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Advanced Google Analytics #SearchFest

Advanced Google Analytics #SearchFest



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.



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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."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
  • http://db.tt/86ktrGS7

Advanced Google Analytics #SearchFest Advanced Google Analytics #SearchFest Presentation Transcript

  • Making Google Analytics Work For You Mike Pantoliano @MikeCP Lead SEO Consultant distilled
  • “Advanced” AnalyticsAnswers important questions regardless of your web analytics package
  • GA‟s Increasing Flexibility• Event Tracking• Custom Reports _setCustomVar,• Advanced Segments „Whatever-The-Hell- You-Want‟• Custom Variables• More
  • (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.‟]);”>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
  • Event CaveatWatch Your Bounce Rate!
  • Event Caveat Watch Your Bounce Rate!_trackEvent(category, action, opt_label, opt_value, opt _noninteraction)
  • 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) _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!
  • Excel MagicExcellent Analytics http://bit.ly/izpY69 http://bit.ly/excel-ninja
  • Thanks! Mike Pantoliano @MikeCPmike.pantoliano@distilled. net