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An introduction to Google Analytics
The document provides a comprehensive guide on Google Analytics, discussing its advantages, setup, interface, and features such as adding AdWords, filtering data, creating goals, and tracking e-commerce metrics. It emphasizes best practices for account management and the implementation of tracking codes, while also detailing advanced functionalities like custom segmentation and multi-domain tracking. The conclusion outlines clear steps for effectively using Google Analytics to analyze website performance.
In this document
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Overview of Google Analytics, its history (2004-2007), and basic conventions.
GA offers free, easy implementation, but lacks data history and raises privacy concerns.
Describes GA's dashboard customization, reporting options, and data management features.
Creating GA accounts, best practices, and obtaining the Google Analytics Tracking Code (GATC).
Comparison of old (urchin.js) and new (GA.js) tracking codes, including code snippets.
Instructions on checking GATC installation and managing user access in GA accounts.
Steps to link AdWords to GA and ensure proper analytics settings.
Profile creation for data segmentation and the significance of data filters.
How filters work in GA, including types of filters and their application guidelines.
Details on filtering traffic, including defining patterns with RegEx and advanced filter examples.
Establishing conversion goals, tracking success, and funnel visualization techniques.
Implementing e-commerce tracking, data requirements, and understanding reports.Advanced GA usage techniques: site search, event tracking, and multi-domain tracking.Summarized steps for effective use of Google Analytics, including setup, tracking, and analysis.Open discussion for questions and clarifications regarding Google Analytics.
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An introduction to Google Analytics
- 1. Google Analytics JorisRoebben ( [email_address] ) Tom Michiels ( [email_address] ) www.queromedia.com
- 2. 1. Introduction Whatis Google Analytics? urchin.js GA.js 2004 2005 2007
- 3. Conventions GA =Google Analytics GATC = Google Analytics Tracking Code
- 4. Google Analytics advantagesFree Sufficiant possibilities for most companies Easy to implement Easy to use Easy to understand
- 5. Google Analytics disadvantagesURL and title based No data history Privacy ? JavaScript and cookies Only visitors, no crawlers or bots
- 6. 2. Google Analyticsinterface Dashboard Add / remove elements Personalized
- 7.
- 8. Reporting XML PDFCSV TSV Send now Schedule
- 9. 3. Setup GoogleAnalytics Create Google Account Free No spam Gmail = OK
- 10. Best practice forGA accounts Create GA account on [email_address] Add [email_address] as administrator Add [email_address] as reviewer Advantage: structure
- 11. Sign up LoginCreate GA account
- 12. Get the GATCGoogle Analytics Tracking Code Old vs. New one urchin.js vs. GA.js
- 13. urchin.js Old codeCan 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>
- 14. GA.js New codeNew features not yet available <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>
- 15. Host your ownGATC Possible Not advised <script src="http://www.mydomain.com/mytrackingcode.js" type="text/javascript"> </script> <script type="text/javascript"> _uacct = "UA-123456-1"; urchinTracker(); </script>
- 16. Check your installationPut code just before </body> Loads pages faster No problem if GA offline
- 17. Easy implementation AllHTML-files: lot of work Dynamic site: look for footer inclusion CMS: look for templates Put GATC on ALL pages !!! Correct data = essential
- 18. Access manager Giveaccess to GA account Must be Google account Administrator or View Reports only
- 19.
- 20. 4. Adding AdWordsto Google Analytics Use GA in AdWords interface AdWords reports in GA
- 21. Step 1: checkGATC Make sure every page on website is tagged with GATC
- 22. Step 2: Loginto Google AdWords www.google.com/adwords as Administrator
- 23. Step 3: TabAnalytics Click on the tab Analytics
- 24. Step 4: Linkto existing GA account
- 25. Step 5: Accountpreferences Make sure auto-tagging is on !
- 26. 5. Profiles andFilters Are the real strength of GA Segment data Deep analysis Depending on needs Start collecting data when created
- 27. Best practices Profilewith ALL data Testing profile
- 28. Data needed forprofile Website URL Profile Name Time Zone Default Page Exclude parameters E-commerce website Search
- 29. GATC for differentprofiles <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>
- 30. Filters Applied toprofile Change data (forever!) Segmentation Business rules 2 sorts: predefined and custom Test profile
- 31. How do filterswork? 3 components Filter Type Filter Fields Filter Pattern Filter data before submitting it to GA DB
- 32. Multiple filters Noproblem Multiple filters applied to data Data output filter 1 is input filter 2 Be careful !!! Wrong conclusions
- 33. Filterfields 37 fieldsField = 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,...
- 34. Possible values forFilterfields Check GA reports !!! Lists not yet available
- 35. Filter Patterns Patternis 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
- 36. Filter Type 10different types 3 predefined 7 custom
- 37. 5.1 Exclude alltraffic from a domain
- 38. 5.2 Exclude alltraffic from an IP address IP ranges with RegEx !!!
- 39. 5.3 Include onlytraffic to a subdirectory
- 40. 5.4 Include /Exclude filter (1)
- 41. 5.4 Include /Exclude filter (2)
- 42. 5.4 Include /Exclude filter (3)
- 43. 5.5 Search andreplace filter (1)
- 44. 5.5 Search andreplace filter (2) No RegEx !!! Changes data !!!
- 45. 5.6 Uppercase /Lowercase filter
- 46. 5.7 Lookup tablefilter Not available in GA Only old Urchin customers ~Search and replace filter Text file
- 47. 5.8 Advanced filtersChange data fields By combining elements 2 filter fields: Field A and Field B Extract field = Constructor RegEx !!!
- 48. Examples of advancedfilters (1)
- 49. Examples of advancedfilters (2)
- 50. 6. Custom segmentationSegment 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)
- 51.
- 52. Custom segmentation codeEveryone = visitor (“not set”) When registered = member When completed buy = customer Report: Visitors > User defined <body onLoad=”javascript:_utmSetVar(‘member’);”> <body onLoad=”javascript:_utmSetVar(‘customer’);”>
- 53.
- 54. RegEx Regular expressionsare 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
- 55. 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
- 56. 7. Goals Conversions? Conversion rate Reports Success of site “ Thank you” page Max. 4 per profile Contact – buy – download - register
- 57.
- 58. Goals howto Matchtype Goal value Choose good name Unique “thank you” page per conversion Keep track of filters
- 59.
- 60.
- 61. Funnels Extension ofgoals Predefined steps Track conversion process Required steps ?
- 62.
- 63. 8. E-commerce trackingNot accounting Use it to find trends No absolute figures !!!
- 64. Implementing E-commerce trackingActivate 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
- 65. E-commerce for urchin.js<form style="display:none;" name="utmform"> <textarea id="utmtrans"> 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>
- 66. E-commerce for GA.js<script src="http://www.google-analytics.com/ga.js" type="text/javascript"></script> <script type="text/javascript"> var pageTracker = _gat._getTracker("UA-XXXXX-1"); pageTracker._initData(); pageTracker._addTrans( "1234", // Order ID "partner", // Affiliation "2500.25", // Total "200.25", // Tax "3", // Shipping "Brussels", // City "Brabant", // State "Belgium" // Country ); pageTracker._addItem( "1234", // Order ID "MTB25", // SKU "Mountainbike", // Product Name "Off-road", // Category "1500", // Price "1" // Quantity ); pageTracker._addItem( "1234", // Order ID "MTB44", // SKU "Mountainbike", // Product Name "Cross", // Category "1000.25", // Price "1" // Quantity ); pageTracker._trackTrans(); </script>
- 67.
- 68.
- 69.
- 70.
- 71.
- 72. 9. Tips &Tricks: Site Search
- 73. Tips & Tricks:Event tracking Downloads, clicks, ... Urchintracker() generates pageview Pageviews in reports Naming ! <a href="http://www.webiste.com/pdf/document1.pdf" onClick="javascript:urchinTracker('/pdf/document1');">
- 74. 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
- 75. Multi-domain tracking urchin.js(1) Change GATC <script src="http://www.google-analytics.com/urchin.js" type="text/javascript"> </script> <script type="text/javascript"> _uacct="UA-xxxx-x"; _udn="none"; _ulink=1; urchinTracker(); </script>
- 76. Multi-domain tracking urchin.js(2) Change cross-domain links <a href="https://www.secondsite.com/?login=parameters">Log in Now</a> <script type="text/javascript"> document.write('<a href="javascript:__utmLinker(\' https://www.secondsite.com/?login=parameters\');">Log in Now</a>'); </script> <noscript> <a href=" https://www.secondsite.com/?login=parameters ">Log in Now</a> </noscript>
- 77. Multi-domain tracking GA.js(1) Change GATC <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-12345-1"); pageTracker._setDomainName("none"); pageTracker._setAllowLinker(true); pageTracker._initData(); pageTracker._trackPaginaweergave(); </script>
- 78. Multi-domain tracking GA.js(2) Change cross-domain links <a href="https://www.secondsite.com/?login=parameters">Log in Now</a> <script type="text/javascript"> document.write(‘<a href="javascript:pageTracker._link(\'https://www.secondsite.com/?login=parameters\');">Log in Now</a>'' );</script> <noscript> <a href="https://www.secondsite.com/?login=parameters">Log in Now</a> </noscript>
- 79. Tips & Tricks:Tracking outbound links Creating pageviews Using UrchinTracker() Pageviews in reports Naming ! <a href="http://www.otherdomain.com" onClick="javascript:urchinTracker('/outbound/otherdomain');">
- 80. 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
- 81.
- 82. 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.
- 83.