www.ivantage.co.uk                    Urchin Software from Google                      Configuration Workshop              ...
www.ivantage.co.uk     Training         Analytics 101: Introduction & User Training         Analytics 201: Advanced Anal...
www.ivantage.co.uk     slideshare.net/ivantage                                     3Tuesday, 15 March 2011
www.ivantage.co.uk     Timings and housekeeping         Start 09:30         Break 11:00-11:15         Lunch 12:45-13:45...
www.ivantage.co.uk     Course Overview                 Day 1, session 1                        What’s possible with Web ...
www.ivantage.co.uk     Course Overview                 Day 1, session 2                        How does Urchin measure v...
www.ivantage.co.uk     Course Overview                 Day 1, session 3                        Configuring and customisin...
www.ivantage.co.uk     Course Overview                 Day 1, session 4                        Log file rotation and proc...
www.ivantage.co.uk     Course Overview                 Day 2, session 1                        A tour of Urchin Software...
www.ivantage.co.uk     Course Overview                 Day 2, session 2                        Configuring simple on-site...
www.ivantage.co.uk     Course Overview                 Day 2, session 3                        Log file reprocessing     ...
www.ivantage.co.uk     Course Overview                 Day 2, session 4                        Tracking sub-domains     ...
www.ivantage.co.uk     Course Overview                 Day 3, session 1                        Understanding custom repo...
www.ivantage.co.uk     Course Overview                 Day 3, session 2                        Building a new data map fi...
www.ivantage.co.uk     Course Overview                 Day 3, session 3                        Producing and displaying ...
www.ivantage.co.uk     Course Overview                 Day3, session 4                        Understanding the Urchin A...
www.ivantage.co.uk     Introductions           First            Me (Matt Trimmer) & ivantage overview           In a mo...
www.ivantage.co.uk     Me            Founder, Principal Consultant and Managing             Director of ivantage        ...
www.ivantage.co.uk     About ivantage         Internet marketing agency         Established in 2002         Independent...
www.ivantage.co.uk     Urchin and Google, March 28th 2005         Urchin on Demand > Google Analytics         Urchin Sof...
www.ivantage.co.uk     What we do     We help grow online businesses by           Generating web site traffic through   ...
www.ivantage.co.uk     How we do it - our values        We help grow online businesses by generating, analyzing and      ...
www.ivantage.co.uk     Our vision        To be the Internet’s leading performance-driven Internet         marketing agenc...
www.ivantage.co.uk     Professional services         Traffic Generation              Paid Search - PPC                 ...
www.ivantage.co.uk     Training (public scheduled and private on-site)        Google Analytics        Google Adwords    ...
www.ivantage.co.uk     Who we do it for – multi-channel retail                                                 26         ...
www.ivantage.co.uk     Who we do it for – business to business                                                27          ...
www.ivantage.co.uk     Who we do it for – NGOs and GOs                                             28                     ...
www.ivantage.co.uk     Introductions – your turn!              You                 Your role                 Your depar...
www.ivantage.co.uk     What’s possible with Web Analytics?              How visitors found your web site              Wh...
www.ivantage.co.uk     What’s possible with GA?              How visitors found your website              What visitors ...
www.ivantage.co.uk     Goals         Goals should be commercial              The commercial goals of your website      ...
www.ivantage.co.uk     The importance of goals for you?         Commercially justify your work         Focus your work  ...
www.ivantage.co.uk     The importance of goals for you?         Goals map to business metrics               Enable you t...
www.ivantage.co.uk     Placing a value on a goal and the $index         Key concept            Goals can have values or ...
www.ivantage.co.uk     Goals and funnels         You can use Regular Expressions (RegEx) to gain insight into the funnel ...
www.ivantage.co.uk     Zoom into important behaviour to identify     problems                             6.77% funnel con...
www.ivantage.co.uk     Key Performance Indicators (KPIs)?         A metric              Miles per Hour (mph)         De...
www.ivantage.co.uk     Key Performance Indicators (KPIs) & web     analytics                                           39T...
www.ivantage.co.uk     KPIs - more specifically         Should use gauges, not statistical charts            Averages    ...
www.ivantage.co.uk     More on KPIs         http://bit.ly/demystified-books         Google Analytics Intelligence        ...
www.ivantage.co.uk     KPIs from Web Analytics Demystified            By role            Senior strategists            M...
www.ivantage.co.uk     Online retailers         Senior strategists              Order and Buyer Conversion Rate         ...
www.ivantage.co.uk     Content sites         Senior strategists              Average Page Views per Visit              ...
www.ivantage.co.uk     Marketing sites         Senior strategists              Lead Generation Conversion Rate          ...
www.ivantage.co.uk     Customer support sites         Senior strategists              Average Time to Respond to Email I...
www.ivantage.co.uk     Urchin 6 configuration modes                 IP & User Agent                 UTM – Urchin Traffic ...
www.ivantage.co.uk     Using Urchin as a log file processor                 IP & User Agent                               ...
www.ivantage.co.uk     Configuring and customising profiles            Urchin MIME types            Urchin URL parameters ...
www.ivantage.co.uk     Log rotation – best practices            https://secure.urchin.com/helpwiki/en/             Log_Ro...
www.ivantage.co.uk     Working with log sources            https://secure.urchin.com/helpwiki/en/Log_Files.html          ...
www.ivantage.co.uk     Wildcard & Date Substitution in Log Path            https://secure.urchin.com/helpwiki/en/        ...
www.ivantage.co.uk     Exercise            Processing and analyzing log file data                                         ...
www.ivantage.co.uk     Exercise            Cleaning robots from our data            Simple filter administration         ...
www.ivantage.co.uk      Urchin: Urchin Log Processing from the command     line            https://secure.urchin.com/help...
www.ivantage.co.uk     Global Settings            Database table            Memory usage                                ...
www.ivantage.co.uk     Break time                               57Tuesday, 15 March 2011
www.ivantage.co.uk     Challenges with Web Analytics         Log files         Visitor identification                     ...
www.ivantage.co.uk     How does Urchin measure visitors?         Server Log Files         Page Tagging         1st Part...
www.ivantage.co.uk     Web servers & browsers                         Browser connects to a web                         se...
www.ivantage.co.uk     Web Access Logs (Server side collection)    Browser                  Web     203.193.165.78        ...
www.ivantage.co.uk     Logs record     •    IP addresses         •    Of browsers (visitors)         •    Of robots       ...
www.ivantage.co.uk     So Urchin uses Cookies     •    Text files sent to browsers by websites         •    1ST or 3rd part...
www.ivantage.co.uk     Persistent cookies                         Cookie not present      client                          ...
www.ivantage.co.uk     Weaknesses of cookies?     • Machine dependant          • As close as we can get to a person       ...
www.ivantage.co.uk     Web Access Logs (Server side collection)    Browser                  Web     203.193.165.78        ...
www.ivantage.co.uk     2nd request for a page with log files    Browser                          Web                       ...
www.ivantage.co.uk     Cached pages     •    Counted once         •    Refreshed         •    2nd request from the same IP...
www.ivantage.co.uk     So Urchin uses page tagging     •    Every page is tagged with JavaScript          •    <script src...
www.ivantage.co.uk     Thorough, accurate tracking?     •    Google Analytics and Urchin use          •    JavaScript Page...
www.ivantage.co.uk     And with Urchin…     •    It uses log files providing          •    Bandwidth          •    Robot cr...
www.ivantage.co.uk     Lunch time                               72Tuesday, 15 March 2011
www.ivantage.co.uk     How does GA measure visitors?         Key concept            JavaScript (not Java) Page Tagging  ...
www.ivantage.co.uk    Installing Google Analytics      Sign-up            Directly at Google Analytics or via           ...
www.ivantage.co.uk     Visit www.google-analytics .com                                             75Tuesday, 15 March 2011
www.ivantage.co.uk     Sign Up                               76Tuesday, 15 March 2011
www.ivantage.co.uk     Enter to your website                                   77Tuesday, 15 March 2011
www.ivantage.co.uk     Enter your contact details                                        78Tuesday, 15 March 2011
www.ivantage.co.uk     Agree the ToS                               79Tuesday, 15 March 2011
www.ivantage.co.uk     The Google Analytics Terms of Service              Free                 Up to five million (5,000,...
www.ivantage.co.uk     Google Analytics physical and virtual limits         Up to five million (5,000,000) page views per ...
www.ivantage.co.uk     No such restrictions with Urchin            Cost effective , perceptual licence!            10,00...
www.ivantage.co.uk     The Google Analytics Terms of Service              Privacy                 You will have in place...
www.ivantage.co.uk     No privacy restrictions with Urchin!              Great for Intranets and Extranets or Subscriptio...
www.ivantage.co.uk     Get the code (GATC)                                 85Tuesday, 15 March 2011
www.ivantage.co.uk     Install on every page of your site                                               Website           ...
www.ivantage.co.uk     How Google Analytics works                                       Website                           ...
www.ivantage.co.uk     How Google Analytics works                                       Website                           ...
www.ivantage.co.uk     What are Cookies?     •    Named after Fortune cookies     •    Text files sent to browsers by websi...
www.ivantage.co.uk     Google Analytics Persistent Cookie                         GA Cookie not present                   ...
www.ivantage.co.uk     How does GA measure visitors?         Key concept            JavaScript (not Java) Page Tagging  ...
www.ivantage.co.uk     How does Urchin measure visitors?         In UTM mode, exactly the same as GA         Key concept...
www.ivantage.co.uk     Install UTM on every page of your site                                                             ...
www.ivantage.co.uk     The ___utm.gif request appends to log file…     __utm.gif?utmwv=6.3&utmn=101027544&utmsr=1280x854&u...
www.ivantage.co.uk     __utm.gif parameters - 1                                      95Tuesday, 15 March 2011
www.ivantage.co.uk     __utm.gif parameters - 2                                      96Tuesday, 15 March 2011
www.ivantage.co.uk     __utm.gif parameters - 3                                      97Tuesday, 15 March 2011
www.ivantage.co.uk     IP & User Agent vs. UTM - Advertiser     Dashboard                                            98Tue...
www.ivantage.co.uk     IP & User Agent vs. UTM - Executive     Dashboard                                           99Tuesd...
www.ivantage.co.uk     IP & User Agent vs. UTM - Marketer     Dashboard                                          100Tuesda...
www.ivantage.co.uk     IP & User Agent vs. UTM - Webmaster     Dashboard                                           101Tues...
www.ivantage.co.uk     IP & User Agent vs. UTM - Advertiser     Optimization - Marketing Campaign Results                 ...
www.ivantage.co.uk     IP & User Agent vs. UTM - Advertiser     Optimization - Search Engine Marketing                    ...
www.ivantage.co.uk     IP & User Agent vs. UTM - Advertiser     Optimization - CPC Structure                              ...
www.ivantage.co.uk     IP & User Agent vs. UTM - Marketing     Optimization - Visitor Tracking                            ...
www.ivantage.co.uk     IP & User Agent vs. UTM - Marketing     Optimization - Visitor Segment Performance                 ...
www.ivantage.co.uk     IP & User Agent vs. UTM - Marketing     Optimization- Marketing Campaign Results                   ...
www.ivantage.co.uk     IP & User Agent vs. UTM - Marketing     Optimization - Search Engine Marketing                     ...
www.ivantage.co.uk     IP & User Agent vs. UTM - Content     Optimization - Ad Version Testing, Content     Performance   ...
www.ivantage.co.uk     IP & User Agent vs. UTM - Content     Optimization - Navigational Analysis                         ...
www.ivantage.co.uk     IP & User Agent vs. UTM - Content     Optimization - Goals & Funnel Process                        ...
www.ivantage.co.uk     IP & User Agent vs. UTM - Content     Optimization - Web Design Parameters                         ...
www.ivantage.co.uk     IP & User Agent vs. UTM - IT Reports                                            113Tuesday, 15 Marc...
www.ivantage.co.uk     Exercise         Clear your cookies            If you don’t mind         Visit your website     ...
www.ivantage.co.uk     UTM Quick-Install (Apache)      https://secure.urchin.com/helpwiki/en/          UTM_Quick-Install_...
www.ivantage.co.uk     UTM Quick-Install (IIS)      https://secure.urchin.com/helpwiki/en/          UTM_Quick-Install_(II...
www.ivantage.co.uk     A tour of Urchin Software from Google      Advertisement Optimization      Marketing Optimization...
www.ivantage.co.uk     The User-Defined Segment         Set using a JavaScript function            Assign users on a page...
www.ivantage.co.uk     The User-Defined Segment         Assign visitors to a segment based on their form selection        ...
www.ivantage.co.uk     Google Analytics and Urchin campaign     tracking         Key concept                 Urchin allo...
www.ivantage.co.uk     Campaign tracking         Key concept                 Direct traffic will include those typing in...
www.ivantage.co.uk     Campaign Tracking & attribution         Key concept                 The forth “Other” bucket in T...
www.ivantage.co.uk     Campaign Tracking - Using the URL Builder           Exercise                Use Campaign Tracking...
www.ivantage.co.uk     Campaign Tracking - how it displays    Key concept          Understanding the URL builder and Urc...
www.ivantage.co.uk     Campaign Tracking examples       Exercise            Use Campaign Tracking by finding “The URL Bui...
www.ivantage.co.uk     Tracking off-line campaigns         Key concept            Use vanity urls                  mysi...
www.ivantage.co.uk     Tracking off-line campaigns - using a URL     shortener         Key concept              Use URL ...
www.ivantage.co.uk     Campaign Tracking & attribution         Key concept                 Google Analytics/Urchin works...
www.ivantage.co.uk     Tagging other media      Campaign tracking URL builder            http://www.google.com/support/a...
www.ivantage.co.uk     Administration Utilities Overview              Log file reprocessing              Updating the geo...
www.ivantage.co.uk     Administration Utilities Overview            https://secure.urchin.com/helpwiki/en/             Ad...
www.ivantage.co.uk     inspector: Urchin Installation Integrity            https://secure.urchin.com/helpwiki/en/inspecto...
www.ivantage.co.uk     Urchin Services Control Utility (urchinctl)            https://secure.urchin.com/helpwiki/en/     ...
www.ivantage.co.uk     ugetlicense: Urchin License Operation Utility            https://secure.urchin.com/helpwiki/en/uge...
www.ivantage.co.uk     geo-update: DNS Database Update Utility            https://secure.urchin.com/helpwiki/en/geo-updat...
www.ivantage.co.uk     uconf-manager: Urchin Configuration Manager     Utility            https://secure.urchin.com/helpwi...
www.ivantage.co.uk     udb-sanitizer: Database Maintenance Utility            https://secure.urchin.com/helpwiki/en/udb-s...
www.ivantage.co.uk     The urchin.js configurations            Visit your urchin.js with Firefox            www.google-an...
www.ivantage.co.uk     Performance and back-up            Moving the data location            Improving performance     ...
www.ivantage.co.uk     Can I move the Data directory to another?     location?            https://secure.urchin.com/helpw...
www.ivantage.co.uk     Configuring parallel processing            https://secure.urchin.com/helpwiki/en/             Urchi...
www.ivantage.co.uk     Reducing Disk Storage for Urchin Profile Monthly     Databases            https://secure.urchin.com...
www.ivantage.co.uk      How do I track e-commerce transactions?            https://secure.urchin.com/helpwiki/en/How_do_I...
www.ivantage.co.uk     UTM Quick-Install (Apache)      https://secure.urchin.com/helpwiki/en/          UTM_Quick-Install_...
www.ivantage.co.uk     Working with Users & Groups      https://secure.urchin.com/helpwiki/en/          Working_with_User...
www.ivantage.co.uk     Working with Accounts      https://secure.urchin.com/helpwiki/en/          Working_with_Accounts.h...
www.ivantage.co.uk     Configuring simple and complex goals      Simple goals      Complex goals                         ...
www.ivantage.co.uk     Exercise         Visit Bonsoirdirect.com            View source on the home page                 ...
www.ivantage.co.uk     The Urchin Tracker         Virtual page view faker            Goals            Sites with dynami...
www.ivantage.co.uk      How do I track Flash events?      https://secure.urchin.com/helpwiki/en/          How_do_I_track_...
www.ivantage.co.uk      Downloads and Events      https://secure.urchin.com/helpwiki/en/          Event_Tracking.html    ...
www.ivantage.co.uk     How do I track clicks on outbound links?      https://secure.urchin.com/helpwiki/en/          Even...
www.ivantage.co.uk     How do I track banner ad exits?      https://secure.urchin.com/helpwiki/en/          Event_Trackin...
www.ivantage.co.uk     How do I track JavaScript events?      https://secure.urchin.com/helpwiki/en/          Event_Track...
www.ivantage.co.uk     Exercise         Think about the goals for your website            Write down your goals in notep...
www.ivantage.co.uk     Exercise         Configure a goal for your site                                               156Tu...
www.ivantage.co.uk     Exercise      Urchin code customisations      Tracking sub-domains      Advanced filter administr...
www.ivantage.co.uk     Control 30 min cookie timeout      var _utimeout="1800";       // set the inactive          sessio...
www.ivantage.co.uk     Control 6 month cookie timeout      var _ucto="15768000";            // set timeout in          se...
www.ivantage.co.uk     Tracking sub-domains      A.dog.com      B.dog.com      C.dog.com      Set your site (dog.com) ...
www.ivantage.co.uk     Tracking sub-domains      var _udn="auto";            // (auto|none|domain)          set the domai...
www.ivantage.co.uk     Tracking sub-domains – issues      A.dog.com/index.html      B.dog.com/index.html      C.dog.com...
www.ivantage.co.uk     Filter Administration         Standard Filters         Custom Filters                            ...
www.ivantage.co.uk     Filtering      https://secure.urchin.com/helpwiki/en/Filtering                                    ...
www.ivantage.co.uk      What information do the filter fields     represent?      https://secure.urchin.com/helpwiki/en/   ...
www.ivantage.co.uk      Advanced Filters      https://secure.urchin.com/helpwiki/en/          Advanced_Filters?highlight=...
www.ivantage.co.uk     Exercise        For your profile you created earlier            Add a filter for your IP address   ...
www.ivantage.co.uk     Exercise         Can you apply a search and replace filter?         What use is a Look-up table fil...
www.ivantage.co.uk     Exercise         Can you apply a filter to include the hostname of your website          in reports...
www.ivantage.co.uk     Tracking across domains via a link      Dog.com      Cat.com      Set your site to none         ...
www.ivantage.co.uk     Tracking across multiple domains      var _udn="auto";            // (auto|none|domain)          s...
www.ivantage.co.uk     UTM Linker      HTTP Get      HTTP Post                              172Tuesday, 15 March 2011
www.ivantage.co.uk     Set cookie path to other than root /      var _utcp="/";       // the cookie path for          tra...
www.ivantage.co.uk     E-commerce tracking      The E-commerce schema                                    174Tuesday, 15 M...
www.ivantage.co.uk     Reduce data collection options      var _ufsc=1;            // set client info flag          (1=on|...
www.ivantage.co.uk     Setting the sample rate – don’t track every     visitor      var _usample=100;             // The ...
www.ivantage.co.uk     Adding organic sources      _uOsr[34]="rte";   _uOkw[33]="query";                                 ...
www.ivantage.co.uk     Setting organic keyword ignores      //-- Auto/Organic Keywords to Ignore      var _uOno=new Arra...
www.ivantage.co.uk     Setting referral domains to ignore     //-- Referral domains to Ignore      var _uRno=new Array();...
www.ivantage.co.uk     Master tracking codes      Lookup Table Filter      https://secure.urchin.com/helpwiki/en/       ...
www.ivantage.co.uk     The UTMz cookie hierarchy      There is a hierarchy of data importance that Google          Analyt...
www.ivantage.co.uk     The UTM no override            Urchin can be configured to retain the original campaign            ...
www.ivantage.co.uk     Custom Campaign fields      //-- UTM Campaign Tracking Settings      var _uctm=1;                /...
www.ivantage.co.uk     Changing ? to # for campaign tracking      var _uanchor=0;                // enable use of        ...
www.ivantage.co.uk     Help!         http://www.google.com/support/googleanalytics/bin/request.py?hl=en_GB         Group...
www.ivantage.co.uk      Custom reports – four components         Profile Types            The Report Set file (.rs2)      ...
www.ivantage.co.uk     Custom Reporting      Profile Types            lib/custom/profiletypes/            Default (name i...
www.ivantage.co.uk     The report set (.rs2) file         Defines what is displayed in Urchin reports              Logical...
www.ivantage.co.uk     The report set (.rs2) file format                                             189Tuesday, 15 March 2...
www.ivantage.co.uk     The report set (.rs2) file format                                                         /lib/repor...
www.ivantage.co.uk     An example copying a report set         Copy relevant sections of the rs2 file         To the bott...
www.ivantage.co.uk     An example copying a report set         Copy relevant sections of the rs2 file         To the bott...
www.ivantage.co.uk     Using the datamap file         The .rs2 file references a table ID         From the dm2 file       ...
www.ivantage.co.uk     The datamap file         Column format         One row per table         Unique table ID         ...
www.ivantage.co.uk      The datamap file               Column format               One row per table               Uniqu...
www.ivantage.co.uk     The datamap file         Calculated IFIELDS            IFIELDS describe additional         calculat...
www.ivantage.co.uk          The End                              197Tuesday, 15 March 2011
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Urchin software from google configuration workshop v11

  1. 1. www.ivantage.co.uk Urchin Software from Google Configuration Workshop Matt Trimmer Principal Consultant & Managing Director Slides: http://www.slideshare.net/ivantage 1Tuesday, 15 March 2011
  2. 2. www.ivantage.co.uk Training  Analytics 101: Introduction & User Training  Analytics 201: Advanced Analysis & Measurement  Analytics 301: Advanced Tracking & Technical Implementations  Website Optimiser 101: An introduction to landing page testing  Adwords 101: Introduction to Paid Search Management  Adwords 201: Building Profitable Paid Search Campaigns  SEO Essentials  SEO Advanced Link Building and Publicity  Urchin Software from Google Configuration Workshop  Urchin Software from Google User Training 2Tuesday, 15 March 2011
  3. 3. www.ivantage.co.uk slideshare.net/ivantage 3Tuesday, 15 March 2011
  4. 4. www.ivantage.co.uk Timings and housekeeping  Start 09:30  Break 11:00-11:15  Lunch 12:45-13:45  Break 15:15-15:30  Wrap-up 16:30 4Tuesday, 15 March 2011
  5. 5. www.ivantage.co.uk Course Overview  Day 1, session 1  What’s possible with Web analytics?  What’s possible with Urchin?  Using Urchin as a log file processor  Web analytics data collection methods 5Tuesday, 15 March 2011
  6. 6. www.ivantage.co.uk Course Overview  Day 1, session 2  How does Urchin measure visitors?  Urchin and Google Analytics – review of major differences  Using Urchin with the UTM (Urchin Traffic Monitor)  Urchin working in parallel with Google Analytics 6Tuesday, 15 March 2011
  7. 7. www.ivantage.co.uk Course Overview  Day 1, session 3  Configuring and customising profiles  Urchin MIME types  Urchin URL parameters  Urchin download types 7Tuesday, 15 March 2011
  8. 8. www.ivantage.co.uk Course Overview  Day 1, session 4  Log file rotation and processing  Log file processing  Urchin in debug mode  Processing a simple log file manually  Processing a log file with Urchin  Custom log file formats  Log path substitution 8Tuesday, 15 March 2011
  9. 9. www.ivantage.co.uk Course Overview  Day 2, session 1  A tour of Urchin Software from Google reports  Advertisement Optimization  Marketing Optimization  Urchin Custom Segmentation  Urchin Campaign Tracking  Content Optimization  Navigational Analysis  Goals & Funnel Analysis  Web Design Parameters  IT Reports 9Tuesday, 15 March 2011
  10. 10. www.ivantage.co.uk Course Overview  Day 2, session 2  Configuring simple on-site goals  Configuring complex on-site goals  E-Commerce optimization  Configuring Urchin e-commerce  IT Reports 10Tuesday, 15 March 2011
  11. 11. www.ivantage.co.uk Course Overview  Day 2, session 3  Log file reprocessing  Updating the geo-location database  Urchin database settings  Using Urchin from the Command Line  Urchin administration facilities  Simple filter administration 11Tuesday, 15 March 2011
  12. 12. www.ivantage.co.uk Course Overview  Day 2, session 4  Tracking sub-domains  Advanced filter administration  Tracking 3rd party domains  Urchin code customisations  Tracking Flash, AJAX and other rich media components  Best practice user administration 12Tuesday, 15 March 2011
  13. 13. www.ivantage.co.uk Course Overview  Day 3, session 1  Understanding custom report files  The Urchin data map file  The Urchin report set file  The Urchin language file 13Tuesday, 15 March 2011
  14. 14. www.ivantage.co.uk Course Overview  Day 3, session 2  Building a new data map file  Building a new report set file  Building a new language file 14Tuesday, 15 March 2011
  15. 15. www.ivantage.co.uk Course Overview  Day 3, session 3  Producing and displaying custom menus and reports 15Tuesday, 15 March 2011
  16. 16. www.ivantage.co.uk Course Overview  Day3, session 4  Understanding the Urchin API  API dimensions, metrics, tables and units  Extracting data with the Urchin API 16Tuesday, 15 March 2011
  17. 17. www.ivantage.co.uk Introductions  First  Me (Matt Trimmer) & ivantage overview  In a moment  You  Your role  Your department/website/website area  Your objectives for attending today 17Tuesday, 15 March 2011
  18. 18. www.ivantage.co.uk 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 18Tuesday, 15 March 2011
  19. 19. www.ivantage.co.uk About ivantage  Internet marketing agency  Established in 2002  Independent  36rd Ranked UK Agency according to New Media Age rankings 19 2Tuesday, 15 March 2011
  20. 20. www.ivantage.co.uk Urchin and Google, March 28th 2005  Urchin on Demand > Google Analytics  Urchin Software > Urchin Software from Google 20Tuesday, 15 March 2011
  21. 21. www.ivantage.co.uk What we do  We help grow online businesses by  Generating web site traffic through  Paid Search (PPC)  Natural Search (SEO)  Local & Mobile search  Social media  Display & video  E-mail  Analyzing web site traffic using  Web Analytics to accurately analyse how visitors find and interact with websites  Converting web site traffic using  Conversion Rate Optimisation to convert visitors into customers or clients 21 3Tuesday, 15 March 2011
  22. 22. www.ivantage.co.uk How we do it - our values  We help grow online businesses by generating, analyzing and converting web site traffic using:  Professional, passionate people  Affordable, effective technology  Shared client goals and ambitions  Exceptional client service  Ethical and transparent methodologies  That deliver  Intelligent, measured campaigns  to add value, not cost  Available through  Professional services  Training 22 4Tuesday, 15 March 2011
  23. 23. www.ivantage.co.uk Our vision  To be the Internet’s leading performance-driven Internet marketing agency 23 5Tuesday, 15 March 2011
  24. 24. www.ivantage.co.uk Professional services  Traffic Generation  Paid Search - PPC  Audit, strategy, take-over/set-up, optimisation & management  Natural Search - SEO  Audit, strategy, optimisation & management  Local & Mobile Search  Strategy, optimisation & management  Display & Video  Strategy, optimisation & management  Social Media  Strategy, optimisation & management  Email marketing  Strategy, transmission, tracking and management  Traffic Analysis  Web analytics  Audit, strategy, implementation, support and interpretation  Traffic Conversion  Conversion Rate Optimisation  Audit, strategy & optimisation 24 6Tuesday, 15 March 2011
  25. 25. www.ivantage.co.uk Training (public scheduled and private on-site)  Google Analytics  Google Adwords  Google Website Optimizer  Urchin Software from Google  Search Engine Optimisation (SEO)  Social Media Marketing  Two of three Google Certified trainers in the UK  Two of four Google Certified trainers in Europe  Two of fifteen Google Certified trainers in the world 25 7Tuesday, 15 March 2011
  26. 26. www.ivantage.co.uk Who we do it for – multi-channel retail 26 8Tuesday, 15 March 2011
  27. 27. www.ivantage.co.uk Who we do it for – business to business 27 9Tuesday, 15 March 2011
  28. 28. www.ivantage.co.uk Who we do it for – NGOs and GOs 28 10Tuesday, 15 March 2011
  29. 29. www.ivantage.co.uk Introductions – your turn!  You  Your role  Your department/website/website area  Your objectives for attending today 29Tuesday, 15 March 2011
  30. 30. www.ivantage.co.uk What’s possible with Web Analytics?  How visitors found your web site  What visitors are doing on your web site  Not WHY they are doing it!  Domain of usability/customer experience  Onsite surveys  Sampling visitors arriving/leaving  Heuristic reviews  Experts reviewing your site against a set of criteria (heuristics)  Conversion Rate Optimisation  A/B testing  A/B/n testing  Multi-variate testing  Usability tests  Representative customers completing tasks  Resources  http://blog.ivantage.co.uk/2010/11/what-google-analytics-cant-tell-you.html  30Tuesday, 15 March 2011
  31. 31. www.ivantage.co.uk What’s possible with GA?  How visitors found your website  What visitors are doing on your website  Not why!  Outcomes focused  Goals 31Tuesday, 15 March 2011
  32. 32. www.ivantage.co.uk 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! 32Tuesday, 15 March 2011
  33. 33. www.ivantage.co.uk The importance of goals for you?  Commercially justify your work  Focus your work  Prioritise your work 33Tuesday, 15 March 2011
  34. 34. www.ivantage.co.uk The importance of goals for you?  Goals map to business metrics  Enable you to build a business case for  Analytics investment  Analysis investment  Action investment  Goals focus on important paths and entrances  Enable you to home-in on problem areas  Reverse Goal Path  Conversion to goals by traffic source  Monetize goals  Enable you to prioritise areas to analyse and optimise  Give goals a goal value  Analyse $ Index  (Goal Value + E-commerce value)/unique page views  Page up-to goal contribution  Focus on high $ Index pages for improvement 34Tuesday, 15 March 2011
  35. 35. www.ivantage.co.uk Placing a value on a goal and the $index  Key concept  Goals can have values or not  When E-commerce is used the value of the sales transaction is used in the $index calculation $index value of A,B and C = $1 35Tuesday, 15 March 2011
  36. 36. www.ivantage.co.uk Goals and funnels  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 36Tuesday, 15 March 2011
  37. 37. www.ivantage.co.uk Zoom into important behaviour to identify problems 6.77% funnel conversion rate 37Tuesday, 15 March 2011
  38. 38. www.ivantage.co.uk 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 38Tuesday, 15 March 2011
  39. 39. www.ivantage.co.uk Key Performance Indicators (KPIs) & web analytics 39Tuesday, 15 March 2011
  40. 40. www.ivantage.co.uk 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 40Tuesday, 15 March 2011
  41. 41. www.ivantage.co.uk More on KPIs  http://bit.ly/demystified-books  Google Analytics Intelligence  Code Red  http://www.epiphanysolutions.co.uk/blog/useful-custom-alert-in- google-analytics-1/  Bounce Rate  http://blog.pushon.co.uk/google-analytics/google-analytics- intelligence-custom-alerts/  General  http://www.websharedesign.com/blog/5-helpful-custom-alerts-for- google-analytics.html 41Tuesday, 15 March 2011
  42. 42. www.ivantage.co.uk 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 42Tuesday, 15 March 2011
  43. 43. www.ivantage.co.uk Online retailers  Senior strategists  Order and Buyer Conversion Rate  Average Order Value (AOV)  Average Revenue per Visit (Per Visit Value)  Average Cost per Conversion  Percent High and Low Satisfaction Customers  Mid-tier strategists  Average Time to Respond to Email Inquiries  Ratio of New to Returning Visitors  New and Returning Visitor Conversion Rate  Percent of Revenue from New and Returning Customers  Home Page and Key Landing Page “Stickiness” (Bounce Rate)  Tactical strategists  Search to Purchase Conversion Rate  Percent Low Recency Visitors  Cart and Checkout Completion Rate  Order Conversion Rate per Campaign or Campaign Type  Percent Zero Result and Zero Yield Searches  Percent High, Medium and Low Click Depth Visits (Pageviews) 43Tuesday, 15 March 2011
  44. 44. www.ivantage.co.uk 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 44Tuesday, 15 March 2011
  45. 45. www.ivantage.co.uk 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 45Tuesday, 15 March 2011
  46. 46. www.ivantage.co.uk 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 46Tuesday, 15 March 2011
  47. 47. www.ivantage.co.uk Urchin 6 configuration modes  IP & User Agent  UTM – Urchin Traffic Monitor  In parallel with Google Analytics (Hybrid mode) 47Tuesday, 15 March 2011
  48. 48. www.ivantage.co.uk Using Urchin as a log file processor  IP & User Agent 48Tuesday, 15 March 2011
  49. 49. www.ivantage.co.uk Configuring and customising profiles  Urchin MIME types  Urchin URL parameters  Urchin download types  Log file rotation and processing  Log file processing  Log path date substitution 49Tuesday, 15 March 2011
  50. 50. www.ivantage.co.uk Log rotation – best practices  https://secure.urchin.com/helpwiki/en/ Log_Rotation_Best_Practices?highlight=(rotation) 50Tuesday, 15 March 2011
  51. 51. www.ivantage.co.uk Working with log sources  https://secure.urchin.com/helpwiki/en/Log_Files.html 51Tuesday, 15 March 2011
  52. 52. www.ivantage.co.uk Wildcard & Date Substitution in Log Path  https://secure.urchin.com/helpwiki/en/ Wildcard_&_Date_Substitution_in_Log_Path.html 52Tuesday, 15 March 2011
  53. 53. www.ivantage.co.uk Exercise  Processing and analyzing log file data 53Tuesday, 15 March 2011
  54. 54. www.ivantage.co.uk Exercise  Cleaning robots from our data  Simple filter administration  Resources  http://blog.ivantage.co.uk/2009_03_01_archive.html 54Tuesday, 15 March 2011
  55. 55. www.ivantage.co.uk Urchin: Urchin Log Processing from the command line  https://secure.urchin.com/helpwiki/en/urchin %253A_Urchin_Log_Processing_Engine.html 55Tuesday, 15 March 2011
  56. 56. www.ivantage.co.uk Global Settings  Database table  Memory usage 56Tuesday, 15 March 2011
  57. 57. www.ivantage.co.uk Break time 57Tuesday, 15 March 2011
  58. 58. www.ivantage.co.uk Challenges with Web Analytics  Log files  Visitor identification 58Tuesday, 15 March 2011
  59. 59. www.ivantage.co.uk How does Urchin measure visitors?  Server Log Files  Page Tagging  1st Party Cookies 59Tuesday, 15 March 2011
  60. 60. www.ivantage.co.uk Web servers & browsers Browser connects to a web server and requests a page Browser Web server The server sends back the requested page 60Tuesday, 15 March 2011
  61. 61. www.ivantage.co.uk Web Access Logs (Server side collection) Browser Web 203.193.165.78 server www.yoursite.com Access log 61Tuesday, 15 March 2011
  62. 62. www.ivantage.co.uk Logs record • IP addresses • Of browsers (visitors) • Of robots • Normally identify themselves as • User Agent type • Googlebot • MSNbot • Slurp • However, not all can be filtered • Names not known • Some deliberately avoid detection • Price comparison • Spam 62Tuesday, 15 March 2011
  63. 63. www.ivantage.co.uk So Urchin uses Cookies • Text files sent to browsers by websites • 1ST or 3rd party • Visit rte.ie • rte.ie issues cookies (1st party) • If banana.com issued cookies (3rd party) • Session and persistent • Last for 30 mins or longer • Search engines cannot read them 63Tuesday, 15 March 2011
  64. 64. www.ivantage.co.uk Persistent cookies Cookie not present client web server New Visitor Access log client Cookie present web Cookie server Returning Visitor Access log 64Tuesday, 15 March 2011
  65. 65. www.ivantage.co.uk Weaknesses of cookies? • Machine dependant • 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 site use 1st party cookies to make basket function • So blocking 1st party cookies degrades your Internet experience • 3rd party cookies are often blocked 65Tuesday, 15 March 2011
  66. 66. www.ivantage.co.uk Web Access Logs (Server side collection) Browser Web 203.193.165.78 server www.yoursite.com Access log 66Tuesday, 15 March 2011
  67. 67. www.ivantage.co.uk 2nd request for a page with log files Browser Web Cache server 203.193.165.78 www.yoursite.com Re-load or Access log Visit from bookmark 67Tuesday, 15 March 2011
  68. 68. www.ivantage.co.uk Cached pages • Counted once • Refreshed • 2nd request from the same IP address • Not recorded in Web Access Log! 68Tuesday, 15 March 2011
  69. 69. www.ivantage.co.uk So Urchin uses page tagging • Every page is tagged with JavaScript • <script src=/urchin.js type=text/javascript> • Ensures even when pages are served from cache • JavaScript executes • A Gif (1x1 pixel image in loaded with the page) • Web Access log is updated 69Tuesday, 15 March 2011
  70. 70. www.ivantage.co.uk Thorough, accurate tracking? • Google Analytics and Urchin use • JavaScript Page Tagging • With a .gif • Cookies • 1st party • In addition Urchin uses log files providing • Bandwidth • Robot crawling activity • Server status codes • Download statistics • Mobile devices 70Tuesday, 15 March 2011
  71. 71. www.ivantage.co.uk And with Urchin… • It uses log files providing • Bandwidth • Robot crawling activity • Server status codes • Download statistics • Mobile devices 71Tuesday, 15 March 2011
  72. 72. www.ivantage.co.uk Lunch time 72Tuesday, 15 March 2011
  73. 73. www.ivantage.co.uk How does GA measure visitors?  Key concept  JavaScript (not Java) Page Tagging  1st Party Cookies 73Tuesday, 15 March 2011
  74. 74. www.ivantage.co.uk Installing Google Analytics  Sign-up  Directly at Google Analytics or via  Your Adwords “Analytics” tab  Get the code  Install on to every page on your website! 74Tuesday, 15 March 2011
  75. 75. www.ivantage.co.uk Visit www.google-analytics .com 75Tuesday, 15 March 2011
  76. 76. www.ivantage.co.uk Sign Up 76Tuesday, 15 March 2011
  77. 77. www.ivantage.co.uk Enter to your website 77Tuesday, 15 March 2011
  78. 78. www.ivantage.co.uk Enter your contact details 78Tuesday, 15 March 2011
  79. 79. www.ivantage.co.uk Agree the ToS 79Tuesday, 15 March 2011
  80. 80. www.ivantage.co.uk The Google Analytics Terms of Service  Free  Up to five million (5,000,000) page views per month per account; or  An active Adwords campaign with Google which is in good standing  An active AdWords account is  One active and running Campaign  A minimum budget of $1 per day  or the equivalent amount in a non-U.S. currency  http://www.google.com/support/googleanalytics/bin/answer.py? hl=en&answer=55476 80Tuesday, 15 March 2011
  81. 81. www.ivantage.co.uk Google Analytics physical and virtual limits  Up to five million (5,000,000) page views per month per account; or  An active Adwords campaign with Google which is in good standing  An active AdWords account is  One active and running Campaign  A minimum budget of $1 per day  or the equivalent amount in a non-U.S. currency  50,000 data table limit  Top Content  Keywords 81Tuesday, 15 March 2011
  82. 82. www.ivantage.co.uk No such restrictions with Urchin  Cost effective , perceptual licence!  10,000,000 data table limit!  Top Content  Keywords 82Tuesday, 15 March 2011
  83. 83. www.ivantage.co.uk The Google Analytics Terms of Service  Privacy  You will have in place in a prominent position on your Website (and will comply with) an appropriate privacy policy. You will also use reasonable endeavours to bring to the attention of website users a statement which in all material respects is as follows:  “This website uses Google Analytics, a web analytics service provided by Google, Inc. (“Google”). Google Analytics uses “cookies”, …” 83Tuesday, 15 March 2011
  84. 84. www.ivantage.co.uk No privacy restrictions with Urchin!  Great for Intranets and Extranets or Subscription sites  Important to understand user (authenticated) behaviour  Or lack of it!  Extranet adoption  However  Ensure you have a privacy policy as with GA  “This website uses Urchin Software form Google , a web analytics package developed by Google, Inc. (“Google”). Urchin uses “cookies”, …” 84Tuesday, 15 March 2011
  85. 85. www.ivantage.co.uk Get the code (GATC) 85Tuesday, 15 March 2011
  86. 86. www.ivantage.co.uk Install on every page of your site Website 86Tuesday, 15 March 2011
  87. 87. www.ivantage.co.uk How Google Analytics works Website 87Tuesday, 15 March 2011
  88. 88. www.ivantage.co.uk How Google Analytics works Website cookies 88Tuesday, 15 March 2011
  89. 89. www.ivantage.co.uk What are Cookies? • Named after Fortune cookies • Text files sent to browsers by websites • Session and persistent Google Analytics Cookies • Session • Last for 30 minutes of inactivity • Terminate on browser close • Persistent • Lasts for 2 years 89Tuesday, 15 March 2011
  90. 90. www.ivantage.co.uk Google Analytics Persistent Cookie GA Cookie not present Page Browser web server New Visitor Browser GA Cookie present web Cookie server cookies Returning Visitor 90Tuesday, 15 March 2011
  91. 91. www.ivantage.co.uk How does GA measure visitors?  Key concept  JavaScript (not Java) Page Tagging  1st Party Cookies  Our stats will miss some devices that do not execute JavaScript and/or accept cookies  Search Engine bots :-)  Mobile (1st generation) :-|  Accessibility devices :-( 91Tuesday, 15 March 2011
  92. 92. www.ivantage.co.uk How does Urchin measure visitors?  In UTM mode, exactly the same as GA  Key concept  JavaScript (not Java) Page Tagging  1st Party Cookies  Our stats will miss some devices that do not execute JavaScript and/or accept cookies  Search Engine bots :-)  Mobile (1st generation) :-|  Accessibility devices :-( 92Tuesday, 15 March 2011
  93. 93. www.ivantage.co.uk Install UTM on every page of your site Website immediately before the </body> <script src="/urchin.js" type="text/javascript"></script> <script type="text/javascript"> urchinTracker(); </script> Add __utm.gif to root of webserver! Best not to use: pageTracker._setLocalRemoteServerMode(); Key concept: Use Ga.js and urchin.js independently Consider if you are happy with cookies being shared? Use the cookie path setting to seperate from GA cookies var _utcp="/"; // the cookie path for tracking 93Tuesday, 15 March 2011
  94. 94. www.ivantage.co.uk The ___utm.gif request appends to log file… __utm.gif?utmwv=6.3&utmn=101027544&utmsr=1280x854&utmsc=32-bit&utmul=en&utmje=1&utmjv=1.5&utmfl=7.0 r24&utmdt=My%20Website&utmhn=www.site.com&utmp=/index.html&utmac=UA-51244-4&utmcc=__utma %3D117945243.823564440.1131054947.1131080858.1133834608.4%3B+__utmb%3D117945243%3B+__utmc %3D117945243%3B+__utmz%3D117945243.1131054947.1.1.utmccn%3D%28Spring%20Sale%29%7Cutmcsr%3D%28google %29%7Cutmcmd%3D%28ppc%29% %7Cutmtm%3D%28shoes%29%3B Screen Resolution: 1280x854 Page Title: My Site Screen Colors: 32-bit Filename: /index.html Browser Language: English(en) Visits: 4 Java Enabled? Yes (1) Campaigns Clicked: 1 Java Version: 1.5 Campaign: Google(PPC) Spring Sale (shoes) 94Tuesday, 15 March 2011
  95. 95. www.ivantage.co.uk __utm.gif parameters - 1 95Tuesday, 15 March 2011
  96. 96. www.ivantage.co.uk __utm.gif parameters - 2 96Tuesday, 15 March 2011
  97. 97. www.ivantage.co.uk __utm.gif parameters - 3 97Tuesday, 15 March 2011
  98. 98. www.ivantage.co.uk IP & User Agent vs. UTM - Advertiser Dashboard 98Tuesday, 15 March 2011
  99. 99. www.ivantage.co.uk IP & User Agent vs. UTM - Executive Dashboard 99Tuesday, 15 March 2011
  100. 100. www.ivantage.co.uk IP & User Agent vs. UTM - Marketer Dashboard 100Tuesday, 15 March 2011
  101. 101. www.ivantage.co.uk IP & User Agent vs. UTM - Webmaster Dashboard 101Tuesday, 15 March 2011
  102. 102. www.ivantage.co.uk IP & User Agent vs. UTM - Advertiser Optimization - Marketing Campaign Results 102Tuesday, 15 March 2011
  103. 103. www.ivantage.co.uk IP & User Agent vs. UTM - Advertiser Optimization - Search Engine Marketing 103Tuesday, 15 March 2011
  104. 104. www.ivantage.co.uk IP & User Agent vs. UTM - Advertiser Optimization - CPC Structure 104Tuesday, 15 March 2011
  105. 105. www.ivantage.co.uk IP & User Agent vs. UTM - Marketing Optimization - Visitor Tracking 105Tuesday, 15 March 2011
  106. 106. www.ivantage.co.uk IP & User Agent vs. UTM - Marketing Optimization - Visitor Segment Performance 106Tuesday, 15 March 2011
  107. 107. www.ivantage.co.uk IP & User Agent vs. UTM - Marketing Optimization- Marketing Campaign Results 107Tuesday, 15 March 2011
  108. 108. www.ivantage.co.uk IP & User Agent vs. UTM - Marketing Optimization - Search Engine Marketing 108Tuesday, 15 March 2011
  109. 109. www.ivantage.co.uk IP & User Agent vs. UTM - Content Optimization - Ad Version Testing, Content Performance 109Tuesday, 15 March 2011
  110. 110. www.ivantage.co.uk IP & User Agent vs. UTM - Content Optimization - Navigational Analysis 110Tuesday, 15 March 2011
  111. 111. www.ivantage.co.uk IP & User Agent vs. UTM - Content Optimization - Goals & Funnel Process 111Tuesday, 15 March 2011
  112. 112. www.ivantage.co.uk IP & User Agent vs. UTM - Content Optimization - Web Design Parameters 112Tuesday, 15 March 2011
  113. 113. www.ivantage.co.uk IP & User Agent vs. UTM - IT Reports 113Tuesday, 15 March 2011
  114. 114. www.ivantage.co.uk Exercise  Clear your cookies  If you don’t mind  Visit your website  View the Urchin cookies 114Tuesday, 15 March 2011
  115. 115. www.ivantage.co.uk UTM Quick-Install (Apache)  https://secure.urchin.com/helpwiki/en/ UTM_Quick-Install_(Apache).html 115Tuesday, 15 March 2011
  116. 116. www.ivantage.co.uk UTM Quick-Install (IIS)  https://secure.urchin.com/helpwiki/en/ UTM_Quick-Install_(IIS).html 116Tuesday, 15 March 2011
  117. 117. www.ivantage.co.uk A tour of Urchin Software from Google  Advertisement Optimization  Marketing Optimization  Urchin Custom Segmentation  Urchin Campaign Tracking  Content Optimization  Navigational Analysis  Goals & Funnel Analysis  Web Design Parameters  IT Reports 117Tuesday, 15 March 2011
  118. 118. www.ivantage.co.uk 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> 118Tuesday, 15 March 2011
  119. 119. www.ivantage.co.uk 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? 119Tuesday, 15 March 2011
  120. 120. www.ivantage.co.uk Google Analytics and Urchin campaign tracking  Key concept  Urchin allocates traffic to three distinct buckets  The forth “Other” bucket in Traffic Sources is under your control  It’s the Google Analytics utmz cookie that tracks campaign attribution  Persistent for six months 120Tuesday, 15 March 2011
  121. 121. www.ivantage.co.uk Campaign tracking  Key concept  Direct traffic will include those typing in your URL and using bookmarks  Direct is a good measure of “brand awareness”  Direct can be contaminated by email  Referring sites will include any site with a link on it linking to your site and that has been followed  Search Engines will include all referring sites that Google Analytics defines as an organic search engine and uses a dynamic query parameter containing the users’ search keyword  Google, q  Yahoo, p 121Tuesday, 15 March 2011
  122. 122. www.ivantage.co.uk Campaign Tracking & attribution  Key concept  The forth “Other” bucket in Traffic Sources is under your control  Use Google Analytics Campaign Tracking to measure  Email  Display  Paid Search (cpc) (non Google Adwords)  Social Media  Off-line marketing like Print, outdoor, TV and Radio 122Tuesday, 15 March 2011
  123. 123. www.ivantage.co.uk Campaign Tracking - Using the URL Builder  Exercise  Use 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? 123Tuesday, 15 March 2011
  124. 124. www.ivantage.co.uk Campaign Tracking - how it displays  Key concept  Understanding the URL builder and Urchin 124Tuesday, 15 March 2011
  125. 125. www.ivantage.co.uk Campaign Tracking examples  Exercise  Use Campaign Tracking by finding “The URL Builder” in the Google Analytics help centre  Build a Campaign Tracking URL for your own landing page using some of the example below 125Tuesday, 15 March 2011
  126. 126. www.ivantage.co.uk Tracking off-line campaigns  Key concept  Use vanity urls  mysite.com/tube  301 redirecting to Campaign Tracking URLs  http://www.mysite.com/landing-page.com? utm_source=Tube&utm_medium=Outdoor&utm_content=Ad1&u tm_campaign=Winter-2010 126Tuesday, 15 March 2011
  127. 127. www.ivantage.co.uk Tracking off-line campaigns - using a URL shortener  Key concept  Use URL shorteners  Use http://bit.ly/ or http://goo.gl/  Generate QR Codes with Campaign Tracking URLs  http://www.mysite.com/landing-page.com? utm_source=Tube&utm_medium=Outdoor&utm_content=Ad1&utm_camp aign=Winter-2010  Exercise  Use Google Analytics Campaign Tracking by finding “The URL Builder” in the Google Analytics help centre  Build a Campaign Tracking URL for an off-line campaign  Shorten the URL using Bit.ly or Goo.gl  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? 127Tuesday, 15 March 2011
  128. 128. www.ivantage.co.uk Campaign Tracking & attribution  Key concept  Google Analytics/Urchin works on the principle of “Last Click Attribution”  Last click wins the sales and/or Goal conversion  Except Direct traffic does update utmz cookie 128Tuesday, 15 March 2011
  129. 129. www.ivantage.co.uk Tagging other media  Campaign tracking URL builder  http://www.google.com/support/analytics/bin/answer.py? hl=en-uk&answer=55578 129Tuesday, 15 March 2011
  130. 130. www.ivantage.co.uk Administration Utilities Overview  Log file reprocessing  Updating the geo-location database  Urchin database settings  Using Urchin from the Command Line  Urchin administration facilities  Simple filter administration 130Tuesday, 15 March 2011
  131. 131. www.ivantage.co.uk Administration Utilities Overview  https://secure.urchin.com/helpwiki/en/ Administration_Utilities_Overview.html 131Tuesday, 15 March 2011
  132. 132. www.ivantage.co.uk inspector: Urchin Installation Integrity  https://secure.urchin.com/helpwiki/en/inspector %253A_Urchin_Installation_Integrity_Checker.html 132Tuesday, 15 March 2011
  133. 133. www.ivantage.co.uk Urchin Services Control Utility (urchinctl)  https://secure.urchin.com/helpwiki/en/ Urchin_Services_Control_Utility_(urchinctl).html 133Tuesday, 15 March 2011
  134. 134. www.ivantage.co.uk ugetlicense: Urchin License Operation Utility  https://secure.urchin.com/helpwiki/en/ugetlicense %253A_Urchin_License_Operation_Utility.html 134Tuesday, 15 March 2011
  135. 135. www.ivantage.co.uk geo-update: DNS Database Update Utility  https://secure.urchin.com/helpwiki/en/geo-update %253A_DNS_Database_Update_Utility.html 135Tuesday, 15 March 2011
  136. 136. www.ivantage.co.uk uconf-manager: Urchin Configuration Manager Utility  https://secure.urchin.com/helpwiki/en/uconf- management %253A_Urchin_Configuration_Manager_Utility.html 136Tuesday, 15 March 2011
  137. 137. www.ivantage.co.uk udb-sanitizer: Database Maintenance Utility  https://secure.urchin.com/helpwiki/en/udb-sanitizer %253A_Database_Maintenance.html 137Tuesday, 15 March 2011
  138. 138. www.ivantage.co.uk The urchin.js configurations  Visit your urchin.js with Firefox  www.google-analytics.com/urchin.js 138Tuesday, 15 March 2011
  139. 139. www.ivantage.co.uk Performance and back-up  Moving the data location  Improving performance 139Tuesday, 15 March 2011
  140. 140. www.ivantage.co.uk Can I move the Data directory to another? location?  https://secure.urchin.com/helpwiki/en/ Can_I_move_the_Data_directory_to_another_location %253F.html 140Tuesday, 15 March 2011
  141. 141. www.ivantage.co.uk Configuring parallel processing  https://secure.urchin.com/helpwiki/en/ Urchin_7_Parallel_Profile_Processing.html 141Tuesday, 15 March 2011
  142. 142. www.ivantage.co.uk Reducing Disk Storage for Urchin Profile Monthly Databases  https://secure.urchin.com/helpwiki/en/ Reducing_Disk_Storage_for_Urchin_Profile_Monthly_Databa ses.html 142Tuesday, 15 March 2011
  143. 143. www.ivantage.co.uk How do I track e-commerce transactions?  https://secure.urchin.com/helpwiki/en/How_do_I_track_e- commerce_transactions%253F.html 143Tuesday, 15 March 2011
  144. 144. www.ivantage.co.uk UTM Quick-Install (Apache)  https://secure.urchin.com/helpwiki/en/ UTM_Quick-Install_(Apache).html 144Tuesday, 15 March 2011
  145. 145. www.ivantage.co.uk Working with Users & Groups  https://secure.urchin.com/helpwiki/en/ Working_with_Users_&_Groups.html 145Tuesday, 15 March 2011
  146. 146. www.ivantage.co.uk Working with Accounts  https://secure.urchin.com/helpwiki/en/ Working_with_Accounts.html?highlight=(account) 146Tuesday, 15 March 2011
  147. 147. www.ivantage.co.uk Configuring simple and complex goals  Simple goals  Complex goals 147Tuesday, 15 March 2011
  148. 148. www.ivantage.co.uk Exercise  Visit Bonsoirdirect.com  View source on the home page  Find UA-  View source on a product page  Find UA-  View source on a the checkout page  Where you are asked if you are new or returning  Find UA –  What do you notice? 148Tuesday, 15 March 2011
  149. 149. www.ivantage.co.uk The Urchin Tracker  Virtual page view faker  Goals  Sites with dynamic URLs  Use  In flash  AJAX  Video  Downloads  Outbound clicks  Onsite advertising 149Tuesday, 15 March 2011
  150. 150. www.ivantage.co.uk How do I track Flash events?  https://secure.urchin.com/helpwiki/en/ How_do_I_track_Flash_events%253F.html 150Tuesday, 15 March 2011
  151. 151. www.ivantage.co.uk Downloads and Events  https://secure.urchin.com/helpwiki/en/ Event_Tracking.html 151Tuesday, 15 March 2011
  152. 152. www.ivantage.co.uk How do I track clicks on outbound links?  https://secure.urchin.com/helpwiki/en/ Event_Tracking.html 152Tuesday, 15 March 2011
  153. 153. www.ivantage.co.uk How do I track banner ad exits?  https://secure.urchin.com/helpwiki/en/ Event_Tracking.html 153Tuesday, 15 March 2011
  154. 154. www.ivantage.co.uk How do I track JavaScript events?  https://secure.urchin.com/helpwiki/en/ Event_Tracking.html 154Tuesday, 15 March 2011
  155. 155. www.ivantage.co.uk Exercise  Think about the goals for your website  Write down your goals in notepad  Contact Us  Sale  Lead 155Tuesday, 15 March 2011
  156. 156. www.ivantage.co.uk Exercise  Configure a goal for your site 156Tuesday, 15 March 2011
  157. 157. www.ivantage.co.uk Exercise  Urchin code customisations  Tracking sub-domains  Advanced filter administration  Tracking 3rd-party domains  Tracking Flash, AJAX and other rich media components  Best practice user administration 157Tuesday, 15 March 2011
  158. 158. www.ivantage.co.uk Control 30 min cookie timeout  var _utimeout="1800"; // set the inactive session timeout in seconds 158Tuesday, 15 March 2011
  159. 159. www.ivantage.co.uk Control 6 month cookie timeout  var _ucto="15768000"; // set timeout in seconds (6 month default) 159Tuesday, 15 March 2011
  160. 160. www.ivantage.co.uk Tracking sub-domains  A.dog.com  B.dog.com  C.dog.com  Set your site (dog.com) to the root domain 160Tuesday, 15 March 2011
  161. 161. www.ivantage.co.uk Tracking sub-domains  var _udn="auto"; // (auto|none|domain) set the domain name for cookies 161Tuesday, 15 March 2011
  162. 162. www.ivantage.co.uk Tracking sub-domains – issues  A.dog.com/index.html  B.dog.com/index.html  C.dog.com/index.html  How would the Top Content report show this? 162Tuesday, 15 March 2011
  163. 163. www.ivantage.co.uk Filter Administration  Standard Filters  Custom Filters 163Tuesday, 15 March 2011
  164. 164. www.ivantage.co.uk Filtering  https://secure.urchin.com/helpwiki/en/Filtering 164Tuesday, 15 March 2011
  165. 165. www.ivantage.co.uk What information do the filter fields represent?  https://secure.urchin.com/helpwiki/en/ What_information_do_the_filter_fields_represent%3F 165Tuesday, 15 March 2011
  166. 166. www.ivantage.co.uk Advanced Filters  https://secure.urchin.com/helpwiki/en/ Advanced_Filters?highlight=(filters) 166Tuesday, 15 March 2011
  167. 167. www.ivantage.co.uk Exercise  For your profile you created earlier  Add a filter for your IP address  Whatismyip.com  Now add an IP range  http://www.google.com/support/analytics/bin/answer.py? hl=en-uk&answer=55572  Add a filter to exclude a domain currently referring visitors to your website  Add a filter to a sub-directory on your site 167Tuesday, 15 March 2011
  168. 168. www.ivantage.co.uk Exercise  Can you apply a search and replace filter?  What use is a Look-up table filter? 168Tuesday, 15 March 2011
  169. 169. www.ivantage.co.uk Exercise  Can you apply a filter to include the hostname of your website in reports? 169Tuesday, 15 March 2011
  170. 170. www.ivantage.co.uk Tracking across domains via a link  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 170Tuesday, 15 March 2011
  171. 171. www.ivantage.co.uk Tracking across multiple domains  var _udn="auto"; // (auto|none|domain) set the domain name for cookies  var _uhash="on"; // (on|off) unique domain hash for cookies  var _ulink=0; // enable linker functionality (1=on|0=off) 171Tuesday, 15 March 2011
  172. 172. www.ivantage.co.uk UTM Linker  HTTP Get  HTTP Post 172Tuesday, 15 March 2011
  173. 173. www.ivantage.co.uk Set cookie path to other than root /  var _utcp="/"; // the cookie path for tracking 173Tuesday, 15 March 2011
  174. 174. www.ivantage.co.uk E-commerce tracking  The E-commerce schema 174Tuesday, 15 March 2011
  175. 175. www.ivantage.co.uk Reduce data collection options  var _ufsc=1; // set client info flag (1=on|0=off)  var _uflash=1; // set flash version detect option (1=on|0=off)  var _utitle=1; // set the document title detect option (1=on|0=off) 175Tuesday, 15 March 2011
  176. 176. www.ivantage.co.uk Setting the sample rate – don’t track every visitor  var _usample=100; // The sampling % of visitors to track (1-100). 176Tuesday, 15 March 2011
  177. 177. www.ivantage.co.uk Adding organic sources  _uOsr[34]="rte"; _uOkw[33]="query"; 177Tuesday, 15 March 2011
  178. 178. www.ivantage.co.uk Setting organic keyword ignores  //-- Auto/Organic Keywords to Ignore  var _uOno=new Array();  //_uOno[0]="urchin";  //_uOno[1]="urchin.com";  //_uOno[2]="www.urchin.com"; 178Tuesday, 15 March 2011
  179. 179. www.ivantage.co.uk Setting referral domains to ignore //-- Referral domains to Ignore  var _uRno=new Array();  //_uRno[0]=".urchin.com"; 179Tuesday, 15 March 2011
  180. 180. www.ivantage.co.uk Master tracking codes  Lookup Table Filter  https://secure.urchin.com/helpwiki/en/ Lookup_Table_Filters?highlight=(filters) 180Tuesday, 15 March 2011
  181. 181. www.ivantage.co.uk The UTMz cookie hierarchy  There is a hierarchy of data importance that Google Analytics references before it updates the __utmz cookie and overwrites the referral information:  Direct traffic is always overwritten by referrals, and organic and tagged links.  Referral, and organic or tagged links always override existing campaign information. 181Tuesday, 15 March 2011
  182. 182. www.ivantage.co.uk The UTM no override  Urchin can be configured to retain the original campaign data stored in the __utmz cookie. To enable this feature, add an additional query-string parameter to a destination URL  The query-string parameter, utm_nooverride=1  Alerts Urchin that the existing campaign information should be retained  This technique does not prevent the GATC from updating the campaign cookie if a visitor arrives by organic search or untagged referral link. This technique is helpful only in preventing tagged campaign links from overwriting previous referral information. 182Tuesday, 15 March 2011
  183. 183. www.ivantage.co.uk Custom Campaign fields  //-- UTM Campaign Tracking Settings  var _uctm=1; // set campaign tracking module (1=on|0=off)  var _uccn="utm_campaign"; // name  var _ucmd="utm_medium"; // medium (cpc| cpm|link|email|organic)  var _ucsr="utm_source"; // source  var _uctr="utm_term"; // term/keyword  var _ucct="utm_content"; // content  var _ucid="utm_id"; // id number  var _ucno="utm_nooverride"; // dont override 183Tuesday, 15 March 2011
  184. 184. www.ivantage.co.uk Changing ? to # for campaign tracking  var _uanchor=0; // enable use of anchors for campaign (1=on|0=off) 184Tuesday, 15 March 2011
  185. 185. www.ivantage.co.uk Help!  http://www.google.com/support/googleanalytics/bin/request.py?hl=en_GB  Groups & Blogs  groups.google.com/group/analytics-help  www.roirevolution.com/blog/  www.epikone.com/tools/regular-expression-filter-tester  blog.thesulli.net/  tech.groups.yahoo.com/group/webanalytics/message/  www.kaushik.net/avinash  www.lunametrics.blogspot.com/  ivantage! 185Tuesday, 15 March 2011
  186. 186. www.ivantage.co.uk Custom reports – four components  Profile Types  The Report Set file (.rs2)  Controls Navigation Report Display  The data dictionary file (en-US.txt)  The data map file (.dm2)  Controls which log fields are stored in the Urchin data tables  The field list file (/lib/reporting/logformats/fieldlist.txt ) 186Tuesday, 15 March 2011
  187. 187. www.ivantage.co.uk Custom Reporting  Profile Types  lib/custom/profiletypes/  Default (name in Profile Settings>Settings>Profile Information)  datamap.dm2  default.rs2 (name In Report Settings)  Create your own by copying directory  lib/custom/profiletypes/Test _Data _Map  Name in Profile Settings>Settings>Report Settings)  datamap.dm2  datamap_report_set.rs2 187Tuesday, 15 March 2011
  188. 188. www.ivantage.co.uk The report set (.rs2) file  Defines what is displayed in Urchin reports  Logical display order  Dashboard > Executive Dashboard  IT Reports> Browsers & Robots  25 columns 188Tuesday, 15 March 2011
  189. 189. www.ivantage.co.uk The report set (.rs2) file format 189Tuesday, 15 March 2011
  190. 190. www.ivantage.co.uk The report set (.rs2) file format /lib/reporting/profiletype/Test Data Map/datamap.dm2 /lib/reporting/languages/en-US.txt 190Tuesday, 15 March 2011
  191. 191. www.ivantage.co.uk An example copying a report set  Copy relevant sections of the rs2 file  To the bottom of the rs2 file  Provide a unique ID for each entry  Provide a unique ID for each NTITLE  Reference NTITLE from  /lib/reporting/languages/en-US.txt 191Tuesday, 15 March 2011
  192. 192. www.ivantage.co.uk An example copying a report set  Copy relevant sections of the rs2 file  To the bottom of the rs2 file  Provide a unique ID for each entry  Name using the NTITLE  Reference from  /lib/reporting/languages/en-US.txt /lib/reporting/languages/en-US.txt 192Tuesday, 15 March 2011
  193. 193. www.ivantage.co.uk Using the datamap file  The .rs2 file references a table ID  From the dm2 file  Which in turn references the field list definitions  /lib/reporting/logformats/fieldlist.txt 193Tuesday, 15 March 2011
  194. 194. www.ivantage.co.uk The datamap file  Column format  One row per table  Unique table ID REQUIREMENTS describe which AFIELD-EFIELD - string fields fields must contain data for the from /lib/reporting/logformats/ record to be used (A, B, C, D, E) TABLE - unique identifier of fieldlist.txt table, maximal value is 200 194Tuesday, 15 March 2011
  195. 195. www.ivantage.co.uk The datamap file  Column format  One row per table  Unique table ID SPECIAL - special fields, used for complex analysis IFIELDS describe additional * S1-S11 - session link calculated fields used for reporting * P1 - path link PPFIELDS - post processing fields * PARAM - special parameter (from range of ifields), the data for * T1-T2 - transaction link * I0 - I1 - item link the post processed fields is * IPATH - initial path determined from the session * GTHRU - goal click thru record and its associated path, * GPATH - reverse goal path 195 * CTHRU - click thru transaction, and item recordsTuesday, 15 March 2011
  196. 196. www.ivantage.co.uk The datamap file  Calculated IFIELDS IFIELDS describe additional calculated fields used for reporting 196Tuesday, 15 March 2011
  197. 197. www.ivantage.co.uk The End 197Tuesday, 15 March 2011
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