Christopher WhalenSearch Marketing Executive

Torchbox

Analytics tips and tricks

Agenda

›Conversion goals and funnels›Event tracking›Real-time analytics›Filters›Custom reports›Content experiments›New Google Analytics tools

No goals, no glory.

Conversion goals

›Donations›Event registrations›Report downloads›Email sign-ups›Volunteer registrations

Problems with goals

Common problems setting up goals

›Conversion occurs on another site e.g. Engaging Networks

›Conversion doesn’t have a destination URL

›Same thank-you page for multiple conversions

›Run out of goals in a view

Conversion occurs on another site

1. Set up cross-domain tracking on multiple domains

2. Set up cross-links3. Create a filter to show

the hostname

1. Set up cross-domain tracking on multiple domains

1. Set up cross-domain tracking on multiple domains

var _gaq = _gaq || [];

_gaq.push(['_setAccount', 'UA-112981-1']);

_gaq.push(['_setDomainName', 'torchbox.com']);

_gaq.push(['_setAllowLinker', true]);

_gaq.push(['_trackPageview']);

2. Set up cross-links

<a href="https://www.torchbox.com/" onclick="_gaq.push(['_link',

'https://www.torchbox.com/']); return false;">Book your place now</a>

3. Create a filter to show the hostname

Conversion doesn’t have a destination URL

›Create a virtual pageview›Create an event goal

Create an event goal

Create an event goal

Problems with funnels

Common problems setting up funnels

›Part of funnel is on a third-party payment system e.g. Eventbrite

›Funnel is complicated›Where does the funnel start?›Don’t put the destination URL in the funnel!

Don’t put the destination URL in the funnel!

Real-time analytics

Filters

›Exclude internal office and agency’s IP addresses

›Always keep one view without any filters

›Get comfortable using regular expressions

Custom reports

›Show only the information you need

›Tailor reports to specific audiences

Custom reports

Custom reports

Why is British Cycling so successful?

Photo by Dan Davison (Mostly Dans): http://flic.kr/p/cJcsKs. Some rights reserved (CC BY 2.0).

Marginal gains

“The whole principle came from the idea that if you broke down everything you could think of that goes into riding a bike, and then improved it by 1%, you will get a significant increase when you put them all together.”

Photo by Rob Evans (otbphoto): http://flic.kr/p/7NnuvU. Some rights reserved (CC BY-NC 2.0).

Content experiments

New Google Analytics tools

›New advanced segments›Demographics and interest reports

›Universal Analytics

Advanced segments

Advanced segments

Custom advanced segments

Demographics and interest reports

Universal Analytics

›Cross-domain tracking is simpler

›Advanced configuration options

›Doesn’t support all features yet

Any questions?

Christopher WhalenSearch Marketing Executive

T: +44 1608 811 942

E: christopher.whalen@torchbox.com

W: www.torchbox.com

F: facebook.com/christopher.whalen

T: twitter.com/domeheid

L: linkedin.com/in/cwhalen