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Culture Documents
LOGO
www.social-insight.co.kr
Contact me at Twitter @ottugui
Analytics
Data Collection :
Reporting : Report
Analytics
3
Analytics
Analytics
page tags
data
Data Collection
Data Processing
Reporting
No cookies, no tracking
[ 2007 Comscore ]
: http://www.comscore.com/press/release.asp?press=1389
: 30% .
, block ,
Look
At
Trends!!
GA
GA 1 - Planning
Gathering business requirements
(, IT )
KPI Metrics
(daily, weekly, monthly)
Business
Configuration
Technical
Configuration
Business
GA 2-
[GA ]
My Google account
Google account
My GA account #1
GA account
Profile1
Social-insight blog
Profile
Account number
My GA account #2
Profile number
Profile1
KICOA Homepage
</script>
GA 3-
GA 4- Tracking
</head> tag
CMS
GA 3- Profile
GA 5-
,
Multiple profiles for the same Web site ( 3 )
1) Raw Data Profile
No settings
Only contain raw data from your site
Fail-safe, backup of your site data
2) Test Profile
Used to test any new settings
3) Master Data Profile
For reporting and analysis
Have all the appropriate settings to
purify and clean the data
GA 6-
( url
http://www.mysite.com/folder/page/index.html?id=23&jsesid=23jskdj568
u, sessid, jsessid
GA 7- default page
Index.php
http://www.mysite.com/ default page
. GA / pageview , default page
pageview .
default page
GA 8- search
http://www.lg.co.kr/util/search/web_list.jsp?
kwd=%B1%DB%B7%CE%B9%FA%C3%A7%B8%B0%C0%FA&entryNm=web
http://social-insight.co.kr/?s=analytics
kwd
Query string search
http://www.mysite.com/search/
entryNm
virtual pageview
GA 9- Goal
GA . Business Goal
!!
Time on Site
Thank you
, business
, Goal ,
,
, Engagement , ,
Pages/Visit goals
Business
.
Business
.
Goal
GA 9- Goal
GA 9- Goal
Sample Conversion Actions
Business Goal
Transactional
Pageview
Transactional
Transactional
visit , click
Engagement
Download, Print
///
Transactional
Pageview
Engagement
Pageview
Engagement
Click
Transactional
Pageview
Engagement
Pageview
Engagement
5pg / 2
Engagement
Threshold goal
Branding/awareness
GA 10-
URL Destination Goal task
,
Converting ,
Conversion process
Funnels ()
GA 11- Filter
Filter (Essential to data quality)
1) 2) url 3) parameter
GA 11- Filter
ip
remove-me
GA 12- Campaign
E-mail, , ,
.
data inconsistencies .
http://www.mysite.com/landing.html?utm_campaign=&utm_source=
&utm_medium=&utm_content=
utm_campaign
utm_source
Marketing Campaign
ex: email,
banner, search-engine
utm_term
utm_content
utm_medium
Marketing Campaign
ex: email
[ Link Tagging ]
Link tagging . Tagging Link
, GA Link
GA 12- Campaign
GA
1) Tracking subdomains
products.mysite.com checkout.mysite.com
GA ,
one domain with multiple subdomains
( )
GA
2) Tracking multiple domains
A B , A
Ex) , ,
cross-domain tracking
Multiple top-level domains
A B, B
A , form
( _link() method, form
_linkBypost() method
GA
2) Tracking multiple domains
(index.html)
GA
3) The Virtual pageview
URL query parameter , PDF , Flash, AJAX (Virtual)
goal, funnel, site search
Virtual Pageview GATC _trackPageview() method .
Pageview _trackPageview() method
<a href="http://www.example.com" onClick="javascript:pageTracker.
_trackPageView('/virtul/pdf_down.html');">
GA
4) Event Tracking Tool
Virtual Pageview
Virtual Pageview , Goal ,
, Event Tracking
. , Event Goal data
, Video Plays, Mouse-overs, AJAX elements ..
Event Tracking _trackEvent() method
_trackEvent(category, action, opt_label, opt_value)
<a href="#" onClick="_gaq.push(['_trackEvent', 'Videos', 'Play',
'Baby\'s First Birthday']);">Play</a>
category ()
action ()
ex: Video - Time, play, stop, pause
label ()
Event data
ex: video , download
value ()
event
ex: download , video load time
GA
5) Custom variables
GA GA , name-value
. ,
(Session), GA GA ,
_setCustomVar() method Custom variables
_trackEvent() method Custom variables GA
_setCustomVar(index, name, value, opt_scope)
index ()
, 1~5 ,
,
name ()
value ()
opt_scope ()
GA
5) Custom variables
) GA
GA
5) Custom variables
) Session-level Custom Variables (
)
GA
5) Custom variables
) Visitor-level Custom Variables ( )
Custom Variables
Produts viewed
Product categories viewed
Cross-Sell and upsell exposure
Shoppping cart contents
Shopping cart abandonment
Newsletter / RSS subscribers
Customer class
Membership status
Constituent group
Market area or postal code
Download materials and what was downloaded
Promotion code.
GA
6) Ecommerce tracking
Ecommerce
1) ecommerce report ,
2) GA commerce Server-side
Thank you (receipt page ) ecommerce
ecommerce 3 method
_addTrans() method
_addItem() method
_trackTrans() method
GA
6) Ecommerce tracking
)
orderId ()
category
sku ()
price
name ()
quantity
GA
6) Ecommerce tracking
)
orderId ()
category
sku ()
price
name ()
quantity
GA
6) Ecommerce tracking
)
orderId ()
city
affiliation ()
state
total ()
country
shipping ()
GA
6) Ecommerce tracking
)
GA
6) Ecommerce tracking
GA
1) Dashboard
-
Visits : - (30)
Pageview,
Pages/Visit : Pageviews
Bounce Rate : Visit Visit (
100%)
- Avg. Time on Site : Visit
- % New Visits :
GA
2)
GA
2)
GA
2)
GA
1) Dimension
Dimension 2D 3D
.
,
,
[. Multidimensional Data]
Visit #
Page
Source
Medium
Vistor Type
City
Visit-1
/index.html
Organic
New Visitor
Seattle
Visit-2
/product1.htm
l
Direct
None
Returning
Visitor
San Francisco
Visit-3
/index.html
Referral
New Visitor
New York
Visit-4
/fanpage.html
Banner-Ad
New Visitor
San Francisco
?
?
GA
1) Dimension
[ GA Dimensions ]
Visitor : City, Continent, Visit Count, Country/Territory, Date, Day, Days Since Last Visit, Hour,
Language, Latitude, Longitude, Month, Page Depth, Region, Sub Continent Region,
User Defined Value, Visitor Type, Week, and Year.
System : Browser, Browser Version, Connection Speed, Flash Version, Hostname, Java
Support, Domain, Network Location, Operating, System Version, Screen Colors, and Screen
Resolution
Traffic Sources: Ad Content, Ad Group, Ad Slot, Ad Slot Position, Campaign, Keyword,
Medium, Referral Path, Source, and Source/Medium
Content: Exit Page, Landing Page, Page, Page Title, Event Category, Event Action, and
Event Label
Ecommerce: Affiliation(, ), days to Transaction, Product Category, Product, Product
SKU, Transaction, and Count of Visits to a Transaction
Internal Site Search: Site Search Category, Search Destination Page, Search term,
Refined Search Keyword, Search Start Page, and Site Search Status
Custom Variable: Custom Variable Key1~5, Custom Variable Value 1 ~ 5
GA
2) Advanced Segments
GA . GA Segment
Advanced Segment Business Question
1)
? = ?
2)
?
3) View ?
GA
3) Custom Report
Reporting metrics dimension Custom Report
10 metrics 5 drill-down dimension
)
Promotion Code
GA
1) Keyword
Profile
- Ecommerce tracking, site search tracking
- tracking code , filter Lowercase filter
- SEM medium traffic filter
Metrics
- Visits and UV
- Percent of New Visits
- Bounce Rate ( Bounce Rate landing page
)
- Average Time on Site and Pages/Visit
- Per Visit Goal Value (SEM metrics )
- Goal Conversion Rates ( Keyword ??)
- Ecommerce Per-Visit Value
- Average Revenue per Order
- Ecommerce Conversion Rate
GA
2) Social Media Marketing
Tracking tag
)
Parameter
Value
Campaign
utm-campaign
Spring-sale
Medium
utm_medium
Social-media
Source
utm_source
Content
utm_content
9am-tweet
<a href=http://www.feeds.com" onClick="_gaq.push(['_trackEvent', rss Subscription',
RSS]);">RSS
Campaign </a> utm-campaign
Spring-sale
Medium
utm_medium
Social-media
Source
utm_source
Content
utm_content
3pm-tweet
GA
2) Social Media Marketing
GA
2) Social Media Marketing
GA
2) Social Media Marketing
GA
2) Social Media Marketing
<img src='http://ga.webdigi.co.uk/fbga.php?googlecode=UA-18050301-1&
googledomain=facebook.com&pagelink=
http%3A//www.facebook.com/profile.php%3Fid%3D1008075770%23%21/pages/
Social-Insight-LAB/
127296180647510%3Fref%3Dsgm&pagetitle=Social-insight_lab_page'></img>
GA
3) Email Marketing
Tracking tag
)
Parameter
Value
Campaign
utm-campaign
2009-fall-sale
Medium
utm_medium
utm_source
Male-last30days
Male-last60days
Male-other
Female-last30days
Female-last60days
Female-other
utm_content
Male-ver-1
Male-ver-2
Male-ver3
Female-ver1
Female-ver2
Female-ver3
Source
Content
http://www.mysite.com/landing.html?urm_campaign=2009-fall-sale&
utm_medium=email&utm_source=female-last30&utm_content=female-ver2
GA
4) Member Member Segment
Tracking tag
)
No Segment
Member
GA
4) Member Member Segment
Tracking tag
)
New Profile
Member Filter
GA
4) Member Member Segment
<Advanced>
Profile
GA
5) GA CRM
GA
5) GA CRM
1) GA
- Referral information
var z = _uGC(document.cookie, '__utmz=', ';');
var source = _uGC(z, 'utmcsr=', '|');
- Custom segment value
var medium = _uGC(z, 'utmcmd=', '|');
var term = _uGC(z, 'utmctr=', '|');
-
var content = _uGC(z, 'utmcct=', '|');
var campaign = _uGC(z, 'utmccn=', '|');
var gclid = _uGC(z, 'utmgclid=', '|');
2) Hidden Form
<form method="POST" name='contactform' nSubmit="populateHiddenFields(this);">
<input type='hidden' name='source' />
<input type='hidden' name='medium' />
<input type='hidden' name='term' />
<input type='hidden' name='content' />
<input type='hidden' name='campaign' />
<input type='hidden' name='segment' />
<input type='hidden' name='numVisits' />
<input type='submit' value='Show GA Info' />
</form>
GA
6) GA
www.myevent.com
GA
7) reporting url title
https://www.google.com/analytics/reporting/top_content
?id=XXXXXX&pdr=2010082320100901&cmp=average&trows=10&gdfmt=nth_day&rpt=
TopContentReport&segkey=request_uri|page_title&tab=0
&tchcol=0&tst=0&tscol=v0&tsdir=0&mdet=WORLD&mi
GA
8) Loyalty
LOGO
www.themegallery.com