Presentation | September 23, 2009 Google Analytics

Agenda Google Analytics Basics Reasons for using Google Analytics Cookies Other Google Analytics info Goals & Funnels Reports (Funnel Visualization & Reverse Funnel) Bounce Rates Profiles Tracking Across Domains Subdomains Filters Campaign Setup Custom Reports (Keyword Performance) Internal Site Search Reports (Search Terms & Start Pages)

Google Analytics Basics

Reasons for using Google Analytics

Cookies

Other Google Analytics info

Goals & Funnels

Reports (Funnel Visualization & Reverse Funnel)

Bounce Rates

Profiles

Tracking Across Domains

Subdomains

Filters

Campaign Setup

Custom Reports (Keyword Performance)

Internal Site Search

Reports (Search Terms & Start Pages)

What is Google Analytics? Wikipedia defines GA as a free service offered by Google that generates detailed statistics about the visitors to a website. Delphic Sage should define it as a place where we can: Build, track, and improve the goals we help set with/for our clients Stem ideas for SEO & marketing campaigns including newsletters, press releases, etc. Utilize the data repository for monthly reporting/recommendations Be Proactive!

Wikipedia defines GA as a free service offered by Google that generates detailed statistics about the visitors to a website.

Delphic Sage should define it as a place where we can:

Build, track, and improve the goals we help set with/for our clients

Stem ideas for SEO & marketing campaigns including newsletters, press releases, etc.

Utilize the data repository for monthly reporting/recommendations

Be Proactive!

Why use Google Analytics? Analytics & Optimization A ctivity & “Transaction” Monitoring Correlate to Business Results CPA, ROAS, ROI Other KPI’s Activity Analysis Provides Business Justification & Direction Dashboards & Tools Primary Objective Optimize Spend Prioritize Investments Sample Optimization Effort $50M Sales Increase From 2.0 To 2.1%= $2.5M In Increase In Revenue 2,200% Increase In Annual Revenue

Analytics & Optimization

A ctivity & “Transaction” Monitoring

Correlate to Business Results

CPA, ROAS, ROI

Other KPI’s

Activity Analysis

Provides Business Justification & Direction

Dashboards & Tools

Primary Objective

Optimize Spend

Prioritize Investments

Basics of Google Analytics Visitors Cookie is first party/random visitor id + first initial timestamp Visits Session is defaulted to 30 minutes (closing browser or inactive ends session) Pageviews Refresh = new page view Bounce Rate Enter on one page do not go to any other page and exit Ex. 1 Visitor can visit the site 2 times and have 5 pageviews

Visitors

Cookie is first party/random visitor id + first initial timestamp

Visits

Session is defaulted to 30 minutes (closing browser or inactive ends session)

Pageviews

Refresh = new page view

Bounce Rate

Enter on one page do not go to any other page and exit

Ex. 1 Visitor can visit the site 2 times and have 5 pageviews

Cookies What data won't get through to Google Analytics? Disabled Javascript Blocked all cookies Deleted Cookies comes up as new visitor though Error in Javascript prior to analytics code Mobile Devices can with no javascript enabled Cookie Info __utma - Visitor identifer (expires after 2 years) __utmb -Session Identifier (expires after 30 minutes of inactivity) __utmc - Session Identifier (temporary cookie; destroyed when you quit browser; notes as new session) __utmz - Campaign Values (Expires after 6 months or if overwritten)

What data won't get through to Google Analytics?

Disabled Javascript

Blocked all cookies

Deleted Cookies

comes up as new visitor though

Error in Javascript prior to analytics code

Mobile Devices can with no javascript enabled

Cookie Info

__utma - Visitor identifer (expires after 2 years)

__utmb -Session Identifier (expires after 30 minutes of inactivity)

__utmc - Session Identifier (temporary cookie; destroyed when you quit browser; notes as new session)

__utmz - Campaign Values (Expires after 6 months or if overwritten)

What Does Web Analytics Measure? Visitors Characteristics Browser, new vs. return, location Traffic Origins Keywords, refers, pages Content Effectiveness Bounce rate, paths, navigation summary

Visitors

Characteristics

Browser, new vs. return, location

Traffic

Origins

Keywords, refers, pages

Content

Effectiveness

Bounce rate, paths, navigation summary

Specifics about Google Analytics Tagged vs. log file Highly Customizable Basic install is robust Worth more as part of process Set goals Use campaigns Tons of Reporting Other Important Facts Enter before </body> or footer Strips out known bots/spiders Works on mobile phones if they support javascript and store cookies Account number below = 1111111 The 1 after the - represents what implementation <script type=&quot;text/javascript&quot;> vargaJsHost = ((&quot;https:&quot; == document.location.protocol) ? &quot;https://ssl.&quot; : &quot;http://www.&quot;); document.write(unescape(&quot;%3Cscript src='&quot; + gaJsHost + &quot;google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E&quot;)); </script> <script type=&quot;text/javascript&quot;> varpageTracker = _gat._getTracker(&quot;UA-1111111-1&quot;); pageTracker._initData(); pageTracker._trackPageview(); </script UA-1111111-1 >

Tagged vs. log file

Highly Customizable

Basic install is robust

Worth more as part of process

Set goals

Use campaigns

Tons of Reporting

Other Important Facts

Enter before </body> or footer

Strips out known bots/spiders

Works on mobile phones if they support javascript and store cookies

Account number below = 1111111

The 1 after the - represents what implementation

How to Optimize Have a Plan Define Goals Measure trends (ex. Bounce rates) Track campaigns (ex. Email Newsletter) Be methodical

Have a Plan

Define Goals

Measure trends (ex. Bounce rates)

Track campaigns (ex. Email Newsletter)

Be methodical

Goals Select page you want visitor to see to reach the goal Goal is usually Thank you or confirmation page Types of Goals Thank you page on contact form PDF Download for White Paper Newsletter Signup Feed Subscriptions Set-up Goals under Analytics Settings -> Profile Settings -> Conversion Goals and Funnel Select up to 4 goals per profile Set up duplicate profiles to add more goals Enter URL of Goal Page Ex. /Confirmation.aspx Name the goal Funnel steps on next page Image via www.headachecare.com

Select page you want visitor to see to reach the goal

Goal is usually Thank you or confirmation page

Types of Goals

Thank you page on contact form

PDF Download for White Paper

Newsletter Signup

Feed Subscriptions

Set-up Goals under

Analytics Settings -> Profile Settings -> Conversion Goals and Funnel

Select up to 4 goals per profile

Set up duplicate profiles to add more goals

Enter URL of Goal Page

Ex. /Confirmation.aspx

Name the goal

Funnel steps on next page

Funnel/Match Types Funnels show where enter and how go through process Show where you may lose would be customers Add URL of pages leading to goal page Name Steps (Ex. Select Contact Form) Match Type Defines how google analytics identifies a goal/funnel Match Types Head Match /offer1/ (anything after / will still be counted) Exact Match /offer1/signup.html Regular expression match If you have multiple signup forms under one goal (/.*/signup.html /offer2/signup.html and /offer3/signup.html

Funnels show where enter and how go through process

Show where you may lose would be customers

Add URL of pages leading to goal page

Name Steps (Ex. Select Contact Form)

Match Type

Defines how google analytics identifies a goal/funnel

Match Types

Head Match

/offer1/ (anything after / will still be counted)

Exact Match

/offer1/signup.html

Regular expression match

If you have multiple signup forms under one goal (/.*/signup.html

/offer2/signup.html and /offer3/signup.html

Goal Value Assign monetary value for non-ecommerce goals Example Sales team can close 10% of people who request to be contacted Average Transaction is $500 Assign $50 (i.e. 10% of $500) to your &quot;Contact Us&quot; goal Image via http://risingsouthfoundation.com

Assign monetary value for non-ecommerce goals

Example

Sales team can close 10% of people who request to be contacted

Average Transaction is $500

Assign $50 (i.e. 10% of $500) to your &quot;Contact Us&quot; goal

Funnel Visualization Report Displays visual representation of certain goal and path before and after each step in funnel (Left = step before, Right = step after) Goals -> Funnel Visualization

Displays visual representation of certain goal and path before and after each step in funnel (Left = step before, Right = step after)

Goals -> Funnel Visualization

Reverse Goal Path Report Displays exactly how people got to the goal page Shows funnels you may have not thought of before Goals -> Reverse Goal Path Report

Displays exactly how people got to the goal page

Shows funnels you may have not thought of before

Goals -> Reverse Goal Path Report

Bounce Rates The percentage of web site visitors who arrive at a web site entry page, then leave without going any deeper into the site. If page is higher than avg. site bounce rate percentage, focus on changing content on that page (blogs are different though) Content - > Content by Title Comparison View Sort by Pageviews Select &quot;Bounce Rate&quot; for compared to site average

The percentage of web site visitors who arrive at a web site entry page, then leave without going any deeper into the site.

If page is higher than avg. site bounce rate percentage, focus on changing content on that page (blogs are different though)

Content - > Content by Title

Comparison View

Sort by Pageviews

Select &quot;Bounce Rate&quot; for compared to site average

Other Things you May Not Know Some sites make extensive use of Flash or other interactive technologies. These sites don't load new pages and user interaction is on single page Equals high bounce rates and low times on site Avoid this with virtual pageviews or events Paid keywords with high bounce rates, show landing pages need to be fixed Image via http://latimesblogs.latimes.com

Some sites make extensive use of Flash or other interactive technologies.

These sites don't load new pages and user interaction is on single page

Equals high bounce rates and low times on site

Avoid this with virtual pageviews or events

Paid keywords with high bounce rates, show landing pages need to be fixed

Creating User Accounts/Profiles One login can have access to 25 accounts Difference between Admins/Users Users are read only; restricted to specific profiles Admins can do everything (view all reports/edit account settings) Profiles typically per domain set up for subdomains setup for subset of data for one domain set up reports for one domain where different users get different access

One login can have access to 25 accounts

Difference between Admins/Users

Users are read only; restricted to specific profiles

Admins can do everything (view all reports/edit account settings)

Profiles typically per domain

set up for subdomains

setup for subset of data for one domain

set up reports for one domain where different users get different access

Creating User Accounts/Profiles ctd New domains will have new tracking numbers UA-1111111-2 ad UA-1111111-3 as they are entered sequentially Go to Analytics settings page Click add Website profile Select radio button to add profile for NEW domain Enter URL into text field (choose http or https) Can enter subdomain Click Finish

New domains will have new tracking numbers

UA-1111111-2 ad UA-1111111-3 as they are entered sequentially

Go to Analytics settings page

Click add Website profile

Select radio button to add profile for NEW domain

Enter URL into text field (choose http or https)

Can enter subdomain

Click Finish

Tracking across domains _link method allows track a user across multiple domains Add few lines to GA code pageTracker._setDomainName(&quot;none&quot;); pageTracker._setAllowLinker(true); Add the _link() method to all links between domains Ex. <a href =&quot;http://www.your2ndsite&quot; onclick = &quot;pageTracker._link('http://www.your2ndsite.com');return false;&quot;) Go to our other site</a>

_link method allows track a user across multiple domains

Add few lines to GA code

pageTracker._setDomainName(&quot;none&quot;);

pageTracker._setAllowLinker(true);

Add the _link() method to all links between domains

Ex. <a href =&quot;http://www.your2ndsite&quot; onclick = &quot;pageTracker._link('http://www.your2ndsite.com');return false;&quot;) Go to our other site</a>

Transfer forms across domains Mostly used to track from one site to a 3rd-party shopping cart site. Transfer visitors by linkByPost() for forms Also, can be used to send cookie data to other domains in pop-ups or Iframes Modify forms as follows: <form action = &quot;http://www.shoppingcartsite.com/myService/formProcessor.php&quot; name =&quot;f&quot; method=&quot;post&quot; on submit=&quot;pageTracker._linkByPost(this)&quot;>... </form> will add query string values to action attributes when user submits form

Mostly used to track from one site to a 3rd-party shopping cart site.

Transfer visitors by linkByPost() for forms

Also, can be used to send cookie data to other domains in pop-ups or Iframes

Modify forms as follows:

<form action = &quot;http://www.shoppingcartsite.com/myService/formProcessor.php&quot; name =&quot;f&quot; method=&quot;post&quot; on submit=&quot;pageTracker._linkByPost(this)&quot;>... </form>

will add query string values to action attributes when user submits form

Filters Increases Flexibility of GA Apply multiple filters to profiles Maintain unfiltered profile (aka backup) Predefined filters Ex. Exclude all traffic from a certain IP Address Won't track internal visits Other possible filters Convert URI/URL to lowercase Filter out mydelphic traffic by hostname Filter out client traffic by IP

Increases Flexibility of GA

Apply multiple filters to profiles

Maintain unfiltered profile (aka backup)

Predefined filters

Ex. Exclude all traffic from a certain IP Address

Won't track internal visits

Other possible filters

Convert URI/URL to lowercase

Filter out mydelphic traffic by hostname

Filter out client traffic by IP

Filter Setup Enter via Filter manager on main analytics page or add a new profile with a filter Custom Filters Muiltiple include or exclude filters can be applied to a single profile Filers are executed sequentially The output from filter one is used as input for next filter What not to do Create 2 separate filters because they will cancel each other out Instead, Create one filter that uses a regular expression to indicate that the Visitor region is California or Texas (Filter Pattern = Texas/California)

Enter via Filter manager on main analytics page or add a new profile with a filter

Custom Filters

Muiltiple include or exclude filters can be applied to a single profile

Filers are executed sequentially

The output from filter one is used as input for next filter

What not to do

Create 2 separate filters because they will cancel each other out

Instead, Create one filter that uses a regular expression to indicate that the Visitor region is California or Texas (Filter Pattern = Texas/California)

Tracking across sub domains Add _setDomainName to tracking code on each page of each subdomain Add this line to GA code pageTracker._setDomainName(&quot;.parentsitename.com&quot;); One issue is pages named the same in subdomain will not see separate visits Best practices to avoid subdomain issues Set up Profiles for each subdomain as well as a main profile with no filters

Add _setDomainName to tracking code on each page of each subdomain

Add this line to GA code

pageTracker._setDomainName(&quot;.parentsitename.com&quot;);

One issue is pages named the same in subdomain will not see separate visits

Best practices to avoid subdomain issues

Set up Profiles for each subdomain as well as a main profile with no filters

Filter for subdomains Apply an advanced filter to differentiate subdomains within one profile (Add Filter from Main accounts screen) Filter Type: Custom Filter > Advanced Field A: Hostname Extract A: (.*) Field B: Request URI Extract B: (.*) Output To: Request URI Constructor: /$A1$B1 With this filter, results appear within subdomain attached Ex. /maps.google.com/home.html & /mail.google.com/home.html More info here

Apply an advanced filter to differentiate subdomains within one profile (Add Filter from Main accounts screen)

Filter Type: Custom Filter > Advanced

Field A: Hostname

Extract A: (.*)

Field B: Request URI

Extract B: (.*)

Output To: Request URI

Constructor: /$A1$B1

With this filter, results appear within subdomain attached

Ex. /maps.google.com/home.html & /mail.google.com/home.html

More info here

Campaign URL Tagging utm_source: Identify as an advertiser (google, citysearch, newsletter) utm_medium: Advertising medium (cpc, banner, email) utm_campaign: Campaign name (product, promo code, or slogan) Optional campaign variables utm_term: Paid search keyword um_content: Use to track different versions of an ad URL Builder here : Example from recent Newsletter campaign we set up: http://www.sitename.com/news/in-the-news.aspx/d=84/title=CP? utm_source =Newsletter& utm_medium =email& utm_campaign =9-15-09NL

utm_source: Identify as an advertiser (google, citysearch, newsletter)

utm_medium: Advertising medium (cpc, banner, email)

utm_campaign: Campaign name (product, promo code, or slogan)

Optional campaign variables

utm_term: Paid search keyword

um_content: Use to track different versions of an ad

URL Builder here :

Example from recent Newsletter campaign we set up:

http://www.sitename.com/news/in-the-news.aspx/d=84/title=CP? utm_source =Newsletter& utm_medium =email& utm_campaign =9-15-09NL

Create Custom Report Decide what report should show Ex.Source and Keyword Performance Report Dimensions - sources and keywords Metrics - Pageviews, bounces, visits

Decide what report should show

Ex.Source and Keyword Performance Report

Dimensions - sources and keywords

Metrics - Pageviews, bounces, visits

Internal Site Search Why set this up? Visitors use site search as a form of navigation Analyze internal search can help identify: Missing or hidden content Ineffective search results Keywords not previously identified for search campaigns Set up through Analytics account -> Edit profile Track Searching Perform search on the site you will track to see what part of querystring identifies search Ex. Google search = q Ex. Yahoo search = p

Why set this up?

Visitors use site search as a form of navigation

Analyze internal search can help identify:

Missing or hidden content

Ineffective search results

Keywords not previously identified for search campaigns

Set up through Analytics account -> Edit profile

Track Searching

Perform search on the site you will track to see what part of querystring identifies search

Ex. Google search = q

Ex. Yahoo search = p

Search Terms and Start Pages Reports Search Terms Report Can compare metrics between internal search queries Useful for identifying new keywords Can refine down through cross segmentation Ex. What city did they search from for this term? Start Pages Report Useful to assess effectiveness of landing pages Click on the page listed in table and learn more about searches on that page Ex. News page Search term = Photo Gallery Should Reference Photo Gallery on that page

Search Terms Report

Can compare metrics between internal search queries

Useful for identifying new keywords

Can refine down through cross segmentation

Ex. What city did they search from for this term?

Start Pages Report

Useful to assess effectiveness of landing pages

Click on the page listed in table and learn more about searches on that page

Ex. News page

Search term = Photo Gallery

Should Reference Photo Gallery on that page

For Further Information... Go to Google Analytics IQ Lessons http://www.google.com/support/conversionuniversity/?hl=en To Contact Delphic Sage, email us: [email_address]

Go to Google Analytics IQ Lessons

http://www.google.com/support/conversionuniversity/?hl=en

To Contact Delphic Sage, email us: [email_address]