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Google Analytics Concepts

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Google Analytics Concepts

Google Analytics Concepts

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  • 1. Google Analytics Concepts aspgems.com marzo de 2.010
  • 2. Introduction With Google Analytics we can: ● make informed site and content decisions ● increase conversions ● measure keyword and ad performance ● track a wide variety of metrics 2
  • 3. How Does GA Work? ● Google Analytics Tracking Code (GATC) JavaScript in each page of our site ● Google Analytics only uses first-party cookies 3
  • 4. What happens if ... someone who blocks their → not tracked cookies someone who deletes their → tracked but identified as a new cookies visitor someone who disables → not tracked JavaScript cached pages → tracked if connected to the internet JavaScript error on the page → not tracked if the error occurs before the tracking code is executed 4
  • 5. GA Tracking Code ● You'll sometimes need to paste the GATC at the top of the page: ● tracking ecommerce transactions ● tracking across multiple domains or subdomains ● using iframes ● using custom JavaScript functions that may conflict with ga.js ● New asynchronous tracking code. 5
  • 6. Interpreting Reports ● Create context ● compare with other metrics ● look for trends ● Data driven decision making 6
  • 7. Pageviews, Visits and Visitors [1] pageview: is counted every time a page on your site loads visit (session): period of interaction between a browser and a website. Closing the browser or staying inactive for 30 minutes ends the visit. visitor: is uniquely identified by a Google Analytics cookie 7
  • 8. Pageviews, Visits and Visitors [2] unique pageview: number of visits during which page was viewed absolute unique visitor: each visitor is counted only once during the selected date range new and returning visitor 8
  • 9. Pageviews, Visits and Visitors [3] 9
  • 10. Time Metrics [1] time on page (n) = timestamp (n+1) – timestamp (n) The time on page of the last page on a visit is always 0, because there's not timestamp GA can use to calculate the time. time on site = sum(time on page) for a visit 10
  • 11. Time Metrics [2] avg. time on page = time on site / (pageviews – exits) pages with time on page 0 are excluded from the calculation avg. time on site = sum(time on site) for all visits / visits pages with time on page 0 are not excluded from the calculation 11
  • 12. Traffic Sources ● where the traffic is coming from on the internet? ● which source is sending the best quality traffic? ● e.g. small bounce rate 12
  • 13. Traffic Sources direct traffic: bookmark or URL typed directly into the browser referral traffic: via a link in any web site search engine traffic: click in a search results link in a search engine organic: non-paid paid: ads 13
  • 14. Keywords ● What were visitors expecting to find on your site? ● You fail to meet their expectation: ● high bounce rate ● low goal conversion rate ● e-commerce per visit value ● Which landing pages are being used for a keyword? 14
  • 15. Campaign Attribution 15
  • 16. GA Accounts [1] ● One Google username: ● up to 25 GA accounts ● can be added as an administrator to an unlimited number of GA accounts ● Administrators can: ● create filters, profiles, goals ● add users 16
  • 17. GA Accounts [2] ● Users: ● read-only access to reports ● can be restricted to specific profiles 17
  • 18. Profiles [1] ● Profile: set of rules that define what data is to be included in the reports ● Examples: ● subdomains ● sections of a site ● filtered data (access control) 18
  • 19. Profiles [2] ● The settings of a profile include: ● user access ● goals ● filters Each domain has a unique tracking code number (property number) 19
  • 20. Campaign Tracking and AdWords Integration ● Autotagging: ● reports are automatically populated with click, cost, … of every keyword you buy ● if autotagging is not enabled, unpaid and paid clicks will look they came from the same source: google/organic 20
  • 21. AdWords Data ● Clicks ● Cost ● CTR (Click-through Rate) = ( clicks / impressions ) * 100 ● CPC (Cost per Click) ● RPC (Revenue per Click) ● ROI (Return on Investment) = ( E-commerce Revenue + Total Goal Value - Cost) / Cost 21
  • 22. Data Discrepancies ● Clicks (AdWords) vs. Visits (GA) ● Browser preferences (JavaScript, cookies) ● Unable to load GATC or GATC missing ● AdWords filtering ● Report data sync ● Destination URLs not tagged ● Redirects 22
  • 23. Tracking Online Marketing ● You can add tags with campaign identifying to your destination URLs in paid links: ● keyword links ● banners ● links inside emails ● Manual URL tagging => query string 23
  • 24. Tags ● Always: ● utm_source: advertiser (google, yahoo, …) ● utm_medium: marketing medium (cpc, banner, email, …) ● utm_campaign: campaign name ● Optional: ● utm_term: paid search keyword ● utm_content: ad version 24
  • 25. Tagging Examples 25
  • 26. Goals [1] ● Goal: website objetive ● Types: ● URL destination goal – head match (/offer1/) – exact match (/offer1/signup.html) – regexp match (/.*/signup.html) ● Time on Site goal ● Pages/Visit goal 26
  • 27. Funnels ● Funnel: ● the set of steps, or pages, that you expect visitors to visits on their way to complete the conversion ● URL destination goals 27
  • 28. Funnel Numbers 28
  • 29. Goals [2] ● Goal Value (optional): assign monetary value to non-ecommerce goals ● During a visit: ● goal conversions => once ● e-commerce transactions => multiple times 29
  • 30. Filters ● Modify data: ● remove data from internal sources ● restrict data for a profile or user ● segment data ● Customize reports 30
  • 31. Filters and Profiles [1] ● Filters are applied to profiles ● It is recommended to maintain an unfiltered profile 31
  • 32. Filters and Profiles [2] 32
  • 33. Filter Types ● Predefined filters: ● exclude traffic from a domain ● exclude traffic from a IP address ● include only traffic to a subdirectory ● Custom filters: filter type | filter field | filter pattern 33
  • 34. Custom Filters ● filter type: ● filter field: ● exclude ● request URI ● include ● hostname ● lowercase / uppercase ● page title ● search & replace ● … ● advanced 34
  • 35. Cookies [1] ● Cookies are text files that describe a small piece of information about a visitor or the visitor's computer. ● Google Analytics: ● first-party cookies ● your site can uniquely but anonymously identify individual visitors 35
  • 36. Cookies [2] 36
  • 37. __utma: Visitor Identifier 37
  • 38. __utmb & __utmc: Session Identifiers ● Session (or visit) => 30 minutes of inactivity ● Each time de GATC is executed, __utmb is set to expire in 30 minutes. ● When the visitor loads a page, the GATC checks for both the __utmb and __utmc cookies. If either one is missing GA knows it's a new session. 38
  • 39. __utmz: Campaign Values [1] ● The session number increments for every session during which the campaign cookie gets overwritten. ● The campaign number increments every time you arrive at the site by a different campaign or organic search, even if it is within the same session. 39
  • 40. __utmz: Campaign Values [2] 40
  • 41. __utmv: Visitor Segmentation ● Only set if the site calls the _setVar() method ● _setVar() => deprecated ● _setCustomVar() 41
  • 42. E-commerce Tracking [1] ● Enable e-commerce reporting in your website profile ● Add the GATC ● Add some additional code to track each transaction 42
  • 43. E-commerce Tracking [2] 43
  • 44. Revenue Metrics ● Calculated based on: ● the goal values: – Per Visit Goal Value ● the e-commerce revenue: – Revenue – Average Value (of an e-commerce transaction) – Per Visit Value ● goal Values + e-commerce revenue: – RPC, ROI, Margin, $Index 44
  • 45. $Index ● $Index is a way of ranking the pages that have the most impact on site profitability (Goal Value + E-commerce Revenue) / Unique Views of Page Before Conversion ● Useful as a way of ranking pages 45
  • 46. $Index Example 46
  • 47. Tracking across Domains [1] ● Add the following lines to the GATC on all pages of both domains: 47
  • 48. Tracking across Domains [2] ● Add _link() to all links between domains: 48
  • 49. _linkByPost() 49
  • 50. Tracking Subdomains ● Add the following line to the GATC on all pages of each subdomain: 50
  • 51. Best Practice #1 ● Create separate profiles for each subdomain: 51
  • 52. Best Practice #2 ● To differentiate between visits to identically named pages: 52
  • 53. Domains with Subdomains ● Add: ● _link() & _linkByPost() 53
  • 54. Advanced Segmentation ● Isolate and analyze subsets of your traffic: ● visits from California ● visits with purchases of $100 or more 54
  • 55. Advanced Segments vs. Filtered Profiles ● Advanced Segments: – can be applied to historical data – are available across all domains and profiles – can be compared side-by-side in the reports – are easier to create ● Filtered Profiles: – to permanently alter or restrict the data that appears in a profile – if you need to restrict user access to a subset of data 55
  • 56. Internal Site Search ● Analyzing internal search can help you identify: ● missing or hidden content ● ineffective search results ● keywords not previously identified for search campaigns http://javiervidal.net/?s=hola+mundo query parameter: s (Can be provided up to 5 query parameters) 56
  • 57. Site Search Reports [1] ● Site Search Usage: compares performance of users who use site search versus those who do not ● Site Search Terms: only includes visits where a search is performed – can compare metrics between internal search queries – useful for identifying new keywords – can be combined with segmentation ● Search Refinement: View the keywords visitors used to refine their original searches 57
  • 58. Site Search Reports [2] ● Search Navigation: See where visitors who search on a specific keyword go after viewing the search results page ● Start Pages: Shows you where visitors begin using the search function (useful to assess the effectiveness of landing pages) ● Destination Pages ● Trending 58
  • 59. Goal Conversion and Site Search ● Goal conversions in the Site Search reports are based on visits that include at least one search 59
  • 60. Event Tracking & Virtual Pageviews ● Cases where a pageview is not generated: ● Flash ● AJAX ● file downloads 60
  • 61. Virtual Pageviews ● Call _trackPageview(filename) ● Best practices: ● Adopt a consistent and clear naming convention ● Filter out the virtual pageviews in a separate profile, for example, use a virtual directory, /virtual 61
  • 62. Event Tracking ● Event tracking will not generate an extra pageview ● You can easily organize your events in: ● categories ● actions ● labels ● values ● _trackEvent() 62
  • 63. _trackEvent() 63
  • 64. Advantages of Event Tracking ● Analyze user interactions in much greater detail ● Avoid inflating your pageview count 64
  • 65. Custom Visitor Segmentation ● Predefined segmentation variables: City, Language ● Custom segmentation variables ● _setVar() => only one (visitor-level) ● _setCustomVar() 65
  • 66. Member vs Non-Member 66
  • 67. _setVar() [deprecated] ● __utmv cookie 67
  • 68. _setCustomVar() _setCustomVar(index, name, value, scope) ● index: slot 1-5 ● scope: ● 1: visitor-level ● 2: session-level ● 3: page-level 68
  • 69. Interesting URLs http://www.google.com/support/conversionuniversity/?hl=en http://www.seorabbit.com/google-analytics-individual-qualification-test-notes http://dl.dropbox.com/u/915172/GAIQ_examples.zip 69
  • 70. ¡gracias!

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