google analytics: advanced technical implementation
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Analytics: Implementation, Configuration, Analytics: Implementation, Configuration, & Advanced Topics& Advanced Topics
Presentation to J P MorganGlobal Equity Derivatives Group
Matt TrimmerMatt TrimmerPrincipal Consultant & Managing DirectorPrincipal Consultant & Managing Director
Slides:Slides:
http://www.slideshare.net/mrdtrimmerhttp://www.slideshare.net/mrdtrimmer
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Timings and housekeepingTimings and housekeeping Start 10:00Start 10:00 Break 11:15-11:30Break 11:15-11:30 Lunch 13:00-14:00Lunch 13:00-14:00 Break 15:15-15:30Break 15:15-15:30 Wrap-up 17:00Wrap-up 17:00
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Course OverviewCourse Overview Session 1 – Users, access, accounts, profiles and account Session 1 – Users, access, accounts, profiles and account
configurationconfiguration Understanding and auditing Google Analytics users.Understanding and auditing Google Analytics users. Understanding and creating new Google Accounts.Understanding and creating new Google Accounts. The Google Analytics Tracking Code (GATC) and versions.The Google Analytics Tracking Code (GATC) and versions. Checking your Google Analytics Tracking Code status.Checking your Google Analytics Tracking Code status. Assessing the health of your Google Analytics implementation.Assessing the health of your Google Analytics implementation. The ‘Referring Sites’ and ‘Referral Path’ reports.The ‘Referring Sites’ and ‘Referral Path’ reports. The ‘Hostnames’ report.The ‘Hostnames’ report. The ‘Browser and OS’ report.The ‘Browser and OS’ report. Creating new Google Analytics Accounts.Creating new Google Analytics Accounts. The Google Analytics Terms of Service and privacy.The Google Analytics Terms of Service and privacy. Configuring the Google Analytics Account settings.Configuring the Google Analytics Account settings. Creating new Profiles.Creating new Profiles. Duplicating existing Profiles.Duplicating existing Profiles. Adding, removing and modifying users.Adding, removing and modifying users.
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Course OverviewCourse Overview Session 2 – Profile configuration, filter Session 2 – Profile configuration, filter
administration and best-practice deploymentadministration and best-practice deployment Configuring Profile settings.Configuring Profile settings. Turning-on and configuring the ‘Site Search’ module.Turning-on and configuring the ‘Site Search’ module. Turning-on the ‘E-commerce’ module.Turning-on the ‘E-commerce’ module. Basic filter administration using predefined filters.Basic filter administration using predefined filters. Advanced filter administration using custom filters.Advanced filter administration using custom filters. Advanced filter administration using cascading filters.Advanced filter administration using cascading filters. Account and Profile structure: deployment considerations.Account and Profile structure: deployment considerations. Collecting data into multiple Google Analytics Accounts.Collecting data into multiple Google Analytics Accounts. Collecting data into multiple Google Analytics Profiles.Collecting data into multiple Google Analytics Profiles.
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Course OverviewCourse Overview Session 3 - Configuring complex goals, advanced Session 3 - Configuring complex goals, advanced
page tracking, event tracking and E-commercepage tracking, event tracking and E-commerce Understanding and using the pageTracker: ._trackPageview() Understanding and using the pageTracker: ._trackPageview()
and urchinTracker().and urchinTracker(). Tracking complex goals with Google Analytics.Tracking complex goals with Google Analytics. Tracking website server errors with Google Analytics.Tracking website server errors with Google Analytics. Tracking downloads with Google Analytics.Tracking downloads with Google Analytics. Tracking Flash, video and other rich media with Google Tracking Flash, video and other rich media with Google
Analytics.Analytics. Tracking outbound clicks, mailto events, on-site banners, form Tracking outbound clicks, mailto events, on-site banners, form
completions and other on-page objects with Google Analytics.completions and other on-page objects with Google Analytics. Understanding and using the "Event Tracking" module.Understanding and using the "Event Tracking" module. Understanding and using the "E-commerce" module.Understanding and using the "E-commerce" module.
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Course OverviewCourse Overview Session 4 - Google Analytics visitor tracking, common corruption issues and Session 4 - Google Analytics visitor tracking, common corruption issues and
best-practice codingbest-practice coding The Google Analytics visitor tracking technology.The Google Analytics visitor tracking technology. Understanding Google Analytics cookies.Understanding Google Analytics cookies. Diagnosing cookie corruption with Internet Explorer, Firefox and Chrome.Diagnosing cookie corruption with Internet Explorer, Firefox and Chrome. Understanding “Campaign Tagging” and Google Analytics cookie behaviour.Understanding “Campaign Tagging” and Google Analytics cookie behaviour. Considering “Campaign Tagging” and Search Engine Optimisation.Considering “Campaign Tagging” and Search Engine Optimisation. Understanding Google Adwords Auto-tagging and Google Analytics.Understanding Google Adwords Auto-tagging and Google Analytics. Coding Google Analytics for one domain with multiple sub-domain visitor transitioning.Coding Google Analytics for one domain with multiple sub-domain visitor transitioning. Coding Google Analytics for multiple top level domain visitor transitioning.Coding Google Analytics for multiple top level domain visitor transitioning. Coding Google Analytics cookie paths and domains for multiple Account and Profile deployment.Coding Google Analytics cookie paths and domains for multiple Account and Profile deployment. Understanding the Google Analytics Coding Wizard. Understanding the Google Analytics Coding Wizard. Coding Google Analytics to recognise existing “Campaign Tagging” standards.Coding Google Analytics to recognise existing “Campaign Tagging” standards. Coding mobile specific websites for Google Analytics tracking.Coding mobile specific websites for Google Analytics tracking. Understanding and modifying the Google Analytics organic search engine recognition system.Understanding and modifying the Google Analytics organic search engine recognition system. Understanding and using Google Analytics code modifications.Understanding and using Google Analytics code modifications. Understanding and using the multiple “Custom Variables” modules.Understanding and using the multiple “Custom Variables” modules. Getting Google Analytics help, support and advice.Getting Google Analytics help, support and advice.
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IntroductionsIntroductions Matt Trimmer & ivantage overviewMatt Trimmer & ivantage overview YouYou
Your roleYour role Your department/website/website areaYour department/website/website area Your objectives for attending todayYour objectives for attending today
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About ivantageAbout ivantage Founded in 2002 by Matt TrimmerFounded in 2002 by Matt Trimmer
IndependentIndependent Not compromised by being part of an all-purpose agencyNot compromised by being part of an all-purpose agency
The only UK agency to have 3 Google The only UK agency to have 3 Google certificationscertifications AdwordsAdwords Analytics Analytics (Google Analytics)(Google Analytics)
Urchin Urchin (Urchin Software from Google)(Urchin Software from Google)
London basedLondon based Ranked 33Ranked 33rdrd UK Agency according to New Media Age criteria UK Agency according to New Media Age criteria
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What we doWhat we do We specialise in growing online businesses byWe specialise in growing online businesses by
Generating website traffic usingGenerating website traffic using
Paid Search (PPC)Paid Search (PPC)
Natural Search (SEO)Natural Search (SEO)
Display AdvertisingDisplay Advertising
E-mail marketing E-mail marketing
Analysing website traffic usingAnalysing website traffic using
Web Analytics to accurately analyse how visitors find and interact with Web Analytics to accurately analyse how visitors find and interact with websiteswebsites
Converting website traffic usingConverting website traffic using
Conversion Rate Optimisation to convert visitors into customers or Conversion Rate Optimisation to convert visitors into customers or clientsclients
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How we do itHow we do it Using affordable technology and tools mostly Using affordable technology and tools mostly
from Google and from Google and bright, well-trained people who are passionate about what they dobright, well-trained people who are passionate about what they do
a focus on intelligent campaigns which deliver resultsa focus on intelligent campaigns which deliver results
high standards of service and client carehigh standards of service and client care
strong and enduring client relationships strong and enduring client relationships
ethical best practicesethical best practices
Our visionOur vision
To be recognised as the UK’s leading performance-driven Internet To be recognised as the UK’s leading performance-driven Internet marketing agencymarketing agency
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Managed servicesManaged services
Traffic generationTraffic generation Search Engine MarketingSearch Engine Marketing
PPC Campaign ManagementPPC Campaign Management PfP ManagePfP Manage
SEO ServicesSEO Services SEO ManageSEO Manage SEO ConsultSEO Consult
Display AdvertisingDisplay Advertising PfP ManagePfP Manage
Email MarketingEmail Marketing Email ManageEmail Manage
Traffic analysisTraffic analysis Web Analytics ImplementationWeb Analytics Implementation
Analytics AcceleratorAnalytics Accelerator Web Analytics InterpretationWeb Analytics Interpretation
Analytics InsightAnalytics Insight Web Analytics SupportWeb Analytics Support
Analytics Trouble ShooterAnalytics Trouble Shooter
Traffic conversionTraffic conversion Conversion Rate OptimisationConversion Rate Optimisation
CRO ManageCRO Manage
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Public, scheduled or private, on-site training Public, scheduled or private, on-site training workshopsworkshops
Google Analytics WorkshopsGoogle Analytics Workshops Google Analytics InterpretationGoogle Analytics Interpretation
Google Analytics ConfigurationGoogle Analytics Configuration
Google Adwords WorkshopsGoogle Adwords Workshops Google Adwords EssentialsGoogle Adwords Essentials
Google Adwords AdvancedGoogle Adwords Advanced
Urchin Software from Google WorkshopsUrchin Software from Google Workshops Urchin InterpretationUrchin Interpretation
Urchin ConfigurationUrchin Configuration
Search Engine Optimisation (SEO) WorkshopsSearch Engine Optimisation (SEO) Workshops SEO EssentialsSEO Essentials
SEO AdvancedSEO Advanced
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Client projects – multi-channel retailClient projects – multi-channel retail
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Client projects - business to businessClient projects - business to business
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Client projects – travel, manufacturing, Client projects – travel, manufacturing, agenciesagencies
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Introductions – your turnIntroductions – your turn YouYou
Your roleYour role Your department/website/website areaYour department/website/website area Your objectives for attending todayYour objectives for attending today
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Download Google ToolbarDownload Google Toolbar Go to GoogleGo to Google
Search for “Google Toolbar”Search for “Google Toolbar” Download toolbarDownload toolbar
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Accessing Google AnalyticsAccessing Google Analytics Google Account RequiredGoogle Account Required
Not a GMAIL accountNot a GMAIL account Personality attached to your email (corporate)Personality attached to your email (corporate) Central point for organising Google servicesCentral point for organising Google services
http://www.google.com/options/http://www.google.com/options/
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Exercise Exercise Get a Google AccountGet a Google Account
https://www.google.com/accounts/Loginhttps://www.google.com/accounts/Login
Need access to your email!Need access to your email!
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Exercise Exercise Login to Google AnalyticsLogin to Google Analytics Analytics Settings > Access Manager Analytics Settings > Access Manager
Who have access?Who have access? Who have administrator access?Who have administrator access? Too many people have administrator privileges?Too many people have administrator privileges?
Deleted profiles cannot be recovered!Deleted profiles cannot be recovered!
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Best practice user managementBest practice user management Use corporate emails onlyUse corporate emails only Restrict administrator accessRestrict administrator access Use Use webmaster@company.comwebmaster@company.com as administrator as administrator
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Google AnalyticsGoogle Analytics AccountsAccounts ProfilesProfiles
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Accounts & ProfilesAccounts & Profiles Accounts contain ProfilesAccounts contain Profiles AccountsAccounts
Unique Account IDUnique Account ID _uacct = "UA-225764-1";_uacct = "UA-225764-1";
Account NameAccount Name Linked to Google AdwordsLinked to Google Adwords
One to one relationshipOne to one relationship Adwords cost data is applied to the account (all profiles by default unless excluded)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 Adwords’ campaigns are applied to the account (all profiles by default unless filtered, you may
be tracking different website)be tracking different website) ProfilesProfiles
New domain profilesNew domain profiles Unique profile numberUnique profile number
_uacct = "UA-225764-_uacct = "UA-225764-9999";";
Existing domain profilesExisting domain profiles Same profile numberSame profile number _uacct = "UA-225764-_uacct = "UA-225764-11";";
RecommendRecommend One Adwords budgetOne Adwords budget One Google Analytics AccountOne Google Analytics Account
AgenciesAgencies Account for every client with adwords budgetAccount for every client with adwords budget
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Exercise Exercise Login to Google AnalyticsLogin to Google Analytics
Edit Analytics AccountEdit Analytics Account What is your Account ID?What is your Account ID? What is your Account Name?What is your Account Name?
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Exercise Exercise Login to Google AnalyticsLogin to Google Analytics
Edit a profileEdit a profile Check statusCheck status
What is your Account ID and Profile Number?What is your Account ID and Profile Number?
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Exercise Exercise Visit your websiteVisit your website
View source in your browserView source in your browser Find UA-Find UA- What is the Google Analytics tracking code?What is the Google Analytics tracking code? Does it match your account?Does it match your account? Does it match your profile?Does it match your profile?
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Exercise Exercise Login to Google AnalyticsLogin to Google Analytics
Create a profile for a new domainCreate a profile for a new domain www.mytestnewprofilewebsite.com www.mytestnewprofilewebsite.com
Create a profile for an existing domainCreate a profile for an existing domain My test existing profileMy test existing profile
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Legacy code/new codeLegacy code/new code
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Referral PathReferral Path Referring SitesReferring Sites
Is your own domain listed?Is your own domain listed? Drill down to Referral PathDrill down to Referral Path
Indicates non-tagged pagesIndicates non-tagged pages
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Network Properties – key metricsNetwork Properties – key metrics
HostnamesHostnames If you have multiple domains with the same website If you have multiple domains with the same website
content, which domains do visitors visit? content, which domains do visitors visit? This report displays the total number of page views that This report displays the total number of page views that
each domain received. each domain received. If a domain that is not one of yours appears on this If a domain that is not one of yours appears on this
report, the domain in question points to a website that report, the domain in question points to a website that has your urchin.js link (and possibly other content owned has your urchin.js link (and possibly other content owned by you). by you).
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User AdministrationUser Administration Access ManagerAccess Manager
Add usersAdd users Delete usersDelete users Access LevelsAccess Levels
View Reports onlyView Reports only Account AdministratorAccount Administrator
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Exercise Exercise Login to Google AnalyticsLogin to Google Analytics
Add a user to your new domain profileAdd a user to your new domain profile www.mattstestnewprofilewebsite.com www.mattstestnewprofilewebsite.com
Add a user to your existing domain profileAdd a user to your existing domain profile Matts test existing profileMatts test existing profile
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Break timeBreak time 15 Mins15 Mins
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What’s possible with Web AnalyticsWhat’s possible with Web Analytics What visitors are doing on your web siteWhat visitors are doing on your web site Not WHY they are doing it!Not WHY they are doing it!
Domain of usability/customer experienceDomain of usability/customer experience Onsite surveysOnsite surveys
Sampling visitors arriving/leavingSampling visitors arriving/leaving
Heuristic reviewsHeuristic reviews Experts reviewing your site against a set of criteria (heuristics)Experts reviewing your site against a set of criteria (heuristics)
Conversion Rate OptimisationConversion Rate Optimisation A/B testingA/B testing A/B/n testingA/B/n testing Multi-variate testingMulti-variate testing
Usability testsUsability tests Representative customers completing tasksRepresentative customers completing tasks
How visitors found your web siteHow visitors found your web site
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What’s possible with GAWhat’s possible with GA What visitors are doing on your websiteWhat visitors are doing on your website
Not why!Not why!
How visitors found your websiteHow visitors found your website Outcomes focusedOutcomes focused
GoalsGoals
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GoalsGoals Goals should be commercialGoals should be commercial
The commercial goals of your websiteThe commercial goals of your website Goals should map to visitor tasksGoals should map to visitor tasks
Visitors visit sites to accomplish tasksVisitors visit sites to accomplish tasks Tasks normally have a series of stepsTasks normally have a series of steps
FunnelFunnel Measure conversion through the taskMeasure conversion through the task
When goals match user tasksWhen goals match user tasks Harmony ensues!Harmony ensues!
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The importance of goals for you The importance of goals for you Commercially justify your workCommercially justify your work Focus your workFocus your work Prioritise your workPrioritise your work
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The importance of goals for you The importance of goals for you Goals map to business metricsGoals map to business metrics
Enable you to build a business case forEnable you to build a business case for AnalyticsAnalytics AnalysisAnalysis ActionAction
Goals focus on important paths and entrancesGoals focus on important paths and entrances Enable you to home-in on problem areasEnable you to home-in on problem areas
Reverse Goal PathReverse Goal Path Conversion by traffic sourceConversion by traffic source
Monetize goalsMonetize goals Enable you to Enable you to prioritiseprioritise areas to analyse and areas to analyse and optimiseoptimise
Give goals a goal valueGive goals a goal value Analyse $ IndexAnalyse $ Index
Contribution to goalContribution to goal Focus on high $ Index to increase goal conversionFocus on high $ Index to increase goal conversion
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You can use You can use Regular Expressions (RegEx)Regular Expressions (RegEx) to gain insight into the funnel path: to gain insight into the funnel path:
User exhibits behavior:User exhibits behavior: Page 1 = /index.htmlPage 1 = /index.html Page 2 = /category-footwear.htmlPage 2 = /category-footwear.html Page 3 = /category-clothing.htmlPage 3 = /category-clothing.html Page 4 = /category-headwear.htmlPage 4 = /category-headwear.html Page 5 = /products/red-kangol-hat-xc129.htmlPage 5 = /products/red-kangol-hat-xc129.html Page 6= /cart/basketview.htmlPage 6= /cart/basketview.html Page 7= /cart/registration.htmlPage 7= /cart/registration.html Page 8 = /cart/paymentoptions.htmlPage 8 = /cart/paymentoptions.html Goal = /cart/salesorderconfirmation.htmlGoal = /cart/salesorderconfirmation.html
Need to know conversion rate of categories to products to purchase:Need to know conversion rate of categories to products to purchase: Step 1: index\.htmlStep 1: index\.html Step 2-4: ^/category.*/Step 2-4: ^/category.*/ Step 5: ^/products.*/Step 5: ^/products.*/ Step 6: ^/cart/basketview.htmlStep 6: ^/cart/basketview.html Step 7: ^/cart/registration.htmlStep 7: ^/cart/registration.html Step 8 : ^/cart/paymentoptions.htmlStep 8 : ^/cart/paymentoptions.html Goal: ^/cart/salesorderconfirmation.htmlGoal: ^/cart/salesorderconfirmation.html
Goals and funnelsGoals and funnels
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Regular ExpressionsRegular Expressions Used in Google AnalyticsUsed in Google Analytics
FiltersFilters GoalsGoals
Posix regular expressions Posix regular expressions Match or capture portions of a field Match or capture portions of a field Using wildcards and metacharactersUsing wildcards and metacharacters
Test your regular expressionsTest your regular expressions http://www.quanetic.com/regex.phphttp://www.quanetic.com/regex.php
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Goal and funnel behaviorGoal and funnel behavior
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Exercise Exercise Visit Bonsoirdirect.comVisit Bonsoirdirect.com
View source on the home pageView source on the home page Find UA-Find UA-
View source on a product pageView source on a product page Find UA-Find UA-
View source on a the checkout pageView source on a the checkout page Where you are asked if you are new or returningWhere you are asked if you are new or returning Find UA –Find UA – What do you notice?What do you notice?
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Tracking virtual page viewsTracking virtual page views
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Goal configurationGoal configuration Goal URLGoal URL
The confirmation of a taskThe confirmation of a task Goal NameGoal Name
A meaningful nameA meaningful name Active GoalActive Goal
On/OffOn/Off StepsSteps
Step1 – Required ?Step1 – Required ? 2-10 (112-10 (11thth is goal URL) is goal URL)
Case SensitiveCase Sensitive Any step?Any step?
Match TypeMatch Type http://www.google.com/support/googleanalytics/bin/answer.py?answer=55514&query=head+match&topic=&type=http://www.google.com/support/googleanalytics/bin/answer.py?answer=55514&query=head+match&topic=&type= ExactExact
www.example.co.uk/checkout.cgi?page=1&id=9982251615www.example.co.uk/checkout.cgi?page=1&id=9982251615 HeadHead
www.example.co.uk/checkout.cgi?pagewww.example.co.uk/checkout.cgi?page=1=1 Regular Expression matchRegular Expression match
page=1 page=1 sports.example.co.uk/checkout.cgi?page=1&id=002sports.example.co.uk/checkout.cgi?page=1&id=002 as well as as well as fishing.example.co.uk/checkout.cgi?fishing.example.co.uk/checkout.cgi?
page=1&language=fr&id=119page=1&language=fr&id=119 Goal ValueGoal Value
Important for b2b goalsImportant for b2b goals
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Exercise Exercise Think about the goals for your websiteThink about the goals for your website
Write down your goals in notepadWrite down your goals in notepad Contact UsContact Us SaleSale LeadLead
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Exercise Exercise Configure a goal for your siteConfigure a goal for your site
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Google Analytics Profile ConfigurationGoogle Analytics Profile Configuration
ProfileProfile WebsiteWebsite Home pageHome page URL exclusionsURL exclusions E-commerceE-commerce Site SearchSite Search Event TrackingEvent Tracking
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Exercise Exercise Check your top contentCheck your top content
Dou you haveDou you have \ and\ and Index.htm or index.html or default.htm or default.htmlIndex.htm or index.html or default.htm or default.html
Set your websiteSet your website Set your home pageSet your home page Set any exclusionsSet any exclusions Turn on e-commerceTurn on e-commerce
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The Urchin Tracker RevisitedThe Urchin Tracker Revisited
Tracking Flash, Video, AJAX and downloadsTracking Flash, Video, AJAX and downloads Fake page view counterFake page view counter UseUse
Custom 404sCustom 404s In flashIn flash AJAXAJAX VideoVideo DownloadsDownloads Outbound clicksOutbound clicks Onsite advertisingOnsite advertising
Use virtual directoryUse virtual directory
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Tracking custom 404sTracking custom 404s
pageTracker._trackPageview("/404-error-on?pageTracker._trackPageview("/404-error-on?page=" + document.location.pathname + page=" + document.location.pathname + document.location.search + "&from=" + document.location.search + "&from=" + document.referrer); document.referrer);
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Tracking downloadsTracking downloads
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Tracking downloads – hackTracking downloads – hack
http://www.goodwebpractices.com/roi/track-downlhttp://www.goodwebpractices.com/roi/track-downloads-in-google-analytics-automatically.htmloads-in-google-analytics-automatically.html
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Tracking downloads – hack#2Tracking downloads – hack#2
http://blog.immeria.net/2009/01/google-analytics-http://blog.immeria.net/2009/01/google-analytics-script-to-track.htmlscript-to-track.html
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Event TrackingEvent Tracking Components that make up Google Analytics Event Tracking Components that make up Google Analytics Event Tracking
data modeldata model ObjectsObjects ActionsActions LabelsLabels ValuesValues Implicit CountImplicit Count
ObjectsObjects The term "Object" in the event tracking data model is applied to named The term "Object" in the event tracking data model is applied to named
instances of the event tracker class that you have created for tracking instances of the event tracker class that you have created for tracking website events.website events.
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LunchLunch
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Challenges with Web AnalyticsChallenges with Web Analytics Log filesLog files Visitor identificationVisitor identification
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How does GA measure visitors? How does GA measure visitors? Traditional logfile analysisTraditional logfile analysis Page TaggingPage Tagging 11stst Party Cookies Party Cookies
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Web servers & browsersWeb servers & browsers
Browser
The server sends back the requested page
Browser connects to a web server and requests a page
Browser Web server
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Web Access Logs (Server side collection)Web Access Logs (Server side collection)
Browser Web server203.193.165.78
www.yoursite.com
Access log
Requesting IP Data Status Size Document User Agent/Browser Referrer203.193.165.78 [23/Sep/2008:03:08:07 404 205 http://www.ivantage.co.uk/contact-form.aspx-id=123.htm Firefox/2.0.0.16 -74.6.18.253 [23/Sep/2008:03:55:11 200 17057 http://www.ivantage.co.uk/web-analytics/urchin-training-consulting.htm Yahoo! Slurp -61.135.168.39 [23/Sep/2008:04:11:45 200 23292 http://www.ivantage.co.uk/contact-form.aspx-id=123.htm Baiduspider -88.211.13.198 [23/Sep/2008:09:15:56 200 2956 http://www.ivantage.co.uk/ppc-management/ppc-search-engine-marketing.htm MSIE 7.0 Google65.55.210.18 [23/Sep/2008:09:16:43 200 690 http://www.ivantage.co.uk/web-analytics/web-site-analytics.htm msnbot/1.1 -
User Agent/Browser ReferrerFirefox/2.0.0.16 -Yahoo! Slurp -Baiduspider -MSIE 7.0 Googlemsnbot/1.1 -
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Logs recordLogs record
• IP addressesIP addresses• Of browsers (visitors)Of browsers (visitors)
• Dynamic IPs at ISPDynamic IPs at ISP• 10 per month per visitor10 per month per visitor
• Of robotsOf robots • Normally identify themselves asNormally identify themselves as
• User Agent typeUser Agent type• GooglebotGooglebot
• MSNbotMSNbot
• SlurpSlurp
• However, not all can be filteredHowever, not all can be filtered• Names not knownNames not known
• Some deliberately avoid detectionSome deliberately avoid detection• Price comparisonPrice comparison
• SpamSpam
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So GA uses CookiesSo GA uses Cookies
• Text files sent to browsers by websitesText files sent to browsers by websites• 11STST or 3 or 3rdrd party party
• Visit apple.com Visit apple.com • apple.com issues cookies (1apple.com issues cookies (1stst party) party)
• If banana.com attempts to issue cookies (3If banana.com attempts to issue cookies (3rdrd party) party)
• Session and persistentSession and persistent• SessionSession
• Last for 30 minutes or longerLast for 30 minutes or longer
• PersistentPersistent• Lasts for 6 monthsLasts for 6 months
• Search engines do not generally accept Search engines do not generally accept cookiescookies
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client web serverNew Visitor
Access log
client web serverCookie
Returning Visitor
Access log
Cookie present
Cookie not present
Persistent cookiesPersistent cookies
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Weaknesses of cookies?Weaknesses of cookies?
• Machine dependantMachine dependant• As close as we can get to a personAs close as we can get to a person
• Although modern OSs have multiple user IDsAlthough modern OSs have multiple user IDs• User 1, User2, User 3User 1, User2, User 3
• Can be clearedCan be cleared• Worst scenario?Worst scenario?
• Can be blocked/not acceptedCan be blocked/not accepted• Most E-commerce site use 1Most E-commerce site use 1stst party cookies to make basket party cookies to make basket
functionfunction• So blocking 1So blocking 1stst party cookies degrades your Internet experience party cookies degrades your Internet experience
• 33rdrd party cookies are often blocked party cookies are often blocked
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Web Access Logs (Server side collection)Web Access Logs (Server side collection)
Browser Web server203.193.165.78
www.yoursite.com
Access log
Requesting IP Data Status Size Document User Agent/Browser Referrer203.193.165.78 [23/Sep/2008:03:08:07 404 205 http://www.ivantage.co.uk/contact-form.aspx-id=123.htm Firefox/2.0.0.16 -74.6.18.253 [23/Sep/2008:03:55:11 200 17057 http://www.ivantage.co.uk/web-analytics/urchin-training-consulting.htm Yahoo! Slurp -61.135.168.39 [23/Sep/2008:04:11:45 200 23292 http://www.ivantage.co.uk/contact-form.aspx-id=123.htm Baiduspider -88.211.13.198 [23/Sep/2008:09:15:56 200 2956 http://www.ivantage.co.uk/ppc-management/ppc-search-engine-marketing.htm MSIE 7.0 Google65.55.210.18 [23/Sep/2008:09:16:43 200 690 http://www.ivantage.co.uk/web-analytics/web-site-analytics.htm msnbot/1.1 -
User Agent/Browser ReferrerFirefox/2.0.0.16 -Yahoo! Slurp -Baiduspider -MSIE 7.0 Googlemsnbot/1.1 -
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22ndnd request for a page with log files request for a page with log files
Browser Web server
203.193.165.78
Re-load or
Visit from bookmark
www.yoursite.com
Access log
Requesting IP Data Status Size Document User Agent/Browser
Cache
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• Counted once Counted once • 22ndnd Refreshed Refreshed
• Request from the same IP addressRequest from the same IP address
• Not recorded in Web Access Log!Not recorded in Web Access Log!
• Logs alone may miss 20-30% of page viewsLogs alone may miss 20-30% of page views
Cached pagesCached pages
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So GA uses page taggingSo GA uses page tagging• Every page is tagged with JavaScriptEvery page is tagged with JavaScript
• Ensures even when pages are served from cacheEnsures even when pages are served from cache• JavaScript executesJavaScript executes
• A .gif (1x1 pixel image in loaded with the page)A .gif (1x1 pixel image in loaded with the page)
• Web Access log is updatedWeb Access log is updated
• Search Engines do not generally execute JavaScriptSearch Engines do not generally execute JavaScript• Neither do some mobiles and PDAsNeither do some mobiles and PDAs
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Easy, accurate tracking?Easy, accurate tracking?
• JavaScript Page TaggingJavaScript Page Tagging• With a .gifWith a .gif
• CookiesCookies• 11stst party party
• In the case of GAIn the case of GA• Free does not mean cheap!Free does not mean cheap!
• What will GA miss?What will GA miss?
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How Google Analytics WorksHow Google Analytics Works
Browser/HTML Page
Users reaches page;triggers the Google
Analytics javascript.
Referral
Direct
Organic Search
PPC Search
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The Google Analytics tracking code (legacy)The Google Analytics tracking code (legacy)
<HTML>
<HEAD>
<TITLE>My Website</TITLE></HEAD>
<BODY>
….
<script src="http://www.google-analytics.com/urchin.js" type="text/javascript"></script><script type="text/javascript"> _uacct = "UA-55241-1"; urchinTracker();</script>
</BODY>
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The Google Analytics tracking code (new)The Google Analytics tracking code (new)
<HTML>
<HEAD>
<TITLE>My Website</TITLE></HEAD>
<BODY>
….
<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">var pageTracker = _gat._getTracker("UA-749875-1");pageTracker._trackPageview();</script>
</BODY>
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JavaScript executesJavaScript executes
Secure Google Servers
Browser/HTML Page
JavaScript executes; creates 1st party cookies and requests a __utm.gif
from Google servers
__utm.gif
cookies
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The ___utm.gif request to Google sends…The ___utm.gif request to Google sends…
__utm.gif?__utm.gif?utmwv=6.3utmwv=6.3&&utmn=101027544utmn=101027544&&utmsr=1280x854utmsr=1280x854&&utmsc=32-bitutmsc=32-bit&&utmul=enutmul=en&&utmje=1utmje=1&&utmjv=1.5utmjv=1.5&&utmfl=7.0 utmfl=7.0 r24r24&&utmdt=My%20Websiteutmdt=My%20Website&&utmhn=www.site.comutmhn=www.site.com&&utmp=/index.htmlutmp=/index.html&&utmac=UA-51244-4utmac=UA-51244-4&&utmcc=__utmautmcc=__utma%3D117945243.823564440.1131054947.1131080858.1133834608.4%3B+__utmb%3D117945243%3B+__utmc%3D117945243.823564440.1131054947.1131080858.1133834608.4%3B+__utmb%3D117945243%3B+__utmc%3D117945243%3B+__utmz%3D117945243.1131054947.1.1.utmccn%3D%28Spring%20Sale%29%7Cutmcsr%3D%3D117945243%3B+__utmz%3D117945243.1131054947.1.1.utmccn%3D%28Spring%20Sale%29%7Cutmcsr%3D%28google%29%7Cutmcmd%3D%28ppc%29% %7Cutmtm%3D%28shoes%29%3B%28google%29%7Cutmcmd%3D%28ppc%29% %7Cutmtm%3D%28shoes%29%3B
Screen Resolution: 1280x854
Screen Colors: 32-bit
Browser Language: English(en)
Java Enabled? Yes (1)
Java Version: 1.5
Flash Version: 7.0r24
Page Title: My Site
Filename: /index.html
Google Analytics Account: UA-51244-4
Visits: 4
Campaigns Clicked: 1
Campaign: Google(PPC) Spring Sale (shoes)
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UTMa UTMa Domain, Visitor IdentifiersDomain, Visitor Identifiers
__utmz=171169442.1115176675.1.1.utmccn=(organic)|utmcsr=yahoo|utmctr=www.any+sunday+riders.com|utmcmd=organic
__utma=171169442.255036238.1115176675.1115176675.1115176675.1;
UTMb Session Identifier__utmb=171169442;
UTMc Session Identifier__utmc=171169442;
UTMv Visitor Segmentation
UTMz Campaign Variables
UTMb Session Identifier
Google Analytics cookiesGoogle Analytics cookies
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Data is viewed in GA interfaceData is viewed in GA interface
Report Data
Analytics
Secure Google Servers
Data is processed and stored into report data
tables which is then read to produce reports
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Exercise Exercise Clear your cookiesClear your cookies
If you don’t mindIf you don’t mind Visit your websiteVisit your website View the Google Analytics cookiesView the Google Analytics cookies
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Visits and visitors - key metricsVisits and visitors - key metrics VisitsVisits
The number of visits received by your site is the most basic The number of visits received by your site is the most basic
measure of how effectively you promote your site.measure of how effectively you promote your site. Visitor typeVisitor type
NewNew New CookieNew Cookie
ReturningReturning Existing CookieExisting Cookie
Absolute Unique Visitors (Uniques)Absolute Unique Visitors (Uniques) How many How many people people came to your site? came to your site? This report graphs This report graphs peoplepeople instead of visits instead of visits
All visits from the same user for the entire active date rangeAll visits from the same user for the entire active date range Aggregated so that they will be counted as a single absolute unique Aggregated so that they will be counted as a single absolute unique
visitorvisitor Regardless of how many different days they visited your site and Regardless of how many different days they visited your site and
how many times they visited your site on each dayhow many times they visited your site on each day
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Control 30 min cookie timeoutControl 30 min cookie timeout
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Control 6 month cookie timeoutControl 6 month cookie timeout
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Tracking sub-domainsTracking sub-domains
A.dog.comA.dog.com B.dog.comB.dog.com C.dog.comC.dog.com Set your site (dog.com) to the root domainSet your site (dog.com) to the root domain
Set Domain Name FunctionSet Domain Name Function
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Tracking sub-domainsTracking sub-domains
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Tracking sub-domains – issuesTracking sub-domains – issues
A.dog.com/index.htmlA.dog.com/index.html B.dog.com/index.htmlB.dog.com/index.html C.dog.com/index.htmlC.dog.com/index.html
Filter TypeFilter Type: Custom filter > Advanced : Custom filter > Advanced Field AField A: Hostname: HostnameExtract AExtract A: (.*) : (.*) Field BField B: Request URI : Request URI Extract BExtract B: (.*) : (.*) Output ToOutput To: Request URI : Request URI ConstructorConstructor: $A1/$B1 : $A1/$B1
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Filter AdministrationFilter Administration Exclude all traffic from a domainExclude all traffic from a domain Exclude all traffic from an IP addressExclude all traffic from an IP address Include only traffic to a subdirectoryInclude only traffic to a subdirectory Custom filterCustom filter
ExcludeExclude IncludeInclude Lowercase (translation)Lowercase (translation) Uppercase (translation)Uppercase (translation) Search and ReplaceSearch and Replace Lookup TableLookup Table AdvancedAdvanced
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Filter AdministrationFilter Administration
Filters act on fieldsFilters act on fields http://www.google.com/support/googleanalytics/bin/http://www.google.com/support/googleanalytics/bin/
answer.py?answer=55588answer.py?answer=55588
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Exercise Exercise For your profile you created earlierFor your profile you created earlier
Add a filter for your IP addressAdd a filter for your IP address Whatismyip.comWhatismyip.com
Now add an IP rangeNow add an IP range http://www.google.com/support/analytics/bin/answer.py?http://www.google.com/support/analytics/bin/answer.py?
hl=en-uk&answer=55572hl=en-uk&answer=55572 Add a filter to exclude a domain currently referring visitors to Add a filter to exclude a domain currently referring visitors to
your websiteyour website Add a filter to a sub-directory on your siteAdd a filter to a sub-directory on your site
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Exercise Exercise Can you apply a search and replace filter?Can you apply a search and replace filter? What use is a Look-up table filter?What use is a Look-up table filter?
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Exercise Exercise Can you apply a filter to include the hostname of your Can you apply a filter to include the hostname of your
website in reports?website in reports?
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Tracking across domains via a linkTracking across domains via a link
Dog.comDog.com Cat.comCat.com Set your site to noneSet your site to none
Set Domain Name functionSet Domain Name function
Transfer cookies to the new domain via URLTransfer cookies to the new domain via URL HTTP GetHTTP Get Use the Link functionUse the Link function
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Tracking across multiple domains via a linkTracking across multiple domains via a link
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Tracking across domains via a formTracking across domains via a form
Dog.comDog.com Cat.comCat.com Set your site to noneSet your site to none
Set Domain Name functionSet Domain Name function
Transfer cookies to the new domain via formTransfer cookies to the new domain via form HTTP PostHTTP Post Use the Link Post functionUse the Link Post function
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Tracking across domains via a formTracking across domains via a form
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Set cookie path to other than root /Set cookie path to other than root /
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Tracking to multiple accountsTracking to multiple accounts
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E-commerce tracking (legacy)E-commerce tracking (legacy)
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E-commerce (new code)E-commerce (new code)
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Reduce data collection optionsReduce data collection options
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Setting the sample rate – don’t track every Setting the sample rate – don’t track every visitorvisitor
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The User-Defined SegmentThe User-Defined Segment In addition to segmenting users along pre-defined In addition to segmenting users along pre-defined
segments such as geographic region and language segments such as geographic region and language preference, Google Analytics allows you to define custom preference, Google Analytics allows you to define custom segments and analyse the behaviour of each segmentsegments and analyse the behaviour of each segment For example, you might ask visitors to select their job category (such For example, you might ask visitors to select their job category (such
as Engineering, Marketing, motorcycle stunt riding, etc) from a formas Engineering, Marketing, motorcycle stunt riding, etc) from a form You could then analyse browsing and buying behaviour based upon the You could then analyse browsing and buying behaviour based upon the
selected job categoriesselected job categories To set a visitor segment, simply call the JavaScript _setVar functionTo set a visitor segment, simply call the JavaScript _setVar function
For example, make the following call anywhere on the web page below your For example, make the following call anywhere on the web page below your tracking code:tracking code:
<script type="text/javascript">pageTracker._setVar('Marketing/PR');</script><script type="text/javascript">pageTracker._setVar('Marketing/PR');</script>
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The User-Defined SegmentThe User-Defined Segment Examples:Examples:
Assign visitors to a particular page to the "Marketing/PR" segmentAssign visitors to a particular page to the "Marketing/PR" segment
In this example, anyone who visits the page will be assigned to the In this example, anyone who visits the page will be assigned to the "Marketing/PR" segment."Marketing/PR" segment. <body onLoad="javascript:pageTracker._setVar('Marketing/PR');"><body onLoad="javascript:pageTracker._setVar('Marketing/PR');">
Assign users to a segment when a link is clickedAssign users to a segment when a link is clicked <a href="link.html" onClick="pageTracker._setVar('Marketing/PR');">Click here</a><a href="link.html" onClick="pageTracker._setVar('Marketing/PR');">Click here</a>
Assign visitors to a segment based on their form selectionAssign 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.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);"><form onSubmit="pageTracker._setVar(this.mymenu.options [this.mymenu.selectedIndex].value);">
<select name=mymenu><select name=mymenu>
<option value="Technical/Engineering"><option value="Technical/Engineering">
Technical/Engineering</option>Technical/Engineering</option>
<option value="Marketing/PR">Marketing/PR</option><option value="Marketing/PR">Marketing/PR</option>
<option value="Manufacturing">Manufacturing</option><option value="Manufacturing">Manufacturing</option>
<option value="General Management">General Management</option><option value="General Management">General Management</option>
Voucher codes at checkoutVoucher codes at checkout Measure off-line marketing promotionsMeasure off-line marketing promotions
What‘s important for you to know about your visitors?What‘s important for you to know about your visitors?
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Segmenting visitor typesSegmenting visitor types
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Adding organic sourcesAdding organic sources
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Custom Campaign fieldsCustom Campaign fields
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Custom Campaign fieldsCustom Campaign fields
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Setting organic keyword ignoresSetting organic keyword ignores
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Changing ? to # for campaign trackingChanging ? to # for campaign tracking
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Obtaining non-PII visitor cookie IDObtaining non-PII visitor cookie ID
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Tracking to Urchin and GATracking to Urchin and GA
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Help! Help! Google Analytics help centreGoogle Analytics help centre Google Analytics blogGoogle Analytics blog 90 days support from ivantage after today90 days support from ivantage after today
support@ivantage.co.uk support@ivantage.co.uk
Paid support from ivantagePaid support from ivantage Trouble shooterTrouble shooter
Paid insight from ivantagePaid insight from ivantage Analytics InsightAnalytics Insight
Paid implementation, configuration and optimisationPaid implementation, configuration and optimisation Analytics AcceleratorAnalytics Accelerator
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The EndThe End
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Break timeBreak time
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Visitors menu - key metricsVisitors menu - key metrics VisitsVisits
Graph by day, week, monthGraph by day, week, month The number of visits received by your site is the most basic measure of how effectively The number of visits received by your site is the most basic measure of how effectively
you promote your site.you promote your site. Visitor typeVisitor type
NewNew New CookieNew Cookie
ReturningReturning Existing CookieExisting Cookie
A high number of new visitors suggests that you are successful at driving traffic to A high number of new visitors suggests that you are successful at driving traffic to your site while a high number of return visitors suggests that the site content is your site while a high number of return visitors suggests that the site content is engaging enough for visitors to come back. engaging enough for visitors to come back.
Absolute Unique Visitors (Uniques)Absolute Unique Visitors (Uniques) How many How many people people came to your site? came to your site? This report graphs This report graphs peoplepeople instead of visits instead of visits
All visits from the same user for the entire active date rangeAll visits from the same user for the entire active date range Aggregated so that they will be counted as a single absolute unique visitorAggregated so that they will be counted as a single absolute unique visitor Regardless of how many different days they visited your site and how many times they Regardless of how many different days they visited your site and how many times they
visited your site on each dayvisited your site on each day
LanguagesLanguages of the browserof the browser
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Terminology Terminology HitsHits
A request to the web server for a file. This can be an HTML page, an image (jpeg, gif, png, etc.), A request to the web server for a file. This can be an HTML page, an image (jpeg, gif, png, etc.), a sound clip, a cgi script and many other file types. An HTML page can account for several hits: a sound clip, a cgi script and many other file types. An HTML page can account for several hits: the page itself, each image on the page and any embedded sound or video clips. Therefore, the the page itself, each image on the page and any embedded sound or video clips. Therefore, the number of hits that a website receives is not a valid popularity gauge but rather an indication of number of hits that a website receives is not a valid popularity gauge but rather an indication of server use and loading. server use and loading.
Measure UniquesMeasure Uniques
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Traffic Sources - key conceptsTraffic Sources - key concepts DirectDirect Search Engines Search Engines ReferralsReferrals Campaign, Medium and SourceCampaign, Medium and Source
Medium Source CampaignOrganic Search Engines Not SetReferral Referrers Not Set
None Direct Not SetCPC Google Adwords Google Adwords Campaigns
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Traffic Sources - key metricsTraffic Sources - key metrics DirectDirect
How do the people who clicked a bookmark to come to your site or How do the people who clicked a bookmark to come to your site or typed your site URL into their browser compare to the "average" visitor typed your site URL into their browser compare to the "average" visitor to your site? to your site?
Direct traffic can include visitors recruited via offline (i.e. print, Direct traffic can include visitors recruited via offline (i.e. print, television) campaignstelevision) campaigns
Use the "Segment" pull-down menu to segment Direct visits by location, Use the "Segment" pull-down menu to segment Direct visits by location, visitor type or other factorvisitor type or other factor
Anything else?Anything else? Referring Sites Referring Sites
How do the people referred from other sites compare to the "average" How do the people referred from other sites compare to the "average" visitor to your site? visitor to your site?
The graph shows overall trends. (Select a metric from the pull-down The graph shows overall trends. (Select a metric from the pull-down menu in the upper right section of the graph.) menu in the upper right section of the graph.)
The table segments referral traffic by site or by another factor that you The table segments referral traffic by site or by another factor that you select (using the “Dimension" pull-down menu).select (using the “Dimension" pull-down menu).
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AutotaggingAutotagging
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Apply cost dataApply cost data
Top ContentTop Content
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Tagging other mediaTagging other media The five dimensions of campaign tracking Google Analytics The five dimensions of campaign tracking Google Analytics
tracks online campaigns using a combination of the tracks online campaigns using a combination of the following five marketing dimensions:following five marketing dimensions: Source Source Medium Medium Term Term Content Content Campaign Campaign
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Tagging other mediaTagging other media SourceSource
Every referral to a web site has an origin or Every referral to a web site has an origin or sourcesource. Examples of sources are the Google . Examples of sources are the Google search engine, the AOL search engine, the name of a newsletter or the name of a referring search engine, the AOL search engine, the name of a newsletter or the name of a referring website.website.
MediumMedium The The mediummedium helps to qualify the source; together, the source and medium provide specific helps to qualify the source; together, the source and medium provide specific
information about the origin of a referral. For example, in the case of a Google search information about the origin of a referral. For example, in the case of a Google search engine source, the medium might be "cost-per-click", indicating a sponsored link for which engine source, the medium might be "cost-per-click", indicating a sponsored link for which the advertiser paid, or "organic", indicating a link in the unpaid search engine results. In the advertiser paid, or "organic", indicating a link in the unpaid search engine results. In the case of a newsletter source, examples of medium include "email" and "print".the case of a newsletter source, examples of medium include "email" and "print".
TermTerm The The termterm or or keywordkeyword is the word or phrase that a user types into a search engine. is the word or phrase that a user types into a search engine.
ContentContent The The contentcontent dimension describes the version of an advertisement on which a visitor dimension describes the version of an advertisement on which a visitor
clicked. It is used in content-targeted advertising and clicked. It is used in content-targeted advertising and Content (A/B) TestingContent (A/B) Testing to determine to determine which version of an advertisement is most effective at attracting profitable leads.which version of an advertisement is most effective at attracting profitable leads.
CampaignCampaign The The campaigncampaign dimension differentiates product promotions such as "Spring Ski Sale" or dimension differentiates product promotions such as "Spring Ski Sale" or
slogan campaigns such as "Get Fit For Summer". slogan campaigns such as "Get Fit For Summer".
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Tagging other mediaTagging other media
URL builderURL builder http://www.google.com/support/analytics/bin/answer.py?http://www.google.com/support/analytics/bin/answer.py?
hl=en-uk&answer=55578hl=en-uk&answer=55578The table lists all the pages which The table lists all the pages which were viewed on your site. were viewed on your site.
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Site OverlaySite Overlay IssuesIssues
The Site Overlay report displays clicks on standard links that are embedded on The Site Overlay report displays clicks on standard links that are embedded on that page. Its functionality is currently limited to static pages that have unique that page. Its functionality is currently limited to static pages that have unique links to content located elsewhere on the website.links to content located elsewhere on the website.
The site overlay report is not currently able to work with the following types of The site overlay report is not currently able to work with the following types of content:content:
* JavaScript links* JavaScript links * Virtual page views created with urchinTracker* Virtual page views created with urchinTracker * URL redirects* URL redirects * URL rewrite filters* URL rewrite filters * Links to sub-domain pages* Links to sub-domain pages * Frames* Frames
In the cases above, it's common to see missing overlay bars or bars with no In the cases above, it's common to see missing overlay bars or bars with no content. If there are multiple links on a page that all point to the same place, content. If there are multiple links on a page that all point to the same place, Google Analytics will total the clicks on all those links and display the total Google Analytics will total the clicks on all those links and display the total number for each overlay bar on each of those common links.number for each overlay bar on each of those common links.
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Site OverlaySite Overlay Additional reasons for incomplete or missing Site Overlay reports Additional reasons for incomplete or missing Site Overlay reports
include:include: Format of the HyperlinksFormat of the Hyperlinks
If you're using relative hyperlinks, make sure that you add a slash before the actual folder or page If you're using relative hyperlinks, make sure that you add a slash before the actual folder or page name. For example, the Site Overlay report might not be able to recognise <a name. For example, the Site Overlay report might not be able to recognise <a href="index.html>Home</a>, but it will show click data for the link if it is coded as <a href="index.html>Home</a>, but it will show click data for the link if it is coded as <a href="/index.html>Home</a>href="/index.html>Home</a>
Multiple Tracking CodesMultiple Tracking Codes If your web page has multiple instances of the Google Analytics tracking code installed, you might If your web page has multiple instances of the Google Analytics tracking code installed, you might
see a transparent grey screen on your Site Overlay report. To resolve this issue, remove all but see a transparent grey screen on your Site Overlay report. To resolve this issue, remove all but one instance of the tracking code. In addition, make sure that you have the code from the correct one instance of the tracking code. In addition, make sure that you have the code from the correct profile installed on every page that you would like to track.profile installed on every page that you would like to track.
URL rewritesURL rewrites If you're using filters to rewrite any part of your URLs, the HTML links on your pages will not match If you're using filters to rewrite any part of your URLs, the HTML links on your pages will not match
the modified data in Navigation Summary under the Content Overview report. In this case, the Site the modified data in Navigation Summary under the Content Overview report. In this case, the Site Overlay report will not be able to associate the data properly with the appropriate link in the HTML.Overlay report will not be able to associate the data properly with the appropriate link in the HTML.
Session IDsSession IDs Sites that dynamically add session IDs to URLs may prevent the Site Overlay from working. Each Sites that dynamically add session IDs to URLs may prevent the Site Overlay from working. Each
page view will appear as a unique URL in your Navigation Summary report in the Content >> page view will appear as a unique URL in your Navigation Summary report in the Content >> Overview report, causing the Site Overlay data to be too granular to be useful. To solve this Overview report, causing the Site Overlay data to be too granular to be useful. To solve this problem, use the Exclude URL Query Parameters feature of your Profile Settings page to remove problem, use the Exclude URL Query Parameters feature of your Profile Settings page to remove the session ID from the URLs.the session ID from the URLs.
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Site OverlaySite Overlay Spaces in the URLSpaces in the URL
Spaces in URLs will be converted to <i>%20</i> by your browser and will be reported to Spaces in URLs will be converted to <i>%20</i> by your browser and will be reported to Analytics as such. Because the reported URL contains %20 and the HTML source contains Analytics as such. Because the reported URL contains %20 and the HTML source contains spaces, the two will not match and the Site Overlay report will not be able to correlate spaces, the two will not match and the Site Overlay report will not be able to correlate these clicks. We recommend that you replace the spaces in your links with an underscore.these clicks. We recommend that you replace the spaces in your links with an underscore.
Image mapsImage maps Because the links in an image map appear as attributes of the image rather than attributes Because the links in an image map appear as attributes of the image rather than attributes
of the anchor tag, these links will not be recognised by the Site Overlay report.of the anchor tag, these links will not be recognised by the Site Overlay report.
Character EncodingCharacter Encoding We do not support characters from character sets other than UTF-8. If there are other We do not support characters from character sets other than UTF-8. If there are other
character sets on your site, corrupt characters (usually empty boxes or question marks character sets on your site, corrupt characters (usually empty boxes or question marks instead of the actual characters) may be displayed in the report.instead of the actual characters) may be displayed in the report.
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