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Woof talk on Google Analytics set-up for developers.
- 1. Google Analytics: How to Set and Forget Dave Foy & Gareth Hanson - Woof 8th March 2012
- 3. If you can’t measure it, you can’t understand it. If you can’t understand it, you can’t control it. If you can’t control it, you can’t improve it. Joe Shaw - Professional Squash Coach
- 4. Example 1 Make profitable decisions
- 5. ‘Ewok gimp costume’ • 1000 exact match searches per month • Current rank in Google UK: 3 • Current traffic: 95 visits per month (9.5%) • Conversion rate: 2.1% (2 Ewoks bought @£50 each) • Per visit value: £1.05 • Revenue from KW: £100
- 6. ‘Ewok Gimp Costume’ • Move page to #1 in Google UK • New traffic PM: 360 visits per month (36%) • Conversion rate: 2.1% • Per visit value: £1.05 • Revenue from KW: £378pm (378% increase) • Increase conversion rate to 3% = New PVV: £1.50 • New Revenue from KW: £540pm (540% increase)
- 7. Example 2 Get the most from Adwords
- 8. Make every click count • You’re paying for every click from Adwords • Which of the keywords driving traffic are effective? And which ones should you bin (or change your proposition for)?
- 9. Example 3 Make informed design & development decisions
- 10. Before you roll up your sleeves...
- 11. Establish KPIs • Hard KPIs • E-commerce - sales • Enquiry form sent • Soft KPIs • Bounce rate • Average time spent • Average number of pages viewed
- 12. Getting stuck in
- 15. 2. Tracking code
- 19. 3. Profiles
- 21. 4. Default URL
- 22. 5. Site search
- 28. 7. Filters
- 31. 8. Exclude URL query parameters
- 33. 9. Link other Google services
- 35. 10. Goals
- 39. PG Tips (sorry, we have a bit of a tea problem...)
- 42. Tip 2 Make use of goal values
- 43. Tip 3 Track external campaigns
- 48. Tip 5 Events
- 53. Thanks for listening Happy analysing
Editor's Notes
- GH\n
- GH\n
- GH\n- resting heart rate as a barometer of health\n- control > influence\n- conversion rates\n- Why care as a developer?\n\n\n
- GH\n\n
- GH\n
- GH\n
- GH\n\n
- GH\nCar leasing co.\nExample of buttons - request / call back\n
- Usually rebuilding now rather than for first time\nwhat worked and what didn’t?\nDon’t accidentally bin something that worked\n\nBrowser versions\nFlash version\nScreen size\nMobile\n
- GH\n
- GH\nUseful to discuss with client\nOngoing development work\n\n
- Hand over to Leslie Rhodie (I mean Dave)\n
- DF\n\nProper account, not profile in single account:\n- against Google’s ToS.\n- more portable in future (clients had to leave years of data behind).\n- recommend separate Gmail account for the purpose, totally self-contained. Come back to this later....\n
- DF\n\n
- DF\n\n\n
- DF\n\n
- DF\n\n2. Install in correct place: async goes in head.\n3. How many domains?\n4. More advanced mobile and apps.\n\nMention mobile apps for non-javascript.\n
- DF\n\nAdds new parameters to push method.\n
- DF\n\nWay to view data in different ways.\nAdvise 1 profile as ‘global’, showing everything.\nThen separate ones filtered, for example - countries, subdomains, mobile vs desktop, brand keywords, etc.\n
- Will look at ways of actually filtering later.\n
- DF\n\nwww or non-www. Put .htaccess in place right away.\n
- DF\n\nVery useful. Easily set up. \n
- DF\n\nSet query parameter.\n
- DF\n\nIf search is POST, have to use virtual pageviews, or generate URLs with the query string appended.\n
- DF\n\nVital for e-commerce sites. Magento built in, just add GA tracking code. \n
- DF\n
- DF\n\nCode adds further parameters related to the transaction and items.\n
- DF\n\n
- DF\n\n- Filter out client’s own visits - IP address.\n\n
- DF\n\n- Filter for different profiles - see previous slide about profiles.\n
- DF\n\n
- DF\n\nIn Profiles > Profile Settings. \n
- DF\n\nDo this right away: specifically Webmaster Tools and Adwords. Outline some issues if this isn’t done.\nVerify with Analytics account login.\n\nGet Search Engine Optimisation data from WMT in Analytics.\n
- DF\n\nDo this right away: specifically Webmaster Tools and Adwords. Outline some issues if this isn’t done.\nVerify with Analytics account login.\n\nGet Search Engine Optimisation data from WMT in Analytics.\n
- DF\n
- DF\n\nSet these right away upfront. Vitally important. Why?\n- Measure business success - conversion, success of different channels.\n\n
- DF\n\nAssign goal value if at all possible - guess, unless goal values would be so varied as to be useless.\n- Find out how much each visitor worth, so how much to spend acquiring them.\n- How much each individual page leading up to the goal pages is worth (know which pages to concentrate on).\n\nGive example of working out goal values: Skinbase?\n
- DF\n\nSet funnel - pages leading up to the goal.\n\n\n
- DF\n
- DF\n
- DF\n
- DF\n\nOn non-ecommerce sites, calculates ‘per visit value’ for each keyword or page, based on how many people achieved goals. Can make cold calculated decisions.\n\nCalculates backwards from goal success pages too, to find out which pages are most valuable on your site. \n\nCalculate per visit value from email campaigns.\n
- DF\n\n\n
- DF\n\nUse the Google URL Tool Builder to generate campaign variables.\nSkinbase example of offline ad. Sent traffic to subdomain, then 301 redirected that traffic to a main domain URL with campaign variables in place. \nEmail campaigns: Campaign Monitor and MailChimp will add these automatically to links clicked within email newsletters.\n
- DF\n\nEmail campaigns: Campaign Monitor and MailChimp will add these automatically to links clicked within email newsletters.\n
- DF\n\n1 page checkout.\nProduct detail lightbox.\n
- DF\n\nAdd parameter to link (inline but pref. not).\n_gaq.push(['_trackPageview', '/downloads/pdfs/corporateBrief.pdf']);\n\nCould use jQuery to automatically write the push method to links with different class attributes (e.g. PDF), or external links.\n
- DF\n
- DF\n\nDon’t register as page views, won’t artificially inflate.\nDownloads, outbound links, PDFs, video plays, etc.\nEvents can be used as goals now.\nCategory: e.g. ‘buy now’ button; video play.\nAction: what action it is, e.g. ‘click button’, ‘click link’.\nLabel: which page it was on, or where on the page was it clicked (big button at top, link in sidebar ad) \nUse labels to find out which links on a page (with same href) are most successful.\nUse for external links, internal anchors, monitor modal ‘lightbox’ windows.\n
- DF\n\nUse jQuery to automatically apply event tracking code to types of links, e.g.\n$(document).ready(function() {\n $('a[href$="pdf"]').click(function() {\n _gaq.push(['_trackEvent', 'PDF Downloads', 'Download', $(this).attr('href')]);\n });\n});\nUse for external links, internal anchors, monitor modal ‘lightbox’ windows.\n
- DF\n\nMost people miss that the tables are split into 3 parts. Can’t fit whole thing horizontally.\n
- DF\n\nMost people miss that the tables are split into 3 parts. Can’t fit whole thing horizontally.\n
- DF\n