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Optimizing your Google Analytics setup in 9 steps
@AlhanKeser Send questions: [email protected]
October 2, 2012 PRNews Social Media Measurement Conference NYC Alhan Keser, Blue Fountain Media
@AlhanKeser Send questions: [email protected]
www.bluefountainmedia.com
Blue Fountain Media
Web Design / Development / Online Marketing
Why a good GA setup matters
@AlhanKeser Send questions: [email protected]
• Gather accurate data
• Make GA work for you
@AlhanKeser Send questions: [email protected]
Why a good GA setup matters
• Gather accurate data
• Make GA work for you
• Out-of-the-box vs. advanced setup
@AlhanKeser Send questions: [email protected]
Why a good GA setup matters
• Gather accurate data
• Make GA work for you
• Out-of-the-box vs. advanced setup
@AlhanKeser Send questions: [email protected]
When it’s decision making time, you’ve got the data you need.
Why a good GA setup matters
Get the basics right • Implement all the way • Filter out internal visitors • Only track your website
9 steps to a successful GA setup
@AlhanKeser Send questions: [email protected]
Get the basics right • Implement all the way • Filter out internal visitors • Only track your website
Track more with GA • 404s • Docs & external links • Social actions • Smartphone actions • Tag all URLs • Connect with AdWords
@AlhanKeser Send questions: [email protected]
9 steps to a successful GA setup
Implement all the way
@AlhanKeser Send questions: [email protected]
Implement all the way
Why: • It’s easy to get it wrong
@AlhanKeser Send questions: [email protected]
Implement all the way
Why: • It’s easy to get it wrong
• Track all visitors
@AlhanKeser Send questions: [email protected]
Implement all the way
Why: • It’s easy to get it wrong
• Track all visitors
• Avoid incomplete visitor paths
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Implement all the way
How: • The right account number • Asynchronous code
@AlhanKeser Send questions: [email protected]
Implement all the way
How: • The right account number • Asynchronous code
• In <head> tag of html
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Implement all the way
How: • The right account number • Asynchronous code
• In <head> tag of html • On all pages, only 1x
@AlhanKeser Send questions: [email protected]
Implement all the way
How: • The right account number • Asynchronous code • In <head> tag of html
• On all pages, only 1x
• http://bit.ly/ga-troubleshooting
@AlhanKeser Send questions: [email protected]
Filter out internal visitors
@AlhanKeser Send questions: [email protected]
Your website
Your staff Your target audience
Filter out internal visitors
Why: • Making “real visitor” data less accurate
@AlhanKeser Send questions: [email protected]
Filter out internal visitors
Why: • Making “real visitor” data less accurate • Leading to potentially erroneous conclusions
@AlhanKeser Send questions: [email protected]
Filter out internal visitors
How: • Filter by IP (most common)
@AlhanKeser Send questions: [email protected]
@AlhanKeser Send questions: [email protected]
@AlhanKeser Send questions: [email protected]
Filter out internal visitors
How: • Filter by IP (most common)
• Filter by Custom Variable (more clever)
@AlhanKeser Send questions: [email protected]
_gaq.push(['_setAccount', 'UA-XXXXXXX-1']); _gaq.push(['_setCustomVar', 1, 'Internal Visitor', 'Exclude', 1]); _gaq.push(['_trackPageview']);
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Step 1: Create a visitor-level custom variable on a page that only your internal visitors would visit. (Intranet, special URL, admin area, etc.)
_gaq.push(['_setAccount', 'UA-XXXXXXX-1']); _gaq.push(['_setCustomVar', 1, 'Internal Visitor', 'Exclude', 1]); _gaq.push(['_trackPageview']);
@AlhanKeser Send questions: [email protected]
Step 1: Create a visitor-level custom variable on a page that only your internal visitors would visit. (Intranet, special URL, admin area, etc.)
Step 2: Create a filter to exclude these visitors.
Filter out internal visitors
How: • Filter by IP (most common)
• Filter by Custom Variable (more clever)
@AlhanKeser Send questions: [email protected]
Only track your website
@AlhanKeser Send questions: [email protected]
Your website Copycat 1 Copycat 2
Only track your website
Why: • It’s easy for your GATC to be “hijacked”
@AlhanKeser Send questions: [email protected]
Only track your website
Why: • It’s easy for your GATC to be “hijacked”
• Hurts accuracy
@AlhanKeser Send questions: [email protected]
Only track your website
Why: • It’s easy for your GATC to be “hijacked”
• Hurts accuracy
• Easy to fix
@AlhanKeser Send questions: [email protected]
Only track your website
How: • Create a filter to only track your domain(s)
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Track 404s via GA
Why: • Seeing error page ≠ good experience
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Track 404s via GA
Why: • Seeing error page ≠ good experience • Become self-reliant
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Track 404s via GA
How: • Modify the GATC on your 404 page template
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_gaq.push(['_trackPageview','/404error/' +document.location.pathname+document.location.search']);
Track 404s via GA
How: • Modify the GATC on your 404 page template
• 404 views show up in Content reports
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_gaq.push(['_trackPageview','/404error/' +document.location.pathname+document.location.search']);
Track docs & external links
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Track docs & external links
Why: • Better view of user paths
@AlhanKeser Send questions: [email protected]
Track docs & external links
Why: • Better view of user paths
• Ability to attribute value to non-html content
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Track docs & external links
Why: • Better view of user paths
• Ability to attribute value to non-html content
• Easy to implement
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Track docs & external links
How: • Track links as virtual Pageviews
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Track docs & external links
How: • Track links as virtual Pageviews
Link without virtual Pageview tracking:
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<a href="http://mysite.com/company-brochure.pdf”</a>
Track docs & external links
How: • Track links as virtual Pageviews
Link without virtual Pageview tracking: With:
@AlhanKeser Send questions: [email protected]
<a href="http://mysite.com/company-brochure.pdf”</a>
<a href="http://mysite.com/company-brochure.pdf" onclick="_gaq.push(['_trackPageview', '/pdfs/company-brochure.pdf']);"</a>
Track social actions
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Track social actions
Why: • Different from social sources
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Track social actions
Why: • Different from social sources • See trends & impact over time
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Track social actions
Why: • Different from social sources • See trends & impact over time
• Attribute value to button actions
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Track social actions
How: • Use GA’s trackSocial method
_gaq.push(['_trackSocial', 'Facebook', 'Like', targetURL]);
@AlhanKeser Send questions: [email protected]
Track social actions
How: • Use GA’s trackSocial method
_gaq.push(['_trackSocial', 'Facebook', 'Like', targetURL]); • Instructions & examples:
• http://bit.ly/gablog-social-plugin • http://bit.ly/ga-social-interactions
@AlhanKeser Send questions: [email protected]
Track smartphone actions
Why:
• Attribute value to smartphone visitors
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Track smartphone actions
Why:
• Attribute value to smartphone visitors
• Set-up goals specifically for smartphones
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Track smartphone actions
How:
• Add event tracking to phone number and map links
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Track smartphone actions
How:
• Add event tracking to phone number and map links
Without tracking:
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<a href="tel:+12122601978”>Call Us</a>
Track smartphone actions
How:
• Add event tracking to phone number and map links
Without tracking:
With tracking:
@AlhanKeser Send questions: [email protected]
<a href="tel:+12122601978”>Call Us</a>
<a href="tel:+12122601978" onclick="_gaq.push(['_trackEvent', 'Mobile', 'Call']);">Call Us</a>
Track smartphone actions
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Tag every URL
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http://yoursite.com/page.html?
utm_source=newsletter-customers
&utm_medium=email
&utm_content=50offallMensCardigans
&utm_campaign=FallSale2012
Tag every URL
Why:
• Gather campaign-level information, across channels
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Tag every URL
Why:
• Gather campaign-level information, across channels
• Find optimal ad copy/creative/messaging
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Tag every URL
How:
• Campaign
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2012 Fall Sale
Photo Contest
Tag every URL
How:
• Campaign > Medium
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2012 Fall Sale
Photo Contest
Tag every URL
How:
• Campaign > Medium
@AlhanKeser Send questions: [email protected]
2012 Fall Sale
Photo Contest
cpc
social
Tag every URL
How:
• Campaign > Medium > Source
@AlhanKeser Send questions: [email protected]
2012 Fall Sale
Photo Contest
cpc
social
Tag every URL
How:
• Campaign > Medium > Source
@AlhanKeser Send questions: [email protected]
2012 Fall Sale
Photo Contest
cpc
social
Bing
Customer Newsletter
Tag every URL
How:
• Campaign > Medium > Source > Content
@AlhanKeser Send questions: [email protected]
2012 Fall Sale
Photo Contest
cpc
social
Bing
Customer Newsletter
Tag every URL
How:
• Campaign > Medium > Source > Content
@AlhanKeser Send questions: [email protected]
2012 Fall Sale
Photo Contest
cpc
social
Bing
Customer Newsletter
Lowest Prices
Tell Us Your Story
Send us
Your Photo
Tag every URL
How:
• Campaign > Medium > Source > Content
• Use Google’s URL Builder: http://bit.ly/gurl-builder
@AlhanKeser Send questions: [email protected]
Tag every URL
How:
• Campaign > Medium > Source > Content
• Use Google’s URL Builder: http://bit.ly/gurl-builder
• Use tagged URLs when shortening:
Turn this: http://mysite.com/?utm_source=Facebook&utm_medium=social&utm_content=try%2Bus%2Bfree&utm_campaign=Free%2BTrial%2B2012
into: http://bit.ly/ex-free-trial
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Tag every URL
How:
• Use it for:
• Social shares • Emails – lists & signatures • Digital documents • QR Codes • Non-Google advertising (such as adCenter)
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Connect with AdWords
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Connect with AdWords
Why:
• Integrate cost data, placement, & more into GA
@AlhanKeser Send questions: [email protected]
Connect with AdWords
Why:
• Integrate cost data, placement, & more into GA
• Manage access
@AlhanKeser Send questions: [email protected]
Connect with AdWords
How:
• Need user profile that is Admin in both AdWords and Analytics
@AlhanKeser Send questions: [email protected]
Connect with AdWords
How:
• Need user profile that is Admin in both AdWords and Analytics
• In AdWords, under Tools and Analysis > Google Analytics > Admin
@AlhanKeser Send questions: [email protected]
@AlhanKeser Send questions: [email protected]
Connect with AdWords
How:
• Need user profile that is Admin in both AdWords and Analytics
• In AdWords, under Tools and Analysis > Google Analytics > Admin
• Select profiles with which you wish to integrate
@AlhanKeser Send questions: [email protected]
@AlhanKeser Send questions: [email protected]
@AlhanKeser Send questions: [email protected]
Get the basics right • Implement all the way • Filter out internal visitors • Only track your website
Track more with GA • 404s • Docs & external links • Social actions • Smartphone actions • Tag all URLs • Connect with AdWords
@AlhanKeser Send questions: [email protected]
9 steps to a successful GA setup
Thank You. Alhan Keser, Blue Fountain Media Send questions to [email protected]