Google Analytics Training 201

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Google Analytics Training 201

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Google Analytics Training 201

  1. 1. #GoogleAnalytics201 @ivantage with @matt_trimmer 1 Analytics 201: Advanced Analysis & Measurement Matt Trimmer Principal Consultant & Managing Director Slides: http://www.slideshare.net/ivantage WIFI: SSID: ITTRH Password: welcome1 Monday, 23 November 15
  2. 2. #GoogleAnalytics201 @ivantage with @matt_trimmer 2 Training • Analytics 101: Introduction & User Training • Analytics 201: Advanced Analysis & Measurement • Analytics 202: Advanced Analysis & Measurement • Analytics 301: Advanced Tracking & Technical Implementations • AdWords 101: Introduction to Paid Search Management • AdWords 201: Building Profitable Paid Search Campaigns • AdWords 301: Advanced AdWords Optimisation Techniques • AdWords 302: Advanced AdWords Conversion Optimisation Monday, 23 November 15
  3. 3. #GoogleAnalytics201 @ivantage with @matt_trimmer 3 Timings and housekeeping • Start 9:30 • Break 11:00-11:15 • Lunch 12:45-13:45 • Break 15:15-15:30 • Wrap-up 17:00 • Nearest fire exit • Toilets • Please ask questions! Monday, 23 November 15
  4. 4. #GoogleAnalytics201 @ivantage with @matt_trimmer 4 slideshare.net/ivantage Monday, 23 November 15
  5. 5. #GoogleAnalytics301 @ivantage with @matt_trimmer 5 Session 1 - Specifying, setting and reporting on destination based goals • Introductions, your objectives and building your 201 action plan • Processing limits of Google Analytics The Google Analytics Tracking Code (GATC) • The Google Analytics hit • Specifying complex goals • The Google Analytics virtual pageview • Setting a complex destination goal * • Exploring and understanding the funnel visualisation report • Exploring and understanding the goal flow report • Understanding and comparing the funnel visualisation and goal flow reports • Exploring and understanding the reverse goal path report • Understanding the differences between goals and transactions • Exploring and understanding the e-commerce module • Introducing enhanced e-commerce • Using e-commerce for non e-commerce sites Monday, 23 November 15
  6. 6. #GoogleAnalytics301 @ivantage with @matt_trimmer 6 Session 2 - Event tracking, event-based goals, KPIs and dashboards • Introducing and exploring event tracking • Specifying event tracking to track banners • Specifying event tracking to track other on-page items like PDF documents, videos, etc • Non-interaction event tracking • Configuring an event tracking goal * • Exploring and understanding the event flow report • Best practice for defining and measuring key performance indicators (KPIs) • Best practice dashboard examples for e-commerce and content sites Monday, 23 November 15
  7. 7. #GoogleAnalytics301 @ivantage with @matt_trimmer 7 Session 3 - Views, Filters, Custom Segments and Custom Alerts • Google Analytics accounts, web properties and views • Creating duplicate views * • Creating and using predefined filters to exclude internal traffic * • Creating and using predefined filters to include specific folder traffic * • More best practice regular expressions – ^,$,/ • Measuring page traffic with a custom segment • Understanding the difference between view filters and custom segments • Measuring social media traffic with a custom segment • Segmenting brand and non-brand search keywords with custom segments • Creating and using custom intelligence alerts • Best practice examples custom intelligence alerts Monday, 23 November 15
  8. 8. #GoogleAnalytics301 @ivantage with @matt_trimmer 8 Session 4 - Campaigns, channel groupings, brand terms and cohorts • Best practices for campaign tracking • Creating, editing and sharing a custom report for campaign tracking (the URL builder) • Creating and understanding channel groupings • Managing brand terms • Keeping control of your campaigns • When not to use campaign tracking and the URL builder • Introducing and exploring active users • Introducing and exploring cohorts • Building a landing page efficiency custom report • Wrap up, conclusions, your action plan and feedback Monday, 23 November 15
  9. 9. #GoogleAnalytics201 @ivantage with @matt_trimmer 9 Being social • Say hello to your neighbour! • Google+ • https://plus.google.com/118368778596879435387/posts • LinkedIn • http://www.linkedin.com/in/matttrimmer • Twitter • #measure • #googleanalytics • @googleanalytics Monday, 23 November 15
  10. 10. #GoogleAnalytics201 @ivantage with @matt_trimmer 10 Introductions • First • Me (Matt Trimmer) & ivantage overview • In a moment • A little bit about you • Your name • Your role • Your organisation/department/site/site area • Your objectives for attending today Monday, 23 November 15
  11. 11. #GoogleAnalytics201 @ivantage with @matt_trimmer 11 Me • Founder, Principal Consultant and Managing Director of ivantage • Love the Internet, 23 years IT, technical experience, 14 years Internet • One of 15 Google Accredited Seminar Leaders Globally Monday, 23 November 15
  12. 12. #GoogleAnalytics201 @ivantage with @matt_trimmer 12 Web analytics products from Google • Google Analytics • Google Analytics Premium • Same user interface • Designed for very busy websites • Google Analytics does have some processing limitations • Reduced sampling • Service Level Agreements • Collection, Processing & Reporting • Export large volumes of data • Urchin Software from Google • Discontinued on March 28th 2012 Monday, 23 November 15
  13. 13. #GoogleAnalytics201 @ivantage with @matt_trimmer 13 Introductions – your turn! • A little bit about you • Your name • Your role • Your organisation/department/site/site area • Your objectives for attending today Monday, 23 November 15
  14. 14. #GoogleAnalytics301 @ivantage with @matt_trimmer 14 Session 1 - Specifying, setting and reporting on destination based goals • Introductions, your objectives and building your 201 action plan • Processing limits of Google Analytics The Google Analytics Tracking Code (GATC) • The Google Analytics hit • Specifying complex goals • The Google Analytics virtual pageview • Setting a complex destination goal * • Exploring and understanding the funnel visualisation report • Exploring and understanding the goal flow report • Understanding and comparing the funnel visualisation and goal flow reports • Exploring and understanding the reverse goal path report • Understanding the differences between goals and transactions • Exploring and understanding the e-commerce module • Introducing enhanced e-commerce • Using e-commerce for non e-commerce sites Monday, 23 November 15
  15. 15. #GoogleAnalytics201 @ivantage with @matt_trimmer 15 Processing limits of Google Analytics • 10 million pageviews (hits) per month • 1-20 billion (US) hits • 50,000 unique table entries • 3 million unique table entries via unsampled download • 500,000 sessions sampling threshold in UI • 10 million sessions • 50,000 rows export • 3 million rows export (un-sampled) • 200,000 sessions per day intra day processing • 2 billion per month • 24 hour collection, processing and reporting • 4 hour Monday, 23 November 15
  16. 16. #GoogleAnalytics201 @ivantage with @matt_trimmer 16 How Google Analytics works Website Monday, 23 November 15
  17. 17. #GoogleAnalytics201 @ivantage with @matt_trimmer 17 The Google Analytics hit Website cookies Monday, 23 November 15
  18. 18. #GoogleAnalytics201 @ivantage with @matt_trimmer 18 The “__utm.gif” request from the ga.js to Google •http://www.google-analytics.com/__utm.gif? utmwv=5.4.8&utms=1&utmn=2057827531&utmhn=ivantage- training.com&utmcs=windows-1252&utmsr=1440x900&utmvp=1425x77& utmsc=24-bit&utmul=en-us&utmje=0&utmfl=12.0%20r0&utmdt=RAGE %20Template%20One&utmhid=391906475&utmr=http%3A%2F %2Fwww.google.com%2Furl%3Fsa%3Dt%26rct%3Dj%26q%3D%26esrc%3Ds %26source%3Dweb%26cd%3D17%26ved%3D0CFAQFjAGOAo%26url%3Dhttp %253A%252F%252Fivantage-training.com%252F%26ei%3DBPg5U- PnOtbLsQTVsYHwAg%26usg%3DAFQjCNFYl8Z4VCzcd2lyQ6y-zYpQONKqyQ %26bvm%3Dbv.63934634%2Cd.cWc&utmp= %2F&utmht=1396307980603&utmac=UA-27251347-7&utmcc=__utma %3D150063470.1121932111.1396307898.1396307898.1396307981.2%3B %2B__utmz%3D150063470.1396307981.2.2.utmcsr%3Dgoogle%7Cutmccn Monday, 23 November 15
  19. 19. #GoogleAnalytics201 @ivantage with @matt_trimmer 19 The “collect” request from the analytics.js to Google •http://www.google-analytics.com/collect? v=1&_v=j17&a=565137388&t=pageview&_s=1&dl=http%3A%2F %2Fivantage-training.com%2Fevents.html&ul=en- us&de=UTF-8&dt=Untitled%20Webpage&sd=24- bit&sr=1440x900&vp=1440x276&je=0&fl=12.0%20r0&_utma=150063470 .513215023.1395000826.1395000826.1395000826.1&_utmz=150063470 .1395000826.1.1.utmcsr%3D(direct)%7Cutmccn%3D(direct)%7Cutmcmd %3D(none)&_utmht=1395000859080&_u=MACC~&cid=513215023.139500 0826&tid=UA-3742829-1&z=1169527130 Monday, 23 November 15
  20. 20. #GoogleAnalytics201 @ivantage with @matt_trimmer 20 The GATC - your version? • Exercise and key concepts • Oldest to newest • To find • View source • Ghostery • Google Tag Assist ga('create', 'UA-XXXX-X', 'auto'); ga('send', 'pageview'); _gaq.push(['_setAccount', 'UA-XXXXX-X']); _gaq.push(['_trackPageview']); _uacct ="UA-xxxxx-x"; urchinTracker(); var pageTracker = _gat._getTracker("UA-xxxxxx-x"); pageTracker._trackPageview(); Monday, 23 November 15
  21. 21. #GoogleAnalytics201 @ivantage with @matt_trimmer 21 The three GATCs Monday, 23 November 15
  22. 22. #GoogleAnalytics201 @ivantage with @matt_trimmer 22 The very latest GATC - Universal Analytics Monday, 23 November 15
  23. 23. #GoogleAnalytics201 @ivantage with @matt_trimmer 23 1) The original Urchin.js <script src="http://www.google-analytics.com/urchin.js" type="text/javascript"> </script> <script type="text/javascript"> _uacct ="UA-xxxxx-x"; urchinTracker(); </script> Monday, 23 November 15
  24. 24. #GoogleAnalytics201 @ivantage with @matt_trimmer 24 2) The updated ga.js <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"> try{ var pageTracker = _gat._getTracker("UA-xxxxxx-x"); pageTracker._trackPageview(); } catch(err) {} </script> Monday, 23 November 15
  25. 25. #GoogleAnalytics201 @ivantage with @matt_trimmer 25 3) The asynchronous ga.js <script type="text/javascript">   var _gaq = _gaq || [];   _gaq.push(['_setAccount', 'UA-XXXXX-X']);   _gaq.push(['_trackPageview']);   (function() {     var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;     ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';     var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);   })(); </script> Monday, 23 November 15
  26. 26. #GoogleAnalytics201 @ivantage with @matt_trimmer 26 4) The analytics.js (Universal Analytics) <script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','//www.google-analytics.com/analytics.js','ga'); ga('create', 'UA-XXXX-Y', 'auto'); ga('send', 'pageview'); </script> Monday, 23 November 15
  27. 27. #GoogleAnalytics201 @ivantage with @matt_trimmer 27 The four GATCs - where to put them • Urchin.js • before closing </body> • ga.js • before closing </body> • Supports Event Tracking • ga.js (Asynchronous - ) • before closing </head> • Supports earlier loading without risk to content rendering • analytics.js (Asynchronous) • before closing </head> • Supports earlier loading without risk to content rendering Monday, 23 November 15
  28. 28. #GoogleAnalytics201 @ivantage with @matt_trimmer 28 Whatever the version, common principles • Loading the master JavaScript file (ga.js or analytics.js) • Setting the Google Analytics web property to be written to • The pageview hit ga('create', 'UA-XXXX-X', 'auto'); ga('send', 'pageview'); _gaq.push(['_setAccount', 'UA-XXXXX-X']); _gaq.push(['_trackPageview']); _uacct ="UA-xxxxx-x"; urchinTracker(); var pageTracker = _gat._getTracker("UA-xxxxxx-x"); pageTracker._trackPageview(); Monday, 23 November 15
  29. 29. #GoogleAnalytics201 @ivantage with @matt_trimmer 29 What’s possible with GA? • How visitors found your website • What visitors are doing on your website • Not why! • Outcomes focused • Goals Monday, 23 November 15
  30. 30. #GoogleAnalytics201 @ivantage with @matt_trimmer 30 Goals • Goals should be commercial • The commercial goals of your website • Goals should map to visitor tasks • Visitors visit sites to accomplish tasks • Tasks normally have a series of steps • Funnel • Measure conversion through the task • When goals match user tasks • Harmony ensues! Monday, 23 November 15
  31. 31. #GoogleAnalytics201 @ivantage with @matt_trimmer 31 Configuring a simple goal • Exercise • Go to ivantage-training.com and complete the simple goal • Observe while your tutor configures • A URL Destination Goal • Shows you the “Required Step” setting Monday, 23 November 15
  32. 32. #GoogleAnalytics201 @ivantage with @matt_trimmer 32 Goal conversion rate and funnel conversion rate • Key concept • Using the “Required Step” setting • we can build multiple funnels based on a single goals • to observe behaviour on important paths • With duplicate profiles • 20 goals per profile Monday, 23 November 15
  33. 33. #GoogleAnalytics201 @ivantage with @matt_trimmer 33 Goal conversion rate and funnel conversion rate Monday, 23 November 15
  34. 34. #GoogleAnalytics201 @ivantage with @matt_trimmer 34 • 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/kangol-tropic-player-trilby.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 Goals and funnels Monday, 23 November 15
  35. 35. #GoogleAnalytics201 @ivantage with @matt_trimmer 35 Zoom into important behaviour to identify problems 6.77% funnel conversion rate Monday, 23 November 15
  36. 36. #GoogleAnalytics201 @ivantage with @matt_trimmer 36 Goal match types • Key concept • Goals can be “Exact Match” • /confirm/?OrderID=78367201 • Goals can be “Head Match” • /confirm/?OrderID= • Goals can be “Regular “Expression Match” • ^/confirm/?OrderID= Monday, 23 November 15
  37. 37. #GoogleAnalytics201 @ivantage with @matt_trimmer 37 The three GATCs Monday, 23 November 15
  38. 38. #GoogleAnalytics201 @ivantage with @matt_trimmer 38 The very latest GATC - Universal Analytics Monday, 23 November 15
  39. 39. #GoogleAnalytics201 @ivantage with @matt_trimmer 39 Changing what GA records as content • Urchin.js • urchinTracker('/my/made/up/url'); • GA.js • pageTracker._trackPageview('/my/made/up/url'); • GA.js (Async) • _gaq.push(['_trackPageview','/my/made/up/url']); • analytics.js (Universal Analytics) • ga('send', 'pageview', '/my/made/up/url'); Monday, 23 November 15
  40. 40. #GoogleAnalytics201 @ivantage with @matt_trimmer 40 Comparing funnel visualisation with goal flow • Goal flow is much improved • https://support.google.com/analytics/answer/2976313?hl=en Monday, 23 November 15
  41. 41. #GoogleAnalytics201 @ivantage with @matt_trimmer 41 Using the E-commerce report suite • Key concept • E-commerce must be coded • Code your confirmation order page • You must turn on E-commerce in you profile settings • E-commerce is NOT related to Goals • An E-commerce site might have a checkout goal and E- commerce configured • https://developers.google.com/analytics/devguides/ collection/gajs/gaTrackingEcommerce Monday, 23 November 15
  42. 42. #GoogleAnalytics201 @ivantage with @matt_trimmer 42 Using the E-commerce report suite • Key concept • Define your own e-commerce schema Monday, 23 November 15
  43. 43. #GoogleAnalytics201 @ivantage with @matt_trimmer 43 Using the Enhanced E-commerce report suite • Key concept • More product information • Shopping Analysis • Shopping Behaviour • Sessions without shopping activity • Product views • Add to basket • Checkout • Transactions • Checkout Behaviour • Custom steps • Sales Performance • Product List Performance • Marketing • Internal Promotion • Product Coupons Monday, 23 November 15
  44. 44. #GoogleAnalytics201 @ivantage with @matt_trimmer 44 Break time Monday, 23 November 15
  45. 45. #GoogleAnalytics301 @ivantage with @matt_trimmer 45 Session 2 - Event tracking, event-based goals, KPIs and dashboards • Introducing and exploring event tracking • Specifying event tracking to track banners • Specifying event tracking to track other on-page items like PDF documents, videos, etc • Non-interaction event tracking • Configuring an event tracking goal * • Exploring and understanding the event flow report • Best practice for defining and measuring key performance indicators (KPIs) • Best practice dashboard examples for e-commerce and content sites Monday, 23 November 15
  46. 46. #GoogleAnalytics201 @ivantage with @matt_trimmer 46 Event tracking (ga.js) Monday, 23 November 15
  47. 47. #GoogleAnalytics201 @ivantage with @matt_trimmer 47 Event tracking (analytics.js) Monday, 23 November 15
  48. 48. #GoogleAnalytics201 @ivantage with @matt_trimmer 48 Event tracking Monday, 23 November 15
  49. 49. #GoogleAnalytics201 @ivantage with @matt_trimmer 49 Event tracking Videos Play Baby’s Fist Birthday Monday, 23 November 15
  50. 50. #GoogleAnalytics201 @ivantage with @matt_trimmer 50 Event tracking (interaction versus non- interaction) • To change bounce or not to change bounce? • By default, event tracking impacts your bounce rate • ie - a visitor clicking on the video then leaving, has not bounced. • Set to true, event tracking does not impact bounce • ie - a visitor clicking on the video then leaving, bounced. Monday, 23 November 15
  51. 51. #GoogleAnalytics201 @ivantage with @matt_trimmer 51 Key Performance Indicators (KPIs)? • A metric • Miles per Hour (mph) • Defining progress to an objective • To reach the legal motorway speed limit of 70 mph • Enabling you to take corrective action • Accelerate or brake • Speedometer • Web Analytics package Monday, 23 November 15
  52. 52. #GoogleAnalytics201 @ivantage with @matt_trimmer 52 KPIs - more specifically • Should use gauges, not statistical charts • Averages • Percentages • Rates & Ratios • Should have time-based context, highlighting change • Should drive business-critical action • Inspire to send email, pick-up phone, convene a meeting Monday, 23 November 15
  53. 53. #GoogleAnalytics201 @ivantage with @matt_trimmer 53 Key Performance Indicators (KPIs) & web analytics Monday, 23 November 15
  54. 54. #GoogleAnalytics201 @ivantage with @matt_trimmer 54 More on KPIs • The big book of key performance indicators • by Eric Petterson • http://bit.ly/demystified-books Monday, 23 November 15
  55. 55. #GoogleAnalytics201 @ivantage with @matt_trimmer 55 KPIs from Web Analytics Demystified • By role • Senior strategists • Mid-tier strategists • Tactical strategists • By site type • Online Retailers • Content Sites • Marketing Sites • Customer Support Sites Monday, 23 November 15
  56. 56. #GoogleAnalytics201 @ivantage with @matt_trimmer 56 Online retailers • Senior strategists • Order and Buyer Conversion Rate • Average Order Value (AOV) • Average Revenue per Visit (Per Visit Value) • Average Cost per Conversion • Percent High and Low Satisfaction Customers • Mid-tier strategists • Average Time to Respond to Email Inquiries • Ratio of New to Returning Visitors • New and Returning Visitor Conversion Rate • Percent of Revenue from New and Returning Customers • Home Page and Key Landing Page “Stickiness” (Bounce Rate) • Tactical strategists • Search to Purchase Conversion Rate • Percent Low Recency Visitors • Cart and Checkout Completion Rate • Order Conversion Rate per Campaign or Campaign Type • Percent Zero Result and Zero Yield Searches • Percent High, Medium and Low Click Depth Visits (Pageviews) Monday, 23 November 15
  57. 57. #GoogleAnalytics201 @ivantage with @matt_trimmer 57 Content sites • Senior strategists • Average Page Views per Visit • Average Cost per Visit and Average Revenue per Visit • Percentage of High, Medium and Low Frequency Visitors • Mid-tier strategists • Average Visits per Visitor • Ratio of New to Returning Visitors • Percentage of High, Medium and Low Time Spent Visits (Page views) • Tactical strategists • Percent Visitors Using Search • Percentage of High, Medium and Low Click Depth Visits • Landing Page “Stickiness” (Bounce rates) • Subscription Conversion Rate Monday, 23 November 15
  58. 58. #GoogleAnalytics201 @ivantage with @matt_trimmer 58 Marketing sites • Senior strategists • Lead Generation Conversion Rate • Average Time to Respond to Email Inquiries • Average Cost per Conversion (Lead Generated) • Average (Estimated) Revenue per Visit • Mid-tier strategists • Average Visits per Visitor • Percentage of High, Medium and Low Time Spent Visits (Pageviews) • Percentage of High, Medium and Low Recency Visitors • Ratio of New to Returning Visitors • Percentage Visitors in a Specific Segment • Tactical strategists • Landing Page “Stickiness” (Bounce rates) • Average Searches per Visit • Percent Zero Result and Zero Yield Searches • Lead Generation Rate per Campaign or Campaign Type Monday, 23 November 15
  59. 59. #GoogleAnalytics201 @ivantage with @matt_trimmer 59 Customer support sites • Senior strategists • Average Time to Respond to Email Inquiries • Percent High and Low Satisfaction Customers • Percent New and Returning Customers • Mid-tier strategists • Information Find Conversion Rate • Percent Visitors Using Search • Percent Visitors in a Specific Segment • Tactical strategists • Percentage of High, Medium and Low Click Depth Visits (Pageviews) • Percent Zero Result and Zero Yield Searches • Search Result to Site Exits Ratio • Form Completion Rate • Download Completion Rate Monday, 23 November 15
  60. 60. #GoogleAnalytics201 @ivantage with @matt_trimmer 60 Some dashboards for you • For training • http://goo.gl/8F0YY6 • For SEO and PPC • E-commerce • http://goo.gl/G0RqLC • Content • http://goo.gl/CLeiGd Monday, 23 November 15
  61. 61. #GoogleAnalytics201 @ivantage with @matt_trimmer 61 Lunch time Monday, 23 November 15
  62. 62. #GoogleAnalytics301 @ivantage with @matt_trimmer 62 Session 3 - Views, Filters, Custom Segments and Custom Alerts • Google Analytics accounts, web properties and views • Creating duplicate views * • Creating and using predefined filters to exclude internal traffic * • Creating and using predefined filters to include specific folder traffic * • More best practice regular expressions – ^,$,/ • Measuring page traffic with a custom segment • Understanding the difference between view filters and custom segments • Measuring social media traffic with a custom segment • Segmenting brand and non-brand search keywords with custom segments • Creating and using custom intelligence alerts • Best practice examples custom intelligence alerts Monday, 23 November 15
  63. 63. #GoogleAnalytics201 @ivantage with @matt_trimmer 63 Creating duplicate “Profiles/Views” • Exercise • For your live account (do not go near the delete button!) • Add new profiles/views: • Call it www.mywebsite.com (Raw - Duplicate) • Create a 2nd and call it www.mywebsite.com (Training IP Exclude) • Create a 3rd and call it www.mywebsite.com (Sport Include) • Create a 4th and call it www.mywebsite.com (Domains Exclude) • Key concepts • When you “Add a Profile for an existing domain” you effective duplicate data collection from that point into a newly created Profile • Duplicating profiles is important to • Back-up your data • Apply Filters (because Filter act at the data collection layer, they can be destructive) • For selective Profile access • To create more that 20 goals • To reduce sampling Monday, 23 November 15
  64. 64. #GoogleAnalytics201 @ivantage with @matt_trimmer 64 Google Analytics Filters - IP address • Exercise • Create a Predefined Filter to exclude internal traffic • From where you are today • You may need www.whatismyipaddress.com • Resources • http://blog.ivantage.co.uk/2010/11/google-analytics-ip- address-exclusion.html Monday, 23 November 15
  65. 65. #GoogleAnalytics201 @ivantage with @matt_trimmer 65 Google Analytics Filters - ISP domain • Exercise • Create a Predefined Filter to exclude internal traffic • From where you are today • Can you use something other than an IP address? Monday, 23 November 15
  66. 66. #GoogleAnalytics201 @ivantage with @matt_trimmer 66 Google Analytics Filters - Include to a folder • Exercise • Create a Predefined Filter to zoom into data • Visit RTE.ie • Create a Filter to collect only “sport” content into a profile for the sport journalists • Resources • Regular Expressions • http://blog.ivantage.co.uk/2010/11/google-analytics- regular-expressions.html Monday, 23 November 15
  67. 67. #GoogleAnalytics201 @ivantage with @matt_trimmer 67 Google Analytics Unified Segments - Include to a folder • Exercise • Create a segment to zoom into data on the sport section of the site • Key concept • Segments work at the visit/visitor (user) level • Filters work at the hit (image request level) level Monday, 23 November 15
  68. 68. #GoogleAnalytics201 @ivantage with @matt_trimmer 68 Use filters to negate sampling • Key concept • Report sampling occurs • on ad-hoc data queries (cross segmenting or segments) • when there’s 250,000 or more visits in the date range requested • on any query • involving 1,000,000 unique dimensions • e.g, URLs, Keywords • Slide sampling bar • Reduce data range to reduce/negate Google Analytics sampling • Include filters on duplicate Profiles can reduce/negate Google Analytics sampling Monday, 23 November 15
  69. 69. #GoogleAnalytics201 @ivantage with @matt_trimmer 69 Good profile/view practice • Key concept • Raw • Untouched • All visits • No removal, but data cleansing, profile settings • All external visits • Remove staff/agencies/partners • All internal visits • Include only staff/agencies/partners Monday, 23 November 15
  70. 70. #GoogleAnalytics201 @ivantage with @matt_trimmer 70 Creating and sharing Custom “Intelligence” Alerts • Exercise • Intelligence> Monthly Alerts • Create your own Custom Intelligence Alerts • Key concept • Intelligence Alerts can be shared • by sending a link Monday, 23 November 15
  71. 71. #GoogleAnalytics201 @ivantage with @matt_trimmer 71 Really useful Custom “Intelligence” Alerts • Exercise • Intelligence> Monthly Alerts • Create your own Custom Intelligence Alerts Monday, 23 November 15
  72. 72. #GoogleAnalytics201 @ivantage with @matt_trimmer 72 Creating and sharing Custom Advanced Segments • Exercise • Create a Custom Advanced Segment for a City • Create a Custom Advanced Segment for a Page • Key concept • Advanced Segments can be shared • by sending a link Monday, 23 November 15
  73. 73. #GoogleAnalytics201 @ivantage with @matt_trimmer 73 Really useful Advanced Segments • Exercise • Advanced Segments • Create new Advanced Segment Monday, 23 November 15
  74. 74. #GoogleAnalytics201 @ivantage with @matt_trimmer 74 Analyzing social media traffic • Exercise • Filter in social media sources • Build a regular expression • (facebook|^t.co|linkedin|pinterest|plus.google|tumblr|instagram|vk| flickr|myspace|tagged|ask.fm|meetup|meetme|classmates) • Create a unified segments Monday, 23 November 15
  75. 75. #GoogleAnalytics201 @ivantage with @matt_trimmer 75 Being alerted to social media traffic • Exercise • Build a custom alert • Based on your custom social media segment Monday, 23 November 15
  76. 76. #GoogleAnalytics201 @ivantage with @matt_trimmer 76 Analyzing Search - identifying brand keywords • Exercise • Filter in/out brand terms • Build a regular expression • (bonsoir|bonsior|bon soir|bonsoir.com|bonsware|^np-$) • Use Advanced Segments Monday, 23 November 15
  77. 77. #GoogleAnalytics201 @ivantage with @matt_trimmer 77 Brand Keywords Advanced Segment • Exercise • Create a Brand Keyword Advanced Segments Monday, 23 November 15
  78. 78. #GoogleAnalytics201 @ivantage with @matt_trimmer 78 Non-Brand Keywords Advanced Segment • Exercise • Create a Non-Brand Keyword Advanced Segments Monday, 23 November 15
  79. 79. #GoogleAnalytics201 @ivantage with @matt_trimmer 79 Analyzing keyword media - contribution of brand/non-brand by organic and cpc • Exercise • Use the advanced segments you have created • 1a - Brand Keywords Segment (Your Brand) • 1b - Non-Brand Keywords Segment (Your Brand) Monday, 23 November 15
  80. 80. #GoogleAnalytics201 @ivantage with @matt_trimmer 80 Analyzing keyword media - how’s your brand/generic keyword mix? • Key concept • How’s your brand (keywords) doing organically? • Should you focus on improving SEO for organic brand terms? • Are you happy bidding on your brand? • Are you over reliant on brand organic keywords? • Is your generic (non-brand) organic traffic poor? • Should you do some cpc to generate leads? • Should you focus on improving SEO for generic (non-brand) terms? • Are you over reliant on organic for generic terms? • What would you do if your organic rankings fall? • Should you invest in cpc to balance organic? Monday, 23 November 15
  81. 81. #GoogleAnalytics201 @ivantage with @matt_trimmer 81 Analyzing keyword media - what’s the opportunity? • Key concept • Is your organic traffic fulfilling its potential? • Is your Adwords fulfilling its potential? Monday, 23 November 15
  82. 82. #GoogleAnalytics201 @ivantage with @matt_trimmer 82 Break time Monday, 23 November 15
  83. 83. #GoogleAnalytics201 @ivantage with @matt_trimmer 83 How Google Analytics works Website Monday, 23 November 15
  84. 84. #GoogleAnalytics201 @ivantage with @matt_trimmer 84 How Google Analytics works Website cookies Monday, 23 November 15
  85. 85. #GoogleAnalytics201 @ivantage with @matt_trimmer 85 Google Analytics cookies UTMb - Visit cookie, lasts for 30 minutes from every page view UTMa - Unique visitor cookie, lasts for 2 years from set or update on every page view UTMc - Visit end cookie, not set to expire, does so when browser closes UTMv - Not always set, requires the _setVar() command UTMz - Campaign visit tracking cookie, determines traffic sources, lasts for 6 months from set or update on every page view Monday, 23 November 15
  86. 86. #GoogleAnalytics201 @ivantage with @matt_trimmer 86 Google Analytics cookie - Universal Analytics _ga- Unique visitor cookie, lasts for 2 years from set or update on every hit. Name can be changed, might not be used! • UTMa Visitor cookie, lasts for 2 years from update, updated every page view • Visit properties now set server side in the User Interface • 30 minute default session timeout Monday, 23 November 15
  87. 87. #GoogleAnalytics201 @ivantage with @matt_trimmer 87 www.ivantage.co.uk What are Cookies? • Named after Fortune cookies • Text files sent to browsers by websites • Session and persistent Google Analytics Cookies • Session • Expire after 30 minutes of inactivity • or expire on browser close • Persistent • Lasts for 2 years Monday, 23 November 15
  88. 88. #GoogleAnalytics201 @ivantage with @matt_trimmer 88 Browser web server New Visitor Browser web serverCookie Returning Visitor GA Cookie present GA Cookie not present Google Analytics Persistent Cookie Page cookies Monday, 23 November 15
  89. 89. #GoogleAnalytics201 @ivantage with @matt_trimmer 89 How does GA measure visitors? • Key concept • JavaScript (not Java) page tagging • 1st party cookies • Image request to Google servers • Transmit visit information • Your stats will miss some devices that do not execute JavaScript and/or accept cookies • Search Engine bots :-) • Generally • Mobiles (1st generation) :-| • Accessibility devices :-( Monday, 23 November 15
  90. 90. #GoogleAnalytics201 @ivantage with @matt_trimmer 90 Understanding Google Analytics cookies • Exercise and Key Concepts • Use Firefox and clear your cookies • Using Firefox, search for your own brand on Google and click on an organic result and visit your site • Make a note of the contents of the utmz cookie • Is it set correctly? Monday, 23 November 15
  91. 91. #GoogleAnalytics201 @ivantage with @matt_trimmer 91 Using the URL Builder • Exercise • Use Google Analytics Campaign Tracking by finding “The URL Builder” in the Google Analytics help centre • Build a Campaign Tracking URL for an Email campaign • Use Firefox and clear your cookies • Using the URL you just built, visit your site • Make a note of the contents of the utmz cookie • Is it set correctly? Monday, 23 November 15
  92. 92. #GoogleAnalytics201 @ivantage with @matt_trimmer 92 Google Analytics campaign tracking • Exercise and Key concept • Google Analytics allocates traffic to three distinct mediums • cpc or paid search • organic • Google, bing, yahoo, etc • (none) • Source of direct • Visits when the web address is used directly in the browser without a search • A component of “brand awareness” • referral • Sites with links to you, that provided visits • It’s the Google Analytics utmz cookie that tracks campaign attribution • Persistent for six months Monday, 23 November 15
  93. 93. #GoogleAnalytics201 @ivantage with @matt_trimmer 93 Campaign Tracking and Dimensions Monday, 23 November 15
  94. 94. #GoogleAnalytics201 @ivantage with @matt_trimmer 94 Understanding cookie corruption and its affect on data • Exercise • Visit http://www.ivantage-training.com/ • Follow the corrupt link from domains • Look at your cookies • Now press the “search” button • You will transfer to a sub-domain • Look at your cookies • Key concept • Do you have sub-domains? • Check your site’s cookies • Do you have self referrals? Monday, 23 November 15
  95. 95. #GoogleAnalytics201 @ivantage with @matt_trimmer 95 Best practice tracking for MSN adcenter • Key concept • Use bingads as source to compare against google/cpc • Use cpc as medium to match AdWords bingads/cpc • Use campaign term for your target keyword • Use campaign content for ad differentiation and analysis • Use campaign name for keyword group analysis Monday, 23 November 15
  96. 96. #GoogleAnalytics201 @ivantage with @matt_trimmer 96 Best practice tracking for LinkedIn campaigns • Key concept • Use LinkedIn as the source • Use cpc as medium to compare against AdWords • Campaign term not applicable • Use campaign content for ad differentiation and analysis • Use campaign name for campaign management Monday, 23 November 15
  97. 97. #GoogleAnalytics201 @ivantage with @matt_trimmer 97 Best practice tracking for banner campaigns • Key concept • Use the advertising network as the source • Use cpm as medium • Campaign term not applicable • Use campaign content for ad differentiation and analysis • Use campaign name for campaign management Monday, 23 November 15
  98. 98. #GoogleAnalytics201 @ivantage with @matt_trimmer 98 Best practice tracking for e-mail campaigns • Key concept • Use the email type, subject and target list as the source • Use email as medium • Campaign term not applicable • Use campaign content for subject line AB testing or creative batch testing • Use campaign name for campaign management Monday, 23 November 15
  99. 99. #GoogleAnalytics201 @ivantage with @matt_trimmer 99 Best practice tracking for e-mail campaigns • Key concept • Use the email type, subject and target list as the source • Use email as medium • Campaign term not applicable • Use campaign content for link/content testing • Use campaign name for campaign management Monday, 23 November 15
  100. 100. #GoogleAnalytics201 @ivantage with @matt_trimmer 100 Best practice tracking for e-mail campaigns • Key concept • Use the email type, subject and target list as the source • Use email as medium • Campaign term not applicable • Use campaign content for link/content testing • Use campaign name for campaign management Monday, 23 November 15
  101. 101. #GoogleAnalytics201 @ivantage with @matt_trimmer 101 Best practice tracking for Twitter campaigns • Key concept • Use the Twitter (placement vs. non- placement (viral) ) as the source • Use social as medium • Campaign term not applicable • Use campaign content for time/user-name/ subject • Use campaign name for campaign management • Use http://bit.ly/ or http://goo.gl/ • To shorten URLs Monday, 23 November 15
  102. 102. #GoogleAnalytics201 @ivantage with @matt_trimmer 102 Best practice tracking for Facebook campaigns • Key concept • Use the Facebook (placement vs. non- placement (viral) ) as the source • Use social as medium • Campaign term not applicable • Use campaign content for time/subject/ad differentiation and analysis • Use campaign name for campaign management • Use http://bit.ly/ or http://goo.gl/ • To shorten URLs Monday, 23 November 15
  103. 103. #GoogleAnalytics201 @ivantage with @matt_trimmer 103 Custom campaign tracking report • Key concept • A custom report can focus on your specific campaign Monday, 23 November 15
  104. 104. #GoogleAnalytics201 @ivantage with @matt_trimmer 104 Keeping control of your campaigns • Key concept • Use a collaborative spreadsheet like Google Docs • http://cutroni.com/blog/2006/11/10/google-analytics- campaign-tracking-pt-2-the-epikone-link-tagging-tool/ Monday, 23 November 15
  105. 105. #GoogleAnalytics201 @ivantage with @matt_trimmer 105 When not to use Campaign Tracking? • Key concept • Never use Campaign Tracking on-site to track banners! • Use Event Tracking Monday, 23 November 15
  106. 106. #GoogleAnalytics201 @ivantage with @matt_trimmer 106 Identifying problems with Bounce Rate • Bounces • Visits to landing pages that don’t view another “tagged” page/Event • Bounce rate • The % of visits to landing pages that don’t view another “tagged” page/ Event • Bounce Rate is a critical metric for analysis unless • Your site is one page (blog) • New Visitors might stay longer on a blog for the first time • Your site has a compelling off-line proposition • That makes people view one page and leave/call/visit? • Key concept • Finding and removing the cause of bounced visits is high priority Monday, 23 November 15
  107. 107. #GoogleAnalytics201 @ivantage with @matt_trimmer 107 Landing page efficiency analysis report § Custom Report • http://goo.gl/g67kYh Monday, 23 November 15
  108. 108. #GoogleAnalytics201 @ivantage with @matt_trimmer 108 Your 201 action plan • Having thought about your goals, think about configuring them • Engagement, destination or event-based? • Use a Word document and screen-shot each would-be goal • Plan an event tracking schema for your site • Talk to your developers (Think about Google Tag Manager) • Create duplicate profiles • Raw • All visits • All external visits • All internal visits • Use custom segments • Use campaign tracking for all inbound marketing • Use a custom report • User a Google spreadsheet Monday, 23 November 15
  109. 109. #GoogleAnalytics201 @ivantage with @matt_trimmer 10975 Getting help and going further • Help Centre • https://support.google.com/analytics/ • Blog • http://analytics.blogspot.com/ • Forum • https://productforums.google.com/forum/#!forum/analytics • Developers • https://developers.google.com/analytics/ • ivantage • support@ivantage.co.uk • Avinash’s Blog • http://www.kaushik.net/avinash/ • Brian’s Blog • http://www.advanced-web-metrics.com/ Monday, 23 November 15
  110. 110. #GoogleAnalytics201 @ivantage with @matt_trimmer 110 Feedback • http://www.ivantage.co.uk/feedback • support@ivantage.co.uk • Write an honest, considered and fair review to receive for each day attended: Monday, 23 November 15
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