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#GoogleAnalytics201	@ivantage	with	@matt_trimmer
1
Matt Trimmer
Principal Consultant & Managing Director
These Slides:
htt...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
2
Google Analytics & Tag Manager curriculum
• Google Analytics 101 - Fund...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
3
Timings and housekeeping
• Start 9:30
• Break 11:00-11:15
• Lunch 12:45...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
4
slideshare.net/ivantage
Monday, 6 March 17
#GoogleAnalytics301	@ivantage	with	@matt_trimmer
5
Session 1 - Specifying, setting and
reporting on destination based goal...
#GoogleAnalytics301	@ivantage	with	@matt_trimmer
6
Session 2 - Event tracking, event-based
goals, KPIs and dashboards
• In...
#GoogleAnalytics301	@ivantage	with	@matt_trimmer
7
Session 3 - Views, filters, custom segments
and custom alerts
• Google A...
#GoogleAnalytics301	@ivantage	with	@matt_trimmer
8
Session 4 - Campaigns, channel groupings,
brand terms and cohorts
• Bes...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
9
Being social
• Say hello to your neighbour!
• Google+
• https://plus.go...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
10
Introductions
• First
• Me (Matt Trimmer) & ivantage overview
• In a m...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
11
Me
• Founder, Principal Consultant and Managing
Director of ivantage
•...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
12
Web analytics products from Google
• Google Analytics
• Google Analyti...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
13
Introductions – your turn!
• A little bit about you
• Your name
• Your...
#GoogleAnalytics301	@ivantage	with	@matt_trimmer
14
Session 1 - Specifying, setting and
reporting on destination based goa...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
15
Processing limits of Google Analytics
• 10 million pageviews (hits) pe...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
16
How Google Analytics works
Website
Monday, 6 March 17
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
17
The Google Analytics hit
Website
cookies
Monday, 6 March 17
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
18
The “__utm.gif” request from the ga.js to
Google
•http://www.google-an...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
19
The “collect” request from the analytics.js to
Google
•http://www.goog...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
20
The GATC - your version?
• Exercise and key concepts
• Oldest to newes...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
21
The three GATCs
Monday, 6 March 17
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
22
The very latest GATC - Universal Analytics
Monday, 6 March 17
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
23
1) The original Urchin.js
<script src="http://www.google-analytics.com...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
24
2) The updated ga.js
<script type="text/javascript">
var gaJsHost = ((...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
25
3) The asynchronous ga.js
<script type="text/javascript">
  var _gaq =...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
26
4) The analytics.js (Universal Analytics)
<script>
(function(i,s,o,g,r...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
27
The four GATCs - where to put them
• Urchin.js
• before closing </body...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
28
Whatever the version, common principles
• Loading the master JavaScrip...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
29
What’s possible with GA?
• How visitors found your website
• What visi...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
30
Goals
• Goals should be commercial
• The commercial goals of your webs...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
31
Configuring a simple goal
• Exercise
• Go to ivantage-training.com and ...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
32
Goal conversion rate and funnel conversion
rate
• Key concept
• Using ...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
33
Goal conversion rate and funnel conversion
rate
Monday, 6 March 17
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
34
• You	can	use	Regular	Expressions	(RegEx)	to	gain	insight	into	the	fun...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
35
Zoom into important behaviour to identify
problems
6.77% funnel conver...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
36
Goal match types
• Key concept
• Goals can be “Exact Match”
• /confirm/...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
37
The three GATCs
Monday, 6 March 17
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
38
The very latest GATC - Universal Analytics
Monday, 6 March 17
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
39
Changing what GA records as content
• Urchin.js
• urchinTracker('/my/m...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
40
Comparing funnel visualisation with goal
flow
• Goal flow is much improv...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
41
Using the E-commerce report suite
• Key concept
• E-commerce must be c...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
42
Using the E-commerce report suite
• Key concept
• Define your own e-com...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
43
Using the Enhanced E-commerce report
suite
• Key concept
• More produc...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
44
Break time
Monday, 6 March 17
#GoogleAnalytics301	@ivantage	with	@matt_trimmer
45
Session 2 - Event tracking, event-based
goals, KPIs and dashboards
• I...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
46
Event tracking (ga.js)
Monday, 6 March 17
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
47
Event tracking (analytics.js)
Monday, 6 March 17
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
48
Event tracking
Monday, 6 March 17
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
49
Event tracking
Videos
Play
Baby’s Fist Birthday
Monday, 6 March 17
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
50
Event tracking (interaction versus non-
interaction)
• To change bounc...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
51
Key Performance Indicators (KPIs)?
• A metric
• Miles per Hour (mph)
•...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
52
KPIs - more specifically
• Should use gauges, not statistical
charts
• ...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
53
Key Performance Indicators (KPIs) & web
analytics
Monday, 6 March 17
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
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More on KPIs
• The big book of key performance indicators
• by Eric Pe...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
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KPIs from Web Analytics Demystified
• By role
• Senior strategists
• Mi...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
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Online retailers
• Senior strategists
• Order and Buyer Conversion Rat...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
57
Content sites
• Senior strategists
• Average Page Views per Visit
• Av...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
58
Marketing sites
• Senior strategists
• Lead Generation Conversion Rate...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
59
Customer support sites
• Senior strategists
• Average Time to Respond ...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
60
Some dashboards for you
• For training
• http://goo.gl/8F0YY6
• For SE...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
61
Lunch time
Monday, 6 March 17
#GoogleAnalytics301	@ivantage	with	@matt_trimmer
62
Session 3 - Views, Filters, Custom Segments
and Custom Alerts
• Google...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
63
Creating duplicate “Profiles/Views”
• Exercise
• For your live account ...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
64
Google Analytics Filters - IP address
• Exercise
• Create a Predefined ...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
65
Google Analytics Filters - ISP domain
• Exercise
• Create a Predefined ...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
66
Google Analytics Filters - Include to a folder
• Exercise
• Create a P...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
67
Google Analytics Unified Segments - Include
to a folder
• Exercise
• Cr...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
68
Use filters to negate sampling
• Key concept
• Report sampling occurs
•...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
69
Good profile/view practice
• Key concept
• Raw
• Untouched
• All visits...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
70
Creating and sharing Custom “Intelligence”
Alerts
• Exercise
• Intelli...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
71
Really useful Custom “Intelligence” Alerts
• Exercise
• Intelligence> ...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
72
Creating and sharing Custom Advanced
Segments
• Exercise
• Create a Cu...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
73
Really useful Advanced Segments
• Exercise
• Advanced Segments
• Creat...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
74
Analyzing social media traffic
• Exercise
• Filter in social media sou...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
75
Being alerted to social media traffic
• Exercise
• Build a custom aler...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
76
Analyzing Search - identifying brand
keywords
• Exercise
• Filter in/o...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
77
Brand Keywords Advanced Segment
• Exercise
• Create a Brand Keyword Ad...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
78
Non-Brand Keywords Advanced Segment
• Exercise
• Create a Non-Brand Ke...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
79
Analyzing keyword media - contribution of
brand/non-brand by organic a...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
80
Analyzing keyword media - how’s your
brand/generic keyword mix?
• Key ...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
81
Analyzing keyword media - what’s the
opportunity?
• Key concept
• Is y...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
82
Break time
Monday, 6 March 17
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
83
How Google Analytics works
Website
Monday, 6 March 17
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
84
How Google Analytics works
Website
cookies
Monday, 6 March 17
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
85
Google Analytics cookies
UTMb - Visit cookie, lasts for 30 minutes fro...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
86
Google Analytics cookie - Universal
Analytics
_ga- Unique visitor cook...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
87
www.ivantage.co.uk
What are Cookies?
• Named after Fortune cookies
• T...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
88
Browser web
server
New Visitor
Browser web
serverCookie
Returning Visi...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
89
How does GA measure visitors?
• Key concept
• JavaScript (not Java) pa...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
90
Understanding Google Analytics cookies
• Exercise and Key Concepts
• U...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
91
Using the URL Builder
• Exercise
• Use Google Analytics Campaign Track...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
92
Google Analytics campaign tracking
• Exercise and Key concept
• Google...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
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Campaign Tracking and Dimensions
Monday, 6 March 17
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
94
Understanding cookie corruption and its
affect on data
• Exercise
• Vi...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
95
Best practice tracking for MSN adcenter
• Key concept
• Use bingads as...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
96
Best practice tracking for LinkedIn
campaigns
• Key concept
• Use Link...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
97
Best practice tracking for banner campaigns
• Key concept
• Use the ad...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
98
Best practice tracking for e-mail campaigns
• Key concept
• Use the em...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
99
Best practice tracking for e-mail campaigns
• Key concept
• Use the em...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
100
Best practice tracking for e-mail campaigns
• Key concept
• Use the e...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
101
Best practice tracking for Twitter campaigns
• Key concept
• Use the ...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
102
Best practice tracking for Facebook
campaigns
• Key concept
• Use the...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
103
Custom campaign tracking report
• Key concept
• A custom report can f...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
104
Keeping control of your campaigns
• Key concept
• Use a collaborative...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
105
When not to use Campaign Tracking?
• Key concept
• Never use Campaign...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
106
Identifying problems with Bounce Rate
• Bounces
• Visits to landing p...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
107
Landing page efficiency analysis report
§ Custom	Report
• http://goo....
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
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Your 201 action plan
• Having thought about your goals, think about c...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
10975
Getting help and going further
• Help Centre
• https://support.goog...
#GoogleAnalytics201	@ivantage	with	@matt_trimmer
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Feedback
• http://www.ivantage.co.uk/feedback
Monday, 6 March 17
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The End
Monday, 6 March 17
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Google Analytics 201 - Goals, events, views, basic filters, segments, alerts and best practice campaigns

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Google Analytics 201 - Goals, events, views, basic filters, segments, alerts and best practice campaigns

Google Analytics 201 - Goals, events, views, basic filters, segments, alerts and best practice campaigns

  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 Monday, 6 March 17
  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 Monday, 6 March 17
  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! Monday, 6 March 17
  4. 4. #GoogleAnalytics201 @ivantage with @matt_trimmer 4 slideshare.net/ivantage Monday, 6 March 17
  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 Monday, 6 March 17
  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 Monday, 6 March 17
  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 Monday, 6 March 17
  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 Monday, 6 March 17
  9. 9. #GoogleAnalytics201 @ivantage with @matt_trimmer 9 Being social • Say hello to your neighbour! • Google+ • https://plus.google.com/118368778596879435387/posts • LinkedIn • http://www.linkedin.com/in/matttrimmer • Twitter • #measure • #googleanalytics • @googleanalytics Monday, 6 March 17
  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 Monday, 6 March 17
  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 Monday, 6 March 17
  12. 12. #GoogleAnalytics201 @ivantage with @matt_trimmer 12 Web analytics products from Google • Google Analytics • Google Analytics Premium (now 360) • Same user interface • Designed for very busy websites • Google Analytics does have some processing limitations • Reduced sampling • Service Level Agreements • Collection, Processing & Reporting • Export large volumes of data Monday, 6 March 17
  13. 13. #GoogleAnalytics201 @ivantage with @matt_trimmer 13 Introductions – your turn! • A little bit about you • Your name • Your role • Your organisation/department/site/site area • Your objectives for attending today Monday, 6 March 17
  14. 14. #GoogleAnalytics301 @ivantage with @matt_trimmer 14 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 Monday, 6 March 17
  15. 15. #GoogleAnalytics201 @ivantage with @matt_trimmer 15 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 Monday, 6 March 17
  16. 16. #GoogleAnalytics201 @ivantage with @matt_trimmer 16 How Google Analytics works Website Monday, 6 March 17
  17. 17. #GoogleAnalytics201 @ivantage with @matt_trimmer 17 The Google Analytics hit Website cookies Monday, 6 March 17
  18. 18. #GoogleAnalytics201 @ivantage with @matt_trimmer 18 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 Monday, 6 March 17
  19. 19. #GoogleAnalytics201 @ivantage with @matt_trimmer 19 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 Monday, 6 March 17
  20. 20. #GoogleAnalytics201 @ivantage with @matt_trimmer 20 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(); Monday, 6 March 17
  21. 21. #GoogleAnalytics201 @ivantage with @matt_trimmer 21 The three GATCs Monday, 6 March 17
  22. 22. #GoogleAnalytics201 @ivantage with @matt_trimmer 22 The very latest GATC - Universal Analytics Monday, 6 March 17
  23. 23. #GoogleAnalytics201 @ivantage with @matt_trimmer 23 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> Monday, 6 March 17
  24. 24. #GoogleAnalytics201 @ivantage with @matt_trimmer 24 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> Monday, 6 March 17
  25. 25. #GoogleAnalytics201 @ivantage with @matt_trimmer 25 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> Monday, 6 March 17
  26. 26. #GoogleAnalytics201 @ivantage with @matt_trimmer 26 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> Monday, 6 March 17
  27. 27. #GoogleAnalytics201 @ivantage with @matt_trimmer 27 The four GATCs - where to put them • Urchin.js • before closing </body> • ga.js • before closing </body> • Supports Event Tracking • ga.js (Asynchronous - ) • before closing </head> • Supports earlier loading without risk to content rendering • analytics.js (Asynchronous) • before closing </head> • Supports earlier loading without risk to content rendering Monday, 6 March 17
  28. 28. #GoogleAnalytics201 @ivantage with @matt_trimmer 28 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(); Monday, 6 March 17
  29. 29. #GoogleAnalytics201 @ivantage with @matt_trimmer 29 What’s possible with GA? • How visitors found your website • What visitors are doing on your website • Not why! • Outcomes focused • Goals Monday, 6 March 17
  30. 30. #GoogleAnalytics201 @ivantage with @matt_trimmer 30 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! Monday, 6 March 17
  31. 31. #GoogleAnalytics201 @ivantage with @matt_trimmer 31 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 Monday, 6 March 17
  32. 32. #GoogleAnalytics201 @ivantage with @matt_trimmer 32 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 Monday, 6 March 17
  33. 33. #GoogleAnalytics201 @ivantage with @matt_trimmer 33 Goal conversion rate and funnel conversion rate Monday, 6 March 17
  34. 34. #GoogleAnalytics201 @ivantage with @matt_trimmer 34 • 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 Monday, 6 March 17
  35. 35. #GoogleAnalytics201 @ivantage with @matt_trimmer 35 Zoom into important behaviour to identify problems 6.77% funnel conversion rate Monday, 6 March 17
  36. 36. #GoogleAnalytics201 @ivantage with @matt_trimmer 36 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= Monday, 6 March 17
  37. 37. #GoogleAnalytics201 @ivantage with @matt_trimmer 37 The three GATCs Monday, 6 March 17
  38. 38. #GoogleAnalytics201 @ivantage with @matt_trimmer 38 The very latest GATC - Universal Analytics Monday, 6 March 17
  39. 39. #GoogleAnalytics201 @ivantage with @matt_trimmer 39 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'); Monday, 6 March 17
  40. 40. #GoogleAnalytics201 @ivantage with @matt_trimmer 40 Comparing funnel visualisation with goal flow • Goal flow is much improved • https://support.google.com/analytics/answer/2976313?hl=en Monday, 6 March 17
  41. 41. #GoogleAnalytics201 @ivantage with @matt_trimmer 41 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 Monday, 6 March 17
  42. 42. #GoogleAnalytics201 @ivantage with @matt_trimmer 42 Using the E-commerce report suite • Key concept • Define your own e-commerce schema Monday, 6 March 17
  43. 43. #GoogleAnalytics201 @ivantage with @matt_trimmer 43 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 Monday, 6 March 17
  44. 44. #GoogleAnalytics201 @ivantage with @matt_trimmer 44 Break time Monday, 6 March 17
  45. 45. #GoogleAnalytics301 @ivantage with @matt_trimmer 45 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 Monday, 6 March 17
  46. 46. #GoogleAnalytics201 @ivantage with @matt_trimmer 46 Event tracking (ga.js) Monday, 6 March 17
  47. 47. #GoogleAnalytics201 @ivantage with @matt_trimmer 47 Event tracking (analytics.js) Monday, 6 March 17
  48. 48. #GoogleAnalytics201 @ivantage with @matt_trimmer 48 Event tracking Monday, 6 March 17
  49. 49. #GoogleAnalytics201 @ivantage with @matt_trimmer 49 Event tracking Videos Play Baby’s Fist Birthday Monday, 6 March 17
  50. 50. #GoogleAnalytics201 @ivantage with @matt_trimmer 50 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. Monday, 6 March 17
  51. 51. #GoogleAnalytics201 @ivantage with @matt_trimmer 51 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 Monday, 6 March 17
  52. 52. #GoogleAnalytics201 @ivantage with @matt_trimmer 52 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 Monday, 6 March 17
  53. 53. #GoogleAnalytics201 @ivantage with @matt_trimmer 53 Key Performance Indicators (KPIs) & web analytics Monday, 6 March 17
  54. 54. #GoogleAnalytics201 @ivantage with @matt_trimmer 54 More on KPIs • The big book of key performance indicators • by Eric Petterson • http://bit.ly/demystified-books Monday, 6 March 17
  55. 55. #GoogleAnalytics201 @ivantage with @matt_trimmer 55 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 Monday, 6 March 17
  56. 56. #GoogleAnalytics201 @ivantage with @matt_trimmer 56 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) Monday, 6 March 17
  57. 57. #GoogleAnalytics201 @ivantage with @matt_trimmer 57 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 Monday, 6 March 17
  58. 58. #GoogleAnalytics201 @ivantage with @matt_trimmer 58 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 Monday, 6 March 17
  59. 59. #GoogleAnalytics201 @ivantage with @matt_trimmer 59 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 Monday, 6 March 17
  60. 60. #GoogleAnalytics201 @ivantage with @matt_trimmer 60 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 Monday, 6 March 17
  61. 61. #GoogleAnalytics201 @ivantage with @matt_trimmer 61 Lunch time Monday, 6 March 17
  62. 62. #GoogleAnalytics301 @ivantage with @matt_trimmer 62 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 Monday, 6 March 17
  63. 63. #GoogleAnalytics201 @ivantage with @matt_trimmer 63 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 Monday, 6 March 17
  64. 64. #GoogleAnalytics201 @ivantage with @matt_trimmer 64 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 Monday, 6 March 17
  65. 65. #GoogleAnalytics201 @ivantage with @matt_trimmer 65 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? Monday, 6 March 17
  66. 66. #GoogleAnalytics201 @ivantage with @matt_trimmer 66 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 Monday, 6 March 17
  67. 67. #GoogleAnalytics201 @ivantage with @matt_trimmer 67 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 Monday, 6 March 17
  68. 68. #GoogleAnalytics201 @ivantage with @matt_trimmer 68 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 Monday, 6 March 17
  69. 69. #GoogleAnalytics201 @ivantage with @matt_trimmer 69 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 Monday, 6 March 17
  70. 70. #GoogleAnalytics201 @ivantage with @matt_trimmer 70 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 Monday, 6 March 17
  71. 71. #GoogleAnalytics201 @ivantage with @matt_trimmer 71 Really useful Custom “Intelligence” Alerts • Exercise • Intelligence> Monthly Alerts • Create your own Custom Intelligence Alerts Monday, 6 March 17
  72. 72. #GoogleAnalytics201 @ivantage with @matt_trimmer 72 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 Monday, 6 March 17
  73. 73. #GoogleAnalytics201 @ivantage with @matt_trimmer 73 Really useful Advanced Segments • Exercise • Advanced Segments • Create new Advanced Segment Monday, 6 March 17
  74. 74. #GoogleAnalytics201 @ivantage with @matt_trimmer 74 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 Monday, 6 March 17
  75. 75. #GoogleAnalytics201 @ivantage with @matt_trimmer 75 Being alerted to social media traffic • Exercise • Build a custom alert • Based on your custom social media segment Monday, 6 March 17
  76. 76. #GoogleAnalytics201 @ivantage with @matt_trimmer 76 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 Monday, 6 March 17
  77. 77. #GoogleAnalytics201 @ivantage with @matt_trimmer 77 Brand Keywords Advanced Segment • Exercise • Create a Brand Keyword Advanced Segments Monday, 6 March 17
  78. 78. #GoogleAnalytics201 @ivantage with @matt_trimmer 78 Non-Brand Keywords Advanced Segment • Exercise • Create a Non-Brand Keyword Advanced Segments Monday, 6 March 17
  79. 79. #GoogleAnalytics201 @ivantage with @matt_trimmer 79 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) Monday, 6 March 17
  80. 80. #GoogleAnalytics201 @ivantage with @matt_trimmer 80 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? Monday, 6 March 17
  81. 81. #GoogleAnalytics201 @ivantage with @matt_trimmer 81 Analyzing keyword media - what’s the opportunity? • Key concept • Is your organic traffic fulfilling its potential? • Is your Adwords fulfilling its potential? Monday, 6 March 17
  82. 82. #GoogleAnalytics201 @ivantage with @matt_trimmer 82 Break time Monday, 6 March 17
  83. 83. #GoogleAnalytics201 @ivantage with @matt_trimmer 83 How Google Analytics works Website Monday, 6 March 17
  84. 84. #GoogleAnalytics201 @ivantage with @matt_trimmer 84 How Google Analytics works Website cookies Monday, 6 March 17
  85. 85. #GoogleAnalytics201 @ivantage with @matt_trimmer 85 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 Monday, 6 March 17
  86. 86. #GoogleAnalytics201 @ivantage with @matt_trimmer 86 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 Monday, 6 March 17
  87. 87. #GoogleAnalytics201 @ivantage with @matt_trimmer 87 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 Monday, 6 March 17
  88. 88. #GoogleAnalytics201 @ivantage with @matt_trimmer 88 Browser web server New Visitor Browser web serverCookie Returning Visitor GA Cookie present GA Cookie not present Google Analytics Persistent Cookie Page cookies Monday, 6 March 17
  89. 89. #GoogleAnalytics201 @ivantage with @matt_trimmer 89 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 :-( Monday, 6 March 17
  90. 90. #GoogleAnalytics201 @ivantage with @matt_trimmer 90 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? Monday, 6 March 17
  91. 91. #GoogleAnalytics201 @ivantage with @matt_trimmer 91 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? Monday, 6 March 17
  92. 92. #GoogleAnalytics201 @ivantage with @matt_trimmer 92 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 Monday, 6 March 17
  93. 93. #GoogleAnalytics201 @ivantage with @matt_trimmer 93 Campaign Tracking and Dimensions Monday, 6 March 17
  94. 94. #GoogleAnalytics201 @ivantage with @matt_trimmer 94 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? Monday, 6 March 17
  95. 95. #GoogleAnalytics201 @ivantage with @matt_trimmer 95 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 Monday, 6 March 17
  96. 96. #GoogleAnalytics201 @ivantage with @matt_trimmer 96 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 Monday, 6 March 17
  97. 97. #GoogleAnalytics201 @ivantage with @matt_trimmer 97 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 Monday, 6 March 17
  98. 98. #GoogleAnalytics201 @ivantage with @matt_trimmer 98 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 Monday, 6 March 17
  99. 99. #GoogleAnalytics201 @ivantage with @matt_trimmer 99 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 Monday, 6 March 17
  100. 100. #GoogleAnalytics201 @ivantage with @matt_trimmer 100 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 Monday, 6 March 17
  101. 101. #GoogleAnalytics201 @ivantage with @matt_trimmer 101 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 Monday, 6 March 17
  102. 102. #GoogleAnalytics201 @ivantage with @matt_trimmer 102 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 Monday, 6 March 17
  103. 103. #GoogleAnalytics201 @ivantage with @matt_trimmer 103 Custom campaign tracking report • Key concept • A custom report can focus on your specific campaign Monday, 6 March 17
  104. 104. #GoogleAnalytics201 @ivantage with @matt_trimmer 104 Keeping control of your campaigns • Key concept • Use a collaborative spreadsheet like Google Docs • http://cutroni.com/blog/2006/11/10/google-analytics- campaign-tracking-pt-2-the-epikone-link-tagging-tool/ Monday, 6 March 17
  105. 105. #GoogleAnalytics201 @ivantage with @matt_trimmer 105 When not to use Campaign Tracking? • Key concept • Never use Campaign Tracking on-site to track banners! • Use Event Tracking Monday, 6 March 17
  106. 106. #GoogleAnalytics201 @ivantage with @matt_trimmer 106 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 Monday, 6 March 17
  107. 107. #GoogleAnalytics201 @ivantage with @matt_trimmer 107 Landing page efficiency analysis report § Custom Report • http://goo.gl/g67kYh Monday, 6 March 17
  108. 108. #GoogleAnalytics201 @ivantage with @matt_trimmer 108 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 Monday, 6 March 17
  109. 109. #GoogleAnalytics201 @ivantage with @matt_trimmer 10975 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/ Monday, 6 March 17
  110. 110. #GoogleAnalytics201 @ivantage with @matt_trimmer 11076 Feedback • http://www.ivantage.co.uk/feedback Monday, 6 March 17
  111. 111. #GoogleAnalytics201 @ivantage with @matt_trimmer 111 The End Monday, 6 March 17

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