Advanced Analytics for Affiliates - Tom Critchlow

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  • 1. Analytics for Affiliates
    A4uexpo, London 2010
    Tom Critchlow
  • 2. Information Overload
  • 3. Pinpoint Actions
  • 4. Measure Cash
  • 5. Setup
  • 6. Async Code FTW
    • Faster overall page load time.
    • 7. Improved collection for short visits to rich media or script-heavy pages.
    • 8. Collecting (and retaining) user clicks that occur before the tracking code loads
  • Old Code Costs $$$$$
    http://analytics.blogspot.com/2010/07/using-wrong-tracking-code-can-cost-you.html
  • 9. Diagnosing Setup Issues
    Check for referrers from your own domain
    http://sitescanga.com
  • 10. Group Goals By Action
    <a href="http://www.example.com/files/map.pdf" onClick="javascript: pageTracker._trackPageview('/socialmedia/twitter'); ">
  • 11. Campaign Tracking
    http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578
  • 12. Advanced Setup
  • 13. Custom Variables
    NOTE: Because the variables are sent in the __utm.gif request, they must be set before _trackPageview() or before an event is fired on a page.
  • 14. Custom Variables
  • 15. Visitor Level Custom Variables
    You would likely set this custom variable as a one-time function, since the value would persist across the life of the visitor cookie.
    • Membership level
    • 16. Previous Customer
  • Session Level Custom Variables
    Use session-level custom variables to distinguish different visitor experiences across sessions.
    For example, if your website offer users the ability to login, you can use a custom variable scoped to the session level for user login status
  • 17. Page Level Custom Variables
    Use page-level custom variables to define a collection of page-level activities by your users. For example, you might have sections such as Life & Style, Opinion, and Business. You could set a custom variable to track all your articles by section
  • 18. Tracking # of Reviews
    _gaq.push(['_setCustomVar',      1,                   // This custom var is set to slot #1.
          ‘Number of Reviews',       // The top level name for the variable
          ‘1',   // The Number of Reviews
          3                     // Page level variable   ]);
  • 19. Rank Checking
    http://www.seomoz.org/blog/tracking-organic-ranking-in-google-analytics-with-custom-variables
    http://yoast.com/track-seo-rankings-with-google-analytics/
  • 20. Track Load Time
    http://www.optimisationbeacon.com/analytics/track-page-load-times-with-google-analytics-asynchronous-script/
  • 21. Hack the code
    dis.tl/1touch
    Basic steps
    Include external .js file
    Add call to js function
    Start pulling out data
  • 22. 4 new Custom Variables
    64 characters total
    Including variable names
    l = original landing page
    s = original landing page query string
    r = original referrer
    q = original search query
  • 23. =SUBSTITUTE(SUBSTITUTE(SUBSTITUTE(SUBSTITUTE(SUBSTITUTE(SUBSTITUTE(SUBSTITUTE(SUBSTITUTE(SUBSTITUTE(SUBSTITUTE(A1,"%2F","/"), "%2C", ","), "%3F", "?"), "%3A", ":"), "%40", "@"), "%26", "&"), "%3D", "="), "%2B", "+"), "%24", "$"), "%23", "#")
  • 24. Show Me The Money
  • 25. Track Form Drop Offs With Jquery
    http://www.distilled.co.uk/blog/conversion-rate-optimisation/using-jquery-and-google-analytics-events-to-track-form-abandonment/
  • 26. Funnels Are Important
    • Setup funnels correctly
    • 27. Monitor them regularly
    • 28. Look for biggest gaps
    • 29. Monitor where people go
  • 30. Segment Your Funnels
    http://analytics.blogspot.com/2010/07/using-wrong-tracking-code-can-cost-you.html
    http://www.paditrack.com/
  • 31. A/B Testing Adsense
    http://www.optimisationbeacon.com/testing/how-to-test-adsense-in-google-website-optimiser-analytics/
  • 32. Ecommerce Tracking
  • 33. Full Ecommerce Suite
  • 34. Insights & Analysis
  • 35. Weighted Sort is Awesome
    Pro Tip – Works with conversion rate too!
  • 36. Segments Are Awesome
  • 37. Set up suite of segments
    Keep the numbers small and manageable.
    Report on each segment separately.
    Look for insights
    Examples:
    Social media traffic (reddit|stumble|twitter|facebook)
    Partners (partner1|partner2)
    Organic
    Email
    Etc
  • 38. “Small Multiple”
  • 39. Regex is Awesome
    Number of spaces:
    ^([^ ]+ ){5,50}[^ ]+$
    Number of folders:
    ^/([^/]+/){1}[^/]*$
    http://www.lunametrics.com/regex-book/Regular-Expressions-Google-Analytics.pdf
  • 40. You Can Paste Regex Into GA
  • 41. Monitor 404 Pages
  • 42. For Affiliates
  • 43.
    • Custom variables (e.g. For author of post)
    • 44. Ecommerce integration
    • 45. Event tracking for downloads/outbound clicks
    http://yoast.com/wordpress/google-analytics/
  • 46. Mailchimp Integration
  • 47. Worried About Traffic?
  • 48. Diagnosing Traffic Drops
    Check traffic sources
    Check uptime
    Check rankings
    Check server logs for errors
    Check errors in Google Webmaster Tools
    Check specific section/page drops (segment!)
    Browse as Googlebot
    Check robots.txt
    Check rel canonical
    Check meta robots
  • 49. Resources
    • http://code.google.com/apis/analytics/docs/tracking/gaTrackingCustomVariables.html
    • 50. http://www.flickr.com/photos/dylanroscover/3450505729/
    • 51. http://www.flickr.com/photos/stuartconner/4291067605/
    • 52. http://www.flickr.com/photos/mukumbura/4092900623/
    • 53. http://www.distilled.co.uk/blog/conversion-rate-optimisation/using-jquery-and-google-analytics-events-to-track-form-abandonment/
    • 54. http://www.lunametrics.com/regex-book/Regular-Expressions-Google-Analytics.pdf
    • 55. http://www.mailchimp.com/features/power_features/analytics360/
  • London based part time SEO geek, part time ninja with a healthy interest in poker, chess and music.