Advanced Features in Google Analytics


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Learn about some useful tools in your Google Analytics accounts including Goals, Advanced Segments, Filters, Intelligence, In-Page Analytics, and more. This presentation was given at MegaComm 2011 in Ramat Gan, Israel.

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Advanced Features in Google Analytics

  1. 1. Advanced Features in Google Analytics MEGAComm Kfar Maccabiah, Israel February 20, 2011
  2. 2. What We'll Cover <ul><li>Goals </li></ul><ul><li>Advanced Segments </li></ul><ul><li>Filters </li></ul><ul><li>Some Other Handy Extras </li></ul>
  3. 3. Goals <ul><li>Track conversions on your site </li></ul><ul><li>Identify most desired action(s) </li></ul><ul><li>20 Goals = 4 sets of 5 </li></ul>
  4. 4. 3 Types of Goals <ul><li>URL Destination </li></ul><ul><li>Time on Site </li></ul><ul><li>Pages/Visit </li></ul>
  5. 5. Goal Type: URL Destination <ul><li>Exact Match </li></ul><ul><li>Head Match </li></ul><ul><li>Regular Expression Match </li></ul>
  6. 6. URL Destination: Exact Match <ul><li>URL never changes </li></ul><ul><li>Same characters for every visitor </li></ul><ul><li>For example: </li></ul><ul><li> </li></ul>
  7. 7. URL Destination: Head Match <ul><li>Identical characters from the start of the URL until the point you specify </li></ul><ul><li>For URLs that don't vary but include special characters at the end </li></ul><ul><li>For example: </li></ul><ul><li> </li></ul>
  8. 8. URL Destination: Regular Expression Match <ul><li>Wildcard and flexible matching </li></ul><ul><li>Track sub-domains, different trailing parameters,etc. </li></ul><ul><ul><li>For example: </li></ul></ul><ul><ul><li> checkout.cgi? page=1 </li></ul></ul><ul><ul><li> checkout.cgi? page=1&id=002 </li></ul></ul><ul><ul><li> checkout.cgi? page=1&language=fr&id=119 </li></ul></ul>
  9. 9. Goal Type: Time on Site <ul><li>Greater than> </li></ul><ul><li>Less than< </li></ul>
  10. 10. Goal Type: Pages/Visit <ul><li>Greater than> </li></ul><ul><li>Less than< </li></ul><ul><li>Equal to = </li></ul>
  11. 11. Setting Up Goals <ul><li>Configure in Profile Settings </li></ul>
  12. 12. Setting Up Goals
  13. 13. Advanced Goals: Funnels <ul><li>Path visitors take to complete a Goal </li></ul><ul><li>See when people abandon a Goal and </li></ul><ul><li>where they go instead </li></ul>
  14. 14. Setting Up a Funnel <ul><li>Can only be used with URL Destination as the Goal type </li></ul><ul><li>Viewed in the Funnel Visualization report </li></ul>
  15. 15. Track Goals & Funnels <ul><ul><ul><li>Easily view Goal data in your account </li></ul></ul></ul>
  16. 16. Advanced Segments <ul><ul><ul><li>“ Use advanced segments to further understand, anticipate and react to your customers by identifying key trends and common behaviors.” </li></ul></ul></ul>
  17. 17. Advanced Segments <ul><li>Separate and analyze traffic into sub-sets (market segments) </li></ul><ul><li>Create customized reports for data important to you </li></ul><ul><li>Easily create Segments reports within your account </li></ul>
  18. 19. Creating a Custom Segment
  19. 20. Texas vs. Michigan
  20. 21. Filters “ Filters are applied to the information coming into your account, to manipulate the final data in order to provide accurate reports.”
  21. 22. When To Use Filters <ul><li>IP addresses </li></ul><ul><li>Sub-Domains & directories </li></ul><ul><li>Internal traffic (your company) </li></ul>
  22. 23. Predefined Filters <ul><li>Exclude/include: </li></ul><ul><li>Traffic from the domains </li></ul><ul><li>Traffic from the IP addresses </li></ul><ul><li>Traffic to the sub-directories </li></ul>
  23. 24.
  24. 25. Custom Filters <ul><li>For example: </li></ul><ul><li>Track only visitors from a certain region </li></ul><ul><li>Lowercase URLs - /default.php vs. /Default.php </li></ul><ul><li>Unify email visits – </li></ul><ul><li>Visitor browser type/version </li></ul>
  25. 26. Analytics Intelligence
  26. 27. In-Page Analytics
  27. 28. Integration With Other Google Products <ul><li>Adwords </li></ul><ul><li>Adsense </li></ul><ul><li>Webmaster Tools </li></ul>
  28. 29. Some Other Features <ul><li>E-Commerce tracking integration </li></ul><ul><li>Internal site search </li></ul><ul><li>Annotations </li></ul><ul><li>Track email campaigns, banner ads, offline ads </li></ul><ul><li>Google Analytics Application Gallery </li></ul>
  29. 30. Helpful Resources <ul><li>Google Analytics Help Center </li></ul><ul><li> </li></ul><ul><li>Google Analytics Blog </li></ul><ul><li> </li></ul><ul><li>Google Analytics YouTube Channel </li></ul><ul><li> </li></ul><ul><li>Occam's Razor by Avinash Kaushik </li></ul><ul><li> </li></ul>
  30. 31. Thank You David Corman   Internet Marketing Manager, J-Town Productions Ltd. <ul><li>        </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul><ul><li>@davidcorman </li></ul><ul><li>For More Resources Fan Us on Facebook </li></ul><ul><li>For More Events and Seminars Join the Jerusalem Web Professionals Facebook Group </li></ul>