Google Analytics Training 301

  • 43,718 views
Uploaded on

Google Analytics Training 301

Google Analytics Training 301

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
43,718
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
336
Comments
0
Likes
6

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. www.ivantage.co.uk 1 Analytics  301:  Advanced  Tracking  &  Technical   Implementations Matt  Trimmer Principal  Consultant  &  Managing  Director Slides: http://www.slideshare.net/ivantage WIFI (for your own laptops): SSID: ITTRH Password: welcome1 Friday, 6 June 14
  • 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 Friday, 6 June 14
  • 3. www.ivantage.co.uk 3 slideshare.net/ivantage Friday, 6 June 14
  • 4. 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  16:30 § Nearest  fire  exit § Toilets § Please  ask  questions! Friday, 6 June 14
  • 5. www.ivantage.co.uk 5 Friday, 6 June 14
  • 6. www.ivantage.co.uk 6 Friday, 6 June 14
  • 7. www.ivantage.co.uk 7 Friday, 6 June 14
  • 8. www.ivantage.co.uk 8 Friday, 6 June 14
  • 9. 9 www.ivantage.co.uk 9 Be social § Say hello to your neighbour! § Google+ § https://plus.google.com/118368778596879435387/posts § LinkedIn § http://www.linkedin.com/in/matttrimmer § Twitter § #measure § #googleanalytics § @googleanalytics Friday, 6 June 14
  • 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 Friday, 6 June 14
  • 11. 11 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 Friday, 6 June 14
  • 12. www.ivantage.co.uk 12 Auditing  user  access  to  Google  Analytics § Exercise § Admin  >  User  Management § Who’s  accessing  your  data? Friday, 6 June 14
  • 13. www.ivantage.co.uk 13 Admin  access  to  Google  Analytics § Key  concepts § Minimise  gmail  addresses § Use  corporate  email  addresses § Convert  to  a  Google  Account § Shared  admin/edit  account  for  AdWords? §  Agencies § Ownership? § Who  let’s  who  in? § Resources § http://blog.ivantage.co.uk/2010/05/how-­‐do-­‐i-­‐open-­‐google-­‐ account.html Friday, 6 June 14
  • 14. 14 www.ivantage.co.uk 23 Accessing Google Analytics § Key concept § Best not to share a log-in with colleagues! § Best not to use a generic team-based log in! § Security and confidentially issues § GA has “personal” features § Dashboards § Annotations § Shortcuts § Alerts § Segments § Custom reports § Scheduled emails § Channel groupings Friday, 6 June 14
  • 15. www.ivantage.co.uk 15 Creating  a  new  Google  Analytics  account § Exercise § Create  a  new  Google  Analytics  Account § Call it www.yournamewebsite.com § Key  Concept § Issuing  a  new  UA-­‐  code § Terms  of  Services § Understanding  the  Coding  Wizard  and  common  configurations Friday, 6 June 14
  • 16. www.ivantage.co.uk 16 Coping  with  sub-­‐domains § Key  Concept § Google  Analytics  needs  cookies  to  be  set  to  the  TLD  to   support  sub-­‐domains § Otherwise  two  sets  of  cookies  are  set § Leads  to  self-­‐referrals § ivantage-­‐training.com § Corrupt  example § Correct  example Friday, 6 June 14
  • 17. www.ivantage.co.uk 17 Coping  with  cross-­‐domain  tracking § Key  Concept § Google  Analytics  needs  cookies  to  be  set  to  the  TLD  to  support  cross  domain   tracking  on  each  TLD § Google  Analytics  needs  to  pass  cookie  information  from  one  domain  to   another  via § Linker  function § <a  href="http://example.com/test.html"onclick="_gaq.push(['_link',  'http:// example.com/test.html']);  return  false;">click  me</a> § Link  by  post  function § <form  action="http://www.shoppingcartsite.com/myService/ formProcessor.php"  name="f"  method="post"   onsubmit="_gaq.push(['_linkByPost',  this]);"></form> § Get  Linker  URL  (for  iframes) § _gaq.push(function()  var  pageTracker  =  _gat._getTrackerByName();  //  Gets  the   default  tracker  var  linkerUrl  =  pageTracker._getLinkerUrl('http://www.my-­‐ example-­‐iframecontent.com/')    }); Friday, 6 June 14
  • 18. www.ivantage.co.uk 18 Display  advertiser  support § The  dc.js § Doubleclick § For  re-­‐marketing  in  Google  Analytics § Using  advanced  segments § Age,  gender  and  Interest  reporting § 3rd  party  cookie Friday, 6 June 14
  • 19. www.ivantage.co.uk 19 Custom  campaign  tags § Key  Concept § Google  Analytics  enables  you  to  recognize  your  own  dynamic  parameters § This  is  a  mutually  exclusive § Once  you  reconfigure § Google  Analytics  won’t  recognize  its  own  tags Friday, 6 June 14
  • 20. www.ivantage.co.uk 20 analytics.js  and  campaign  evaluation § Key  Concept § Universal  Analytics  evaluates  the  collect  image  request § Evaluation  flow: § https://developers.google.com/analytics/devguides/platform/campaign-­‐flow#flow-­‐chart Friday, 6 June 14
  • 21. www.ivantage.co.uk 21 The  “collect”  request  from  the  analytics.js  to  Google §http://www.google-­‐analytics.com/collect? v=1&_v=j17&a=541739049&t=pageview&_s=1&dl=http%3A%2F%2Fwww.ivantage-­‐ training.com%2Fdomains2-­‐UA.html%3Futm_source%3Dtest-­‐source%26utm_medium %3Dtest-­‐medium%26utm_term%3Dtest-­‐term%26utm_content%3Dtest-­‐content %26utm_campaign%3Dtest-­‐name&ul=en-­‐us&de=windows-­‐1252&dt=RAGE%20Template %20One&sd=24-­‐ bit&sr=1440x900&vp=1425x417&je=0&fl=12.0%20r0&_utma=150063470.372043782.13964 06835.1396406835.1396406972.2&_utmz=150063470.1396406972.2.2.utmcsr%3Dtest-­‐ source%7Cutmccn%3Dtest-­‐name%7Cutmcmd%3Dtest-­‐medium%7Cutmctr%3Dtest-­‐term %7Cutmcct%3Dtest-­‐ content&_utmht=1396406985517&_u=MQAC~&cid=372043782.1396406835&tid=UA-­‐2725 1347-­‐13&z=784772158 Friday, 6 June 14
  • 22. www.ivantage.co.uk 22 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(); Friday, 6 June 14
  • 23. www.ivantage.co.uk 23 The  three  GATCs Friday, 6 June 14
  • 24. www.ivantage.co.uk 24 The  very  latest  GATC  -­‐  Universal  Analytics Friday, 6 June 14
  • 25. www.ivantage.co.uk 25 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> Friday, 6 June 14
  • 26. www.ivantage.co.uk 26 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> Friday, 6 June 14
  • 27. www.ivantage.co.uk 27 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> Friday, 6 June 14
  • 28. www.ivantage.co.uk 28 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> Friday, 6 June 14
  • 29. www.ivantage.co.uk 29 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 Friday, 6 June 14
  • 30. www.ivantage.co.uk 30 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(); Friday, 6 June 14
  • 31. www.ivantage.co.uk 31 The  dc.js § Doubleclick § For  re-­‐marketing  in  Google  Analytics § Using  advanced  segments § Age,  gender  and  Interest  reporting § 3rd  party  cookie Friday, 6 June 14
  • 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 Friday, 6 June 14
  • 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 Friday, 6 June 14
  • 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 Friday, 6 June 14
  • 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 Friday, 6 June 14
  • 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! Friday, 6 June 14
  • 37. www.ivantage.co.uk 37 Common  causes  of  self  referrals § analytics.js § Simply  exclude  them § ga.js § Missing  or  failing  to  fire  code  on  landing  pages § Inconsistent  code  involving  cookie  commands § _setAllowHash § _setCookiePath § _setDomainName Friday, 6 June 14
  • 38. www.ivantage.co.uk 38 Inconsistent  ga.js  code  -­‐  sub-­‐domains § Sub-­‐domain  example § Inconsistent  domain  command  used Friday, 6 June 14
  • 39. www.ivantage.co.uk 39 Inconsistent  ga.js  code  -­‐  two  trackers § Two-­‐tracking  codes § Inconsistent  domain  command  used § Cookies  are  shared! _gaq.push(    ['firstTracker._setAccount',  'UA-­‐XXXXX-­‐1'],  [‘firstTracker._setDomainName’,  ‘example.com’],    ['firstTracker._trackPageview'],    ['secondTracker._setAccount',  'UA-­‐XXXXX-­‐2'],    ['secondTracker._trackPageview'] ); Friday, 6 June 14
  • 40. www.ivantage.co.uk 40 Inconsistent  ga.js  code  -­‐  other  reasons § Cross  domain  tracking  not  implemented  properly § Linker  functions  missing § Redirects  interfering  with  linker  functions § Redirects  that  fail  to  pass  on  referral  information Friday, 6 June 14
  • 41. www.ivantage.co.uk 41 Understanding  visits § Google  Analytics  finishes  a  visit  when: § After  30  mins  of  activity  (default,  can  be  changed) § When  the  __utmb  cookie  expires  -­‐  browser  close § When  there  is  a  campaign  change § Change  to  the  __utmz  cookie § Direct  does  not  cause  a  change  to  the  __utmz Friday, 6 June 14
  • 42. www.ivantage.co.uk 42 Understanding  visits  -­‐  referral  exception § Campaign  changes  start  a  new  visit  (except  direct) § and  referral § Referral  within  the  30  minute  window  won’t  change  __utmz § Copes  with   § Payment  gateways § Missing  tagging  (though  not  landing  pages) Friday, 6 June 14
  • 43. www.ivantage.co.uk 43 Payment  gateways § Visits  back  from  paymentdomain.com  within  30  mins  won’t  cause  a  __utmz   update Friday, 6 June 14
  • 44. www.ivantage.co.uk 44 Missing  tagging § Visits  back  from  an  untagged  page  within  30  mins  won’t  cause  a  __utmz   update § Will  not  solve  the  problem  when  the  landing  page  is  untagged Friday, 6 June 14
  • 45. 45 www.ivantage.co.uk 54 How Google Analytics works Website Friday, 6 June 14
  • 46. 46 www.ivantage.co.uk 55 How Google Analytics works Website cookies Friday, 6 June 14
  • 47. www.ivantage.co.uk 47 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~ Friday, 6 June 14
  • 48. www.ivantage.co.uk 48 The  “collect”  request  from  the  analytics.js  to  Google §http://www.google-­‐analytics.com/collect? v=1&_v=j17&a=541739049&t=pageview&_s=1&dl=http%3A%2F%2Fwww.ivantage-­‐ training.com%2Fdomains2-­‐UA.html%3Futm_source%3Dtest-­‐source%26utm_medium %3Dtest-­‐medium%26utm_term%3Dtest-­‐term%26utm_content%3Dtest-­‐content %26utm_campaign%3Dtest-­‐name&ul=en-­‐us&de=windows-­‐1252&dt=RAGE%20Template %20One&sd=24-­‐ bit&sr=1440x900&vp=1425x417&je=0&fl=12.0%20r0&_utma=150063470.372043782.13964 06835.1396406835.1396406972.2&_utmz=150063470.1396406972.2.2.utmcsr%3Dtest-­‐ source%7Cutmccn%3Dtest-­‐name%7Cutmcmd%3Dtest-­‐medium%7Cutmctr%3Dtest-­‐term %7Cutmcct%3Dtest-­‐ content&_utmht=1396406985517&_u=MQAC~&cid=372043782.1396406835&tid=UA-­‐2725 1347-­‐13&z=784772158 Friday, 6 June 14
  • 49. www.ivantage.co.uk 49 __utm.gif  parameters  -­‐  1 Friday, 6 June 14
  • 50. www.ivantage.co.uk 50 __utm.gif  parameters  -­‐  2 Friday, 6 June 14
  • 51. www.ivantage.co.uk 51 __utm.gif  parameters  -­‐  3 Friday, 6 June 14
  • 52. www.ivantage.co.uk 52 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 Friday, 6 June 14
  • 53. www.ivantage.co.uk 53 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 Friday, 6 June 14
  • 54. www.ivantage.co.uk 54 Accounts,  Properties  and  Profiles § Exercise § Log  in  to  Google  Analytics § How  many  Google  Analytics  accounts  do  you  have  access  to? § How  many  properties  are  there  for  each  of  account? § How  many  profiles  are  there  for  each  of  profile? § Key  concepts § Google  Analytics  accounts  have  unique  UA-­‐xxxx  numbers § Google  Analytics  properties  have  unique  UA-­‐xxxx-­‐y  numbers § Profiles  (views)  are  “units  of  configuration”   Friday, 6 June 14
  • 55. www.ivantage.co.uk 55 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 Friday, 6 June 14
  • 56. www.ivantage.co.uk 56 Accounts,  properties  &  profiles  (Views) § Accounts  contain  Properties  (Views) § Accounts § Unique  Account  ID §  =  "UA-­‐225764-­‐1"; § Account  Name § Linked  to  Google  Adwords § One  to  one  relationship § Adwords  cost  data  is  applied  to  the  account  (all  profiles  by  default  unless  excluded) § Adwords’  campaigns  are  applied  to  the  account  (all  profiles  by  default  unless  filtered,  you  may  be  tracking   different  website) § Properties § Unique  property  number § =  "UA-­‐225764-­‐99"; § Profiles  (views) § Existing  property  number § Same  profile  number § =  "UA-­‐225764-­‐1"; § Recommend § One  Adwords  budget § One  Google  Analytics  Account Friday, 6 June 14
  • 57. www.ivantage.co.uk 57 Google  Analytics  physical  and  virtual  limits § Up  to  10  million  page  views  per  month  per  account;  or § 50,000  data  table  limit § Top  Content § Keywords Friday, 6 June 14
  • 58. www.ivantage.co.uk 58 Sampling  limits § Key  concept § Report Sampling occurs § on ad-hoc data queries (cross segmenting or segments) § when there’s 500,000 or more visits in the date range requested § on any query § involving 1,000,000 unique dimensions » e.g, URLs, Keywords § Reduce  data  range  to  reduce/negate  Google  Analytics  sampling § Include  filters  on  duplicate  Profiles  can  reduce/negate  Google  Analytics  sampling Friday, 6 June 14
  • 59. www.ivantage.co.uk 59 Best  practice  deployments § .co.uk  -­‐  UA-­‐123-­‐1  >  Adwords  123-­‐456-­‐789 § Spend  in  £ § RoI  in  £ § .fr  -­‐  UA-­‐983-­‐1  >  Adwords  922-­‐241-­‐119 § Spend  in  € § RoI  in  € § .de  -­‐  UA-­‐782-­‐1  >  Adwords  142-­‐281-­‐129 § Spend  in  € § RoI  in  € § Profiles  can  opt  out  of  Adwords  costs  being  applied Friday, 6 June 14
  • 60. www.ivantage.co.uk 60 Break  time Friday, 6 June 14
  • 61. www.ivantage.co.uk 61 Simple  filters § Predefined Friday, 6 June 14
  • 62. www.ivantage.co.uk 62 Advanced  Filters § URI  reformatting Friday, 6 June 14
  • 63. www.ivantage.co.uk 63 Cascading  Filters  -­‐  original  search  term Friday, 6 June 14
  • 64. www.ivantage.co.uk 64 Cascading  Filters  -­‐  transaction  source Friday, 6 June 14
  • 65. www.ivantage.co.uk 65 Cascading  Filters  -­‐  organic  search  position Friday, 6 June 14
  • 66. www.ivantage.co.uk 66 Cascading  Filters  -­‐  call  centre Friday, 6 June 14
  • 67. www.ivantage.co.uk 67 The  three  GATCs Friday, 6 June 14
  • 68. www.ivantage.co.uk 68 The  very  latest  GATC  -­‐  Universal  Analytics Friday, 6 June 14
  • 69. 69 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'); Friday, 6 June 14
  • 70. www.ivantage.co.uk 70 Goal  configuration § Goal  URL § www.example.co.uk/checkout.cgi?page=1&id=9982251615 § Match  Type § Exact § /checkout.cgi?page=1&id=9982251615   § Head § /checkout.cgi?page=1&id= § Regular  Expression  match § /checkout.cgi?page=1&id= Friday, 6 June 14
  • 71. www.ivantage.co.uk 71 Regular  Expressions § Pattern  matching  language § Used  in  Google  Analytics § Reports § Advanced  Segements § Filters § Goals § Posix  regular  expressions   § Match  or  capture  portions  of  a  field   § Using  wildcards  and  metacharacters § Test  your  regular    expressions § http://weitz.de/regex-­‐coach/ Friday, 6 June 14
  • 72. www.ivantage.co.uk 72 The  Urchin  Tracker  Revisited § Tracking  Flash,  Video,  AJAX  and  downloads § Fake  page  view  counter § Use § Custom  404s § In  flash § AJAX § Video § Downloads § Outbound  clicks § Onsite  advertising § Use  virtual  directory Friday, 6 June 14
  • 73. www.ivantage.co.uk 73 Tracking  PDFs § Urchin.js § <a  href="/my/pdf.pdf"  onclick="urchinTracker('/pdfs/my/pdf.pdf');"> § ga.js § <a  href="/my/pdf.pdf"  onclick="pageTracker._trackPageview('/pdfs/my/pdf.pdf');"> § ga.js  (Async) § <a  href="/my/pdf.pdf"  onclick="_gaq.push(['_trackPageview','/pdfs/my/pdf.pdf']);"> § analytics.js  (Async)  (Universal Analytics) § <a href="/my/pdf.pdf" onclick="ga('send', 'pageview', '/pdfs/my/pdf.pdf');"> Friday, 6 June 14
  • 74. www.ivantage.co.uk 74 Tracking  downloads  –  hack § http://www.goodwebpractices.com/roi/track-­‐downloads-­‐in-­‐ google-­‐analytics-­‐automatically.html   Friday, 6 June 14
  • 75. www.ivantage.co.uk 75 Event  tracking Friday, 6 June 14
  • 76. www.ivantage.co.uk 76 Event  tracking Friday, 6 June 14
  • 77. www.ivantage.co.uk 77 Event  tracking  (analytics.js) Friday, 6 June 14
  • 78. www.ivantage.co.uk 78 Event  tracking Friday, 6 June 14
  • 79. www.ivantage.co.uk 79 Event  tracking Videos Play Baby’s Fist Birthday Friday, 6 June 14
  • 80. www.ivantage.co.uk 80 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. Friday, 6 June 14
  • 81. www.ivantage.co.uk 81 Tracking  downloads  –  hack  (improved) § http://blog.immeria.net/2009/01/google-­‐analytics-­‐script-­‐to-­‐ track.html   Friday, 6 June 14
  • 82. www.ivantage.co.uk 82 Tracking  custom  404s ._trackPageview("404.html?page=" + document.location.pathname + document.location.search + "&from=" + document.referrer); ['TRACKER-NAME._trackPageview', '/404- error.html?page=' + document.location.pathname + document.location.search + '&linked-from=' + document.referrer] ); Friday, 6 June 14
  • 83. www.ivantage.co.uk 83 Social  Interactions Friday, 6 June 14
  • 84. www.ivantage.co.uk 84 Social  Interactions Friday, 6 June 14
  • 85. www.ivantage.co.uk 85 Social  Interactions Friday, 6 June 14
  • 86. www.ivantage.co.uk 86 The  User-­‐Defined  Segment § Set  using  a  JavaScript  function § Assign  users  on  a  page  load § <body  onLoad="javascript:pageTracker._setVar(‘Page  X  Viewers');"> § Assign  users  to  a  segment  when  a  link  is  clicked § <a  href="link.html"  onClick="pageTracker._setVar(‘Link  X  followers');">Click  here</a> Friday, 6 June 14
  • 87. www.ivantage.co.uk 87 The  User-­‐Defined  Segment § Assign  visitors  to  a  segment  based  on  their  form  selection § In  this  example,  visitors  are  assigned  to  a  segment  according  to  their  selection  in  a   form.  <form  onSubmit="pageTracker._setVar(this.mymenu.options   [this.mymenu.selectedIndex].value);">  <select  name=mymenu>  <option  value=“Male  (18-­‐30)">Male  (18-­‐30)">  option> <option  value="Male  (30-­‐65)">Male  (30-­‐65)">  </option>  <option  value="Male  (65+)">  Male  (65+)">  </option> <option  value="  Female  (18-­‐35)">Female  (18-­‐35)">  </option> <option  value="  Female  (30-­‐65)">Female  (30-­‐65)">  </option> <option  value="  Female  (65+)">Female  (65+)">  </option> Voucher  codes  at  checkout § Measure  off-­‐line  marketing  promotions § What‘s  important  for  you  to  know  about  your  visitors? Friday, 6 June 14
  • 88. www.ivantage.co.uk 88 Custom  Variables Friday, 6 June 14
  • 89. www.ivantage.co.uk 89 Custom  Variables  -­‐  Coding Friday, 6 June 14
  • 90. www.ivantage.co.uk 90 Custom  Variables  -­‐  Page  Level § Visits  to  website  “sections”  and  “sub-­‐sections” Friday, 6 June 14
  • 91. www.ivantage.co.uk 91 Custom  Variables  -­‐  Visitor  Level § Visitor    “Member  Type” Friday, 6 June 14
  • 92. www.ivantage.co.uk 92 Custom  Variables  -­‐  Visit/session  Level § Visits  logged-­‐in  “Member”  and  checkout  started  “shopping   attempts” Friday, 6 June 14
  • 93. www.ivantage.co.uk 93 Universal  Analytics § Create  your  own  dimensions  and  metrics § 20  of  each  per  web  property § 200  of  each  for  GA  Premium Friday, 6 June 14
  • 94. www.ivantage.co.uk 94 Custom  dimensions  &  metrics § Create  your  own  dimensions  and  metrics § Like  custom  variables  but  server  side § Define  them  in  the  UI § Dimension § Hit § Visit § Visitor § Metric § Integer § Currency § Time § Less  data  from  browser  to  GA Friday, 6 June 14
  • 95. www.ivantage.co.uk 95 Configuring § Let’s  set  one  up  in  out  test  UA  accounts § My  test  dimension § My  test  metric Friday, 6 June 14
  • 96. www.ivantage.co.uk 96 Sending § Set  as  a  part  of  an  existing  hit § Page,  event,  transaction  or  social  interaction § ga('send', 'pageview', {'dimension15':  'My Custom Dimension'}); § or  with  Set  command  before  a  hit § var dimensionValue = 'SOME_DIMENSION_VALUE'; § ga('set', 'dimension1', dimensionValue); § Scope and Precedence § https://developers.google.com/analytics/devguides/ platform/customdimsmets#scope Friday, 6 June 14
  • 97. www.ivantage.co.uk 97 Lunch  time Friday, 6 June 14
  • 98. www.ivantage.co.uk 98 Coding  customisations § Exercise § In  Firefox,  visit: § www.google-­‐analytics.com/urchin.js § Help § http://code.google.com/apis/analytics/ § http://www.ivantage-­‐training.com Friday, 6 June 14
  • 99. www.ivantage.co.uk 99 Control  30  (UTMb)  min  cookie  timeout Friday, 6 June 14
  • 100. www.ivantage.co.uk 100 Control  6  month  (UTMz)  cookie  timeout Friday, 6 June 14
  • 101. www.ivantage.co.uk 101 Changing  ?  to  #  for  campaign  tracking § http://goo.gl/rwQmMX   § https://developers.google.com/analytics/devguides/ collection/gajs/methods/ gaJSApiCampaignTracking#_gat.GA_Tracker_._setAllowAnc hor Friday, 6 June 14
  • 102. www.ivantage.co.uk 102 Tracking  sub-­‐domains § A.dog.com § B.dog.com § C.dog.com § Set  your  site  (dog.com)  to  the  root  domain § Set  Domain  Name  Function Friday, 6 June 14
  • 103. www.ivantage.co.uk 103 Tracking  sub-­‐domains Friday, 6 June 14
  • 104. www.ivantage.co.uk 104 Tracking  sub-­‐domains  –  issues § A.dog.com/index.html § B.dog.com/index.html § C.dog.com/index.html § Filter  Type:  Custom  filter  >  Advanced   Field  A:  Hostname Extract  A:  (.*)   Field  B:  Request  URI   Extract  B:  (.*)   Output  To:  Request  URI   Constructor:  $A1/$B1   Friday, 6 June 14
  • 105. www.ivantage.co.uk 105 Tracking  across  top  level  domains   § Dog.com § Cat.com § Set  your  site  to  none § Set    Domain    Name  function § Transfer  cookies  to  the  new  domain  via  URL § HTTP  Get § Use  the  Link  function Friday, 6 June 14
  • 106. www.ivantage.co.uk 106 Tracking  across  multiple  domains  via  a  link § ivantage-­‐training.com  (Domains) Friday, 6 June 14
  • 107. www.ivantage.co.uk 107 Tracking  to  multiple  accounts § New  Async Friday, 6 June 14
  • 108. www.ivantage.co.uk 108 Organic  sources § http://goo.gl/XTVhB4 § https://developers.google.com/analytics/devguides/ collection/gajs/methods/ gaJSApiSearchEngines#_gat.GA_Tracker_._addOrganic Friday, 6 June 14
  • 109. www.ivantage.co.uk 109 Organic  sources §  _gaq.push(['_setAccount',  'UA-­‐3742829-­‐3']); §  _gaq.push(['_addOrganic',  'google.com',  'q',  true]); §  _gaq.push(['_addOrganic',  'google.co.uk',  'q',  true]); §  _gaq.push(['_addOrganic',  'yahoo.com',  'p',  true]); §  _gaq.push(['_addOrganic',  'uk.search.yahoo.com',  'p',  true]); §  _gaq.push(['_addOrganic',  'bing.com',  'q',  true]); §  _gaq.push(['_addOrganic',  'bing.com/?cc=uk',  'q',  true]); §  _gaq.push(['_addOrganic',  'ask.com',  'q',  true]); §  _gaq.push(['_addOrganic',  'uk.ask.com',  'q',  true]); §  _gaq.push(['_addOrganic',  'sky.com',  'q',  true]); §  _gaq.push(['_addOrganic',  'bt.com',  'q',  true]); §  _gaq.push(['_addOrganic',  'virginmedia.com',  'q',  true]); §  _gaq.push(['_addOrganic',  'talktalk.co.uk',  'q',  true]); §  _gaq.push(['_addOrganic',  'orange.co.uk',  'q',  true]); §  _gaq.push(['_addOrganic',  'o2.co.uk',  'q',  true]); §  _gaq.push(['_addOrganic',  'zen.co.uk',  'q',  true]); §  _gaq.push(['_addOrganic',  'enta.net',  'q',  true]); §  _gaq.push(['_addOrganic',  'thus.net',  'q',  true]); §  _gaq.push(['_trackPageview']); Friday, 6 June 14
  • 110. www.ivantage.co.uk 110 Custom  Campaign  fields Friday, 6 June 14
  • 111. www.ivantage.co.uk 111 Custom  Campaign  fields  (Async) Friday, 6 June 14
  • 112. www.ivantage.co.uk 112 Tracking    to  Urchin  and    GA Friday, 6 June 14
  • 113. www.ivantage.co.uk 113 Tracking  mobile  apps  and  low-­‐end  devices § http://code.google.com/mobile/analytics/docs/ § iOS  and  Android  applications § Non-­‐JavaScript  devices § Server-­‐side  code Friday, 6 June 14
  • 114. www.ivantage.co.uk 114 Tracking  frames  and  iframes § Considerations § Frame  and  Frame  source  will  both  have  Tracking  Code § Where  is  Frame  source  hosted? § Another  domain? § What  will  happen  to  users’  cookies? § ivantageaaa.co.uk  (Example  A7) § When  you  can  tag  your  remote  hosted  source Friday, 6 June 14
  • 115. www.ivantage.co.uk 115 Tracking  Adobe  Flash § http://code.google.com/apis/analytics/docs/tracking/ flashTrackingIntro.html § Bridge  Mode § Control  over  Flash  hosting § AS3  Mode § No  control  over  Flash  hosting § Flash/Flex Friday, 6 June 14
  • 116. www.ivantage.co.uk 116 Tracking  Microsoft  Silverlight § http://code.google.com/apis/analytics/docs/tracking/ silverlightTrackingIntro.html Friday, 6 June 14
  • 117. www.ivantage.co.uk 117 Break  time Friday, 6 June 14
  • 118. www.ivantage.co.uk 118 Tracking  E-­‐commerce  transactions § http://goo.gl/kjBsTB § https://developers.google.com/analytics/devguides/collection/ gajs/methods/gaJSApiEcommerce § Thank  you  for  your  order  page § Key  concept § Use  Transaction  Source  Filter  for  easier  auditing § Use  E-­‐commerce  for  non  E-­‐commerce! Friday, 6 June 14
  • 119. www.ivantage.co.uk 119 E-­‐commerce  tracking Friday, 6 June 14
  • 120. www.ivantage.co.uk 120 E-­‐commerce  (Async) Friday, 6 June 14
  • 121. www.ivantage.co.uk 121 Enhanced  Ecommerce § New  JavaScript  library  -­‐  ec.js § Product  data  (productFieldObject) § SKU,  Name,  Brand,  Category,  Price,  Variant,  Price,  Quantity § Product  impressions  data  (impressionFieldObject) § Impressions  in  lists  (results)  and  categories § Product  promotion  data  (promoFieldObject) § ID,  Name,  Creative,  Position § Product  and  promotion  action   § Click,  detail,  add,  remove,  checkout,  checkout_option,  purchase,  refund,  promo_click § Purchase  or  Refund § Transactional  action  data  (actionFieldObject) § Transaction,  affiliation,  revenue,  tac,  shipping,  coupon,  list,  step,  check  out  option Friday, 6 June 14
  • 122. www.ivantage.co.uk 122 Google  Analytics  APIs § Configuration  API § Core  Reporting  API § Embed  API § MCF  API § Metadata  API Friday, 6 June 14
  • 123. www.ivantage.co.uk 123 Data  Export  API § Best  way  to  explore § Query  Tool § http://ga-­‐dev-­‐tools.appspot.com/explorer/ § Dashboarding § Embed  API § Easy  Dashboard  Library § Trackboard § http://www.trakken.de/trakkboard/ Friday, 6 June 14
  • 124. www.ivantage.co.uk 124 Data  Export  API  -­‐  applications § Certified  Applications § http://www.google.com/analytics/apps/search/apps Friday, 6 June 14
  • 125. www.ivantage.co.uk 125 Data  injection § Campaign  tracking § Pageview  tracker § Event  tracking § Social  interaction  tracking § Custom  variables § E-­‐commerce § Now,  The  Measurement  Protocol! Friday, 6 June 14
  • 126. www.ivantage.co.uk 126 Telephone  tracking  integrations § A  number  of    “API”  integrations § http://www.google.com/analytics/apps/search/apps?q=&category=110 § Best? § http://www.seoverflow.com/call-­‐tracking/roll-­‐your-­‐own-­‐phone-­‐call-­‐tracking-­‐ program-­‐it-­‐is-­‐easy/ Friday, 6 June 14
  • 127. www.ivantage.co.uk 127 CRM  integrations § Web  lead  form  to  CRM § utmz  cookie § http://cutroni.com/blog/2009/03/18/updated-­‐integrating-­‐google-­‐analytics-­‐ with-­‐a-­‐crm/ § UserID Friday, 6 June 14
  • 128. www.ivantage.co.uk 128 Tag  management § Increasingly  complex  to  manage § Especially  in  a  corporate  deployment § Tag  once,  deploy  many § Services § http://www.searchdiscovery.com/satellite/tag-­‐management-­‐systems/ § http://www2.sitetagger.co.uk/solutions/ § http://ubertags.com/ § http://eu.tagman.com/ § http://www.tealium.com/index.html § http://supertag.datalicious.com/integrations/ § http://www.opentag.qubitproducts.com/ § http://ensighten.com/ Friday, 6 June 14
  • 129. 129 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/ Friday, 6 June 14
  • 130. 130 www.ivantage.co.uk 76 Feedback § http://www.ivantage.co.uk/feedback § support@ivantage.co.uk § Write an honest, considered and fair review to receive for each day attended: Friday, 6 June 14