Aprobar el examen de google analytics ruben velasco


Published on

Documentación para aprobar el examen de google analytics

Published in: Technology, Business
  • Enhorabuena Maria, me alegro de haberte sido de utilidad.
    Are you sure you want to  Yes  No
    Your message goes here
  • gracias por el material, me ha ayudado a sacar la Certificación de Google Analytics!
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Aprobar el examen de google analytics ruben velasco

  1. 1. Aprobar el Examen de Google Analytics IQ (Última actualización: Febrero 2012)Documentación extraída de los vídeos de Conversion University Editado por Rubén Velasco www.rubenvelasco.es
  2. 2. 1. First Steps............................................................................................................................... 3 1.1. Introduction to Google Analytics ................................................................................... 3 1.2. Installing the Google Analytics Tracking Code ............................................................... 91.3. Working with Report Data ................................................................................................... 17 2. Interpreting Reports..................................................................................................... 32 2.1. Pageviews, Visits, and Visitors ..................................................................................... 32 2.2. Time Metrics ................................................................................................................ 38 2.3. Traffic Sources .............................................................................................................. 42 2.4. Content Reports ........................................................................................................... 513. Fundamentals ...................................................................................................................... 57 3.1. Account Administration ............................................................................................... 57 3.2. Campaign Tracking and AdWords Integration ............................................................. 70 3.3. Analysis Focus – AdWords ........................................................................................... 86 3.4. Goals in Google Analytics ............................................................................................. 86 3.5. Filters in Google Analytics .......................................................................................... 101 3.6. Regex and Google Analytics ....................................................................................... 118 3.7. Cookies and Google Analytics .................................................................................... 132 3.8. E-commerce Tracking ................................................................................................. 141 3.9. Domains and Subdomains.......................................................................................... 1514. In Depth Analysis ............................................................................................................... 162 4.1. Advanced Segmentation ............................................................................................ 162 4.2. Analytics Intelligence ................................................................................................. 169 4.3. Internal Site Search .................................................................................................... 169 4.4. Event Tracking and Virtual Pageviews ....................................................................... 182 4.5. Additional Customizations ......................................................................................... 193www.rubenvelasco.es 2
  3. 3. 1. First Steps 1.1. Introduction to Google Analytics In this lesson, you will learn:  what Google Analytics can do for your business or website  how Google Analytics works  how often your data is updated and how Google stores it  about data confidentiality Google Analytics is a free, web analytics tool that is hosted by Google. Google Analytics shows you how visitors actually find and use your site, so youll be able to: • make informed site design and content decisions • improve your site to convert more visitors into customers • track the performance of your keywords, banner ads, and other marketing campaigns. • and track metrics such as revenue, average order value, and ecommerce conversion rates. www.rubenvelasco.es 3
  4. 4. Google Analytics can help you answer important questions about your site and your marketinginitiatives, such as:• How are visitors using my site?• How can I make my marketing campaigns more effective and accountable?• Is my content effective?• Where are visitors abandoning their shopping carts and where do they go afterwards?• How can I improve my site navigation and help my visitors get more out of the site?www.rubenvelasco.es 4
  5. 5. Google Analytics has been designed to meet the needs of novice users as well as web analyticsexperts.Some of the features include:• Map Overlay which can help you understand how to best target campaigns by geographic region• AdWords Integration which makes it easy to track AdWords campaigns and allows you to useGoogle Analytics from your AdWords interface• Internal Site Search which allows you to track how people use the search box on your site• Funnel Visualization so that you can optimize your checkout and conversion click-pathswww.rubenvelasco.es 5
  6. 6. Here’s how Google Analytics works.When a visitor accesses a page on your site, a request is made to the webserver to display the page.The page is served and the Google Analytics Tracking Code JavaScript is executed.The Google Analytics Tracking Code, which is a snippet of code that you place on each page of yoursite, calls the trackPageView() method.At this point, the Google Analytics first- party cookies are read and/or written.The webpage then sends an invisible gif request containing all the data to the secure GoogleAnalytics reporting server, where the data is captured and processed.Data is processed regularly throughout the day and you can see the results in your reports.www.rubenvelasco.es 6
  7. 7. Google Analytics uses only first-party cookies, which are considered safe and non-intrusive by mostinternet users today.Although many people block third-party cookies from being set by their web browsers, this won’taffect Google Analytics.Someone who blocks all cookies, however, won’t be tracked by Google Analytics since all the data ispassed to the Google Analytics servers via the first-party cookies.Someone who deletes their cookies will still be tracked, but they’ll be identified as a new visitor tothe site and Google Analytics won’t be able to attribute their conversions to a prior referringcampaign.People delete cookies for many reasons, one of which is to prevent personal data from beingcaptured or reported. But, note that Google Analytics does not report on personally identifiableinformation. You’ll learn more about cookies as they relate to Google Analytics in a later module.A much less common scenario is that a visitor to your site has disabled JavaScript on his or herbrowser. A visitor who disables JavaScript won’t be tracked since the Google Analytics Tracking Codecannot be executed.Cached pages are saved on a visitor’s local machine and so they’re not served by the webserver.Google Analytics will still track visits to cached pages as long as the visitor is connected to theinternet.JavaScript errors occur when an element of a web page’s script contains an error or fails to executecorrectly. If an error occurs before the Google Analytics Tracking Code is executed, the visit to thepage won’t be tracked.In general, no reporting tool can ever be 100% accurate. You’ll get the most out of web analytics ifyou focus on trends. Knowing that 20% more visitors converted following a marketing campaign ismore powerful than knowing that exactly 10 people visited your site today.www.rubenvelasco.es 7
  8. 8. All data collected by Google Analytics is anonymous, including where visitors comes from, how thevisitors navigate through the site, and other actions they may perform.No personally identifiable information is collected.Google does not share Analytics data with any 3rd parties.Furthermore, Google optimization, support, and sales staff may only access a client’s data with theclient’s permission.You may elect to share your Google Analytics data “with other Google products”, and Google will usethe data to improve the products and services we provide you. Electing to share your data“Anonymously with Google and others” allows you to receive a benchmarking report. To providebenchmarking, Google removes all identifiable information about your website, then combines thedata with hundreds of other anonymous sites in comparable industries and reports them in anaggregate form.If you select "do not share my Google Analytics data", you will not receive a benchmarking reportand may not have access to specific ads-related features such as Conversion Optimizer.Again, regardless of your Data Sharing settings, Google does not share Analytics data with any 3rdparties.www.rubenvelasco.es 8
  9. 9. 1.2. Installing the Google Analytics Tracking CodeIn this lesson, you will learn:  here to place the Google Analytics Tracking Code  about website setups that require customization  how to verify installationGet started with Google Analytics in three simple steps.First, sign up for a Google Analytics Account.Second, install the provided code across all pages of your site.Third, if you are using Google AdWords, link it to your Google Analytics account to report on cost andclick data.www.rubenvelasco.es 9
  10. 10. There are two places you can sign up for a Google Analytics account.You can go to google.com/analytics and click the “Sign up now” link.Or, if you are already an AdWords user, you can create a new account via “Google Analytics” underReporting.www.rubenvelasco.es 10
  11. 11. Google Analytics uses a combination of JavaScript and first party cookies to gather anonymous dataabout your visitors.As you set up your Google Analytics account, you will be provided with a tracking code. You’ll need toinstall this tracking code across all pages of your site.www.rubenvelasco.es 11
  12. 12. You’ll then see a table listing all the web properties for that account. Click the desired web property.On the next page, click the Tracking Code tab.This page gives you the asynchronous version of the Google Analytics Tracking Code. Theasynchronous version of the tracking code allows your site to run at its fastest, so we recommendthat you always use this version. Throughout this course, we use the asynchronous tracking codewhenever we illustrate a tracking technique. Traditional ga.js tracking is still used on many sites. Tosee the traditional ga.js syntax, navigate to the URL shown on the slide.Be sure to replace the "x"s in the code with your unique Google Analytics account number andproperty index, which will be explained in the next slide.Let’s look at the tracking code. This section of the code tells Google Analytics which account thistraffic belongs to. The number immediately following the “UA dash” is your unique Google Analyticsaccount number, and the number following the last dash is the property index. Review the lessonon accounts and profiles to learn about the property index. This section of the tracking codeautomatically detects secure versus non-secure pages. So, you can use the same tracking code onboth https and http pages.www.rubenvelasco.es 12
  13. 13. The tracking code that is provided to you is designed to work with most site setups. In some cases,however, you’ll need to make small updates to the tracking code on each of your pages.For example, if you need to:• Track multiple domains in one profile,• Track more than one subdomain per profile, or• Track multiple domain aliases, you should review the module on tracking domains and subdomains-- and customize your code before adding it to your pages.To install the JavaScript, copy your tracking code--either the code provided during setup, or yourcustomized snippet--and paste it into your page.www.rubenvelasco.es 13
  14. 14. One of the main advantages of the asynchronous snippet is that you can position it at the top of theHTML document. This increases the likelihood that the tracking beacon will be sent before the userleaves the page. It is customary to place JavaScript code in the <head> section, and we recommendplacing the snippet at the bottom of the <head> section for best performance.Here’s a sample.To maintain tracking consistency, it is important that the code is installed across all pages of yoursite.If you buy keywords on Google AdWords, you can use Google Analytics to see how well your paidkeywords perform in terms of conversion rates, revenue, and ROI. You can compare search resultpositions for each keyword and you can compare ad performance.To do these things, youll need to link your AdWords account to your Analytics account. Review themodule on Campaign Tracking and AdWords Integration for detailed instructions.Urchin Software from Google is similar to Google Analytics, but Urchin runs on your own servers,whereas Google Analytics is a service hosted by Google.If you’ve licensed Urchin, you can run both Urchin and Google Analytics together on your site.Running Urchin and Google Analytics together gives you a great deal of flexibility and analysiscapability.You’ll need to make modifications to your tracking code. While this isn’t covered in the course, youcan learn how by following the link shown in the slide.www.rubenvelasco.es 14
  15. 15. VERIFYING INSTALATIONOnce you’ve installed your tracking code, it usually takes about 24 hours for data to appear in yourreports. The best way to verify that you are receiving data is to simply look at your reports.You can also view your webpage’s source code to verify that the tracking code is installed.Navigate your browser to any page on your site. Right click within the browser window and selectthe “View Page Source” or “View Source” option in your browser.This will open a new window that contains the source code for that page.www.rubenvelasco.es 15
  16. 16. Now search for ga.js. (From the source code menu, select “Edit” and click the “Find” option.)If you find the Google Analytics tracking code on your page, then it is likely that Google Analytics hasbeen successfully installed on your site.Repeat this process across several pages on your site to make sure that your installation is complete.www.rubenvelasco.es 16
  17. 17. 1.3. Working with Report DataIn this lesson, you will learn:  how to set date ranges and comparison date ranges  how to graph data and access report views  how to quickly filter and sort data in reports  when to use annotations  how to identify metrics and dimensions  how to segment data using Advanced SegmentsUse the Calendar to set your active date range – the time period for which you want to look at data.Select date ranges by clicking on the day and month within the calendar or you can type dates in the“Date Range” boxes.Once you set a date range, it stays active until you change it, or log out.www.rubenvelasco.es 17
  18. 18. You can use a comparison date range to see how your site is performing month over month, yearover year or even from one day to another.The date range and comparison date ranges you select will apply to all your reports and graphs.Most reports include an over-time graph at the top. You can make this graph display data by day,week, or month.www.rubenvelasco.es 18
  19. 19. You can attach short notes or annotations to specific dates. Annotations are especially useful whenyou’re looking at historical data and wondering whether certain campaigns or outside events hadsome effect on your traffic.To add an annotation, just click the date on the graph and select “Create new annotation”.You can allow anyone with access to the profile to see the annotation, or make it private so that onlyyou see it.www.rubenvelasco.es 19
  20. 20. A metric is a measurement. Examples of metrics are “number of visits”, “pages viewed per visit”, and“average time on site”.Metrics appear in scorecards and as columns in tables.Metrics can also be graphed.www.rubenvelasco.es 20
  21. 21. You can graph any metric in a scorecard, simply by clicking it. Here, we’ve graphed Average Time onSite.You can compare two metrics on the same graph to see how they are correlated.Click Compare Metric and select from the drop down.In this example, we’re adding Average Time on Site to the graph.www.rubenvelasco.es 21
  22. 22. Groups of metrics are organized into tabs.The Site Usage tab shows metrics such as the number of pages viewed per visit, the average time onsite, and the bounce rate.Goal Set tabs shows the conversion rates for each of your goals.If you’ve enabled ecommerce, you’ll also see an Ecommerce tab.The AdWords reports have an additional tab called Clicks. This tab contains AdWords related metricssuch as clicks, cost, revenue per click and ROI. The AdSense tab contains AdSense metrics such asrevenue from AdSense and AdSense ads clicked.www.rubenvelasco.es 22
  23. 23. Many reports contain tables. These tables usually break out your data by a single dimension.Each row in the table shows the data for a different value of the dimension.In this example, the dimension being shown is City. Each row contains the data for a different city.Each row in this table corresponds to a kind of browser – Internet Explorer, Firefox, Chrome and soon. So, this table is showing data for different values of the dimension “Browser”.www.rubenvelasco.es 23
  24. 24. The Viewing option above the table lets us change the dimension. If we click Operating System as theViewing Option, the table shows data for each kind of operating system.We can also add a secondary dimension. This lets us see data for each combination of twodimensions. In this example, the table shows data for each operating system.Let’s look at what happens if we select Browser as a secondary dimension.www.rubenvelasco.es 24
  25. 25. Now we can see data for each Operating System and Browser combination.So, we can see data for Windows and Firefox, Windows and Chrome, Macintosh and Safari,Macintosh and Chrome, and so on.To filter the data that appears in a table, click the Search option above the table. In this example,we’re excluding visits from London and New York and also excluding any visits in which there werefewer than 2 pages viewed.www.rubenvelasco.es 25
  26. 26. The View option lets you visualize data in different ways. The Data view organizes your report datainto a table. This is the default view for many reports.The Percentage view creates a pie-chart based on any one of the metrics in the report.The Performance view shows a bar-graph based on any metric you select.www.rubenvelasco.es 26
  27. 27. The Comparison view allows you to quickly see whether each entry in the table is performing aboveor below average.Term Cloud helps you visualize your keywords.Pivot creates a pivot table in which both rows and columns can break out dimension values.www.rubenvelasco.es 27
  28. 28. In this example, we can see how many visits were referred by each combination of keyword andsearch engine.Keywords are shown as rows and search engines are shown as columns.You can select the metrics you want to display in the table and the dimensions.Columns within tables can be sorted in both ascending and descending order simply by clicking onthe column heading.The arrows next to the heading title indicate the order in which the results are listed.A down arrow indicates descending order and an upward arrow indicates ascending order.www.rubenvelasco.es 28
  29. 29. By default, all reports with tables display ten rows.To display more than ten rows, go to the bottom of your report and click the dropdown menu arrownext to “Show rows”.You can display up to 500 rows per page.www.rubenvelasco.es 29
  30. 30. An advanced segment is a subset of your data.For example, by selecting Visits with Transactions, you can limit your analysis to just the visits duringwhich a person bought something.If you apply a single advanced segment, all your reports are limited to the data in that segment untilyou select a different segment. You can always go back to seeing all your data y selecting the AllTraffic segment.You can select up to four segments at a time. This allows you to compare data for each segment sideby side as you go through your reports.In this case, we’ve selected three segments: Visits with Transactions, Search Traffic, and Paid SearchTraffic.www.rubenvelasco.es 30
  31. 31. The Advanced Segment pulldown shows two kinds of segments: Default Segments and CustomSegments.Default Segments are predefined and available to anyone using Google Analytics.Custom Segments are segments that you define. We’ll learn how to create custom segments in laterlesson.www.rubenvelasco.es 31
  32. 32. 2. Interpreting Reports 2.1. Pageviews, Visits, and Visitors In this lesson, you will learn:  the differences between Pageviews, Visits, and Visitors  how Pageviews, Visits, and Visitors are calculated  the difference between Pageviews and Unique Pageviews In Google Analytics, a pageview is counted every time a page on your website loads. So, for example, if someone comes to your site and views page A, then page B, then Page A again, and then leaves your site -- the total pageviews for the visit is 3. www.rubenvelasco.es 32
  33. 33. A visit -- or session -- is a period of interaction between a web browser and a website. Closing thebrowser or staying inactive for more than 30 minutes ends the visit.For example, let’s say that a visitor is browsing the Google Store, a site that uses Google Analytics. Hegets to the second page, and then gets a phone call. He talks on the phone for 31 minutes, duringwhich he does not click anywhere else on the site.After his call, he continues where he left off. Google Analytics will count this as a second visit, or anew session.Note that throughout these modules, the words “visit” and “session” may be used interchangeably.www.rubenvelasco.es 33
  34. 34. A visitor is uniquely identified by a Google Analytics visitor cookie which assigns a random visitor IDto the user, and combines it with the timestamp of the visitor’s first visit.The combination of the random visitor ID and the timestamp establish a Unique ID for that visitor.You’ll learn more about the visitor cookie in a subsequent module.www.rubenvelasco.es 34
  35. 35. Generally, the Visitors metric will be smaller than the Visits metric which in turn will be smaller thanthe Pageviews metric.For example, 1 visitor could visit a site 2 times and generate a total of 5 pageviews.A pageview is defined as a view of a page that is tracked by the Google Analytics Tracking Code.www.rubenvelasco.es 35
  36. 36. If a visitor hits reload after reaching the page, this will be counted as an additional pageview.If a user navigates to a different page and then returns to the original page, an additional pageviewwill also be recorded.A unique pageview represents the number of visits during which that page was viewed--whether oneor more times. In other words, if a visitor views page A three times during one visit, Google Analyticswill count this as three pageviews and one unique pageview.“Total Visitors” counts each visitor during your selected date range only once. So, if visitor A comesto your site 5 times during the selected date range and visitor B comes to your site just once, you willhave 2 Visitors. Remember, a visitor is uniquely identified by a Google Analytics visitor cookie.The “New vs. Returning” report classifies each visit as coming from either a new visitor or a returningvisitor. So when someone visits your site for the first time, the visit is categorized as “Visit from anew visitor.” If the person has browsed your website before, the visit is categorized as “Visit from areturning visitor.”A high number of new visits suggests that you are successful at driving traffic to your site while a highnumber of return visits suggests that the site content is engaging enough for visitors to come back.You can look at the Frequency and Recency report to see how recently visitors have visited. And youcan look at the same report to see how frequently they return. The report is under Behavior in theVisitors section.www.rubenvelasco.es 36
  37. 37. The Visitors metric -- in other words the number of visitors who came to your site -- is found in theVisitors section.The Visits metric is found in the Visitors section and the Traffic Sources section.The Pageviews metric can be found in the Visitors Overview and in the Content section reports. Mostof the other reports show Pages Viewed per Visit instead of Pageviews.Unique Pageviews is only found in the Content section.www.rubenvelasco.es 37
  38. 38. 2.2. Time MetricsIn this lesson, you will learn:  how Time on Page and Time on Site are calculated  how Avg. Time on Page and Avg. Time on Site are calculatedTo calculate Time on Page, Google Analytics compares the timestamps of the visited pages.For example, in the slide, the visitor saw page A, then page B, and then left the site.The Time on Page for page A is calculated by subtracting the page A timestamp from the page Btimestamp.So, the Time on Page for page A is 1 minute and 15 seconds.In order for this calculation to take place, the Google Analytics Tracking Code must be executed onboth pages.The Time on Page for page B is 0 seconds, because there is no subsequent timestamp that GoogleAnalytics can use to calculate the actual Time on Page.www.rubenvelasco.es 38
  39. 39. Now, suppose the visitor continued on to a third page before exiting.The second page now has a Time on Page of 1 minute 10 seconds.The Time on Site is now calculated as 2 minutes and 25 seconds.www.rubenvelasco.es 39
  40. 40. For Average Time on Page, bounces are excluded from the calculation. In other words, any Time onPage of 0 is excluded from the calculation.For Average Time on Site, bounces remain a part of the calculation.To calculate Average Time on Site, Google Analytics divides the total time for all visits by the numberof visits.Some sites make extensive use of Flash or other interactive technologies.Often, these kinds of sites don’t load new pages frequently and all the user interaction takes place ona single page.As a result, it’s common for sites like this to have high bounce rates and low average times on site.If you have such a site, you may wish to set up your tracking so that virtual pageviews or events aregenerated as the user performs various activities.You can learn how to do this in the module on Event Tracking and Virtual Pageviews.www.rubenvelasco.es 40
  41. 41. Visit Duration categorizes visits according to the amount of time spent on the site during the visit.The graph allows you to visualize the entire distribution of visits instead of simply the ‘Average Timeon Site’ across all visits.You can see whether a few visits are skewing your ‘Average Time on Site’ upward or downward.Visit Duration can be found in the Engagement report under Behavior in the Visitors section.www.rubenvelasco.es 41
  42. 42. 2.3. Traffic SourcesIn this lesson, you will learn:  about the different kinds of traffic sources  how to identify quality traffic  how to identify revenue and conversion drivers  what kinds of information to look for in keyword reports  how campaign attribution works in Google AnalyticsThe reports in the Traffic Sources section show you where your traffic is coming from on the internet.You can compare your traffic sources against each other to find out which sources send you thehighest quality traffic.www.rubenvelasco.es 42
  43. 43. Direct Traffic represents visitors who clicked on a bookmark to arrive at your site, or who typed theURL directly into their browser.Referring Sites include any sites that send traffic to you. These could be banner ads or links featuredon blogs, affiliates, or any site that links to your site.Search Engine traffic represents visitors who click on a search results link in Google, Yahoo, or anyother search engine.Search Engine traffic can be organic -- in other words, free search results -- or paid.Paid search engine traffic is pay per click or cost per click traffic that you purchase from a searchengine -- for example on Google AdWords.Understanding which search engines send you qualified traffic can help you select the search engineson which you want to advertise.www.rubenvelasco.es 43
  44. 44. Looking at the highest traffic drivers is a start, but it doesn’t tell you whether the traffic wasqualified.In other words, did the traffic help you achieve the goals you’ve set for your site?One easy indicator of quality is Bounce Rate -- the percentage of visits in which the person leftwithout viewing any other pages.In the slide, although blogger.com sent the most traffic, it has an 88% bounce rate. A bounce ratethis high suggests that the site isn’t relevant to what the visitor is looking forBy clicking the “compare to site average” icon and selecting a comparison metric, you can see whichsources outperform and underperform the site average.So here, for example, if we select Bounce Rate as our comparison metric. we can see that the twomost popular sources of traffic underperform the site average.One note about bounce rate, if your site is a blog, bounce rate may not be relevant. With blogs, it’scommon for people to look at a single page and then leave.www.rubenvelasco.es 44
  45. 45. The All Traffic report lists all of the sources sending traffic to your site -- including referrals, searchengine traffic, and direct trafficThis report is particularly helpful because you can identify your top performing sources, regardless ofwhether they are search engines or sites.For example, in the report, we see that blogger.com referred more traffic than any other source. Ithas a medium of referral because it is a referral from a site.The second most popular source of traffic was direct. Direct traffic always has a medium of (none).Free Google search engine traffic was the fourth largest referrer.The medium of organic tells us that this traffic came from clicks on unpaid search engine results.The medium of cpc on this entry -- for cost per click -- tells us that this traffic came from paid searchresults.You may sometimes see _referrals_ from google.com. These can come from Google Groups posts orstatic pages on other Google sites.www.rubenvelasco.es 45
  46. 46. If you have goals or ecommerce set up on your site, you have a much wider range of metrics withwhich to assess performance.Click on the Goal Set or Ecommerce tabs to view which sources are driving conversions andpurchases.In this case, we’re looking at metrics on the Ecommerce tab and comparing each traffic source’srevenue with the site average.www.rubenvelasco.es 46
  47. 47. To see the keywords that people used to find your site, go the Search Overview under IncomingSources in the Traffic Sources section.Then, in the Search Overview report, click Keyword as the viewing option.www.rubenvelasco.es 47
  48. 48. Looking at keywords is a very useful for understanding what visitors were expecting to find on yoursite.Keywords with a high bounce rate tell you where you failed to meet that expectation.For example, in the slide example, the ‘google games’ phrase has a 84% bounce rate. Let’s find outwhat landing page is being used. We start by clicking on the ‘google games’ entry in the table.www.rubenvelasco.es 48
  49. 49. This takes us to the Keyword report for ‘google games’.To find out which landing page is being used for this keyword, we’ll click Other as the Viewing Optionabove the table, and select Landing Page.We can now see which landing page is being used and evaluate it’s relevance to the keyword.www.rubenvelasco.es 49
  50. 50. This report can be particularly helpful if multiple landing pages are being used.You can find out which landing pages are responsible for the poor performance and send thekeyword traffic to the most effective landing page.Be sure to also check the bounce rates for organic, non-paid keywords. This information can offerinsights into how to best focus your search engine optimization efforts.By default, Google Analytics attributes a conversion or sale to the campaign that most recentlypreceded the conversion or sale.For example, if a visitor clicks on an AdWords ad (Campaign 1 in the first session) and then laterreturns via a referral to purchase something (Referrer 1 in the second session), the referral will getcredit for the sale.However, if instead the visitor returns directly, then the AdWords ad (Campaign 1) will still get creditfor the sale.To prevent a specific referral or campaign from overriding a prior campaign, simply append“utm_nooverride=1” to all referring campaign links as shown in the slide. This ensures that theconversion is always attributed to the original referrer (or first campaign the user clicked on).Therefore, in the example above, the original campaign will continue to get credit for the conversion.If a visitor returns via a link without the utm_nooverride, as in the third example, that campaign willget credit for the sale since it overwrites all previous referring campaigns.www.rubenvelasco.es 50
  51. 51. 2.4. Content ReportsIn this lesson, you will learn:  how to use the Pages and Content Drilldown reports  how to use the Landing Pages report  how to use and interpret the Navigation Summary report  how to use and interpret the Entrance Paths reportTwo reports in the Content section focus on page traffic, but each report organizes it differently.The Pages report lists each page that received traffic.The Page Title viewing option on the Pages report groups your pages according to Title tag. You canclick on a title to see the pages that share that title.The Content Drilldown report groups pages according to directory. You can click on a directory to seethe pages in the directory.www.rubenvelasco.es 51
  52. 52. The Landing Pages report lists all of the pages through which people entered your site.You can use this report to monitor the number of bounces and the bounce rate for each landingpage.Bounce rate is good indicator of landing page relevance and effectiveness.You can lower bounce rates by tailoring each landing page to its associated ads and referral links.The more relevant the page, the less likely a visitor will be to bounce.www.rubenvelasco.es 52
  53. 53. The Navigation Summary can help you understand how people move through your site.It shows how people arrived at a specific page and where they went afterwards. The report isavailable from the Pages report.Here’s the Navigation Summary report.www.rubenvelasco.es 53
  54. 54. Percent Entrances shows how frequently the page was a landing page.Percent Previous Pages shows how frequently visitors came to the page after viewing another pageon the site.Percent Exits shows how frequently visits ended on this page.Percent Next Pages shows how frequently visitors continued on to another page on the site.The list of pages that were viewed immediately before the page or pages is shown in the left column,under Previous Page Path.The list of pages that were viewed immediately after the page or pages is shown in the right column,under Destination Page.The Entrance Paths report is a powerful tool for analyzing navigation paths.For example, let’s say that you want to find out whether people clicked the Purchase button on yourlanding page and actually completed the purchase. To find out, go to the Landing Pages report andclick Entrance Paths.www.rubenvelasco.es 54
  55. 55. Select the landing page you want to analyze.In the left column, you’ll see all the possible clicks people made on the page. Choose the link thatrepresents the Purchase page.www.rubenvelasco.es 55
  56. 56. In the right hand column, you’ll now see all the pages visitors went to after the Purchase page. Bylooking at this list, you’ll be able to see how many visits ended up on the Purchase Completion page.This report can show you if the landing page is doing the job you designed it for.www.rubenvelasco.es 56
  57. 57. 3. Fundamentals 3.1. Account Administration In this lesson, you will learn:  how to create, manage, and delete accounts  best practices for managing accounts  the differences between Administrators and Users  when to create profiles  how to create, manage, and delete profiles Click the Account Administration icon to manage your accounts, web properties, profiles, and user access. (You can find the icon at the top right of any screen in Google Analytics.) You’ll be taken to the Account Administration screen which lists all of the Analytics accounts to which you have access. www.rubenvelasco.es 57
  58. 58. The ”Plus New Account” button is how you would create a new analytics account under the loginthat you are currently using.So, when should you create a new account? If you manage the analytics services for several websiteswhich belong to different organizations, you’ll generally want to create a new account for eachorganization. We’ll discuss this best practice in a few minutes.You are permitted to create up to 25 analytics accounts per Google username. However, you can beadded as an administrator to an unlimited number of accounts.To administer an account, just click on it in the table.www.rubenvelasco.es 58
  59. 59. To give other users access to a Google Analytics account, click on the account name in the AccountAdministration screen.You’ll be taken to a screen similar to the one shown in the slide.Click the User tab.All of the users who currently have access to the account will be listed in the table.There is a settings link for each user in the table. Click this link to edit the user’s name, email address,or to change their Role – either administrator or user.www.rubenvelasco.es 59
  60. 60. There are two Roles. “Administrators” have access to all reports and they can also modify settings.So, Administrators can create profiles, filters, and goals, and they can add users.Users only have read access to your reports and they can’t modify analytics settings. Also, “Users”can be restricted to viewing only specific profiles.www.rubenvelasco.es 60
  61. 61. To add a user, click the Plus New User button.A screen that looks like this will appear. Enter the user information in the form.In order for you to add a new user, they must have a Google Account.www.rubenvelasco.es 61
  62. 62. If they don’t have a Google Account, ask them to create one at google.com/accounts.Select a Role for the new user.You can either grant read-only access to certain reports or you can make them an administrator.Remember that administrators can view all reports and modify account settings.www.rubenvelasco.es 62
  63. 63. If you select User as the role, the interface will show you a list of all profiles associated with youraccount.Select the profiles you would like this user to have access to and click the “Add” button to apply yourchanges.To modify access for an existing user, find the user on the Users tab and click settings.You can change the user’s role or change the profiles he or she can access.Select the profiles you would like to remove report access to and click the “Remove” button.www.rubenvelasco.es 63
  64. 64. Remember that an administrator has full administrative access to all profiles within the account.If you manage the analytics services for several websites which belong to different organizations, thebest practice is to create a separate Analytics account for each organization.Otherwise, if you were to group all the websites of all the different organizations into a singleaccount, any Administrators you created on the account would have access to all the reports for allthe websites.Not only would the administrators be able to see the reports of other organizations, they’d also beable to change analytics settings on profiles that don’t belong to them.This raises the potential for an Administrator to accidentally edit -- or even delete -- anotherorganization’s settings and data.www.rubenvelasco.es 64
  65. 65. If you want to change your e-mail login, create a new Google account. Add your new login as anadministrator to your Google Analytics account.PROFILESwww.rubenvelasco.es 65
  66. 66. A profile is a set of rules that defines the data you see for a web property. For example, you mighthave web property example.com for which you have three profiles.One of the profiles might show all the data for all the traffic that comes to example.com.Another profile might use filters to only show the data for traffic to a certain subdirectory.Still another profile might use a different set of filters to show only another subset of data.To see a list of the profiles that belong to a specific web property, navigate to that web propertyfrom the Account Administration screen.Once you are on the screen for the web property, click the Profiles tab. On the Profiles tab, you’ll seea Profile selector menu that lists all the profiles.Profiles are very flexible -- they are basically just a set of rules that define what data is to be includedin the reports.Here is a schematic showing an Analytics account with one web property and two profiles.Both profiles contain traffic data for the example.com web property.One profile might contain all the traffic data.The other profile might be filtered so that it contains only traffic from AdWords visitors.In addition, you might want to give certain users access only to the filtered profile. This has the effectof only allowing these users to see AdWords traffic to example.com.www.rubenvelasco.es 66
  67. 67. Here is the Profiles tab for the “example.com test 1” profile.If you are an administrator on the account, you’ll see the sub-tabs that list the Assets, Goals, Users,Filters, and Profile Settings that are associated with the profile.You’ll also see the “Plus New Profile” button – which you can use to create a new profile.But, if you are not an administrator, you’ll only see the Assets tab.That’s because you need to be an admnistrator to add new profiles or to edit a profile’s goals, users,filters, and settings.However, you don’t need to be an administrator to add or edit assets.This includes advanced segments, annotations, and custom alerts.www.rubenvelasco.es 67
  68. 68. Each profile has its own goals, which you set on the goals sub-tab.You control who has access to the profile via the Users sub-tab.And, you can use the Filters sub-tab to control what data is included in the profile.www.rubenvelasco.es 68
  69. 69. The Profile Settings sub-tab is where you enable e-commerce and site search reports, set yourpreferred time zone, and other settings.To remove a profile, you can simply click Delete this profile on the Profile Settings sub-tab. You’llneed to be an Administrator to do this.Be careful that you are deleting the correct profile, because you won’t be able to recover thehistorical data for the profile once it’s been deleted.www.rubenvelasco.es 69
  70. 70. 3.2. Campaign Tracking and AdWords IntegrationIn this lesson, you will learn:  how to track campaigns using tagged links  how to track AdWords campaigns  when to use autotagging and how it works  how to enable autotagging  where to find AdWords data in your reports  the expected kinds of data discrepancies between AdWords and Analytics data  when and how to manually tag URLs  how to use the URL Builder  best practices for tagging linksGoogle Analytics allows you to track and analyze all of your marketing campaigns -- including paidsearch campaigns, banner ads, emails and other programs.www.rubenvelasco.es 70
  71. 71. There are two ways to track ad campaigns.For AdWords campaigns, you should enable keyword autotagging. This allows Google Analytics toautomatically populate your reports with detailed AdWords campaign information.In order to enable autotagging, you’ll need to link your AdWords and Google Analytics accounts; we’lllook at this in more detail in the next slide.The second way to track campaigns is to manually tag links. So, for example, you could tag the links inan email message with campaign-identifying information. You may also choose to manually tagAdWords links if you do not wish to enable autotagging.The tags are campaign variables that you append to the end of your URLs.INTEGRATION WITH ADWORDS: LINKING GOOGLE ANALYTICS WITH ADWORDSwww.rubenvelasco.es 71
  72. 72. By linking Google Analytics to your AdWords account, you can get advanced reporting that measuresperformance and ROI for your AdWords campaigns.Within AdWords, select Google Analytics under the Reporting tab to link your accounts. TheAdWords login that you’re using will need administrator privileges in Analytics in order to link theaccounts.If you don’t already have an Analytics account, you’ll be able to create one.When you link your accounts, you should enable "Destination URL Autotagging”. This option allowsyou to differentiate your paid ads from organic search listings and referrals and allows you to seedetailed campaign information in the AdWords section of your Traffic Sources reports. Your cost data -- the information about clicks and keyword spending -- will be applied once you linkyour accounts. If you dont want cost data imported into a particular profile, you can edit the profilesettings and de-select the cost data option -- after youve completed the linking process.www.rubenvelasco.es 72
  73. 73. AUTOTAGGING LINKSAutotagging your links is important because it helps Analytics differentiate the traffic coming fromGoogle paid listings, outlined in green on the slide, and traffic coming from Google organic listings,which are outlined in red.If autotagging is not enabled, your Analytics reports will show that the clicks from the sponsoredlistings and the organic listings are both coming from the same source: google organic.By default, Analytics considers them both to be from Google organic search results.So, enabling autotagging allows you to see which referrals to your site came from your paid Googlecampaigns and which ones came from Google organic search results.www.rubenvelasco.es 73
  74. 74. Autotagging works by adding a unique id, or g-c-l-i-d, to the end of your destination URLs.This unique id allows Analytics to track and display click details in your reports.It is important to note that 3rd party redirects and encoded URLs can prevent autotagging fromworking properly.You should test these cases by adding a unique parameter to the end of your URL --- for example youcould add ?test=test.Test to make sure that the parameter is carried through to your destination page and that the linkdoesn’t break.Notice that the first query parameter is always preceded with a question mark. Subsequent valuesare separated using ampersands.www.rubenvelasco.es 74
  75. 75. Here’s an example of a gclid appended to the end of a URL.To enable autotagging, select “Account Preferences” under “My Account”.Make sure that the Tracking option reads “yes”. If it says “no”, click the edit link, check the box for“Destination URL Autotagging”, and click “Save Changes”.www.rubenvelasco.es 75
  76. 76. When linking your AdWords account to Analytics for the first time, you’ll be prompted toautomatically select “Destination URL Autotagging” and “Cost Data Import”.If you want to change your autotagging settings later, you can do so by editing your AdWordsaccount preferences.IMPORTING COST DATA FROM ADWORDS TO GOOGLE ANALYTICSAll AdWords cost data from an account will be imported into any profile in which the Apply Cost Datacheckbox is selected.Make sure both your AdWords and Analytics accounts are set to the same currency so that ROI datais accurately calculated.Recall that when linking your AdWords account to your Analytics account, your cost data will beapplied to all of your profiles.If you dont want cost data imported into a particular profile, you can edit the profile settings. Withinthe "Edit Profile Information" screen, find the "Apply Cost Data" checkbox. De-select this checkbox.And finally, note that Google Analytics is only able to import cost data from AdWords, and not fromother ad networks.www.rubenvelasco.es 76
  77. 77. DATA DISCREPANCIES BETWEEN ADWORDS AND GOOGLE ANALYTICSYou may notice differences between the data in your Google Analytics and AdWords reports. Thereare several reasons for these differences.First, AdWords tracks clicks, while Analytics tracks visits. Second, some visitors who click on yourAdWords ads may have JavaScript, cookies, or images turned off.As a result, Analytics wont report these visits, but AdWords will report the click.You’ll also see differences between Analytics and AdWords if the Google Analytics Tracking Code onyour landing page doesn’t execute.In this case, AdWords will report the click but Analytics will not record the visit.Invalid clicks may also cause reporting differences because while Google AdWords automaticallyfilters invalid clicks from your reports, Google Analytics will still report the visits.Finally, keep in mind that AdWords data is uploaded once a day to Analytics so the results for eachmay be temporarily out of sync.www.rubenvelasco.es 77
  78. 78. Make sure that your landing pages contain the Google Analytics Tracking Code. If they don’t,campaign information will not be passed to Analytics, but clicks will register in AdWords.Make sure that you have autotagging enabled. Otherwise, visits will be marked as Google Organicinstead of Google CPC. While we strongly recommend that you use autotagging instead of manualtagging, if you do manually tag your destination URLs, you must make sure that all of them aretagged, otherwise data discrepancies will occur.Be aware that campaign data can be lost if your site uses redirects. As a result, Analytics won’t showthe visits as coming from AdWords, but your AdWords report will still report the clicks.www.rubenvelasco.es 78
  79. 79. MANUAL CAMPAIGN URL TAGGINGGoogle Analytics automatically tracks all of the referrals and search queries that send traffic to yourwebsite.However, if you are running paid advertising campaigns, you should add tags to the destination URLsof your ads.Adding a tag allows you to attach information about the campaign that will show up in your Analyticsreports.www.rubenvelasco.es 79
  80. 80. Although it’s possible to manually tag your AdWords ads, you should enable auto-tagging instead.If you manually tag your AdWords ads, the AdWords reports will only show you information byCampaign and Keyword.If you enable auto-tagging, you’ll be able to see much more detail. The AdWords reports will showyou results by ad group, matched search query, placement domain and many other AdWordsattributes.www.rubenvelasco.es 80
  81. 81. There are five variables you can use when tagging URLs. To tag a URL, you add a question mark to theend of the URL, followed by your tag, as shown in the slide.The variables and values are listed as pairs separated by an equals sign. Each variable-value pair isseparated by an ampersand.Let’s look at each variable.You should use utm_source to identify the specific website or publication that is sending the traffic.Use utm_medium to identify the kind of advertising medium -- for example, cpc for cost per click, oremail for an email newsletter.Use utm_campaign to identify the name of the campaign -- for example, this could be the productname or it might be a slogan.You should always use these three variables when tagging a link. You can use them in any order youwant.If youre tagging paid CPC campaigns, you should also use utm_term to specify the keyword.And, you can differentiate versions of a link -- for example, if you have two call-to-action links withinthe same email message, you can use utm_content to differentiate them so that you can tell whichversion is most effective.www.rubenvelasco.es 81
  82. 82. To illustrate, let’s look at a two versions of a link to mysite.com, both placed on yoursite.com.The first link in the slide does not have a tag. Traffic from this link will show up in your reports as areferral from yoursite.com. There won’t be any campaign information.The second link has a tag. Traffic from this link will show up with a source of yoursite, and it will showas a banner, instead of a referral.Also, you’ll see this traffic reflected under summerpromo in your Campaigns report.www.rubenvelasco.es 82
  83. 83. Let’s look at a destination URL from an AdWords ad.In the first example, no tag has been provided and autotagging is disabled. In this case, you won’t seethis traffic in your AdWords reports.The second example shows how to manually tag an AdWords link. This traffic will show up in yourAdWords reports, but information will be limited to campaign and keyword.You must specify cpc as your medium and google as your source in order to see this traffic in yourAdWords reports. You should also specify cpc as your medium when tagging paid search campaignsfrom other search engines.The third example shows what an AdWords autotagged URL might look like once AdWords hasappended the g-c-l-i-d variable to the end of the URL.This traffic will show up in your AdWords reports and you’ll see complete AdWords information.You can select any of these variables as a dimension in most reports.For example, to see all of the sources in California from which you received traffic, you could go tothe Map Overlay report, drill down to California, and select Source as a dimension.www.rubenvelasco.es 83
  84. 84. You can use the URL Builder in the Google Analytics Help Center to construct your URLs.You enter in the destination URL and the values for each campaign variable. You should always usesource, medium and campaign name.The URL Builder can be found via the link displayed here on the slide, or you can search for “URLBuilder” in the Analytics Help Center.The URL builder can only construct one URL at a time, so you probably won’t want to use it toconstruct every URL for every campaign.If you have a large number of URLs to tag, you can use spreadsheets to automate the process.www.rubenvelasco.es 84
  85. 85. Generate a sample URL in the URL Builder and create a simple spreadsheet formula.Spreadsheets can make it much easier to generate thousands of tagged URLs.Stick to these best practices when tagging your advertising campaigns.If you use AdWords, be sure to enable auto-tagging. Otherwise, you’ll miss out on importantinformation that can help you optimize your AdWords campaigns.Second, for each campaign, use the URL Builder to create a template URL. Then, copy and pastefrom the template to create the rest of the URLs for the campaign.Third, use consistent names and spellings for all your campaign values so that they are recordedconsistently within your Analytics reportsFinally, use only the campaign variables you need. You should always use source, medium, andcampaign name, but term and content are optional.www.rubenvelasco.es 85
  86. 86. 3.3. Analysis Focus – AdWordsIn this lesson, you will learn:  how to use the Clicks tab metrics in AdWords reports  how to analyze the effect of search result position on performance  how to track audio and TV campaigns in AdWords  how to track ad performanceYouTube Video: http://goo.gl/xNfwu3.4. Goals in Google AnalyticsIn this lesson, you will learn:  the purpose of using goals, goal values, and goal funnels  the different kinds of goals  when to use each Goal URL Match Type  how to assign meaningful values to goals  how goal conversions differ from transactionsDefining site goals and tracking goal conversions is one of the best ways to assess how well your sitemeets its business objectives. You should always try to define at least one goal for a website.So what is a goal? In Google Analytics, a goal represents an activity or a level of interaction with yourwebsite that’s important to the success of your business.Some examples of goals are an account signup, a request for a sales call, or even that the visitorspent a certain amount of time on the website.www.rubenvelasco.es 86
  87. 87. There are four types of goals in Google Analytics.A URL Destination goal is a page that visitors see once they have completed an activity. For anaccount sign-up, this might be the “Thank You for signing up” page. For a purchase, this might be thereceipt page. A URL Destination goal triggers a conversion when a visitor views the page youvespecified.A Time on Site goal is a time threshold that you define. When a visitor spends more or less time onyour site than the threshold you specify, a conversion is triggered.A Pages per Visit goal allows you to define a pages viewed threshold. When a visitor views morepages --or fewer pages --than the threshold youve set, a conversion is triggered.An Event goal allows you to attach a conversion to an event that you have defined. We’ll learn aboutevents in a subsequent lesson.www.rubenvelasco.es 87
  88. 88. You can see total conversions and conversion rates for each of your goals in your reports.For each URL Destination goal that you define, you can also define a funnel. A funnel is the set ofsteps, or pages, that you expect visitors to visit on their way to complete the conversion.A sales checkout process is a good example of a funnel. And the page where the visitor enters creditcard information is an example of one of the funnel steps.So, the goal page signals the end of the activity -- such as a “thank you” or “confirmation” page -- andthe funnel steps are the pages that visitors encounter on their way to the goal.www.rubenvelasco.es 88
  89. 89. Defining a funnel is valuable because it allows you to see where visitors enter and exit the conversionprocess.For example, if you notice that many of your visitors never go further than the “Enter shippinginformation” page, you might focus on redesigning that page so that it’s simpler.Knowing which steps in the process lose would-be customers allows you to eliminate bottlenecks andcreate a more efficient conversion path.To set up a goal, first go the Account Administration page. Click the account and web property forwhich you want to configure a goal.www.rubenvelasco.es 89
  90. 90. Select the profile to which you want to add the goal. Then, click the goals tab and click the plus-Goallink in one of the Goal sets. You can create up to 4 sets of 5 goals each.www.rubenvelasco.es 90
  91. 91. To define a URL Destination Goal, select URL Destination as the goal type. Next, enter the URL of thegoal page. You don’t have to enter the entire URL. You can simply enter the request URI - that’s whatcomes after the domain or hostname.So, if the complete URL is www.googlestore.com/confirmation.php, you only need to enter/confirmation.php.Make sure that the URL you enter corresponds to a page that the visitor will only see once theycomplete the conversion activity. So, pick something like the Thank You page or a confirmation pagefor your goal.www.rubenvelasco.es 91
  92. 92. You can also enter a name for the Goal -- here we’ve entered “Completed Order”. This name willappear in your conversion reports.www.rubenvelasco.es 92
  93. 93. Defining a funnel is optional. To define your funnel steps, you add the URLs of the pages leading upto the goal URL. Just as with goals, you don’t have to enter the entire URL of a funnel step -- just therequest URI is fine.Provide a name for each step in the funnel -- here we’ve entered “Select gift card “ for Step 1. Thenames you enter will appear in your reports.www.rubenvelasco.es 93
  94. 94. Next, we’ll talk about the Match Type setting.www.rubenvelasco.es 94
  95. 95. The match type defines how Google Analytics identifies a goal or funnel step. You have three choicesfor the Match Type option.“Head Match” is the default. It indicates that the URL of the page visited must match what you enterfor the Goal URL, but if there is any additional data at the end of their URL then the goal will still becounted. For example, some websites append a product ID or a visitor ID or some other parameter tothe end of the URL. Head Match will ignore these.Here’s another example, illustrated on this slide: If you want every page in a subdirectory to becounted as a goal, then you could enter the subdirectory as the goal and select Head Match.“Exact Match” means that the URL of the page visited must exactly match what you enter for theGoal URL. In contrast to Head Match, which can be used to match every page in a subdirectory, ExactMatch can only be used to match one single page. Also notice that Exact Match does not match thesecond pageview, “/offer1/signup.html?query=hats” because of the extra query parameter at theend.“Regular Expression Match” gives you the most flexibility. For example, if you want to count any sign-up page as a goal, and sign-up pages can occur in various subdirectories, you can create a regularexpression that will match any sign-up page in any subdirectory. Regular Expressions will be coveredin a later module.When you use Regular Expression Match, the value you enter as the goal URL as well as each of thefunnel steps will be read as a Regular Expression.Remember that regardless of which option you choose, Google Analytics is only matching RequestURIs. In other words, the domain name is ignored.Check “Case Sensitive” if you want the URLs you entered into your goal and funnel to exactly matchthe capitalization of visited URLs.www.rubenvelasco.es 95
  96. 96. To define a Time on Site goal, select Time on Site as the goal type. Next, select "Greater than" or"Less than" and enter an amount of time, for example 15 minutes. Well discuss goal value shortly.To define a Pages per Visit goal, select Pages per Visit as the goal type. Next, select "Greater than","Equal to", or "Less than" and enter a number of pages.Threshold goals are useful for measuring site engagement, whereas URL Destination goals are bestfor measuring how frequently a specific activity has been completed. If your objective is for visitorsto view as much content as possible, you might set a Pages per Visit goal. Or, if you have a customersupport site and your objective is for visitors to get the information they need in as short a time aspossible, you might set a Time on Site goal with a "Less than" condition.www.rubenvelasco.es 96
  97. 97. The “Goal Value” field allows you to specify a monetary value for goal. You should only do this fornon-ecommerce goals.By setting a goal value, you make it possible for Google Analytics to calculate metrics like averageper-visit-value and ROI. These metrics will help you measure the monetary value of a non-ecommerce site.Just think about how much each goal conversion is worth to your business. So, for example, if yoursales team can close sales on 10% of the people who request to be contacted via your site, and youraverage transaction is $500, you might assign $50 or 10% of $500 to your "Contact Me" goal.Again, to avoid inflating revenue results, you should only provide values for non-ecommerce goals.www.rubenvelasco.es 97
  98. 98. There is an important difference between goal conversions and e-commerce transactions. A goalconversion can only happen once during a visit, but an e-commerce transaction can occur multipletimes during a visit.Let’s say that you set one of your goals to be a PDF download and you define it such that any PDFdownload is a valid goal conversion. And let’s say that the goal is worth $5.In this case, if a visitor comes to your site and downloads 5 PDF files during a single session, you’llonly get one conversion worth $5. However, if you were to track each of these downloads as a $5 e-commerce transaction, you would see 5 transactions and $25 in e-commerce revenue.You’ll learn how to set up ecommerce tracking and how to track PDF downloads in later modules.If you are using a filter that manipulates the Request URI, make sure that your URL Destination goal isdefined so that it reflects the changed Request URI field. For example, in the slide, we have a profilethat defines /thankyou.html as a URL Destination goal. But we have another profile with a filter thatappends the hostname to the Request URI. So, for this profile, we need to change the goal definitionaccordingly.www.rubenvelasco.es 98
  99. 99. If you define a funnel for a goal, Google Analytics populates the Funnel Visualization report, shownhere in the slide.On the left, you can see how visitors enter your funnel. On the right, you can see where they leavethe funnel and where they go.The middle shows you how visitors progress through the funnel -- how many of them continue on toeach step.In this example, we can see that there were 9,283 entrances at the top of the funnel and 187completed orders, at the bottom of the funnel.This report is very useful for identifying the pages from which visitors abandon your conversionfunnel.www.rubenvelasco.es 99
  100. 100. Here’s another report in the Goals section. It’s the Reverse Goal Path report. You can see this dataeven if you haven’t defined a funnel. It lists the navigation paths that visitors took to arrive at a goalpage and shows you the number of conversions that resulted from each path.In this example, we can see that 97 of the conversions resulted from the first navigation path that’sshown.This is a great report for identifying funnels that you hadn’t considered before and it can give yougreat ideas for designing a more effective site.www.rubenvelasco.es 100
  101. 101. 3.5. Filters in Google AnalyticsIn this lesson, you will learn:  when to apply filters in Google Analytics  how filters act on data  how to create custom filters  the differences between the different kinds of filters (i.e. exclude, include, etc)  how to filter Google AdWords traffic  how to use filters and profiles together to track certain kinds of traffic  best practices for using filtersGoogle Analytics filters provide you with an extremely flexible way of defining what data is includedin your reports and how it appears.You can use them to customize your reports so that data that you deem useful is highlighted ininteresting ways. Filters can also help you clean up your data so that it is easier to read.There are two types of filters in Google Analytics – predefined filters and custom filters.www.rubenvelasco.es 101
  102. 102. Filters process your raw traffic data based on the filter specifications. The filtered data is then sent tothe respective profile.Once data has been passed through a filter, Google cannot re-process the raw data.That’s why we always recommend that you maintain one unfiltered profile so that you always haveaccess to all of your data.www.rubenvelasco.es 102
  103. 103. To set up a goal, first go the Account Administration page. Click your desired account.You can use the Filters tab to create new filters, edit their settings, and apply them to profiles.To create a new filter you will need to complete several fields, including the filter name and type.If you elect to create a custom filter, you will need to complete several additional fields.www.rubenvelasco.es 103
  104. 104. Google Analytics provides three commonly used predefined filters.The first filter called “Exclude traffic from domains” excludes traffic from the domain that you specifyin the Domainfield. If you apply this filter, Google Analytics will apply a reverse lookup with eachvisitor’s IP address to determine if the visitor is coming in from a domain that should be filtered out.Domains usually represent the ISP of your visitor although larger companies generally have their IPaddresses mapped to their domain name.The second filter, “Exclude traffic from IP addresses”, removes traffic from addresses entered intothe IP address field. This filter is generally used to exclude your internal company traffic.The third filter, “Include traffic subdirectories”, causes your profile to only report traffic to a specifieddirectory on your site. This is typically used on a profile that is created to track one part of a website.www.rubenvelasco.es 104
  105. 105. As a best practice, we recommend that you create a filter to exclude your internal company trafficfrom your reports.To do this you can use the predefined filter “Exclude traffic from IP addresses”. You will need toenter your IP address or range of addresses into the ‘IP address” field.www.rubenvelasco.es 105
  106. 106. In addition to the pre-defined filters that Analytics offers, you can also create custom filters.Custom filters offer you greater control over what data appears in your profiles.To create a custom filter, select “Custom filter”. Additional fields will appear when you choose thisoption.www.rubenvelasco.es 106
  107. 107. Each custom filter has three main parts.The first part of a custom filter is “Filter Types”. There are six filter types available and each oneserves a specific purpose. We’ll look at these in a minute.The second part is the “Filter Field”. There are numerous fields you can use to create your filter.Examples of some commonly used fields are the “Request URI” and “Visitor Country” fields.The complete list of fields can be found through the link shown here or you can search for “filterfields” in the Analytics Help Center.The third part of a custom filter is the “Filter Pattern”. This is the text string that is used to attemptto match pageview data. The pattern that you provide is applied to the field and, if it matches anypart of the field, it returns a positive result and causes an action to occur. You’ll need to use POSIXRegular Expressions to create the filter pattern. Learn more in the module on Regular Expressions.Here’s a chart that describes the filter types.Exclude and Include filters are the most common types. They allow you to segment your data inmany different ways. They’re frequently used to filter out or filter in traffic from a particular state orcountry.Lowercase and Uppercase filters do not require a filter pattern, only a filter field. Lowercase andUppercase filters are very useful for consolidating line items in a report. Let’s say, for example, thatyou see multiple entries in your reports for a keyword or a URL, and the only difference between themultiple entries is that sometimes the URL or keyword appears with a different combination ofuppercase and lowercase letters. You can use the Lowercase and Uppercase filters to consolidatethese multiple entries into a single entry.Search and Replace filters replace one piece of data with another. They are often used to replacelong URL strings with a shorter string that is easier to read and identify in your reports.www.rubenvelasco.es 107
  108. 108. You can use Advanced filters to remove unnecessary data, replace one field with another, orcombine elements from multiple filter fields. For example, a best practice when tracking multiplesubdomains in a single profile is to append the subdomain name to the page names. You can do thisby creating an advanced filter that appends Hostname to Request URI.Lets look at an example of a Search and Replace filter.Here’s an example of how you might use a Search and Replace filter.Let’s say that your website uses category IDs as an organizational structure. So, in your Pages report,you’d see a list of Request URIs that indicate the different pages on your site.www.rubenvelasco.es 108
  109. 109. The page “/category.asp?catid=5” is actually the Google Store Wearables page. You could make thePages report more meaningful by replacing “catid=5” with a descriptive word, like “Wearables”.Here’s what the Search and Replace filter might look like. This particular filter would overwrite theentire Request URI with “Wearables.”This is a simplified example to give you an idea of how you can use filters.www.rubenvelasco.es 109
  110. 110. USING FILTRES AND PROFILESOnce you’ve defined a filter, you can apply it to a single profile or across several profiles.So, for example, in the slide, the graphic shows a single web property with two profiles.Filter 1 has been applied to both profiles.Filter 2 has been applied only to Profile 2.By setting up multiple profiles and applying filters creatively to each of them, you have a great dealof reporting and analysis flexibility.www.rubenvelasco.es 110
  111. 111. You can also use profiles and filters together to create customized data views.Let’s say that you want to have two different views of your data -- one view includes only traffic to asubdomain and the other view only includes customers from a specific geographic region.To do this, you’d set up Profile 2 and Profile 3 as shown here in the chart.Or, for example, you might want to set up a profile that only inlcudes Google AdWords traffic. We’lllook at how to do this in the next slide. Remember, you always want to maintain a profile thatcontains all of your data. That’s Profile 1 in the chart.www.rubenvelasco.es 111
  112. 112. To set up a profile that includes only Google AdWords traffic, you need to apply the two CustomInclude filters shown in the slide.In filter one, you’ll filter on campaign source for a pattern of google.In filter two, you’ll filter on campaign medium for a pattern of cpc.You can apply these two filters in any order.www.rubenvelasco.es 112
  113. 113. Let’s look at how you can use profiles and filters to track subdomains.If your subdomains are totally separate businesses, and you have no need for reports that includecumulative traffic to both, then you could simply create a unique web property for each subdomain.Google Analytics creates a unique web property ID for each web property you set up.The web property ID comprises the letters “U” “A”, followed by the account ID, followed by anothernumber that distinguishes the web property from other web properties in the account.In the slide example, web property 1 is distinguished by a dash 1. Web property 2 is distinguished bya dash 2.So, you’d install the “dash 1” version of your tracking code on your Subdomain A pages, and the“dash 2” version of your tracking code on your Subdomain B pages.But what if you want to analyze the traffic aggregated across both subdomains? In this case, youcould set up 3 duplicate profiles under a single web property.Then, you’d apply an Include filter to two of the profiles.Profile 1 includes all traffic to both subdomains.Profile 2 only includes traffic to subdomain A.Profile 3 only includes traffic to subdomain B.In this scenario, you’d install identical tracking code on every page of the site regardless ofsubdomain.www.rubenvelasco.es 113
  114. 114. When setting up profiles and filters for your Analytics account, you should always create oneunfiltered profile that can be a back-up in case your filters do not function as planned or you needmore data than you originally thought.Remember, once your raw data has passed through filters, Google cannot go back and reprocess thedata. So, maintaining an unfiltered profile provides you with a backup.www.rubenvelasco.es 114
  115. 115. You can apply multiple include and exclude filters to a single profile, but keep in mind that whenmore than one filter is applied, the filters will be executed in the same order that they are listed inyour Profile Settings.In other words, the output from one filter is then used as the input for the next filter.The example shown here illustrates that if you want to include only users from California and Texas,you cannot create two separate include filters because they will cancel each other out. The solutionis to create one filter that uses a regular expression to indicate that the Visitor Region should beCalifornia or Texas.www.rubenvelasco.es 115
  116. 116. FILTERING ADWORDS DATAIf you drive traffic from AdWords to multiple sites, each of which is tracked in a separate Analyticsprofile, you’ll need to apply a filter to each site’s profile.Because, when you apply cost data from an AdWords account, data from the entire account isapplied to each profile - Google Analytics doesn’t automatically match campaigns to specific profiles.To illustrate what would happen if you don’t apply a filter, let’s imagine that you have two sites andyou spend $50 to drive traffic to each of them.Without a filter, the Clicks tab on each profile would include $100 worth of cost data instead of justthe $50 you spent for that site. So, for each profile that should include a subset of your AdWordsdata, you’ll need to create a custom include filter.www.rubenvelasco.es 116
  117. 117. Create a custom filter and select the Include filter type.For the filter field, select “Campaign Target URL”. This field only applies to Google AdWords data.Use a regular expression to create the filter pattern based on the AdWords destination URL that isapplicable to this profile.Once you’ve saved this filter, only AdWords data for this profile will be displayed in the reports.www.rubenvelasco.es 117
  118. 118. 3.6. Regex and Google AnalyticsIn this lesson, you will learn:  when to use regular expressions in Google Analytics  how to use the most common metacharacters: dot, backslash, etc.  how often your data is updated and how Google stores it  some examples of common regular expressions in Google AnalyticsA regular expression is a set of characters and metacharacters that are used to match text in aspecified pattern.You can use regular expressions to configure flexible goals and powerful filters.For example, if you want to create a filter that filters out a range of IP addresses, you’ll need to entera string that describes the range of the IP addresses that you want excluded from your traffic.Let’s start off by looking at each metacharacter. Metacharacters are characters that have specialmeanings in regular expressions.www.rubenvelasco.es 118
  119. 119. Use the dot as a wildcard to match any single character.The operative word here is “single”, as the regex would NOT match Act 10, Scene 3. The dot onlyallows one character, and the number ten contains two characters -- a 1 and a 0.How would you write a regular expression that would match “Act 10, Scene 3”?You could use two dots.To make your regex more flexible, and match EITHER “Act 1, Scene 3” or “Act 10, Scene 3”, you coulduse a quantifier like the + sign.But we’ll talk about repetition a bit later in this module.www.rubenvelasco.es 119
  120. 120. Backslashes allow you to use special characters, such as the dot, as though they were literalcharacters.Enter the backslash immediately before each metacharacter you would like to escape.“U.S. Holiday” written this way with periods after the U and the S would match a number ofunintended strings, including UPS. Holiday, U.Sb Holiday, and U3Sg Holiday.Remember that the dot is a special character that matches with any single character, so if you wantto treat a dot like a regular dot, you have to escape it with the backslash.You’ll use backslashes a lot, because dots are used so frequently in precisely the strings you aretrying to match, like URLs and IP addresses.For example, if you are creating a filter to exclude an IP address, remember to escape the dots.www.rubenvelasco.es 120
  121. 121. Use square brackets to enclose all of the characters you want as match possibilities. So, in the slide,you’re trying to match the string U.S. Holiday, regardless of whether the U and the S are capitalized.However, the expression won’t match U.S. Holiday unless periods are used after both the U and theS. The expression also requires that the H is capitalized.There is a regex you can write to match all of these variations. The question mark used here isanother “quantifier”, like the ‘+’ sign mentioned earlier.Again, we’ll talk about repetition in the next slide.You can either individually list all the characters you want to match, as we did in the first example, oryou can specify a range.Use a hyphen inside a character set to specify a range. So instead of typing square bracket 0 1 2 3 4 56 7 8 9, you can type square bracket 0 dash 9.And, you can negate a match using a caret after the opening square bracket.Typing square bracket caret zero dash nine will exclude all numbers from matching.Note that later in this module, you will see the caret used a different way—as an anchor.The use of the caret shown here is specific to character sets, and the negating behaviour occurs onlywhen the caret is used after the opening square bracket in a character set.www.rubenvelasco.es 121
  122. 122. Now let’s talk about using quantifiers to indicate repetition.In earlier examples, we’ve used the plus sign and the question mark.The question mark requires either zero or one of the preceding character. In the expression “3-1-?” ,the preceding character is a 1. So, both 3 and 3-1 would match.The plus sign requires at least one of the preceding character. So, “3-1-+” wouldn’t match just a 3. Itwould match 3-1, 3-1-1, and so on.The asterisk requires zero or more of the preceding character. In the expression, “3-1-*”, thepreceding character is a 1. So it would match 3, 3-1-, 3-1-1, and so forth.You can also SPECIFY repetition using a minimum and maximum number inside curly brackets.Recall that a dot matches any single character. What would you use to match a wildcard ofindeterminate length?Dot star will match a string of any size. Dot star is an easy way to say “match anything,” and iscommonly used in Google Analytics goals and filters.www.rubenvelasco.es 122
  123. 123. It is handy to use the parentheses and the pipe symbol (also known as the OR symbol) together.Basically, you can just list the strings you want to match, separating each string with a pipe symbol --and enclosing the whole list in parentheses.Here, we’ve listed four variations of “US” that we’ll accept as a match for US Holiday.If it’s not in the list, it won’t get matched. That’s why “US Holiday” won’t get matched if one of theperiods is missing.In our list, we’ve accounted for both periods missing, but not for just one period missing.Using question marks, the second regex in the slide will match all of the above.www.rubenvelasco.es 123
  124. 124. The caret signals the beginning of an expression. In order to match, the string must BEGIN with whatthe regex specifies..The dollar sign says, if there are any more characters after the END of this string, then it’s not amatch.So, caret US means start with US. US Holiday matches, but “Next Monday is a US Holiday” does notmatch.Holiday$ means end with Holiday. US Holiday still matches, but “US Holiday Schedule” does notmatch.Anchors can be useful when specifying an IP address. Take a look at these examples.Some character classes are used so commonly that there is a shorthand you can use instead ofwriting out the ranges within square brackets.Let’s look at the example of a simplified regex that could match an addres:Backslash d means match any one digit zero through nine.Use curly brackets and a minimum and maximum number to specify how many digits to match.Backslash d followed by 1 comma 5 in curly brackets means that the address must contain at leastone digit, and at most five digits.Backslash s means that the number should be followed by one space, backslash w means match anyalphanumeric character and the star means include as many alphanumeric characters as you want.“345 Embarcadero” matches, but just “Embarcadero” does not, because this regex requires thestring to start with a number.If you want to make the number optional, group the first part of the regex with parentheses--including the space--and follow it with the question mark.www.rubenvelasco.es 124