urchin software from google configuration workshop v11

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Urchin Software from Google Configuration Workshop

Matt TrimmerPrincipal Consultant & Managing Director

Slides:http://www.slideshare.net/ivantage

Tuesday, 15 March 2011

http://www.slideshare.net/ivantage

http://www.slideshare.net/ivantage

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Training Analytics 101: Introduction & User Training Analytics 201: Advanced Analysis & Measurement Analytics 301: Advanced Tracking & Technical Implementations

Website Optimiser 101: An introduction to landing page testing

Adwords 101: Introduction to Paid Search Management Adwords 201: Building Profitable Paid Search Campaigns

SEO Essentials SEO Advanced Link Building and Publicity

Urchin Software from Google Configuration Workshop Urchin Software from Google User Training


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slideshare.net/ivantage


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Timings and housekeeping Start 09:30 Break 11:00-11:15 Lunch 12:45-13:45 Break 15:15-15:30 Wrap-up 16:30


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Course Overview Day 1, session 1

What’s possible with Web analytics? What’s possible with Urchin? Using Urchin as a log file processor Web analytics data collection methods


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How does Urchin measure visitors? Urchin and Google Analytics – review of major differences Using Urchin with the UTM (Urchin Traffic Monitor) Urchin working in parallel with Google Analytics


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Configuring and customising profiles Urchin MIME types Urchin URL parameters Urchin download types


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Log file rotation and processing Log file processing Urchin in debug mode Processing a simple log file manually Processing a log file with Urchin Custom log file formats Log path substitution


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A tour of Urchin Software from Google reports Advertisement Optimization Marketing Optimization Urchin Custom Segmentation Urchin Campaign Tracking Content Optimization Navigational Analysis Goals & Funnel Analysis Web Design Parameters IT Reports


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Configuring simple on-site goals Configuring complex on-site goals E-Commerce optimization Configuring Urchin e-commerce IT Reports


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Log file reprocessing Updating the geo-location database Urchin database settings Using Urchin from the Command Line Urchin administration facilities Simple filter administration


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Tracking sub-domains Advanced filter administration Tracking 3rd party domains Urchin code customisations Tracking Flash, AJAX and other rich media components Best practice user administration


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Understanding custom report files The Urchin data map file The Urchin report set file The Urchin language file


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Building a new data map file Building a new report set file Building a new language file


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Producing and displaying custom menus and reports


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Course Overview Day3, session 4

Understanding the Urchin API API dimensions, metrics, tables and units Extracting data with the Urchin API


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Introductions First

Me (Matt Trimmer) & ivantage overview In a moment

You Your role Your department/website/website area Your objectives for attending today


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Me Founder, Principal Consultant and Managing

Director of ivantage Love the Internet, 23 years IT, technical

experience, 14 years Internet One of 15 Google Accredited Seminar Leaders

Globally


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About ivantage

Internet marketing agency Established in 2002 Independent 36rd Ranked UK Agency according to New Media Age

rankings


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Urchin and Google, March 28th 2005

Urchin on Demand > Google Analytics Urchin Software > Urchin Software from Google


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What we do We help grow online businesses by

Generating web site traffic through Paid Search (PPC) Natural Search (SEO) Local & Mobile search Social media Display & video E-mail

Analyzing web site traffic using Web Analytics to accurately analyse how visitors find and interact with

websites Converting web site traffic using

Conversion Rate Optimisation to convert visitors into customers or clients


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How we do it - our values We help grow online businesses by generating, analyzing and

converting web site traffic using: Professional, passionate people Affordable, effective technology Shared client goals and ambitions Exceptional client service Ethical and transparent methodologies

That deliver Intelligent, measured campaigns to add value, not cost

Available through Professional services Training


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Our vision

To be the Internet’s leading performance-driven Internet marketing agency


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Professional services

Traffic Generation Paid Search - PPC

Audit, strategy, take-over/set-up, optimisation & management Natural Search - SEO

Audit, strategy, optimisation & management Local & Mobile Search

Strategy, optimisation & management Display & Video

Strategy, optimisation & management Social Media

Strategy, optimisation & management Email marketing

Strategy, transmission, tracking and management Traffic Analysis

Web analytics Audit, strategy, implementation, support and interpretation

Traffic Conversion Conversion Rate Optimisation

Audit, strategy & optimisation


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Training (public scheduled and private on-site) Google Analytics Google Adwords Google Website Optimizer Urchin Software from Google Search Engine Optimisation (SEO) Social Media Marketing

Two of three Google Certified trainers in the UK Two of four Google Certified trainers in Europe Two of fifteen Google Certified trainers in the world


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Who we do it for – multi-channel retail


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Who we do it for – business to business


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Who we do it for – NGOs and GOs


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Introductions – your turn!

You Your role Your department/website/website area Your objectives for attending today


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What’s possible with Web Analytics? How visitors found your web site What visitors are doing on your web site Not WHY they are doing it!

Domain of usability/customer experience Onsite surveys

Sampling visitors arriving/leaving Heuristic reviews

Experts reviewing your site against a set of criteria (heuristics) Conversion Rate Optimisation

A/B testing A/B/n testing Multi-variate testing

Usability tests Representative customers completing tasks

Resources http://blog.ivantage.co.uk/2010/11/what-google-analytics-cant-tell-you.html


http://blog.ivantage.co.uk/2010/11/what-google-analytics-cant-tell-you.html

http://blog.ivantage.co.uk/2010/11/what-google-analytics-cant-tell-you.html

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What’s possible with GA? How visitors found your website What visitors are doing on your

website Not why!

Outcomes focused Goals


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Goals Goals should be commercial

The commercial goals of your website Goals should map to visitor tasks

Visitors visit sites to accomplish tasks Tasks normally have a series of steps

Funnel Measure conversion through the task

When goals match user tasks Harmony ensues!


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The importance of goals for you? Commercially justify your work Focus your work Prioritise your work


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The importance of goals for you? Goals map to business metrics

Enable you to build a business case for Analytics investment Analysis investment Action investment

Goals focus on important paths and entrances Enable you to home-in on problem areas

Reverse Goal Path Conversion to goals by traffic source

Monetize goals Enable you to prioritise areas to analyse and optimise

Give goals a goal value Analyse $ Index

(Goal Value + E-commerce value)/unique page views Page up-to goal contribution Focus on high $ Index pages for improvement


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Placing a value on a goal and the $index Key concept

Goals can have values or not When E-commerce is used the value of the sales transaction is used in the

$index calculation

$index value of A,B and C = $1


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You can use Regular Expressions (RegEx) to gain insight into the funnel path:

User exhibits behavior: Page 1 = /index.html Page 2 = /category-footwear.html Page 3 = /category-clothing.html Page 4 = /category-headwear.html Page 5 = /products/kangol-tropic-player-trilby.html Page 6= /cart/basketview.html Page 7= /cart/registration.html Page 8 = /cart/paymentoptions.html Goal = /cart/salesorderconfirmation.html

Need to know conversion rate of categories to products to purchase: Step 1: index\.html Step 2-4: ^/category.*/ Step 5: ^/products.*/ Step 6: ^/cart/basketview.html Step 7: ^/cart/registration.html Step 8 : ^/cart/paymentoptions.html Goal: ^/cart/salesorderconfirmation.html

Goals and funnels


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Zoom into important behaviour to identify problems

6.77% funnel conversion rate


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Key Performance Indicators (KPIs)? A metric

Miles per Hour (mph)

Defining progress to an objective To reach the legal motorway speed limit of 70 mph

Enabling you to take corrective action Accelerate or brake

Speedometer Web Analytics package


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Key Performance Indicators (KPIs) & web analytics


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KPIs - more specifically Should use gauges, not statistical charts

Averages Percentages Rates & Ratios

Should have time-based context, highlighting change Should drive business-critical action

Inspire to send email, pick-up phone, convene a meeting


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More on KPIs http://bit.ly/demystified-books Google Analytics Intelligence

Code Red http://www.epiphanysolutions.co.uk/blog/useful-custom-alert-in-

google-analytics-1/ Bounce Rate

http://blog.pushon.co.uk/google-analytics/google-analytics-intelligence-custom-alerts/

General http://www.websharedesign.com/blog/5-helpful-custom-alerts-for-

google-analytics.html


http://bit.ly/demystified-books

http://bit.ly/demystified-books

http://www.epiphanysolutions.co.uk/blog/useful-custom-alert-in-google-analytics-1/














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KPIs from Web Analytics Demystified By role

Senior strategists Mid-tier strategists Tactical strategists

By site type Online Retailers Content Sites Marketing Sites Customer Support Sites


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Online retailers Senior strategists

Order and Buyer Conversion Rate

Average Order Value (AOV)

Average Revenue per Visit (Per Visit Value)

Average Cost per Conversion

Percent High and Low Satisfaction Customers

Mid-tier strategists Average Time to Respond to Email Inquiries

Ratio of New to Returning Visitors

New and Returning Visitor Conversion Rate

Percent of Revenue from New and Returning Customers

Home Page and Key Landing Page “Stickiness” (Bounce Rate)

Tactical strategists Search to Purchase Conversion Rate

Percent Low Recency Visitors

Cart and Checkout Completion Rate

Order Conversion Rate per Campaign or Campaign Type

Percent Zero Result and Zero Yield Searches

Percent High, Medium and Low Click Depth Visits (Pageviews)


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Content sites Senior strategists

Average Page Views per Visit

Average Cost per Visit and Average Revenue per Visit

Percentage of High, Medium and Low Frequency Visitors

Mid-tier strategists Average Visits per Visitor


Percentage of High, Medium and Low Time Spent Visits (Page views)

Tactical strategists Percent Visitors Using Search

Percentage of High, Medium and Low Click Depth Visits

Landing Page “Stickiness” (Bounce rates)

Subscription Conversion Rate


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Marketing sites Senior strategists

Lead Generation Conversion Rate

Average Time to Respond to Email Inquiries

Average Cost per Conversion (Lead Generated)

Average (Estimated) Revenue per Visit

Mid-tier strategists Average Visits per Visitor

Percentage of High, Medium and Low Time Spent Visits (Pageviews)

Percentage of High, Medium and Low Recency Visitors


Percentage Visitors in a Specific Segment

Tactical strategists Landing Page “Stickiness” (Bounce rates)

Average Searches per Visit


Lead Generation Rate per Campaign or Campaign Type


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Customer support sites Senior strategists

Average Time to Respond to Email Inquiries

Percent High and Low Satisfaction Customers

Percent New and Returning Customers

Mid-tier strategists Information Find Conversion Rate

Percent Visitors Using Search

Percent Visitors in a Specific Segment

Tactical strategists Percentage of High, Medium and Low Click Depth Visits (Pageviews)


Search Result to Site Exits Ratio

Form Completion Rate

Download Completion Rate


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Urchin 6 configuration modes IP & User Agent UTM – Urchin Traffic Monitor In parallel with Google Analytics (Hybrid mode)


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Using Urchin as a log file processor IP & User Agent


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Configuring and customising profiles Urchin MIME types

Urchin URL parameters

Urchin download types

Log file rotation and processing

Log file processing

Log path date substitution


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Log rotation – best practices https://secure.urchin.com/helpwiki/en/

Log_Rotation_Best_Practices?highlight=(rotation)


https://secure.urchin.com/helpwiki/en/Log_Rotation_Best_Practices?highlight=(rotation




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Working with log sources https://secure.urchin.com/helpwiki/en/Log_Files.html


https://secure.urchin.com/helpwiki/en/Log_Files.html

https://secure.urchin.com/helpwiki/en/Log_Files.html

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Wildcard & Date Substitution in Log Path https://secure.urchin.com/helpwiki/en/

Wildcard_&_Date_Substitution_in_Log_Path.html


https://secure.urchin.com/helpwiki/en/Wildcard_&_Date_Substitution_in_Log_Path.html




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Exercise Processing and analyzing log file data


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Exercise Cleaning robots from our data Simple filter administration

Resources http://blog.ivantage.co.uk/2009_03_01_archive.html


http://blog.ivantage.co.uk/2009_03_01_archive.html

http://blog.ivantage.co.uk/2009_03_01_archive.html

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Urchin: Urchin Log Processing from the command line

https://secure.urchin.com/helpwiki/en/urchin%253A_Urchin_Log_Processing_Engine.html






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Global Settings Database table Memory usage


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Break time


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Challenges with Web Analytics Log files Visitor identification


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How does Urchin measure visitors? Server Log Files Page Tagging 1st Party Cookies


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Web servers & browsers

Browser

The server sends back the requested page

Browser connects to a web server and requests a page

Browser Web server


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Web Access Logs (Server side collection)

Browser Web server203.193.165.78

www.yoursite.comAccess log


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Logs record• IP addresses

• Of browsers (visitors)• Of robots

• Normally identify themselves as• User Agent type

• Googlebot• MSNbot• Slurp

• However, not all can be filtered• Names not known• Some deliberately avoid detection

• Price comparison• Spam


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So Urchin uses Cookies• Text files sent to browsers by websites

• 1ST or 3rd party• Visit rte.ie

• rte.ie issues cookies (1st party)• If banana.com issued cookies (3rd party)

• Session and persistent• Last for 30 mins or longer

• Search engines cannot read them


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client web serverNew Visitor

Access log

client web serverCookie

Returning VisitorAccess log

Cookie present

Cookie not present

Persistent cookies


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Weaknesses of cookies?• Machine dependant

• As close as we can get to a person• Although modern OSs have multiple user IDs

• User 1, User2, User 3

• Can be cleared• Worst scenario?

• Can be blocked/not accepted• Most E-commerce site use 1st party cookies to make basket

function• So blocking 1st party cookies degrades your Internet experience

• 3rd party cookies are often blocked


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Web Access Logs (Server side collection)

Browser Web server203.193.165.78



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2nd request for a page with log files

Browser Web server

203.193.165.78

Re-load or

Visit from bookmark


Cache


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• Counted once • Refreshed• 2nd request from the same IP address

• Not recorded in Web Access Log!

Cached pages


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So Urchin uses page tagging• Every page is tagged with JavaScript

• <script src='/urchin.js' type='text/javascript'> • Ensures even when pages are served from cache

• JavaScript executes• A Gif (1x1 pixel image in loaded with the page)• Web Access log is updated


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Thorough, accurate tracking?• Google Analytics and Urchin use

• JavaScript Page Tagging• With a .gif

• Cookies• 1st party

• In addition Urchin uses log files providing• Bandwidth• Robot crawling activity• Server status codes• Download statistics• Mobile devices


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And with Urchin…• It uses log files providing

• Bandwidth• Robot crawling activity• Server status codes• Download statistics• Mobile devices


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Lunch time


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How does GA measure visitors? Key concept

JavaScript (not Java) Page Tagging 1st Party Cookies


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Installing Google Analytics

Sign-up Directly at Google Analytics or via Your Adwords “Analytics” tab

Get the code Install on to every page on your website!


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Visit www.google-analytics .com


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Sign Up


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Enter to your website


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Enter your contact details


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Agree the ToS


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The Google Analytics Terms of Service Free

Up to five million (5,000,000) page views per month per account; or

An active Adwords campaign with Google which is in good standing

An active AdWords account is One active and running Campaign A minimum budget of $1 per day

or the equivalent amount in a non-U.S. currency http://www.google.com/support/googleanalytics/bin/answer.py?

hl=en&answer=55476


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Google Analytics physical and virtual limits Up to five million (5,000,000) page views per month per account;

or An active Adwords campaign with Google which is in good

standing An active AdWords account is

One active and running Campaign A minimum budget of $1 per day

or the equivalent amount in a non-U.S. currency 50,000 data table limit

Top Content Keywords


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No such restrictions with Urchin Cost effective , perceptual licence!

10,000,000 data table limit! Top Content Keywords


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The Google Analytics Terms of Service Privacy

You will have in place in a prominent position on your Website (and will comply with) an appropriate privacy policy. You will also use reasonable endeavours to bring to the attention of website users a statement which in all material respects is as follows:

“This website uses Google Analytics, a web analytics service provided by Google, Inc. (“Google”). Google Analytics uses “cookies”, …”


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No privacy restrictions with Urchin! Great for Intranets and Extranets or Subscription sites

Important to understand user (authenticated) behaviour Or lack of it!

Extranet adoption However

Ensure you have a privacy policy as with GA “This website uses Urchin Software form Google , a web analytics

package developed by Google, Inc. (“Google”). Urchin uses “cookies”, …”


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Get the code (GATC)


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Install on every page of your siteWebsite


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How Google Analytics worksWebsite


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How Google Analytics worksWebsite

cookies


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What are Cookies?• Named after Fortune cookies• Text files sent to browsers by websites

• Session and persistent Google Analytics Cookies• Session

• Last for 30 minutes of inactivity• Terminate on browser close

• Persistent• Lasts for 2 years


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Browser web serverNew Visitor

Browser web serverCookie

Returning Visitor

GA Cookie present

GA Cookie not present

Google Analytics Persistent CookiePage

cookies


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How does GA measure visitors? Key concept

JavaScript (not Java) Page Tagging 1st Party Cookies

Our stats will miss some devices that do not execute JavaScript and/or accept cookies Search Engine bots :-) Mobile (1st generation) :-| Accessibility devices :-(


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How does Urchin measure visitors? In UTM mode, exactly the same as GA

Key concept JavaScript (not Java) Page Tagging 1st Party Cookies

Our stats will miss some devices that do not execute JavaScript and/or accept cookies Search Engine bots :-) Mobile (1st generation) :-| Accessibility devices :-(


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Install UTM on every page of your site

immediately before the </body> <script src="/urchin.js" type="text/javascript"></script>

<script type="text/javascript"> urchinTracker(); </script>

Add __utm.gif to root of webserver!

Best not to use:

pageTracker._setLocalRemoteServerMode();

Key concept:Use Ga.js and urchin.js independently

Consider if you are happy with cookies being shared?

Use the cookie path setting to seperate from GA cookies

var _utcp="/"; // the cookie path for tracking

Website


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The ___utm.gif request appends to log file…__utm.gif?utmwv=6.3&utmn=101027544&utmsr=1280x854&utmsc=32-bit&utmul=en&utmje=1&utmjv=1.5&utmfl=7.0 r24&utmdt=My%20Website&utmhn=www.site.com&utmp=/index.html&utmac=UA-51244-4&utmcc=__utma%3D117945243.823564440.1131054947.1131080858.1133834608.4%3B+__utmb%3D117945243%3B+__utmc%3D117945243%3B+__utmz%3D117945243.1131054947.1.1.utmccn%3D%28Spring%20Sale%29%7Cutmcsr%3D%28google%29%7Cutmcmd%3D%28ppc%29% %7Cutmtm%3D%28shoes%29%3B

Screen Resolution: 1280x854

Screen Colors: 32-bit

Browser Language: English(en)

Java Enabled? Yes (1)

Java Version: 1.5

Page Title: My Site

Filename: /index.html

Visits: 4

Campaigns Clicked: 1

Campaign: Google(PPC) Spring Sale (shoes)


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__utm.gif parameters - 1


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IP & User Agent vs. UTM - Advertiser Dashboard


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IP & User Agent vs. UTM - Executive Dashboard


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IP & User Agent vs. UTM - Marketer Dashboard


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IP & User Agent vs. UTM - Webmaster Dashboard


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IP & User Agent vs. UTM - Advertiser Optimization - Marketing Campaign Results


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IP & User Agent vs. UTM - Advertiser Optimization - Search Engine Marketing


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IP & User Agent vs. UTM - Advertiser Optimization - CPC Structure


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IP & User Agent vs. UTM - Marketing Optimization - Visitor Tracking


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IP & User Agent vs. UTM - Marketing Optimization - Visitor Segment Performance


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IP & User Agent vs. UTM - Marketing Optimization- Marketing Campaign Results


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IP & User Agent vs. UTM - Marketing Optimization - Search Engine Marketing


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IP & User Agent vs. UTM - Content Optimization - Ad Version Testing, Content Performance


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IP & User Agent vs. UTM - Content Optimization - Navigational Analysis


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IP & User Agent vs. UTM - Content Optimization - Goals & Funnel Process


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IP & User Agent vs. UTM - Content Optimization - Web Design Parameters


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IP & User Agent vs. UTM - IT Reports


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Exercise Clear your cookies

If you don’t mind Visit your website View the Urchin cookies


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UTM Quick-Install (Apache)

https://secure.urchin.com/helpwiki/en/UTM_Quick-Install_(Apache).html






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UTM Quick-Install (IIS)

https://secure.urchin.com/helpwiki/en/UTM_Quick-Install_(IIS).html






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A tour of Urchin Software from Google Advertisement Optimization Marketing Optimization Urchin Custom Segmentation Urchin Campaign Tracking Content Optimization Navigational Analysis Goals & Funnel Analysis Web Design Parameters IT Reports


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The User-Defined Segment Set using a JavaScript function

Assign users on a page load <body onLoad="javascript:pageTracker._setVar(‘Page X Viewers');">

Assign users to a segment when a link is clicked <a href="link.html" onClick="pageTracker._setVar(‘Link X followers');">Click

here</a>


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The User-Defined Segment Assign visitors to a segment based on their form selection

In this example, visitors are assigned to a segment according to their selection in a form.

<form onSubmit="pageTracker._setVar(this.mymenu.options [this.mymenu.selectedIndex].value);">

<select name=mymenu> <option value=“Male (18-30)">Male (18-30)"> option><option value="Male (30-65)">Male (30-65)"> </option> <option value="Male (65+)"> Male (65+)"> </option><option value=" Female (18-35)">Female (18-35)"> </option><option value=" Female (30-65)">Female (30-65)"> </option><option value=" Female (65+)">Female (65+)"> </option>Voucher codes at checkout Measure off-line marketing promotions

What‘s important for you to know about your visitors?


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Google Analytics and Urchin campaign tracking Key concept

Urchin allocates traffic to three distinct buckets The forth “Other” bucket in Traffic Sources is under your control It’s the Google Analytics utmz cookie that tracks campaign attribution

Persistent for six months


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Campaign tracking Key concept

Direct traffic will include those typing in your URL and using bookmarks Direct is a good measure of “brand awareness” Direct can be contaminated by email

Referring sites will include any site with a link on it linking to your site and that has been followed

Search Engines will include all referring sites that Google Analytics defines as an organic search engine and uses a dynamic query parameter containing the users’ search keyword Google, q Yahoo, p


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Campaign Tracking & attribution Key concept

The forth “Other” bucket in Traffic Sources is under your control Use Google Analytics Campaign Tracking to measure

Email Display Paid Search (cpc) (non Google Adwords) Social Media Off-line marketing like Print, outdoor, TV and Radio


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Campaign Tracking - Using the URL Builder Exercise

Use Campaign Tracking by finding “The URL Builder” in the Google Analytics help centre

Build a Campaign Tracking URL for an Email campaign Use Firefox and clear your cookies Using the URL you just built, visit your site Make a note of the contents of the utmz cookie Is it set correctly?


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Campaign Tracking - how it displays Key concept

Understanding the URL builder and Urchin


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Campaign Tracking examples Exercise

Use Campaign Tracking by finding “The URL Builder” in the Google Analytics help centre Build a Campaign Tracking URL for your own landing page using some of the example

below


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Tracking off-line campaigns Key concept

Use vanity urls mysite.com/tube

301 redirecting to Campaign Tracking URLs http://www.mysite.com/landing-page.com?

utm_source=Tube&utm_medium=Outdoor&utm_content=Ad1&utm_campaign=Winter-2010


http://www.mysite.com/landing-page.com?utm_source=Tube&utm_medium=Outdoor&utm_content=Ad1&utm_campaign=Winter-2010






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Tracking off-line campaigns - using a URL shortener Key concept

Use URL shorteners Use http://bit.ly/ or http://goo.gl/

Generate QR Codes with Campaign Tracking URLs http://www.mysite.com/landing-page.com?

utm_source=Tube&utm_medium=Outdoor&utm_content=Ad1&utm_campaign=Winter-2010

Exercise Use Google Analytics Campaign Tracking by finding “The URL Builder” in the

Google Analytics help centre Build a Campaign Tracking URL for an off-line campaign Shorten the URL using Bit.ly or Goo.gl Use Firefox and clear your cookies Using the URL you just built, visit your site Make a note of the contents of the utmz cookie Is it set correctly?


http://bit.ly/

http://bit.ly/

http://goo.gl/

http://goo.gl/







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Campaign Tracking & attribution Key concept

Google Analytics/Urchin works on the principle of “Last Click Attribution” Last click wins the sales and/or Goal conversion Except Direct traffic does update utmz cookie


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Tagging other media Campaign tracking URL builder

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






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Administration Utilities Overview Log file reprocessing Updating the geo-location database Urchin database settings Using Urchin from the Command Line Urchin administration facilities Simple filter administration


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Administration Utilities Overview https://secure.urchin.com/helpwiki/en/

Administration_Utilities_Overview.html


https://secure.urchin.com/helpwiki/en/Administration_Utilities_Overview.html




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inspector: Urchin Installation Integrity https://secure.urchin.com/helpwiki/en/inspector

%253A_Urchin_Installation_Integrity_Checker.html


https://secure.urchin.com/helpwiki/en/inspector%253A_Urchin_Installation_Integrity_Checker.html




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Urchin Services Control Utility (urchinctl) https://secure.urchin.com/helpwiki/en/

Urchin_Services_Control_Utility_(urchinctl).html


https://secure.urchin.com/helpwiki/en/Urchin_Services_Control_Utility_(urchinctl).html




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ugetlicense: Urchin License Operation Utility https://secure.urchin.com/helpwiki/en/ugetlicense

%253A_Urchin_License_Operation_Utility.html


https://secure.urchin.com/helpwiki/en/ugetlicense%253A_Urchin_License_Operation_Utility.html




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geo-update: DNS Database Update Utility https://secure.urchin.com/helpwiki/en/geo-update

%253A_DNS_Database_Update_Utility.html


https://secure.urchin.com/helpwiki/en/geo-update%253A_DNS_Database_Update_Utility.html




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uconf-manager: Urchin Configuration Manager Utility

https://secure.urchin.com/helpwiki/en/uconf-management%253A_Urchin_Configuration_Manager_Utility.html








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udb-sanitizer: Database Maintenance Utility https://secure.urchin.com/helpwiki/en/udb-sanitizer

%253A_Database_Maintenance.html


https://secure.urchin.com/helpwiki/en/udb-sanitizer%253A_Database_Maintenance.html




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The urchin.js configurations Visit your urchin.js with Firefox www.google-analytics.com/urchin.js


http://www.google

http://www.google

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Performance and back-up Moving the data location Improving performance


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Can I move the Data directory to another?location?

https://secure.urchin.com/helpwiki/en/Can_I_move_the_Data_directory_to_another_location%253F.html








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Configuring parallel processing https://secure.urchin.com/helpwiki/en/

Urchin_7_Parallel_Profile_Processing.html


https://secure.urchin.com/helpwiki/en/Urchin_7_Parallel_Profile_Processing.html




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Reducing Disk Storage for Urchin Profile Monthly Databases

https://secure.urchin.com/helpwiki/en/Reducing_Disk_Storage_for_Urchin_Profile_Monthly_Databases.html








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How do I track e-commerce transactions? https://secure.urchin.com/helpwiki/en/How_do_I_track_e-

commerce_transactions%253F.html


https://secure.urchin.com/helpwiki/en/How_do_I_track_e-commerce_transactions%253F.html




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UTM Quick-Install (Apache)







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Working with Users & Groups https://secure.urchin.com/helpwiki/en/

Working_with_Users_&_Groups.html


https://secure.urchin.com/helpwiki/en/Working_with_Users_&_Groups.html




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Working with Accounts

https://secure.urchin.com/helpwiki/en/Working_with_Accounts.html?highlight=(account)






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Configuring simple and complex goals

Simple goals Complex goals


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Exercise Visit Bonsoirdirect.com

View source on the home page Find UA-

View source on a product page Find UA-

View source on a the checkout page Where you are asked if you are new or returning Find UA – What do you notice?


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The Urchin Tracker

Virtual page view faker Goals Sites with dynamic URLs

Use In flash AJAX Video Downloads Outbound clicks Onsite advertising


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How do I track Flash events?

https://secure.urchin.com/helpwiki/en/How_do_I_track_Flash_events%253F.html






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Downloads and Events

https://secure.urchin.com/helpwiki/en/Event_Tracking.html






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How do I track clicks on outbound links?







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How do I track banner ad exits?







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How do I track JavaScript events?







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Exercise Think about the goals for your website

Write down your goals in notepad Contact Us Sale Lead


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Exercise Configure a goal for your site


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Exercise Urchin code customisations Tracking sub-domains Advanced filter administration Tracking 3rd-party domains Tracking Flash, AJAX and other rich media

components Best practice user administration


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Control 30 min cookie timeout

var _utimeout="1800"; // set the inactive session timeout in seconds


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Control 6 month cookie timeout

var _ucto="15768000"; // set timeout in seconds (6 month default)


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Tracking sub-domains

A.dog.com B.dog.com C.dog.com Set your site (dog.com) to the root domain


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Tracking sub-domains

var _udn="auto"; // (auto|none|domain) set the domain name for cookies


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Tracking sub-domains – issues

A.dog.com/index.html B.dog.com/index.html C.dog.com/index.html How would the Top Content report show this?


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Filter Administration Standard Filters Custom Filters


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Filtering

https://secure.urchin.com/helpwiki/en/Filtering


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What information do the filter fields represent? https://secure.urchin.com/helpwiki/en/

What_information_do_the_filter_fields_represent%3F


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Advanced Filters

https://secure.urchin.com/helpwiki/en/Advanced_Filters?highlight=(filters)


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Exercise For your profile you created earlier

Add a filter for your IP address Whatismyip.com

Now add an IP range http://www.google.com/support/analytics/bin/answer.py?

hl=en-uk&answer=55572 Add a filter to exclude a domain currently referring visitors to

your website Add a filter to a sub-directory on your site


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Exercise Can you apply a search and replace filter? What use is a Look-up table filter?


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Exercise Can you apply a filter to include the hostname of your website

in reports?


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Tracking across domains via a link

Dog.com Cat.com Set your site to none

Set Domain Name function Transfer cookies to the new domain via URL

HTTP Get Use the Link function


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Tracking across multiple domains

var _udn="auto"; // (auto|none|domain) set the domain name for cookies

var _uhash="on"; // (on|off) unique domain hash for cookies

var _ulink=0; // enable linker functionality (1=on|0=off)


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UTM Linker

HTTP Get HTTP Post


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Set cookie path to other than root /

var _utcp="/"; // the cookie path for tracking


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E-commerce tracking

The E-commerce schema


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Reduce data collection options

var _ufsc=1; // set client info flag (1=on|0=off)

var _uflash=1; // set flash version detect option (1=on|0=off)

var _utitle=1; // set the document title detect option (1=on|0=off)


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Setting the sample rate – don’t track every visitor var _usample=100; // The sampling % of

visitors to track (1-100).


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Adding organic sources

_uOsr[34]="rte"; _uOkw[33]="query";


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Setting organic keyword ignores

//-- Auto/Organic Keywords to Ignore var _uOno=new Array(); //_uOno[0]="urchin"; //_uOno[1]="urchin.com"; //_uOno[2]="www.urchin.com";


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Setting referral domains to ignore

//-- Referral domains to Ignore var _uRno=new Array(); //_uRno[0]=".urchin.com";


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Master tracking codes Lookup Table Filter https://secure.urchin.com/helpwiki/en/

Lookup_Table_Filters?highlight=(filters)


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The UTMz cookie hierarchy There is a hierarchy of data importance that Google

Analytics references before it updates the __utmz cookie and overwrites the referral information: Direct traffic is always overwritten by referrals, and organic

and tagged links. Referral, and organic or tagged links always override

existing campaign information.


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The UTM no override Urchin can be configured to retain the original campaign

data stored in the __utmz cookie. To enable this feature, add an additional query-string parameter to a destination URL

The query-string parameter, utm_nooverride=1 Alerts Urchin that the existing campaign information should

be retained This technique does not prevent the GATC from updating the

campaign cookie if a visitor arrives by organic search or untagged referral link. This technique is helpful only in preventing tagged campaign links from overwriting previous referral information.


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Custom Campaign fields

//-- UTM Campaign Tracking Settings var _uctm=1; // set campaign tracking

module (1=on|0=off)

var _uccn="utm_campaign"; // name var _ucmd="utm_medium"; // medium (cpc|

cpm|link|email|organic) var _ucsr="utm_source"; // source var _uctr="utm_term"; // term/keyword var _ucct="utm_content"; // content var _ucid="utm_id"; // id number var _ucno="utm_nooverride"; // don't override


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Changing ? to # for campaign tracking

var _uanchor=0; // enable use of anchors for campaign (1=on|0=off)


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Help! http://www.google.com/support/googleanalytics/bin/request.py?hl=en_GB

Groups & Blogs groups.google.com/group/analytics-help

www.roirevolution.com/blog/ www.epikone.com/tools/regular-expression-filter-tester blog.thesulli.net/ tech.groups.yahoo.com/group/webanalytics/message/ www.kaushik.net/avinash

www.lunametrics.blogspot.com/

ivantage!


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Custom reports – four components Profile Types

The Report Set file (.rs2) Controls Navigation Report Display

The data dictionary file (en-US.txt)

The data map file (.dm2) Controls which log fields are stored in the Urchin data tables

The field list file (/lib/reporting/logformats/fieldlist.txt )


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Custom Reporting Profile Types

lib/custom/profiletypes/ Default (name in Profile Settings>Settings>Profile

Information) datamap.dm2 default.rs2 (name In Report Settings)

Create your own by copying directory lib/custom/profiletypes/Test _Data _Map Name in Profile Settings>Settings>Report Settings) datamap.dm2

datamap_report_set.rs2


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The report set (.rs2) file Defines what is displayed in Urchin reports

Logical display order Dashboard > Executive Dashboard IT Reports> Browsers & Robots

25 columns


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The report set (.rs2) file format


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The report set (.rs2) file format

/lib/reporting/languages/en-US.txt/lib/reporting/profiletype/Test Data Map/datamap.dm2


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An example copying a report set Copy relevant sections of the rs2 file To the bottom of the rs2 file Provide a unique ID for each entry Provide a unique ID for each NTITLE Reference NTITLE from

/lib/reporting/languages/en-US.txt


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An example copying a report set Copy relevant sections of the rs2 file To the bottom of the rs2 file Provide a unique ID for each entry Name using the NTITLE Reference from




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Using the datamap file The .rs2 file references a table ID From the dm2 file Which in turn references the field list definitions

/lib/reporting/logformats/fieldlist.txt


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The datamap file Column format One row per table Unique table ID

TABLE - unique identifier of

table, maximal value is 200

AFIELD-EFIELD - string fields

from /lib/reporting/logformats/

fieldlist.txt

REQUIREMENTS describe which

fields must contain data for the

record to be used (A, B, C, D, E)


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The datamap file Column format One row per table Unique table ID

SPECIAL - special fields, used for

complex analysis

* S1-S11 - session link

* P1 - path link

* PARAM - special parameter

* T1-T2 - transaction link

* I0 - I1 - item link

* IPATH - initial path

* GTHRU - goal click thru

* GPATH - reverse goal path

* CTHRU - click thru

IFIELDS describe additional

calculated fields used for reportingPPFIELDS - post processing fields

(from range of ifields), the data for

the post processed fields is

determined from the session

record and its associated path,

transaction, and item recordsTuesday, 15 March 2011

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The datamap file Calculated IFIELDS

IFIELDS describe additional

calculated fields used for reporting


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The End


urchin software from google configuration workshop v11

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