Google Analytics Seminar

8/10/2019 Google Analytics Seminar

1/246

Seminars for Success:Seminars for Success:Seminars for Success:Seminars for Success:Seminars for Success:Seminars for Success:Seminars for Success:Seminars for Success:

Google Analytics Implementation and Advanced TopicsGoogle Analytics Implementation and Advanced Topics

WebShare, LLCWebShare, LLC

Analytics


2/246

Seminars for Success Agenda

AfternoonAfternoonMorningMorning

System Overview

Profiles

Internal Site Search

Filters

Profile and Filter Combos

Domains and Sub Domains Regular Expressions

lunch

Goals and Funnels

Tracking Marketing Campaigns

Ecommerce Tracking

Custom Segmentation

New & Beta Features

Urchin6 Software (optional) Trouble shooting (optional)

2


3/246

Logistics

3


4/246

Web Analytics a definition

Web analytics is theWeb analytics is the

study of online behaviourstudy of online behaviour

in order to improve it.in order to improve it.

4


5/246

Web Analytics - Data

Do these study online behavior?

5


6/246

Providing Answers to Difficult Questions

Which marketing initiativesare the most effective?

Is my website designdriving

people away?

Where and why are visitorsAbandoning my shopping cart?

What keywords resonatewith prospects and have the

power to convert them?

What do people do whileon my site?

Where are my visitorscoming from?

6


7/246

Which Marketing Campaigns are Working?

Determine which

marketing initiativesare driving the besttraffic to your site

Banner Advertising

Search Marketing

Email Marketing

Print Ads

Radio Ads

TV Ads

7


8/246


9/246

How Google Analytics Works

Secure GoogleAnalytics Servers

Browser/HTML Page

Analytics

Report Database

Standard Webserver

Site Search

Filters Applied

Goals & Funnels

AdWords GCLID Import

10


10/246

Tracking Pitfalls

Client Side

1. Javascript disabledVisitors will not be tracked

2. Cookies DeletedWill appear as new visitors each time

3. Multiple Browers & ComputersWill appear as new visitors each time

Server Side1. Multiple Domains

2. Subdomains

3. Redirects

4. Frames/iFrames

5. QueryString/Form based CMS

6. RIA sites (AJAX/Flash)

11


11/246


12/246

Account Creation & Code Installation

13


13/246


14/246

Google Analytics Tracking Code

15


15/246

Inspecting the Tracking Code

var gaJsHost = (("https:" == document.location.protocol) ?

"https://ssl." : "http://www.");

document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));

var pageTracker = _gat._getTracker("UA-475940-16");

pageTracker._trackPageview();

16


16/246

Where should I Place the Tracking Code?

..

.

.

.

GATC Option 2

GATC Option 1

Option 2: in the header

Allows full use of GA functions, including

virtual pageviews, cross domain tracking,etc.

Likely to register the hit before user has achance to navigate away/exit

Somewhat more risky

(Debatably) slower page loads Frames site

Option 1: bottom of the page

Default & most conservative location

May cause problems if using advanced

features

TrackAllPages!17


17/246

The Most Important Function

var pageTracker = _gat._getTracker("UA-xxxxxx-16");pageTracker._trackPageview();

18


18/246

The Most Important Function

var pageTracker = _gat._getTracker("UA-xxxxxx-16");pageTracker._trackPageview("/RecordThisPageInstead.html");

This is known as a Virtual Pageview

19


19/246

Multiple Virtual PageViews

var pageTracker = _gat._getTracker("UA-xxxxxx-16");pageTracker._trackPageview();

pageTracker._trackPageview("/RecordThisOneToo.html");

20


20/246

Tracking non-HTML

pageTracker._trackPageview('/slideshow/puppy3.jpg');

Create Pageviews for Downloads, Outbound Links, Flash, AJAX, etc.

21


21/246


22/246

Virtual Pageviews

Best Practice:Choose your hierarchy wisely/downloads/binaries/WIN-viewer.exe

/downloads/binaries/Mac-viewer.exe

/downloads/whitepapers/GoGreen.pdf

/downloads/whitepapers/compare.pdf

How many downloads did we get this month?Which Type of download was most popular?Which whitepaper was most popular?

23


23/246


24/246

Profiles &

Segmentation

25


25/246

Pick Your Analogy

US Traffic

WorldWideTraffic

AdWordsOnly

Error Pages

26


26/246

Profiles

US TrafficWorldWideTraffic AdWordsOnly Only Error

Pages

27


27/246

Creating a New Profile

28


28/246

Adding a new Profile

1. New code only if you enter a new domain2. Same domain (most common) uses existing tracking code

29


29/246


30


30/246


default.asp

31


31/246


32/246

Session IDs and Other Trouble

http://googlestore.com/product.asp?catid=green&sessionID=0923jlkmwe

http://googlestore.com/product.asp?catid=green&sessionID=iok302okp2

http://googlestore.com/product.asp?catid=green&sessionID=iksjadfw90u

http://googlestore.com/product.asp?catid=green&sessionID=xcvnoiewn3http://googlestore.com/product.asp?catid=green&sessionID=89rujo32jj90

http://googlestore.com/product.asp?catid=green&sessionID=sxd09xc3m3

All the Same PageUnique for Each

Visitor

URL Pageviews1

1

1

11

1

http://googlestore.com/product.asp?catid=green

URL Pageviews

6

33


33/246

sessionID

34


34/246

Real World Example

35


35/246

Profiles: Goals and Funnels

36


36/246

Profiles: Goals and Funnels

37


37/246

Profiles: Filters and Users

38


38/246

Profiles: Filters and Users

Make URI Lower Case

Blog

Administrators have access to all profiles

39


39/246

Internal Site Search: The Goldmine

40


40/246

I t l Sit S h


41/246

query parameter name

query parameter

value


42

I t l Sit S h


42/246


43



43/246


http://googlestore.com/category.asp?catid=search&searchtype=keyword&query=hoodie

http://search.yahoo.com/search?p=olympics&ei=UTF-8

http://googlestore.com/category.asp?catid=search&searchtype=price&search=3

44


44/246

Sub-domains & Cross Domain Tracking

45

Parts of an URL


45/246

Parts of an URL

http://blog.websharedesign.com/index.html

Protocol

SubDomain Primary Domain

Request URI

Technically subdomains are entirely separate domains(and treated as such)

hostname

46

Subdomain Tracking


46/246

Subdomain Tracking

Canada.mysite.comCanada.mysite.com www.mysite.comwww.mysite.comConverted!

# of Conversions Who Gets Credit?Canada.mysite.com

Entire mysite.com DomainEntire mysite.com Domain Converted!

Default:

Configured ForSubdomains:

Referrer: Google/CPC

Referrer: Canada.mysite.comReferrer: Google/CPC

Google/CPC

1

1

47

Cross-Domain Tracking


47/246

Cross Domain Tracking

www.mysite.comwww.mysite.com shoppingcart.comshoppingcart.comConverted!

# of Conversions Who Gets Credit?mysite.com

Synchronized mysite &Synchronized mysite &Shoppingcart.com DomainShoppingcart.com Domain

Converted!

Default:

Configured ForCross-domain:

Referrer: Google/CPC

Referrer: www.mysite.comReferrer: Google/CPC

Google/CPC

1

1

48


48/246

Sub-domain Tracking


49/246

Sub domain Tracking

(1st party) Cookie domain:blog.websharedesign.com

(1st party) Cookie domain:websharedesign.com

Same trackingcode

Same trackingcode

50

Subdomain Tracking


50/246

Subdomain Tracking

var gaJsHost = (("https:" == document.location.protocol) ?"https://ssl." : "http://www.");

document.write(unescape("%3Cscript src='" + gaJsHost + "google-

analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));

var pageTracker = _gat._getTracker("UA-XXXXXX-X");pageTracker._setDomainName(websharedesign.com");pageTracker._trackPageview();

51

Sub-domain Tracking


51/246

g

Cookie domain:websharedesign.com

Cookie domain:websharedesign.com

52

Sub domain Tracking Hostname Filter


52/246

g

53


53/246


54/246

Cross-domain Tracking


55/246

STEP 1: Tell GATC to accept the cookie transfer

var gaJsHost = (("https:" == document.location.protocol) ?"https://ssl." : "http://www.");

document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));

var pageTracker = _gat._getTracker("UA-XXXXXX-X");pageTracker._setDomainName("authorize.net");

pageTracker._setAllowLinker(true);pageTracker._setAllowHash(false);


For Google Store site:

pageTracker._setDomainName(GoogleStore.com");

For authorize.net site:

pageTracker._setDomainName(authorize.net");

56


56/246

Multiple Accounts


57/246

GMGMGlobalGlobal

Chevy.comChevy.com

GMC.comGMC.com

Corvette.comCorvette.com

Opel.comOpel.com

GMAC.comGMAC.com

http://www.chevrolet.com/mds/pages/affordability.dohttp://www.chevrolet.com/mds/pages/affordability.do

58

Multiple Accounts


58/246

GMGMGlobalGlobal

Chevy.comChevy.com

GMC.comGMC.com

Corvette.comCorvette.com

Opel.comOpel.com

GMAC.comGMAC.com

www.gmc.com/summersavings.do?brandId=gc&src=homwww.gmc.com/summersavings.do?brandId=gc&src=hom

59

Multiple Accounts


59/246

var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");

document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js'type='text/javascript'%3E%3C/script%3E"));

try {var pageTracker = _gat._getTracker("UA-xxxxxx-yy");


} catch(err) {}

try {var GMtracker = _gat._getTracker("UA-UUUUUU-ZZ");

GMtracker._trackPageview("/chevy/pricing/");

} catch(err) {}

60

Regular Expressions


60/246

Regular Expressions(A.K.A. RegEx)

61

Regular Expressions


61/246

62

Regular Expressions


62/246

1. Wildcards .,-,*,+,?,|

2. Anchors ,$

3. Grouping (), [], -4. Escaping \

Regular expressions provide a conciseRegular expressions provide a concise

and flexible means for identifying stringsand flexible means for identifying strings

of text of interest, such as particularof text of interest, such as particular

characters, words, or patterns of characters.characters, words, or patterns of characters.

63

Regular Expressions


63/246

64

Regular Expressions


64/246

Wildcardswildcard description example matches

. match any single character wi.gets widgets, wiggets, wi3gets

* match 0 or more of previous fun*y fuy, funy, funnnnnnnnny+ match 1 or more of previous fun+y funy, funnnnnnny (not fuy)

? match 0 or 1 of previous colou?r color, colour (not colouur)

| Logical OR widgets|funny|color widgets, funny, color

AnchorsAnchor Description Example Matches

^ must occur at beginning ^widgetwidget, widgets, but

NOT bluewidgets

$ must occur at end widget$widget, bluewidget, but

NOT widgets

65

Regular Expressions


65/246

Grouping

Grouping Description Example Matches

( ) create match on an item grand(ma|pa) grandma, grandpa

[ ] Create match on one of a

list of items product[135]product1, product3, product5,

(not product4)

Escaping

Character Description Example Matches

\ escapes any special

character my\-page\.html my-page.html

Very Important in GA66

RegEx Quiz


66/246

Page(s) I want to track:

/order.php?action=order&type=hat&sid=123456

/order.php?action=order&type=jacket&sid=123456

Page(s) I do notwant to track:/order.php?action=order&type=shirt&sid=123456

Regular Expression Pattern:

/order\.php\?action=order&type=(hat|jacket)

Wildcard Description Example Matches

| Logical OR widgets|funny|color widgets, funny, color

67

RegEx Quiz


67/246

Page(s) I want to track:

/order.php?action=order&type=hat&sid=123456

Page(s) I do notwant to track:/preview/order.php?action=order&type=hat&sid=123456

Regular Expression Pattern:

^/order\.php

Anchor Description Example Matches

^

must occur at

beginning ^widget

widget, widgets, but

NOT bluewidgets

68

RegEx Quiz


68/246

Pages I want to track:/order.php?action=order&type=hat&sid=123456

/order.php?action=AddToCart&type=shirt&sid=123456

/order.php?action=order&type=jacket&sid=123456

Pages I do notwant to track:/preview/order.php?action=order&type=hat&sid=123456

Regular Expression*^/order\.php\?action=(order|AddToCart)&type=(hat|shirt|jacket)

Bonus: What if I want to match?/order.php?action=order&sid=123456&type=shirt

Regular Expression^/order\.php\?action=(order|AddToCart)&sid=(.*)&type=(hat|shirt|jacket)

69


69/246

Profile Filters Standard Filters Custom Filters

Advanced Filters

71

Profile Filters (Permanent)

A l ti


70/246


Browser/HTML Page

Analytics

Report Database

Standard Webserver

Site Search

Filters Applied

Goals & Funnels


72

Profile Filters (Permanent)


71/246


Browser/HTML Page

Standard Webserver

Hostname = www.GoogleStore.com

Request URI =/product.asp?code=GO42050

Campaign Source = Google

Campaign Medium = cpc

Campaign Name = games

Visitor IP= 74.62.19.202

Page Title= Tumbling Tower Block Game

Operating System= Windows XP

Browser Screen Res.= 1600 x 1080

73

Browser Defined Fields


72/246

Request URI

Hostname

ReferralPage Title

Visitor Browser Program

Visitor Browser Version

Visitor Operating System PlatformVisitor Operating System Version

Visitor Language Settings

Visitor Screen Resolution

Visitor Screen Colors

Visitor Java Enabled?

Visitor Flash version

Visitor IP AddressVisitor Geographic Domain

Visitor ISP Organization

Visitor Country

Visitor RegionVisitor City

Visitor Connection Speed

Visitor Type

Custom Field 1Custom Field 2

74

User/Website Defined Fields


73/246

Campaign Source

Campaign Medium

Campaign NameCampaign Term

Campaign Content

User Defined

E-Commerce Transaction Id

E-Commerce Transaction Country

E-Commerce Transaction Region

E-Commerce Transaction City

E-Commerce Store or Order Location

E-Commerce Item Name

E-Commerce Item Code

E-Commerce Item Variation

75

Use Filters to Customize Profiles


74/246

US TrafficWorldWide

Traffic AdWordsOnly Only ErrorPages

76

Adding a filter


75/246

77


76/246

Template Filters


77/246

79

Custom Filters


78/246

80

Request URI


79/246

HostnameReferral

Page Title

Visitor Browser Program

Visitor Browser Version

Visitor Operating System Platform

Visitor Operating System Version

Visitor Language Settings

Visitor Screen Resolution

Visitor Screen Colors

Visitor Java Enabled?

Visitor Flash version

Visitor IP Address

Visitor Geographic Domain

Visitor ISP Organization

Visitor CountryVisitor Region

Visitor City

Visitor Connection Speed

Visitor Type

Custom Field 1

Custom Field 2

Campaign Source

Campaign Medium

Campaign Name

Campaign Term

Campaign Content

81

Exclude Filter Example


80/246

Anything that matches the filter is excluded

RegEx

82

Unfiltered Profile Filtered Profile


81/246

/seminars-for-success/

/index.php

/google-consulting-services/

/register-seminars-for-success

/google-consulting-services/outgoing/analytics.google.com

/training-solutions

/contact-us

/outgoing/webanalyticsassociation.org

6,998 5,698 6,529 5,425

/seminars-for-success/

/index.php

/google-consulting-services/

/register-seminars-for-success

/google-consulting-services/training-solutions

/contact-us

83

Include Filter Example


82/246

84

Include Filters


83/246

1,145

google / organic

yahoo / organic

msn / cpc

facebook / ppc

msn / cpc

facebook / ppc

Unfiltered Profile Filtered Profile

85

Cascading Filters


84/246

Cascaded IncludeFilters form a Logical ANDInclude:

Visitor Region=Utah

Include:Campaign Medium = cpc

Only data from visitors who are from Utah ANDOnly data from visitors who are from Utah ANDarrived via CPC will be included in the profilearrived via CPC will be included in the profile

All Visitors

Utah

CPC Organic

86

Cascading Filters

Cascaded ExcludeFilters form a Logical OR


85/246

Exclude:Visitor Region=Utah

Exclude:Campaign Medium = cpc

If a visitor is from Utah, but arrived via email, their dataIf a visitor is from Utah, but arrived via email, their datawill not be in the profile (only has to match one)will not be in the profile (only has to match one)

All Visitors

Utah CPC

87

Lowercase Filters

URL Pageviews


86/246

http://en.wikipedia.org/wiki/Google_analytics

http://en.wikipedia.org/wiki/Google_Analytics

http://en.wikipedia.org/wiki/google_analytics

http://en.wikipedia.org/wiki/GOOGLE_analytics

2560

3338

256985

12563

88

Search and Replace Filters


87/246

89

Search and Replace Filters

htt // l t / d t ? tid 2& d GO67005


88/246

http://googlestore.com/product.asp?catid=2&code=GO67005

90

Advanced Filters


89/246

RegEx

91

Filters Segment the Segments


90/246

92


91/246

Filter Best Practice

Profile filters are permanent


92/246

Profile filters are permanent(No reprocessing of data. Ever!)

Always create a raw unfiltered profile

95

View More Than 500 Rows!


93/246

Note: Unsupported Feature

96

Quiz

Audience Quiz:


94/246

Audience Quiz:How would I create a profile that had only GoogleAdWords traffic?

97

AdWords Search Queries

Bidding on: Florida vacationPhrase Match:


95/246

Phrase Match:

Broad Match: Florida family vacation, Florida vacations

Extended Broad Match: Florida hotel room, tropical vacations, Caribbean cruises,Florida flights, Florida fishing trips, Cancun all-inclusive,

98

AdWords Search Queries


96/246

99

In the past, an advanced filter was needed to see exactAdWords search queries.

AdWords Filter: Results


97/246

100


98/246


99/246

Online Stores Are Easy


100/246

104

Goals Why do you have a website?

Call Us


101/246

e-Commerce

Lead GenerationCall Us

Mailing List

Information

Affiliate / Ads

Human Resources

??

Support

105

Conversion Reporting

Audience Quiz:Assuming $1 profit per sale and both$0 30 CPC hi h i i fit bl ?


102/246

were $0.30 CPC, which campaign is more profitable?

Bonus: What do you lose by stopping A completely?

Ad

Version # of Visitors

AdWordsAd A 990

AdWordsAd B 480

# of Conversions

0

100

106

Use RATES and keep it in context


103/246

107

AdWords vs Analytics Conversion Tracking


104/246

Google Onesie

108

AdWords vs Analytics Conversion Tracking

Pageviews


105/246

Goals are basedsolely on the URI

(including virtual pageviews)

/home.asp

/category.asp?catid=3

/product.asp?catid=3&code=GO0157

/checkout.asp

/thankyou.asp

/home.asp

109

Goal Creation


106/246

110

Goal Creation


107/246

111

Goal Creation


108/246

112


109/246

Goal Creation

Step 2: Identify what makes the URI unique


110/246

1. Does the URL only appear in this situation?2. Do the parts of the URL appear in other page URLs?

/newsletter/form/success.php

/tests/samplesize/success.php

/contact/form/success.php/newsletter/form/success.php

114


111/246

Testing RegEx Match

Goal: To match our Google Consulting Services Pages

Pages I want to match:

/google-consulting-services/google-website-optimizer-consulting


112/246

/google consulting services/google website optimizer consulting

/google-consulting-services/google-analytics-consulting-services

Goal URL (RegEx):

consulting

116

Testing RegEx Match

Goal: To match our Google Consulting Services




113/246

/google consulting services/google website optimizer consulting


Goal URL (RegEx):google(.*)consulting

117

Testing RegEx Match





114/246

/g g g /g g p g


Goal URL (RegEx):google(.*)consulting(.*)$

118

Testing RegEx Match





115/246

g g g g g p g


Goal URL (RegEx):services\/google(.*)consulting(.*)$

119

Goal Creation


116/246

120


117/246

121


118/246

122

How Google Analytics Works

AnalyticsStandard Webserver


119/246


Browser/HTML Page

Report Database

Site Search

Filters Applied

Goals & Funnels


123

Details

Details


120/246

1. Visitors only convert each goal once

per visit(Goal URI pageviews Conversions)

2. Filters affect goals

3. Goals are specific to a particular profile

4. Group Logical goals(all HR in one profile, etc.)

124


121/246

Goals: Defined Funnel Navigation


122/246

126

Goals: Defined Funnel Navigation


123/246

127


124/246


125/246

Use of Required First Step


126/246

Form Error:

130

Funnel Pitfalls

Form submits to itself


127/246

Form submits to itself

Step 1:/registration/form.php

Step 2:/registration/form.php

Also common with CMSs

Solution: Unique URL identifier or use virtual

pageviewsFunnels are session based

Tends to make entrance/exit paths look strange

131

Break?


128/246

132

Campaign Tracking

I fully believe halfI fully believe half

the money I spend onthe money I spend on


129/246

the money I spend onthe money I spend on

advertising is wasted;advertising is wasted;the trouble is I don'tthe trouble is I don't

know which half.know which half.John Wanamaker

(July 1838 December 1922)

Accurate analytics is a majorAccurate analytics is a major

competitive advantagecompetitive advantage

133


130/246

134

How Campaign Tracking Works

http://www.websharedesign.com/s4s?utm_campaign=campaign

&utm_source=source&utm_medium=medium&utm_content=content


131/246

135

http://www.websharedesign.com/s4s?utm_campaign=campaign

&utm_source=source&utm_medium=medium&utm_content=content

How Campaign Tracking Works


132/246

136

__utmz

www.websharedesign.com/s4s?utm_campaign=campaign&utm_source=source&utm_medium=

medium&utm content=content&utm term=ter


133/246

141

_ _

m

Attribute Parameter

Campaign utm_campaign

Medium utm_medium

Source utm_source

Content utm_content

Keyword utm_term

www.websharedesign.com/s4s?utm_campaign=spring2010&utm_source=newsletter&utm_m

edium=email&utm_content=top-


134/246

142

_ p

button&utm_term=

Attribute Parameter Value

Campaign utm_campaign Spring2010

Medium utm_medium email

Source utm_source newsletter

Content utm_content top-button

Keyword utm_term

Campaign Tracking

YSM Link Tagging Example

Campaign: seminarsutm_campaign=seminars

S h h k ti


135/246

Source: yahoo search marketingutm_source=yahoo

Medium: cpcutm_medium=cpc

Ad Versionutm_content=LearnFromExperts

Display URL:http://websharedesign.com/GoogleSeminars

Tagged Destination URL:http://websharedesign.com/GoogleSeminars ?utm_campaign=seminars&utm_source=yahoo&utm_medium=cpc&utm_content=LearnFromExperts

143

Campaign Tagging Wizard


136/246

144

Bing Paid Search Tagging

utm_source=msn utm_medium=cpc


137/246

utm_term={keyword}

utm_content=m{AdID}

utm_campaign=YOUR_CAMPAIGN_NAME

145

www.websharedesign.com/s4s?utm_campaign=my-campaign&utm_source=msn&utm_medium=cpc&utm_con

tent=m{AdID}&utm_term={keyword}

Yahoo Paid Search Tagging

utm_source=yahoo utm_medium=cpc

{ }


138/246

utm_term={YSMKEY}

utm_content=y{YSMADID}

utm_campaign=YOUR_CAMPAIGN_NAME

146

www.websharedesign.com/s4s?utm_campaign=my-

campaign&utm_source=yahoo&utm_medium=cpc&utm_

content=y{YSMADID}&utm_term={YSMKEY}


139/246

http://www.redsox.com/index.jsp?utm_campaign=2009-ticket-sale&utm medium=banner&utm source=


140/246

_ _boston.com&utm_content=125x125

http://www.redsox.com/index.jsp?utm_campaign


141/246

=2009-ticket-

sale&utm_medium=banner&utm_source=boston.com&utm_content=468x60

Traffic Sources - Campaigns


142/246

150

Email Tracking Ideas

Parameter Values

Campaign [Campaign Name]

Medium email


143/246

151

Source gender-female

gender-malegender-allpurchase-last-30purchase-last60

Content free-shipping20-offproduct-creativevalue-creative

Use a Central Tracking Sheet


144/246

152

AdWords


145/246

153

AdWords


146/246

154


147/246

Why dont they match??


148/246

1. Page not tagged properly with GA

2. Redirect strips URL tagging

3. Multiple clicks on Ad

4. Incomplete page load

5. Cookies/Javascript not enabled

6. Invalid clicks removed

Note: GA data is delayed in order to complete click fraud processing

156

Import GA Goals into AdWords


149/246

Analytics

- No Extra Code

- Improved ROI Tracking

- Integrates with Conversion Optimizer

- Import Goals AND Transactions

157

Import GA Goals into AdWords

- Link Google Analytics to AdWords

- Select Data Sharing Option in Google Analytics


150/246

- Create at least one Google Analytics Goal

- Link your GA Goal to AdWords

158

Goal Import Considerations

Analytics


151/246

Analytics vs. AdWords Conversion Discrepancies

- Clicks vs. Visits

- Cookie expiration dates

- Data processing delays

159

How do I track offlineHow do I track offlinemarketing with Googlemarketing with GoogleAnalytics?Analytics?


152/246

161

Sign up for GoogleSign up for GoogleAnalytics and get a freeAnalytics and get a freeFrisbee!Frisbee!www.google.com/analytics/?utm_source=clearchannel&utm_medium=billboar

ds&utm_content=frisbee&utm_campaign=GoogleAnalyticsGiveaways


153/246

162

Vanity URLs


154/246

www.SimplifyYourSecurity.com

163


155/246

Vanity URLs

Server Side 301 Redirect


156/246

Using Apache .htaccess:

redirect 301 /GetOptimized

http://www.websharedesign.com/conversion-

marketing?utm_source=GoogleSeminars&utm_medium=s

peaking&utm_campaign=WebsiteOptimizer

Always use a unique vanity URL perad to avoid cross contamination

165

Using Existing Query Params

Existing URL

http://example.com/mypage.php?src=AD31&cmp=S4S&med=email

After GA URL Builder


157/246

http://example.com/mypage.php?src=AD31&cmp=S4S&med=email

&utm_source=AD31&utm_medium=email&utm_campaign=S4S

After GA URL Builder

var pageTracker = _gat._getTracker("UA-xxxxx-1");

pageTracker._setCampNameKey("cmp");

pageTracker._setCampSourceKey("src");

pageTracker._setCampMediumKey("med");


166


158/246

167

Cookies & Source Attribution

utmcsr=source| utmccn=Camp. Name | utmcmd=medium | utmctr=term


159/246

UTMZ Cookie:

utmcsr=(google)

utmccn=(organic)

utmcmd=(organic)

utmctr=webshare

UTMZ

Cookie:

(blank)

UTMZ Cookie:

utmcsr=(direct)

utmccn=(direct)

utmcmd=(none)

UTMZ Cookie:

utmcsr=wsj.com

utmccn=(referral)

utmcmd=referralutmctr=webshare

UTMZ Cookie:

?

ReferralsOrganicTaggedCPC

> Direct

What source gets credit for the conversion?What source gets credit for the conversion?

168

GA Cookies

Exclusively First Party Cookies


160/246

169


161/246

Cookies

Cookie

Name Time to live Purpose

__utma 2 yearsStores domain and visitor info(timestamp of 1st visit, # sessions to date, etc.)

utmb Session (30 mins) Stores ID to uniquely identify each session


162/246

__utmb Session (30 mins) Stores ID to uniquely identify each session

__utmc Session (30 mins) Stores session info

__utmk

Session (30 mins)Verifies data integrity

Used by link()and linkByPost()

commands in X-domain/subdomain.

__utmv 2 years Stores custom segmentation variable

__utmz 6 months

Stores campaign &referrer info.

(referrer, keyword, medium, cmp. Source, cmp.name, etc.)

171

Modifying the Session Timeout

var pageTracker = _gat._getTracker("UA-xxxxxx-19");


163/246

pageTracker._setSessiontimeout(3600); //1 hourpageTracker._trackPageview();

172

Modifying the Conversion Referral Cookie



164/246

pageTracker._setCookieTimeout(2592000); //6 mos to 30 dayspageTracker._trackPageview();

173

Ignoring Keywords (Treat as Direct)



165/246

pageTracker._addIgnoreOrganic(websharedesign.com);pageTracker._trackPageview();

174


166/246

Ecommerce Overview


167/246

176

How to Enable E-commerce Reports?

Step 1:


168/246

Step 2:

177

var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." :

"http://www.");

document.write(unescape("%3Cscript src='" + gaJsHost + "google-

analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));

var pageTracker = _gat._getTracker("UA-xxxxxx-x");


pageTracker._addTrans(

"1234", // Order ID

Google Store", // Affiliation


169/246

$27.82

27.82", // Total

2.22", // Tax

"5", // Shipping

San Diego", // City

"California", // State

"USA" // Country

);

pageTracker._addItem("1234", // Order ID

backpack33", // SKU

Google Kids Backpack", // Product Name

apparel", // Category

13.91", // Price

2" // Quantity

);

pageTracker._trackTrans();

178

Repurpose E-commerce Module

I dont sell

anything on

my siteEcommerce Lead Generation

Order ID 12345 12345

Affiliation optional optional

Total actual sale value average lead value

Tax sales tax N/aa

ction


170/246

Shipping shipping cost N/a

City Anytown Anytown

State CA CA

Country USA USA

Order ID 12345 12345

SKU G-98765 N/a

Product Name T-shirt Lead

Category Clothing General Services

Price item price average lead value

Quantity 4 1

trans

item

179

Break?


171/246

180

Custom SegmentationUser Defined Variables


172/246

181

Custom Segmentation


173/246

???

Lots of Scenarios

Previously Purchased vs Never Purchased

In what timeframe do you plan to purchase?

Please select your household income bracket

People who have visited over 5 pages

Average order value when previous checkout included sale/discounted item

What will you track?182

Custom Segmentation


174/246

Note:

Utilizes __utmv cookieSession values are based on the cookie status at the start of the visit

183

___


175/246

$27.82

pageTracker._setVar(PriorPurchase');

184

Implementing Custom Segmentation

Via Drop Downs

Immediately/


176/246

ImmediatelyWithin 1 MonthWithin 1 yearJust Browsing

Via Links


177/246

186

New Feature MULTIPLE Custom Variables

VisitorVisits

Gender=male


178/246

Pageviews

187

New Feature MULTIPLE Custom Variables

_setCustomVar(index, name, value, opt_scope)

indexThe slot for the custom variable. (range from: 1 5)

nameKey (string)

valueValue (string)


179/246

value Value (string) opt_scopeScope: 1 (page-level), 2 (session-level), or 3 (visitor-

level). Default = 1

pageTracker._setCustomVar(

1, // This custom var is set to slot #1

Added Item to Cart", // The name acts as a category for the user activity

"Yes", // This value of the custom variable

2 // Sets the scope to session-level

);

188


180/246


181/246

Event Tracking

Pageview model Breaks Down

Virtual Pageviews have drawbacks

Event tracking is much more flexibleand allows for better segmentation

Great for:


182/246

Great for:

Video players

Rich Internet Applications

Flash/AJAX/etc.

Timer based events

File downloads

Outbound link clicks

Generic Events

191

Google Analytics Hierarchy

VisitorVisits


183/246

Events

Pageviews

192

Event Tracking

Category

Object

What we are tracking (Video Player)

What we do to interact with the object

Action

A way to group objects to track together


184/246

j(start, stop, pause, play new video, change volume)

Labels

Optional string to give more information about the event being tracked

Values

Optional integer parameter to track a value (e.g. seconds played)

193

Event Tracking

pageTracker._trackEvent("Videos", "Play", "Gone With the Wind");

pageTracker._trackEvent("Videos", "Pause", "Gone With the Wind");pageTracker._trackEvent("Videos", "Stop", "Gone With the Wind");

Category Action Label


185/246

194

Event Tracking Case Study

Whos using these sharing

and social media outlets?Are they benefiting?

Which ones are beingused the most? Which

applications of each?


186/246

Does social media make avisitor more likely to buya ticket?

Are we driving moretraffic to our site as aresult? Are we drivingmore sales and revenue?

195



187/246

196



188/246

197


How muchHow much revenuerevenue and how manyand how manytransactionstransactions resulted from visitors inresulted from visitors in

ChicagoChicago that usedthat usedFacebook ConnectFacebook Connect and found the site via the keywordand found the site via the keywordlollapalooza 2009?lollapalooza 2009?


189/246

198


What kind ofWhat kind ofrevenuerevenue andand ticket salesticket sales resulted fromresulted from Twitter sharingTwitter sharing yesterday?yesterday?

http://bit.ly/XHmA1http://bit.ly/XHmA1http://bit.ly/XHmA1http://bit.ly/XHmA1

htt // l ll l /? t i L ll 2009& t t itthtt // l ll l /? t i L ll 2009& t t itthtt // l ll l /? t i L ll 2009& t t itthtt // l ll l /? t i L ll 2009& t t itt


190/246

http://www.lollapalooza.com/?utm_campaign=Lolla2009&utm_source=twitterhttp://www.lollapalooza.com/?utm_campaign=Lolla2009&utm_source=twitterhttp://www.lollapalooza.com/?utm_campaign=Lolla2009&utm_source=twitterhttp://www.lollapalooza.com/?utm_campaign=Lolla2009&utm_source=twitter

&utm_medium=share&utm_medium=share&utm_medium=share&utm_medium=share

199

Creating Custom Reports


191/246

200

Creating Custom Reports

Predefined Report Example:


192/246

201

Custom Reporting


193/246

202

Custom Reporting Available Metrics


194/246

203

Custom Reporting Adding Metrics


195/246

204

Custom Reporting Available Dimensions


196/246

205

Custom Reporting Adding Dimensions


197/246

206

Custom Reporting - Example


198/246

207



199/246

208



200/246

209



201/246

210

Advanced Segmentation


202/246

211

Advanced Segmentation Using Default Segments


203/246

212

Advanced Segmentation Using Default Segments


204/246

213

Advanced Segmentation Custom Segments


205/246

214

Advanced Segmentation Creating Custom Segments


206/246

215



207/246

216



208/246

217



209/246

218



210/246

219



211/246

220

Tons of Possibilities

Highly Engaged Visitors

Regular Visitors


212/246

Branded Keywords

221

Advanced Segmentation - Notes

Custom Segments exist at the Google account level

They will be available in all Analytics accounts your Google

Account has access to

They may not all workthe same way across different accounts!


213/246

Tip:

Use the reports to identify the data you want to include in yourcustom segments

222

Adv. Segments: Are Filters Unnecessary?

/products/flyingdisk.html

http://Googlestore.com/products/flyingdisk.htmlhttp://Googlestore.com/products/flyingdisk.html

http://Googlestore.com/privacy.htmlhttp://Googlestore.com/privacy.html


/privacy.html

/category/babystuff.html

/products/yoyo.html

/products/hat.html

/AboutUs.html

/products/yoyo.html/products/hat.html

/products/pocketPuzzle.html


214/246

Type:Type: IncludeInclude

Filter Field:Filter Field:Request URIRequest URI

Filter Pattern:Filter Pattern:^/products/^/products/

/ShippingPolicy.html

/index.html

/checkout.html


p p

223


/privacy.html

/category/babystuff.html

/products/yoyo.html


/privacy.html

/products/yoyo.html

/ d t /h t ht l



215/246

/products/hat.html

/AboutUs.html/ShippingPolicy.html

/index.html

/checkout.html


/products/hat.html

/AboutUs.html

/ShippingPolicy.html

/index.html??224


Adv. Segments areAdv. Segments are

SessionSessionbasedbased

Filters areFilters are

PageviewPageviewbasedbased


216/246

Engagement Metrics

Cannot filter on IP Address

Segments can only filter,not modify

Beta (Funnels/TV/etc)

225

How can I.

Create a report with data combined from multiple accounts?

Pull GA data into my internal company reporting software?

Create my own custom apps?

Data API

PrimarySite.com CoBrandSite.com MicroSite.com

Enterprise Roll-Up Report


217/246

226

Data Export API


Standard Webserver

Sit S h

Analytics

API Query fromApplication


218/246

Browser/HTML Page

Report Database

Site Search

Filters Applied

Goals & Funnels


227

Mobile App Tracking


219/246

228

Urchin 6

Standalone Software

Doesnt need Javascript

Additional IT-centric reports

Processing control (every minute!)

Requires access to logs

Can run filter on historical data (reprocessing of data)


220/246

Can run filter on historical data (reprocessing of data)

Automatically Tracks all site activity Downloads (full/partial), Errors/404s, Robots

Import different sources of data (cost data from your Yahoo! reports)

3rd party audits!

Conspiracy!

229

Final Exam Time!


221/246

(no peeking on notes!)230

Filters & Data Accuracy

61,709


222/246

LowercaseLowercaseFilterFilter

231


223/246

Common Settings

/catalog.asp?prodid=123&session=18x5cs3

/catalog.asp?prodid=123&session=98vt234/catalog.asp?prodid=123&session=4n563u1

/catalog.asp?prodid=123&session=98gd32f

/catalog.asp?prodid=123


224/246

Exclude QueryExclude QueryParametersParameters

234

Common Settings

/

/index.html

/index.html200

85

285


225/246

DefaultDefaultPagePage

235

Common Filters

/services/aboutUs.html

/employees/TimeSheet.html/employees/PartyPlanning.php

/login/myDetails.asp

/services/aboutUs.html


226/246

/login/myCalendar.asp

IncludeIncludeSubDirectorySubDirectory

236


227/246


/index.php

/main.asp/home.html

www.mysite.com/index.php

blog.mysite.com/main.aspthirdpartyshoppingcart.com/home.html


228/246

HostnameHostnameInjectionInjection

238


100.100.100.1 (my IP address) 20

100.100.100.2 (my company IP range) 40google / organic 600

660660

google / organic 600600


229/246

ExcludeExcludeInternal IPsInternal IPs

239

Common Filters

www.mysite.com/page1.html

esp.mysite.com/page1.htmlfr.mysite.com/page1.html

de.mysite.com/page1.html

esp.mysite.com/page1.html


230/246

Include FilterInclude Filter(hostname)(hostname)

240

Common Filters

www.mywebsite.com

www.mywebsite.orgwww.someforumpost.com

www.somescrapingsite.com

www someonemessingwithmydata com

www.mywebsite.com

www.mywebsite.org


231/246

www.someonemessingwithmydata.com

Include FilterInclude Filter(hostname)(hostname)

241

Common Filters

/cmsindex.php?p=12341332&g=an12de234

/cmsindex.php?p=89343423&g=hi10xerw42/cmsindex.php?p=89981234&g=12u123098

/cmsindex.php?p=11161239&g=bnn34s3w1

My Company Home Page

My Company Products: Category AMy Company Services: About Us

My Company Privacy Policy


232/246

CustomCustomAdvanced FilterAdvanced Filter

(URI/Title/URI)(URI/Title/URI)

242

Quiz

What is the most likely problem if you see yourWhat is the most likely problem if you see yourown site in as a referral in Traffic Sources?own site in as a referral in Traffic Sources?

What is a possible reason Goal Conversions dontWhat is a possible reason Goal Conversions dontmatch the # of funnel completions?match the # of funnel completions?

If your goal was to reach this page:If your goal was to reach this page:


233/246

/mypage.html/mypage.html

Why might you have more pageviews than goalWhy might you have more pageviews than goalconversions?conversions?

243

Resources

Webshare Blog: http://WebshareDesign.com/conversion-marketing-blog/

Google Analytics http://www.google.com/analytics

http://www.google.com/analytics/support_partner_provided.html

http://groups.google.com/group/analytics-help

http://www.conversionuniversity.com URL Builder Tool:

http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578

Website Optimizer


234/246

Website Optimizer

http://www.google.com/websiteoptimizer http://www.google.com/websiteoptimizer/partners.html

Additional Tools http://www.crazyegg.com (site overlay)

WebShare http://www.WebshareDesign.com

244

Thank You!Thank You!


235/246

245

BACKUP


236/246

246


237/246

Google Checkout - Configuration

1. Enable E-commerce tracking in your profile:


238/246

http://code.google.com/apis/checkout/developer/checkout_analytics_integration.html

248


2a. Digitally Signed XML API Request:

GA.js


239/246


XML API?

249


2b. Server to Server Checkout API:

one more step:


240/246


250


3. Configure your Goals:

/placeOrder.html


241/246

/login.html/purchaseComplete.html

251


3. Configure your Goals:


242/246

252


243/246

Linking AdSense and Analytics

Analytics

Scenario 1:Have AS, but not GA yetScenario 2:Have separate AS and GA accounts


244/246

254

YouTube Brand Channel


245/246

255

New AdWords Rules

Cost Data Applied Cost Data NOT Applied

ManualTagging

No Change:

Cost data report attributed toAdWords campaign

Campaign data (AdWords visits) areattributed to taggedcampaigns

No Change:

No cost data

Campaign data (AdWords visits) attributed totaggedcampaigns

AutoTagging

No Change: Clicks data in AdWords reportattributed to AdWords

campaign, AdWords visits areattributed to AdWords campaigns

Big Change:

No cost data AdWords visits show as

source = googlemedium=cpc(not cost data)

No Change:


246/246

NoTagging

g

No cost data

AW visits show as Google(organic)

No Change: No cost data

No campaign data (AW visits)

Multiple AdWords Accounts?

Contact WebShare or your Google rep.

256

Documents

Google Analytics Seminar