Google Analytics 201 Training Course from ivantage

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GOOGLE ANALYTICS (201) ADVANCED ANALYSIS TRAINING COURSE
Goals, events, views, basic filters, segments, alerts and best practice campaigns

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Google Analytics 201 Training Course from ivantage

  1. 1. www.ivantage.co.uk 1 Analytics 201: Advanced Analysis & Measurement Matt Trimmer Principal Consultant & Managing Director Slides: http://www.slideshare.net/ivantage WIFI: SSID: ITTRH Password: welcome1 Tuesday, 7 June 16
  2. 2. 2 www.ivantage.co.uk 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 • SEO Essentials - On-page • SEO Advanced - Link Building and Publicity Tuesday, 7 June 16
  3. 3. 3 www.ivantage.co.uk 4 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! Tuesday, 7 June 16
  4. 4. www.ivantage.co.uk 4 slideshare.net/ivantage Tuesday, 7 June 16
  5. 5. www.ivantage.co.uk 5 Tuesday, 7 June 16
  6. 6. www.ivantage.co.uk 6 Tuesday, 7 June 16
  7. 7. www.ivantage.co.uk 7 Tuesday, 7 June 16
  8. 8. www.ivantage.co.uk 8 Tuesday, 7 June 16
  9. 9. 9 www.ivantage.co.uk 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 Tuesday, 7 June 16
  10. 10. 10 www.ivantage.co.uk 9 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 Tuesday, 7 June 16
  11. 11. www.ivantage.co.uk 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 Tuesday, 7 June 16
  12. 12. 12 www.ivantage.co.uk 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 Tuesday, 7 June 16
  13. 13. 13 www.ivantage.co.uk 12 Google Analytics limits vs. Premium • 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 Tuesday, 7 June 16
  14. 14. 14 www.ivantage.co.uk 12 Google Analytics limits vs. Premium • 10 milli • 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 Tuesday, 7 June 16
  15. 15. 15 www.ivantage.co.uk 21 Introductions – your turn! • A little bit about you • Your name • Your role • Your organisation/department/site/site area • Your objectives for attending today Tuesday, 7 June 16
  16. 16. 16 www.ivantage.co.uk 59 Knowledge test • Define • Visitors • Visits • Pageviews • Unique Pageviews • Bounce • Entrances • Bounce rate Tuesday, 7 June 16
  17. 17. 17 www.ivantage.co.uk 59 Knowledge test • Define • Users - Visitors (People using browsers on devices) • Sessions - Visits (People interacting with your content (JavaScript)) • Pageviews • All loads of a JavaScript tagged page • Unique Pageviews • Unique loads of a JavaScript tagged page in a given visit • Bounce • A visit with one pageview • Entrances • Visits to landing pages • Bounce rate • The rate of bounces from entrances as % Tuesday, 7 June 16
  18. 18. www.ivantage.co.uk 18 Event tracking (ga.js) Tuesday, 7 June 16
  19. 19. www.ivantage.co.uk 19 Event tracking (analytics.js) Tuesday, 7 June 16
  20. 20. www.ivantage.co.uk 20 Event tracking Tuesday, 7 June 16
  21. 21. www.ivantage.co.uk 21 Event tracking Videos Play Baby’s Fist Birthday Tuesday, 7 June 16
  22. 22. www.ivantage.co.uk 22 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. Tuesday, 7 June 16
  23. 23. 23 www.ivantage.co.uk 59 Knowledge test - bounce with events • Define • Visitors (People using browsers on devices) • Visits (People interacting with your content (JavaScript)) • Pageviews • All loads of a JavaScript tagged page • Unique Pageviews • Unique loads of a JavaScript tagged page in a given visit • Bounce • A visit with one pageview or no event interaction • Entrances • Visits to landing pages • Bounce rate • The rate of bounces from entrances as % Tuesday, 7 June 16
  24. 24. www.ivantage.co.uk 24 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(); Tuesday, 7 June 16
  25. 25. www.ivantage.co.uk 25 The three GATCs Tuesday, 7 June 16
  26. 26. www.ivantage.co.uk 26 The very latest GATC - Universal Analytics Tuesday, 7 June 16
  27. 27. www.ivantage.co.uk 27 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> Tuesday, 7 June 16
  28. 28. www.ivantage.co.uk 28 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> Tuesday, 7 June 16
  29. 29. www.ivantage.co.uk 29 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> Tuesday, 7 June 16
  30. 30. www.ivantage.co.uk 30 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> Tuesday, 7 June 16
  31. 31. www.ivantage.co.uk 31 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 Tuesday, 7 June 16
  32. 32. www.ivantage.co.uk 32 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(); Tuesday, 7 June 16
  33. 33. www.ivantage.co.uk 33 Universal Analytics • Google Analytics reinvented (back end) • Built on the Google Measurement Protocol • The Measurement Protocol • Here it is • http://www.google-analytics.com/collect? v=1&tid=UA-3742829-1&cid=UID-999-000000&t=pageview&dp= %2F*YourFirstName*-page-test-of-UA Tuesday, 7 June 16
  34. 34. www.ivantage.co.uk 34 Universal Analytics with Measurement Protocol? • Now, any device on the Internet can write to Google Analytics! • Devices • Mobiles, tablets, Google Glass, etc • EPOS systems (Cash registers) • Call Centres • Interesting examples • Analytics.js! • Google SDKs for Android and iOS (First • Google Forms • Search online for examples with movement, temperature, light • Bizarre examples • Dog collar • Coffee machines Tuesday, 7 June 16
  35. 35. www.ivantage.co.uk 35 Universal Analytics • Reduces 4 cookies to 1 • Option to dispense with all cookies • Your web technology sends a unique user ID via the measurement protocol • What does this mean? • Visitor tracking not visit tracking • Your visitors interacting across multiple devices • Web, app, tablet • Your visitors interacting across multiple channels • Store, catalogue, telephone Tuesday, 7 June 16
  36. 36. www.ivantage.co.uk 36 Universal Analytics • Create your own dimensions and metrics • 20 of each per web property • 200 of each for GA Premium Tuesday, 7 June 16
  37. 37. www.ivantage.co.uk 37 Useful tools and reports to help check page tagging • Resources: • http://blog.ivantage.co.uk/2010/11/useful-tools-and-reports-to-help-check.html • Exercise: • GA >Traffic Sources >Referring Sites • GA >Traffic Sources >Referring Sites > Referral Path • GA > Visitors > Network Properties > Hostnames • Key concepts: • Google Analytics' Achilles Heel is poor page tagging! Tuesday, 7 June 16
  38. 38. 38 www.ivantage.co.uk 54 How Google Analytics works Website Tuesday, 7 June 16
  39. 39. 39 www.ivantage.co.uk 55 How Google Analytics works Website cookies Tuesday, 7 June 16
  40. 40. www.ivantage.co.uk 40 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%3D(organic)%7Cutmcmd %3Dorganic%7Cutmctr%3D(not%2520provided)%3B&utmu=q~ Tuesday, 7 June 16
  41. 41. www.ivantage.co.uk 41 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=150063470.513215023.13950 00826.1395000826.1395000826.1&_utmz=150063470.1395000826.1.1.utmcsr%3D(direct) %7Cutmccn%3D(direct)%7Cutmcmd %3D(none)&_utmht=1395000859080&_u=MACC~&cid=513215023.1395000826&tid=UA-37 42829-1&z=1169527130 Tuesday, 7 June 16
  42. 42. www.ivantage.co.uk 42 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 Tuesday, 7 June 16
  43. 43. www.ivantage.co.uk 43 Google Analytics cookies - Universal Analytics _ga- Name can be changed, might not be used! Visit properties now set server side in the User Interface • 30 minute default session timeout Tuesday, 7 June 16
  44. 44. 44 www.ivantage.co.uk 56 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 Tuesday, 7 June 16
  45. 45. www.ivantage.co.uk 45 Browser web server New Visitor Browser web serverCookie Returning Visitor GA Cookie present GA Cookie not present Google Analytics Persistent Cookie Page cookies Tuesday, 7 June 16
  46. 46. www.ivantage.co.uk 46 Weaknesses of cookies? • Machine dependent • 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 sites use 1st party cookies to make basket function • So blocking 1st party cookies degrades your Internet experience • 3rd party cookies are often blocked Tuesday, 7 June 16
  47. 47. 47 www.ivantage.co.uk 58 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 :-( Tuesday, 7 June 16
  48. 48. www.ivantage.co.uk 48 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? Tuesday, 7 June 16
  49. 49. www.ivantage.co.uk 49 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? Tuesday, 7 June 16
  50. 50. www.ivantage.co.uk 50 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 Tuesday, 7 June 16
  51. 51. www.ivantage.co.uk 51 Campaign Tracking and Dimensions Tuesday, 7 June 16
  52. 52. www.ivantage.co.uk 52 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? Tuesday, 7 June 16
  53. 53. www.ivantage.co.uk 53 Best practice tracking for MSN adcenter campaigns • 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 Tuesday, 7 June 16
  54. 54. www.ivantage.co.uk 54 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 Tuesday, 7 June 16
  55. 55. www.ivantage.co.uk 55 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 Tuesday, 7 June 16
  56. 56. www.ivantage.co.uk 56 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 Tuesday, 7 June 16
  57. 57. www.ivantage.co.uk 57 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 Tuesday, 7 June 16
  58. 58. www.ivantage.co.uk 58 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 Tuesday, 7 June 16
  59. 59. www.ivantage.co.uk 59 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 Tuesday, 7 June 16
  60. 60. www.ivantage.co.uk 60 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 Tuesday, 7 June 16
  61. 61. www.ivantage.co.uk 61 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/ Tuesday, 7 June 16
  62. 62. www.ivantage.co.uk 62 When not to use Campaign Tracking? • Key concept • Never use Campaign Tracking on-site to track banners! • Use Event Tracking Tuesday, 7 June 16
  63. 63. www.ivantage.co.uk 63 Break time http://www.slideshare.net/ivantage Tuesday, 7 June 16
  64. 64. www.ivantage.co.uk 64 Edit Account Settings • Exercise • Edit your Account Settings for any account • View your Urchin Account number (UA-XXXXX) • View your Account Name • View your data sharing settings • Key concepts • You can never change your UA number • Your can change your Google Analytics account name • Give it meaning • Add a number to bring to the top • Share your Google Analytics data with • Google Products for enhanced services like • Adwords Conversion Optimizer • Webmaster Tools for SEO Reports • Anonymously with Google and others for benchmarking • Google access to your account • Data processing amendment Tuesday, 7 June 16
  65. 65. 65 www.ivantage.co.uk 49 Agree the ToS Tuesday, 7 June 16
  66. 66. 66 www.ivantage.co.uk 50 The Google Analytics Terms of Service • 2. Fees and Service. Subject to Section 15, the Service is provided without charge to You for up to 10 million Hits per month per account. Google may change its fees and payment policies for the Service from time to time including the addition of costs for geographic data, the importing of cost data from search engines, or other fees charged to Google or its wholly-owned subsidiaries by third party vendors for the inclusion of data in the Service reports. The changes to the fees or payment policies are effective upon Your acceptance of those changes which will be posted at http://www.google.com/analytics. Unless otherwise stated, all fees are quoted in U.S. Dollars. Any outstanding balance becomes immediately due and payable upon termination of this Agreement and any collection expenses (including attorneys' fees) incurred by Google will be included in the amount owed, and may be charged to the credit card or other billing mechanism associated with Your AdWords account. Tuesday, 7 June 16
  67. 67. 67 www.ivantage.co.uk 51 The Google Analytics Terms of Service • 7. Privacy. You will not (and will not allow any third party to) use the Service to track, collect or upload any data that personally identifies an individual (such as a name, email address or billing information), or other data which can be reasonably linked to such information by Google. You will have and abide by an appropriate Privacy Policy and will comply with all applicable laws and regulations relating to the collection of information from Visitors. You must post a Privacy Policy and that Privacy Policy must provide notice of Your use of cookies that are used to collect traffic data, and You must not circumvent any privacy features (e.g., an opt-out) that are part of the Service. You may participate in an integrated version of Google Analytics and any DoubleClick product or service or any other Google display ads product or service ("Google Analytics for Display Advertisers"). If You use Google Analytics for Display Advertisers, You will comply with the Google Analytics for Display Advertisers Policy (available at http://support.google.com/analytics/bin/answer.py? hl=en&topic=2611283&answer=2700409 ) and, as set forth in the policy, disclose in Your Privacy Policy (i) Your use of Google Analytics for Display Advertisers and its features You use, and (ii) how Visitors can opt-out from Google Analytics for Display Advertisers. Your access to and use of any DoubleClick or Google display ads data is subject to the applicable terms between You and Google. Tuesday, 7 June 16
  68. 68. www.ivantage.co.uk 68 Complying with the Google Analytics Terms of Services • Exercise • Check for personal data in Content > Site content > Pages • Filter for Containing “@” Tuesday, 7 June 16
  69. 69. www.ivantage.co.uk 69 Exporting your data for analysis & cleansing • Exercise • Export your Top Content • Use &limit=50000 suffixed to the Content >Top Content report • Export to CSV (does not work for CSV for Excel) • Check your Content for personal data • Version 5 • explorer-table.rowStart%3D0%26explorer-table.rowCount%3D25/ • explorer-table.rowStart%3D0%26explorer-table.rowCount%3D6000/ Tuesday, 7 June 16
  70. 70. www.ivantage.co.uk 70 Cleansing your data by excluding URL query parameters • Example • http://www.mysite.com/contacts/?SID=f3b20768c9dc0df4a0889e89cda61cb3 - 1 Pageview • http://www.mysite.com/contacts/?SID=3760d086e64b0d6f3821362cb9efa4ef - 1 Pageview • http://www.mysite.com/contacts/?SID=0bf7387b53f8d75bd9038c652b90d107 - 1 Pageview • In Google Analytics: • /contacts/?SID=f3b20768c9dc0df4a0889e89cda61cb3 - 1 Pageview • /contacts/?SID=3760d086e64b0d6f3821362cb9efa4ef - 1 Pageview • /contacts/?SID=0bf7387b53f8d75bd9038c652b90d107 - 1 Pageview • In Google Analytics, after Exclude URL Query Parameters • /contacts - 3 Pageviews Tuesday, 7 June 16
  71. 71. www.ivantage.co.uk 71 Cleansing your data by excluding URL query parameters • Exercise • Check for query string parameters in Content > Top Content • Export your Top Content • Use &limit=50000 suffixed to the Content >Top Content report • Export to CSV (does not work for CSV for Excel) • Check your Content for URLs to clean or remove in order to aggregate your data for better analysis Tuesday, 7 June 16
  72. 72. www.ivantage.co.uk 72 Editing other profile settings • Exercise • Edit your Profile Settings for any account • View your profile name • View your website URL • View your default page • Key concepts • Your website URL controls your pages report • Your default page prevents / in pages report and enables In-Page Analytics Tuesday, 7 June 16
  73. 73. www.ivantage.co.uk 73 Configuring site search • Key concept • Site search records your site’s search box activity • Normally very easy to configure • Exercise • Try a search on your site • Configure site search Tuesday, 7 June 16
  74. 74. www.ivantage.co.uk 74 Configuring site search without ? • Key concept • When your site’s search box does not use query parameters use trackPageview technology • urchin.js • urchinTracker('/search/?keyword={keyword}'); • ga.js • pageTracker._trackPageview('/search/?keyword={keyword}'); • ga.js (Async) • _gaq.push(['_trackPageview','/search/?keyword={keyword}']); • analytics.js (Async) • ga('send', 'pageview', '/search/?keyword={keyword}'); Tuesday, 7 June 16
  75. 75. www.ivantage.co.uk 75 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 Tuesday, 7 June 16
  76. 76. www.ivantage.co.uk 76 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 Tuesday, 7 June 16
  77. 77. www.ivantage.co.uk 77 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? Tuesday, 7 June 16
  78. 78. www.ivantage.co.uk 78 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 Tuesday, 7 June 16
  79. 79. www.ivantage.co.uk 79 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 Tuesday, 7 June 16
  80. 80. www.ivantage.co.uk 80 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 Tuesday, 7 June 16
  81. 81. www.ivantage.co.uk 81 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 Tuesday, 7 June 16
  82. 82. www.ivantage.co.uk 82 Lunch time Tuesday, 7 June 16
  83. 83. www.ivantage.co.uk 83 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 Tuesday, 7 June 16
  84. 84. www.ivantage.co.uk 84 Key Performance Indicators (KPIs) & web analytics Tuesday, 7 June 16
  85. 85. www.ivantage.co.uk 85 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 Tuesday, 7 June 16
  86. 86. www.ivantage.co.uk 86 More on KPIs • The big book of key performance indicators • by Eric Petterson • http://bit.ly/demystified-books Tuesday, 7 June 16
  87. 87. www.ivantage.co.uk 87 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 Tuesday, 7 June 16
  88. 88. www.ivantage.co.uk 88 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 Tuesday, 7 June 16
  89. 89. www.ivantage.co.uk 89 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 Tuesday, 7 June 16
  90. 90. www.ivantage.co.uk 90 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 Tuesday, 7 June 16
  91. 91. www.ivantage.co.uk 91 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 Tuesday, 7 June 16
  92. 92. www.ivantage.co.uk 92 What’s possible with GA? • How visitors found your website • What visitors are doing on your website • Not why! • Outcomes focused • Goals Tuesday, 7 June 16
  93. 93. www.ivantage.co.uk 93 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 Tuesday, 7 June 16
  94. 94. www.ivantage.co.uk 94 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! Tuesday, 7 June 16
  95. 95. www.ivantage.co.uk 95 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 Tuesday, 7 June 16
  96. 96. www.ivantage.co.uk 96 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 Tuesday, 7 June 16
  97. 97. www.ivantage.co.uk 97 Goal conversion rate and funnel conversion rate Tuesday, 7 June 16
  98. 98. www.ivantage.co.uk 98 • 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 Tuesday, 7 June 16
  99. 99. www.ivantage.co.uk 99 Zoom into important behaviour to identify problems 6.77% funnel conversion rate Tuesday, 7 June 16
  100. 100. www.ivantage.co.uk 100 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= Tuesday, 7 June 16
  101. 101. www.ivantage.co.uk 101 The three GATCs Tuesday, 7 June 16
  102. 102. www.ivantage.co.uk 102 The very latest GATC - Universal Analytics Tuesday, 7 June 16
  103. 103. 103 www.ivantage.co.uk 45 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'); Tuesday, 7 June 16
  104. 104. www.ivantage.co.uk 104 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 Tuesday, 7 June 16
  105. 105. www.ivantage.co.uk 105 Using the E-commerce report suite • Key concept • Define your own e-commerce schema Tuesday, 7 June 16
  106. 106. www.ivantage.co.uk 106 Configuring site search • Key concept • Site search records your site’s search box activity • Normally very easy to configure • Exercise • Try a search on your site • Configure site search Tuesday, 7 June 16
  107. 107. www.ivantage.co.uk 107 Configuring site search without ? • Key concept • When your site’s search box does not use query parameters use trackPageview technology • Urchin.js • urchinTracker('/search/?keyword={keyword}'); • GA.js • pageTracker._trackPageview('/search/?keyword={keyword}'); • GA.js (Async) • _gaq.push(['_trackPageview','/search/?keyword={keyword}']); Tuesday, 7 June 16
  108. 108. www.ivantage.co.uk 108 Break time http://www.slideshare.net/ivantage Tuesday, 7 June 16
  109. 109. www.ivantage.co.uk 109 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 Tuesday, 7 June 16
  110. 110. www.ivantage.co.uk 110 Really useful Custom “Intelligence” Alerts • Exercise • Intelligence> Monthly Alerts • Create your own Custom Intelligence Alerts Tuesday, 7 June 16
  111. 111. www.ivantage.co.uk 111 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 Tuesday, 7 June 16
  112. 112. www.ivantage.co.uk 112 Really useful Advanced Segments • Exercise • Advanced Segments • Create new Advanced Segment Tuesday, 7 June 16
  113. 113. www.ivantage.co.uk 113 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 Tuesday, 7 June 16
  114. 114. www.ivantage.co.uk 114 Being alerted to social media traffic • Exercise • Build a custom alert • Based on your custom social media segment Tuesday, 7 June 16
  115. 115. www.ivantage.co.uk 115 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 Tuesday, 7 June 16
  116. 116. www.ivantage.co.uk 116 Brand Keywords Advanced Segment • Exercise • Create a Brand Keyword Advanced Segments Tuesday, 7 June 16
  117. 117. www.ivantage.co.uk 117 Non-Brand Keywords Advanced Segment • Exercise • Create a Non-Brand Keyword Advanced Segments Tuesday, 7 June 16
  118. 118. www.ivantage.co.uk 118 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) Tuesday, 7 June 16
  119. 119. www.ivantage.co.uk 119 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? Tuesday, 7 June 16
  120. 120. www.ivantage.co.uk 120 Analyzing keyword media - what’s the opportunity? • Key concept • Is your organic traffic fulfilling its potential? • Is your Adwords fulfilling its potential? Tuesday, 7 June 16
  121. 121. www.ivantage.co.uk 121 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 Tuesday, 7 June 16
  122. 122. www.ivantage.co.uk 122 Landing page efficiency analysis report § Custom Report • http://goo.gl/g67kYh Tuesday, 7 June 16
  123. 123. www.ivantage.co.uk 123 Introducing Content Experiments • Key concept • How could you progress more visits from the Landing Page to the next page? • Expose different pages • A/B/N Testing Tuesday, 7 June 16
  124. 124. www.ivantage.co.uk 124 Which landing pages to test? • Landing pages that send significant traffic to • Conversions points that lead to • Website goals • That further business objectives Tuesday, 7 June 16
  125. 125. www.ivantage.co.uk 125 Exercise • Can we find highly traffic landing pages? • Can we map out conversion paths? Tuesday, 7 June 16
  126. 126. www.ivantage.co.uk 126 What to test? • What’s your gut telling you about your pages? • What are your customers telling you about your pages? • 4Q - “Voice of Customer” - site level • KISS Insights - “Voice of Customer” - page Level • Usability testing • Lab • usertesting.com • whatuserdo.com • Heuristic reviews • Site reviewed against a list of expected/excepted criteria Tuesday, 7 June 16
  127. 127. www.ivantage.co.uk 127 What to test? • Presentation of offers on • Landing pages that send significant traffic to • Conversions points that lead to • Website goals • That further business objectives Tuesday, 7 June 16
  128. 128. www.ivantage.co.uk 128 Exercise • Can you define some alternative presentations for your selected landing pages? • Can you split these alternative presentations into Page Sections? • Could these sections have variations • Which sections will have the biggest impact on conversion point? Tuesday, 7 June 16
  129. 129. www.ivantage.co.uk 129 How do Content Experiments work? Tuesday, 7 June 16
  130. 130. www.ivantage.co.uk 130 A/B Testing Experiments Code Normal GA code Conversion Point Normal GA Code Normal GA code A B Conversion Page Goal Original Page Variation Page Tuesday, 7 June 16
  131. 131. www.ivantage.co.uk 131 How GWO works Website A B Tuesday, 7 June 16
  132. 132. www.ivantage.co.uk 132 GWO decides which page to serve cookies B Tuesday, 7 June 16
  133. 133. www.ivantage.co.uk 133 Browser 1st visit web server New Visitor Browser web serverCookie Subsequent visits Returning Visitor Respond with Page B as last time Respond with Page A or B Persistent UTMx (3) cookies cookies B Tuesday, 7 June 16
  134. 134. www.ivantage.co.uk 134 A/B split test set-up - exercise • Exercise • Visit http://www.ivantage-training.com • Navigate to Products • Clear cookies to see different versions Tuesday, 7 June 16
  135. 135. www.ivantage.co.uk 135 A/B split test set-up • Original page • Content Experiments Code • Sends 1st party cookies to ensure • new visitors enter test (if applicable) • returning visitors see same page • Normal GA code • Records page display • Variation pages (A, B, C) • Normal GA code • Conversion page • Normal GA code Tuesday, 7 June 16
  136. 136. www.ivantage.co.uk 136 A/B split test reporting • 2-3 hours delay • Original and variations Tuesday, 7 June 16
  137. 137. www.ivantage.co.uk 137 A/B split test reporting - other metrics • Conv/Visitors • Conversion numbers • Observed improvement • Between original and variation • Chance to beat original • Likelihood of this beating original if rolled out Tuesday, 7 June 16
  138. 138. www.ivantage.co.uk 138 A/B split test reporting - inconclusive • No clear winner • Pointlessness of testing small changes • Make a big variation change and test again Tuesday, 7 June 16
  139. 139. www.ivantage.co.uk 139 After A/B testing? • Test again! • Test next conversion point • Use multivariate testing • Bring back discarded (but big) changes Tuesday, 7 June 16
  140. 140. www.ivantage.co.uk 140 Your 201 action plan • Ensure all pages are tagged • Ensure your code supports cross-domain tracking • Check for self referrals • Ignore referrals (Universal only) • Think about using Google Tag Manager or a paid product • Use campaign tracking • Create duplicate profiles (with filters and URL parameter removal) • Raw • All visits • All external visits • All internal visits • Configure goals • Simple or complex (Specify with developers) • Decide upon high bouncing landing pages • Start using A/B testing to improve them Tuesday, 7 June 16
  141. 141. 141 www.ivantage.co.uk 75 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/ Tuesday, 7 June 16
  142. 142. www.ivantage.co.uk 142 Feedback • http://www.ivantage.co.uk/feedback • support@ivantage.co.uk • Write an honest, considered and fair review to receive for each day attended: Tuesday, 7 June 16

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