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  • Urchin will allow you to use regular expressions as wildcards so you can be more flexible in defining goal paths.
    For example, you have 5 pages in your /products/ directory. You want the second page in the goal path to be 1 of 3 pages out of the total 5. The other 2 should not be included. So, the path you want visitors to follow looks like this:
    Page 1= /index.htmlThe home page
    Page 2= /products/shoes.htmlshoe shopping page
    Page 2=/products/shirts.htmlshirt shopping page
    Page 2= /products/hats.htmlhat shopping page
    (don’t want to include /products/ties.html or /products/coats.html)
    Page 3= /cart/checkout.phppurchase page
    Goal= /cart/thankyou.htmlThank you
    Since page 2 can be one of 3 pages but can’t include 2 other similar pages, you must use a regular expression that matches all 3 but excludes the other two when creating the second step in the goal path. This cannot be done using the wizard; you write this directly into the Web Addresses box.
    Step 1: /index.html
    Step 2: /products/(shoes|shirts|hats).html
    Step3: /cart/checkout.php
    Goal: /cart/thankyou.html
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    [Notes to presenter: Describe the goal and funnel report in Google Analytics.]
    In the Funnel Visualization Report, the centermost column of boxes represent the steps in one of your defined goal funnels. Shown within each box is the percentage of visitors still in the defined funnel at each step. Shown at right, under Abandonment Points, are the visitors who abandoned the funnel and where they went. Shown at left are the Entrance Points, points from which visitors arrive to the funnel.
    Google Analytics’ Funnel Visualization Reports give you information to help you figure out the answers to the questions on the bottom right.
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  • They include the standard URL and landing page plus additional variables that are stored and processed by Urchin for tracking campaigns. The above cookie is a result of a URL that looks like this:
    http://www.urchin.com?utm_source=google&utm_campaign=urchin5&utm_medium=cpc&utm_term=web+analytics&utm_content=banner_ad
    utmcsr campaign source
    Required. Use utm_source to identify a search engine, newsletter name, or other source
    utmccncampaign name
    Required for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign
    utmcmdcampaign medium
    Use utm_medium to identify a medium such as email or cost-per- click.
    utmctrcampaign term
    Use utm_term to identify the keywords that the visitor searched on to get your link
    Example: web analytics
    utmcctcampaign content
    Required for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL
    Examples: utm_content=logolink or utm_content=textlink
    [Advanced Support]
    Information on creating campaign URLs can be found here:
    http://help.urchin.com/index.cgi?id=1583
    Creating multiple URLs for different campaigns can be a cumbersome process for a very large site with many different campaigns and keywords. Instead of creating multiple URLs, you may also use a single variable called utm_id. This must be combined with a master tracking table that resides on the Google Analytics processing server. Every profile can have one master tracking table only. A master tracking table allows you to tag your links with a variable that is matched with each of the required utm variables above in a list that looks like this (where 1, 2, and 3 equal utm_id=1, utm_id=2, etc.
    #Fields:utm_campaignutm_mediumutm_source
    1spring-salecpcgoogle
    2spring-salecpcgoogle
    summer-saleemailnews-letter
    More information on creating and utilizing master tracking tables is available here:
    http://help.urchin.com/index.cgi?id=1604
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  • Which one is the client and which one is the server?
    What does HTTP stand for? What does it do?
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    Web servers log all access events to an access log. When the client accesses the webserver, the server logs the visitor’s ip address, date/
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    Web servers log all access events to an access log. When the client accesses the webserver, the server logs the visitor’s ip address, date/
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    Web servers log all access events to an access log. When the client accesses the webserver, the server logs the visitor’s ip address, date/
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    Web servers log all access events to an access log. When the client accesses the webserver, the server logs the visitor’s ip address, date/
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    M
  • The UTM cookie is a 5 part cookie with variables A, B, C, V, and Z.
    The following slides will show what information each of these variables and the values they provide.
    Campaign cookie has a 6 month timeout
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  • They include the standard URL and landing page plus additional variables that are stored and processed by Urchin for tracking campaigns. The above cookie is a result of a URL that looks like this:
    http://www.urchin.com?utm_source=google&utm_campaign=urchin5&utm_medium=cpc&utm_term=web+analytics&utm_content=banner_ad
    utmcsr campaign source
    Required. Use utm_source to identify a search engine, newsletter name, or other source
    utmccncampaign name
    Required for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign
    utmcmdcampaign medium
    Use utm_medium to identify a medium such as email or cost-per- click.
    utmctrcampaign term
    Use utm_term to identify the keywords that the visitor searched on to get your link
    Example: web analytics
    utmcctcampaign content
    Required for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL
    Examples: utm_content=logolink or utm_content=textlink
    [Advanced Support]
    Information on creating campaign URLs can be found here:
    http://help.urchin.com/index.cgi?id=1583
    Creating multiple URLs for different campaigns can be a cumbersome process for a very large site with many different campaigns and keywords. Instead of creating multiple URLs, you may also use a single variable called utm_id. This must be combined with a master tracking table that resides on the Google Analytics processing server. Every profile can have one master tracking table only. A master tracking table allows you to tag your links with a variable that is matched with each of the required utm variables above in a list that looks like this (where 1, 2, and 3 equal utm_id=1, utm_id=2, etc.
    #Fields:utm_campaignutm_mediumutm_source
    1spring-salecpcgoogle
    2spring-salecpcgoogle
    summer-saleemailnews-letter
    More information on creating and utilizing master tracking tables is available here:
    http://help.urchin.com/index.cgi?id=1604
  • They include the standard URL and landing page plus additional variables that are stored and processed by Urchin for tracking campaigns. The above cookie is a result of a URL that looks like this:
    http://www.urchin.com?utm_source=google&utm_campaign=urchin5&utm_medium=cpc&utm_term=web+analytics&utm_content=banner_ad
    utmcsr campaign source
    Required. Use utm_source to identify a search engine, newsletter name, or other source
    utmccncampaign name
    Required for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign
    utmcmdcampaign medium
    Use utm_medium to identify a medium such as email or cost-per- click.
    utmctrcampaign term
    Use utm_term to identify the keywords that the visitor searched on to get your link
    Example: web analytics
    utmcctcampaign content
    Required for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL
    Examples: utm_content=logolink or utm_content=textlink
    [Advanced Support]
    Information on creating campaign URLs can be found here:
    http://help.urchin.com/index.cgi?id=1583
    Creating multiple URLs for different campaigns can be a cumbersome process for a very large site with many different campaigns and keywords. Instead of creating multiple URLs, you may also use a single variable called utm_id. This must be combined with a master tracking table that resides on the Google Analytics processing server. Every profile can have one master tracking table only. A master tracking table allows you to tag your links with a variable that is matched with each of the required utm variables above in a list that looks like this (where 1, 2, and 3 equal utm_id=1, utm_id=2, etc.
    #Fields:utm_campaignutm_mediumutm_source
    1spring-salecpcgoogle
    2spring-salecpcgoogle
    summer-saleemailnews-letter
    More information on creating and utilizing master tracking tables is available here:
    http://help.urchin.com/index.cgi?id=1604
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  • They include the standard URL and landing page plus additional variables that are stored and processed by Urchin for tracking campaigns. The above cookie is a result of a URL that looks like this:
    http://www.urchin.com?utm_source=google&utm_campaign=urchin5&utm_medium=cpc&utm_term=web+analytics&utm_content=banner_ad
    utmcsr campaign source
    Required. Use utm_source to identify a search engine, newsletter name, or other source
    utmccncampaign name
    Required for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign
    utmcmdcampaign medium
    Use utm_medium to identify a medium such as email or cost-per- click.
    utmctrcampaign term
    Use utm_term to identify the keywords that the visitor searched on to get your link
    Example: web analytics
    utmcctcampaign content
    Required for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL
    Examples: utm_content=logolink or utm_content=textlink
    [Advanced Support]
    Information on creating campaign URLs can be found here:
    http://help.urchin.com/index.cgi?id=1583
    Creating multiple URLs for different campaigns can be a cumbersome process for a very large site with many different campaigns and keywords. Instead of creating multiple URLs, you may also use a single variable called utm_id. This must be combined with a master tracking table that resides on the Google Analytics processing server. Every profile can have one master tracking table only. A master tracking table allows you to tag your links with a variable that is matched with each of the required utm variables above in a list that looks like this (where 1, 2, and 3 equal utm_id=1, utm_id=2, etc.
    #Fields:utm_campaignutm_mediumutm_source
    1spring-salecpcgoogle
    2spring-salecpcgoogle
    summer-saleemailnews-letter
    More information on creating and utilizing master tracking tables is available here:
    http://help.urchin.com/index.cgi?id=1604
  • They include the standard URL and landing page plus additional variables that are stored and processed by Urchin for tracking campaigns. The above cookie is a result of a URL that looks like this:
    http://www.urchin.com?utm_source=google&utm_campaign=urchin5&utm_medium=cpc&utm_term=web+analytics&utm_content=banner_ad
    utmcsr campaign source
    Required. Use utm_source to identify a search engine, newsletter name, or other source
    utmccncampaign name
    Required for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign
    utmcmdcampaign medium
    Use utm_medium to identify a medium such as email or cost-per- click.
    utmctrcampaign term
    Use utm_term to identify the keywords that the visitor searched on to get your link
    Example: web analytics
    utmcctcampaign content
    Required for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL
    Examples: utm_content=logolink or utm_content=textlink
    [Advanced Support]
    Information on creating campaign URLs can be found here:
    http://help.urchin.com/index.cgi?id=1583
    Creating multiple URLs for different campaigns can be a cumbersome process for a very large site with many different campaigns and keywords. Instead of creating multiple URLs, you may also use a single variable called utm_id. This must be combined with a master tracking table that resides on the Google Analytics processing server. Every profile can have one master tracking table only. A master tracking table allows you to tag your links with a variable that is matched with each of the required utm variables above in a list that looks like this (where 1, 2, and 3 equal utm_id=1, utm_id=2, etc.
    #Fields:utm_campaignutm_mediumutm_source
    1spring-salecpcgoogle
    2spring-salecpcgoogle
    summer-saleemailnews-letter
    More information on creating and utilizing master tracking tables is available here:
    http://help.urchin.com/index.cgi?id=1604
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  • Transcript

    • 1. www.ivantage.co.uk Presentation to J P Morgan Global Equity Derivatives Group Analytics: Implementation, Configuration, & Advanced Topics Matt Trimmer Principal Consultant & Managing Director Slides: http://www.slideshare.net/mrdtrimmer 1
    • 2. www.ivantage.co.uk Timings and housekeeping      Start 10:00 Break 11:15-11:30 Lunch 13:00-14:00 Break 15:15-15:30 Wrap-up 17:00 2
    • 3. www.ivantage.co.uk Course Overview Session 1 – Users, access, accounts, profiles and account configuration                Understanding and auditing Google Analytics users. Understanding and creating new Google Accounts. The Google Analytics Tracking Code (GATC) and versions. Checking your Google Analytics Tracking Code status. Assessing the health of your Google Analytics implementation. The ‘Referring Sites’ and ‘Referral Path’ reports. The ‘Hostnames’ report. The ‘Browser and OS’ report. Creating new Google Analytics Accounts. The Google Analytics Terms of Service and privacy. Configuring the Google Analytics Account settings. Creating new Profiles. Duplicating existing Profiles. Adding, removing and modifying users. 3
    • 4. www.ivantage.co.uk Course Overview Session 2 – Profile configuration, filter administration and best-practice deployment           Configuring Profile settings. Turning-on and configuring the ‘Site Search’ module. Turning-on the ‘E-commerce’ module. Basic filter administration using predefined filters. Advanced filter administration using custom filters. Advanced filter administration using cascading filters. Account and Profile structure: deployment considerations. Collecting data into multiple Google Analytics Accounts. Collecting data into multiple Google Analytics Profiles. 4
    • 5. www.ivantage.co.uk Course Overview Session 3 - Configuring complex goals, advanced page tracking, event tracking and E-commerce          Understanding and using the pageTracker: ._trackPageview() and urchinTracker(). Tracking complex goals with Google Analytics. Tracking website server errors with Google Analytics. Tracking downloads with Google Analytics. Tracking Flash, video and other rich media with Google Analytics. Tracking outbound clicks, mailto events, on-site banners, form completions and other on-page objects with Google Analytics. Understanding and using the "Event Tracking" module. Understanding and using the "E-commerce" module. 5
    • 6. www.ivantage.co.uk Course Overview Session 4 - Google Analytics visitor tracking, common corruption issues and bestpractice coding                  The Google Analytics visitor tracking technology. Understanding Google Analytics cookies. Diagnosing cookie corruption with Internet Explorer, Firefox and Chrome. Understanding “Campaign Tagging” and Google Analytics cookie behaviour. Considering “Campaign Tagging” and Search Engine Optimisation. Understanding Google Adwords Auto-tagging and Google Analytics. Coding Google Analytics for one domain with multiple sub-domain visitor transitioning. Coding Google Analytics for multiple top level domain visitor transitioning. Coding Google Analytics cookie paths and domains for multiple Account and Profile deployment. Understanding the Google Analytics Coding Wizard. Coding Google Analytics to recognise existing “Campaign Tagging” standards. Coding mobile specific websites for Google Analytics tracking. Understanding and modifying the Google Analytics organic search engine recognition system. Understanding and using Google Analytics code modifications. Understanding and using the multiple “Custom Variables” modules. Getting Google Analytics help, support and advice. 6
    • 7. www.ivantage.co.uk Introductions Matt Trimmer & ivantage overview You    Your role Your department/website/website area  Your objectives for attending today  7
    • 8. www.ivantage.co.uk About ivantage  Founded in 2002 by Matt Trimmer  Independent  Not compromised by being part of an all-purpose agency  The only UK agency to have 3 Google certifications  Adwords  Analytics (Google Analytics)  Urchin (Urchin Software from Google)  London based  Ranked 33rd UK Agency according to New Media Age criteria 8
    • 9. www.ivantage.co.uk What we do  We specialise in growing online businesses by  Generating website traffic using  Paid Search (PPC)  Natural Search (SEO)  Display Advertising  E-mail marketing  Analysing website traffic using  Web Analytics to accurately analyse how visitors find and interact with websites  Converting website traffic using  Conversion Rate Optimisation to convert visitors into customers or clients 9
    • 10. www.ivantage.co.uk How we do it  Using affordable technology and tools mostly from Google and  bright, well-trained people who are passionate about what they do  a focus on intelligent campaigns which deliver results  high standards of service and client care  strong and enduring client relationships  ethical best practices  Our vision  To be recognised as the UK’s leading performance-driven Internet marketing agency 10
    • 11. www.ivantage.co.uk Managed services  Traffic generation  Search Engine Marketing  PPC Campaign Management   SEO Services    Email Manage Traffic analysis  Web Analytics Implementation   Analytics Accelerator Web Analytics Interpretation   Analytics Insight Web Analytics Support   PfP Manage Email Marketing   SEO Manage SEO Consult Display Advertising   PfP Manage Analytics Trouble Shooter Traffic conversion  Conversion Rate Optimisation  CRO Manage 11
    • 12. www.ivantage.co.uk Public, scheduled or private, on-site training workshops  Google Analytics Workshops    Google Analytics Interpretation Google Analytics Configuration Google Adwords Workshops    Google Adwords Essentials Google Adwords Advanced Urchin Software from Google Workshops    Urchin Interpretation Urchin Configuration Search Engine Optimisation (SEO) Workshops  SEO Essentials  SEO Advanced 12
    • 13. www.ivantage.co.uk Client projects – multi-channel retail 13
    • 14. www.ivantage.co.uk Client projects - business to business 14
    • 15. www.ivantage.co.uk Client projects – travel, manufacturing, agencies 15
    • 16. www.ivantage.co.uk Introductions – your turn You   Your role Your department/website/website area  Your objectives for attending today  16
    • 17. www.ivantage.co.uk Download Google Toolbar  Go to Google  Search for “Google Toolbar”  Download toolbar 17
    • 18. www.ivantage.co.uk Accessing Google Analytics  Google Account Required    Not a GMAIL account Personality attached to your email (corporate) Central point for organising Google services  http://www.google.com/options/ 18
    • 19. www.ivantage.co.uk Exercise  Get a Google Account  https://www.google.com/accounts/Login  Need access to your email! 19
    • 20. www.ivantage.co.uk Exercise  Login to Google Analytics  Analytics Settings > Access Manager    Who have access? Who have administrator access? Too many people have administrator privileges?  Deleted profiles cannot be recovered! 20
    • 21. www.ivantage.co.uk Best practice user management    Use corporate emails only Restrict administrator access Use webmaster@company.com as administrator 21
    • 22. www.ivantage.co.uk Google Analytics  Accounts  Profiles 22
    • 23. www.ivantage.co.uk Accounts & Profiles   Accounts contain Profiles Accounts  Unique Account ID    Account Name Linked to Google Adwords     _uacct = "UA-225764-1"; One to one relationship Adwords cost data is applied to the account (all profiles by default unless excluded) Adwords’ campaigns are applied to the account (all profiles by default unless filtered, you may be tracking different website) Profiles  New domain profiles  Unique profile number   Existing domain profiles    Same profile number _uacct = "UA-225764-1"; Recommend    _uacct = "UA-225764-99"; "UA-225764-99"; One Adwords budget One Google Analytics Account Agencies  Account for every client with adwords budget 23
    • 24. www.ivantage.co.uk Exercise  Login to Google Analytics  Edit Analytics Account  What is your Account ID?  What is your Account Name? 24
    • 25. www.ivantage.co.uk Exercise  Login to Google Analytics  Edit a profile  Check status  What is your Account ID and Profile Number? 25
    • 26. www.ivantage.co.uk Exercise  Visit your website      View source in your browser Find UAWhat is the Google Analytics tracking code? Does it match your account? Does it match your profile? 26
    • 27. www.ivantage.co.uk Exercise  Login to Google Analytics  Create a profile for a new domain  www.mytestnewprofilewebsite.com  Create a profile for an existing domain  My test existing profile 27
    • 28. www.ivantage.co.uk Legacy code/new code 28
    • 29. www.ivantage.co.uk Referral Path  Referring Sites  Is your own domain listed?  Drill down to Referral Path  Indicates non-tagged pages 29
    • 30. www.ivantage.co.uk Network Properties – key metrics  Hostnames  If you have multiple domains with the same website content, which domains do visitors visit?  This report displays the total number of page views that each domain received.  If a domain that is not one of yours appears on this report, the domain in question points to a website that has your urchin.js link (and possibly other content owned by you). 30
    • 31. www.ivantage.co.uk User Administration  Access Manager    Add users Delete users Access Levels   View Reports only Account Administrator 31
    • 32. www.ivantage.co.uk Exercise  Login to Google Analytics  Add a user to your new domain profile  www.mattstestnewprofilewebsite.com  Add a user to your existing domain profile  Matts test existing profile 32
    • 33. www.ivantage.co.uk Break time  15 Mins 33
    • 34. www.ivantage.co.uk What’s possible with Web Analytics  What visitors are doing on your web site  Not WHY they are doing it! Domain of usability/customer experience   Onsite surveys   Heuristic reviews   Sampling visitors arriving/leaving Experts reviewing your site against a set of criteria (heuristics) Conversion Rate Optimisation   A/B/n testing   A/B testing Multi-variate testing Usability tests   Representative customers completing tasks How visitors found your web site 34
    • 35. www.ivantage.co.uk What’s possible with GA What visitors are doing on your website   Not why!  How visitors found your website  Outcomes focused  Goals 35
    • 36. www.ivantage.co.uk Goals  Goals should be commercial   Goals should map to visitor tasks   Visitors visit sites to accomplish tasks Tasks normally have a series of steps    The commercial goals of your website Funnel Measure conversion through the task When goals match user tasks  Harmony ensues! 36
    • 37. www.ivantage.co.uk The importance of goals for you    Commercially justify your work Focus your work Prioritise your work 37
    • 38. www.ivantage.co.uk The importance of goals for you  Goals map to business metrics  Enable you to build a business case for  Analytics  Analysis  Action  Goals focus on important paths and entrances  Enable you to home-in on problem areas  Reverse Goal Path  Conversion by traffic source  Monetize goals  Enable you to prioritise areas to analyse and optimise  Give goals a goal value  Analyse $ Index  Contribution to goal  Focus on high $ Index to increase goal conversion 38
    • 39. www.ivantage.co.uk Goals and funnels  You can use Regular Expressions (RegEx) to gain insight into the funnel path:  User exhibits behavior:           Page 1 = /index.html Page 2 = /category-footwear.html Page 3 = /category-clothing.html Page 4 = /category-headwear.html Page 5 = /products/red-kangol-hat-xc129.html Page 6= /cart/basketview.html Page 7= /cart/registration.html Page 8 = /cart/paymentoptions.html Goal = /cart/salesorderconfirmation.html Need to know conversion rate of categories to products to purchase:        Step 1: index.html Step 2-4: ^/category.*/ Step 5: ^/products.*/ Step 6: ^/cart/basketview.html Step 7: ^/cart/registration.html Step 8 : ^/cart/paymentoptions.html Goal: ^/cart/salesorderconfirmation.html 39
    • 40. www.ivantage.co.uk Regular Expressions    Used in Google Analytics  Filters  Goals Posix regular expressions  Match or capture portions of a field  Using wildcards and metacharacters Test your regular expressions  http://www.quanetic.com/regex.php 40
    • 41. www.ivantage.co.uk Goal and funnel behavior 41
    • 42. www.ivantage.co.uk Exercise  Visit Bonsoirdirect.com  View source on the home page  Find UA-  View source on a product page  Find UA-  View source on a the checkout page    Where you are asked if you are new or returning Find UA – What do you notice? 42
    • 43. www.ivantage.co.uk Tracking virtual page views 43
    • 44. www.ivantage.co.uk Goal configuration  Goal URL  Goal Name    Step1 – Required ? 2-10 (11th is goal URL) Case Sensitive   On/Off Steps    A meaningful name Active Goal   The confirmation of a task Any step? Match Type  http://www.google.com/support/googleanalytics/bin/answer.py?answer=55514&query=head+match&topic=&type=  Exact  Head    www.example.co.uk/checkout.cgi?page=1&id=9982251615  www.example.co.uk/checkout.cgi?page=1 www.example.co.uk/checkout.cgi?page=1 Regular Expression match  page=1  sports.example.co.uk/checkout.cgi?page=1&id=002 as well as fishing.example.co.uk/checkout.cgi?page=1&language=fr&id=119 Goal Value  Important for b2b goals 44
    • 45. www.ivantage.co.uk Exercise  Think about the goals for your website  Write down your goals in notepad    Contact Us Sale Lead 45
    • 46. www.ivantage.co.uk Exercise  Configure a goal for your site 46
    • 47. www.ivantage.co.uk Google Analytics Profile Configuration  Profile  Website  Home page  URL exclusions  E-commerce  Site Search  Event Tracking 47
    • 48. www.ivantage.co.uk Exercise  Check your top content  Dou you have  and  Index.htm or index.html or default.htm or default.html     Set your website Set your home page Set any exclusions Turn on e-commerce 48
    • 49. www.ivantage.co.uk The Urchin Tracker Revisited    Tracking Flash, Video, AJAX and downloads Fake page view counter Use         Custom 404s In flash AJAX Video Downloads Outbound clicks Onsite advertising Use virtual directory 49
    • 50. www.ivantage.co.uk Tracking custom 404s  pageTracker._trackPageview("/404-error-on?page=" + document.location.pathname + document.location.search + "&from=" + document.referrer); 50
    • 51. www.ivantage.co.uk Tracking downloads 51
    • 52. www.ivantage.co.uk Tracking downloads – hack  http://www.goodwebpractices.com/roi/track-downloads-in-google 52
    • 53. www.ivantage.co.uk Tracking downloads – hack#2  http://blog.immeria.net/2009/01/google-analytics-script-to-track.h 53
    • 54. www.ivantage.co.uk Event Tracking  Components that make up Google Analytics Event Tracking data model  Objects  Actions  Labels  Values  Implicit Count  Objects  The term "Object" in the event tracking data model is applied to named instances of the event tracker class that you have created for tracking website events. 54
    • 55. www.ivantage.co.uk Lunch 55
    • 56. www.ivantage.co.uk Challenges with Web Analytics   Log files Visitor identification 56
    • 57. www.ivantage.co.uk How does GA measure visitors?    Traditional logfile analysis Page Tagging 1st Party Cookies 57
    • 58. www.ivantage.co.uk Web servers & browsers Browser connects to a web server and requests a page Browser Web server The server sends back the requested page 58
    • 59. www.ivantage.co.uk Web Access Logs (Server side collection) Web server Browser 203.193.165.78 www.yoursite.com Access log Requesting IP 203.193.165.78 74.6.18.253 61.135.168.39 88.211.13.198 65.55.210.18 Data [23/Sep/2008:03:08:07 [23/Sep/2008:03:55:11 [23/Sep/2008:04:11:45 [23/Sep/2008:09:15:56 [23/Sep/2008:09:16:43 Status 404 200 200 200 200 Size 205 17057 23292 2956 690 Document http://www.ivantage.co.uk/contact-form.aspx-id=123.htm http://www.ivantage.co.uk/web-analytics/urchin-training-consulting.htm http://www.ivantage.co.uk/contact-form.aspx-id=123.htm http://www.ivantage.co.uk/ppc-management/ppc-search-engine-marketing.htm http://www.ivantage.co.uk/web-analytics/web-site-analytics.htm User Agent/Browser Firefox/2.0.0.16 Yahoo! Slurp Baiduspider MSIE 7.0 msnbot/1.1 59 User Agent/Browser Firefox/2.0.0.16 Yahoo! Slurp Baiduspider MSIE 7.0 msnbot/1.1 Referrer Google - Referrer Google -
    • 60. www.ivantage.co.uk Logs record • IP addresses • Of browsers (visitors) • Dynamic IPs at ISP • • 10 per month per visitor Of robots • Normally identify themselves as • User Agent type • • MSNbot • • Googlebot Slurp However, not all can be filtered • Names not known • Some deliberately avoid detection • Price comparison • Spam 60
    • 61. www.ivantage.co.uk So GA uses Cookies • Text files sent to browsers by websites • 1ST or 3rd party • Visit apple.com • • • apple.com issues cookies (1st party) If banana.com attempts to issue cookies (3rd party) Session and persistent • Session • • Persistent • • Last for 30 minutes or longer Lasts for 6 months Search engines do not generally accept cookies 61
    • 62. www.ivantage.co.uk Persistent cookies client Cookie not present web server New Visitor Access log client Cookie Cookie present web server Returning Visitor Access log 62
    • 63. www.ivantage.co.uk Weaknesses of cookies? • Machine dependant • As close as we can get to a person • Although modern OSs have multiple user IDs • User 1, User2, User 3 • Can be cleared • Worst scenario? • Can be blocked/not accepted • Most E-commerce site use 1st party cookies to make basket function • • So blocking 1st party cookies degrades your Internet experience 3rd party cookies are often blocked 63
    • 64. www.ivantage.co.uk Web Access Logs (Server side collection) Web server Browser 203.193.165.78 www.yoursite.com Access log Requesting IP 203.193.165.78 74.6.18.253 61.135.168.39 88.211.13.198 65.55.210.18 Data [23/Sep/2008:03:08:07 [23/Sep/2008:03:55:11 [23/Sep/2008:04:11:45 [23/Sep/2008:09:15:56 [23/Sep/2008:09:16:43 Status 404 200 200 200 200 Size 205 17057 23292 2956 690 Document http://www.ivantage.co.uk/contact-form.aspx-id=123.htm http://www.ivantage.co.uk/web-analytics/urchin-training-consulting.htm http://www.ivantage.co.uk/contact-form.aspx-id=123.htm http://www.ivantage.co.uk/ppc-management/ppc-search-engine-marketing.htm http://www.ivantage.co.uk/web-analytics/web-site-analytics.htm User Agent/Browser Firefox/2.0.0.16 Yahoo! Slurp Baiduspider MSIE 7.0 msnbot/1.1 64 User Agent/Browser Firefox/2.0.0.16 Yahoo! Slurp Baiduspider MSIE 7.0 msnbot/1.1 Referrer Google - Referrer Google -
    • 65. www.ivantage.co.uk 2nd request for a page with log files Browser Cache 203.193.165.78 Web server www.yoursite.com Re-load or Access log Visit from bookmark Requesting IP Data Status Size Document User Agent/Browser 65
    • 66. www.ivantage.co.uk Cached pages • Counted once • 2nd Refreshed • Request from the same IP address • Not recorded in Web Access Log! • Logs alone may miss 20-30% of page views 66
    • 67. www.ivantage.co.uk So GA uses page tagging • Every page is tagged with JavaScript • Ensures even when pages are served from cache • • A .gif (1x1 pixel image in loaded with the page) • • JavaScript executes Web Access log is updated Search Engines do not generally execute JavaScript • Neither do some mobiles and PDAs 67
    • 68. www.ivantage.co.uk Easy, accurate tracking? • JavaScript Page Tagging • • Cookies • • With a .gif 1st party In the case of GA • • Free does not mean cheap! What will GA miss? 68
    • 69. www.ivantage.co.uk How Google Analytics Works Direct Referral Browser/HTML Page Organic Search PPC Search Users reaches page; triggers the Google Analytics javascript. 69
    • 70. www.ivantage.co.uk The Google Analytics tracking code (legacy) <HTML> <HEAD> <TITLE>My Website</TITLE> </HEAD> <BODY> …. <script src="http://www.google-analytics.com/urchin.js" type="text/javascript"></script> <script type="text/javascript"> _uacct = "UA-55241-1"; urchinTracker(); </script> </BODY> 70
    • 71. www.ivantage.co.uk The Google Analytics tracking code (new) <HTML> <HEAD> <TITLE>My Website</TITLE> </HEAD> <BODY> …. <script type="text/javascript"> var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E")); </script> <script type="text/javascript"> var pageTracker = _gat._getTracker("UA-749875-1"); pageTracker._trackPageview(); </script> </BODY> 71
    • 72. www.ivantage.co.uk JavaScript executes Browser/HTML Page Secure Google Servers __utm.gif cookies JavaScript executes; creates 1st party cookies and requests a __utm.gif from Google servers 72
    • 73. www.ivantage.co.uk The ___utm.gif request to Google sends… __utm.gif?utmwv=6.3&utmn=101027544&utmsr=1280x854&utmsc=32-bit&utmul=en&utmje=1&utmjv=1.5&utmfl=7.0 r24&utmdt=My __utm.gif?utmwv=6.3&utmn=101027544& utmsr=1280x854& utmsc=32-bit& utmul=en& utmje=1& utmjv=1.5& r24& %20Website&utmhn=www.site.com&utmp=/index.html&utmac=UA-51244-4&utmcc=__utma %20Website& utmhn=www.site.com& utmp=/index.html& utmac=UA-51244-4& %3D117945243.823564440.1131054947.1131080858.1133834608.4%3B+__utmb%3D117945243%3B+__utmc%3D117945243%3B+__utmz %3D117945243.1131054947.1.1.utmccn%3D%28Spring%20Sale%29%7Cutmcsr%3D%28google%29%7Cutmcmd%3D%28ppc%29% %7Cutmtm%3D %28shoes%29%3B Screen Resolution: 1280x854 Page Title: My Site Screen Colors: 32-bit Filename: /index.html Browser Language: English(en) Google Analytics Account: UA-51244-4 Java Enabled? Yes (1) Visits: 4 Java Version: 1.5 Campaigns Clicked: 1 Flash Version: 7.0r24 Campaign: Google(PPC) Spring Sale (shoes) 73
    • 74. www.ivantage.co.uk Google Analytics cookies UTMa Domain, Visitor Identifiers __utma=171169442.255036238.1115176675.1115176675.1115176675.1; UTMb Session Identifier __utmb=171169442; UTMc Session Identifier __utmc=171169442; UTMv Visitor Segmentation UTMz Campaign Variables __utmz=171169442.1115176675.1.1.utmccn=(organic)|utmcsr=yahoo|utmctr =www.any+sunday+riders.com|utmcmd=organic 74
    • 75. www.ivantage.co.uk Data is viewed in GA interface Secure Google Servers Analytics Report Data Data is processed and stored into report data tables which is then read to produce reports 75
    • 76. www.ivantage.co.uk Exercise  Clear your cookies  If you don’t mind   Visit your website View the Google Analytics cookies 76
    • 77. www.ivantage.co.uk Visits and visitors - key metrics  Visits  The number of visits received by your site is the most basic measure of how effectively you promote your site.  Visitor type  New  New Cookie  Returning  Existing Cookie  Absolute Unique Visitors (Uniques)  How many people came to your site?  This report graphs people instead of visits  All visits from the same user for the entire active date range  Aggregated so that they will be counted as a single absolute unique visitor  Regardless of how many different days they visited your site and how many times they visited your site on each day 77
    • 78. www.ivantage.co.uk Control 30 min cookie timeout 78
    • 79. www.ivantage.co.uk Control 6 month cookie timeout 79
    • 80. www.ivantage.co.uk Tracking sub-domains  A.dog.com  B.dog.com  C.dog.com  Set your site (dog.com) to the root domain  Set Domain Name Function 80
    • 81. www.ivantage.co.uk Tracking sub-domains 81
    • 82. www.ivantage.co.uk Tracking sub-domains – issues  A.dog.com/index.html  B.dog.com/index.html  C.dog.com/index.html  Filter Type: Custom filter > Advanced Field A: Hostname Extract A: (.*) Field B: Request URI Extract B: (.*) Output To: Request URI Constructor: $A1/$B1 82
    • 83. www.ivantage.co.uk Filter Administration     Exclude all traffic from a domain Exclude all traffic from an IP address Include only traffic to a subdirectory Custom filter        Exclude Include Lowercase (translation) Uppercase (translation) Search and Replace Lookup Table Advanced 83
    • 84. www.ivantage.co.uk Filter Administration  Filters act on fields  http://www.google.com/support/googleanalytics/bin/answer.py? answer=55588 84
    • 85. www.ivantage.co.uk Exercise  For your profile you created earlier  Add a filter for your IP address  Whatismyip.com  Now add an IP range  http://www.google.com/support/analytics/bin/answer.py?hl=enuk&answer=55572  Add a filter to exclude a domain currently referring visitors to your website  Add a filter to a sub-directory on your site 85
    • 86. www.ivantage.co.uk Exercise   Can you apply a search and replace filter? What use is a Look-up table filter? 86
    • 87. www.ivantage.co.uk Exercise  Can you apply a filter to include the hostname of your website in reports? 87
    • 88. www.ivantage.co.uk Tracking across domains via a link  Dog.com  Cat.com  Set your site to none  Set Domain Name function  Transfer cookies to the new domain via URL  HTTP Get  Use the Link function 88
    • 89. www.ivantage.co.uk Tracking across multiple domains via a link 89
    • 90. www.ivantage.co.uk Tracking across domains via a form  Dog.com  Cat.com  Set your site to none  Set Domain Name function  Transfer cookies to the new domain via form  HTTP Post  Use the Link Post function 90
    • 91. www.ivantage.co.uk Tracking across domains via a form 91
    • 92. www.ivantage.co.uk Set cookie path to other than root / 92
    • 93. www.ivantage.co.uk Tracking to multiple accounts 93
    • 94. www.ivantage.co.uk E-commerce tracking (legacy) 94
    • 95. www.ivantage.co.uk E-commerce (new code) 95
    • 96. www.ivantage.co.uk Reduce data collection options 96
    • 97. www.ivantage.co.uk Setting the sample rate – don’t track every visitor 97
    • 98. www.ivantage.co.uk The User-Defined Segment  In addition to segmenting users along pre-defined segments such as geographic region and language preference, Google Analytics allows you to define custom segments and analyse the behaviour of each segment  For example, you might ask visitors to select their job category (such as Engineering, Marketing, motorcycle stunt riding, etc) from a form  You could then analyse browsing and buying behaviour based upon the selected job categories  To set a visitor segment, simply call the JavaScript _setVar function  For example, make the following call anywhere on the web page below your tracking code:  <script type="text/javascript">pageTracker._setVar('Marketing/PR');</script> 98
    • 99. www.ivantage.co.uk The User-Defined Segment  Examples:   In this example, anyone who visits the page will be assigned to the "Marketing/PR" segment.   <body onLoad="javascript:pageTracker._setVar('Marketing/PR');"> Assign users to a segment when a link is clicked   Assign visitors to a particular page to the "Marketing/PR" segment <a href="link.html" onClick="pageTracker._setVar('Marketing/PR');">Click here</a> Assign visitors to a segment based on their form selection  In this example, visitors are assigned to a segment according to their selection in a form. <form onSubmit="pageTracker._setVar(this.mymenu.options [this.mymenu.selectedIndex].value);"> <select name=mymenu> <option value="Technical/Engineering"> Technical/Engineering</option> <option value="Marketing/PR">Marketing/PR</option> <option value="Manufacturing">Manufacturing</option> <option value="General Management">General Management</option>  Voucher codes at checkout   Measure off-line marketing promotions What‘s important for you to know about your visitors? 99
    • 100. www.ivantage.co.uk Segmenting visitor types 100
    • 101. www.ivantage.co.uk Adding organic sources 101
    • 102. www.ivantage.co.uk Custom Campaign fields 102
    • 103. www.ivantage.co.uk Custom Campaign fields 103
    • 104. www.ivantage.co.uk Setting organic keyword ignores 104
    • 105. www.ivantage.co.uk Changing ? to # for campaign tracking 105
    • 106. www.ivantage.co.uk Obtaining non-PII visitor cookie ID 106
    • 107. www.ivantage.co.uk Tracking to Urchin and GA 107
    • 108. www.ivantage.co.uk Help!  Google Analytics help centre  Google Analytics blog  90 days support from ivantage after today  support@ivantage.co.uk  Paid support from ivantage  Trouble shooter  Paid insight from ivantage  Analytics Insight  Paid implementation, configuration and optimisation  Analytics Accelerator 108
    • 109. www.ivantage.co.uk The End 109
    • 110. www.ivantage.co.uk Break time 110
    • 111. www.ivantage.co.uk Visitors menu - key metrics  Visits  Graph by day, week, month   Visitor type  New    Existing Cookie A high number of new visitors suggests that you are successful at driving traffic to your site while a high number of return visitors suggests that the site content is engaging enough for visitors to come back. Absolute Unique Visitors (Uniques)   How many people came to your site? This report graphs people instead of visits     New Cookie Returning   The number of visits received by your site is the most basic measure of how effectively you promote your site. All visits from the same user for the entire active date range Aggregated so that they will be counted as a single absolute unique visitor Regardless of how many different days they visited your site and how many times they visited your site on each day Languages  of the browser 111
    • 112. www.ivantage.co.uk Terminology  Hits   A request to the web server for a file. This can be an HTML page, an image (jpeg, gif, png, etc.), a sound clip, a cgi script and many other file types. An HTML page can account for several hits: the page itself, each image on the page and any embedded sound or video clips. Therefore, the number of hits that a website receives is not a valid popularity gauge but rather an indication of server use and loading. Measure Uniques 112
    • 113. www.ivantage.co.uk Traffic Sources - key concepts     Direct Search Engines Referrals Campaign, Medium and Source Medium Organic Referral None CPC Source Search Engines Referrers Direct Google Adwords Campaign Not Set Not Set Not Set Google Adwords Campaigns 113
    • 114. www.ivantage.co.uk Traffic Sources - key metrics  Direct  How do the people who clicked a bookmark to come to your site or typed your site URL into their browser compare to the "average" visitor to your site?  Direct traffic can include visitors recruited via offline (i.e. print, television) campaigns  Use the "Segment" pull-down menu to segment Direct visits by location, visitor type or other factor  Anything else?  Referring Sites  How do the people referred from other sites compare to the "average" visitor to your site?  The graph shows overall trends. (Select a metric from the pull-down menu in the upper right section of the graph.)  The table segments referral traffic by site or by another factor that you select (using the “Dimension" pull-down menu). 114
    • 115. www.ivantage.co.uk Autotagging 115
    • 116. www.ivantage.co.uk Apply cost data  Top Content 116
    • 117. www.ivantage.co.uk Tagging other media  The five dimensions of campaign tracking Google Analytics tracks online campaigns using a combination of the following five marketing dimensions:  Source  Medium  Term  Content  Campaign 117
    • 118. www.ivantage.co.uk Tagging other media  Source   Medium   The term or keyword is the word or phrase that a user types into a search engine. Content   The medium helps to qualify the source; together, the source and medium provide specific information about the origin of a referral. For example, in the case of a Google search engine source, the medium might be "cost-per-click", indicating a sponsored link for which the advertiser paid, or "organic", indicating a link in the unpaid search engine results. In the case of a newsletter source, examples of medium include "email" and "print". Term   Every referral to a web site has an origin or source. Examples of sources are the Google search engine, the AOL search engine, the name of a newsletter or the name of a referring website. The content dimension describes the version of an advertisement on which a visitor clicked. It is used in content-targeted advertising and Content (A/B) Testing to determine which version of an advertisement is most effective at attracting profitable leads. Campaign  The campaign dimension differentiates product promotions such as "Spring Ski Sale" or slogan campaigns such as "Get Fit For Summer". 118
    • 119. www.ivantage.co.uk Tagging other media  URL builder  http://www.google.com/support/analytics/bin/answer.py?hl=enuk&answer=55578The table lists all the pages which were viewed on your site. 119
    • 120. www.ivantage.co.uk Site Overlay  Issues  The Site Overlay report displays clicks on standard links that are embedded on that page. Its functionality is currently limited to static pages that have unique links to content located elsewhere on the website.  The site overlay report is not currently able to work with the following types of content:   * Virtual page views created with urchinTracker  * URL redirects  * URL rewrite filters  * Links to sub-domain pages   * JavaScript links * Frames In the cases above, it's common to see missing overlay bars or bars with no content. If there are multiple links on a page that all point to the same place, Google Analytics will total the clicks on all those links and display the total number for each overlay bar on each of those common links. 120
    • 121. www.ivantage.co.uk Site Overlay  Additional reasons for incomplete or missing Site Overlay reports include:  Format of the Hyperlinks   Multiple Tracking Codes   If your web page has multiple instances of the Google Analytics tracking code installed, you might see a transparent grey screen on your Site Overlay report. To resolve this issue, remove all but one instance of the tracking code. In addition, make sure that you have the code from the correct profile installed on every page that you would like to track. URL rewrites   If you're using relative hyperlinks, make sure that you add a slash before the actual folder or page name. For example, the Site Overlay report might not be able to recognise <a href="index.html>Home</a>, but it will show click data for the link if it is coded as <a href="/index.html>Home</a> If you're using filters to rewrite any part of your URLs, the HTML links on your pages will not match the modified data in Navigation Summary under the Content Overview report. In this case, the Site Overlay report will not be able to associate the data properly with the appropriate link in the HTML. Session IDs  Sites that dynamically add session IDs to URLs may prevent the Site Overlay from working. Each page view will appear as a unique URL in your Navigation Summary report in the Content >> Overview report, causing the Site Overlay data to be too granular to be useful. To solve this problem, use the Exclude URL Query Parameters feature of your Profile Settings page to remove the session ID from the URLs. 121
    • 122. www.ivantage.co.uk Site Overlay  Spaces in the URL   Image maps   Spaces in URLs will be converted to <i>%20</i> by your browser and will be reported to Analytics as such. Because the reported URL contains %20 and the HTML source contains spaces, the two will not match and the Site Overlay report will not be able to correlate these clicks. We recommend that you replace the spaces in your links with an underscore. Because the links in an image map appear as attributes of the image rather than attributes of the anchor tag, these links will not be recognised by the Site Overlay report. Character Encoding  We do not support characters from character sets other than UTF-8. If there are other character sets on your site, corrupt characters (usually empty boxes or question marks instead of the actual characters) may be displayed in the report. 122