google analytics training 201
DESCRIPTION
Google Analytics Training 201TRANSCRIPT
www.ivantage.co.uk
1
Analytics 201: Advanced Analysis & Measurement
Matt TrimmerPrincipal Consultant & Managing Director
Slides:
http://www.slideshare.net/ivantage
WIFI:SSID: ITTRH
Password: welcome1
Monday, 31 March 14
2
www.ivantage.co.uk
2
Training§ Analytics 101: Introduction & User Training§ Analytics 201: Advanced Analysis & Measurement§ Analytics 202: Advanced Analysis & Measurement§ Analytics 301: Advanced Tracking & Technical Implementations
§ AdWords 101: Introduction to Paid Search Management§ AdWords 201: Building Profitable Paid Search Campaigns§ AdWords 301: Advanced AdWords Optimisation Techniques§ AdWords 302: Advanced AdWords Conversion Optimisation
§ SEO Essentials - On-page§ SEO Advanced - Link Building and Publicity
Monday, 31 March 14
3
www.ivantage.co.uk
4
Timings and housekeeping§ Start 9:30§ Break 11:00-11:15§ Lunch 12:45-13:45§ Break 15:15-15:30§ Wrap-up 17:00
§ Nearest fire exit§ Toilets
§ Please ask questions!
Monday, 31 March 14
www.ivantage.co.uk
4
slideshare.net/ivantage
Monday, 31 March 14
www.ivantage.co.uk
5
Monday, 31 March 14
www.ivantage.co.uk
6
Monday, 31 March 14
www.ivantage.co.uk
7
Monday, 31 March 14
www.ivantage.co.uk
8
Monday, 31 March 14
9
www.ivantage.co.uk
9
Being social§ Say hello to your neighbour!§ Google+
§ https://plus.google.com/118368778596879435387/posts§ LinkedIn
§ http://www.linkedin.com/in/matttrimmer
§ Twitter§ #measure § #googleanalytics§ @googleanalytics
Monday, 31 March 14
10
www.ivantage.co.uk
9
Introductions§ First
§ Me (Matt Trimmer) & ivantage overview§ In a moment
§ A little bit about you § Your name§ Your role§ Your organisation/department/site/site area§ Your objectives for attending today
Monday, 31 March 14
www.ivantage.co.uk
11
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
Monday, 31 March 14
12
www.ivantage.co.uk
12
Web analytics products from Google
§ Google Analytics§ Google Analytics Premium
§ Same user interface§ Designed for very busy websites
§ Google Analytics does have some processing limitations§ Reduced sampling
§ Service Level Agreements§ Collection, Processing & Reporting
§ Export large volumes of data§ Urchin Software from Google
§ Discontinued on March 28th 2012
Monday, 31 March 14
13
www.ivantage.co.uk
12
Google Analytics limits vs. Premium
§ 10 million pageviews (hits) per month§ 1-20 billion (US) hits
§ 50,000 unique table entries§ 3 million unique table entries
§ Aggregated rows shown in download§ 250,000 sampling threshold
§ 1 million - 10 million§ 20,000 rows export
§ 3 million rows export (un-sampled)
Monday, 31 March 14
14
www.ivantage.co.uk
21
Introductions – your turn!
§ A little bit about you§ Your name§ Your role§ Your organisation/department/site/site area§ Your objectives for attending today
Monday, 31 March 14
15
www.ivantage.co.uk
59
Knowledge test§ Define
§ Visitors§ Visits§ Pageviews§ Unique Pageviews§ Bounce§ Entrances§ Bounce rate
Monday, 31 March 14
16
www.ivantage.co.uk
59
Knowledge test§ Define
§ Visitors (People using browsers on devices)§ Visits (People interacting with your content (JavaScript))§ Pageviews
§ All loads of a JavaScript tagged page§ Unique Pageviews
§ Unique loads of a JavaScript tagged page in a given visit§ Bounce
§ A visit with one pageview§ Entrances
§ Visits to landing pages§ Bounce rate
§ The rate of bounces from entrances as %
Monday, 31 March 14
www.ivantage.co.uk
17
Event tracking (ga.js)
Monday, 31 March 14
www.ivantage.co.uk
18
Event tracking (analytics.js)
Monday, 31 March 14
www.ivantage.co.uk
19
Event tracking
Monday, 31 March 14
www.ivantage.co.uk
20
Event tracking
VideosPlayBaby’s Fist Birthday
Monday, 31 March 14
www.ivantage.co.uk
21
Event tracking (interaction versus non-‐interaction)
§ To change bounce or not to change bounce?§ By default, event tracking impacts your bounce rate
§ ie -‐ a visitor clicking on the video then leaving, has not bounced.
§ Set to true, event tracking does not impact bounce§ ie -‐ a visitor clicking on the video then leaving, bounced.
Monday, 31 March 14
22
www.ivantage.co.uk
59
Knowledge test - bounce with events§ Define
§ Visitors (People using browsers on devices)§ Visits (People interacting with your content (JavaScript))§ Pageviews
§ All loads of a JavaScript tagged page§ Unique Pageviews
§ Unique loads of a JavaScript tagged page in a given visit§ Bounce
§ A visit with one pageview or no event interaction§ Entrances
§ Visits to landing pages§ Bounce rate
§ The rate of bounces from entrances as %
Monday, 31 March 14
www.ivantage.co.uk
23
The GATC -‐ your version?
§ Exercise and key concepts§ Oldest to newest
§ To find
§ View source
§ Ghostery
§ Google Tag Assist
ga('create', 'UA-XXXX-X', 'auto');ga('send', 'pageview');
_gaq.push(['_setAccount', 'UA-XXXXX-X']);_gaq.push(['_trackPageview']);
_uacct ="UA-xxxxx-x";urchinTracker();
var pageTracker = _gat._getTracker("UA-xxxxxx-x");pageTracker._trackPageview();
Monday, 31 March 14
www.ivantage.co.uk
24
The three GATCs
Monday, 31 March 14
www.ivantage.co.uk
25
The very latest GATC -‐ Universal Analytics
Monday, 31 March 14
www.ivantage.co.uk
26
1) The original 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>
Monday, 31 March 14
www.ivantage.co.uk
27
2) The updated 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>
Monday, 31 March 14
www.ivantage.co.uk
28
3) The asynchronous ga.js
<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>Monday, 31 March 14
www.ivantage.co.uk
29
4) The analytics.js (Universal Analytics)
<script>
(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)})(window,document,'script','//www.google-analytics.com/analytics.js','ga');
ga('create', 'UA-XXXX-Y', 'auto');ga('send', 'pageview');
</script>
Monday, 31 March 14
www.ivantage.co.uk
30
The four GATCs -‐ where to put them
§ Urchin.js§ before closing </body>
§ ga.js§ before closing </body>
§ Supports Event Tracking
§ ga.js (Asynchronous -‐ )§ before closing </head>
§ Supports earlier loading without risk to content rendering
§ analytics.js (Asynchronous)§ before closing </head>
§ Supports earlier loading without risk to content rendering
Monday, 31 March 14
www.ivantage.co.uk
31
Whatever the version, common principles
§ Loading the master JavaScript file (ga.js or analytics.js)
§ Setting the Google Analytics web property to be written to
§ The pageview hit
ga('create', 'UA-XXXX-X', 'auto');ga('send', 'pageview');
_gaq.push(['_setAccount', 'UA-XXXXX-X']);_gaq.push(['_trackPageview']);
_uacct ="UA-xxxxx-x";urchinTracker();
var pageTracker = _gat._getTracker("UA-xxxxxx-x");pageTracker._trackPageview();
Monday, 31 March 14
www.ivantage.co.uk
32
Universal Analytics
§ Google Analytics reinvented (back end)§ Built on the Google Measurement Protocol
§ The Measurement Protocol§ Here it is
§ http://www.google-analytics.com/collect?v=1&tid=UA-3742829-1&cid=UID-999-000000&t=pageview&dp=%2F*YourFirstName*-page-test-of-UA
Monday, 31 March 14
www.ivantage.co.uk
33
Universal Analytics with Measurement Protocol?
§ Now, any device on the Internet can write to Google Analytics!§ Devices
§ Mobiles, tablets, Google Glass, etc
§ EPOS systems (Cash registers)
§ Call Centres
§ Interesting examples§ Analytics.js!
§ Google SDKs for Android and iOS (First
§ Google Forms
§ Search online for examples with movement, temperature, light
§ Bizarre examples§ Dog collar
§ Coffee machines
Monday, 31 March 14
www.ivantage.co.uk
34
Universal Analytics
§ Reduces 4 cookies to 1
§ Option to dispense with all cookies§ Your web technology sends a unique user ID via the measurement
protocol
§ What does this mean?§ Visitor tracking not visit tracking
§ Your visitors interacting across multiple devices§ Web, app, tablet
§ Your visitors interacting across multiple channels§ Store, catalogue, telephone
Monday, 31 March 14
www.ivantage.co.uk
35
Universal Analytics
§ Create your own dimensions and metrics§ 20 of each per web property
§ 200 of each for GA Premium
Monday, 31 March 14
www.ivantage.co.uk
36
Useful tools and reports to help check page tagging
§ Resources:§ http://blog.ivantage.co.uk/2010/11/useful-‐tools-‐and-‐reports-‐to-‐help-‐check.html
§ Exercise:§ GA >Traffic Sources >Referring Sites§ GA >Traffic Sources >Referring Sites > Referral Path§ GA > Visitors > Network Properties > Hostnames
§ Key concepts:§ Google Analytics' Achilles Heel is poor page tagging!
Monday, 31 March 14
37
www.ivantage.co.uk
54
How Google Analytics worksWebsite
Monday, 31 March 14
38
www.ivantage.co.uk
55
How Google Analytics worksWebsite
cookies
Monday, 31 March 14
www.ivantage.co.uk
39
The “__utm.gif” request from the ga.js to Google
§http://www.google-‐analytics.com/__utm.gif?utmwv=5.4.8&utms=1&utmn=2057827531&utmhn=ivantage-‐training.com&utmcs=windows-‐1252&utmsr=1440x900&utmvp=1425x77&utmsc=24-‐bit&utmul=en-‐us&utmje=0&utmfl=12.0%20r0&utmdt=RAGE%20Template%20One&utmhid=391906475&utmr=http%3A%2F%2Fwww.google.com%2Furl%3Fsa%3Dt%26rct%3Dj%26q%3D%26esrc%3Ds%26source%3Dweb%26cd%3D17%26ved%3D0CFAQFjAGOAo%26url%3Dhttp%253A%252F%252Fivantage-‐training.com%252F%26ei%3DBPg5U-‐PnOtbLsQTVsYHwAg%26usg%3DAFQjCNFYl8Z4VCzcd2lyQ6y-‐zYpQONKqyQ%26bvm%3Dbv.63934634%2Cd.cWc&utmp=%2F&utmht=1396307980603&utmac=UA-‐27251347-‐7&utmcc=__utma%3D150063470.1121932111.1396307898.1396307898.1396307981.2%3B%2B__utmz%3D150063470.1396307981.2.2.utmcsr%3Dgoogle%7Cutmccn%3D(organic)%7Cutmcmd%3Dorganic%7Cutmctr%3D(not%2520provided)%3B&utmu=q~
Monday, 31 March 14
www.ivantage.co.uk
40
The “collect” request from the analytics.js to Google
§http://www.google-‐analytics.com/collect?v=1&_v=j17&a=565137388&t=pageview&_s=1&dl=http%3A%2F%2Fivantage-‐training.com%2Fevents.html&ul=en-‐us&de=UTF-‐8&dt=Untitled%20Webpage&sd=24-‐bit&sr=1440x900&vp=1440x276&je=0&fl=12.0%20r0&_utma=150063470.513215023.1395000826.1395000826.1395000826.1&_utmz=150063470.1395000826.1.1.utmcsr%3D(direct)%7Cutmccn%3D(direct)%7Cutmcmd%3D(none)&_utmht=1395000859080&_u=MACC~&cid=513215023.1395000826&tid=UA-‐3742829-‐1&z=1169527130
Monday, 31 March 14
www.ivantage.co.uk
41
Google Analytics cookies
UTMb - Visit cookie, lasts for 30 minutes from every page view
UTMa - Unique visitor cookie, lasts for 2 years from set or update on every page view
UTMc - Visit end cookie, not set to expire, does so when browser closes
UTMv - Not always set, requires the _setVar() command
UTMz - Campaign visit tracking cookie, determines traffic sources, lasts for 6 months from set or update on every page view
Monday, 31 March 14
www.ivantage.co.uk
42
Google Analytics cookies -‐ Universal Analytics
_ga- Name can be changed, might not be used!
Visit properties now set server side in the User Interface§ 30 minute default session timeout
Monday, 31 March 14
43
www.ivantage.co.uk
56
What are Cookies?• Named after Fortune cookies• Text files sent to browsers by websites• Session and persistent Google Analytics Cookies
• Session• Expire after 30 minutes of inactivity• or expire on browser close
• Persistent• Lasts for 2 years
Monday, 31 March 14
www.ivantage.co.uk
44
Browser web serverNew Visitor
Browser web serverCookie
Returning Visitor
GA Cookie present
GA Cookie not present
Google Analytics Persistent Cookie
Page
cookies
Monday, 31 March 14
www.ivantage.co.uk
45
Weaknesses of cookies?
• Machine dependent• 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 sites use 1st party cookies to make basket function
• So blocking 1st party cookies degrades your Internet experience
• 3rd party cookies are often blocked
Monday, 31 March 14
46
www.ivantage.co.uk
58
How does GA measure visitors?
§ Key concept§ JavaScript (not Java) page tagging§ 1st party cookies§ Image request to Google servers
§ Transmit visit information
§ Your stats will miss some devices that do not execute JavaScript and/or accept cookies§ Search Engine bots :-)
§ Generally§ Mobiles (1st generation) :-|§ Accessibility devices :-(
Monday, 31 March 14
www.ivantage.co.uk
47
Understanding Google Analytics cookies
§ Exercise and Key Concepts§ Use Firefox and clear your cookies§ Using Firefox, search for your own brand on Google and click on an organic
result and visit your site§ Make a note of the contents of the utmz cookie§ Is it set correctly?
Monday, 31 March 14
www.ivantage.co.uk
48
Using the URL Builder§ Exercise
§ Use Google Analytics Campaign Tracking by finding “The URL Builder” in the Google Analytics help centre
§ Build a Campaign Tracking URL for an Email campaign
§ Use Firefox and clear your cookies
§ Using the URL you just built, visit your site
§ Make a note of the contents of the utmz cookie
§ Is it set correctly?
Monday, 31 March 14
www.ivantage.co.uk
49
Google Analytics campaign tracking
§ Exercise and Key concept§ Google Analytics allocates traffic to three distinct mediums
§ cpc or paid search§ organic
§ Google, bing, yahoo, etc§ (none)
§ Source of direct§ Visits when the web address is used directly in the browser without a
search§ A component of “brand awareness”
§ referral§ Sites with links to you, that provided visits
§ It’s the Google Analytics utmz cookie that tracks campaign attribution§ Persistent for six months
Monday, 31 March 14
www.ivantage.co.uk
50
Campaign Tracking and Dimensions
Monday, 31 March 14
www.ivantage.co.uk
51
Understanding cookie corruption and its affect on data§ Exercise
§ Visit http://www.ivantage-training.com/§ Follow the corrupt link from domains
§ Look at your cookies
§ Now press the “search” button§ You will transfer to a sub-‐domain
§ Look at your cookies
§ Key concept§ Do you have sub-‐domains?
§ Check your site’s cookies
§ Do you have self referrals?
Monday, 31 March 14
www.ivantage.co.uk
52
Best practice tracking for MSN adcenter campaigns§ Key concept
§ Use bingads as source to compare against google/cpc
§ Use cpc as medium to match AdWords bingads/cpc
§ Use campaign term for your target keyword§ Use campaign content for ad differentiation and analysis
§ Use campaign name for keyword group analysis
Monday, 31 March 14
www.ivantage.co.uk
53
Best practice tracking for LinkedIn campaigns§ Key concept
§ Use LinkedIn as the source
§ Use cpc as medium to compare against AdWords
§ Campaign term not applicable§ Use campaign content for ad differentiation and analysis
§ Use campaign name for campaign management
Monday, 31 March 14
www.ivantage.co.uk
54
Best practice tracking for banner campaigns§ Key concept
§ Use the advertising network as the source
§ Use cpm as medium
§ Campaign term not applicable§ Use campaign content for ad differentiation and analysis
§ Use campaign name for campaign management
Monday, 31 March 14
www.ivantage.co.uk
55
Best practice tracking for e-‐mail campaigns§ Key concept
§ Use the email type, subject and target list as the source
§ Use email as medium
§ Campaign term not applicable§ Use campaign content for subject line AB testing or creative
batch testing
§ Use campaign name for campaign management
Monday, 31 March 14
www.ivantage.co.uk
56
Best practice tracking for e-‐mail campaigns§ Key concept
§ Use the email type, subject and target list as the source
§ Use email as medium
§ Campaign term not applicable§ Use campaign content for link/content testing
§ Use campaign name for campaign management
Monday, 31 March 14
www.ivantage.co.uk
57
Best practice tracking for e-‐mail campaigns§ Key concept
§ Use the email type, subject and target list as the source
§ Use email as medium
§ Campaign term not applicable§ Use campaign content for link/content testing
§ Use campaign name for campaign management
Monday, 31 March 14
www.ivantage.co.uk
58
Best practice tracking for Twitter campaigns§ Key concept
§ Use the Twitter (placement vs. non-‐placement (viral) ) as the source
§ Use social as medium
§ Campaign term not applicable§ Use campaign content for time/user-‐name/subject
§ Use campaign name for campaign management
§ Use http://bit.ly/ or http://goo.gl/§ To shorten URLs
Monday, 31 March 14
www.ivantage.co.uk
59
Best practice tracking for Facebook campaigns§ Key concept
§ Use the Facebook (placement vs. non-‐placement (viral) ) as the source
§ Use social as medium
§ Campaign term not applicable§ Use campaign content for time/subject/ad differentiation and analysis
§ Use campaign name for campaign management
§ Use http://bit.ly/ or http://goo.gl/§ To shorten URLs
Monday, 31 March 14
www.ivantage.co.uk
60
Keeping control of your campaigns§ Key concept
§ Use a collaborative spreadsheet like Google Docs§ http://cutroni.com/blog/2006/11/10/google-‐analytics-‐campaign-‐tracking-‐
pt-‐2-‐the-‐epikone-‐link-‐tagging-‐tool/
Monday, 31 March 14
www.ivantage.co.uk
61
When not to use Campaign Tracking?
§ Key concept§ Never use Campaign Tracking on-‐site to track banners!
§ Use Event Tracking
Monday, 31 March 14
www.ivantage.co.uk
62
Break time
http://www.slideshare.net/ivantage
Monday, 31 March 14
www.ivantage.co.uk
63
Edit Account Settings§ Exercise
§ Edit your Account Settings for any account§ View your Urchin Account number (UA-‐XXXXX)§ View your Account Name§ View your data sharing settings
§ Key concepts§ You can never change your UA number§ Your can change your Google Analytics account name
§ Give it meaning§ Add a number to bring to the top§ Share your Google Analytics data with
§ Google Products for enhanced services like » Adwords Conversion Optimizer» Webmaster Tools for SEO Reports
§ Anonymously with Google and others for benchmarking§ Google access to your account§ Data processing amendment
Monday, 31 March 14
64
www.ivantage.co.uk
49
Agree the ToS
Monday, 31 March 14
65
www.ivantage.co.uk
50
The Google Analytics Terms of Service§ 2. Fees and Service.
Subject to Section 15, the Service is provided without charge to You for up to 10 million Hits per month per account. Google may change its fees and payment policies for the Service from time to time including the addition of costs for geographic data, the importing of cost data from search engines, or other fees charged to Google or its wholly-owned subsidiaries by third party vendors for the inclusion of data in the Service reports. The changes to the fees or payment policies are effective upon Your acceptance of those changes which will be posted at http://www.google.com/analytics. Unless otherwise stated, all fees are quoted in U.S. Dollars. Any outstanding balance becomes immediately due and payable upon termination of this Agreement and any collection expenses (including attorneys' fees) incurred by Google will be included in the amount owed, and may be charged to the credit card or other billing mechanism associated with Your AdWords account.
Monday, 31 March 14
66
www.ivantage.co.uk
51
The Google Analytics Terms of Service§ 7. Privacy.
You will not (and will not allow any third party to) use the Service to track, collect or upload any data that personally identifies an individual (such as a name, email address or billing information), or other data which can be reasonably linked to such information by Google. You will have and abide by an appropriate Privacy Policy and will comply with all applicable laws and regulations relating to the collection of information from Visitors. You must post a Privacy Policy and that Privacy Policy must provide notice of Your use of cookies that are used to collect traffic data, and You must not circumvent any privacy features (e.g., an opt-out) that are part of the Service.
You may participate in an integrated version of Google Analytics and any DoubleClick product or service or any other Google display ads product or service ("Google Analytics for Display Advertisers"). If You use Google Analytics for Display Advertisers, You will comply with the Google Analytics for Display Advertisers Policy (available at http://support.google.com/analytics/bin/answer.py?hl=en&topic=2611283&answer=2700409 ) and, as set forth in the policy, disclose in Your Privacy Policy (i) Your use of Google Analytics for Display Advertisers and its features You use, and (ii) how Visitors can opt-out from Google Analytics for Display Advertisers. Your access to and use of any DoubleClick or Google display ads data is subject to the applicable terms between You and Google.
Monday, 31 March 14
www.ivantage.co.uk
67
Complying with the Google Analytics Terms of Services§ Exercise
§ Check for personal data in Content > Site content > Pages§ Filter for Containing “@”
Monday, 31 March 14
www.ivantage.co.uk
68
Exporting your data for analysis & cleansing§ Exercise
§ Export your Top Content§ Use &limit=50000 suffixed to the Content >Top Content report§ Export to CSV (does not work for CSV for Excel)§ Check your Content for personal data
§ Version 5§ explorer-‐table.rowStart%3D0%26explorer-‐table.rowCount%3D25/§ explorer-‐table.rowStart%3D0%26explorer-‐table.rowCount%3D6000/
Monday, 31 March 14
www.ivantage.co.uk
69
Cleansing your data by excluding URL query parameters§ Example
§ http://www.mysite.com/contacts/?SID=f3b20768c9dc0df4a0889e89cda61cb3 -‐ 1 Pageview
§ http://www.mysite.com/contacts/?SID=3760d086e64b0d6f3821362cb9efa4ef -‐ 1 Pageview
§ http://www.mysite.com/contacts/?SID=0bf7387b53f8d75bd9038c652b90d107 -‐ 1 Pageview
§ In Google Analytics:
§ /contacts/?SID=f3b20768c9dc0df4a0889e89cda61cb3 -‐ 1 Pageview
§ /contacts/?SID=3760d086e64b0d6f3821362cb9efa4ef -‐ 1 Pageview
§ /contacts/?SID=0bf7387b53f8d75bd9038c652b90d107 -‐ 1 Pageview
§ In Google Analytics, after Exclude URL Query Parameters
§ /contacts -‐ 3 Pageviews
Monday, 31 March 14
www.ivantage.co.uk
70
Cleansing your data by excluding URL query parameters§ Exercise
§ Check for query string parameters in Content > Top Content§ Export your Top Content
§ Use &limit=50000 suffixed to the Content >Top Content report§ Export to CSV (does not work for CSV for Excel)§ Check your Content for URLs to clean or remove in order to aggregate your data
for better analysis
Monday, 31 March 14
www.ivantage.co.uk
71
Editing other profile settings§ Exercise
§ Edit your Profile Settings for any account§ View your profile name§ View your website URL§ View your default page
§ Key concepts§ Your website URL controls your pages report§ Your default page prevents / in pages report and enables In-‐Page Analytics
Monday, 31 March 14
www.ivantage.co.uk
72
Configuring site search
§ Key concept§ Site search records your site’s search box activity§ Normally very easy to configure§ Exercise
§ Try a search on your site§ Configure site search
Monday, 31 March 14
www.ivantage.co.uk
73
Configuring site search without ?
§ Key concept§ When your site’s search box does not use query parameters use
trackPageview technology§ urchin.js
§ urchinTracker('/search/?keyword={keyword}');
§ ga.js§ pageTracker._trackPageview('/search/?keyword={keyword}');
§ ga.js (Async)§ _gaq.push(['_trackPageview','/search/?keyword={keyword}']);
§ analytics.js (Async)§ ga('send', 'pageview', '/search/?keyword={keyword}');
Monday, 31 March 14
www.ivantage.co.uk
74
Creating duplicate “Profiles/Views”
§ Exercise§ For your live account (do not go near the delete button!)§ Add new profiles/views:
§ Call it www.mywebsite.com (Raw - Duplicate)§ Create a 2nd and call it www.mywebsite.com (Training IP Exclude)§ Create a 3rd and call it www.mywebsite.com (Sport Include)§ Create a 4th and call it www.mywebsite.com (Domains Exclude)
§ Key concepts§ When you “Add a Profile for an existing domain” you effective duplicate
data collection from that point into a newly created Profile§ Duplicating profiles is important to
§ Back-up your data§ Apply Filters (because Filter act at the data collection layer, they can
be destructive)§ For selective Profile access§ To create more that 20 goals§ To reduce sampling
Monday, 31 March 14
www.ivantage.co.uk
75
Google Analytics Filters -‐ IP address§ Exercise
§ Create a Predefined Filter to exclude internal traffic§ From where you are today§ You may need www.whatismyipaddress.com
§ Resources§ http://blog.ivantage.co.uk/2010/11/google-‐analytics-‐ip-‐address-‐exclusion.html
Monday, 31 March 14
www.ivantage.co.uk
76
Google Analytics Filters -‐ ISP domain§ Exercise
§ Create a Predefined Filter to exclude internal traffic§ From where you are today§ Can you use something other than an IP address?
Monday, 31 March 14
www.ivantage.co.uk
77
Google Analytics Filters -‐ Include to a folder§ Exercise
§ Create a Predefined Filter to zoom into data§ Visit RTE.ie
§ Create a Filter to collect only “sport” content into a profile for the sport journalists§ Resources
§ Regular Expressions§ http://blog.ivantage.co.uk/2010/11/google-‐analytics-‐regular-‐expressions.html
Monday, 31 March 14
www.ivantage.co.uk
78
Google Analytics Unified Segments -‐ Include to a folder§ Exercise
§ Create a segment to zoom into data on the sport section of the site§ Key concept
§ Segments work at the visit/visitor (user) level§ Filters work at the hit (image request level) level
Monday, 31 March 14
www.ivantage.co.uk
79
Use filters to negate sampling
§ Key concept§ Report sampling occurs
§ on ad-hoc data queries (cross segmenting or segments)§ when there’s 250,000 or more visits in the date range requested
§ on any query§ involving 1,000,000 unique dimensions
» e.g, URLs, Keywords
§ Slide sampling bar§ Reduce data range to reduce/negate Google Analytics sampling§ Include filters on duplicate Profiles can reduce/negate Google Analytics sampling
Monday, 31 March 14
www.ivantage.co.uk
80
Good profile/view practice
§ Key concept§ Raw
§ Untouched
§ All visits
§ No removal, but data cleansing, profile settings
§ All external visits
§ Remove staff/agencies/partners
§ All internal visits
§ Include only staff/agencies/partners
Monday, 31 March 14
www.ivantage.co.uk
81
Lunch time
Monday, 31 March 14
www.ivantage.co.uk
82
Key Performance Indicators (KPIs)?§ A metric
§ Miles per Hour (mph)
§ Defining progress to an objective
§ To reach the legal motorway speed limit of 70 mph
§ Enabling you to take corrective action
§ Accelerate or brake
§ Speedometer
§ Web Analytics package
Monday, 31 March 14
www.ivantage.co.uk
83
Key Performance Indicators (KPIs) & web analytics
Monday, 31 March 14
www.ivantage.co.uk
84
KPIs -‐ more specifically§ Should use gauges, not statistical charts
§ Averages
§ Percentages
§ Rates & Ratios
§ Should have time-‐based context, highlighting change
§ Should drive business-critical action§ Inspire to send email, pick-‐up phone, convene a meeting
Monday, 31 March 14
www.ivantage.co.uk
85
More on KPIs§ The big book of key performance indicators
§ by Eric Petterson
§ http://bit.ly/demystified-‐books
Monday, 31 March 14
www.ivantage.co.uk
86
KPIs from Web Analytics Demystified§ By role
§ Senior strategists
§ Mid-‐tier strategists
§ Tactical strategists
§ By site type
§ Online Retailers
§ Content Sites
§ Marketing Sites
§ Customer Support Sites
Monday, 31 March 14
www.ivantage.co.uk
87
Online retailers§ Senior strategists
§ Order and Buyer Conversion Rate
§ Average Order Value (AOV)
§ Average Revenue per Visit (Per Visit Value)
§ Average Cost per Conversion
§ Percent High and Low Satisfaction Customers
§ Mid-‐tier strategists§ Average Time to Respond to Email Inquiries
§ Ratio of New to Returning Visitors
§ New and Returning Visitor Conversion Rate
§ Percent of Revenue from New and Returning Customers
§ Home Page and Key Landing Page “Stickiness” (Bounce Rate)
§ Tactical strategists§ Search to Purchase Conversion Rate
§ Percent Low Recency Visitors
§ Cart and Checkout Completion Rate
§ Order Conversion Rate per Campaign or Campaign Type
§ Percent Zero Result and Zero Yield Searches
Monday, 31 March 14
www.ivantage.co.uk
88
Content sites§ Senior strategists
§ Average Page Views per Visit
§ Average Cost per Visit and Average Revenue per Visit
§ Percentage of High, Medium and Low Frequency Visitors
§ Mid-‐tier strategists§ Average Visits per Visitor
§ Ratio of New to Returning Visitors
§ Percentage of High, Medium and Low Time Spent Visits (Page views)
§ Tactical strategists§ Percent Visitors Using Search
§ Percentage of High, Medium and Low Click Depth Visits
§ Landing Page “Stickiness” (Bounce rates)
§ Subscription Conversion Rate
Monday, 31 March 14
www.ivantage.co.uk
89
Marketing sites§ Senior strategists
§ Lead Generation Conversion Rate
§ Average Time to Respond to Email Inquiries
§ Average Cost per Conversion (Lead Generated)
§ Average (Estimated) Revenue per Visit
§ Mid-‐tier strategists§ Average Visits per Visitor
§ Percentage of High, Medium and Low Time Spent Visits (Pageviews)
§ Percentage of High, Medium and Low Recency Visitors
§ Ratio of New to Returning Visitors
§ Percentage Visitors in a Specific Segment
§ Tactical strategists§ Landing Page “Stickiness” (Bounce rates)
§ Average Searches per Visit
§ Percent Zero Result and Zero Yield Searches
§ Lead Generation Rate per Campaign or Campaign Type
Monday, 31 March 14
www.ivantage.co.uk
90
Customer support sites§ Senior strategists
§ Average Time to Respond to Email Inquiries
§ Percent High and Low Satisfaction Customers
§ Percent New and Returning Customers
§ Mid-‐tier strategists§ Information Find Conversion Rate
§ Percent Visitors Using Search
§ Percent Visitors in a Specific Segment
§ Tactical strategists§ Percentage of High, Medium and Low Click Depth Visits (Pageviews)
§ Percent Zero Result and Zero Yield Searches
§ Search Result to Site Exits Ratio
§ Form Completion Rate
§ Download Completion Rate
Monday, 31 March 14
www.ivantage.co.uk
91
What’s possible with GA?§ How visitors found your website
§ What visitors are doing on your website
§ Not why!
§ Outcomes focused
§ Goals
Monday, 31 March 14
www.ivantage.co.uk
92
Some dashboards for you
§ For training
§ http://goo.gl/8F0YY6§ For SEO and PPC
§ E-‐commerce§ http://goo.gl/G0RqLC
§ Content
§ http://goo.gl/CLeiGd
Monday, 31 March 14
www.ivantage.co.uk
93
Goals§ Goals should be commercial
§ The commercial goals of your website§ Goals should map to visitor tasks
§ Visitors visit sites to accomplish tasks§ Tasks normally have a series of steps
§ Funnel§ Measure conversion through the task
§ When goals match user tasks§ Harmony ensues!
Monday, 31 March 14
www.ivantage.co.uk
94
Configuring a simple goal
§ Exercise§ Go to ivantage-‐training.com and complete the simple goal§ Observe while your tutor configures
§ A URL Destination Goal§ Shows you the “Required Step” setting
Monday, 31 March 14
www.ivantage.co.uk
95
Goal conversion rate and funnel conversion rate
§ Key concept
§ Using the “Required Step” setting
§ we can build multiple funnels based on a single goals
§ to observe behaviour on important paths
§ With duplicate profiles§ 20 goals per profile
Monday, 31 March 14
www.ivantage.co.uk
96
Goal conversion rate and funnel conversion rate
Monday, 31 March 14
www.ivantage.co.uk
97
§ You can use Regular Expressions (RegEx) to gain insight into the funnel path:
§ User exhibits behavior:§ Page 1 = /index.html§ Page 2 = /category-‐footwear.html§ Page 3 = /category-‐clothing.html§ Page 4 = /category-‐headwear.html § Page 5 = /products/kangol-‐tropic-‐player-‐trilby.html§ Page 6= /cart/basketview.html§ Page 7= /cart/registration.html § Page 8 = /cart/paymentoptions.html § Goal = /cart/salesorderconfirmation.html
§ Need to know conversion rate of categories to products to purchase:§ Step 1: index\.html§ Step 2-‐4: ^/category§ Step 5: ^/products§ Step 6: ^/cart/basketview\.html§ Step 7: ^/cart/registration\.html § Step 8 : ^/cart/paymentoptions\.html § Goal: ^/cart/salesorderconfirmation\.html
Goals and funnels
Monday, 31 March 14
www.ivantage.co.uk
98
Zoom into important behaviour to identify problems
6.77% funnel conversion rate
Monday, 31 March 14
www.ivantage.co.uk
99
Goal match types
§ Key concept§ Goals can be “Exact Match”
§ /confirm/?OrderID=78367201
§ Goals can be “Head Match”§ /confirm/?OrderID=
§ Goals can be “Regular “Expression Match”§ ^/confirm/\?OrderID=
Monday, 31 March 14
www.ivantage.co.uk
100
The three GATCs
Monday, 31 March 14
www.ivantage.co.uk
101
The very latest GATC -‐ Universal Analytics
Monday, 31 March 14
102
www.ivantage.co.uk
45
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']);
§ analytics.js (Universal Analytics)§ ga('send', 'pageview', '/my/made/up/url');
Monday, 31 March 14
www.ivantage.co.uk
103
Using the E-‐commerce report suite
§ Key concept
§ E-‐commerce must be coded
§ Code your confirmation order page
§ You must turn on E-‐commerce in you profile settings
§ E-‐commerce is NOT related to Goals
§ An E-‐commerce site might have a checkout goal and E-‐commerce configured
§ https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingEcommerce
Monday, 31 March 14
www.ivantage.co.uk
104
Using the E-‐commerce report suite
§ Key concept
§ Define your own e-‐commerce schema
Monday, 31 March 14
www.ivantage.co.uk
105
Configuring site search
§ Key concept§ Site search records your site’s search box activity§ Normally very easy to configure§ Exercise
§ Try a search on your site§ Configure site search
Monday, 31 March 14
www.ivantage.co.uk
106
Configuring site search without ?
§ Key concept§ When your site’s search box does not use query parameters use
trackPageview technology§ Urchin.js
§ urchinTracker('/search/?keyword={keyword}');
§ GA.js§ pageTracker._trackPageview('/search/?keyword={keyword}');
§ GA.js (Async)§ _gaq.push(['_trackPageview','/search/?keyword={keyword}']);
Monday, 31 March 14
www.ivantage.co.uk
107
Break time
http://www.slideshare.net/ivantage
Monday, 31 March 14
www.ivantage.co.uk
108
Creating and sharing Custom “Intelligence” Alerts
§ Exercise§ Intelligence> Monthly Alerts
§ Create your own Custom Intelligence Alerts
§ Key concept§ Intelligence Alerts can be shared
§ by sending a link
Monday, 31 March 14
www.ivantage.co.uk
109
Really useful Custom “Intelligence” Alerts
§ Exercise§ Intelligence> Monthly Alerts
§ Create your own Custom Intelligence Alerts
Monday, 31 March 14
www.ivantage.co.uk
110
Creating and sharing Custom Advanced Segments
§ Exercise§ Create a Custom Advanced Segment for a City§ Create a Custom Advanced Segment for a Page
§ Key concept§ Advanced Segments can be shared
§ by sending a link
Monday, 31 March 14
www.ivantage.co.uk
111
Really useful Advanced Segments
§ Exercise§ Advanced Segments
§ Create new Advanced Segment
Monday, 31 March 14
www.ivantage.co.uk
112
Analyzing social media traffic§ Exercise
§ Filter in social media sources§ Build a regular expression
§ (facebook|^t\.co|linkedin|pinterest|plus\.google|tumblr|instagram|vk|flickr|myspace|tagged|ask\.fm|meetup|meetme|classmates)
§ Create a unified segments
Monday, 31 March 14
www.ivantage.co.uk
113
Being alerted to social media traffic§ Exercise
§ Build a custom alert§ Based on your custom social media segment
Monday, 31 March 14
www.ivantage.co.uk
114
Analyzing Search -‐ identifying brand keywords§ Exercise
§ Filter in/out brand terms§ Build a regular expression
§ (bonsoir|bonsior|bon soir|bonsoir\.com|bonsware|^np-\$)§ Use Advanced Segments
Monday, 31 March 14
www.ivantage.co.uk
115
Brand Keywords Advanced Segment§ Exercise
§ Create a Brand Keyword Advanced Segments
Monday, 31 March 14
www.ivantage.co.uk
116
Non-‐Brand Keywords Advanced Segment§ Exercise
§ Create a Non-‐Brand Keyword Advanced Segments
Monday, 31 March 14
www.ivantage.co.uk
117
Analyzing keyword media -‐ contribution of brand/non-‐brand by organic and cpc
§ Exercise§ Use the advanced segments you have created
§ 1a -‐ Brand Keywords Segment (Your Brand)§ 1b -‐ Non-‐Brand Keywords Segment (Your Brand)
Monday, 31 March 14
www.ivantage.co.uk
118
Analyzing keyword media -‐ how’s your brand/generic keyword mix?§ Key concept
§ How’s your brand (keywords) doing organically?§ Should you focus on improving SEO for organic brand terms?§ Are you happy bidding on your brand?§ Are you over reliant on brand organic keywords?
§ Is your generic (non-‐brand) organic traffic poor?§ Should you do some cpc to generate leads?§ Should you focus on improving SEO for generic (non-‐brand) terms?
§ Are you over reliant on organic for generic terms?§ What would you do if your organic rankings fall?
§ Should you invest in cpc to balance organic?
Monday, 31 March 14
www.ivantage.co.uk
119
Analyzing keyword media -‐ what’s the opportunity?
§ Key concept
§ Is your organic traffic fulfilling its potential?
§ Is your Adwords fulfilling its potential?
Monday, 31 March 14
www.ivantage.co.uk
120
Identifying problems with Bounce Rate
§ Bounces§ Visits to landing pages that don’t view another “tagged” page/Event
§ Bounce rate§ The % of visits to landing pages that don’t view another “tagged” page/Event
§ Bounce Rate is a critical metric for analysis unless§ Your site is one page (blog)
§ New Visitors might stay longer on a blog for the first time§ Your site has a compelling off-‐line proposition
§ That makes people view one page and leave/call/visit?§ Key concept
§ Finding and removing the cause of bounced visits is high priority
Monday, 31 March 14
www.ivantage.co.uk
121
Landing page efficiency analysis report
§ Custom Report§ http://goo.gl/g67kYh
Monday, 31 March 14
www.ivantage.co.uk
122
Introducing Content Experiments§ Key concept
§ How could you progress more visits from the Landing Page to the next page?§ Expose different pages
§ A/B/N Testing
Monday, 31 March 14
www.ivantage.co.uk
123
Which landing pages to test?§ Landing pages that send significant traffic to
§ Conversions points that lead to
§ Website goals
§ That further business objectives
Monday, 31 March 14
www.ivantage.co.uk
124
Exercise
§ Can we find highly traffic landing pages?§ Can we map out conversion paths?
Monday, 31 March 14
www.ivantage.co.uk
125
What to test?§ What’s your gut telling you about your pages?
§ What are your customers telling you about your pages?§ 4Q - “Voice of Customer” - site level§ KISS Insights - “Voice of Customer” - page Level§ Usability testing
§ Lab§ usertesting.com§ whatuserdo.com
§ Heuristic reviews§ Site reviewed against a list of expected/excepted criteria
Monday, 31 March 14
www.ivantage.co.uk
126
What to test?§ Presentation of offers on
§ Landing pages that send significant traffic to
§ Conversions points that lead to
§ Website goals
§ That further business objectives
Monday, 31 March 14
www.ivantage.co.uk
127
Exercise
§ Can you define some alternative presentations for your selected landing pages?
§ Can you split these alternative presentations into Page Sections?§ Could these sections have variations§ Which sections will have the biggest impact on conversion point?
Monday, 31 March 14
www.ivantage.co.uk
128
How do Content Experiments work?
Monday, 31 March 14
www.ivantage.co.uk
129
A/B Testing
Experiments Code
Normal GA code Conversion PointNormal GA Code
Normal GA code
A
B
Conversion Page
Goal
Original Page
Variation Page
Monday, 31 March 14
www.ivantage.co.uk
130
How GWO worksWebsite
A B
Monday, 31 March 14
www.ivantage.co.uk
131
GWO decides which page to serve
cookies
B
Monday, 31 March 14
www.ivantage.co.uk
132
Browser1st visit
web serverNew Visitor
Browser web serverCookie
Subsequent visits Returning Visitor
Respond with Page B as last time
Respond with Page A or B
Persistent UTMx (3) cookies
cookies
B
Monday, 31 March 14
www.ivantage.co.uk
133
A/B split test set-‐up -‐ exercise
§ Exercise§ Visit http://www.ivantage-training.com§ Navigate to Products§ Clear cookies to see different versions
Monday, 31 March 14
www.ivantage.co.uk
134
A/B split test set-‐up§ Original page
§ Content Experiments Code
§ Sends 1st party cookies to ensure § new visitors enter test (if applicable)
§ returning visitors see same page
§ Normal GA code§ Records page display
§ Variation pages (A, B, C)§ Normal GA code
§ Conversion page§ Normal GA code
Monday, 31 March 14
www.ivantage.co.uk
135
A/B split test reporting§ 2-‐3 hours delay
§ Original and variations
Monday, 31 March 14
www.ivantage.co.uk
136
A/B split test reporting -‐ other metrics
§ Conv/Visitors§ Conversion numbers
§ Observed improvement§ Between original and variation
§ Chance to beat original§ Likelihood of this beating original if rolled out
Monday, 31 March 14
www.ivantage.co.uk
137
A/B split test reporting -‐ inconclusive
§ No clear winner§ Pointlessness of testing small changes
§ Make a big variation change and test again
Monday, 31 March 14
www.ivantage.co.uk
138
After A/B testing?§ Test again!§ Test next conversion point§ Use multivariate testing
§ Bring back discarded (but big) changes
Monday, 31 March 14
www.ivantage.co.uk
139
Your 201 action plan§ Ensure all pages are tagged
§ Ensure your code supports sub-‐domains
§ Think about using Google Tag Manager or a paid product
§ Check for self referrals
§ Use campaign tracking
§ Create duplicate profiles (with filters and URL parameter removal)
§ Raw
§ All visits
§ All external visits
§ All internal visits
§ Configure goals
§ Simple or complex (Specify with developers)
§ Decide upon high bouncing landing pages
§ Start using A/B testing to improve them
Monday, 31 March 14
140
www.ivantage.co.uk
75
Getting help and going further§ Help Centre
§ https://support.google.com/analytics/
§ Blog§ http://analytics.blogspot.com/
§ Forum§ https://productforums.google.com/forum/#!forum/analytics
§ Developers§ https://developers.google.com/analytics/
§ ivantage§ [email protected]
§ Avinash’s Blog§ http://www.kaushik.net/avinash/
§ Brian’s Blog§ http://www.advanced-web-metrics.com/
Monday, 31 March 14
www.ivantage.co.uk
141
Feedback§ http://www.ivantage.co.uk/feedback
§ Write an honest, considered and fair review to receive for each day attended:
Monday, 31 March 14