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Analytics: Implementation, Configuration, & Advanced Topics
Presentation to J P MorganGlobal Equity Derivatives Group
Matt TrimmerPrincipal Consultant & Managing Director
Slides:http://www.slideshare.net/ivantage
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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
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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
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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
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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’
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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
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Introductions First
Me (Matt Trimmer) & ivantage overview In a moment
You Your role Your department/website/website area Your objectives for attending today
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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
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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
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Urchin and Google, March 28th 2005
Urchin on Demand > Google Analytics Urchin Software > Urchin Software from Google
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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
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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
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Our vision
To be the Internet’s leading performance-driven Internet marketing agency
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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
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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
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Who we do it for – Non-Governmental Organisations and Governmental Organisations
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Introductions – your turn!
You Your role Your department/website/website area Your objectives for attending today
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Auditing user access to Google Analytics Use corporate emails only Restrict administrator access Use webmaster@company.com as administrator
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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
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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?
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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
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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>
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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>
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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); })();
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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
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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
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Referral Path Referring Sites
Is your own domain listed? Drill down to Referral Path
Indicates non-tagged pages
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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).
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User Administration Access Manager
Add users Delete users Access Levels
View Reports only Account Administrator
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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
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Configuring Account Settings Account name Benchmarking
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Configuring Profile Settings Default page Time zone URL Parameter exclusions Site Search E-commerce Benchmarking
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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
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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?
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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']);
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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
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']);">
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Tracking custom 404s
._trackPageview("404.html?page=" + document.location.pathname + document.location.search + "&from=" + document.referrer);
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Tracking downloads – hack
http://www.goodwebpractices.com/roi/track-downloads-in-google-analytics-automatically.html
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Tracking downloads – hack (improved)
http://blog.immeria.net/2009/01/google-analytics-script-to-track.html
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Challenges with Web Analytics Log files Visitor identification
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How does GA measure visitors? Traditional logfile analysis Page Tagging 1st Party Cookies
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Web 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)
Browser Web server203.193.165.78
www.yoursite.comAccess log
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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
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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
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client web serverNew Visitor
Access log
client web serverCookie
Returning VisitorAccess log
Cookie present
Cookie not present
Persistent cookies
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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
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Web Access Logs (Server side collection)
Browser Web server203.193.165.78
www.yoursite.comAccess log
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2nd request for a page with log files
Browser Web server
203.193.165.78
Re-load or
Visit from bookmark
www.yoursite.comAccess log
Cache
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• 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
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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
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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?
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How 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)
<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 (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)
<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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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 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…__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)
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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
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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
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Exercise Clear your cookies
If you don’t mind Visit your website View the Google Analytics cookies
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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
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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 – 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
ivantageaaa.co.uk (Example A6)
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Tracking to multiple accounts
ivantageaaa.co.uk New Async
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Changing ? to # for campaign tracking
ivantageaaa.co.uk
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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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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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Getting help support@ivantage.co.uk 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/
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