Advanced Google
Analytics
Jeff Wisniewski
Darlene Fichter
October 27, 2013
Welcome!

Greetings Earthlings
Everyone have a GA account?
Login or buddy up!
Your experience with GA?
I set up a GA account
Game plan

• Filters and advanced segments
• Goals and funnels
• Tracking non-HTML files
• Events
• Tracking outbound link...
Filters and advanced segments
Important distinction:
Filters are destructive,
advanced segments are not

TIP: Create a bac...
Create backup profile (view)
Admin > View Settings > Copy View
Filter example: IP addresses

• Why might you want to exclude IPs from
your analytics? You want to see, or need to
report ...
How to exclude a single IP
1.
2.
3.
4.
5.
6.
7.
8.
9.

Go to Admin
Click Filters
Click New filter button
Choose create new...
Click New Filter
Create New Filter

Exclude traffic
How to exclude IP range(s)
1.
2.
3.
4.
5.
6.
7.
8.
9.

Go to Admin
Click Filters
Click New filter button
Choose create new...
Filters: Exclude IP ranges
Enter using “regular expressions”

Stand back.
I know regular expressions.
Filters: Regular expressions
"In computing, regular expression provides a
concise and flexible means for "matching"
(speci...
Example
^136.142.(1.([2-9]|[1-9][0-9]|1([0-9][0-9])|2([04][0-9]|5[0-5]))|(([2-9]|[1-2][0-9]|3[0-4]).([09]|[1-9][0-9]|1([0-...
Filters: Regular expressions
Google has a form-based tool for
generating regular expressions for ranges
of IPs ! Yay Googl...
Filters: Exclude IP range(s)
Have multiple ranges?
Rerun the tool with the additional range(s),
put them all together
sepa...
Advanced segments
Advanced segments are non-destructive; they create distinct
VIEWS of your data
Advanced segments
Several predefined advanced segments are
available out of the box
Can create custom advanced segment
You...
Advanced segments
Example:
Create an advanced segment that easily shows
how many users access your site remotely
versus on...
Advanced segments
Advanced segments apply throughout a
profile.
If you keep the segment(s) active,
they’re visible in all ...
Advanced segments how to
1. Define segment

2. Create statement
3. Combine statements
Advanced segments how to
Once you’re in your website’s profile go to:
Admin > Advanced Segments > New Segment
Admin > Advanced Segments > New Segment Name
Domain name contains verison OR comcast
Second segment for visits from pitt.edu
Advanced Segments > Choose 2 custom segments
Pitt & Remote Access
Report on visits from

Pitt

Remote
Access
Goals and funnels
Admin > Goals > Create a Goal
Goals: Setting up goals and funnels
Name the goal something intuitive, “Class Registration”
2. Choose whether the goal is ...
TIP
“Exact match” has to be EXACTLY the same as the URL….even
leading or trailing spaces will cause it to fail
Goal Name

Goal Type - Destination
Destination URL
thankyou.html
Tracking non HTML files
Use event tracking to track:
• Any Flash-driven element, like a Flash
website, or a Flash Movie pl...
Tracking non HTML files
Two ways:
1. Virtual pageviews
Downside - artificially inflates pageview
numbers
2. Event tracking
Event tracking
Five components:

•
•

•
•
•

categories
actions
labels
values
implicit count
Event tracking
Category: A category is the root level of Event Tracking Some
sample categories are "Videos" and ”PDFs".
Ac...
Event tracking
Label: A label is an optional
Value: A value is a numerical variable that you can
assign to any event that ...
Event tracking code
<a href=“geneaology.pdf"
onClick="_gaq.push(['_trackEvent', ’Guides', ’Download',
’Intro to Genealogy ...
Event reports
Appear under Content > Events
Events
Event reports by event name
Tracking outbound links
Insert this code into the <head> of the page(s) on
which you want to track outbound links:
<script...
Tracking outbound links
Tag the link(s) you want to track by using a javascript
onClick statement:

your link: www.example...
Alerts
Google calls these “Intelligence Events”

Alert me when 5 camels cross the road.
Examples
Any referrals from a local news site that recently wrote about your
library?
A class confirmation page has been g...
Alerts

Admin > Custom Alerts > Create New Alert
How to create an alert
1.
2.

3.
4.
5.
6.
7.
8.

Alert name
Apply to?
Period? (Day, Week, Month)
Send me an email?
Set up ...
New alert applies to
www.library.pitt.edu
Alert name – facebook referrals

Referral path
contains “facebook”

Increases by 10%
This event applies to PITTClassic profile
Word cloud (bonus!)
Acquisition > Keywords > Organic
Keyword

Display as:
Questions? Comments?
Internet Librarian 2013

Thanks!
Photo Credits
•
•
•
•
•
•
•
•
•
•
•
•
•

Slide 2 JD Hancock
Slide 3 Women's eNews
Slide 4 cambodia4kidsorg
Slide 4 brett j...
Advanced Google Analytics
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Advanced Google Analytics

  1. 1. Advanced Google Analytics Jeff Wisniewski Darlene Fichter October 27, 2013
  2. 2. Welcome! Greetings Earthlings
  3. 3. Everyone have a GA account? Login or buddy up!
  4. 4. Your experience with GA? I set up a GA account
  5. 5. Game plan • Filters and advanced segments • Goals and funnels • Tracking non-HTML files • Events • Tracking outbound links • Alerts (intelligence events) SEE THEN DO
  6. 6. Filters and advanced segments Important distinction: Filters are destructive, advanced segments are not TIP: Create a backup, non filtered profile (view) of your data for safekeeping
  7. 7. Create backup profile (view) Admin > View Settings > Copy View
  8. 8. Filter example: IP addresses • Why might you want to exclude IPs from your analytics? You want to see, or need to report on, traffic that excludes devices from within your libraries. • This could include staff devices, publicly accessible devices, or both.
  9. 9. How to exclude a single IP 1. 2. 3. 4. 5. 6. 7. 8. 9. Go to Admin Click Filters Click New filter button Choose create new Filter type: predefined Name the filter Choose Exclude traffic from the IP addresses Enter IP Save
  10. 10. Click New Filter
  11. 11. Create New Filter Exclude traffic
  12. 12. How to exclude IP range(s) 1. 2. 3. 4. 5. 6. 7. 8. 9. Go to Admin Click Filters Click New filter button Choose create new Name the filter Filter type: custom, exclude Filter field: IP address Filter pattern?? Save
  13. 13. Filters: Exclude IP ranges Enter using “regular expressions” Stand back. I know regular expressions.
  14. 14. Filters: Regular expressions "In computing, regular expression provides a concise and flexible means for "matching" (specifying and recognizing) strings of numbers or text, such as particular characters, words, or patterns of characters." -Wikipedia Think Boolean searching meets wildcards, on steroids.
  15. 15. Example ^136.142.(1.([2-9]|[1-9][0-9]|1([0-9][0-9])|2([04][0-9]|5[0-5]))|(([2-9]|[1-2][0-9]|3[0-4]).([09]|[1-9][0-9]|1([0-9][0-9])|2([0-4][0-9]|5[05])))|35.([0-9]|1[0-2]))$
  16. 16. Filters: Regular expressions Google has a form-based tool for generating regular expressions for ranges of IPs ! Yay Google! http://support.google.com/bin/answer.py?hl=e n&answer=1034771&rd=1 Use this: http://www.analyticsmarket.com/freetools/iprege x
  17. 17. Filters: Exclude IP range(s) Have multiple ranges? Rerun the tool with the additional range(s), put them all together separate each expression it generates with the pipe symbol | and paste into your filter
  18. 18. Advanced segments Advanced segments are non-destructive; they create distinct VIEWS of your data
  19. 19. Advanced segments Several predefined advanced segments are available out of the box Can create custom advanced segment You can work with up to a total of four segments at a time
  20. 20. Advanced segments Example: Create an advanced segment that easily shows how many users access your site remotely versus onsite
  21. 21. Advanced segments Advanced segments apply throughout a profile. If you keep the segment(s) active, they’re visible in all of the different reports available to you in GA.
  22. 22. Advanced segments how to 1. Define segment 2. Create statement 3. Combine statements
  23. 23. Advanced segments how to Once you’re in your website’s profile go to: Admin > Advanced Segments > New Segment
  24. 24. Admin > Advanced Segments > New Segment Name
  25. 25. Domain name contains verison OR comcast
  26. 26. Second segment for visits from pitt.edu
  27. 27. Advanced Segments > Choose 2 custom segments Pitt & Remote Access
  28. 28. Report on visits from Pitt Remote Access
  29. 29. Goals and funnels Admin > Goals > Create a Goal
  30. 30. Goals: Setting up goals and funnels Name the goal something intuitive, “Class Registration” 2. Choose whether the goal is active (ON) now 3. Choose a type of goal. 1. • Most library scenario goals will be “URL Destination”. This means the goal is to get the user to a specific place, such as “thank you for registering” page Enter the URL for the goal page 5. Under “Goal Funnel” click ON 6. Enter the URL(s) of the page(s) along the path a user would take from the homepage all the way to the |thank you” page. 4.
  31. 31. TIP “Exact match” has to be EXACTLY the same as the URL….even leading or trailing spaces will cause it to fail
  32. 32. Goal Name Goal Type - Destination
  33. 33. Destination URL thankyou.html
  34. 34. Tracking non HTML files Use event tracking to track: • Any Flash-driven element, like a Flash website, or a Flash Movie player • Embedded AJAX page elements • Page gadgets • File downloads, like PDFs
  35. 35. Tracking non HTML files Two ways: 1. Virtual pageviews Downside - artificially inflates pageview numbers 2. Event tracking
  36. 36. Event tracking Five components: • • • • • categories actions labels values implicit count
  37. 37. Event tracking Category: A category is the root level of Event Tracking Some sample categories are "Videos" and ”PDFs". Action: An action is a descriptor for a particular event.
  38. 38. Event tracking Label: A label is an optional Value: A value is a numerical variable that you can assign to any event that you've assigned to a category. Implicit Count: The implicit count is a count of the number of interactions with an event category.
  39. 39. Event tracking code <a href=“geneaology.pdf" onClick="_gaq.push(['_trackEvent', ’Guides', ’Download', ’Intro to Genealogy Research]);”>Download the guide</a> Category = Guides Action = Download Label = Intro to Genealogy Research
  40. 40. Event reports Appear under Content > Events
  41. 41. Events
  42. 42. Event reports by event name
  43. 43. Tracking outbound links Insert this code into the <head> of the page(s) on which you want to track outbound links: <script type="text/javascript"> function trackOutboundLink(link, category, action) { try { _gaq.push(['_trackEvent', category , action]); } catch(err){} setTimeout(function() { document.location.href = link.href; }, 100); } </script>
  44. 44. Tracking outbound links Tag the link(s) you want to track by using a javascript onClick statement: your link: www.example.com <a href="http://www.example.com" onClick="recordOutboundLink(this, 'Outbound Links', 'example.com');return false;"> the category the link label
  45. 45. Alerts Google calls these “Intelligence Events” Alert me when 5 camels cross the road.
  46. 46. Examples Any referrals from a local news site that recently wrote about your library? A class confirmation page has been generated X times, class nearly full Pageviews of your 404 page go up by X %...what’s wrong?
  47. 47. Alerts Admin > Custom Alerts > Create New Alert
  48. 48. How to create an alert 1. 2. 3. 4. 5. 6. 7. 8. Alert name Apply to? Period? (Day, Week, Month) Send me an email? Set up your mobile phone (optional) Alert applies to? Alert me when? Click Create Alert
  49. 49. New alert applies to www.library.pitt.edu
  50. 50. Alert name – facebook referrals Referral path contains “facebook” Increases by 10%
  51. 51. This event applies to PITTClassic profile
  52. 52. Word cloud (bonus!) Acquisition > Keywords > Organic
  53. 53. Keyword Display as:
  54. 54. Questions? Comments?
  55. 55. Internet Librarian 2013 Thanks!
  56. 56. Photo Credits • • • • • • • • • • • • • Slide 2 JD Hancock Slide 3 Women's eNews Slide 4 cambodia4kidsorg Slide 4 brett jordan Slide 5 LifeSupercharger adapted, new image license CC BY-SA 2 Slide 6 Patrick Hoesly Slide 13 Jenn and Tony Bot Slide 14 SuziJane Slide 20 santheo adapted, new image license CC BY-SA 2 Slide 37 ajstarks Slide 47 Åndrey Slide 48 mkhmarketing Slide 57 __MaRiNa__
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