Digital Analytics MiniDegree from CXL — every marketer must try — Part1 Review

Analytics is the sexiest word for at least the professionals who understand it, most of the students and professionals are following this as a career, rather for the pay than its actual understanding and passion. Let’s not argue over this, since it has lots of points balancing on either side of the equation.

Before I go any further I will just give a brief on myself, I am Nischith a sales & marketing professional working in the health sector. I live in Bangalore India and I am from Mysore, City of Heritage.

The information shared below is based on the learnings from CXL Institute, you need to have a bare understanding of what Digital Marketing or Google analytics is, as CXL themselves say their courses are not for beginners. Let’s dive in, I hope I give you a good insight into their teaching.

Ok, now coming back to analytics in simple terms is about identifying the metrics that are critical to its purpose and give the easy-to-understand output as an Insight.

Business Perspective of Analytics

This 21st century has been gifted with a humungous amount of data, here when consider the business aspect, data becomes crucial in all facets of the system, including not limited to understanding the consumer behavior, driving sales, and catering the products & services.

Analytics starts from data collection and these days businesses collect data through many channels to mention a few major one's websites, social media platforms, etc., Understanding and doing analysis on these data people call it by many names also called Digital Analytics. There are many aspects tagged under this Digital Analytics which I will explain in brief and I will also try my best to give you a direction on how and where you need to move ahead.

I will start with Google which is the best place to start with for anyone taking the ship of Digital Analytics.

Let us consider a Local Business Asknis Pvt Ltd., having a website asknis.com, they intend to reach people through Google Adwords, what are the key metrics the business should consider Cost Per Lead, Number of Leads, Revenue from the leads these metrics combined tell you the customer acquisition strategies.Business Objectives -> Goals -> KPIs -> Metrics -> knowledge we can act on.

When we speak about strategies we need to weigh Business Objectives that are connected with multiple Goals and these goals are connected with KPI’s — Key Performance Indicators which means to measure the performance against key business objectives. KPI’s have metrics to consider.

Remember all these are crucial in getting the results right in favour of the business.

Introducing Google Analytics

Google is a major player in getting customers(nearly there are 4 billion users in the world). Hence for obvious reasons, Google has created multiple platforms in recent years to help

Collect data [Google TagManager- Collection]

Store data and [Google Analytics- Analyses]

Share reports [Google Studio- Visualization]

Google Products from Data collection to Analyses to visualize

Even though Google Analytics(GA) does all the job, the others are better in measurement perspectives s mentioned above. But for storing behavioral data nothing beats GA.

You can start the exploration here from the Google Accounts Demo Account in case you don't have your own website.

Google Analytics is quite an important tool for digital data analysis. It provides a variety of information regarding the behavior of the visitors to the website. There is a recent update from Google called GA4 which was earlier referred as Universal Analytics, but you have to understand Universal Analytics to overcome the shortfalls of GA4 which is still in its nascent stage, share about GA4 in the next review.

Now we will understand the Structure for handling Google Analytics,

  • Setting up a Google Analytics Account [consider adding Tracking id to the website]
  • Admin settings for Google Analytics
  • Creating views and backing up your account
Admin access

Carefully understand the levels in the admin

Account Level: This is the first column and it’s for account-level access. It is the Owner level of the account. When someone is giving access to this level, the person can see all the properties you have.
Property Level: The middle column is the Property level of the account. This is the Website level. Giving access at this level will allow to access the data for a specific website with all its views.
View Level: The last column is the View column. These are different Google Analytics views of the website data. All the views are related to the website that is selected in the previous Property section. The purpose of the view is to present the information in a way that will be useful for the specific requirement during the analyses of the reports.

Once these are done you are ready to dive into reports, we will revisit the admin setting in a while. When we say reports in google analytics we have the following types of reports,

○ Overview Reports

○ Flow Reports

○ Table Reports

Dimensions & metrics in Google Analytics

Metrics are parameters on which Dimensions are explained, metrics are the numbers and dimensions are the variables.

Example of Dimensions and Metrics in Table Report

Now, let's see different reports available at your disposal to understand the customers and insights to optimize the process. You need to note one important thing Google analytics also SEO, Campaigns with Search Engine Marketing & Social Media Marketing.

Different reports available in Google Analytics

Realtime Reports As the name suggests, the Realtime section in Google Analytics displays data in real-time. The real-time section helps in monitor activities and events on the website, as and when they occur.

Real time Report

The Audience report section in Google Analytics shows reports with information about the visitors coming to the website. By monitoring this you will find new opportunities to engage and improve the website.

Audience Report

The Acquisition Reports section helps us understand how Google Analytics shows the data volume of visitors. A traffic source sends people to the website and gives the report on where they are come from. The traffic sources and conversions of the website are directly related since the users find the link to reach the information they are interested in. Identifying the traffic sources brings in more revenue.

Acquisition Report

The Behavior Reports section in Google Analytics lets us understand the user behavior on the website. The Behavior section of the data is used to mainly focus on the web pages of the website and its content. here we understand how they interact and engage with the content in the website, how long they stay, what pages they use to land and exit the website.

Behavioral Reports

The Conversion report section of Google Analytics shows us the result of pain taken to gain clients. Here you find the goals, eCommerce, and distribution modeling reports.

Conversion report

In a brief in simple terms,

  1. Real-time reports for “Testing”

2. Audience reports for understanding “Who”

3. Acquisition reports for understanding from “where”

4. Behavioral reports for understanding the “what — Actions”

5. Conversion reports for understanding the “Results”

Understand these, you can play around with these reports and generate insights.

You need to understand a few of the below parameters well than others,

Views

Filters

Traffic

Goals

Some of the metrics you need to understand are,

Bounce Rate is the percentage of people that have left the website after visiting a single page.

Sessions are the number of sessions for that specified period.

Pages/ Sessions are the numbers of pages visited per session.

Average Session Duration is the average amount of time each session lasts.

Users are the number of users from a traffic source for the specified period.

New Users are the number of new users for the specified period.

This is just a short summary or review on what I have learnt from CXL’s Minidegree, will share further reviews in the coming weeks.

Chris “Mercer” Mercer :-) the expert is doing a wonderful job.

Next week I have planned for GA4 updates and what to expect from the new mission

Marketing Enthusiast — helping right products and services reach the right people