Making the most of it

Anil Batra Chief Analytics Officer, Ascentium Loren Bast Founder, Bellusi LLC

Who this is for

Medium to advanced users Youve used or are using Google Analytics, ut need it to do more !eve selected the to" to"ics that tri" users u" #um" in $ith %uestions during the "resentation &iscuss larger %uestions in the '(A

Topics to be Covered
)nsuring setu" is correct *etting u" "rofiles and filters Custom +e"orting Goals ( )commerce A,B testing -.acking/ Google Analytics Other analytics tools Other resources '(A

)nsuring its correct, and gathering the right data

Setup
0se ga12s 3ne$ in late 45567 instead of urchin12s

0rchin is eing "hased out8 ne$ GA features arent availa le for it Check :raffic *ources,+eferring *ites

Are all your "ages tagged9

Are your o$n site "ages coming u" $ith high "age counts9 You may have "ro lems ; untagged "ages are linking to tagged ones

:ag not installed "ro"erly <age load issues ; the tag doesnt get called consistently

0ntil this is fi=ed ; your click"ath analysis, entrances,e=its, etc1, $ill e ske$ed

Referring Sites

Profiles
Profiles provide different views of data Have multiple distinct areas of the site? Use profiles to make analysis easier Profile filters

Filters discard incoming data you select (unhelpful querystring parameters, visitors from your own company, etc. !ata that is filtered out is P"#$%&"&'() deleted

'herefore, create one completely unfiltered, raw profile to keep complete data records &ame it such that people know not to use it unless they know what it*s for (ie, +!anger , #aw !ata-.

Profiles
Filters , what to filter out? )our own company /P ranges Unhelpful query string tags that make 0% think one core page is really many (random string tags used to prevent 1rowser caching, etc. http233www.company4.com3search3results3?id51678f6de9:;e<cfcf:a< =a81e>997ae> $o1ile vs. standard users of your site Profiles can 1e used for much more than analytics "?ample , to give your partners, customers, vendors reporting to only +their. portion of your site

Filters
Setup @ To setup a filter, go to your Profile Settings, and then to Filters Applied to Profile @ In the upper right, you will find the option to Add a Filter.

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Filter Types
The 4 types of filters a aila!le in "A are#
@ $%&lude All Traffi& fro' a (o'ain @ $%&lude All Traffi& fro' an IP address @ In&lude )nly Traffi& to a Su!dire&tory @ *usto' Filter

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Filters , In&lude )nly Traffi& to a Su!dire&tory

@ The In&lude )nly Traffi& to a Su!dire&tory filter allows you to tra&- spe&ifi& areas

within your site while ignoring data fro' other pages and se&tions. .ow to setup#

@ $nter your su!dire&tory here, !etween /0 1 0 @ If your site is www.e%a'ple.&o', and you want to see only traffi& to the 0food su!dire&tory

2 345 ,www.e%a'ple.&o'0food6 you would want to repla&e 'ydir with food. The final result should appear as !elow.

1+

Filters , $%&lude Traffi& fro' a (o'ain

@ (o'ains generally represent the ISP of your isitor.

@ To dis&ount traffi& fro' 'ydo'ain.&o'

$nter 'ydo'ain8.&o'9

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Filters , $%&lude Traffi& fro' an IP Address

@ 3se this filter to e%&lude traffi& fro' your reports. It:s parti&ularly useful in eli'inating internal

traffi& 2ho'e, &o'pany intranet, et&.6 @ If your IP address is ;7.+1+.1<1, then you would enter# @ ;78.+1+8.1<18.

@ To e%&lude a range of IP addresses 2for e%a'ple# 1=+.1;=.1.1,+>6, enter# @ /1=+8.1;?8.18.2@1,=AB1@0,=AB+@0,>A69

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Ad an&ed0*as&ading Filters
@

Ad an&ed filter allows you to &reate a filter with two fields. Cou &an then &as&ade this ad an&ed filter with e en 'ore filter to get at "A data that otherwise 'ight !e diffi&ult to string together, Dui&-ly and easily. Their hypotheti&al situation is as follows# @ Ee ery day your !oss wants a report that tells her what -eywords people were sear&hing on, what was the sour&e, whi&h ad they &li&-ed on, how 'any pages they loo-ed at and did they &on ertF

Ge start !y &hoosing a &usto' filter, then adding that we want to get results for all &a'paign -eywords and all &a'paign sour&es. Hote the )utput of *usto' Field 1 and then the &o'!ination of the A and I fields. This will allow us to &as&ade this filter into another in order to Dui&-ly get the 'ultiple data points we need so long as we &hose the &orre&t output field.
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'he following e?ample walkthrough with original graphs and more detail can 1e found at2 http233www.lunametrics.com31log3:==<3=A3;63filtersBforBgaBpartB6cBcascadingBcustomBadvancedBfilters

Ad an&ed0*as&ading Filters , &ontinued

@

He%t we &reate a se&ond ad an&ed filter. Ge atta&hed this filter to the first !y &hoosing *usto' Field 1 and using 2.J6 so we get all data fro' the first filter. Sele&ting *a'paign *ontent and again using 2.J6 so we get all &a'paign &ontent. He%t we &hoose to )utput these results to the Kisitor 5anguage Settings report. Hote# It:s i'portant to &onsider what data points you want as different reports will auto'ati&ally display different 'etri&s for your desired data. As the authors of the post note, the first &olu'n in your report should read so'ething li-e# @ produ&t, sear&h engine, -eywords

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Custom Reporting Overview

Step 1: Create Custom report
Cne of 0%*s newer features allows the user to create their own custom

reports using a predesigned set of metrics and dimensions. 'his feature is ideal if you have a preBdefined set of DP/ that you want to track on your site and you want to avoid looking at several reports in 0%. &ow you can create one report to get you an overview of what you need, and quickly.
'o create a customBreport, simply go to the profile wherein you want the

report, and on the left side of the page, click on +custom reporting..

Custom Reporting Overview

Step 1: Create Custom report
&e?t click on +Ereate new custom report.. From here, you*ll 1e presented with what amounts to a +FuildByourBownB report. page. &ote that you can list the $etrics and !imensions grouped together under each category, and availa1le to select via dropBdown or you can click on +list view. to see all metrics and dimensions together. %dditionally, not all metrics and dimensions can 1e used with one another, so selecting a specific metric might render a dimension unusa1le (it will show up in your list, 1ut will 1e a faded white and you won*t 1e a1le to gra1 it or vice versa.

Custom Reporting Overview

Step 1: Create Custom report
@For one e?ample, let*s pretend you want a report that quickly details what city is providing you with the most num1er of visits as well as what the Pageview count and 1ounce rate is for each. Here*s how to create a quick report that would detail this out for you2 @From the dropBdown list of $etrics, separately gra1 +Gisits,. +Pageviews,. and HFounce #ate. and drag each to an empty +metric. 1o?. @&e?t, go to dimensions. &e?t gra1 +city. and drag this to the empty +!imensions. 1o?. @Ihen done, you should see what*s to the left.

Custom Reporting Overview

Step 2: Report Overview

@&e?t, let*s preview our report to make sure it*s getting at the data and metrics we actually want it to. @From the preview screen that pops up, you*ll see the top cities in terms of their visit counts and pageviews, as well as the 1ounce rate for each. )ou can also o1viously sort to figure out what cities have the lowest and highest 1ounce rate. 'here are a host of possi1ilities here, including eBcommerce and campaign metrics. )ou can use each to quickly get at the data you need, without having to sort through numerous reports for each piece of data.

Advanced Segments Overview

%nother new feature from 0%, this feature allows the user to create segments of

data that can quickly 1e referenced.

Advanced Segments Overview

(et*s create a custom segment. 0o to the +advanced

segmentation. link under +settings. on the left side of the screen.

%lternatively, you can also link to the segment

creation screen in the previously mentioned dropB down menu.

Seg'entation , *ontinued
@

.ypotheti&ally, let:s say we wanted to tra&- the isit trends for the !log pages of our site. 1. )n the seg'ent !uilding page, under (i'ensions we:ll sele&t *ontent and then drag and drop the Page di'ension to the first open !o% titled (i'ension or Letri&. +. He%t, let:s sele&ted &ontains fro' the drop down and type in 0!log. In this &ase, we want all isits to the !log ho'epage AS G$55 AS the indi idual !log post pages. )n the !otto' of the page, let:s na'e the seg'ent !log isits. Ge &an also test the seg'ent, and as the s&reen &apture shows, of a total of 17,?1; isits to our site, >,1== fell within our seg'ent para'eters. Ge &an now &reate this seg'ent and apply it to any of the reports we want.

+>

Seg'entation , *ontinued
@ "o to your report pages and apply this seg'ent anywhere. For instan&e, going to the Traffi&

Sour&es o er iew page you &an then sele&t the ad an&ed seg'ents drop down, and sele&t our !log isits. 5et:s un,sele&t the all isits seg'ent that is auto'ati&ally the "A:s seg'ent of &hoi&e. How we &an see details on the isits to our !log pages onlyM where these isitors are arri ing fro', et&.

+;

Goals

0oals are conversions. Ihen you drive site users to a specific page in order to download, 1uy, signup, or simply read something, your goal is that specific action. 0oogle is a1le to track how often goals are completed. /f you have a specific path you e?pect users to take on their way to converting, 0oogle can track this as a funnel. "?amples of 0oals B 'hank )ou Page (&ewsletter Jignups, "mail Ju1scriptions, Ko1 %pplications, Eontact Forms B Purchase Eonfirmation Page3#eceipt Page B %1out Us page B Particular &ews article

Goals
@To set up Goals2
0o to your Profile Jettings, Eonversion 0oals L Funnel )ou can have up to 6 different 0oals Ehoose "dit

Goals
/n configuring 0oals steps, there are three different match types2

Goals
@!efining Funnels , U#( and &ame Fields @Here you can create up to ;= different steps. @/f you choose these steps to 1e required, conversions will only 1e counted when they go through this e?act path. @0oal U#( L &ame @'his U#( is the very last page of your funnel process, such as a +'hank )ou. page. @'he 0oal &ame is Must for your reports, any name you will recogniNe (e?. Eontact Us

Goals
@Fe sure to save changes @Cnce completed, your 0oals should look similar to the e?ample 1elow. &otice the 0oals are active (collecting data .

Ecommerce
)=tends eyond -ecommerce/ sites 0se to assign a >> value to any user ehavior

For e=am"le ; a lead generation site

A "ros"ect su mits your $e form and gets a confirmation "age .e,she has ecome a -lead/ $orth >?@, even though he never ought anything :rack it using the ecommerce tagsA Bf user ehaviors can have multi"le values, youd have to set u" a ne$ goal for CeachC value

-Goals/ feature is similar, ut ;

Ecommerce

Bn this e=am"le, no airline tickets $ere actually "urchased on this $e site8 the user sim"ly indicated an intent to "urchase y clicking on each link !e still $anted to track the value of tickets that $ere "otentially sold later, so $e used the ecommerce feature of GA 3not goals7

Website Optimization
!hat is !e *ite O"timiDation Bt a continuous "rocess to im"rove the conversions !hy &o !e *ite O"timiDation *"ending time and money driving traffic to your site is useless if your visitors do not convert Convert users effectively

What Can you Optimize?

.eadline *u headings Bmages Offers <roducts <lacements on Landing "ages Color Font and list goes on

A/B Testing
!hen in dou t Choose A,B over multivariate testing Both give stats on com o -A/ "erforms etter than -B/ y =E, ho$ever

A,B gives you insight into "aths users take, ecause of the different 0+L structure

A,B ; 0ses multi"le uni%ue 0+Ls htt"F,,$$$1===1com,9testGa htt"F,,$$$1===1com,9testG Allo$s you to do Click"ath analysis

Testing

A/B Testing

A/B Testing - 50/50 Split

Hovem er 4556 Added a link and additional te=t to the u""er left %uadrant1

The Results
statisticall significant

Summary

Other nsights
Of the "ercentage increase 3615IE of visitors

vie$ing ?J "ages7, there $as a KL1??E conversion rate 4164E click through rate for ne$ link ; sur"risingly less than the "ercentage increase of visitors vie$ing ?J "ages )ven though the ne$ link is for visitors $ho already had an account, its greatest im"act $as on converting ne$ visitors

Testing
O"timiDe for Bncremental Changes &o not get caught u" in <ath O"timiDation

:est one "age at a time *im"lify it *tart $ith A,B then move to MM: and :argeting +emem er every site and their users are different

!hat $orks on one site might not $ork on the other

!vent Trac"ing
)vent :racking is a method in Google Analytics $hich measures s"ecific 0ser interactions $ith a $e site1 :his is made "ossi le $ith the ne$ Google Analytics code 3gs12s7 $hich $as not "ossi le $ith the legacy code 3urchin12s71 Event tracking measuresF
Any FlashNdriven element, like a Flash $e site, or a Flash Movie

"layer )m edded A#AO "age elements <age gadgets File do$nloads Load times for data

Hot availa le for all accounts Bf you dont have it, try re%uesting itF

htt"F,,code1google1com,",gaforflash,$iki,)vent:racking+e%uest

!vent Trac"ing
!vent trac"ing for #ideo Trac"ing
Setup: Ga12s code on the $e "age Ptrack)vent37 method in the source code of Mideo o 2ect _trackEvent() method parameters Ptrack)vent3category, action, o"tionalPla el, o"tionalPvalue7
category 3re%uired7 :he name you su""ly for the grou" of

o 2ects you $ant to track1 action 3re%uired7 A string that is uni%uely "aired $ith each category, and commonly used to define the ty"e of user interaction for the $e o 2ect1 la el 3o"tional7 An o"tional string to "rovide additional dimensions to the event data1 value 3o"tional7 An integer that you can use to "rovide numerical data a out the user event1

!vent Trac"ing
!vent trac"ing for #ideo Trac"ing
All events,methods in Google Analytics are called from the pageTracker o 2ect1 A Mideo event can e tracked y inserting the Ptrack)vent method in the source code for the video1 E.g. :he Mideo $e $ant to track is QO amas victory s"eech1 Bt can e tracked as mentioned elo$1 "age:racker1Ptrack)vent3RMideosR, R<layR, R O amas victory s"eechR78 $here the category is QMideos, action is Q<lay and the la el is QO amas victory s"eech1 *imilarly $e can track Q<ause and Q*to" events in "lace of Q<lay for the action "arameter1

!vent Trac"ing
Reporting for #ideo Trac"ing
Once im"lemented, the Mideo results can e vie$ed under )vent :racking "resent in the Content section of Google Analytics For the "revious e=am"le, the data $ill sho$ u" likeF Mideo NS <lay NS O amas victory s"eech

Hacking Analytics
:he "rimary analytics function is sim"le #avascri"t &ont e afraid to change the #avascri"t

Can e used any$here #avascri"t functions ; on mouse clicks,

etc1, not 2ust on "age loads

"age:racker1Ptrack<agevie$378 "age:rackerPtrack<agevie$3-MyFavorite<age/78

0se multi"le accounts and tracking codes on your site

.ey, theyre freeA Make a ne$ "age:racker varia le for each tracking code var "age:rackerH)! G Pgat1Pget:racker3R0ANT4nd accountSN=R78 "age:rackerH)!1Ptrack<agevie$378

0seful $hen the "age 0+L doesnt accurately re"resent $hat the "age means to you

What a page means to you

:he "age 0+L

htt"F,,foodsite1com,+eci"es,MeatNandN<oultry,Chicken,Main1as"=

!hat it means to you

htt"F,,foodsite1com,FoodCategory<age

Ot$er tools
Omniture or !e :rends instead9 Bn Lorens o"inion, GA is much etter and less e="ensive .onorary mentionF Clicktale

Lo$ cost usa ility analytics tool :racks user mouse movement on your "ages, gives you -videos/ of $hat theyre doing htt"F,,$$$1clicktale1com

Other Resources
Official Google Analytics Blog htt"F,,analytics1 logs"ot1com, 0nofficial Google Analytics Blog htt"F,,$$$1roirevolution1com, log, Google Analytics Uno$ledge ase htt"F,,$$$1google1com,su""ort,googleanalytics, Ask Anil Batra htt"F,,$$$1anil atra1com,digitalmarketing,askNe="ert1as"

%uestions&&
Anil Batra htt"F,,$$$1AnilBatra1com BlogF htt"F,,$e analysis1 logs"ot1com :$itterF Vanil atra Loren Bast loren astVgmail1com

Appen!i"
Lots of random slides to follo$

#otion Charts

#otion Charts

#otion Charts in A$tion

Custom Segment %utmSet&ar

Custom Segment in Reports

A!'an$e! Segmentation

Time to(ur$hase

)e* Wor!s about %utmset'ar

*tored in the users PPutmv cookie, Get "icked $hen the visitor returns y default1 Bf you dont $ant that to ha""en you set it to Hull at the end of the session Misit Based

Only one value allo$ed Malue is over$ritten Once *et the value remains for the visit, any changes $ill only e reflected in ne=t visit1

)e* (arting Thoughts

!e Analytics :ool <rovides you &ata
0se other data "oints

Feed ack,*urveys Customer )="erience :ools

&ata is as good as the learning and action that come out from it Before using tool figure out your usiness, site and customer goals1 &o not 2ust do &ata +e"orting, &o &ata Analysis Learn from data O"timiDe <ages and Conversion Funnels O"timiDation is a continuous "rocess