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Google Analytics

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  1. Google Analytics

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

  3. Conventions • GA = Google Analytics • GATC = Google Analytics Tracking Code

  4. Google Analytics advantages • Free • Sufficiant possibilities for most companies • Easy to implement • Easy to use • Easy to understand

  5. Google Analytics disadvantages • URL and title based • Privacy ? • JavaScript and cookies • Only visitors, no crawlers or bots

  6. 2. Google Analytics interface • Dashboard • Add / remove elements • Personalized

  7. Calendar

  8. Reporting • XML • PDF • CSV • Send now • Schedule

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

  10. 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>

  11. 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>

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

  13. 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

  14. Access manager • Give access to GA account • Must be Google account • Administrator or View Reports only

  15. Add user

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

  17. Best practices • Profile with ALL data • Testing profile

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

  19. 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>

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

  21. How do filters work? 3 components • Filter Type • Filter Fields • Filter Pattern Filter data before submitting it to GA DB

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

  23. 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,...

  24. 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

  25. Filter Type • 10 different types • 3 predefined • 7 custom

  26. 5.1 Exclude all traffic from a domain

  27. 5.2 Exclude all traffic from an IP address IP ranges with RegEx !!!

  28. 5.3 Include only traffic to a subdirectory

  29. 5.4 Include / Exclude filter (1)

  30. 5.4 Include / Exclude filter (2)

  31. 5.4 Include / Exclude filter (3)

  32. 5.5 Search and replace filter (1)

  33. 5.5 Search and replace filter (2) • No RegEx !!! • Changes data !!!

  34. 5.6 Uppercase / Lowercase filter

  35. 5.8 Advanced filters • Change data fields • By combining elements • 2 filter fields: Field A and Field B • Extract field = Constructor • RegEx !!!

  36. Examples of advanced filters (1)

  37. Examples of advanced filters (2)

  38. 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)

  39. Custom segmentation example

  40. 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’);”>

  41. User Defined Values

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

  43. Setting up goals

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

  45. Goals visualisation (1)

  46. Goals visualisation (2)

  47. Funnels • Extension of goals • Predefined steps • Track conversion process • Required steps ?

  48. Funnel visualisation

  49. 9. Tips & Tricks: Site Search

  50. Begrippen • 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