2. About Analytics Ninja
Founded 2010
Web Analytics = <3
Twitter @analyticsninja
Online Marketing Philosophy –
Web Analytics is the keystone
of any successful online marketing
4. The Litmus Test
↓ Analysis ↓
Advanced Segments
↓ Implementation ↓
Event Tracking & Custom Variables
5. Goal of this presentation
Evangelize why it is important to track more than
just pageviews.
Yes, I’m going to
suggest you
TRACK EVERYTHING
(well, almost).
6. Really, it’s not that hard.
Anatomy of Event Tracking
in Google Analytics
• Category
• Action
• Label
• Value
• Non-Interaction
7. Important Tip of the Day:
Consistency
Category, Action, & Label
can be anything you want
• Keep Category the most
broad
• Action describing what
happens in the
Category
• Label describes Actions
13. Use Case #2 – Category Pages
What next?
Test different product
presentation of “Best Sellers”
Populate ‘Label’ with SKU and
measure impact of testing
different products as best sellers
22. • Navigation What should I track?
• Cross Sells
• Up Sells
• Product Presentation
• Mouseovers
• Video Views
• Form Fills / Abandons
• Modal Overlays
• Downloads
• Outbound clicks
Editor's Notes
If you not using advanced segments, you’re probably not doing very good analysis. Similarly, if you’re not using event tracking and custom variables, you’re not collecting the type of data you need to make good decisions.
You’ll definitely need a developer. Also consider checking out www.analyticsengine.net from the good folks at Analytics Pros
Make sure to keep naming conventions and spelling consistent
Where are people clicking? How are they browsing?
Clicktale or Crazyegg can be excellent tools for in page analytics. But event tracking can be equally, if not more, powerful.
Ever wonder how many people are using cross sells and upsells? Is it a good use of precious web real estate?
Custom Variables = “who is using my site.” Events = “what are they doing.”
