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Hidden Treasures in Google Analytics - SMX East 2011 - Adam Ware

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All analytics packages come with dozens, if not hundreds of reports that slice, dice and segment countless variables, all purporting to offer comprehensive metrics about the performance of your search marketing campaign. While many of these reports are great, you can often get much deeper insights – and “ah-ha” takeaways – from lesser known or even undocumented reporting options. Speakers in this session show you how to tap into these undiscovered gems.

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Hidden Treasures in Google Analytics - SMX East 2011 - Adam Ware

  1. 1. Hidden Treasures in Google Analytics SMX East 2011Adam Ware@wheresitworking
  2. 2. My (Main) Hidden Treasure: Regular Expression & It’s Power in Google Analytics@wheresitworking SMX East 2011 | Hidden Treasures in Google Analytics 1
  3. 3. Overview of Regex “A regular expression provides a concise and flexible means for matching strings of text” - Wikipedia • A “language” for matching patterns through searches • Different “flavors” in different applications@wheresitworking SMX East 2011 | Hidden Treasures in Google Analytics 2
  4. 4. Regex in Google Analytics In report queries In Goals In Advanced Segments In Profile Filters@wheresitworking SMX East 2011 | Hidden Treasures in Google Analytics 3
  5. 5. Example I: Report Query for Branded Keywords@wheresitworking SMX East 2011 | Hidden Treasures in Google Analytics 4
  6. 6. How many ways can a branded term be spelled?@wheresitworking SMX East 2011 | Hidden Treasures in Google Analytics 5
  7. 7. Building a Regex: Start with Strings Tie together likely strings: br[a-z].*t[a-z].*y Will cover britney, brittney, brattney, brritney, britny, brinny, etc. That got us 326 out of 593! How do we get the rest?@wheresitworking SMX East 2011 | Hidden Treasures in Google Analytics 6
  8. 8. Add more strings String strings together using pipes and parenthesis: (br[a-z].*t[a-z].*y)|([g,p_r[a-z].*t[a-z].*ny)|(br[a-z].*t[a-z].*ni) Now up to 383 out of 593…@wheresitworking SMX East 2011 | Hidden Treasures in Google Analytics 7
  9. 9. But where do we put this?@wheresitworking SMX East 2011 | Hidden Treasures in Google Analytics 8
  10. 10. Example II: Query for 2 and 3 Word Phrases@wheresitworking SMX East 2011 | Hidden Treasures in Google Analytics 9
  11. 11. What’s in a word? This is basically stolen from a blog post by Carlos del Rio (@inflatemouse) ^s*[^s]+(s+[^s]+){1,2}s*$ Why would you want that? More specific searches happen deeper in the funnel?@wheresitworking SMX East 2011 | Hidden Treasures in Google Analytics 10
  12. 12. Put it in the same place…@wheresitworking SMX East 2011 | Hidden Treasures in Google Analytics 11
  13. 13. Want more words?@wheresitworking SMX East 2011 | Hidden Treasures in Google Analytics 12
  14. 14. Example III: Finding Specific Types of Landing Pages@wheresitworking SMX East 2011 | Hidden Treasures in Google Analytics 13
  15. 15. Ridin’ & Ropin’ “I want to see the key metrics for vistors who land on a men’s “cowboy boot” or “ropers and lacers” page – category or product detail.” Page paths are http://www.ariat.com/men/CowboyBoots/ProductName or http://www.ariat.com/men/RopingLacers/ Here is our RegEx: (/men/.*cowboy.*)|(/men/.*ropers.*)@wheresitworking SMX East 2011 | Hidden Treasures in Google Analytics 14
  16. 16. Similar place, different report Mmmmm, results to analyze….@wheresitworking SMX East 2011 | Hidden Treasures in Google Analytics 15
  17. 17. Bonus Treasure! Motion Charts@wheresitworking SMX East 2011 | Hidden Treasures in Google Analytics 16
  18. 18. But wait, there’s more… This is just the tip of the iceberg with RegEx. Try building Advanced Segments with these… Don’t just look at the landing metrics for those pages, but see what those visitors do with the rest of their visit!@wheresitworking SMX East 2011 | Hidden Treasures in Google Analytics 17
  19. 19. What’s an advanced segment? You have to learn these!@wheresitworking SMX East 2011 | Hidden Treasures in Google Analytics 18
  20. 20. Basically the same capabilities as report queries But you view all your reports, and only see the metrics for these visitors!@wheresitworking SMX East 2011 | Hidden Treasures in Google Analytics 19
  21. 21. Resources & Thank You • Slides up at http://adam-ware.com/resources • Contact me if you have questions: Adam Ware (@wheresitworking) • Follow Us at @SwellPath or SwellPath.com/blog@wheresitworking SMX East 2011 | Hidden Treasures in Google Analytics 20

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