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Google Confidential and Proprietary 1
Google Analytics for Developers GTUG KL Edition Moving Towards Actionable Insights
Vinoaj Vijeyakumaar Senior Conversion Specialist Google Southeast Asia
http://twitter.com/vinoaj
http://conversionroom-japac.blogspot.com
Client Engagement Cycle
Measure
Analyse
Hypothesise Experiment
Optimise
2
Enable Measurement
Implement measurement platforms and conversion goals
Define KPI Framework
Monitor reports
Identify and segment data
Analyse data – glean insights, recommend actions
Usability analysis
Recommend usability and marketing experiments
Execute A/B and multivariate tests
Usability improvements for desktop & mobile sites
Optimise online marketing strategy
Optimise for speed and loading performance
Optimise landing page and site design
Google Analytics
Google Website Optimiser
Brainpower
User Experience
Google Page Speed
Google AdWords
Maximise
Today: Measure. Take Action. Succeed.
3
Why Google Analytics How Google Analytics Works Measuring Your Apps Data Export API Resources
1
2
4
3
5
3
TUE
Google Confidential and Proprietary
Why Google Analytics
4
Track Behaviour
5
Entry Exit
Behaviour
Engagement
The Role of the Web Analyst
6 http://www.flickr.com/photos/kire/797533507/sizes/o/in/photostream/
Reporting Actionable Insights
What does “Action” mean?
7
Discovering new opportunities (eg. New markets, hot trends, customer segments)
Improving marketing strategies (eg. New placements, optimise creatives)
Enhancing the user experience (eg. More compelling landing pages)
Optimisation Making every
marketing dollar work harder
6 + 1 Report Categories
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6 + 1 Report Categories
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Who are my visitors?
Who are my Visitors?
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6 + 1 Report Categories
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How are they finding and coming to my site?
How are Visitors Finding My Site?
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6 + 1 Report Categories
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What did they do on my site?
What did they do on my site?
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6 + 1 Report Categories
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Why does my site exist and did my visitors meet those objectives?
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6 + 1 Report Categories
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What actions should I be taking on my site?
Daily Intelligence Alerts
18
Google Confidential and Proprietary
How Google Analytics Works
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The GA Async Tracking Code
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Dynamically load the ga.js tracking library
HTML5: Execute script asynchronously
Look for _gaq stack and execute queued commands
How Google Analytics works
Secure Google Servers
Website Server
5. Call trackPageview() function
6. Read & write cookies
7. Send gif request. Request contains data.
2. Serve page
1. Request--"Show me this webpage"
3. Request: ga.js
4. Serve ga.js
8. Serve gif
User
<html> <head>
...
...
</head>
<html>
...
...
__utm.gif?utmwv=6.3&utmn=101027544&utmsr=1280x854&utmsc=32-bit&utmul=en&utmje=1&utmjv=1.5&utmfl=7.0 r24&utmdt=My%20Website&utmhn=www.site.com&utmp=/index.html&utmac=UA-51244-4&utmcc=__utma%3D117945243.823564440.1131054947.1131080858.1133834608.4%3B+__utmb%3D117945243%3B+__utmc%3D117945243%3B+__utmz%3D117945243.1131054947.3.2.utmccn%3D%28Spring%20Sale%29%7Cutmcsr%3D%28google%29%7Cutmcmd%3D%28ppc%29% %7Cutmtm%3D%28shoes%29%3B
The __utm.gif hit
__utm.gif?utmwv=6.3&utmn=101027544&utmsr=1280x854&utmsc=32-bit&utmul=en&utmje=1&utmjv=1.5&utmfl=7.0 r24&utmdt=My%20Website&utmhn=www.site.com&utmp=/index.html&utmac=UA-51244-4&utmcc=__utma%3D117945243.823564440.1131054947.1131080858.1133834608.4%3B+__utmb%3D117945243%3B+__utmc%3D117945243%3B+__utmz%3D117945243.1131054947.3.2.utmccn%3D%28Spring%20Sale%29%7Cutmcsr%3D%28google%29%7Cutmcmd%3D%28ppc%29% %7Cutmtm%3D%28shoes%29%3B
Screen Resolution: 1280x854
Screen Colors: 32-bit
Browser Language: English(en)
Java Enabled? Yes (1)
Java Version: 1.5
Flash Version: 7.0r24
Page Title: My Website
Hostname: www.site.com
Filename: /index.html
Google Analytics Account: UA-51244-4
Visits: 4
Campaign: Spring Sale | Google(PPC) | shoes
Raw Data to Reports
23
Management
Tracking
1. Logs
Collection Processing Export
4. Functions
5. Tables
2. Goals, Filters, Profile Settings
3. Data Structure
Web Interface Data Export Feed
6. Query Engine
Web Interface Account Feed
Taking a Closer Look
Mobile Tracking
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HTML & Applications WAP
iPho
ne
Win
dow
s
Mob
ile
And
roid
Bla
ckbe
rry
Pear
l & C
urve
http://code.google.com/apis/analytics/docs/tracking/mobileAppsTracking.html
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Track Activity to Mobile Websites [link]
Mobile Websites
ü Server-side tracking
ü Track all web-enabled devices (not just JS & cookie capable)
ü Four languages supported: PHP, Perl, JSP, ASP
ü Works just like Analytics on desktop web pages
[Ad] Car Sale – Low car prices – cars.com – Call: 800-123-2431
Tracking Your Mobile Site
• Provided with server-side code to generate the calls to Google Analytics
• Will track all web-enabled devices, not just JS- and cookie-capable devices
• Currently provide code snippets for PHP, Perl, JSP, and ASPX platforms
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Copy & Paste Snippets
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A Quick Look at the PHP Code Snippet
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Page rendering script
Insert a pixel for tracking
Generate the pixel URL
ga.php
Send the request to GA
Server-to-Server Communications
30
Secure Google Servers Website Server
Request pixel: /ga.php?....
Send request to GA servers
Google Confidential and Proprietary
Measuring Your Apps
31
Event Tracking
“Traditional” Google Analytics is pageview based
32
What about the 1-page App/Site?
Single URL, no page refreshes
33
Enter Event Tracking
Track events on your site
Detect events and trigger tracking call
34
_gaq.push(['_trackEvent',
category,
action,
opt_label,
opt_value]);
Purpose Example
Group of objects being tracked
'Markers'
Type of user interaction with the object
'Click'
Additional info about the event
'Google Singapore'
Numerical data about the event
1
Example: Tracking Outbound Social Media Links
35
Example: Tracking Outbound Links
36
Tracking Rich Media Sites and Apps
37
Mobile Tracking
38
HTML & Applications WAP
iPho
ne
Win
dow
s
Mob
ile
And
roid
Bla
ckbe
rry
Pear
l & C
urve
http://code.google.com/apis/analytics/docs/tracking/mobileAppsTracking.html
iPhone and Android Tracking
• Track pageviews
• Track events
• Tip: batch hits to save on connection and battery overhead
• Tip: bundle tracker dispatches with other HTTP requests made by your app
• Android: Track referrals leading to download and activations of your apps
39
Example – ‘Earthquake’ Application for Android
Track ‘virtual’ pageviews
Track Events
Tracking Campaigns Through Android Market
Set up your Android application using the code examples at: § http://code.google.com/mobile/analytics
All future pageviews and events from your app will contain information on the original referrer
Easy URL builder for apps available at same site (above)
Chrome Extensions
Load GA within Chrome extension page
44
Call _trackPageView to measure extension activation
Call _trackEvent to track interactions
Flash / Flex
45
Track “Pageviews”
Track Events
Silverlight
46
Silverlight
47
Google Confidential and Proprietary
Data Export API
48
Dimensions and Metrics
Google Confidential
Dimensions Metrics
Interactive Examples
http://code.google.com/apis/analytics/docs/gdata/gdataInteractiveSamples.html
50
1. Authenticate user. App can only access accounts & profiles the user can
2. Run interactive samples
Start Developing Today
51
Contribute to the App Gallery
http://www.google.com/analytics/apps/ 52
Analytics Canvas
53
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55
56
Example: Optimise User Experience
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Order Links Using Data
58 Google Confidential
Design Overview
59
Google Analytics
3. Order links by # of clicks
Content Management Webpage Database
Display links on page
1. Track clicks on links Send IDs to GA
2. Export clicks on links export data by ID
Design Overview
60
Content Management Webpage Database
Display links on page
CMS Displays Links On Page
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html_links
linkId
linkUrl
linkText
SELECT A.linkId, A.linkUrl, A.linkTextFROM html_links AS A
<ul> <li> <a name=“linkId” href=“linkUrl”> linkText</a> </li> ...</ul>
Database Content Management
SQL Website
HTML
Design Overview
62
Google Analytics
Content Management Webpage Database
Display links on page
1. Track clicks on links Send IDs to GA
Track Clicks On Links With Google Analytics
63
<ul> <li> <a name=“linkId” href=“linkUrl”> linkText</a> </li> ...</ul>
HTML
1. Implement Tracking Code
2. Set linkId in Custom Variable3. Send Data with Event Tracking
JavaScript
Design Overview
64
Google Analytics
Content Management Webpage Database
Display links on page
2. Export clicks on links export data by ID
2-Step Scheduled Data Export
65
DB App GA
1. Scheduled Process
Server Client
2. Served On Demand
DB
Query The Right Data
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query.setFilters("ga:customVarName1==top-links");query.setDimensions("ga:customVarValue1");query.setMetrics("ga:totalEvents");
_gaq.push(['_setCustomVar', 1, ‘top-links’, linkId, 3]);_gaq.push(['_trackEvent', enclosingId, linkText]);
Tracking Code
Data Export API Query
Design Overview
67
Google Analytics
3. Order links by # of clicks
Content Management Webpage Database
Display links on page
Order Links By Number Of Clicks
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html_links
linkId
linkUrl
linkText
Data Base Content Management
link_order
linkId
totalEvents
, link_order AS BWHERE A.linkId=B.linkIdORDER BY B.totalEvents
SELECT A.linkName, A.linkUrl, A.linkTextFROM html_links AS A
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Google Confidential and Proprietary
Resources
70
ConversionUniversity.com
Your Name Here
Documentation
Help Centre: http://www.google.com/support/analytics/
Google Code: http://code.google.com/apis/analytics/
73
Subscribe for the Latest News
74
conversionroom-japac.blogspot.com
Subscribe to receive latest articles in your inbox
Google Confidential and Proprietary
Thank You! Q&A
75
http://twitter.com/vinoaj
http://conversionroom-japac.blogspot.com
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