Making Google Analytics     Work For You        Mike Pantoliano           @MikeCP      Lead SEO Consultant                ...
“Advanced” AnalyticsAnswers important questions regardless of      your web analytics package
GA‟s Increasing Flexibility• Event   Tracking• Custom   Reports     _setCustomVar,• Advanced Segments              „Whatev...
(not provided)
Rabble Rabble Rabble   (stupid not provided)
Extrapolate     or  Ignore
Extrapolation•   Imprecise and Untrustworthy•   Only going to get worse
IgnoreI know, it hurts.
Custom Reports
Custom Reports  This is annoying
Custom ReportsBuild end-to-end reports for easier analysis!              http://dis.tl/ActldX
Events_trackEvent(category, action, opt_label, opt_value, opt_noninteraction)
Checkout Errors & Alerts<p>Please enter valid payment information.</p>
Checkout Errors & Alerts<p onload=“_gaq.push([_trackEvent, Checkout       Errors, Please enter valid payment  information....
Other Event Ideas•   Video Plays - http://dis.tl/xq941K (google.com)•   Button Clicks - Same as above•   File Downloads - ...
Event CaveatWatch Your Bounce Rate!
Event Caveat            Watch Your Bounce Rate!_trackEvent(category, action, opt_label, opt_value, opt                 _no...
Entourage.js for File    Downloads          http://dis.tl/xsT12z
Custom Variables_setCustomVar(index, name, value, opt_scope)
Organic RankingHow-to: http://bit.ly/90zcJT
Blog & Social ROI_gaq.push([_setCustomVar,1,social,blog entrant,1]);
More Custom Variable Ideas• Blog   Post Author• Blog   Post Year• Repeat   Purchaser• Logged   In/Member
Custom Variable CaveatMust be paired (above) with a _trackEvent or              _trackPageview
Custom Alerts
The Basics• Traffic   Drops• Bounce     Rate Increases• Conversion    Drops
Advanced Metrics   Long Tail Traffic DropRegEx for 3 or more keywords:  ^s*[^s]+(s+[^s]+){2,}s*$
Advanced MetricsCheckout Error Increases
Roll Up Accounts
Cross-(sub)Domain• Can get complicated• Don‟t forget to create secondary trackers          _setAccount(UA-XXXXX-1)        ...
Using Filters“/”      “www.domain.com/”
A Specific Problem     Folding a new subdomain in How to not mess with historical data^(www.example.com|example.com)(.*)$
Multi-Channel Funnels
Assisted / Last Interaction           Ratio
But Wait! Let‟s Segment...
AdWords Awesomeness!            Campaign            Soccer Jerseys            AC Milan            AC Milan Away           ...
Affiliates Taking Too Much            Credit
Multi-Channel FunnelCaveats / Limitations
It‟s Not Attribution Modeling30 days onlyNo cost or impression data (outside ofAdWords)No one size fits all!
Last Click100%90%80%70%60%50%40%30%20%10% 0%       1     2   3   4   5
First Click100%90%80%70%60%50%40%30%20%10% 0%       1     2   3   4   5
Even Attribution100%90%80%70%60%50%40%30%20%10% 0%        1   2   3   4     5
U - Curve100%90%80%70%60%50%40%30%20%10% 0%       1    2   3   4   5
Time Degrading100%90%80%70%60%50%40%30%20%10% 0%        1   2   3   4   5
Watch for (not provided)t.co is a referral in stock        channels!
Excel MagicExcellent Analytics http://bit.ly/izpY69               http://bit.ly/excel-ninja
Thanks!                 Mike Pantoliano                   @MikeCPmike.pantoliano@distilled.           net
Advanced Google Analytics #SearchFest
Advanced Google Analytics #SearchFest
Advanced Google Analytics #SearchFest
Advanced Google Analytics #SearchFest
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Advanced Google Analytics #SearchFest

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Google Analytics tips including events, custom variables, multi-channel funnels, custom reports and more. From my #SearchFest presentation on February 24, 2012.

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  • Extensive experience in ppc, analytics, seo.Both large and small ecomm and lead gen sitesSpoke in June about custom variables in Google AnalyticsHonord to be inivted back, thanks.Slideshare
  • “Advanced” I have a crisis moment.&quot;advanced&quot; work I&apos;ve done is so custom and so specific to each individual business&apos;s needs, that it&apos;s difficult to come up here and talk about it.These are solutions and customizations that I consider advanced. They may not all entirely work for your business, but it is my hope that you&apos;ll take away a few tactics that will increase your ability to make sound business decisions based on concrete web analytics data.Note about GA
  • http://db.tt/86ktrGS7
  • Advanced Google Analytics #SearchFest

    1. 1. Making Google Analytics Work For You Mike Pantoliano @MikeCP Lead SEO Consultant distilled
    2. 2. “Advanced” AnalyticsAnswers important questions regardless of your web analytics package
    3. 3. GA‟s Increasing Flexibility• Event Tracking• Custom Reports _setCustomVar,• Advanced Segments „Whatever-The-Hell- You-Want‟• Custom Variables• More
    4. 4. (not provided)
    5. 5. Rabble Rabble Rabble (stupid not provided)
    6. 6. Extrapolate or Ignore
    7. 7. Extrapolation• Imprecise and Untrustworthy• Only going to get worse
    8. 8. IgnoreI know, it hurts.
    9. 9. Custom Reports
    10. 10. Custom Reports This is annoying
    11. 11. Custom ReportsBuild end-to-end reports for easier analysis! http://dis.tl/ActldX
    12. 12. Events_trackEvent(category, action, opt_label, opt_value, opt_noninteraction)
    13. 13. Checkout Errors & Alerts<p>Please enter valid payment information.</p>
    14. 14. Checkout Errors & Alerts<p onload=“_gaq.push([_trackEvent, Checkout Errors, Please enter valid payment information.‟]);”>Please enter valid payment information.</p>
    15. 15. Other Event Ideas• Video Plays - http://dis.tl/xq941K (google.com)• Button Clicks - Same as above• File Downloads - http://dis.tl/x56Qic (blastam.com)• Content Scroll Analysis - http://dis.tl/y3urWb (cutroni.com)• Site Exits
    16. 16. Event CaveatWatch Your Bounce Rate!
    17. 17. Event Caveat Watch Your Bounce Rate!_trackEvent(category, action, opt_label, opt_value, opt _noninteraction)
    18. 18. Entourage.js for File Downloads http://dis.tl/xsT12z
    19. 19. Custom Variables_setCustomVar(index, name, value, opt_scope)
    20. 20. Organic RankingHow-to: http://bit.ly/90zcJT
    21. 21. Blog & Social ROI_gaq.push([_setCustomVar,1,social,blog entrant,1]);
    22. 22. More Custom Variable Ideas• Blog Post Author• Blog Post Year• Repeat Purchaser• Logged In/Member
    23. 23. Custom Variable CaveatMust be paired (above) with a _trackEvent or _trackPageview
    24. 24. Custom Alerts
    25. 25. The Basics• Traffic Drops• Bounce Rate Increases• Conversion Drops
    26. 26. Advanced Metrics Long Tail Traffic DropRegEx for 3 or more keywords: ^s*[^s]+(s+[^s]+){2,}s*$
    27. 27. Advanced MetricsCheckout Error Increases
    28. 28. Roll Up Accounts
    29. 29. Cross-(sub)Domain• Can get complicated• Don‟t forget to create secondary trackers _setAccount(UA-XXXXX-1) _trackPageview b._setAccount(UA-XXXXX-2) b._trackPageview• Make sure your matched up exactly - _setDomainName - _setAllowLinker
    30. 30. Using Filters“/” “www.domain.com/”
    31. 31. A Specific Problem Folding a new subdomain in How to not mess with historical data^(www.example.com|example.com)(.*)$
    32. 32. Multi-Channel Funnels
    33. 33. Assisted / Last Interaction Ratio
    34. 34. But Wait! Let‟s Segment...
    35. 35. AdWords Awesomeness! Campaign Soccer Jerseys AC Milan AC Milan Away JerseyTime.com
    36. 36. Affiliates Taking Too Much Credit
    37. 37. Multi-Channel FunnelCaveats / Limitations
    38. 38. It‟s Not Attribution Modeling30 days onlyNo cost or impression data (outside ofAdWords)No one size fits all!
    39. 39. Last Click100%90%80%70%60%50%40%30%20%10% 0% 1 2 3 4 5
    40. 40. First Click100%90%80%70%60%50%40%30%20%10% 0% 1 2 3 4 5
    41. 41. Even Attribution100%90%80%70%60%50%40%30%20%10% 0% 1 2 3 4 5
    42. 42. U - Curve100%90%80%70%60%50%40%30%20%10% 0% 1 2 3 4 5
    43. 43. Time Degrading100%90%80%70%60%50%40%30%20%10% 0% 1 2 3 4 5
    44. 44. Watch for (not provided)t.co is a referral in stock channels!
    45. 45. Excel MagicExcellent Analytics http://bit.ly/izpY69 http://bit.ly/excel-ninja
    46. 46. Thanks! Mike Pantoliano @MikeCPmike.pantoliano@distilled. net
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