Google Analytics
       Concepts




aspgems.com      marzo de 2.010
Introduction
With Google Analytics we can:
●   make informed site and content decisions
●   increase conversions
●   measu...
How Does GA Work?
●   Google Analytics Tracking Code (GATC)
    JavaScript in each page of our site




●   Google Analyti...
What happens if ...
someone who blocks their    →    not tracked
cookies

someone who deletes their   →    tracked but ide...
GA Tracking Code
●   You'll sometimes need to paste the GATC at the top of
    the page:
    ●   tracking ecommerce transa...
Interpreting Reports
●   Create context
    ●   compare with other metrics
    ●   look for trends
●   Data driven decisio...
Pageviews, Visits and
         Visitors [1]
pageview: is counted every time a page on your
 site loads
visit (session): pe...
Pageviews, Visits and
         Visitors [2]
unique pageview: number of visits during which
 page was viewed
absolute uniqu...
Pageviews, Visits and
    Visitors [3]




                        9
Time Metrics [1]
time on page (n) = timestamp (n+1) –
  timestamp (n)
The time on page of the last page on a visit is
 alw...
Time Metrics [2]
avg. time on page = time on site / (pageviews –
 exits)
pages with time on page 0 are excluded from the c...
Traffic Sources
●   where the traffic is coming from on the internet?
●   which source is sending the best quality traffic...
Traffic Sources
direct traffic: bookmark or URL typed directly
  into the browser
referral traffic: via a link in any web ...
Keywords
●   What were visitors expecting to find on your
    site?
●   You fail to meet their expectation:
    ●   high b...
Campaign Attribution




                       15
GA Accounts [1]
●   One Google username:
    ●   up to 25 GA accounts
    ●   can be added as an administrator to an unlim...
GA Accounts [2]
●   Users:
    ●   read-only access to reports
    ●   can be restricted to specific profiles




        ...
Profiles [1]
●   Profile: set of rules that define what data is to
    be included in the reports
●   Examples:
    ●   su...
Profiles [2]
●   The settings of a profile include:
    ●   user access
    ●   goals
    ●   filters




Each domain has ...
Campaign Tracking and
         AdWords Integration
●   Autotagging:
    ●   reports are automatically populated with click...
AdWords Data
●   Clicks
●   Cost
●   CTR (Click-through Rate) = ( clicks / impressions ) * 100
●   CPC (Cost per Click)
● ...
Data Discrepancies
●   Clicks (AdWords) vs. Visits (GA)
●   Browser preferences (JavaScript, cookies)
●   Unable to load G...
Tracking Online Marketing
●   You can add tags with campaign identifying to
    your destination URLs in paid links:
    ●...
Tags
●   Always:
    ●   utm_source: advertiser (google, yahoo, …)
    ●   utm_medium: marketing medium (cpc, banner,
    ...
Tagging Examples




                   25
Goals [1]
●   Goal: website objetive
●   Types:
    ●   URL destination goal
        –   head match (/offer1/)
        –  ...
Funnels
●   Funnel:
    ●   the set of steps, or pages, that
        you expect visitors to visits on
        their way to...
Funnel Numbers




                 28
Goals [2]
●   Goal Value (optional): assign monetary value to
    non-ecommerce goals
●   During a visit:
    ●   goal con...
Filters
●   Modify data:
    ●   remove data from internal sources
    ●   restrict data for a profile or user
    ●   seg...
Filters and Profiles [1]
●   Filters are applied to profiles
●   It is recommended to maintain an unfiltered
    profile

...
Filters and Profiles [2]




                           32
Filter Types
●   Predefined filters:
    ●   exclude traffic from a domain
    ●   exclude traffic from a IP address
    ●...
Custom Filters
●   filter type:                ●   filter field:
    ●   exclude                     ●   request URI
    ●...
Cookies [1]
●   Cookies are text files that describe a small
    piece of information about a visitor or the
    visitor's...
Cookies [2]




              36
__utma: Visitor Identifier




                             37
__utmb & __utmc: Session
           Identifiers
●   Session (or visit) => 30 minutes of inactivity



●   Each time de GAT...
__utmz: Campaign Values [1]




●   The session number increments for every session during
    which the campaign cookie g...
__utmz: Campaign Values [2]




                          40
__utmv: Visitor
              Segmentation

●   Only set if the site calls the _setVar() method



●   _setVar() => deprec...
E-commerce Tracking [1]
●   Enable e-commerce reporting in your website
    profile
●   Add the GATC
●   Add some addition...
E-commerce Tracking [2]




                          43
Revenue Metrics
●   Calculated based on:
    ●   the goal values:
        –   Per Visit Goal Value
    ●   the e-commerce ...
$Index
●   $Index is a way of ranking the pages that have
    the most impact on site profitability
    (Goal Value + E-co...
$Index Example




                 46
Tracking across Domains [1]
●   Add the following lines to the GATC on all
    pages of both domains:




                ...
Tracking across Domains [2]
●   Add _link() to all links between domains:




                                            ...
_linkByPost()




                49
Tracking Subdomains
●   Add the following line to the GATC on all pages
    of each subdomain:




                       ...
Best Practice #1
●   Create separate profiles for each subdomain:




                                                   51
Best Practice #2
●   To differentiate between visits to identically
    named pages:




                                 ...
Domains with Subdomains
●   Add:




●   _link() & _linkByPost()
                              53
Advanced Segmentation
●   Isolate and analyze subsets of your traffic:
    ●   visits from California
    ●   visits with ...
Advanced Segments vs.
        Filtered Profiles
●   Advanced Segments:
       –   can be applied to historical data
      ...
Internal Site Search
●   Analyzing internal search can help you identify:
    ●    missing or hidden content
    ●    inef...
Site Search Reports [1]
●   Site Search Usage: compares performance of users
    who use site search versus those who do n...
Site Search Reports [2]
●   Search Navigation: See where visitors who search on
    a specific keyword go after viewing th...
Goal Conversion and Site
            Search
●   Goal conversions in the Site Search reports are
    based on visits that i...
Event Tracking & Virtual
               Pageviews
●   Cases where a pageview is not generated:
    ●   Flash
    ●   AJAX
...
Virtual Pageviews
●   Call _trackPageview(filename)
●   Best practices:
    ●   Adopt a consistent and clear naming conven...
Event Tracking
●   Event tracking will not generate an extra
    pageview
●   You can easily organize your events in:
    ...
_trackEvent()




                63
Advantages of Event
             Tracking
●   Analyze user interactions in much greater detail
●   Avoid inflating your pa...
Custom Visitor
                Segmentation
●   Predefined segmentation variables: City,
    Language
●   Custom segmentat...
Member vs Non-Member




                       66
_setVar() [deprecated]
●   __utmv cookie




                               67
_setCustomVar()
        _setCustomVar(index, name, value, scope)
●   index: slot 1-5
●   scope:
    ●   1: visitor-level
 ...
Interesting URLs
http://www.google.com/support/conversionuniversity/?hl=en
http://www.seorabbit.com/google-analytics-indiv...
¡gracias!
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Google Analytics Concepts

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Google Analytics Concepts

  1. 1. Google Analytics Concepts aspgems.com marzo de 2.010
  2. 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. 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. 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. 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. 6. Interpreting Reports ● Create context ● compare with other metrics ● look for trends ● Data driven decision making 6
  7. 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. 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. 9. Pageviews, Visits and Visitors [3] 9
  10. 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. 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. 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. 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. 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. 15. Campaign Attribution 15
  16. 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. 17. GA Accounts [2] ● Users: ● read-only access to reports ● can be restricted to specific profiles 17
  18. 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. 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. 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. 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. 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. 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. 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. 25. Tagging Examples 25
  26. 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. 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. 28. Funnel Numbers 28
  29. 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. 30. Filters ● Modify data: ● remove data from internal sources ● restrict data for a profile or user ● segment data ● Customize reports 30
  31. 31. Filters and Profiles [1] ● Filters are applied to profiles ● It is recommended to maintain an unfiltered profile 31
  32. 32. Filters and Profiles [2] 32
  33. 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. 34. Custom Filters ● filter type: ● filter field: ● exclude ● request URI ● include ● hostname ● lowercase / uppercase ● page title ● search & replace ● … ● advanced 34
  35. 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. 36. Cookies [2] 36
  37. 37. __utma: Visitor Identifier 37
  38. 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. 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. 40. __utmz: Campaign Values [2] 40
  41. 41. __utmv: Visitor Segmentation ● Only set if the site calls the _setVar() method ● _setVar() => deprecated ● _setCustomVar() 41
  42. 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. 43. E-commerce Tracking [2] 43
  44. 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. 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. 46. $Index Example 46
  47. 47. Tracking across Domains [1] ● Add the following lines to the GATC on all pages of both domains: 47
  48. 48. Tracking across Domains [2] ● Add _link() to all links between domains: 48
  49. 49. _linkByPost() 49
  50. 50. Tracking Subdomains ● Add the following line to the GATC on all pages of each subdomain: 50
  51. 51. Best Practice #1 ● Create separate profiles for each subdomain: 51
  52. 52. Best Practice #2 ● To differentiate between visits to identically named pages: 52
  53. 53. Domains with Subdomains ● Add: ● _link() & _linkByPost() 53
  54. 54. Advanced Segmentation ● Isolate and analyze subsets of your traffic: ● visits from California ● visits with purchases of $100 or more 54
  55. 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. 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. 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. 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. 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. 60. Event Tracking & Virtual Pageviews ● Cases where a pageview is not generated: ● Flash ● AJAX ● file downloads 60
  61. 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. 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. 63. _trackEvent() 63
  64. 64. Advantages of Event Tracking ● Analyze user interactions in much greater detail ● Avoid inflating your pageview count 64
  65. 65. Custom Visitor Segmentation ● Predefined segmentation variables: City, Language ● Custom segmentation variables ● _setVar() => only one (visitor-level) ● _setCustomVar() 65
  66. 66. Member vs Non-Member 66
  67. 67. _setVar() [deprecated] ● __utmv cookie 67
  68. 68. _setCustomVar() _setCustomVar(index, name, value, scope) ● index: slot 1-5 ● scope: ● 1: visitor-level ● 2: session-level ● 3: page-level 68
  69. 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. 70. ¡gracias!
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