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Using Custom Variables in Google Analytics

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Using Custom Variables in Google Analytics

  1. 1. Using Custom Variableswith Google AnalyticsAdrian VenderSEO Manager & Analytics Consultant@adrianvender CardinalPath.com
  2. 2. Who Are We? CardinalPath.com
  3. 3. Who lovesAnalytics? CardinalPath.com
  4. 4. How You See AnalyticsDon’t love Love CardinalPath.com
  5. 5. Hipster dog says… CardinalPath.com
  6. 6. Dimensions CardinalPath.com
  7. 7. setCustomVar _setCustomVar(index, name, value, opt_scope) • index—The slot for the custom variable. (range from: 1 – 5) • name—Key (string) • value—Value (string) • opt_scope—Scope: 1 (visitor-level), 2 (session-level), or 3 (page- level). Default = 1pageTracker._setCustomVar( 5, // This custom var is set to slot #5 ”Added Item to Cart", // The name acts as a category for the user activity "Yes", // This value of the custom variable 2 // Sets the scope to session-level ); CardinalPath.com
  8. 8. Understanding Scope Hometown=Austin,TX VisitorVisits Pageviews CardinalPath.com
  9. 9. Slot/Scope Restrictions Duration When sharing a slot  Number allowed with other variablesPage‐level A single pageview,  The last page‐level  For any web property, many unique page‐ event, or transaction  variable to be called  level variables can be set and slots can be  call. on a page is the one  re‐used. Limited only by the number of hits  applied to that page. in a given session. For any single page, you can set up to 5  simultaneous custom variables.Session‐level The current session of  The last session‐level  For any web property, you can create as  the visitor. variable called in a  many distinct session‐level custom  session is the one  variables as can be defined with a 64‐byte  used for that session. key‐value pair limit. For any given user session, you can set up  to 5 session‐level variables.Visitor‐level The current session and  The last value set for  For any web property, you can create up to  all future sessions for  a visitor is the one  five distinct visitor‐level variables. the life of the visitor  applied to the current  cookie. and future sessions. Need more help? http://cutroni.com/blog/2011/05/18/mastering‐google‐analytics‐custom‐variables/ CardinalPath.com
  10. 10. Sending Custom Variables‘Set’ a custom variable with _setCustomVar(), ‘send’ using a tracking GIF request.<script>_gaq.push([‘_setCustomVar’,1,’userType’,’Member’,2]);………_gaq.push([‘_trackEvent’,’memberAction’,’login’]);</script>Tip: Send events instead of Page-level vars if possible(you can still segment by events!) CardinalPath.com
  11. 11. Character LimitsThe sum of the name-value pair of a custom variable must not exceed 64 bytes.Example 1: “userType”:”member”8 + 6 = 14 bytesExample 2: “Hometown”:”Phoenix, AZ”8 + 11 = 19 bytes(*spaces and special characters each use a byte too!) CardinalPath.com
  12. 12. Custom Var Reports… meh CardinalPath.com
  13. 13. Advanced Segments. #win! CardinalPath.com
  14. 14. Members vs Non-members <script type="text/javascript"> _gaq.push([_setCustomVar,1,Vi sitor_Type,Member,1]); </script> CardinalPath.com
  15. 15. Membership Types<script type="text/javascript">_gaq.push([_setCustomVar’,2,Member_Level,’Silver,1]);</script><script type="text/javascript">_gaq.push([_setCustomVar,2,Member_Level,Gold,1]);</script><script type="text/javascript">_gaq.push([_setCustomVar,2,Member_Level,’Platinum,1]);</script> CardinalPath.com
  16. 16. Logged In?<script type="text/javascript">_gaq.push([_setCustomVar,3,Member_Status,Logged_In,2]);</script> CardinalPath.com
  17. 17. Demographics CardinalPath.com
  18. 18. <formonsubmit="_gaq.push([_setCustomVar,1,Gender,this.gender.options[this.gender.selectedIndex].value,3);"><select name="gender"><option value="Female">Female</option><option value="Male">Male</option></select> CardinalPath.com
  19. 19. Coupon Code CardinalPath.com
  20. 20. Previous Purchase?<script type="text/javascript">_gaq.push([_setCustomVar,3,Member_Status,’purchased,2]);</script> CardinalPath.com
  21. 21. Author: Jalen Rose Topic: Sports Type: Blog Geo: USA CardinalPath.com
  22. 22. Google Analytics integration - Multivariate //Begin GA‐GWO integration Code if(typeof(utmx) !== undefined) {  var comboNum=utmx(combination); comboVal="combo"+comboNum; pageTracker._setCustomVar(2,"combo",comboVal,2); } //End GA‐GWO integration Code CardinalPath.com
  23. 23. Google Analytics integration CardinalPath.com
  24. 24. Google Analytics integration – MVT• Advanced Segments CardinalPath.com
  25. 25. Search intent and user demographics CardinalPath.com
  26. 26. Retaining original search term CardinalPath.com
  27. 27. Retaining original search term CardinalPath.com
  28. 28. Facebook DemographicsDo NOT store Personal Identifiable Information (PII)! CardinalPath.com
  29. 29. Facebook Demographicshttp://goo.gl/BlCMD CardinalPath.com
  30. 30. Segmentation magic CardinalPath.com
  31. 31. CardinalPath.com
  32. 32. Shout outs CardinalPath.com
  33. 33. Thank you! @adrianvender CardinalPath.com

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