Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Google analytics 201 - goals, events, views, basic filters, segments, alerts and best practice campaigns - v001 march 2017

62 views

Published on


Google Analytics 201 is an in-depth, hands-on training day that starts where Google Analytics 101 finished – dealing with goals in more detail, event tracking, views, basic filters, applying segments for improved analysis, using alerts, best practice campaign tracking, channel groupings and cohort analysis.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Google analytics 201 - goals, events, views, basic filters, segments, alerts and best practice campaigns - v001 march 2017

  1. 1. #GoogleAnalytics201 @ivantage with @matt_trimmer 1 Matt Trimmer
 Principal Consultant & Managing Director These Slides: http://www.slideshare.net/ivantage WIFI: SSID: TOG5 Password: TOGether Google Analytics 201 - Goals, events, views, basic filters, segments, alerts and best practice campaigns
  2. 2. #GoogleAnalytics201 @ivantage with @matt_trimmer 2 Google Analytics & Tag Manager curriculum • Google Analytics 101 - Fundamentals, key concepts and reporting basics • Google Analytics 201 - Goals, events, views, basic filters, segments, alerts and best practice campaigns • Google Analytics 202 - Analysing organic search, paid search, in-bound social media and attribution modelling • Google Analytics 301 - Architecture, processing, configuration, extending and auditing • Google Tag Manager 101 - Fundamentals, key concepts, basic tagging and advanced event listener tagging
  3. 3. #GoogleAnalytics201 @ivantage with @matt_trimmer 3 Timings and housekeeping • Start 9:30 • Break 11:00-11:15 • Lunch 12:45-13:45 • Break 15:15-15:30 • Wrap-up 17:00 • Nearest fire exit • Toilets • Please ask questions!
  4. 4. #GoogleAnalytics201 @ivantage with @matt_trimmer 4 slideshare.net/ivantage
  5. 5. #GoogleAnalytics301 @ivantage with @matt_trimmer 5 Session 1 - Specifying, setting and reporting on destination based goals • Introductions, your objectives and building your 201 action plan • Processing limits of Google Analytics The Google Analytics Tracking Code (GATC) • The Google Analytics hit • Specifying complex goals • The Google Analytics virtual pageview • Setting a complex destination goal * • Exploring and understanding the funnel visualisation report • Exploring and understanding the goal flow report • Understanding and comparing the funnel visualisation and goal flow reports • Exploring and understanding the reverse goal path report • Understanding the differences between goals and transactions • Exploring and understanding the e-commerce module • Introducing enhanced e-commerce • Using e-commerce for non e-commerce sites
  6. 6. #GoogleAnalytics301 @ivantage with @matt_trimmer 6 Session 2 - Event tracking, event-based goals, KPIs and dashboards • Introducing and exploring event tracking • Specifying event tracking to track banners • Specifying event tracking to track other on-page items like PDF documents, videos, etc • Non-interaction event tracking • Configuring an event tracking goal * • Exploring and understanding the event flow report • Best practice for defining and measuring key performance indicators (KPIs) • Best practice dashboard examples for e-commerce and content sites
  7. 7. #GoogleAnalytics301 @ivantage with @matt_trimmer 7 Session 3 - Views, filters, custom segments and custom alerts • Google Analytics accounts, web properties and views • Creating duplicate views * • Creating and using predefined filters to exclude internal traffic * • Creating and using predefined filters to include specific folder traffic * • More best practice regular expressions – ^,$,/ • Measuring page traffic with a custom segment • Understanding the difference between view filters and custom segments • Measuring social media traffic with a custom segment • Segmenting brand and non-brand search keywords with custom segments • Creating and using custom intelligence alerts • Best practice examples custom intelligence alerts
  8. 8. #GoogleAnalytics301 @ivantage with @matt_trimmer 8 Session 4 - Campaigns, channel groupings, brand terms and cohorts • Best practices for campaign tracking • Creating, editing and sharing a custom report for campaign tracking (the URL builder) • Creating and understanding channel groupings • Managing brand terms • Keeping control of your campaigns • When not to use campaign tracking and the URL builder • Introducing and exploring active users • Introducing and exploring cohorts • Building a landing page efficiency custom report • Wrap up, conclusions, your action plan and feedback • * Google Analytics edit access required
  9. 9. #GoogleAnalytics101 @ivantage with @matt_trimmer Keeping up to date • Official blog • https://analytics.googleblog.com/ • Google+ • https://plus.google.com/+GoogleAnalytics • Twitter • https://twitter.com/googleanalytics 9© ivantage Limited slideshare.net/ivantage
  10. 10. #GoogleAnalytics201 @ivantage with @matt_trimmer 10 Introductions • First • Me (Matt Trimmer) & ivantage overview • In a moment • A little bit about you • Your name • Your role • Your organisation/department/site/site area • Your objectives for attending today
  11. 11. #GoogleAnalytics201 @ivantage with @matt_trimmer 11 Me • Founder, Principal Consultant and Managing Director of ivantage • Love the Internet, 23 years IT, technical experience, 14 years Internet • One of 15 Google Accredited Seminar Leaders Globally
  12. 12. #GoogleAnalytics201 @ivantage with @matt_trimmer 12 Introductions – your turn! • A little bit about you • Your name • Your role • Your organisation/department/site/site area • Your objectives for attending today
  13. 13. #GoogleAnalytics201 @ivantage with @matt_trimmer 13 Processing limits of Google Analytics • 10 million pageviews (hits) per month • 1-20 billion (US) hits • 50,000 unique table entries • 3 million unique table entries via unsampled download • 500,000 sessions sampling threshold in UI • 10 million sessions • 50,000 rows export • 3 million rows export (un-sampled) • 200,000 sessions per day intra day processing • 2 billion per month • 24 hour collection, processing and reporting • 4 hour
  14. 14. #GoogleAnalytics201 @ivantage with @matt_trimmer 14 How Google Analytics works Website
  15. 15. #GoogleAnalytics201 @ivantage with @matt_trimmer 15 The Google Analytics hit Website cookies
  16. 16. #GoogleAnalytics201 @ivantage with @matt_trimmer 16 The “__utm.gif” request from the ga.js to Google •http://www.google-analytics.com/__utm.gif? utmwv=5.4.8&utms=1&utmn=2057827531&utmhn=ivantage- training.com&utmcs=windows-1252&utmsr=1440x900&utmvp=1425x77& utmsc=24-bit&utmul=en- us&utmje=0&utmfl=12.0%20r0&utmdt=RAGE%20Template%20One&utmhid =391906475&utmr=http%3A%2F%2Fwww.google.com%2Furl%3Fsa%3Dt%26r ct%3Dj%26q%3D%26esrc%3Ds%26source%3Dweb%26cd%3D17%26ved%3D0C FAQFjAGOAo%26url%3Dhttp%253A%252F%252Fivantage- training.com%252F%26ei%3DBPg5U- PnOtbLsQTVsYHwAg%26usg%3DAFQjCNFYl8Z4VCzcd2lyQ6y- zYpQONKqyQ%26bvm%3Dbv. 63934634%2Cd.cWc&utmp=%2F&utmht=1396307980603&utmac=UA-272 51347-7&utmcc=__utma%3D150063470.1121932111.1396307898.13963
  17. 17. #GoogleAnalytics201 @ivantage with @matt_trimmer 17 The “collect” request from the analytics.js to Google •http://www.google-analytics.com/collect? v=1&_v=j17&a=565137388&t=pageview&_s=1&dl=http%3A%2F%2Fivanta ge-training.com%2Fevents.html&ul=en- us&de=UTF-8&dt=Untitled%20Webpage&sd=24- bit&sr=1440x900&vp=1440x276&je=0&fl=12.0%20r0&_utma=150063470 . 513215023.1395000826.1395000826.1395000826.1&_utmz=150063470. 1395000826.1.1.utmcsr%3D(direct)%7Cutmccn%3D(direct) %7Cutmcmd%3D(none)&_utmht=1395000859080&_u=MACC~&cid=513215 023.1395000826&tid=UA-3742829-1&z=1169527130
  18. 18. #GoogleAnalytics201 @ivantage with @matt_trimmer 18 The GATC - your version? • Exercise and key concepts • Oldest to newest • To find • View source • Ghostery • Google Tag Assist ga('create', 'UA-XXXX-X', 'auto'); ga('send', 'pageview'); _gaq.push(['_setAccount', 'UA-XXXXX-X']); _gaq.push(['_trackPageview']); _uacct ="UA-xxxxx-x"; urchinTracker(); var pageTracker = _gat._getTracker("UA-xxxxxx-x"); pageTracker._trackPageview();
  19. 19. #GoogleAnalytics201 @ivantage with @matt_trimmer 19 1) The original Urchin.js <script src="http://www.google-analytics.com/urchin.js" type="text/javascript"> </script> <script type="text/javascript"> _uacct ="UA-xxxxx-x"; urchinTracker(); </script>
  20. 20. #GoogleAnalytics201 @ivantage with @matt_trimmer 20 2) The updated ga.js <script type="text/javascript"> var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/ script%3E")); </script> <script type="text/javascript"> try{ var pageTracker = _gat._getTracker("UA-xxxxxx-x"); pageTracker._trackPageview(); } catch(err) {} </script>
  21. 21. #GoogleAnalytics201 @ivantage with @matt_trimmer 21 3) The asynchronous ga.js <script type="text/javascript">   var _gaq = _gaq || [];   _gaq.push(['_setAccount', 'UA-XXXXX-X']);   _gaq.push(['_trackPageview']);   (function() {     var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;     ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';     var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);   })(); </script>
  22. 22. #GoogleAnalytics201 @ivantage with @matt_trimmer 22 4) The analytics.js (Universal Analytics) <script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','//www.google-analytics.com/analytics.js','ga'); ga('create', 'UA-XXXX-Y', 'auto'); ga('send', 'pageview'); </script>
  23. 23. #GoogleAnalytics201 @ivantage with @matt_trimmer 23 4) The gtag.js (2017) <!-- Global Site Tag (gtag.js) - Google Analytics --> <script async src="https://www.googletagmanager.com/gtag/js?id=UA-64171224-2"></script> <script> window.dataLayer = window.dataLayer || []; function gtag(){dataLayer.push(arguments);} gtag('js', new Date()); gtag('config', 'UA-64171224-2'); </script>
  24. 24. #GoogleAnalytics201 @ivantage with @matt_trimmer 24 Whatever the version, common principles • Loading the master JavaScript file (ga.js or analytics.js) • Setting the Google Analytics web property to be written to • The pageview hit ga('create', 'UA-XXXX-X', 'auto'); ga('send', 'pageview'); _gaq.push(['_setAccount', 'UA-XXXXX-X']); _gaq.push(['_trackPageview']); _uacct ="UA-xxxxx-x"; urchinTracker(); var pageTracker = _gat._getTracker("UA-xxxxxx-x"); pageTracker._trackPageview();
  25. 25. #GoogleAnalytics201 @ivantage with @matt_trimmer 25 What’s possible with GA? • How visitors found your website • What visitors are doing on your website • Not why! • Outcomes focused • Goals
  26. 26. #GoogleAnalytics201 @ivantage with @matt_trimmer 26 Goals • Goals should be commercial • The commercial goals of your website • Goals should map to visitor tasks • Visitors visit sites to accomplish tasks • Tasks normally have a series of steps • Funnel • Measure conversion through the task • When goals match user tasks • Harmony ensues!
  27. 27. #GoogleAnalytics201 @ivantage with @matt_trimmer 27 Configuring a simple goal • Exercise • Go to ivantage-training.com and complete the simple goal • Observe while your tutor configures • A URL Destination Goal • Shows you the “Required Step” setting
  28. 28. #GoogleAnalytics201 @ivantage with @matt_trimmer 28 Goal conversion rate and funnel conversion rate • Key concept • Using the “Required Step” setting • we can build multiple funnels based on a single goals • to observe behaviour on important paths • With duplicate profiles • 20 goals per profile
  29. 29. #GoogleAnalytics201 @ivantage with @matt_trimmer 29 Goal conversion rate and funnel conversion rate
  30. 30. #GoogleAnalytics201 @ivantage with @matt_trimmer 30 • You can use Regular Expressions (RegEx) to gain insight into the funnel path: • User exhibits behavior: • Page 1 = /index.html • Page 2 = /category-footwear.html • Page 3 = /category-clothing.html • Page 4 = /category-headwear.html • Page 5 = /products/kangol-tropic-player-trilby.html • Page 6= /cart/basketview.html • Page 7= /cart/registration.html • Page 8 = /cart/paymentoptions.html • Goal = /cart/salesorderconfirmation.html • Need to know conversion rate of categories to products to purchase: • Step 1: index.html • Step 2-4: ^/category • Step 5: ^/products • Step 6: ^/cart/basketview.html • Step 7: ^/cart/registration.html • Step 8 : ^/cart/paymentoptions.html • Goal: ^/cart/salesorderconfirmation.html Goals and funnels
  31. 31. #GoogleAnalytics201 @ivantage with @matt_trimmer 31 Zoom into important behaviour to identify problems 6.77% funnel conversion rate
  32. 32. #GoogleAnalytics201 @ivantage with @matt_trimmer 32 Goal match types • Key concept • Goals can be “Exact Match” • /confirm/?OrderID=78367201 • Goals can be “Head Match” • /confirm/?OrderID= • Goals can be “Regular “Expression Match” • ^/confirm/?OrderID=
  33. 33. #GoogleAnalytics201 @ivantage with @matt_trimmer 33 The three GATCs
  34. 34. #GoogleAnalytics201 @ivantage with @matt_trimmer 34 The very latest GATC - Universal Analytics
  35. 35. #GoogleAnalytics201 @ivantage with @matt_trimmer 35 Changing what GA records as content • Urchin.js • urchinTracker('/my/made/up/url'); • GA.js • pageTracker._trackPageview('/my/made/up/url'); • GA.js (Async) • _gaq.push(['_trackPageview','/my/made/up/url']); • analytics.js (Universal Analytics) • ga('send', 'pageview', '/my/made/up/url');
  36. 36. #GoogleAnalytics201 @ivantage with @matt_trimmer 36 Comparing funnel visualisation with goal flow • Goal flow is much improved • https://support.google.com/analytics/answer/2976313?hl=en
  37. 37. #GoogleAnalytics201 @ivantage with @matt_trimmer 37 Using the E-commerce report suite • Key concept • E-commerce must be coded • Code your confirmation order page • You must turn on E-commerce in you profile settings • E-commerce is NOT related to Goals • An E-commerce site might have a checkout goal and E- commerce configured • https://developers.google.com/analytics/devguides/ collection/gajs/gaTrackingEcommerce
  38. 38. #GoogleAnalytics201 @ivantage with @matt_trimmer 38 Using the E-commerce report suite • Key concept • Define your own e-commerce schema
  39. 39. #GoogleAnalytics201 @ivantage with @matt_trimmer 39 Using the Enhanced E-commerce report suite • Key concept • More product information • Shopping Analysis • Shopping Behaviour • Sessions without shopping activity • Product views • Add to basket • Checkout • Transactions • Checkout Behaviour • Custom steps • Sales Performance • Product List Performance • Marketing • Internal Promotion • Product Coupons
  40. 40. #GoogleAnalytics201 @ivantage with @matt_trimmer 40 Break time
  41. 41. #GoogleAnalytics301 @ivantage with @matt_trimmer 41 Session 2 - Event tracking, event-based goals, KPIs and dashboards • Introducing and exploring event tracking • Specifying event tracking to track banners • Specifying event tracking to track other on-page items like PDF documents, videos, etc • Non-interaction event tracking • Configuring an event tracking goal * • Exploring and understanding the event flow report • Best practice for defining and measuring key performance indicators (KPIs) • Best practice dashboard examples for e-commerce and content sites
  42. 42. #GoogleAnalytics201 @ivantage with @matt_trimmer 42 Event tracking (ga.js)
  43. 43. #GoogleAnalytics201 @ivantage with @matt_trimmer 43 Event tracking (analytics.js)
  44. 44. #GoogleAnalytics201 @ivantage with @matt_trimmer 44 Event tracking
  45. 45. #GoogleAnalytics201 @ivantage with @matt_trimmer 45 Event tracking Videos Play Baby’s Fist Birthday
  46. 46. #GoogleAnalytics201 @ivantage with @matt_trimmer 46 Event tracking (interaction versus non- interaction) • To change bounce or not to change bounce? • By default, event tracking impacts your bounce rate • ie - a visitor clicking on the video then leaving, has not bounced. • Set to true, event tracking does not impact bounce • ie - a visitor clicking on the video then leaving, bounced.
  47. 47. #GoogleAnalytics201 @ivantage with @matt_trimmer 47 Key Performance Indicators (KPIs)? • A metric • Miles per Hour (mph) • Defining progress to an objective • To reach the legal motorway speed limit of 70 mph • Enabling you to take corrective action • Accelerate or brake • Speedometer • Web Analytics package
  48. 48. #GoogleAnalytics201 @ivantage with @matt_trimmer 48 KPIs - more specifically • Should use gauges, not statistical charts • Averages • Percentages • Rates & Ratios • Should have time-based context, highlighting change • Should drive business-critical action • Inspire to send email, pick-up phone, convene a meeting
  49. 49. #GoogleAnalytics201 @ivantage with @matt_trimmer 49 Key Performance Indicators (KPIs) & web analytics
  50. 50. #GoogleAnalytics201 @ivantage with @matt_trimmer 50 More on KPIs • The big book of key performance indicators • by Eric Petterson • http://bit.ly/demystified-books
  51. 51. #GoogleAnalytics201 @ivantage with @matt_trimmer 51 KPIs from Web Analytics Demystified • By role • Senior strategists • Mid-tier strategists • Tactical strategists • By site type • Online Retailers • Content Sites • Marketing Sites • Customer Support Sites
  52. 52. #GoogleAnalytics201 @ivantage with @matt_trimmer 52 Online retailers • Senior strategists • Order and Buyer Conversion Rate • Average Order Value (AOV) • Average Revenue per Visit (Per Visit Value) • Average Cost per Conversion • Percent High and Low Satisfaction Customers • Mid-tier strategists • Average Time to Respond to Email Inquiries • Ratio of New to Returning Visitors • New and Returning Visitor Conversion Rate • Percent of Revenue from New and Returning Customers • Home Page and Key Landing Page “Stickiness” (Bounce Rate) • Tactical strategists • Search to Purchase Conversion Rate • Percent Low Recency Visitors • Cart and Checkout Completion Rate • Order Conversion Rate per Campaign or Campaign Type • Percent Zero Result and Zero Yield Searches • Percent High, Medium and Low Click Depth Visits (Pageviews)
  53. 53. #GoogleAnalytics201 @ivantage with @matt_trimmer 53 Content sites • Senior strategists • Average Page Views per Visit • Average Cost per Visit and Average Revenue per Visit • Percentage of High, Medium and Low Frequency Visitors • Mid-tier strategists • Average Visits per Visitor • Ratio of New to Returning Visitors • Percentage of High, Medium and Low Time Spent Visits (Page views) • Tactical strategists • Percent Visitors Using Search • Percentage of High, Medium and Low Click Depth Visits • Landing Page “Stickiness” (Bounce rates) • Subscription Conversion Rate
  54. 54. #GoogleAnalytics201 @ivantage with @matt_trimmer 54 Marketing sites • Senior strategists • Lead Generation Conversion Rate • Average Time to Respond to Email Inquiries • Average Cost per Conversion (Lead Generated) • Average (Estimated) Revenue per Visit • Mid-tier strategists • Average Visits per Visitor • Percentage of High, Medium and Low Time Spent Visits (Pageviews) • Percentage of High, Medium and Low Recency Visitors • Ratio of New to Returning Visitors • Percentage Visitors in a Specific Segment • Tactical strategists • Landing Page “Stickiness” (Bounce rates) • Average Searches per Visit • Percent Zero Result and Zero Yield Searches • Lead Generation Rate per Campaign or Campaign Type
  55. 55. #GoogleAnalytics201 @ivantage with @matt_trimmer 55 Customer support sites • Senior strategists • Average Time to Respond to Email Inquiries • Percent High and Low Satisfaction Customers • Percent New and Returning Customers • Mid-tier strategists • Information Find Conversion Rate • Percent Visitors Using Search • Percent Visitors in a Specific Segment • Tactical strategists • Percentage of High, Medium and Low Click Depth Visits (Pageviews) • Percent Zero Result and Zero Yield Searches • Search Result to Site Exits Ratio • Form Completion Rate • Download Completion Rate
  56. 56. #GoogleAnalytics201 @ivantage with @matt_trimmer 56 Some dashboards for you • For training • http://goo.gl/8F0YY6 • For SEO and PPC • E-commerce • http://goo.gl/G0RqLC • Content • http://goo.gl/CLeiGd
  57. 57. #GoogleAnalytics201 @ivantage with @matt_trimmer 57 Lunch time
  58. 58. #GoogleAnalytics301 @ivantage with @matt_trimmer 58 Session 3 - Views, Filters, Custom Segments and Custom Alerts • Google Analytics accounts, web properties and views • Creating duplicate views * • Creating and using predefined filters to exclude internal traffic * • Creating and using predefined filters to include specific folder traffic * • More best practice regular expressions – ^,$,/ • Measuring page traffic with a custom segment • Understanding the difference between view filters and custom segments • Measuring social media traffic with a custom segment • Segmenting brand and non-brand search keywords with custom segments • Creating and using custom intelligence alerts • Best practice examples custom intelligence alerts
  59. 59. #GoogleAnalytics201 @ivantage with @matt_trimmer 59 Creating duplicate “Profiles/Views” • Exercise • For your live account (do not go near the delete button!) • Add new profiles/views: • Call it www.mywebsite.com (Raw - Duplicate) • Create a 2nd and call it www.mywebsite.com (Training IP Exclude) • Create a 3rd and call it www.mywebsite.com (Sport Include) • Create a 4th and call it www.mywebsite.com (Domains Exclude) • Key concepts • When you “Add a Profile for an existing domain” you effective duplicate data collection from that point into a newly created Profile • Duplicating profiles is important to • Back-up your data • Apply Filters (because Filter act at the data collection layer, they can be destructive) • For selective Profile access • To create more that 20 goals • To reduce sampling
  60. 60. #GoogleAnalytics201 @ivantage with @matt_trimmer 60 Google Analytics Filters - IP address • Exercise • Create a Predefined Filter to exclude internal traffic • From where you are today • You may need www.whatismyipaddress.com • Resources • http://blog.ivantage.co.uk/2010/11/google-analytics-ip- address-exclusion.html
  61. 61. #GoogleAnalytics201 @ivantage with @matt_trimmer 61 Google Analytics Filters - ISP domain • Exercise • Create a Predefined Filter to exclude internal traffic • From where you are today • Can you use something other than an IP address?
  62. 62. #GoogleAnalytics201 @ivantage with @matt_trimmer 62 Google Analytics Filters - Include to a folder • Exercise • Create a Predefined Filter to zoom into data • Visit RTE.ie • Create a Filter to collect only “sport” content into a profile for the sport journalists • Resources • Regular Expressions • http://blog.ivantage.co.uk/2010/11/google-analytics- regular-expressions.html
  63. 63. #GoogleAnalytics201 @ivantage with @matt_trimmer 63 Google Analytics Unified Segments - Include to a folder • Exercise • Create a segment to zoom into data on the sport section of the site • Key concept • Segments work at the visit/visitor (user) level • Filters work at the hit (image request level) level
  64. 64. #GoogleAnalytics201 @ivantage with @matt_trimmer 64 Use filters to negate sampling • Key concept • Report sampling occurs • on ad-hoc data queries (cross segmenting or segments) • when there’s 250,000 or more visits in the date range requested • on any query • involving 1,000,000 unique dimensions • e.g, URLs, Keywords • Slide sampling bar • Reduce data range to reduce/negate Google Analytics sampling • Include filters on duplicate Profiles can reduce/negate Google Analytics sampling
  65. 65. #GoogleAnalytics201 @ivantage with @matt_trimmer 65 Good profile/view practice • Key concept • Raw • Untouched • All visits • No removal, but data cleansing, profile settings • All external visits • Remove staff/agencies/partners • All internal visits • Include only staff/agencies/partners
  66. 66. #GoogleAnalytics201 @ivantage with @matt_trimmer 66 Creating and sharing Custom “Intelligence” Alerts • Exercise • Intelligence> Monthly Alerts • Create your own Custom Intelligence Alerts • Key concept • Intelligence Alerts can be shared • by sending a link
  67. 67. #GoogleAnalytics201 @ivantage with @matt_trimmer 67 Really useful Custom “Intelligence” Alerts • Exercise • Intelligence> Monthly Alerts • Create your own Custom Intelligence Alerts
  68. 68. #GoogleAnalytics201 @ivantage with @matt_trimmer 68 Creating and sharing Custom Advanced Segments • Exercise • Create a Custom Advanced Segment for a City • Create a Custom Advanced Segment for a Page • Key concept • Advanced Segments can be shared • by sending a link
  69. 69. #GoogleAnalytics201 @ivantage with @matt_trimmer 69 Really useful Advanced Segments • Exercise • Advanced Segments • Create new Advanced Segment
  70. 70. #GoogleAnalytics201 @ivantage with @matt_trimmer 70 Analyzing social media traffic • Exercise • Filter in social media sources • Build a regular expression • (facebook|^t.co|linkedin|pinterest|plus.google|tumblr|instagram|vk| flickr|myspace|tagged|ask.fm|meetup|meetme|classmates) • Create a unified segments
  71. 71. #GoogleAnalytics201 @ivantage with @matt_trimmer 71 Being alerted to social media traffic • Exercise • Build a custom alert • Based on your custom social media segment
  72. 72. #GoogleAnalytics201 @ivantage with @matt_trimmer 72 Analyzing Search - identifying brand keywords • Exercise • Filter in/out brand terms • Build a regular expression • (bonsoir|bonsior|bon soir|bonsoir.com|bonsware|^np-$) • Use Advanced Segments
  73. 73. #GoogleAnalytics201 @ivantage with @matt_trimmer 73 Brand Keywords Advanced Segment • Exercise • Create a Brand Keyword Advanced Segments
  74. 74. #GoogleAnalytics201 @ivantage with @matt_trimmer 74 Non-Brand Keywords Advanced Segment • Exercise • Create a Non-Brand Keyword Advanced Segments
  75. 75. #GoogleAnalytics201 @ivantage with @matt_trimmer 75 Analyzing keyword media - contribution of brand/non-brand by organic and cpc • Exercise • Use the advanced segments you have created • 1a - Brand Keywords Segment (Your Brand) • 1b - Non-Brand Keywords Segment (Your Brand)
  76. 76. #GoogleAnalytics201 @ivantage with @matt_trimmer 76 Analyzing keyword media - how’s your brand/generic keyword mix? • Key concept • How’s your brand (keywords) doing organically? • Should you focus on improving SEO for organic brand terms? • Are you happy bidding on your brand? • Are you over reliant on brand organic keywords? • Is your generic (non-brand) organic traffic poor? • Should you do some cpc to generate leads? • Should you focus on improving SEO for generic (non-brand) terms? • Are you over reliant on organic for generic terms? • What would you do if your organic rankings fall? • Should you invest in cpc to balance organic?
  77. 77. #GoogleAnalytics201 @ivantage with @matt_trimmer 77 Analyzing keyword media - what’s the opportunity? • Key concept • Is your organic traffic fulfilling its potential? • Is your Adwords fulfilling its potential?
  78. 78. #GoogleAnalytics201 @ivantage with @matt_trimmer 78 Break time
  79. 79. #GoogleAnalytics201 @ivantage with @matt_trimmer 79 How Google Analytics works Website
  80. 80. #GoogleAnalytics201 @ivantage with @matt_trimmer 80 How Google Analytics works Website cookies
  81. 81. #GoogleAnalytics201 @ivantage with @matt_trimmer 81 Google Analytics cookies UTMb - Visit cookie, lasts for 30 minutes from every page view UTMa - Unique visitor cookie, lasts for 2 years from set or update on every page view UTMc - Visit end cookie, not set to expire, does so when browser closes UTMv - Not always set, requires the _setVar() command UTMz - Campaign visit tracking cookie, determines traffic sources, lasts for 6 months from set or update on every page view
  82. 82. #GoogleAnalytics201 @ivantage with @matt_trimmer 82 Google Analytics cookie - Universal Analytics _ga- Unique visitor cookie, lasts for 2 years from set or update on every hit. Name can be changed, might not be used! • UTMa Visitor cookie, lasts for 2 years from update, updated every page view • Visit properties now set server side in the User Interface • 30 minute default session timeout
  83. 83. #GoogleAnalytics201 @ivantage with @matt_trimmer 83 www.ivantage.co.uk What are Cookies? • Named after Fortune cookies • Text files sent to browsers by websites • Session and persistent Google Analytics Cookies • Session • Expire after 30 minutes of inactivity • or expire on browser close • Persistent • Lasts for 2 years
  84. 84. #GoogleAnalytics201 @ivantage with @matt_trimmer 84 Browser web server New Visitor Browser web serverCookie Returning Visitor GA Cookie present GA Cookie not present Google Analytics Persistent Cookie Page cookies
  85. 85. #GoogleAnalytics201 @ivantage with @matt_trimmer 85 How does GA measure visitors? • Key concept • JavaScript (not Java) page tagging • 1st party cookies • Image request to Google servers • Transmit visit information • Your stats will miss some devices that do not execute JavaScript and/or accept cookies • Search Engine bots :-) • Generally • Mobiles (1st generation) :-| • Accessibility devices :-(
  86. 86. #GoogleAnalytics201 @ivantage with @matt_trimmer 86 Understanding Google Analytics cookies • Exercise and Key Concepts • Use Firefox and clear your cookies • Using Firefox, search for your own brand on Google and click on an organic result and visit your site • Make a note of the contents of the utmz cookie • Is it set correctly?
  87. 87. #GoogleAnalytics201 @ivantage with @matt_trimmer 87 Using the URL Builder • Exercise • Use Google Analytics Campaign Tracking by finding “The URL Builder” in the Google Analytics help centre • Build a Campaign Tracking URL for an Email campaign • Use Firefox and clear your cookies • Using the URL you just built, visit your site • Make a note of the contents of the utmz cookie • Is it set correctly?
  88. 88. #GoogleAnalytics201 @ivantage with @matt_trimmer 88 Google Analytics campaign tracking • Exercise and Key concept • Google Analytics allocates traffic to three distinct mediums • cpc or paid search • organic • Google, bing, yahoo, etc • (none) • Source of direct • Visits when the web address is used directly in the browser without a search • A component of “brand awareness” • referral • Sites with links to you, that provided visits • It’s the Google Analytics utmz cookie that tracks campaign attribution • Persistent for six months
  89. 89. #GoogleAnalytics201 @ivantage with @matt_trimmer 89 Campaign Tracking and Dimensions
  90. 90. #GoogleAnalytics201 @ivantage with @matt_trimmer 90 Understanding cookie corruption and its affect on data • Exercise • Visit http://www.ivantage-training.com/ • Follow the corrupt link from domains • Look at your cookies • Now press the “search” button • You will transfer to a sub-domain • Look at your cookies • Key concept • Do you have sub-domains? • Check your site’s cookies • Do you have self referrals?
  91. 91. #GoogleAnalytics201 @ivantage with @matt_trimmer 91 Best practice tracking for MSN adcenter • Key concept • Use bingads as source to compare against google/cpc • Use cpc as medium to match AdWords bingads/cpc • Use campaign term for your target keyword • Use campaign content for ad differentiation and analysis • Use campaign name for keyword group analysis
  92. 92. #GoogleAnalytics201 @ivantage with @matt_trimmer 92 Best practice tracking for LinkedIn campaigns • Key concept • Use LinkedIn as the source • Use cpc as medium to compare against AdWords • Campaign term not applicable • Use campaign content for ad differentiation and analysis • Use campaign name for campaign management
  93. 93. #GoogleAnalytics201 @ivantage with @matt_trimmer 93 Best practice tracking for banner campaigns • Key concept • Use the advertising network as the source • Use cpm as medium • Campaign term not applicable • Use campaign content for ad differentiation and analysis • Use campaign name for campaign management
  94. 94. #GoogleAnalytics201 @ivantage with @matt_trimmer 94 Best practice tracking for e-mail campaigns • Key concept • Use the email type, subject and target list as the source • Use email as medium • Campaign term not applicable • Use campaign content for subject line AB testing or creative batch testing • Use campaign name for campaign management
  95. 95. #GoogleAnalytics201 @ivantage with @matt_trimmer 95 Best practice tracking for e-mail campaigns • Key concept • Use the email type, subject and target list as the source • Use email as medium • Campaign term not applicable • Use campaign content for link/content testing • Use campaign name for campaign management
  96. 96. #GoogleAnalytics201 @ivantage with @matt_trimmer 96 Best practice tracking for e-mail campaigns • Key concept • Use the email type, subject and target list as the source • Use email as medium • Campaign term not applicable • Use campaign content for link/content testing • Use campaign name for campaign management
  97. 97. #GoogleAnalytics201 @ivantage with @matt_trimmer 97 Best practice tracking for Twitter campaigns • Key concept • Use the Twitter (placement vs. non- placement (viral) ) as the source • Use social as medium • Campaign term not applicable • Use campaign content for time/user-name/ subject • Use campaign name for campaign management • Use http://bit.ly/ or http://goo.gl/ • To shorten URLs
  98. 98. #GoogleAnalytics201 @ivantage with @matt_trimmer 98 Best practice tracking for Facebook campaigns • Key concept • Use the Facebook (placement vs. non- placement (viral) ) as the source • Use social as medium • Campaign term not applicable • Use campaign content for time/subject/ad differentiation and analysis • Use campaign name for campaign management • Use http://bit.ly/ or http://goo.gl/ • To shorten URLs
  99. 99. #GoogleAnalytics201 @ivantage with @matt_trimmer 99 Custom campaign tracking report • Key concept • A custom report can focus on your specific campaign
  100. 100. #GoogleAnalytics201 @ivantage with @matt_trimmer 100 Keeping control of your campaigns • Key concept • Ivantage Link Builder Spreadsheet • https://goo.gl/ixKsUJ
  101. 101. #GoogleAnalytics201 @ivantage with @matt_trimmer 101 When not to use Campaign Tracking? • Key concept • Never use Campaign Tracking on-site to track banners! • Use Event Tracking
  102. 102. #GoogleAnalytics201 @ivantage with @matt_trimmer 102 Identifying problems with Bounce Rate • Bounces • Visits to landing pages that don’t view another “tagged” page/Event • Bounce rate • The % of visits to landing pages that don’t view another “tagged” page/ Event • Bounce Rate is a critical metric for analysis unless • Your site is one page (blog) • New Visitors might stay longer on a blog for the first time • Your site has a compelling off-line proposition • That makes people view one page and leave/call/visit? • Key concept • Finding and removing the cause of bounced visits is high priority
  103. 103. #GoogleAnalytics201 @ivantage with @matt_trimmer 103 Landing page efficiency analysis report § Custom Report • http://goo.gl/g67kYh
  104. 104. #GoogleAnalytics201 @ivantage with @matt_trimmer 104 Your 201 action plan • Having thought about your goals, think about configuring them • Engagement, destination or event-based? • Use a Word document and screen-shot each would-be goal • Plan an event tracking schema for your site • Talk to your developers (Think about Google Tag Manager) • Create duplicate profiles • Raw • All visits • All external visits • All internal visits • Use custom segments • Use campaign tracking for all inbound marketing • Use a custom report • User a Google spreadsheet
  105. 105. #GoogleAnalytics201 @ivantage with @matt_trimmer 10575 Getting help and going further • Help Centre • https://support.google.com/analytics/ • Blog • http://analytics.blogspot.com/ • Forum • https://productforums.google.com/forum/#!forum/analytics • Developers • https://developers.google.com/analytics/ • ivantage • support@ivantage.co.uk • Avinash’s Blog • http://www.kaushik.net/avinash/ • Brian’s Blog • http://www.advanced-web-metrics.com/
  106. 106. #GoogleAnalytics201 @ivantage with @matt_trimmer 10676 Feedback • http://www.ivantage.co.uk/feedback
  107. 107. #GoogleAnalytics201 @ivantage with @matt_trimmer 107 The End

×