Tech4Africa Google Workshop 1

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Tech4Africa Google Workshop 1

  1. 1. Google University at Tech 4 Africa 10 August 2010 Sarah Blake
  2. 2. Hello Head of Engage and Optimise at Quirk eMarketing (But please don’t Google me!)
  3. 3. 1 x Celebration 1 x Irritation 3 x Something I want to learn today (5 post-its) http://www.flickr.com/photos/langleyo/4222627030
  4. 4. MORNING 9 - 9.30 >> welcome & introductions 9.30 - 10 >> why web analytics + introduction to Google Analytics. The GA cookie. What it can and cannot track. 10 - 10.30 >> setting up account best practice 10.30 - 11 >> conversion tracking 11 - 11.30 >> tea 11.30 - 12.30 >> reports and metrics LUNCH 12.30 - 1.30 AFTERNOON 1.30 - 3 >> AdWords 3. - 3.15 >> tea 3.15 - 4.30 >> diving into your data Come armed with questions!
  5. 5. (In case I’ve forgotten to mention this already) •  Ask questions – any questions •  The last session is all about your questions and your data – so start thinking about what you want to ask (and what logins you might need to ask it)
  6. 6. Starting out: web analytics and a brief introduction to Google Analytics Credit: Stuck in Customs http://www.flickr.com/photos/stuckincustoms/
  7. 7. Why web analytics?
  8. 8. Web analytics •  The web makes things measurable – so measure it! •  Campaign reporting – ROI •  Understand user behaviour
  9. 9. Why Google Analytics?
  10. 10. Why Google Analytics •  It’s free! •  It’s powerful and customisable •  It has pretty reports •  You can track A LOT (if you know how to)
  11. 11. How does Google Analytics work?
  12. 12. The code
  13. 13. “traditional” - immediately before the </body> tag of your page Asynchronous - just before the closing </head> tag
  14. 14. Why asynchronous •  Documentation •  Should reduce latency concerns •  Should improve data accuracy
  15. 15. The cookie
  16. 16. Google Analytics Cookie •  First party cookie •  Used to identify a visitor as well as visits (sessions) •  Includes referral information (where did the visitor come from?) •  Builds visit information (what did the user do?) •  No PII!
  17. 17. Google Analytics Cookies Name  Descrip,on  Expira,on  __utma Unique visitor  2 years from set/update.  30 minutes from set/ __utmb Unique visit (session)  update.  __utmc Also unique visit (session)  Not set.  __utmz Type of referral (updated with each  6 months from set/update.  visit)  __utmv Custom variable  2 years from set/update.  __utmx Google Website OpHmiser  2 years from set/update. 
  18. 18. One of the best ways to see if Google Analytics has been installed correctly is to check the cookie is being set.
  19. 19. In your favourite browser, view cookies and search for a domain. You can see the cookies that have been set, and you can see the Google Analytics cookies there as well. http://www.flickr.com/photos/jblndl/45769316
  20. 20. Google Analytics Cookies Name  Descrip,on  Expira,on  __utma Unique visitor  2 years from set/update.  30 minutes from set/ __utmb Unique visit (session)  update.  __utmc Also unique visit (session)  Not set.  __utmz Type of referral (updated with each  6 months from set/update.  visit)  __utmv Custom variable  2 years from set/update.  __utmx Google Website OpHmiser  2 years from set/update. 
  21. 21. Privacy Policy
  22. 22. Google Analytics + Privacy •  First party cookies. •  No personally identifiable data. •  Aggregate data is used to understand user behaviour and improve the web experience. •  “This site uses a cookie to collect anonymous traffic data.” •  You can provide opt-out information. •  IP masking is available as well.
  23. 23. Setting up a Google Analytics account the right way Credit: Caro Wallis http://www.flickr.com/photos/carowallis1/
  24. 24. Accounts & Profiles Administrators and Users
  25. 25. Account: UA-475313 Profile: UA-475313-4
  26. 26. Profiles: use a different profile number and therefore different code; usually for a different domain.
  27. 27. Profiles: or use filters on the same domain and profile number
  28. 28. Use profiles for •  Microsites / campaigns •  Reporting on segments of traffic / visitors •  Granting limited access when required •  Testing code changes
  29. 29. Administrators can make changes, delete and add profiles. You can have many administrators. Users can view reports of select profiles only. You can have many users. A Google Account (email address) can have access to many different accounts and profile.
  30. 30. Very key takeaway: create a new account for each brand / client. Campaign sites can be profiles in the same account.
  31. 31. Potential considerations you should be aware of •  Large amount of traffic •  Crosses multiple domains and sub- domains •  Non-HTML pages you want to track •  Dynamically created pages •  Frames •  Flash •  eCommerce
  32. 32. So, let’s get to it (even if you already have an account set up, it’s worth going through this)
  33. 33. Full URL of your website. Include subdomains. This populates the account name.
  34. 34. Make account names easy to find in a long list.
  35. 35. Timezone and territory are taken from your AdWords account.
  36. 36. User agreement •  Part of the user agreement is to share data (anonymously) for benchmarking. •  If you don’t share your data, you don’t get access to benchmarking reports. •  You can always change your mind later.
  37. 37. Tracking code – always asynch now! •  Basic customisations are available –  Many domains and subdomains •  Generate mobile code here as well
  38. 38. Key customisations in account setup •  Always keep an unfiltered profile •  Reporting profile – remove internal and agency traffic! •  Testing profile – test new filters, etc
  39. 39. Key customisations in account setup •  Set your homepage
  40. 40. Key customisations in account setup •  Remove unnecessary parameters (such as sessionids)
  41. 41. Key customisations in account setup •  Apply AdWords data
  42. 42. Key customisations in account setup •  Enable eCommerce (and don’t forget to set up the tracking!)
  43. 43. Key customisations in account setup •  Enable site search (NB: you might need to switch the search to GET)
  44. 44. If laptops and logins are handy, we can run through this right now •  Profiles – unfiltered, reporting, testing •  Set homepage •  Remove unnecessary parameters* •  Apply AdWords data* •  Enable eCommerce* •  Enable site search Customisations are done per profile, not per account! http://www.flickr.com/photos/jblndl/45769316
  45. 45. Tracking code customisations •  # for tracking •  Sampling •  IP masking •  Domains and subdomains •  Session timeout •  Cookie duration
  46. 46. Install script
  47. 47. Check it! Check the cookie. Check the account after 24 hours. Remember your profiles + filters and look in the right place.
  48. 48. Key customisations •  Use annotations –  Helps to identify the effect of offline activity
  49. 49. Goals and Tracking Conversions
  50. 50. Digital objectives (also called goals) KPIs – the metrics that matter
  51. 51. The key questions •  Why does my website exist? •  What do I want my visitors to do?
  52. 52. What do I want my visitors to do
  53. 53. What do I want my visitors to do > TRACKING CONVERSIONS
  54. 54. A conversion is a defined action that we want a user to take. It’s often called a goal. And a user is also called a visitor.
  55. 55. Google offers three types of conversion tracking •  AdWords Conversion Tracking •  eCommerce Tracking •  Goal Tracking
  56. 56. AdWords Conversion Tracking •  Implement tracking code on conversion page. •  Reports on AdWords traffic only.
  57. 57. eCommerce Tracking •  If they’re using a credit card, use ecommerce tracking. •  Collects transaction ids, product information, etc > lots of detail. •  3rd part payment solutions, iframes, subdomains etc all need careful attention. •  It does not convert currencies.
  58. 58. Goal tracking: (usually) no code manipulation •  URL destination (actions) •  “Engagement” goals •  20 goals / profile •  Goals allow for funnels, so use in conjunction with ecommerce tracking •  Goals can be imported into AdWords •  Values can be assigned
  59. 59. Goals – a little bit more in depth Why? Because as account administrators, we can do pretty much all of this ourselves. And they’re really important.
  60. 60. Engagement goals •  Time on site •  Pageviews / visit •  Content sites? •  But there are other metrics you might want to consider
  61. 61. URL destination •  Use to track desired actions •  Use the URL of the page seen once action has taken place –  Thank you page –  Confirmation page •  You just need to input from the first folder on
  62. 62. Three match types •  Exact •  Head •  Regular expression
  63. 63. Making them more useful •  Assign a value > helps to determine ROI If 25% of people who download the ebook buy the print version. And the print version gives a profit of R100. Then I could assign R25 to each download.
  64. 64. Making them MUCH more useful > funnels •  Define the steps in the path to conversion •  In the report, identify problem areas •  You might need to make friends with regular expressions!
  65. 65. Funnels > why you would use goals AND ecommerce tracking together
  66. 66. Goals also give you a Reverse Goal Path report
  67. 67. Some customisations that might be needed •  Virtual pageviews > when there is no unique URL •  Regular expressions > when there are variations that need to be reported together
  68. 68. http://www.flickr.com/photos/motograf/1071219987

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