Google Analytics Segmentation Visualization Customization, GA Event - San Francisco 2011

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Stop analyzing your data on an aggregate level. Learn how to take it to the next level with Google Analytics advanced segmentation visualization customization.

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Google Analytics Segmentation Visualization Customization, GA Event - San Francisco 2011

  1. 1. Custom VariablesTake your analysis to the next levelCustom Variables in GA are name-value pair tags that you can use to refine GA trackingand segment your trafficAsync Syntax:!_gaq.push([_setCustomVar, slot_index, name, value, opt_scope]); A few use-cases: • Track logged-in users and what they do on your site in comparison to anonymous users. • Track visitors that have signed up for your newsletter across multiple sessions to see how their behavior compares to everyone else. • Hook into Google Website Optimizer or other A/B and multi-variate testing tools to perform deeper conversion analysis on tested changes. • Increment a variable for each transaction and track behavior of first transaction versus multiple transactions completed. !
  2. 2. Segmentation Its easy to create segments... "Analyzing data in aggregate is a crime" - Avinash Kaushik (2008) "
  3. 3. Segmentation Its easy to create segments... #
  4. 4. Segmentation Its easy to create segments... $
  5. 5. Segmentation Its easy to create segments... %
  6. 6. Segmentation Its easy to create segments... &
  7. 7. Segmentation Its easy to create segments...
  8. 8. Segmentation Why Segment? “Donʼt just log into [GA] and go on a fishing expedition...” - Avinash Kaushik Acquisition Behavior Outcome How are your efforts to acquire traffic Are visitors doing what you want What are people doing on your site? performing? them to do?Examples • Acquisition: Social media traffic Tip: Mix and match these and segment the inverse. • Behavior: Count of visits > 4 • Outcome: Visits with an average order value > $120Result: Actionable Insight Source: Avinash Kaushik - www.kaushik.net (
  9. 9. Introducing a feature released a week ago: Flow Visualization Available for Google Analytics Standard & Premium )*
  10. 10. Flow Visualization3 Types of Flow Visualization Reports " Goal Flow " Visits Flow " Navigation Flow ))
  11. 11. Goal Flow Visualization )!
  12. 12. Visits Flow )"
  13. 13. Navigation Flow )#
  14. 14. Navigation Flow )$
  15. 15. Navigation Flow )%
  16. 16. Flow Visualization Use Case )&
  17. 17. Joe ChristopherDirector of AnalyticsEmail: joe@blastam.comTwitter: @joechristopher )

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