Urchin software from google configuration workshop v11
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  • 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. 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. www.ivantage.co.uk slideshare.net/ivantage 3Tuesday, 15 March 2011
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. www.ivantage.co.uk Course Overview  Day 3, session 3  Producing and displaying custom menus and reports 15Tuesday, 15 March 2011
  • 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. 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. 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. 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. 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. 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. 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. www.ivantage.co.uk Our vision  To be the Internet’s leading performance-driven Internet marketing agency 23 5Tuesday, 15 March 2011
  • 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. 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. www.ivantage.co.uk Who we do it for – multi-channel retail 26 8Tuesday, 15 March 2011
  • 27. www.ivantage.co.uk Who we do it for – business to business 27 9Tuesday, 15 March 2011
  • 28. www.ivantage.co.uk Who we do it for – NGOs and GOs 28 10Tuesday, 15 March 2011
  • 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. 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. 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. 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. 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. 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. 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. 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. www.ivantage.co.uk Zoom into important behaviour to identify problems 6.77% funnel conversion rate 37Tuesday, 15 March 2011
  • 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. www.ivantage.co.uk Key Performance Indicators (KPIs) & web analytics 39Tuesday, 15 March 2011
  • 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. 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. 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. 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. 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. 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. 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. 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. www.ivantage.co.uk Using Urchin as a log file processor  IP & User Agent 48Tuesday, 15 March 2011
  • 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. 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. www.ivantage.co.uk Working with log sources  https://secure.urchin.com/helpwiki/en/Log_Files.html 51Tuesday, 15 March 2011
  • 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. www.ivantage.co.uk Exercise  Processing and analyzing log file data 53Tuesday, 15 March 2011
  • 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. 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. www.ivantage.co.uk Global Settings  Database table  Memory usage 56Tuesday, 15 March 2011
  • 57. www.ivantage.co.uk Break time 57Tuesday, 15 March 2011
  • 58. www.ivantage.co.uk Challenges with Web Analytics  Log files  Visitor identification 58Tuesday, 15 March 2011
  • 59. www.ivantage.co.uk How does Urchin measure visitors?  Server Log Files  Page Tagging  1st Party Cookies 59Tuesday, 15 March 2011
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. www.ivantage.co.uk Lunch time 72Tuesday, 15 March 2011
  • 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. 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. www.ivantage.co.uk Visit www.google-analytics .com 75Tuesday, 15 March 2011
  • 76. www.ivantage.co.uk Sign Up 76Tuesday, 15 March 2011
  • 77. www.ivantage.co.uk Enter to your website 77Tuesday, 15 March 2011
  • 78. www.ivantage.co.uk Enter your contact details 78Tuesday, 15 March 2011
  • 79. www.ivantage.co.uk Agree the ToS 79Tuesday, 15 March 2011
  • 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. 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. 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. 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. 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. www.ivantage.co.uk Get the code (GATC) 85Tuesday, 15 March 2011
  • 86. www.ivantage.co.uk Install on every page of your site Website 86Tuesday, 15 March 2011
  • 87. www.ivantage.co.uk How Google Analytics works Website 87Tuesday, 15 March 2011
  • 88. www.ivantage.co.uk How Google Analytics works Website cookies 88Tuesday, 15 March 2011
  • 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. 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. 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. 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. 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. 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. www.ivantage.co.uk __utm.gif parameters - 1 95Tuesday, 15 March 2011
  • 96. www.ivantage.co.uk __utm.gif parameters - 2 96Tuesday, 15 March 2011
  • 97. www.ivantage.co.uk __utm.gif parameters - 3 97Tuesday, 15 March 2011
  • 98. www.ivantage.co.uk IP & User Agent vs. UTM - Advertiser Dashboard 98Tuesday, 15 March 2011
  • 99. www.ivantage.co.uk IP & User Agent vs. UTM - Executive Dashboard 99Tuesday, 15 March 2011
  • 100. www.ivantage.co.uk IP & User Agent vs. UTM - Marketer Dashboard 100Tuesday, 15 March 2011
  • 101. www.ivantage.co.uk IP & User Agent vs. UTM - Webmaster Dashboard 101Tuesday, 15 March 2011
  • 102. www.ivantage.co.uk IP & User Agent vs. UTM - Advertiser Optimization - Marketing Campaign Results 102Tuesday, 15 March 2011
  • 103. www.ivantage.co.uk IP & User Agent vs. UTM - Advertiser Optimization - Search Engine Marketing 103Tuesday, 15 March 2011
  • 104. www.ivantage.co.uk IP & User Agent vs. UTM - Advertiser Optimization - CPC Structure 104Tuesday, 15 March 2011
  • 105. www.ivantage.co.uk IP & User Agent vs. UTM - Marketing Optimization - Visitor Tracking 105Tuesday, 15 March 2011
  • 106. www.ivantage.co.uk IP & User Agent vs. UTM - Marketing Optimization - Visitor Segment Performance 106Tuesday, 15 March 2011
  • 107. www.ivantage.co.uk IP & User Agent vs. UTM - Marketing Optimization- Marketing Campaign Results 107Tuesday, 15 March 2011
  • 108. www.ivantage.co.uk IP & User Agent vs. UTM - Marketing Optimization - Search Engine Marketing 108Tuesday, 15 March 2011
  • 109. www.ivantage.co.uk IP & User Agent vs. UTM - Content Optimization - Ad Version Testing, Content Performance 109Tuesday, 15 March 2011
  • 110. www.ivantage.co.uk IP & User Agent vs. UTM - Content Optimization - Navigational Analysis 110Tuesday, 15 March 2011
  • 111. www.ivantage.co.uk IP & User Agent vs. UTM - Content Optimization - Goals & Funnel Process 111Tuesday, 15 March 2011
  • 112. www.ivantage.co.uk IP & User Agent vs. UTM - Content Optimization - Web Design Parameters 112Tuesday, 15 March 2011
  • 113. www.ivantage.co.uk IP & User Agent vs. UTM - IT Reports 113Tuesday, 15 March 2011
  • 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. www.ivantage.co.uk UTM Quick-Install (Apache)  https://secure.urchin.com/helpwiki/en/ UTM_Quick-Install_(Apache).html 115Tuesday, 15 March 2011
  • 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. 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. 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. 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. 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. 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. 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. 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. www.ivantage.co.uk Campaign Tracking - how it displays  Key concept  Understanding the URL builder and Urchin 124Tuesday, 15 March 2011
  • 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. 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. 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. 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. 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. 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. www.ivantage.co.uk Administration Utilities Overview  https://secure.urchin.com/helpwiki/en/ Administration_Utilities_Overview.html 131Tuesday, 15 March 2011
  • 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. 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. 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. 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. 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. 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. 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. www.ivantage.co.uk Performance and back-up  Moving the data location  Improving performance 139Tuesday, 15 March 2011
  • 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. www.ivantage.co.uk Configuring parallel processing  https://secure.urchin.com/helpwiki/en/ Urchin_7_Parallel_Profile_Processing.html 141Tuesday, 15 March 2011
  • 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. 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. www.ivantage.co.uk UTM Quick-Install (Apache)  https://secure.urchin.com/helpwiki/en/ UTM_Quick-Install_(Apache).html 144Tuesday, 15 March 2011
  • 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. www.ivantage.co.uk Working with Accounts  https://secure.urchin.com/helpwiki/en/ Working_with_Accounts.html?highlight=(account) 146Tuesday, 15 March 2011
  • 147. www.ivantage.co.uk Configuring simple and complex goals  Simple goals  Complex goals 147Tuesday, 15 March 2011
  • 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. 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. 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. www.ivantage.co.uk Downloads and Events  https://secure.urchin.com/helpwiki/en/ Event_Tracking.html 151Tuesday, 15 March 2011
  • 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. 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. www.ivantage.co.uk How do I track JavaScript events?  https://secure.urchin.com/helpwiki/en/ Event_Tracking.html 154Tuesday, 15 March 2011
  • 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. www.ivantage.co.uk Exercise  Configure a goal for your site 156Tuesday, 15 March 2011
  • 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. www.ivantage.co.uk Control 30 min cookie timeout  var _utimeout="1800"; // set the inactive session timeout in seconds 158Tuesday, 15 March 2011
  • 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. 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. www.ivantage.co.uk Tracking sub-domains  var _udn="auto"; // (auto|none|domain) set the domain name for cookies 161Tuesday, 15 March 2011
  • 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. www.ivantage.co.uk Filter Administration  Standard Filters  Custom Filters 163Tuesday, 15 March 2011
  • 164. www.ivantage.co.uk Filtering  https://secure.urchin.com/helpwiki/en/Filtering 164Tuesday, 15 March 2011
  • 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. www.ivantage.co.uk Advanced Filters  https://secure.urchin.com/helpwiki/en/ Advanced_Filters?highlight=(filters) 166Tuesday, 15 March 2011
  • 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. 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. www.ivantage.co.uk Exercise  Can you apply a filter to include the hostname of your website in reports? 169Tuesday, 15 March 2011
  • 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. 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. www.ivantage.co.uk UTM Linker  HTTP Get  HTTP Post 172Tuesday, 15 March 2011
  • 173. www.ivantage.co.uk Set cookie path to other than root /  var _utcp="/"; // the cookie path for tracking 173Tuesday, 15 March 2011
  • 174. www.ivantage.co.uk E-commerce tracking  The E-commerce schema 174Tuesday, 15 March 2011
  • 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. 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. www.ivantage.co.uk Adding organic sources  _uOsr[34]="rte"; _uOkw[33]="query"; 177Tuesday, 15 March 2011
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. www.ivantage.co.uk The report set (.rs2) file format 189Tuesday, 15 March 2011
  • 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. 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. 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. 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. 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. 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. www.ivantage.co.uk The datamap file  Calculated IFIELDS IFIELDS describe additional calculated fields used for reporting 196Tuesday, 15 March 2011
  • 197. www.ivantage.co.uk The End 197Tuesday, 15 March 2011