Google Analytics tips including events, custom variables, multi-channel funnels, custom reports and more. From my #SearchFest presentation on February 24, 2012.
Google Analytics tips including events, custom variables, multi-channel funnels, custom reports and more. From my #SearchFest presentation on February 24, 2012.
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."advanced" work I've done is so custom and so specific to each individual business's needs, that it'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'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
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.‟]);”>Please enter valid payment information.</p>
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
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) _trackPageview b._setAccount(UA-XXXXX-2) b._trackPageview• Make sure your matched up exactly - _setDomainName - _setAllowLinker
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 JerseyTime.com
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!
Campaign Trail Yard Signs