CAUTION! English is Being Used
ME
Twitter.com/GrantMerriel
Facebook.com/GrantMerriel
au.Linkedin.com/in/GrantMerriel
ONLINEEDGE.COM.AUGrant Merriel
No Affiliation –
Just an awesome discount
ProxyRack.com: Thanks to YOU!!!
EASY installation:
(On HTML, CMS or E-Commerce)
FILTERING availability:
(‘Filtering’ / ‘Segment’ / ‘Delete’ data)
It’s FRE...
(not provided) results DON’T show:
(if a user is logged into google product)
Profile IDs (UA-1232323-1):
(easy to find ‘ot...
Keyword:
(‘Search Tems’ entered in Google)
Visits:
(amount of page viewers / users)
Page / Visits:
(average page views per...
AUSTRALIAN’S ARE SMART!
NAVIGATION
LOCATION VISITS
NEW VISITS UNIQUE VISITORS
VISITOR BROWSERS
BOUNCE RATE
REVENUE
NAV.
GA Navigation: Custom Dashboard
GA Navigation: Side Navigation
• IMPORTANT:
GOOD FOR:
• CURRENT information of ‘visitors’
• How many people onsite
• Geolocations
• Traffic sources they ...
• IMPORTANT:
GOOD FOR:
• TECHNICAL information of ‘visitors’
• Geolocations specific to your marketing
• Computer internet...
• IMPORTANT:
GOOD FOR:
• DETAILED information of ‘visitors’
• Organic: keywords, pages, bounce rate, etc
• Paid: keywords,...
• IMPORTANT:
GOOD FOR:
• NAVIGATION information of ‘visitors’
• Exit Pages: leaving after correct action?
• Events: visito...
• IMPORTANT:
GOOD FOR:
• SALE / LEAD information of ‘visitors’
• Goals: visitors success path (COVERED)
• Funnel Visual: i...
AUSTRALIAN’S ARE AWESOME!
GOAL FUNNELS
• Surveys
• Support
Tickets
• Trial
• Newsletter
• Registration
• Buy-Now
• Checkout
• Thank-You
• Contact-Us
• Success
Le...
Landing
Page
Sign-Up
Page
Success
Page
Success
Page
Cart Page
Billing Page
Shipping Page
Payment Page
Thank You Page
Singl...
Goal Setup: Name / Type: Destination URL / Funnel:
Profile > Admin > Profile > Goals > ‘Create A Goal’
GA Goals: Set-Up
GA Goals: Proxy Rack – Goal Funnels
1. Sign-Up 2. Paid Subscription
Profile > Side Navigation > Conversions > Goals > ‘Overview’
GA Goals: Reporting
Profile > Side Navigation > Conversions > Goals > ‘Goal Flow’
PAID SUBSCRIPTIONS:
609
(DIVIDED BY)
SIGNUPS:
1,152
(TIMES ‘...
20 MAX goals per profile
(be selective with what you apply goals to)
Only SHORT URLs in setup
(always test new goals that ...
AUSTRALIAN’S ARE SEXY!
EVENT TRACKING
• Download
• Reviews
• Comments
• PDF
• Podcast
• Video
• Play
• Exit
• Social Media
• Navigation
• Contact
Buttons Videos...
BASIC CODE:
_trackEvent(category, action, opt_label, opt_value, opt_noninteraction)
REQUIRED:
• Category: Top Level Action...
BASIC CODE:
• _trackEvent(category, action, opt_label, opt_value, opt_noninteraction)
ON CLICK CODE:
• onClick=“_gaq.push(...
UTM’s UTM’s UTM’s
Category: Choose Plan
Action: Click
Opt_Label: Left
Category: Choose Plan
Action: Click
Opt_Label: Middl...
Profile > Side Navigation > Content > Events > ‘Events Flow’
GA Events: Reporting
Track POP-UP actions
(events on ‘close buttons’ and ‘cancel’ buttons)
Comparing CTA’s
(which ‘Call to Action’ and ‘A/B’ te...
AUSTRALIAN’S ARE KIND!
UTM PARAMETERS
• Emails
• Comments
• Content
• Banners
• Referrals
• Affiliates
• Profiles
• Shares
• Newsletters
• Articles
• eBooks
Aut...
BASIC CODE:
?utm_source=Source&utm_medium=Medium&utm_campaign=Campaign
REQUIRED:
• Campaign: Overall View (eg, August or 1...
BASIC CODE:
• ?utm_source=Source&utm_medium=Medium&utm_campaign=Cam
paign
FULL EXAMPLE:
• <a href=“http://www.example.com/...
<a href=“
http://www.proxyrack.com/?utm_
campaign=banner&utm_source=
bhw”
target=“blank”>
GA UTMs: Proxy Rack – Source
Tra...
Profile > Side Navigation > Traffic Sources > Sources > ‘Campaigns’
UTM REPORTING AND GOAL FUNNELS
GA UTMs: Reporting
CASE SENSITIVE tracking
(‘banner’ & ‘Banner’ are different campaigns)
DON’T FORGET THE - “?”
(between main URL and UTM tag...
AUSTRALIAN’S ARE ALCOHOLICS!
REGULAR EXPRESSIONS (REGEX)
• Uses Wildcards and Metacharacters
• Manipulates data to extract specific results
• Ideal for goal funnels and unique dat...
• Advanced Segments compliments uses of RegEx
• Allows custom reports / filtering on data sets
Google Walk through Video -...
GA RegEx: Advanced Segments
• . Match any single character
Pr.xy: Proxy and Pr5xy
• * Match zero or more of previous
Pro*xy: Prxy and Pr3xy
• + Match ...
• ^ Match start of data results
eg, ^Proxy: ProxyRack not RackProxy
• $ Match end of data results
Rack$: ProxyRack not Rac...
• () Creates possibilities for data set
Prox(y|ies): Proxy or Proxies
• [] Creates lists for data sets
Prox[xyz]: Proxx an...
•  Changes Regex to Normal
proxyrack.com: proxyrack.com and www.proxyrack.com
• TIP: Use to filter IP Addresses
167.180.1....
Spelling / Language:
“.”
Prox.s
Proxy and Proxis and Proxies
Branding / Domains:
“?”
proxy ?rack
proxyrack.com and proxy r...
Product & Service URLs:
“*+”
/proxy15[3-5]
/proxy153 and /proxy154 and
/proxy155
Finding EVERYTHING:
“.*”
/proxy/.*.php
/p...
Apply to FILTERS & GOALS in GA
(automatic data set reports)
URL extensions – “”
(use on poor URL setups: ‘pageid’ or ‘cat’...
AUSTRALIAN’S ARE VERY SMART!
TOP TIPS
ABOVE </head> for GA Code
(executes the js first)
100+ Sites? Use More Gmail’s
(Allocate ‘admin’ to main GA login)
EXCLUDE...
COMPARE dates to last year
(removes seasonality)
TYPE your navigation in Search
(saves time searching for it)
EXPLORE goal...
Measure LARGE data sets
(decisions from the ‘masses’ not a ‘few’)
Track USEFUL data sets
(only track data that will improv...
ORGANIC – Always show this
(Shows keyword tracking)
API – Keyword Tracking
(use API’s for automated keyword reporting)
CON...
E-COMMERCE TRACKING
http://bit.ly/17vuWxg
GA Top Tips: Additional Resources
ADSENSE REPORT SYNC
http://bit.ly/1aLxIjy
ADWO...
PROXY RACK DISCOUNT
50% off ALL Packages
RECURRING
Expires: 20th of July 2013
Promo Code: OnlineEdge
No Affiliation –
Just...
Twitter.com/GrantMerriel
Facebook.com/GrantMerriel
au.Linkedin.com/in/GrantMerriel
ONLINEEDGE.COM.AUGrant Merriel
Google Analytics to Die For - 2013
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Google Analytics to Die For - 2013

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Grant Merriel's presentation at SEM Trends 2013 about - Google Analytics to Die For

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Google Analytics to Die For - 2013

  1. CAUTION! English is Being Used
  2. ME
  3. Twitter.com/GrantMerriel Facebook.com/GrantMerriel au.Linkedin.com/in/GrantMerriel ONLINEEDGE.COM.AUGrant Merriel
  4. No Affiliation – Just an awesome discount ProxyRack.com: Thanks to YOU!!!
  5. EASY installation: (On HTML, CMS or E-Commerce) FILTERING availability: (‘Filtering’ / ‘Segment’ / ‘Delete’ data) It’s FREE: (Free, Free, Free and … Free) Simple NAVIGATION: (‘Filtering’ / ‘Segment’ / ‘Delete’ data) NEW features & updates: (Always improving with new trends) MULTIPLE synchronization: (‘SEO’ / ‘AdWords’ / ‘Adsense’ / ‘E-Com’) GA Overview: Advantages
  6. (not provided) results DON’T show: (if a user is logged into google product) Profile IDs (UA-1232323-1): (easy to find ‘other’ clients websites) JAVASCRIPT must be executed: (if not, the visit is not counted) NO time on site for last pages: (GA cannot execute a new timestamp) No CRAWL bot data: (no crawl bot data & navigation info) User REFRESH is a page visit: (same with and ‘back’ visits to pages) http://www.whorush.com/ GA Overview: Disadvantages
  7. Keyword: (‘Search Tems’ entered in Google) Visits: (amount of page viewers / users) Page / Visits: (average page views per viewer / user) Average Visit Duration: (average time spent on the website) % New Visits: (new visitors in comparison to returning) Bounce Rate: (viewer leaving on the page they landed) GA Overview: Important Terms
  8. AUSTRALIAN’S ARE SMART!
  9. NAVIGATION
  10. LOCATION VISITS NEW VISITS UNIQUE VISITORS VISITOR BROWSERS BOUNCE RATE REVENUE NAV. GA Navigation: Custom Dashboard
  11. GA Navigation: Side Navigation
  12. • IMPORTANT: GOOD FOR: • CURRENT information of ‘visitors’ • How many people onsite • Geolocations • Traffic sources they came from (Organic, Paid, Direct) • Pages they are viewing right now GA Navigation: Real Time
  13. • IMPORTANT: GOOD FOR: • TECHNICAL information of ‘visitors’ • Geolocations specific to your marketing • Computer internet browsers • Mobile phone systems (Ideal for development and deep data) GA Navigation: Audience
  14. • IMPORTANT: GOOD FOR: • DETAILED information of ‘visitors’ • Organic: keywords, pages, bounce rate, etc • Paid: keywords, cost, impressions, pages, etc • Campaigns: UTM parameters tracking (COVERED) • Landing Pages: Pages visitors hit first GA Navigation: Traffic Sources
  15. • IMPORTANT: GOOD FOR: • NAVIGATION information of ‘visitors’ • Exit Pages: leaving after correct action? • Events: visitors who complete action (COVERED) • In-Page Analytics: navigation % breakdown (For better results – Integrate with Webmaster Tools) GA Navigation: Content
  16. • IMPORTANT: GOOD FOR: • SALE / LEAD information of ‘visitors’ • Goals: visitors success path (COVERED) • Funnel Visual: image and % navigation breakdown • Transactions: keyword, product, value, etc (All functions need to be setup before working) GA Navigation: Conversions
  17. AUSTRALIAN’S ARE AWESOME!
  18. GOAL FUNNELS
  19. • Surveys • Support Tickets • Trial • Newsletter • Registration • Buy-Now • Checkout • Thank-You • Contact-Us • Success Leads Shop OtherSignUp X% GA Goals: Conversions / Success Pages
  20. Landing Page Sign-Up Page Success Page Success Page Cart Page Billing Page Shipping Page Payment Page Thank You Page Single Goal: Sign Up Goal Funnel: Shop Goal Funnel: GA Goals: Setup Styles & Funnels
  21. Goal Setup: Name / Type: Destination URL / Funnel: Profile > Admin > Profile > Goals > ‘Create A Goal’ GA Goals: Set-Up
  22. GA Goals: Proxy Rack – Goal Funnels 1. Sign-Up 2. Paid Subscription
  23. Profile > Side Navigation > Conversions > Goals > ‘Overview’ GA Goals: Reporting
  24. Profile > Side Navigation > Conversions > Goals > ‘Goal Flow’ PAID SUBSCRIPTIONS: 609 (DIVIDED BY) SIGNUPS: 1,152 (TIMES ‘100’ FOR %) CONVERSION RATE: 52.86% GA Goals: Reporting
  25. 20 MAX goals per profile (be selective with what you apply goals to) Only SHORT URLs in setup (always test new goals that are made) /url/link.html NOT http://www.example.com/url/link.html Assign a goal VALUE (relevant to value of ‘sale’ / ‘lead’) QUICK CALCULATION • % of sales from leads • Divide ‘Average Sale Value’ with above % BEST items for Goals (the are the most common and best to track) GA Goals: Tips & Hints
  26. AUSTRALIAN’S ARE SEXY!
  27. EVENT TRACKING
  28. • Download • Reviews • Comments • PDF • Podcast • Video • Play • Exit • Social Media • Navigation • Contact Buttons Videos OtherDownload X% GA Events: or ‘On Click’ Tracking
  29. BASIC CODE: _trackEvent(category, action, opt_label, opt_value, opt_noninteraction) REQUIRED: • Category: Top Level Action (‘PDF Download’, ‘Lead Generation’, etc) • Action: What the visitor does (‘Download’, ‘Email’, ‘Play’, etc) NOT REQUIRED: • Opt_Label: Where event was (‘Footer’, ‘Right’, ‘Middle’, etc) • Opt_Value: Monetary or Random Amount (Usually = ‘1’) • Opt_Noninteraction: ‘True’ (if someone click, does not count as bouncing off site) GA Events: Code Breakdown
  30. BASIC CODE: • _trackEvent(category, action, opt_label, opt_value, opt_noninteraction) ON CLICK CODE: • onClick=“_gaq.push([BASIC CODE])” FULL EXAMPLE: • <a href=“/download/seo.pdf” onClick=“_gaq.push(*‘_trackEvent’, ’Call to Action’, ‘5 Minute’, ‘Home Page’, ‘10’, ‘true’+);” target=“_blank”> Download </a> NO BACKEND SETUP REQUIRED (Google Analytics automatically allocates data) GA Events: Button Tracking Setup
  31. UTM’s UTM’s UTM’s Category: Choose Plan Action: Click Opt_Label: Left Category: Choose Plan Action: Click Opt_Label: Middle Category: Choose Plan Action: Click Opt_Label: Right GA Events: Proxy Rack – Sign Up
  32. Profile > Side Navigation > Content > Events > ‘Events Flow’ GA Events: Reporting
  33. Track POP-UP actions (events on ‘close buttons’ and ‘cancel’ buttons) Comparing CTA’s (which ‘Call to Action’ and ‘A/B’ test is best?) Track SCROLLING as an event (view below the fold and reading all the blog) Monitor all OUTBOUND links (control volumes of exiting users) http://dave-taylor.co.uk/blog/scroll-reach-tracking-in-google-analytics/ GA Events: Tips & Hints
  34. AUSTRALIAN’S ARE KIND!
  35. UTM PARAMETERS
  36. • Emails • Comments • Content • Banners • Referrals • Affiliates • Profiles • Shares • Newsletters • Articles • eBooks Author Social OtherAdvert X% GA UTMs: or URL Tracking
  37. BASIC CODE: ?utm_source=Source&utm_medium=Medium&utm_campaign=Campaign REQUIRED: • Campaign: Overall View (eg, August or 10% Special) • Medium: Method to Arrive (eg, Email or Display Marketing) • Source: Last Location or Advertiser (eg, WickedFire or KaiserTheSage) NOT REQUIRED: • Content: Testing 2 content variations (eg, Top CTA or Bottom CTA) • Term: Paid Search ONLY – Not required if AdWords & Analytics are synced UTM URL BUILDER: • https://support.google.com/analytics/answer/1033867?hl=en GA UTMs: Code Breakdown
  38. BASIC CODE: • ?utm_source=Source&utm_medium=Medium&utm_campaign=Cam paign FULL EXAMPLE: • <a href=“http://www.example.com/get- sales.html?utm_source=Facebook&utm_medium=Paid&utm_campa ign=Social” target=“_blank”> Example </a> NO BACKEND SETUP REQUIRED (Google Analytics automatically allocates data) GA UTMs: Button Tracking Setup
  39. <a href=“ http://www.proxyrack.com/?utm_ campaign=banner&utm_source= bhw” target=“blank”> GA UTMs: Proxy Rack – Source Tracking
  40. Profile > Side Navigation > Traffic Sources > Sources > ‘Campaigns’ UTM REPORTING AND GOAL FUNNELS GA UTMs: Reporting
  41. CASE SENSITIVE tracking (‘banner’ & ‘Banner’ are different campaigns) DON’T FORGET THE - “?” (between main URL and UTM tags) ORDER is not needed (UTM tags can be in any order within the code) UTM’s can be SEEN (Use bit.ly to shorten / hide them) http://www.convertcase.net/ just use: ‘lower case’ DO NOT USE: ‘CAPITAL CASE’ href=“http://www.proxyrack.com/ ? utm_campaign=banner&utm_ssource=bhw” 1. ‘utm_source’ 2. ‘utm_campaign’ 3. ‘utm_medium’ 2. ‘utm_campaign’ 3. ‘utm_medium’ 1. ‘utm_source’ GA UTMs: Tips & Hints
  42. AUSTRALIAN’S ARE ALCOHOLICS!
  43. REGULAR EXPRESSIONS (REGEX)
  44. • Uses Wildcards and Metacharacters • Manipulates data to extract specific results • Ideal for goal funnels and unique data queries • ONLY for reporting on past / previous data NOTE: Must set ‘Matching RegExp’ in the traffic filters GA RegEx: Regular Expressions
  45. • Advanced Segments compliments uses of RegEx • Allows custom reports / filtering on data sets Google Walk through Video - http://youtu.be/Q1aCmHYkIsI GA RegEx: Advanced Segments
  46. GA RegEx: Advanced Segments
  47. • . Match any single character Pr.xy: Proxy and Pr5xy • * Match zero or more of previous Pro*xy: Prxy and Pr3xy • + Match last letter or more Pro+xy: Proxy and Proooxy • ? Match zero or one of previous Pro?xy: Prxy and Proxy • | Match either options Prooxy|Proxy: Prooxy and Proxy GA RegEx: Cheat Sheet – Wildcards
  48. • ^ Match start of data results eg, ^Proxy: ProxyRack not RackProxy • $ Match end of data results Rack$: ProxyRack not Racks GA RegEx: Cheat Sheet – Anchors
  49. • () Creates possibilities for data set Prox(y|ies): Proxy or Proxies • [] Creates lists for data sets Prox[xyz]: Proxx and Proxy and Proxz • - Extends [] list for data sets Prox[d-g]: Proxd and Proxe and Proxf and Proxg GA RegEx: Cheat Sheet – Grouping
  50. • Changes Regex to Normal proxyrack.com: proxyrack.com and www.proxyrack.com • TIP: Use to filter IP Addresses 167.180.1.60: 167.180.1.60 GA RegEx: Cheat Sheet – Other
  51. Spelling / Language: “.” Prox.s Proxy and Proxis and Proxies Branding / Domains: “?” proxy ?rack proxyrack.com and proxy rack IMPORTANT: CANNOT use RegEx in any filters besides ‘Matching RegExp’ GA RegEx: Useful Examples
  52. Product & Service URLs: “*+” /proxy15[3-5] /proxy153 and /proxy154 and /proxy155 Finding EVERYTHING: “.*” /proxy/.*.php /proxy/index.php and /proxy/access.php Category & Sub-Cat URLs: “^” ^/proxy/ /proxy/1.html and /proxy/ip/rack Conversion & Goal URLs: “|” thank|success|confirm /thank-you.html and /success/ and /confirm.php GA RegEx: Useful Examples
  53. Apply to FILTERS & GOALS in GA (automatic data set reports) URL extensions – “” (use on poor URL setups: ‘pageid’ or ‘cat’) Use support FILTERING (include / exclude / dimensions / goals / pages) http://www.lunametrics.com/blog/2013/06/24/google-analytics-regex-tool-webapp/ Create BULK data set RegEx (great for keyword lists) GA RegEx: Tips & Hints
  54. AUSTRALIAN’S ARE VERY SMART!
  55. TOP TIPS
  56. ABOVE </head> for GA Code (executes the js first) 100+ Sites? Use More Gmail’s (Allocate ‘admin’ to main GA login) EXCLUDE home/office IP address (don’t distort data from your visits) SYNC Adwords to your GA (Always turn ‘on’ – “Auto-Tagging”) https://support.google.com/adwords/answer/3207171?hl=en-AU&rd=3 GA Top Tips: Common Items
  57. COMPARE dates to last year (removes seasonality) TYPE your navigation in Search (saves time searching for it) EXPLORE goal & e-com tracking (easily find converting keywords) EXCLUDE your brand in data (good for SEO success tracking) GA Top Tips: Filtering & Comparing
  58. Measure LARGE data sets (decisions from the ‘masses’ not a ‘few’) Track USEFUL data sets (only track data that will improve your site) Be filter & goal SELECTIVE (don’t fill analytics with useless data filters) TEST new goals, funnels & UTMs (execute data report and check in 24 hours) GA Top Tips: Data Sets
  59. ORGANIC – Always show this (Shows keyword tracking) API – Keyword Tracking (use API’s for automated keyword reporting) CONTENT – Keyword drilldown (find pages that users land on with keywords) GA Top Tips: SEO https://developers.google.com/analytics/ KEYWORD – Second Dimensions (always select ‘Keyword’ for tracking)
  60. E-COMMERCE TRACKING http://bit.ly/17vuWxg GA Top Tips: Additional Resources ADSENSE REPORT SYNC http://bit.ly/1aLxIjy ADWORDS REPORT SYNC http://bit.ly/12Mvnf7 WEBMASTER SYNC http://bit.ly/12kzaBn
  61. PROXY RACK DISCOUNT 50% off ALL Packages RECURRING Expires: 20th of July 2013 Promo Code: OnlineEdge No Affiliation – Just an awesome discount ProxyRack.com: SEM Trends 2013 Receive:
  62. Twitter.com/GrantMerriel Facebook.com/GrantMerriel au.Linkedin.com/in/GrantMerriel ONLINEEDGE.COM.AUGrant Merriel

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