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International Web AnalyticsA How-To SessionDaniel SmulevichSEO Executive, Verve Search@dSmulevich
Who am I?• Working with International clients• GAIQ Certified• Love MS Excel@dSmulevich
Today‟s session1) Find out if you need a geo-targeted site2) Calculate the ROI3) Chose your configuration4) Avoid data cor...
Where to start from?Data CollectionProcessing intoInformationDevelopingKPIsFormulatingOnline Strategy@dSmulevich
Which tool?@dSmulevich
And the winner is…@dSmulevich
Great to start with• Flexible and with free support• Easy to interpret• If you pass limits (10M hits a month) youcan sampl...
#1Find out if you need ageo-targeted website
Audience>Demographics>LocationCheck your visitors‟ provenienceLook at:• Total Visits• Bounce rate• Conversions@dSmulevich
UK website‟s traffic@dSmulevich
Use advanced segments@dSmulevich
What about revenues?@dSmulevich• What type of traffic is it?• Which keywords are they using?
Always look for these three@dSmulevich
Is it really Mr Rush?This is how average time on site is calculated@dSmulevich
Use engagement hits@dSmulevich
More realistic!@dSmulevichMore info:bit.ly/zW2iuF @justincutroni
#2Calculate the ROI
@dSmulevich
Gain from investment• Find the Average Visit Value for yourcurrent market• Compare with the Average Visit Value foryour ta...
Cost of investmentFor SaaS:• Bandwidth + CDN• IT Team (do you have enough resources?)• Local content writersFor Online Ret...
#3Choose yourconfiguration
The anatomy of the Tracking Code1. Web Property ID2. Asynchronous vs Synchronous3. Working on secure and non-secure pages4...
@dSmulevich
Three geo-targeting options@dSmulevich1. Subdomainsuk.example.com, ie.example.com, …2. Subfoldersexample.com/uk, example.c...
Google Analytics and cookies@dSmulevichUses First Party cookiesOnly the website whoissued them can read them
1. Subdomains@dSmulevichTo track when users visit more than onesubdomain in one session
Google Analytics>Admin>Settings@dSmulevich
Set up profiles for each subdomain@dSmulevichOne Google Analytics account:+ a profile for each subdomain+ a profile tracki...
Accounts, properties, profiles@dSmulevich
Apply filters@dSmulevichOnly Traffic to that subdomain.Remember: even www. is a subdomain!
Display subdomains in the main profile@dSmulevichThese pages are from DIFFERENT subdomains!
Another filter@dSmulevich
Something easier?@dSmulevich
2. Subfolders@dSmulevichTracking code should be applied to EVERY pageof your site to be tracking effectively.Set up an Inc...
And…FILTER!@dSmulevichTIP: you can also use advanced segments
@dSmulevich
3. Separate TLDs@dSmulevichCreate a separate property for each TLD.OR:Use these methods in your GATC:_setDomainName_setAll...
Cross-domain tracking@dSmulevichSet up a master profile for your primary domainwithout filters.Create a profile especially...
Best Practice@dSmulevich• Create a Google Analytics account for eachdomain• Customize GATC to link the multiple sub-domain...
What is a rollup account?@dSmulevich• Using multiple trackers (bit.ly/ZBuB3p)• Caveats:Pageview aggregationAdWords ROITime...
#4Avoid data corruption
Data limits@dSmulevich• 10,000,000 hits per month per property• 500 hits per session not includingecommerce (item and tran...
Six different types of hits@dSmulevich• Pageview hits• Event hits• Ecommerce transaction hits• Ecommerce transaction item ...
Multi-currency Ecommerce@dSmulevichAdd a single line of code to the transaction page_gaq.push([_set, currencyCode, „XXX]);
Why?@dSmulevichPossible scenarioYou end up over-reporting by £156Transaction ID GA Revenue Real £ Revenue Difference100 £1...
When? What? How?@dSmulevich• If you offer them to pay in differentcurrencies on same page• Daily exchange rate from the pr...
Internationalised Domain Names@dSmulevich• In 2010, Russia opened its own IDN: рфhttp ://правительство.рф• 1 million regis...
@dSmulevich
One last filter!@dSmulevich
The eternal struggleIT vs Marketing@dSmulevich
User permissions• Apply singly or in combination• Parent permissions are inherited bydefault (account > property > profile...
Segment it@dSmulevich
Google Tag Manager@dSmulevich• Container Tag System – doesn‟t vary• GTM interface to populate the container• Good if you h...
Internal traffic skews data@dSmulevichGA Opt Outbit.ly/KhWGIP
@dSmulevich
#5Troubleshooting
Three useful tools:1. GA Debugger2. Tag Assistant3. Analytics Checkup@dSmulevich
Right click>Inspect element@dSmulevich
Cross-domain trackingA basic test for cross-domain (and cross-subdomain) tracking is that the first domainthat a visitor a...
Right click>Page info@dSmulevich
Session not passing to (sub)domainAll your sales appear to come from referralsfrom your own website.LOSS of data like sour...
And… STOP!@dSmulevich
@dSmulevichThe demographics report is the first stopUse Time on Site metric very carefullyInv Gain: (Avg VVC – AvgVVT) x V...
@dSmulevichTHANK YOU!Email: daniel@vervesearch.comWeb: www.vervesearch.com
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International Web Analytics: A How-To Session

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My session at International Search Summit in London on Web Analytics.

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  • Time on Page = (time of last “engagement hit” on page) – (time of first hit from page)Cutroni Analytics Advocate at Google
  • What is Average Visit Value= simply revenue/visits.Check the dimension where you are; mention PPCFormula is very conservative!
  • What is Average Visit Value= simply revenue/visits.Check the dimension where you are; mention PPCFormula is very conservative!
  • Add this code to all of your subdomains. There is no need to alter it for every subdomain.
  • Limit of 50 profiles per account, so explain potential issues
  • 31 currency code currently supported
  • Daily exchange rate to convert the currency to the master currency you’ve defined in the profile settings
  • It’s a good idea to limit the number of users that have Edit permissions at the Account level.The Manager Users setting is great for marketers. Many times a marker will need to give other team members access to data. Or, in an ideal case, an executive that wants deeper insights into the business! Don’t be afraid to give marketers Manager User access so they can add more users.
  • Transcript of "International Web Analytics: A How-To Session"

    1. 1. International Web AnalyticsA How-To SessionDaniel SmulevichSEO Executive, Verve Search@dSmulevich
    2. 2. Who am I?• Working with International clients• GAIQ Certified• Love MS Excel@dSmulevich
    3. 3. Today‟s session1) Find out if you need a geo-targeted site2) Calculate the ROI3) Chose your configuration4) Avoid data corruption5) Troubleshooting@dSmulevich
    4. 4. Where to start from?Data CollectionProcessing intoInformationDevelopingKPIsFormulatingOnline Strategy@dSmulevich
    5. 5. Which tool?@dSmulevich
    6. 6. And the winner is…@dSmulevich
    7. 7. Great to start with• Flexible and with free support• Easy to interpret• If you pass limits (10M hits a month) youcan sample a subset of data from your sitecalling _setSampleRate()@dSmulevich
    8. 8. #1Find out if you need ageo-targeted website
    9. 9. Audience>Demographics>LocationCheck your visitors‟ provenienceLook at:• Total Visits• Bounce rate• Conversions@dSmulevich
    10. 10. UK website‟s traffic@dSmulevich
    11. 11. Use advanced segments@dSmulevich
    12. 12. What about revenues?@dSmulevich• What type of traffic is it?• Which keywords are they using?
    13. 13. Always look for these three@dSmulevich
    14. 14. Is it really Mr Rush?This is how average time on site is calculated@dSmulevich
    15. 15. Use engagement hits@dSmulevich
    16. 16. More realistic!@dSmulevichMore info:bit.ly/zW2iuF @justincutroni
    17. 17. #2Calculate the ROI
    18. 18. @dSmulevich
    19. 19. Gain from investment• Find the Average Visit Value for yourcurrent market• Compare with the Average Visit Value foryour target market• Find it under Ecommerce tab(Avg VVC – AvgVVT) x VisitsT@dSmulevich
    20. 20. Cost of investmentFor SaaS:• Bandwidth + CDN• IT Team (do you have enough resources?)• Local content writersFor Online Retailers:• Do your market research• High entry costs@dSmulevich
    21. 21. #3Choose yourconfiguration
    22. 22. The anatomy of the Tracking Code1. Web Property ID2. Asynchronous vs Synchronous3. Working on secure and non-secure pages4. ga.js vs analytics.js@dSmulevich
    23. 23. @dSmulevich
    24. 24. Three geo-targeting options@dSmulevich1. Subdomainsuk.example.com, ie.example.com, …2. Subfoldersexample.com/uk, example.com/ie, …3. Separate TLDsexample.co.uk, example.ie, …
    25. 25. Google Analytics and cookies@dSmulevichUses First Party cookiesOnly the website whoissued them can read them
    26. 26. 1. Subdomains@dSmulevichTo track when users visit more than onesubdomain in one session
    27. 27. Google Analytics>Admin>Settings@dSmulevich
    28. 28. Set up profiles for each subdomain@dSmulevichOne Google Analytics account:+ a profile for each subdomain+ a profile tracking all subdomains collectively
    29. 29. Accounts, properties, profiles@dSmulevich
    30. 30. Apply filters@dSmulevichOnly Traffic to that subdomain.Remember: even www. is a subdomain!
    31. 31. Display subdomains in the main profile@dSmulevichThese pages are from DIFFERENT subdomains!
    32. 32. Another filter@dSmulevich
    33. 33. Something easier?@dSmulevich
    34. 34. 2. Subfolders@dSmulevichTracking code should be applied to EVERY pageof your site to be tracking effectively.Set up an Include filter to the sub-directory toensure that only content for that sub-directoryshows up in your report
    35. 35. And…FILTER!@dSmulevichTIP: you can also use advanced segments
    36. 36. @dSmulevich
    37. 37. 3. Separate TLDs@dSmulevichCreate a separate property for each TLD.OR:Use these methods in your GATC:_setDomainName_setAllowLinker_linkReference Guide: bit.ly/IHmheC
    38. 38. Cross-domain tracking@dSmulevichSet up a master profile for your primary domainwithout filters.Create a profile especially for cross-domaintracking and re-use your tracking code.Modify your cross-domain profile with a filter toshow the full domain in your content reports.
    39. 39. Best Practice@dSmulevich• Create a Google Analytics account for eachdomain• Customize GATC to link the multiple sub-domains with their main domains• Link the third party shopping cart with themain domain• Create a rollup Google Analytics accountAnalytics Guide: bit.ly/15pHC8Z
    40. 40. What is a rollup account?@dSmulevich• Using multiple trackers (bit.ly/ZBuB3p)• Caveats:Pageview aggregationAdWords ROITimezone alignment
    41. 41. #4Avoid data corruption
    42. 42. Data limits@dSmulevich• 10,000,000 hits per month per property• 500 hits per session not includingecommerce (item and transaction hit types)
    43. 43. Six different types of hits@dSmulevich• Pageview hits• Event hits• Ecommerce transaction hits• Ecommerce transaction item hits• User defined hits• Social plugin hitsSo… you will “HIT” the limit earlier!
    44. 44. Multi-currency Ecommerce@dSmulevichAdd a single line of code to the transaction page_gaq.push([_set, currencyCode, „XXX]);
    45. 45. Why?@dSmulevichPossible scenarioYou end up over-reporting by £156Transaction ID GA Revenue Real £ Revenue Difference100 £199 £199 0101 £299 £195 -£104102 £99 £99 0103 £149 £97 -£52TOTAL £746 £590 -£156
    46. 46. When? What? How?@dSmulevich• If you offer them to pay in differentcurrencies on same page• Daily exchange rate from the prior day• The conversion rate is pulled fromGoogle‟s currency server
    47. 47. Internationalised Domain Names@dSmulevich• In 2010, Russia opened its own IDN: рфhttp ://правительство.рф• 1 million registrations in 3 years• Google Analytics has issues with non-ASCII characters
    48. 48. @dSmulevich
    49. 49. One last filter!@dSmulevich
    50. 50. The eternal struggleIT vs Marketing@dSmulevich
    51. 51. User permissions• Apply singly or in combination• Parent permissions are inherited bydefault (account > property > profile)• Administrator Edit + Manage Users• User View@dSmulevich
    52. 52. Segment it@dSmulevich
    53. 53. Google Tag Manager@dSmulevich• Container Tag System – doesn‟t vary• GTM interface to populate the container• Good if you have several tags
    54. 54. Internal traffic skews data@dSmulevichGA Opt Outbit.ly/KhWGIP
    55. 55. @dSmulevich
    56. 56. #5Troubleshooting
    57. 57. Three useful tools:1. GA Debugger2. Tag Assistant3. Analytics Checkup@dSmulevich
    58. 58. Right click>Inspect element@dSmulevich
    59. 59. Cross-domain trackingA basic test for cross-domain (and cross-subdomain) tracking is that the first domainthat a visitor accesses generates GoogleAnalytics cookiesBUT that the domain or subdomain that islinked to does not.@dSmulevich
    60. 60. Right click>Page info@dSmulevich
    61. 61. Session not passing to (sub)domainAll your sales appear to come from referralsfrom your own website.LOSS of data like source, medium,campaign…Google Analytics Tracking Guide(http://bit.ly/IHmheC)@dSmulevich
    62. 62. And… STOP!@dSmulevich
    63. 63. @dSmulevichThe demographics report is the first stopUse Time on Site metric very carefullyInv Gain: (Avg VVC – AvgVVT) x VisitsTEvery geo-configuration has its GATCUse precaution to avoid data corruption
    64. 64. @dSmulevichTHANK YOU!Email: daniel@vervesearch.comWeb: www.vervesearch.com
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