Get under the hood of google analytics - ux brighton
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  • 1. Get under the hood of Google Analytics
    Phil Guilfoyle
    Director
    Online Logic – Conversion Experts
  • 2. Get under the hood of Google Analytics
    Online Logic Conversion Experts
  • 3. Get under the hood of Google Analytics
    Online Logic Conversion Experts
  • 4. How GA works?
    How does GA work?
  • 5. How GA works – few points
    Remember – No tracking is 100%
    Identify Trends over time. Look at things in Context.
    Yesterday? A useful trend?
    A whole decade! – Useful Trend
  • 6. How GA works – few points
    1st party cookie
  • 7. How GA works – Visits
    Visitor = a Unique Visitor ID and a Time Stamp
  • 8. How GA works – Visits
    Session = Visit
    Visitors
    Visits
    Page Views
    Over time, 1 visitor could make 5 visits and create 50 page views.
  • 9. How GA works – Pages
    1 Page View = Page is loaded
    Most reports are Pages Viewed per Visit
    Unique Page Views are the number of times a page was viewed in a session.
    Unique Page Views = 2
    A
    A
    A
    B
    B
    3 Page Views = 1 unique
    2 Page Views = 1 unique
  • 10. Lets get started! -Sign up for an Account
    Google.co.uk/analytics
  • 11. Add the Tracking Code
    Add the GA.js Script to every page!
    <script type="text/javascript">
    var _gaq = _gaq || [];
    _gaq.push(['_setAccount', 'UA-XXXXXXX-1']);
    _gaq.push(['_trackPageview']);
    (function() {
    varga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;
    ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';
    var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);
    })();
    </script>
  • 12. Link to Google Adwords
    Tip!
    Check your Adwords is set to UK time as Adwords over rides Analytics
  • 13. Link to Google Adwords – Enable Auto Tagging
  • 14. Link to Google Adwords – Enable Auto Tagging
  • 15. Account, Profiles & Filters
    Account
    Profile A
    www.domain.com
    Profile B
    www.domain.com
    Profile C
    www.site2domain.com
    Filter 1
    Filter 3
    Reports
    Filter 2
    Reports
    Goals (20)
    Reports
    Goals (20)
    Goals (20)
  • 16. Profiles
    Keep 1 profile untouched....
  • 17. Profiles
    Remember:
    You Cannot Reprocess Data
  • 18. Account, Profiles & Filters
    Account
    Profile A
    www.domain.com
    Profile B
    www.domain.com
    Profile C
    www.site2domain.com
    Filter 1
    Filter 3
    Reports
    Filter 2
    Reports
    Goals (20)
    Reports
    Goals (20)
    Goals (20)
  • 19. Filters
    Filter: (some examples)
    • IP Addresses – developers, office staff, designers etc
    • 20. Brand Traffic
    • 21. Location based traffic
    Segmentation!
    IP address range Regex builder:
    http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55572
  • 22. Filters
  • 23. Advanced Segments
    Remember:
    Will process historical data, but will be lost when session ends.
  • 24. Navigation
    Just click around!
  • 25. Goals
    Set Goals
    Sketch your Goal Funnel
    *http://jeff.io
  • 26. Add Goals to Google Analytics
  • 27. Review the Goal Funnel
    Goal Funnel
    The exit pages inform you where people are spilling out
  • 28. Review
    Create a new profile – perhaps ‘test’
    Add filters
    Segment traffic
    Experiment
  • 29. Thank you!
    Phil Guilfoyle
    www.onlinelogic.co.uk
    Twitter @onlinelogic
    phil@onlinelogic.co.uk
    Presentation – Using Google Analytics to inform Usability
    http://www.slideshare.net/onlinelogic/using-google-analytics-to-inform-usability-ux-brighton-3437720