LA2M Advanced Google Analytics
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LA2M Advanced Google Analytics

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Andrew Miller of Your Search Advisor presents "Advanced Google Analytics" at LA2M on 9.16.09.

Andrew Miller of Your Search Advisor presents "Advanced Google Analytics" at LA2M on 9.16.09.

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  • 1. Advanced Google Analytics LA2M - 9.16.09
  • 2. Andrew Miller Your Search Advisor @AndrewCMiller
  • 3. Special Thanks: ArborWiki.org August 1 - 31, 2009
  • 4. Why do we care about Website Analytics?
  • 5. “If you can’t measure it, you can’t manage it.”
  • 6. It is cheaper to convert visitors than it is to buy more traffic.
  • 7. You can buy more $ $ $ visitors...
  • 8. $ $ ...or $ $ $ $$ improve $ conversion rates.
  • 9. Better management through measurement google.com/analytics
  • 10. Advanced Google Analytics Standard Reports Tag Inbound Links Goal Tracking Event Tracking Motion Tracking Charts Site Search E-Commerce Tracking And More...
  • 11. Visits & Usage How do visitors use my site?
  • 12. Visitor Geography Where are my visitors?
  • 13. Referring Sources How do visitors get to my site?
  • 14. Content Performance Which pages are my visitors viewing?
  • 15. Metrics & KPI’s should be tied to your objectives
  • 16. Metrics & KPI’s should be tied to your objectives Page Views
  • 17. Metrics & KPI’s should be tied to your objectives Page Views Downloads
  • 18. Metrics & KPI’s should be tied to your objectives Page Views Contact Form/ Downloads Leads
  • 19. Metrics & KPI’s should be tied to your objectives Page Views Contact Form/ Downloads Leads Newsletter/RSS Signups
  • 20. Metrics & KPI’s should be tied to your objectives Page Views Contact Form/ Downloads Leads Newsletter/RSS Signups E-Commerce Transactions
  • 21. Metrics & KPI’s should be tied to your objectives Page Views Contact Form/ Downloads Leads Video Views Newsletter/RSS Signups E-Commerce Transactions
  • 22. Tagging Links - Insights Are my online advertising campaigns effectively and efficiently accomplishing my objectives? Which traffic sources generate the highest quality traffic? Where should I invest more money? Less money?
  • 23. Tagging Links - Set Up 5 variables can be added to inbound links (i.e. banner ads, sponsored search, Tweeted links, product feeds, etc.) Source* - website, e-newsletter, partner, etc. Medium* - cpc, banner, email, tweet, etc. Term - keyword or phrase searched Content - differentiate ads and creative testing Name* - campaign name (i.e. “Spring Sale”) *Required Guide
  • 24. Tagging Links - Set Up Use these URL parameters: Source* - utm_source Medium* - utm_medium Term - utm_term Content - utm_content Name* - utm_campaign *Required Guide
  • 25. Tagging Links - Set Up Use these URL parameters: Example: Source* - utm_source la2m Medium* - utm_medium slideshow Term - utm_term Content - utm_content Name* - utm_campaign adv-analytics *Required Guide
  • 26. Tagging Links - Set Up URL Builder
  • 27. Tagging Links - Set Up http://www.yoursearchadvisor.com/blog/ + URL Builder
  • 28. Tagging Links - Set Up http://www.yoursearchadvisor.com/blog/ + ?utm_source=la2m&utm_medium=slideshow&utm_campaign=adv-analytics = URL Builder
  • 29. Tagging Links - Set Up http://www.yoursearchadvisor.com/blog/ + ?utm_source=la2m&utm_medium=slideshow&utm_campaign=adv-analytics = http://www.yoursearchadvisor.com/blog/? utm_source=la2m&utm_medium=slideshow&utm_campaign=adv-analytics URL Builder
  • 30. Goal Tracking - Insights Where do visitors abandon the sales funnel? Which steps seem to cause friction? Can the funnel be shortened? What happens if we change something?
  • 31. Goal Tracking - Set Up Analytics Settings > Profile Settings > Conversion Goals and Funnel
  • 32. Goal Tracking - Funnels Dashboard > Goals > Funnel Visualization Photo
  • 33. Goal Tracking - Funnels Dashboard > Goals > Funnel Visualization
  • 34. Goal Tracking - Funnels 1. 219 Shopping Cart Views Dashboard > Goals > Funnel Visualization
  • 35. Goal Tracking - Funnels 1. 219 Shopping Cart Views 2. 106 Abandoned (48%) Dashboard > Goals > Funnel Visualization
  • 36. Goal Tracking - Funnels 1. 219 Shopping Cart Views 2. 106 Abandoned (48%) 3. 113 Logged In (52%) Dashboard > Goals > Funnel Visualization
  • 37. Goal Tracking - Details Dashboard > Goals > Overview > Goal 1: Edit Page
  • 38. Event Tracking Track visitor interactions separately from pageviews. Examples: Video plays, file downloads, widget clicks, blog comments, etc. AJAX and Flash interactions. Extremely flexible, can be used to track any event.
  • 39. Event Tracking - Basics Events have 3 required components: onClick JavaScript function Event Category (“Documents”, “Videos”) Event Action (“Download”, “Play”) 2 components are optional: Event Label (“White Paper”, “Product Demo”) Event Value (integer) Guide
  • 40. Event Tracking - Set Up
  • 41. Event Tracking - Set Up <a href=”/WhitePaper.pdf” >Download White Paper</a> +
  • 42. Event Tracking - Set Up <a href=”/WhitePaper.pdf” >Download White Paper</a> + onClick="pageTracker._trackEvent(...);” =
  • 43. Event Tracking - Set Up <a href=”/WhitePaper.pdf” >Download White Paper</a> + onClick="pageTracker._trackEvent(...);” = <a href=”/WhitePaper.pdf” onClick=”pageTracker._trackEvent(‘Documents’, ‘Download’, ‘White Paper’);”>Download White Paper</a>
  • 44. Event Tracking - Report Dashboard > Content > Event Tracking
  • 45. Motion Tracking Certain reports can be “Visualized” Shows change over time for up to 4 variables Dashboard > Traffic Sources > Keywords > Visualize
  • 46. Motion Tracking - Report Link
  • 47. Motion Tracking - Report Link
  • 48. Motion Tracking - Report Link
  • 49. Site Search Track which keywords visitors type in your “Site Search” box. Gain insights into consumer intent and needs. Data is valuable for PPC and SEO keyword research. Find out which pages visitors start their search on, what they find, and compare visitors who searched against those who don’t.
  • 50. Site Search - Set Up Figure out your site’s query parameter “s=query” in WordPress “search=query” for MediaWiki http://www.yoursearchadvisor.com/?s=la2m
  • 51. Site Search - Set Up Configure Google Analytics to track Site Search Analytics Settings > Profile Settings > Main Website Profile Information > “Edit”
  • 52. Site Search - Report How do visitors use the site search? Which keywords do they search for? Dashboard > Content > Site Search
  • 53. Site Search - Report Where do visitors start their searches? Dashboard > Content > Site Search > Start Pages
  • 54. E-Commerce Tracking Conversion Rates (% of visitors that buy) Total Transactions Average Order Value SKU-Level Tracking Data by Referral Sources
  • 55. E-Commerce - Set Up Analytics Settings > Profile Settings > Edit Profile Information
  • 56. E-Commerce - Set Up Add the _addTrans(...) and _addItem(...) functions to the GA tracking code on your receipt page _addTrans(...) includes transaction details Order ID, Source, Total, Tax, Shipping Charge, City, State, Country _addItem(...) for SKU-level details for each item sold Order ID, SKU, Product Name, Category, Price, Quantity Guide
  • 57. E-Commerce - Report Which items are selling and for how much? Which traffic sources are generating sales? Dashboard > E-Commerce > Overview
  • 58. More Advanced Capabilities Custom Segmentation - Group visitors by a common characteristics (geography, membership, buying history, form responses, etc.) More... Custom Reporting - Slice and dice the data any way you like. More.... Automated Reporting - Schedule GA to email reports on a regular basis More...
  • 59. More Advanced Capabilities Cross-Domain Tracking - Track usage and conversions across multiple domains (i.e. 3rd party shopping carts) More... Website Optimizer - Conduct A/B and Multivariate testing to determine highest converting combinations. More...
  • 60. It’s Free, But... Your data lives on somebody else’s servers You can’t export your raw data to switch to another service You should still read the Terms of Service There are other alternatives: Woopra - free for now, real-time stats, commercial version coming Piwik - free, open source, not as robust (yet) Yahoo! Web Analytics - free for Yahoo! search advertisers
  • 61. Thank You! Questions?