An introduction to Google Analytics

50 %
50 %
Information about An introduction to Google Analytics
Technology

Published on December 26, 2007

Author: JayAre

Source: slideshare.net

Description

Download "A brief introduction to the technical implementation of Google Analytics". Thanks for your interest in this presentation. I tried to enable the download for the presentation several times, but it just doesn't seem to work.

As an alternative, you can now download the Google Analytics presentation at http://www.queromediashare.com/presentation/Google%20Analytics.ppt

Have fun with it!

Google Analytics Joris Roebben ( [email_address] ) Tom Michiels ( [email_address] ) www.queromedia.com

1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007

What is Google Analytics?

Conventions GA = Google Analytics GATC = Google Analytics Tracking Code

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

Free

Sufficiant possibilities for most companies

Easy to implement

Easy to use

Easy to understand

Google Analytics disadvantages URL and title based No data history Privacy ? JavaScript and cookies Only visitors, no crawlers or bots

URL and title based

No data history

Privacy ?

JavaScript and cookies

Only visitors, no crawlers or bots

2. Google Analytics interface Dashboard Add / remove elements Personalized

Dashboard

Add / remove elements

Personalized

Calendar

Reporting XML PDF CSV TSV Send now Schedule

XML

PDF

CSV

TSV

Send now

Schedule

3. Setup Google Analytics Create Google Account Free No spam Gmail = OK

Create Google Account

Free

No spam

Gmail = OK

Best practice for GA accounts Create GA account on [email_address] Add [email_address] as administrator Add [email_address] as reviewer Advantage: structure

Create GA account on [email_address]

Add [email_address] as administrator

Add [email_address] as reviewer

Advantage: structure

Sign up Login Create GA account

Login

Create GA account

Get the GATC Google Analytics Tracking Code Old vs. New one urchin.js vs. GA.js

Google Analytics Tracking Code

Old vs. New one

urchin.js vs. GA.js

urchin.js Old code Can still be used <script src=&quot;http://www.google-analytics.com/urchin.js&quot; type=&quot;text/javascript&quot;> </script> <script type=&quot;text/javascript&quot;> _uacct = &quot;UA-123456-1&quot;; urchinTracker(); </script> </body> </html>

Old code

Can still be used

GA.js New code New features not yet available <script type=&quot;text/javascript&quot;> var gaJsHost = ((&quot;https:&quot; == document.location.protocol) ? &quot;https://ssl.&quot; : &quot;http://www.&quot;);document.write(&quot;<script src='&quot; + gaJsHost + &quot;google-analytics.com/ga.js' type='text/javascript'></script>&quot; ); </script> <script type=&quot;text/javascript&quot;> var pageTracker = _gat._getTracker(&quot;UA-123456-1&quot;);pageTracker._initData();pageTracker._trackPaginaweergave();</script> </body> </html>

New code

New features not yet available

Host your own GATC Possible Not advised <script src=&quot;http://www.mydomain.com/mytrackingcode.js&quot; type=&quot;text/javascript&quot;> </script> <script type=&quot;text/javascript&quot;> _uacct = &quot;UA-123456-1&quot;; urchinTracker(); </script>

Possible

Not advised

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

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

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

Give access to GA account

Must be Google account

Administrator or View Reports only

Add user

4. Adding AdWords to Google Analytics Use GA in AdWords interface AdWords reports in GA

Use GA in AdWords interface

AdWords reports in GA

Step 1: check GATC Make sure every page on website is tagged with GATC

Make sure every page on website is tagged with GATC

Step 2: Login to Google AdWords www.google.com/adwords as Administrator

www.google.com/adwords as Administrator

Step 3: Tab Analytics Click on the tab Analytics

Click on the tab Analytics

Step 4: Link to existing GA account

Step 5: Account preferences Make sure auto-tagging is on !

Make sure auto-tagging is on !

5. Profiles and Filters Are the real strength of GA Segment data Deep analysis Depending on needs Start collecting data when created

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

Profile with ALL data

Testing profile

Data needed for profile Website URL Profile Name Time Zone Default Page Exclude parameters E-commerce website Search

Website URL

Profile Name

Time Zone

Default Page

Exclude parameters

E-commerce website

Search

GATC for different profiles <script src=&quot;http://www.google-analytics.com/urchin.js&quot; type=&quot;text/javascript&quot;> </script> <script type=&quot;text/javascript&quot;> _uacct = &quot;UA- 123456-1 &quot;; urchinTracker(); </script> <script src=&quot;http://www.google-analytics.com/urchin.js&quot; type=&quot;text/javascript&quot;> </script> <script type=&quot;text/javascript&quot;> _uacct = &quot;UA- 123456-2 &quot;; urchinTracker(); </script> <script src=&quot;http://www.google-analytics.com/urchin.js&quot; type=&quot;text/javascript&quot;> </script> <script type=&quot;text/javascript&quot;> _uacct = &quot;UA- 654321-1 &quot;; urchinTracker(); </script>

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

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 Pattern Filter data before submitting it to GA DB

3 components

Filter Type

Filter Fields

Filter Pattern

Filter 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

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,...

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,...

Possible values for Filterfields Check GA reports !!! Lists not yet available

Check GA reports !!!

Lists not yet available

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

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

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 !!!

No RegEx !!!

Changes data !!!

5.6 Uppercase / Lowercase filter

5.7 Lookup table filter Not available in GA Only old Urchin customers ~Search and replace filter Text file

Not available in GA

Only old Urchin customers

~Search and replace filter

Text file

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

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)

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’);”>

Everyone = visitor (“not set”)

When registered = member

When completed buy = customer

Report: Visitors > User defined

User Defined Values

RegEx Regular expressions are used to match or capture portions of a field using wildcards and metacharacters. They are often used for text manipulation tasks. Most of the filters included in Google Analytics use these expressions to match the data and perform an action when a match is achieved. For instance, an exclude filter is designed to exclude the hit if the regular expression in the filter matches the data contained in the field specified by the filter. Regular expressions are text strings that contain characters, numbers, and wildcards. Note that these wildcard characters can be used literally by escaping them with a backslash ''. For example, when entering www.google.com , escape the periods with a backslash: www.google.com

RegEx . match any single character * match zero or more of the previous items + match one or more of the previous items ? match zero or one of the previous items () remember contents of parenthesis as item [] match one item in this list create a range in a list | or ^ match to the beginning of the field $ match to the end of the field escape any of the above More: http://en.wikipedia.org/wiki/Regex

. match any single character

* match zero or more of the previous items

+ match one or more of the previous items

? match zero or one of the previous items

() remember contents of parenthesis as item

[] match one item in this list

create a range in a list

| or

^ match to the beginning of the field

$ match to the end of the field

escape any of the above

More: http://en.wikipedia.org/wiki/Regex

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

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

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 ?

Extension of goals

Predefined steps

Track conversion process

Required steps ?

Funnel visualisation

8. E-commerce tracking Not accounting Use it to find trends No absolute figures !!!

Not accounting

Use it to find trends

No absolute figures !!!

Implementing E-commerce tracking Activate E-commerce tracking in profile Add code below GATC Extra reports Data from transaction needs to be transfered to GA 1 Transaction Multiple items urchin.js vs. GA.js

Activate E-commerce tracking in profile

Add code below GATC

Extra reports

Data from transaction needs to be transfered to GA

1 Transaction

Multiple items

urchin.js vs. GA.js

E-commerce for urchin.js <form style=&quot;display:none;&quot; name=&quot;utmform&quot;> <textarea id=&quot;utmtrans&quot;> UTM:T|[order-id]|[affiliation]|[total]|[tax]|[shipping]|[city]|[state]|[country] UTM:I|[order-id]|[sku/code]|[productname]|[category]|[price]|[quantity] UTM:I|[order-id]|[sku/code]|[productname]|[category]|[price]|[quantity] </textarea> </form>

E-commerce for GA.js <script src=&quot;http://www.google-analytics.com/ga.js&quot; type=&quot;text/javascript&quot;></script> <script type=&quot;text/javascript&quot;> var pageTracker = _gat._getTracker(&quot;UA-XXXXX-1&quot;); pageTracker._initData(); pageTracker._addTrans( &quot;1234&quot;, // Order ID &quot;partner&quot;, // Affiliation &quot;2500.25&quot;, // Total &quot;200.25&quot;, // Tax &quot;3&quot;, // Shipping &quot;Brussels&quot;, // City &quot;Brabant&quot;, // State &quot;Belgium&quot; // Country ); pageTracker._addItem( &quot;1234&quot;, // Order ID &quot;MTB25&quot;, // SKU &quot;Mountainbike&quot;, // Product Name &quot;Off-road&quot;, // Category &quot;1500&quot;, // Price &quot;1&quot; // Quantity ); pageTracker._addItem( &quot;1234&quot;, // Order ID &quot;MTB44&quot;, // SKU &quot;Mountainbike&quot;, // Product Name &quot;Cross&quot;, // Category &quot;1000.25&quot;, // Price &quot;1&quot; // Quantity ); pageTracker._trackTrans(); </script>

Complete process

E-commerce reports

E-commerce reports

E-commerce reports

E-commerce reports

9. Tips & Tricks: Site Search

Tips & Tricks: Event tracking Downloads, clicks, ... Urchintracker() generates pageview Pageviews in reports Naming ! <a href=&quot;http://www.webiste.com/pdf/document1.pdf&quot; onClick=&quot;javascript:urchinTracker('/pdf/document1');&quot;>

Downloads, clicks, ...

Urchintracker() generates pageview

Pageviews in reports

Naming !

Tips & Tricks: Multi-domain tracking Website on multiple domains Most often used for external checkout Transfer content of first party cookies to other domain urchin.js vs. GA.js

Website on multiple domains

Most often used for external checkout

Transfer content of first party cookies to other domain

urchin.js vs. GA.js

Multi-domain tracking urchin.js (1) Change GATC <script src=&quot;http://www.google-analytics.com/urchin.js&quot; type=&quot;text/javascript&quot;> </script> <script type=&quot;text/javascript&quot;> _uacct=&quot;UA-xxxx-x&quot;; _udn=&quot;none&quot;; _ulink=1; urchinTracker(); </script>

Change GATC

Multi-domain tracking urchin.js (2) Change cross-domain links <a href=&quot;https://www.secondsite.com/?login=parameters&quot;>Log in Now</a> <script type=&quot;text/javascript&quot;> document.write('<a href=&quot;javascript:__utmLinker(' https://www.secondsite.com/?login=parameters');&quot;>Log in Now</a>'); </script> <noscript> <a href=&quot; https://www.secondsite.com/?login=parameters &quot;>Log in Now</a> </noscript>

Change cross-domain links

Multi-domain tracking GA.js (1) Change GATC <script type=&quot;text/javascript&quot;> var gaJsHost = ((&quot;https:&quot; == document.location.protocol) ? &quot; https://ssl.&quot; : &quot;http://www.&quot;); document.write(&quot;<script src='&quot; + gaJsHost + &quot;google-analytics.com/ga.js ' type='text/javascript'></script>&quot; ); </script> <script type=&quot;text/javascript&quot;> var pageTracker = _gat._getTracker(&quot;UA-12345-1&quot;); pageTracker._setDomainName(&quot;none&quot;); pageTracker._setAllowLinker(true); pageTracker._initData(); pageTracker._trackPaginaweergave(); </script>

Change GATC

Multi-domain tracking GA.js (2) Change cross-domain links <a href=&quot;https://www.secondsite.com/?login=parameters&quot;>Log in Now</a> <script type=&quot;text/javascript&quot;> document.write(‘<a href=&quot;javascript:pageTracker._link('https://www.secondsite.com/?login=parameters');&quot;>Log in Now</a>'' );</script> <noscript> <a href=&quot;https://www.secondsite.com/?login=parameters&quot;>Log in Now</a> </noscript>

Change cross-domain links

Tips & Tricks: Tracking outbound links Creating pageviews Using UrchinTracker() Pageviews in reports Naming ! <a href=&quot;http://www.otherdomain.com&quot; onClick=&quot;javascript:urchinTracker('/outbound/otherdomain');&quot;>

Creating pageviews

Using UrchinTracker()

Pageviews in reports

Naming !

Tips & Tricks: Tagging inbound links http://www.website.com/pagina.html http://www.website.com/pagina.html?utm_source=partner&utm_medium=banner&utm_campaign=nl&utm_term=zoekwoord Adjust cookies ~Google AdWords auto-tagging Not all parameters are required

Adjust cookies

~Google AdWords auto-tagging

Not all parameters are required

10. Conclusion

11. Roundup 1. Create a Google Analytics account. 2. Analyze the website. 3. Create and Configure profiles. a) Create filters. b) Create goals and funnels. c) Create recommended profiles. 4. Edit the tracking code. 5. Modify the web site. 6. Add the tracking code to web site pages. 7. Tag marketing campaigns. 8. Enable e-commerce transaction tracking. 9. Implement custom segmentation. 10. Configure other administrative features. a) User accounts and report access. b) Automated email report delivery.

12. Q & A

Add a comment

Related presentations

Presentación que realice en el Evento Nacional de Gobierno Abierto, realizado los ...

In this presentation we will describe our experience developing with a highly dyna...

Presentation to the LITA Forum 7th November 2014 Albuquerque, NM

Un recorrido por los cambios que nos generará el wearabletech en el futuro

Um paralelo entre as novidades & mercado em Wearable Computing e Tecnologias Assis...

Microsoft finally joins the smartwatch and fitness tracker game by introducing the...

Related pages

Elegant Themes Blog - An Introduction To Google Analytics ...

Google Analytics is a web analytics service that was launched by Google in 2005. The regular service is free to use, however Google also offers a premium ...
Read more

Get started with Analytics - Analytics Help

Read Implementing Analytics with Google Tag Manager for a complete walkthrough with examples. Next steps. ... Google Analytics training and support resources.
Read more

An Introduction To Google Analytics For Webmasters

Key Things To Pay Attention To In Google Analytics. Now that you have a good overview of how the interface works, here are a few key stats we recommend ...
Read more

Google Analytics: an Introduction | IDM

Google Analytics an Introduction. ... General Introduction to Google Analytics. Understanding what Web Analytics can do for your web site;
Read more

An Introduction to Google Analytics - Free Webstore Help Guide

An Introduction to Google Analytics - help.freewebstore.org - Free Webstore Help, Videos, Tutorials and Advice. If you're just getting started with your ...
Read more

An introduction to Google Analytics for Ecommerce

Now that your online store is up and running, it’s time to really get to grips with your marketing. And the best way to do that is using website analytics.
Read more

An introduction to Google Analytics | Connecting Up

It's no secret that having an effective website is hugely important in today's day and age. One invaluable tool that helps you measure your digital ...
Read more

Introduction to Google Analytics - Web Africa Blog

In its simplest form, Google Analytics is Google's solution to web analytics or website visitor statistics monitoring. The best part is that Google offer..
Read more

An introduction to Google Analytics - BQu Services

An introduction to Google Analytics Twitter. ... Google Analytics; an Introduction Just as Google is at the forefront of search engines, ...
Read more