The document discusses the use of custom variables in Google Analytics (GA) to enhance tracking and segmentation of website traffic through name-value pair tags. It highlights various use cases such as tracking user behavior, analyzing newsletter sign-ups, and integrating with A/B testing tools for conversion analysis. Additionally, it emphasizes the importance of segmentation for actionable insights and introduces flow visualization as a new feature in GA.

2. Custom Variables
Take your analysis to the next level
Custom Variables in GA are name-value pair tags that you can use to refine GA tracking
and segment your traffic
Async Syntax:!_gaq.push(['_setCustomVar', slot_index, name, value, opt_scope]);
A few use-cases:
• Track logged-in users and what they do on your site in comparison to anonymous users.
• Track visitors that have signed up for your newsletter across multiple sessions to see how their
behavior compares to everyone else.
• Hook into Google Website Optimizer or other A/B and multi-variate testing tools to perform deeper
conversion analysis on tested changes.
• Increment a variable for each transaction and track behavior of first transaction versus multiple
transactions completed.
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3. Segmentation
It's easy to create segments...
"Analyzing data in aggregate is a crime" - Avinash Kaushik (2008)
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4. Segmentation
It's easy to create segments...
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5. Segmentation
It's easy to create segments...
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6. Segmentation
It's easy to create segments...
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7. Segmentation
It's easy to create segments...
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8. Segmentation
It's easy to create segments...
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9. Segmentation
Why Segment?
“Donʼt just log into [GA] and go on a fishing expedition...” - Avinash Kaushik
Acquisition Behavior Outcome
How are your efforts to acquire traffic Are visitors doing what you want
What are people doing on your site?
performing? them to do?
Examples
• Acquisition: Social media traffic
Tip: Mix and match these and segment the inverse.
• Behavior: Count of visits > 4
• Outcome: Visits with an average order value > $120
Result: Actionable Insight
Source: Avinash Kaushik - www.kaushik.net
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10. Introducing a feature released a week ago:
Flow Visualization
Available for Google Analytics Standard & Premium
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11. Flow Visualization
3 Types of Flow Visualization Reports
" Goal Flow
" Visits Flow
" Navigation Flow
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12. Goal Flow Visualization
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13. Visits Flow
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14. Navigation Flow
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15. Navigation Flow
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16. Navigation Flow
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17. Flow Visualization Use Case
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18. Joe Christopher
Director of Analytics
Email: joe@blastam.com
Twitter: @joechristopher
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