Embed Size (px)
DESCRIPTION
Google Analytics Training 301
Citation preview
www.ivantage.co.uk
1
Analytics 301: Advanced Tracking & Technical Implementations
Matt TrimmerPrincipal Consultant & Managing Director
Slides:
http://www.slideshare.net/ivantage
WIFI (for your own laptops):SSID: ITTRH
Password: welcome1
Friday, 6 June 14
2
www.ivantage.co.uk
2
Training§ Analytics 101: Introduction & User Training§ Analytics 201: Advanced Analysis & Measurement§ Analytics 202: Advanced Analysis & Measurement§ Analytics 301: Advanced Tracking & Technical Implementations
§ AdWords 101: Introduction to Paid Search Management§ AdWords 201: Building Profitable Paid Search Campaigns§ AdWords 301: Advanced AdWords Optimisation Techniques§ AdWords 302: Advanced AdWords Conversion Optimisation
§ SEO Essentials - On-page§ SEO Advanced - Link Building and Publicity
Friday, 6 June 14
www.ivantage.co.uk
3
slideshare.net/ivantage
Friday, 6 June 14
www.ivantage.co.uk
4
Timings and housekeeping§ Start 9:30§ Break 11:00-‐11:15§ Lunch 12:45-‐13:45§ Break 15:15-‐15:30§ Wrap-‐up 16:30
§ Nearest fire exit§ Toilets
§ Please ask questions!
Friday, 6 June 14
www.ivantage.co.uk
5
Friday, 6 June 14
www.ivantage.co.uk
6
Friday, 6 June 14
www.ivantage.co.uk
7
Friday, 6 June 14
www.ivantage.co.uk
8
Friday, 6 June 14
9
www.ivantage.co.uk
9
Be social§ Say hello to your neighbour!§ Google+
§ https://plus.google.com/118368778596879435387/posts§ LinkedIn
§ http://www.linkedin.com/in/matttrimmer§ Twitter
§ #measure § #googleanalytics§ @googleanalytics
Friday, 6 June 14
10
www.ivantage.co.uk
9
Introductions§ First
§ Me (Matt Trimmer) & ivantage overview§ In a moment
§ A little bit about you § Your name§ Your role§ Your organisation/department/site/site area§ Your objectives for attending today
Friday, 6 June 14
11
www.ivantage.co.uk
21
Introductions – your turn!
§ A little bit about you§ Your name§ Your role§ Your organisation/department/site/site area§ Your objectives for attending today
Friday, 6 June 14
www.ivantage.co.uk
12
Auditing user access to Google Analytics§ Exercise
§ Admin > User Management§ Who’s accessing your data?
Friday, 6 June 14
www.ivantage.co.uk
13
Admin access to Google Analytics§ Key concepts
§ Minimise gmail addresses§ Use corporate email addresses
§ Convert to a Google Account
§ Shared admin/edit account for AdWords?§ Agencies
§ Ownership?§ Who let’s who in?
§ Resources§ http://blog.ivantage.co.uk/2010/05/how-‐do-‐i-‐open-‐google-‐
account.html
Friday, 6 June 14
14
www.ivantage.co.uk
23
Accessing Google Analytics§ Key concept
§ Best not to share a log-in with colleagues!§ Best not to use a generic team-based log in!§ Security and confidentially issues§ GA has “personal” features
§ Dashboards§ Annotations§ Shortcuts§ Alerts§ Segments§ Custom reports§ Scheduled emails§ Channel groupings
Friday, 6 June 14
www.ivantage.co.uk
15
Creating a new Google Analytics account§ Exercise
§ Create a new Google Analytics Account§ Call it www.yournamewebsite.com
§ Key Concept§ Issuing a new UA-‐ code§ Terms of Services§ Understanding the Coding Wizard and common configurations
Friday, 6 June 14
www.ivantage.co.uk
16
Coping with sub-‐domains§ Key Concept
§ Google Analytics needs cookies to be set to the TLD to support sub-‐domains
§ Otherwise two sets of cookies are set§ Leads to self-‐referrals§ ivantage-‐training.com
§ Corrupt example§ Correct example
Friday, 6 June 14
www.ivantage.co.uk
17
Coping with cross-‐domain tracking§ Key Concept
§ Google Analytics needs cookies to be set to the TLD to support cross domain tracking on each TLD
§ Google Analytics needs to pass cookie information from one domain to another via§ Linker function
§ <a href="http://example.com/test.html"onclick="_gaq.push(['_link', 'http://example.com/test.html']); return false;">click me</a>
§ Link by post function§ <form action="http://www.shoppingcartsite.com/myService/
formProcessor.php" name="f" method="post" onsubmit="_gaq.push(['_linkByPost', this]);"></form>
§ Get Linker URL (for iframes)§ _gaq.push(function() var pageTracker = _gat._getTrackerByName(); // Gets the
default tracker var linkerUrl = pageTracker._getLinkerUrl('http://www.my-‐example-‐iframecontent.com/') });
Friday, 6 June 14
www.ivantage.co.uk
18
Display advertiser support
§ The dc.js
§ Doubleclick
§ For re-‐marketing in Google Analytics§ Using advanced segments
§ Age, gender and Interest reporting
§ 3rd party cookie
Friday, 6 June 14
www.ivantage.co.uk
19
Custom campaign tags§ Key Concept
§ Google Analytics enables you to recognize your own dynamic parameters§ This is a mutually exclusive
§ Once you reconfigure§ Google Analytics won’t recognize its own tags
Friday, 6 June 14
www.ivantage.co.uk
20
analytics.js and campaign evaluation§ Key Concept
§ Universal Analytics evaluates the collect image request§ Evaluation flow:
§ https://developers.google.com/analytics/devguides/platform/campaign-‐flow#flow-‐chart
Friday, 6 June 14
www.ivantage.co.uk
21
The “collect” request from the analytics.js to Google
§http://www.google-‐analytics.com/collect?v=1&_v=j17&a=541739049&t=pageview&_s=1&dl=http%3A%2F%2Fwww.ivantage-‐training.com%2Fdomains2-‐UA.html%3Futm_source%3Dtest-‐source%26utm_medium%3Dtest-‐medium%26utm_term%3Dtest-‐term%26utm_content%3Dtest-‐content%26utm_campaign%3Dtest-‐name&ul=en-‐us&de=windows-‐1252&dt=RAGE%20Template%20One&sd=24-‐bit&sr=1440x900&vp=1425x417&je=0&fl=12.0%20r0&_utma=150063470.372043782.1396406835.1396406835.1396406972.2&_utmz=150063470.1396406972.2.2.utmcsr%3Dtest-‐source%7Cutmccn%3Dtest-‐name%7Cutmcmd%3Dtest-‐medium%7Cutmctr%3Dtest-‐term%7Cutmcct%3Dtest-‐content&_utmht=1396406985517&_u=MQAC~&cid=372043782.1396406835&tid=UA-‐27251347-‐13&z=784772158
Friday, 6 June 14
www.ivantage.co.uk
22
The GATC -‐ your version?
§ Exercise and key concepts§ Oldest to newest
§ To find
§ View source
§ Ghostery
§ Google Tag Assist
ga('create', 'UA-XXXX-X', 'auto');ga('send', 'pageview');
_gaq.push(['_setAccount', 'UA-XXXXX-X']);_gaq.push(['_trackPageview']);
_uacct ="UA-xxxxx-x";urchinTracker();
var pageTracker = _gat._getTracker("UA-xxxxxx-x");pageTracker._trackPageview();
Friday, 6 June 14
www.ivantage.co.uk
23
The three GATCs
Friday, 6 June 14
www.ivantage.co.uk
24
The very latest GATC -‐ Universal Analytics
Friday, 6 June 14
www.ivantage.co.uk
25
1) The original Urchin.js
<script src="http://www.google-analytics.com/urchin.js" type="text/javascript"></script>
<script type="text/javascript">_uacct ="UA-xxxxx-x";urchinTracker();
</script>
Friday, 6 June 14
www.ivantage.co.uk
26
2) The updated ga.js
<script type="text/javascript">
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"));</script>
<script type="text/javascript">try{ var pageTracker = _gat._getTracker("UA-xxxxxx-x");pageTracker._trackPageview();} catch(err) {} </script>
Friday, 6 June 14
www.ivantage.co.uk
27
3) The asynchronous ga.js
<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>Friday, 6 June 14
www.ivantage.co.uk
28
4) The analytics.js (Universal Analytics)
<script>
(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)})(window,document,'script','//www.google-analytics.com/analytics.js','ga');
ga('create', 'UA-XXXX-Y', 'auto');ga('send', 'pageview');
</script>
Friday, 6 June 14
www.ivantage.co.uk
29
The four GATCs -‐ where to put them
§ Urchin.js§ before closing </body>
§ ga.js§ before closing </body>
§ Supports Event Tracking
§ ga.js (Asynchronous -‐ )§ before closing </head>
§ Supports earlier loading without risk to content rendering
§ analytics.js (Asynchronous)§ before closing </head>
§ Supports earlier loading without risk to content rendering
Friday, 6 June 14
www.ivantage.co.uk
30
Whatever the version, common principles
§ Loading the master JavaScript file (ga.js or analytics.js)
§ Setting the Google Analytics web property to be written to
§ The pageview hit
ga('create', 'UA-XXXX-X', 'auto');ga('send', 'pageview');
_gaq.push(['_setAccount', 'UA-XXXXX-X']);_gaq.push(['_trackPageview']);
_uacct ="UA-xxxxx-x";urchinTracker();
var pageTracker = _gat._getTracker("UA-xxxxxx-x");pageTracker._trackPageview();
Friday, 6 June 14
www.ivantage.co.uk
31
The dc.js
§ Doubleclick
§ For re-‐marketing in Google Analytics§ Using advanced segments
§ Age, gender and Interest reporting
§ 3rd party cookie
Friday, 6 June 14
www.ivantage.co.uk
32
Universal Analytics
§ Google Analytics reinvented (back end)§ Built on the Google Measurement Protocol
§ The Measurement Protocol§ Here it is
§ http://www.google-analytics.com/collect?v=1&tid=UA-3742829-1&cid=UID-999-000000&t=pageview&dp=%2F*YourFirstName*-page-test-of-UA
Friday, 6 June 14
www.ivantage.co.uk
33
Universal Analytics with Measurement Protocol?
§ Now, any device on the Internet can write to Google Analytics!§ Devices
§ Mobiles, tablets, Google Glass, etc
§ EPOS systems (Cash registers)
§ Call Centres
§ Interesting examples§ Analytics.js!
§ Google SDKs for Android and iOS (First)
§ Google Forms
§ Search online for examples with movement, temperature, light
§ Bizarre examples§ Dog collar
§ Coffee machines
Friday, 6 June 14
www.ivantage.co.uk
34
Universal Analytics
§ Reduces 4 cookies to 1
§ Option to dispense with all cookies§ Your web technology sends a unique user ID via the measurement
protocol
§ What does this mean?§ Visitor tracking not visit tracking
§ Your visitors interacting across multiple devices§ Web, app, tablet
§ Your visitors interacting across multiple channels§ Store, catalogue, telephone
Friday, 6 June 14
www.ivantage.co.uk
35
Universal Analytics
§ Create your own dimensions and metrics§ 20 of each per web property
§ 200 of each for GA Premium
Friday, 6 June 14
www.ivantage.co.uk
36
Useful tools and reports to help check page tagging
§ Resources:§ http://blog.ivantage.co.uk/2010/11/useful-‐tools-‐and-‐reports-‐to-‐help-‐check.html
§ Exercise:§ GA >Traffic Sources >Referring Sites§ GA >Traffic Sources >Referring Sites > Referral Path§ GA > Visitors > Network Properties > Hostnames
§ Key concepts:§ Google Analytics' Achilles Heel is poor page tagging!
Friday, 6 June 14
www.ivantage.co.uk
37
Common causes of self referrals
§ analytics.js§ Simply exclude them
§ ga.js§ Missing or failing to fire code on landing pages§ Inconsistent code involving cookie commands
§ _setAllowHash§ _setCookiePath§ _setDomainName
Friday, 6 June 14
www.ivantage.co.uk
38
Inconsistent ga.js code -‐ sub-‐domains
§ Sub-‐domain example§ Inconsistent domain command used
Friday, 6 June 14
www.ivantage.co.uk
39
Inconsistent ga.js code -‐ two trackers
§ Two-‐tracking codes§ Inconsistent domain command used
§ Cookies are shared!
_gaq.push(
['firstTracker._setAccount', 'UA-‐XXXXX-‐1'],
[‘firstTracker._setDomainName’, ‘example.com’],
['firstTracker._trackPageview'],
['secondTracker._setAccount', 'UA-‐XXXXX-‐2'],
['secondTracker._trackPageview']
);
Friday, 6 June 14
www.ivantage.co.uk
40
Inconsistent ga.js code -‐ other reasons
§ Cross domain tracking not implemented properly§ Linker functions missing§ Redirects interfering with linker functions
§ Redirects that fail to pass on referral information
Friday, 6 June 14
www.ivantage.co.uk
41
Understanding visits
§ Google Analytics finishes a visit when:§ After 30 mins of activity (default, can be changed)§ When the __utmb cookie expires -‐ browser close§ When there is a campaign change
§ Change to the __utmz cookie§ Direct does not cause a change to the __utmz
Friday, 6 June 14
www.ivantage.co.uk
42
Understanding visits -‐ referral exception
§ Campaign changes start a new visit (except direct)§ and referral
§ Referral within the 30 minute window won’t change __utmz§ Copes with
§ Payment gateways§ Missing tagging (though not landing pages)
Friday, 6 June 14
www.ivantage.co.uk
43
Payment gateways
§ Visits back from paymentdomain.com within 30 mins won’t cause a __utmz update
Friday, 6 June 14
www.ivantage.co.uk
44
Missing tagging
§ Visits back from an untagged page within 30 mins won’t cause a __utmz update§ Will not solve the problem when the landing page is untagged
Friday, 6 June 14
45
www.ivantage.co.uk
54
How Google Analytics worksWebsite
Friday, 6 June 14
46
www.ivantage.co.uk
55
How Google Analytics worksWebsite
cookies
Friday, 6 June 14
www.ivantage.co.uk
47
The “__utm.gif” request from the ga.js to Google
§http://www.google-‐analytics.com/__utm.gif?utmwv=5.4.8&utms=1&utmn=2057827531&utmhn=ivantage-‐training.com&utmcs=windows-‐1252&utmsr=1440x900&utmvp=1425x77&utmsc=24-‐bit&utmul=en-‐us&utmje=0&utmfl=12.0%20r0&utmdt=RAGE%20Template%20One&utmhid=391906475&utmr=http%3A%2F%2Fwww.google.com%2Furl%3Fsa%3Dt%26rct%3Dj%26q%3D%26esrc%3Ds%26source%3Dweb%26cd%3D17%26ved%3D0CFAQFjAGOAo%26url%3Dhttp%253A%252F%252Fivantage-‐training.com%252F%26ei%3DBPg5U-‐PnOtbLsQTVsYHwAg%26usg%3DAFQjCNFYl8Z4VCzcd2lyQ6y-‐zYpQONKqyQ%26bvm%3Dbv.63934634%2Cd.cWc&utmp=%2F&utmht=1396307980603&utmac=UA-‐27251347-‐7&utmcc=__utma%3D150063470.1121932111.1396307898.1396307898.1396307981.2%3B%2B__utmz%3D150063470.1396307981.2.2.utmcsr%3Dgoogle%7Cutmccn%3D(organic)%7Cutmcmd%3Dorganic%7Cutmctr%3D(not%2520provided)%3B&utmu=q~
Friday, 6 June 14
www.ivantage.co.uk
48
The “collect” request from the analytics.js to Google
§http://www.google-‐analytics.com/collect?v=1&_v=j17&a=541739049&t=pageview&_s=1&dl=http%3A%2F%2Fwww.ivantage-‐training.com%2Fdomains2-‐UA.html%3Futm_source%3Dtest-‐source%26utm_medium%3Dtest-‐medium%26utm_term%3Dtest-‐term%26utm_content%3Dtest-‐content%26utm_campaign%3Dtest-‐name&ul=en-‐us&de=windows-‐1252&dt=RAGE%20Template%20One&sd=24-‐bit&sr=1440x900&vp=1425x417&je=0&fl=12.0%20r0&_utma=150063470.372043782.1396406835.1396406835.1396406972.2&_utmz=150063470.1396406972.2.2.utmcsr%3Dtest-‐source%7Cutmccn%3Dtest-‐name%7Cutmcmd%3Dtest-‐medium%7Cutmctr%3Dtest-‐term%7Cutmcct%3Dtest-‐content&_utmht=1396406985517&_u=MQAC~&cid=372043782.1396406835&tid=UA-‐27251347-‐13&z=784772158
Friday, 6 June 14
www.ivantage.co.uk
49
__utm.gif parameters -‐ 1
Friday, 6 June 14
www.ivantage.co.uk
50
__utm.gif parameters -‐ 2
Friday, 6 June 14
www.ivantage.co.uk
51
__utm.gif parameters -‐ 3
Friday, 6 June 14
www.ivantage.co.uk
52
Google Analytics cookies
UTMb - Visit cookie, lasts for 30 minutes from every page view
UTMa - Unique visitor cookie, lasts for 2 years from set or update on every page view
UTMc - Visit end cookie, not set to expire, does so when browser closes
UTMv - Not always set, requires the _setVar() command
UTMz - Campaign visit tracking cookie, determines traffic sources, lasts for 6 months from set or update on every page view
Friday, 6 June 14
www.ivantage.co.uk
53
Google Analytics cookies -‐ Universal Analytics
_ga- Name can be changed, might not be used!
Visit properties now set server side in the User Interface§ 30 minute default session timeout
Friday, 6 June 14
www.ivantage.co.uk
54
Accounts, Properties and Profiles§ Exercise
§ Log in to Google Analytics§ How many Google Analytics accounts do you have access to?§ How many properties are there for each of account?§ How many profiles are there for each of profile?
§ Key concepts§ Google Analytics accounts have unique UA-‐xxxx numbers§ Google Analytics properties have unique UA-‐xxxx-‐y numbers§ Profiles (views) are “units of configuration”
Friday, 6 June 14
www.ivantage.co.uk
55
Creating duplicate “Profiles/Views”
§ Exercise§ For your live account (do not go near the delete button!)§ Add new profiles/views:
§ Call it www.mywebsite.com (Raw - Duplicate)§ Create a 2nd and call it www.mywebsite.com (Training IP Exclude)§ Create a 3rd and call it www.mywebsite.com (Sport Include)§ Create a 4th and call it www.mywebsite.com (Domains Exclude)
§ Key concepts§ When you “Add a Profile for an existing domain” you effective duplicate
data collection from that point into a newly created Profile§ Duplicating profiles is important to
§ Back-up your data§ Apply Filters (because Filter act at the data collection layer, they can
be destructive)§ For selective Profile access§ To create more that 20 goals§ To reduce sampling
Friday, 6 June 14
www.ivantage.co.uk
56
Accounts, properties & profiles (Views)§ Accounts contain Properties (Views)§ Accounts
§ Unique Account ID§ = "UA-‐225764-‐1";
§ Account Name
§ Linked to Google Adwords§ One to one relationship§ Adwords cost data is applied to the account (all profiles by default unless excluded)
§ Adwords’ campaigns are applied to the account (all profiles by default unless filtered, you may be tracking different website)
§ Properties§ Unique property number
§ = "UA-‐225764-‐99";
§ Profiles (views)§ Existing property number
§ Same profile number
§ = "UA-‐225764-‐1";
§ Recommend§ One Adwords budget
§ One Google Analytics AccountFriday, 6 June 14
www.ivantage.co.uk
57
Google Analytics physical and virtual limits§ Up to 10 million page views per month per account; or
§ 50,000 data table limit
§ Top Content
§ Keywords
Friday, 6 June 14
www.ivantage.co.uk
58
Sampling limits
§ Key concept§ Report Sampling occurs
§ on ad-hoc data queries (cross segmenting or segments)§ when there’s 500,000 or more visits in the date range requested
§ on any query§ involving 1,000,000 unique dimensions
» e.g, URLs, Keywords
§ Reduce data range to reduce/negate Google Analytics sampling§ Include filters on duplicate Profiles can reduce/negate Google Analytics sampling
Friday, 6 June 14
www.ivantage.co.uk
59
Best practice deployments§ .co.uk -‐ UA-‐123-‐1 > Adwords 123-‐456-‐789
§ Spend in £§ RoI in £
§ .fr -‐ UA-‐983-‐1 > Adwords 922-‐241-‐119§ Spend in €
§ RoI in €§ .de -‐ UA-‐782-‐1 > Adwords 142-‐281-‐129
§ Spend in €§ RoI in €
§ Profiles can opt out of Adwords costs being applied
Friday, 6 June 14
www.ivantage.co.uk
60
Break time
Friday, 6 June 14
www.ivantage.co.uk
61
Simple filters§ Predefined
Friday, 6 June 14
www.ivantage.co.uk
62
Advanced Filters§ URI reformatting
Friday, 6 June 14
www.ivantage.co.uk
63
Cascading Filters -‐ original search term
Friday, 6 June 14
www.ivantage.co.uk
64
Cascading Filters -‐ transaction source
Friday, 6 June 14
www.ivantage.co.uk
65
Cascading Filters -‐ organic search position
Friday, 6 June 14
www.ivantage.co.uk
66
Cascading Filters -‐ call centre
Friday, 6 June 14
www.ivantage.co.uk
67
The three GATCs
Friday, 6 June 14
www.ivantage.co.uk
68
The very latest GATC -‐ Universal Analytics
Friday, 6 June 14
69
www.ivantage.co.uk
45
Changing what GA records as content
§ Urchin.js§ urchinTracker('/my/made/up/url');
§ GA.js§ pageTracker._trackPageview('/my/made/up/url');
§ GA.js (Async)§ _gaq.push(['_trackPageview','/my/made/up/url']);
§ analytics.js (Universal Analytics)§ ga('send', 'pageview', '/my/made/up/url');
Friday, 6 June 14
www.ivantage.co.uk
70
Goal configuration§ Goal URL
§ www.example.co.uk/checkout.cgi?page=1&id=9982251615
§ Match Type§ Exact
§ /checkout.cgi?page=1&id=9982251615
§ Head§ /checkout.cgi?page=1&id=
§ Regular Expression match§ /checkout.cgi?page=1&id=
Friday, 6 June 14
www.ivantage.co.uk
71
Regular Expressions§ Pattern matching language§ Used in Google Analytics
§ Reports§ Advanced Segements§ Filters§ Goals
§ Posix regular expressions § Match or capture portions of a field § Using wildcards and metacharacters
§ Test your regular expressions§ http://weitz.de/regex-‐coach/
Friday, 6 June 14
www.ivantage.co.uk
72
The Urchin Tracker Revisited
§ Tracking Flash, Video, AJAX and downloads§ Fake page view counter§ Use
§ Custom 404s§ In flash§ AJAX§ Video§ Downloads§ Outbound clicks§ Onsite advertising
§ Use virtual directory
Friday, 6 June 14
www.ivantage.co.uk
73
Tracking PDFs
§ Urchin.js§ <a href="/my/pdf.pdf" onclick="urchinTracker('/pdfs/my/pdf.pdf');">
§ ga.js§ <a href="/my/pdf.pdf" onclick="pageTracker._trackPageview('/pdfs/my/pdf.pdf');">
§ ga.js (Async)§ <a href="/my/pdf.pdf" onclick="_gaq.push(['_trackPageview','/pdfs/my/pdf.pdf']);">
§ analytics.js (Async) (Universal Analytics)§ <a href="/my/pdf.pdf" onclick="ga('send', 'pageview', '/pdfs/my/pdf.pdf');">
Friday, 6 June 14
www.ivantage.co.uk
74
Tracking downloads – hack
§ http://www.goodwebpractices.com/roi/track-‐downloads-‐in-‐google-‐analytics-‐automatically.html
Friday, 6 June 14
www.ivantage.co.uk
75
Event tracking
Friday, 6 June 14
www.ivantage.co.uk
76
Event tracking
Friday, 6 June 14
www.ivantage.co.uk
77
Event tracking (analytics.js)
Friday, 6 June 14
www.ivantage.co.uk
78
Event tracking
Friday, 6 June 14
www.ivantage.co.uk
79
Event tracking
VideosPlayBaby’s Fist Birthday
Friday, 6 June 14
www.ivantage.co.uk
80
Event tracking (interaction versus non-‐interaction)
§ To change bounce or not to change bounce?§ By default, event tracking impacts your bounce rate
§ ie -‐ a visitor clicking on the video then leaving, has not bounced.
§ Set to true, event tracking does not impact bounce§ ie -‐ a visitor clicking on the video then leaving, bounced.
Friday, 6 June 14
www.ivantage.co.uk
81
Tracking downloads – hack (improved)
§ http://blog.immeria.net/2009/01/google-‐analytics-‐script-‐to-‐track.html
Friday, 6 June 14
www.ivantage.co.uk
82
Tracking custom 404s
._trackPageview("404.html?page=" + document.location.pathname + document.location.search + "&from=" + document.referrer);
['TRACKER-NAME._trackPageview', '/404-error.html?page=' + document.location.pathname + document.location.search + '&linked-from=' + document.referrer]);
Friday, 6 June 14
www.ivantage.co.uk
83
Social Interactions
Friday, 6 June 14
www.ivantage.co.uk
84
Social Interactions
Friday, 6 June 14
www.ivantage.co.uk
85
Social Interactions
Friday, 6 June 14
www.ivantage.co.uk
86
The User-‐Defined Segment§ Set using a JavaScript function
§ Assign users on a page load§ <body onLoad="javascript:pageTracker._setVar(‘Page X Viewers');">
§ Assign users to a segment when a link is clicked§ <a href="link.html" onClick="pageTracker._setVar(‘Link X followers');">Click here</a>
Friday, 6 June 14
www.ivantage.co.uk
87
The User-‐Defined Segment§ Assign visitors to a segment based on their form selection
§ In this example, visitors are assigned to a segment according to their selection in a form.
<form onSubmit="pageTracker._setVar(this.mymenu.options [this.mymenu.selectedIndex].value);">
<select name=mymenu>
<option value=“Male (18-‐30)">Male (18-‐30)"> option>
<option value="Male (30-‐65)">Male (30-‐65)"> </option>
<option value="Male (65+)"> Male (65+)"> </option>
<option value=" Female (18-‐35)">Female (18-‐35)"> </option>
<option value=" Female (30-‐65)">Female (30-‐65)"> </option>
<option value=" Female (65+)">Female (65+)"> </option>
Voucher codes at checkout
§ Measure off-‐line marketing promotions
§ What‘s important for you to know about your visitors?
Friday, 6 June 14
www.ivantage.co.uk
88
Custom Variables
Friday, 6 June 14
www.ivantage.co.uk
89
Custom Variables -‐ Coding
Friday, 6 June 14
www.ivantage.co.uk
90
Custom Variables -‐ Page Level
§ Visits to website “sections” and “sub-‐sections”
Friday, 6 June 14
www.ivantage.co.uk
91
Custom Variables -‐ Visitor Level
§ Visitor “Member Type”
Friday, 6 June 14
www.ivantage.co.uk
92
Custom Variables -‐ Visit/session Level
§ Visits logged-‐in “Member” and checkout started “shopping attempts”
Friday, 6 June 14
www.ivantage.co.uk
93
Universal Analytics
§ Create your own dimensions and metrics§ 20 of each per web property
§ 200 of each for GA Premium
Friday, 6 June 14
www.ivantage.co.uk
94
Custom dimensions & metrics
§ Create your own dimensions and metrics§ Like custom variables but server side
§ Define them in the UI§ Dimension
§ Hit
§ Visit
§ Visitor
§ Metric§ Integer
§ Currency
§ Time
§ Less data from browser to GA
Friday, 6 June 14
www.ivantage.co.uk
95
Configuring
§ Let’s set one up in out test UA accounts§ My test dimension
§ My test metric
Friday, 6 June 14
www.ivantage.co.uk
96
Sending
§ Set as a part of an existing hit§ Page, event, transaction or social interaction
§ ga('send', 'pageview', {'dimension15': 'My Custom Dimension'});
§ or with Set command before a hit§ var dimensionValue = 'SOME_DIMENSION_VALUE';
§ ga('set', 'dimension1', dimensionValue);
§ Scope and Precedence§ https://developers.google.com/analytics/devguides/platform/customdimsmets#scope
Friday, 6 June 14
www.ivantage.co.uk
97
Lunch time
Friday, 6 June 14
www.ivantage.co.uk
98
Coding customisations
§ Exercise§ In Firefox, visit:
§ www.google-‐analytics.com/urchin.js
§ Help§ http://code.google.com/apis/analytics/
§ http://www.ivantage-‐training.com
Friday, 6 June 14
www.ivantage.co.uk
99
Control 30 (UTMb) min cookie timeout
Friday, 6 June 14
www.ivantage.co.uk
100
Control 6 month (UTMz) cookie timeout
Friday, 6 June 14
www.ivantage.co.uk
101
Changing ? to # for campaign tracking
§ http://goo.gl/rwQmMX
§ https://developers.google.com/analytics/devguides/collection/gajs/methods/gaJSApiCampaignTracking#_gat.GA_Tracker_._setAllowAnchor
Friday, 6 June 14
www.ivantage.co.uk
102
Tracking sub-‐domains
§ A.dog.com
§ B.dog.com
§ C.dog.com
§ Set your site (dog.com) to the root domain§ Set Domain Name Function
Friday, 6 June 14
www.ivantage.co.uk
103
Tracking sub-‐domains
Friday, 6 June 14
www.ivantage.co.uk
104
Tracking sub-‐domains – issues
§ A.dog.com/index.html
§ B.dog.com/index.html
§ C.dog.com/index.html§ Filter Type: Custom filter > Advanced
Field A: HostnameExtract A: (.*) Field B: Request URI Extract B: (.*) Output To: Request URI Constructor: $A1/$B1
Friday, 6 June 14
www.ivantage.co.uk
105
Tracking across top level domains
§ Dog.com
§ Cat.com
§ Set your site to none§ Set Domain Name function
§ Transfer cookies to the new domain via URL§ HTTP Get
§ Use the Link function
Friday, 6 June 14
www.ivantage.co.uk
106
Tracking across multiple domains via a link
§ ivantage-‐training.com (Domains)
Friday, 6 June 14
www.ivantage.co.uk
107
Tracking to multiple accounts
§ New Async
Friday, 6 June 14
www.ivantage.co.uk
108
Organic sources
§ http://goo.gl/XTVhB4
§ https://developers.google.com/analytics/devguides/collection/gajs/methods/gaJSApiSearchEngines#_gat.GA_Tracker_._addOrganic
Friday, 6 June 14
www.ivantage.co.uk
109
Organic sources
§ _gaq.push(['_setAccount', 'UA-‐3742829-‐3']);
§ _gaq.push(['_addOrganic', 'google.com', 'q', true]);
§ _gaq.push(['_addOrganic', 'google.co.uk', 'q', true]);
§ _gaq.push(['_addOrganic', 'yahoo.com', 'p', true]);
§ _gaq.push(['_addOrganic', 'uk.search.yahoo.com', 'p', true]);
§ _gaq.push(['_addOrganic', 'bing.com', 'q', true]);
§ _gaq.push(['_addOrganic', 'bing.com/?cc=uk', 'q', true]);
§ _gaq.push(['_addOrganic', 'ask.com', 'q', true]);
§ _gaq.push(['_addOrganic', 'uk.ask.com', 'q', true]);
§ _gaq.push(['_addOrganic', 'sky.com', 'q', true]);
§ _gaq.push(['_addOrganic', 'bt.com', 'q', true]);
§ _gaq.push(['_addOrganic', 'virginmedia.com', 'q', true]);
§ _gaq.push(['_addOrganic', 'talktalk.co.uk', 'q', true]);
§ _gaq.push(['_addOrganic', 'orange.co.uk', 'q', true]);
§ _gaq.push(['_addOrganic', 'o2.co.uk', 'q', true]);
§ _gaq.push(['_addOrganic', 'zen.co.uk', 'q', true]);
§ _gaq.push(['_addOrganic', 'enta.net', 'q', true]);
§ _gaq.push(['_addOrganic', 'thus.net', 'q', true]);
§ _gaq.push(['_trackPageview']);
Friday, 6 June 14
www.ivantage.co.uk
110
Custom Campaign fields
Friday, 6 June 14
www.ivantage.co.uk
111
Custom Campaign fields (Async)
Friday, 6 June 14
www.ivantage.co.uk
112
Tracking to Urchin and GA
Friday, 6 June 14
www.ivantage.co.uk
113
Tracking mobile apps and low-‐end devices
§ http://code.google.com/mobile/analytics/docs/§ iOS and Android applications
§ Non-‐JavaScript devices§ Server-‐side code
Friday, 6 June 14
www.ivantage.co.uk
114
Tracking frames and iframes
§ Considerations§ Frame and Frame source will both have Tracking Code
§ Where is Frame source hosted?§ Another domain?
§ What will happen to users’ cookies?
§ ivantageaaa.co.uk (Example A7)§ When you can tag your remote hosted source
Friday, 6 June 14
www.ivantage.co.uk
115
Tracking Adobe Flash
§ http://code.google.com/apis/analytics/docs/tracking/flashTrackingIntro.html§ Bridge Mode
§ Control over Flash hosting
§ AS3 Mode§ No control over Flash hosting
§ Flash/Flex
Friday, 6 June 14
www.ivantage.co.uk
116
Tracking Microsoft Silverlight
§ http://code.google.com/apis/analytics/docs/tracking/silverlightTrackingIntro.html
Friday, 6 June 14
www.ivantage.co.uk
117
Break time
Friday, 6 June 14
www.ivantage.co.uk
118
Tracking E-‐commerce transactions
§ http://goo.gl/kjBsTB
§ https://developers.google.com/analytics/devguides/collection/gajs/methods/gaJSApiEcommerce§ Thank you for your order page
§ Key concept§ Use Transaction Source Filter for easier auditing
§ Use E-‐commerce for non E-‐commerce!
Friday, 6 June 14
www.ivantage.co.uk
119
E-‐commerce tracking
Friday, 6 June 14
www.ivantage.co.uk
120
E-‐commerce (Async)
Friday, 6 June 14
www.ivantage.co.uk
121
Enhanced Ecommerce§ New JavaScript library -‐ ec.js
§ Product data (productFieldObject)
§ SKU, Name, Brand, Category, Price, Variant, Price, Quantity
§ Product impressions data (impressionFieldObject)
§ Impressions in lists (results) and categories
§ Product promotion data (promoFieldObject)
§ ID, Name, Creative, Position
§ Product and promotion action
§ Click, detail, add, remove, checkout, checkout_option, purchase, refund, promo_click
§ Purchase or Refund
§ Transactional action data (actionFieldObject)
§ Transaction, affiliation, revenue, tac, shipping, coupon, list, step, check out option
Friday, 6 June 14
www.ivantage.co.uk
122
Google Analytics APIs§ Configuration API
§ Core Reporting API
§ Embed API
§ MCF API
§ Metadata API
Friday, 6 June 14
www.ivantage.co.uk
123
Data Export API§ Best way to explore
§ Query Tool
§ http://ga-‐dev-‐tools.appspot.com/explorer/
§ Dashboarding
§ Embed API
§ Easy Dashboard Library
§ Trackboard
§ http://www.trakken.de/trakkboard/
Friday, 6 June 14
www.ivantage.co.uk
124
Data Export API -‐ applications
§ Certified Applications§ http://www.google.com/analytics/apps/search/apps
Friday, 6 June 14
www.ivantage.co.uk
125
Data injection
§ Campaign tracking§ Pageview tracker§ Event tracking§ Social interaction tracking§ Custom variables§ E-‐commerce
§ Now, The Measurement Protocol!
Friday, 6 June 14
www.ivantage.co.uk
126
Telephone tracking integrations
§ A number of “API” integrations§ http://www.google.com/analytics/apps/search/apps?q=&category=110
§ Best?§ http://www.seoverflow.com/call-‐tracking/roll-‐your-‐own-‐phone-‐call-‐tracking-‐
program-‐it-‐is-‐easy/
Friday, 6 June 14
www.ivantage.co.uk
127
CRM integrations
§ Web lead form to CRM§ utmz cookie§ http://cutroni.com/blog/2009/03/18/updated-‐integrating-‐google-‐analytics-‐
with-‐a-‐crm/§ UserID
Friday, 6 June 14
www.ivantage.co.uk
128
Tag management
§ Increasingly complex to manage§ Especially in a corporate deployment
§ Tag once, deploy many§ Services
§ http://www.searchdiscovery.com/satellite/tag-‐management-‐systems/§ http://www2.sitetagger.co.uk/solutions/§ http://ubertags.com/§ http://eu.tagman.com/§ http://www.tealium.com/index.html§ http://supertag.datalicious.com/integrations/§ http://www.opentag.qubitproducts.com/§ http://ensighten.com/
Friday, 6 June 14
129
www.ivantage.co.uk
75
Getting help and going further§ Help Centre
§ https://support.google.com/analytics/
§ Blog§ http://analytics.blogspot.com/
§ Forum§ https://productforums.google.com/forum/#!forum/analytics
§ Developers§ https://developers.google.com/analytics/
§ ivantage§ [email protected]
§ Avinash’s Blog§ http://www.kaushik.net/avinash/
§ Brian’s Blog§ http://www.advanced-web-metrics.com/
Friday, 6 June 14
130
www.ivantage.co.uk
76
Feedback§ http://www.ivantage.co.uk/feedback§ [email protected]§ Write an honest, considered and fair review to receive for each day attended:
Friday, 6 June 14
