0
Advanced Google
Analytics
LA2M - 9.16.09
Andrew
Miller
Your Search Advisor
@AndrewCMiller
Special
Thanks:
ArborWiki.org
August 1 - 31, 2009
Why do we care about
Website Analytics?
“If you can’t measure it,
you can’t manage it.”
It is cheaper to convert
visitors than it is to buy more
traffic.
You can
buy more      $
                  $
                  $
visitors...
$       $
                ...or
    $   $
    $ $$
            improve
$



conversion rates.
Better management through
       measurement

      google.com/analytics
Advanced Google Analytics
Standard Reports
Tag Inbound Links
Goal Tracking
Event Tracking
Motion Tracking Charts
Site Sear...
Visits & Usage
How do visitors use my site?
Visitor Geography
Where are my visitors?
Referring Sources
How do visitors get to my site?
Content Performance
Which pages are my visitors viewing?
Metrics & KPI’s should be
tied to your objectives
Metrics & KPI’s should be
tied to your objectives

   Page Views
Metrics & KPI’s should be
tied to your objectives

   Page Views

 Downloads
Metrics & KPI’s should be
tied to your objectives

   Page Views   Contact Form/
 Downloads         Leads
Metrics & KPI’s should be
tied to your objectives

    Page Views    Contact Form/
 Downloads           Leads


 Newslette...
Metrics & KPI’s should be
tied to your objectives

    Page Views    Contact Form/
 Downloads           Leads


 Newslette...
Metrics & KPI’s should be
tied to your objectives

    Page Views      Contact Form/
 Downloads             Leads

       ...
Tagging Links - Insights

Are my online advertising campaigns effectively and
efficiently accomplishing my objectives?
Whic...
Tagging Links - Set Up

5 variables can be added to inbound links (i.e. banner ads,
sponsored search, Tweeted links, produ...
Tagging Links - Set Up

Use these URL parameters:
  Source* - utm_source
  Medium* - utm_medium
  Term - utm_term
  Conten...
Tagging Links - Set Up

Use these URL parameters:   Example:
  Source* - utm_source      la2m
  Medium* - utm_medium      ...
Tagging Links - Set Up




                         URL Builder
Tagging Links - Set Up
    http://www.yoursearchadvisor.com/blog/


                     +




                           ...
Tagging Links - Set Up
               http://www.yoursearchadvisor.com/blog/


                                +
?utm_sour...
Tagging Links - Set Up
                http://www.yoursearchadvisor.com/blog/


                                 +
?utm_so...
Goal Tracking - Insights

Where do visitors abandon the sales funnel?
Which steps seem to cause friction?
Can the funnel b...
Goal Tracking - Set Up




Analytics Settings > Profile Settings > Conversion Goals and Funnel
Goal Tracking - Funnels




    Dashboard > Goals > Funnel Visualization   Photo
Goal Tracking - Funnels




    Dashboard > Goals > Funnel Visualization
Goal Tracking - Funnels
                                               1. 219 Shopping Cart Views




    Dashboard > Goal...
Goal Tracking - Funnels
                                               1. 219 Shopping Cart Views
                        ...
Goal Tracking - Funnels
                                               1. 219 Shopping Cart Views
                        ...
Goal Tracking - Details




   Dashboard > Goals > Overview > Goal 1: Edit Page
Event Tracking

Track visitor interactions separately from pageviews.
Examples: Video plays, file downloads, widget clicks,...
Event Tracking - Basics
Events have 3 required components:
  onClick JavaScript function
  Event Category (“Documents”, “V...
Event Tracking - Set Up
Event Tracking - Set Up

<a href=”/WhitePaper.pdf” >Download White Paper</a>
                        +
Event Tracking - Set Up

<a href=”/WhitePaper.pdf” >Download White Paper</a>
                        +
   onClick="pageTra...
Event Tracking - Set Up

 <a href=”/WhitePaper.pdf” >Download White Paper</a>
                         +
    onClick="page...
Event Tracking - Report




       Dashboard > Content > Event Tracking
Motion Tracking
Certain reports can be “Visualized”
Shows change over time for up to 4 variables




         Dashboard > ...
Motion Tracking - Report




                           Link
Motion Tracking - Report




                           Link
Motion Tracking - Report




                           Link
Site Search

Track which keywords visitors type in your “Site
Search” box.
Gain insights into consumer intent and needs.
D...
Site Search - Set Up

Figure out your site’s query parameter
  “s=query” in WordPress
  “search=query” for MediaWiki


htt...
Site Search - Set Up

  Configure Google Analytics to track Site Search




Analytics Settings > Profile Settings > Main Web...
Site Search - Report
How do visitors use the site search?
Which keywords do they search for?




            Dashboard > C...
Site Search - Report
Where do visitors start their searches?




       Dashboard > Content > Site Search > Start Pages
E-Commerce Tracking

Conversion Rates (% of visitors that buy)
Total Transactions
Average Order Value
SKU-Level Tracking
D...
E-Commerce - Set Up




 Analytics Settings > Profile Settings > Edit Profile Information
E-Commerce - Set Up

Add the _addTrans(...) and _addItem(...) functions to
the GA tracking code on your receipt page
  _ad...
E-Commerce - Report
Which items are selling and for how much?
Which traffic sources are generating sales?




             ...
More Advanced Capabilities

Custom Segmentation - Group visitors by a common
characteristics (geography, membership, buyin...
More Advanced Capabilities

Cross-Domain Tracking - Track usage and
conversions across multiple domains (i.e. 3rd party
sh...
It’s Free, But...
Your data lives on somebody else’s servers
You can’t export your raw data to switch to another
service
Y...
Thank You!
 Questions?
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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.

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  • Transcript of "LA2M Advanced Google Analytics"

    1. 1. Advanced Google Analytics LA2M - 9.16.09
    2. 2. Andrew Miller Your Search Advisor @AndrewCMiller
    3. 3. Special Thanks: ArborWiki.org August 1 - 31, 2009
    4. 4. Why do we care about Website Analytics?
    5. 5. “If you can’t measure it, you can’t manage it.”
    6. 6. It is cheaper to convert visitors than it is to buy more traffic.
    7. 7. You can buy more $ $ $ visitors...
    8. 8. $ $ ...or $ $ $ $$ improve $ conversion rates.
    9. 9. Better management through measurement google.com/analytics
    10. 10. Advanced Google Analytics Standard Reports Tag Inbound Links Goal Tracking Event Tracking Motion Tracking Charts Site Search E-Commerce Tracking And More...
    11. 11. Visits & Usage How do visitors use my site?
    12. 12. Visitor Geography Where are my visitors?
    13. 13. Referring Sources How do visitors get to my site?
    14. 14. Content Performance Which pages are my visitors viewing?
    15. 15. Metrics & KPI’s should be tied to your objectives
    16. 16. Metrics & KPI’s should be tied to your objectives Page Views
    17. 17. Metrics & KPI’s should be tied to your objectives Page Views Downloads
    18. 18. Metrics & KPI’s should be tied to your objectives Page Views Contact Form/ Downloads Leads
    19. 19. Metrics & KPI’s should be tied to your objectives Page Views Contact Form/ Downloads Leads Newsletter/RSS Signups
    20. 20. Metrics & KPI’s should be tied to your objectives Page Views Contact Form/ Downloads Leads Newsletter/RSS Signups E-Commerce Transactions
    21. 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. 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. 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. 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. 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. 26. Tagging Links - Set Up URL Builder
    27. 27. Tagging Links - Set Up http://www.yoursearchadvisor.com/blog/ + URL Builder
    28. 28. Tagging Links - Set Up http://www.yoursearchadvisor.com/blog/ + ?utm_source=la2m&utm_medium=slideshow&utm_campaign=adv-analytics = URL Builder
    29. 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. 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. 31. Goal Tracking - Set Up Analytics Settings > Profile Settings > Conversion Goals and Funnel
    32. 32. Goal Tracking - Funnels Dashboard > Goals > Funnel Visualization Photo
    33. 33. Goal Tracking - Funnels Dashboard > Goals > Funnel Visualization
    34. 34. Goal Tracking - Funnels 1. 219 Shopping Cart Views Dashboard > Goals > Funnel Visualization
    35. 35. Goal Tracking - Funnels 1. 219 Shopping Cart Views 2. 106 Abandoned (48%) Dashboard > Goals > Funnel Visualization
    36. 36. Goal Tracking - Funnels 1. 219 Shopping Cart Views 2. 106 Abandoned (48%) 3. 113 Logged In (52%) Dashboard > Goals > Funnel Visualization
    37. 37. Goal Tracking - Details Dashboard > Goals > Overview > Goal 1: Edit Page
    38. 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. 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. 40. Event Tracking - Set Up
    41. 41. Event Tracking - Set Up <a href=”/WhitePaper.pdf” >Download White Paper</a> +
    42. 42. Event Tracking - Set Up <a href=”/WhitePaper.pdf” >Download White Paper</a> + onClick="pageTracker._trackEvent(...);” =
    43. 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. 44. Event Tracking - Report Dashboard > Content > Event Tracking
    45. 45. Motion Tracking Certain reports can be “Visualized” Shows change over time for up to 4 variables Dashboard > Traffic Sources > Keywords > Visualize
    46. 46. Motion Tracking - Report Link
    47. 47. Motion Tracking - Report Link
    48. 48. Motion Tracking - Report Link
    49. 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. 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. 51. Site Search - Set Up Configure Google Analytics to track Site Search Analytics Settings > Profile Settings > Main Website Profile Information > “Edit”
    52. 52. Site Search - Report How do visitors use the site search? Which keywords do they search for? Dashboard > Content > Site Search
    53. 53. Site Search - Report Where do visitors start their searches? Dashboard > Content > Site Search > Start Pages
    54. 54. E-Commerce Tracking Conversion Rates (% of visitors that buy) Total Transactions Average Order Value SKU-Level Tracking Data by Referral Sources
    55. 55. E-Commerce - Set Up Analytics Settings > Profile Settings > Edit Profile Information
    56. 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. 57. E-Commerce - Report Which items are selling and for how much? Which traffic sources are generating sales? Dashboard > E-Commerce > Overview
    58. 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. 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. 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. 61. Thank You! Questions?
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