User Behavior Tracking with Google Analytics, Garb, and Vanity

USER BEHAVIOR TRACKING
with Google Analytics, Garb, and
a
RailsConf 2010 | Baltimore, MD
Tony Pitale | @tpitale | Viget Labs

Google Analytics

Garb

Vanity

1. Track!
2. Interpret and
Identify
3. Alternate and
Refactor

1. Google Analytics
2. You w/ Garb
3. Vanity

WHAT ARE LOGGED-IN USERS
DOING?

WHICH LINKS ARE BEING CLICKED?

var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-65432-1']);
_gaq.push(['_trackPageview']);

(function() {
  var ga = document.createElement('script');
  var src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www');
  src += '.google-analytics.com/ga.js';

  ga.type = 'text/javascript';
  ga.async = true;
  ga.src = src;

  var s = document.getElementsByTagName('script')[0];
  s.parentNode.insertBefore(ga, s);
})();

TRACK CLICKS AS VIRTUAL
PAGEVIEWS

_gaq.push(['_trackPageview', '/signup/header']);
_gaq.push(['_trackPageview', '/signup/call-to-action']);

_gaq.push(['_trackPageview', '/new-repo/add']);
_gaq.push(['_trackPageview', '/new-repo/cancel']);

_gaq.push(['_trackEvent', 'signup-button', 'clicked']);

def create
  @thing = Thing.new(params[:thing])
  if @thing.save
    track_pageview("/things/create")

    flash[:notice] = "Thanks for saving that thing."
    redirect_to thing_path(@thing)
  else
    render :action => :new
  end
end

def analytics_pusher_meta_tag
  meta_tags = ""

  if track_pageview?
    content = Rack::Utils.escape_html(session.delete(:pageview_to_track))
    meta_tags << %(<meta name="track-pageview" content="#{content}" />)
  end

  meta_tags.html_safe
end

var track_pageview = $('meta[name=track-pageview]').attr('content');

if(track_pageview !== undefined) {
_gaq.push('_trackPageview', track_pageview);
}

# access_token = Ruby OAuth Gem access token

# global, default
Garb::Session.access_token = access_token

# instance
session = Garb::Session.new
session.access_token = access_token

# global, default
Garb::Session.login('username', 'password')

# instance
session = Garb::Session.new
session.login('username', 'password')

# global session
accounts = Garb::Account.all

# explicit session; better
accounts = Garb::Account.all(session)

account = accounts.first
puts account.id
puts account.name

profile = account.profiles.first
puts profile.web_property_id # UA-65432-1
puts profile.table_id # internal id for GA
puts profile.title
puts profile.account_name # matches account.name
puts profile.account_id # matches account.id

# Find the first profile with UA number, explicit session
profile = Profile.first('UA-65432-1', session)
# Find the first profile with this table id, global session
profile = Profile.first('1234567')

# Find the first profile with UA number, explicit session
profile = Profile.first('UA-65432-1', session)

class Landings
  extend Garb::Resource

  metrics :entrances
  dimensions :landing_page_path
end

Landings.results(profile)

Landings.results(profile,
  :limit => 20,
  :offset => 99,
  :start_date => (Date.today - 30),
  :end_date => (Date.today))

#<OpenStruct landing_page_path="/", entrances="2529">
#<OpenStruct landing_page_path="/team.html", entrances="26">
#<OpenStruct landing_page_path="/features/control.html", entrances="14">
#<OpenStruct landing_page_path="/contact.html", entrances="10">
#<OpenStruct landing_page_path="/services.html", entrances="9">
#<OpenStruct landing_page_path="/features/customer.html", entrances="5">
#<OpenStruct landing_page_path="/features/complete.html", entrances="4">
#<OpenStruct landing_page_path="/industry.html", entrances="4">
#<OpenStruct landing_page_path="/blog.html", entrances="3">
#<OpenStruct landing_page_path="/blog/las_vegas_trade_show.html", entrances="3">
#<OpenStruct landing_page_path="/features/location.html", entrances="2">
#<OpenStruct landing_page_path="/blog/imbibe-wine-and-spirits.html", entrances="1">
#<OpenStruct landing_page_path="/blog/nrf_trade_show_2009.html", entrances="1">
#<OpenStruct landing_page_path="/blog/retailer_incentive_program.html", entrances="1">
#<OpenStruct landing_page_path="/home", entrances="1">
#<OpenStruct landing_page_path="/support.html", entrances="1">

class Landings

  metrics :entrances
  dimensions :landing_page_path

  sort :entrances

  filters :landing_page_path.contains => 'blog'
  # OR
  filters do
    contains(:landing_page_path, 'blog')
  end
end

#<OpenStruct landing_page_path="/blog.html", entrances="3">
#<OpenStruct landing_page_path="/blog/las_vegas_trade_show.html", entrances="3">
#<OpenStruct landing_page_path="/blog/imbibe-wine-and-spirits.html", entrances="1">
#<OpenStruct landing_page_path="/blog/nrf_trade_show_2009.html", entrances="1">
#<OpenStruct landing_page_path="/blog/retailer_incentive_program.html", entrances="1">

Operators on Metrics
eql => '==',
not_eql => '!=',
gt => '>',
gte => '>=',
lt => '<',
lte => '<='

Operators on Dimensions
matches => '==',
does_not_match => '!=',
contains => '=~',
does_not_contain => '!~',
substring => '=@',
not_substring => '!@'

report = Garb::Report.new(profile, :limit => 20, :offset => 99)

report.metrics :exits
report.dimensions :page_path
report.sort :exits

report.filters :page_path.contains => 'season'
# OR
report.filters do
contains(:page_path, 'season')
end

class Exits

  metrics :exits, :pageviews
  dimensions :page_path
end

EXITS/PAGEVIEWS
Exit Rate per Page Path

_gaq.push(['_trackPageview', '/contact/submit']);

class PageviewExitsAndTime

  metrics :pageviews, :exits, :time_on_page
  dimensions :page_path
end

TIME/(PAGEVIEWS-EXITS)
Average Time on Page, Per Page

_gaq.push(['_setCustomVar', 1, 'logged-in', 'member', 1]);
// or as an admin, to partition their data
_gaq.push(['_setCustomVar', 1, 'logged-in', 'admin', 1]);

// track just this pageview to a custom variable
_gaq.push(['_setCustomVar', 1, 'purchase', 'level-2', 3]);

// what do users do the rest of this session
_gaq.push(['_setCustomVar', 1, 'purchase', 'level-2', 2]);
_gaq.push(['_setCustomVar', 2, 'upgrade', '1', 2]); // use slot 2

class Pageviews

  set_segment_id 0
  metrics :pageviews, :visits
end

# in file experiments/metrics/signup.rb
metric "Signup (Activation)" do
description "Measures how many people signed up for our awesome service."
end

# looks for the metric in experiments/metrics/signup.rb
# done in UsersController#create, for example
track! :signup

ab_test "Tagline" do
description "Testing to see if a different tag line increases number of signups."
metrics :signup
end

<% tagline = (ab_test(:tagline) ? "Buy Now!" : "Signup for Free!") %>
<h1><%= tagline %></h1>

ab_test "Tagline" do
  description "Testing to see if a different tag line increases number of signups."

  alternatives "Buy Now!", "Signup for Free!", "Always Free, Signup Now!"

  metrics :signup
end

metric "Acquisition: Visits" do
description "Visits"
google_analytics "UA-65432-1", :visits
end

metric "Signups Welcomed" do
  google_analytics "UA-65432-1"

  # report is an instance of Garb::Report
  report.metrics :visits
  report.dimensions :page_path
  report.filters do
    eql(:page_path, 'welcome')
  end
end

metric "Activation" do
  description "Measure page views for /"

  def values(from, to)
    report = Garb::Report.new(ACTIVE_PROFILE, {:start_date => from, :end_date => to})
    report.metrics :pageviews
    report.dimensions :page_path, :date
    report.sort :date
    report.filters do
      eql :page_path, '/'
    end

    # hack because data isn't returned if it's 0
    data = report.results.inject({}) do |hash, result|
      hash.merge(result.date => result.pageviews.to_i)
    end

    (from..to).map do |day|
      key = day.strftime('%Y%m%d')
      data[key] || 0
    end
  end
end

NOBODY IS PAID BY THE PAGEVIEW

RESOURCES
‣ http://vanity.labnotes.org/
‣ http://github.com/assaf/vanity
‣ http://wiki.github.com/vigetlabs/garb/
‣ http://github.com/vigetlabs/garb
‣ http://code.google.com/apis/analytics/docs/
‣ http://code.google.com/apis/analytics/docs/gaJS/gaJSApi_gaq.html
‣ http://code.google.com/apis/analytics/docs/gdata/
gdataReferenceDimensionsMetrics.html
gdataReferenceValidCombos.html
gdataReferenceCommonCalculations.html

THANKS!
http://speakerrate.com/talks/3455

Photo Credits
‣ Fi
‣ jstbtrﬂyz2
‣ RobertClavarro
‣ krm_gib
‣ talllguy
‣ fragglerawker
RailsConf 2010 | Baltimore, MD ‣ erica_marshall
Tony Pitale | @tpitale | Viget Labs

User Behavior Tracking with Google Analytics, Garb, and Vanity

More Related Content

What's hot

Viewers also liked

Similar to User Behavior Tracking with Google Analytics, Garb, and Vanity

Recently uploaded

User Behavior Tracking with Google Analytics, Garb, and Vanity

Editor's Notes