Google Analytics is a free tool that allows companies to track and analyze website traffic. It provides detailed reports on metrics like visitors, pageviews, goals, and e-commerce transactions. To use it, one needs to install the Google Analytics tracking code on every page of their site. Profiles and filters can then be used to segment traffic and filter out unwanted data. Additional features like goals, funnels, and e-commerce tracking provide further insights. Regular expressions are often used with filters to match patterns in tracked data.

1. Google Analytics Joris Roebben ( [email_address] ) Tom Michiels ( [email_address] ) www.queromedia.com

2. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007

3. Conventions GA = Google Analytics GATC = Google Analytics Tracking Code

4. Google Analytics advantages Free Sufficiant possibilities for most companies Easy to implement Easy to use Easy to understand

5. Google Analytics disadvantages URL and title based No data history Privacy ? JavaScript and cookies Only visitors, no crawlers or bots

6. 2. Google Analytics interface Dashboard Add / remove elements Personalized

7. Calendar

8. Reporting XML PDF CSV TSV Send now Schedule

9. 3. Setup Google Analytics Create Google Account Free No spam Gmail = OK

10. Best practice for GA accounts Create GA account on [email_address] Add [email_address] as administrator Add [email_address] as reviewer Advantage: structure

11. Sign up Login Create GA account

12. Get the GATC Google Analytics Tracking Code Old vs. New one urchin.js vs. GA.js

13. urchin.js Old code Can still be used <script src=&quot;http://www.google-analytics.com/urchin.js&quot; type=&quot;text/javascript&quot;> </script> <script type=&quot;text/javascript&quot;> _uacct = &quot;UA-123456-1&quot;; urchinTracker(); </script> </body> </html>

14. GA.js New code New features not yet available <script type=&quot;text/javascript&quot;> var gaJsHost = ((&quot;https:&quot; == document.location.protocol) ? &quot;https://ssl.&quot; : &quot;http://www.&quot;);document.write(&quot;\<script src='&quot; + gaJsHost + &quot;google-analytics.com/ga.js' type='text/javascript'>\<\/script>&quot; ); </script> <script type=&quot;text/javascript&quot;> var pageTracker = _gat._getTracker(&quot;UA-123456-1&quot;);pageTracker._initData();pageTracker._trackPaginaweergave();</script> </body> </html>

15. Host your own GATC Possible Not advised <script src=&quot;http://www.mydomain.com/mytrackingcode.js&quot; type=&quot;text/javascript&quot;> </script> <script type=&quot;text/javascript&quot;> _uacct = &quot;UA-123456-1&quot;; urchinTracker(); </script>

16. Check your installation Put code just before </body> Loads pages faster No problem if GA offline

17. Easy implementation All HTML-files: lot of work Dynamic site: look for footer inclusion CMS: look for templates Put GATC on ALL pages !!! Correct data = essential

18. Access manager Give access to GA account Must be Google account Administrator or View Reports only

19. Add user

20. 4. Adding AdWords to Google Analytics Use GA in AdWords interface AdWords reports in GA

21. Step 1: check GATC Make sure every page on website is tagged with GATC

22. Step 2: Login to Google AdWords www.google.com/adwords as Administrator

23. Step 3: Tab Analytics Click on the tab Analytics

24. Step 4: Link to existing GA account

25. Step 5: Account preferences Make sure auto-tagging is on !

26. 5. Profiles and Filters Are the real strength of GA Segment data Deep analysis Depending on needs Start collecting data when created

27. Best practices Profile with ALL data Testing profile

28. Data needed for profile Website URL Profile Name Time Zone Default Page Exclude parameters E-commerce website Search

29. GATC for different profiles <script src=&quot;http://www.google-analytics.com/urchin.js&quot; type=&quot;text/javascript&quot;> </script> <script type=&quot;text/javascript&quot;> _uacct = &quot;UA- 123456-1 &quot;; urchinTracker(); </script> <script src=&quot;http://www.google-analytics.com/urchin.js&quot; type=&quot;text/javascript&quot;> </script> <script type=&quot;text/javascript&quot;> _uacct = &quot;UA- 123456-2 &quot;; urchinTracker(); </script> <script src=&quot;http://www.google-analytics.com/urchin.js&quot; type=&quot;text/javascript&quot;> </script> <script type=&quot;text/javascript&quot;> _uacct = &quot;UA- 654321-1 &quot;; urchinTracker(); </script>

30. Filters Applied to profile Change data (forever!) Segmentation Business rules 2 sorts: predefined and custom Test profile

31. How do filters work? 3 components Filter Type Filter Fields Filter Pattern Filter data before submitting it to GA DB

32. Multiple filters No problem Multiple filters applied to data Data output filter 1 is input filter 2 Be careful !!! Wrong conclusions

33. Filterfields 37 fields Field = pageview attribute Regular fields and user defined fields Regular: request URI, hostname, referral, page title, browser, IP address,... User defined: campaign name, source, campaign term, e-commerce variables,...

34. Possible values for Filterfields Check GA reports !!! Lists not yet available

35. Filter Patterns Pattern is applied to filterfield If ok, data registered If not ok, data neglected Build patterns using RegEx RegEx = set of characters, representative for bigger set of data

36. Filter Type 10 different types 3 predefined 7 custom

37. 5.1 Exclude all traffic from a domain

38. 5.2 Exclude all traffic from an IP address IP ranges with RegEx !!!

39. 5.3 Include only traffic to a subdirectory

40. 5.4 Include / Exclude filter (1)

41. 5.4 Include / Exclude filter (2)

42. 5.4 Include / Exclude filter (3)

43. 5.5 Search and replace filter (1)

44. 5.5 Search and replace filter (2) No RegEx !!! Changes data !!!

45. 5.6 Uppercase / Lowercase filter

46. 5.7 Lookup table filter Not available in GA Only old Urchin customers ~Search and replace filter Text file

47. 5.8 Advanced filters Change data fields By combining elements 2 filter fields: Field A and Field B Extract field = Constructor RegEx !!!

48. Examples of advanced filters (1)

49. Examples of advanced filters (2)

50. 6. Custom segmentation Segment data _utmv cookie JavaScript function _utmSetVar() On pages tagged with GATC Applied to HTML attributes as onLoad(), onChange(), onSubmit() Only 1 cookie per visitor (website)

51. Custom segmentation example

52. Custom segmentation code Everyone = visitor (“not set”) When registered = member When completed buy = customer Report: Visitors > User defined <body onLoad=”javascript:_utmSetVar(‘member’);”> <body onLoad=”javascript:_utmSetVar(‘customer’);”>

53. User Defined Values

54. RegEx Regular expressions are used to match or capture portions of a field using wildcards and metacharacters. They are often used for text manipulation tasks. Most of the filters included in Google Analytics use these expressions to match the data and perform an action when a match is achieved. For instance, an exclude filter is designed to exclude the hit if the regular expression in the filter matches the data contained in the field specified by the filter. Regular expressions are text strings that contain characters, numbers, and wildcards. Note that these wildcard characters can be used literally by escaping them with a backslash '\'. For example, when entering www.google.com , escape the periods with a backslash: www\.google\.com

55. RegEx . match any single character * match zero or more of the previous items + match one or more of the previous items ? match zero or one of the previous items () remember contents of parenthesis as item [] match one item in this list create a range in a list | or ^ match to the beginning of the field $ match to the end of the field \ escape any of the above More: http://en.wikipedia.org/wiki/Regex

56. 7. Goals Conversions ? Conversion rate Reports Success of site “ Thank you” page Max. 4 per profile Contact – buy – download - register

57. Setting up goals

58. Goals howto Match type Goal value Choose good name Unique “thank you” page per conversion Keep track of filters

59. Goals visualisation (1)

60. Goals visualisation (2)

61. Funnels Extension of goals Predefined steps Track conversion process Required steps ?

62. Funnel visualisation

63. 8. E-commerce tracking Not accounting Use it to find trends No absolute figures !!!

64. Implementing E-commerce tracking Activate E-commerce tracking in profile Add code below GATC Extra reports Data from transaction needs to be transfered to GA 1 Transaction Multiple items urchin.js vs. GA.js

65. E-commerce for urchin.js <form style=&quot;display:none;&quot; name=&quot;utmform&quot;> <textarea id=&quot;utmtrans&quot;> UTM:T|[order-id]|[affiliation]|[total]|[tax]|[shipping]|[city]|[state]|[country] UTM:I|[order-id]|[sku/code]|[productname]|[category]|[price]|[quantity] UTM:I|[order-id]|[sku/code]|[productname]|[category]|[price]|[quantity] </textarea> </form>

66. E-commerce for GA.js <script src=&quot;http://www.google-analytics.com/ga.js&quot; type=&quot;text/javascript&quot;></script> <script type=&quot;text/javascript&quot;> var pageTracker = _gat._getTracker(&quot;UA-XXXXX-1&quot;); pageTracker._initData(); pageTracker._addTrans( &quot;1234&quot;, // Order ID &quot;partner&quot;, // Affiliation &quot;2500.25&quot;, // Total &quot;200.25&quot;, // Tax &quot;3&quot;, // Shipping &quot;Brussels&quot;, // City &quot;Brabant&quot;, // State &quot;Belgium&quot; // Country ); pageTracker._addItem( &quot;1234&quot;, // Order ID &quot;MTB25&quot;, // SKU &quot;Mountainbike&quot;, // Product Name &quot;Off-road&quot;, // Category &quot;1500&quot;, // Price &quot;1&quot; // Quantity ); pageTracker._addItem( &quot;1234&quot;, // Order ID &quot;MTB44&quot;, // SKU &quot;Mountainbike&quot;, // Product Name &quot;Cross&quot;, // Category &quot;1000.25&quot;, // Price &quot;1&quot; // Quantity ); pageTracker._trackTrans(); </script>

67. Complete process

68. E-commerce reports

69. E-commerce reports

70. E-commerce reports

71. E-commerce reports

72. 9. Tips & Tricks: Site Search

73. Tips & Tricks: Event tracking Downloads, clicks, ... Urchintracker() generates pageview Pageviews in reports Naming ! <a href=&quot;http://www.webiste.com/pdf/document1.pdf&quot; onClick=&quot;javascript:urchinTracker('/pdf/document1');&quot;>

74. Tips & Tricks: Multi-domain tracking Website on multiple domains Most often used for external checkout Transfer content of first party cookies to other domain urchin.js vs. GA.js

75. Multi-domain tracking urchin.js (1) Change GATC <script src=&quot;http://www.google-analytics.com/urchin.js&quot; type=&quot;text/javascript&quot;> </script> <script type=&quot;text/javascript&quot;> _uacct=&quot;UA-xxxx-x&quot;; _udn=&quot;none&quot;; _ulink=1; urchinTracker(); </script>

76. Multi-domain tracking urchin.js (2) Change cross-domain links <a href=&quot;https://www.secondsite.com/?login=parameters&quot;>Log in Now</a> <script type=&quot;text/javascript&quot;> document.write('<a href=&quot;javascript:__utmLinker(\' https://www.secondsite.com/?login=parameters\');&quot;>Log in Now</a>'); </script> <noscript> <a href=&quot; https://www.secondsite.com/?login=parameters &quot;>Log in Now</a> </noscript>

77. Multi-domain tracking GA.js (1) Change GATC <script type=&quot;text/javascript&quot;> var gaJsHost = ((&quot;https:&quot; == document.location.protocol) ? &quot; https://ssl.&quot; : &quot;http://www.&quot;); document.write(&quot;\<script src='&quot; + gaJsHost + &quot;google-analytics.com/ga.js ' type='text/javascript'>\<\/script>&quot; ); </script> <script type=&quot;text/javascript&quot;> var pageTracker = _gat._getTracker(&quot;UA-12345-1&quot;); pageTracker._setDomainName(&quot;none&quot;); pageTracker._setAllowLinker(true); pageTracker._initData(); pageTracker._trackPaginaweergave(); </script>

78. Multi-domain tracking GA.js (2) Change cross-domain links <a href=&quot;https://www.secondsite.com/?login=parameters&quot;>Log in Now</a> <script type=&quot;text/javascript&quot;> document.write(‘<a href=&quot;javascript:pageTracker._link(\'https://www.secondsite.com/?login=parameters\');&quot;>Log in Now</a>'' );</script> <noscript> <a href=&quot;https://www.secondsite.com/?login=parameters&quot;>Log in Now</a> </noscript>

79. Tips & Tricks: Tracking outbound links Creating pageviews Using UrchinTracker() Pageviews in reports Naming ! <a href=&quot;http://www.otherdomain.com&quot; onClick=&quot;javascript:urchinTracker('/outbound/otherdomain');&quot;>

80. Tips & Tricks: Tagging inbound links http://www.website.com/pagina.html http://www.website.com/pagina.html?utm_source=partner&utm_medium=banner&utm_campaign=nl&utm_term=zoekwoord Adjust cookies ~Google AdWords auto-tagging Not all parameters are required

81. 10. Conclusion

82. 11. Roundup 1. Create a Google Analytics account. 2. Analyze the website. 3. Create and Configure profiles. a) Create filters. b) Create goals and funnels. c) Create recommended profiles. 4. Edit the tracking code. 5. Modify the web site. 6. Add the tracking code to web site pages. 7. Tag marketing campaigns. 8. Enable e-commerce transaction tracking. 9. Implement custom segmentation. 10. Configure other administrative features. a) User accounts and report access. b) Automated email report delivery.

83. 12. Q & A