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www.ivantage.co.uk
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Analytics	
  201:	
  Advanced	
  Analysis	
  &	
  Measurement
Matt	
  Trimmer
Principal	
  Consultant...
2
www.ivantage.co.uk
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Training
§ Analytics 101: Introduction & User Training
§ Analytics 201: Advanced Analysis & Measu...
3
www.ivantage.co.uk
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Timings and housekeeping
§ Start 9:30
§ Break 11:00-11:15
§ Lunch 12:45-13:45
§ Break 15:15-15:...
www.ivantage.co.uk
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slideshare.net/ivantage
Monday, 31 March 14
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Monday, 31 March 14
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Monday, 31 March 14
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Monday, 31 March 14
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Monday, 31 March 14
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www.ivantage.co.uk
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Being social
§ Say hello to your neighbour!
§ Google+
§ https://plus.google.com/1183687785968794...
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www.ivantage.co.uk
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Introductions
§ First
§ Me (Matt Trimmer) & ivantage overview
§ In a moment
§ A little bit abo...
www.ivantage.co.uk
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Me
§ Founder,	
  Principal	
  Consultant	
  and	
  Managing	
  Director	
  of	
  
ivantage
§ Love	...
12
www.ivantage.co.uk
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Web analytics products from Google
§ Google Analytics
§ Google Analytics Premium
§ Same user i...
13
www.ivantage.co.uk
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Google Analytics limits vs. Premium
§ 10 million pageviews (hits) per month
§ 1-20 billion (US)...
14
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Introductions – your turn!
§ A little bit about you
§ Your name
§ Your role
§ Your organisati...
15
www.ivantage.co.uk
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Knowledge test
§ Define
§ Visitors
§ Visits
§ Pageviews
§ Unique Pageviews
§ Bounce
§ Entra...
16
www.ivantage.co.uk
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Knowledge test
§ Define
§ Visitors (People using browsers on devices)
§ Visits (People interact...
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Event	
  tracking	
  (ga.js)
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www.ivantage.co.uk
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Event	
  tracking	
  (analytics.js)
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Event	
  tracking
Monday, 31 March 14
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Event	
  tracking
Videos
Play
Baby’s Fist Birthday
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Event	
  tracking	
  (interaction	
  versus	
  non-­‐interaction)
§ To	
  change	
  bounce	
  or	
 ...
22
www.ivantage.co.uk
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Knowledge test - bounce with events
§ Define
§ Visitors (People using browsers on devices)
§ Vi...
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The	
  GATC	
  -­‐	
  your	
  version?
§ Exercise	
  and	
  key	
  concepts
§ Oldest	
  to	
  newe...
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The	
  three	
  GATCs
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The	
  very	
  latest	
  GATC	
  -­‐	
  Universal	
  Analytics
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1)	
  The	
  original	
  Urchin.js
<script src="http://www.google-analytics.com/urchin.js"
type="tex...
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2)	
  The	
  updated	
  ga.js
<script type="text/javascript">
var gaJsHost = (("https:" == document....
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3)	
  The	
  asynchronous	
  ga.js
<script type="text/javascript">
  var _gaq = _gaq || [];
  _gaq.p...
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4)	
  The	
  analytics.js	
  (Universal	
  Analytics)
<script>
(function(i,s,o,g,r,a,m)
{i['GoogleAn...
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The	
  four	
  GATCs	
  -­‐	
  where	
  to	
  put	
  them
§ Urchin.js
§ before	
  closing	
  </bod...
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Whatever	
  the	
  version,	
  common	
  principles
§ Loading	
  the	
  master	
  JavaScript	
  file...
www.ivantage.co.uk
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Universal	
  Analytics
§ Google	
  Analytics	
  reinvented	
  (back	
  end)
§ Built	
  on	
  the	
...
www.ivantage.co.uk
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Universal	
  Analytics	
  with	
  Measurement	
  Protocol?
§ Now,	
  any	
  device	
  on	
  the	
  ...
www.ivantage.co.uk
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Universal	
  Analytics
§ Reduces	
  4	
  cookies	
  to	
  1
§ Option	
  to	
  dispense	
  with	
  ...
www.ivantage.co.uk
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Universal	
  Analytics
§ Create	
  your	
  own	
  dimensions	
  and	
  metrics
§ 20	
  of	
  each	...
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Useful	
  tools	
  and	
  reports	
  to	
  help	
  check	
  page	
  tagging
§ Resources:
§ http://...
37
www.ivantage.co.uk
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How Google Analytics works
Website
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www.ivantage.co.uk
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How Google Analytics works
Website
cookies
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The	
  “__utm.gif”	
  request	
  from	
  the	
  ga.js	
  to	
  Google
§http://www.google-­‐analytic...
www.ivantage.co.uk
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The	
  “collect”	
  request	
  from	
  the	
  analytics.js	
  to	
  Google
§http://www.google-­‐ana...
www.ivantage.co.uk
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Google	
  Analytics	
  cookies
UTMb - Visit cookie, lasts for 30 minutes from every page view
UTMa -...
www.ivantage.co.uk
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Google	
  Analytics	
  cookies	
  -­‐	
  Universal	
  Analytics
_ga- Name can be changed, might not ...
43
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What are Cookies?
• Named after Fortune cookies
• Text files sent to browsers by websites
• Sessio...
www.ivantage.co.uk
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Browser web
server
New Visitor
Browser web
serverCookie
Returning Visitor
GA Cookie present
GA Cooki...
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Weaknesses	
  of	
  cookies?
• Machine	
  dependent
• As	
  close	
  as	
  we	
  can	
  get	
  to	
 ...
46
www.ivantage.co.uk
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How does GA measure visitors?
§ Key concept
§ JavaScript (not Java) page tagging
§ 1st party c...
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Understanding	
  Google	
  Analytics	
  cookies
§ Exercise and Key Concepts
§ Use	
  Firefox	
  an...
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Using	
  the	
  URL	
  Builder
§ Exercise
§ Use	
  Google	
  Analytics	
  Campaign	
  Tracking	
  ...
www.ivantage.co.uk
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Google	
  Analytics	
  campaign	
  tracking
§ Exercise	
  and	
  Key	
  concept
§ Google	
  Analyt...
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Campaign	
  Tracking	
  and	
  Dimensions
Monday, 31 March 14
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Understanding	
  cookie	
  corruption	
  and	
  its	
  affect	
  on	
  
data
§ Exercise
§ Visit htt...
www.ivantage.co.uk
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Best	
  practice	
  tracking	
  for	
  MSN	
  adcenter	
  campaigns
§ Key	
  concept
§ Use	
  bing...
www.ivantage.co.uk
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Best	
  practice	
  tracking	
  for	
  LinkedIn	
  campaigns
§ Key	
  concept
§ Use	
  LinkedIn	
 ...
www.ivantage.co.uk
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Best	
  practice	
  tracking	
  for	
  banner	
  campaigns
§ Key	
  concept
§ Use	
  the	
  advert...
www.ivantage.co.uk
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Best	
  practice	
  tracking	
  for	
  e-­‐mail	
  campaigns
§ Key	
  concept
§ Use	
  the	
  emai...
www.ivantage.co.uk
56
Best	
  practice	
  tracking	
  for	
  e-­‐mail	
  campaigns
§ Key	
  concept
§ Use	
  the	
  emai...
www.ivantage.co.uk
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Best	
  practice	
  tracking	
  for	
  e-­‐mail	
  campaigns
§ Key	
  concept
§ Use	
  the	
  emai...
www.ivantage.co.uk
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Best	
  practice	
  tracking	
  for	
  Twitter	
  campaigns
§ Key	
  concept
§ Use	
  the	
  Twitt...
www.ivantage.co.uk
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Best	
  practice	
  tracking	
  for	
  Facebook	
  campaigns
§ Key	
  concept
§ Use	
  the	
  Face...
www.ivantage.co.uk
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Keeping	
  control	
  of	
  your	
  campaigns
§ Key	
  concept
§ Use	
  a	
  collaborative	
  spre...
www.ivantage.co.uk
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When	
  not	
  to	
  use	
  Campaign	
  Tracking?
§ Key	
  concept
§ Never	
  use	
  Campaign	
  T...
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Break	
  time
http://www.slideshare.net/ivantage
Monday, 31 March 14
www.ivantage.co.uk
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Edit	
  Account	
  Settings
§ Exercise
§ Edit	
  your	
  Account	
  Settings	
  for	
  any	
  acco...
64
www.ivantage.co.uk
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Agree the ToS
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The Google Analytics Terms of Service
§ 2. Fees and Service.
Subject to Section 15, the Service ...
66
www.ivantage.co.uk
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The Google Analytics Terms of Service
§ 7. Privacy.
You will not (and will not allow any third p...
www.ivantage.co.uk
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Complying	
  with	
  the	
  Google	
  Analytics	
  Terms	
  of	
  
Services
§ Exercise
§ Check	
  ...
www.ivantage.co.uk
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Exporting	
  your	
  data	
  for	
  analysis	
  &	
  cleansing
§ Exercise	
  
§ Export	
  your	
  ...
www.ivantage.co.uk
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Cleansing	
  your	
  data	
  by	
  excluding	
  URL	
  query	
  	
  
parameters
§ Example	
  
§ ht...
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Cleansing	
  your	
  data	
  by	
  excluding	
  URL	
  query	
  	
  
parameters
§ Exercise
§ Check...
www.ivantage.co.uk
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Editing	
  other	
  profile	
  settings
§ Exercise
§ Edit	
  your	
  Profile	
  Settings	
  for	
  a...
www.ivantage.co.uk
72
Configuring	
  site	
  search	
  
§ Key	
  concept
§ Site	
  search	
  records	
  your	
  site’s	
 ...
www.ivantage.co.uk
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Configuring	
  site	
  search	
  without	
  ?
§ Key	
  concept
§ When	
  your	
  site’s	
  search	
...
www.ivantage.co.uk
74
Creating	
  duplicate	
  “Profiles/Views”
§ Exercise
§ For your live account (do not go near the de...
www.ivantage.co.uk
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Google	
  Analytics	
  Filters	
  -­‐	
  IP	
  address
§ Exercise
§ Create	
  a	
  Predefined	
  Fi...
www.ivantage.co.uk
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Google	
  Analytics	
  Filters	
  -­‐	
  ISP	
  domain
§ Exercise
§ Create	
  a	
  Predefined	
  Fi...
www.ivantage.co.uk
77
Google	
  Analytics	
  Filters	
  -­‐	
  Include	
  to	
  a	
  folder
§ Exercise
§ Create	
  a	
  ...
www.ivantage.co.uk
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Google	
  Analytics	
  Unified	
  Segments	
  -­‐	
  Include	
  to	
  a	
  
folder
§ Exercise
§ Cre...
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Use	
  filters	
  to	
  negate	
  sampling
§ Key	
  concept
§ Report sampling occurs
§ on ad-hoc d...
www.ivantage.co.uk
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Good	
  profile/view	
  practice
§ Key	
  concept
§ Raw
§ Untouched
§ All	
  visits
§ No	
  remo...
www.ivantage.co.uk
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Lunch	
  time
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Key	
  Performance	
  Indicators	
  (KPIs)?
§ A metric
§ Miles	
  per	
  Hour	
  (mph)
§ Defining	...
www.ivantage.co.uk
83
Key	
  Performance	
  Indicators	
  (KPIs)	
  &	
  web	
  analytics
Monday, 31 March 14
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KPIs	
  -­‐	
  more	
  specifically
§ Should	
  use	
  gauges,	
  not	
  statistical	
  charts
§ Av...
www.ivantage.co.uk
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More	
  on	
  KPIs
§ The	
  big	
  book	
  of	
  key	
  performance	
  indicators
§ 	
  by	
  Eric...
www.ivantage.co.uk
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KPIs	
  from	
  Web	
  Analytics	
  Demystified
§ By	
  role
§ Senior	
  strategists
§ Mid-­‐tier	...
www.ivantage.co.uk
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Online	
  retailers
§ Senior	
  strategists
§ Order	
  and	
  Buyer	
  Conversion	
  Rate
§ Avera...
www.ivantage.co.uk
88
Content	
  sites
§ Senior	
  strategists
§ Average	
  Page	
  Views	
  per	
  Visit
§ Average	
  ...
www.ivantage.co.uk
89
Marketing	
  sites
§ Senior	
  strategists
§ Lead	
  Generation	
  Conversion	
  Rate
§ Average	
...
www.ivantage.co.uk
90
Customer	
  support	
  sites
§ Senior	
  strategists
§ Average	
  Time	
  to	
  Respond	
  to	
  E...
www.ivantage.co.uk
91
What’s	
  possible	
  with	
  GA?
§ How	
  visitors	
  found	
  your	
  website
§ What	
  visitors...
www.ivantage.co.uk
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Some	
  dashboards	
  for	
  you
§ For	
  training
§ http://goo.gl/8F0YY6
§ For	
  SEO	
  and	
  ...
www.ivantage.co.uk
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Goals
§ Goals	
  should	
  be	
  commercial
§ The	
  commercial	
  goals	
  of	
  your	
  website
...
www.ivantage.co.uk
94
Configuring	
  a	
  simple	
  goal	
  
§ Exercise
§ Go	
  to	
  ivantage-­‐training.com	
  and	
  c...
www.ivantage.co.uk
95
Goal	
  conversion	
  rate	
  and	
  funnel	
  conversion	
  rate
§ Key	
  concept
§ Using	
  the	...
www.ivantage.co.uk
96
Goal	
  conversion	
  rate	
  and	
  funnel	
  conversion	
  rate
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§ You	
  can	
  use	
  Regular	
  Expressions	
  (RegEx)	
  to	
  gain	
  insight	
  into	
  the	
 ...
www.ivantage.co.uk
98
Zoom	
  into	
  important	
  behaviour	
  to	
  identify	
  problems
6.77% funnel conversion rate
Mo...
www.ivantage.co.uk
99
Goal	
  match	
  types
§ Key	
  concept
§ Goals	
  can	
  be	
  “Exact	
  Match”
§ /confirm/?Order...
www.ivantage.co.uk
100
The	
  three	
  GATCs
Monday, 31 March 14
www.ivantage.co.uk
101
The	
  very	
  latest	
  GATC	
  -­‐	
  Universal	
  Analytics
Monday, 31 March 14
102
www.ivantage.co.uk
45
Changing what GA records as content
§ Urchin.js
§ urchinTracker('/my/made/up/url');
§ GA.js
§...
www.ivantage.co.uk
103
Using	
  the	
  E-­‐commerce	
  report	
  suite
§ Key	
  concept
§ E-­‐commerce	
  must	
  be	
  ...
www.ivantage.co.uk
104
Using	
  the	
  E-­‐commerce	
  report	
  suite
§ Key	
  concept
§ Define	
  your	
  own	
  e-­‐co...
www.ivantage.co.uk
105
Configuring	
  site	
  search	
  
§ Key	
  concept
§ Site	
  search	
  records	
  your	
  site’s	
...
www.ivantage.co.uk
106
Configuring	
  site	
  search	
  without	
  ?
§ Key	
  concept
§ When	
  your	
  site’s	
  search	...
www.ivantage.co.uk
107
Break	
  time
http://www.slideshare.net/ivantage
Monday, 31 March 14
www.ivantage.co.uk
108
Creating	
  and	
  sharing	
  Custom	
  “Intelligence”	
  Alerts
§ Exercise
§ Intelligence> Month...
www.ivantage.co.uk
109
Really	
  useful	
  Custom	
  “Intelligence”	
  Alerts
§ Exercise
§ Intelligence> Monthly Alerts
...
www.ivantage.co.uk
110
Creating	
  and	
  sharing	
  Custom	
  Advanced	
  Segments	
  
§ Exercise
§ Create	
  a	
  Cust...
www.ivantage.co.uk
111
Really	
  useful	
  Advanced	
  Segments
§ Exercise
§ Advanced Segments
§ Create new Advanced Se...
www.ivantage.co.uk
112
Analyzing	
  social	
  media	
  traffic
§ Exercise
§ Filter in social media sources
§ Build a regu...
www.ivantage.co.uk
113
Being	
  alerted	
  to	
  social	
  media	
  traffic
§ Exercise
§ Build a custom alert
§ Based on ...
www.ivantage.co.uk
114
Analyzing	
  Search	
  -­‐	
  identifying	
  brand	
  keywords
§ Exercise
§ Filter in/out brand t...
www.ivantage.co.uk
115
Brand	
  Keywords	
  Advanced	
  Segment
§ Exercise
§ Create	
  a	
  Brand	
  Keyword	
  Advanced...
www.ivantage.co.uk
116
Non-­‐Brand	
  Keywords	
  Advanced	
  Segment
§ Exercise
§ Create	
  a	
  Non-­‐Brand	
  Keyword...
www.ivantage.co.uk
117
Analyzing	
  keyword	
  media	
  -­‐	
  contribution	
  of	
  brand/
non-­‐brand	
  by	
  organic	
...
www.ivantage.co.uk
118
Analyzing	
  keyword	
  media	
  -­‐	
  how’s	
  your	
  brand/generic	
  
keyword	
  mix?
§ Key	
...
www.ivantage.co.uk
119
Analyzing	
  keyword	
  media	
  -­‐	
  what’s	
  the	
  opportunity?
§ Key	
  concept
§ Is	
  yo...
www.ivantage.co.uk
120
Identifying	
  problems	
  with	
  Bounce	
  Rate	
  
§ Bounces
§ Visits	
  to	
  landing	
  page...
www.ivantage.co.uk
121
Landing	
  page	
  efficiency	
  analysis	
  report
§ Custom	
  Report
§ http://goo.gl/g67kYh
Monda...
www.ivantage.co.uk
122
Introducing	
  Content	
  Experiments
§ Key	
  concept
§ How	
  could	
  you	
  progress	
  more	...
www.ivantage.co.uk
123
Which	
  landing	
  pages	
  to	
  test?
§ Landing	
  pages	
  that	
  send	
  significant	
  traffic...
www.ivantage.co.uk
124
Exercise	
  
§ Can	
  we	
  find	
  highly	
  traffic	
  landing	
  pages?
§ Can	
  we	
  map	
  out...
www.ivantage.co.uk
125
What	
  to	
  test?
§ What’s	
  your	
  gut	
  telling	
  you	
  about	
  your	
  pages?
§ What	
...
www.ivantage.co.uk
126
What	
  to	
  test?
§ Presentation	
  of	
  offers	
  on	
  
§ Landing	
  pages	
  that	
  send	
 ...
www.ivantage.co.uk
127
Exercise	
  
§ Can	
  you	
  define	
  some	
  alternative	
  presentations	
  for	
  your	
  selec...
www.ivantage.co.uk
128
How	
  do	
  Content	
  Experiments	
  work?	
  
Monday, 31 March 14
www.ivantage.co.uk
129
A/B	
  Testing
Experiments	
  	
  Code
Normal	
  GA	
  code Conversion Point
Normal GA Code
Normal	...
www.ivantage.co.uk
130
How	
  GWO	
  works
Website
A
B
Monday, 31 March 14
www.ivantage.co.uk
131
GWO	
  decides	
  which	
  page	
  to	
  serve
cookies
B
Monday, 31 March 14
www.ivantage.co.uk
132
Browser
1st visit
web
server
New Visitor
Browser web
serverCookie
Subsequent visits Returning Visit...
www.ivantage.co.uk
133
A/B	
  split	
  test	
  set-­‐up	
  -­‐	
  exercise
§ Exercise
§ Visit http://www.ivantage-traini...
www.ivantage.co.uk
134
A/B	
  split	
  test	
  set-­‐up
§ Original page
§ Content	
  Experiments	
  Code
§ Sends	
  1st...
www.ivantage.co.uk
135
A/B	
  split	
  test	
  reporting
§ 2-­‐3	
  hours	
  delay
§ Original	
  and	
  variations
Monda...
www.ivantage.co.uk
136
A/B	
  split	
  test	
  reporting	
  -­‐	
  other	
  metrics
§ Conv/Visitors
§ Conversion	
  numb...
www.ivantage.co.uk
137
A/B	
  split	
  test	
  reporting	
  -­‐	
  inconclusive
§ No clear winner
§ Pointlessness	
  of	...
www.ivantage.co.uk
138
After	
  A/B	
  testing?
§ Test again!
§ Test next conversion point
§ Use multivariate testing
§...
www.ivantage.co.uk
139
Your	
  201	
  action	
  plan
§ Ensure	
  all	
  pages	
  are	
  tagged
§ Ensure	
  your	
  code	...
140
www.ivantage.co.uk
75
Getting help and going further
§ Help Centre
§ https://support.google.com/analytics/
§ Blog
§...
www.ivantage.co.uk
141
Feedback
§ http://www.ivantage.co.uk/feedback
§ support@ivantage.co.uk
§ Write	
  an	
  honest,	...
Google Analytics Training 201
Google Analytics Training 201
Google Analytics Training 201
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Transcript of "Google Analytics Training 201"

  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 Monday, 31 March 14
  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 Monday, 31 March 14
  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! Monday, 31 March 14
  4. 4. www.ivantage.co.uk 4 slideshare.net/ivantage Monday, 31 March 14
  5. 5. www.ivantage.co.uk 5 Monday, 31 March 14
  6. 6. www.ivantage.co.uk 6 Monday, 31 March 14
  7. 7. www.ivantage.co.uk 7 Monday, 31 March 14
  8. 8. www.ivantage.co.uk 8 Monday, 31 March 14
  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 Monday, 31 March 14
  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 Monday, 31 March 14
  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 Monday, 31 March 14
  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 Monday, 31 March 14
  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 § Aggregated rows shown in download § 250,000 sampling threshold § 1 million - 10 million § 20,000 rows export § 3 million rows export (un-sampled) Monday, 31 March 14
  14. 14. 14 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 Monday, 31 March 14
  15. 15. 15 www.ivantage.co.uk 59 Knowledge test § Define § Visitors § Visits § Pageviews § Unique Pageviews § Bounce § Entrances § Bounce rate Monday, 31 March 14
  16. 16. 16 www.ivantage.co.uk 59 Knowledge test § 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 § Entrances § Visits to landing pages § Bounce rate § The rate of bounces from entrances as % Monday, 31 March 14
  17. 17. www.ivantage.co.uk 17 Event  tracking  (ga.js) Monday, 31 March 14
  18. 18. www.ivantage.co.uk 18 Event  tracking  (analytics.js) Monday, 31 March 14
  19. 19. www.ivantage.co.uk 19 Event  tracking Monday, 31 March 14
  20. 20. www.ivantage.co.uk 20 Event  tracking Videos Play Baby’s Fist Birthday Monday, 31 March 14
  21. 21. www.ivantage.co.uk 21 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, 31 March 14
  22. 22. 22 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 % Monday, 31 March 14
  23. 23. www.ivantage.co.uk 23 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, 31 March 14
  24. 24. www.ivantage.co.uk 24 The  three  GATCs Monday, 31 March 14
  25. 25. www.ivantage.co.uk 25 The  very  latest  GATC  -­‐  Universal  Analytics Monday, 31 March 14
  26. 26. www.ivantage.co.uk 26 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, 31 March 14
  27. 27. www.ivantage.co.uk 27 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, 31 March 14
  28. 28. www.ivantage.co.uk 28 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, 31 March 14
  29. 29. www.ivantage.co.uk 29 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, 31 March 14
  30. 30. www.ivantage.co.uk 30 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, 31 March 14
  31. 31. www.ivantage.co.uk 31 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, 31 March 14
  32. 32. www.ivantage.co.uk 32 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 Monday, 31 March 14
  33. 33. www.ivantage.co.uk 33 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 Monday, 31 March 14
  34. 34. www.ivantage.co.uk 34 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 Monday, 31 March 14
  35. 35. www.ivantage.co.uk 35 Universal  Analytics § Create  your  own  dimensions  and  metrics § 20  of  each  per  web  property § 200  of  each  for  GA  Premium Monday, 31 March 14
  36. 36. www.ivantage.co.uk 36 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! Monday, 31 March 14
  37. 37. 37 www.ivantage.co.uk 54 How Google Analytics works Website Monday, 31 March 14
  38. 38. 38 www.ivantage.co.uk 55 How Google Analytics works Website cookies Monday, 31 March 14
  39. 39. www.ivantage.co.uk 39 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~ Monday, 31 March 14
  40. 40. www.ivantage.co.uk 40 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 Monday, 31 March 14
  41. 41. www.ivantage.co.uk 41 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, 31 March 14
  42. 42. www.ivantage.co.uk 42 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 Monday, 31 March 14
  43. 43. 43 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 Monday, 31 March 14
  44. 44. www.ivantage.co.uk 44 Browser web server New Visitor Browser web serverCookie Returning Visitor GA Cookie present GA Cookie not present Google  Analytics  Persistent  Cookie Page cookies Monday, 31 March 14
  45. 45. www.ivantage.co.uk 45 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 Monday, 31 March 14
  46. 46. 46 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 :-( Monday, 31 March 14
  47. 47. www.ivantage.co.uk 47 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, 31 March 14
  48. 48. www.ivantage.co.uk 48 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, 31 March 14
  49. 49. www.ivantage.co.uk 49 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, 31 March 14
  50. 50. www.ivantage.co.uk 50 Campaign  Tracking  and  Dimensions Monday, 31 March 14
  51. 51. www.ivantage.co.uk 51 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, 31 March 14
  52. 52. www.ivantage.co.uk 52 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 Monday, 31 March 14
  53. 53. www.ivantage.co.uk 53 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, 31 March 14
  54. 54. www.ivantage.co.uk 54 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, 31 March 14
  55. 55. www.ivantage.co.uk 55 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, 31 March 14
  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  link/content  testing § Use  campaign  name  for  campaign  management Monday, 31 March 14
  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 Monday, 31 March 14
  58. 58. www.ivantage.co.uk 58 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, 31 March 14
  59. 59. www.ivantage.co.uk 59 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, 31 March 14
  60. 60. www.ivantage.co.uk 60 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, 31 March 14
  61. 61. www.ivantage.co.uk 61 When  not  to  use  Campaign  Tracking? § Key  concept § Never  use  Campaign  Tracking  on-­‐site  to  track  banners! § Use  Event  Tracking Monday, 31 March 14
  62. 62. www.ivantage.co.uk 62 Break  time http://www.slideshare.net/ivantage Monday, 31 March 14
  63. 63. www.ivantage.co.uk 63 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 Monday, 31 March 14
  64. 64. 64 www.ivantage.co.uk 49 Agree the ToS Monday, 31 March 14
  65. 65. 65 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. Monday, 31 March 14
  66. 66. 66 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. Monday, 31 March 14
  67. 67. www.ivantage.co.uk 67 Complying  with  the  Google  Analytics  Terms  of   Services § Exercise § Check  for  personal  data  in  Content  >  Site  content  >  Pages § Filter  for  Containing  “@” Monday, 31 March 14
  68. 68. www.ivantage.co.uk 68 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/ Monday, 31 March 14
  69. 69. www.ivantage.co.uk 69 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 Monday, 31 March 14
  70. 70. www.ivantage.co.uk 70 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 Monday, 31 March 14
  71. 71. www.ivantage.co.uk 71 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 Monday, 31 March 14
  72. 72. www.ivantage.co.uk 72 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 Monday, 31 March 14
  73. 73. www.ivantage.co.uk 73 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}'); Monday, 31 March 14
  74. 74. www.ivantage.co.uk 74 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, 31 March 14
  75. 75. www.ivantage.co.uk 75 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, 31 March 14
  76. 76. www.ivantage.co.uk 76 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, 31 March 14
  77. 77. www.ivantage.co.uk 77 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, 31 March 14
  78. 78. www.ivantage.co.uk 78 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, 31 March 14
  79. 79. www.ivantage.co.uk 79 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, 31 March 14
  80. 80. www.ivantage.co.uk 80 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, 31 March 14
  81. 81. www.ivantage.co.uk 81 Lunch  time Monday, 31 March 14
  82. 82. www.ivantage.co.uk 82 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, 31 March 14
  83. 83. www.ivantage.co.uk 83 Key  Performance  Indicators  (KPIs)  &  web  analytics Monday, 31 March 14
  84. 84. www.ivantage.co.uk 84 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, 31 March 14
  85. 85. www.ivantage.co.uk 85 More  on  KPIs § The  big  book  of  key  performance  indicators §  by  Eric  Petterson § http://bit.ly/demystified-­‐books Monday, 31 March 14
  86. 86. www.ivantage.co.uk 86 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, 31 March 14
  87. 87. www.ivantage.co.uk 87 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 Monday, 31 March 14
  88. 88. www.ivantage.co.uk 88 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, 31 March 14
  89. 89. www.ivantage.co.uk 89 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, 31 March 14
  90. 90. www.ivantage.co.uk 90 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, 31 March 14
  91. 91. www.ivantage.co.uk 91 What’s  possible  with  GA? § How  visitors  found  your  website § What  visitors  are  doing  on  your  website § Not    why! § Outcomes  focused § Goals   Monday, 31 March 14
  92. 92. www.ivantage.co.uk 92 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, 31 March 14
  93. 93. www.ivantage.co.uk 93 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, 31 March 14
  94. 94. www.ivantage.co.uk 94 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, 31 March 14
  95. 95. www.ivantage.co.uk 95 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, 31 March 14
  96. 96. www.ivantage.co.uk 96 Goal  conversion  rate  and  funnel  conversion  rate Monday, 31 March 14
  97. 97. www.ivantage.co.uk 97 § 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, 31 March 14
  98. 98. www.ivantage.co.uk 98 Zoom  into  important  behaviour  to  identify  problems 6.77% funnel conversion rate Monday, 31 March 14
  99. 99. www.ivantage.co.uk 99 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, 31 March 14
  100. 100. www.ivantage.co.uk 100 The  three  GATCs Monday, 31 March 14
  101. 101. www.ivantage.co.uk 101 The  very  latest  GATC  -­‐  Universal  Analytics Monday, 31 March 14
  102. 102. 102 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'); Monday, 31 March 14
  103. 103. www.ivantage.co.uk 103 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, 31 March 14
  104. 104. www.ivantage.co.uk 104 Using  the  E-­‐commerce  report  suite § Key  concept § Define  your  own  e-­‐commerce  schema Monday, 31 March 14
  105. 105. www.ivantage.co.uk 105 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 Monday, 31 March 14
  106. 106. www.ivantage.co.uk 106 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}']); Monday, 31 March 14
  107. 107. www.ivantage.co.uk 107 Break  time http://www.slideshare.net/ivantage Monday, 31 March 14
  108. 108. www.ivantage.co.uk 108 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, 31 March 14
  109. 109. www.ivantage.co.uk 109 Really  useful  Custom  “Intelligence”  Alerts § Exercise § Intelligence> Monthly Alerts § Create your own Custom Intelligence Alerts Monday, 31 March 14
  110. 110. www.ivantage.co.uk 110 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, 31 March 14
  111. 111. www.ivantage.co.uk 111 Really  useful  Advanced  Segments § Exercise § Advanced Segments § Create new Advanced Segment Monday, 31 March 14
  112. 112. www.ivantage.co.uk 112 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, 31 March 14
  113. 113. www.ivantage.co.uk 113 Being  alerted  to  social  media  traffic § Exercise § Build a custom alert § Based on your custom social media segment Monday, 31 March 14
  114. 114. www.ivantage.co.uk 114 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, 31 March 14
  115. 115. www.ivantage.co.uk 115 Brand  Keywords  Advanced  Segment § Exercise § Create  a  Brand  Keyword  Advanced  Segments Monday, 31 March 14
  116. 116. www.ivantage.co.uk 116 Non-­‐Brand  Keywords  Advanced  Segment § Exercise § Create  a  Non-­‐Brand  Keyword  Advanced  Segments Monday, 31 March 14
  117. 117. www.ivantage.co.uk 117 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, 31 March 14
  118. 118. www.ivantage.co.uk 118 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, 31 March 14
  119. 119. www.ivantage.co.uk 119 Analyzing  keyword  media  -­‐  what’s  the  opportunity? § Key  concept § Is  your  organic  traffic  fulfilling  its  potential? § Is  your  Adwords  fulfilling  its  potential? Monday, 31 March 14
  120. 120. www.ivantage.co.uk 120 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, 31 March 14
  121. 121. www.ivantage.co.uk 121 Landing  page  efficiency  analysis  report § Custom  Report § http://goo.gl/g67kYh Monday, 31 March 14
  122. 122. www.ivantage.co.uk 122 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 Monday, 31 March 14
  123. 123. www.ivantage.co.uk 123 Which  landing  pages  to  test? § Landing  pages  that  send  significant  traffic  to   § Conversions  points  that  lead  to   § Website  goals § That  further  business  objectives Monday, 31 March 14
  124. 124. www.ivantage.co.uk 124 Exercise   § Can  we  find  highly  traffic  landing  pages? § Can  we  map  out  conversion  paths? Monday, 31 March 14
  125. 125. www.ivantage.co.uk 125 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 Monday, 31 March 14
  126. 126. www.ivantage.co.uk 126 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 Monday, 31 March 14
  127. 127. www.ivantage.co.uk 127 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? Monday, 31 March 14
  128. 128. www.ivantage.co.uk 128 How  do  Content  Experiments  work?   Monday, 31 March 14
  129. 129. www.ivantage.co.uk 129 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 Monday, 31 March 14
  130. 130. www.ivantage.co.uk 130 How  GWO  works Website A B Monday, 31 March 14
  131. 131. www.ivantage.co.uk 131 GWO  decides  which  page  to  serve cookies B Monday, 31 March 14
  132. 132. www.ivantage.co.uk 132 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 Monday, 31 March 14
  133. 133. www.ivantage.co.uk 133 A/B  split  test  set-­‐up  -­‐  exercise § Exercise § Visit http://www.ivantage-training.com § Navigate to Products § Clear cookies to see different versions Monday, 31 March 14
  134. 134. www.ivantage.co.uk 134 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 Monday, 31 March 14
  135. 135. www.ivantage.co.uk 135 A/B  split  test  reporting § 2-­‐3  hours  delay § Original  and  variations Monday, 31 March 14
  136. 136. www.ivantage.co.uk 136 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 Monday, 31 March 14
  137. 137. www.ivantage.co.uk 137 A/B  split  test  reporting  -­‐  inconclusive § No clear winner § Pointlessness  of  testing  small  changes § Make a big variation change and test again Monday, 31 March 14
  138. 138. www.ivantage.co.uk 138 After  A/B  testing? § Test again! § Test next conversion point § Use multivariate testing § Bring  back  discarded  (but  big)  changes Monday, 31 March 14
  139. 139. www.ivantage.co.uk 139 Your  201  action  plan § Ensure  all  pages  are  tagged § Ensure  your  code  supports  sub-­‐domains § Think  about  using  Google  Tag  Manager    or  a  paid  product § Check  for  self  referrals § 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 Monday, 31 March 14
  140. 140. 140 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/ Monday, 31 March 14
  141. 141. www.ivantage.co.uk 141 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, 31 March 14
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