google analytics for developers: gtug kl edition

Google Confidential and Proprietary 1

Google Analytics for Developers GTUG KL Edition Moving Towards Actionable Insights

Vinoaj Vijeyakumaar Senior Conversion Specialist Google Southeast Asia

http://twitter.com/vinoaj

http://conversionroom-japac.blogspot.com

Client Engagement Cycle

Measure

Analyse

Hypothesise Experiment

Optimise

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Enable Measurement

Implement measurement platforms and conversion goals

Define KPI Framework

Monitor reports

Identify and segment data

Analyse data – glean insights, recommend actions

Usability analysis

Recommend usability and marketing experiments

Execute A/B and multivariate tests

Usability improvements for desktop & mobile sites

Optimise online marketing strategy

Optimise for speed and loading performance

Optimise landing page and site design

Google Analytics

Google Website Optimiser

Brainpower

User Experience

Google Page Speed

Google AdWords

Maximise

Today: Measure. Take Action. Succeed.

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Why Google Analytics How Google Analytics Works Measuring Your Apps Data Export API Resources

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TUE

Google Confidential and Proprietary

Why Google Analytics

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Track Behaviour

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Entry Exit

Behaviour

Engagement

The Role of the Web Analyst

6 http://www.flickr.com/photos/kire/797533507/sizes/o/in/photostream/

Reporting Actionable Insights

What does “Action” mean?

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Discovering new opportunities (eg. New markets, hot trends, customer segments)

Improving marketing strategies (eg. New placements, optimise creatives)

Enhancing the user experience (eg. More compelling landing pages)

Optimisation Making every

marketing dollar work harder

6 + 1 Report Categories

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Who are my visitors?

Who are my Visitors?

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How are they finding and coming to my site?

How are Visitors Finding My Site?

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What did they do on my site?

What did they do on my site?

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Why does my site exist and did my visitors meet those objectives?


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What actions should I be taking on my site?

Daily Intelligence Alerts

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How Google Analytics Works

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The GA Async Tracking Code

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Dynamically load the ga.js tracking library

HTML5: Execute script asynchronously

Look for _gaq stack and execute queued commands

How Google Analytics works

Secure Google Servers

Website Server

5. Call trackPageview() function

6. Read & write cookies

7. Send gif request. Request contains data.

2. Serve page

1. Request--"Show me this webpage"

3. Request: ga.js

4. Serve ga.js

8. Serve gif

User

<html> <head>

...

...

</head>

<html>

...

...

__utm.gif?utmwv=6.3&utmn=101027544&utmsr=1280x854&utmsc=32-bit&utmul=en&utmje=1&utmjv=1.5&utmfl=7.0 r24&utmdt=My%20Website&utmhn=www.site.com&utmp=/index.html&utmac=UA-51244-4&utmcc=__utma%3D117945243.823564440.1131054947.1131080858.1133834608.4%3B+__utmb%3D117945243%3B+__utmc%3D117945243%3B+__utmz%3D117945243.1131054947.3.2.utmccn%3D%28Spring%20Sale%29%7Cutmcsr%3D%28google%29%7Cutmcmd%3D%28ppc%29% %7Cutmtm%3D%28shoes%29%3B

The __utm.gif hit

__utm.gif?utmwv=6.3&utmn=101027544&utmsr=1280x854&utmsc=32-bit&utmul=en&utmje=1&utmjv=1.5&utmfl=7.0 r24&utmdt=My%20Website&utmhn=www.site.com&utmp=/index.html&utmac=UA-51244-4&utmcc=__utma%3D117945243.823564440.1131054947.1131080858.1133834608.4%3B+__utmb%3D117945243%3B+__utmc%3D117945243%3B+__utmz%3D117945243.1131054947.3.2.utmccn%3D%28Spring%20Sale%29%7Cutmcsr%3D%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 Website

Hostname: www.site.com

Filename: /index.html

Google Analytics Account: UA-51244-4

Visits: 4

Campaign: Spring Sale | Google(PPC) | shoes

Raw Data to Reports

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Management

Tracking

1. Logs

Collection Processing Export

4. Functions

5. Tables

2. Goals, Filters, Profile Settings

3. Data Structure

Web Interface Data Export Feed

6. Query Engine

Web Interface Account Feed

Taking a Closer Look

Mobile Tracking

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HTML & Applications WAP

iPho

ne

Win

dow

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Mob

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And

roid

Bla

ckbe

rry

Pear

l & C

urve

http://code.google.com/apis/analytics/docs/tracking/mobileAppsTracking.html

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Track Activity to Mobile Websites [link]

Mobile Websites

ü Server-side tracking

ü Track all web-enabled devices (not just JS & cookie capable)

ü Four languages supported: PHP, Perl, JSP, ASP

ü Works just like Analytics on desktop web pages

[Ad] Car Sale – Low car prices – cars.com – Call: 800-123-2431

Tracking Your Mobile Site

•  Provided with server-side code to generate the calls to Google Analytics

•  Will track all web-enabled devices, not just JS- and cookie-capable devices

•  Currently provide code snippets for PHP, Perl, JSP, and ASPX platforms

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Copy & Paste Snippets

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A Quick Look at the PHP Code Snippet

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Page rendering script

Insert a pixel for tracking

Generate the pixel URL

ga.php

Send the request to GA

Server-to-Server Communications

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Secure Google Servers Website Server

Request pixel: /ga.php?....

Send request to GA servers


Measuring Your Apps

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Event Tracking

“Traditional” Google Analytics is pageview based

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What about the 1-page App/Site?

Single URL, no page refreshes

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Enter Event Tracking

Track events on your site

Detect events and trigger tracking call

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_gaq.push(['_trackEvent',

category,

action,

opt_label,

opt_value]);

Purpose Example

Group of objects being tracked

'Markers'

Type of user interaction with the object

'Click'

Additional info about the event

'Google Singapore'

Numerical data about the event

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Example: Tracking Outbound Social Media Links

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Example: Tracking Outbound Links

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Tracking Rich Media Sites and Apps

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Mobile Tracking

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HTML & Applications WAP

iPho

ne

Win

dow

s

Mob

ile

And

roid

Bla

ckbe

rry

Pear

l & C

urve

http://code.google.com/apis/analytics/docs/tracking/mobileAppsTracking.html

iPhone and Android Tracking

•  Track pageviews

•  Track events

•  Tip: batch hits to save on connection and battery overhead

•  Tip: bundle tracker dispatches with other HTTP requests made by your app

•  Android: Track referrals leading to download and activations of your apps

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Example – ‘Earthquake’ Application for Android

Track ‘virtual’ pageviews

Track Events

Tracking Campaigns Through Android Market

Set up your Android application using the code examples at: §  http://code.google.com/mobile/analytics

All future pageviews and events from your app will contain information on the original referrer

Easy URL builder for apps available at same site (above)

Chrome Extensions

Load GA within Chrome extension page

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Call _trackPageView to measure extension activation

Call _trackEvent to track interactions

Flash / Flex

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Track “Pageviews”

Track Events

Silverlight

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Silverlight

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Data Export API

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Dimensions and Metrics

Google Confidential

Dimensions Metrics

Interactive Examples

http://code.google.com/apis/analytics/docs/gdata/gdataInteractiveSamples.html

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1. Authenticate user. App can only access accounts & profiles the user can

2. Run interactive samples

Start Developing Today

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Contribute to the App Gallery

http://www.google.com/analytics/apps/ 52

Analytics Canvas

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Example: Optimise User Experience

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Order Links Using Data

58 Google Confidential

Design Overview

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Google Analytics

3. Order links by # of clicks

Content Management Webpage Database

Display links on page

1. Track clicks on links Send IDs to GA

2. Export clicks on links export data by ID

Design Overview

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CMS Displays Links On Page

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html_links

linkId

linkUrl

linkText

SELECT A.linkId, A.linkUrl, A.linkTextFROM html_links AS A

<ul> <li> <a name=“linkId” href=“linkUrl”> linkText</a> </li> ...</ul>

Database Content Management

SQL Website

HTML

Design Overview

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Google Analytics



1. Track clicks on links Send IDs to GA

Track Clicks On Links With Google Analytics

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<ul> <li> <a name=“linkId” href=“linkUrl”> linkText</a> </li> ...</ul>

HTML

1.  Implement Tracking Code

2.  Set linkId in Custom Variable3. Send Data with Event Tracking

JavaScript

Design Overview

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Google Analytics



2. Export clicks on links export data by ID

2-Step Scheduled Data Export

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DB App GA

1. Scheduled Process

Server Client

2. Served On Demand

DB

Query The Right Data

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query.setFilters("ga:customVarName1==top-links");query.setDimensions("ga:customVarValue1");query.setMetrics("ga:totalEvents");

_gaq.push(['_setCustomVar', 1, ‘top-links’, linkId, 3]);_gaq.push(['_trackEvent', enclosingId, linkText]);

Tracking Code

Data Export API Query

Design Overview

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Google Analytics

3. Order links by # of clicks



Order Links By Number Of Clicks

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html_links

linkId

linkUrl

linkText

Data Base Content Management

link_order

linkId

totalEvents

, link_order AS BWHERE A.linkId=B.linkIdORDER BY B.totalEvents

SELECT A.linkName, A.linkUrl, A.linkTextFROM html_links AS A


Resources

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ConversionUniversity.com

Your Name Here

Documentation

Help Centre: http://www.google.com/support/analytics/

Google Code: http://code.google.com/apis/analytics/

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Subscribe for the Latest News

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Thank You! Q&A

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http://twitter.com/vinoaj

http://conversionroom-japac.blogspot.com

google analytics for developers: gtug kl edition

News & Politics

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onmy site

secure google servers6

report categories8

gif request

report categorieswhat

request containsdata