Google Analytics Seminar

Seminars for Success:
Analytics
Google Analytics Implementation and Advanced Topics
WebShare, LLC
Seminars for Success Agenda
Morning
Afternoon
System Overview
Profiles
Internal Site Search
Filters
Profile and Filter Combos
Domains and Sub Domains
Regular Expressions
Goals and Funnels

Tracking Marketing Campaigns
Ecommerce Tracking
Custom Segmentation
New & Beta Features
Urchin6 Software (optional)
Trouble shooting (optional)
lunch
Logistics
Web Analytics a definition
Web analytics is the

study of online behaviour
in order to improve it.
Web Analytics - Data
Do these study online behavior?
Providing Answers to Difficult Questions
Where and why are visitors

Abandoning my shopping cart?
Where are my visitors

coming from?
Is my website design
driving
people away?
What do people do while

on my site?
Which marketing initiatives

are the most effective?
What keywords resonate

with prospects and have the
power to convert them?
Which Marketing Campaigns are Working?
Search Marketing
Banner Advertising
Email Marketing
Determine which
marketing initiatives
are driving the best
traffic to your site
Print Ads
Radio Ads
TV Ads
7
Web Analytics is a Process
Take
Action
Measure
Learn
8
How Google Analytics Works

Analytics
Standard Webserver
Secure Google
Analytics Servers
Site Search
Browser/HTML Page
AdWords GCLID Import

Filters Applied
Goals & Funnels
10
Report Database
Tracking Pitfalls
Client Side
1.
Javascript disabled
Visitors will not be tracked
2.
Cookies Deleted
Will appear as new visitors each time
3.
Multiple Browers & Computers

Will appear as new visitors each time
Server Side
1.
Multiple Domains
2.
Subdomains
3.
Redirects
4.
Frames/iFrames
5.
QueryString/Form based CMS
6.
RIA sites (AJAX/Flash)

11
Data Accuracy
No Analytics Package is 100% Accurate
JavaScript Based
Incomplete coverage
Other JS errors keep GA from loading
Firewalls/Browsers block JS
Mobile users rarely run JS
Log File Based
IP User
(mult. users per IP, mult. IPs per user)
Cached pages not counted
ALL file types are counted
Robots wreak havoc
Cookie Based
Browsers commonly configured to reject (1st party vs 3rd party)
Cookies deleted
Multiple users per computer, multiple computers per user
Look for Trends

12
Account Creation & Code Installation
13
Account Creation
14
Google Analytics Tracking Code
15
Inspecting the Tracking Code
<script type="text/javascript">
var gaJsHost = (("https:" == document.location.protocol) ?
"https://ssl." : "http://www.");
document.write(unescape("%3Cscript src='" + gaJsHost + "googleanalytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));
</script>
var pageTracker = _gat._getTracker("UA-475940-16");
pageTracker._trackPageview();
</script>
16
Where should I Place the Tracking Code?

Option 1: bottom of the page
<HEAD>
Default & most conservative location
May cause problems if using advanced

features
..
GATC Option 2
</HEAD>
Option 2: in the header
<BODY>
Allows full use of GA functions, including

virtual pageviews, cross domain tracking,
etc.
Likely to register the hit before user has a

chance to navigate away/exit
Somewhat more risky
(Debatably) slower page loads
Frames site
.
.
.
</BODY>
GATC Option 1
17
Track All Pages!
The Most Important Function
var pageTracker = _gat._getTracker("UA-xxxxxx-16");
</script>
18
The Most Important Function
pageTracker._trackPageview("/RecordThisPageInstead.html");
</script>
This is known as a Virtual Pageview

19
Multiple Virtual PageViews
</script>
pageTracker._trackPageview("/RecordThisOneToo.html");
</script>
20
Tracking non-HTML
<a href=/content/us-en/w/widget1.pdf>
<a href=/content/us-en/w/widget1.pdf onClick="javascript:
pageTracker._trackPageview('/content/us-en/w/widget1.pdf');">
<a href=/content/us-en/w/widget1.pdf onClick="javascript:
pageTracker._trackPageview('/downloads/widget1.pdf');">
<a href=http://www.NotMySite.com onClick="javascript:
pageTracker._trackPageview('/outgoing/NotMySite.com');">
<script>
pageTracker._trackPageview('/slideshow/puppy3.jpg');
</script>
Create Pageviews for Downloads, Outbound Links, Flash, AJAX, etc.

21
Virtual Pageviews
Best Practice:
Design with the end in mind
How many downloads did we get this month?
Which type of download was most popular?
Which whitepaper was most popular?
22
Virtual Pageviews
Best Practice:
Choose your hierarchy wisely
/downloads/binaries/WIN-viewer.exe
/downloads/binaries/Mac-viewer.exe
/downloads/whitepapers/GoGreen.pdf
/downloads/whitepapers/compare.pdf
How
Which
Which
many
Type
whitepaper
downloads
of download
was
didmost
we
wasget
most
popular?
thispopular?
month?
23
Tracking non-HTML
Best Practice:
Begin all virtual pageviews with an identifiable prefix
so that they can be identified and filtered
/virtual/PrintButton
/virtual/slideshow/GoForward
/virtual/slideshow/GoBack
/downloads/pictureviewer.exe
Note: Virtual Pageviews do affect bounce rate
24
Profiles &
Segmentation
25
Pick Your Analogy
US Traffic
AdWords
Only
Error Pages
WorldWide
Traffic
26
Profiles
WorldWide
Traffic
US Traffic
27
AdWords
Only
Only Error
Pages
Creating a New Profile
28
Adding a new Profile
1.
New code only if you enter a new domain
2.
Same domain (most common) uses existing tracking code
29
30
default.asp
31
Query Parameters
32
Session IDs and Other Trouble

URL
Pageviews
http://googlestore.com/product.asp?catid=green&sessionID=0923jlkmwe
http://googlestore.com/product.asp?catid=green&sessionID=iok302okp2
http://googlestore.com/product.asp?catid=green&sessionID=iksjadfw90u
http://googlestore.com/product.asp?catid=green&sessionID=xcvnoiewn3
http://googlestore.com/product.asp?catid=green&sessionID=89rujo32jj90
http://googlestore.com/product.asp?catid=green&sessionID=sxd09xc3m3
1
1
1
1
1
1
Unique for Each

Visitor
All the Same Page
URL
http://googlestore.com/product.asp?catid=green
33
Pageviews
6
sessionID
34
Real World Example
35
Profiles: Goals and Funnels
36
Profiles: Goals and Funnels
37
Profiles: Filters and Users
38
Profiles: Filters and Users
Blog
Make URI Lower Case
Administrators have access to all profiles
39
Internal Site Search: The Goldmine
40
test search term
41
query parameter
value
query parameter name
42
43

http://googlestore.com/category.asp?catid=search&searchtype=keyword&query=hoodie
http://search.yahoo.com/search?p=olympics&ei=UTF-8
http://googlestore.com/category.asp?catid=search&searchtype=price&search=3
44
Sub-domains & Cross Domain Tracking
45
Parts of an URL
hostname
http://blog.websharedesign.com/index.html
Protocol
SubDomain
Primary Domain
Request URI
Technically subdomains are entirely separate domains

(and treated as such)
46
Subdomain Tracking
Default:
Converted!
Canada.mysite.com
www.mysite.com
Referrer: Google/CPC
Referrer: Canada.mysite.com
Configured For
Subdomains:
Entire mysite.com Domain
# of Conversions
Who Gets Credit?
Canada.mysite.com
Google/CPC
47
Converted!
Cross-Domain Tracking
Default:
Converted!
www.mysite.com
shoppingcart.com
Referrer: www.mysite.com
Configured For
Cross-domain:
Synchronized mysite &
Shoppingcart.com Domain
# of Conversions
Who Gets Credit?
mysite.com
Google/CPC
48
Converted!
Subdomain Tracking
Default:
Canada.mysite.com
www.mysite.com
/index.html 24
/index.html 55
Configured For
Subdomains:
Entire mysite.com Domain
/index.html 79
Profile
Site
Pageviews
Goal
Conversions
Global Combined
*.mysite.com
11078
669
Blog Only
Blog.mysite.com
2693
123
Canada Only
Canada.mysite.com
3301
202
49
Sub-domain Tracking
(1st party) Cookie domain:
(1st party) Cookie domain:
websharedesign.com
blog.websharedesign.com
Same tracking
code
Same tracking
code
50
Subdomain Tracking
</script>
var pageTracker = _gat._getTracker("UA-XXXXXX-X");
pageTracker._setDomainName(websharedesign.com");
</script>
51
Sub-domain Tracking
Cookie domain:
Cookie domain:
websharedesign.com
websharedesign.com
52
Sub domain Tracking Hostname Filter
53
Cross-domain Tracking
Cookie domain:
Cookie domain:
googlestore.com
authorize.net
54
Step 2: Attach the

cookie to the URL
Step 1: Configure
2nd domain to accept
the cookies
www.shoppingcart.com
www.mysite.com
55
STEP 1: Tell GATC to accept the cookie transfer
</script>
var pageTracker = _gat._getTracker("UA-XXXXXX-X");
pageTracker._setDomainName("authorize.net");
pageTracker._setAllowLinker(true);
pageTracker._setAllowHash(false);
</script>
For Google Store site:
pageTracker._setDomainName(GoogleStore.com");
For authorize.net site:
pageTracker._setDomainName(authorize.net");
56
Cross Domain Tracking
Go to Checkout
with this link
By Link:
<a href="http://www.checkout.paypal.com"
onclick="pageTracker._link(this); return
false;">checkout now</a>
By Form:
<form action=http://www.checkout.google.com
name=c method="post"
onsubmit="pageTracker._linkByPost(this)"> . . .
</form>
57
Multiple Accounts
GM
Global
Chevy.com
GMC.com
Corvette.com
http://www.chevrolet.com/mds/pages/affordability.do
Opel.com
GMAC.com
58
Multiple Accounts
GM
Global
Chevy.com
GMC.com
Corvette.com
www.gmc.com/summersavings.do?brandId=gc&src=hom
Opel.com
GMAC.com
59
Multiple Accounts
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");
document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js'
type='text/javascript'%3E%3C/script%3E"));
</script>
try {var pageTracker = _gat._getTracker("UA-xxxxxx-yy");
} catch(err) {}</script>
try {var GMtracker = _gat._getTracker("UA-UUUUUU-ZZ");
GMtracker._trackPageview("/chevy/pricing/");
} catch(err) {}</script>
60
Regular Expressions
Regular Expressions
(A.K.A. RegEx)
61
Regular Expressions
62
Regular Expressions
Regular expressions provide a concise

and flexible means for identifying strings
of text of interest, such as particular
characters, words, or patterns of characters.
1.
2.
3.
4.
Wildcards .,-,*,+,?,|
Anchors ^,$
Grouping (), [], Escaping \
63
Regular Expressions
64
Regular Expressions
Wildcards
wildcard description
.
*
+
?
|
example
matches
match any single character
wi.gets
widgets, wiggets, wi3gets
match 0 or more of previous
fun*y
fuy, funy, funnnnnnnnny
match 1 or more of previous
fun+y
funy, funnnnnnny (not fuy)
match 0 or 1 of previous
colou?r
color, colour (not colouur)
Logical OR
widgets|funny|color
widgets, funny, color
Anchors
Anchor
^
$
Description
must occur at beginning
must occur at end
Example
Matches
^widget
widget, widgets, but

NOT bluewidgets
widget$
widget, bluewidget, but

NOT widgets
65
Regular Expressions
Grouping
Grouping
Description
Example
Matches
()
create match on an item
grand(ma|pa)
grandma, grandpa
[]
Create match on one of a

list of items
product[135]
product1, product3, product5,

(not product4)
Escaping
Character
Description
Example
Matches
escapes any special

character
my\-page\.html
my-page.html
Very Important in GA
66
RegEx Quiz
Page(s) I want to track:

/order.php?action=order&type=hat&sid=123456
/order.php?action=order&type=jacket&sid=123456
Page(s) I do not want to track:

/order.php?action=order&type=shirt&sid=123456
Regular Expression Pattern:

/order\.php\?action=order&type=(hat|jacket)
Wildcard
Description
Logical OR
Example
widgets|funny|color
67
Matches
widgets, funny, color
RegEx Quiz
Page(s) I want to track:

Page(s) I do not want to track:

/preview/order.php?action=order&type=hat&sid=123456
Regular Expression Pattern:

^/order\.php
Anchor
Description
must occur at
beginning
Example
Matches
^widget
widget, widgets, but

NOT bluewidgets
68
RegEx Quiz
Pages I want to track:
/order.php?action=AddToCart&type=shirt&sid=123456
/order.php?action=order&type=jacket&sid=123456
Pages I do not want to track:

/preview/order.php?action=order&type=hat&sid=123456
Regular Expression*
^/order\.php\?action=(order|AddToCart)&type=(hat|shirt|jacket)
Bonus: What if I want to match?

/order.php?action=order&sid=123456&type=shirt
Regular Expression
^/order\.php\?action=(order|AddToCart)&sid=(.*)&type=(hat|shirt|jacket)
69
Profile Filters
Standard Filters
Custom Filters
Advanced Filters
71
Profile Filters (Permanent)

Analytics
Standard Webserver
Secure Google
Analytics Servers
Site Search
Browser/HTML Page

Filters Applied
Goals & Funnels
72
Report Database
Profile Filters (Permanent)

Standard Webserver
Hostname = www.GoogleStore.com
Request URI = /product.asp?code=GO42050
Secure Google
Campaign Source = Google
Analytics Servers
Campaign Medium = cpc
Campaign Name = games
Visitor IP= 74.62.19.202
Browser/HTML Page
Page Title= Tumbling Tower Block Game

Operating System= Windows XP
Browser Screen Res.= 1600 x 1080
73
Browser Defined Fields
Visitor Java Enabled?

Visitor Flash version
Visitor IP Address
Visitor Geographic Domain
Visitor ISP Organization
Visitor Country
Visitor Region
Visitor City
Visitor Connection Speed
Visitor Type
Custom Field 1
Custom Field 2
Request URI
Hostname
Referral
Page Title
Visitor Browser Program
Visitor Browser Version
Visitor Operating System Platform
Visitor Operating System Version
Visitor Language Settings
Visitor Screen Resolution
Visitor Screen Colors
74
User/Website Defined Fields
Campaign Source
Campaign Medium
Campaign Name
Campaign Term
Campaign Content
User Defined
E-Commerce Transaction Id
E-Commerce Transaction Country

E-Commerce Transaction Region
E-Commerce Transaction City
E-Commerce Store or Order Location
E-Commerce Item Name
E-Commerce Item Code
E-Commerce Item Variation
75
Use Filters to Customize Profiles
WorldWide
Traffic
US Traffic
76
AdWords
Only
Only Error
Pages
Adding a filter
77
Adding a filter
78
Template Filters
79
Custom Filters
80
Request URI
Hostname
Referral
Page Title
Visitor Browser Program
Visitor Browser Version
Visitor Operating System Platform
Visitor Operating System Version
Visitor Language Settings
Visitor Screen Resolution
Visitor Screen Colors
Visitor Java Enabled?
Visitor Flash version
Visitor IP Address
Visitor Geographic Domain
Visitor ISP Organization
Visitor Country
Visitor Region
Visitor City
Visitor Connection Speed
Visitor Type
Custom Field 1
Custom Field 2
Campaign Source
Campaign Medium
Campaign Name
Campaign Term
Campaign Content
81
Exclude Filter Example
RegEx
Anything that matches the filter is excluded

82
Filtered Profile
Unfiltered Profile
6,998
5,698
6,529
5,425
/seminars-for-success/
/seminars-for-success/
/index.php
/index.php
/google-consulting-services/
/google-consulting-services/
/register-seminars-for-success
/register-seminars-for-success
/google-consulting-services
/google-consulting-services
/outgoing/analytics.google.com
/training-solutions
/training-solutions
/contact-us
/contact-us
/outgoing/webanalyticsassociation.org
83
Include Filter Example
84
Include Filters
1,145
google / organic
msn / cpc
yahoo / organic
facebook / ppc
msn / cpc
facebook / ppc
Filtered Profile
Unfiltered Profile
85
Cascading Filters
Cascaded Include Filters form a Logical AND

Include:
Include:
Visitor Region=Utah
Only data from visitors who are from Utah AND

arrived via CPC will be included in the profile
All Visitors
Utah
CPC
Organic
86
Cascading Filters
Cascaded Exclude Filters form a Logical OR

Exclude:
Exclude:
Visitor Region=Utah
If a visitor is from Utah, but arrived via email, their data

will not be in the profile (only has to match one)
All Visitors
Utah
CPC
87
Lowercase Filters
URL
Pageviews
http://en.wikipedia.org/wiki/Google_analytics
http://en.wikipedia.org/wiki/Google_Analytics
http://en.wikipedia.org/wiki/google_analytics
http://en.wikipedia.org/wiki/GOOGLE_analytics
88
2560
3338
256985
12563
Search and Replace Filters
89
Search and Replace Filters

http://googlestore.com/product.asp?catid=2&code=GO67005
90
Advanced Filters
RegEx
91
Filters Segment the Segments
92
How to Segment a Funnel?
93
Filter Best Practice

Profile filters are permanent
(No reprocessing of data. Ever!)
Always create a raw unfiltered profile
95
View More Than 500 Rows!
Note: Unsupported Feature

96
Quiz
Audience Quiz:
How would I create a profile that had only Google
AdWords traffic?
97
AdWords Search Queries

Bidding on: Florida vacation
Phrase Match:
Broad Match: Florida family vacation, Florida vacations
Extended Broad Match: Florida hotel room, tropical vacations, Caribbean cruises,
Florida flights, Florida fishing trips, Cancun all-inclusive,
98
AdWords Search Queries
In the past, an advanced filter was needed to see exact

AdWords search queries.
99
AdWords Filter: Results
100
Goals and Funnels

Watching mere visitors graduate to customers
102
Goals and Funnels
Not using goals is a

crime against
humanity
Avinash Kaushik
Analytics Evangelist, Google
103
Online Stores Are Easy
104
Goals Why do you have a website?
Lead Generation
Call Us
Mailing List
e-Commerce
Affiliate / Ads
Support
Information
Human Resources
105
Conversion Reporting
Audience Quiz: Assuming $1 profit per sale and both
were $0.30 CPC, which campaign is more profitable?
Ad
Version
AdWords
Ad A
AdWords
Ad B
# of Visitors
# of Conversions
990
0
100
480
Bonus: What do you lose by stopping A completely?

106
Use RATES and keep it in context
107
AdWords vs Analytics Conversion Tracking
Google Onesie
108
AdWords vs Analytics Conversion Tracking

Pageviews
/home.asp
/category.asp?catid=3
/product.asp?catid=3&code=GO0157
/checkout.asp
/thankyou.asp
/home.asp
109
Goals are based

solely on the URI
(including virtual pageviews)
Goal Creation
110
Goal Creation
111
Goal Creation
112
Goal Creation
Step 1: Identify the URL of the goal page
/newsletter/form/success.php
Tip: domains are meaningless for goals
113
Goal Creation
Step 2: Identify what makes the URI unique

/tests/samplesize/success.php
/contact/form/success.php
1. Does the URL only appear in this situation?
2. Do the parts of the URL appear in other page URLs?
114
Step 3: Select Appropriate Match Type/Options

Type: Exact Match: Must match the URI exactly, no extra characters (even spaces)
Goal Form Entry: /newsletter/form/success.php
URI: /newsletter/form/success.php
URI: /newsletter/form/success.php?confirmation=4528323
Type: Head Match: (most common) Match the beginning of the URI
Goal Form Entry: /newsletter/form/success.php
URI: /newsletter/form/success.php
Type: RegEx Match: If RegEx pattern matches URI, the goal is counted.
Goal Form Entry: ^/newsletter/form/success\.php
URI: /internal/newsletter/form/success.php?confirmation=4528323
115
Testing RegEx Match

Goal: To match our Google Consulting Services Pages
Pages I want to match:
/google-consulting-services/google-website-optimizer-consulting
/google-consulting-services/google-analytics-consulting-services
Goal URL (RegEx):
consulting
116
Testing RegEx Match

Goal: To match our Google Consulting Services
Goal URL (RegEx):
google(.*)consulting
117
Testing RegEx Match

Goal URL (RegEx):
google(.*)consulting(.*)$
118
Testing RegEx Match

Goal URL (RegEx):
services\/google(.*)consulting(.*)$
119
Goal Creation
120
121
122
How Google Analytics Works

Analytics
Standard Webserver
Secure Google
Analytics Servers
Site Search
Browser/HTML Page

Filters Applied
Goals & Funnels
123
Report Database
Details
Details
1. Visitors only convert each goal once

per visit
(Goal URI pageviews Conversions)
2. Filters affect goals
3. Goals are specific to a particular profile
4. Group Logical goals
(all HR in one profile, etc.)
124
Goal Conversion Reports
125
Goals: Defined Funnel Navigation
126
127
Goal path looks like this:

Step
Step
Step
Step
1:
2:
3:
4:
View Apparel Product Category Page

View Product Page
View Shopping Cart
Completed Order
What does that look like in the funnel config?

Step 1:
Step 2:
Step 2:
Step 2:
Step 3:
Step 4:
/category.asp?catid=apparel
/product/shirts.asp
/product/(shirts|hats|jackets)\.asp
/product/hats.asp
/product/jackets.asp
/cart/checkout.asp
/cart/thankyou.asp
128
Only matters for

funnel report
129
Use of Required First Step
Form Error:
130
Funnel Pitfalls
Form submits to itself

Step 1: /registration/form.php
Step 2: /registration/form.php
Also common with CMSs
Solution: Unique URL identifier or use virtual

pageviews
Funnels are session based

Tends to make entrance/exit paths look strange
131
Break?
132
Campaign Tracking
I fully believe half

the money I spend on
advertising is wasted;
the trouble is I don't
know which half.
John Wanamaker
(July 1838 December 1922)
Accurate analytics is a major

competitive advantage
133
134
How Campaign Tracking Works

http://www.websharedesign.com/s4s?utm_campaign=campaign
&utm_source=source&utm_medium=medium&utm_content=conten
t
135
How Campaign Tracking Works

http://www.websharedesign.com/s4s?utm_campaign=campaign
&utm_source=source&utm_medium=medium&utm_content=conten
t
__utmz
<GATC>
136
www.websharedesign.com/s4s?utm_campaign
=campaign&utm_source=source&utm_medium=
medium&utm_content=content&utm_term=ter
m
Attribute
Parameter
Campaign
utm_campaign
Medium
utm_medium
Source
utm_source
Content
utm_content
Keyword
utm_term
141
www.websharedesign.com/s4s?utm_campaign
=spring2010&utm_source=newsletter&utm_m
edium=email&utm_content=topbutton&utm_term=
Attribute
Parameter
Value
Campaign
utm_campaign
Spring2010
Medium
utm_medium
email
Source
utm_source
newsletter
Content
utm_content
top-button
Keyword
utm_term
<n/a>
142
Campaign Tracking
YSM Link Tagging Example

Campaign: seminars
utm_campaign=seminars
Source: yahoo search marketing
utm_source=yahoo
Medium: cpc
utm_medium=cpc
Ad Version
utm_content=LearnFromExperts
Display URL:
http://websharedesign.com/GoogleSeminars
Tagged Destination URL:

http://websharedesign.com/GoogleSeminars?utm_campaign=seminars&utm_source=yahoo&utm_mediu
m=cpc&utm_content=LearnFromExperts
143
Campaign Tagging Wizard
144
Bing Paid Search Tagging
utm_source=msn
utm_medium=cpc
utm_term={keyword}
utm_content=m{AdID}
utm_campaign=YOUR_CAMPAIGN_NAME
www.websharedesign.com/s4s?utm_campaign=mycampaign&utm_source=msn&utm_medium=cpc&utm_con
tent=m{AdID}&utm_term={keyword}
145
Yahoo Paid Search Tagging
utm_source=yahoo
utm_medium=cpc
utm_term={YSMKEY}
utm_content=y{YSMADID}
utm_campaign=YOUR_CAMPAIGN_NAME
www.websharedesign.com/s4s?utm_campaign=mycampaign&utm_source=yahoo&utm_medium=cpc&utm_
content=y{YSMADID}&utm_term={YSMKEY}
146
http://www.redsox.com/index.jsp?utm_c
ampaign=2009-ticketsale&utm_medium=banner&utm_source=
boston.com&utm_content=125x125
http://www.redsox.com/index.jsp?utm_campaign
=2009-ticketsale&utm_medium=banner&utm_source=boston.
com&utm_content=468x60
Traffic Sources - Campaigns
150
Email Tracking Ideas

Parameter
Values
Campaign
[Campaign Name]
Medium
email
Source
gender-female
gender-male
gender-all
purchase-last-30
purchase-last60
Content
free-shipping
20-off
product-creative
value-creative
151
Use a Central Tracking Sheet
152
AdWords
153
AdWords
154
AdWords Troubleshooting
All Zeros = No AutoTagging in AdWords
Blank = not linked
155
Why dont they match??
1.
Page not tagged properly with GA
2.
Redirect strips URL tagging
3.
Multiple clicks on Ad
4.
Incomplete page load
5.
Cookies/Javascript not enabled
6.
Invalid clicks removed
Note: GA data is delayed in order to complete click fraud processing

156
Import GA Goals into AdWords
Analytics
- No Extra Code
- Import Goals AND Transactions
- Improved ROI Tracking
- Integrates with Conversion Optimizer
157
Import GA Goals into AdWords
- Link Google Analytics to AdWords

- Select Data Sharing Option in Google Analytics
- Create at least one Google Analytics Goal
- Link your GA Goal to AdWords
158
Goal Import Considerations
Analytics
Analytics vs. AdWords Conversion Discrepancies
- Clicks vs. Visits
- Cookie expiration dates
- Data processing delays
159
How do I track offline

marketing with Google
Analytics?
161
Sign up for Google

Analytics and get a free
Frisbee!
www.google.com/analytics/?utm_source=clearchannel&utm_medium=billboar
ds&utm_content=frisbee&utm_campaign=GoogleAnalyticsGiveaways
162
Vanity URLs
www.SimplifyYourSecurity.com
163
Vanity URLs
Server Side 301 Redirect
Always use a unique vanity URL per

ad to avoid cross contamination
Using Apache .htaccess:
redirect 301 /GetOptimized
http://www.websharedesign.com/conversionmarketing?utm_source=GoogleSeminars&utm_medium=s
peaking&utm_campaign=WebsiteOptimizer
165
Using Existing Query Params

Existing URL
http://example.com/mypage.php?src=AD31&cmp=S4S&med=email
After GA URL Builder
http://example.com/mypage.php?src=AD31&cmp=S4S&med=email
&utm_source=AD31&utm_medium=email&utm_campaign=S4S
var pageTracker = _gat._getTracker("UA-xxxxx-1");
pageTracker._setCampNameKey("cmp");
pageTracker._setCampSourceKey("src");
pageTracker._setCampMediumKey("med");
166
167
Cookies & Source Attribution

utmcsr=source| utmccn=Camp. Name | utmcmd=medium | utmctr=term
UTMZ
Cookie:
(blank)
UTMZ Cookie:
utmcsr=(direct)
utmccn=(direct)
utmcmd=(none)
UTMZ Cookie:
UTMZ
Cookie:
UTMZ
Cookie:
utmcsr=(google)
utmccn=(organic)
utmcmd=(organic)
utmctr=webshare
utmcsr=wsj.com
utmccn=(referral)
utmcmd=referral
utmctr=webshare
What source gets credit for the conversion?

Referrals
Organic
Tagged
CPC
>
Direct
168
GA Cookies
Exclusively First Party Cookies
169
Cookies
Cookie
Name
__utma
Time to live
2 years
Purpose
Stores domain and visitor info
(timestamp of 1st visit, # sessions to date, etc.)
__utmb
Session (30 mins) Stores ID to uniquely identify each session
__utmc
Session (30 mins) Stores session info
__utmk
Verifies data integrity

Session (30 mins)
Used by link() and linkByPost()
commands in X-domain/subdomain.
__utmv
__utmz
2 years
6 months
Stores custom segmentation variable

Stores campaign &referrer info.
(referrer, keyword, medium, cmp. Source, cmp.
name, etc.)
170
Cookies
Cookie
Name
__utma
Time to live
2 years
Purpose
Stores domain and visitor info
(timestamp of 1st visit, # sessions to date, etc.)
__utmb
Session (30 mins) Stores ID to uniquely identify each session
__utmc
Session (30 mins) Stores session info
__utmk
Verifies data integrity

Session (30 mins)
Used by link() and linkByPost()
commands in X-domain/subdomain.
__utmv
__utmz
2 years
6 months
Stores custom segmentation variable

Stores campaign &referrer info.
(referrer, keyword, medium, cmp. Source, cmp.
name, etc.)
171
Modifying the Session Timeout
pageTracker._setSessiontimeout(3600); //1 hour
</script>
172
Modifying the Conversion Referral Cookie
pageTracker._setCookieTimeout(2592000); //6 mos to 30 days
</script>
173
Ignoring Keywords (Treat as Direct)
pageTracker._addIgnoreOrganic(websharedesign.com);
</script>
174
E-Commerce Tracking
175
Ecommerce Overview
176
How to Enable E-commerce Reports?
Step 1:
Step 2:
177
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." :
"http://www.");
</script>
var pageTracker = _gat._getTracker("UA-xxxxxx-x");
pageTracker._addTrans(
"1234", // Order ID
Google Store", // Affiliation
27.82", // Total
2.22", // Tax
"5", // Shipping
San Diego", // City
"California", // State
"USA" // Country
);
pageTracker._addItem(
"1234", // Order ID
backpack33", // SKU
Google Kids Backpack", // Product Name
apparel", // Category
13.91", // Price
2" // Quantity
);
pageTracker._trackTrans();
</script>
178
$27.82
Repurpose E-commerce Module

I dont sell
item
transaction
anything on
my site
Ecommerce
Lead Generation
Order ID
12345
12345
Affiliation
optional
optional
Total
actual sale value
average lead value
Tax
sales tax
N/a
Shipping
shipping cost
N/a
City
Anytown
Anytown
State
CA
CA
Country
USA
USA
Order ID
12345
12345
SKU
G-98765
N/a
Product Name
T-shirt
Lead
Category
Clothing
General Services
Price
item price
average lead value
Quantity
179
Break?
180
Custom Segmentation
User Defined Variables
181
Custom Segmentation
???
Lots of Scenarios
Previously Purchased vs Never Purchased
In what timeframe do you plan to purchase?
Please select your household income bracket
People who have visited over 5 pages
Average order value when previous checkout included sale/discounted item
What will you track?
182
Custom Segmentation
Note:
Utilizes __utmv cookie
Session values are based on the cookie status at the start of the visit
183
___
<script> pageTracker._setVar(PriorPurchase');</script>
$27.82
184
Implementing Custom Segmentation
Via Drop Downs

<form
onSubmit="pageTracker._setVar(this.LeadGenMenu.options
[this.LeadGenMenu.selectedIndex].value);">
<select name=LeadGenMenu>
<option>Immediately</option>
<option>Within 1 Month</option>
<option>Within 1 year</option>
<option>Just Browsing</option>
Via Links
<a href=newsletter-signup-confirmation.html"
onClick="pageTracker._setVar(NewsletterSubscriber');">
Click here</a>
185
New & Beta

Features
186
New Feature MULTIPLE Custom Variables

Gender=male
Visitor
Visits
Pageviews
187

_setCustomVar(index, name, value, opt_scope)
indexThe slot for the custom variable. (range from: 1 5)

nameKey (string)
valueValue (string)
opt_scopeScope: 1 (page-level), 2 (session-level), or 3 (visitorlevel). Default = 1
pageTracker._setCustomVar(
1,
//
Added Item to Cart", //
"Yes",
//
2
//
);
This custom var is set to slot #1

The name acts as a category for the user activity
This value of the custom variable
Sets the scope to session-level
188

type
news
[page]
funnel
added
[session]
type
news
[page]
funnel
purchase
[session]
funnel
added
[session]
type
support
[page]
type=news
type=support
2
1
funnel=added
funnel=purchase
189
Event Tracking
Event Tracking
190
Event Tracking
Pageview model Breaks Down
Virtual Pageviews have drawbacks
Event tracking is much more flexible
and allows for better segmentation
Great for:
Video players
Rich Internet Applications
Flash/AJAX/etc.
Timer based events
File downloads
Outbound link clicks
Generic Events
191
Google Analytics Hierarchy
Visitor
Visits
Pageviews
Events
192
Event Tracking
Category
A way to group objects to track together
Object
What we are tracking (Video Player)
Action
What we do to interact with the object
(start, stop, pause, play new video, change volume)
Labels
Optional string to give more information about the event being tracked
Values
Optional integer parameter to track a value (e.g. seconds played)
193
Event Tracking
pageTracker._trackEvent("Videos", "Play", "Gone With the Wind");
pageTracker._trackEvent("Videos", "Pause", "Gone With the Wind");
pageTracker._trackEvent("Videos", "Stop", "Gone With the Wind");
Category
Action
194
Label
Event Tracking Case Study

Whos using these sharing
and social media outlets?
Are they benefiting?
Which ones are being
used the most? Which
applications of each?
Does social media make a
visitor more likely to buy
a ticket?
Are we driving more
traffic to our site as a
result? Are we driving
more sales and revenue?
195
196
197

How much revenue and how many transactions resulted from visitors in
Chicago that used Facebook Connect and found the site via the keyword
lollapalooza 2009?
198

What kind of revenue and ticket sales resulted from Twitter sharing yesterday?
http://bit.ly/XHmA1
http://www.lollapalooza.com/?utm_campaign=Lolla2009&utm_source=twitter
&utm_medium=share
199
Creating Custom Reports
200
Creating Custom Reports

Predefined Report Example:
201
Custom Reporting
202
Custom Reporting Available Metrics
203
Custom Reporting Adding Metrics
204
Custom Reporting Available Dimensions
205
Custom Reporting Adding Dimensions
206
Custom Reporting - Example
207
208
209
210
Advanced Segmentation
211
Advanced Segmentation Using Default Segments
212
Advanced Segmentation Using Default Segments
213
Advanced Segmentation Custom Segments
214
Advanced Segmentation Creating Custom Segments
215
216
217
218
219
220
Tons of Possibilities
Highly Engaged Visitors
Regular Visitors
Branded Keywords
221
Advanced Segmentation - Notes

Custom Segments exist at the Google account level
They will be available in all Analytics accounts your Google
Account has access to
They may not all work the same way across different accounts!
Tip:
Use the reports to identify the data you want to include in your
custom segments
222
Adv. Segments: Are Filters Unnecessary?

http://Googlestore.com/privacy.html
http://Googlestore.com/products/flyingdisk.html
/products/flyingdisk.html
/privacy.html
/category/babystuff.html
/products/yoyo.html
/products/yoyo.html
/products/hat.html
/products/hat.html
/AboutUs.html
/ShippingPolicy.html
/index.html
/checkout.html
/products/pocketPuzzle.html
Type: Include
Filter Field:
Request URI
Filter Pattern:
^/products/
223
/privacy.html
/privacy.html
/category/babystuff.html
/products/yoyo.html
/products/yoyo.html
/products/hat.html
/products/hat.html
/AboutUs.html
/AboutUs.html
/index.html
/index.html
/checkout.html
224
Adv. Segments are

Session based
Filters are
Pageview based
Engagement Metrics
Cannot filter on IP Address
Segments can only filter,
not modify
Beta (Funnels/TV/etc)
225
Data API
How can I.
Create a report with data combined from multiple accounts?
PrimarySite.com
Pull GA data into my CoBrandSite.com
internal company reporting
software?
MicroSite.com
Create my own custom apps?
Enterprise Roll-Up Report
226
Data Export API

Analytics
Standard Webserver
API Query from

Application
Secure Google
Analytics Servers
Site Search
Browser/HTML Page

Filters Applied
Goals & Funnels
227
Report Database
Mobile App Tracking
228
Urchin 6
Standalone Software
Doesnt need Javascript
Additional IT-centric reports
Processing control (every minute!)
Requires access to logs
Can run filter on historical data (reprocessing of data)
Automatically Tracks all site activity

Downloads (full/partial), Errors/404s, Robots
Import different sources of data (cost data from your Yahoo! reports)
3rd party audits!
Conspiracy!
229
Final Exam Time!
(no peeking on notes!)

230
Filters & Data Accuracy
61,709
Lowercase
Filter
231
google / organic
msn / cpc
yahoo / organic
facebook / ppc
msn / cpc
facebook / ppc
Include Only
PPC&CPC
233
Common Settings
/catalog.asp?prodid=123&session=18x5cs3
/catalog.asp?prodid=123
/catalog.asp?prodid=123&session=98vt234
/catalog.asp?prodid=123&session=4n563u1
/catalog.asp?prodid=123&session=98gd32f
Exclude Query
Parameters
234
Common Settings
200
/index.html
85
/index.html
Default
Page
235
285
Common Filters
/services/aboutUs.html
/services/aboutUs.html
/employees/TimeSheet.html
/employees/PartyPlanning.php
/login/myDetails.asp
/login/myCalendar.asp
Include
SubDirectory
236
Common Filters
/products.php?sku=100012
/products.php?sku=BlueTshirt
/products.php?sku=RedTshirt
/products.php?sku=GreenSocks
/products.php?sku=BaseballCap
Search &
Replace
237
/index.php
www.mysite.com/index.php
/main.asp
blog.mysite.com/main.asp
/home.html
thirdpartyshoppingcart.com/home.html
Hostname
Injection
238
100.100.100.1 (my IP address)
20
100.100.100.2 (my company IP range)
40
google / organic
google / organic
600
660
Exclude
Internal IPs
239
600
Common Filters
www.mysite.com/page1.html
esp.mysite.com/page1.html
esp.mysite.com/page1.html
fr.mysite.com/page1.html
de.mysite.com/page1.html
Include Filter
(hostname)
240
Common Filters
www.mywebsite.com
www.mywebsite.com
www.mywebsite.org
www.mywebsite.org
www.someforumpost.com
www.somescrapingsite.com
www.someonemessingwithmydata.com
Include Filter
(hostname)
241
Common Filters
/cmsindex.php?p=12341332&g=an12de234
My Company Home Page
/cmsindex.php?p=89343423&g=hi10xerw42
My Company Products: Category A
/cmsindex.php?p=89981234&g=12u123098
My Company Services: About Us
/cmsindex.php?p=11161239&g=bnn34s3w1
My Company Privacy Policy
Custom
Advanced Filter
(URI/Title/URI)
242
Quiz
What is the most likely problem if you see your

own site in as a referral in Traffic Sources?
What is a possible reason Goal Conversions dont
match the # of funnel completions?
If your goal was to reach this page:
/mypage.html
Why might you have more pageviews than goal
conversions?
243
Resources
Webshare Blog:
http://WebshareDesign.com/conversion-marketing-blog/
Google Analytics
http://www.google.com/analytics
http://www.google.com/analytics/support_partner_provided.html
http://groups.google.com/group/analytics-help
http://www.conversionuniversity.com
URL Builder Tool:

http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578
Website Optimizer
http://www.google.com/websiteoptimizer
http://www.google.com/websiteoptimizer/partners.html
Additional Tools
http://www.crazyegg.com (site overlay)
WebShare
http://www.WebshareDesign.com
244
Thank You!
245
BACKUP
246
Google Checkout
Analytics
Why use Google Checkout?

Allow your users another way to pay
Transaction fee of 2% + $0.20 / transaction
Receive 10x your AdWords spend in waived
transaction fees.
247
Google Checkout - Configuration
1. Enable E-commerce tracking in your profile:
http://code.google.com/apis/checkout/developer/checkout_analytics_integration.html
248
2a. Digitally Signed XML API Request:
GA.js
XML API?
249
2b. Server to Server Checkout API:
one more step:
250
3. Configure your Goals:

/placeOrder.html
/login.html
/purchaseComplete.html
251
3. Configure your Goals:
252
Old Code Vs New Code
Which code should I use?

Urchin.js is the legacy code
Still works
Wont support new features
GA.js is the current version
All Examples
today are
using GA.js
Smaller, object oriented

Supports new features
Function names change (urchinTracker(), etc.)
Can use both on a site, but not on the same page.
253
Linking AdSense and Analytics

Analytics
Scenario 1:Have AS, but not GA yet

Scenario 2:Have separate AS and GA accounts
254
YouTube Brand Channel
255
New AdWords Rules

Cost Data Applied
Manual
Tagging
Cost Data NOT Applied
No Change:
Cost data report attributed to
AdWords campaign
Campaign data (AdWords visits) are
attributed to tagged campaigns
No Change:
No cost data
Campaign data (AdWords visits) attributed to
tagged campaigns
Auto
Tagging
No Change:
Clicks data in AdWords report
attributed to AdWords
campaign, AdWords visits are
attributed to AdWords campaigns
Big Change:
No cost data
AdWords visits show as
source = google
medium=cpc
(not cost data)
No
Tagging
No Change:
No cost data
AW visits show as Google
(organic)
No Change:
No cost data
No campaign data (AW visits)
Multiple AdWords Accounts?

Contact WebShare or your Google rep.
256

Google Analytics Seminar

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Google Analytics Seminar

Uploaded by

Copyright:

Available Formats

Seminars for Success:

Seminars for Success Agenda

Goals and Funnels

Web Analytics a definition

Web analytics is the

Web Analytics - Data

Do these study online behavior?

Providing Answers to Difficult Questions

Where and why are visitors

Where are my visitors

What do people do while

Which marketing initiatives

What keywords resonate

Which Marketing Campaigns are Working?

Web Analytics is a Process

How Google Analytics Works

AdWords GCLID Import

Multiple Browers & Computers

QueryString/Form based CMS

RIA sites (AJAX/Flash)

Look for Trends

Account Creation & Code Installation

Google Analytics Tracking Code

Inspecting the Tracking Code

Where should I Place the Tracking Code?

Default & most conservative location

May cause problems if using advanced

Option 2: in the header

Allows full use of GA functions, including

Likely to register the hit before user has a

Somewhat more risky

(Debatably) slower page loads

The Most Important Function

The Most Important Function

This is known as a Virtual Pageview

Multiple Virtual PageViews

Create Pageviews for Downloads, Outbound Links, Flash, AJAX, etc.

Note: Virtual Pageviews do affect bounce rate

Pick Your Analogy

Creating a New Profile

Adding a new Profile

New code only if you enter a new domain

Same domain (most common) uses existing tracking code

Adding a new Profile

Adding a new Profile

Session IDs and Other Trouble

Unique for Each

All the Same Page

Real World Example

Profiles: Goals and Funnels

Profiles: Goals and Funnels

Profiles: Filters and Users

Profiles: Filters and Users

Administrators have access to all profiles

Internal Site Search: The Goldmine

Internal Site Search

test search term

Internal Site Search

Internal Site Search

Internal Site Search

Sub-domains & Cross Domain Tracking

Technically subdomains are entirely separate domains

Who Gets Credit?