin area and select your account and property. On the far right, will be the view settings for your default view. You can click the “Create View” button to create your new view.
Name your new view, change the timezone if needed, and then click “Create View”. If you are not already, go back to the Admin area and click the dropdown on the far right under “View” to select your new view. Make sure to not make changes to the “All Web Site Data” view.
The first thing that you will want to do is click “View Settings” and scroll down to the “Bot Filtering” option. Go ahead and turn that option on.
Note: If you want to track what people search for on your site, be sure to turn on “Site search Tracking” while you are in the View Settings. In WordPress, the default query parameter to enter is s. If you are not using WordPress, you will want to search or ask the support team of the software you are using to determine the query parameter.
Once you have turned on bot filtering, go ahead and click Save. Great! You have your first custom view set up. Now, let’s add your first filter.
Adding A Filter
If you are not already, go back to the Admin area and click the dropdown on the far right under “View” to select your new view. Make sure to not make changes to the “All Web Site Data” view. This time, click on “Filters”.
Filters are how we can tell Google Analytics what to include, exclude, or modify in this view. We can use filters to exclude IP addresses (such as your desktop computer), locations, certain referrals, certain parts of your site, and much more. Additionally, you can use filters to exclude data that you know is spam.
For example, there was an issue in 2018 where a lot of bots were sending in fake information into certain fields within Google Analytics. The easiest way to get rid of it was by using a filter.
Lastly, you can use filters to modify data as it comes into Google Analytics. Something to remember in Google Analytics is that everything is case sensitive. So, example.com/thankyou is different than example.com/THANKYOU. Also, if you are using campaigns, spring-sale-2019 is different than SPRING-SALE-2019.
As such, Google Analytics will report these as two different things. So, we could use a filter to lowercase or uppercase everything before it gets entered to ensure Google Analytics counts these things as one thing.
To get started with our first filter, click “Add Filter”.
After you create some filters, you can re-use them in other views and other properties to make things easy. Since we are creating our first one, we will click “Create New Filter”. Next, enter in your filter’s name. Be descriptive of what the filter is doing as you may have many filters in the future.
Google Analytics has many of the common filters as “Predefined”. There are many more things you can do with filters by using “Custom” but, for now, we will use Predefined. Select “Exclude” from the first dropdown and “traffic from the IP addresses” for the second dropdown. Finally, select “that are equal to” in the third dropdown.
Now, open up a search engine, such as Google, and search “What’s My IP?”. Most search engines will list your IP for you. Then, copy that IP address into the “IP address” field for your filter.
Depending on which type of filter you are setting up, Google Analytics may tell you how many data points would be filtered out by the filter in the “Filter Verification” section to help you verify that you set it up right.
Once you are ready, click “Save”.
The last thing to keep in mind before you add more filters is that these are applied one-at-a-time in the order you add them. For most sites, this will not be a problem. However, there may be times you want to have filters build upon each other. After you add multiple filters, you will see a new “Assign Filter Order” button appear.
If you click this, you can re-order the filters to achieve the results you need.
When you are trying to get visitors to your site from a variety of sources, things can get a little complicated when deciding which marketing channel to focus your time and money. Maybe you are using paid ads, social media marketing, email marketing, and more to drive traffic to your site.
If only 5% of your site visitors are converting to paid users or signing up for your email list, you would probably want to know which source of your site’s traffic is getting the most visitors to take action on your site.
With UTMs, you can:
See which links in your emails convert the best
See how many people click the link in your email signature
See which social media posts create the most customers
Group links across marketing channels into campaigns to compare different campaigns
And much more!
What Are UTMs?
UTMs (Urchin Tracking Modules) are one of the best tools to see which link is sending the most visitors to your site that are converting. In this case, converting means completing the thing you want them to do the most. That could be purchasing your product, signing up for your email list, or any other goal that you have set.
In the next image, you can see the Google Analytics for one of my sites. That is the acquisition overview.
We can then go deeper into these pages to see how our UTMs compare. For example, in the image below, I examined data from email marketing.
Parts of a UTM
Each URL will have several UTM parameters added to the end which will be used in a few different ways. Let’s take a look at each part individually.
The “campaign” part of a UTM is the name of your campaign or reason for sharing this URL. For example, you might have the main campaign for sharing your homepage. So, you could use “main” or “homepage” as your campaign name. You may also be sharing individual blog posts and use a campaign name such as “intro-to-google-analytics”.
This parameter is for you to identify the URLs when viewing the data in your analytics. Inside Google Analytics, you can compare different campaigns. So, this part of the UTM will be how the website analytics groups different URLs together.
The “medium” part of a UTM is the type of platform that you are sharing your URL on. For example, if you are sharing a blog post on Facebook, you would use “social” for your medium. If you were using a link in your email marketing, you might use “email”.
The “source” part of a UTM is the platform that you are sharing your URL on. If you are sharing on social media, then your source might be “Facebook” or “Twitter”. If you share this link inside your email marketing, the source may be the specific email such as “welcome-email” or “google-analytics-course-email-1”.
The “content” part of a UTM is an optional parameter that you can use to differentiate between URLs that are using the same campaign, medium, and source.
Another example would be using this to show the different links in the same email. You may send out an email announcing a new feature or sale that has multiple links. You can use this parameter to show the difference between the links using “top-of-email-link” and “bottom-of-email-link”.
The “term” part of a UTM is the final parameter and is also optional. You can use this part when the URL is a part of paid ads to track the keywords. You would enter the keyword that you were targeting to keep track of which subsets of ads were converting the most visitors to your goal.
Example of Usage
Now that you have a general idea of what UTMs are let’s take a look at an actual example of how you can implement these in your marketing. Recently, I hosted a webinar. I sent out several emails and posted many times on social media. I needed to be able to know exactly which link got the most registrations so I can optimize my marketing approach.
In my announcement email, I included three links to the registration page: one at the beginning after mentioning the introduction, one in the middle after some copy about the problem, and then one at the end of the main pitch.
The UTM parameters I used were: URL: https://frankcorso.me/webinar-register Campaign: google-analytics-webinar-040317 Medium: email Source: launch-email Content: first-link
This URL was for the third link in my email which was:
All three links had the same URL, campaign, medium, and source. I set the content as “first-link”, “second-link”, and “third-link”. After the email, I looked at my analytics and saw that, while more users clicked the third link, more users who clicked the second link signed up for the webinar.
Using this insight (and more gained from the next few emails), I was able to optimize the emails to convert the most users from my email lists to registering for the webinar.
I also used this same technique with social media marketing. I tested several different tweet formats including with images, without images, links at the beginning of the tweet, links in the middle, and links at the end.
Again, the campaign, medium, and source were the same, but the content was different for each tweet. I can then see these values in Google Analytics to see which tweet format converted the most webinar registrations. In my case, tweets with the link in the middle of the tweet with images saw almost 200% more conversions compared to the others.
Reviewing Your Data
Once you started using UTMs, you will want to go to Google Analytics to see how your URLs are performing. To do so, begin by logging into Google Analytics. Next, click on the “Acquisition” link in the side menu and choose the “Overview” option.
The overview page will list out the main mediums that generate traffic to your website.
From the overview page, you can click each of the mediums to look deeper into that medium. Alternatively, you can go back to the “Acquisition” menu and look into the “Traffic” or “Campaigns” submenus to start with other UTMs.
For example, when I want to review the data for one of my campaigns, qsm_plugin, I will go to the “All Campaigns” option and then click on qsm_plugin which brings up this page:
Using the drop-down labeled as “Secondary dimension”, I added the “Ad Content” which is the UTM parameter of content. Using this view, I can compare which links with the same campaign, medium, and source but different contents. For example, in the screenshot above, we can see my link for Quiz And Survey Master’s landing page product provides a bit more traffic compared to some of the other products listed on the addons page. If I scrolled farther to the right, it would show the revenue generated for each of those links.
You can use this same view to review the data from any of your tests.
How to Create URLs with UTMs
Creating these URLs could be extremely difficult and time-consuming to have to type the URL out. Make sure all the parameters are correct every time can be tedious. Luckily, there are free tools to do this for you.
Once you create your URL, you will want to keep the URL somewhere to assist you in using similar URLs in the future. For example, if you are sharing a blog post multiple times on Facebook, you will want to use different content every time. So, you will need to know all the content that you have used before.
Many marketers use spreadsheets to list out each of the URLs and UTMs they have used. This allows them to look up the UTM parameters to see what they have used before.
Now that you are familiar with UTMs, you will want to start using them every time that you are sharing URLs from your site. To be effective, you need to be consistent with UTMs to accurately track the data in your analytics
Need some more ideas of what to test? Try some of these:
Test different formats for your email signature to see which gets the most clicks
Test different structures for your tweets to see which gets the most clicks and leads to the most conversions
Try using links in various places in your email marketing to see which converts better
Test which business card layout drives the most traffic (use a URL shortener such as Bitly to make it easy)
Test conversions from presentations that you give in multiple places
Over the last few posts, I wrote an introduction to Google Analytics and UTM’s and a guide to tracking conversions. Those guides will help you get all of your data set up and tracking your users, but you probably want to know what you should be looking at when browsing through your Google Analytics. There are hundreds of pages and sets of data inside your analytics which can be overwhelming. You could spend hours going through it all and still not be sure what is going on. Luckily, there is a feature that makes things much easier. This feature is called dashboards.
What are Dashboards in Google Analytics?
Dashboards are simple pages that include several different graphs and sets of data that correspond to each other. Usually a dashboard will be built around a particular focus. For example, you may have an eCommerce dashboard that shows all the important data sets concerning what affects purchases on your site. Another example would be a content marketing dashboard that helps you see what pages and posts get most traffic from what sources and which convert better.
By utilizing dashboards, you can easily see all the relevant data you need in a meaningful way without having to hunt through all the pages yourself. Each set of data and graphs are referred to as a “widget”. For example, on a content marketing dashboard, you may have a widget that shows the posts with the highest bounce rate so you can see what posts you may want to improve. You may also include a widget that shows the campaigns from a particular social network that convert the best. Let’s take a look at an example dashboard.
In the image above, we have an example dashboard with some widgets that are relevant to tracking eCommerce. In the top left, we have the “Transactions by Source” widget. This widget is listing the top sources of traffic sorted by the revenue brought in. At a quick glance, we can see which sources may be sending more converting users. The next widget shows us the pages that have the highest amount of exits so we can see pages that we may want to improve. The pie graphs on the right show us the percentages of the medium that users are coming to the site through. Finally, we have two example line graphs. One keeps track of revenue and the other tracks users and sessions. There are hundreds of different widgets that you could use and they will differ depending on the type of data that you want or need to keep track of.
How to Set Up Dashboards
When you log in to Google Analytics, you will find the Dashboards along the left navigation like in the image below.
Your site will already have an example dashboard called “My Dashboard” which has some example widgets to get you started. However, you will probably want to create different dashboards focusing on different sets of data. For example, you may have an eCommerce dashboard, a social media tracking dashboard, an email marketing dashboard, and others. When you first start out, you will likely be unsure where to begin and what types of widgets you want to use. Fortunately there is a dashboard gallery where you can import many different examples to get going.
To import a dashboard from the gallery, begin by clicking the “New Dashboard” link like in the image above. From there you will see a window appear where you can select to create a brand new dashboard. In the bottom right will be a button labelled “Import from Gallery”.
Clicking that button will open a new popup that will list hundreds of dashboard examples to choose from. Browse through the list to find ones that sound relevant to you. You can always modify the dashboard in the future. For my example, I will be choosing one titled “Site Performance Dashboard”. Once you choose one, click the “Import” button underneath it.
Once the dashboard is imported, you will be redirected to your new dashboard. Browse through all of your widgets to see what the data says and how useful it is to you. You may come across a widget that needs to be modified or deleted. To do so, you can click on one of the icons in the top right corner of the widget which appears when you hover over it.
Clicking the edit icon will open a new popup that will allow you to modify the title, type, and data sets of the widget. Take some time to see how each of the widgets in your new dashboard are set up so you can begin to see how these different settings can be tweaked to get the exact data sets and displays that are most helpful for you.
Make Your Life Easier By Having the Dashboards Emailed to You
For dashboards to be beneficial, you have to get in the habit of checking them once they’re set up. Google Analytics has options to export or email you the dashboard. Along the top of the dashboard you will find options for sharing, emailing, and exporting.
Using the email option, you can set up the dashboard to be emailed to you daily, weekly, monthly, or quarterly so you can review it. Normally I suggest getting the dashboard emailed to you weekly. Not much will happen each day to receive it daily. You will end up over-analyzing and spending a lot more time with it. However, you don’t usually want to wait a month to review the data in case something major changes that may affect your traffic.
Now that you have your UTM’s set up, tracking your eCommerce and conversions, and have your dashboards set up, it’s time to start using this data to improve your site’s traffic and conversions. The best strategy is to focus on one thing at a time and make small testable changes.
For example, you could start with trying to improve the amount of traffic that comes from social media, so you would want to test different posts and tweets and different times which you can now track using UTM’s. Or you may want to improve your conversion rates, so you would use an A/B testing service to test different call to actions, headlines, and more.
In future posts, I will go over more topics for Google Analytics such as filters as well as strategies for improving your conversions. Be sure to subscribe to my newsletter to be the first to know when the posts are published!
Imagine that your site is getting thousands of visitors per day. Now imagine that about 100 of them are spending money on the site. Obviously, you probably want to get more of the users that are spending money on the site but how do you know where these users are coming from? Or, how do you know what actions they take while on your site before spending money?
What is website analytics?
This is where website analytics comes in. Website analytics collects data about who our site visitors are, where they are coming from, and what they are doing on our sites. We can see where information about our site visitors such as where they are located, the languages they speak, and the devices they used to view your website.
We can also see information about how site visitors got to our site and which pages they spent the most time on. Additionally, we can see what actions they took on the website such as watching a video, signing up for a newsletter, or adding a product to a shopping cart.
By having all this data within one place, we can analyze the different paths visitors take to complete actions on our sites. We can then look into which marketing channels we are using that are the most profitable. This helps us to ensure we are optimizing our marketing to save us time and money.
There are many services out there that offer analytics for your website. Some of the most popular ones include Clicky, MixPanel, Heap Analytics, Fathom Analytics, and Kissmetrics. The most popular service is Google Analytics.
Google Analytics is not only free for most people, but it is also powerful and user-friendly. Even better, you can link it to your Search Console and Google Ads if you use them to add even more information into your reports.
Before we can get too far with using Google Analytics, there are some terminology and concepts that we want to explore first.
Our first round of definitions correlates to the different levels within your Google Analytics account.
Inside your Google Analytics account, you can have different “accounts” for the different companies or brands that you’re using analytics with. For most people who are only using Google Analytics for their one site, they will only have one account. If you are using Google Analytics with your clients, you may have different accounts for each of your clients.
These accounts are all within your Google Analytics account, so you only have the one login to get into and work with these accounts.
Inside each of the accounts, you can have different properties. These properties are individual sites or apps. For example, if you are using Google Analytics for your own site only, you may have one account with one property in it. If you have multiple websites for your company, you may have several properties within your account.
If you have clients who have multiple sites, you may have different accounts for each client and then different properties within those accounts for each site for that client.
Inside each property will be “views”. These views are where the data is actually stored and where you will be reviewing your data. Each “view” is a set of data within a property. For many sites, you only need one main view. However, there may be times where you have a variety of different views to analyze different subsets of data. We will look more into views in a future email.
Our next round of terms focuses on the data that is in Google Analytics.
This is a single individual visitor to your website. When a visitor comes to your site for the first time, Google Analytics creates a unique ID for that user and stores a cookie in their browser. If the visitor comes back to your site, Google Analytics will look for the cookie to determine if this is a new or returning user.
This is a single visit by a site visitor. If someone comes to your site and views several pages, that is one session. If the person comes back next week to view some more pages, that would be considered a different session. By default, Google Analytics ends a session after 30 minutes of inactivity. So, if a person browses your site, leaves, and then comes back a few hours later, that would be two different sessions by the same user on that day.
Browsing Your Google Analytics
Now that we have a basic understanding of Google Analytics, let’s take a look through some of the content in the service. First, we can look at the Audience page to see some overview data about our traffic and its visitors.
On this page, we can see a graph of the number of sessions that the site has had. We can also see the number of users, sessions, page views, pages per session, average session duration, and more.
We can then dive into the Audience section to compare the visitors based on a variety of data such as what language they speak, where they are geographically, what type of device they are using to view your site, and more.
Now, let’s take a look at the Acquisition section. In this section, we can discover where the users are coming from. By default, Google Analytics will break down the channels by search, direct access, social, and referrers as you can see in the image below.
You can then dive into each channel further to learn more about where the users come from in that channel like in this image:
Setting up Google Analytics
Now that you know a bit about Google Analytics and what it can do, it is time to get it set up on your website. The first step is to go to Google Analytics and set up your account. You can sign in with your Google account and then you will want to add a property for your website during their guided setup.
If you are using WordPress, there is a really simple plugin called Google Analytics Dashboard for WP that allows you to simply log in with your Google account and then the plugin will automatically set up Google Analytics for your site. It even displays some basic traffic data in your WordPress dashboard so you can easily keep track when you log into your site. This is the plugin I actually use for this site.
If you are not using WordPress, most CMS’s and platforms have a simple process for setting up Google Analytics so be sure to check out your platform’s documentation or reach out to their support. Lastly, Google Analytics will give you some code when you create your account. So, if you know how, you could simply copy and paste their code into your site and not have to worry about any integration tools at all.
Once you have your Google Analytics set up, there are a few more things you can do to better analyze your data. You can track your conversions and create dashboards to quickly see your most important data.