Google Analytics for DevelopersGTUG KL EditionMoving Towards Actionable Insights Vinoaj Vijeyakumaar Senior Conversion Spe...
Client Engagement Cycle  Google Analytics                                                                Enable           ...
Today: Measure. Take Action. Succeed.                 1   Why Google Analytics  TUE            2   How Google Analytics Wo...
Why Google Analytics                       Google Confidential and Proprietary   4
Track Behaviour                  BehaviourEntry                          Exit                  Engagement                 ...
The Role of the Web Analyst         Reporting              Actionable Insights                              http://www.fli...
What does “Action” mean? Discovering new opportunities(eg. New markets, hot trends, customer segments)                    ...
6 + 1 Report Categories                          8
6 + 1 Report Categories                          Who are                          my visitors?                            ...
Who are my Visitors?                       10
6 + 1 Report Categories                          How are                          they finding                          an...
How are Visitors Finding My Site?                                    12
6 + 1 Report Categories                          What did                          they do on                          my ...
What did they do on my site?                               14
6 + 1 Report Categories                          Why does                          my site exist                          ...
16
6 + 1 Report Categories                          What                          actions                          should I b...
Daily Intelligence Alerts                            18
How Google Analytics Works                      Google Confidential and Proprietary   19
The GA Async Tracking Code                   Look for _gaq stack and execute                   queued commands            ...
How Google Analytics works           1. Request--"Show me this                  Website Server                  webpage"  ...
The __utm.gif hit __utm.gif?utmwv=6.3&utmn=101027544&utmsr=1280x854&utmsc=32- bit&utmul=en&utmje=1&utmjv=1.5&utmfl=7.0 r24...
Raw Data to Reports                      23
Taking a Closer Look                                  Management                                  Web Interface           ...
Mobile Tracking     HTML & Applications                                             WAP                  iPhone           ...
Track Activity to Mobile Websites [link]                        Mobile Websites                        ü Server-side trac...
Tracking Your Mobile Site•  Provided with server-side code to generate the calls to Google   Analytics•  Will track all we...
Copy & Paste Snippets                        28
A Quick Look at the PHP Code Snippet                                              Insert a pixel for trackingPage renderin...
Server-to-Server Communications                                                        Secure Google Servers              ...
Measuring Your Apps                      Google Confidential and Proprietary   31
Event Tracking Traditional Google Analytics is pageview based                                                  32
What about the 1-page App/Site?Single URL, no page refreshes                                  33
Enter Event Tracking Track events on your site Detect events and trigger tracking call_gaq.push([_trackEvent,             ...
Example: Tracking Outbound Social Media Links                                                35
Example: Tracking Outbound Links                                   36
Tracking Rich Media Sites and Apps                                     37
Mobile Tracking     HTML & Applications                                             WAP                  iPhone           ...
iPhone and Android Tracking•  Track pageviews•  Track events•  Tip: batch hits to save on   connection and battery   overh...
Example – ‘Earthquake’ Application for Android
Track ‘virtual’ pageviews
Track Events
Tracking Campaigns Through Android MarketSet up your Android application using the code examples at:    §  http://code.go...
Chrome ExtensionsLoad GA within Chrome extensionpageCall _trackPageView to measureextension activationCall _trackEvent to ...
Flash / Flex               Track                Pageviews               Track Events                              45
Silverlight              46
Silverlight              47
Data Export API                  Google Confidential and Proprietary   48
Dimensions and Metrics       Dimensions            Metrics       Google Confidential
Interactive Examples                                       2. Run interactive samples                                     ...
StartDevelopingToday             51
Contribute to the App Gallery              http://www.google.com/analytics/apps/                                          ...
Analytics Canvas                   53
54
55
56
Example: Optimise User Experience                                    57
Order Links Using Data       Google Confidential                             58
Design Overview       Database                     Content Management             Webpage                                 ...
Design Overview      Database    Content Management      Webpage                  Display links on page                   ...
CMS Displays Links On Page    Database         Content Management                   Website                           SQL ...
Design Overview      Database    Content Management         Webpage                  Display links on page                ...
Track Clicks On Links With Google Analytics          HTML                           JavaScript<ul>	                       ...
Design Overview       Database                 Content Management      Webpage                                Display link...
2-Step Scheduled Data Export            1. Scheduled Process  GA              App              DB                         ...
Query The Right DataTracking Code_gaq.push([_setCustomVar, 1,   top-links , linkId, 3]);	_gaq.push([_trackEvent, enclosing...
Design Overview      Database        Content Management          Webpage                      Display links on page       ...
Order Links By Number Of Clicks    Data Base                     Content Management html_links                 SELECT A.li...
69
Resources            Google Confidential and Proprietary   70
ConversionUniversity.com
Your Name Here
DocumentationHelp Centre: http://www.google.com/support/analytics/Google Code: http://code.google.com/apis/analytics/     ...
Subscribe for the Latest News                                    Subscribe to receive latest                              ...
Thank You!Q&Ahttp://twitter.com/vinoajhttp://conversionroom-japac.blogspot.com                                           G...
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Google Analytics for Developers: GTUG KL Edition

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Slides from my talk given to the Kuala Lumpur (Malaysia) chapter of the Google Technology User Group (GTUG). The talk covered how to use Google Analytics to track websites and applications.

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Google Analytics for Developers: GTUG KL Edition

  1. 1. Google Analytics for DevelopersGTUG KL EditionMoving Towards Actionable Insights Vinoaj Vijeyakumaar Senior Conversion Specialist Google Southeast Asia http://twitter.com/vinoaj http://conversionroom-japac.blogspot.com Google Confidential and Proprietary 1
  2. 2. Client Engagement Cycle Google Analytics Enable Implement measurement platforms and Google Website Optimiser Measurement conversion goals Brainpower Google Page Speed User Experience Google AdWords Define KPI Framework Measure Monitor reports Optimise landing page and site design Identify and segment data Optimise for speed and Analyse data – glean loading performance Optimise Analyse insights, recommend actions Optimise online Maximise marketing strategy Usability analysis Usability improvements for desktop & mobile sites Experiment Hypothesise Recommend usability and marketing experiments Execute A/B and multivariate tests 2
  3. 3. Today: Measure. Take Action. Succeed. 1 Why Google Analytics TUE 2 How Google Analytics Works 3 3 Measuring Your Apps 4 Data Export API 5 Resources 3
  4. 4. Why Google Analytics Google Confidential and Proprietary 4
  5. 5. Track Behaviour BehaviourEntry Exit Engagement 5
  6. 6. The Role of the Web Analyst Reporting Actionable Insights http://www.flickr.com/photos/kire/797533507/sizes/o/in/photostream/ 6
  7. 7. What does “Action” mean? Discovering new opportunities(eg. New markets, hot trends, customer segments) Optimisation Improving marketing strategies Making every (eg. New placements, optimise creatives) marketing dollar work harder Enhancing the user experience (eg. More compelling landing pages) 7
  8. 8. 6 + 1 Report Categories 8
  9. 9. 6 + 1 Report Categories Who are my visitors? 9
  10. 10. Who are my Visitors? 10
  11. 11. 6 + 1 Report Categories How are they finding and coming to my site? 11
  12. 12. How are Visitors Finding My Site? 12
  13. 13. 6 + 1 Report Categories What did they do on my site? 13
  14. 14. What did they do on my site? 14
  15. 15. 6 + 1 Report Categories Why does my site exist and did my visitors meet those objectives? 15
  16. 16. 16
  17. 17. 6 + 1 Report Categories What actions should I be taking on my site? 17
  18. 18. Daily Intelligence Alerts 18
  19. 19. How Google Analytics Works Google Confidential and Proprietary 19
  20. 20. The GA Async Tracking Code Look for _gaq stack and execute queued commands HTML5: Execute script asynchronously Dynamically load the ga.js tracking library 20
  21. 21. How Google Analytics works 1. Request--"Show me this Website Server webpage" <html> <head> 2. Serve page ... ... __utm.gif?utmwv=6.3&utmn=101027544&utmsr=1280x854&utmsc=32- bit&utmul=en&utmje=1&utmjv=1.5&utmfl=7.0 r24&utmdt=My User %20Website&utmhn=www.site.com&utmp=/ 3. Request: ga.js index.html&utmac=UA-51244-4&utmcc=__utma %3D117945243.823564440.1131054947.1131080858.1133834608.4%3B5. Call trackPageview() +__utmb%3D117945243%3B+__utmc%3D117945243%3B+__utmz 4. Serve ga.jsfunction %3D117945243.1131054947.3.2.utmccn%3D%28Spring%20Sale </head> %29%7Cutmcsr%3D%28google%29%7Cutmcmd%3D%28ppc%29% <html> Secure Google Servers6. Read & write cookies %7Cutmtm%3D%28shoes%29%3B ... ...7. Send gif request.Request containsdata. 8. Serve gif
  22. 22. The __utm.gif hit __utm.gif?utmwv=6.3&utmn=101027544&utmsr=1280x854&utmsc=32- bit&utmul=en&utmje=1&utmjv=1.5&utmfl=7.0 r24&utmdt=My %20Website&utmhn=www.site.com&utmp=/ index.html&utmac=UA-51244-4&utmcc=__utma %3D117945243.823564440.1131054947.1131080858.1133834608.4% 3B+__utmb%3D117945243%3B+__utmc%3D117945243%3B+__utmz %3D117945243.1131054947.3.2.utmccn%3D%28Spring%20Sale %29%7Cutmcsr%3D%28google%29%7Cutmcmd%3D%28ppc%29% %7Cutmtm%3D%28shoes%29%3B Screen Resolution: 1280x854 Page Title: My Website Screen Colors: 32-bit Hostname: www.site.com Browser Language: English(en) Filename: /index.html Java Enabled? Yes (1) Google Analytics Account: UA-51244-4 Java Version: 1.5 Visits: 4 Flash Version: 7.0r24 Campaign: Spring Sale | Google(PPC) | shoes
  23. 23. Raw Data to Reports 23
  24. 24. Taking a Closer Look Management Web Interface Account Feed 2. Goals, Filters, Profile Settings Web Interface Tracking Data Export Feed 4. Functions 1. Logs 3. Data 5. Tables 6. Query Engine Structure Collection Processing Export
  25. 25. Mobile Tracking HTML & Applications WAP iPhone Windows Mobile Pearl & Curve Android Blackberry http://code.google.com/apis/analytics/docs/tracking/mobileAppsTracking.html 25
  26. 26. Track Activity to Mobile Websites [link] Mobile Websites ü Server-side tracking [Ad] Car Sale – Low car prices – ü Track all web-enabled devices (not just JS & cookie capable) cars.com – Call: 800-123-2431 ü Four languages supported: PHP, Perl, JSP, ASP ü Works just like Analytics on desktop web pages 26
  27. 27. Tracking Your Mobile Site•  Provided with server-side code to generate the calls to Google Analytics•  Will track all web-enabled devices, not just JS- and cookie-capable devices•  Currently provide code snippets for PHP, Perl, JSP, and ASPX platforms 27
  28. 28. Copy & Paste Snippets 28
  29. 29. A Quick Look at the PHP Code Snippet Insert a pixel for trackingPage rendering script Generate the pixel URL Send the request to GA ga.php 29
  30. 30. Server-to-Server Communications Secure Google Servers Website Server Request pixel: Send /ga.php?.... request to GA servers 30
  31. 31. Measuring Your Apps Google Confidential and Proprietary 31
  32. 32. Event Tracking Traditional Google Analytics is pageview based 32
  33. 33. What about the 1-page App/Site?Single URL, no page refreshes 33
  34. 34. Enter Event Tracking Track events on your site Detect events and trigger tracking call_gaq.push([_trackEvent, Purpose Example category, Group of objects being tracked Markers Type of user interaction Click action, with the object Additional info about Google opt_label, the event Singapore Numerical data about 1 opt_value]); the event 34
  35. 35. Example: Tracking Outbound Social Media Links 35
  36. 36. Example: Tracking Outbound Links 36
  37. 37. Tracking Rich Media Sites and Apps 37
  38. 38. Mobile Tracking HTML & Applications WAP iPhone Windows Mobile Pearl & Curve Android Blackberry http://code.google.com/apis/analytics/docs/tracking/mobileAppsTracking.html 38
  39. 39. iPhone and Android Tracking•  Track pageviews•  Track events•  Tip: batch hits to save on connection and battery overhead•  Tip: bundle tracker dispatches with other HTTP requests made by your app•  Android: Track referrals leading to download and activations of your apps 39
  40. 40. Example – ‘Earthquake’ Application for Android
  41. 41. Track ‘virtual’ pageviews
  42. 42. Track Events
  43. 43. Tracking Campaigns Through Android MarketSet up your Android application using the code examples at: §  http://code.google.com/mobile/analyticsAll future pageviews and events from your app will contain informationon the original referrerEasy URL builder for apps available at same site (above)
  44. 44. Chrome ExtensionsLoad GA within Chrome extensionpageCall _trackPageView to measureextension activationCall _trackEvent to trackinteractions 44
  45. 45. Flash / Flex Track Pageviews Track Events 45
  46. 46. Silverlight 46
  47. 47. Silverlight 47
  48. 48. Data Export API Google Confidential and Proprietary 48
  49. 49. Dimensions and Metrics Dimensions Metrics Google Confidential
  50. 50. Interactive Examples 2. Run interactive samples 1. Authenticate user. App can only access accounts & profiles the user canhttp://code.google.com/apis/analytics/docs/gdata/gdataInteractiveSamples.html 50
  51. 51. StartDevelopingToday 51
  52. 52. Contribute to the App Gallery http://www.google.com/analytics/apps/ 52
  53. 53. Analytics Canvas 53
  54. 54. 54
  55. 55. 55
  56. 56. 56
  57. 57. Example: Optimise User Experience 57
  58. 58. Order Links Using Data Google Confidential 58
  59. 59. Design Overview Database Content Management Webpage Display links on page 3. Order links by # of clicks 1. Track clicks on links Send IDs to GA 2. Export clicks on links export data by ID Google Analytics 59
  60. 60. Design Overview Database Content Management Webpage Display links on page 60
  61. 61. CMS Displays Links On Page Database Content Management Website SQL HTML <ul> SELECT A.linkId, html_links A.linkUrl, <li> linkId A.linkText <a name= linkId linkUrl FROM html_links AS A href= linkUrl > linkText linkText</a> </li> ... </ul> 61
  62. 62. Design Overview Database Content Management Webpage Display links on page 1. Track clicks on links Send IDs to GA Google Analytics 62
  63. 63. Track Clicks On Links With Google Analytics HTML JavaScript<ul> 1.  Implement Tracking Code <li> <a name= linkId 2.  Set linkId in Custom Variable href= linkUrl > linkText</a> 3. Send Data with Event Tracking </li> ... </ul> 63
  64. 64. Design Overview Database Content Management Webpage Display links on page 2. Export clicks on links export data by ID Google Analytics 64
  65. 65. 2-Step Scheduled Data Export 1. Scheduled Process GA App DB 2. Served On Demand DB Server Client 65
  66. 66. Query The Right DataTracking Code_gaq.push([_setCustomVar, 1, top-links , linkId, 3]); _gaq.push([_trackEvent, enclosingId, linkText]); Data Export API Queryquery.setFilters("ga:customVarName1==top-links"); query.setDimensions("ga:customVarValue1"); query.setMetrics("ga:totalEvents"); 66
  67. 67. Design Overview Database Content Management Webpage Display links on page 3. Order links by # of clicks Google Analytics 67
  68. 68. Order Links By Number Of Clicks Data Base Content Management html_links SELECT A.linkName, A.linkUrl, linkId A.linkText linkUrl FROM html_links AS A , linkText link_order AS B WHERE A.linkId=B.linkId link_order ORDER BY B.totalEvents linkId totalEvents 68
  69. 69. 69
  70. 70. Resources Google Confidential and Proprietary 70
  71. 71. ConversionUniversity.com
  72. 72. Your Name Here
  73. 73. DocumentationHelp Centre: http://www.google.com/support/analytics/Google Code: http://code.google.com/apis/analytics/ 73
  74. 74. Subscribe for the Latest News Subscribe to receive latest articles in your inboxconversionroom-japac.blogspot.com 74
  75. 75. Thank You!Q&Ahttp://twitter.com/vinoajhttp://conversionroom-japac.blogspot.com Google Confidential and Proprietary 75
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