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Google Analytics Overview


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An overview of Google Analytics to show how useful they are for businesses with setting goals, reporting, campaign tracking, etc.

Published in: Technology, Business

Google Analytics Overview

  1. 1. Presentation | September 23, 2009 Google Analytics
  2. 2. Agenda <ul><ul><li>Google Analytics Basics </li></ul></ul><ul><ul><ul><li>Reasons for using Google Analytics </li></ul></ul></ul><ul><ul><ul><li>Cookies </li></ul></ul></ul><ul><ul><ul><li>Other Google Analytics info </li></ul></ul></ul><ul><ul><li>Goals & Funnels </li></ul></ul><ul><ul><ul><li>Reports (Funnel Visualization & Reverse Funnel) </li></ul></ul></ul><ul><ul><li>Bounce Rates </li></ul></ul><ul><ul><li>Profiles </li></ul></ul><ul><ul><li>Tracking Across Domains </li></ul></ul><ul><ul><ul><li>Subdomains </li></ul></ul></ul><ul><ul><li>Filters </li></ul></ul><ul><ul><li>Campaign Setup </li></ul></ul><ul><ul><li>Custom Reports (Keyword Performance) </li></ul></ul><ul><ul><li>Internal Site Search </li></ul></ul><ul><ul><ul><li>Reports (Search Terms & Start Pages) </li></ul></ul></ul>
  3. 3. What is Google Analytics? <ul><ul><li>Wikipedia defines GA as a free service offered by Google that generates detailed statistics about the visitors to a website. </li></ul></ul><ul><ul><li>Delphic Sage should define it as a place where we can: </li></ul></ul><ul><ul><ul><li>Build, track, and improve the goals we help set with/for our clients </li></ul></ul></ul><ul><ul><ul><li>Stem ideas for SEO & marketing campaigns including newsletters, press releases, etc. </li></ul></ul></ul><ul><ul><ul><li>Utilize the data repository for monthly reporting/recommendations </li></ul></ul></ul><ul><ul><ul><li>  Be Proactive! </li></ul></ul></ul>
  4. 4. Why use Google Analytics? <ul><ul><li>Analytics & Optimization </li></ul></ul><ul><ul><ul><li>A ctivity & “Transaction” Monitoring </li></ul></ul></ul><ul><ul><ul><li>Correlate to Business Results </li></ul></ul></ul><ul><ul><ul><ul><li>CPA, ROAS, ROI </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Other KPI’s </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Activity Analysis </li></ul></ul></ul></ul><ul><ul><ul><li>Provides Business Justification & Direction </li></ul></ul></ul><ul><ul><ul><li>Dashboards & Tools </li></ul></ul></ul><ul><ul><li>Primary Objective </li></ul></ul><ul><ul><ul><li>Optimize Spend </li></ul></ul></ul><ul><ul><ul><li>Prioritize Investments  </li></ul></ul></ul>Sample Optimization Effort $50M Sales Increase From 2.0 To 2.1%= $2.5M In Increase In Revenue 2,200%  Increase In Annual Revenue
  5. 5. Basics of Google Analytics <ul><ul><li>Visitors </li></ul></ul><ul><ul><ul><li>Cookie is first party/random visitor id  + first initial timestamp </li></ul></ul></ul><ul><ul><li>Visits </li></ul></ul><ul><ul><ul><li>Session is defaulted to 30 minutes (closing browser or inactive ends session) </li></ul></ul></ul><ul><ul><li>Pageviews </li></ul></ul><ul><ul><ul><li>Refresh = new page view </li></ul></ul></ul><ul><ul><li>Bounce Rate </li></ul></ul><ul><ul><ul><li>Enter on one page do not go to any other page and exit </li></ul></ul></ul><ul><ul><li>Ex. 1 Visitor can visit the site 2 times and have 5 pageviews </li></ul></ul>
  6. 6. Cookies <ul><li>What data won't get through to Google Analytics? </li></ul><ul><ul><li>Disabled Javascript </li></ul></ul><ul><ul><li>Blocked all cookies </li></ul></ul><ul><ul><li>Deleted Cookies  </li></ul></ul><ul><ul><ul><li>comes up as new visitor though </li></ul></ul></ul><ul><ul><li>Error in Javascript prior to analytics code </li></ul></ul><ul><ul><li>Mobile Devices can with no javascript enabled </li></ul></ul><ul><li>Cookie Info </li></ul><ul><ul><li>__utma - Visitor identifer (expires after 2 years) </li></ul></ul><ul><ul><li>__utmb -Session Identifier (expires after 30 minutes of inactivity) </li></ul></ul><ul><ul><li>__utmc - Session Identifier (temporary cookie; destroyed when you quit browser; notes as new session) </li></ul></ul><ul><ul><li>__utmz - Campaign Values (Expires after 6 months or if overwritten) </li></ul></ul>
  7. 7. What Does Web Analytics Measure? <ul><ul><li>Visitors </li></ul></ul><ul><ul><ul><li>Characteristics </li></ul></ul></ul><ul><ul><ul><ul><li>Browser, new vs. return, location </li></ul></ul></ul></ul><ul><ul><li>Traffic </li></ul></ul><ul><ul><ul><li>Origins </li></ul></ul></ul><ul><ul><ul><ul><li>Keywords, refers, pages </li></ul></ul></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><ul><li>Effectiveness </li></ul></ul></ul><ul><ul><ul><ul><li>Bounce rate, paths, navigation summary </li></ul></ul></ul></ul>
  8. 8. Specifics about Google Analytics <ul><ul><li>Tagged vs. log file </li></ul></ul><ul><ul><li>Highly Customizable </li></ul></ul><ul><ul><li>Basic install is robust </li></ul></ul><ul><ul><li>Worth more as part of process </li></ul></ul><ul><ul><li>Set goals </li></ul></ul><ul><ul><li>Use campaigns </li></ul></ul><ul><ul><li>Tons of Reporting </li></ul></ul><ul><li>Other Important Facts </li></ul><ul><ul><li>Enter before </body> or footer </li></ul></ul><ul><ul><li>Strips out known bots/spiders </li></ul></ul><ul><ul><li>Works on mobile phones if they support javascript and store cookies </li></ul></ul><ul><ul><li>Account number below = 1111111 </li></ul></ul><ul><ul><ul><li>The 1 after the - represents what implementation  </li></ul></ul></ul><script type=&quot;text/javascript&quot;> vargaJsHost = ((&quot;https:&quot; == document.location.protocol) ? &quot;https://ssl.&quot; : &quot;http://www.&quot;); document.write(unescape(&quot;%3Cscript src='&quot; + gaJsHost + &quot;' type='text/javascript'%3E%3C/script%3E&quot;)); </script> <script type=&quot;text/javascript&quot;> varpageTracker = _gat._getTracker(&quot;UA-1111111-1&quot;); pageTracker._initData(); pageTracker._trackPageview(); </script UA-1111111-1 >
  9. 9. How to Optimize <ul><ul><li>Have a Plan </li></ul></ul><ul><ul><li>Define Goals </li></ul></ul><ul><ul><li>Measure trends (ex. Bounce rates) </li></ul></ul><ul><ul><li>Track campaigns (ex. Email Newsletter) </li></ul></ul><ul><ul><li>Be methodical </li></ul></ul>
  10. 10. Goals <ul><ul><li>Select page you want visitor to see to reach the goal </li></ul></ul><ul><ul><ul><li>Goal is usually Thank you or confirmation page </li></ul></ul></ul><ul><ul><ul><ul><li>Types of Goals </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Thank you page on contact form </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>PDF Download for White Paper </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Newsletter Signup </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Feed Subscriptions </li></ul></ul></ul></ul></ul><ul><ul><li>  Set-up Goals under </li></ul></ul><ul><ul><ul><li>Analytics Settings -> Profile Settings -> Conversion Goals and Funnel </li></ul></ul></ul><ul><ul><ul><ul><li>Select up to 4 goals per profile </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Set up duplicate profiles to add more goals </li></ul></ul></ul></ul></ul><ul><ul><ul><li>  Enter URL of Goal Page </li></ul></ul></ul><ul><ul><ul><ul><li>Ex. /Confirmation.aspx </li></ul></ul></ul></ul><ul><ul><ul><li>Name the goal </li></ul></ul></ul><ul><ul><li>Funnel steps on next page </li></ul></ul>Image via
  11. 11. Funnel/Match Types <ul><ul><li>Funnels show where enter and how go through process </li></ul></ul><ul><ul><ul><li>Show where you may lose would be customers </li></ul></ul></ul><ul><ul><li>Add URL of pages leading to goal page </li></ul></ul><ul><ul><ul><li>Name Steps (Ex. Select Contact Form) </li></ul></ul></ul><ul><ul><li>  Match Type </li></ul></ul><ul><ul><ul><li>Defines how google analytics identifies a goal/funnel </li></ul></ul></ul><ul><ul><ul><li>Match Types </li></ul></ul></ul><ul><ul><ul><ul><li>Head Match </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>/offer1/ (anything after / will still be counted) </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Exact Match </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>/offer1/signup.html </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>  Regular expression match </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>If you have multiple signup forms under one goal (/.*/signup.html </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>/offer2/signup.html and /offer3/signup.html </li></ul></ul></ul></ul></ul>
  12. 12. Goal Value    <ul><ul><li>Assign monetary value for non-ecommerce goals </li></ul></ul><ul><ul><li>Example </li></ul></ul><ul><ul><ul><li>Sales team can close 10% of people who request to be contacted </li></ul></ul></ul><ul><ul><ul><li>Average Transaction is $500 </li></ul></ul></ul><ul><ul><ul><li>Assign $50 (i.e. 10% of $500) to your &quot;Contact Us&quot; goal </li></ul></ul></ul>Image via
  13. 13. Funnel Visualization Report <ul><ul><li>Displays visual representation of certain goal and path before and after each step in funnel (Left =  step before, Right =  step after) </li></ul></ul><ul><ul><li>  Goals -> Funnel Visualization </li></ul></ul>
  14. 14. Reverse Goal Path Report <ul><ul><li>Displays exactly how people got to the goal page  </li></ul></ul><ul><ul><li>Shows funnels you may have not thought of before </li></ul></ul><ul><ul><li>  Goals -> Reverse Goal Path Report  </li></ul></ul>
  15. 15. Bounce Rates <ul><ul><li>The percentage of web site visitors who arrive at a web site entry page, then leave without going any deeper into the site. </li></ul></ul><ul><ul><li>If page is higher than avg. site bounce rate percentage, focus on changing content on that page (blogs are different though) </li></ul></ul><ul><ul><ul><li>Content - > Content by Title </li></ul></ul></ul><ul><ul><ul><li>Comparison View </li></ul></ul></ul><ul><ul><ul><li>Sort by Pageviews </li></ul></ul></ul><ul><ul><ul><li>Select &quot;Bounce Rate&quot; for compared to site average </li></ul></ul></ul><ul><li>  </li></ul>
  16. 16. Other Things you May Not Know <ul><ul><li>Some sites make extensive use of Flash or other interactive technologies. </li></ul></ul><ul><ul><ul><li>These sites don't load new pages and user interaction is on single page </li></ul></ul></ul><ul><ul><ul><li>Equals high bounce rates and low times on site </li></ul></ul></ul><ul><ul><ul><li>Avoid this with virtual pageviews or events </li></ul></ul></ul><ul><ul><li>Paid keywords with high bounce rates, show landing pages need to be fixed </li></ul></ul>Image via
  17. 17. Creating User Accounts/Profiles <ul><ul><li>One login can have access to 25 accounts </li></ul></ul><ul><ul><li>Difference between Admins/Users </li></ul></ul><ul><ul><ul><li>Users are read only; restricted to specific profiles </li></ul></ul></ul><ul><ul><ul><li>Admins can do everything (view all reports/edit account settings) </li></ul></ul></ul><ul><ul><li>  Profiles typically per domain </li></ul></ul><ul><ul><ul><li>set up for subdomains </li></ul></ul></ul><ul><ul><ul><li>setup for subset of data for one domain </li></ul></ul></ul><ul><ul><ul><li>set up reports for one domain where different users get different access </li></ul></ul></ul>
  18. 18. Creating User Accounts/Profiles ctd <ul><ul><li>New domains will have new tracking numbers </li></ul></ul><ul><ul><ul><li>  UA-1111111-2 ad UA-1111111-3 as they are entered sequentially </li></ul></ul></ul><ul><ul><li>Go to Analytics settings page  </li></ul></ul><ul><ul><ul><li>Click add Website profile </li></ul></ul></ul><ul><ul><ul><li>Select radio button to add profile for NEW domain </li></ul></ul></ul><ul><ul><ul><li>Enter URL into text field (choose http or https) </li></ul></ul></ul><ul><ul><ul><ul><li>Can enter subdomain </li></ul></ul></ul></ul><ul><ul><ul><li>Click Finish  </li></ul></ul></ul>
  19. 19. Tracking across domains <ul><ul><li>_link method allows track a user across multiple domains </li></ul></ul><ul><ul><li>Add few lines to GA code </li></ul></ul><ul><ul><ul><li>pageTracker._setDomainName(&quot;none&quot;); </li></ul></ul></ul><ul><ul><ul><li>pageTracker._setAllowLinker(true); </li></ul></ul></ul><ul><ul><li>Add the _link() method to all links between domains  </li></ul></ul><ul><ul><ul><li>Ex. <a href =&quot;http://www.your2ndsite&quot; onclick = &quot;pageTracker._link('');return false;&quot;) Go to our other site</a> </li></ul></ul></ul>
  20. 20. Transfer forms across domains <ul><li>Mostly used to track from one site to a 3rd-party shopping cart site.  </li></ul><ul><ul><li>Transfer visitors by linkByPost() for forms </li></ul></ul><ul><ul><ul><li>Also, can be used to send cookie data to other domains in pop-ups or Iframes </li></ul></ul></ul><ul><ul><ul><li>Modify forms as follows: </li></ul></ul></ul><ul><ul><ul><ul><li><form action = &quot;; name =&quot;f&quot; method=&quot;post&quot; on submit=&quot;pageTracker._linkByPost(this)&quot;>... </form> </li></ul></ul></ul></ul><ul><ul><ul><ul><li>will add query string values to action attributes when user submits form </li></ul></ul></ul></ul>
  21. 21. Filters  <ul><ul><li>Increases Flexibility of GA </li></ul></ul><ul><ul><li>Apply multiple filters to profiles </li></ul></ul><ul><ul><li>Maintain unfiltered profile (aka backup) </li></ul></ul><ul><ul><li>Predefined filters </li></ul></ul><ul><ul><ul><li>Ex. Exclude all traffic from a certain IP Address </li></ul></ul></ul><ul><ul><ul><ul><li>Won't track internal visits </li></ul></ul></ul></ul><ul><ul><li>Other possible filters </li></ul></ul><ul><ul><ul><li>Convert URI/URL to lowercase </li></ul></ul></ul><ul><ul><ul><li>Filter out mydelphic traffic by hostname </li></ul></ul></ul><ul><ul><ul><li>Filter out client traffic by IP </li></ul></ul></ul><ul><li>  </li></ul>
  22. 22. Filter Setup <ul><li>Enter via Filter manager on main analytics page or add a new profile with a filter </li></ul><ul><li>Custom Filters </li></ul><ul><ul><li>Muiltiple include or exclude filters can be applied to a single profile </li></ul></ul><ul><ul><li>Filers are executed sequentially </li></ul></ul><ul><ul><li>The output from filter one is used as input for next filter </li></ul></ul><ul><li>  </li></ul><ul><li>What not to do </li></ul><ul><ul><li>Create 2 separate filters because they will cancel each other out </li></ul></ul><ul><ul><li>Instead, Create one filter that uses a regular expression to indicate that the Visitor region is California or Texas (Filter Pattern = Texas/California) </li></ul></ul>
  23. 23. Tracking across sub domains <ul><ul><li>Add _setDomainName to tracking code on each page of each subdomain </li></ul></ul><ul><ul><li>Add this line to GA code </li></ul></ul><ul><ul><ul><li>pageTracker._setDomainName(&quot;;); </li></ul></ul></ul><ul><ul><li>One issue is pages named the same in subdomain will not see separate visits </li></ul></ul><ul><ul><ul><li>Best practices to avoid subdomain issues </li></ul></ul></ul><ul><ul><ul><ul><li>Set up Profiles for each subdomain as well as a main profile with no filters </li></ul></ul></ul></ul>
  24. 24. Filter for subdomains <ul><ul><li>Apply an advanced filter to differentiate subdomains within one profile (Add Filter from Main accounts screen) </li></ul></ul><ul><ul><ul><li>Filter Type: Custom Filter > Advanced </li></ul></ul></ul><ul><ul><ul><li>Field A: Hostname </li></ul></ul></ul><ul><ul><ul><li>Extract A: (.*) </li></ul></ul></ul><ul><ul><ul><li>Field B: Request URI </li></ul></ul></ul><ul><ul><ul><li>Extract B: (.*) </li></ul></ul></ul><ul><ul><ul><li>Output To: Request URI </li></ul></ul></ul><ul><ul><ul><li>Constructor: /$A1$B1 </li></ul></ul></ul><ul><ul><li>With this filter, results appear within subdomain attached </li></ul></ul><ul><ul><ul><li>Ex. / & / </li></ul></ul></ul><ul><ul><li>More info here </li></ul></ul>
  25. 25. Campaign URL Tagging <ul><ul><li>utm_source: Identify as an advertiser (google, citysearch, newsletter) </li></ul></ul><ul><ul><li>  utm_medium: Advertising medium (cpc, banner, email) </li></ul></ul><ul><ul><li>  utm_campaign: Campaign name (product, promo code, or slogan) </li></ul></ul><ul><ul><li>Optional campaign variables </li></ul></ul><ul><ul><ul><li>utm_term: Paid search keyword </li></ul></ul></ul><ul><ul><ul><li>um_content: Use to track different versions of an ad </li></ul></ul></ul><ul><ul><li>URL Builder here : </li></ul></ul><ul><li>  </li></ul><ul><li>Example from recent Newsletter campaign we set up:  </li></ul><ul><ul><li> utm_source =Newsletter& utm_medium =email& utm_campaign =9-15-09NL </li></ul></ul><ul><li>  </li></ul><ul><li>  </li></ul>
  26. 26. Create Custom Report <ul><ul><li>Decide what report should show </li></ul></ul><ul><ul><ul><li>Ex.Source and Keyword Performance Report </li></ul></ul></ul><ul><ul><ul><ul><li>Dimensions - sources and keywords </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Metrics - Pageviews, bounces, visits </li></ul></ul></ul></ul>
  27. 27. Internal Site Search <ul><li>Why set this up? </li></ul><ul><ul><li>Visitors use site search as a form of navigation </li></ul></ul><ul><ul><li>Analyze internal search can help identify: </li></ul></ul><ul><ul><ul><li>Missing or hidden content </li></ul></ul></ul><ul><ul><ul><li>Ineffective search results </li></ul></ul></ul><ul><ul><ul><li>Keywords not previously identified for search campaigns </li></ul></ul></ul><ul><ul><li>Set up through Analytics account -> Edit profile </li></ul></ul><ul><ul><ul><li>Track Searching </li></ul></ul></ul><ul><ul><ul><li>Perform search on the site you will track to see what part of querystring identifies search </li></ul></ul></ul><ul><ul><ul><ul><li>Ex. Google search = q </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Ex. Yahoo search = p </li></ul></ul></ul></ul>
  28. 28. Search Terms and Start Pages Reports <ul><ul><li>Search Terms Report </li></ul></ul><ul><ul><ul><li>Can compare metrics between internal search queries </li></ul></ul></ul><ul><ul><ul><li>Useful for identifying new keywords </li></ul></ul></ul><ul><ul><ul><li>Can refine down through cross segmentation </li></ul></ul></ul><ul><ul><ul><ul><li>Ex. What city did they search from for this term? </li></ul></ul></ul></ul><ul><li>  </li></ul><ul><ul><li>  Start Pages Report </li></ul></ul><ul><ul><ul><li>Useful to assess effectiveness of landing pages </li></ul></ul></ul><ul><ul><ul><li>Click on the page listed in table and learn more about searches on that page </li></ul></ul></ul><ul><ul><ul><ul><li>Ex. News page </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Search term = Photo Gallery </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Should Reference Photo Gallery on that page </li></ul></ul></ul></ul></ul>
  29. 29. For Further Information... <ul><li>Go to Google Analytics IQ Lessons </li></ul><ul><ul><li> </li></ul></ul><ul><li>  </li></ul><ul><li>To Contact Delphic Sage, email us: [email_address] </li></ul>