That Thing Called Analytics by JJ Pike

JJ PIKEMarketing Leader

Digital Room (Phils.), Inc.

@Jehrymine

“The Importance of Mastering the Fundamentals”

www.digitalroominc.com.ph

Why is Analytics Difficult?

• The numbers are overwhelming

• The graphs are confusing

• Goals are not clear

Web Analyticsthe study of online behavior in order to

improve it ~wikipedia

Google Analytics

• Website is your Patient

• Google Analytics is the X-Ray

Data Analyst Reporter

• Insights• Action• Comparisons• Value• Direction

• Page Views• Top 10 Pages• Monthly Visitors• Time on Site• Cut and Paste

Which side are you on?

Assess the Situation

Prioritize

Problems

Find

Solutions

Rookies use Tactics

Pros use Processes

The only way to improve the game of SEO is to master the basics and the

fundamentals.

Not using goals is a crime against

humanity.

“

”Avinash Kaushik

Analytics Evangelist, Google

Consistency is Key

– Write down and review your URL nomenclature before implementing it.

– When using manual UTM tagging, take note that GA is case sensitive.

– Define your goals based on the 3Cs (Context, Contrast and Comparison)

Accurate Insights Need Accurate Data

TIDY UP

EXCLUDING INTERNAL TRAFFIC

Tidy Up! – Excluding Internal Traffic

Step 1 – Find your Public IP by doing a quick search on Google.

Step 2– In GA, go to ‘Admin’ and click ‘Filters’ under VIEW. Select ‘Exclude’, ‘Traffic from the IP addresses’ ‘that are equal to’ and type your IP – Hit Save.

http://bit.ly/1HdkGIo

Tidy Up! – Excluding Internal Traffic

TIDY UP

LOWER CASE PARAM VALUES

• Go to Acquisition > All Traffic > Source/Medium

• Set Primary Dimension as ‘Source’

• Set for a longer date range

• Export Data and Open in Excel

STEP 1

Tidy Up! – Lowercase Values

In Excel, click Column A and Highlight for Duplicate Values – Then filter only duplicates

STEP 2

Tidy Up! – Lowercase Values

In Excel, click Column A and Highlight for Duplicate Values –Then filter only duplicates

Tidy Up! – Lowercase Values

STEP 3

Go back to GA Filters under VIEW,

– Create a Custom Filter

– Select ‘Lowercase’

– Type ‘Source’ under the Filter Field and Save.

Tidy Up! –Lowercase Values

STEP 4

ORGANIZING TRAFFIC

TIDY UP

A. If blog is a subdirectory- Create new Predefined Filter

- Select ‘that begins with’

- ‘traffic to subdirectories’

- ‘that are equal to’

- Enter your blog URI

- Hit Save

- Create new Custom Filter- Type in a Filter Name- Click ‘Include’- Select ‘Hostname’- Enter Filter Pattern

Note: To prevent your own subdomains from showing up as self-referrals, you need to add your subdomains to the referral exclusion list found under Property > Tracking Info > Referral Exclusion List

B. If blog is a subdomain

TIDY UP

EXCLUDING URL PARAMETERS++BONUS

URLs with Different Parameters are tracked as Unique Pages by Google

Analytics

Note:Only exclude parameters thatdoes not influence thecontent shown to the user (ie.Page/Price/Image Sorting,Product ID)

Step 1: Go to Behavior > Site Content > All Pages. Type ‘ \? ’ in the Search box then sort by

Pageviews.

Now identify query parameters that you want to exclude

Step 2: Go to Admin > View > View Settings; Type the query parameters that you want to exclude followed by a comma ( , ) and a space.

Tidy Up! – Excluding URL Parameters

TIDY UP

VIEWING FULL URLs..and stop getting hacked

GA Doesn’t Include Full Domains by Default

URL # of Pageviews

www.mywebsite.com/ 250

blog.mywebsite.com/ 150

shop.mywebsite.com/ 100

Ims.mywebsite.com/ 58

Nothing unusual

Digging deep..

Hmm..Something ain’t right

Our website was copied along with the Tracking Pixels

View Full URLsIn Admin

– View Filters

– Create Custom Filters

– Advanced

– Field A -> Extract A = Hostname | (.*)

– Field B -> Extract B = Request URI | (.*)

– Output To -> Constructor = Request URI | $A1$B1

– Field A Required = Yes

– Override Output Field = Yes

– HIT SAVE

ACCURATE INSIGHTS

NEED ACCURATE

DATA

THANK YOU!

JJ PIKEMarketing Leader

Digital Room (Phils.), Inc.

@Jehrymine