google analytics basic set up - gbg workshop 23 jan 2013

GOOGLE ANALYTICS BASIC SET-UP | GBG KL WORKSHOP 23 JAN 2013

GOOGLE ANALYTICS BASIC SET-UP WORKSHOP

Dr. Frank J. Peter, Ph.D.

Managing Director FJP Marketing Sdn. Bhd.(839890-M)

www.FJPmarketing.com

Frank@FJPmarketing.com

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Google Analytics Basic Set-up

What we will cover today:

• Setting-up Tracking Code• Including Subdomains• Including e-Commerce (basic)

• Linking with Adwords, Adsense & Webmasters Tools

• Setting-up of Event Tagging

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Google Analytics Basic Set-up

Setting Up Google Analytics

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Google Analytics Basic Set-up

What you need:

• Google Account

• Website/Blog

• Access to Website Code / CMS Code

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Setting-up Google Account

https://accounts.google.com/

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Setting-up Google Account

Do's and Don'ts:

• Do not use your personal email account• Do set-up a Google account specifically

for Analytics, Adwords and Webmaster Tools

• Suggested: Your.Company.Google@Gmail.com

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Setting-up Tracking Code

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

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Setting-up Tracking Code

Important: Time Zone should be same as in Google Adwords

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Setting-up Tracking Code

• Define Home Page• Apply Adwords Cost Source (can be done later)• Allow Site Search

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Setting-up Tracking Code

Determine the Query Parameter for Site Search:

• Perform a Search on your Website using your search Function

• On the Search Results Page take a close look at the URL

• Make a Note of the Query Parameter

Example:

mysite.com/advanced_search_result.php?keywords=Alien

-> Here the Query Parameter is keywords

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Setting-up Tracking Code

• Allow Subdomains• No other Top Level Domains (set up separate Analytics)• Display Advertising Support: Enables Remarketing• Custom Campaign Tags: use Defaults

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Setting-up Tracking Code

• Copy/Paste Analytics Code before every closing </head> Tag• Upload edited Web Pages and check Tracking in Analytics

• Open your Source Code in a Text Editor (Notepad etc.)

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Setting-up Tracking Code

• Extra Code to be added to 'Checkout Confirmation' Page

• Collects data on item(s) purchased, price, shipping cost etc.

• Has to be done in the back-end of the Shopping Cart Platform used

E-Commerce Tracking

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Google Analytics Basic Set-up

Linking Analytics with Adwords

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Linking Analytics with Google Adwords

Benefits

• Adwords gives Info 'before the Click'

• Analytics gives Info 'after the Click'

• ROI: measure which paid Keywords result in Sales – focus future Campaign Optimisation on these Keywords and drop non-performing

• Reduce Cost due to 'blind Advertising' based on actual Analytics Data

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Linking Analytics with Google Adwords

To Do:

• Create Administrator Account in Adwords using same email as used in Analytics

• Sign in to your AdWords account at https://adwords.google.com

• Click the Tools and Analysis tab, then click Google Analytics.

• Click the Admin tab at the top right of the page.

• Click the account you want to link with the AdWords account.

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Linking Analytics with Google Adwords

To Do (cont.):

• Click the Data Sources tab.

• Click the AdWords tab, then click Link Accounts.

• Select the Analytics profiles in which you want the AdWords data to be available.

• Click Continue.

Note: In order for Analytics to be able to attribute visits to specific AdWords campaigns, you also need to import your AdWords cost data to the relevant Analytics Admin profile.

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Google Analytics Basic Set-up

Linking Analytics with Adsense

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Linking Analytics with Google Adsense

Benefits

• Shows which Pages bring you the most $$

• Shows which Adsense Sizes, Positions etc work best on your Site

• Use the above Info to improve Earnings

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Linking Analytics with Google Adsense

To Do:

• Create Administrator Account in Adsense using same email as used in Analytics

• On the Home tab go to Account settings

• Scroll down to 'Access & Authorization' section

• Click on the 'edit' next to Google Analytics integration

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Linking Analytics with Google Adsense

To Do (cont.):

• Click 'Link' next to the Analytics account that you want to link to

• A new window opens and you're taken to your Analytics account.

• In Analytics, click Link Accounts.

• Specify your primary Analytics property and Analytics profiles

• Click Continue and your Accounts are linked

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Google Analytics Basic Set-up

Linking Analytics with Webmasters Tools

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Linking Analytics with Google Webmasters Tools

Benefits:

• Get Info on Link and Query Traffic in Analytics

• Let Google tell you about any Site Problems

• Share Information about your Site via Sitemaps

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Linking Analytics with Google Webmasters Tools

To Do:

• Go to www.google.com/webmasters/tools

• Sign in/Create Account with the same email as used for Analytics and Adwords

• “Add a Site”

• Follow Instructions to verify your Site

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Linking Analytics with Google Webmasters Tools

To Do (cont.):

• Go back to your Analytics Account

• Admin -> Property Settings

• Scroll down to Webmaster Tools Settings

• Follow Instructions to link your Accounts

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Google Analytics Basic Set-up

Setting Up Event Tagging

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Event Tagging in Analytics

Benefits:

• Track Page Gadgets (i.e. Newsletter Sign-ups)

• Track Flash Elements (i.e. Video Views)

• Track File Downloads (i.e. free Reports)

• Track how many People click your Facebook button

Use extends well beyond the common model of user-triggered events

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Setting Up Event Tracking

The _trackEvent() method in the source code of a page object, widget, or video:

_trackEvent(category, action, opt_label, opt_value, opt_noninteraction)

• Category – i.e. Videos• Action – i.e. Play• Label (optional) – i.e. Name_of_Video• Value (optional) – i.e. Download Time• Noninteraction (optional) – i.e. Bounce Rate

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Setting Up Event Tracking

Example: Playing a Video

_gaq.push(['_trackEvent', 'Videos', 'Play', 'Gone with the Wind', 'downloadTime', 'true')];

• Category –Videos• Action –Play• Label (optional) – Gone with the Wind• Value (optional) – measures time it takes to

download video• Noninteraction (optional) – will count as non-event (= counts as bounce if no other interaction)

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Setting Up Event Tracking

Example: Clicking your 'FB Like' Button

_gaq.push(['_trackEvent', 'Facebook', 'Follow')];

• Category – Facebook• Action – Follow

Implementation:

Before:<a href=“https://www.facebook.com/facebookpagename” target=“_blank”>Follow us on Facebook</a>

After:<a href=“https://www.facebook.com/facebookpagename” onClick=“_gaq.push(['_trackEvent', 'Follow', 'Facebook']);” target=“_blank”>Follow us on Facebook</a>

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Setting Up Event Tracking

Example: Clicking you 'FB Like' Button

<a href=“https://www.facebook.com/facebookpagename” onClick=“_gaq.push(['_trackEvent', 'Follow', 'Facebook']);” target=“_blank”>Follow us on Facebook</a>

Will show up in Analytics under Content > Events:

Event Category: Follow

Event Action: Facebook

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Setting Up Event Tracking

Example: Downloading an Order Form

_gaq.push(['_trackEvent', 'Downloads', 'PDF', 'Order Form 1']);

• Category – Downloads• Action – PDF• Label (optional) – Order Form 1

Implementation:Before:<a href=“https://www.website.com/order_form_1.pdf”>Download Order Form</a>

After:<a href=“https://www.website.com/order_form_1.pdf” onClick=“_gaq.push(['_trackEvent', 'Downloads', 'PDF', 'Order Form 1']);” target=“_blank”> Download Order Form </a>

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Setting Up Event Tracking

Example: Downloading an Order Form<a href=“https://www.website.com/order_form_1.pdf” onClick=“_gaq.push(['_trackEvent', 'Downloads', 'PDF', 'Order Form 1']);” target=“_blank”> Download Order Form </a>

Will show up in Analytics under Content > Events:

Event Category: Downloads

Event Action: PDF

Event Value: Order Form 1

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Setting Up Event Tracking

Practice: Newsletter Sign-up Form (simple)< input type="submit" value="Send" / >

Format:

< input onClick="_gaq.push(['_trackEvent', 'Category', 'Action'])" type="submit" value="Send" / >

< input onClick="_gaq.push(['_trackEvent', 'Newsletter', 'Sign Up'])" type="submit" value="Send" / >

Will show up in Analytics under Content > Events:

Event Category: Newsletter

Event Action: Sign Up

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Setting Up Event Tracking

Practice: Newsletter Sign-up Form (Button)<input type="submit" value="Subscribe" name="subscribe" id="mc-embedded-subscribe" class="button">

Format:

onClick="_gaq.push(['_trackEvent', 'Category', 'Action'])"

<input onClick="_gaq.push(['_trackEvent', 'Newsletter', 'Sign Up'])" type="submit" value="Subscribe" name="subscribe" id="mc-embedded-subscribe" class="button">

Will show up in Analytics under Content > Events:

Event Category: Newsletter

Event Action: Sign Up

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Setting Up Event Tracking

Practice: Newsletter Sign-up Form (Button in php)<input type="submit" value="Subscribe" name="subscribe" class="button">

<input onClick="_gaq.push([\'_trackEvent\', \'Newsletter\', \'Sign Up\'])" type="submit" value="Subscribe" name="subscribe" class="button">

Will show up in Analytics under Content > Events:

Event Category: Downloads

Event Action: PDF

Note: backslashes ( \ ) are required to mask the apostrophe ( ' )

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Still utterly confused?

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