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Tech4Africa Google Workshop 1


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  • 1. Google University at Tech 4 Africa 10 August 2010 Sarah Blake
  • 2. Hello Head of Engage and Optimise at Quirk eMarketing (But please don’t Google me!)
  • 3. 1 x Celebration 1 x Irritation 3 x Something I want to learn today (5 post-its)
  • 4. MORNING 9 - 9.30 >> welcome & introductions 9.30 - 10 >> why web analytics + introduction to Google Analytics. The GA cookie. What it can and cannot track. 10 - 10.30 >> setting up account best practice 10.30 - 11 >> conversion tracking 11 - 11.30 >> tea 11.30 - 12.30 >> reports and metrics LUNCH 12.30 - 1.30 AFTERNOON 1.30 - 3 >> AdWords 3. - 3.15 >> tea 3.15 - 4.30 >> diving into your data Come armed with questions!
  • 5. (In case I’ve forgotten to mention this already) •  Ask questions – any questions •  The last session is all about your questions and your data – so start thinking about what you want to ask (and what logins you might need to ask it)
  • 6. Starting out: web analytics and a brief introduction to Google Analytics Credit: Stuck in Customs
  • 7. Why web analytics?
  • 8. Web analytics •  The web makes things measurable – so measure it! •  Campaign reporting – ROI •  Understand user behaviour
  • 9. Why Google Analytics?
  • 10. Why Google Analytics •  It’s free! •  It’s powerful and customisable •  It has pretty reports •  You can track A LOT (if you know how to)
  • 11. How does Google Analytics work?
  • 12. The code
  • 13. “traditional” - immediately before the </body> tag of your page Asynchronous - just before the closing </head> tag
  • 14. Why asynchronous •  Documentation •  Should reduce latency concerns •  Should improve data accuracy
  • 15. The cookie
  • 16. Google Analytics Cookie •  First party cookie •  Used to identify a visitor as well as visits (sessions) •  Includes referral information (where did the visitor come from?) •  Builds visit information (what did the user do?) •  No PII!
  • 17. Google Analytics Cookies Name  Descrip,on  Expira,on  __utma Unique visitor  2 years from set/update.  30 minutes from set/ __utmb Unique visit (session)  update.  __utmc Also unique visit (session)  Not set.  __utmz Type of referral (updated with each  6 months from set/update.  visit)  __utmv Custom variable  2 years from set/update.  __utmx Google Website OpHmiser  2 years from set/update. 
  • 18. One of the best ways to see if Google Analytics has been installed correctly is to check the cookie is being set.
  • 19. In your favourite browser, view cookies and search for a domain. You can see the cookies that have been set, and you can see the Google Analytics cookies there as well.
  • 20. Google Analytics Cookies Name  Descrip,on  Expira,on  __utma Unique visitor  2 years from set/update.  30 minutes from set/ __utmb Unique visit (session)  update.  __utmc Also unique visit (session)  Not set.  __utmz Type of referral (updated with each  6 months from set/update.  visit)  __utmv Custom variable  2 years from set/update.  __utmx Google Website OpHmiser  2 years from set/update. 
  • 21. Privacy Policy
  • 22. Google Analytics + Privacy •  First party cookies. •  No personally identifiable data. •  Aggregate data is used to understand user behaviour and improve the web experience. •  “This site uses a cookie to collect anonymous traffic data.” •  You can provide opt-out information. •  IP masking is available as well.
  • 23. Setting up a Google Analytics account the right way Credit: Caro Wallis
  • 24. Accounts & Profiles Administrators and Users
  • 25. Account: UA-475313 Profile: UA-475313-4
  • 26. Profiles: use a different profile number and therefore different code; usually for a different domain.
  • 27. Profiles: or use filters on the same domain and profile number
  • 28. Use profiles for •  Microsites / campaigns •  Reporting on segments of traffic / visitors •  Granting limited access when required •  Testing code changes
  • 29. Administrators can make changes, delete and add profiles. You can have many administrators. Users can view reports of select profiles only. You can have many users. A Google Account (email address) can have access to many different accounts and profile.
  • 30. Very key takeaway: create a new account for each brand / client. Campaign sites can be profiles in the same account.
  • 31. Potential considerations you should be aware of •  Large amount of traffic •  Crosses multiple domains and sub- domains •  Non-HTML pages you want to track •  Dynamically created pages •  Frames •  Flash •  eCommerce
  • 32. So, let’s get to it (even if you already have an account set up, it’s worth going through this)
  • 33. Full URL of your website. Include subdomains. This populates the account name.
  • 34. Make account names easy to find in a long list.
  • 35. Timezone and territory are taken from your AdWords account.
  • 36. User agreement •  Part of the user agreement is to share data (anonymously) for benchmarking. •  If you don’t share your data, you don’t get access to benchmarking reports. •  You can always change your mind later.
  • 37. Tracking code – always asynch now! •  Basic customisations are available –  Many domains and subdomains •  Generate mobile code here as well
  • 38. Key customisations in account setup •  Always keep an unfiltered profile •  Reporting profile – remove internal and agency traffic! •  Testing profile – test new filters, etc
  • 39. Key customisations in account setup •  Set your homepage
  • 40. Key customisations in account setup •  Remove unnecessary parameters (such as sessionids)
  • 41. Key customisations in account setup •  Apply AdWords data
  • 42. Key customisations in account setup •  Enable eCommerce (and don’t forget to set up the tracking!)
  • 43. Key customisations in account setup •  Enable site search (NB: you might need to switch the search to GET)
  • 44. If laptops and logins are handy, we can run through this right now •  Profiles – unfiltered, reporting, testing •  Set homepage •  Remove unnecessary parameters* •  Apply AdWords data* •  Enable eCommerce* •  Enable site search Customisations are done per profile, not per account!
  • 45. Tracking code customisations •  # for tracking •  Sampling •  IP masking •  Domains and subdomains •  Session timeout •  Cookie duration
  • 46. Install script
  • 47. Check it! Check the cookie. Check the account after 24 hours. Remember your profiles + filters and look in the right place.
  • 48. Key customisations •  Use annotations –  Helps to identify the effect of offline activity
  • 49. Goals and Tracking Conversions
  • 50. Digital objectives (also called goals) KPIs – the metrics that matter
  • 51. The key questions •  Why does my website exist? •  What do I want my visitors to do?
  • 52. What do I want my visitors to do
  • 53. What do I want my visitors to do > TRACKING CONVERSIONS
  • 54. A conversion is a defined action that we want a user to take. It’s often called a goal. And a user is also called a visitor.
  • 55. Google offers three types of conversion tracking •  AdWords Conversion Tracking •  eCommerce Tracking •  Goal Tracking
  • 56. AdWords Conversion Tracking •  Implement tracking code on conversion page. •  Reports on AdWords traffic only.
  • 57. eCommerce Tracking •  If they’re using a credit card, use ecommerce tracking. •  Collects transaction ids, product information, etc > lots of detail. •  3rd part payment solutions, iframes, subdomains etc all need careful attention. •  It does not convert currencies.
  • 58. Goal tracking: (usually) no code manipulation •  URL destination (actions) •  “Engagement” goals •  20 goals / profile •  Goals allow for funnels, so use in conjunction with ecommerce tracking •  Goals can be imported into AdWords •  Values can be assigned
  • 59. Goals – a little bit more in depth Why? Because as account administrators, we can do pretty much all of this ourselves. And they’re really important.
  • 60. Engagement goals •  Time on site •  Pageviews / visit •  Content sites? •  But there are other metrics you might want to consider
  • 61. URL destination •  Use to track desired actions •  Use the URL of the page seen once action has taken place –  Thank you page –  Confirmation page •  You just need to input from the first folder on
  • 62. Three match types •  Exact •  Head •  Regular expression
  • 63. Making them more useful •  Assign a value > helps to determine ROI If 25% of people who download the ebook buy the print version. And the print version gives a profit of R100. Then I could assign R25 to each download.
  • 64. Making them MUCH more useful > funnels •  Define the steps in the path to conversion •  In the report, identify problem areas •  You might need to make friends with regular expressions!
  • 65. Funnels > why you would use goals AND ecommerce tracking together
  • 66. Goals also give you a Reverse Goal Path report
  • 67. Some customisations that might be needed •  Virtual pageviews > when there is no unique URL •  Regular expressions > when there are variations that need to be reported together
  • 68.