Temario del GAIQ


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Temario 'completo' de Google Analytics IQ Lessons.
First Steps, Interpreting Reports, Fundamentals e In-Depth Analysis

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Temario del GAIQ

  2. 2. TEMARIO DE LAS DIAPOSITIVAS DE LAS IQ LESSONSFIRST STEPSIntroduction to Google AnalyticsGoogle Analytics is a free, web analytics tool that is hosted by Google.Google Analytics shows you how visitors actually find and use your site, soyou’ll be able to• make informed site design and content decisions• improve your site to convert more visitors into customers• track the performance of your keywords, banner ads, and other marketingcampaigns.• and track metrics such as revenue, average order value, and ecommerceconversion rates.FeaturesGoogle Analytics has been designed to meet the needs of novice users as wellas web analytics experts.Some of the features include:• Map Overlay which can help you understand how to best target campaigns bygeographic region• AdWords Integration which makes it easy to track AdWords campaigns andallows you to use Google Analytics from your AdWords interface• Internal Site Search which allows you to track how people use the search boxon your site• Benchmarking so that you can see whether your site usage metricsunderperform or outperform those of your industry vertical.• Funnel Visualization so that you can optimize your checkout and conversionclick-pathsHow GA Works?Here’s how Google Analytics works.When a visitor accesses a page on your site, a request is made to thewebserver to display the page.The page is served and the Google Analytics Tracking Code JavaScript isexecuted.
  3. 3. The Google Analytics Tracking Code, which is a snippet of code that you placeon each page of your site, calls the trackPageView() method.At this point, the Google Analytics first-party cookies are read and/or written.The webpage then sends an invisible gif request containing all the data to thesecure Google Analytics reporting server, where the data is captured andprocessed.Data is processed regularly throughout the day and you can see the results inyour reports.What happens if?Google Analytics uses only first-party cookies, which are considered safe andnon-intrusive by most internet users today.Although many people block third-party cookies from being set by their webbrowsers, this won’t affect Google Analytics.Someone who blocks all cookies, however, won’t be tracked by GoogleAnalytics since all the data is passed to the Google Analytics servers via thefirst-party cookies.Someone who deletes their cookies will still be tracked, but they’ll be identifiedas a new visitor to the site and Google Analytics won’t be able to attribute theirconversions to a prior referring campaign.People delete cookies for many reasons, one of which is to prevent personaldata from being captured or reported. But, note that Google Analytics does notreport on personally identifiable information. You’ll learn more about cookies asthey relate to Google Analytics in a later module.A much less common scenario is that a visitor to your site has disabledJavaScript on his or her browser. A visitor who disables JavaScript won’t betracked since the Google Analytics Tracking Code cannot be executed.Cached pages are saved on a visitor’s local machine and so they’re not servedby the webserver. Google Analytics will still track visits to cached pages as longas the visitor is connected to the internet.JavaScript errors occur when an element of a web page’s script contains anerror or fails to execute correctly. If an error occurs before the Google AnalyticsTracking Code is executed, the visit to the page won’t be tracked. This isbecause the error will prevent the remainder of the JavaScript on the page fromrunning. Since we recommend that in most cases you place your GoogleAnalytics Tracking Code at the bottom of the page, JavaScript errors are alwaysa possible cause for data not appearing in your reports.
  4. 4. Google Analytics can track visits from a mobile device as long as the device iscapable of executing JavaScript and storing cookies. You can see whichdevices have been used to access your site by looking at the Browsers report inthe Visitor section.In general, no reporting tool can ever be 100% accurate. You’ll get the most outof web analytics if you focus on trends. Knowing that 20% more visitorsconverted following a marketing campaign is more powerful than knowing thatexactly 10 people visited your site today.Data ConfidentialityAll data collected by Google Analytics is anonymous, including where visitorscomes from, how the visitors navigate through the site, and other actions theymay perform.No personally identifiable information is collected.Google does not share Analytics data with any 3rd parties.Furthermore, Google optimization, support, and sales staff may only access aclient’s data with the client’s permission. You can give permission verbally, overemail or through a support ticket that asks for help with a problem or asks aquestion about your data.You may elect to share your Google Analytics data “with other Googleproducts”, and Google will use the data to improve the products and serviceswe provide you. Electing to share your data “Anonymously with Google andothers” allows you to use benchmarking.To provide benchmarking, Google removes all identifiable information aboutyour website, then combines the data with hundreds of other anonymous sitesin comparable industries and reports them in an aggregate form.If you select “do not share my Google Analytics data”, you will not be able touse benchmarking and may not have access to specific ads-related featuressuch as Conversion Optimizer.Again, regardless of your Data Sharing selections, Google does not shareAnalytics data with any 3rd parties.FIRST STEPS (SECTION 1)Installing the Google Analytics Tracking CodeGOOGLE ANALYTICS TRACKING CODE (GATC)Google Analytics uses a combination of JavaScript and first party cookies togather anonymous data about your visitors.
  5. 5. As you set up your Google Analytics account, you will be provided with atracking code. You’ll need to install this tracking code across all pages of yoursiteFINDING YOUR TRACKING CODEIf you need to access your tracking code later on, click the accountadministration icon at the top right of your screen.On the Account Administration screen, you’ll see a table listing the accounts towhich you have access. Click the account that contains the web property you’reinterested in.You’ll then see a table listing all the web properties for that account. Click thedesired web property.On the next page, click the Tracking Code tab.This page gives you the asynchronous version of the Google Analytics TrackingCode. The asynchronous version of the tracking code allows your site to run atits fastest, so we recommend that you always use this version. Throughout thiscourse, we use the asynchronous tracking code whenever we illustrate atracking technique. Traditional ga.js tracking is still used on many sites. To seethe traditional ga.js syntax, navigate to the URL shown on the slide.Be sure to replace the “x”s in the code with your unique Google Analyticsaccount number and property index, which will be explained in the next slide.UNDERSTANDING THE TRACKING CODELet’s look at the tracking code. This section of the code tells Google Analyticswhich account this traffic belongs to. The number immediately following the “UAdash” is your unique Google Analytics account number, and the numberfollowing the last dash is the property index. Review the lesson on accountsand profiles to learn about the property index. This section of the tracking codeautomatically detects secure versus non-secure pages. So, you can use thesame tracking code on both https and http pages.CUSTOM WEBSITE SETUPSThe tracking code that is provided to you is designed to work with most sitesetups. In some cases, however, you’ll need to make small updates to thetracking code on each of your pages.For example, if you need to:• Track multiple domains in one profile,• Track more than one subdomain per profile, or• Track multiple domain aliases, you should review the module on trackingdomains and subdomains — and customize your code before adding it to yourpages.
  6. 6. INSTALLING THE JAVASCRIPTTo install the JavaScript, copy your tracking code–either the code providedduring setup, or your customized snippet–and paste it into your page.One of the main advantages of the asynchronous snippet is that you canposition it at the top of the HTML document. This increases the likelihood thatthe tracking beacon will be sent before the user leaves the page. It is customaryto place JavaScript code in thesection, and we recommend placing the snippetat the bottom of thesection for best performance.Here’s a sample.To maintain tracking consistency, it is important that the code is installed acrossall pages of your site.USING GA WITH ADWORDS AND OTHER PRODUCTSIf you buy keywords on Google AdWords, you can use Google Analytics to seehow well your paid keywords perform in terms of conversion rates, revenue, andROI. You can compare search result positions for each keyword and you cancompare ad performance.To do these things, you’ll need to link your AdWords account to your Analyticsaccount. Review the module on Campaign Tracking and AdWords Integrationfor detailed instructions.Urchin Software from Google is similar to Google Analytics, but Urchin runs onyour own servers, whereas Google Analytics is a service hosted by Google.If you’ve licensed Urchin, you can run both Urchin and Google Analyticstogether on your site. Running Urchin and Google Analytics together gives youa great deal of flexibility and analysis capability.You’ll need to make modifications to your tracking code. While this isn’t coveredin the course, you can learn how by following the link shown in the slide.CHECKING REPORTS FOR DATAOnce you’ve installed your tracking code, it usually takes about 24 hours fordata to appear in your reports.The best way to verify that you are receiving data is to simply look at yourreports.CHECKING SOURCE DATAYou can also view your webpage’s source code to verify that the tracking codeis installed.
  7. 7. Navigate your browser to any page on your site. Right click within the browserwindow and select the “View Page Source” or “View Source” option in yourbrowser.This will open a new window that contains the source code for that page.CHECKING SOURCE CODENow search for ga.js. (From the source code menu, select “Edit” and click the“Find” option.)If you find the Google Analytics tracking code on your page, then it is likely thatGoogle Analytics has been successfully installed on your site.Repeat this process across several pages on your site to make sure that yourinstallation is complete.______________________________FIRST STEPS (SECTION 1)WORKING WITH REPORT DATASETTING THE ACTIVE DATE RANGE:Use the Calendar to set your active date range – the time period for which youwant to look at data.Select date ranges by clicking on the day and month within the calendar or youcan type dates in the “Date Range” boxes. Once you set a date range, it staysactive until you change it, or log out.SETTING A COMPARISON DATE RANGEYou can use a comparison date range to see how your site is performing monthover month, year over year or even from one day to another.The date rangeand comparison date ranges you select will apply to all your reports and graphs.GRAPHING BY DATE, WEEK AND MONTHMost reports include an over-time graph at the top. You can make this graphdisplay data by day, week, or month.ANNOTATIONS:You can attach short notes or annotations to specific dates. Annotations areespecially useful when you’re looking at historical data and wondering whethercertain campaigns or outside events had some effect on your traffic.To add an annotation, just click the date on the graph and select “Create newannotation”.You can allow anyone with access to the profile to see the annotation, or makeit private so that only you see it.
  8. 8. WHATS A METRIC?A metric is a measurement. Examples of metrics are “number of visits”, “pagesviewed per visit”, and “average time on site”. Metrics appear in scorecards andas columns in tables.Metrics can also be graphed.GRAPHING METRICSYou can graph any metric in a scorecard, simply by clicking it. Here, we’vegraphed Average Time on Site.GRAPHING 2 METRICSYou can compare two metrics on the same graph to see how they arecorrelated. Click Compare Metric and select from the drop down.In this example, we’re adding Average Time on Site to the graph.SITE USUAGE, GOAL SET, AND ECCCOMERCE TABSGroups of metrics are organized into tabs.The Site Usage tab shows metrics such as the number of pages viewed pervisit, the average time on site, and the bounce rate. Goal Set tabs shows theconversion rates for each of your goals.If you’ve enabled ecommerce, you’ll also see an Ecommerce tab.CLICKS AND ADSENSE TABSThe AdWords reports have an additional tab called Clicks. This tab containsAdWords related metrics such as clicks, cost, revenue per click and ROI.The AdSense tab contains AdSense metrics such as revenue from AdSenseand AdSense ads clicked.WHATS A DIMENSION?Many reports contain tables. These tables usually break out your data by asingle dimension.Each row in the table shows the data for a different value of the dimension.In this example, the dimension being shown is City. Each row contains the datafor a different city.Each row in this table corresponds to a kind of browser – Internet Explorer,Firefox, Chrome and so on.So, this table is showing data for different values of the dimension “Browser”
  9. 9. DIMENSIONS AND REPORT TABLESThe Viewing option above the table lets us change the dimension. If we clickOperating System as the Viewing Option, the table shows data for each kind ofoperating system.SECONDARY DIMENSIONWe can also add a secondary dimension. This lets us see data for eachcombination of two dimensions.In this example, the table shows data for each operating system.Let’s look at what happens if we select Browser as a secondary dimension.Now we can see data for each Operating System and Browser combination.So, we can see data for Windows and Firefox, Windows and Chrome,Macintosh and Safari, Macintosh and Chrome, and so on.FILTERING FOR TABLESTo filter the data that appears in a table, click the Search option above thetable.In this example, we’re excluding visits from London and New York and alsoexcluding any visits in which there were fewer than 2 pages viewed.REPORT VIEWSThe View option lets you visualize data in different ways.The Data view organizes your report data into a table. This is the default viewfor many reports.The Percentage view creates a pie-chart based on any one of the metrics in thereport.The Performance view shows a bar-graph based on any metric you select.The Comparison view allows you to quickly see whether each entry in the tableis performing above or below average.Term Cloud helps you visualize your keywords.Pivot creates a pivot table in which both rows and columns can break outdimension values.In this example, we can see how many visits were referred by each combinationof keyword and search engine.Keywords are shown as rows and search engines are shown as columns.You can select the metrics you want to display in the table and the dimensions.
  10. 10. SORTING DATA:Columns within tables can be sorted in both ascending and descending ordersimply by clicking on the column heading.The arrows next to the heading title indicate the order in which the results arelisted.A down arrow indicates descending order and an upward arrow indicatesascending order.EXPANDING NUMBER OF RESULTS DISPLAYEDBy default, all reports with tables display ten rows.To display more than ten rows, go to the bottom of your report and click thedropdown menu arrow next to “Show rows”.You can display up to 500 rows per page.ADVANCED SEGMENTSAn advanced segment is a subset of your data.For example, by selecting Visits with Transactions, you can limit your analysisto just the visits during which a person bought something.If you apply a single advanced segment, all your reports are limited to the datain that segment until you select a different segment.You can always go back to seeing all your data by selecting the All Trafficsegment.COMPARING SEGMENTSYou can select up to four segments at a time. This allows you to compare datafor each segment side by side as you go through your reports.In this case, we’ve selected three segments: Visits with Transactions, SearchTraffic, and Paid Search Traffic.DEFAULT VS CUSTOM SEGMENTSThe Advanced Segment pulldown shows two kinds of segments: DefaultSegments and Custom Segments.Default Segments are predefined and available to anyone using GoogleAnalytics.Custom Segments are segments that you define. We’ll learn how to createcustom segments in later lesson.
  11. 11. NEXT MODULE: (SECTION 2)INTERPRETING REPORTSPAGEVIEWS, VISITS, AND VISITORsPAGE VIEW:In Google Analytics, a pageview is counted every time a page on your websiteloads.So, for example, if someone comes to your site and views page A, then page B,then Page A again, and then leaves your site — the total pageviews for the visitis 3.VISITA visit — or session — is a period of interaction between a web browser and awebsite. Closing the browser or staying inactive for more than 30 minutes endsthe visit.For example, let’s say that a visitor is browsing the Google Store, a site thatuses Google Analytics. He gets to the second page, and then gets a phone call.He talks on the phone for 31 minutes, during which he does not click anywhereelse on the site.After his call, he continues where he left off. Google Analytics will count this asa second visit, or a new session.Note that throughout these modules, the words “visit” and “session” may beused interchangeably.VISITORA visitor is uniquely identified by a Google Analytics visitor cookie which assignsa random visitor ID to the user, and combines it with the timestamp of thevisitor’s first visit.The combination of the random visitor ID and the timestamp establish a UniqueID for that visitor.You’ll learn more about the visitor cookie in a subsequent module.PAGEVIEWS, VISITS AND VISTORSGenerally, the Visitors metric will be smaller than the Visits metric which in turnwill be smaller than the Pageviews metric.For example, 1 visitor could visit a site 2 times and generate a total of 5pageviews
  12. 12. PAGEVIEWS VS. UNIQUE PAGEVIEWSA pageview is defined as a view of a page that is tracked by the GoogleAnalytics Tracking Code.If a visitor hits reload after reaching the page, this will be counted as anadditional pageview.If a user navigates to a different page and then returns to the original page, anadditional pageview will also be recorded.A unique pageview represents the number of visits during which that page wasviewed–whether one or more times. In other words, if a visitor views page Athree times during one visit, Google Analytics will count this as three pageviewsand one unique pageview.TOTAL VISITORS VS NEW VS RETURNING“Total Visitors” counts each visitor during your selected date range only once.So, if visitor A comes to your site 5 times during the selected date range andvisitor B comes to your site just once, you will have 2 Visitors. Remember, avisitor is uniquely identified by a Google Analytics visitor cookie.The “New vs. Returning” report classifies each visit as coming from either a newvisitor or a returning visitor. So when someone visits your site for the first time,the visit is categorized as “Visit from a new visitor.” If the person has browsedyour website before, the visit is categorized as “Visit from a returning visitor.”A high number of new visits suggests that you are successful at driving traffic toyour site while a high number of return visits suggests that the site content isengaging enough for visitors to come back.You can look at the Frequency and Recency report to see how recently visitorshave visited. And you can look at the same report to see how frequently theyreturn. The report is under Behavior in the Visitors section.PAGEVIEWS, VISITS AND VISITORS IN YOUR REPORTSThe Visitors metric — in other words the number of visitors who came to yoursite — is found in the Visitors section.The Visits metric is found in the Visitors section and the Traffic Sources section.The Pageviews metric can be found in the Visitors Overview and in the Contentsection reports. Most of the other reports show Pages Viewed per Visit insteadof Pageviews.Unique Pageviews is only found in the Content section.___________________________________________________
  13. 13. INTERPRETING REPORTS•TIME METRICSTIME ON PAGETo calculate Time on Page, Google Analytics compares the timestamps of thevisited pages.For example, in the slide, the visitor saw page A, then page B, and then left thesite.The Time on Page for page A is calculated by subtracting the page Atimestamp from the page B timestamp.So, the Time on Page for page A is 1 minute and 15 seconds.In order for this calculation to take place, the Google Analytics Tracking Codemust be executed on both pages.The Time on Page for page B is 0 seconds, because there is no subsequenttimestamp that Google Analytics can use to calculate the actual Time on Page.TIME ON SITENow, suppose the visitor continued on to a third page before exiting.The second page now has a Time on Page of 1 minute 10 seconds.The Time on Site is now calculated as 2 minutes and 25 seconds.AVERAGE TIME ON PAGE VS AVERAGE TIME ON SITEFor Average Time on Page, bounces are excluded from the calculation. In otherwords, any Time on Page of 0 is excluded from the calculation.For Average Time on Site, bounces remain a part of the calculation.To calculate Average Time on Site, Google Analytics divides the total time forall visits by the number of visits.FLASH-BASES SITESSome sites make extensive use of Flash or other interactive technologies.Often, these kinds of sites don’t load new pages frequently and all the userinteraction takes place on a single page.As a result, it’s common for sites like this to have high bounce rates and lowaverage times on site.
  14. 14. If you have such a site, you may wish to set up your tracking so that virtualpageviews or events are generated as the user performs various activities.You can learn how to do this in the module on EVENT TRACKING ANDVIRTUAL PAGEVIEWSVISIT DURATION VS AVERAGE TIME ON SITEVisit Duration categorizes visits according to the amount of time spent on thesite during the visit.The graph allows you to visualize the entire distribution of visits instead ofsimply the ‘Average Time on Site’ across all visits.You can see whether a few visits are skewing your ‘Average Time on Site’upward or downward.Visit Duration can be found in the Engagement report under Behavior in theVisitors section.______________________________________________________________INTERPRETING REPORTS•TRAFFIC SOURCESTRAFFIC SOURCES REPORTThe reports in the Traffic Sources section show you where your traffic is comingfrom on the internet.You can compare your traffic sources against each other to find out whichsources send you the highest quality traffic.TRAFFIC SOURCES EXPLAINEDDirect Traffic represents visitors who clicked on a bookmark to arrive at yoursite, or who typed the URL directly into their browser.Referring Sites include any sites that send traffic to you. These could be bannerads or links featured on blogs, affiliates, or any site that links to your site.Search Engine traffic represents visitors who click on a search results link inGoogle, Yahoo, or any other search engine.SEARCH ENGINE TRAFFIC can be organic — in other words, free searchresults — or paid.PAID SEARCH ENGINE TRAFFIC is pay per click or cost per click traffic thatyou purchase from a search engine — for example on Google AdWords.
  15. 15. Understanding which search engines send you qualified traffic can help youselect the search engines on which you want to advertise.WHAT MAKES A GOOD SOURCE OF TRAFFIC?Looking at the highest traffic drivers is a start, but it doesn’t tell you whether thetraffic was qualified.In other words, did the traffic help you achieve the goals you’ve set for yoursite?One easy indicator of quality is Bounce Rate — the percentage of visits inwhich the person left without viewing any other pages.In the slide, although blogger.com sent the most traffic, it has an 88% bouncerate. A bounce rate this high suggests that the site isn’t relevant to what thevisitor is looking forBy clicking the “compare to site average” icon and selecting a comparisonmetric, you can see which sources outperform and underperform the siteaverage.So here, for example, if we select Bounce Rate as our comparison metric. wecan see that the two most popular sources of traffic underperform the siteaverage.One note about bounce rate, if your site is a blog, bounce rate may not berelevant. With blogs, it’s common for people to look at a single page and thenleave.ALL TRAFFIC REPORTThe All Traffic report lists all of the sources sending traffic to your site —including referrals, search engine traffic, and direct trafficThis report is particularly helpful because you can identify your top performingsources, regardless of whether they are search engines or sites.For example, in the report, we see that blogger.com referred more traffic thanany other source. It has a medium of referral because it is a referral from a site.The second most popular source of traffic was direct. Direct traffic always has amedium of (none).Free Google search engine traffic was the fourth largest referrer.The medium of organic tells us that this traffic came from clicks on unpaidsearch engine results.
  16. 16. The medium of cpc on this entry — for cost per click — tells us that this trafficcame from paid search results.You may sometimes see _referrals_ from google.com. These can come fromGoogle Groups posts or static pages on other Google sites.REVENUE AND CONVERSION DRIVERSIf you have goals or ecommerce set up on your site, you have a much widerrange of metrics with which to assess performance.Click on the Goal Set or Ecommerce tabs to view which sources are drivingconversions and purchases.In this case, we’re looking at metrics on the Ecommerce tab and comparingeach traffic source’s revenue with the site average.KEYWORDSLooking at keywords is a very useful for understanding what visitors wereexpecting to find on your site.Keywords with a high bounce rate tell you where you failed to meet thatexpectation.For example.KEYWORD LANDING PAGESThis takes us to the Keyword report for ‘google games’.To find out which landing page is being used for this keyword, we’ll click Otheras the Viewing Option above the table, and select Landing Page.We can now see which landing page is being used and evaluate it’s relevanceto the keyword.This report can be particularly helpful if multiple landing pages are being used.You can find out which landing pages are responsible for the poor performanceand send the keyword traffic to the most effective landing page.Be sure to also check the bounce rates for organic, non-paid keywords. Thisinformation can offer insights into how to best focus your search engineoptimization efforts.CAMPAIGN ATTRIBUTIONBy default, Google Analytics attributes a conversion or sale to the campaignthat most recently preceded the conversion or sale.
  17. 17. For example, if a visitor clicks on an AdWords ad (Campaign 1 in the firstsession) and then later returns via a referral to purchase something (Referrer 1in the second session), the referral will get credit for the sale.However, if instead the visitor returns directly, then the AdWords ad (Campaign1) will still get credit for the sale.To prevent a specific referral or campaign from overriding a prior campaign,simply append “utm_nooverride=1” to all referring campaign links as shown inthe slide. This ensures that the conversion is always attributed to the originalreferrer (or first campaign the user clicked on).Therefore, in the example above, the original campaign will continue to getcredit for the conversion.If a visitor returns via a link without the utm_nooverride, as in the third example,that campaign will get credit for the sale since it overwrites all previous referringcampaigns.________________________________________________________INTERPRETING REPORTSCONTENT REPORTSPAGES, PAGE TITLE CONTENT DRILLDOWNTwo reports in the Content section focus on page traffic, but each reportorganizes it differently.The Pages report lists each page that received traffic.The Page Title viewing option on the Pages report groups your pages accordingto Title tag. You can click on a title to see the pages that share that title.The Content Drilldown report groups pages according to directory. You can clickon a directory to see the pages in the directory.LANDING PAGESThe Landing Pages report lists all of the pages through which people enteredyour site.You can use this report to monitor the number of bounces and the bounce ratefor each landing page.Bounce rate is good indicator of landing page relevance and effectiveness.You can lower bounce rates by tailoring each landing page to its associated adsand referral links.
  18. 18. The more relevant the page, the less likely a visitor will be to bounce.NAVIGATION SUMMARYThe Navigation Summary can help you understand how people move throughyour site.It shows how people arrived at a specific page and where they went afterwards.The report is available from the Pages report.Here’s the Navigation Summary report.Percent Entrances shows how frequently the page was a landing page.Percent Previous Pages shows how frequently visitors came to the page afterviewing another page on the site.Percent Exits shows how frequently visits ended on this page.Percent Next Pages shows how frequently visitors continued on to anotherpage on the site.The list of pages that were viewed immediately before the page or pages isshown in the left column, under Previous Page Path.The list of pages that were viewed immediately after the page or pages isshown in the right column, under Destination Page.ENTRANCE PATH REPORTThe Entrance Paths report is a powerful tool for analyzing navigation paths.For example, let’s say that you want to find out whether people clicked thePurchase button on your landing page and actually completed the purchase.To find out, go to the Landing Pages report and click Entrance Paths.ANALYZING A LANDING PAGE USING ENTRANCE PATHSSelect the landing page you want to analyze.In the left column, you’ll see all the possible clicks people made on the page.Choose the link that represents the Purchase page.In the right hand column, you’ll now see all the pages visitors went to after thePurchase page. By looking at this list, you’ll be able to see how many visitsended up on the Purchase Completion page.This report can show you if the landing page is doing the job you designed it for.
  19. 19. FUNDAMENTALS (SECTION 3)•Account AdministrationACCESSING ACCOUNT ADMINISTRATIONClick the Account Administration icon to manage your accounts, web properties,profiles, and user access. (You can find the icon at the top right of any screen inGoogle Analytics.)You’ll be taken to the Account Administration screen which lists all of theAnalytics accounts to which you have access.CREATING A NEW ACCOUNTThe ”Plus New Account” button is how you would create a new analyticsaccount under the login that you are currently using.So, when should you create a new account? If you manage the analyticsservices for several websites which belong to different organizations, you’llgenerally want to create a new account for each organization. We’ll discuss thisbest practice in a few minutes.You are permitted to create up to 25 analytics accounts per Google username.However, you can be added as an administrator to an unlimited number ofaccounts.To administer an account, just click on it in the table.THE USERS TABTo give other users access to a Google Analytics account, click on the accountname in the Account Administration screen.You’ll be taken to a screen similar to the one shown in the slide.Click the User tab.All of the users who currently have access to the account will be listed in thetable.There is a settings link for each user in the table. Click this link to edit the user’sname, email address, or to change their Role – either administrator or user.ADMINISTRATORS AND USERSThere are two Roles. “Administrators” have access to all reports and they canalso modify settings.So, Administrators can create profiles, filters, and goals, and they can addusers.Users only have read access to your reports and they can’t modify analyticssettings. Also, “Users” can be restricted to viewing only specific profiles.
  20. 20. ADDING A NEW USERTo add a user, click the Plus New User button.A screen that looks like this will appear. Enter the user information in the form.In order for you to add a new user, they must have a Google Account.If they don’t have a Google Account, ask them to create one atgoogle.com/accounts.Select a Role for the new user.You can either grant read-only access to certain reports or you can make theman administrator. Remember that administrators can view all reports and modifyaccount settings.GRANTING ACCESS TO A USERIf you select User as the role, the interface will show you a list of all profilesassociated with your account.Select the profiles you would like this user to have access to and click the “Add”button to apply your changes.MODIFYING ACCESSTo modify access for an existing user, find the user on the Users tab and clicksettings.You can change the user’s role or change the profiles he or she can access.Select the profiles you would like to remove report access to and click the“Remove” button.MANAGING ACCESS AND ACCOUNTSRemember that an administrator has full administrative access to all profileswithin the account.If you manage the analytics services for several websites which belong todifferent organizations, the best practice is to create a separate Analyticsaccount for each organization. Otherwise, if you were to group all the websitesof all the different organizations into a single account, any Administrators youcreated on the account would have access to all the reports for all the websites.Not only would the administrators be able to see the reports of otherorganizations, they’d also be able to change analytics settings on profiles thatdon’t belong to them.This raises the potential for an Administrator to accidentally edit — or evendelete — another organization’s settings and data.CHANGING YOUR LOGIN EMAIL ADDRESSIf you want to change your e-mail login, create a new Google account. Add yournew login as an administrator to your Google Analytics account.
  21. 21. PROFILESA profile is a set of rules that defines the data you see for a web property. Forexample, you might have web property example.com for which you have threeprofiles.One of the profiles might show all the data for all the traffic that comes toexample.com.Another profile might use filters to only show the data for traffic to a certainsubdirectory.Still another profile might use a different set of filters to show only anothersubset of data.To see a list of the profiles that belong to a specific web property, navigate tothat web property from the Account Administration screen.Once you are on the screen for the web property, click the Profiles tab. On theProfiles tab, you’ll see a Profile selector menu that lists all the profiles.Profiles are very flexible — they are basically just a set of rules that define whatdata is to be included in the reports.Here is a schematic showing an Analytics account with one web property andtwo profiles.Both profiles contain traffic data for the example.com web property.One profile might contain all the traffic data. The other profile might be filteredso that it contains only traffic from AdWords visitors.In addition, you might want to give certain users access only to the filteredprofile. This has the effect of only allowing these users to see AdWords traffic toexample.com.THE PROFILES TABHere is the Profiles tab for the “example.com test 1” profile.If you are an administrator on the account, you’ll see the sub-tabs that list theAssets, Goals, Users, Filters, and Profile Settings that are associated with theprofile.You’ll also see the “Plus New Profile” button – which you can use to create anew profile.But, if you are not an administrator, you’ll only see the Assets tab.That’s because you need to be an admnistrator to add new profiles or to edit aprofile’s goals, users, filters, and settings.However, you don’t need to be an administrator to add or edit assets.This includes advanced segments, annotations, and custom alerts.PROFILE GOALS, FILTERS AND USERS
  22. 22. Each profile has its own goals, which you set on the goals sub-tab.You control who has access to the profile via the Users sub-tab.And, you can use the Filters sub-tab to control what data is included in theprofile.PROFILE SETTINGSThe Profile Settings sub-tab is where you enable e-commerce and site searchreports, set your preferred time zone, and other settings.REMOVING PROFILESTo remove a profile, you can simply click Delete this profile on the ProfileSettings sub-tab. You’ll need to be an Administrator to do this.Be careful that you are deleting the correct profile, because you won’t be able torecover the historical data for the profile once it’s been deleted._________________________________________________________________FUNDAMENTALS (SECTION 3)Campaign Tracking and AdWords IntegrationANALYZE ALL MARKETING CAMPAIGNSGoogle Analytics allows you to track and analyze all of your marketingcampaigns — including paid search campaigns, banner ads, emails and otherprograms.HOW TO TRACK YOUR CAMPAIGNS?There are two ways to track ad campaigns.For AdWords campaigns, you should enable keyword autotagging. This allowsGoogle Analytics to automatically populate your reports with detailed AdWordscampaign information.In order to enable autotagging, you’ll need to link your AdWords and GoogleAnalytics accounts; we’ll look at this in more detail in the next slide.The second way to track campaigns is to manually tag links. So, for example,you could tag the links in an email message with campaign-identifyinginformation. You may also choose to manually tag AdWords links if you do notwish to enable autotagging.The tags are campaign variables that you append to the end of your URLs.LINKING ADWORDS TO ANALYTICSBy linking Google Analytics to your AdWords account, you can get advancedreporting that measures performance and ROI for your AdWords campaigns.
  23. 23. Within AdWords, select Google Analytics under the Reporting tab to link youraccounts. The AdWords login that you’re using will need administrator privilegesin Analytics in order to link the accounts.If you don’t already have an Analytics account, you’ll be able to create one.When you link your accounts, you should enable “Destination URLAutotagging”. This option allows you to differentiate your paid ads from organicsearch listings and referrals and allows you to see detailed campaigninformation in the AdWords section of your Traffic Sources reports.Your cost data — the information about clicks and keyword spending — will beapplied once you link your accounts. If you don’t want cost data imported into aparticular profile, you can edit the profile settings and de-select the cost dataoption — after you’ve completed the linking process.WHY AUTOTAGGING?Autotagging your links is important because it helps Analytics differentiate thetraffic coming from Google paid listings, outlined in green on the slide, andtraffic coming from Google organic listings, which are outlined in red.If autotagging is not enabled, your Analytics reports will show that the clicksfrom the sponsored listings and the organic listings are both coming from thesame source: google organic.By default, Analytics considers them both to be from Google organic searchresults.So, enabling autotagging allows you to see which referrals to your site camefrom your paid Google campaigns and which ones came from Google organicsearch results.HOW DOES AUTOTAGGING WORK?Autotagging works by adding a unique id, or g-c-l-i-d, to the end of yourdestination URLs.This unique id allows Analytics to track and display click details in your reports.It is important to note that 3rd party redirects and encoded URLs can preventautotagging from working properly.You should test these cases by adding a unique parameter to the end of yourURL — for example you could add ?test=test.Test to make sure that the parameter is carried through to your destinationpage and that the link doesn’t break.Notice that the first query parameter is always preceded with a question mark.Subsequent values are separated using ampersands.
  24. 24. APPENDING GCLID TO THE DESTINATION URLHere’s an example of a gclid appended to the end of a URL.http://www.yoursite.com/micrositeHOW TO ENABLE AUTOTAGGINGTo enable autotagging, select “Account Preferences” under “My Account”.Make sure that the Tracking option reads “yes”. If it says “no”, click the edit link,check the box for “Destination URL Autotagging”, and click “Save Changes”.When linking your AdWords account to Analytics for the first time, you’ll beprompted to automatically select “Destination URL Autotagging” and “Cost DataImport”.If you want to change your autotagging settings later, you can do so by editingyour AdWords account preferences.IMPORTING COST DATA FROM ADWORDSAll AdWords cost data from an account will be imported into any profile in whichthe Apply Cost Data checkbox is selected.Make sure both your AdWords and Analytics accounts are set to the samecurrency so that ROI data is accurately calculated.Recall that when linking your AdWords account to your Analytics account, yourcost data will be applied to all of your profiles.If you don’t want cost data imported into a particular profile, you can edit theprofile settings. Within the “Edit Profile Information” screen, find the “Apply CostData” checkbox. De-select this checkbox.And finally, note that Google Analytics is only able to import cost data fromAdWords, and not from other ad networks.DATA DISCREPENCIES: EXPECTED BEHAVIORYou may notice differences between the data in your Google Analytics andAdWords reports. There are several reasons for these differences.First, AdWords tracks clicks, while Analytics tracks visits. Second, some visitorswho click on your AdWords ads may have JavaScript, cookies, or imagesturned off.As a result, Analytics won’t report these visits, but AdWords will report the click.You’ll also see differences between Analytics and AdWords if the GoogleAnalytics Tracking Code on your landing page doesn’t execute.In this case, AdWords will report the click but Analytics will not record the visit.
  25. 25. Invalid clicks may also cause reporting differences because while GoogleAdWords automatically filters invalid clicks from your reports, Google Analyticswill still report the visits.Finally, keep in mind that AdWords data is uploaded once a day to Analytics sothe results for each may be temporarily out of sync.DATA DISCREPENCIES: COMMON ISSUESMake sure that your landing pages contain the Google Analytics Tracking Code.If they don’t, campaign information will not be passed to Analytics, but clicks willregister in AdWords.Make sure that you have autotagging enabled. Otherwise, visits will be markedas Google Organic instead of Google CPC. While we strongly recommend thatyou use autotagging instead of manual tagging, if you do manually tag yourdestination URLs, you must make sure that all of them are tagged, otherwisedata discrepancies will occur.Be aware that campaign data can be lost if your site uses redirects. As a result,Analytics won’t show the visits as coming from AdWords, but your AdWordsreport will still report the clicks.TRACKING ONLINE MARKETINGGoogle Analytics automatically tracks all of the referrals and search queries thatsend traffic to your website.However, if you are running paid advertising campaigns, you should add tags tothe destination URLs of your ads.Adding a tag allows you to attach information about the campaign that will showup in your Analytics reports.WHAT ABOUT ADWORDS?Although it’s possible to manually tag your AdWords ads, you should enableauto-tagging instead.If you manually tag your AdWords ads, the AdWords reports will only show youinformation by Campaign and Keyword.If you enable auto-tagging, you’ll be able to see much more detail. TheAdWords reports will show you results by ad group, matched search query,placement domain and many other AdWords attributes.URL TAGGINGThere are five variables you can use when tagging URLs. To tag a URL, youadd a question mark to the end of the URL, followed by your tag, as shown inthe slide.
  26. 26. The variables and values are listed as pairs separated by an equals sign. Eachvariable-value pair is separated by an ampersand.Let’s look at each variable.You should use utm_source to identify the specific website or publication that issending the traffic.Use utm_medium to identify the kind of advertising medium — for example, cpcfor cost per click, or email for an email newsletter.Use utm_campaign to identify the name of the campaign — for example, thiscould be the product name or it might be a slogan.You should always use these three variables when tagging a link. You can usethem in any order you want.If you’re tagging paid CPC campaigns, you should also use utm_term to specifythe keyword.And, you can differentiate versions of a link — for example, if you have two call-to-action links within the same email message, you can use utm_content todifferentiate them so that you can tell which version is most effective.EXAMPLE: TAG VS NO TAGTo illustrate, let’s look at a two versions of a link to mysite.com, both placed onyoursite.com.The first link in the slide does not have a tag. Traffic from this link will show upin your reports as a referral from yoursite.com. There won’t be any campaigninformation.The second link has a tag. Traffic from this link will show up with a source ofyoursite, and it will show as a banner, instead of a referral.Also, you’ll see this traffic reflected under summerpromo in your Campaignsreport.EXAMPLE 2: PAID KEYWORDS (COST PER CLICK)Let’s look at a destination URL from an AdWords ad.In the first example, no tag has been provided and autotagging is disabled. Inthis case, you won’t see this traffic in your AdWords reports.The second example shows how to manually tag an AdWords link. This trafficwill show up in your AdWords reports, but information will be limited tocampaign and keyword.You must specify cpc as your medium and google as your source in order tosee this traffic in your AdWords reports. You should also specify cpc as yourmedium when tagging paid search campaigns from other search engines.
  27. 27. The third example shows what an AdWords autotagged URL might look likeonce AdWords has appended the g-c-l-i-d variable to the end of the URL.This traffic will show up in your AdWords reports and you’ll see completeAdWords information.WHERE IS THE CAMPAIGN INFORMATION REFLECTED?You can select any of these variables as a dimension in most reports.For example, to see all of the sources in California from which you receivedtraffic, you could go to the Map Overlay report, drill down to California, andselect Source as a dimension.THE URL BUILDERYou can use the URL Builder in the Google Analytics Help Center to constructyour URLs.You enter in the destination URL and the values for each campaign variable.You should always use source, medium and campaign name.The URL Builder can be found via the link displayed here on the slide, or youcan search for “URL Builder” in the Analytics Help Center.The URL builder can only construct one URL at a time, so you probably won’twant to use it to construct every URL for every campaign.GENERATING URLSIf you have a large number of URLs to tag, you can use spreadsheets toautomate the process.Generate a sample URL in the URL Builder and create a simple spreadsheetformula.Spreadsheets can make it much easier to generate thousands of tagged URLs.BEST PRACTICES FOR TAGGING LINKSStick to these best practices when tagging your advertising campaigns.If you use AdWords, be sure to enable auto-tagging. Otherwise, you’ll miss outon important information that can help you optimize your AdWords campaigns.Second, for each campaign, use the URL Builder to create a template URL.Then, copy and paste from the template to create the rest of the URLs for thecampaign.Third, use consistent names and spellings for all your campaign values so thatthey are recorded consistently within your Analytics reports
  28. 28. Finally, use only the campaign variables you need. You should always usesource, medium, and campaign name, but term and content are optional.__________________________________________________________________________FUNDAMENTALS (SECTION 3)•Analysis Focus – AdWordsReview:- Site Usuage Metrics- Goal conversions- Eccomerce Activity- Revenue MetricsVisits = # of visits received from Adwords keyword campaignsImpressions = # of times ad shownclicks = # clicks from which you paid or receivedCTR – click thru rate – how many times your ads were displayed(impressions, clicks, cost, CTR)Revenue per click / return on investment & margin can help you accesskeywrod profitabilityset match types to compare diffetrent types of dataEffective time of day?Day PartsVisits vs Transactions then view the data hourly__________________________________________________________________________FUNDAMENTALS (SECTION 3)GOALS IN GOOGLE ANALYTICS:GOALSDefining site goals and tracking goal conversions is one of the best ways toassess how well your site meets its business objectives. You should always tryto define at least one goal for a website.So what is a goal? In Google Analytics, a goal represents an activity or a levelof interaction with your website that’s important to the success of your business.Some examples of goals are an account signup, a request for a sales call, oreven that the visitor spent a certain amount of time on the website.GOALS – 4 TYPESThere are four types of goals in Google Analytics.
  29. 29. A URL Destination goal is a page that visitors see once they have completed anactivity. For an account sign-up, this might be the “Thank You for signing up”page. For a purchase, this might be the receipt page. A URL Destination goaltriggers a conversion when a visitor views the page you’ve specified.A Time on Site goal is a time threshold that you define. When a visitor spendsmore or less time on your site than the threshold you specify, a conversion istriggered.A Pages per Visit goal allows you to define a pages viewed threshold. When avisitor views more pages –or fewer pages –than the threshold you’ve set, aconversion is triggered.An Event goal allows you to attach a conversion to an event that you havedefined. We’ll learn about events in a subsequent lesson.GOALS IN REPORTSYou can see total conversions and conversion rates for each of your goals inyour reports.FUNNELSFor each URL Destination goal that you define, you can also define a funnel. Afunnel is the set of steps, or pages, that you expect visitors to visit on their wayto complete the conversion.A sales checkout process is a good example of a funnel. And the page wherethe visitor enters credit card information is an example of one of the funnelsteps.So, the goal page signals the end of the activity — such as a “thank you” or“confirmation” page — and the funnel steps are the pages that visitorsencounter on their way to the goal.WHY DEFINE FUNNELSDefining a funnel is valuable because it allows you to see where visitors enterand exit the conversion process.For example, if you notice that many of your visitors never go further than the“Enter shipping information” page, you might focus on redesigning that page sothat it’s simpler.Knowing which steps in the process lose would-be customers allows you toeliminate bottlenecks and create a more efficient conversion path.SETTING UP GOALS
  30. 30. To set up a goal, first go the Account Administration page. Click the accountand web property for which you want to configure a goal.Select the profile to which you want to add the goal.Then, click the goals tab and click the plus-Goal link in one of the Goal sets.You can create up to 4 sets of 5 goals each.DEFINING URL DESTINATION GOALSTo define a URL Destination Goal, select URL Destination as the goal type.Next, enter the URL of the goal page. You don’t have to enter the entire URL.You can simply enter the request URI – that’s what comes after the domain orhostname.So, if the complete URL is www.googlestore.com/confirmation.php, you onlyneed to enter /confirmation.php.Make sure that the URL you enter corresponds to a page that the visitor willonly see once they complete the conversion activity. So, pick something like theThank You page or a confirmation page for your goal.You can also enter a name for the Goal — here we’ve entered “CompletedOrder”. This name will appear in your conversion reports.Defining a funnel is optional. To define your funnel steps, you add the URLs ofthe pages leading up to the goal URL. Just as with goals, you don’t have toenter the entire URL of a funnel step — just the request URI is fine.Provide a name for each step in the funnel — here we’ve entered “Select giftcard “ for Step 1. The names you enter will appear in your reports.Next, we’ll talk about the Match Type setting.GOAL URL MATCH TYPESThe match type defines how Google Analytics identifies a goal or funnel step.You have three choices for the Match Type option.“Head Match” is the default. It indicates that the URL of the page visited mustmatch what you enter for the Goal URL, but if there is any additional data at theend of their URL then the goal will still be counted. For example, some websitesappend a product ID or a visitor ID or some other parameter to the end of theURL. Head Match will ignore these.Here’s another example, illustrated on this slide: If you want every page in asubdirectory to be counted as a goal, then you could enter the subdirectory asthe goal and select Head Match.
  31. 31. “Exact Match” means that the URL of the page visited must exactly match whatyou enter for the Goal URL. In contrast to Head Match, which can be used tomatch every page in a subdirectory, Exact Match can only be used to matchone single page. Also notice that Exact Match does not match the secondpageview, “/offer1/signup.html?query=hats” because of the extra queryparameter at the end.“Regular Expression Match” gives you the most flexibility. For example, if youwant to count any sign-up page as a goal, and sign-up pages can occur invarious subdirectories, you can create a regular expression that will match anysign-up page in any subdirectory. Regular Expressions will be covered in a latermodule.When you use Regular Expression Match, the value you enter as the goal URLas well as each of the funnel steps will be read as a Regular Expression.Remember that regardless of which option you choose, Google Analytics is onlymatching Request URIs. In other words, the domain name is ignored.CASE SENSITIVE SETTINGCheck “Case Sensitive” if you want the URLs you entered into your goal andfunnel to exactly match the capitalization of visited URLs.DEFINING THRESHOLD GOALSTo define a Time on Site goal, select Time on Site as the goal type. Next, select“Greater than” or “Less than” and enter an amount of time, for example 15minutes. We’ll discuss goal value shortly.To define a Pages per Visit goal, select Pages per Visit as the goal type. Next,select “Greater than”, “Equal to”, or “Less than” and enter a number of pages.Threshold goals are useful for measuring site engagement, whereas URLDestination goals are best for measuring how frequently a specific activity hasbeen completed. If your objective is for visitors to view as much content aspossible, you might set a Pages per Visit goal. Or, if you have a customersupport site and your objective is for visitors to get the information they need inas short a time as possible, you might set a Time on Site goal with a “Less than”condition.GOAL VALUEThe “Goal Value” field allows you to specify a monetary value for goal. Youshould only do this for non-ecommerce goals.By setting a goal value, you make it possible for Google Analytics to calculatemetrics like average per-visit-value and ROI. These metrics will help youmeasure the monetary value of a non-ecommerce site.
  32. 32. Just think about how much each goal conversion is worth to your business. So,for example, if your sales team can close sales on 10% of the people whorequest to be contacted via your site, and your average transaction is $500, youmight assign $50 or 10% of $500 to your “Contact Me” goal.Again, to avoid inflating revenue results, you should only provide values fornon-ecommerce goals.GOAL CONVERSIONS VS TRANSACTIONSThere is an important difference between goal conversions and e-commercetransactions.A goal conversion can only happen once during a visit, but an e-commercetransaction can occur multiple times during a visit.Let’s say that you set one of your goals to be a PDF download and you define itsuch that any PDF download is a valid goal conversion. And let’s say that thegoal is worth $5.In this case, if a visitor comes to your site and downloads 5 PDF files during asingle session, you’ll only get one conversion worth $5. However, if you were totrack each of these downloads as a $5 e-commerce transaction, you would see5 transactions and $25 in e-commerce revenue.You’ll learn how to set up ecommerce tracking and how to track PDF downloadsin later modules.FILTERS & GOAL TRACKINGIf you are using a filter that manipulates the Request URI, make sure that yourURL Destination goal is defined so that it reflects the changed Request URIfield. For example, in the slide, we have a profile that defines /thankyou.html asa URL Destination goal. But we have another profile with a filter that appendsthe hostname to the Request URI. So, for this profile, we need to change thegoal definition accordingly.FUNNEL REPORTINGIf you define a funnel for a goal, Google Analytics populates the FunnelVisualization report, shown here in the slide.On the left, you can see how visitors enter your funnel. On the right, you cansee where they leave the funnel and where they go.The middle shows you how visitors progress through the funnel — how many ofthem continue on to each step.In this example, we can see that there were 9,283 entrances at the top of thefunnel and 187 completed orders, at the bottom of the funnel.
  33. 33. This report is very useful for identifying the pages from which visitors abandonyour conversion funnel.REVERSE GOAL PATH REPORTINGHere’s another report in the Goals section. It’s the Reverse Goal Path report.You can see this data even if you haven’t defined a funnel. It lists the navigationpaths that visitors took to arrive at a goal page and shows you the number ofconversions that resulted from each path.In this example, we can see that 97 of the conversions resulted from the firstnavigation path that’s shown.This is a great report for identifying funnels that you hadn’t considered beforeand it can give you great ideas for designing a more effective site.___________________________________________________________FUNDAMENTALS (SECTION 3)FILTERS IN GOOGLE ANALYTICSFILTERSGoogle Analytics filters provide you with an extremely flexible way of definingwhat data is included in your reports and how it appears.You can use them to customize your reports so that data that you deem usefulis highlighted in interesting ways. Filters can also help you clean up your dataso that it is easier to read.There are two types of filters in Google Analytics – predefined filters and customfilters.HOW DO FILTERS WORK?Filters process your raw traffic data based on the filter specifications. Thefiltered data is then sent to the respective profile.Once data has been passed through a filter, Google cannot re-process the rawdata.That’s why we always recommend that you maintain one unfiltered profile sothat you always have access to all of your data.CREATING AND EDITING FILTERSTo set up a goal, first go the Account Administration page. Click your desiredaccount.
  34. 34. You can use the Filters tab to create new filters, edit their settings, and applythem to profiles.HOW TO SETUP FILTERSTo create a new filter you will need to complete several fields, including the filtername and type.If you elect to create a custom filter, you will need to complete several additionalfields.PREDEFINED FILTERSGoogle Analytics provides three commonly used predefined filters.The first filter called “Exclude traffic from domains” excludes traffic from thedomain that you specify in the Domainfield. If you apply this filter, GoogleAnalytics will apply a reverse lookup with each visitor’s IP address to determineif the visitor is coming in from a domain that should be filtered out. Domainsusually represent the ISP of your visitor although larger companies generallyhave their IP addresses mapped to their domain name.The second filter, “Exclude traffic from IP addresses”, removes traffic fromaddresses entered into the IP address field. This filter is generally used toexclude your internal company traffic.The third filter, “Include traffic subdirectories”, causes your profile to only reporttraffic to a specified directory on your site. This is typically used on a profile thatis created to track one part of a website.BEST PRACTICE FOR FILTERSAs a best practice, we recommend that you create a filter to exclude yourinternal company traffic from your reports.To do this you can use the predefined filter “Exclude traffic from IP addresses”.You will need to enter your IP address or range of addresses into the ‘IPaddress” field.CREATING CUSTOM FILTERSIn addition to the pre-defined filters that Analytics offers, you can also createcustom filters.Custom filters offer you greater control over what data appears in your profiles.To create a custom filter, select “Custom filter”. Additional fields will appearwhen you choose this option.CUSTOM FILTERS
  35. 35. Each custom filter has three main parts.The first part of a custom filter is “Filter Types”. There are six filter typesavailable and each one serves a specific purpose. We’ll look at these in aminute.The second part is the “Filter Field”. There are numerous fields you can use tocreate your filter. Examples of some commonly used fields are the “RequestURI” and “Visitor Country” fields.The complete list of fields can be found through the link shown here or you cansearch for “filter fields” in the Analytics Help Center.The third part of a custom filter is the “Filter Pattern”. This is the text string thatis used to attempt to match pageview data. The pattern that you provide isapplied to the field and, if it matches any part of the field, it returns a positiveresult and causes an action to occur. You’ll need to use POSIX RegularExpressions to create the filter pattern. Learn more in the module on RegularExpressions.FILTER TYPESHere’s a chart that describes the filter types.Exclude and Include filters are the most common types. They allow you tosegment your data in many different ways. They’re frequently used to filter outor filter in traffic from a particular state or country.Lowercase and Uppercase filters do not require a filter pattern, only a filter field.Lowercase and Uppercase filters are very useful for consolidating line items in areport. Let’s say, for example, that you see multiple entries in your reports for akeyword or a URL, and the only difference between the multiple entries is thatsometimes the URL or keyword appears with a different combination ofuppercase and lowercase letters. You can use the Lowercase and Uppercasefilters to consolidate these multiple entries into a single entry.Search and Replace filters replace one piece of data with another. They areoften used to replace long URL strings with a shorter string that is easier to readand identify in your reports.You can use Advanced filters to remove unnecessary data, replace one fieldwith another, or combine elements from multiple filter fields. For example, abest practice when tracking multiple subdomains in a single profile is to appendthe subdomain name to the page names. You can do this by creating anadvanced filter that appends Hostname to Request URI.Let’s look at an example of a Search and Replace filter.
  36. 36. EXAMPLE: SEARCH AND REPLACE FILTERHere’s an example of how you might use a Search and Replace filter.Let’s say that your website uses category IDs as an organizational structure.So, in your Pages report, you’d see a list of Request URIs that indicate thedifferent pages on your site.The page “/category.asp?catid=5” is actually the Google Store Wearables page.You could make the Pages report more meaningful by replacing “catid=5” with adescriptive word, like “Wearables”.Here’s what the Search and Replace filter might look like. This particular filterwould overwrite the entire Request URI with “Wearables.”This is a simplified example to give you an idea of how you can use filters.FILTERS AND PROFILESOnce you’ve defined a filter, you can apply it to a single profile or across severalprofiles.So, for example, in the slide, the graphic shows a single web property with twoprofiles.Filter 1 has been applied to both profiles.Filter 2 has been applied only to Profile 2.By setting up multiple profiles and applying filters creatively to each of them,you have a great deal of reporting and analysis flexibility.CUSTOMIZE DATA VIEWSYou can also use profiles and filters together to create customized data views.Let’s say that you want to have two different views of your data — one viewincludes only traffic to a subdomain and the other view only includes customersfrom a specific geographic region.To do this, you’d set up Profile 2 and Profile 3 as shown here in the chart.Or, for example, you might want to set up a profile that only inlcudes GoogleAdWords traffic. We’ll look at how to do this in the next slide. Remember, youalways want to maintain a profile that contains all of your data. That’s Profile 1in the chart.HOW TO INCLUDE ONLY GOOGLE ADWORDS TRAFFICTo set up a profile that includes only Google AdWords traffic, you need to applythe two Custom Include filters shown in the slide.In filter one, you’ll filter on campaign source for a pattern of google.
  37. 37. In filter two, you’ll filter on campaign medium for a pattern of cpc.You can apply these two filters in any order.TRACKING SUBDOMAINSLet’s look at how you can use profiles and filters to track subdomains.If your subdomains are totally separate businesses, and you have no need forreports that include cumulative traffic to both, then you could simply create aunique web property for each subdomain.Google Analytics creates a unique web property ID for each web property youset up.The web property ID comprises the letters “U” “A”, followed by the account ID,followed by another number that distinguishes the web property from other webproperties in the account.In the slide example, web property 1 is distinguished by a dash 1. Web property2 is distinguished by a dash 2.So, you’d install the “dash 1” version of your tracking code on your SubdomainA pages, and the “dash 2” version of your tracking code on your Subdomain Bpages.But what if you want to analyze the traffic aggregated across both subdomains?In this case, you could set up 3 duplicate profiles under a single web property.Then, you’d apply an Include filter to two of the profiles.Profile 1 includes all traffic to both subdomains.Profile 2 only includes traffic to subdomain A.Profile 3 only includes traffic to subdomain B.In this scenario, you’d install identical tracking code on every page of the siteregardless of subdomain.BEST PRACTICES FOR FILTERS & PROFILESWhen setting up profiles and filters for your Analytics account, you shouldalways create one unfiltered profile that can be a back-up in case your filters donot function as planned or you need more data than you originally thought.Remember, once your raw data has passed through filters, Google cannot goback and reprocess the data. So, maintaining an unfiltered profile provides youwith a backup.BEST PRACTICES FOR INCLUDE AND EXCLUDE FILTERSYou can apply multiple include and exclude filters to a single profile, but keep inmind that when more than one filter is applied, the filters will be executed in thesame order that they are listed in your Profile Settings.
  38. 38. In other words, the output from one filter is then used as the input for the nextfilter.The example shown here illustrates that if you want to include only users fromCalifornia and Texas, you cannot create two separate include filters becausethey will cancel each other out. The solution is to create one filter that uses aregular expression to indicate that the Visitor Region should be California orTexas.ONE ADWORDS ACCOUNT, MULTIPLE URLSIf you drive traffic from AdWords to multiple sites, each of which is tracked in aseparate Analytics profile, you’ll need to apply a filter to each site’s profile.Because, when you apply cost data from an AdWords account, data from theentire account is applied to each profile – Google Analytics doesn’tautomatically match campaigns to specific profiles.To illustrate what would happen if you don’t apply a filter, let’s imagine that youhave two sites and you spend $50 to drive traffic to each of them.Without a filter, the Clicks tab on each profile would include $100 worth of costdata instead of just the $50 you spent for that site.So, for each profile that should include a subset of your AdWords data, you’llneed to create a custom include filter.FILTERS FOR COST SOURCESCreate a custom filter and select the Include filter type.For the filter field, select “Campaign Target URL”. This field only applies toGoogle AdWords data.Use a regular expression to create the filter pattern based on the AdWordsdestination URL that is applicable to this profile.Once you’ve saved this filter, only AdWords data for this profile will be displayedin the reports.____________________________________________________________________FUNDAMENTALS (SECTION 3)REGEX AND GOOGLE ANALYTICSREGULAR EXPRESSIONS (REGEX)A regular expression is a set of characters and metacharacters that are used tomatch text in a specified pattern.
  39. 39. You can use regular expressions to configure flexible goals and powerful filters.For example, if you want to create a filter that filters out a range of IPaddresses, you’ll need to enter a string that describes the range of the IPaddresses that you want excluded from your traffic.Let’s start off by looking at each metacharacter.Metacharacters are characters that have special meanings in regularexpressions.DOT .Use the dot as a wildcard to match any single character.The operative word here is “single”, as the regex would NOT match Act 10,Scene 3. The dot only allows one character, and the number ten contains twocharacters — a 1 and a 0.How would you write a regular expression that would match “Act 10, Scene 3”?You could use two dots.To make your regex more flexible, and match EITHER “Act 1, Scene 3” or “Act10, Scene 3”, you could use a quantifier like the + sign.But we’ll talk about repetition a bit later in this module.BACKSLASH Backslashes allow you to use special characters, such as the dot, as thoughthey were literal characters.Enter the backslash immediately before each metacharacter you would like toescape.“U.S. Holiday” written this way with periods after the U and the S would match anumber of unintended strings, including UPS. Holiday, U.Sb Holiday, and U3SgHoliday.Remember that the dot is a special character that matches with any singlecharacter, so if you want to treat a dot like a regular dot, you have to escape itwith the backslash.You’ll use backslashes a lot, because dots are used so frequently in preciselythe strings you are trying to match, like URLs and IP addresses.For example, if you are creating a filter to exclude an IP address, remember toescape the dots.
  40. 40. CHARACTER SETS AND RANGES []Use square brackets to enclose all of the characters you want as matchpossibilities. So, in the slide, you’re trying to match the string U.S. Holiday,regardless of whether the U and the S are capitalized.However, the expression won’t match U.S. Holiday unless periods are usedafter both the U and the S. The expression also requires that the H iscapitalized.There is a regex you can write to match all of these variations. The questionmark used here is another “quantifier”, like the ‘+’ sign mentioned earlier.Again, we’ll talk about repetition in the next slide.You can either individually list all the characters you want to match, as we did inthe first example, or you can specify a range.Use a hyphen inside a character set to specify a range. So instead of typingsquare bracket 0 1 2 3 4 5 6 7 8 9, you can type square bracket 0 dash 9.And, you can negate a match using a caret after the opening square bracket.Typing square bracket caret zero dash nine will exclude all numbers frommatching.Note that later in this module, you will see the caret used a different way—as ananchor.The use of the caret shown here is specific to character sets, and the negatingbehaviour occurs only when the caret is used after the opening square bracketin a character set.QUANTIFIERS AND REPETITION ? + *Now let’s talk about using quantifiers to indicate repetition.In earlier examples, we’ve used the plus sign and the question mark.The question mark requires either zero or one of the preceding character. In theexpression “3-1-?” , the preceding character is a 1. So, both 3 and 3-1 wouldmatch.The plus sign requires at least one of the preceding character. So, “3-1-+”wouldn’t match just a 3. It would match 3-1, 3-1-1, and so on.The asterisk requires zero or more of the preceding character. In theexpression, “3-1-*”, the preceding character is a 1. So it would match 3, 3-1-, 3-1-1, and so forth.
  41. 41. You can also SPECIFY repetition using a minimum and maximum numberinside curly brackets.Recall that a dot matches any single character. What would you use to match awildcard of indeterminate length?Dot star will match a string of any size. Dot star is an easy way to say “matchanything,” and is commonly used in Google Analytics goals and filters.GROUPINGIt is handy to use the parentheses and the pipe symbol (also known as the ORsymbol) together.Basically, you can just list the strings you want to match, separating each stringwith a pipe symbol — and enclosing the whole list in parentheses.Here, we’ve listed four variations of “US” that we’ll accept as a match for USHoliday.If it’s not in the list, it won’t get matched. That’s why “US Holiday” won’t getmatched if one of the periods is missing.In our list, we’ve accounted for both periods missing, but not for just one periodmissing.Using question marks, the second regex in the slide will match all of the above.ANCHORSThe caret signals the beginning of an expression. In order to match, the stringmust BEGIN with what the regex specifies..The dollar sign says, if there are any more characters after the END of thisstring, then it’s not a match.So, caret US means start with US. US Holiday matches, but “Next Monday is aUS Holiday” does not match.Holiday$ means end with Holiday. US Holiday still matches, but “US HolidaySchedule” does not match.Anchors can be useful when specifying an IP address. Take a look at theseexamples.SHORTHAND CHARCTER CLASSES D S WSome character classes are used so commonly that there is a shorthand youcan use instead of writing out the ranges within square brackets.
  42. 42. Let’s look at the example of a simplified regex that could match an addres:Backslash d means match any one digit zero through nine.Use curly brackets and a minimum and maximum number to specify how manydigits to match.Backslash d followed by 1 comma 5 in curly brackets means that the addressmust contain at least one digit, and at most five digits.Backslash s means that the number should be followed by one space,backslash w means match any alphanumeric character and the star meansinclude as many alphanumeric characters as you want.“345 Embarcadero” matches, but just “Embarcadero” does not, because thisregex requires the string to start with a number.If you want to make the number optional, group the first part of the regex withparentheses–including the space–and follow it with the question mark.REGEX REVIEWLet’s review.In the example on the slide, we’ve created an expression that will match thestrings Google or Yahoo, regardless of whether or not Google and Yahoo arecapitalized.Here, we’ve created an expression that will match URLs for internet andtheatrical movie trailers.The first part of the expression indicates that the URL can begin with anything.Then the expression specifies that the URL must end withindex.php?dl=video/trailers/ and then either internet or theatrical.The $ sign ensures that any URLs that are any longer than this won’t getincluded in the match.COMMON USES FOR REGUALR EXPRESSIONSYou’ll find lots of applications for regular expressions in Google Analytics.Some common examples are:• filtering out internal traffic by specifying a set of IP addresses• setting up a goal that needs to match multiple URLs• tracking equivalent pages in a funnel• and using the filter box that appears on your reports to find specific entries in atable.REGEX FILTERS
  43. 43. Here’s an example of a custom filter that uses a very simple regular expression.googlestaore.comREGEX GOALSHere’s a regular expression used to define a goal URL..*index.php?dl=video/trailers/(internet|theatrical)$REGEX AND TRACKING EQUIVALENT PAGESHere’s how you might use regular expressions to group pages or funnel stepson your site.Using a regular expression allows you to track them as one funnel step ratherthan tracking each page or action individually.Learn how goals and funnels work in the module on goals./downloads/casestudy/careerbuilder/downloads/casestudy/roche/downloads/casestudy/ .*REGEX WITHIN THE REPORT INTERFACEAnd, here’s an example of using regular expressions within your reports.We’re using the Search filter to display all the rows in the table that containGoogle or Yahoo.(gG)oogle|(yY)ahooREGEX GENERATOR FOR IP ADDRESS RANGESGoogle Analytics provides a tool that makes it easier to generate a regularexpression that matches a range of IP addresses.It’s called the Regular Expression Generator and you can find it at the URLshown in the slide.Or, you can search for Regular Expression Generator in the Google AnalyticsHelp Center.http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55572POINTS TO REMEMBER
  44. 44. You’ll find a number of useful applications for regex as you use GoogleAnalytics.But, it’s important that you think through all the implications of each expressionthat you use when you set up a filter or a goal.It’s easy to make a mistake and not get the data or the result you’re looking for.Set up a duplicate profile to test your regex statements. After enough data hasbeen collected, check your results and make sure they’re what you expect.Remember to always maintain a backup profile that includes all your data.There are lots of regex resources on the web. To get started, just search forregex__________________________________________________________________________________________________________________________________________FUNDAMENTALS (SECTION 3)COOKIES AND GOOGLE ANALYTICSWHAT ARE COOKIES?Some web sites store information about you or your computer in a small filecalled a cookie. The cookie is stored on your hard drive.Sites that run Google Analytics issue first party cookies that allow the site touniquely, but anonymously, identify individual visitors.So, when a visitor returns to a site that runs Google Analytics, the site is able toremember that the visitor has been to the site before and Google Analytics willonly count that visitor once in unique visitor calculations.There are two types of cookies. First-party cookies are set by the domain beingvisited. Only the web site that created a first-party cookie can read it. This is thekind of cookie used for Google Analytics tracking.Third-party cookies are set by third party sites — basically sites other than thesite being visited.Users can choose whether to allow some, none, or all types of cookies to be seton their computers.However, if a user does not allow cookies at all, they may not be able to viewsome Web sites or take advantage of customization features.
  45. 45. PERSISTENT VS. TEMPORARY COOKIESCookies can be set with or without an expiration date. This detail is important inorder to understand how Google Analytics tracks visits and unique visitors.Persistent cookies have an expiration date, and remain on your computer evenwhen you close your browser or shut down. On return visits, persistent cookiescan be read by the web site that created them.Temporary cookies do not have an expiration date, as they are only stored forthe duration of your current browser session. As soon as you quit your browser,temporary cookies are destroyed.COOKIE-BASED VISITOR TRACKINGWhile it’s impossible to determine the exact number of web visitors who havecookies enabled or disabled, available statistics suggest that the vast majorityof visitors enable cookies.Many kinds of sites require that visitors have cookies enabled.For example, you need to have cookies enabled in order to login to many onlineshopping carts and to use web mail.First party cookies, which are the kind used for Google Analytics, are allowed bya majority of visitors.Cookie tracking makes it possible to correlate shopping cart transactions withsearch campaign information, and perform other visitor analysis.Remember — websites only have access to the information that you provide.Websites can’t get your email address or access to any information on yourcomputer unless you provide it. And since Google Analytics only uses first partycookies, Google Analytics cookies can only be read by the website that createdthem.THE utm FIRST-PARTY COOKIESGoogle Analytics sets the five first-party cookies shown in the slide.The __utmv cookie is optional, and will only be set if the _setVar() method iscalled. You will learn about _setVar() in the module on Custom VisitorSegmentation.All of the Google Analytics cookies are persistent except for one. The __utmccookie is a temporary cookie that is destroyed when the visitor quits thebrowser.Each of the other Google Analytics cookies has an expiration date set in thefuture, meaning that the cookie will persist on the user’s computer until itexpires, or until the user deletes it from their computer.
  46. 46. EXAMPLE: GOOGLE ANALYTICS COOKIESHere’s an example of the cookies set by the Google Store. You can see that__utma, __utmb, __utmc, and __utmz have been set. We’ll learn more abouteach cookie shortly.First, let’s try a brief experiment. Which of the sites that you’ve visited are usingGoogle Analytics?To find out, open your browser’s cookie window. You’ll usually find it under yourbrowser’s “Options” or “Preferences”.Now, in the cookies window, search for underscore underscore u-t-m. Youshould see all the different Google Analytics cookies set by all the sites thatyou’ve visited that use Google Analytics.All cookies are browser-specific. So, if you’ve already been to a site, but youopen a different browser to visit that site again, another set of Google Analyticscookies will be set.Now, before we continue, search for the Google Store cookies by typing thedomain name “googlestore.com” into the Cookies search box.If you’ve never visited the Google Store, go to googlestore.com now so thatcookies are created.__utma – VISITOR IDENTIFIERSelect the Google Store __utma cookie. In the cookie information, note the“Content” and expiration date for the cookie.The first number in the content of every Google Analytics cookie is called the“domain hash.” It represents the domain that you visited and that set thesecookies. Google Analytics applies an algorithm to the domain and outputs aunique numeric code that represents the domain. Each Google Analytics cookieset by the domain will begin with this number.The next number is a random unique ID.The three subsequent numbers are timestamps. They represent the time of theinitial visit, the beginning of your previous session, and the beginning of yourcurrent session. The timestamps represent the number of seconds sinceJanuary 1, 1970.Notice that the last three timestamps are the same. What does this tell you?The last number, the session counter, can give you the answer. The lastnumber tells you the number of times you have visited this site. This number will
  47. 47. increment each time you visit the site. The session counter here is “1”, and thelast three timestamps are all the same because this is your first visit to the site.The random unique ID combined with the first timestamp make up the visitor IDthat Google Analytics uses to identify unique visitors to the site. These detailsallow Google Analytics to calculate the number of unique visitors and number ofvisits.Look at your Google Store __utma cookie.How many times have you visited the Google Store? If you think you’ve visitedmore times than is indicated by the cookie, remember that the cookie onlyincludes the number of times you visited from this computer using this browser.Also, if you have cleared your cookies at some point, it is only counting from thelast time you cleared your cookies.When does this cookie expire? You should see that the date is two years fromlast the time you visited._utmb & _utmc – Session IDENTIFIERSThe __utmb and __utmc cookies together identify a session.The content of the __utmc cookie is simply the domain hash.The content of the __utmb cookie will also be the domain hash plus, if the site isusing ga.js, some additional values.The key difference between the two cookies is that __utmb is a persistentcookie with an expiration date that is set 30 minutes after it is created. While__utmc is a temporary cookie that is destroyed as soon as the visitor quits thebrowser.Let’s review what you know about a session, or visit, in Google Analytics. Firstnote that the terms “session” and “visit” are used interchangeably. A session isdefined by 30 minutes of inactivity or if a visitor quits the browser.Each time the visitor navigates to a new page and the JavaScript in the GoogleAnalytics Tracking Code is executed, the __utmb cookie is refreshed and set toexpire in 30 minutes.This is how a session can be 2 hours long. As long as the visitor remains activeon the site, the session remains active.But if the visitor stays on a page for more than 30 minutes, the __utmb cookiewill be destroyed. The next time the visitor loads a page, Google Analytics won’tfind a__utmb cookie. Instead, a new __utmb cookie is created and, from thestandpoint of tracking, this is a new session.
  48. 48. So, why is the __utmc cookie needed? Let’s say a visitor quits and starts thebrowser and comes back right away to the same site. Since the __utmc cookiewas destroyed, Google Analytics will know that this is a new session.So, to summarize, when the visitor loads a page, the JavaScript in the GoogleAnalytics Tracking Code checks for both the __utmb and __utmc cookies. Ifeither one is missing, it notes this as a new session, and creates whichevercookie– __utmb, __utmc, or both– was missing.Note that it is possible to adjust this behavior. With a small customization to theGoogle Analytics Tracking code, you can make the session timeout lengthanything you want. You’ll learn about this in the Code Customizations module.__utmz – CAMPAIGN COOKIEThe __utmz cookie stores the campaign tracking values that are passed viatagged campaign URLs.So, for example, if a visitor comes to your site on a link tagged with campaignvariables utm_source, utm_medium, and utm_campaign, the values for thesevariables will be stored in the __utmz cookie.Preceding the campaign tracking values, you will see four numbers stored inthe __utmz cookie.The first number is the domain hash, as with the other Google Analyticscookies.The second number is a timestamp.The third and fourth numbers are the “session number” and “campaignnumber”, respectively.The “session number” increments for every session during which the campaigncookie gets overwritten.The “campaign number” increments every time you arrive at the site via adifferent campaign or organic search, even if it is within the same session.The __utmz cookie has a six month timeout, meaning that a visit will beattributed to a particular campaign for up to six months, or until the __utmzcookie is overwritten with another value.You can modify the six month timeout and you can change the rules whichgovern when the __utmz cookie value is overwritten. You’ll learn how in theCode Customizations module.The __utmz data shown here would show up in your All Traffic Sources reportas coming from the source / medium “google / organic”.Now, in your browser’s cookie window, select the __utmz cookie from your visitto googlestore.com. Assuming that it was a direct visit, you’ll see“utmcsr=(direct)” and “utmcmd=(none)”. Your visit will show up in the GoogleStore’s Google Analytic’s account as coming from the source / medium “direct /none”.
  49. 49. __utmz – CAMPAIGN VALUESThe slide shows how the values in the __utmz cookie map to campaignvariables.For example, the utmcsr value in the __utmz cookie is the source, or the valuethat was assigned to utm_source in the tagged link.utmcsr in __utmz is the Source (utm_source)utmccn in __utmz is the Campaign (utm_campaign)utmcmd in __utmz is the Medium (utm_medium)utmctr in __utmz is the Keyword (utm_term)utmcct in __utmz is the Ad Content (utm_content)CAMPAIGN VALUES: FROM TAGGED URL TO COOKIESo, if you reached “somesite.com” via a tagged URL that looks like this, thenthe __utmz cookie would look like this.If the URL looks like this…..http://www.somsite.com?utm_source=newsletter&utm_campaign=urhcin5&utm_medium=cpc&utm_term=web+analytics&utm_content=banner_ad…then the cookie will look like this:utmz=171169442.1108858716.3.2utmcsr=newsletter|utmccn=urchin5|utmcmd=cpc|utmctr=web+analytics|utmcctbanner_ad__utmv – VISITOR SEMENTATIONThe __utmv cookie is for custom visitor segmentation. You’ll only see thiscookie if the site calls the _setVar() method. This cookie contains the domainhash, and one other value: the value you assign using _setVar().For example, suppose all site visitors who log in get set to “Member”, whilethose who do not log in remain unassigned. The Google Analytics accountowner would then be able to compare “Members” to those who are “(not set)”and see whether, for example, Members convert more often or spend moremoney on the site.The __utmv is a persistent cookie that expires after 2 years.Try searching your browser cookies for “utmv”. Any sites that appear will bethose that use the Google Analytics custom segmentation feature.Refer to the module on Custom Visitor Segmentation to learn more about_setVar() and the __utmv cookie.
  50. 50. ______________________________________________________________________FUNDAMENTALS (SECTION 3)E-COMMERCE TRACKING:E-COMMERCE REPORTSIf your site sells products or services online, you can use Google Analytics e-commerce reporting to track sales activity and performance.The Ecommerce reports show you your site’s transactions, revenue, and manyother commerce-related metrics.REPORT EXAMPLESSome examples of the kind of information you can get from the e-commercereports include:- the products that were purchased from your online store- a list of transactions, and- the number of times people visited your site before purchasingTHE E-COMMERCE TABE-commerce metrics are also available on the Ecommerce tab which appears inmany reports.For example, on the Ecommerce tab of the AdWords Campaigns report, youcan see how much revenue is associated with your AdWords campaigns.HOW TO TRACK ECCOMERCETHREE STEPSIn order to use e-commerce reporting, you’ll need to do three things.FIRST, enable e-commerce reporting within your Analytics website profile.SECOND, add or make sure that you’ve added the Google Analytics TrackingCode to your receipt page or “Transaction Complete” page.FINALLY, you’ll need to add some additional e-commerce tracking code to yourreceipt page so that you can capture the details of each transaction.Let’s take a look at each step.
  51. 51. STEP 1: ENABLE E-COMMERCE REPORTSStep 1 is simply to enable the E-commerce selection for the profile.Click the Account Administration icon. Navigate to the desired account and webproperty.Select the desired profile and click the Profile Settings tab.You’ll then see the screen shown here.Select “Yes” next to E-commerce Website and save your changes.STEP 2: ADD GOOGLE ANALYTICS TRACKING CODEFor Step 2, add the Google Analytics Tracking Code to your receipt page. InStep 3, you’ll be adding some ecommerce tracking code to the basic trackingcode.STEP 3 ADD CODE TO TRACK TRANSACTIONSHere’s an example of what the ecommerce tracking code on your receipt pagemight look like. Remember, you’ll be sandwiching this code into the basicGoogle Analytics Tracking Code.In the first part of the code, there is a call to the _addTrans() method. The call to_addTrans() tells Google Analytics that a transaction has occurred.The arguments to _addTrans() provide details about the transaction — forexample an Order ID, the total order amount, and the amount of tax charged.After the call to _addTrans(), there must be at least one call to the _addItem()method. This call provides Google Analytics with details about the specific itempurchased.Finally, there is a call to the trackTrans() method which sends all the data toGoogle Analytics.Let’s look at each method in more detail.CREATING THE TRANSACTION: _addTrans()The _addTrans() method establishes a transaction and takes the argumentsshown here.Your code will need to dynamically retrieve the values from your merchantsoftware to populate these fields.You can type single-quote single-quote to leave an optional field blank, but notethat Order ID and Total are required.