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Google AnalyticsBest Practices for WCM30/08/2012 – Joris Bekaert                             1.
Table of contents1.   “Google Analytics” a short history2.   How does it work?3.   Initial setup & deployment4.   Advanced...
Google Analytics a short history•   April 2005: Urchin acquired by Google•   November 2005: First Rollout Google Analytics...
How does it work?                    4.
Initial setup: Creating GA Account         http://www.google.com/analytics                                           5.
Initial setup: Creating GA Account                                     6.
Initial setup: Getting GATC                              7.
Initial setup: User interface                                8.
The GATC explainedGoogle Analytics Tracking Code (GATC)•   Asynchronous code•   Downloads ga.js•   Sets first party cookie...
Deploying The GATC•   Before </head> or before </body>•   Needs to be added to 90% of the pages to get    usefull reports ...
Advanced integration1.   Tracking File Downloads2.   Event tracking3.   Tracking Search Results4.   Tracking error pages a...
Tracking File Downloads•   Virtual PageViews    <a href=“mydoc.pdf”    onclick=“_gaq.push(‘_trackPageview’,’/downloads    ...
Event Tracking• Track in-page actions  •   Flash movie player  •   Exit links  •   Ajax page elements (onClick, onSubmit, ...
Event Tracking    <a href=“#” onClick=“_gaq.push([‘_trackEvent’,    ‘Category’, ‘Action’, ‘Label’]);”>Label Link</a>Parame...
Event Tracking (examples)gaq.push([‘_trackEvent’, ‘Video’, ‘Play’, ‘Alone in New York’]);”gaq.push([‘_trackEvent’, ‘Video’...
Event Tracking (examples)                            16.
Event Tracking (examples)                            17.
Event Tracking (examples)• Tracking Mailto  <a href=“mailto:info@amplexor.com”  onClick=“_gaq.push([‘_trackEvent’,’Exit Po...
Site Search• Is the site search working?                                19.
• Tracking Zero results?  • Additional _trackPageview  • Additional _trackEvent                                20.
Error Pages & Broken Links   • Add GATC to Error page templates   • Add additional _trackPageview code<script type="text/j...
Rollup Reports•     Technique usefull for big companies with semi-      autonomous country offices<script type="text/javas...
Points of attention for implementation• Implementing Google Analytics needs extra  development• Check Google Analytics fea...
Further readinghttp://www.advanced-web-metrics.com/                                       24.
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Google Analytics intro - Best practices for WCM

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Introducing Google Analytics and some best practices for implementing it with your web content management platform.

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Transcript of "Google Analytics intro - Best practices for WCM"

  1. 1. Google AnalyticsBest Practices for WCM30/08/2012 – Joris Bekaert 1.
  2. 2. Table of contents1. “Google Analytics” a short history2. How does it work?3. Initial setup & deployment4. Advanced integration5. Points of attention for implementation 2.
  3. 3. Google Analytics a short history• April 2005: Urchin acquired by Google• November 2005: First Rollout Google Analytics• August 2006: Second Rollout• April 2011: New version of interface• March 2012: End of sales standalone Urchin• June 2012: Mobile Google Analytics App 3.
  4. 4. How does it work? 4.
  5. 5. Initial setup: Creating GA Account http://www.google.com/analytics 5.
  6. 6. Initial setup: Creating GA Account 6.
  7. 7. Initial setup: Getting GATC 7.
  8. 8. Initial setup: User interface 8.
  9. 9. The GATC explainedGoogle Analytics Tracking Code (GATC)• Asynchronous code• Downloads ga.js• Sets first party cookies• Gathers and transfers basic analytics data set 9.
  10. 10. Deploying The GATC• Before </head> or before </body>• Needs to be added to 90% of the pages to get usefull reports (troubleshooting tools available e.g. Observepoint)• Use a content management system to deploy (flexibility) 10.
  11. 11. Advanced integration1. Tracking File Downloads2. Event tracking3. Tracking Search Results4. Tracking error pages and broken links5. Rollup reports 11.
  12. 12. Tracking File Downloads• Virtual PageViews <a href=“mydoc.pdf” onclick=“_gaq.push(‘_trackPageview’,’/downloads /mydoc.pdf’);”>Download a pdf<a>• Event Tracking 12.
  13. 13. Event Tracking• Track in-page actions • Flash movie player • Exit links • Ajax page elements (onClick, onSubmit, onReset, ...) • File Downloads• Event Tracking needs to be added in the HTML in a consistent way (CMS)• _trackEvent function 13.
  14. 14. Event Tracking <a href=“#” onClick=“_gaq.push([‘_trackEvent’, ‘Category’, ‘Action’, ‘Label’]);”>Label Link</a>Parameter Condition Descriptioncategory Required The name you supply to the objects you want to trackaction Required A string that is uniquely paired with each category and commonly used to define the type of user action for the web objectoptional_label Optional A string to provide addtional dimensions to the event data.optional_value Optional An integer that you can use to provide numerical data about the user event (time, amount)optional_nonInteraction Optional The nonInteraction event is set to define wether an event is treated as a non- interaction. 14.
  15. 15. Event Tracking (examples)gaq.push([‘_trackEvent’, ‘Video’, ‘Play’, ‘Alone in New York’]);”gaq.push([‘_trackEvent’, ‘Video’, ‘Pause’, ‘Alone in New York’,‘30’]);” 15.
  16. 16. Event Tracking (examples) 16.
  17. 17. Event Tracking (examples) 17.
  18. 18. Event Tracking (examples)• Tracking Mailto <a href=“mailto:info@amplexor.com” onClick=“_gaq.push([‘_trackEvent’,’Exit Points’,’Click - Email’, ‘info@amplexor.com’]);”> info@amplexor.com</a>• Tracking embedded Video From Youtube -> attach events to Youtube Javascript API 18.
  19. 19. Site Search• Is the site search working? 19.
  20. 20. • Tracking Zero results? • Additional _trackPageview • Additional _trackEvent 20.
  21. 21. Error Pages & Broken Links • Add GATC to Error page templates • Add additional _trackPageview code<script type="text/javascript"> var _gaq = _gaq || []; _gaq.push([_setAccount, UA-33974358-1]); _gaq.push([_trackPageview‘, ‘/error 404/’ + document.location.pathname +document.location.search’]); (function() { var ga = document.createElement(script); ga.type = text/javascript; ga.async = true; ga.src = (https: == document.location.protocol ? https://ssl : http://www) + .google-analytics.com/ga.js; var s = document.getElementsByTagName(script)[0]; s.parentNode.insertBefore(ga, s); })();</script> 21.
  22. 22. Rollup Reports• Technique usefull for big companies with semi- autonomous country offices<script type="text/javascript"> var _gaq = _gaq || []; _gaq.push([_setAccount, UA-33974358-1]); _gaq.push([_trackPageview]);_gaq.push([‘t2._setAccount, UA-22334567-1]);_gaq.push([‘t2._trackPageview]); (function() { var ga = document.createElement(script); ga.type = text/javascript; ga.async = true; ga.src = (https: == document.location.protocol ? https://ssl : http://www) + .google-analytics.com/ga.js; var s = document.getElementsByTagName(script)[0]; s.parentNode.insertBefore(ga, s); })();</script> 22.
  23. 23. Points of attention for implementation• Implementing Google Analytics needs extra development• Check Google Analytics features of the WCMS• Create a tracking plan before the development starts• It can save work if the web agency can create the tracking plan 23.
  24. 24. Further readinghttp://www.advanced-web-metrics.com/ 24.
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