google analytics implementation, configuration, & advanced topics sf sv2us

www.ivantage.co.uk

1

Analytics: Implementation, Configuration, & Advanced Topics

Presentation to J P MorganGlobal Equity Derivatives Group

Matt TrimmerPrincipal Consultant & Managing Director

Slides:http://www.slideshare.net/ivantage

1Wednesday, 30 June 2010

http://www.slideshare.net/ivantage

http://www.slideshare.net/ivantage

www.ivantage.co.uk

2

Timings and housekeeping Start 09:30 Break 11:00-11:15 Lunch 12:30-13:30 Break 15:15-15:30 Wrap-up 17:00

Nearest fire exit Toilets Water, coffee, and refreshments


www.ivantage.co.uk

3

Course Overview Session 1 – Users, access, accounts, profiles and Adwords

integration Accessing Google Analytics Auditing user access to Google Analytics Creating Google accounts Creating new Google Analytics accounts Adding, removing and modifying users Best practice user administration Checking the Google Analytics Tracking Code (GATC) for your website Using and deploying the new or legacy GATC on your website Configuring account settings Account and profile structure Creating new profiles Duplicating existing profiles Configuring Profile settings Best practice account and profile structure deployment for agencies,

hosting companies and corporate companies Integrating Google Adwords with Google Analytics


www.ivantage.co.uk

4

Course Overview Session 2 – Data considerations, tracking, goals and e-commerce

Your data and Google Google Analytics and visitor privacy Google Analytics reporting delay Backing-up data with multiple accounts and profiles Backing-up data with Urchin Software from Google Web analytics tracking methods Google Analytics tracking methods Google Analytics and first party cookies Google Analytics and the fifth cookie Configuring the user defined segment What is possible with web analytics What is possible with Google Analytics Google Analytics and your website’s goals Configuring goals and funnels for simple sites Configuring goals and funnels for complex sites Configuring e-commerce Configuring e-commerce for non e-commerce sites


www.ivantage.co.uk

5

Course Overview Session 3 – Filter administration, advanced segments, page and event

tracking Basic filter administration and the Google Analytics default filters Excluding all visits from an IP address Excluding all visits from a domain Including all visits to a directory Advanced filter administration with custom filters Upper and lower case filters Search and replace filters Look-up table filters Advanced filters Advanced cascading filters Advanced integration with Google Adwords Using the pageTracker: ._trackPageview() or urchinTracker() Tracking custom 404 errors with Google Analytics Tracking other server errors with Google Analytics Tracking downloads with Google Analytics Tracking form completion with Google Analytics Tracking Flash, Video, AJAX and other rich media Google Analytics and ‘Event Tracking’


www.ivantage.co.uk

6

Course Overview Session 4 – Customising the Google Analytics tracking code and fault

finding your Google Analytics installation Collecting data into multiple Google Analytics accounts Coding Google Analytics for sub-domains Advanced filters for sub-domains and visit transitioning Coding Google Analytics for multiple domains and visit transitioning Coding Google Analytics for 3rd party domains and visit transitioning Coding the Google Analytics session cookie timeout Coding the Google Analytics retuning visitor cookie timeout Coding Google Analytics cookies to be restricted to sub-directory Coding for existing campaign tracking URLs to be recognised by Google Analytics Coding for additional search engines Coding to ignore referral keywords Coding to integrate Google Analytics campaign information into a CRM system Fault finding your installation with Google Analytics reports The ‘Hostnames’ report The ‘Browser and OS’ report The ‘Referring Sites’ and ‘Referral Path’ reports Fault finding your Google Analytics installation with external tools


www.ivantage.co.uk

7

Introductions First

Me (Matt Trimmer) & ivantage overview In a moment

You Your role Your department/website/website area Your objectives for attending today


www.ivantage.co.uk

8

Me Founder, Principal Consultant and Managing

Director of ivantage Love the Internet, 23 years IT, technical

experience, 14 years Internet One of 15 Google Accredited Seminar Leaders

Globally


www.ivantage.co.uk

9

About ivantage

Established in 2002 Independent 36rd Ranked UK Agency according to New Media Age

rankings Only agency in UK with these three Google certifications


www.ivantage.co.uk

10

Urchin and Google, March 28th 2005

Urchin on Demand > Google Analytics Urchin Software > Urchin Software from Google


www.ivantage.co.uk

11

What we do We help grow online businesses by

Generating web site traffic through Paid Search (PPC) Natural Search (SEO) Social media marketing Display advertising E-mail marketing

Analyzing web site traffic using Web Analytics to accurately analyse how visitors find and interact with

websites Converting web site traffic using

Conversion Rate Optimisation to convert visitors into customers or clients


www.ivantage.co.uk

12

How we do it We help grow online businesses by generating, analyzing and

converting web site traffic: Using bright, well-trained people who are passionate about what they do Finding, harnessing and deploying innovative, affordable Internet marketing

technology Planning and executing intelligent campaigns that deliver measurable

results Seeking to continually improve return on client marketing spend Ensuring high standards of service and client care Building strong, enduring client relationships Innovating to add additional value to client relationships Following ethical business and technical practices

Delivered through Professional services Training


www.ivantage.co.uk

13

Our vision

To be the Internet’s leading performance-driven Internet marketing agency


www.ivantage.co.uk

14

Professional services

Traffic generation Search Engine Marketing

Paid search – PPC PfP Manage SMA Manage

Natural Search – SEO SEO Manage SMO Manage

Display Advertising

PfP Manage Email Marketing

Email Manage Traffic analysis

Web analytics implementation Accelerator services

Web analytics interpretation Insight services

Web analytics support

Trouble Shooter services Traffic conversion

Conversion optimisation

Landing Page Optimisation Post-Click Optimisation A/B and Multivariate testing Voice of Customer Analytics


www.ivantage.co.uk

15

Training (Public or private on-site) Google Analytics

Google Analytics: Introduction & User Training Google Analytics: Advanced Technical Implementation

Google Adwords Google AdWords 101: Introduction & Fundamentals Google AdWords 201: Optimizing your Campaign Google AdWords 301 & 302: Advanced Adwords Management and Optimization

Google Website Optimizer Google Website Optimizer: Introduction to landing page optimisation

Urchin Software from Google Urchin Software: Introduction & User Training Urchin Software: Advanced Technical Implementation Urchin Software: Developing Custom Reports

Search Engine Optimisation (SEO) SEO: Strategy and on-page fundamentals SEO: Link building and Social Media Optimisation

Social Media Marketing SMM: Strategy and SMM & SMO fundamentals SMM: Social Media Optimisation


www.ivantage.co.uk

16

Who we do it for – multi-channel retail


www.ivantage.co.uk

17

Who we do it for – business to business


www.ivantage.co.uk

18

Who we do it for – Non-Governmental Organisations and Governmental Organisations


www.ivantage.co.uk

19

Introductions – your turn!

You Your role Your department/website/website area Your objectives for attending today


www.ivantage.co.uk

20

Auditing user access to Google Analytics Use corporate emails only Restrict administrator access Use [email protected] as administrator


mailto:[email protected]


www.ivantage.co.uk

21

Google Analytics Accounts Profiles


www.ivantage.co.uk

22

Accounts & Profiles Accounts contain Profiles Accounts

Unique Account ID _uacct = "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)

Profiles New domain profiles

Unique profile number _uacct = "UA-225764-99";

Existing domain profiles Same profile number _uacct = "UA-225764-1";

Recommend One Adwords budget One Google Analytics Account


www.ivantage.co.uk

23

Exercise Visit your website

View source in your browser Find UA- What is the Google Analytics tracking code? Does it match your account? Does it match your profile?


www.ivantage.co.uk

24

Exercise Login to Google Analytics

Create a profile for a new domain www.mytestnewprofilewebsite.com

Create a profile for an existing domain My test existing profile


www.ivantage.co.uk

25

The three GATCs


www.ivantage.co.uk

26

The three GATCs


www.ivantage.co.uk

27

1) 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>


http://www.google-analytics.com/urchin.js

http://www.google-analytics.com/urchin.js

www.ivantage.co.uk

28

2) The 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>


https://ssl/

https://ssl/

http://www./

http://www./

http://google-analytics.com/ga.js

http://google-analytics.com/ga.js

www.ivantage.co.uk

29

3) The ga.js (The Asynchronous tag)

<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); })();

</script>29Wednesday, 30 June 2010

https://ssl

https://ssl

http://www

http://www

www.ivantage.co.uk

30

The three GATCs - where to put them

Urchin.js before closing </body>

GA.js before closing </body> Supports Event Tracking

GA.js (Async) before closing </head> Supports earlier loading without risk to content rendering


www.ivantage.co.uk

31

The three GATCs - where to put them

Urchin.js before closing </body>

GA.js before closing </body> Supports Event Tracking

GA.js (Async) before closing </head> Supports earlier loading without risk to content rendering


www.ivantage.co.uk

32

Referral Path Referring Sites

Is your own domain listed? Drill down to Referral Path

Indicates non-tagged pages


www.ivantage.co.uk

33

Network Properties – key metrics Hostnames

If you have multiple domains with the same website content, which domains do visitors visit?

This report displays the total number of page views that each domain received.

If a domain that is not one of yours appears on this report, the domain in question points to a website that has your urchin.js link (and possibly other content owned by you).


www.ivantage.co.uk

34

User Administration Access Manager

Add users Delete users Access Levels

View Reports only Account Administrator


www.ivantage.co.uk

35

Useful tools www.advanced-web-metrics.com


www.ivantage.co.uk

36

Exercise Login to Google Analytics

Add a user to your new domain profile www.mattstestnewprofilewebsite.com

Add a user to your existing domain profile Matts test existing profile


www.ivantage.co.uk

37

Break time


www.ivantage.co.uk

38

Configuring Account Settings Account name Benchmarking


www.ivantage.co.uk

39

Configuring Profile Settings Default page Time zone URL Parameter exclusions Site Search E-commerce Benchmarking


www.ivantage.co.uk

40

Exercise Check your top content

Dou you have \ and Index.htm or index.html or default.htm or default.html

Set your website Set your home page Set any exclusions Turn on e-commerce


www.ivantage.co.uk

41

Exercise Visit Bonsoirdirect.com

View source on the home page Find UA-

View source on a product page Find UA-

View source on a the checkout page Where you are asked if you are new or returning Find UA – What do you notice?


www.ivantage.co.uk

42

The three GATCs


www.ivantage.co.uk

43

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']);


www.ivantage.co.uk

44

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

Regular Expression match /checkout.cgi?page=1&id=


www.ivantage.co.uk

45

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/


http://weitz.de/regex-coach/

http://weitz.de/regex-coach/

www.ivantage.co.uk

46

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


www.ivantage.co.uk

47

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']);">


www.ivantage.co.uk

48

Tracking custom 404s

._trackPageview("404.html?page=" + document.location.pathname + document.location.search + "&from=" + document.referrer);


www.ivantage.co.uk

49

Tracking downloads – hack

http://www.goodwebpractices.com/roi/track-downloads-in-google-analytics-automatically.html






www.ivantage.co.uk

50

Event tracking


www.ivantage.co.uk

51

Event tracking


www.ivantage.co.uk

52

Tracking downloads – hack (improved)

http://blog.immeria.net/2009/01/google-analytics-script-to-track.html






www.ivantage.co.uk

53

Lunch time


www.ivantage.co.uk

54

Simple filters Predefined


www.ivantage.co.uk

55

Advanced Filters URI reformatting


www.ivantage.co.uk

56

Cascading Filters - original search term


www.ivantage.co.uk

57

Cascading Filters


www.ivantage.co.uk

58

Challenges with Web Analytics Log files Visitor identification


www.ivantage.co.uk

59

How does GA measure visitors? Traditional logfile analysis Page Tagging 1st Party Cookies


www.ivantage.co.uk

60

Web servers & browsers

Browser

The server sends back the requested page

Browser connects to a web server and requests a page

Browser Web server


www.ivantage.co.uk

61

Web Access Logs (Server side collection)

Browser Web server203.193.165.78

www.yoursite.comAccess log


www.ivantage.co.uk

62

Logs record• IP addresses

• Of browsers (visitors)• Dynamic IPs at ISP

• 10 per month per visitor

• Of robots • Normally identify themselves as

• User Agent type• Googlebot• MSNbot• Slurp

• However, not all can be filtered• Names not known• Some deliberately avoid detection

• Price comparison• Spam


www.ivantage.co.uk

63

So GA uses Cookies• Text files sent to browsers by websites

• 1ST or 3rd party• Visit apple.com

• apple.com issues cookies (1st party)• If banana.com attempts to issue cookies (3rd party)

• Session and persistent• Session

• Last for 30 minutes or longer• Persistent

• Lasts for 6 months

• Search engines do not generally accept cookies


www.ivantage.co.uk

64

client web serverNew Visitor

Access log

client web serverCookie

Returning VisitorAccess log

Cookie present

Cookie not present

Persistent cookies


www.ivantage.co.uk

65

Weaknesses of cookies?• Machine dependant

• As close as we can get to a person• Although modern OSs have multiple user IDs

• User 1, User2, User 3

• Can be cleared• Worst scenario?

• Can be blocked/not accepted• Most E-commerce site use 1st party cookies to make basket

function• So blocking 1st party cookies degrades your Internet experience

• 3rd party cookies are often blocked


www.ivantage.co.uk

66

Web Access Logs (Server side collection)

Browser Web server203.193.165.78



www.ivantage.co.uk

67

2nd request for a page with log files

Browser Web server

203.193.165.78

Re-load or

Visit from bookmark


Cache


www.ivantage.co.uk

68

• Counted once • 2nd Refreshed• Request from the same IP address

• Not recorded in Web Access Log!• Logs alone may miss 20-30% of page views

Cached pages


www.ivantage.co.uk

69

So GA uses page tagging• Every page is tagged with JavaScript• Ensures even when pages are served from cache

• JavaScript executes• A .gif (1x1 pixel image in loaded with the page)• Web Access log is updated

• Search Engines do not generally execute JavaScript• Neither do some mobiles and PDAs


www.ivantage.co.uk

70

Easy, accurate tracking?• JavaScript Page Tagging

• With a .gif

• Cookies• 1st party

• In the case of GA• Free does not mean cheap!

• What will GA miss?


www.ivantage.co.uk

71

How Google Analytics Works

Browser/HTML Page

Users reaches page;triggers the Google

Analytics javascript.

Referral

Direct

Organic Search

PPC Search


www.ivantage.co.uk

72

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>


www.ivantage.co.uk

73

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>


www.ivantage.co.uk

74

JavaScript executes

Secure Google Servers

Browser/HTML Page

JavaScript executes; creates 1st party cookies and requests a __utm.gif

from Google servers

__utm.gif

cookies


www.ivantage.co.uk

75

The ___utm.gif request to Google sends…__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%3D117945243.1131054947.1.1.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 Site

Filename: /index.html

Google Analytics Account: UA-51244-4

Visits: 4

Campaigns Clicked: 1

Campaign: Google(PPC) Spring Sale (shoes)


www.ivantage.co.uk

76

UTMa Domain, 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 cookies


www.ivantage.co.uk

77

Data 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


www.ivantage.co.uk

78

Exercise Clear your cookies

If you don’t mind Visit your website View the Google Analytics cookies


www.ivantage.co.uk

79

Visits and visitors - key metrics Visits

The number of visits received by your site is the most basic measure of how effectively you promote your site.

Visitor type New

New Cookie Returning

Existing Cookie Absolute Unique Visitors (Uniques)

How many people came to your site? This report graphs people instead of visits

All visits from the same user for the entire active date range Aggregated 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 visited your site on each day


www.ivantage.co.uk

80

Control 30 (UTMb) min cookie timeout


www.ivantage.co.uk

81

Control 6 month (UTMz) cookie timeout


www.ivantage.co.uk

82

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


www.ivantage.co.uk

83

Tracking sub-domains


www.ivantage.co.uk

84

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


www.ivantage.co.uk

85

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


www.ivantage.co.uk

86

Tracking across multiple domains via a link

ivantageaaa.co.uk (Example A6)


www.ivantage.co.uk

87

Tracking to multiple accounts

ivantageaaa.co.uk New Async


www.ivantage.co.uk

88

E-commerce tracking


www.ivantage.co.uk

89

E-commerce (Async)


www.ivantage.co.uk

90

Organic sources

ivantageaaa.co.uk


www.ivantage.co.uk

91

Custom Campaign fields


www.ivantage.co.uk

92

Custom Campaign fields (Async)


www.ivantage.co.uk

93

Changing ? to # for campaign tracking

ivantageaaa.co.uk


www.ivantage.co.uk

94

Tracking to Urchin and GA


www.ivantage.co.uk

95

Custom Variables


www.ivantage.co.uk

96

Custom Variables - Coding


www.ivantage.co.uk

97

Custom Variables - Page Level

Visits to website “sections” and “sub-sections”


www.ivantage.co.uk

98

Custom Variables - Visitor Level

Visitor “Member Type”


www.ivantage.co.uk

99

Custom Variables - Visit/session Level

Visits logged-in “Member” and checkout started “shopping attempts”


www.ivantage.co.uk

100

Feedback http://www.ivantage.co.uk/feedback [email protected] Write an honest, considered and fair review to receive for each day attended:


http://www.ivantage.co.uk/feedback

http://www.ivantage.co.uk/feedback





www.ivantage.co.uk

101

Getting help [email protected] for 60 days Google Analytics Support (http://www.google.com/analytics/support.html)

Setup Checklist http://www.google.com/analytics/discover_analytics.html

Help Center http://www.google.com/support/analytics/?hl=en

User Forums http://www.google.com/support/forum/p/Google+Analytics/?hl=en

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

Google Analytics blog http://analytics.blogspot.com/


























www.ivantage.co.uk

102

The End


google analytics implementation, configuration, & advanced topics sf sv2us

Technology