1. 1
Google Analytics
Individual
Qualification (GAIQ)
Exam Preparation
One Day GAIQ Study Notes
Dhondi Srikanth, Web Analyst.
2/7/2013
Grizli777 | Confidential

2. It’s a 70 question online exam which you have an hour and a half to
complete and you have to get 80% to pass (Google recently increased the
pass rate from 75% and the reduced the time allowed by 30 minutes).
The test comprises of multiple choice questions, usually with 4 answers to
choose from. Some however, are the ‘check all that apply’ type, which you
will find the trickiest.
Preparing for the GAIQ test 2
Before you take the GAIQ exam, the best resource for preparation is
Google’s Conversion University lessons, which are broken down in to
easily digestible segments. It goes through the fundamental basics, which
are easy and mostly common sense to more advanced analytic code
placing and report generation. I would recommend still reviewing all the
lessons, especially for those ‘check all that reply’ questions. The lessons
are set out in a sensible order, but content is explained quickly so be
prepared to hit the pause button frequently, especially if you are planning to
take notes. The lessons which I think were the most useful in terms of
passing the test and, the ones you should refresh/familiarize yourself with
are:
• Profiles in Google Analytics
• E-Commerce Tracking
• Filters in Google Analytics
• Domains and Sub-Domains
• Cookies and Google Analytics
The test will be included a lot of Adwords related questions, which although
is covered in the lessons, be familiar with running campaigns. Therefore, I’d
recommend signing up to an Adwords account to get a feel of how it works.
Although I think the Conversion University lessons cover most things.
We found both Avinash Kaushik’s books; Web Analytics 2.0 and Web
Analytics: An Hour a Day really easy to read and digest. But the most of the
exam questions were generated from Brian Clifton’s Advanced Web
Metrics with Google Analyticsbook.

3. During the GAIQ test
With 70 questions and an hour and a half to complete, this only gives you
very limited time to go research the questions (a minute or so per
question). However, some of questions you will easily breeze through,
leaving enough time to do a bit of research for those trickier ones. The
resources that I recommend having open in your browser during the test
are:
3
• Google Search – The answer to most things, although you won’t pass
without preparation.
• Google Analytics – Make sure you’re logged in
• IP Address Range Regex Tool – Useful for IP range question.
• Cookie Reference – There were lots of cookie questions
The best tool was the Conversion University itself.
The following notes were extracted from the Google’s Conversion
University test preparation presentation (where possible), and are not my
property. They have been reproduced below to help those during
the Google Analytics Individual Qualification (GAIQ). The following books
are also a great help to successfully passing the test:
Web Analytics 2.0 – by Avinash Kaushik
Web Analytics: An Hour a Day - by Avinash Kaushik (Both books are really
easy to read and digest)
Advanced Web Metrics with Google Analytics – by Brian Clifton (But the most
of the exam questions were generated from this book )

4. Introduction to Google Analytics
Google Analytics is a free, web analytics tool that is hosted by Google.
Google Analytics shows you how visitors actually find and use your site, so
you’ll be able to
• make informed site design and content decisions
4
• improve your site to convert more visitors into customers
• track the performance of your keywords, banner ads, and other marketing
campaigns.
• And track metrics such as revenue, average order value, and ecommerce
conversion rates.
Features
Google Analytics has been designed to meet the needs of novice users as
well as web analytics experts.
Some of the features include:
• Map Overlay which can help you understand how to best target
campaigns by geographic region
• AdWords Integration which makes it easy to track AdWords campaigns
and allows you to use Google Analytics from your AdWords interface
• Internal Site Search which allows you to track how people use the search
box on your site
• Benchmarking so that you can see whether your site usage metrics
underperform or outperform those of your industry vertical.

5. • Funnel Visualization so that you can optimize your checkout and
conversion click-paths
How GA Works?
Here’s how Google Analytics works.
When a visitor accesses a page on your site, a request is made to the web
server to display the page.
5
The page is served and the Google Analytics Tracking Code JavaScript is
executed.
The Google Analytics Tracking Code, which is a snippet of code that you
place on 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
the secure Google Analytics reporting server, where the data is captured
and processed.
Data is processed regularly throughout the day and you can see the results
in your reports.
What happens if?
Google Analytics uses only first-party cookies, which are considered safe
and non-intrusive by most internet users today.
Although many people block third-party cookies from being set by their web
browsers, this won’t affect Google Analytics.
Someone who blocks all cookies, however, won’t be tracked by Google
Analytics since all the data is passed to the Google Analytics servers via
the first-party cookies.

6. Someone who deletes their cookies will still be tracked, but they’ll be
identified as a new visitor to the site and Google Analytics won’t be able to
attribute their conversions to a prior referring campaign.
People delete cookies for many reasons, one of which is to prevent
personal data from being captured or reported. But, note that Google
Analytics does not report on personally identifiable information. You’ll learn
more about cookies as they relate to Google Analytics in a later module. 6
A much less common scenario is that a visitor to your site has disabled
JavaScript on his or her browser. A visitor who disables JavaScript won’t
be tracked since the Google Analytics Tracking Code cannot be executed.
Cached pages are saved on a visitor’s local machine and so they’re not
served by the webserver. Google Analytics will still track visits to cached
pages as long as the visitor is connected to the internet.
JavaScript errors occur when an element of a web page’s script contains
an error or fails to execute correctly. If an error occurs before the Google
Analytics Tracking Code is executed, the visit to the page won’t be tracked.
This is because the error will prevent the remainder of the JavaScript on
the page from running. Since we recommend that in most cases you place
your Google Analytics Tracking Code at the bottom of the page, JavaScript
errors are always a possible cause for data not appearing in your reports.
Google Analytics can track visits from a mobile device as long as the
device is capable of executing JavaScript and storing cookies. You can see
which devices have been used to access your site by looking at the
Browsers report in the Visitor section.
In general, no reporting tool can ever be 100% accurate. You’ll get the
most out of web analytics if you focus on trends. Knowing that 20% more
visitors converted following a marketing campaign is more powerful than
knowing that exactly 10 people visited your site today.

7. Data Confidentiality
All data collected by Google Analytics is anonymous, including where
visitors comes from, how the visitors navigate through the site, and other
actions they may perform.
No personally identifiable information is collected.
Google does not share Analytics data with any 3rd parties. 7
Furthermore, Google optimization, support, and sales staff may only
access a client’s data with the client’s permission. You can give permission
verbally, over email or through a support ticket that asks for help with a
problem or asks a question about your data.
You may elect to share your Google Analytics data “with other Google
products”, and Google will use the data to improve the products and
services we provide you. Electing to share your data “Anonymously with
Google and others” allows you to use benchmarking.
To provide benchmarking, Google removes all identifiable information
about your website, then combines the data with hundreds of other
anonymous sites in comparable industries and reports them in an
aggregate form.
If you select “do not share my Google Analytics data”, you will not be able
to use benchmarking and may not have access to specific ads-related
features such as Conversion Optimizer.
Again, regardless of your Data Sharing selections, Google does not share
Analytics data with any 3rd parties.

8. Initial Screen
Understanding the Google Analytics interface will help you find and analyze
information more effectively.
When you first login to your Google Analytics account, you’ll see a screen
similar to the one on the slide.
In this example, the user has access to three Google Analytics accounts. 8
Click on the name of the account you would like to access.
Analytics Settings
This takes you to the account-specific page where you manage the set-up
and configuration of your account and profiles.
You can toggle to your other Analytics accounts using the drop-down menu
at the top right of the page.
Each profile for the selected account is displayed under “Website Profiles”.
From this screen you can access reports for each profile.
You can also edit configuration settings, add filters, add or change user
permissions, and add or remove profiles altogether.
Report Interface
Click the “View Reports” link for a profile, and you’ll be taken to the
dashboard for that profile.
A sample dashboard is shown on the slide.

9. We’ve called out the user interface features that are available on all
reports.
Your report navigation, scheduled email settings, Help links, data export
options, and the calendar.
Note that there are several places to find help information. The Help link on
the top right of the page takes you to the Google Analytics Help Center. 9
Also, on the left margin of the page, you’ll see a Help Resources box with
links.
Dashboard
The dashboard is where you put all the summary information about your
site that you want to see at a glance.
To add a report to the dashboard, just go to the report you want to add and
then click Add to Dashboard.
On the dashboard itself, you can position the report summaries however
you like and delete the ones you don’t need.
Report Structure
In the left hand navigation, you’ll see that your reports are organized into
categories: Visitors, Traffic Sources, Content, Goals, and Ecommerce.
If you don’t have an ecommerce site or don’t have ecommerce reporting
enabled, you won’t see the ecommerce section in your navigation.
To view reports, click on any of the categories and the reports available
within that category will appear.
Some reports contain additional sub-reports, like the AdWords report under
Traffic Sources.

10. Click the arrow to see the sub-reports.
Setting The Active Date Range
To change your date range, click the arrow next to the active date range
displayed at the upper right of all reports.
You can then use the Calendar or the Timeline to select a new date range.
10
The “Calendar” tab allows you to select date ranges by clicking on the day
and month within the calendar or you can type dates in the “Date Range”
boxes.
The “Timeline” tab has a date slider that you can resize and move to cover
any range of dates.
You can see your site’s traffic trends in the Timeline.
Setting A Comparison Date Range
You can select a date range to compare to the current selected date range.
When using the Timeline to set a comparison date range, you’ll see two
date sliders instead of just one.
You can use a comparison date range to see how your site is performing
month over month, year over year or even from one day to another.
The date range and comparison date ranges you select will apply to all
your reports and graphs.
Graphic By Day, Week And Month
Most reports include an over-time graph at the top. You can make this
graph display data by day, week, or month.

11. Multi-Line Graphs
You can also compare two metrics on the same graph to see how they are
correlated.
Click the arrow in the top left of the graph.
Then, click the Compare Two Metrics link and select which two metrics you
want to compare. 11
In this example, we’re graphing visitors versus average time on site.
Graph Roll-Overs
You can roll your mouse over the graph and see actual numbers.
Exporting Report Data
You can export data from any report. There are four formats: PDF, XML,
CSV and tab-separated.
Simply click on the Export button at the top of any report page and select
the format you want.
Email Reports
Next to the Export button, you’ll see an Email button.
Click it and you’ll see a screen with two tabs: Send Now, and Schedule.
You can schedule reports to be delivered daily, weekly, monthly or
quarterly.
You also have the option to select what format to send them in, such as
PDF or CSV.
The email scheduling feature provides an easy way to automatically
distribute specific report data to the people who need it.

12. Curriculum Links
The Overview reports in each section contain a set of Curriculum links. You
can use these links to quickly find information that you need.
In some cases, these links access reports that are not available from the
left report navigation.
Title And Breadcrumbs 12
You can always see where you are in a report hierarchy by looking at the
title and the breadcrumbs at the top of the report.
Look at the example on the slide.
From the title, you can see that you are in the Referring Link report and that
you’re looking at traffic from the link blogger.com/home.
From the breadcrumbs, you can see that you are in the Referring Sites
report hierarchy.
You can click on any of the breadcrumb links to go back to that report.
Narratives And Scorecards
Nearly every report contains a short narrative that summarizes the traffic
that’s included in the report.
The scorecard below the narrative provides metric aggregates and
averages for the traffic.
Each box in the scorecard contains a question mark button. Clicking it
opens a small window that explains how the metric is calculated.

13. Report Tabs
Most reports provide tabs that show different sets of data.
The Site Usage tab shows metrics such as the number of pages viewed
per visit, the average time on site, and the bounce rate.
The Goal Conversion tab shows the conversion rates for each of your
goals. 13
If you’ve enabled ecommerce reporting on your Profile Settings page, you’ll
also see an Ecommerce tab.
This tab shows metrics such as Ecommerce revenue, number of
transactions, and average value.
The AdWords Campaigns reports have an additional tab called Clicks. This
tab contains AdWords related metrics such as clicks, cost, revenue per
click and ROI.
Quick Segmentation
You can segment table data in different ways using the Dimension
pulldown menu.
So, for example, if you want to see the traffic in your keywords report
broken out by City, you just select City from the pulldown menu.
Keyword Reports
In the Keywords and Search Engines reports, you have the option to
analyze just paid, just non-paid traffic, or all search traffic.
Simply click on the links above the scorecard to make your selection.

14. Hourly Reporting
Some reports allow you to view results by hour.
On these reports, you can select the view you want by clicking on the clock
button in the top right corner next to “Graph By”.
Report Views
There are five different Views available in most reports. The first icon 14
organizes your report data into a table. This is the default view for many
reports.
The second icon allows you to create a pie-chart based on any one of the
metrics in the report.
The third icon shows a bar-graph based on any metric you select.
The fourth icon is the comparison bar graph view. It allows you to quickly
see whether each entry in the table is performing above or below average.
The fifth icon allows you to instantly see a summary report with graphs for
the traffic you’re analyzing.
Sorting Data
Columns within tables can be sorted in both ascending and descending
order simply by clicking on the column heading.
The arrows next to the heading title indicate the order in which the results
are listed.
A down arrow indicates descending order and an upward arrow indicates
ascending order.

15. Expanding Numbers Of Results Displayed
By default, all reports with tables display ten rows.
To display more than ten rows, go to the bottom of your report and click the
dropdown menu arrow next to “Show rows”.
You can display up to 500 rows per page.
15
Find Box
You can use the Find box at the bottom left of your reports to narrow or
refine your results.
For example, if you are looking at the All Traffic Sources report and you
want to only see traffic from the Google domain, you can type in Google
and select “containing”.
Or, to exclude all traffic from the Google domain, you would select
“excluding”.
Contextual Help Resources
You can get information about any report you’re looking at by clicking one
of the Help Resources.
About this Report offers a brief description of the report.
Conversion University provides insight into how you might use and interpret
the data.
Common Questions links to Help Center articles that are related to the
report.

16. Create Context For Your Data
When analyzing your traffic, avoid focusing on just a single metric. This
pageviews result by itself isn’t actionable because you don’t know what the
number really means.
But, when you look at pageviews in the context of other metrics, you start
to get clearer picture.
16
For example, look at the bounce rate. Half of the time that people entered
the site through this page, they left the site without looking at any other
pages. This page is very important. By comparing the pageviews to the site
average, we can see that this page accounts for over 28% of all the
pageviews.
How has the performance of this page changed over time?
This page is receiving 20% fewer visits than it did last week and people are
spending 10% less time on it. And last week, the bounce rate was only
24% — now it’s double that number.
So, putting data into context can help us ask the right questions and decide
on a course of action.
Let’s look at another example.
Creating Context With Visualizations
Here we are looking at the Content by Title report.
We’re using the Compare to Site Average visualization to see which pages
have significantly higher bounce rates than the site average.
The bounce rate for the first title is nearly 20% higher than the site average.
The red bar shows that it’s performing worse than the site average.

17. Looking For Trends
Analyzing trends is another useful way to bring context into your analysis.
The graph on the slide shows us that pageviews peaked in May. Did visits
increase or did each visitor look at more pages?
Investigating Changes In Trends
Using the Graph Mode to compare Visits and Pageviews, we see that Visits 17
and Pageviews have increased proportionally.
Data Driven Decision Making
Now let’s identify which traffic sources led to the increase in traffic and
revenue. We do this by looking at the All Traffic Sources report and clicking
on the Ecommerce tab.
Comparing two days of traffic, we find that — although several sources
sent an increasing number of visitors to the site — only Google organic and
Google referral had a significant impact on revenue.
Therefore, we know that although other campaigns increased overall traffic,
they did not bring in purchasers.
This kind of information can help you decide where to focus your promotion
and site content resources.
Pageview
In Google Analytics, a pageview is counted every time a page on your
website loads.
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 visit is 3.

18. Visit
A visit — or session — is a period of interaction between a web browser
and a website. Closing the browser or staying inactive for more than 30
minutes ends the visit.
For example, let’s say that a visitor is browsing the Google Store, a site that
uses 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 18
anywhere else on the site.
After his call, he continues where he left off. Google Analytics will count this
as a second visit, or a new session.
Note that throughout these modules, the words “visit” and “session” may be
used interchangeably.
Visitor
A visitor is uniquely identified by a Google Analytics visitor cookie which
assigns a random visitor ID to the user, and combines it with the timestamp
of the visitor’s first visit.
The combination of the random visitor ID and the timestamp establish a
Unique ID for that visitor.
You’ll learn more about the visitor cookie in a subsequent module.
Pageviews, Visits, And Visitors – The Basics
Generally, the Visitors metric will be smaller than the Visits metric which in
turn will be smaller than the Pageviews metric.
For example, 1 visitor could visit a site 2 times and generate a total of 5
pageviews.

19. Pageviews Vs. Unique Pageviews
A pageview is defined as a view of a page that is tracked by the Google
Analytics Tracking Code.
If a visitor hits reload after reaching the page, this will be counted as an
additional pageview.
19
If a user navigates to a different page and then returns to the original page,
an additional pageview will also be recorded.
A unique pageview represents the number of visits during which that page
was viewed–whether one or more times. In other words, if a visitor views
page A three times during one visit, Google Analytics will count this as
three pageviews and one unique pageview.
“Absolute Unique” Vs. “New vs. Returning”
The “Absolute Unique Visitors” report 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 and visitor B comes to your site just once,
you will have 2 Absolute Unique Visitors. Remember, a visitor is uniquely
identified by a Google Analytics visitor cookie.
The “New vs. Returning” report classifies each visit as coming from either a
new visitor 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 browsed your 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 to your site while a high number of return visits suggests that the site
content is engaging enough for visitors to come back.

20. You can look at the Recency report to see how recently visitors have
visited. You can look at the Loyalty report to see how frequently they return.
Both the Recency and Loyalty reports are under Visitor Loyalty in the
Visitors section.
Pageviews, Visits, And Visitors In Your report
The Pageviews metric can be found in the Visitors Overview and in the
Content section reports. Most of the other reports show Pages Viewed per 20
Visit instead of Pageviews.
Unique Pageviews is only found in the Content section.
Almost all of the reports show Visits.
The Visitors metric — in other words the number of visitors who came to
your site — is found in the Visitors section.
Time On Page
To calculate Time on Page, Google Analytics compares the timestamps of
the visited pages.
For example, in the slide, the visitor saw page A, then page B, and then left
the site.
The Time on Page for page A is calculated by subtracting the page A
timestamp 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
Code must be executed on both pages.

21. The Time on Page for page B is 0 seconds, because there is no
subsequent timestamp that Google Analytics can use to calculate the
actual Time on Page.
Time On Site
Now, 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. 21
The Time on Site is now calculated as 2 minutes and 25 seconds.
“Avg. Time On Page” VS “Avg. Time On Site”
For Average Time on Page, bounces are excluded from the calculation. In
other words, 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
for all visits by the number of visits.
Flash Based Sites
Some sites make extensive use of Flash or other interactive technologies.
Often, these kinds of sites don’t load new pages frequently and all the user
interaction takes place on a single page.
As a result, it’s common for sites like this to have high bounce rates and
low average times on site.
If you have such a site, you may wish to set up your tracking so that virtual
pageviews or events are generated as the user performs various activities.
You can learn how to do this in the module on Event Tracking and Virtual
Pageviews.

22. “Length Of Visit” VS “Avg. Time On Site”
The Length of Visit report categorizes visits according to the amount of time
spent on the site during the visit.
The graph allows you to visualize the entire distribution of visits instead of
simply the ‘Average Time on Site’ across all visits.
You can see whether a few visits are skewing your ‘Average Time on Site’ 22
upward or downward.
The Length of Visit report can be found under Visitor Loyalty in the Visitors
section.
Traffic Sources Reports
The reports in the Traffic Sources section show you where your traffic is
coming from on the internet.
You can compare your traffic sources against each other to find out which
sources send you the highest quality traffic.
Traffic Sources Explained
Direct Traffic represents visitors who clicked on a bookmark to arrive at
your site, or who typed the URL directly into their browser.
Referring Sites include any sites that send traffic to you. These could be
banner ads 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
in Google, Yahoo, or any other search engine.
Search Engine traffic can be organic — in other words, free search results
— or paid.

23. Paid search engine traffic is pay per click or cost per click traffic that you
purchase from a search engine — for example on Google AdWords.
Understanding which search engines send you qualified traffic can help you
select 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 23
the traffic was qualified.
In other words, did the traffic help you achieve the goals you’ve set for your
site?
One easy indicator of quality is Bounce Rate — the percentage of visits in
which the person left without viewing any other pages.
In the slide, although blogger.com sent the most traffic, it has an 88%
bounce rate. A bounce rate this high suggests that the site isn’t relevant to
what the visitor is looking for
By clicking the “compare to site average” icon and selecting a comparison
metric, you can see which sources outperform and underperform the site
average.
So here, for example, if we select Bounce Rate as our comparison metric.
we can see that the two most popular sources of traffic underperform the
site average.
One note about bounce rate, if your site is a blog, bounce rate may not be
relevant. With blogs, it’s common for people to look at a single page and
then leave.

24. All Traffic Sources
The All Traffic Sources report lists all of the sources sending traffic to your
site — including referrals, search engine traffic, and direct traffic
This report is particularly helpful because you can identify your top
performing sources, regardless of whether they are search engines or
sites. 24
For example, in the report, we see that blogger.com referred more traffic
than any 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 a medium 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 unpaid
search engine results.
The medium of cpc on this entry — for cost per click — tells us that this
traffic came from paid search results.
You may sometimes see _referrals_ from google.com. These can come
from Google Groups posts or static pages on other Google sites.
Revenue And Conversion Drivers
If you have goals or ecommerce set up on your site, you have a much
wider range of metrics with which to assess performance.
Click on the Goal Conversion or Ecommerce tabs to view which sources
are driving conversions and purchases.

25. Keywords Report
The Keywords report is very useful for understanding what visitors were
expecting to find on your site.
Keywords with a high bounce rate tell you where you failed to meet that
expectation.
You can isolate your paid search engine traffic by clicking the Paid link. 25
By doing this, you’ll limit the report to just showing your AdWords traffic and
paid traffic from other search engines.
If you have paid keywords with a high bounce rate, you should evaluate
whether your landing pages are relevant enough and you might also want
to consider whether you should continue to buy those keywords.
Remember, you can use the Goal Conversion and Ecommerce tabs to
compare the performance of keywords in terms of conversions and
revenue.
For example, in the slide example, the ‘google kids’ phrase has a 86%
bounce rate. Let’s find out what landing page is being used.
We start by clicking on the ‘google kids’ entry in the table.
Keyword Drilldown
This takes us to the Keyword report for ‘google kids’.
To find out which landing page is being used for this keyword, we’ll select
Landing Page from the Dimension pulldown menu.

26. Keyword Drilldown
We can now see which landing page is being used and evaluate it’s
relevance to 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 26
performance and send the keyword traffic to the most effective landing
page. Be sure to also check the bounce rates for organic, non-paid
keywords. This information can offer insights into how to best focus your
search engine optimization efforts.
Campaign Attribution
As long as you have defined goals and track ecommerce transactions, you
can use the metrics on the Goal Conversion and Ecommerce tabs to
assess the performance of any campaign.
By default, Google Analytics attributes a conversion or sale to the
campaign that most recently preceded the conversion or sale.
For example, if a visitor clicks on an AdWords ad (Campaign 1 in the first
session) and then later returns via a referral to purchase something
(Referrer 1 in the second session), the referral will get credit for the sale.
However, if instead the visitor returns directly, then the AdWords ad
(Campaign 1) 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
in the slide. This ensures that the conversion is always attributed to the
original referrer (or first campaign the user clicked on).

27. Therefore, in the example above, the original campaign will continue to get
credit 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 referring campaigns.
Top Content, Content By Title, Content Drilldown 27
The first three reports listed in the Content section all show the same
information, but each report organizes it differently.
The Top Content report lists each page that received traffic.
The Content by Title report groups your pages according to 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
click on a directory to see the pages in the directory.
Why Am I Seeing “/” In My Reports?
Pages in your Content reports are represented by their “request URIs”,
which is the part of the URL after the domain name.
So, a forward slash represents your home page.
When you create your profile, you should specify the name of your
homepage as the Default page.
That way, instead of having forward slash show up in your reports, you’ll
see your homepage URI instead.
Top Landing Pages
The Top Landing Pages report lists all of the pages through which people
entered your site.

28. You can use this report to monitor the number of bounces and the bounce
rate for 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
ads and referral links.
28
The more relevant the page, the less likely a visitor will be to bounce.
Navigation Summary
Navigation Analysis reports can help you understand how people move
through your site.
The reports are listed on the Content Overview page.
They’re also available from a pulldown menu when you drill down to a page
detail report.
The first of these — Navigation Summary — can help you see how people
arrived at a specific page and where they went afterwards.
Navigation Summary
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
after viewing 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 another
page on the site.

29. The list of pages that were viewed immediately before the page or pages is
shown in the left column.
The list of pages that were viewed immediately after the page or pages is
shown in the right column.
Why Are “Previous Page” And “Next Page” The Same?
Sometimes the Previous Page, the Next Page, and the page you are 29
analyzing are all the same page. This can be caused by visitors hitting the
refresh button multiple times and generating “self-referring” hits.
It can also be caused, for example, if the page has graphics that the visitor
can click to enlarge.
Here’s what happens. The visitor views the page and Google Analytics
registers a pageview. Then the visitor clicks on a graphic and views the
enlarged graphic file.
This does not result in a pageview because the enlarged graphic file
doesn’t have the Google Analytics Tracking Code. The visitor then clicks
the back button, which registers another pageview.
If there are many images on the page, it’s possible that the visitor will click
on each graphic.
This scenario will cause the Previous, current, and Next page to all be
identical.

30. Entrance Path Reports
The 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 the
Purchase button on your landing page and actually completed the
purchase.
To find out, go to the Top Landing Pages report and click the landing page 30
you want to analyze.
Once you are on the Content Detail report for the page, click the Entrance
Paths link as shown in the slide.
Analyzing A Landing Page Using Entrance Paths
You’ll now see the Entrance Paths report for your landing page.
In the middle 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
the Purchase page. By looking at this list, you’ll be able to see how many
visits ended up on the Purchase Completion page.
This report can show you if the landing page is doing the job you designed
it for.
Additional Content Reports And Drill-Down
You can use the “Analyze” drop-down menu to view additional reports such
as Entrance Sources and Entrance Keywords.
The “Content” drop down menu allows you to select — or search for —
specific pages to analyze.

31. Analytics Account
If you have access to multiple Analytics accounts, you can access each
account from the My Analytics Account drop-down list.
For example, if other administrators have added you to their accounts,
you’ll see a list of those accounts in the drop down.
Creating A New Account 31
The last option in the drop-down is “Create New Account” – this is how you
would create a new analytics account under the login that you are currently
using.
So, when should you create a new account? If you manage the analytics
services for several websites which belong to different organizations, you’ll
generally want to create a new account for each organization. We’ll discuss
this best 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 of accounts.
If you’re using Analytics from your AdWords account, you won’t see this
drop-down. You’ll only see it if you are signed in from google.com/analytics.
User Manager
To give other users access to your Google Analytics account, you use the
User Manager, which you can access here from the Analytics Settings
page. Inside the User Manager, you can view all of the users who currently
have access to your account.

32. “Administrators” And “Users”
There are two types of Google Analytics users. “Administrators” have
access to all reports and they can also modify Analytics settings.
So, Administrators can create profiles, filters, and goals, and they can add
users.
Users only have read access to your reports and they can’t modify 32
analytics settings. Also, “Users” can be restricted to viewing only specific
profiles.
Add/Delete Users And Edit User Info
You use the User Manager to add new users, remove users, and edit user
information.
Adding A New User
After clicking “Add Users” 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
at google.com/accounts. Use the access type dropdown to select the level
of access you want to give the new user.
You can either grant read-only access to certain reports or you can make
them an administrator. Remember that administrators can view all reports
and modify account settings.
Granting Access To A User
If you select the “View Reports Only”, the interface will show you a list of all
profiles associated with your account.
Select the profiles you would like this user to have access to and click the
“Add” button to apply your changes.

33. Modifying Access
To edit the access settings for an existing user, go to the User Manager
and click Edit next to the user. You can change their Access Type, and you
can add or remove access to specific profiles.
Select the profiles you would like to remove report access to and click on
the “Remove” button.
33
Managing Access And Accounts
Remember that an administrator has full administrative access to all
profiles within the account.
If you manage the analytics services for several websites which belong to
different organizations, the best practice is to create a separate Analytics
account for each organization.
Otherwise, if you were to group all the websites of all the different
organizations into a single account, any Administrators you created 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 other
organizations, they’d also be able to change analytics settings on profiles
that don’t belong to them.
This raises the potential for an Administrator to accidentally edit — or even
delete — another organization’s settings and data.
Changing Your E-mail Login Address
If you want to change your e-mail login, create a new Google account. Add
your new login as an administrator to your Google Analytics account.

34. Profiles
On your Analytics Settings page, you can see a list of the profiles that
belong to the account you’ve selected. You’ll generally have a separate
profile for every domain that you track.
You might also have profiles that correspond to subdomains. Or you might
set up a profile that only includes data for a filtered subset of traffic of one
of your domains. 34
Profiles are very flexible — they are basically just a set of rules that define
what data is to be included in the reports.
Using Profiles
Here are some typical examples of profiles you might set up:
You might have a profile that only contains traffic data for a specific
subdomain.
You might have a profile that tracks only a certain part of a site or that only
tracks a certain kind of traffic.
And you might have profiles each of which has a separate set of reports.
You could give some users access to one of these profiles and other users
access to another profile.
The result would be that each user would only see reports that apply to
them.

35. Profiles
A profile consists of settings that define the reports that you see. These
include user access, goals, and filter settings.
When you create a profile, you have the option of creating a profile for a
new domain or an existing domain.
Here is a schematic showing an Analytics account with three profiles. The 35
first two profiles are tracking domain A, and the third profile is tracking
domain B.
Notice the tracking code number for each profile. The longer number,
represented by Xs, is the Google Analytics account number–all three
profiles have the same account number.
Next you see that Profiles 1 and 2 each have a “dash 1”, while Profile 3 has
a “dash 2.” This smaller number is the property number.
Profiles 1 and 2 are tracking the same domain and have the same property
number. They can be referred to as “duplicate profiles.”
Profile 3 is tracking a different domain, and has a different property
number.
Now you may wonder, why would I create duplicate profiles?
You might want to apply filters to your duplicate profile so that it contains a
subset of data. So, for example, you might filter the data in Profile 2 so that
it only includes AdWords visitors to
domain A. In addition, you might want to give certain users access only to
Profile 2. This has the effect of only allowing these users to see AdWords
traffic to domain A.

36. Adding A New Profile
You’ll need to be an Administrator to add a new profile.
To add a new profile, go to the Analytics Settings page and click the Add
Website Profile link. Then, in the screen that appears, select the Add a
profile for a new domain.
Enter the URL for the web property and click Finish. 36
Edit Profile
To edit a profile, click the “Edit” settings link for the profile on the Analytics
Settings page. You must be an Administrator in order to edit a profile.
Using the edit link next to “Main Website Profile information,” you can
configure various profile settings such as the default page, e-commerce
reporting, and site search tracking.
You can also configure the profile to exclude query string parameters such
as session IDs from the URLs that appear in the report interface.
Removing Profiles
To remove a profile, you can simply click the Delete link next to the profile
on the Analytics Settings page. 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 to recover the historical data for the profile once it’s been deleted.
Analyzing All Marketing Campaigns
Google Analytics allows you to track and analyze all of your marketing
campaigns — including paid search campaigns, banner ads, emails and
other programs.

37. How To Track Your Campaigns
There are two ways to track your campaigns.
For AdWords campaigns, you can enable keyword autotagging which
allows Google Analytics to automatically populate your reports with click,
cost, and other data for every keyword you buy.
In order to enable autotagging, you’ll need to link your AdWords and 37
Google Analytics 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-
identifying information. You may also choose to manually tag AdWords
links if you do not wish to enable autotagging.
The tags are campaign variables that you append to the end of your URLs.
Linking AdWords To Analytics
By linking Google Analytics to your AdWords account, you can get
advanced reporting that measures performance and ROI for your AdWords
campaigns.
Within AdWords, click the Analytics tab to link your accounts. The AdWords
login that you’re using will need administrator privileges in Analytics in
order to link the accounts.
If you don’t already have an Analytics account, you can click the Analytics
tab and create one.
By default, “Destination URL Autotagging” and “Apply Cost Data” will be
selected when you link your accounts. We recommend that you leave both
options selected.

38. The, “Destination URL Autotagging” option allows you to differentiate your
paid ads from organic search listings and referrals.
You can choose to tag your AdWords keywords manually if you decide not
to take advantage of this feature.
However, note that if you manually tag your AdWords campaigns, you
won’t see Ad Group data in your reports. 38
The, “Apply Cost Data” option imports cost data into your AdWords reports
so that you can see metrics such as clicks, impressions and ROI in your
Analytics reports.
By leaving both options selected, you get the AdWords performance data
you need to analyze and optimize your AdWords campaigns.
When you apply cost data from AdWords to Analytics – by default, every
profile within that Analytics account will receive ALL AdWords data.
Be aware that you can only link one Analytics account to one AdWords
account.
For administration purposes, you will want to create a new Analytics
account for each associated AdWords account.
Note that once you have linked an Analytics and AdWords account – the
time zone in Google Analytics will automatically take that of the AdWords
Account (if they are different).
Why Autotagging?
Autotagging your links is important because it helps Analytics differentiate
the traffic coming from Google paid listings, outlined in green on the slide,
and traffic coming from Google organic listings, which are outlined in red.

39. If autotagging is not enabled, your Analytics reports will show that the clicks
from the sponsored listings and the organic listings are both coming from
the same source: google organic.
By default, Analytics considers them both to be from Google organic search
results.
So, enabling autotagging allows you to see which referrals to your site 39
came from your paid Google campaigns and which ones came from
Google organic search results.
How Does Autotagging Work?
Autotagging works by adding a unique id, or g-c-l-i-d, to the end of your
destination 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
prevent autotagging from working properly.
You should test these cases by adding a unique parameter to the end of
your URL — for example you could add ?test=test.
Test to make sure that the parameter is carried through to your destination
page and that the link doesn’t break.
Notice that the first query parameter is always preceded with a question
mark. Consequent values are separated using ampersands.
How To Enable Autotagging
To enable autotagging, go to the “My Account” tab within your AdWords
interface.

40. Under “Account Preferences” you’ll see the “Tracking” option. Make sure
that this 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 be
prompted to automatically select “Destination URL Autotagging” and “Cost
Data Import”.
40
If you want to change your autotagging settings later, you can do so by
editing your AdWords account preferences.
Importing Cost Data From AdWords
To import cost data into your Analytics account, go to the “Analytics” tab
within your AdWords interface.
Under “Profile Settings”, select “Edit Profile Information”. At the bottom of
the screen you’ll see an “Apply Cost Data” checkbox.
Make sure that this box is checked.
Currently, it’s only possible to import cost data from AdWords.
Make sure both your AdWords and Analytics accounts are set to the same
currency so that ROI data is accurately calculated.
View AdWords Data In Your Reports
Applying cost data to your Analytics account allows you to view your
AdWords click, cost, and impression data in your Google Analytics reports.
This data is found on the “Clicks” tab of your AdWords Campaigns reports.
Data Discrepancies: Expected Behavior
You may notice differences between the data in your Google Analytics and
AdWords reports. There are several reasons for these differences.

41. First, AdWords tracks clicks, while Analytics tracks visits. Second, some
visitors who click on your AdWords ads may have JavaScript, cookies, or
images turned 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 Google 41
Analytics Tracking Code on your landing page doesn’t execute.
In this case, AdWords will report the click but Analytics will not record the
visit.
Invalid clicks may also cause reporting differences because while Google
AdWords automatically filters invalid clicks from your reports, Google
Analytics will still report the visits.
Finally, keep in mind that AdWords data is uploaded once a day to
Analytics so the results for each may be temporarily out of sync. Stay on
the lookout for these common issues.
Make 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 will register in AdWords.
If you have disabled autotagging, make sure that you manually tag your
Destination URLs with campaign tracking variables. Otherwise, visits will be
marked as Google Organic instead of Google CPC.
Finally, 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 AdWords report will still report the clicks.

42. Tracking Online Marketing
Google Analytics automatically tracks all of the referrals and search queries
that send traffic to your website.
However, if you are running paid advertising campaigns, you should add
tags to the destination URL of your ads.
Adding a tag allows you to attach information about the campaign that will 42
show up in your Analytics reports.
Again, adding tags is not necessary in AdWords if you have enabled
autotagging.
If you have not enabled autotagging, you can add tags, but keep in mind
that even if you add your own tags, you won’t see any Ad Group
information from AdWords.
Manual URL Tagging
There are five variables you can use when tagging URLs. To tag a URL,
you add a question mark to the end of the URL, followed by your tag, as
shown in the slide.
The variables and values are listed as pairs separated by an equals sign.
Each variable-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 is sending the traffic.
Use utm_medium to identify the kind of advertising medium — for example,
cpc for cost per click, or email for an email newsletter.

43. Use utm_campaign to identify the name of the campaign — for example,
this could be the product name or it might be a slogan.
You should always use these three variables when tagging a link. You can
use them in any order you want.
If you’re manually tagging paid keyword campaigns, you should also use
utm_term to specify the keyword. 43
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 to differentiate them so that you can tell which version is most
effective.
Example 1: Tag VS NoTag
To 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
up in your reports as a referral from yoursite.com. There won’t be any
campaign information.
The second link has a tag. Traffic from this link will show up with a source
of yoursite, and it will show as a banner, instead of a referral.
Also, you’ll see this traffic reflected under summerpromo in your
Campaigns report, whereas traffic from the first link will be grouped under
(not set).
Example 2: Paid Keywords (PPC)
Let’s look at a destination URL from an AdWords ad.
In the first example, no tag has been provided and autotagging is disabled.
In this case, you won’t see this traffic in your AdWords reports.

44. The second example shows how to manually tag an AdWords link. This
traffic will show up in your AdWords reports, but there will be no Ad Group
information.
You must specify cpc as your medium and google as your source in order
to see this traffic in your AdWords reports. You should also specify cpc as
your medium when tagging paid search campaigns from other search
engines. 44
The third example shows what an AdWords autotagged URL might look
like once 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 complete
Campaign, Ad Group, and keyword information.
Where Is The Campaign Information Reflected?
Let’s look at where information from each of the tags shows up in your
reports.
Source
You can see all the sources in the All Traffic Sources report. This report will
include not only all the sources you tagged, but also sources like “direct”
and website names.
Medium
You can see also see traffic by medium in the All Traffic Sources report. In
addition to all the mediums you tagged, you’ll also see mediums such as
“referral” and “organic”.
Campaign
Campaigns will appear in the Campaigns report. You’ll also see manually
tagged AdWords campaigns in the AdWords Campaigns report.

45. In order for a campaign to show up in AdWords Campaigns, you’ll need to
have tagged the associated links with a medium of cpc and a source of
google.
Term
Terms that you’ve used will show up in the Keywords report and — for any
links that were tagged with a medium of cpc and a source of google — also
in the AdWords Keywords report. 45
You access the AdWords Keywords report by drilling down from the
AdWords Campaigns report.
Note that the AdWords keyword that *triggered* the ad will display in your
Analytics report, rather than the original search query entered by the user.
For example, if your paid keyword is “shoes” and a visitor arrives at your
site by searching for “men’s shoes,” the AdWords keyword report will only
display “shoes” since the broad match or phrase is not captured.
Content
Your content tags will show up in the Ad Versions report, along with the ad
headlines from autotagged AdWords traffic.
You can also segment on any of these variables.
For example, to see all of the campaigns in California from which you
received traffic, you could to to the Map Overlay report, drill down to
California, and segment by Campaign.
The URL Builder
You can use the URL Builder in the Google Analytics Help Center to
construct your URLs.

46. 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
you can search for “URL Builder” in the Analytics Help Center.
The URL builder can only construct one URL at a time, so you probably
won’t want to use it to construct every URL for every campaign. 46
Generating URLs
If you have a large number of URLs to tag, you can use spreadsheets to
automate the process.
Generate a sample URL in the URL Builder and create a simple
spreadsheet formula.
Spreadsheets can make it much easier to generate thousands of tagged
URLs.
Best Practices For Tagging Links
Stick to these best practices when tagging your advertising campaigns.
If you’ve enabled autotagging, don’t manually tag your AdWords
destination URLs.
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
the campaign.
Third, use consistent names and spellings for all your campaign values so
that they are recorded consistently within your Analytics reports

47. Finally, use only the campaign variables you need. You should always use
source, medium, and campaign name, but term and content are optional.
AdWords Campaigns Report
AdWords-related reports are listed under AdWords in the Traffic Sources
section.
The AdWords Campaigns report, which is the first one listed, contains 47
performance metrics for your AdWords keyword ads. This report is actually
the top level of a hierarchy of reports.
By clicking one of of the Campaigns in the table, you drill down to the Ad
Groups report which lists all of the Ad Groups in that Campaign.
Click one the Ad Groups and you drill down to the AdWords Keywords
report which lists all of the keywords in that Ad Group.
Clicks Tab
The AdWords Campaigns reports are unique in that they provide an extra
tab labeled Clicks. The Click metrics are extremely useful for optimizing
AdWords spending.
Let’s look at the first three.
Visits is the number of visits your site received from AdWords keyword
campaigns.
Impressions is the number of times your ads were displayed.
Clicks shows the number of clicks for which you paid and which your ads
received.
It’s normal for Visits and Clicks to show different numbers. In this case, we
have fewer Clicks than Visits. The reason is that some visitors clicked on

48. the ad, and then later, during a different session, returned directly to the
site through a bookmark. The referral information from the original visit was
retained, so some clicks resulted in multiple visits.
If you have fewer Visits than Clicks, you may not have the Google Analytics
Tracking Code correctly installed on all your landing pages. It’s also
possible that some visitors clicked away from your website or stopped that
landing page from loading before the tracking code was executed. Also, 48
your visitors must have JavaScript, images, and cookies enabled in their
browsers in order to be tracked. However, AdWords will still be able to
register clicks from these visitors.
How Many Times Were Ads Displayed And Clicked?
Impressions, Clicks, Cost, and CTR — or Click Through Rate — all relate
to how many times your ads were displayed and how frequently people
clicked on them.
These metrics can help you understand how visible and compelling your
ads are to searchers on these keywords.
For example, if you want a higher clickthrough rate, you might consider
bidding for a higher position or rewriting your ad so that it is more relevant
to the searcher.
If you are getting all zeros in the cost column, make sure you’ve linked to
your AdWords account and that you’ve enabled autotagging.
Which Keywords Are Profitable?
Revenue per Click, Return on Investment, and Margin can help you assess
keyword profitability.
For example, ROI is useful because it provides a single-metric comparison
of how much you spent versus how much you made.

49. An ROI of 0% means that you earned in revenue the same amount of
money you spent.
An ROI of 100% means that you spent, say $5, and made $10.
In other words, you spent X and received 2X in revenue.
It’s not uncommon to get 500% or even 1000% ROI. High ROIs simply 49
indicate that your Revenue is many times greater than your Cost.
If your RPC numbers are all 0 and your ROI numbers are all -100%, it’s
because you have 0 Revenue.
Make sure that you’ve set goal values or that you’ve enabled e-commerce
tracking.
ROI And Short Date Ranges
Before you delete or pause negative ROI keywords, consider how much
you’ve spent and whether you have enough data yet to make a decision.
In particular, watch out for short date ranges. It’s generally not a good idea
to make keyword changes on the basis of a few days worth of data.
Consider return customers — those that find the site via an AdWords ad
and then return later to buy again. You’ll miss repeat conversions if you set
too short of a date range.
Also, it may take days or longer for many of visitors to become customers.
So, set a date range that is at least as long as your expected sales cycle.

50. How Does Ad Position Affect Performance?
If you want to see how ad position affected keyword performance, you can
use the Keyword Positions report to find out.
The keywords are listed on the left and you can use the dropdown menu
above the list to sort them.
Then, select the keyword you want to analyze and you’ll see how it 50
performed in each ad position for the metric you select.
For example, in the slide, we’re comparing ad positions based on pages
viewed per visit.
The Side 1 position for this keyword referred visitors who looked at an
average of between 20 and 21 pages, and the Side 8 position referred
visitors who looked at an average of between 17 and 18 pages.
TV Campaigns
You can upload your TV ad—a video file—to your AdWords account and
start a campaign on nationwide TV.
You specify the time of day and week, audience demographic, and type of
program you’d like to target.
Once you’ve set up your TV campaign, you can track it using the TV
Campaigns report.
You can drill down into specific TV campaigns and see the impressions
delivered, number of ad airings, cost and CPM alongside your metrics like
visits, time on site, and conversions.
For example, this screenshot shows website visits plotted against
impressions delivered — the number of active TVs tuned to your
commercial.

51. Looking at your web traffic metrics alongside your TV campaign metrics
can help you optimize your TV campaigns.
Audio Campaigns
With Google Audio Ads, you can buy and manage both local and national
radio campaigns on over 1600 radio stations — all from your AdWords
account.
51
Once your Audio Ads campaigns are running, you can use the Audio
Campaigns report to track them.
You can drill down into specific Audio campaigns and also Audio DMA’s —
Designated Market Areas.
You can see the impressions delivered, number of ad airings, cost and
CPM alongside metrics like visits, time on site, and conversions.
You can conduct a before and after campaign analysis to see incremental
lift and assess whether certain campaigns or markets are impacting better
than others.
This screenshot shows website visits plotted against impressions delivered.
By looking at website metrics alongside your Audio campaign metrics, you
can learn what is working best and optimize your campaigns accordingly.
How Well Does Each Ad Perform?
Although it’s not listed under AdWords, The Ad Versions report can help
you optimize your keyword ads.
Assuming that you’ve enabled autotagging, you’ll see an entry in the table
for each of your ad headlines.

52. You can compare site usage, goal conversions, and ecommerce
performance for each ad — although there is no Clicks tab, so you won’t be
able to see metrics like ROI and clickthrough rate.
A limitation of this report is that it can only differentiate ads based on the
headline. But if each of your ads has a distinct headline, you’ll see an entry
for each ad.
52
Also, note that if you’ve any tagged links with the utm_content variable,
you’ll see traffic from those links in this report as well.
Goals
Defining site goals and tracking goal conversions is one of the best ways to
assess how well your site meets its business objectives. You should always
try to define at least one goal for a website.
So what is a goal? A goal can be any activity on your website that’s
important to the success of your business.
For example, an account signup is a goal. A request for a sales call is
another example of a goal.
To define a goal in Google Analytics, you specify the page that visitors see
once they have completed the activity.
For an account sign-up, you might set the “Thank You for signing up” page
as a goal.
Goals In Reports
Each time that a visitor sees the page you defined as a goal, a conversion
is recorded.

53. You can see total conversions and conversion rates for each of your goals
in your reports.
Funnels
For each goal that you define, you can also define a funnel. A funnel is the
set of steps , or pages, that you expect visitors to visit on their way to
complete the conversion.
A sales checkout process is a good example of a funnel. And the page 53
where the visitor enters credit card information is an example of one of the
funnel steps.
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 visitors
encounter on their way to the goal.
Why Define Funnels?
Defining a funnel is valuable because it allows you to see where visitors
enter and 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 so that it’s simpler.
Knowing which steps in the process lose would-be customers allows you to
eliminate bottlenecks and create a more efficient conversion path.
Setting Up Goals
To set up a goal, first go the Analytics Settings page and edit the the profile
for which you want to configure a goal.
Goal And Funnel Set-Up
Once you are on the Profile Settings page, look for the “Conversion Goals
and Funnel” section.

54. Select a goal and click Edit. You can create up to 4 goals for each profile.
Entering Goal And Funnel Information
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 or hostname.
So, if the complete URL is www.googlestore.com/confirmation.php, you 54
only need to enter /confirmation.php.
Make sure that the URL you enter corresponds to a page that the visitor will
only see once they complete the conversion activity. So, pick something
like the Thank You page or a confirmation page for your goal.
You can also enter a name for the Goal — here we’ve entered “Completed
Order”. This name will appear in your conversion reports.
Defining a funnel is optional. To define your funnel steps, you add the
URLs of the pages leading up to the goal URL. Just as with goals, you
don’t have to enter 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
gift card “ for Step 1. The names you enter will appear in your reports.
Next, we’ll talk about the Match Type setting.
Goal URL Match Types
The 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
must match what you enter for the Goal URL, but if there is any additional
data at the end of their URL then the goal will still be counted. For example,

55. some websites append a product ID or a visitor ID or some other parameter
to the end of the URL. Head Match will ignore these.
Here’s another example, illustrated on this slide: If you want every page in
a subdirectory to be counted as a goal, then you could enter the
subdirectory as the goal and select Head Match.
“Exact Match” means that the URL of the page visited must exactly match 55
what you enter for the Goal URL. In contrast to Head Match, which can be
used to match every page in a subdirectory, Exact Match can only be used
to match one single page. Also notice that Exact Match does not match the
second pageview, “/offer1/signup.html?query=hats” because of the extra
query parameter at the end.
“Regular Expression Match” gives you the most flexibility. For example, if
you want to count any sign-up page as a goal, and sign-up pages can
occur in various subdirectories, you can create a regular expression that
will match any sign-up page in any subdirectory. Regular Expressions will
be covered in a later module.
When you use Regular Expression Match, the value you enter as the goal
URL as 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
only matching Request URIs. In other words, the domain name is ignored.
”Case Sensitive” Settings
Check “Case Sensitive” if you want the URLs you entered into your goal
and funnel to exactly match the capitalization of visited URLs.
Goal Value
The “Goal Value” field allows you to specify a monetary value for goal. You
should only do this for non-ecommerce goals.

56. By setting a goal value, you make it possible for Google Analytics to
calculate metrics like average per-visit-value and ROI. These metrics will
help you measure the monetary value of a non-ecommerce site.
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
who request to be contacted via your site, and your average transaction is
$500, you might assign $50 or 10% of $500 to your “Contact Me” goal. 56
Again, to avoid inflating revenue results, you should only provide values for
non-ecommerce goals.
Goal Conversions VS Transactions
There is an important difference between goal conversions and e-
commerce transactions.
A goal conversion can only happen once during a visit, but an e-commerce
transaction 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 it such that any PDF download is a valid goal conversion. And let’s
say that the goal is worth $5.
In this case, if a visitor comes to your site and downloads 5 PDF files
during a single session, you’ll only get one conversion worth $5. However,
if you were to track each of these downloads as a $5 e-commerce
transaction, you would see 5 transactions and $25 in e-commerce revenue.
You’ll learn how to set up ecommerce tracking and how to track PDF
downloads in later modules.
Profiles And Goal Tracking
You can have up to 4 goals for each profile. If you want to track additional
goals, just set up duplicate profiles.

57. Filters And Goal Settings
If you are using a filter that manipulates the Request URI, make sure that
your goal is defined so that it reflects the changed Request URI field.
For example, in the slide, we have a profile that defines /thankyou.html as a
goal. But we have another profile with a filter that appends the hostname to
the Request URI.
57
So, for this profile, we need to change the goal definition accordingly.
Funnel Reporting
If you define a funnel for a goal, Google Analytics populates the Funnel
Visualization report, shown here in the slide.
On the left, you can see how visitors enter your funnel. On the right, you
can see where they leave the funnel and where they go.
The middle shows you how visitors progress through the funnel — how
many of them continue on to each step.
In this example, we can see that there were 9,283 entrances at the top of
the funnel and 187 completed orders, at the bottom of the funnel. This
report is very useful for identifying the pages from which visitors abandon
your conversion funnel.
Reverse Goal Path Reporting
Here’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 navigation paths that visitors took to arrive at a goal page and shows
you the number of conversions that resulted from each path.
In this example, we can see that 96 of the conversions — or about 15% of
them — resulted from the first navigation path that’s shown.

58. This is a great report for identifying funnels that you hadn’t considered
before and it can give you great ideas for designing a more effective site.
Funnel Visualization Report
If you define a funnel for a goal, Google Analytics populates the Funnel
Visualization report, shown here in the slide.
On the left, you can see how visitors enter your funnel. On the right, you 58
can see where they leave the funnel and where they go. The middle shows
you how visitors progress through the funnel, how many of them continue
on to each step.
In this example, we can see that there were 9,283 entrances at the top of
the funnel and 187 completed orders at the bottom of the funnel.
This report is very useful for identifying the pages from which visitors
abandon your conversion funnel.
Finding The Report And Selecting A Goal
To find the Funnel Visualization report, look in the Goals section.
Once you are in the report, you can select the goal you want to analyze
from the Select Goal drop-down menu.
Funnel Entrance Pages
The boxes along the left side of the funnel show the pages from which
visitors entered the funnel.
(entrance) shows the number of times that the funnel page was a landing
page.
In this example, 11,514 visitors came to the View Product Categories page
from the home page.

59. Funnel Exit Pages
The boxes on the right show where visitors went when they abandoned the
funnel.
For each step, you can see the pages that visitors went to.
(exit) means that the person not only abandoned the funnel but also left
your site. In this example, there were 1,423 funnel exits from the View 59
Product Categories page that went to the software.asp page.
Progressing Through The Funnel
In this example, only 29% of visits to the View Shopping Cart page actually
proceeded to the login page.
The remaining 2,418 times, the person either left the funnel for another
page or left the site entirely.
This data is valuable because you can use it to see what pages of your site
may need to be altered.
For instance, in this example, you might want to improve the design of the
the “View Shopping Cart” page so that more visitors log in and continue.
You can also see that only 41% of visits to the Login page continue on to
the Place Order page. So, the Login page may also need improvements.
Understanding The Numbers
Let’s look at all the numbers in the report.
Here is the number of funnel entrances to the first step of the funnel.
Here is the number of funnel abandonments that occurred from this step.

60. Here is the number and percentage of funnel entrances that continued on
to the next step.
Here is the number of funnel entrances to the second step of the funnel.
Here is the number of visits to the second funnel step. It includes those
who proceeded from the first step and those who entered the funnel at this
step. 60
Here is the number and percentage of visits to the second funnel step that
continued on to the next step.
Filters
Google Analytics filters provide you with an extremely flexible way of
defining what data is included in your reports and how it appears.
You can use them to customize your reports so that data that you deem
useful is highlighted in interesting ways. Filters can also help you clean up
your data so that it is easier to read.
There are two types of filters in Google Analytics – predefined filters and
custom filters.
You can use the Filter manager to create new filters, to edit their settings,
and to delete them.
To apply filters to a profile, you edit the profile.
How Do Filters Work?
Filters process your raw traffic data based on the filter specifications. The
filtered data is then sent to the respective profile.
Once data has been passed through a filter, Google cannot re-process the
raw data.

61. That’s why we always recommend that you maintain one unfiltered profile
so that you always have access to all of your data.
How To Set-Up Filters?
Filters process your raw traffic data based on the filter specifications. The
filtered data is then sent to the respective profile.
Once data has been passed through a filter, Google cannot re-process the 61
raw data.
That’s why we always recommend that you maintain one unfiltered profile
so that you always have access to all of your data.
Predefined Filters
Google Analytics provides three commonly used predefined filters — you’ll
see these filters under the “Filter Type” drop-down when you are creating
your filters.
The first filter called “Exclude all traffic from a domain” excludes traffic from
the domain that you specify in the Domain field directly below the Filter
Type dropdown. If you apply this filter, Google Analytics will apply a reverse
lookup with each visitor’s IP address to determine if the visitor is coming in
from a domain that should be filtered out. Domains usually represent the
ISP of your visitor although larger companies generally have their IP
addresses mapped to their domain name.
The second filter, “Exclude all traffic from an IP address”, removes traffic
from addresses entered into the IP address field. This filter is generally
used to exclude your internal company traffic.
The third filter, “Include only traffic to a subdirectory”, causes your profile to
only report traffic to a specified directory on your site. This is typically used
on a profile that is created to track one part of a website.

62. Best Practices For Filters
As a best practice, we recommend that you create a filter to exclude your
internal company traffic from your reports.
To do this you can use the predefined filter type called “Exclude all traffic
from an IP address”. You will need to enter your IP address or range of
addresses into the ‘IP address” field.
62
Creating Custom Filters
In addition to the three pre-defined filters that Analytics offers, you can also
create custom filters for your profiles.
Custom filters offer you greater control over what data appears in your
profiles.
To create a custom filter, select “Custom filter” from the “Filter Type” drop-
down. Additional fields will appear when you choose this option.
Custom Filters
Each custom filter has three main parts.
The first part of a custom filter is “Filter Types”. There are six filter types
available and each one serves a specific purpose. We’ll look at these in a
minute.
The second part is the “Filter Field”. There are numerous fields you can use
to create your filter. Examples of some commonly used fields are the
“Request URI” and “Visitor Country” fields.
The complete list of fields can be found through the link shown here or you
can search for “filter fields” in the Analytics Help Center.
The third part of a custom filter is the “Filter Pattern”. This is the text string
that is used to attempt to match pageview data. The pattern that you

63. provide is applied to the field and, if it matches any part of the field, it
returns a positive result and causes an action to occur. You’ll need to use
POSIX Regular Expressions to create the filter pattern. Learn more in the
module on Regular Expressions.
Filter Types
Here’s a chart that describes the filter types.
63
Exclude and Include filters are the most common types. They allow you to
segment your data in many different ways. They’re frequently used to filter
out or 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 a report. Let’s say, for example, that you see multiple entries in
your reports for a keyword or a URL, and the only difference between the
multiple entries is that sometimes the URL or keyword appears with a
different combination of uppercase and lowercase letters. You can use the
Lowercase and Uppercase filters to consolidate these multiple entries into
a single entry.
Search and Replace filters replace one piece of data with another. They
are often used to replace long URL strings with a shorter string that is
easier to read and identify in your reports.
You can use Advanced filters to remove unnecessary data, replace one
field with another, or combine elements from multiple filter fields. For
example, a best practice when tracking multiple subdomains in a single
profile is to append the subdomain name to the page names. You can do
this by creating an advanced filter that appends Hostname to Request URI.
Let’s look at an example of a Search and Replace filter.

64. Example: Search And Replace Filter
Here’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 Top Content reports, you’d see a list of Request URIs
that indicate the different pages on your site.
The page “/category.asp?catid=5” is actually the Google Store Wearables 64
page. You could make the Top Content report more meaningful by
replacing “catid=5” with a descriptive word, like “Wearables”.
Here’s what the Search and Replace filter might look like. This particular
filter would 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 Profiles
You can track and segment multiple sites from the same Analytics account,
using the same JavaScript code. And, once you’ve defined a filter, you can
apply it to a single profile or across several profiles.
So, for example, in the slide, the graphic shows a single Analytics account
with two profiles.
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.
Again, you use the Filter manager to create and manage filters. To apply
filters to a profile, you edit the profile.

65. Customize data Views
You 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 view
includes only traffic to a subdomain and the other view only includes
customers from a specific geographic region.
65
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
Google AdWords traffic. We’ll look at how to do this in the next slide.
Remember, you always want to maintain a profile that contains all of your
data. That’s Profile 1 in the chart.
How To Include Only Google AdWords Traffic?
To set up a profile that includes only Google AdWords traffic, you need to
apply the two Custom Include filters shown in the slide.
In filter one, you’ll filter on campaign source for a pattern of google.
In filter two, you’ll filter on campaign medium for a pattern of cpc.
You can apply these two filters in any order.
Tracking Subdomains
Let’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
for reports that include cumulative traffic to both, then you could simply
create a unique profile for each subdomain.

66. To do this, you’d install the “dash 1” version of your tracking code on your
Subdomain A pages, and the “dash 2” version of your tracking code on
your Subdomain B pages.
But what if you want to analyze the traffic aggregated across both
subdomains? In this case, you could set up at 3 duplicate profiles. Then,
you’d apply an Include filter to two of the profiles.
66
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
site regardless of subdomain.
Best Practices For Filters And Profiles
When setting up profiles and filters for your Analytics account, you should
always create one unfiltered profile that can be a back-up in case your
filters do not function as planned or you need more data than you originally
thought.
Remember, once your raw data has passed through filters, Google cannot
go back and reprocess the data. So, maintaining an unfiltered profile
provides you with a backup.
Best Practices For Include And Exclude Filters
You can apply multiple include and exclude filters to a single profile, but
keep in mind that when more than one filter is applied, the filters will be
executed in the same order that they are listed in your Profile Settings.
In other words, the output from one filter is then used as the input for the
next filter.

67. The example shown here illustrates that if you want to include only users
from California and Texas, you cannot create two separate include filters
because they will cancel each other out. The solution is to create one filter
that uses a regular expression to indicate that the Visitor Region should be
California or Texas.
One AdWords Account, Multiple URLs
If you drive traffic from AdWords to multiple sites, each of which is tracked 67
in a separate 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
the entire account is applied to each profile – Google Analytics doesn’t
automatically match campaigns to specific profiles. To illustrate what would
happen if you don’t apply a filter, let’s imagine that you have 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
cost data instead of just the $50 you spent for that site.
So, for each profile that should include a subset of your AdWords data,
you’ll need to create a custom include filter.
Filters For Cost Sources
In your profile settings, select “edit filter”.
Create a custom filter and select the Include filter type.
For the filter field, select “Campaign Target URL”. This field only applies to
Google AdWords data.
Use a regular expression to create the filter pattern based on the AdWords
destination URL that is applicable to this profile.

68. Once you’ve saved this filter, only AdWords data for this profile will be
displayed in the reports.
Regular Expressions (RegEx)
A regular expression is a set of characters and metacharacters that are
used to match text in a specified pattern.
You can use regular expressions to configure flexible goals and powerful 68
filters.
For example, if you want to create a filter that filters out a range of IP
addresses, you’ll need to enter a string that describes the range of the IP
addresses that you want excluded from your traffic.
Let’s start off by looking at each metacharacter.
Metacharacters are characters that have special meanings in regular
expressions.
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
two characters — 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
“Act 10, Scene 3”, you could use a quantifier like the + sign.

69. 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
though they were literal characters.
Enter the backslash immediately before each metacharacter you would like
to escape. 69
“U.S. Holiday” written this way with periods after the U and the S would
match a number of unintended strings, including UPS. Holiday, U.Sb
Holiday, and U3Sg Holiday.
Remember that the dot is a special character that matches with any single
character, so if you want to treat a dot like a regular dot, you have to
escape it with the backslash.
You’ll use backslashes a lot, because dots are used so frequently in
precisely the 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 to escape the dots.
Character Sets And Ranges []
Use square brackets to enclose all of the characters you want as match
possibilities. 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 used
after both the U and the S. The expression also requires that the H is
capitalized.

70. There is a regex you can write to match all of these variations. The
question mark 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 in the first example, or you can specify a range. 70
Use a hyphen inside a character set to specify a range. So instead of
typing square 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 from
matching.
Note that later in this module, you will see the caret used a different way—
as an anchor. The use of the caret shown here is specific to character sets,
and the negating behaviour occurs only when the caret is used after the
opening square bracket in a character set.
Quantifiers And Repetitions ? + *
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 the expression “3-1-?” , the preceding character is a 1. So, both 3 and 3-
1 would match.

71. 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 the expression, “3-1-*”,
the preceding character is a 1. So it would match 3, 3-1-, 3-1-1, and so
forth.
You can also SPECIFY repetition using a minimum and maximum number
inside curly brackets. 71
Recall that a dot matches any single character. What would you use to
match a wildcard of indeterminate length?
Dot star will match a string of any size. Dot star is an easy way to say
“match anything,” and is commonly used in Google Analytics goals and
filters.
Grouping ( )
It is handy to use the parentheses and the pipe symbol (also known as the
OR symbol) together.
Basically, you can just list the strings you want to match, separating each
string with 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
US Holiday.
If it’s not in the list, it won’t get matched. That’s why “US Holiday” won’t get
matched if one of the periods is missing.
In our list, we’ve accounted for both periods missing, but not for just one
period missing.
Using question marks, the second regex in the slide will match all of the
above.

72. Anchors ^ $
The caret signals the beginning of an expression. In order to match, the
string must BEGIN with what the regex specifies..
The dollar sign says, if there are any more characters after the END of this
string, then it’s not a match.
So, caret US means start with US. US Holiday matches, but “Next Monday 72
is a US Holiday” does not match.
Holiday$ means end with Holiday. US Holiday still matches, but “US
Holiday Schedule” does not match.
Anchors can be useful when specifying an IP address. Take a look at these
examples.
Shorthand Character Classes /d /s /w
Some character classes are used so commonly that there is a shorthand
you can use instead of writing out the ranges within square brackets.
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
many digits to match.
Backslash d followed by 1 comma 5 in curly brackets means that the
address must 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 means
include as many alphanumeric characters as you want.

73. “345 Embarcadero” matches, but just “Embarcadero” does not, because
this regex requires the string to start with a number.
If you want to make the number optional, group the first part of the regex
with parentheses–including the space–and follow it with the question mark.
Note that an address like “1600 Amphitheatre Parkway” would not match
either, because the regex does not account for the space between 73
Amphitheatre and Parkway.
The slide shows one way you could account for this.
RegEx Review
Let’s review.
In the example on the slide, we’ve created an expression that will match
the strings Google or Yahoo, regardless of whether or not Google and
Yahoo are capitalized.
Here, we’ve created an expression that will match URLs for internet and
theatrical 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 with
index.php?dl=video/trailers/ and then either internet or theatrical.
The $ sign ensures that any URLs that are any longer than this won’t get
included in the match.
Common Uses For Regular Expressions
You’ll find lots of applications for regular expressions in Google Analytics.

74. 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
74
• and using the filter box that appears on your reports to find specific entries
in a table.
RegEx And Tracking Equivalent Pages
Here’s how you might use regular expressions to group pages or funnel
steps on your site.
Using a regular expression allows you to track them as one funnel step
rather than tracking each page or action individually.
Learn how goals and funnels work in the module on goals.
RegEx Within The Report Interface
And, here’s an example of using regular expressions within your reports.
We’re using the Find box to display all the rows in the table that contain
Google or Yahoo.
RegEx Generator For IP Address Ranges
Google Analytics provides a tool that makes it easier to generate a regular
expression that matches a range of IP addresses.
It’s called the Regular Expression Generator and you can find it at the URL
shown in the slide.