how to use pertinently google analytics, by gilles barbier
TRANSCRIPT
analytics.js ga.js
This is a User!
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Hits• A Hit is basically a call to Google Analytics,
triggered by the javascript embedded into your page: • ga('send', ‘pageview');• ga('send', 'event', 'button', ‘click’);
• During these hits, Google will also record information known by your browser, such as cookie_id, language, screen size, browser type, etc…
• Everything else is calculations! google-analytics.com
analytics.js
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Check Your Implementation!• Use Real-Time view
• (Do not use privacy protecting tool!)
• Add Google Analytics Debugger Google Chrome extension
• Check GA is installed on every page (including 404!)
https://www.google.com/analytics/partners/search/apps?category=114
Pageviews
Goals
Segments
Events
Sessions
Pageviews
Goals
Segments
Events
Sessions
Pageviews
• Hits :
• Triggered for each page a user sees
Pageviews
What a “Pageview” really is?• No magic: a pageview is recorded
when this script is executed:
ga('send', ‘pageview’);
• This is in default code provided by Googleto be implemented in all your pages
• A page can be virtual (useful if you manage afull js web-app)!
ga('send', ‘pageview’, ‘/myVirtualPage’);
Pageviews
Pageviews
Goals
Segments
Events
Sessions
• Hits : triggered each time a user does something you want to track
• Play / Pause video
• Download a whitepaper
• Account creation
• Outgoing links
• Error tracking
• Duration tracking
Events
Events
What an event really is?• No magic: an event is recorded
when this script is executed: ga('send', 'event', category, action, label, Value, interaction );
• You are in charge of implementing them
‘Video’‘Play’‘Joe birthday’0true
Events
Pageviews
Goals
Segments
Events
Sessions
Sessions
• Session :
• Triggered “each time” a user comes (back) to your site
Sessions
What a “Session” really is?692956160.141984779
264784636.326472677
198746378.377492784
159279389.427837882
• Interactions grouped because they took place on your website within a given time frame
• A session closes • after 30 min of
inactivity • after midnight • campaign_sour
ce changed
Sessions
Pageviews
Goals
Segments
Events
Sessions
• Measure :
• Account creations
• Transactions
• Share on social networks
• Newsletter subscription
• Comments written
• Page duration
Goals
Define a goal
Define a goal
Define a goal
pas de domaine
= | début | regex
Define a goal
Bewarecase-sensitive
Example: with regular expression ^/zone(\-fr$|\-es$)/, the objective is reached with user visits /zone-fr ou /zone-es
To test a regular expression:
https://support.google.com/analytics/answer/1034324?hl=fr
Define a goal
Goals
Pageviews
Goals
Segments
Events
Sessions
Segments
• Analyze :
• behaviour of different groups of users/sessions
Predefined Segments
Example of recommended analyzes
Cohorts (beta)
Pageviews
Goals
Segments
Events
Sessions Configuration
Company Product Analyses Account Configuration
Account Configuration
Property Configuration
View ConfigurationCreate new views - do not modify the default one
exclude crawling robots, define your timezone
Exclude traffic from your IPs or from your dev website
Activate e-commerce option
Others
Pageviews
Goals
Segments
Events
Sessions
Time spent on a page
• Send events for outgoing links
• Send events every 10 seconds
<script> trackOutboundLink = function(url) { ga('send', 'event', 'outbound', 'click', url, {'hitCallback':function () {document.location = url;}});}; </script>
• Time spent on a page A = duration between pageview A and • next (different) pageview • last hit
• Time spent on session’s last page: 0s
<a href=“#" onclick=”trackOutboundLink(‘http://www.google.com’); return false;">google.com</a>
Campaign tracking• As soon as you build external links to your website, use
• utm_source • utm_medium • um_campaign • utm_content
• example:
http://store.example.com/boots?utm_source=ad_facebook &utm_medium=display&utm_campaign=january_promo &utm_content=copy_variation1
https://support.google.com/analytics/answer/6205762?hl=en
Where does it come from?
How does it come from?
Which occasion?
Which variation?
Funnels
• Discover at which step your users are leaving
Data Alerts
http://cutroni.com/blog/2012/01/04/save-your-ass-with-google-analytics-data-alerts/
Annotations
• Site modifications
• GA implementation modifications
• Technical difficulties
• PR
• External event (Google algo changes)
• Whatever can impact your data
Demographics
• you need at least a minimal level of activities
• To be activated in your property settings
• javascript code need to be modified (ga('require', 'displayfeatures');)
Interests
Custom Values
To send to Google Analytics your own data
ga('send', 'pageview', { ‘dimension5': ‘<?=$user_id?>'});
Traps
Most common difficulties• Sub-domains : warning if you use old version of google
analytics
• Trafic source: 6 mois per default!
• Conversion : 1 / objective / session
• No easy way to see individual behavior
• Sampling
• Payment on third-parties platform
