Google Analytics

1. Introduction

What is Google Analytics?

urchin.js

GA.js

2004

2005

2007

Conventions

• GA = Google Analytics• GATC = Google Analytics Tracking

Code

Google Analytics advantages

• Free• Sufficiant possibilities for most

companies• Easy to implement• Easy to use• Easy to understand

Google Analytics disadvantages

• URL and title based• Privacy ?• JavaScript and cookies• Only visitors, no crawlers or bots

2. Google Analytics interface

• Dashboard• Add / remove

elements• Personalized

Calendar

Reporting

• XML• PDF• CSV

• Send now• Schedule

Get the GATC

• Google Analytics Tracking Code• Old vs. New one• urchin.js vs. GA.js

urchin.js

• Old code• Can still be used

<script src="http://www.google-analytics.com/urchin.js" type="text/javascript"></script><script type="text/javascript">_uacct = "UA-123456-1";urchinTracker();</script></body></html>

GA.js

• New code

<script type="text/javascript">var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");document.write("\<script src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'>\<\/script>" );</script><script type="text/javascript">var pageTracker = _gat._getTracker("UA-123456-1");pageTracker._initData();pageTracker._trackPaginaweergave();</script></body></html>

Check your installation

• Put code just before </body>• Loads pages faster• No problem if GA offline

Easy implementation

• All HTML-files: lot of work• Dynamic site: look for footer

inclusion• CMS: look for templates

• Put GATC on ALL pages !!!• Correct data = essential

Access manager

• Give access to GA account• Must be Google account• Administrator or View Reports only

Add user

5. Profiles and Filters

• Are the real strength of GA• Segment data• Deep analysis• Depending on needs• Start collecting data when created

Best practices

• Profile with ALL data• Testing profile

Data needed for profile

• Website URL• Profile Name• Time Zone• Default Page• Exclude parameters• E-commerce

website• Search

GATC for different profiles

<script src="http://www.google-analytics.com/urchin.js" type="text/javascript"></script><script type="text/javascript">_uacct = "UA-123456-1";urchinTracker();</script>

<script src="http://www.google-analytics.com/urchin.js" type="text/javascript"></script><script type="text/javascript">_uacct = "UA-123456-2";urchinTracker();</script>

<script src="http://www.google-analytics.com/urchin.js" type="text/javascript"></script><script type="text/javascript">_uacct = "UA-654321-1";urchinTracker();</script>

Filters

• Applied to profile• Change data (forever!)• Segmentation• Business rules• 2 sorts: predefined and

custom• Test profile

How do filters work?

3 components• Filter Type• Filter Fields• Filter PatternFilter data before

submitting it to GA DB

Multiple filters

• No problem• Multiple filters applied to data• Data output filter 1 is input filter 2• Be careful !!!• Wrong conclusions

Filterfields

• 37 fields• Field = pageview attribute• Regular fields and user defined fields• Regular: request URI, hostname, referral,

page title, browser, IP address,...• User defined: campaign name, source,

campaign term, e-commerce variables,...

Filter Patterns

• Pattern is applied to filterfield• If ok, data registered• If not ok, data neglected• Build patterns using RegEx• RegEx = set of characters,

representative for bigger set of data

Filter Type

• 10 different types• 3 predefined• 7 custom

5.1 Exclude all traffic from a domain

5.2 Exclude all traffic from an IP address

IP ranges with RegEx !!!

5.3 Include only traffic to a subdirectory

5.4 Include / Exclude filter (1)

5.4 Include / Exclude filter (2)

5.4 Include / Exclude filter (3)

5.5 Search and replace filter (1)

5.5 Search and replace filter (2)

• No RegEx !!!• Changes data !!!

5.6 Uppercase / Lowercase filter

5.8 Advanced filters

• Change data fields• By combining elements• 2 filter fields: Field A and Field B• Extract field = Constructor• RegEx !!!

Examples of advanced filters (1)

Examples of advanced filters (2)

6. Custom segmentation

• Segment data• _utmv cookie• JavaScript function _utmSetVar()• On pages tagged with GATC• Applied to HTML attributes as

onLoad(), onChange(), onSubmit()• Only 1 cookie per visitor (website)

Custom segmentation example

Custom segmentation code

• Everyone = visitor (“not set”)• When registered = member• When completed buy = customer• Report: Visitors > User defined

<body onLoad=”javascript:_utmSetVar(‘member’);”>

<body onLoad=”javascript:_utmSetVar(‘customer’);”>

User Defined Values

7. Goals

• Conversions ?• Conversion rate• Reports• Success of site• “Thank you” page• Max. 4 per profile• Contact – buy – download - register

Setting up goals

Goals howto

• Match type• Goal value• Choose good name• Unique “thank you” page per conversion• Keep track of filters

Goals visualisation (1)

Goals visualisation (2)

Funnels

• Extension of goals• Predefined steps• Track conversion process• Required steps ?

Funnel visualisation

9. Tips & Tricks: Site Search

• Bezoeker / Visitor= Surfer die website bezoekt

• Bezoek / Visit= Bezoek aan een website

• Unieke bezoeker: over tijdsperiode

• Pagina’s / Pageviews= aantal pagina’s dat je opvraagt

Begrippen

Zoekwoorden

Verwijzende Sites

Beter Social Media Traffic volgen

Campaign Link Tagging

Step #1 – gebruik de Google URL Tool om een tracking link te maken

http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578

Weergave per Pagina

Stegelshof

Innoviting – Call to Action

Innoviting de beste services voor rfid en project management

Innoviting - Linkbuilding

• http://www.rfidnederland.nl/Pagerank: 5

• http://www.dutchrfid.nl/Pagerank: 3

• http://www.rfidkenniscentrum.nl/Pagerank: 4

• http://nl.wikipedia.org/wiki/Radio_frequency_identificationPagerank: 5

• http://projectmanagement.startpagina.nl/Pagerank: 5

• http://www.freedomadl.nl/Pagerank: 5