Gtug sg google analytics - 2010-06-05

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"Google Analytics for the Digital Developer" talks delivered at the Singapore (June 5) and Sydney (June 16) Google Technology User Group (GTUG) meetups.

"Google Analytics for the Digital Developer" talks delivered at the Singapore (June 5) and Sydney (June 16) Google Technology User Group (GTUG) meetups.

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  • 1. Google Analytics for the Digital Developer Moving Towards Actionable Insights Vinoaj Vijeyakumaar Google Analytics JAPAC Lead, Global Technical Services Google Southeast Asia http://twitter.com/vinoaj http://cse-sea.blogspot.com Google Confidential and Proprietary 1
  • 2. Today Google Analytics for the Digital Developer 1 Why Google Analytics 2 How Google Analytics Works 3 Measuring Your Apps 4 Data Export API 5 Resources 2
  • 3. Why Google Analytics Google Confidential and Proprietary 3
  • 4. Track Behaviour Behaviour Entry Exit Engagement 4
  • 5. 6 + 1 Report Categories 5
  • 6. 6 + 1 Report Categories Who are my visitors? 6
  • 7. Who are my Visitors? 7
  • 8. 6 + 1 Report Categories How are they finding and coming to my site? 8
  • 9. How are Visitors Finding My Site? 9
  • 10. 6 + 1 Report Categories What did they do on my site? 10
  • 11. What did they do on my site? 11
  • 12. 6 + 1 Report Categories Why does my site exist and did my visitors meet those objectives? 12
  • 13. 13
  • 14. 6 + 1 Report Categories What actions should I be taking on my site? 14
  • 15. Daily Intelligence Alerts 15
  • 16. How Google Analytics Works Google Confidential and Proprietary 16
  • 17. The GA Tracking Code (GATC) – non-Async 2. Page triggers load() event 1. Request and load Google Analytics 17
  • 18. The GA Tracking Code (GATC) - Async 1. Page triggers load() event 2. Request and load Google Analytics 18
  • 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 19
  • 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%3B 5. Call trackPageview() +__utmb%3D117945243%3B+__utmc%3D117945243%3B+__utmz 4. Serve ga.js function %3D117945243.1131054947.3.2.utmccn%3D%28Spring%20Sale </head> %29%7Cutmcsr%3D%28google%29%7Cutmcmd%3D%28ppc%29% <html> Secure Google Servers 6. Read & write cookies %7Cutmtm%3D%28shoes%29%3B ... ... 7. Send gif request. Request contains data. 8. Serve gif
  • 21. 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
  • 22. Raw Data to Reports 22
  • 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
  • 24. Mobile Tracking HTML & Applications WAP iPhone Windows Mobile Pearl & Curve Android Blackberry http://code.google.com/apis/analytics/docs/tracking/mobileAppsTracking.html 24
  • 25. Track Activity to Mobile Websites [link] Mobile Websites  Server-side tracking [Ad] Car Sale – Low car prices –  Track all web-enabled devices (not just JS & cookie capable) cars.com – Call: 800-123-2431  Four languages supported: PHP, Perl, JSP, ASP  Works just like Analytics on desktop web pages 25
  • 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 26
  • 27. Copy & Paste Snippets 27
  • 28. A Quick Look at the PHP Code Snippet Insert a pixel for tracking Page rendering script Generate the pixel URL Send the request to GA ga.php 28
  • 29. Server-to-Server Communications Secure Google Servers Website Server Request pixel: Send /ga.php?.... request to GA servers 29
  • 30. Measuring Your Apps Google Confidential and Proprietary 30
  • 31. Event Tracking “Traditional” Google Analytics is pageview based 31
  • 32. What about the 1-page App/Site? Single URL, no page refreshes 32
  • 33. Enter Event Tracking Track events on your site Detect events and trigger tracking call _gaq.push(['_trackEvent', Purpose Example Group of objects being category, 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 33
  • 34. Example: Tracking Outbound Social Media Links 34
  • 35. Example: Tracking Outbound Links 35
  • 36. Tracking Rich Media Sites and Apps 36
  • 37. Mobile Tracking HTML & Applications WAP iPhone Windows Mobile Pearl & Curve Android Blackberry http://code.google.com/apis/analytics/docs/tracking/mobileAppsTracking.html 37
  • 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 38
  • 39. Chrome Extensions Load GA within Chrome extension page Call _trackPageView to measure extension activation Call _trackEvent to track interactions 39
  • 40. Flash / Flex Track “Pageviews” Track Events 40
  • 41. Silverlight 41
  • 42. Silverlight 42
  • 43. Data Export API Google Confidential and Proprietary 43
  • 44. Dimensions and Metrics Dimensions Metrics Google Confidential
  • 45. Interactive Examples 2. Run interactive samples 1. Authenticate user. App can only access accounts & profiles the user can http://code.google.com/apis/analytics/docs/gdata/gdataInteractiveSamples.html 45
  • 46. Example: Optimise User Experience 46
  • 47. Order Links Using Data Google Confidential 47
  • 48. 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 48
  • 49. Design Overview Database Content Management Webpage Display links on page 49
  • 50. 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> 50
  • 51. Design Overview Database Content Management Webpage Display links on page 1. Track clicks on links Send IDs to GA Google Analytics 51
  • 52. 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> 52
  • 53. Design Overview Database Content Management Webpage Display links on page 2. Export clicks on links export data by ID Google Analytics 53
  • 54. 2-Step Scheduled Data Export 1. Scheduled Process GA App DB 2. Served On Demand DB Server Client 54
  • 55. Query The Right Data Tracking Code _gaq.push(['_setCustomVar', 1, ‘top-links’, linkId, 3]); _gaq.push(['_trackEvent', enclosingId, linkText]); Data Export API Query query.setFilters("ga:customVarName1==top-links"); query.setDimensions("ga:customVarValue1"); query.setMetrics("ga:totalEvents"); 55
  • 56. Design Overview Database Content Management Webpage Display links on page 3. Order links by # of clicks Google Analytics 56
  • 57. 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 57
  • 58. 58
  • 59. Start Developing Today 59
  • 60. Contribute to the App Gallery http://www.google.com/analytics/apps/ 60
  • 61. Resources Google Confidential and Proprietary 61
  • 62. ConversionUniversity.com
  • 63. Your Name Here
  • 64. Documentation Help Centre: http://www.google.com/support/analytics/ Google Code: http://code.google.com/apis/analytics/ 64
  • 65. Blogs cse-sea.blogspot.com analytics.blogspot.com
  • 66. Thank You! Q&A http://twitter.com/vinoaj http://cse-sea.blogspot.com Google Confidential and Proprietary 66