ga konferenz-2011 nick mihailovski_api
DESCRIPTION
How to extend Google Analytics by using the API including award winning 3rd party tools.TRANSCRIPT
![Page 1: GA Konferenz-2011 Nick Mihailovski_API](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c6c2104a7959560c8b458a/html5/thumbnails/1.jpg)
Google AnalyticsBecoming More Productive Using The Analytics API
Nick MihailovskiSr. Developer Programs Engineer
Google Analytics
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Web Analytics TV
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Agenda
What is the API & Why It’s Important
3 Awesome Tools
Advanced Data Uses
1
2
3
![Page 4: GA Konferenz-2011 Nick Mihailovski_API](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c6c2104a7959560c8b458a/html5/thumbnails/4.jpg)
Agenda
What is the API & Why It’s Important
3 Awesome Tools
Advanced Data Uses
1
2
3
![Page 5: GA Konferenz-2011 Nick Mihailovski_API](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c6c2104a7959560c8b458a/html5/thumbnails/5.jpg)
Developer Platform Overview
Account Configuration
Tracking Code Reports
Processing
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Developer Platform Overview
Management API
ga.js / Mobile SDK Data Export API
Processing
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How the Web Interface works
HTTP Request
Processing
HTTP Response
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How the API works
https://www.google.com/analytics/feeds/data
?ids=ga:12345
&start-date=2009-10-01
&end-date=2009-10-31
&dimensions=ga:source
&metrics=ga:visits,
ga:transactions,
ga:transactionRevenue
API Query
HTTP Request
Processing
HTTP ResponseXML Response<feed>
<entry><dxp:dimension name='ga:source' value='blogger.com'/ ><dxp:dimension name='ga:medium' value='referral'/><dxp:metric name='ga:visits' type='integer' value='6 8140'/><dxp:metric name='ga:bounces' type='integer' value=' 61095'/>
</entry><entry>
<dxp:dimension name='ga:source' value=’google.com'/><dxp:dimension name='ga:medium' value=’organic'/><dxp:metric name='ga:visits' type='integer' value=‘5 4140'/><dxp:metric name='ga:bounces' type='integer' value=‘ 48095'/>
</entry></feed>
![Page 9: GA Konferenz-2011 Nick Mihailovski_API](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c6c2104a7959560c8b458a/html5/thumbnails/9.jpg)
Retrieving Data From The API
Filters
Date Range
Sort
Profile
Advanced Segments
Dimensions Metrics
Start IndexMax Results
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Simple API Query
https://www.google.com/analytics/feeds/data
?ids=ga:12345
&start-date=2009-10-01
&end-date=2009-10-31
&dimensions=ga:source
&metrics=ga:visits,
ga:transactions ,ga:transactions ,
ga:transactionRevenue
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Simple API Query
https://www.google.com/analytics/feeds/data
?ids=ga:12345
&start-date=2009-10-01
&end-date=2009-10-31
&dimensions=ga:source
&metrics=ga:visits,
ga:transactions,ga:transactions,
ga:transactionRevenue
Profile ID: Defines the Google Analytics profile
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Simple API Query
https://www.google.com/analytics/feeds/data
?ids=ga:12345
&start-date=2009-10-01
&end-date=2009-10-31
&dimensions=ga:source
&metrics=ga:visits,
ga:transactions,ga:transactions,
ga:transactionRevenue
Date Range: Get data from the month of October
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Simple API Query
https://www.google.com/analytics/feeds/data
?ids=ga:12345
&start-date=2009-10-01
&end-date=2009-10-31
&dimensions =ga:source # Can specify up
to 7
&metrics= ga:visits ,&metrics= ga:visits ,
ga:transactions,
ga:transactionRevenue
Dimension: Show all the sources of traffic
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Simple API Query
https://www.google.com/analytics/feeds/data
?ids=ga:12345
&start-date=2009-10-01
&end-date=2009-10-31
&dimensions=ga:source
&metrics =ga:visits, # Can
specify up to 10specify up to 10
ga:transactions,
ga:transactionRevenue
Metrics: The sum of these values across all visits to a site
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Simple API Query
https://www.google.com/analytics/feeds/data
?ids=ga:12345
&start-date=2009-10-01
&end-date=2009-10-31
&dimensions=ga:source
&metrics=ga:visits,
ga:transactions ,ga:transactions ,
ga:transactionRevenue
&start-index=1,
&max-results=10000
Start Index: Starting row numberMax Results: The number of results to return
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Simple API Query
https://www.google.com/analytics/feeds/data
?ids=ga:12345
&start-date=2009-10-01
&end-date=2009-10-31
&dimensions=ga:source
&metrics=ga:visits,
ga:transactions ,ga:transactions ,
ga:transactionRevenue
&sort=ga:source,-ga:visits,ga:pageviews
Sort: Order the results in a particular way
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Simple API Query
https://www.google.com/analytics/feeds/data
?ids=ga:12345
&start-date=2009-10-01
&end-date=2009-10-31
&dimensions=ga:source
&metrics=ga:visits,
ga:transactions ,ga:transactions ,
ga:transactionRevenue
&filters=ga:transactionRevenue>0
Filters: Only return a subset of the values
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Advanced Segments
https://www.google.com/analytics/feeds/data
?ids=ga:12345
&start-date=2009-10-01
&end-date=2009-10-31
&dimensions=ga:source
&metrics=ga:visits,
ga:transactions ,ga:transactions ,
ga:transactionRevenue
&segment=
Segment: Advanced segment query parameter
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Default and Custom Advanced Segments
https://www.google.com/analytics/feeds/data
?ids=ga:12345
&start-date=2009-10-01
&end-date=2009-10-31
&dimensions=ga:source
&metrics=ga:visits,
ga:transactions ,ga:transactions ,
ga:transactionRevenue
&segment=gaid::-11
gaid:: Reference the segment by ID
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Dynamic Advanced Segments
https://www.google.com/analytics/feeds/data
?ids=ga:12345
&start-date=2009-10-01
&end-date=2009-10-31
&dimensions=ga:source
&metrics=ga:visits,
ga:transactions,ga:transactions,
ga:transactionRevenue
&segment= dynamic::
dynamic:: Define the segment on the fly
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Dynamic Advanced Segments
https://www.google.com/analytics/feeds/data
?ids=ga:12345
&start-date=2009-10-01
&end-date=2009-10-31
&dimensions=ga:source
&metrics=ga:visits,
ga:transactions,ga:transactions,
ga:transactionRevenue
&segment=dynamic::ga:transactionRevenue >1000
For all visits that had greater than $1000 in revenue
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Dynamic Advanced Segments
https://www.google.com/analytics/feeds/data
?ids=ga:12345
&start-date=2009-10-01
&end-date=2009-10-31
&dimensions=ga:source
&metrics=ga:visits,
ga:transactions,ga:transactions,
ga:transactionRevenue
&segment=dynamic::ga:transactionRevenue>1000 ;
ga:day==Monday
For all visits that had greater than $1000 in revenue ANDmade a purchase on Monday
![Page 23: GA Konferenz-2011 Nick Mihailovski_API](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c6c2104a7959560c8b458a/html5/thumbnails/23.jpg)
Dynamic Advanced Segments
https://www.google.com/analytics/feeds/data
?ids=ga:12345
&start-date=2009-10-01
&end-date=2009-10-31
&dimensions=ga:source
&metrics=ga:visits,
ga:transactions ,ga:transactions ,
ga:transactionRevenue
&segment=dynamic::ga:transactionRevenue>1000 ;
ga:day =~Monday|Wednesday
For all visits that had greater than $1000 in revenue ANDmade a purchase either on Monday OR Wednesday
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How the API works
https://www.google.com/analytics/feeds/data
?ids=ga:12345
&start-date=2009-10-01
&end-date=2009-10-31
&dimensions=ga:source
&metrics=ga:visits,
ga:transactions,
ga:transactionRevenue
API Query
HTTP Request
Processing
XML Response HTTP Response<feed>
<entry><dxp:dimension name='ga:source' value='blogger.com'/ ><dxp:dimension name='ga:medium' value='referral'/><dxp:metric name='ga:visits' type='integer' value='6 8140'/><dxp:metric name='ga:bounces' type='integer' value=' 61095'/>
</entry><entry>
<dxp:dimension name='ga:source' value=’google.com'/><dxp:dimension name='ga:medium' value=’organic'/><dxp:metric name='ga:visits' type='integer' value=‘5 4140'/><dxp:metric name='ga:bounces' type='integer' value=‘ 48095'/>
</entry></feed>
![Page 25: GA Konferenz-2011 Nick Mihailovski_API](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c6c2104a7959560c8b458a/html5/thumbnails/25.jpg)
Accessing Report Data
Metric Totals
Rows of DataTotal Results
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API Response
<feed><openSearch:totalResults>6451</openSearch:totalResu lts><openSearch:startIndex>1</openSearch:startIndex><openSearch:itemsPerPage>5</openSearch:itemsPerPage >
<dxp:aggregates><dxp:metric name='ga:visits' type='integer' value='1 36540'/><dxp:metric name='ga:bounces' type='integer' value=' 101535'/>
</dxp:aggregates>
<entry><dxp:dimension name=' ga:source ' value=' blogger.com '/><dxp:dimension name=' ga:source ' value=' blogger.com '/><dxp:dimension name='ga:medium' value='referral'/><dxp:metric name='ga:visits' type='integer' value='6 8140'/><dxp:metric name='ga:bounces' type='integer' value=' 61095'/>
</entry><entry>
<dxp:dimension name='ga:source' value=’google.com'/><dxp:dimension name='ga:medium' value=’organic'/><dxp:metric name='ga:visits' type='integer' value=‘5 4140'/><dxp:metric name='ga:bounces' type='integer' value=‘ 48095'/>
</entry></feed>
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API Response
<feed><openSearch: totalResults >6451 </openSearch:totalResults><openSearch:startIndex>1</openSearch:startIndex><openSearch:itemsPerPage>5</openSearch:itemsPerPage >
<dxp:aggregates><dxp:metric name='ga:visits' type='integer' value='1 36540'/><dxp:metric name='ga:bounces' type='integer' value=' 101535'/>
</dxp:aggregates>
<entry><dxp:dimension name=' ga:source ' value=' blogger.com '/><dxp:dimension name=' ga:source ' value=' blogger.com '/><dxp:dimension name='ga:medium' value='referral'/><dxp:metric name='ga:visits' type='integer' value='6 8140'/><dxp:metric name='ga:bounces' type='integer' value=' 61095'/>
</entry><entry>
<dxp:dimension name='ga:source' value=’google.com'/><dxp:dimension name='ga:medium' value=’organic'/><dxp:metric name='ga:visits' type='integer' value=‘5 4140'/><dxp:metric name='ga:bounces' type='integer' value=‘ 48095'/>
</entry></feed>
![Page 28: GA Konferenz-2011 Nick Mihailovski_API](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c6c2104a7959560c8b458a/html5/thumbnails/28.jpg)
API Response
<feed><openSearch:totalResults>6451</openSearch:totalResu lts><openSearch:startIndex>1</openSearch:startIndex><openSearch:itemsPerPage>5</openSearch:itemsPerPage >
<dxp: aggregates ><dxp:metric name=' ga:visits ' type='integer' value=' 136540 '/><dxp:metric name=' ga:bounces ' type='integer' value=' 101535 '/>
</dxp:aggregates>
<entry><dxp:dimension name=' ga:source ' value=' blogger.com '/><dxp:dimension name=' ga:source ' value=' blogger.com '/><dxp:dimension name='ga:medium' value='referral'/><dxp:metric name='ga:visits' type='integer' value='6 8140'/><dxp:metric name='ga:bounces' type='integer' value=' 61095'/>
</entry><entry>
<dxp:dimension name='ga:source' value=’google.com'/><dxp:dimension name='ga:medium' value=’organic'/><dxp:metric name='ga:visits' type='integer' value=‘5 4140'/><dxp:metric name='ga:bounces' type='integer' value=‘ 48095'/>
</entry></feed>
![Page 29: GA Konferenz-2011 Nick Mihailovski_API](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c6c2104a7959560c8b458a/html5/thumbnails/29.jpg)
API Response
<feed><openSearch:totalResults>6451</openSearch:totalResu lts><openSearch:startIndex>1</openSearch:startIndex><openSearch:itemsPerPage>5</openSearch:itemsPerPage >
<dxp:aggregates><dxp:metric name='ga:visits' type='integer' value='1 36540'/><dxp:metric name='ga:bounces' type='integer' value=' 101535'/>
</dxp:aggregates>
<entry ><dxp:dimension name=' ga:source ' value=' blogger.com '/><dxp:dimension name=' ga:source ' value=' blogger.com '/><dxp:dimension name=' ga:medium ' value=' referral '/><dxp:metric name=' ga:visits ' type='integer' value=' 68140 '/><dxp:metric name=' ga:bounces ' type='integer' value=' 61095 '/>
</entry><entry >
<dxp:dimension name=' ga:source ' value=’ google.com '/><dxp:dimension name=' ga:medium ' value=’ organic '/><dxp:metric name=' ga:visits ' type='integer' value=‘ 54140 '/><dxp:metric name=' ga:bounces ' type='integer' value=‘ 48095 '/>
</entry></feed>
![Page 30: GA Konferenz-2011 Nick Mihailovski_API](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c6c2104a7959560c8b458a/html5/thumbnails/30.jpg)
Query Explorer Demo
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Agenda
What is the API & Why It’s Important
3 Awesome Tools
Advanced Data Uses
1
2
3
![Page 32: GA Konferenz-2011 Nick Mihailovski_API](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c6c2104a7959560c8b458a/html5/thumbnails/32.jpg)
3 Awesome Tools
Next Analytics
• Increase productivity
Analytics Canvas
• Make data meaningful to your business
4Q
• Better understand customers through integrations
![Page 33: GA Konferenz-2011 Nick Mihailovski_API](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c6c2104a7959560c8b458a/html5/thumbnails/33.jpg)
3 Awesome Tools
Next Analytics
• Increase productivity
Analytics Canvas
• Make data meaningful to your business
4Q
• Better understand customers through integrations
![Page 34: GA Konferenz-2011 Nick Mihailovski_API](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c6c2104a7959560c8b458a/html5/thumbnails/34.jpg)
![Page 35: GA Konferenz-2011 Nick Mihailovski_API](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c6c2104a7959560c8b458a/html5/thumbnails/35.jpg)
Next Analytics
www.excel.nextanalytics.comwww.excel.nextanalytics.com
![Page 36: GA Konferenz-2011 Nick Mihailovski_API](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c6c2104a7959560c8b458a/html5/thumbnails/36.jpg)
3 Awesome Tools
Next Analytics
• Increase productivity
Analytics Canvas
• Make data meaningful to your business
4Q
• Better understand customers through integrations
![Page 37: GA Konferenz-2011 Nick Mihailovski_API](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c6c2104a7959560c8b458a/html5/thumbnails/37.jpg)
By Country
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By City
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By Regional Market ?
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Analytics Canvas
www.analyticscanvas.comwww.analyticscanvas.com
![Page 41: GA Konferenz-2011 Nick Mihailovski_API](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c6c2104a7959560c8b458a/html5/thumbnails/41.jpg)
3 Awesome Tools
Next Analytics
• Increase productivity
Analytics Canvas
• Make data meaningful to your business
4Q
• Better understand customers through integrations
![Page 42: GA Konferenz-2011 Nick Mihailovski_API](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c6c2104a7959560c8b458a/html5/thumbnails/42.jpg)
Google Analytics Describes the What
Your campaign drove a significant amount of traffic.
But was it qualified?
There was an increase in traffic to your support page. traffic to your support page.
Was there a problem with
the site or your product?
Time on site increased.
Were visitors more engaged
or simply unable to find what
they were looking for?
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Case Study
Media client focusing on Online Publishing
• Rolling out paid access to premium articles
• Customers make purchase decision after reading article abstract
Due Diligence
• Market research
• Needs assessment
• Price sensitivity
Undesirable Results
• Very low conversion 0.5% purchase articles
![Page 44: GA Konferenz-2011 Nick Mihailovski_API](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c6c2104a7959560c8b458a/html5/thumbnails/44.jpg)
4Q Answers
80% of visitors view abstracts, but only 0.5% purchase articles
53% found abstracts were too
short to make purchase decision• “If I have to pay extra for articles, at least give me a
+
• “If I have to pay extra for articles, at least give me a better idea of what the articles are about.”
• “The blurbs for your paid articles are not detailed enough.”
• “The summary of the article seems interesting but I’m not paying $6.95 to find out that it isn’t what I thought it was”
The Decision – Longer abstracts
The Result – 5x increase – from $40k/month up to $200k/month
![Page 45: GA Konferenz-2011 Nick Mihailovski_API](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c6c2104a7959560c8b458a/html5/thumbnails/45.jpg)
Google Analytics & 4Q
• Developed in consultation
with Avinash Kaushik
• Asks the “most important
survey questions”
• Free & paid subscriptions
• Simple integration with Google
Analytics
• Feature rich, even at the
“free” level
![Page 46: GA Konferenz-2011 Nick Mihailovski_API](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c6c2104a7959560c8b458a/html5/thumbnails/46.jpg)
Understand the why
How would you rate your overall site experience?
What was the purpose of your visit?
Did you accomplish the purpose of your visit?
If not, why not?
![Page 47: GA Konferenz-2011 Nick Mihailovski_API](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c6c2104a7959560c8b458a/html5/thumbnails/47.jpg)
Technical Integration
4Q Suite displays survey when user leaves the site
If user accepts, both 4Q Suite and GA sessions are joined
Survey is taken by visitorsSurvey is taken by visitors
Upon completion, survey data is sent as events to Google Analytics
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4Q Data Inside Google Analytics
Integrate Into Custom Reports Setup Advanced Segments
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Deeper Understanding of Your Visitors
Improve content based on site experience score
Optimize AdWords bids based on the purpose of a visit
![Page 50: GA Konferenz-2011 Nick Mihailovski_API](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c6c2104a7959560c8b458a/html5/thumbnails/50.jpg)
Agenda
What is the API & Why It’s Important
3 Awesome Tools
Advanced Data Uses
1
2
3
![Page 51: GA Konferenz-2011 Nick Mihailovski_API](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c6c2104a7959560c8b458a/html5/thumbnails/51.jpg)
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Content ID
_gaq.push([‘_trackPageview’]);
Google Analytics
https://www.google.com/analytics/feeds/data
?ids=ga:12345
&start-date=2011-04-20&end-date=2011-04-20
&dimensions=ga:pagePath
&metrics=ga:pageviews
&sort=-ga:pageviews
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_gaq.push([‘_trackPageview’, ‘/agreeButton’]);
Google Analytics
https://www.google.com/analytics/feeds/data
?ids=ga:12345&start-date=2011-04-20&end-date=2011-04-20
&dimensions=ga:latitude,ga:longitude
&metrics=ga:visitors
&filter=ga:pagePath==/agreeButtom
Google Charts API
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API Resources
App Galleryhttp://www.google.com/analytics/apps
Documentationhttp://code.google.com/apis/analytics
Developer GroupDeveloper Grouphttp://groups.google.com/group/google-analytics-api
Notify Grouphttp://groups.google.com/group/google-analytics-api-notify
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