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Google Analytics: Advanced Technical Implementation

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Google Analytics: Advanced Technical Implementation are the slides from our public training courses - Seminars for Success in association with Google.

Google Analytics: Advanced Technical Implementation are the slides from our public training courses - Seminars for Success in association with Google.

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  • Urchin will allow you to use regular expressions as wildcards so you can be more flexible in defining goal paths. For example, you have 5 pages in your / products / directory. You want the second page in the goal path to be 1 of 3 pages out of the total 5. The other 2 should not be included. So, the path you want visitors to follow looks like this: Page 1= /index.html The home page Page 2= /products/shoes.html shoe shopping page Page 2=/products/shirts.html shirt shopping page Page 2= /products/hats.html hat shopping page (don’t want to include /products/ties.html or /products/coats.html) Page 3= /cart/checkout.php purchase page Goal= /cart/thankyou.html Thank you Since page 2 can be one of 3 pages but can’t include 2 other similar pages, you must use a regular expression that matches all 3 but excludes the other two when creating the second step in the goal path. This cannot be done using the wizard; you write this directly into the Web Addresses box. Step 1: /index.html Step 2: /products/(shoes|shirts|hats).html Step3: /cart/checkout.php Goal: /cart/thankyou.html
  • [Notes to presenter: Describe the goal and funnel report in Google Analytics.] In the Funnel Visualization Report, the centermost column of boxes represent the steps in one of your defined goal funnels. Shown within each box is the percentage of visitors still in the defined funnel at each step. Shown at right, under Abandonment Points, are the visitors who abandoned the funnel and where they went. Shown at left are the Entrance Points, points from which visitors arrive to the funnel. Google Analytics’ Funnel Visualization Reports give you information to help you figure out the answers to the questions on the bottom right.
  • They include the standard URL and landing page plus additional variables that are stored and processed by Urchin for tracking campaigns. The above cookie is a result of a URL that looks like this: http://www.urchin.com?utm_source=google&utm_campaign=urchin5&utm_medium=cpc&utm_term=web+analytics&utm_content=banner_ad utmcsr campaign source Required. Use utm_source to identify a search engine, newsletter name, or other source utmccn campaign name Required for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign utmcmd campaign medium Use utm_medium to identify a medium such as email or cost-per- click. utmctr campaign term Use utm_term to identify the keywords that the visitor searched on to get your link Example: web analytics utmcct campaign content Required for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL Examples: utm_content=logolink or utm_content=textlink [Advanced Support] Information on creating campaign URLs can be found here: http://help.urchin.com/index.cgi?id=1583 Creating multiple URLs for different campaigns can be a cumbersome process for a very large site with many different campaigns and keywords. Instead of creating multiple URLs, you may also use a single variable called utm_id. This must be combined with a master tracking table that resides on the Google Analytics processing server. Every profile can have one master tracking table only. A master tracking table allows you to tag your links with a variable that is matched with each of the required utm variables above in a list that looks like this (where 1, 2, and 3 equal utm_id=1, utm_id=2, etc. #Fields: utm_campaign utm_medium utm_source 1 spring-sale cpc google 2 spring-sale cpc google summer-sale email news-letter More information on creating and utilizing master tracking tables is available here: http://help.urchin.com/index.cgi?id=1604
  • Which one is the client and which one is the server? What does HTTP stand for? What does it do?
  • Web servers log all access events to an access log. When the client accesses the webserver, the server logs the visitor’s ip address, date/
  • Web servers log all access events to an access log. When the client accesses the webserver, the server logs the visitor’s ip address, date/
  • Web servers log all access events to an access log. When the client accesses the webserver, the server logs the visitor’s ip address, date/
  • Web servers log all access events to an access log. When the client accesses the webserver, the server logs the visitor’s ip address, date/
  • M
  • The UTM cookie is a 5 part cookie with variables A, B, C, V, and Z. The following slides will show what information each of these variables and the values they provide. Campaign cookie has a 6 month timeout
  • They include the standard URL and landing page plus additional variables that are stored and processed by Urchin for tracking campaigns. The above cookie is a result of a URL that looks like this: http://www.urchin.com?utm_source=google&utm_campaign=urchin5&utm_medium=cpc&utm_term=web+analytics&utm_content=banner_ad utmcsr campaign source Required. Use utm_source to identify a search engine, newsletter name, or other source utmccn campaign name Required for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign utmcmd campaign medium Use utm_medium to identify a medium such as email or cost-per- click. utmctr campaign term Use utm_term to identify the keywords that the visitor searched on to get your link Example: web analytics utmcct campaign content Required for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL Examples: utm_content=logolink or utm_content=textlink [Advanced Support] Information on creating campaign URLs can be found here: http://help.urchin.com/index.cgi?id=1583 Creating multiple URLs for different campaigns can be a cumbersome process for a very large site with many different campaigns and keywords. Instead of creating multiple URLs, you may also use a single variable called utm_id. This must be combined with a master tracking table that resides on the Google Analytics processing server. Every profile can have one master tracking table only. A master tracking table allows you to tag your links with a variable that is matched with each of the required utm variables above in a list that looks like this (where 1, 2, and 3 equal utm_id=1, utm_id=2, etc. #Fields: utm_campaign utm_medium utm_source 1 spring-sale cpc google 2 spring-sale cpc google summer-sale email news-letter More information on creating and utilizing master tracking tables is available here: http://help.urchin.com/index.cgi?id=1604
  • They include the standard URL and landing page plus additional variables that are stored and processed by Urchin for tracking campaigns. The above cookie is a result of a URL that looks like this: http://www.urchin.com?utm_source=google&utm_campaign=urchin5&utm_medium=cpc&utm_term=web+analytics&utm_content=banner_ad utmcsr campaign source Required. Use utm_source to identify a search engine, newsletter name, or other source utmccn campaign name Required for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign utmcmd campaign medium Use utm_medium to identify a medium such as email or cost-per- click. utmctr campaign term Use utm_term to identify the keywords that the visitor searched on to get your link Example: web analytics utmcct campaign content Required for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL Examples: utm_content=logolink or utm_content=textlink [Advanced Support] Information on creating campaign URLs can be found here: http://help.urchin.com/index.cgi?id=1583 Creating multiple URLs for different campaigns can be a cumbersome process for a very large site with many different campaigns and keywords. Instead of creating multiple URLs, you may also use a single variable called utm_id. This must be combined with a master tracking table that resides on the Google Analytics processing server. Every profile can have one master tracking table only. A master tracking table allows you to tag your links with a variable that is matched with each of the required utm variables above in a list that looks like this (where 1, 2, and 3 equal utm_id=1, utm_id=2, etc. #Fields: utm_campaign utm_medium utm_source 1 spring-sale cpc google 2 spring-sale cpc google summer-sale email news-letter More information on creating and utilizing master tracking tables is available here: http://help.urchin.com/index.cgi?id=1604
  • They include the standard URL and landing page plus additional variables that are stored and processed by Urchin for tracking campaigns. The above cookie is a result of a URL that looks like this: http://www.urchin.com?utm_source=google&utm_campaign=urchin5&utm_medium=cpc&utm_term=web+analytics&utm_content=banner_ad utmcsr campaign source Required. Use utm_source to identify a search engine, newsletter name, or other source utmccn campaign name Required for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign utmcmd campaign medium Use utm_medium to identify a medium such as email or cost-per- click. utmctr campaign term Use utm_term to identify the keywords that the visitor searched on to get your link Example: web analytics utmcct campaign content Required for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL Examples: utm_content=logolink or utm_content=textlink [Advanced Support] Information on creating campaign URLs can be found here: http://help.urchin.com/index.cgi?id=1583 Creating multiple URLs for different campaigns can be a cumbersome process for a very large site with many different campaigns and keywords. Instead of creating multiple URLs, you may also use a single variable called utm_id. This must be combined with a master tracking table that resides on the Google Analytics processing server. Every profile can have one master tracking table only. A master tracking table allows you to tag your links with a variable that is matched with each of the required utm variables above in a list that looks like this (where 1, 2, and 3 equal utm_id=1, utm_id=2, etc. #Fields: utm_campaign utm_medium utm_source 1 spring-sale cpc google 2 spring-sale cpc google summer-sale email news-letter More information on creating and utilizing master tracking tables is available here: http://help.urchin.com/index.cgi?id=1604
  • They include the standard URL and landing page plus additional variables that are stored and processed by Urchin for tracking campaigns. The above cookie is a result of a URL that looks like this: http://www.urchin.com?utm_source=google&utm_campaign=urchin5&utm_medium=cpc&utm_term=web+analytics&utm_content=banner_ad utmcsr campaign source Required. Use utm_source to identify a search engine, newsletter name, or other source utmccn campaign name Required for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign utmcmd campaign medium Use utm_medium to identify a medium such as email or cost-per- click. utmctr campaign term Use utm_term to identify the keywords that the visitor searched on to get your link Example: web analytics utmcct campaign content Required for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL Examples: utm_content=logolink or utm_content=textlink [Advanced Support] Information on creating campaign URLs can be found here: http://help.urchin.com/index.cgi?id=1583 Creating multiple URLs for different campaigns can be a cumbersome process for a very large site with many different campaigns and keywords. Instead of creating multiple URLs, you may also use a single variable called utm_id. This must be combined with a master tracking table that resides on the Google Analytics processing server. Every profile can have one master tracking table only. A master tracking table allows you to tag your links with a variable that is matched with each of the required utm variables above in a list that looks like this (where 1, 2, and 3 equal utm_id=1, utm_id=2, etc. #Fields: utm_campaign utm_medium utm_source 1 spring-sale cpc google 2 spring-sale cpc google summer-sale email news-letter More information on creating and utilizing master tracking tables is available here: http://help.urchin.com/index.cgi?id=1604

Google Analytics: Advanced Technical Implementation Google Analytics: Advanced Technical Implementation Presentation Transcript

  • Analytics: Implementation, Configuration, & Advanced Topics Presentation to J P Morgan Global Equity Derivatives Group Matt Trimmer Principal Consultant & Managing Director Username: exam Password: LetMe1n
  • Timings and housekeeping
    • Start 09:30
    • Break 11:15-11:30
    • Lunch 12:45-13:45
    • Break 15:15-15:30
    • Wrap-up 17:00
    • Nearest fire exit
      • Assemble in Conway Street (where you came in), outside the Lukin Pub
    • Toilets
      • Upstairs
    • Prayer room
      • This floor
    • Water
      • Back of the room
    • Drinks and snacks
      • Help yourself
  • Course Overview
    • Session 1 – Users, access, accounts, profiles and Adwords integration
      • Accessing Google Analytics
      • Auditing user access to Google Analytics
      • Creating Google accounts
      • Creating new Google Analytics accounts
      • Adding, removing and modifying users
      • Best practice user administration
      • Checking the Google Analytics Tracking Code (GATC) for your website
      • Using and deploying the new or legacy GATC on your website
      • Configuring account settings
      • Account and profile structure
      • Creating new profiles
      • Duplicating existing profiles
      • Configuring Profile settings
      • Best practice account and profile structure deployment for agencies, hosting companies and corporate companies
      • Integrating Google Adwords with Google Analytics
  • Course Overview
    • Session 2 – Data considerations, tracking, goals and e-commerce
      • Your data and Google
      • Google Analytics and visitor privacy
      • Google Analytics reporting delay
      • Backing-up data with multiple accounts and profiles
      • Backing-up data with Urchin Software from Google
      • Web analytics tracking methods
      • Google Analytics tracking methods
      • Google Analytics and first party cookies
      • Google Analytics and the fifth cookie
      • Configuring the user defined segment
      • What is possible with web analytics
      • What is possible with Google Analytics
      • Google Analytics and your website’s goals
      • Configuring goals and funnels for simple sites
      • Configuring goals and funnels for complex sites
      • Configuring e-commerce
      • Configuring e-commerce for non e-commerce sites
      • Configuring ‘Site Search’
      • Configuring campaign tracking
  • Course Overview
    • Session 3 – Filter administration, advanced segments, page and event tracking
      • Basic filter administration and the Google Analytics default filters
      • Excluding all visits from an IP address
      • Excluding all visits from a domain
      • Including all visits to a directory
      • Advanced filter administration with custom filters
      • Upper and lower case filters
      • Search and replace filters
      • Look-up table filters
      • Advanced filters
      • Advanced cascading filters
      • Advanced integration with Google Adwords
      • Using the pageTracker: ._trackPageview() or urchinTracker()
      • Tracking custom 404 errors with Google Analytics
      • Tracking other server errors with Google Analytics
      • Tracking downloads with Google Analytics
      • Tracking form completion with Google Analytics
      • Tracking Flash, Video, AJAX and other rich media
      • Google Analytics and ‘Event Tracking’
      • Event tracking for Flash
      • Event tracking for downloads
      • Event tracking for banners and content boxes
  • Course Overview
    • Session 4 – Customising the Google Analytics tracking code and fault finding your Google Analytics installation
      • Collecting data into multiple Google Analytics accounts
      • Coding Google Analytics for sub-domains
      • Advanced filters for sub-domains and visit transitioning
      • Coding Google Analytics for multiple domains and visit transitioning
      • Coding Google Analytics for 3rd party domains and visit transitioning
      • Coding the Google Analytics session cookie timeout
      • Coding the Google Analytics retuning visitor cookie timeout
      • Coding Google Analytics cookies to be restricted to sub-directory
      • Coding for existing campaign tracking URLs to be recognised by Google Analytics
      • Coding for additional search engines
      • Coding to ignore referral keywords
      • Coding to integrate Google Analytics campaign information into a CRM system
      • Fault finding your installation with Google Analytics reports
      • The ‘Hostnames’ report
      • The ‘Browser and OS’ report
      • The ‘Referring Sites’ and ‘Referral Path’ reports
      • Fault finding your Google Analytics installation with external tools
      • Getting help and support
  • Introductions
    • Matt Trimmer & ivantage overview
    • You
      • Your role
      • Your department/website/website area
      • Your objectives for attending today
  • About ivantage
    • Founded in 2002 by Matt Trimmer
    • Independent
      • Not compromised by being part of an all-purpose agency
    • The only UK agency to have 3 Google certifications
      • Adwords
      • Analytics (Google Analytics)
      • Urchin (Urchin Software from Google)
    • London based
      • Ranked 33 rd UK Agency according to New Media Age criteria
  • What we do
    • We specialise in growing online businesses by
      • Generating website traffic using
        • Paid Search (PPC)
        • Natural Search (SEO)
        • Display Advertising
        • E-mail marketing
      • Analysing website traffic using
        • Web Analytics to accurately analyse how visitors find and interact with websites
      • Converting website traffic using
        • Conversion Rate Optimisation to convert visitors into customers or clients
  • How we do it
    • Using affordable technology and tools mostly from Google and
      • bright, well-trained people who are passionate about what they do
      • a focus on intelligent campaigns which deliver results
      • high standards of service and client care
      • strong and enduring client relationships
      • ethical best practices
    • Our vision
      • To be recognised as the UK’s leading performance-driven Internet marketing agency
  • Managed services
    • Traffic generation
      • Search Engine Marketing
        • PPC Campaign Management
          • PfP Manage
        • SEO Services
          • SEO Manage
          • SEO Consult
      • Display Advertising
        • PfP Manage
      • Email Marketing
        • Email Manage
    • Traffic analysis
      • Web Analytics Implementation
        • Analytics Accelerator
      • Web Analytics Interpretation
        • Analytics Insight
      • Web Analytics Support
        • Analytics Trouble Shooter
    • Traffic conversion
      • Conversion Rate Optimisation
        • CRO Manage
  • Public, scheduled or private, on-site training workshops
    • Google Analytics Workshops
      • Google Analytics Interpretation
      • Google Analytics Configuration
    • Google Adwords Workshops
      • Google Adwords Essentials
      • Google Adwords Advanced
    • Urchin Software from Google Workshops
      • Urchin Interpretation
      • Urchin Configuration
    • Search Engine Optimisation (SEO) Workshops
      • SEO Essentials
      • SEO Advanced
  • Client projects – multi-channel retail
  • Client projects - business to business
  • Client projects – travel, manufacturing, agencies
  • Introductions – your turn
    • You
      • Your role
      • Your department/website/website area
      • Your objectives for attending today
  • Download Google Toolbar
    • Go to Google
      • Search for “Google Toolbar”
      • Download toolbar
  • Accessing Google Analytics
    • Google Account Required
      • Not a GMAIL account
      • Personality attached to your email (corporate)
      • Central point for organising Google services
        • http://www.google.com/options/
  • Exercise
    • Get a Google Account
      • https://www.google.com/accounts/Login
      • Need access to your email!
  • Exercise
      • Login to Google Analytics
      •   Analytics Settings > Access Manager
        • Who have access?
        • Who have administrator access?
        • Too many people have administrator privileges?
          • Deleted profiles cannot be recovered!
  • Best practice user management
      • Use corporate emails only
      • Restrict administrator access
      • Use [email_address] as administrator
  • Google Analytics
    • Accounts
    • Profiles
  • Accounts & Profiles
    • Accounts contain Profiles
    • Accounts
      • Unique Account ID
        • _uacct = "UA-225764-1";
      • Account Name
      • Linked to Google Adwords
        • One to one relationship
        • Adwords cost data is applied to the account (all profiles by default unless excluded)
        • Adwords’ campaigns are applied to the account (all profiles by default unless filtered, you may be tracking different website)
    • Profiles
      • New domain profiles
        • Unique profile number
          • _uacct = "UA-225764- 99 ";
      • Existing domain profiles
        • Same profile number
        • _uacct = "UA-225764- 1 ";
    • Recommend
      • One Adwords budget
      • One Google Analytics Account
    • Agencies
      • Account for every client with adwords budget
  • Exercise
    • Login to Google Analytics
        • Edit Analytics Account
      • What is your Account ID?
      • What is your Account Name?
  • Exercise
    • Login to Google Analytics
        • Edit a profile
        • Check status
      • What is your Account ID and Profile Number?
  • Exercise
    • Visit your website
      • View source in your browser
      • Find UA-
      • What is the Google Analytics tracking code?
      • Does it match your account?
      • Does it match your profile?
  • Exercise
    • Login to Google Analytics
      • Create a profile for a new domain
        • www.mytestnewprofilewebsite.com
      • Create a profile for an existing domain
        • My test existing profile
  • Legacy code/new code
  • Referral Path
    • Referring Sites
      • Is your own domain listed?
      • Drill down to Referral Path
        • Indicates non-tagged pages
  • Network Properties – key metrics
    • Hostnames
      • If you have multiple domains with the same website content, which domains do visitors visit?
      • This report displays the total number of page views that each domain received.
      • If a domain that is not one of yours appears on this report, the domain in question points to a website that has your urchin.js link (and possibly other content owned by you).
  • User Administration
    • Access Manager
      • Add users
      • Delete users
      • Access Levels
        • View Reports only
        • Account Administrator
  • Exercise
    • Login to Google Analytics
      • Add a user to your new domain profile
        • www.mattstestnewprofilewebsite.com
      • Add a user to your existing domain profile
        • Matts test existing profile
  • Break time
      • 15 Mins
  • What’s possible with Web Analytics
    • 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
    • How visitors found your web site
  • What’s possible with GA
    • What visitors are doing on your website
      • Not why!
    • How visitors found your website
    • Outcomes focused
      • Goals
  • 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!
  • The importance of goals for you
    • Commercially justify your work
    • Focus your work
    • Prioritise your work
  • The importance of goals for you
    • Goals map to business metrics
      • Enable you to build a business case for
        • Analytics
        • Analysis
        • Action
    • Goals focus on important paths and entrances
      • Enable you to home-in on problem areas
        • Reverse Goal Path
        • Conversion by traffic source
    • Monetize goals
      • Enable you to prioritise areas to analyse and optimise
        • Give goals a goal value
        • Analyse $ Index
          • Contribution to goal
          • Focus on high $ Index to increase goal conversion
    • 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/red-kangol-hat-xc129.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
    Goals and funnels
  • Regular Expressions
    • Used in Google Analytics
      • Filters
      • Goals
    • Posix regular expressions
      • Match or capture portions of a field
      • Using wildcards and metacharacters
    • Test your regular expressions
      • http://www.quanetic.com/regex.php
  • Goal and funnel behavior
  • 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?
  • Tracking virtual page views
  • Goal configuration
    • Goal URL
      • The confirmation of a task
    • Goal Name
      • A meaningful name
    • Active Goal
      • On/Off
    • Steps
      • Step1 – Required ?
      • 2-10 (11 th is goal URL)
    • Case Sensitive
      • Any step?
    • Match Type
      • http://www.google.com/support/googleanalytics/bin/answer.py?answer=55514&query=head+match&topic=&type=
      • Exact
        • www.example.co.uk/checkout.cgi?page=1&id=9982251615
      • Head
        • www.example.co.uk/checkout.cgi?page =1
      • Regular Expression match
        • page=1
        • sports.example.co.uk/checkout.cgi?page=1&id=002 as well as fishing.example.co.uk/checkout.cgi?page=1&language=fr&id=119
    • Goal Value
      • Important for b2b goals
  • Exercise
    • Think about the goals for your website
      • Write down your goals in notepad
        • Contact Us
        • Sale
        • Lead
  • Exercise
    • Configure a goal for your site
  • Google Analytics Profile Configuration
    • Profile
      • Website
      • Home page
      • URL exclusions
      • E-commerce
      • Site Search
      • Event Tracking
  • Exercise
    • Check your top content
      • Dou you have
        • and
        • Index.htm or index.html or default.htm or default.html
    • Set your website
    • Set your home page
    • Set any exclusions
    • Turn on e-commerce
  • The Urchin Tracker Revisited
    • Tracking Flash, Video, AJAX and downloads
    • Fake page view counter
    • Use
      • Custom 404s
      • In flash
      • AJAX
      • Video
      • Downloads
      • Outbound clicks
      • Onsite advertising
    • Use virtual directory
  • Tracking custom 404s
    • pageTracker._trackPageview("/404-error-on?page=" + document.location.pathname + document.location.search + "&from=" + document.referrer);
  • Tracking downloads
  • Tracking downloads – hack
    • http://www.goodwebpractices.com/roi/track-downloads-in-google-analytics-automatically.html
  • Event Tracking
    • Components that make up Google Analytics Event Tracking data model
      • Objects
      • Actions
      • Labels
      • Values
      • Implicit Count
    • Objects
      • The term "Object" in the event tracking data model is applied to named instances of the event tracker class that you have created for tracking website events.
  • Lunch
  • Challenges with Web Analytics
    • Log files
    • Visitor identification
  • How does GA measure visitors?
    • Traditional logfile analysis
    • Page Tagging
    • 1 st Party Cookies
  • Web servers & browsers Browser The server sends back the requested page Browser connects to a web server and requests a page Browser Web server
  • Web Access Logs (Server side collection) Browser Web server 203.193.165.78 www.yoursite.com Access log
  • Logs record
    • IP addresses
      • Of browsers (visitors)
        • Dynamic IPs at ISP
          • 10 per month per visitor
      • 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
  • So GA uses Cookies
    • Text files sent to browsers by websites
      • 1 ST or 3 rd party
      • Visit apple.com
        • apple.com issues cookies (1 st party)
        • If banana.com attempts to issue cookies (3 rd party)
      • Session and persistent
        • Session
          • Last for 30 minutes or longer
        • Persistent
          • Lasts for 6 months
    • Search engines do not generally accept cookies
  • Persistent cookies client web server New Visitor Access log client web server Cookie Returning Visitor Access log Cookie present Cookie not present
  • 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 1 st party cookies to make basket function
        • So blocking 1 st party cookies degrades your Internet experience
      • 3 rd party cookies are often blocked
  • Web Access Logs (Server side collection) Browser Web server 203.193.165.78 www.yoursite.com Access log
  • 2 nd request for a page with log files Browser Web server 203.193.165.78 Re-load or Visit from bookmark www.yoursite.com Access log Cache
  • Cached pages
    • Counted once
      • 2 nd Refreshed
      • Request from the same IP address
    • Not recorded in Web Access Log!
    • Logs alone may miss 20-30% of page views
  • So GA uses page tagging
    • Every page is tagged with 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
    • Search Engines do not generally execute JavaScript
      • Neither do some mobiles and PDAs
  • Easy, accurate tracking?
    • JavaScript Page Tagging
      • With a .gif
    • Cookies
      • 1 st party
    • In the case of GA
        • Free does not mean cheap!
      • What will GA miss?
  • How Google Analytics Works Browser/HTML Page Users reaches page; triggers the Google Analytics javascript. Referral Direct Organic Search PPC Search
  • The Google Analytics tracking code (legacy) <HTML> <HEAD> <TITLE>My Website</TITLE> </HEAD> <BODY> … . <script src=&quot;http://www.google-analytics.com/urchin.js&quot; type=&quot;text/javascript&quot;></script> <script type=&quot;text/javascript&quot;> _uacct = &quot;UA-55241-1&quot;; urchinTracker(); </script> </BODY>
  • The Google Analytics tracking code (new) <HTML> <HEAD> <TITLE>My Website</TITLE> </HEAD> <BODY> … . <script type=&quot;text/javascript&quot;> var gaJsHost = ((&quot;https:&quot; == document.location.protocol) ? &quot;https://ssl.&quot; : &quot;http://www.&quot;); document.write(unescape(&quot;%3Cscript src='&quot; + gaJsHost + &quot;google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E&quot;)); </script> <script type=&quot;text/javascript&quot;> var pageTracker = _gat._getTracker(&quot;UA-749875-1&quot;); pageTracker._trackPageview(); </script> </BODY>
  • JavaScript executes Secure Google Servers cookies Browser/HTML Page JavaScript executes; creates 1st party cookies and requests a __utm.gif from Google servers __utm.gif
  • The ___utm.gif request to Google sends…
    • __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 Screen Colors : 32-bit Browser Language : English(en) Java Enabled? Yes (1) Java Version: 1.5 Flash Version: 7.0r24 Page Title: My Site Filename : /index.html Google Analytics Account : UA-51244-4 Visits: 4 Campaigns Clicked: 1 Campaign : Google(PPC) Spring Sale (shoes)
    • UTMa Domain, Visitor Identifiers
    Google Analytics cookies __ utmz=171169442.1115176675.1.1.utmccn=(organic)|utmcsr=yahoo|utmctr =www.any+sunday+riders.com|utmcmd=organic __utma=171169442.255036238.1115176675.1115176675.1115176675.1; UTMb Session Identifier __utmb=171169442; UTMc Session Identifier __utmc=171169442; UTMv Visitor Segmentation UTMz Campaign Variables UTMb Session Identifier
  • Data is viewed in GA interface Report Data Secure Google Servers Analytics Data is processed and stored into report data tables which is then read to produce reports
  • Exercise
    • Clear your cookies
      • If you don’t mind
    • Visit your website
    • View the Google Analytics cookies
  • Visits and visitors - key metrics
    • Visits
      • The number of visits received by your site is the most basic measure of how effectively you promote your site.
    • Visitor type
      • New
        • New Cookie
      • Returning
        • Existing Cookie
    • Absolute Unique Visitors (Uniques)
      • How many people came to your site?
      • This report graphs people instead of visits
        • All visits from the same user for the entire active date range
        • Aggregated so that they will be counted as a single absolute unique visitor
        • Regardless of how many different days they visited your site and how many times they visited your site on each day
  • Control 30 min cookie timeout
  • Control 6 month cookie timeout
  • Tracking sub-domains
    • A.dog.com
    • B.dog.com
    • C.dog.com
    • Set your site (dog.com) to the root domain
      • Set Domain Name Function
  • Tracking sub-domains
  • Tracking sub-domains – issues
    • A.dog.com/index.html
    • B.dog.com/index.html
    • C.dog.com/index.html
      • Filter Type : Custom filter > Advanced Field A : Hostname Extract A : (.*) Field B : Request URI Extract B : (.*) Output To : Request URI Constructor : $A1/$B1
  • Filter Administration
    • Exclude all traffic from a domain
    • Exclude all traffic from an IP address
    • Include only traffic to a subdirectory
    • Custom filter
      • Exclude
      • Include
      • Lowercase (translation)
      • Uppercase (translation)
      • Search and Replace
      • Lookup Table
      • Advanced
  • Filter Administration
    • Filters act on fields
      • http://www.google.com/support/googleanalytics/bin/answer.py?answer=55588
  • 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
  • Exercise
    • Can you apply a search and replace filter?
    • What use is a Look-up table filter?
  • Exercise
    • Can you apply a filter to include the hostname of your website in reports?
  • 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
  • Tracking across multiple domains via a link
  • Tracking across domains via a form
    • Dog.com
    • Cat.com
    • Set your site to none
      • Set Domain Name function
    • Transfer cookies to the new domain via form
      • HTTP Post
      • Use the Link Post function
  • Tracking across domains via a form
  • Set cookie path to other than root /
  • Tracking to multiple accounts
  • E-commerce tracking (legacy)
  • E-commerce (new code)
  • Reduce data collection options
  • Setting the sample rate – don’t track every visitor
  • The User-Defined Segment
    • In addition to segmenting users along pre-defined segments such as geographic region and language preference, Google Analytics allows you to define custom segments and analyse the behaviour of each segment
      • For example, you might ask visitors to select their job category (such as Engineering, Marketing, motorcycle stunt riding, etc) from a form
      • You could then analyse browsing and buying behaviour based upon the selected job categories
      • To set a visitor segment, simply call the JavaScript _setVar function
        • For example, make the following call anywhere on the web page below your tracking code:
          • <script type=&quot;text/javascript&quot;>pageTracker._setVar('Marketing/PR');</script>
  • The User-Defined Segment
    • Examples:
      • Assign visitors to a particular page to the &quot;Marketing/PR&quot; segment
    • In this example, anyone who visits the page will be assigned to the &quot;Marketing/PR&quot; segment.
      • <body onLoad=&quot;javascript:pageTracker._setVar('Marketing/PR');&quot;>
    • Assign users to a segment when a link is clicked
      • <a href=&quot;link.html&quot; onClick=&quot;pageTracker._setVar('Marketing/PR');&quot;>Click here</a>
    • 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=&quot;pageTracker._setVar(this.mymenu.options [this.mymenu.selectedIndex].value);&quot;>
      • <select name=mymenu>
      • <option value=&quot;Technical/Engineering&quot;>
      • Technical/Engineering</option>
      • <option value=&quot;Marketing/PR&quot;>Marketing/PR</option>
      • <option value=&quot;Manufacturing&quot;>Manufacturing</option>
      • <option value=&quot;General Management&quot;>General Management</option>
    • Voucher codes at checkout
      • Measure off-line marketing promotions
    • What‘s important for you to know about your visitors?
  • Segmenting visitor types
  • Adding organic sources
  • Custom Campaign fields
  • Custom Campaign fields
  • Setting organic keyword ignores
  • Changing ? to # for campaign tracking
  • Obtaining non-PII visitor cookie ID
  • Tracking to Urchin and GA
  • Help!
    • Google Analytics help centre
    • Google Analytics blog
    • 60 days support from ivantage after today
      • support@ivantage.co.uk
    • Paid support from ivantage
      • Trouble shooter
    • Paid insight from ivantage
      • Analytics Insight
    • Paid implementation, configuration and optimisation
      • Analytics Accelerator
  • The End
  • Break time
  • Visitors menu - key metrics
    • Visits
      • Graph by day, week, month
        • The number of visits received by your site is the most basic measure of how effectively you promote your site.
    • Visitor type
      • New
        • New Cookie
      • Returning
        • Existing Cookie
      • A high number of new visitors suggests that you are successful at driving traffic to your site while a high number of return visitors suggests that the site content is engaging enough for visitors to come back.
    • Absolute Unique Visitors (Uniques)
      • How many people came to your site?
      • This report graphs people instead of visits
        • All visits from the same user for the entire active date range
        • Aggregated so that they will be counted as a single absolute unique visitor
        • Regardless of how many different days they visited your site and how many times they visited your site on each day
    • Languages
      • of the browser
  • Terminology
    • Hits
      • A request to the web server for a file. This can be an HTML page, an image (jpeg, gif, png, etc.), a sound clip, a cgi script and many other file types. An HTML page can account for several hits: the page itself, each image on the page and any embedded sound or video clips. Therefore, the number of hits that a website receives is not a valid popularity gauge but rather an indication of server use and loading.
    • Measure Uniques
  • Traffic Sources - key concepts
    • Direct
    • Search Engines
    • Referrals
    • Campaign, Medium and Source
  • Traffic Sources - key metrics
    • Direct
      • How do the people who clicked a bookmark to come to your site or typed your site URL into their browser compare to the &quot;average&quot; visitor to your site?
      • Direct traffic can include visitors recruited via offline (i.e. print, television) campaigns
      • Use the &quot;Segment&quot; pull-down menu to segment Direct visits by location, visitor type or other factor
      • Anything else?
    • Referring Sites
      • How do the people referred from other sites compare to the &quot;average&quot; visitor to your site?
      • The graph shows overall trends. (Select a metric from the pull-down menu in the upper right section of the graph.)
      • The table segments referral traffic by site or by another factor that you select (using the “Dimension&quot; pull-down menu).
  • Autotagging
  • Apply cost data
    • Top Content
  • Tagging other media
    • The five dimensions of campaign tracking Google Analytics tracks online campaigns using a combination of the following five marketing dimensions:
      • Source
      • Medium
      • Term
      • Content
      • Campaign
  • Tagging other media
    • Source
      • Every referral to a web site has an origin or source . Examples of sources are the Google search engine, the AOL search engine, the name of a newsletter or the name of a referring website.
    • Medium
      • The medium helps to qualify the source; together, the source and medium provide specific information about the origin of a referral. For example, in the case of a Google search engine source, the medium might be &quot;cost-per-click&quot;, indicating a sponsored link for which the advertiser paid, or &quot;organic&quot;, indicating a link in the unpaid search engine results. In the case of a newsletter source, examples of medium include &quot;email&quot; and &quot;print&quot;.
    • Term
      • The term or keyword is the word or phrase that a user types into a search engine.
    • Content
      • The content dimension describes the version of an advertisement on which a visitor clicked. It is used in content-targeted advertising and Content (A/B) Testing to determine which version of an advertisement is most effective at attracting profitable leads.
    • Campaign
      • The campaign dimension differentiates product promotions such as &quot;Spring Ski Sale&quot; or slogan campaigns such as &quot;Get Fit For Summer&quot;.
  • Tagging other media
    • URL builder
      • http://www.google.com/support/analytics/bin/answer.py?hl=en-uk&answer=55578 The table lists all the pages which were viewed on your site.
  • Site Overlay
    • Issues
      • The Site Overlay report displays clicks on standard links that are embedded on that page. Its functionality is currently limited to static pages that have unique links to content located elsewhere on the website.
      • The site overlay report is not currently able to work with the following types of content:
        • * JavaScript links
        • * Virtual page views created with urchinTracker
        • * URL redirects
        • * URL rewrite filters
        • * Links to sub-domain pages
        • * Frames
      • In the cases above, it's common to see missing overlay bars or bars with no content. If there are multiple links on a page that all point to the same place, Google Analytics will total the clicks on all those links and display the total number for each overlay bar on each of those common links.
  • Site Overlay
    • Additional reasons for incomplete or missing Site Overlay reports include:
      • Format of the Hyperlinks
        • If you're using relative hyperlinks, make sure that you add a slash before the actual folder or page name. For example, the Site Overlay report might not be able to recognise <a href=&quot;index.html>Home</a>, but it will show click data for the link if it is coded as <a href=&quot;/index.html>Home</a>
      • Multiple Tracking Codes
        • If your web page has multiple instances of the Google Analytics tracking code installed, you might see a transparent grey screen on your Site Overlay report. To resolve this issue, remove all but one instance of the tracking code. In addition, make sure that you have the code from the correct profile installed on every page that you would like to track.
      • URL rewrites
        • If you're using filters to rewrite any part of your URLs, the HTML links on your pages will not match the modified data in Navigation Summary under the Content Overview report. In this case, the Site Overlay report will not be able to associate the data properly with the appropriate link in the HTML.
      • Session IDs
        • Sites that dynamically add session IDs to URLs may prevent the Site Overlay from working. Each page view will appear as a unique URL in your Navigation Summary report in the Content >> Overview report, causing the Site Overlay data to be too granular to be useful. To solve this problem, use the Exclude URL Query Parameters feature of your Profile Settings page to remove the session ID from the URLs.
  • Site Overlay
      • Spaces in the URL
        • Spaces in URLs will be converted to <i>%20</i> by your browser and will be reported to Analytics as such. Because the reported URL contains %20 and the HTML source contains spaces, the two will not match and the Site Overlay report will not be able to correlate these clicks. We recommend that you replace the spaces in your links with an underscore.
      • Image maps
        • Because the links in an image map appear as attributes of the image rather than attributes of the anchor tag, these links will not be recognised by the Site Overlay report.
      • Character Encoding
        • We do not support characters from character sets other than UTF-8. If there are other character sets on your site, corrupt characters (usually empty boxes or question marks instead of the actual characters) may be displayed in the report.