Making GA Work For You W/ Custom Variables

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  • 1. Making Google Analytics Work for You With Custom Variables
    • Mike Pantoliano
    • @MikeCP
  • 2. We All Know... Campaigns Search Referrals Location Engagement New vs Returning Top Content Landing Pages Site Search Goals eCommerce Funnels
  • 3. Refine GA tracking w/ name-value pairs CVs Allow Us To: Name Values Gender Member Status Converted Language Male, Female Logged In, Not Logged In False, True English, German
  • 4.  
  • 5.  
  • 6.  
  • 7. Excellent Analytics http://bit.ly/izpY69 http://dis.tl/excelninja
  • 8. But How Do I Know What To Track?
  • 9. Determine What ’ s Important To You Forget about Web Analytics
  • 10. Determine What ’ s Important To You Forget about Web Analytics
  • 11. Determine What ’ s Important To You Build and Track That! Forget about Web Analytics
  • 12. <script type = &quot;text/javascript&quot; >   var _gaq = _gaq || [];   _gaq . push ([ '_setAccount' , 'UA-XXXXX-X' ]);   _gaq . push ([ '_trackPageview' ]);   ( function () {     var ga = document . createElement ( 'script' ); ga . type = 'text/javascript' ; ga . async = true ;     ga . src = ( 'https:' == document . location . protocol ? ' https://ssl ' : ' http://www ' ) + '.goog le-analytics.com/ga.js' ;     var s = document . getElementsByTagName ( 'script' )[ 0 ]; s . parentNode . insertBefore ( ga , s );   })(); </script>
  • 13. <script type = &quot;text/javascript&quot; >   var _gaq = _gaq || [];   _gaq . push ([ '_setAccount' , 'UA-XXXXX-X' ]); _gaq.push([ ' _setCustomVar ' , name, value, opt_scope]);   _gaq . push ([ '_trackPageview' ]);   ( function () {     var ga = document . createElement ( 'script' ); ga . type = 'text/javascript' ; ga . async = true ;     ga . src = ( 'https:' == document . location . protocol ? ' https://ssl ' : ' http://www ' ) + '.goog le-analytics.com/ga.js' ;     var s = document . getElementsByTagName ( 'script' )[ 0 ]; s . parentNode . insertBefore ( ga , s );   })(); </script>
  • 14. _setCustomVar(index, name, value, opt_scope) index - Required - Slot 1 through 5 name - Required value - Required
    • opt_scope
    • 1 (visitor-level)
    • 2 (session-level)
    • 3 (page-level - default)
    Source: Google Analytics Help http://bit.ly/ljbCYZ
  • 15. _gaq . push ([ '_setCustomVar' ,   1 ,       'Section' ,     'Life & Style’ ,   3           ]);
  • 16. Page-Level CV Examples opt_scope set to 3 or left blank
  • 17. Product Categories and Types Grouping Pages
  • 18. _gaq.push(['_setCustomVar',1,'Air Force','Air Force Cap',3]); _gaq.push(['_trackPageview']);
  • 19. Other Ideas Review Count and/or aggregate score Character Count Comment Count Post Author
  • 20. Session-Level CV Examples opt_scope set to 2
  • 21. Organic Rank Position How-to: http://bit.ly/90zcJT
  • 22. _gaq.push(['_setCustomVar',2,'blue widgets','3',2]); _gaq.push(['_trackPageview']);
  • 23. Landing Page Grouping
  • 24. Visitor-Level CV Examples opt_scope set to 1
  • 25. Great For Visitor Attributes: Social vs Non-Social First Touch Social Media ROI
  • 26. Mike Pantoliano @MikeCP Thanks! [email_address]