Advanced Analytics for Affiliates - Tom Critchlow
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Advanced Analytics for Affiliates - Tom Critchlow

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    Advanced Analytics for Affiliates - Tom Critchlow Advanced Analytics for Affiliates - Tom Critchlow Presentation Transcript

    • Analytics for Affiliates
      A4uexpo, London 2010
      Tom Critchlow
    • Information Overload
    • Pinpoint Actions
    • Measure Cash
    • Setup
    • Async Code FTW
      • Faster overall page load time.
      • Improved collection for short visits to rich media or script-heavy pages.
      • 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
    • Diagnosing Setup Issues
      Check for referrers from your own domain
      http://sitescanga.com
    • Group Goals By Action
      <a href="http://www.example.com/files/map.pdf" onClick="javascript: pageTracker._trackPageview('/socialmedia/twitter'); ">
    • Campaign Tracking
      http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578
    • Advanced Setup
    • 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.
    • Custom Variables
    • 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
      • 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
    • 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
    • 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   ]);
    • 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/
    • Track Load Time
      http://www.optimisationbeacon.com/analytics/track-page-load-times-with-google-analytics-asynchronous-script/
    • Hack the code
      dis.tl/1touch
      Basic steps
      Include external .js file
      Add call to js function
      Start pulling out data
    • 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
    • =SUBSTITUTE(SUBSTITUTE(SUBSTITUTE(SUBSTITUTE(SUBSTITUTE(SUBSTITUTE(SUBSTITUTE(SUBSTITUTE(SUBSTITUTE(SUBSTITUTE(A1,"%2F","/"), "%2C", ","), "%3F", "?"), "%3A", ":"), "%40", "@"), "%26", "&"), "%3D", "="), "%2B", "+"), "%24", "$"), "%23", "#")
    • Show Me The Money
    • Track Form Drop Offs With Jquery
      http://www.distilled.co.uk/blog/conversion-rate-optimisation/using-jquery-and-google-analytics-events-to-track-form-abandonment/
    • Funnels Are Important
      • Setup funnels correctly
      • Monitor them regularly
      • Look for biggest gaps
      • Monitor where people go
    • Segment Your Funnels
      http://analytics.blogspot.com/2010/07/using-wrong-tracking-code-can-cost-you.html
      http://www.paditrack.com/
    • A/B Testing Adsense
      http://www.optimisationbeacon.com/testing/how-to-test-adsense-in-google-website-optimiser-analytics/
    • Ecommerce Tracking
    • Full Ecommerce Suite
    • Insights & Analysis
    • Weighted Sort is Awesome
      Pro Tip – Works with conversion rate too!
    • Segments Are Awesome
    • Set up suite of segments
      Keep the numbers small and manageable.
      Report on each segment separately.
      Look for insights
      Examples:
      Social media traffic (reddit|stumble|twitter|facebook)
      Partners (partner1|partner2)
      Organic
      Email
      Etc
    • “Small Multiple”
    • Regex is Awesome
      Number of spaces:
      ^([^ ]+ ){5,50}[^ ]+$
      Number of folders:
      ^/([^/]+/){1}[^/]*$
      http://www.lunametrics.com/regex-book/Regular-Expressions-Google-Analytics.pdf
    • You Can Paste Regex Into GA
    • Monitor 404 Pages
    • For Affiliates
      • Custom variables (e.g. For author of post)
      • Ecommerce integration
      • Event tracking for downloads/outbound clicks
      http://yoast.com/wordpress/google-analytics/
    • Mailchimp Integration
    • Worried About Traffic?
    • 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
    • Resources
      • http://code.google.com/apis/analytics/docs/tracking/gaTrackingCustomVariables.html
      • http://www.flickr.com/photos/dylanroscover/3450505729/
      • http://www.flickr.com/photos/stuartconner/4291067605/
      • http://www.flickr.com/photos/mukumbura/4092900623/
      • http://www.distilled.co.uk/blog/conversion-rate-optimisation/using-jquery-and-google-analytics-events-to-track-form-abandonment/
      • http://www.lunametrics.com/regex-book/Regular-Expressions-Google-Analytics.pdf
      • 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.