This document discusses how to use custom variables in Google Analytics to segment visitors and track user behavior and attributes. It explains how to set custom variables at the page, session, or visitor level using the _setCustomVar method and send them with tracking requests. It provides examples of using custom variables to track user types, membership levels, login status, demographics, search terms, and integrate with multivariate or A/B tests. The document stresses that custom variables should not store personal identifiable information.

1. Using Custom Variables
with Google Analytics
Adrian Vender
SEO Manager & Analytics Consultant
@adrianvender
CardinalPath.com

2. Who Are We?
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3. Who loves
Analytics?
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4. How You See Analytics
Don’t love Love
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5. Hipster dog says…
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6. Dimensions
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7. setCustomVar
_setCustomVar(index, name, value, opt_scope)
• index—The slot for the custom variable. (range from: 1 – 5)
• name—Key (string)
• value—Value (string)
• opt_scope—Scope: 1 (visitor-level), 2 (session-level), or 3 (page-
level). Default = 1
pageTracker._setCustomVar(
5, // This custom var is set to slot #5
”Added Item to Cart", // The name acts as a category for the user activity
"Yes", // This value of the custom variable
2 // Sets the scope to session-level
);
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8. Understanding Scope
Hometown=Austin,TX
Visitor
Visits
Pageviews
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9. Slot/Scope Restrictions
Duration When sharing a slot Number allowed
with other variables
Page‐level A single pageview, The last page‐level For any web property, many unique page‐
event, or transaction variable to be called level variables can be set and slots can be
call. on a page is the one re‐used. Limited only by the number of hits
applied to that page. in a given session.
For any single page, you can set up to 5
simultaneous custom variables.
Session‐level The current session of The last session‐level For any web property, you can create as
the visitor. variable called in a many distinct session‐level custom
session is the one variables as can be defined with a 64‐byte
used for that session. key‐value pair limit.
For any given user session, you can set up
to 5 session‐level variables.
Visitor‐level The current session and The last value set for For any web property, you can create up to
all future sessions for a visitor is the one five distinct visitor‐level variables.
the life of the visitor applied to the current
cookie. and future sessions.
Need more help?
http://cutroni.com/blog/2011/05/18/mastering‐google‐analytics‐custom‐variables/
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10. Sending Custom Variables
‘Set’ a custom variable with _setCustomVar(), ‘send’ using a
tracking GIF request.
<script>
_gaq.push([‘_setCustomVar’,1,’userType’,’Member’,2]);
…
…
…
_gaq.push([‘_trackEvent’,’memberAction’,’login’]);
</script>
Tip: Send events instead of Page-level vars if possible
(you can still segment by events!)
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11. Character Limits
The sum of the name-value pair of a custom variable must not
exceed 64 bytes.
Example 1: “userType”:”member”
8 + 6 = 14 bytes
Example 2: “Hometown”:”Phoenix, AZ”
8 + 11 = 19 bytes
(*spaces and special characters each use a byte too!)
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12. Custom Var Reports… meh
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13. Advanced Segments. #win!
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14. Members vs Non-members
<script type="text/javascript">
_gaq.push(['_setCustomVar',1,'Vi
sitor_Type','Member',1]);
</script>
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15. Membership Types
<script type="text/javascript">
_gaq.push(['_setCustomVar’,2,'Member_Level',’Silver',1]);
</script>
<script type="text/javascript">
_gaq.push(['_setCustomVar',2,'Member_Level','Gold',1]);
</script>
<script type="text/javascript">
_gaq.push(['_setCustomVar',2,'Member_Level',’Platinum',1]);
</script>
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16. Logged In?
<script type="text/javascript">
_gaq.push(['_setCustomVar',3,'Member_Status'
,'Logged_In',2]);
</script>
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17. Demographics
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18. <form
onsubmit="_gaq.push(['_setCustomVar',1,'Gender',this.gender.o
ptions
[this.gender.selectedIndex].value,3);">
<select name="gender">
<option value="Female">Female</option>
<option value="Male">Male</option>
</select>
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19. Coupon Code
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20. Previous Purchase?
<script type="text/javascript">
_gaq.push(['_setCustomVar',3,'Member_Status'
,’purchased',2]);
</script>
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21. Author: Jalen Rose Topic: Sports
Type: Blog
Geo: USA
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22. Google Analytics integration -
Multivariate
//Begin GA‐GWO integration Code
if(typeof(utmx) !== 'undefined') {
var comboNum=utmx('combination');
comboVal="combo"+comboNum;
pageTracker._setCustomVar(2,"combo",comboVal,2);
}
//End GA‐GWO integration Code
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23. Google Analytics integration
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24. Google Analytics integration
– MVT
• Advanced Segments
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25. Search intent and user demographics
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26. Retaining original search term
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27. Retaining original search term
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28. Facebook Demographics
Do NOT store Personal Identifiable Information (PII)!
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29. Facebook Demographics
http://goo.gl/BlCMD
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30. Segmentation magic
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31. CardinalPath.com

32. Shout outs
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33. Thank you!
@adrianvender
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