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In this video I'm gonna give you an overview of Google Analytics and will cover pricing layers on some
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specific examples of how you can use Google Analytics as a powerful tool to grow a business.
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So first off pricing.
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The great news is that Google Analytics is absolutely free.
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It's been free since it was launched in 2005 and this free model is really how Google Analytics became
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the standard tool for web analytics.
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Now there is a premium version of Google Analytics called analytics 360 but you would not need to upgrade
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to this premium version unless you're getting more than 10 million unique visitors a month so that is
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a huge amount of traffic on your Web site and you actually can't even buy this premium version online
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if to specifically talk to the sales team.
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So I think that's a guarantee that you can be using this tool for free for a long long time until your
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business is absolutely huge.
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So now that you understand pricing let's get you familiar with the layout of Google Analytics.
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So when you log into Google Analytics the first thing you're going to see is Google Analytics home and
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really a number of different widgets here which give you some of the most interesting information about
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your business.
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So the thing to understand about this is that these are actually summaries of more detailed reports
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that appear here in these sidebar.
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So while it can be great to quickly scan on this Google Analytics home if we want to do our analysis
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we're really going to be spending a lot of time here by clicking through these reports laid out in the
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sidebar here and you can see that these reports are broken down into five different categories real
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time Audience acquisition behavior and conversions.
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So what these reports are known as are these standardized reports in google analytics.
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And if you click in and open up all of these then count them up as I've done.
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There are more than 100 standardized reports in Google Analytics.
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Now you don't have to be familiar with all 100 of those standardized reports if you know how to analyze
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about 10 or 15 of them.
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You can make some incredibly effective decisions to grow your business.
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Now these standardized reports that think about them on why they were so amazing when they came out
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is that they created a common language to really assess the performance of different businesses online.
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So before people were like creating their own metrics creating their own different spreadsheets long
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came Google Analytics create these standardized reports.
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What that allows us to do as business owners or marketers is to assess different businesses at using
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the same metrics and reports it facilitates the buying and selling of online businesses because we have
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these standardized metrics and it allows us to create these benchmarks that are common to our industry.
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And that allows us to really compare against different websites in our industry.
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So we might take this for granted but this is actually pretty revolutionary stuff when it came out and
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created their common language for online business similar to maybe the International Accounting Standards
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ad that really just helped consolidate and give a common language to industries.
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So that's a bit of the history of the standardize reports and why they're kind of so exciting even though
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they don't look at maybe at first glance now as well as these standardized reports.
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There is the customized customization section of Google Analytics and this really allows you to go beyond
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these standard AIS reports and create your own reports that potentially could merge your own company
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metrics and all flying data with the data from Google Analytics.
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So all of that can happen in the customization section and that can really give you that customized
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view that you may wants in Google Analytics now as well as this kind of reporting interface here there
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is the admin section and this is used really when you're setting up Google Analytics.
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This is where you put the tracking code and get it and put it on your Web site.
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It's where you can setup goals like your business goals.
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You can link to other Google products you can add colleagues and clients and much much more so generally
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when you're setting up Google Analytics you'll spend a bit of time in this section here.
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But once that's set up you'll really spend the vast majority of time in the reporting section here.
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So now that we've covered pricing online let's look at some specific examples of how you can use Google
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Analytics to grow a business.
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So in the audience standardize reports here we can really get insights into the characteristics of our
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users and we can use information like the age gender and location and device to really pinpoint our
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audience online through say Facebook advertising and the more specific we target those users the lower
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our advertising costs are going to be.
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So that is one of the main uses of these reports to really pinpoint your audience online to create more
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content for them.
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That's specific to them and their characteristics or to really lower your advertising costs by pinpointing
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them.
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So the acquisition reports these show how users are arriving at our site and for example if we can see
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a lot of users coming from the Facebook or social media then we can really create more content there
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and look at more ways to drive engagement from those channels because we can really see that those are
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the channels that are working now the behavior reports here in google analytics help you understand
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users as they interact with your site and we can really look at these reports to tell you where your
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site is leaking money where people leaving the site where are they dropping off in the checkout process
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etc..
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Now the conversion reports here really allow you to track the success of your Web site goals and we
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can analyze these reports and optimize our sites so that we can turn more of our Web site visitors into
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email subscribers or paying customers.
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So to recap in this video I've given you an overview of Google Analytics.
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We've covered pricing layout and some specific examples of how Google analytics can be used as a powerful
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tool to grow a business.
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