0
Google Analytics for the Digital
Developer
Moving Towards Actionable Insights


 Vinoaj Vijeyakumaar
 Google Analytics JAP...
Today

Google Analytics for the Digital Developer

    1   Why Google Analytics

    2   How Google Analytics Works

    3...
Why Google Analytics




                       Google Confidential and Proprietary   3
Track Behaviour



                  Behaviour


Entry                          Exit


                  Engagement

     ...
6 + 1 Report Categories




                          5
6 + 1 Report Categories


                          Who are
                          my visitors?




                   ...
Who are my Visitors?




                       7
6 + 1 Report Categories


                          How are
                          they finding
                       ...
How are Visitors Finding My Site?




                                    9
6 + 1 Report Categories


                          What did
                          they do on
                        ...
What did they do on my site?




                               11
6 + 1 Report Categories


                          Why does
                          my site exist
                     ...
13
6 + 1 Report Categories


                          What
                          actions
                          shoul...
Daily Intelligence Alerts




                            15
How Google Analytics Works




                      Google Confidential and Proprietary   16
The GA Tracking Code (GATC) – non-Async



                                              2. Page triggers
                ...
The GA Tracking Code (GATC) - Async



                                      1. Page triggers
                            ...
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 r...
Raw Data to Reports




                      22
Taking a Closer Look
                                  Management

                                  Web Interface
       ...
Mobile Tracking

     HTML & Applications                                             WAP




                  iPhone



...
Track Activity to Mobile Websites [link]




                        Mobile Websites

                         Server-sid...
Tracking Your Mobile Site

•  Provided with server-side code to generate the calls to Google
   Analytics

•  Will track a...
Copy & Paste Snippets




                        27
A Quick Look at the PHP Code Snippet


                                              Insert a pixel for tracking
Page rend...
Server-to-Server Communications




                                                        Secure Google Servers
        ...
Measuring Your Apps




                      Google Confidential and Proprietary   30
Event Tracking

“Traditional” Google Analytics is pageview based




                                                   31
What about the 1-page App/Site?
Single URL, no page refreshes




                                  32
Enter Event Tracking

 Track events on your site

 Detect events and trigger tracking call




_gaq.push(['_trackEvent',  ...
Example: Tracking Outbound Social Media Links




                                                34
Example: Tracking Outbound Links




                                   35
Tracking Rich Media Sites and Apps




                                     36
Mobile Tracking

     HTML & Applications                                             WAP




                  iPhone



...
iPhone and Android Tracking
•  Track pageviews

•  Track events

•  Tip: batch hits to save on
   connection and battery
 ...
Chrome Extensions

Load GA within Chrome extension
page


Call _trackPageView to measure
extension activation


Call _trac...
Flash / Flex
               Track “Pageviews”
               Track Events




                                   40
Silverlight




              41
Silverlight




              42
Data Export API




                  Google Confidential and Proprietary   43
Dimensions and Metrics


       Dimensions            Metrics




       Google Confidential
Interactive Examples




                                       2. Run interactive samples




                           ...
Example: Optimise User Experience




                                    46
Order Links Using Data




       Google Confidential
                             47
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

                           S...
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




                                Displ...
2-Step Scheduled Data Export

            1. Scheduled Process




  GA              App              DB




             ...
Query The Right Data


Tracking Code
_gaq.push(['_setCustomVar', 1, ‘top-links’, linkId, 3]);	
_gaq.push(['_trackEvent', e...
Design Overview

      Database        Content Management          Webpage




                      Display links on page...
Order Links By Number Of Clicks

    Data Base                     Content Management




 html_links                 SELE...
58
Start Developing Today




                         59
Contribute to the App Gallery




              http://www.google.com/analytics/apps/
                                    ...
Resources




            Google Confidential and Proprietary   61
ConversionUniversity.com
Your Name Here
Documentation




Help Centre:
 http://www.google.com/support/analytics/

Google Code:
 http://code.google.com/apis/analyt...
Blogs
                                 cse-sea.blogspot.com




        analytics.blogspot.com
Thank You!
Q&A




http://twitter.com/vinoaj

http://cse-sea.blogspot.com




                              Google Confide...
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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.

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Transcript of "Gtug sg google analytics - 2010-06-05"

  1. 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. 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. 3. Why Google Analytics Google Confidential and Proprietary 3
  4. 4. Track Behaviour Behaviour Entry Exit Engagement 4
  5. 5. 6 + 1 Report Categories 5
  6. 6. 6 + 1 Report Categories Who are my visitors? 6
  7. 7. Who are my Visitors? 7
  8. 8. 6 + 1 Report Categories How are they finding and coming to my site? 8
  9. 9. How are Visitors Finding My Site? 9
  10. 10. 6 + 1 Report Categories What did they do on my site? 10
  11. 11. What did they do on my site? 11
  12. 12. 6 + 1 Report Categories Why does my site exist and did my visitors meet those objectives? 12
  13. 13. 13
  14. 14. 6 + 1 Report Categories What actions should I be taking on my site? 14
  15. 15. Daily Intelligence Alerts 15
  16. 16. How Google Analytics Works Google Confidential and Proprietary 16
  17. 17. The GA Tracking Code (GATC) – non-Async 2. Page triggers load() event 1. Request and load Google Analytics 17
  18. 18. The GA Tracking Code (GATC) - Async 1. Page triggers load() event 2. Request and load Google Analytics 18
  19. 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. 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. 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. 22. Raw Data to Reports 22
  23. 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. 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. 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. 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. 27. Copy & Paste Snippets 27
  28. 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. 29. Server-to-Server Communications Secure Google Servers Website Server Request pixel: Send /ga.php?.... request to GA servers 29
  30. 30. Measuring Your Apps Google Confidential and Proprietary 30
  31. 31. Event Tracking “Traditional” Google Analytics is pageview based 31
  32. 32. What about the 1-page App/Site? Single URL, no page refreshes 32
  33. 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. 34. Example: Tracking Outbound Social Media Links 34
  35. 35. Example: Tracking Outbound Links 35
  36. 36. Tracking Rich Media Sites and Apps 36
  37. 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. 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. 39. Chrome Extensions Load GA within Chrome extension page Call _trackPageView to measure extension activation Call _trackEvent to track interactions 39
  40. 40. Flash / Flex Track “Pageviews” Track Events 40
  41. 41. Silverlight 41
  42. 42. Silverlight 42
  43. 43. Data Export API Google Confidential and Proprietary 43
  44. 44. Dimensions and Metrics Dimensions Metrics Google Confidential
  45. 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. 46. Example: Optimise User Experience 46
  47. 47. Order Links Using Data Google Confidential 47
  48. 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. 49. Design Overview Database Content Management Webpage Display links on page 49
  50. 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. 51. Design Overview Database Content Management Webpage Display links on page 1. Track clicks on links Send IDs to GA Google Analytics 51
  52. 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. 53. Design Overview Database Content Management Webpage Display links on page 2. Export clicks on links export data by ID Google Analytics 53
  54. 54. 2-Step Scheduled Data Export 1. Scheduled Process GA App DB 2. Served On Demand DB Server Client 54
  55. 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. 56. Design Overview Database Content Management Webpage Display links on page 3. Order links by # of clicks Google Analytics 56
  57. 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. 58
  59. 59. Start Developing Today 59
  60. 60. Contribute to the App Gallery http://www.google.com/analytics/apps/ 60
  61. 61. Resources Google Confidential and Proprietary 61
  62. 62. ConversionUniversity.com
  63. 63. Your Name Here
  64. 64. Documentation Help Centre: http://www.google.com/support/analytics/ Google Code: http://code.google.com/apis/analytics/ 64
  65. 65. Blogs cse-sea.blogspot.com analytics.blogspot.com
  66. 66. Thank You! Q&A http://twitter.com/vinoaj http://cse-sea.blogspot.com Google Confidential and Proprietary 66
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