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This presentation was given to the Google Technology Users Group (GTUG) Philippines chapter on 11 Oct 2011 in Manila. It covers how GA works, and how to implement GA's advanced tracking features.
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Implementing Google Analytics
Vinoaj Vijeyakumaar Senior Conversion Specialist,
Google Southeast Asia
GTUG PH, Oct 2011
gplus.to/vinoaj twitter.com/vinoaj conversionroom-japac.blogspot.com
Slides: goo.gl/eL1zP
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Why measure? http://www.flickr.com/photos/screenpunk/2787210951/
The Role of the Web Analyst
3 http://www.flickr.com/photos/kire/797533507/sizes/o/in/photostream/
Actionable Insights Reporting
What does “Action” mean?
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Discovering new opportunities (eg. New markets, hot trends, customer segments)
Improving marketing strategies (eg. New markets, optimise messaging)
Enhancing the user experience (eg. Compelling content, optimal user flows)
Optimisation Maximising reach of your apps and delighting users
Agenda
• How GA Works • Tracking
– Basics – Event Tracking – Custom Variables – Social Interaction Tracking – Campaign Variables – Page Load Time Tracking
• Mobile Tracking – WAP – Android and iOS
• Tracking Other Platforms
How GA Works
google.com.ph/analytics
GA Tracking Code (GATC)
Site & Application Reporting
Track Behaviour
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Entry Exit
Behaviour
Engagement Reports on 125+ standard metrics and dimensions
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
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GATC Basics
Understand the website structure
Single domain
Multiple sub-
domains
Multiple domains
Multiple domains and multiple sub-
domain
• All content on a single domain
<script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXX-X']); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script>
Simplest GATC Installation
• Content exists on multiple sub-domains on a single top-level domain
<script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXX-X']); _gaq.push(['_setDomainName', '.mysite.com']); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script>
GATC – Multiple Sub-Domains
• Content exists on multiple top-level domains
<script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXX-X']); _gaq.push(['_setDomainName', ’none']); _gaq.push(['_setAllowLinker', true]); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script>
GATC – Multiple Domains
_link()
Update all links between domains to include the _link() method.
<a href=“http://www.mysite-support.com” onclick=“_gaq.push([‘_link’, this.href]);”>Support</a>
• Content exists on multiple sub-domains on multiple top-level domains
<script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXX-X']); _gaq.push(['_setDomainName', ’.mysite.com']); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script>
GATC – Multiple Domains and Sub-Domains
_link()
Update all links between domains to include the _link() method.
Do not change links between sub-domains on the same top-level
domain.
Linking
_link()
When content exists on multiple domains use linking methods to pass cookie information between domains:
• For HTTP GET include the _link() method. • Cookie info in URL parameters • Redirects user to the new URL
<a href=“http://www.example.com” onclick= “_gaq.push([‘_link’, this.href]);”>Example</a>
• For HTTP POST include the _linkByPost() method. • Cookie info in action value • Used for forms and iFrames on other domains
<form action="http://www.shoppingcart.com/form.php" name="f" method="post” onsubmit=”_gaq.push([‘_linkByPost’, this]);"> . . . </form>
SUBMIT
Event Tracking
Event Tracking
• “Traditional” Google Analytics is pageview based
What about the 1-page App/Site?
• Single URL, no page refreshes
Enter Event Tracking
• Track events on your site • Detect events and trigger tracking call
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_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
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Example: Tracking Outbound Social Media Links
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Example: Tracking Outbound Links
YouTube Video Tracking Example
http://vinnysapidemos.googlecode.com/svn/trunk/google/analytics/youtube/js-player-tracking.html
How did visitors interact with my videos? (Action)
Which videos were played? (Label)
Custom Variables
Custom Variables: Extended Measurement Model
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125+ Metrics and Dimensions + X Custom Variables = Custom Measurement Platform
Entry Exit
Behaviour
Engagement
Custom Variables
_setCustomVar(index, name, value, opt_scope);
• index – position to store and transmit the variable (1 to 5) • name – variable name (e.g. “member-type”) (case sensitive)
• value – variable value (e.g. “premium”) (case sensitive)
• opt_scope – 1:visitor-level; 2:session-level; 3:page-level (default: 3)
• Note: Length of Name + Value cannot exceed 64 characters
_setCustomVar(1, ‘foo’, ‘bar’, 2);
Visitor Level Custom Variables
• Stays with the visitor across multiple visits to the site
• Cannot store personally identifiable information
_setCustomVar( 1, ‘MembershipLevel’, ‘Platinum’, 1);
Session Level Custom Variables
• Labels a session • Variable is discarded once session ends
_setCustomVar( 3, ‘UsedChatWidget’, ‘true’, 2);
Page Level Custom Variables
• Useful for content grouping • Identify groups of pages according to
attributes other than the page URL
_setCustomVar( 5, ‘Author’, ‘John Jane Doe’, 3);
Social Interaction Tracking
Measure use of social plugins on your website
What is social plugin tracking?
Social plugin tracking in Analytics shows you: • How social plugins are used
• Behavior of socially engaged users
• Comparative performance of different social plugins
• What content is socially engaging
Setup for +1 button
Setup for the button: None The +1 button on your website is already tracked.
Setup for other networks
• Other social buttons require a small javascript change to your website.
When a social plugin is used call this method: _trackSocial(network, action, target_url);
Copy & paste Twitter & Facebook code
http://code.google.com/apis/analytics/docs/tracking/gaTrackingSocial.html
Google Confidential and Proprietary
Tracking Social Interactions
MilkADeal.com
<!– Email share button: --> <a onclick="showMailer('Check out MilkADeal for huge discounts in Malaysia! Here is my referral link: http://milkadeal.com/r/');return false;" href="#"><div id="lnkMail"></div></a> <!– Functions to track email share button usage: --> <script> function showMailer(myBody){ _gaTrack(); $(".winMessage").html(myBody); $("#mailer").modal(); } function _gaTrack() { _gaq.push(['_trackSocial', 'email', 'share']); } </script>
Google Confidential and Proprietary
What value do socially-engaged visitors hold for us?
Google Confidential and Proprietary
Overview of Socially-Engaged Traffic
Google Confidential and Proprietary
Where are the conversions?
Google Confidential and Proprietary
Encourage more email sharing
Campaign Variables
360 Degree Tracking
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URL Campaign Variables
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http://www.yoursite.com/landingpage.html?utm_source=yahoo&utm_medium=cpc&utm_campaign=Jan+2011+Campaign&utm_term=my+keyword
http://www.yoursite.com/landingpage.html?utm_source=twitter&utm_medium=tweet&utm_campaign=Jan+03+One+Day+Sale
http://www.yoursite.com/landingpage.html?utm_source=email&utm_medium=link&utm_campaign=Jan+2011+Newsletter
Campaign Variable Basics
The Source is where the visitor was sent from. Examples: google, nytimes.com, facebook.com
The Keyword is the search term that you bid on (search engines only) The Ad Content should indicate the ad name, copy, or other helpful information to identify the type of ad that was clicked.
Required Tags
Optional Tags
The Medium is the channel in which this URL is promoted. Examples: cpc, display, social, organic
The Campaign should either indicate the overarching name for the marketing effort or just the specific ad campaign in which the ad lives.
Android Referral Tracking
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http://market.android.com/details?id=com.myorg.myapp&referrer=utm_source%3Dgoogle%26utm_medium%3Dcpc%26utm_term%3D%257Bkeyword%257D%26utm_content%3DAd%2520A%26utm_campaign%3DApp%2520Download
http://yoursite.com/yourapp.apk&referrer=utm_source%3Dgoogle%26utm_medium%3Dcpc%26utm_term%3D%257Bkeyword%257D%26utm_content%3DAd%2520A%26utm_campaign%3DApp%2520Download
Example … Social Media
http://www.yoursite.com/landingpage.html? utm_source=twitter& utm_medium=socialmedia& utm_campaign=My+social+campaign
Page Load Times
The Impact of Speed
Tracking setup
<script type="text/javascript">var _gaq = _gaq || [];_gaq.push(['_setAccount', 'UA-XXXXX-X']);_gaq.push(['_trackPageview']);(function() {var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);})();</script>
Tracking setup
<script type="text/javascript">var _gaq = _gaq || [];_gaq.push(['_setAccount', 'UA-XXXXXX']);_gaq.push(['_trackPageview']);_gaq.push(['_trackPageLoadTime']);(function() {var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);})();</script>
Tracking setup
Hit
Tracking setup
Time: 1.47 sec
Amari.com
Understanding Page Latency
Page Speed Online
pagespeed.googlelabs.com
Page Speed Recommendations
Before & After
Amari Package Selection Page
Original Page
Page Speed Score 62 / 100 First View Load Time 8.739s
Optimizations include: • Removed whitespace in HTML • Using minified versions of JS libraries • Using minified CSS • Serving optimised images • Testing serving GZIPped (compressed) content
Before & After
Amari Package Selection Page
Original Page
Optimized Page
% Change
Page Speed Score 62 / 100 67 / 100 5% First View Load Time 8.739s 7.738s 11.5%
Optimizations include: • Removed whitespace in HTML • Using minified versions of JS libraries • Using minified CSS • Serving optimised images • Testing serving GZIPped (compressed) content
Mobile Tracking
Mobile Tracking
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HTML & Applications WAP
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http://code.google.com/apis/analytics/docs/tracking/mobileAppsTracking.html
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
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
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Secure Google Servers Website Server
Request pixel: /ga.php?....
Send request to GA servers
Google Analytics Mobile SDK
Native App Tracking
Unique Users
Pageviews
Events
Ecommerce
Custom Variables
Android Market Referrals
Setting Up A Tracker Object In An Activity
GoogleAnalyticsTracker tracker;onCreate tracker = GoogleAnalyticsTracker.getInstance(); tracker.startNewSession("UA-xxx-y", this);
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Dispatching Events
Tracked data is queued and dispatched in bundles • Saves battery life • Can track when users are offline
tracker.dispatch();- or -tracker.start("UA-xxx-y", 20, this);
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Tracking User Preferences
• How does user behavior differ by orientation?
Custom Variables
tracker.setCustomVar(1, “orientation”, “portrait”, 3); Page
tracker.setCustomVar(1, “orientation”, “landscape”, 3);
Reporting on User Preferences
Reporting on User Preferences
Reporting on User Preferences
Reporting on User Preferences
Reporting on User Preferences
Tracking In-App Purchases
• How much revenue does my application generate? • Which products are most popular?
Reporting In App Purchases
Other Platforms
Tracking on Other Platforms
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Chrome Extensions
• Load GA within Chrome extension page
Call _trackPageView to measure extension activation
Call _trackEvent to track interactions
Flash / Flex
Track “Pageviews” Track Events
Silverlight
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Resources
Subscribe for the Latest News
conversionroom-japac.blogspot.com
Subscribe to receive latest articles in your inbox
code.google.com/apis/analytics
Starter Guides
• Handy Google Analytics Resources: http://cse-sea.blogspot.com/2009/01/handy-google-analytics-resources.html
• Getting Started is Easy: http://cse-sea.blogspot.com/2009/03/google-analytics-getting-started-is.html
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ConversionUniversity.com
Your Name Here
Your Name Here
Google Analytics Individual Qualification
Parties Can Verify Your Qualification Online
Google Analytics Certified Partners
Recap
• Data is Gold • Tag & Track
• GA Tracking Code • Event Tracking • Custom Variables • Social Interaction Tracking • Campaign Variables • Page Load Time Tracking
• Take Action!!
Thank You!
@vinoaj; gplus.to/vinoaj
