google analytics overview
Post on 20-Aug-2015
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Agenda• Google Analytics Basics
o Reasons for using Google Analyticso Cookies o Other Google Analytics info
• Goals & Funnelso Reports (Funnel Visualization & Reverse Funnel)
• Bounce Rates• Profiles• Tracking Across Domains
o Subdomains• Filters• Campaign Setup• Custom Reports (Keyword Performance)• Internal Site Search
o Reports (Search Terms & Start Pages)
What is Google Analytics?
• Wikipedia defines GA as a free service offered by Google that generates detailed statistics about the visitors to a website.
• Delphic Sage should define it as a place where we can:o Build, track, and improve the goals we help set with/for
our clientso Stem ideas for SEO & marketing campaigns including
newsletters, press releases, etc.o Utilize the data repository for monthly
reporting/recommendations o Be Proactive!
Why use Google Analytics?
• Analytics & Optimizationo Activity & “Transaction”
Monitoringo Correlate to Business
Results CPA, ROAS, ROI Other KPI’s Activity Analysis
o Provides Business Justification & Direction
o Dashboards & Tools• Primary Objective
o Optimize Spendo Prioritize Investments
Sample Optimization Effort$50M SalesIncrease From 2.0 To 2.1%= $2.5M In Increase In Revenue2,200% Increase In Annual Revenue
Basics of Google Analytics• Visitors
o Cookie is first party/random visitor id + first initial timestamp
• Visitso Session is defaulted to 30
minutes (closing browser or inactive ends session)
• Pageviewso Refresh = new page view
• Bounce Rateo Enter on one page do not go to
any other page and exit• Ex. 1 Visitor can visit the site 2
times and have 5 pageviews
CookiesWhat data won't get through to Google Analytics? • Disabled Javascript• Blocked all cookies• Deleted Cookies
o comes up as new visitor though• Error in Javascript prior to analytics code • Mobile Devices can with no javascript enabled
Cookie Info• __utma - Visitor identifer (expires after 2 years)• __utmb -Session Identifier (expires after 30 minutes of
inactivity)• __utmc - Session Identifier (temporary cookie; destroyed
when you quit browser; notes as new session)• __utmz - Campaign Values (Expires after 6 months or if
overwritten)
What Does Web Analytics Measure?
• Visitorso Characteristics
Browser, new vs. return, location
• Traffico Origins
Keywords, refers, pages
• Contento Effectiveness
Bounce rate, paths, navigation summary
Specifics about Google Analytics
• Tagged vs. log file • Highly
Customizable• Basic install is
robust• Worth more as part
of process• Set goals• Use campaigns• Tons of Reporting
Other Important Facts• Enter before </body> or footer• Strips out known bots/spiders• Works on mobile phones if they
support javascript and store cookies
• Account number below = 1111111o The 1 after the - represents
what implementation
<script type="text/javascript"> vargaJsHost = (("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"> varpageTracker = _gat._getTracker("UA-1111111-1"); pageTracker._initData(); pageTracker._trackPageview();
</script UA-1111111-1 >
How to Optimize
• Have a Plan• Define Goals• Measure trends (ex.
Bounce rates)• Track campaigns (ex.
Email Newsletter)• Be methodical
Goals• Select page you want visitor to see to reach the goal
o Goal is usually Thank you or confirmation page Types of Goals
Thank you page on contact form PDF Download for White Paper Newsletter Signup Feed Subscriptions
• Set-up Goals undero Analytics Settings -> Profile Settings -> Conversion Goals and
Funnel Select up to 4 goals per profile
Set up duplicate profiles to add more goals o Enter URL of Goal Page
Ex. /Confirmation.aspx o Name the goal
• Funnel steps on next page
Image via www.headachecare.com
Funnel/Match Types• Funnels show where enter and how go through process
o Show where you may lose would be customers• Add URL of pages leading to goal page
o Name Steps (Ex. Select Contact Form)• Match Type
o Defines how google analytics identifies a goal/funnelo Match Types
Head Match /offer1/ (anything after / will still be counted)
Exact Match /offer1/signup.html
Regular expression match If you have multiple signup forms under one goal
(/.*/signup\.html /offer2/signup.html and /offer3/signup.html
Goal Value
• Assign monetary value for non-ecommerce goals• Example
o Sales team can close 10% of people who request to be contacted
o Average Transaction is $500o Assign $50 (i.e. 10% of $500) to your "Contact Us" goal
Image via http://risingsouthfoundation.com
Funnel Visualization Report• Displays visual representation of certain goal and path
before and after each step in funnel (Left = step before, Right = step after)
• Goals -> Funnel Visualization
Reverse Goal Path Report• Displays exactly how people got to the goal page • Shows funnels you may have not thought of before • Goals -> Reverse Goal Path Report
Bounce Rates• The percentage of web site visitors who arrive at a web site
entry page, then leave without going any deeper into the site.
• If page is higher than avg. site bounce rate percentage, focus on changing content on that page (blogs are different though)o Content - > Content by Titleo Comparison Viewo Sort by Pageviewso Select "Bounce Rate" for compared to site average
Other Things you May Not Know• Some sites make extensive use of
Flash or other interactive technologies. o These sites don't load new pages
and user interaction is on single page
o Equals high bounce rates and low times on site
o Avoid this with virtual pageviews or events
• Paid keywords with high bounce rates, show landing pages need to be fixed Image via http://latimesblogs.latimes.com
Creating User Accounts/Profiles• One login can have access to 25 accounts • Difference between Admins/Users
o Users are read only; restricted to specific profileso Admins can do everything (view all reports/edit account settings)
• Profiles typically per domaino set up for subdomainso setup for subset of data for one domaino set up reports for one domain where different users get different
access
Creating User Accounts/Profiles ctd• New domains will have new tracking numbers
o UA-1111111-2 ad UA-1111111-3 as they are entered sequentially
• Go to Analytics settings page o Click add Website profileo Select radio button to add profile for NEW domaino Enter URL into text field (choose http or https)
Can enter subdomaino Click Finish
Tracking across domains
• _link method allows track a user across multiple domains• Add few lines to GA code
o pageTracker._setDomainName("none");o pageTracker._setAllowLinker(true);
• Add the _link() method to all links between domains o Ex. <a href ="http://www.your2ndsite" onclick =
"pageTracker._link('http://www.your2ndsite.com');return false;") Go to our other site</a>
Transfer forms across domains
Mostly used to track from one site to a 3rd-party shopping cart site. • Transfer visitors by linkByPost() for forms
o Also, can be used to send cookie data to other domains in pop-ups or Iframes
o Modify forms as follows: <form action =
"http://www.shoppingcartsite.com/myService/formProcessor.php" name ="f" method="post" on submit="pageTracker._linkByPost(this)">... </form>
will add query string values to action attributes when user submits form
Filters • Increases Flexibility of GA• Apply multiple filters to profiles• Maintain unfiltered profile (aka backup)• Predefined filters
o Ex. Exclude all traffic from a certain IP Address Won't track internal visits
• Other possible filterso Convert URI/URL to lowercaseo Filter out mydelphic traffic by hostnameo Filter out client traffic by IP
Filter SetupEnter via Filter manager on main analytics page or add a new profile with a filter Custom Filters• Muiltiple include or exclude filters can be applied to a single
profile• Filers are executed sequentially• The output from filter one is used as input for next filter
What not to do• Create 2 separate filters because they will cancel each other
out• Instead, Create one filter that uses a regular expression to
indicate that the Visitor region is California or Texas (Filter Pattern = Texas/California)
Tracking across sub domains
• Add _setDomainName to tracking code on each page of each subdomain
• Add this line to GA codeo pageTracker._setDomainName(".parentsitename.com");
• One issue is pages named the same in subdomain will not see separate visitso Best practices to avoid subdomain issues
Set up Profiles for each subdomain as well as a main profile with no filters
Filter for subdomains
• Apply an advanced filter to differentiate subdomains within one profile (Add Filter from Main accounts screen)o Filter Type: Custom Filter > Advancedo Field A: Hostnameo Extract A: (.*)o Field B: Request URIo Extract B: (.*)o Output To: Request URIo Constructor: /$A1$B1
• With this filter, results appear within subdomain attachedo Ex. /maps.google.com/home.html &
/mail.google.com/home.html• More info here
Campaign URL Tagging• utm_source: Identify as an advertiser (google, citysearch,
newsletter)• utm_medium: Advertising medium (cpc, banner, email)• utm_campaign: Campaign name (product, promo code, or
slogan)• Optional campaign variables
o utm_term: Paid search keywordo um_content: Use to track different versions of an ad
• URL Builder here: Example from recent Newsletter campaign we set up: • http://www.sitename.com/news/in-the-news.aspx/d=84/title=CP?
utm_source=Newsletter&utm_medium=email&utm_campaign=9-15-09NL
Create Custom Report
• Decide what report should showo Ex.Source and Keyword Performance Report
Dimensions - sources and keywords Metrics - Pageviews, bounces, visits
Internal Site SearchWhy set this up?• Visitors use site search as a form of navigation• Analyze internal search can help identify:
o Missing or hidden contento Ineffective search resultso Keywords not previously identified for search campaigns
• Set up through Analytics account -> Edit profileo Track Searchingo Perform search on the site you will track to see what part
of querystring identifies search Ex. Google search = q Ex. Yahoo search = p
Search Terms and Start Pages Reports
• Search Terms Reporto Can compare metrics between internal search querieso Useful for identifying new keywordso Can refine down through cross segmentation
Ex. What city did they search from for this term? • Start Pages Report
o Useful to assess effectiveness of landing pageso Click on the page listed in table and learn more about
searches on that page Ex. News page
Search term = Photo Gallery Should Reference Photo Gallery on that page
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