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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
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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)
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Logistics
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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.
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Web Analytics - Data
Do these study online behavior?
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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?
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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
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How Google Analytics Works
Secure GoogleAnalytics Servers
Browser/HTML Page
Analytics
Report Database
Standard Webserver
Site Search
Filters Applied
Goals & Funnels
AdWords GCLID Import
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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)
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Account Creation & Code Installation
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Google Analytics Tracking Code
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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();
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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
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The Most Important Function
var pageTracker = _gat._getTracker("UA-xxxxxx-16");pageTracker._trackPageview();
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The Most Important Function
var pageTracker = _gat._getTracker("UA-xxxxxx-16");pageTracker._trackPageview("/RecordThisPageInstead.html");
This is known as a Virtual Pageview
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Multiple Virtual PageViews
var pageTracker = _gat._getTracker("UA-xxxxxx-16");pageTracker._trackPageview();
pageTracker._trackPageview("/RecordThisOneToo.html");
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Tracking non-HTML
pageTracker._trackPageview('/slideshow/puppy3.jpg');
Create Pageviews for Downloads, Outbound Links, Flash, AJAX, etc.
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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?
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Profiles &
Segmentation
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Pick Your Analogy
US Traffic
WorldWideTraffic
AdWordsOnly
Error Pages
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Profiles
US TrafficWorldWideTraffic AdWordsOnly Only Error
Pages
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Creating a New Profile
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Adding a new Profile
1. New code only if you enter a new domain2. Same domain (most common) uses existing tracking code
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Adding a new Profile
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Adding a new Profile
default.asp
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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
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sessionID
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Real World Example
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Profiles: Goals and Funnels
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Profiles: Goals and Funnels
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Profiles: Filters and Users
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Profiles: Filters and Users
Make URI Lower Case
Blog
Administrators have access to all profiles
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Internal Site Search: The Goldmine
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I t l Sit S h
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query parameter name
query parameter
value
Internal Site Search
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I t l Sit S h
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Internal Site Search
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Internal Site Search
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Internal Site Search
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
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Sub-domains & Cross Domain Tracking
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Parts of an URL
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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
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Subdomain Tracking
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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
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Cross-Domain Tracking
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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
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Sub-domain Tracking
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Sub domain Tracking
(1st party) Cookie domain:blog.websharedesign.com
(1st party) Cookie domain:websharedesign.com
Same trackingcode
Same trackingcode
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Subdomain Tracking
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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();
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Sub-domain Tracking
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g
Cookie domain:websharedesign.com
Cookie domain:websharedesign.com
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Sub domain Tracking Hostname Filter
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g
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Cross-domain Tracking
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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);
pageTracker._trackPageview();
For Google Store site:
pageTracker._setDomainName(GoogleStore.com");
For authorize.net site:
pageTracker._setDomainName(authorize.net");
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Multiple Accounts
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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
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Multiple Accounts
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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
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Multiple Accounts
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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");
pageTracker._trackPageview();
} catch(err) {}
try {var GMtracker = _gat._getTracker("UA-UUUUUU-ZZ");
GMtracker._trackPageview("/chevy/pricing/");
} catch(err) {}
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Regular Expressions
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Regular Expressions(A.K.A. RegEx)
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Regular Expressions
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Regular Expressions
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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.
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Regular Expressions
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Regular Expressions
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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
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Regular Expressions
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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
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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
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RegEx Quiz
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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
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RegEx Quiz
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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)
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Profile Filters Standard Filters Custom Filters
Advanced Filters
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Profile Filters (Permanent)
A l ti
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Secure GoogleAnalytics Servers
Browser/HTML Page
Analytics
Report Database
Standard Webserver
Site Search
Filters Applied
Goals & Funnels
AdWords GCLID Import
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Profile Filters (Permanent)
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Secure GoogleAnalytics Servers
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
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Browser Defined Fields
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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
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User/Website Defined Fields
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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
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Use Filters to Customize Profiles
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US TrafficWorldWide
Traffic AdWordsOnly Only ErrorPages
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Adding a filter
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Template Filters
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Custom Filters
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Request URI
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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
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Exclude Filter Example
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Anything that matches the filter is excluded
RegEx
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Unfiltered Profile Filtered Profile
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/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
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Include Filter Example
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Include Filters
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1,145
google / organic
yahoo / organic
msn / cpc
facebook / ppc
msn / cpc
facebook / ppc
Unfiltered Profile Filtered Profile
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Cascading Filters
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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
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Cascading Filters
Cascaded ExcludeFilters form a Logical OR
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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
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Lowercase Filters
URL Pageviews
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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
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Search and Replace Filters
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Search and Replace Filters
htt // l t / d t ? tid 2& d GO67005
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http://googlestore.com/product.asp?catid=2&code=GO67005
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Advanced Filters
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RegEx
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Filters Segment the Segments
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Filter Best Practice
Profile filters are permanent
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Profile filters are permanent(No reprocessing of data. Ever!)
Always create a raw unfiltered profile
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View More Than 500 Rows!
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Note: Unsupported Feature
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Quiz
Audience Quiz:
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Audience Quiz:How would I create a profile that had only GoogleAdWords traffic?
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AdWords Search Queries
Bidding on: Florida vacationPhrase Match:
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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,
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AdWords Search Queries
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In the past, an advanced filter was needed to see exactAdWords search queries.
AdWords Filter: Results
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Online Stores Are Easy
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Goals Why do you have a website?
Call Us
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e-Commerce
Lead GenerationCall Us
Mailing List
Information
Affiliate / Ads
Human Resources
??
Support
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Conversion Reporting
Audience Quiz:Assuming $1 profit per sale and both$0 30 CPC hi h i i fit bl ?
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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
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AdWords vs Analytics Conversion Tracking
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Google Onesie
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AdWords vs Analytics Conversion Tracking
Pageviews
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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
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Goal Creation
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Goal Creation
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Goal Creation
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Goal Creation
Step 2: Identify what makes the URI unique
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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
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Testing RegEx Match
Goal: To match our Google Consulting Services Pages
Pages I want to match:
/google-consulting-services/google-website-optimizer-consulting
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/google consulting services/google website optimizer consulting
/google-consulting-services/google-analytics-consulting-services
Goal URL (RegEx):
consulting
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Testing RegEx Match
Goal: To match our Google Consulting Services
Pages I want to match:
/google-consulting-services/google-website-optimizer-consulting
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/google consulting services/google website optimizer consulting
/google-consulting-services/google-analytics-consulting-services
Goal URL (RegEx):google(.*)consulting
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Testing RegEx Match
Goal: To match our Google Consulting Services
Pages I want to match:
/google-consulting-services/google-website-optimizer-consulting
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/g g g /g g p g
/google-consulting-services/google-analytics-consulting-services
Goal URL (RegEx):google(.*)consulting(.*)$
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Testing RegEx Match
Goal: To match our Google Consulting Services
Pages I want to match:
/google-consulting-services/google-website-optimizer-consulting
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g g g g g p g
/google-consulting-services/google-analytics-consulting-services
Goal URL (RegEx):services\/google(.*)consulting(.*)$
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Goal Creation
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How Google Analytics Works
AnalyticsStandard Webserver
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Secure GoogleAnalytics Servers
Browser/HTML Page
Report Database
Site Search
Filters Applied
Goals & Funnels
AdWords GCLID Import
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Details
Details
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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.)
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Goals: Defined Funnel Navigation
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126
Goals: Defined Funnel Navigation
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127
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Use of Required First Step
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Form Error:
130
Funnel Pitfalls
Form submits to itself
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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?
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132
Campaign Tracking
I fully believe halfI fully believe half
the money I spend onthe money I spend on
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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
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134
How Campaign Tracking Works
http://www.websharedesign.com/s4s?utm_campaign=campaign
&utm_source=source&utm_medium=medium&utm_content=content
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135
http://www.websharedesign.com/s4s?utm_campaign=campaign
&utm_source=source&utm_medium=medium&utm_content=content
How Campaign Tracking Works
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136
__utmz
www.websharedesign.com/s4s?utm_campaign=campaign&utm_source=source&utm_medium=
medium&utm content=content&utm term=ter
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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-
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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
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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
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144
Bing Paid Search Tagging
utm_source=msn utm_medium=cpc
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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
{ }
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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}
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http://www.redsox.com/index.jsp?utm_campaign=2009-ticket-sale&utm medium=banner&utm source=
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_ _boston.com&utm_content=125x125
http://www.redsox.com/index.jsp?utm_campaign
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=2009-ticket-
sale&utm_medium=banner&utm_source=boston.com&utm_content=468x60
Traffic Sources - Campaigns
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150
Email Tracking Ideas
Parameter Values
Campaign [Campaign Name]
Medium email
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151
Source gender-female
gender-malegender-allpurchase-last-30purchase-last60
Content free-shipping20-offproduct-creativevalue-creative
Use a Central Tracking Sheet
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152
AdWords
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153
AdWords
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154
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Why dont they match??
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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
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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
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- Create at least one Google Analytics Goal
- Link your GA Goal to AdWords
158
Goal Import Considerations
Analytics
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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?
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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
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162
Vanity URLs
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www.SimplifyYourSecurity.com
163
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Vanity URLs
Server Side 301 Redirect
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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
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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");
pageTracker._trackPageview();
166
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167
Cookies & Source Attribution
utmcsr=source| utmccn=Camp. Name | utmcmd=medium | utmctr=term
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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
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169
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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
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__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");
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pageTracker._setSessiontimeout(3600); //1 hourpageTracker._trackPageview();
172
Modifying the Conversion Referral Cookie
var pageTracker = _gat._getTracker("UA-xxxxxx-19");
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pageTracker._setCookieTimeout(2592000); //6 mos to 30 dayspageTracker._trackPageview();
173
Ignoring Keywords (Treat as Direct)
var pageTracker = _gat._getTracker("UA-xxxxxx-19");
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pageTracker._addIgnoreOrganic(websharedesign.com);pageTracker._trackPageview();
174
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Ecommerce Overview
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176
How to Enable E-commerce Reports?
Step 1:
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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._trackPageview();
pageTracker._addTrans(
"1234", // Order ID
Google Store", // Affiliation
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$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
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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?
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180
Custom SegmentationUser Defined Variables
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181
Custom Segmentation
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???
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
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Note:
Utilizes __utmv cookieSession values are based on the cookie status at the start of the visit
183
___
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$27.82
pageTracker._setVar(PriorPurchase');
184
Implementing Custom Segmentation
Via Drop Downs
Immediately/
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ImmediatelyWithin 1 MonthWithin 1 yearJust Browsing
Via Links
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186
New Feature MULTIPLE Custom Variables
VisitorVisits
Gender=male
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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)
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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
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Event Tracking
Pageview model Breaks Down
Virtual Pageviews have drawbacks
Event tracking is much more flexibleand allows for better segmentation
Great for:
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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
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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
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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
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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?
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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
Event Tracking Case Study
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196
Event Tracking Case Study
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197
Event Tracking Case Study
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?
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198
Event Tracking Case Study
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
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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
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200
Creating Custom Reports
Predefined Report Example:
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201
Custom Reporting
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202
Custom Reporting Available Metrics
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203
Custom Reporting Adding Metrics
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204
Custom Reporting Available Dimensions
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205
Custom Reporting Adding Dimensions
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206
Custom Reporting - Example
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207
Custom Reporting - Example
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208
Custom Reporting - Example
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209
Custom Reporting - Example
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210
Advanced Segmentation
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211
Advanced Segmentation Using Default Segments
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212
Advanced Segmentation Using Default Segments
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213
Advanced Segmentation Custom Segments
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214
Advanced Segmentation Creating Custom Segments
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215
Advanced Segmentation Creating Custom Segments
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216
Advanced Segmentation Creating Custom Segments
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217
Advanced Segmentation Creating Custom Segments
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218
Advanced Segmentation Creating Custom Segments
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219
Advanced Segmentation Creating Custom Segments
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220
Tons of Possibilities
Highly Engaged Visitors
Regular Visitors
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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!
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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
/products/flyingdisk.html
/privacy.html
/category/babystuff.html
/products/yoyo.html
/products/hat.html
/AboutUs.html
/products/yoyo.html/products/hat.html
/products/pocketPuzzle.html
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Type:Type: IncludeInclude
Filter Field:Filter Field:Request URIRequest URI
Filter Pattern:Filter Pattern:^/products/^/products/
/ShippingPolicy.html
/index.html
/checkout.html
/products/pocketPuzzle.html
p p
223
/products/flyingdisk.html
/privacy.html
/category/babystuff.html
/products/yoyo.html
/products/flyingdisk.html
/privacy.html
/products/yoyo.html
/ d t /h t ht l
Adv. Segments: Are Filters Unnecessary?
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/products/hat.html
/AboutUs.html/ShippingPolicy.html
/index.html
/checkout.html
/products/pocketPuzzle.html
/products/hat.html
/AboutUs.html
/ShippingPolicy.html
/index.html??224
Adv. Segments: Are Filters Unnecessary?
Adv. Segments areAdv. Segments are
SessionSessionbasedbased
Filters areFilters are
PageviewPageviewbasedbased
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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
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226
Data Export API
Secure GoogleAnalytics Servers
Standard Webserver
Sit S h
Analytics
API Query fromApplication
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Browser/HTML Page
Report Database
Site Search
Filters Applied
Goals & Funnels
AdWords GCLID Import
227
Mobile App Tracking
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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)
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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!
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(no peeking on notes!)230
Filters & Data Accuracy
61,709
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LowercaseLowercaseFilterFilter
231
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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
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Exclude QueryExclude QueryParametersParameters
234
Common Settings
/
/index.html
/index.html200
85
285
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DefaultDefaultPagePage
235
Common Filters
/services/aboutUs.html
/employees/TimeSheet.html/employees/PartyPlanning.php
/login/myDetails.asp
/services/aboutUs.html
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/login/myCalendar.asp
IncludeIncludeSubDirectorySubDirectory
236
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Filters & Data Accuracy
/index.php
/main.asp/home.html
www.mysite.com/index.php
blog.mysite.com/main.aspthirdpartyshoppingcart.com/home.html
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HostnameHostnameInjectionInjection
238
Filters & Data Accuracy
100.100.100.1 (my IP address) 20
100.100.100.2 (my company IP range) 40google / organic 600
660660
google / organic 600600
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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
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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
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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
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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:
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/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
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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!
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245
BACKUP
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Google Checkout - Configuration
1. Enable E-commerce tracking in your profile:
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http://code.google.com/apis/checkout/developer/checkout_analytics_integration.html
248
Google Checkout - Configuration
2a. Digitally Signed XML API Request:
GA.js
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http://code.google.com/apis/checkout/developer/checkout_analytics_integration.html
XML API?
249
Google Checkout - Configuration
2b. Server to Server Checkout API:
one more step:
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http://code.google.com/apis/checkout/developer/checkout_analytics_integration.html
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Google Checkout - Configuration
3. Configure your Goals:
/placeOrder.html
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/login.html/purchaseComplete.html
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Google Checkout - Configuration
3. Configure your Goals:
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Linking AdSense and Analytics
Analytics
Scenario 1:Have AS, but not GA yetScenario 2:Have separate AS and GA accounts
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YouTube Brand Channel
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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:
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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.
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