CXL Growth Marketing Minidegree: Week 9
I recently signed up for the Growth Marketing Midigree at the CXL Institute and got a scholarship for the program (so exciting!), getting 12 weeks to complete the Minidegree, starting from April 19th. During this time, I will be writing one article on a weekly basis, describing my experience and summarizing the most important points of this education, showing why this probably is the best education program I’ve ever gone through. This is the sixth article of the series.
I’m still going through the Google Analytics course, making a minor advancement this week. Firstly, I finished the “Getting to Know Google Analytics” part of the course. This part consists of eight lessons that introduce you to Google Analytics, what it does, why you need it, and all the reports it can generate for your website. The reports are the following:
- Realtime Reports
- Audience Reports
- Acquisition Reports
- Behavior Reports
- Conversion Reports
The next part is about Getting Started with GA, which covers how you can set up your Google Analytics account, connect it to your website and set up your goals to start tracking. It covers the following topics:
- Account Settings
- Property Settings
- View Settings
- Filters: The Basics
- Understanding Traffic: Types of Traffic
- Understanding Traffic: Customizing Traffic Sources (Part 1 and Part 2)
- Understanding Results: Destination Goals
- Understanding Results: Duration Goals
- Understanding Results: Pages per Session Goals
- Understanding Results: Event Goals
- Understanding Results: E-Commerce
- Analyzing Reports — The Basics
- Wrap Up & Resources
- Final Exam
The first lesson was about Account Settings. Here’s what the deep dive covers:
a) Basic Setup
Then, I continued with Property Settings. Here’s what it covers:
- Basic Setup
- Customizing Your Tracking
- Product Linking
- Introduction to Advanced Features
We went into a deep dive into the property-level settings. There’s a lot more back here than at the account level. So within the basic setup, which is super important to go through, make sure all the checkboxes are checked. Moreover, make sure the user settings are correct. Go through all of them and customize your tracking info after that. As for the tracking info section, you will want to spend some time with it.
So, consider the data collecting and retention rules you have in place. If you don’t know the answers, collaborate with someone on your team who does, since you can’t always make those decisions, and you don’t always want the burden. So go talk to your team and figure out who’s in charge of this.
At that point, you may link any Google products you want to that are other Google products you’re using, most likely Google Ads and Google Search, but also AdSense or BigQuery, which may be relevant in your scenario.
Those can be linked together. Then it’s only a matter of being aware of the sophisticated features. Mercer doesn’t believe there’s anything else you need do here, but you should be informed.
Data retention, Google Signals, and the Google Ads linking troubleshooter were also discussed. There are several sites that can assist you if you’re attempting to link accounts and it’s not working because there’s a misunderstanding. They’ve built a handy little wizard back there that you may utilize to correct the problem.
Then, we move onto View Settings. Here’s what this lesson covers:
- Types of Views
- Basic Setup
- Useful Features Specific to Views
Here are some resources for View Settings:
- Views Overview https://support.google.com/analytics/answer/2649553
- Creating Brand Channels https://support.google.com/analytics/answer/6050679
- About Goals https://support.google.com/analytics/answer/1032415
Audit your View Settings. Create the different types of views: backup view, test view, and production view. At least one of each, and you should at least have three. You should have no less than three. You must have a backup view! That’s all it’s for, you’re not going to touch it, you’re not going to add filters or goals or anything to it, it’s literally there just in case of emergency, that’s it.
You also must have a testing view because that’s what you’re going to use to test your filters and your goals, and make sure everything’s tracking properly. And then, once you’ve confirmed everything’s tracking properly, they get moved to the production view,so that you can actually start using that production viewto get your real world answers. But you really don’t have the option, you must create at least those three views. If you decide later that you want to answer different questions, you have a bunchof different production views, or we’re going to have different testing views, perfectly fine, you can create those as well as we have.
Think about the General Settings, Bot Filtering, Site Search and time zone, which are kind of the bigger things back there. Managing your Brand Terms, I think is an important thing, if you’re going to break that out, especially if you have a strong brand. If you don’t, obviously, you can kind of skip through that. Also, it’s very important to get familiar with existing goals and filters.
The latest lesson I just started was Filters: The Basics. Here’s what this lesson c overs:
- Setup & Use Basic Filters
- Make the Data Easier to Read
- Present “Cleaner” Data
- Fix “Fractured” Page Reporting
Here are some resources for this lesson:
- About Filters https://support.google.com/analytics/answer/1033162
- Basic Filters for Every Site (Bounteous) https://www.bounteous.com/insights/2015/12/10/basic-google-analytics-filters-every-site/
So, this week will be very tough as I’m supposed to make up a lot of lost time for this program. I’m looking forward to advancing to the final exam of this course and then moving on to the next topics. There seems to be a lot of exciting content ahead!