How to Google Analytics: The Path to Becoming a Web Analyst / Online Marketing Manager

Hello, my name is Juliane and as of August 1st, I am the newest member of the internetwarriors family. As a trainee, I want to learn online marketing from the ground up and actively support internetwarriors and its clients in achieving their goals in the future. As an aspiring Online Marketing Manager focused on web analytics, the coming months will involve intensive training with the web analysis tool Google Analytics and its successor Universal Analytics. I will document my experiences in this blog.

Part 2: Let's get the practice started

The Formula to Expertise

According to Canadian journalist and author Malcolm Gladwell, about 10,000 hours of practice are needed to become an expert in a field.

10,000 = 8 hours a day * 5 days a week * 4.8 years

Whew! 4.8 years is a long time and my traineeship lasts only 12 months. Realistically, I will complete around 1,000 hours of practice in that year. I won't become an expert in Gladwell’s sense in this time. However, confident handling of Google Analytics shouldn't be out of reach.

My Focuses in the First Month

During the first month of my traineeship, the analysis and preparation of about 60 standard reports provided by Google and the creation of custom reports were the main focus.

With the standard reports, the most important interactions of page visitors with the website can be analyzed. This includes, among other things, the number of sessions, average duration on site, pages viewed, number of pages viewed, bounce rate, as well as the users' language and location. Custom reports, on the other hand, allow for an individual view of specific data. These reports allow data to be divided into several very specific sub-levels. The exact information needed for a specific report can be selected precisely.

First Practical Work with Google Analytics

Before I began practicing, I received a two-hour introduction to the analysis tool from my colleague Thorsten Abrahamczik. He explained to me how Google Analytics is structured in detail and where to find each report.

After the introduction, I jumped right in. The famous plunge into cold water—eagerly anticipated and dreaded at the same time. My main task was to create smaller reports for clients. My Google Analytics handbook, over 600 pages thick, was always within reach on my desk. It served not only as an elbow rest but also as a frequently used reference. I bombarded my colleagues with questions almost as often.

My Favorite Reports

As a geographer, the location report is naturally one of my favorite reports. Where do the site visitors come from and what language do they speak? These are particularly exciting pieces of information for me. I could spend hours alone with these thematic maps, examining each region individually.

Data on geographical origin is especially interesting for companies that operate local retail stores and are considering opening new branches.

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The Google Analytics Location Report[/caption]

The user flow report is also one of my favored reports. Not only does it look great visually, but it also allows you to track how visitors navigate the website.

The user flow report is particularly suitable for analyzing whether the desired website meets the visitors' requirements and contains all the necessary information. Especially online store operators can benefit from this report, as it allows them to track in detail whether and at which point potential customers abandon the purchase process. Websites with a high bounce rate are a sign that the owner should revise this page.

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The Google Analytics User Flow Report[/caption]

My Expert Status After One Month

Over time, I became more confident in using Google Analytics. Reports were completed faster and I overlooked fewer points. The handbook was consulted less and less. My colleague had more peace and could focus more on his work.

Roughly speaking, I completed 40 hours of practical training with Google Analytics in the first month. This accounts for 0.4 percent of the journey to becoming a web analytics expert.

What We Can Do for You

Would you like to use Google Analytics as comprehensively as possible to analyze your users and their behavior on your website? Are you interested in learning how website adjustments can increase your conversions? Our experts are at your service to advise you on setting up extensive tracking. Contact us.