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International Web AnalyticsA How-To SessionDaniel SmulevichSEO Executive, Verve Search@dSmulevich
Who am I?• Working with International clients• GAIQ Certified• Love MS Excel@dSmulevich
Today‟s session1) Find out if you need a geo-targeted site2) Calculate the ROI3) Chose your configuration4) Avoid data cor...
Where to start from?Data CollectionProcessing intoInformationDevelopingKPIsFormulatingOnline Strategy@dSmulevich
Which tool?@dSmulevich
And the winner is…@dSmulevich
Great to start with• Flexible and with free support• Easy to interpret• If you pass limits (10M hits a month) youcan sampl...
#1Find out if you need ageo-targeted website
Audience>Demographics>LocationCheck your visitors‟ provenienceLook at:• Total Visits• Bounce rate• Conversions@dSmulevich
UK website‟s traffic@dSmulevich
Use advanced segments@dSmulevich
What about revenues?@dSmulevich• What type of traffic is it?• Which keywords are they using?
Always look for these three@dSmulevich
Is it really Mr Rush?This is how average time on site is calculated@dSmulevich
Use engagement hits@dSmulevich
More realistic!@dSmulevichMore info:bit.ly/zW2iuF @justincutroni
#2Calculate the ROI
@dSmulevich
Gain from investment• Find the Average Visit Value for yourcurrent market• Compare with the Average Visit Value foryour ta...
Cost of investmentFor SaaS:• Bandwidth + CDN• IT Team (do you have enough resources?)• Local content writersFor Online Ret...
#3Choose yourconfiguration
The anatomy of the Tracking Code1. Web Property ID2. Asynchronous vs Synchronous3. Working on secure and non-secure pages4...
@dSmulevich
Three geo-targeting options@dSmulevich1. Subdomainsuk.example.com, ie.example.com, …2. Subfoldersexample.com/uk, example.c...
Google Analytics and cookies@dSmulevichUses First Party cookiesOnly the website whoissued them can read them
1. Subdomains@dSmulevichTo track when users visit more than onesubdomain in one session
Google Analytics>Admin>Settings@dSmulevich
Set up profiles for each subdomain@dSmulevichOne Google Analytics account:+ a profile for each subdomain+ a profile tracki...
Accounts, properties, profiles@dSmulevich
Apply filters@dSmulevichOnly Traffic to that subdomain.Remember: even www. is a subdomain!
Display subdomains in the main profile@dSmulevichThese pages are from DIFFERENT subdomains!
Another filter@dSmulevich
Something easier?@dSmulevich
2. Subfolders@dSmulevichTracking code should be applied to EVERY pageof your site to be tracking effectively.Set up an Inc...
And…FILTER!@dSmulevichTIP: you can also use advanced segments
@dSmulevich
3. Separate TLDs@dSmulevichCreate a separate property for each TLD.OR:Use these methods in your GATC:_setDomainName_setAll...
Cross-domain tracking@dSmulevichSet up a master profile for your primary domainwithout filters.Create a profile especially...
Best Practice@dSmulevich• Create a Google Analytics account for eachdomain• Customize GATC to link the multiple sub-domain...
What is a rollup account?@dSmulevich• Using multiple trackers (bit.ly/ZBuB3p)• Caveats:Pageview aggregationAdWords ROITime...
#4Avoid data corruption
Data limits@dSmulevich• 10,000,000 hits per month per property• 500 hits per session not includingecommerce (item and tran...
Six different types of hits@dSmulevich• Pageview hits• Event hits• Ecommerce transaction hits• Ecommerce transaction item ...
Multi-currency Ecommerce@dSmulevichAdd a single line of code to the transaction page_gaq.push([_set, currencyCode, „XXX]);
Why?@dSmulevichPossible scenarioYou end up over-reporting by £156Transaction ID GA Revenue Real £ Revenue Difference100 £1...
When? What? How?@dSmulevich• If you offer them to pay in differentcurrencies on same page• Daily exchange rate from the pr...
Internationalised Domain Names@dSmulevich• In 2010, Russia opened its own IDN: рфhttp ://правительство.рф• 1 million regis...
@dSmulevich
One last filter!@dSmulevich
The eternal struggleIT vs Marketing@dSmulevich
User permissions• Apply singly or in combination• Parent permissions are inherited bydefault (account > property > profile...
Segment it@dSmulevich
Google Tag Manager@dSmulevich• Container Tag System – doesn‟t vary• GTM interface to populate the container• Good if you h...
Internal traffic skews data@dSmulevichGA Opt Outbit.ly/KhWGIP
@dSmulevich
#5Troubleshooting
Three useful tools:1. GA Debugger2. Tag Assistant3. Analytics Checkup@dSmulevich
Right click>Inspect element@dSmulevich
Cross-domain trackingA basic test for cross-domain (and cross-subdomain) tracking is that the first domainthat a visitor a...
Right click>Page info@dSmulevich
Session not passing to (sub)domainAll your sales appear to come from referralsfrom your own website.LOSS of data like sour...
And… STOP!@dSmulevich
@dSmulevichThe demographics report is the first stopUse Time on Site metric very carefullyInv Gain: (Avg VVC – AvgVVT) x V...
@dSmulevichTHANK YOU!Email: daniel@vervesearch.comWeb: www.vervesearch.com
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International Web Analytics: A How-To Session

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My session at International Search Summit in London on Web Analytics.

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International Web Analytics: A How-To Session

  1. 1. International Web AnalyticsA How-To SessionDaniel SmulevichSEO Executive, Verve Search@dSmulevich
  2. 2. Who am I?• Working with International clients• GAIQ Certified• Love MS Excel@dSmulevich
  3. 3. Today‟s session1) Find out if you need a geo-targeted site2) Calculate the ROI3) Chose your configuration4) Avoid data corruption5) Troubleshooting@dSmulevich
  4. 4. Where to start from?Data CollectionProcessing intoInformationDevelopingKPIsFormulatingOnline Strategy@dSmulevich
  5. 5. Which tool?@dSmulevich
  6. 6. And the winner is…@dSmulevich
  7. 7. Great to start with• Flexible and with free support• Easy to interpret• If you pass limits (10M hits a month) youcan sample a subset of data from your sitecalling _setSampleRate()@dSmulevich
  8. 8. #1Find out if you need ageo-targeted website
  9. 9. Audience>Demographics>LocationCheck your visitors‟ provenienceLook at:• Total Visits• Bounce rate• Conversions@dSmulevich
  10. 10. UK website‟s traffic@dSmulevich
  11. 11. Use advanced segments@dSmulevich
  12. 12. What about revenues?@dSmulevich• What type of traffic is it?• Which keywords are they using?
  13. 13. Always look for these three@dSmulevich
  14. 14. Is it really Mr Rush?This is how average time on site is calculated@dSmulevich
  15. 15. Use engagement hits@dSmulevich
  16. 16. More realistic!@dSmulevichMore info:bit.ly/zW2iuF @justincutroni
  17. 17. #2Calculate the ROI
  18. 18. @dSmulevich
  19. 19. Gain from investment• Find the Average Visit Value for yourcurrent market• Compare with the Average Visit Value foryour target market• Find it under Ecommerce tab(Avg VVC – AvgVVT) x VisitsT@dSmulevich
  20. 20. Cost of investmentFor SaaS:• Bandwidth + CDN• IT Team (do you have enough resources?)• Local content writersFor Online Retailers:• Do your market research• High entry costs@dSmulevich
  21. 21. #3Choose yourconfiguration
  22. 22. The anatomy of the Tracking Code1. Web Property ID2. Asynchronous vs Synchronous3. Working on secure and non-secure pages4. ga.js vs analytics.js@dSmulevich
  23. 23. @dSmulevich
  24. 24. Three geo-targeting options@dSmulevich1. Subdomainsuk.example.com, ie.example.com, …2. Subfoldersexample.com/uk, example.com/ie, …3. Separate TLDsexample.co.uk, example.ie, …
  25. 25. Google Analytics and cookies@dSmulevichUses First Party cookiesOnly the website whoissued them can read them
  26. 26. 1. Subdomains@dSmulevichTo track when users visit more than onesubdomain in one session
  27. 27. Google Analytics>Admin>Settings@dSmulevich
  28. 28. Set up profiles for each subdomain@dSmulevichOne Google Analytics account:+ a profile for each subdomain+ a profile tracking all subdomains collectively
  29. 29. Accounts, properties, profiles@dSmulevich
  30. 30. Apply filters@dSmulevichOnly Traffic to that subdomain.Remember: even www. is a subdomain!
  31. 31. Display subdomains in the main profile@dSmulevichThese pages are from DIFFERENT subdomains!
  32. 32. Another filter@dSmulevich
  33. 33. Something easier?@dSmulevich
  34. 34. 2. Subfolders@dSmulevichTracking code should be applied to EVERY pageof your site to be tracking effectively.Set up an Include filter to the sub-directory toensure that only content for that sub-directoryshows up in your report
  35. 35. And…FILTER!@dSmulevichTIP: you can also use advanced segments
  36. 36. @dSmulevich
  37. 37. 3. Separate TLDs@dSmulevichCreate a separate property for each TLD.OR:Use these methods in your GATC:_setDomainName_setAllowLinker_linkReference Guide: bit.ly/IHmheC
  38. 38. Cross-domain tracking@dSmulevichSet up a master profile for your primary domainwithout filters.Create a profile especially for cross-domaintracking and re-use your tracking code.Modify your cross-domain profile with a filter toshow the full domain in your content reports.
  39. 39. Best Practice@dSmulevich• Create a Google Analytics account for eachdomain• Customize GATC to link the multiple sub-domains with their main domains• Link the third party shopping cart with themain domain• Create a rollup Google Analytics accountAnalytics Guide: bit.ly/15pHC8Z
  40. 40. What is a rollup account?@dSmulevich• Using multiple trackers (bit.ly/ZBuB3p)• Caveats:Pageview aggregationAdWords ROITimezone alignment
  41. 41. #4Avoid data corruption
  42. 42. Data limits@dSmulevich• 10,000,000 hits per month per property• 500 hits per session not includingecommerce (item and transaction hit types)
  43. 43. Six different types of hits@dSmulevich• Pageview hits• Event hits• Ecommerce transaction hits• Ecommerce transaction item hits• User defined hits• Social plugin hitsSo… you will “HIT” the limit earlier!
  44. 44. Multi-currency Ecommerce@dSmulevichAdd a single line of code to the transaction page_gaq.push([_set, currencyCode, „XXX]);
  45. 45. Why?@dSmulevichPossible scenarioYou end up over-reporting by £156Transaction ID GA Revenue Real £ Revenue Difference100 £199 £199 0101 £299 £195 -£104102 £99 £99 0103 £149 £97 -£52TOTAL £746 £590 -£156
  46. 46. When? What? How?@dSmulevich• If you offer them to pay in differentcurrencies on same page• Daily exchange rate from the prior day• The conversion rate is pulled fromGoogle‟s currency server
  47. 47. Internationalised Domain Names@dSmulevich• In 2010, Russia opened its own IDN: рфhttp ://правительство.рф• 1 million registrations in 3 years• Google Analytics has issues with non-ASCII characters
  48. 48. @dSmulevich
  49. 49. One last filter!@dSmulevich
  50. 50. The eternal struggleIT vs Marketing@dSmulevich
  51. 51. User permissions• Apply singly or in combination• Parent permissions are inherited bydefault (account > property > profile)• Administrator Edit + Manage Users• User View@dSmulevich
  52. 52. Segment it@dSmulevich
  53. 53. Google Tag Manager@dSmulevich• Container Tag System – doesn‟t vary• GTM interface to populate the container• Good if you have several tags
  54. 54. Internal traffic skews data@dSmulevichGA Opt Outbit.ly/KhWGIP
  55. 55. @dSmulevich
  56. 56. #5Troubleshooting
  57. 57. Three useful tools:1. GA Debugger2. Tag Assistant3. Analytics Checkup@dSmulevich
  58. 58. Right click>Inspect element@dSmulevich
  59. 59. Cross-domain trackingA basic test for cross-domain (and cross-subdomain) tracking is that the first domainthat a visitor accesses generates GoogleAnalytics cookiesBUT that the domain or subdomain that islinked to does not.@dSmulevich
  60. 60. Right click>Page info@dSmulevich
  61. 61. Session not passing to (sub)domainAll your sales appear to come from referralsfrom your own website.LOSS of data like source, medium,campaign…Google Analytics Tracking Guide(http://bit.ly/IHmheC)@dSmulevich
  62. 62. And… STOP!@dSmulevich
  63. 63. @dSmulevichThe demographics report is the first stopUse Time on Site metric very carefullyInv Gain: (Avg VVC – AvgVVT) x VisitsTEvery geo-configuration has its GATCUse precaution to avoid data corruption
  64. 64. @dSmulevichTHANK YOU!Email: daniel@vervesearch.comWeb: www.vervesearch.com

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