1
www.ivantage.co.uk
Analytics: Implementation, Configuration, &Analytics: Implementation, Configuration, &
AdvancedTopics...
2
www.ivantage.co.uk
Timings and housekeepingTimings and housekeeping
 Start 10:00Start 10:00
 Break 11:15-11:30Break 11...
3
www.ivantage.co.uk
Course OverviewCourse Overview
 Session 1 – Users, access, accounts, profiles and accountSession 1 –...
4
www.ivantage.co.uk
Course OverviewCourse Overview
 Session 2 – Profile configuration, filter administration andSession ...
5
www.ivantage.co.uk
Course OverviewCourse Overview
 Session 3 - Configuring complex goals, advanced page tracking, event...
6
www.ivantage.co.uk
Course OverviewCourse Overview
 Session 4 - Google Analytics visitor tracking, common corruption iss...
7
www.ivantage.co.uk
IntroductionsIntroductions
 Matt Trimmer & ivantage overviewMatt Trimmer & ivantage overview
 YouYo...
8
www.ivantage.co.uk
About ivantageAbout ivantage
 Founded in 2002 by Matt TrimmerFounded in 2002 by Matt Trimmer
 Indep...
9
www.ivantage.co.uk
What we doWhat we do
 We specialise in growing online businesses byWe specialise in growing online b...
10
www.ivantage.co.uk
How we do itHow we do it
 Using affordable technology and tools mostly from Google andUsing afforda...
11
www.ivantage.co.uk
Managed servicesManaged services
 Traffic generationTraffic generation
 Search Engine MarketingSea...
12
www.ivantage.co.uk
Public, scheduled or private, on-site training workshopsPublic, scheduled or private, on-site traini...
13
www.ivantage.co.uk
Client projects – multi-channel retailClient projects – multi-channel retail
14
www.ivantage.co.uk
Client projects - business to businessClient projects - business to business
15
www.ivantage.co.uk
Client projects – travel, manufacturing, agenciesClient projects – travel, manufacturing, agencies
16
www.ivantage.co.uk
Introductions – your turnIntroductions – your turn
 YouYou
 Your roleYour role
 Your department/w...
17
www.ivantage.co.uk
Download Google ToolbarDownload Google Toolbar
 Go to GoogleGo to Google
 Search for “Google Toolb...
18
www.ivantage.co.uk
Accessing Google AnalyticsAccessing Google Analytics
 Google Account RequiredGoogle Account Require...
19
www.ivantage.co.uk
ExerciseExercise
 Get a Google AccountGet a Google Account
 https://www.google.com/accounts/Loginh...
20
www.ivantage.co.uk
ExerciseExercise
 Login to Google AnalyticsLogin to Google Analytics
 Analytics Settings > Access ...
21
www.ivantage.co.uk
Best practice user managementBest practice user management
 Use corporate emails onlyUse corporate ...
22
www.ivantage.co.uk
Google AnalyticsGoogle Analytics
 AccountsAccounts
 ProfilesProfiles
23
www.ivantage.co.uk
Accounts & ProfilesAccounts & Profiles
 Accounts contain ProfilesAccounts contain Profiles
 Accoun...
24
www.ivantage.co.uk
ExerciseExercise
 Login to Google AnalyticsLogin to Google Analytics
 Edit Analytics AccountEdit A...
25
www.ivantage.co.uk
ExerciseExercise
 Login to Google AnalyticsLogin to Google Analytics
 Edit a profileEdit a profile...
26
www.ivantage.co.uk
ExerciseExercise
 Visit your websiteVisit your website
 View source in your browserView source in ...
27
www.ivantage.co.uk
ExerciseExercise
 Login to Google AnalyticsLogin to Google Analytics
 Create a profile for a new d...
28
www.ivantage.co.uk
Legacy code/new codeLegacy code/new code
29
www.ivantage.co.uk
Referral PathReferral Path
 Referring SitesReferring Sites
 Is your own domain listed?Is your own ...
30
www.ivantage.co.uk
Network Properties – key metricsNetwork Properties – key metrics
 HostnamesHostnames
 If you have ...
31
www.ivantage.co.uk
User AdministrationUser Administration
 Access ManagerAccess Manager
 Add usersAdd users
 Delete ...
32
www.ivantage.co.uk
ExerciseExercise
 Login to Google AnalyticsLogin to Google Analytics
 Add a user to your new domai...
33
www.ivantage.co.uk
Break timeBreak time
 15 Mins15 Mins
34
www.ivantage.co.uk
What’s possible with Web AnalyticsWhat’s possible with Web Analytics
 What visitors are doing on yo...
35
www.ivantage.co.uk
What’s possible with GAWhat’s possible with GA
 What visitors are doing on your websiteWhat visitor...
36
www.ivantage.co.uk
GoalsGoals
 Goals should be commercialGoals should be commercial
 The commercial goals of your web...
37
www.ivantage.co.uk
The importance of goals for youThe importance of goals for you
 Commercially justify your workComme...
38
www.ivantage.co.uk
The importance of goals for youThe importance of goals for you
 Goals map to business metricsGoals ...
39
www.ivantage.co.uk
 You can useYou can use Regular Expressions (RegEx)Regular Expressions (RegEx) to gain insight into...
40
www.ivantage.co.uk
Regular ExpressionsRegular Expressions
 Used in Google AnalyticsUsed in Google Analytics
 FiltersF...
41
www.ivantage.co.uk
Goal and funnel behaviorGoal and funnel behavior
42
www.ivantage.co.uk
ExerciseExercise
 Visit Bonsoirdirect.comVisit Bonsoirdirect.com
 View source on the home pageView...
43
www.ivantage.co.uk
Tracking virtual page viewsTracking virtual page views
44
www.ivantage.co.uk
Goal configurationGoal configuration
 Goal URLGoal URL
 The confirmation of a taskThe confirmation...
45
www.ivantage.co.uk
ExerciseExercise
 Think about the goals for your websiteThink about the goals for your website
 Wr...
46
www.ivantage.co.uk
ExerciseExercise
 Configure a goal for your siteConfigure a goal for your site
47
www.ivantage.co.uk
Google Analytics Profile ConfigurationGoogle Analytics Profile Configuration
 ProfileProfile
 Webs...
48
www.ivantage.co.uk
ExerciseExercise
 Check your top contentCheck your top content
 Dou you haveDou you have
  and an...
49
www.ivantage.co.uk
The Urchin Tracker RevisitedThe Urchin Tracker Revisited
 Tracking Flash, Video, AJAX and downloads...
50
www.ivantage.co.uk
Tracking custom 404sTracking custom 404s
 pageTracker._trackPageview("/404-error-on?page=" +pageTra...
51
www.ivantage.co.uk
Tracking downloadsTracking downloads
52
www.ivantage.co.uk
Tracking downloads – hackTracking downloads – hack
 http://www.goodwebpractices.com/roi/track-downl...
53
www.ivantage.co.uk
Tracking downloads – hack#2Tracking downloads – hack#2
 http://blog.immeria.net/2009/01/google-anal...
54
www.ivantage.co.uk
Event TrackingEvent Tracking
 Components that make up Google Analytics Event Tracking data modelCom...
55
www.ivantage.co.uk
LunchLunch
56
www.ivantage.co.uk
Challenges with Web AnalyticsChallenges with Web Analytics
 Log filesLog files
 Visitor identifica...
57
www.ivantage.co.uk
How does GA measure visitors?How does GA measure visitors?
 Traditional logfile analysisTraditional...
58
www.ivantage.co.uk
Web servers & browsersWeb servers & browsers
Browser
The server sends back
the requested page
Browse...
59
www.ivantage.co.uk
Web Access Logs (Server side collection)Web Access Logs (Server side collection)
Browser Web
server2...
60
www.ivantage.co.uk
Logs recordLogs record
• IP addressesIP addresses
• Of browsers (visitors)Of browsers (visitors)
• D...
61
www.ivantage.co.uk
So GA uses CookiesSo GA uses Cookies
• Text files sent to browsers by websitesText files sent to bro...
62
www.ivantage.co.uk
client web
server
New Visitor
Access log
client web
serverCookie
Returning Visitor
Access log
Cookie...
63
www.ivantage.co.uk
Weaknesses of cookies?Weaknesses of cookies?
• Machine dependantMachine dependant
• As close as we c...
64
www.ivantage.co.uk
Web Access Logs (Server side collection)Web Access Logs (Server side collection)
Browser Web
server2...
65
www.ivantage.co.uk
22ndnd
request for a page with log filesrequest for a page with log files
Browser Web
server203.193....
66
www.ivantage.co.uk
• Counted onceCounted once
• 22ndnd
RefreshedRefreshed
• Request from the same IP addressRequest fro...
67
www.ivantage.co.uk
So GA uses page taggingSo GA uses page tagging
• Every page is tagged with JavaScriptEvery page is t...
68
www.ivantage.co.uk
Easy, accurate tracking?Easy, accurate tracking?
• JavaScript Page TaggingJavaScript Page Tagging
• ...
69
www.ivantage.co.uk
How Google Analytics WorksHow Google Analytics Works
Browser/HTML Page
Users reaches page;
triggers ...
70
www.ivantage.co.uk
The Google Analytics tracking code (legacy)The Google Analytics tracking code (legacy)
<HTML>
<HEAD>...
71
www.ivantage.co.uk
The Google Analytics tracking code (new)The Google Analytics tracking code (new)
<HTML>
<HEAD>
<TITL...
72
www.ivantage.co.uk
JavaScript executesJavaScript executes
Secure Google Servers
Browser/HTML Page
JavaScript executes;
...
73
www.ivantage.co.uk
The ___utm.gif request to Google sends…The ___utm.gif request to Google sends…
__utm.gif?__utm.gif?...
74
www.ivantage.co.uk
UTMaUTMa Domain, Visitor IdentifiersDomain, Visitor Identifiers
__utmz=171169442.1115176675.1.1.utmc...
75
www.ivantage.co.uk
Data is viewed in GA interfaceData is viewed in GA interface
Report Data
Analytics
Secure Google Ser...
76
www.ivantage.co.uk
ExerciseExercise
 Clear your cookiesClear your cookies
 If you don’t mindIf you don’t mind
 Visit...
77
www.ivantage.co.uk
Visits and visitors - key metricsVisits and visitors - key metrics
 VisitsVisits
 The number of vi...
78
www.ivantage.co.uk
Control 30 min cookie timeoutControl 30 min cookie timeout
79
www.ivantage.co.uk
Control 6 month cookie timeoutControl 6 month cookie timeout
80
www.ivantage.co.uk
Tracking sub-domainsTracking sub-domains
 A.dog.comA.dog.com
 B.dog.comB.dog.com
 C.dog.comC.dog....
81
www.ivantage.co.uk
Tracking sub-domainsTracking sub-domains
82
www.ivantage.co.uk
Tracking sub-domains – issuesTracking sub-domains – issues
 A.dog.com/index.htmlA.dog.com/index.htm...
83
www.ivantage.co.uk
Filter AdministrationFilter Administration
 Exclude all traffic from a domainExclude all traffic fr...
84
www.ivantage.co.uk
Filter AdministrationFilter Administration
 Filters act on fieldsFilters act on fields
 http://www...
85
www.ivantage.co.uk
ExerciseExercise
 For your profile you created earlierFor your profile you created earlier
 Add a ...
86
www.ivantage.co.uk
ExerciseExercise
 Can you apply a search and replace filter?Can you apply a search and replace filt...
87
www.ivantage.co.uk
ExerciseExercise
 Can you apply a filter to include the hostname of your website in reports?Can you...
88
www.ivantage.co.uk
Tracking across domains via a linkTracking across domains via a link
 Dog.comDog.com
 Cat.comCat.c...
89
www.ivantage.co.uk
Tracking across multiple domains via a linkTracking across multiple domains via a link
90
www.ivantage.co.uk
Tracking across domains via a formTracking across domains via a form
 Dog.comDog.com
 Cat.comCat.c...
91
www.ivantage.co.uk
Tracking across domains via a formTracking across domains via a form
92
www.ivantage.co.uk
Set cookie path to other than root /Set cookie path to other than root /
93
www.ivantage.co.uk
Tracking to multiple accountsTracking to multiple accounts
94
www.ivantage.co.uk
E-commerce tracking (legacy)E-commerce tracking (legacy)
95
www.ivantage.co.uk
E-commerce (new code)E-commerce (new code)
96
www.ivantage.co.uk
Reduce data collection optionsReduce data collection options
97
www.ivantage.co.uk
Setting the sample rate – don’t track every visitorSetting the sample rate – don’t track every visit...
98
www.ivantage.co.uk
The User-Defined SegmentThe User-Defined Segment
 In addition to segmenting users along pre-defined...
99
www.ivantage.co.uk
The User-Defined SegmentThe User-Defined Segment
 Examples:Examples:
 Assign visitors to a particu...
100
www.ivantage.co.uk
Segmenting visitor typesSegmenting visitor types
101
www.ivantage.co.uk
Adding organic sourcesAdding organic sources
102
www.ivantage.co.uk
Custom Campaign fieldsCustom Campaign fields
103
www.ivantage.co.uk
Custom Campaign fieldsCustom Campaign fields
104
www.ivantage.co.uk
Setting organic keyword ignoresSetting organic keyword ignores
105
www.ivantage.co.uk
Changing ? to # for campaign trackingChanging ? to # for campaign tracking
106
www.ivantage.co.uk
Obtaining non-PII visitor cookie IDObtaining non-PII visitor cookie ID
107
www.ivantage.co.uk
Tracking to Urchin and GATracking to Urchin and GA
108
www.ivantage.co.uk
Help!Help!
 Google Analytics help centreGoogle Analytics help centre
 Google Analytics blogGoogle...
109
www.ivantage.co.uk
The EndThe End
110
www.ivantage.co.uk
Break timeBreak time
111
www.ivantage.co.uk
Visitors menu - key metricsVisitors menu - key metrics
 VisitsVisits
 Graph by day, week, monthGr...
112
www.ivantage.co.uk
TerminologyTerminology
 HitsHits
 A request to the web server for a file. This can be an HTML pag...
113
www.ivantage.co.uk
Traffic Sources - key conceptsTraffic Sources - key concepts
 DirectDirect
 Search EnginesSearch ...
114
www.ivantage.co.uk
Traffic Sources - key metricsTraffic Sources - key metrics
 DirectDirect
 How do the people who c...
115
www.ivantage.co.uk
AutotaggingAutotagging
116
www.ivantage.co.uk
Apply cost dataApply cost data
 Top ContentTop Content
117
www.ivantage.co.uk
Tagging other mediaTagging other media
 The five dimensions of campaign tracking Google Analytics ...
118
www.ivantage.co.uk
Tagging other mediaTagging other media
 SourceSource
 Every referral to a web site has an origin ...
119
www.ivantage.co.uk
Tagging other mediaTagging other media
 URL builderURL builder
 http://www.google.com/support/ana...
120
www.ivantage.co.uk
Site OverlaySite Overlay
 IssuesIssues
 The Site Overlay report displays clicks on standard links...
121
www.ivantage.co.uk
Site OverlaySite Overlay
 Additional reasons for incomplete or missing Site Overlay reports includ...
122
www.ivantage.co.uk
Site OverlaySite Overlay
 Spaces in the URLSpaces in the URL
 Spaces in URLs will be converted to...
Upcoming SlideShare
Loading in...5
×

Google Analytics: Advanced Technical Implementation

24,692

Published on

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

Published in: Business, Technology
1 Comment
16 Likes
Statistics
Notes
No Downloads
Views
Total Views
24,692
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
478
Comments
1
Likes
16
Embeds 0
No embeds

No notes for slide
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • 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.htmlThe home page
    Page 2= /products/shoes.htmlshoe shopping page
    Page 2=/products/shirts.htmlshirt shopping page
    Page 2= /products/hats.htmlhat shopping page
    (don’t want to include /products/ties.html or /products/coats.html)
    Page 3= /cart/checkout.phppurchase page
    Goal= /cart/thankyou.htmlThank 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
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
    [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.
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • 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&amp;utm_campaign=urchin5&amp;utm_medium=cpc&amp;utm_term=web+analytics&amp;utm_content=banner_ad
    utmcsr campaign source
    Required. Use utm_source to identify a search engine, newsletter name, or other source
    utmccncampaign name
    Required for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign
    utmcmdcampaign medium
    Use utm_medium to identify a medium such as email or cost-per- click.
    utmctrcampaign term
    Use utm_term to identify the keywords that the visitor searched on to get your link
    Example: web analytics
    utmcctcampaign 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_campaignutm_mediumutm_source
    1spring-salecpcgoogle
    2spring-salecpcgoogle
    summer-saleemailnews-letter
    More information on creating and utilizing master tracking tables is available here:
    http://help.urchin.com/index.cgi?id=1604
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • Which one is the client and which one is the server?
    What does HTTP stand for? What does it do?
  • &amp;lt;number&amp;gt;
    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/
  • &amp;lt;number&amp;gt;
    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/
  • &amp;lt;number&amp;gt;
    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/
  • &amp;lt;number&amp;gt;
    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/
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
    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
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • 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&amp;utm_campaign=urchin5&amp;utm_medium=cpc&amp;utm_term=web+analytics&amp;utm_content=banner_ad
    utmcsr campaign source
    Required. Use utm_source to identify a search engine, newsletter name, or other source
    utmccncampaign name
    Required for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign
    utmcmdcampaign medium
    Use utm_medium to identify a medium such as email or cost-per- click.
    utmctrcampaign term
    Use utm_term to identify the keywords that the visitor searched on to get your link
    Example: web analytics
    utmcctcampaign 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_campaignutm_mediumutm_source
    1spring-salecpcgoogle
    2spring-salecpcgoogle
    summer-saleemailnews-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&amp;utm_campaign=urchin5&amp;utm_medium=cpc&amp;utm_term=web+analytics&amp;utm_content=banner_ad
    utmcsr campaign source
    Required. Use utm_source to identify a search engine, newsletter name, or other source
    utmccncampaign name
    Required for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign
    utmcmdcampaign medium
    Use utm_medium to identify a medium such as email or cost-per- click.
    utmctrcampaign term
    Use utm_term to identify the keywords that the visitor searched on to get your link
    Example: web analytics
    utmcctcampaign 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_campaignutm_mediumutm_source
    1spring-salecpcgoogle
    2spring-salecpcgoogle
    summer-saleemailnews-letter
    More information on creating and utilizing master tracking tables is available here:
    http://help.urchin.com/index.cgi?id=1604
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • 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&amp;utm_campaign=urchin5&amp;utm_medium=cpc&amp;utm_term=web+analytics&amp;utm_content=banner_ad
    utmcsr campaign source
    Required. Use utm_source to identify a search engine, newsletter name, or other source
    utmccncampaign name
    Required for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign
    utmcmdcampaign medium
    Use utm_medium to identify a medium such as email or cost-per- click.
    utmctrcampaign term
    Use utm_term to identify the keywords that the visitor searched on to get your link
    Example: web analytics
    utmcctcampaign 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_campaignutm_mediumutm_source
    1spring-salecpcgoogle
    2spring-salecpcgoogle
    summer-saleemailnews-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&amp;utm_campaign=urchin5&amp;utm_medium=cpc&amp;utm_term=web+analytics&amp;utm_content=banner_ad
    utmcsr campaign source
    Required. Use utm_source to identify a search engine, newsletter name, or other source
    utmccncampaign name
    Required for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign
    utmcmdcampaign medium
    Use utm_medium to identify a medium such as email or cost-per- click.
    utmctrcampaign term
    Use utm_term to identify the keywords that the visitor searched on to get your link
    Example: web analytics
    utmcctcampaign 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_campaignutm_mediumutm_source
    1spring-salecpcgoogle
    2spring-salecpcgoogle
    summer-saleemailnews-letter
    More information on creating and utilizing master tracking tables is available here:
    http://help.urchin.com/index.cgi?id=1604
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • &amp;lt;number&amp;gt;
  • Google Analytics: Advanced Technical Implementation

    1. 1. 1 www.ivantage.co.uk Analytics: Implementation, Configuration, &Analytics: Implementation, Configuration, & AdvancedTopicsAdvancedTopics Presentation to J P Morgan Global Equity Derivatives Group Matt TrimmerMatt Trimmer Principal Consultant & Managing DirectorPrincipal Consultant & Managing Director Slides:Slides: http://www.slideshare.net/mrdtrimmerhttp://www.slideshare.net/mrdtrimmer
    2. 2. 2 www.ivantage.co.uk Timings and housekeepingTimings and housekeeping  Start 10:00Start 10:00  Break 11:15-11:30Break 11:15-11:30  Lunch 13:00-14:00Lunch 13:00-14:00  Break 15:15-15:30Break 15:15-15:30  Wrap-up 17:00Wrap-up 17:00
    3. 3. 3 www.ivantage.co.uk Course OverviewCourse Overview  Session 1 – Users, access, accounts, profiles and accountSession 1 – Users, access, accounts, profiles and account configurationconfiguration  Understanding and auditing Google Analytics users.Understanding and auditing Google Analytics users.  Understanding and creating new Google Accounts.Understanding and creating new Google Accounts.  The Google Analytics Tracking Code (GATC) and versions.The Google Analytics Tracking Code (GATC) and versions.  Checking your Google Analytics Tracking Code status.Checking your Google Analytics Tracking Code status.  Assessing the health of your Google Analytics implementation.Assessing the health of your Google Analytics implementation.  The ‘Referring Sites’ and ‘Referral Path’ reports.The ‘Referring Sites’ and ‘Referral Path’ reports.  The ‘Hostnames’ report.The ‘Hostnames’ report.  The ‘Browser and OS’ report.The ‘Browser and OS’ report.  Creating new Google Analytics Accounts.Creating new Google Analytics Accounts.  The Google Analytics Terms of Service and privacy.The Google Analytics Terms of Service and privacy.  Configuring the Google Analytics Account settings.Configuring the Google Analytics Account settings.  Creating new Profiles.Creating new Profiles.  Duplicating existing Profiles.Duplicating existing Profiles.  Adding, removing and modifying users.Adding, removing and modifying users.
    4. 4. 4 www.ivantage.co.uk Course OverviewCourse Overview  Session 2 – Profile configuration, filter administration andSession 2 – Profile configuration, filter administration and best-practice deploymentbest-practice deployment  Configuring Profile settings.Configuring Profile settings.  Turning-on and configuring the ‘Site Search’ module.Turning-on and configuring the ‘Site Search’ module.  Turning-on the ‘E-commerce’ module.Turning-on the ‘E-commerce’ module.  Basic filter administration using predefined filters.Basic filter administration using predefined filters.  Advanced filter administration using custom filters.Advanced filter administration using custom filters.  Advanced filter administration using cascading filters.Advanced filter administration using cascading filters.  Account and Profile structure: deployment considerations.Account and Profile structure: deployment considerations.  Collecting data into multiple Google Analytics Accounts.Collecting data into multiple Google Analytics Accounts.  Collecting data into multiple Google Analytics Profiles.Collecting data into multiple Google Analytics Profiles.
    5. 5. 5 www.ivantage.co.uk Course OverviewCourse Overview  Session 3 - Configuring complex goals, advanced page tracking, eventSession 3 - Configuring complex goals, advanced page tracking, event tracking and E-commercetracking and E-commerce  Understanding and using the pageTracker: ._trackPageview() andUnderstanding and using the pageTracker: ._trackPageview() and urchinTracker().urchinTracker().  Tracking complex goals with Google Analytics.Tracking complex goals with Google Analytics.  Tracking website server errors with Google Analytics.Tracking website server errors with Google Analytics.  Tracking downloads with Google Analytics.Tracking downloads with Google Analytics.  Tracking Flash, video and other rich media with Google Analytics.Tracking Flash, video and other rich media with Google Analytics.  Tracking outbound clicks, mailto events, on-site banners, form completionsTracking outbound clicks, mailto events, on-site banners, form completions and other on-page objects with Google Analytics.and other on-page objects with Google Analytics.  Understanding and using the "Event Tracking" module.Understanding and using the "Event Tracking" module.  Understanding and using the "E-commerce" module.Understanding and using the "E-commerce" module.
    6. 6. 6 www.ivantage.co.uk Course OverviewCourse Overview  Session 4 - Google Analytics visitor tracking, common corruption issues and best-Session 4 - Google Analytics visitor tracking, common corruption issues and best- practice codingpractice coding  The Google Analytics visitor tracking technology.The Google Analytics visitor tracking technology.  Understanding Google Analytics cookies.Understanding Google Analytics cookies.  Diagnosing cookie corruption with Internet Explorer, Firefox and Chrome.Diagnosing cookie corruption with Internet Explorer, Firefox and Chrome.  Understanding “Campaign Tagging” and Google Analytics cookie behaviour.Understanding “Campaign Tagging” and Google Analytics cookie behaviour.  Considering “Campaign Tagging” and Search Engine Optimisation.Considering “Campaign Tagging” and Search Engine Optimisation.  Understanding Google Adwords Auto-tagging and Google Analytics.Understanding Google Adwords Auto-tagging and Google Analytics.  Coding Google Analytics for one domain with multiple sub-domain visitor transitioning.Coding Google Analytics for one domain with multiple sub-domain visitor transitioning.  Coding Google Analytics for multiple top level domain visitor transitioning.Coding Google Analytics for multiple top level domain visitor transitioning.  Coding Google Analytics cookie paths and domains for multiple Account and Profile deployment.Coding Google Analytics cookie paths and domains for multiple Account and Profile deployment.  Understanding the Google Analytics Coding Wizard.Understanding the Google Analytics Coding Wizard.  Coding Google Analytics to recognise existing “Campaign Tagging” standards.Coding Google Analytics to recognise existing “Campaign Tagging” standards.  Coding mobile specific websites for Google Analytics tracking.Coding mobile specific websites for Google Analytics tracking.  Understanding and modifying the Google Analytics organic search engine recognition system.Understanding and modifying the Google Analytics organic search engine recognition system.  Understanding and using Google Analytics code modifications.Understanding and using Google Analytics code modifications.  Understanding and using the multiple “Custom Variables” modules.Understanding and using the multiple “Custom Variables” modules.  Getting Google Analytics help, support and advice.Getting Google Analytics help, support and advice.
    7. 7. 7 www.ivantage.co.uk IntroductionsIntroductions  Matt Trimmer & ivantage overviewMatt Trimmer & ivantage overview  YouYou  Your roleYour role  Your department/website/website areaYour department/website/website area  Your objectives for attending todayYour objectives for attending today
    8. 8. 8 www.ivantage.co.uk About ivantageAbout ivantage  Founded in 2002 by Matt TrimmerFounded in 2002 by Matt Trimmer  IndependentIndependent  Not compromised by being part of an all-purpose agencyNot compromised by being part of an all-purpose agency  The only UK agency to have 3 Google certificationsThe only UK agency to have 3 Google certifications  AdwordsAdwords  AnalyticsAnalytics (Google Analytics)(Google Analytics)  UrchinUrchin (Urchin Software from Google)(Urchin Software from Google)  London basedLondon based  Ranked 33Ranked 33rdrd UK Agency according to New Media Age criteriaUK Agency according to New Media Age criteria
    9. 9. 9 www.ivantage.co.uk What we doWhat we do  We specialise in growing online businesses byWe specialise in growing online businesses by  Generating website traffic usingGenerating website traffic using  Paid Search (PPC)Paid Search (PPC)  Natural Search (SEO)Natural Search (SEO)  Display AdvertisingDisplay Advertising  E-mail marketingE-mail marketing  Analysing website traffic usingAnalysing website traffic using  Web Analytics to accurately analyse how visitors find and interact with websitesWeb Analytics to accurately analyse how visitors find and interact with websites  Converting website traffic usingConverting website traffic using  Conversion Rate Optimisation to convert visitors into customers or clientsConversion Rate Optimisation to convert visitors into customers or clients
    10. 10. 10 www.ivantage.co.uk How we do itHow we do it  Using affordable technology and tools mostly from Google andUsing affordable technology and tools mostly from Google and  bright, well-trained people who are passionate about what they dobright, well-trained people who are passionate about what they do  a focus on intelligent campaigns which deliver resultsa focus on intelligent campaigns which deliver results  high standards of service and client carehigh standards of service and client care  strong and enduring client relationshipsstrong and enduring client relationships  ethical best practicesethical best practices  Our visionOur vision  To be recognised as the UK’s leading performance-driven Internet marketing agencyTo be recognised as the UK’s leading performance-driven Internet marketing agency
    11. 11. 11 www.ivantage.co.uk Managed servicesManaged services  Traffic generationTraffic generation  Search Engine MarketingSearch Engine Marketing  PPC Campaign ManagementPPC Campaign Management  PfP ManagePfP Manage  SEO ServicesSEO Services  SEO ManageSEO Manage  SEO ConsultSEO Consult  Display AdvertisingDisplay Advertising  PfP ManagePfP Manage  Email MarketingEmail Marketing  Email ManageEmail Manage  Traffic analysisTraffic analysis  Web Analytics ImplementationWeb Analytics Implementation  Analytics AcceleratorAnalytics Accelerator  Web Analytics InterpretationWeb Analytics Interpretation  Analytics InsightAnalytics Insight  Web Analytics SupportWeb Analytics Support  Analytics Trouble ShooterAnalytics Trouble Shooter  Traffic conversionTraffic conversion  Conversion Rate OptimisationConversion Rate Optimisation  CRO ManageCRO Manage
    12. 12. 12 www.ivantage.co.uk Public, scheduled or private, on-site training workshopsPublic, scheduled or private, on-site training workshops  Google Analytics WorkshopsGoogle Analytics Workshops  Google Analytics InterpretationGoogle Analytics Interpretation  Google Analytics ConfigurationGoogle Analytics Configuration  Google Adwords WorkshopsGoogle Adwords Workshops  Google Adwords EssentialsGoogle Adwords Essentials  Google Adwords AdvancedGoogle Adwords Advanced  Urchin Software from Google WorkshopsUrchin Software from Google Workshops  Urchin InterpretationUrchin Interpretation  Urchin ConfigurationUrchin Configuration  Search Engine Optimisation (SEO) WorkshopsSearch Engine Optimisation (SEO) Workshops  SEO EssentialsSEO Essentials  SEO AdvancedSEO Advanced
    13. 13. 13 www.ivantage.co.uk Client projects – multi-channel retailClient projects – multi-channel retail
    14. 14. 14 www.ivantage.co.uk Client projects - business to businessClient projects - business to business
    15. 15. 15 www.ivantage.co.uk Client projects – travel, manufacturing, agenciesClient projects – travel, manufacturing, agencies
    16. 16. 16 www.ivantage.co.uk Introductions – your turnIntroductions – your turn  YouYou  Your roleYour role  Your department/website/website areaYour department/website/website area  Your objectives for attending todayYour objectives for attending today
    17. 17. 17 www.ivantage.co.uk Download Google ToolbarDownload Google Toolbar  Go to GoogleGo to Google  Search for “Google Toolbar”Search for “Google Toolbar”  Download toolbarDownload toolbar
    18. 18. 18 www.ivantage.co.uk Accessing Google AnalyticsAccessing Google Analytics  Google Account RequiredGoogle Account Required  Not a GMAIL accountNot a GMAIL account  Personality attached to your email (corporate)Personality attached to your email (corporate)  Central point for organising Google servicesCentral point for organising Google services  http://www.google.com/options/http://www.google.com/options/
    19. 19. 19 www.ivantage.co.uk ExerciseExercise  Get a Google AccountGet a Google Account  https://www.google.com/accounts/Loginhttps://www.google.com/accounts/Login  Need access to your email!Need access to your email!
    20. 20. 20 www.ivantage.co.uk ExerciseExercise  Login to Google AnalyticsLogin to Google Analytics  Analytics Settings > Access ManagerAnalytics Settings > Access Manager  Who have access?Who have access?  Who have administrator access?Who have administrator access?  Too many people have administrator privileges?Too many people have administrator privileges?  Deleted profiles cannot be recovered!Deleted profiles cannot be recovered!
    21. 21. 21 www.ivantage.co.uk Best practice user managementBest practice user management  Use corporate emails onlyUse corporate emails only  Restrict administrator accessRestrict administrator access  UseUse webmaster@company.comwebmaster@company.com as administratoras administrator
    22. 22. 22 www.ivantage.co.uk Google AnalyticsGoogle Analytics  AccountsAccounts  ProfilesProfiles
    23. 23. 23 www.ivantage.co.uk Accounts & ProfilesAccounts & Profiles  Accounts contain ProfilesAccounts contain Profiles  AccountsAccounts  Unique Account IDUnique Account ID  _uacct = "UA-225764-1";_uacct = "UA-225764-1";  Account NameAccount Name  Linked to Google AdwordsLinked to Google Adwords  One to one relationshipOne to one relationship  Adwords cost data is applied to the account (all profiles by default unless excluded)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 trackingAdwords’ campaigns are applied to the account (all profiles by default unless filtered, you may be tracking different website)different website)  ProfilesProfiles  New domain profilesNew domain profiles  Unique profile numberUnique profile number  _uacct = "UA-225764-_uacct = "UA-225764-9999";";  Existing domain profilesExisting domain profiles  Same profile numberSame profile number  _uacct = "UA-225764-_uacct = "UA-225764-11";";  RecommendRecommend  One Adwords budgetOne Adwords budget  One Google Analytics AccountOne Google Analytics Account  AgenciesAgencies  Account for every client with adwords budgetAccount for every client with adwords budget
    24. 24. 24 www.ivantage.co.uk ExerciseExercise  Login to Google AnalyticsLogin to Google Analytics  Edit Analytics AccountEdit Analytics Account  What is your Account ID?What is your Account ID?  What is your Account Name?What is your Account Name?
    25. 25. 25 www.ivantage.co.uk ExerciseExercise  Login to Google AnalyticsLogin to Google Analytics  Edit a profileEdit a profile  Check statusCheck status  What is your Account ID and Profile Number?What is your Account ID and Profile Number?
    26. 26. 26 www.ivantage.co.uk ExerciseExercise  Visit your websiteVisit your website  View source in your browserView source in your browser  Find UA-Find UA-  What is the Google Analytics tracking code?What is the Google Analytics tracking code?  Does it match your account?Does it match your account?  Does it match your profile?Does it match your profile?
    27. 27. 27 www.ivantage.co.uk ExerciseExercise  Login to Google AnalyticsLogin to Google Analytics  Create a profile for a new domainCreate a profile for a new domain  www.mytestnewprofilewebsite.comwww.mytestnewprofilewebsite.com  Create a profile for an existing domainCreate a profile for an existing domain  My test existing profileMy test existing profile
    28. 28. 28 www.ivantage.co.uk Legacy code/new codeLegacy code/new code
    29. 29. 29 www.ivantage.co.uk Referral PathReferral Path  Referring SitesReferring Sites  Is your own domain listed?Is your own domain listed?  Drill down to Referral PathDrill down to Referral Path  Indicates non-tagged pagesIndicates non-tagged pages
    30. 30. 30 www.ivantage.co.uk Network Properties – key metricsNetwork Properties – key metrics  HostnamesHostnames  If you have multiple domains with the same website content, whichIf you have multiple domains with the same website content, which domains do visitors visit?domains do visitors visit?  This report displays the total number of page views that each domainThis report displays the total number of page views that each domain received.received.  If a domain that is not one of yours appears on this report, the domainIf 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 (andin question points to a website that has your urchin.js link (and possibly other content owned by you).possibly other content owned by you).
    31. 31. 31 www.ivantage.co.uk User AdministrationUser Administration  Access ManagerAccess Manager  Add usersAdd users  Delete usersDelete users  Access LevelsAccess Levels  View Reports onlyView Reports only  Account AdministratorAccount Administrator
    32. 32. 32 www.ivantage.co.uk ExerciseExercise  Login to Google AnalyticsLogin to Google Analytics  Add a user to your new domain profileAdd a user to your new domain profile  www.mattstestnewprofilewebsite.comwww.mattstestnewprofilewebsite.com  Add a user to your existing domain profileAdd a user to your existing domain profile  Matts test existing profileMatts test existing profile
    33. 33. 33 www.ivantage.co.uk Break timeBreak time  15 Mins15 Mins
    34. 34. 34 www.ivantage.co.uk What’s possible with Web AnalyticsWhat’s possible with Web Analytics  What visitors are doing on your web siteWhat visitors are doing on your web site  Not WHY they are doing it!Not WHY they are doing it!  Domain of usability/customer experienceDomain of usability/customer experience  Onsite surveysOnsite surveys  Sampling visitors arriving/leavingSampling visitors arriving/leaving  Heuristic reviewsHeuristic reviews  Experts reviewing your site against a set of criteria (heuristics)Experts reviewing your site against a set of criteria (heuristics)  Conversion Rate OptimisationConversion Rate Optimisation  A/B testingA/B testing  A/B/n testingA/B/n testing  Multi-variate testingMulti-variate testing  Usability testsUsability tests  Representative customers completing tasksRepresentative customers completing tasks  How visitors found your web siteHow visitors found your web site
    35. 35. 35 www.ivantage.co.uk What’s possible with GAWhat’s possible with GA  What visitors are doing on your websiteWhat visitors are doing on your website  Not why!Not why!  How visitors found your websiteHow visitors found your website  Outcomes focusedOutcomes focused  GoalsGoals
    36. 36. 36 www.ivantage.co.uk GoalsGoals  Goals should be commercialGoals should be commercial  The commercial goals of your websiteThe commercial goals of your website  Goals should map to visitor tasksGoals should map to visitor tasks  Visitors visit sites to accomplish tasksVisitors visit sites to accomplish tasks  Tasks normally have a series of stepsTasks normally have a series of steps  FunnelFunnel  Measure conversion through the taskMeasure conversion through the task  When goals match user tasksWhen goals match user tasks  Harmony ensues!Harmony ensues!
    37. 37. 37 www.ivantage.co.uk The importance of goals for youThe importance of goals for you  Commercially justify your workCommercially justify your work  Focus your workFocus your work  Prioritise your workPrioritise your work
    38. 38. 38 www.ivantage.co.uk The importance of goals for youThe importance of goals for you  Goals map to business metricsGoals map to business metrics  Enable you to build a business case forEnable you to build a business case for  AnalyticsAnalytics  AnalysisAnalysis  ActionAction  Goals focus on important paths and entrancesGoals focus on important paths and entrances  Enable you to home-in on problem areasEnable you to home-in on problem areas  Reverse Goal PathReverse Goal Path  Conversion by traffic sourceConversion by traffic source  Monetize goalsMonetize goals  Enable you toEnable you to prioritiseprioritise areas to analyse andareas to analyse and optimiseoptimise  Give goals a goal valueGive goals a goal value  Analyse $ IndexAnalyse $ Index  Contribution to goalContribution to goal  Focus on high $ Index to increase goal conversionFocus on high $ Index to increase goal conversion
    39. 39. 39 www.ivantage.co.uk  You can useYou can use Regular Expressions (RegEx)Regular Expressions (RegEx) to gain insight into the funnel path:to gain insight into the funnel path:  User exhibits behavior:User exhibits behavior:  Page 1 = /index.htmlPage 1 = /index.html  Page 2 = /category-footwear.htmlPage 2 = /category-footwear.html  Page 3 = /category-clothing.htmlPage 3 = /category-clothing.html  Page 4 = /category-headwear.htmlPage 4 = /category-headwear.html  Page 5 = /products/red-kangol-hat-xc129.htmlPage 5 = /products/red-kangol-hat-xc129.html  Page 6= /cart/basketview.htmlPage 6= /cart/basketview.html  Page 7= /cart/registration.htmlPage 7= /cart/registration.html  Page 8 = /cart/paymentoptions.htmlPage 8 = /cart/paymentoptions.html  Goal = /cart/salesorderconfirmation.htmlGoal = /cart/salesorderconfirmation.html  Need to know conversion rate of categories to products to purchase:Need to know conversion rate of categories to products to purchase:  Step 1: index.htmlStep 1: index.html  Step 2-4: ^/category.*/Step 2-4: ^/category.*/  Step 5: ^/products.*/Step 5: ^/products.*/  Step 6: ^/cart/basketview.htmlStep 6: ^/cart/basketview.html  Step 7: ^/cart/registration.htmlStep 7: ^/cart/registration.html  Step 8 : ^/cart/paymentoptions.htmlStep 8 : ^/cart/paymentoptions.html  Goal: ^/cart/salesorderconfirmation.htmlGoal: ^/cart/salesorderconfirmation.html Goals and funnelsGoals and funnels
    40. 40. 40 www.ivantage.co.uk Regular ExpressionsRegular Expressions  Used in Google AnalyticsUsed in Google Analytics  FiltersFilters  GoalsGoals  Posix regular expressionsPosix regular expressions  Match or capture portions of a fieldMatch or capture portions of a field  Using wildcards and metacharactersUsing wildcards and metacharacters  Test your regular expressionsTest your regular expressions  http://www.quanetic.com/regex.phphttp://www.quanetic.com/regex.php
    41. 41. 41 www.ivantage.co.uk Goal and funnel behaviorGoal and funnel behavior
    42. 42. 42 www.ivantage.co.uk ExerciseExercise  Visit Bonsoirdirect.comVisit Bonsoirdirect.com  View source on the home pageView source on the home page  Find UA-Find UA-  View source on a product pageView source on a product page  Find UA-Find UA-  View source on a the checkout pageView source on a the checkout page  Where you are asked if you are new or returningWhere you are asked if you are new or returning  Find UA –Find UA –  What do you notice?What do you notice?
    43. 43. 43 www.ivantage.co.uk Tracking virtual page viewsTracking virtual page views
    44. 44. 44 www.ivantage.co.uk Goal configurationGoal configuration  Goal URLGoal URL  The confirmation of a taskThe confirmation of a task  Goal NameGoal Name  A meaningful nameA meaningful name  Active GoalActive Goal  On/OffOn/Off  StepsSteps  Step1 – Required ?Step1 – Required ?  2-10 (112-10 (11thth is goal URL)is goal URL)  Case SensitiveCase Sensitive  Any step?Any step?  Match TypeMatch Type  http://www.google.com/support/googleanalytics/bin/answer.py?answer=55514&query=head+match&topic=&type=http://www.google.com/support/googleanalytics/bin/answer.py?answer=55514&query=head+match&topic=&type=  ExactExact  www.example.co.uk/checkout.cgi?page=1&id=9982251615www.example.co.uk/checkout.cgi?page=1&id=9982251615  HeadHead  www.example.co.uk/checkout.cgi?pagewww.example.co.uk/checkout.cgi?page=1=1  Regular Expression matchRegular Expression match  page=1page=1  sports.example.co.uk/checkout.cgi?page=1&id=002sports.example.co.uk/checkout.cgi?page=1&id=002 as well asas well as fishing.example.co.uk/checkout.cgi?page=1&language=fr&id=119fishing.example.co.uk/checkout.cgi?page=1&language=fr&id=119  Goal ValueGoal Value  Important for b2b goalsImportant for b2b goals
    45. 45. 45 www.ivantage.co.uk ExerciseExercise  Think about the goals for your websiteThink about the goals for your website  Write down your goals in notepadWrite down your goals in notepad  Contact UsContact Us  SaleSale  LeadLead
    46. 46. 46 www.ivantage.co.uk ExerciseExercise  Configure a goal for your siteConfigure a goal for your site
    47. 47. 47 www.ivantage.co.uk Google Analytics Profile ConfigurationGoogle Analytics Profile Configuration  ProfileProfile  WebsiteWebsite  Home pageHome page  URL exclusionsURL exclusions  E-commerceE-commerce  Site SearchSite Search  Event TrackingEvent Tracking
    48. 48. 48 www.ivantage.co.uk ExerciseExercise  Check your top contentCheck your top content  Dou you haveDou you have  and and  Index.htm or index.html or default.htm or default.htmlIndex.htm or index.html or default.htm or default.html  Set your websiteSet your website  Set your home pageSet your home page  Set any exclusionsSet any exclusions  Turn on e-commerceTurn on e-commerce
    49. 49. 49 www.ivantage.co.uk The Urchin Tracker RevisitedThe Urchin Tracker Revisited  Tracking Flash, Video, AJAX and downloadsTracking Flash, Video, AJAX and downloads  Fake page view counterFake page view counter  UseUse  Custom 404sCustom 404s  In flashIn flash  AJAXAJAX  VideoVideo  DownloadsDownloads  Outbound clicksOutbound clicks  Onsite advertisingOnsite advertising  Use virtual directoryUse virtual directory
    50. 50. 50 www.ivantage.co.uk Tracking custom 404sTracking custom 404s  pageTracker._trackPageview("/404-error-on?page=" +pageTracker._trackPageview("/404-error-on?page=" + document.location.pathname + document.location.search +document.location.pathname + document.location.search + "&from=" + document.referrer);"&from=" + document.referrer);
    51. 51. 51 www.ivantage.co.uk Tracking downloadsTracking downloads
    52. 52. 52 www.ivantage.co.uk Tracking downloads – hackTracking downloads – hack  http://www.goodwebpractices.com/roi/track-downloads-in-googlehttp://www.goodwebpractices.com/roi/track-downloads-in-google
    53. 53. 53 www.ivantage.co.uk Tracking downloads – hack#2Tracking downloads – hack#2  http://blog.immeria.net/2009/01/google-analytics-script-to-track.hhttp://blog.immeria.net/2009/01/google-analytics-script-to-track.h
    54. 54. 54 www.ivantage.co.uk Event TrackingEvent Tracking  Components that make up Google Analytics Event Tracking data modelComponents that make up Google Analytics Event Tracking data model  ObjectsObjects  ActionsActions  LabelsLabels  ValuesValues  Implicit CountImplicit Count  ObjectsObjects  The term "Object" in the event tracking data model is applied to named instances of theThe 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.event tracker class that you have created for tracking website events.
    55. 55. 55 www.ivantage.co.uk LunchLunch
    56. 56. 56 www.ivantage.co.uk Challenges with Web AnalyticsChallenges with Web Analytics  Log filesLog files  Visitor identificationVisitor identification
    57. 57. 57 www.ivantage.co.uk How does GA measure visitors?How does GA measure visitors?  Traditional logfile analysisTraditional logfile analysis  Page TaggingPage Tagging  11stst Party CookiesParty Cookies
    58. 58. 58 www.ivantage.co.uk Web servers & browsersWeb servers & browsers Browser The server sends back the requested page Browser connects to a web server and requests a page Browser Web server
    59. 59. 59 www.ivantage.co.uk Web Access Logs (Server side collection)Web Access Logs (Server side collection) Browser Web server203.193.165.78 www.yoursite.com Access log Requesting IP Data Status Size Document User Agent/Browser Referrer 203.193.165.78 [23/Sep/2008:03:08:07 404 205 http://www.ivantage.co.uk/contact-form.aspx-id=123.htm Firefox/2.0.0.16 - 74.6.18.253 [23/Sep/2008:03:55:11 200 17057 http://www.ivantage.co.uk/web-analytics/urchin-training-consulting.htm Yahoo! Slurp - 61.135.168.39 [23/Sep/2008:04:11:45 200 23292 http://www.ivantage.co.uk/contact-form.aspx-id=123.htm Baiduspider - 88.211.13.198 [23/Sep/2008:09:15:56 200 2956 http://www.ivantage.co.uk/ppc-management/ppc-search-engine-marketing.htm MSIE 7.0 Google 65.55.210.18 [23/Sep/2008:09:16:43 200 690 http://www.ivantage.co.uk/web-analytics/web-site-analytics.htm msnbot/1.1 - User Agent/Browser Referrer Firefox/2.0.0.16 - Yahoo! Slurp - Baiduspider - MSIE 7.0 Google msnbot/1.1 -
    60. 60. 60 www.ivantage.co.uk Logs recordLogs record • IP addressesIP addresses • Of browsers (visitors)Of browsers (visitors) • Dynamic IPs at ISPDynamic IPs at ISP • 10 per month per visitor10 per month per visitor • Of robotsOf robots • Normally identify themselves asNormally identify themselves as • User Agent typeUser Agent type • GooglebotGooglebot • MSNbotMSNbot • SlurpSlurp • However, not all can be filteredHowever, not all can be filtered • Names not knownNames not known • Some deliberately avoid detectionSome deliberately avoid detection • Price comparisonPrice comparison • SpamSpam
    61. 61. 61 www.ivantage.co.uk So GA uses CookiesSo GA uses Cookies • Text files sent to browsers by websitesText files sent to browsers by websites • 11STST or 3or 3rdrd partyparty • Visit apple.comVisit apple.com • apple.com issues cookies (1apple.com issues cookies (1stst party)party) • If banana.com attempts to issue cookies (3If banana.com attempts to issue cookies (3rdrd party)party) • Session and persistentSession and persistent • SessionSession • Last for 30 minutes or longerLast for 30 minutes or longer • PersistentPersistent • Lasts for 6 monthsLasts for 6 months • Search engines do not generally accept cookiesSearch engines do not generally accept cookies
    62. 62. 62 www.ivantage.co.uk client web server New Visitor Access log client web serverCookie Returning Visitor Access log Cookie present Cookie not present Persistent cookiesPersistent cookies
    63. 63. 63 www.ivantage.co.uk Weaknesses of cookies?Weaknesses of cookies? • Machine dependantMachine dependant • As close as we can get to a personAs close as we can get to a person • Although modern OSs have multiple user IDsAlthough modern OSs have multiple user IDs • User 1, User2, User 3User 1, User2, User 3 • Can be clearedCan be cleared • Worst scenario?Worst scenario? • Can be blocked/not acceptedCan be blocked/not accepted • Most E-commerce site use 1Most E-commerce site use 1stst party cookies to make basket functionparty cookies to make basket function • So blocking 1So blocking 1stst party cookies degrades your Internet experienceparty cookies degrades your Internet experience • 33rdrd party cookies are often blockedparty cookies are often blocked
    64. 64. 64 www.ivantage.co.uk Web Access Logs (Server side collection)Web Access Logs (Server side collection) Browser Web server203.193.165.78 www.yoursite.com Access log Requesting IP Data Status Size Document User Agent/Browser Referrer 203.193.165.78 [23/Sep/2008:03:08:07 404 205 http://www.ivantage.co.uk/contact-form.aspx-id=123.htm Firefox/2.0.0.16 - 74.6.18.253 [23/Sep/2008:03:55:11 200 17057 http://www.ivantage.co.uk/web-analytics/urchin-training-consulting.htm Yahoo! Slurp - 61.135.168.39 [23/Sep/2008:04:11:45 200 23292 http://www.ivantage.co.uk/contact-form.aspx-id=123.htm Baiduspider - 88.211.13.198 [23/Sep/2008:09:15:56 200 2956 http://www.ivantage.co.uk/ppc-management/ppc-search-engine-marketing.htm MSIE 7.0 Google 65.55.210.18 [23/Sep/2008:09:16:43 200 690 http://www.ivantage.co.uk/web-analytics/web-site-analytics.htm msnbot/1.1 - User Agent/Browser Referrer Firefox/2.0.0.16 - Yahoo! Slurp - Baiduspider - MSIE 7.0 Google msnbot/1.1 -
    65. 65. 65 www.ivantage.co.uk 22ndnd request for a page with log filesrequest for a page with log files Browser Web server203.193.165.78 Re-load or Visit from bookmark www.yoursite.com Access log Requesting IP Data Status Size Document User Agent/Browser Cache
    66. 66. 66 www.ivantage.co.uk • Counted onceCounted once • 22ndnd RefreshedRefreshed • Request from the same IP addressRequest from the same IP address • Not recorded in Web Access Log!Not recorded in Web Access Log! • Logs alone may miss 20-30% of page viewsLogs alone may miss 20-30% of page views Cached pagesCached pages
    67. 67. 67 www.ivantage.co.uk So GA uses page taggingSo GA uses page tagging • Every page is tagged with JavaScriptEvery page is tagged with JavaScript • Ensures even when pages are served from cacheEnsures even when pages are served from cache • JavaScript executesJavaScript executes • A .gif (1x1 pixel image in loaded with the page)A .gif (1x1 pixel image in loaded with the page) • Web Access log is updatedWeb Access log is updated • Search Engines do not generally execute JavaScriptSearch Engines do not generally execute JavaScript • Neither do some mobiles and PDAsNeither do some mobiles and PDAs
    68. 68. 68 www.ivantage.co.uk Easy, accurate tracking?Easy, accurate tracking? • JavaScript Page TaggingJavaScript Page Tagging • With a .gifWith a .gif • CookiesCookies • 11stst partyparty • In the case of GAIn the case of GA • Free does not mean cheap!Free does not mean cheap! • What will GA miss?What will GA miss?
    69. 69. 69 www.ivantage.co.uk How Google Analytics WorksHow Google Analytics Works Browser/HTML Page Users reaches page; triggers the Google Analytics javascript. Referral Direct Organic Search PPC Search
    70. 70. 70 www.ivantage.co.uk The Google Analytics tracking code (legacy)The Google Analytics tracking code (legacy) <HTML> <HEAD> <TITLE>My Website</TITLE> </HEAD> <BODY> …. <script src="http://www.google-analytics.com/urchin.js" type="text/javascript"></script> <script type="text/javascript"> _uacct = "UA-55241-1"; urchinTracker(); </script> </BODY>
    71. 71. 71 www.ivantage.co.uk The Google Analytics tracking code (new)The Google Analytics tracking code (new) <HTML> <HEAD> <TITLE>My Website</TITLE> </HEAD> <BODY> …. <script type="text/javascript"> var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E")); </script> <script type="text/javascript"> var pageTracker = _gat._getTracker("UA-749875-1"); pageTracker._trackPageview(); </script> </BODY>
    72. 72. 72 www.ivantage.co.uk JavaScript executesJavaScript executes Secure Google Servers Browser/HTML Page JavaScript executes; creates 1st party cookies and requests a __utm.gif from Google servers __utm.gif cookies
    73. 73. 73 www.ivantage.co.uk The ___utm.gif request to Google sends…The ___utm.gif request to Google sends… __utm.gif?__utm.gif?utmwv=6.3utmwv=6.3&&utmn=101027544utmn=101027544&&utmsr=1280x854utmsr=1280x854&&utmsc=32-bitutmsc=32-bit&&utmul=enutmul=en&&utmje=1utmje=1&&utmjv=1.5utmjv=1.5&&utmfl=7.0 r24utmfl=7.0 r24&&utmdt=Myutmdt=My %20Website%20Website&&utmhn=www.site.comutmhn=www.site.com&&utmp=/index.htmlutmp=/index.html&&utmac=UA-51244-4utmac=UA-51244-4&&utmcc=__utmautmcc=__utma %3D117945243.823564440.1131054947.1131080858.1133834608.4%3B+__utmb%3D117945243%3B+__utmc%3D117945243%3B+__utmz%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%3D117945243.1131054947.1.1.utmccn%3D%28Spring%20Sale%29%7Cutmcsr%3D%28google%29%7Cutmcmd%3D%28ppc%29% %7Cutmtm%3D %28shoes%29%3B%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)
    74. 74. 74 www.ivantage.co.uk UTMaUTMa Domain, Visitor IdentifiersDomain, Visitor Identifiers __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 Google Analytics cookiesGoogle Analytics cookies
    75. 75. 75 www.ivantage.co.uk Data is viewed in GA interfaceData is viewed in GA interface Report Data Analytics Secure Google Servers Data is processed and stored into report data tables which is then read to produce reports
    76. 76. 76 www.ivantage.co.uk ExerciseExercise  Clear your cookiesClear your cookies  If you don’t mindIf you don’t mind  Visit your websiteVisit your website  View the Google Analytics cookiesView the Google Analytics cookies
    77. 77. 77 www.ivantage.co.uk Visits and visitors - key metricsVisits and visitors - key metrics  VisitsVisits  The number of visits received by your site is the most basic measure of howThe number of visits received by your site is the most basic measure of how effectively you promote your site.effectively you promote your site.  Visitor typeVisitor type  NewNew  New CookieNew Cookie  ReturningReturning  Existing CookieExisting Cookie  Absolute Unique Visitors (Uniques)Absolute Unique Visitors (Uniques)  How manyHow many peoplepeople came to your site?came to your site?  This report graphsThis report graphs peoplepeople instead of visitsinstead of visits  All visits from the same user for the entire active date rangeAll visits from the same user for the entire active date range  Aggregated so that they will be counted as a single absolute unique visitorAggregated 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 timesRegardless of how many different days they visited your site and how many times they visited your site on each daythey visited your site on each day
    78. 78. 78 www.ivantage.co.uk Control 30 min cookie timeoutControl 30 min cookie timeout
    79. 79. 79 www.ivantage.co.uk Control 6 month cookie timeoutControl 6 month cookie timeout
    80. 80. 80 www.ivantage.co.uk Tracking sub-domainsTracking sub-domains  A.dog.comA.dog.com  B.dog.comB.dog.com  C.dog.comC.dog.com  Set your site (dog.com) to the root domainSet your site (dog.com) to the root domain  Set Domain Name FunctionSet Domain Name Function
    81. 81. 81 www.ivantage.co.uk Tracking sub-domainsTracking sub-domains
    82. 82. 82 www.ivantage.co.uk Tracking sub-domains – issuesTracking sub-domains – issues  A.dog.com/index.htmlA.dog.com/index.html  B.dog.com/index.htmlB.dog.com/index.html  C.dog.com/index.htmlC.dog.com/index.html  Filter TypeFilter Type: Custom filter > Advanced: Custom filter > Advanced Field AField A: Hostname: Hostname Extract AExtract A: (.*): (.*) Field BField B: Request URI: Request URI Extract BExtract B: (.*): (.*) Output ToOutput To: Request URI: Request URI ConstructorConstructor: $A1/$B1: $A1/$B1
    83. 83. 83 www.ivantage.co.uk Filter AdministrationFilter Administration  Exclude all traffic from a domainExclude all traffic from a domain  Exclude all traffic from an IP addressExclude all traffic from an IP address  Include only traffic to a subdirectoryInclude only traffic to a subdirectory  Custom filterCustom filter  ExcludeExclude  IncludeInclude  Lowercase (translation)Lowercase (translation)  Uppercase (translation)Uppercase (translation)  Search and ReplaceSearch and Replace  Lookup TableLookup Table  AdvancedAdvanced
    84. 84. 84 www.ivantage.co.uk Filter AdministrationFilter Administration  Filters act on fieldsFilters act on fields  http://www.google.com/support/googleanalytics/bin/answer.py?http://www.google.com/support/googleanalytics/bin/answer.py? answer=55588answer=55588
    85. 85. 85 www.ivantage.co.uk ExerciseExercise  For your profile you created earlierFor your profile you created earlier  Add a filter for your IP addressAdd a filter for your IP address  Whatismyip.comWhatismyip.com  Now add an IP rangeNow add an IP range  http://www.google.com/support/analytics/bin/answer.py?hl=en-http://www.google.com/support/analytics/bin/answer.py?hl=en- uk&answer=55572uk&answer=55572  Add a filter to exclude a domain currently referring visitors to your websiteAdd a filter to exclude a domain currently referring visitors to your website  Add a filter to a sub-directory on your siteAdd a filter to a sub-directory on your site
    86. 86. 86 www.ivantage.co.uk ExerciseExercise  Can you apply a search and replace filter?Can you apply a search and replace filter?  What use is a Look-up table filter?What use is a Look-up table filter?
    87. 87. 87 www.ivantage.co.uk ExerciseExercise  Can you apply a filter to include the hostname of your website in reports?Can you apply a filter to include the hostname of your website in reports?
    88. 88. 88 www.ivantage.co.uk Tracking across domains via a linkTracking across domains via a link  Dog.comDog.com  Cat.comCat.com  Set your site to noneSet your site to none  Set Domain Name functionSet Domain Name function  Transfer cookies to the new domain via URLTransfer cookies to the new domain via URL  HTTP GetHTTP Get  Use the Link functionUse the Link function
    89. 89. 89 www.ivantage.co.uk Tracking across multiple domains via a linkTracking across multiple domains via a link
    90. 90. 90 www.ivantage.co.uk Tracking across domains via a formTracking across domains via a form  Dog.comDog.com  Cat.comCat.com  Set your site to noneSet your site to none  Set Domain Name functionSet Domain Name function  Transfer cookies to the new domain via formTransfer cookies to the new domain via form  HTTP PostHTTP Post  Use the Link Post functionUse the Link Post function
    91. 91. 91 www.ivantage.co.uk Tracking across domains via a formTracking across domains via a form
    92. 92. 92 www.ivantage.co.uk Set cookie path to other than root /Set cookie path to other than root /
    93. 93. 93 www.ivantage.co.uk Tracking to multiple accountsTracking to multiple accounts
    94. 94. 94 www.ivantage.co.uk E-commerce tracking (legacy)E-commerce tracking (legacy)
    95. 95. 95 www.ivantage.co.uk E-commerce (new code)E-commerce (new code)
    96. 96. 96 www.ivantage.co.uk Reduce data collection optionsReduce data collection options
    97. 97. 97 www.ivantage.co.uk Setting the sample rate – don’t track every visitorSetting the sample rate – don’t track every visitor
    98. 98. 98 www.ivantage.co.uk The User-Defined SegmentThe User-Defined Segment  In addition to segmenting users along pre-defined segments such asIn addition to segmenting users along pre-defined segments such as geographic region and language preference, Google Analytics allows you togeographic region and language preference, Google Analytics allows you to define custom segments and analyse the behaviour of each segmentdefine custom segments and analyse the behaviour of each segment  For example, you might ask visitors to select their job category (such as Engineering,For example, you might ask visitors to select their job category (such as Engineering, Marketing, motorcycle stunt riding, etc) from a formMarketing, motorcycle stunt riding, etc) from a form  You could then analyse browsing and buying behaviour based upon the selected jobYou could then analyse browsing and buying behaviour based upon the selected job categoriescategories  To set a visitor segment, simply call the JavaScript _setVar functionTo 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:For example, make the following call anywhere on the web page below your tracking code:  <script type="text/javascript">pageTracker._setVar('Marketing/PR');</script><script type="text/javascript">pageTracker._setVar('Marketing/PR');</script>
    99. 99. 99 www.ivantage.co.uk The User-Defined SegmentThe User-Defined Segment  Examples:Examples:  Assign visitors to a particular page to the "Marketing/PR" segmentAssign visitors to a particular page to the "Marketing/PR" segment  In this example, anyone who visits the page will be assigned to the "Marketing/PR" segment.In this example, anyone who visits the page will be assigned to the "Marketing/PR" segment.  <body onLoad="javascript:pageTracker._setVar('Marketing/PR');"><body onLoad="javascript:pageTracker._setVar('Marketing/PR');">  Assign users to a segment when a link is clickedAssign users to a segment when a link is clicked  <a href="link.html" onClick="pageTracker._setVar('Marketing/PR');">Click here</a><a href="link.html" onClick="pageTracker._setVar('Marketing/PR');">Click here</a>  Assign visitors to a segment based on their form selectionAssign 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.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);"><form onSubmit="pageTracker._setVar(this.mymenu.options [this.mymenu.selectedIndex].value);"> <select name=mymenu><select name=mymenu> <option value="Technical/Engineering"><option value="Technical/Engineering"> Technical/Engineering</option>Technical/Engineering</option> <option value="Marketing/PR">Marketing/PR</option><option value="Marketing/PR">Marketing/PR</option> <option value="Manufacturing">Manufacturing</option><option value="Manufacturing">Manufacturing</option> <option value="General Management">General Management</option><option value="General Management">General Management</option>  Voucher codes at checkoutVoucher codes at checkout  Measure off-line marketing promotionsMeasure off-line marketing promotions  What‘s important for you to know about your visitors?What‘s important for you to know about your visitors?
    100. 100. 100 www.ivantage.co.uk Segmenting visitor typesSegmenting visitor types
    101. 101. 101 www.ivantage.co.uk Adding organic sourcesAdding organic sources
    102. 102. 102 www.ivantage.co.uk Custom Campaign fieldsCustom Campaign fields
    103. 103. 103 www.ivantage.co.uk Custom Campaign fieldsCustom Campaign fields
    104. 104. 104 www.ivantage.co.uk Setting organic keyword ignoresSetting organic keyword ignores
    105. 105. 105 www.ivantage.co.uk Changing ? to # for campaign trackingChanging ? to # for campaign tracking
    106. 106. 106 www.ivantage.co.uk Obtaining non-PII visitor cookie IDObtaining non-PII visitor cookie ID
    107. 107. 107 www.ivantage.co.uk Tracking to Urchin and GATracking to Urchin and GA
    108. 108. 108 www.ivantage.co.uk Help!Help!  Google Analytics help centreGoogle Analytics help centre  Google Analytics blogGoogle Analytics blog  90 days support from ivantage after today90 days support from ivantage after today  support@ivantage.co.uksupport@ivantage.co.uk  Paid support from ivantagePaid support from ivantage  Trouble shooterTrouble shooter  Paid insight from ivantagePaid insight from ivantage  Analytics InsightAnalytics Insight  Paid implementation, configuration and optimisationPaid implementation, configuration and optimisation  Analytics AcceleratorAnalytics Accelerator
    109. 109. 109 www.ivantage.co.uk The EndThe End
    110. 110. 110 www.ivantage.co.uk Break timeBreak time
    111. 111. 111 www.ivantage.co.uk Visitors menu - key metricsVisitors menu - key metrics  VisitsVisits  Graph by day, week, monthGraph by day, week, month  The number of visits received by your site is the most basic measure of how effectively you promote your site.The number of visits received by your site is the most basic measure of how effectively you promote your site.  Visitor typeVisitor type  NewNew  New CookieNew Cookie  ReturningReturning  Existing CookieExisting Cookie  A high number of new visitors suggests that you are successful at driving traffic to your site while aA 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 comehigh number of return visitors suggests that the site content is engaging enough for visitors to come back.back.  Absolute Unique Visitors (Uniques)Absolute Unique Visitors (Uniques)  How manyHow many peoplepeople came to your site?came to your site?  This report graphsThis report graphs peoplepeople instead of visitsinstead of visits  All visits from the same user for the entire active date rangeAll visits from the same user for the entire active date range  Aggregated so that they will be counted as a single absolute unique visitorAggregated 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 eachRegardless of how many different days they visited your site and how many times they visited your site on each dayday  LanguagesLanguages  of the browserof the browser
    112. 112. 112 www.ivantage.co.uk TerminologyTerminology  HitsHits  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 cgiA 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 pagescript 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 popularityand 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.gauge but rather an indication of server use and loading.  Measure UniquesMeasure Uniques
    113. 113. 113 www.ivantage.co.uk Traffic Sources - key conceptsTraffic Sources - key concepts  DirectDirect  Search EnginesSearch Engines  ReferralsReferrals  Campaign, Medium and SourceCampaign, Medium and Source Medium Source Campaign Organic Search Engines Not Set Referral Referrers Not Set None Direct Not Set CPC Google Adwords Google Adwords Campaigns
    114. 114. 114 www.ivantage.co.uk Traffic Sources - key metricsTraffic Sources - key metrics  DirectDirect  How do the people who clicked a bookmark to come to your site or typed your site URLHow do the people who clicked a bookmark to come to your site or typed your site URL into their browser compare to the "average" visitor to your site?into their browser compare to the "average" visitor to your site?  Direct traffic can include visitors recruited via offline (i.e. print, television) campaignsDirect traffic can include visitors recruited via offline (i.e. print, television) campaigns  Use the "Segment" pull-down menu to segment Direct visits by location, visitor type orUse the "Segment" pull-down menu to segment Direct visits by location, visitor type or other factorother factor  Anything else?Anything else?  Referring SitesReferring Sites  How do the people referred from other sites compare to the "average" visitor to yourHow do the people referred from other sites compare to the "average" visitor to your site?site?  The graph shows overall trends. (Select a metric from the pull-down menu in the upperThe graph shows overall trends. (Select a metric from the pull-down menu in the upper right section of the graph.)right section of the graph.)  The table segments referral traffic by site or by another factor that you select (using theThe table segments referral traffic by site or by another factor that you select (using the “Dimension" pull-down menu).“Dimension" pull-down menu).
    115. 115. 115 www.ivantage.co.uk AutotaggingAutotagging
    116. 116. 116 www.ivantage.co.uk Apply cost dataApply cost data  Top ContentTop Content
    117. 117. 117 www.ivantage.co.uk Tagging other mediaTagging other media  The five dimensions of campaign tracking Google Analytics tracks onlineThe five dimensions of campaign tracking Google Analytics tracks online campaigns using a combination of the following five marketing dimensions:campaigns using a combination of the following five marketing dimensions:  SourceSource  MediumMedium  TermTerm  ContentContent  CampaignCampaign
    118. 118. 118 www.ivantage.co.uk Tagging other mediaTagging other media  SourceSource  Every referral to a web site has an origin orEvery referral to a web site has an origin or sourcesource. Examples of sources are the Google search engine,. Examples of sources are the Google search engine, the AOL search engine, the name of a newsletter or the name of a referring website.the AOL search engine, the name of a newsletter or the name of a referring website.  MediumMedium  TheThe mediummedium helps to qualify the source; together, the source and medium provide specifichelps 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,information about the origin of a referral. For example, in the case of a Google search engine source, the medium might be "cost-per-click", indicating a sponsored link for which the advertiser paid, orthe medium might be "cost-per-click", indicating a sponsored link for which the advertiser paid, or "organic", indicating a link in the unpaid search engine results. In the case of a newsletter source,"organic", indicating a link in the unpaid search engine results. In the case of a newsletter source, examples of medium include "email" and "print".examples of medium include "email" and "print".  TermTerm  TheThe termterm oror keywordkeyword is the word or phrase that a user types into a search engine.is the word or phrase that a user types into a search engine.  ContentContent  TheThe contentcontent dimension describes the version of an advertisement on which a visitor clicked. It is useddimension describes the version of an advertisement on which a visitor clicked. It is used in content-targeted advertising andin content-targeted advertising and Content (A/B) TestingContent (A/B) Testing to determine which version of anto determine which version of an advertisement is most effective at attracting profitable leads.advertisement is most effective at attracting profitable leads.  CampaignCampaign  TheThe campaigncampaign dimension differentiates product promotions such as "Spring Ski Sale" or slogandimension differentiates product promotions such as "Spring Ski Sale" or slogan campaigns such as "Get Fit For Summer".campaigns such as "Get Fit For Summer".
    119. 119. 119 www.ivantage.co.uk Tagging other mediaTagging other media  URL builderURL builder  http://www.google.com/support/analytics/bin/answer.py?hl=en-http://www.google.com/support/analytics/bin/answer.py?hl=en- uk&answer=55578uk&answer=55578The table lists all the pages which were viewed on yourThe table lists all the pages which were viewed on your site.site.
    120. 120. 120 www.ivantage.co.uk Site OverlaySite Overlay  IssuesIssues  The Site Overlay report displays clicks on standard links that are embedded on that page. ItsThe 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 elsewherefunctionality is currently limited to static pages that have unique links to content located elsewhere on the website.on the website.  The site overlay report is not currently able to work with the following types of content:The site overlay report is not currently able to work with the following types of content:  * JavaScript links* JavaScript links  * Virtual page views created with urchinTracker* Virtual page views created with urchinTracker  * URL redirects* URL redirects  * URL rewrite filters* URL rewrite filters  * Links to sub-domain pages* Links to sub-domain pages  * Frames* Frames  In the cases above, it's common to see missing overlay bars or bars with no content. If there areIn 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 allmultiple 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.those links and display the total number for each overlay bar on each of those common links.
    121. 121. 121 www.ivantage.co.uk Site OverlaySite Overlay  Additional reasons for incomplete or missing Site Overlay reports include:Additional reasons for incomplete or missing Site Overlay reports include:  Format of the HyperlinksFormat of the Hyperlinks  If you're using relative hyperlinks, make sure that you add a slash before the actual folder or page name. ForIf 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="index.html>Home</a>, but it willexample, the Site Overlay report might not be able to recognise <a href="index.html>Home</a>, but it will show click data for the link if it is coded as <a href="/index.html>Home</a>show click data for the link if it is coded as <a href="/index.html>Home</a>  Multiple Tracking CodesMultiple Tracking Codes  If your web page has multiple instances of the Google Analytics tracking code installed, you might see aIf 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 thetransparent 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 pagetracking code. In addition, make sure that you have the code from the correct profile installed on every page that you would like to track.that you would like to track.  URL rewritesURL rewrites  If you're using filters to rewrite any part of your URLs, the HTML links on your pages will not match theIf 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 reportmodified 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.will not be able to associate the data properly with the appropriate link in the HTML.  Session IDsSession IDs  Sites that dynamically add session IDs to URLs may prevent the Site Overlay from working. Each page view willSites 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 Siteappear 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 ParametersOverlay 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.feature of your Profile Settings page to remove the session ID from the URLs.
    122. 122. 122 www.ivantage.co.uk Site OverlaySite Overlay  Spaces in the URLSpaces in the URL  Spaces in URLs will be converted to <i>%20</i> by your browser and will be reported to Analytics as such.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 theBecause 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 yourSite Overlay report will not be able to correlate these clicks. We recommend that you replace the spaces in your links with an underscore.links with an underscore.  Image mapsImage maps  Because the links in an image map appear as attributes of the image rather than attributes of the anchor tag,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.these links will not be recognised by the Site Overlay report.  Character EncodingCharacter Encoding  We do not support characters from character sets other than UTF-8. If there are other character sets on yourWe 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 besite, corrupt characters (usually empty boxes or question marks instead of the actual characters) may be displayed in the report.displayed in the report.
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×