Google Analytics for Developers: GTUG KL Edition
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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.

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 Google Analytics for Developers: GTUG KL Edition Presentation Transcript

  • 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
  • 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
  • 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
  • Why Google Analytics Google Confidential and Proprietary 4
  • Track Behaviour BehaviourEntry Exit Engagement 5
  • The Role of the Web Analyst Reporting Actionable Insights http://www.flickr.com/photos/kire/797533507/sizes/o/in/photostream/ 6
  • 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
  • 6 + 1 Report Categories 8
  • 6 + 1 Report Categories Who are my visitors? 9
  • Who are my Visitors? 10
  • 6 + 1 Report Categories How are they finding and coming to my site? 11
  • How are Visitors Finding My Site? 12
  • 6 + 1 Report Categories What did they do on my site? 13
  • What did they do on my site? 14
  • 6 + 1 Report Categories Why does my site exist and did my visitors meet those objectives? 15
  • 16
  • 6 + 1 Report Categories What actions should I be taking on my site? 17
  • 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 HTML5: Execute script asynchronously Dynamically load the ga.js tracking library 20
  • 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
  • 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
  • Raw Data to Reports 23
  • 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
  • Mobile Tracking HTML & Applications WAP iPhone Windows Mobile Pearl & Curve Android Blackberry http://code.google.com/apis/analytics/docs/tracking/mobileAppsTracking.html 25
  • 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
  • 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
  • Copy & Paste Snippets 28
  • 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
  • Server-to-Server Communications Secure Google Servers Website Server Request pixel: Send /ga.php?.... request to GA servers 30
  • 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, 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
  • 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 Windows Mobile Pearl & Curve Android Blackberry http://code.google.com/apis/analytics/docs/tracking/mobileAppsTracking.html 38
  • 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
  • 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.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)
  • Chrome ExtensionsLoad GA within Chrome extensionpageCall _trackPageView to measureextension activationCall _trackEvent to trackinteractions 44
  • 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 1. Authenticate user. App can only access accounts & profiles the user canhttp://code.google.com/apis/analytics/docs/gdata/gdataInteractiveSamples.html 50
  • StartDevelopingToday 51
  • Contribute to the App Gallery http://www.google.com/analytics/apps/ 52
  • Analytics Canvas 53
  • 54
  • 55
  • 56
  • Example: Optimise User Experience 57
  • Order Links Using Data Google Confidential 58
  • 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
  • Design Overview Database Content Management Webpage Display links on page 60
  • 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
  • Design Overview Database Content Management Webpage Display links on page 1. Track clicks on links Send IDs to GA Google Analytics 62
  • 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
  • Design Overview Database Content Management Webpage Display links on page 2. Export clicks on links export data by ID Google Analytics 64
  • 2-Step Scheduled Data Export 1. Scheduled Process GA App DB 2. Served On Demand DB Server Client 65
  • 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
  • Design Overview Database Content Management Webpage Display links on page 3. Order links by # of clicks Google Analytics 67
  • 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
  • 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/ 73
  • Subscribe for the Latest News Subscribe to receive latest articles in your inboxconversionroom-japac.blogspot.com 74
  • Thank You!Q&Ahttp://twitter.com/vinoajhttp://conversionroom-japac.blogspot.com Google Confidential and Proprietary 75