analytics tricks and tips
TRANSCRIPT
Agenda
›Conversion goals and funnels›Event tracking›Real-time analytics›Filters›Custom reports›Content experiments›New Google Analytics tools
Conversion goals
›Donations›Event registrations›Report downloads›Email sign-ups›Volunteer registrations
Common problems setting up goals
›Conversion occurs on another site e.g. Engaging Networks
›Conversion doesn’t have a destination URL
›Same thank-you page for multiple conversions
›Run out of goals in a view
Conversion occurs on another site
1. Set up cross-domain tracking on multiple domains
2. Set up cross-links3. Create a filter to show
the hostname
1. Set up cross-domain tracking on multiple domains
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-112981-1']);
_gaq.push(['_setDomainName', 'torchbox.com']);
_gaq.push(['_setAllowLinker', true]);
_gaq.push(['_trackPageview']);
2. Set up cross-links
<a href="https://www.torchbox.com/" onclick="_gaq.push(['_link',
'https://www.torchbox.com/']); return false;">Book your place now</a>
Common problems setting up funnels
›Part of funnel is on a third-party payment system e.g. Eventbrite
›Funnel is complicated›Where does the funnel start?›Don’t put the destination URL in the funnel!
Filters
›Exclude internal office and agency’s IP addresses
›Always keep one view without any filters
›Get comfortable using regular expressions
Why is British Cycling so successful?
Photo by Dan Davison (Mostly Dans): http://flic.kr/p/cJcsKs. Some rights reserved (CC BY 2.0).
Marginal gains
“The whole principle came from the idea that if you broke down everything you could think of that goes into riding a bike, and then improved it by 1%, you will get a significant increase when you put them all together.”
Photo by Rob Evans (otbphoto): http://flic.kr/p/7NnuvU. Some rights reserved (CC BY-NC 2.0).
New Google Analytics tools
›New advanced segments›Demographics and interest reports
›Universal Analytics
Universal Analytics
›Cross-domain tracking is simpler
›Advanced configuration options
›Doesn’t support all features yet
Any questions?
Christopher WhalenSearch Marketing Executive
T: +44 1608 811 942
W: www.torchbox.com
F: facebook.com/christopher.whalen
T: twitter.com/domeheid
L: linkedin.com/in/cwhalen