Google Analytics Segmentation Visualization Customization, GA Event - San Francisco 2011
Custom VariablesTake your analysis to the next levelCustom Variables in GA are name-value pair tags that you can use to refine GA trackingand segment your trafficAsync Syntax:!_gaq.push([_setCustomVar, slot_index, name, value, opt_scope]); A few use-cases: • Track logged-in users and what they do on your site in comparison to anonymous users. • Track visitors that have signed up for your newsletter across multiple sessions to see how their behavior compares to everyone else. • Hook into Google Website Optimizer or other A/B and multi-variate testing tools to perform deeper conversion analysis on tested changes. • Increment a variable for each transaction and track behavior of first transaction versus multiple transactions completed. !
Segmentation Its easy to create segments... "Analyzing data in aggregate is a crime" - Avinash Kaushik (2008) "
Segmentation Why Segment? “Donʼt just log into [GA] and go on a ﬁshing expedition...” - Avinash Kaushik Acquisition Behavior Outcome How are your efforts to acquire traffic Are visitors doing what you want What are people doing on your site? performing? them to do?Examples • Acquisition: Social media traffic Tip: Mix and match these and segment the inverse. • Behavior: Count of visits > 4 • Outcome: Visits with an average order value > $120Result: Actionable Insight Source: Avinash Kaushik - www.kaushik.net (
Introducing a feature released a week ago: Flow Visualization Available for Google Analytics Standard & Premium )*