Analytics

LOGO

www.social-insight.co.kr

Contact me at Twitter @ottugui

 Analytics

Data Collection :

Data Processing : Raw Data

Reporting : Report

Analytics
3

 Analytics

Analytics
page tags
data

Data Collection

Data Processing

Reporting


No cookies, no tracking

Using cookies to track Web site visitors is

not 100 percent accurate!!
1

MS Internet Explorer, Firefox, Safari, Chrome

[ 2007 Comscore ]
: http://www.comscore.com/press/release.asp?press=1389
: 30% .
, block ,

Look
At
Trends!!

GA

GA 1 - Planning
Gathering business requirements

Gathering technical requirements

(, IT )

KPI Metrics
(daily, weekly, monthly)

Business
Configuration

Multi domain, sub domain, dynamic or

static page
Flash, flex, ajax, silverlight, Video,
Ecommerce, pdf, mp3

Technical
Configuration

Business

GA 2-
[GA ]

My Google account

Google account

My GA account #1

GA account

Profile1
Social-insight blog

Profile

Profile2 Sun0 blog

<script type="text/javascript">

Account number

var _gaq = _gaq || [];

_gaq.push(['_setAccount', 'UA-18050301-1']);
_gaq.push(['_trackPageview']);

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

Query String Parameter Profile

(dynamic) , query string parameter
(?) )
GA 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
!!

URL Destination Goals

Threshold Goals =
Engagement Goals

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

Phone tracking tool

mail form, Faq, chat

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

ex: SEM , , email

, special offer

utm_content

utm_medium
Marketing Campaign

ex: SEM keyword ,

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

<a href=http://www.mysite.com onClick=pageTracker._link

(http://www.mysite.com);return false;>B</a>
<form name=checkout method=post on Submit=
pageTracker._linkByPost(www.mysite.com/step1.html);>

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');">

Google Analytics JavaScript ga.js ,

GATC top

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 ()

ex: Video, Download, Ajax ..

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 ()

, 1 (visitor-level), 2 (sessionlevel), or 3 (page-level). page-level

GA
5) Custom variables
) GA

) Page-level Custom Variables ( )

GA
5) Custom variables
) Session-level Custom Variables (
)

GA
5) Custom variables
) Visitor-level Custom Variables ( )

Custom variables Business Question !!

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

Create a transaction object.

transaction object
ex: , ,

_addItem() method

Add items to the transaction.

ex: , , ,

_trackTrans() method

Submit the transaction to the Analytics servers.

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
)

method _trackPageview() , _addItem() method addTrans()

method . items transaction

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

Google

Organic

New Visitor

Seattle

Visit-2

/product1.htm
l

Direct

None

Returning
Visitor

San Francisco

Visit-3

/index.html

Facebook

Referral

New Visitor

New York

Visit-4

/fanpage.html

Facebook

Banner-Ad

New Visitor

San Francisco

Dig the data below the surface!!

?
?

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

Custom Variables Dimension

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

Visits, Sales Metrics Dimension

Source/Medium, Visitor Type, Count of Visits Custom Report
Sales Source/Medium Dimension ,
Sales

GA
1) Keyword

Profile
- Ecommerce tracking, site search tracking
- tracking code , filter Lowercase filter
- SEM medium traffic filter

Goal Goal Value

Tracking tag (utm_medium : cpc, utm_Source : , utm_campaign : ,

utm_term : , utm_content : - )

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

Query String Variable

Value

Campaign

utm-campaign

Spring-sale

Medium

utm_medium

Social-media

Source

utm_source

twitter

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

twitter

Content

utm_content

3pm-tweet

GA
2) Social Media Marketing

Social Media traffic advanced segment

GA
2) Social Media Marketing

Twitter

GA
2) Social Media Marketing

Google Analytics for Facebook fan page

1) GA --> New Profile --> Tracking Code UAXXXX

2) Google Analytics link generator for Facebook pages
custom img tag
3) Facebook Fan Page bottom img tag
--> . Creating a custom facebook fan page

GA
2) Social Media Marketing

Google Analytics for Facebook fan page

<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

Query String Variable

Value

Campaign

utm-campaign

2009-fall-sale

Medium

utm_medium

email

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

<script type="text/javascript"> __utmSetVar('member'); </script>

GA
4) Member Member Segment
Tracking tag
)

New Profile
Member Filter

GA
4) Member Member Segment

<Advanced>
Profile

<script type="text/javascript"> __utmSetVar('member-gold'); </script>

<script type="text/javascript"> __utmSetVar('member-silver'); </script>

<script type="text/javascript"> __utmSetVar('member-bronze'); </script>

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

Tagged Link redirect

< php
header(Location:
http://www.jeans.com/?utm_campaign=fall_sale&utm_source=local_paper&utm_mediu
m=print);
exit(0);
?>

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

Your company slogan in here

LOGO
www.themegallery.com