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GA Konferenz-2011 Nick Mihailovski_API

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How to extend Google Analytics by using the API including award winning 3rd party tools.

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GA Konferenz-2011 Nick Mihailovski_API

  1. 1. Google AnalyticsBecoming More Productive Using The Analytics APINick MihailovskiSr. Developer Programs Engineer
  2. 2. Web Analytics TV
  3. 3. Agenda 1 What is the API & Why It’s Important 2 3 Awesome Tools 3 Advanced Data Uses
  4. 4. Agenda 1 What is the API & Why It’s Important 2 3 Awesome Tools 3 Advanced Data Uses
  5. 5. Developer Platform Overview Account ConfigurationTracking Code Reports Processing
  6. 6. Developer Platform Overview Management APIga.js / Mobile SDK Data Export API Processing
  7. 7. How the Web Interface works HTTP Request Processing HTTP Response
  8. 8. How the API works API Query https://www.google.com/analytics/feeds/data ?ids=ga:12345 &start-date=2009-10-01 &end-date=2009-10-31 HTTP Request &dimensions=ga:source &metrics=ga:visits, ga:transactions, ga:transactionRevenue Processing XML Response HTTP Response <feed> <entry> <dxp:dimension name=ga:source value=blogger.com/> <dxp:dimension name=ga:medium value=referral/> <dxp:metric name=ga:visits type=integer value=68140/> <dxp:metric name=ga:bounces type=integer value=61095/> </entry> <entry> <dxp:dimension name=ga:source value=’google.com/> <dxp:dimension name=ga:medium value=’organic/> <dxp:metric name=ga:visits type=integer value=‘54140/> <dxp:metric name=ga:bounces type=integer value=‘48095/> </entry> </feed>
  9. 9. Retrieving Data From The API Profile Advanced Segments Date Range Sort Filters Dimensions Metrics Max Results Start Index
  10. 10. Simple API Queryhttps://www.google.com/analytics/feeds/data?ids=ga:12345&start-date=2009-10-01&end-date=2009-10-31&dimensions=ga:source&metrics=ga:visits, ga:transactions, ga:transactionRevenue
  11. 11. Simple API Queryhttps://www.google.com/analytics/feeds/data?ids=ga:12345&start-date=2009-10-01&end-date=2009-10-31&dimensions=ga:source&metrics=ga:visits, ga:transactions, ga:transactionRevenueProfile ID: Defines the Google Analytics profile
  12. 12. Simple API Queryhttps://www.google.com/analytics/feeds/data?ids=ga:12345&start-date=2009-10-01&end-date=2009-10-31&dimensions=ga:source&metrics=ga:visits, ga:transactions, ga:transactionRevenueDate Range: Get data from the month of October
  13. 13. Simple API Queryhttps://www.google.com/analytics/feeds/data?ids=ga:12345&start-date=2009-10-01&end-date=2009-10-31&dimensions=ga:source # Can specify upto 7&metrics=ga:visits, ga:transactions, ga:transactionRevenueDimension: Show all the sources of traffic
  14. 14. Simple API Queryhttps://www.google.com/analytics/feeds/data?ids=ga:12345&start-date=2009-10-01&end-date=2009-10-31&dimensions=ga:source&metrics=ga:visits, # Canspecify up to 10 ga:transactions, ga:transactionRevenueMetrics: The sum of these values across all visits to a site
  15. 15. Simple API Queryhttps://www.google.com/analytics/feeds/data?ids=ga:12345&start-date=2009-10-01&end-date=2009-10-31&dimensions=ga:source&metrics=ga:visits, ga:transactions, ga:transactionRevenue&start-index=1,&max-results=10000Start Index: Starting row numberMax Results: The number of results to return
  16. 16. Simple API Queryhttps://www.google.com/analytics/feeds/data?ids=ga:12345&start-date=2009-10-01&end-date=2009-10-31&dimensions=ga:source&metrics=ga:visits, ga:transactions, ga:transactionRevenue&sort=ga:source,-ga:visits,ga:pageviewsSort: Order the results in a particular way
  17. 17. Simple API Queryhttps://www.google.com/analytics/feeds/data?ids=ga:12345&start-date=2009-10-01&end-date=2009-10-31&dimensions=ga:source&metrics=ga:visits, ga:transactions, ga:transactionRevenue&filters=ga:transactionRevenue>0Filters: Only return a subset of the values
  18. 18. Advanced Segmentshttps://www.google.com/analytics/feeds/data?ids=ga:12345&start-date=2009-10-01&end-date=2009-10-31&dimensions=ga:source&metrics=ga:visits, ga:transactions, ga:transactionRevenue&segment=Segment: Advanced segment query parameter
  19. 19. Default and Custom Advanced Segmentshttps://www.google.com/analytics/feeds/data?ids=ga:12345&start-date=2009-10-01&end-date=2009-10-31&dimensions=ga:source&metrics=ga:visits, ga:transactions, ga:transactionRevenue&segment=gaid::-11gaid:: Reference the segment by ID
  20. 20. Dynamic Advanced Segmentshttps://www.google.com/analytics/feeds/data?ids=ga:12345&start-date=2009-10-01&end-date=2009-10-31&dimensions=ga:source&metrics=ga:visits, ga:transactions, ga:transactionRevenue&segment=dynamic::dynamic:: Define the segment on the fly
  21. 21. Dynamic Advanced Segmentshttps://www.google.com/analytics/feeds/data?ids=ga:12345&start-date=2009-10-01&end-date=2009-10-31&dimensions=ga:source&metrics=ga:visits, ga:transactions, ga:transactionRevenue&segment=dynamic::ga:transactionRevenue>1000For all visits that had greater than $1000 in revenue
  22. 22. Dynamic Advanced Segmentshttps://www.google.com/analytics/feeds/data?ids=ga:12345&start-date=2009-10-01&end-date=2009-10-31&dimensions=ga:source&metrics=ga:visits, ga:transactions, ga:transactionRevenue&segment=dynamic::ga:transactionRevenue>1000; ga:day==MondayFor all visits that had greater than $1000 in revenue AND made a purchase on Monday
  23. 23. Dynamic Advanced Segmentshttps://www.google.com/analytics/feeds/data?ids=ga:12345&start-date=2009-10-01&end-date=2009-10-31&dimensions=ga:source&metrics=ga:visits, ga:transactions, ga:transactionRevenue&segment=dynamic::ga:transactionRevenue>1000; ga:day=~Monday|WednesdayFor all visits that had greater than $1000 in revenue AND made a purchase either on Monday OR Wednesday
  24. 24. How the API works API Query https://www.google.com/analytics/feeds/data ?ids=ga:12345 &start-date=2009-10-01 &end-date=2009-10-31 HTTP Request &dimensions=ga:source &metrics=ga:visits, ga:transactions, ga:transactionRevenue Processing XML Response HTTP Response <feed> <entry> <dxp:dimension name=ga:source value=blogger.com/> <dxp:dimension name=ga:medium value=referral/> <dxp:metric name=ga:visits type=integer value=68140/> <dxp:metric name=ga:bounces type=integer value=61095/> </entry> <entry> <dxp:dimension name=ga:source value=’google.com/> <dxp:dimension name=ga:medium value=’organic/> <dxp:metric name=ga:visits type=integer value=‘54140/> <dxp:metric name=ga:bounces type=integer value=‘48095/> </entry> </feed>
  25. 25. Accessing Report Data Metric Totals Total Results Rows of Data
  26. 26. API Response<feed> <openSearch:totalResults>6451</openSearch:totalResults> <openSearch:startIndex>1</openSearch:startIndex> <openSearch:itemsPerPage>5</openSearch:itemsPerPage> <dxp:aggregates> <dxp:metric name=ga:visits type=integer value=136540/> <dxp:metric name=ga:bounces type=integer value=101535/> </dxp:aggregates> <entry> <dxp:dimension name=ga:source value=blogger.com/> <dxp:dimension name=ga:medium value=referral/> <dxp:metric name=ga:visits type=integer value=68140/> <dxp:metric name=ga:bounces type=integer value=61095/> </entry> <entry> <dxp:dimension name=ga:source value=’google.com/> <dxp:dimension name=ga:medium value=’organic/> <dxp:metric name=ga:visits type=integer value=‘54140/> <dxp:metric name=ga:bounces type=integer value=‘48095/> </entry></feed>
  27. 27. API Response<feed> <openSearch:totalResults>6451</openSearch:totalResults> <openSearch:startIndex>1</openSearch:startIndex> <openSearch:itemsPerPage>5</openSearch:itemsPerPage> <dxp:aggregates> <dxp:metric name=ga:visits type=integer value=136540/> <dxp:metric name=ga:bounces type=integer value=101535/> </dxp:aggregates> <entry> <dxp:dimension name=ga:source value=blogger.com/> <dxp:dimension name=ga:medium value=referral/> <dxp:metric name=ga:visits type=integer value=68140/> <dxp:metric name=ga:bounces type=integer value=61095/> </entry> <entry> <dxp:dimension name=ga:source value=’google.com/> <dxp:dimension name=ga:medium value=’organic/> <dxp:metric name=ga:visits type=integer value=‘54140/> <dxp:metric name=ga:bounces type=integer value=‘48095/> </entry></feed>
  28. 28. API Response<feed> <openSearch:totalResults>6451</openSearch:totalResults> <openSearch:startIndex>1</openSearch:startIndex> <openSearch:itemsPerPage>5</openSearch:itemsPerPage> <dxp:aggregates> <dxp:metric name=ga:visits type=integer value=136540/> <dxp:metric name=ga:bounces type=integer value=101535/> </dxp:aggregates> <entry> <dxp:dimension name=ga:source value=blogger.com/> <dxp:dimension name=ga:medium value=referral/> <dxp:metric name=ga:visits type=integer value=68140/> <dxp:metric name=ga:bounces type=integer value=61095/> </entry> <entry> <dxp:dimension name=ga:source value=’google.com/> <dxp:dimension name=ga:medium value=’organic/> <dxp:metric name=ga:visits type=integer value=‘54140/> <dxp:metric name=ga:bounces type=integer value=‘48095/> </entry></feed>
  29. 29. API Response<feed> <openSearch:totalResults>6451</openSearch:totalResults> <openSearch:startIndex>1</openSearch:startIndex> <openSearch:itemsPerPage>5</openSearch:itemsPerPage> <dxp:aggregates> <dxp:metric name=ga:visits type=integer value=136540/> <dxp:metric name=ga:bounces type=integer value=101535/> </dxp:aggregates> <entry> <dxp:dimension name=ga:source value=blogger.com/> <dxp:dimension name=ga:medium value=referral/> <dxp:metric name=ga:visits type=integer value=68140/> <dxp:metric name=ga:bounces type=integer value=61095/> </entry> <entry> <dxp:dimension name=ga:source value=’google.com/> <dxp:dimension name=ga:medium value=’organic/> <dxp:metric name=ga:visits type=integer value=‘54140/> <dxp:metric name=ga:bounces type=integer value=‘48095/> </entry></feed>
  30. 30. Query Explorer Demo
  31. 31. Agenda 1 What is the API & Why It’s Important 2 3 Awesome Tools 3 Advanced Data Uses
  32. 32. 3 Awesome ToolsNext Analytics• Increase productivityAnalytics Canvas• Make data meaningful to your business4Q• Better understand customers through integrations
  33. 33. 3 Awesome ToolsNext Analytics• Increase productivityAnalytics Canvas• Make data meaningful to your business4Q• Better understand customers through integrations
  34. 34. Next Analyticswww.excel.nextanalytics.com
  35. 35. 3 Awesome ToolsNext Analytics• Increase productivityAnalytics Canvas• Make data meaningful to your business4Q• Better understand customers through integrations
  36. 36. By Country
  37. 37. By City
  38. 38. By Regional Market ?
  39. 39. Analytics Canvaswww.analyticscanvas.com
  40. 40. 3 Awesome ToolsNext Analytics• Increase productivityAnalytics Canvas• Make data meaningful to your business4Q• Better understand customers through integrations
  41. 41. Google Analytics Describes the What Your campaign drove a significant amount of traffic. But was it qualified? There was an increase in traffic to your support page. Was there a problem with the site or your product? Time on site increased. Were visitors more engaged or simply unable to find what they were looking for?
  42. 42. Case StudyMedia client focusing on Online Publishing• Rolling out paid access to premium articles• Customers make purchase decision after reading article abstractDue Diligence• Market research• Needs assessment• Price sensitivityUndesirable Results• Very low conversion 0.5% purchase articles
  43. 43. 4Q Answers 80% of visitors view abstracts, but only 0.5% purchase articles + 53% found abstracts were too short to make purchase decision • “If I have to pay extra for articles, at least give me a better idea of what the articles are about.” • “The blurbs for your paid articles are not detailed enough.” • “The summary of the article seems interesting but I’m not paying $6.95 to find out that it isn’t what I thought it was”The Decision – Longer abstractsThe Result – 5x increase – from $40k/month up to $200k/month
  44. 44. Google Analytics & 4Q • Developed in consultation with Avinash Kaushik • Asks the “most important survey questions” • Free & paid subscriptions• Simple integration with Google Analytics• Feature rich, even at the “free” level
  45. 45. Understand the why How would you rate your overall site experience? What was the purpose of your visit? Did you accomplish the purpose of your visit? If not, why not?
  46. 46. Technical Integration 4Q Suite displays survey when user leaves the site If user accepts, both 4Q Suite and GA sessions are joined Survey is taken by visitors Upon completion, survey data is sent as events to Google Analytics
  47. 47. 4Q Data Inside Google Analytics Integrate Into Custom Reports Setup Advanced Segments
  48. 48. Deeper Understanding of Your VisitorsImprove content based on site experience scoreOptimize AdWords bids based on the purpose of a visit
  49. 49. Agenda 1 What is the API & Why It’s Important 2 3 Awesome Tools 3 Advanced Data Uses
  50. 50. Content ID_gaq.push([‘_trackPageview’]); Google Analyticshttps://www.google.com/analytics/feeds/data?ids=ga:12345&start-date=2011-04-20&end-date=2011-04-20&dimensions=ga:pagePath&metrics=ga:pageviews&sort=-ga:pageviews
  51. 51. _gaq.push([‘_trackPageview’, ‘/agreeButton’]); Google Analyticshttps://www.google.com/analytics/feeds/data?ids=ga:12345&start-date=2011-04-20&end-date=2011-04-20&dimensions=ga:latitude,ga:longitude&metrics=ga:visitors&filter=ga:pagePath==/agreeButtom Google Charts API
  52. 52. API ResourcesApp Galleryhttp://www.google.com/analytics/appsDocumentationhttp://code.google.com/apis/analyticsDeveloper Grouphttp://groups.google.com/group/google-analytics-apiNotify Grouphttp://groups.google.com/group/google-analytics-api-notify 57

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