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