Transcript Slide 1

Google Analytics
1. Introduction
What is Google Analytics?
2007
2005
2004
GA.js
urchin.js
Conventions
• 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
Google Analytics disadvantages
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URL and title based
Privacy ?
JavaScript and cookies
Only visitors, no crawlers or bots
2. Google Analytics interface
• Dashboard
• Add / remove
elements
• Personalized
Calendar
Reporting
• XML
• PDF
• CSV
• Send now
• Schedule
Get the GATC
• Google Analytics Tracking Code
• Old vs. New one
• urchin.js vs. GA.js
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>
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-1234561");pageTracker._initData();pageTracker._trackPaginaweergave();</script>
</body>
</html>
Check your installation
• 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
Access manager
• Give access to GA account
• Must be Google account
• Administrator or View Reports only
Add user
5. Profiles and Filters
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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
Data needed for profile
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Website URL
Profile Name
Time Zone
Default Page
Exclude parameters
E-commerce website
Search
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>
Filters
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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
Multiple filters
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No problem
Multiple filters applied to data
Data output filter 1 is input filter 2
Be careful !!!
Wrong conclusions
Filterfields
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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,...
Filter Patterns
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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
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 !!!
5.6 Uppercase / Lowercase filter
5.8 Advanced filters
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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
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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
Visitor
Member
Customer
Custom segmentation code
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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’);”>
User Defined Values
7. Goals
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Conversions ?
Conversion rate
Reports
Success of site
“Thank you” page
Max. 4 per profile
Contact – buy – download - register
Setting up goals
Goals howto
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Match type
Goal value
Choose good name
Unique “thank you” page per conversion
Keep track of filters
Goals visualisation (1)
Goals visualisation (2)
Funnels
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Extension of goals
Predefined steps
Track conversion process
Required steps ?
Step 1
Step 3
Step 2
conversion
Funnel visualisation
9. Tips & Tricks: Site Search
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
Zoekwoorden
Verwijzende Sites
Beter Social Media Traffic volgen
Campaign Link Tagging
Step #1 – gebruik de
Google URL Tool om een
tracking link te maken
http://www.google.com/support/
analytics/bin/answer.py?hl=en
&answer=55578
Weergave per Pagina
Stegelshof
Innoviting – Call to Action
Innoviting de beste services voor rfid
en project management
Innoviting - Linkbuilding
• http://www.rfidnederland.nl/
Pagerank: 5
• http://www.dutchrfid.nl/
Pagerank: 3
• http://www.rfidkenniscentrum.nl/
Pagerank: 4
• http://nl.wikipedia.org/wiki/Radio_frequency_identification
Pagerank: 5
• http://projectmanagement.startpagina.nl/
Pagerank: 5
• http://www.freedomadl.nl/
Pagerank: 5