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Analytics is more than adding a script

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Siteimprove - Analytics is more than adding a script …

Siteimprove - Analytics is more than adding a script

Siteimprove Customer Workshop October 2013

Published in: Technology, Education

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  • 1. Analytics is more than adding a script to your website By Rune Andersen Web Analytics Consultant 21-10-2013 @SiteimproveUK #Siteimprove13 1
  • 2. DATA QUALITY 21-10-2013 2
  • 3. 21-10-2013 3
  • 4. 21-10-2013 4
  • 5. Data quality Do you have valid data ? 21-10-2013 5
  • 6. Data quality Do you have valid data ? 21-10-2013 6
  • 7. Data quality Or is it only reliable ? 21-10-2013 7
  • 8. Data quality We need reliable AND valid data! 21-10-2013 8
  • 9. Data quality How do we get valid data ? 21-10-2013 9
  • 10. Data quality This way ? 21-10-2013 10
  • 11. Data quality Or this way ? 21-10-2013 11
  • 12. Data quality The road to valid data Know the tool Keep updated (about the tool) Be suspicious 21-10-2013 Think ahead Be meticulous 12
  • 13. BEYOND THE SCRIPT 21-10-2013 13
  • 14. Beyond the script Exploring beyond the default setting WHY  The settings (=options) are there for a reason  They can make the difference on reliable and valid data. HOW  Be sure what you are doing (or get help from someone that knows) TIP  Use the same settings on different sites (or know why you don’t do it)  And if multiple tracking tools are used ensure they are using the same “settings”.  Filters, IP exclusion, Session length etc 21-10-2013 14
  • 15. Beyond the script Exploring beyond the default setting 21-10-2013 15
  • 16. Beyond the script Exploring beyond the default setting 21-10-2013 16
  • 17. Beyond the script Place the script on ALL pages WHY  Non-tagged pages makes the data misleading HOW  Be meticulous when adding script to site  Optionally use a site audit tool or a tag manager TIP  Remember 404 pages, search result and campaign pages  And if multiple tracking tools are used ensure they are implemented the same way 21-10-2013 17
  • 18. Beyond the script Have the script on ALL pages 21-10-2013 18
  • 19. Beyond the script Exclude URL Query parameters WHY What  Get clean data  Remove duplicated pages  Part after ? In a URL  Separated by & HOW  Identify URL Query parameters used on site.  Ask: Can I remove it without the content being changed or broken ?  Remove or keep the parameter TIP  In Siteimprove: Choose ”Track on page” and see page specific data for parameters 21-10-2013 19
  • 20. Beyond the script Exclude URL Query parameters 21-10-2013 20
  • 21. Beyond the script Exclude URL Query parameters 21-10-2013 21
  • 22. Beyond the script Exclude URL Query parameters 21-10-2013 22
  • 23. Beyond the script Exclude URL Query parameters 3 content pages 1.112 variations 21-10-2013 23
  • 24. Beyond the script Exclude URL Query parameters 3 content pages 3 variations 21-10-2013 24
  • 25. Beyond the script Exclude internal IP addresses WHY  See data for real visitors – not the employees HOW  Ask IT for the complete IP range list (don’t try to look it up yourself)  Keep the list updated (and make a routine for keeping it updated) TIP  An “Include only internal IP” can be useful  Forced “Homepage” as start page can generate many fake visits  Especially when the laptop is used at home 21-10-2013 25
  • 26. Beyond the script Exclude internal IP addresses Internal traffic 16% of total 21-10-2013 26
  • 27. Beyond the script Exclude internal IP addresses 21-10-2013 27
  • 28. Beyond the script Exclude internal IP addresses 21-10-2013 28
  • 29. Beyond the script Remember Internal Search WHY  Essential source of insight about the visitors HOW  With JavaScript or parameters (depends on the tool) TIP  Remember all the search fields  Look at “Search with 0 results” 21-10-2013 29
  • 30. Beyond the script Remember Internal Search Siteimprove Analytics: Internal Search Completed by support as a free service 21-10-2013 30
  • 31. Beyond the script Remember Internal Search 21-10-2013 31
  • 32. Beyond the script Event tracking What  Track specific user interactions on a website that WHY  Get even more insight doesn’t load a new page when used  Typical tab shift, form submit, video play etc, HOW  With JavaScript or HTML code  An event is assigned with a category, action and label TIPS  Be proactive, and think ahead when making a naming syntax for category, action and label  On most sites JavaScript are the best solution for event tracking 21-10-2013 32
  • 33. Beyond the script Event tracking 21-10-2013 33
  • 34. Beyond the script Event tracking Insight without Event tracking 21-10-2013 34
  • 35. Beyond the script Event tracking Insight with Event tracking 21-10-2013 35
  • 36. Beyond the script Event tracking 21-10-2013 37
  • 37. Beyond the script Event tracking 21-10-2013 38
  • 38. Beyond the script Event tracking 21-10-2013 39
  • 39. Beyond the script Campaign tracking What  UTM parameters originate from WHY  Measure the effect of the campaign HOW Google but can be used in many tools. Other campaign parameters exists.  Track campaign traffic with parameters  Add UTM campaign parameters to the link in campaigns TIPS  Use campaign tracking consistently, be careful with the naming and test when using redirect  Take the time to define a workable, future proof and logical naming procedure and follow it consistently.  NEVER use UTM parameters on internal campaigns 21-10-2013 40
  • 40. Beyond the script Campaign tracking http://searchmarketingexpo.com/east/register? utm_source=tdm-sal-sidereg-east& utm_medium=button& utm_campaign=east-reg http://searchmarketingexpo.com/socialmediamarketing/register? utm_source=tdm-sal-headerreg-smm & utm_medium=button & utm_campaign=smm-reg 21-10-2013 41
  • 41. Beyond the script Campaign tracking 21-10-2013 42
  • 42. Beyond the script Campaign tracking 21-10-2013 43
  • 43. Beyond the script Campaign tracking 21-10-2013 44
  • 44. Beyond the script Campaign tracking 21-10-2013 45
  • 45. Beyond the script Have an Analytics professional WHY  Analytics without a skilled analyst are just numbers HOW  Assign resources and time for analytics (Internal or external)  Set up business goals – and listen to the analyst TIPS  The analyst should know the analytics tool – or should learn the tool  The analyst needs insight into your Business Goals 21-10-2013 46
  • 46. Beyond the script “THE DEVIL IS IN THE DETAILS” 21-10-2013 @SiteimproveUK #Siteimprove13 47