Data mining with Google analytics


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9 Tips and Tricks for getting the most from your Google Analytics reports

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Data mining with Google analytics

  1. 1. data mining with Google Analytics9 Tips and Tricks for getting the most from Your Analytics reports<br />Greg Bray, President, Blue Tangerine Solutions<br /><br />July 30, 2009<br />
  2. 2. Web Analytics<br />Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.<br /> -Wikipedia<br />
  3. 3. Two Types of Analytics Programs<br />Log file readers<br />Imports Web server log files<br />No changes required to site<br />Difficult to capture transactional data<br />Page Tagging<br />Use javascript code embedded on each Web page to transmit tracking data<br />Data only available “going forward” after setup<br />More flexibility to capture additional parameters<br />Google Analytics is a Page Tagging program<br />
  4. 4. Important Reminders<br />Analytics programs may measure things slightly differently<br />Tracking is not exact or perfect<br />IP Address based locations are approximations<br />Focus on trends and comparisons<br />Reporting delay<br />
  5. 5. 9 Google Analytics Tips<br />Adwords Auto-tagging<br />Ecommerce Tracking<br />Goals & Funnels<br />Campaign Tracking Codes<br />Customize the Dashboard<br />Schedule Email Reports<br />Site Search Tracking<br />Event Tracking<br />Explore Advanced Reports<br />
  6. 6. Tip 1: Turn on Adwords Auto-tagging<br />Allows full Adwords expense data to be included <br />Step1 - Link your Adwords and Analytics account<br />(In Adwords) Reporting -> Google Analytics<br />Step 2- Turn on Auto-tagging<br />(In Adwords) My account -> Account preferences -> Tracking (edit)<br />
  7. 7. Tip 2: Configure Ecommerce Tracking<br />Allows you to include transaction values and measure ROI.<br />Step 1 – Turn on Ecommerce Tracking<br />Edit Profile -> Edit Main Website Profile Information<br />Step 2 – Add additional tracking code to checkout “Thank You” page<br /><br />
  8. 8. Tip 3: Configure Goals & Funnels<br />Track specific visitor conversion activities, and follow the path to conversion.<br />Checkout process<br />Email sign up form<br />Landing page conversion<br />Edit Profile -> Edit Goal<br />Only 4 Goals per profile allowed, but you can create additional profiles.<br />
  9. 9. Tip 4: Campaign Tracking Codes<br />Allows you to include Email Marketing, Banner Ads, Blog posts, etc. in the Traffic Sources report.<br />Add URL tracking variables to your click-through links<br />utm_source, utm_medium, utm_term, utm_content, utm_campaign<br />URL Builder:<br />
  10. 10. Tip 5: Customize the Dashboard<br />Put key reports into a single, combined report, to make it quick and easy to find data of interest<br />View desired report -> click on Add to Dashboard button<br />
  11. 11. Tip 6: Schedule Email Reports<br />Automate regular report distribution to multiple recipients. <br />Automatically converts data to PDF, Excel, etc.<br />View desired report –> click Email button -> Schedule<br />
  12. 12. Tip 7: Configure Site Search Tracking<br />Allows you to see what searches are being conducted on your site, and where users go after particular searches.<br />Step 1 – update Web site to include search query in URL string<br />Step 2 – Turn on Site Search tracking<br />Edit Profile -> Edit Main Website Profile, enter query string variable<br />
  13. 13. Tip 8: Configure Event Tracking<br />Allows Flash, Ajax and other events to be tracked.<br />Embed additional javascript function call into Flash, Ajax code, etc. to trigger tracking.<br />_trackEvent(category, action, optional_label, optional_value)<br /><br />
  14. 14. Tip 9: Explore Advanced Reports<br />Date Range Comparisons<br />Graph Metric Comparisons<br />Advanced Segments<br />Site Overlay<br />Map Overlay<br />Visualization<br />Custom Reports<br />
  15. 15. Additional Resources<br />Google Analytics Signup and Product Tour<br /><br />Google URL Builder<br /><br />Google Analytics Video Training<br /><br />Definitions of General Analytics Terms<br /><br />
  16. 16. Special Offer<br />50% discount on Google Analytics basic tracking configuration (regular price $250)<br />Available to first 12 requesters<br />Must have site hosted with Blue Tangerine Solutions <br />1 month free hosting to new hosting customers with 12 month contract<br />Contact: <br />Offer expires August 31, 2009.<br />