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Hardcore Analytics - How to Avoid Getting Embarrassed by Dirty Data

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Slides from my SMX Advanced presentation in Seattle.

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Hardcore Analytics - How to Avoid Getting Embarrassed by Dirty Data

  1. 1. How to avoid gettingembarrassed by dirty data @rachaelgerson
  2. 2. @rachaelgersonSEER Interactive The Search ChurchGA Top ContributorTech geekData junkie
  3. 3. Links to EVERYTHING will be on last slide
  4. 4. Why is getting good data important? Everyone has to be accountable
  5. 5. We’ve all been there
  6. 6. GA is used on 95% of sites
  7. 7. Issues are typically either… Code / site issues, GA setup issues (filters, settings, goals, etc), OR User knowledge issues
  8. 8. So let’s be GA detectives for the next 10 minutes
  9. 9. Here are some initialquestions you should ask inorder to avoid dirty data
  10. 10. Section 1: Site Issues
  11. 11. Question 1Is your GA code on everypage of the site?
  12. 12. Missing GA code =incomplete data
  13. 13. Use Screaming Frog to check for code screamingfrog.co.uk/seo-spider/
  14. 14. Already scanned site in last month?Know your GA code’s on every page? +1
  15. 15. Tip: Make sure GA code is alsoon 404 and internal site search result pages!
  16. 16. Question 2Do you have more than oneset of the same GA code?
  17. 17. 1) Look for pages with amazing bounce rates Standard > Content > Site Content > Landing Pages
  18. 18. How to find 2) Open the source code for these pages 3) Search for ga.js
  19. 19. How to find You should only find one instance with the same UA! 2 If only 1, +1
  20. 20. Question 3Do you have more than 1 domainor a domain + subdomain?
  21. 21. What’s your site? Single Domain: www.seerinteractive.com 1 Domain + Subdomain: www.seerinteractive.com and blog.seerinteractive.com Multiple Domains: www.seerinteractive.com and www.thesearchchurch.com
  22. 22. Multiple domains / subdomainsmeans you need different GA code
  23. 23. Find it in GA Oh noes seerinteractive.com Traffic Sources > Sources > Referrals
  24. 24. If you have multiple domains orsubdomains, check source code+1 if GA code contains a line with _gaq.push([_setDomainName
  25. 25. Filter to show full domain in GA If using filter, +1
  26. 26. Question 4Do you run an ecommercesite?
  27. 27. If yes, GA ecommerce tracking
  28. 28. If using ecommerce tracking(and it’s populating all the data) +1
  29. 29. Section 2: GA Setup Issues
  30. 30. Question 5Are you reporting on yourown visits?
  31. 31. Don’t want to report on our own visits
  32. 32. GA makes it ridiculously easy to block our visits
  33. 33. If you don’t know IP, ask Google
  34. 34. Exclude IP Address +1 if using filter
  35. 35. Question 6Is your GA code used onother sites?
  36. 36. What happens when your code is placed on another site?Affects visits, bounce rate, conversion rate… EVERYTHING
  37. 37. How to find in GA What we hope to see: Audience > Technology > Network > Hostname
  38. 38. Include Hostname filter +1 if using filter
  39. 39. Aa Bb Cc Dd EeQuestion 7Are you addressingcapitalization?
  40. 40. Google Analytics does not know these are the same page: domain.com/Analytics domain.com/analytics domain.com/AnAlYtIcS
  41. 41. Lowercase filter +1 if using filter
  42. 42. Question 8Are you tagging yourmarketing efforts?
  43. 43. Google Analytics URL Builderhttp://www.seerinteractive.com/?utm_source=newsletter&utm_medium=email&utm_campaign=june
  44. 44. If properly tagging marketing efforts +1
  45. 45. Includes paid search – Need tomanually tag everything except AdWords
  46. 46. Google AnalyticsAdWords
  47. 47. Quick check Click one of your paid search ads. Does URL have either utm parameters or gclid? If yes, +1
  48. 48. Section 3: User Knowledge Issues
  49. 49. Question 9Are you comparing brandedorganic traffic to non-branded?
  50. 50. Due to (not provided), we can no longer accurately report on this number
  51. 51. Tried applying branded vs non-branded ratios
  52. 52. Instead, focus on landing pages
  53. 53. (np) – PageUsing this filter OR this report? +1
  54. 54. Question 10Did you make a filter mistake?
  55. 55. Doesn’t get much moreembarrassing than user errors
  56. 56. Couple of the recent filter errors I’ve seen
  57. 57. “Someone on SEOmoz shared the coolest filter!”Implemented filter wrong on the only profile = NO DATA
  58. 58. “I want to only include my hostname”Made the filter exclude rather than include = NO DATA
  59. 59. Raw Data Profile Filters: None Goals: All, once tested +1 for Raw Data profile
  60. 60. Test Profile Filters: Any being tested Goals: All existing + all being tested +1 for Test profile
  61. 61. Main Profile Filters: All applicable filters, once tested Goals: All applicable goals, once tested
  62. 62. It takes time to develop all of theseprofiles, often replicating the same settings multiple times
  63. 63. Question 11Do you really understand GA??
  64. 64. Frequent mistake Required first step in goals Do you really understand GA? +1
  65. 65. Question 12How can I get access to myaccount?
  66. 66. Currently only two GA user types: Administrator & User
  67. 67. Personal favor to me: Please make sure you have at leasttwo Admin AND know the login info
  68. 68. How to see admin Admin > Profiles > Users
  69. 69. At least two Admin, +1
  70. 70. Final Report Card GA code – every page Tagging paid search Only 1 set of same UA Brand vs Non-Brand Domain / Subdomain Raw Data profile Using ecomm tracking Test profile Exclude Internal Understand GA Hostname Account access Capitalization Extra – Domain filter Tagging marketing
  71. 71. Report Card Grades A+ 13 points A 11-12 points B 9-10 points C 7-8 points D 5-6 points F 4 or lower
  72. 72. @rachaelgersonbit.ly/smx-2012-analytics

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