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This document is an unofficial guide to a best practice standard implementation of Google Analytics.
Google Analytics is the most popular analytics package and is used by 87% of companies and agencies, either exclusively or in conjunction with another tracking tool, to measure online performance (Econsultancy, Online Measurement and Strategy Report 2012). Often the performance and ability of analytics software to accurately record and provide data is affected by the way in which the initial code is set up and administered on the website. This document aims to guide users to a best practice implementation of their Google Analytics account so that they can extract basic information and avoid incorrect or inaccurate recording of data. We will look at:
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INTRODUCTION: WHAT YOU NEED TO KNOW BEFORE YOU START .................................................................3 1.1. 1.2. 1.3. 1.4. What is Google Analytics? ......................................................................................................................3 Cookies....................................................................................................................................................3 Installing Google Analytics ......................................................................................................................4 Verifying Implementation .........................................................................................................................5
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SETUP: WHAT TO DO BEFORE YOUR DATA COMES IN.......................................................................................7 2.1. 2.2. 2.3. 2.4. 2.5. 2.6. 2.7. 2.8. 2.9. Profiles & Filters ......................................................................................................................................7 Traffic Channel Tracking .........................................................................................................................8 Ecommerce Tracking ........................................................................................................................... 11 On-Site Search Tracking ...................................................................................................................... 13 On-Page Interaction Tracking .............................................................................................................. 14 Goal Tracking ....................................................................................................................................... 16 Goal Funnel Visualisation..................................................................................................................... 17 Regular Expressions (RegEx) .............................................................................................................. 19 Social Media Integration ....................................................................................................................... 19
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EVERYDAY ANALYTICS : HOW TO READ YOUR DATA................................................................................. 21 3.1. 3.2. 3.3. Definitions ............................................................................................................................................. 21 Dashboards .......................................................................................................................................... 25 Advanced Segments ............................................................................................................................ 28
Please keep in mind that this guide is designed to fit a wide variety of websites. Further configuration of your analytics account may be required to fit your particular needs. For any questions concerning the content of this document or information on a more customised implementation, please contact DBD Media at analytics@dbdmedia.co.uk or call our web analytics team on 020 7240 0100.
1. INTRODUCTION: What You Need To Know Before You Start 1. INTRODUCTION: What You Need To Know Before You Start
1.2. Cookies
GA uses first-party tracking cookies only, which are considered minimally intrusive by the new EU Privacy Directive. To be compliant with the Directive, you need to list these cookies in your privacy policy and request users consent to use them. Cookie Name _utma _utmb Purpose Visitor identifier Session identifier Expiration 2 years When the visitor closes the browser or after 30mins of inactivity When the visitor closes the browser 6 months
_utmc _utmz
Session identifier Stores the campaign tracking values that are passed via tagged URLs Custom visitor segmentation
_utmv (optional)
2 years
Figure 1: GATC example It is important you carefully select which tracking option suits your website as this will influence the readability of your data.
Figure 2: Advanced GA tracking options We suggest organising websites into Accounts, top-level domains into Properties and subdomains/subdirectories into Profiles (see Figure 3). If you are running Google Analytics on more than one website, be sure to keep a consistent naming convention for clarity.
DBD Media Search. Social. Analytics.
www.dbdmedia.co.uk 4
Account
My Site
Property
www.mysite.co.uk
www.mysite.fr
Profile
secure.mysite.co.uk
offers.mysite.co.uk
secure.mysite.fr
Figure 4: Real-Time report After 24 hours have passed, you can also check directly into your Standard Reports, Content, Site Content, Pages and make sure that you see Pageview numbers for each of your pages.
If you find the Google Analytics Tracking Code on your page, then you can be sure that Google Analytics has been installed on your website. Repeat this process across any page you doubt is being tracked on your website to make sure that your installation is complete.
1.4.3. GA Debugger
If you are using Google Chrome, you can install the Google Analytics Debugger (see Figure 6). Once installed and enabled, open your website in a new window, right-click and select Inspect element. Go to the Console tab: if your GATC is properly implemented, you should see Tracking beacon sent! at the top.
2. SETUP: What To Do Before Your Data Comes In 2. SETUP: What To Do Before Your Data Comes In
Google Analytics provides three commonly used predefined filters. You will see them by selecting the Filters tab on the Admin page. 1. Traffic from the domains Excludes all or includes only traffic from the domain you specify in the domain field directly below the Filter Type dropdown. e.g. isolate traffic coming from your sister companys website 2. Traffic from the IP addresses Excludes all or includes only traffic from an IP address or range of IP addresses entered into the IP address field. e.g. exclude your internal company traffic 3. Traffic from the subdirectories Excludes all or includes only traffic to a specified directory on your website. e.g. track www.mysite.com/blog/ separately As a best practice we recommend you always: Maintain an unfiltered profile to backup your historical data. Keep a test profile for trying out new filters. Exclude your companys internal traffic as well as traffic from any development/media/PR agency you are using which might skew your data.
Youll also see differences between Analytics and AdWords if the Google Analytics Tracking Code on your landing page doesnt execute. In this case, AdWords will report the click but Analytics will not record the visit. Google AdWords automatically filters out invalid clicks (clicks on ads that Google considers to be illegitimate, such as unintentional clicks or clicks resulting from malicious software) from its reports while Google Analytics will still report the visits. AdWords data is only uploaded once a day to Analytics so the results for each may be temporarily out of sync. If the landing pages dont contain the Google Analytics Tracking Code, campaign information will not be passed to Analytics, but clicks will register in AdWords. Make sure that you have autotagging enabled otherwise visits will be marked as Google Organic instead of Google PPC. If your website uses redirects, campaign data can be lost: Analytics wont show the visits as coming from AdWords, but your AdWords report will still report the clicks.
Example 2
Analytics Guide
Example 3
Analytics Guide
email newsletter2
cpc yahoo
social facebook
n/a
n/a
n/a
n/a
Example URL tags 1. http://www.dbdmedia.co.uk/assets/google-analyticsguide.pdf?utm_source=newsletter2&utm_medium=email&utm_campaign=Analytics%2BGuide 2. http://www.dbdmedia.co.uk/assets/google-analyticsguide.pdf?utm_source=yahoo&utm_medium=cpc&utm_term=analytics%2Bsetup&utm_content=with %2BFree&utm_campaign=Analytics%2BGuide 3. http://www.dbdmedia.co.uk/assets/google-analyticsguide.pdf?utm_source=facebook&utm_medium=social&utm_campaign=Analytics%2BGuide It is important to adopt a naming convention that is consistent across all your campaigns, and also with GAs naming conventions, in order not to skew traffic reports. For instance, GA uses by default google/cpc (source/medium) for Google AdWords traffic. When tagging URLs for Yahoo PPC ads, use yahoo/cpc (rather than Yahoo/PPC for instance) in order to group all Yahoo related data under yahoo and all PPC related data under cpc.
organic
yahoo cpc
google
cpc Figure 8: Source drill-down
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Figure 12: Conversions / Ecommerce / Overview Some examples of the kind of information you can get from the ecommerce reports include: The products that were purchased from your online store Your sales revenue Your ecommerce conversion rate The number of times people visited your website before purchasing
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For example, if you search on analytics training on our website, you will see your search query preceded by ?s=. Therefore, our query parameter is s In the example above, the query parameter is s, and the query is analytics training. If you have a particularly large website, some sections of your website may use different query parameters. You may provide up to five parameters, separating each parameter by a comma.
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_trackEvent(category, action, opt_label, opt_value, opt_noninteraction) Category a name that you supply as a means to group objects (usually user interface elements that you want to track) Action name you want to give to the type of interaction youre tracking Label (optional) allows you to provide additional information for the event you are tracking Value (optional) use it to assign a numeric value to a tracked page object Non interaction (optional) generates a bounce on a page a user landed on and exited from even if their visit generated an event (yes/no argument)
Naming Convention
It is important to use a clear and consistent naming convention when creating events so that the reports are readable and provide actual insights. The best approach is to determine in advance all of the kinds of events that youll want to track, so as to create a hierarchy of Categories, Actions, and Labels that will grow with your needs. Work with everyone who uses GA reports to make sure that the hierarchy makes sense. For example, instead of just seeing how many times a video clip was played on your website, you can analyse how people use your video player, and see how different events correlate with website usage and ecommerce metrics. Examples
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You can track all of these conversion points in Google Analytics by setting up goal tracking. To set up a goal, first go the Admin page, select the profile for which you want to configure a goal and select the Goals tab. You can create up to 4 sets of 5 goals each.
Visit Duration triggers a conversion when a visitor spends more (or less) time on your website than the threshold you specify. Pages/Visit triggers a conversion when a visitor views more (or fewer) pages than the threshold youve set. Event triggers a conversion when a visitor performs an event you are tracking on your website (e.g. play a video, download a file...)
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So, the goal page signals the end of the activity such as a thank you or confirmation page and the funnel steps are the pages that visitors encounter on their way to the goal. Knowing the stage at which would-be customers abandon the process allows you to eliminate bottlenecks and create a more efficient conversion path. For example, if you notice that many of your visitors never go further than the Enter delivery information page, you might focus on redesigning that page so that its simpler for them to use. When you use Regular Expression Match (as set up under 2.6.2 URL Match Types), the value you enter as the goal URL as well as each of the funnel steps will be read as a Regular Expression. Remember that regardless of which option you choose, Google Analytics is only matching request URIs. In other words, the domain name is ignored.
How visitors enter the funnel How visitors move through the funnel How visitors exit the funnel
Figure 18: Conversions / Goals / Funnel Visualisation While ecommerce tracking reports on shopping basket abandonment rate, it is not possible to visualise conversion drop-outs at a page level. That is why we recommend setting purchases as a goal with a funnel, particularly for multipage checkout processes.
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To track on-site social interactions via social plugins however, you will need to use the _trackSocial() function. Google+ is automatically integrated. _gaq.push([_trackSocial, network, socialAction, opt_target, opt_pagePath]); Network social network being tracked (Facebook, Twitter, LinkedIn...) Social Action social action being tracked (like, share, tweet...) Target (optional) URL or resource which receives the action (if undefined, page on which the action took place) Page Path (optional) page from which the action occurred (generally the source of the social action only really necessary if you are using virtual pageviews)
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3. EVERYDAY ANALYTICS: How To Read Your Data 3. EVERYDAY ANALYTICS : How to Read your Data
3.1. Definitions
Dimension A dimension is a descriptive attribute or characteristic of an object that can be given different values. Dimensions appear in all of your reports, though you might see different ones depending on the specific report. Use them to help organise, segment, and analyse your data. In some reports, you can add and remove dimensions to see different aspects of your data. Metrics Metrics are individual elements of a dimension that can be measured as a sum or a ratio. Although dimensions and metrics can stand alone, they usually are used in conjunction with one another. The values of dimensions and metrics and the relationships between those values is what gives meaning to your data. For the greatest insights, dimensions are often associated with one or more metric.
3.1.1. Dimensions
Action action for the event being tracked (e.g. Play, Pause or Stop for video interactions) Ad Content 1 line (headline) of your PPC ad Ad Group ad groups that you or your campaign manager have identified for your online ad campaigns Browser Type name of the browser used by visitors to your website (e.g. Internet Explorer or Firefox) Browser Version version of the browsers used by visitors to your website (e.g. 2.0.0.14) Campaign names of the online campaigns that you or your campaign manager use for your website Category category pertaining to the event being tracked (e.g. Videos for video interactions) City visitors city based on IP address Connection Speed network connection speed of visitors to the website (e.g. DSL, Cable, Dialup...) Continent visitors continent based on IP address Country/Territory visitors country or territory based on IP address Days to Purchase number of days between users purchases and their first visit to your website Depth of Visit number of pages visited by users to your website in a session (visit) Entrance Page request URI where the resultant page is the entrance or landing page for your visitors Exit Page request URI where the resultant page is the last or "exit" page for your visitors Flash Versions versions of Flash supported by visitors browsers, including minor versions Hostname hostnames visitors used to reach your website Java Support browser capabilities for visitors Keyword keywords (both paid and organic) used by users to reach your website Label optional label you can apply to a particular event you are tracking (e.g. [movie name] for video interactions)
st
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Landing Page see Entrance Page Language users browser language returned in a 2 or 4 character code (e.g. en-br for British English) Medium This field identifies the type of referral to your website. Thus, while a referring source (URL) to your website might be a search engine, there are two possible mediums that can be used from a search engine referral: organic (from a search result) and cpc (from an online ad). Operating System operating system used by your visitors (e.g. Windows, Linux, Macintosh) Operating System Version version of the operating system of your visitors (e.g. XP for Windows or OSX for Macintosh) Page see Request URI Page Title <title></title> field of the HTML header area for your pages Position position of the advertisement as it appears on the hosting page (e.g. side or top) Product product name Product Category product category as defined in your websites ecommerce structure (e.g. lighting, furniture or flooring) Product SKU product code as defined in your ecommerce structure (e.g. #1234325) Provider Domain fully-qualified domain of the service provider of visitors to your website Provider Name name of the service provider of visitors to your website Referral Path referral URI (path and page, generally) of the referring site Region visitors region based on IP address Request URI page or a set of pages on your website by path and/or query parameters (e.g. the request URI for the URL www.mysite.com/about-us/ is /about-us/) Screen Colours screen colour depth of visitors monitors, as reported by the browser HTTP Request Header Screen Resolution screen resolution depth of visitors monitors, as reported by the browser HTTP Request Header Search Category categories used for the internal search (e.g. lighting furniture or flooring) Search Refinement subsequent keyword search terms or strings entered by users after a given initial string search using the internal site search function Search Terms keywords used via your websites internal search function Source used in reporting traffic sources to your site, identifies the domain of the referring source (e.g. google or bing) Sub-continent visitors sub-continent based on IP address Sub-region visitors sub-region based on IP address Time On Site visitor session duration for the day Transaction ID transaction ID for the shopping basket purchase as defined in your ecommerce structure (e.g. booking number, order number...) Visitor Type number of visitors to your website who are new or returning
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Visits number of visits to your website, calculated by determining the number of visitor sessions (e.g. if a visitor comes to your site, exits their browser, and returns 5 minutes later via the same browser, that is calculated as 2 visits) Visits to a Transaction number of visits made to your website before a user makes a purchase
3.1.2. Metrics
% Exit percentage of site exits that occurred from a page or set of pages % New Visits percentage of visits from new visitors Average Value average value of an ecommerce transaction Avg. Visit Duration average time spent per visit on your website Bounce Rate percentage of single-page visits (i.e. visits in which the person left your website from the entrance page/landing page) Bounces number of single-page visits to your site over the selected dimension (e.g. if you apply this metric to the Campaign dimension, itll display the number of single-page visits to your site by users that reached your site via a particular campaign) Clicks number of clicks that your ads received Cost campaign cost CPC or cost per click average price you paid for each click on your search ads CPM or cost per mille cost per thousand ad impressions CTR or click through rate clicks to impressions ratio Entrances number of entrances to your website or page Exits number of exits from your site or page Goal Conversion Rate the percentage of sessions on a website that include a conversion goal being reached Goal Conversions number of overall goals completed by visitors Goal1-20 Completions total number of visitors who have completed all elements defined for a particular goal Goal1-20 Start total number of visitors who have completed the first goal step for a particular goal Goal1-20 Value total cumulative value for a particular goal Impressions number of times your ads were displayed New Visits number of visits by people who have never been to the website before Page Value average value for a page a user visited before converting (Revenue + Goal Value, divided by Unique Pageviews for a page viewed before the conversion occurred) formerly known as $ Index Pages/Visit number of pages viewed by users per visit Pageviews total number of pageviews for your website when applied over the selected dimension Per Visit Goal Value average value of a goal completion (calculated as Goal Value divided by Visits) Per Visit Value average value of a visit to your website (calculated as Revenue divided by Visits) Product Revenue revenue generated per item (calculated as Price multiplied by Quantity)
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Quantity total number of items sold for the product (or group of products) Revenue total revenue RPC revenue per click Search Depth average number of pages visitors viewed after performing a search Search Exits number of searches a visitor made immediately before leaving the website Search Refinements number of times a visitor searched again immediately after performing a search Shipping cost of delivery for a transaction Tax amount of tax included in the transaction price (e.g. VAT) Time after Search starting from the first use of internal search, time spent on website until either the session ended or until another search happened Time on Page time a visitor spent on a particular page or set of pages. It is calculated by subtracting the initial view time for a particular page from the initial view time for a subsequent page. Thus, this metric does not apply to exit pages for your site Time on Site time a visitor spends on your website Total Unique Searches total number of times your Site Search was used, excluding multiple searches on the same keyword during the same visit Transactions total number of transactions Unique Pageviews number of visits during which the specified page(s) was/were viewed at least once Unique Purchases total number of times a product was included in a transaction Unique Visitors number of users that visits your website Visits number of times your visitors has been to your website (unique sessions initiated by all your visitors) Visits with Search total number of visits where internal site search was used
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3.2. Dashboards
Dashboards are a great way to get an overview of the key performance indicators (KPIs) for your website. At DBD Media, we provide PPC, SEO, Social Media and CRO (Conversion Rate Optimisation) services, so we like to have one dashboard for each of these services to quickly showcase their performance.
To install this dashboard on your Google Analytics account, log into GA and go to this link: http://tinyurl.com/SEO-dashboard and select the profile you wish to implement the dashboard on. You might need to edit the widget settings to fit your website, such as customising non-branded filters to your own brand name or replacing transactions with goal completions, revenue with goal value and ecommerce conversion rate with goal conversion rate for non-ecommerce websites.
DBD Media Search. Social. Analytics.
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To install this dashboard on your Google Analytics account, log into GA and go to this link: http://tinyurl.com/PPC-dashboard and select the profile you wish to implement the dashboard on. You might need to edit the widget settings to fit your website, such as replacing transactions with goal completions, revenue with goal value and ecommerce conversion rate with goal conversion rate for nonecommerce websites.
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To install this dashboard on your Google Analytics account, log into GA and go to this link: http://tinyurl.com/SMedia-dashboard and select the profile you wish to implement the dashboard on. You might need to edit the widget settings to fit your website, such as replacing revenue with goal value and ecommerce conversion rate with goal conversion rate for non-ecommerce websites.
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To install this dashboard on your Google Analytics account, log into GA and go to this link: http://tinyurl.com/CRO-dashboard and select the profile you wish to implement the dashboard on. You might need to edit the widget settings to fit your website, such as replacing transactions with goal completions, revenue with goal value and ecommerce conversion rate with goal conversion rate for nonecommerce websites.
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A filtered profile is usually the best choice if you want to always exclude a certain kind of traffic from your analysis. For example, while you can create an advanced segment that only includes external traffic, it would be better to create a profile that excludes internal traffic instead. That way, you wont have to remember to apply the segment each time you look at reports. Also, you can always apply other advanced segments to the filtered profile data. If you want to limit some users access to only a subset of data, you should set up filtered profiles for this instead of using advanced segments.
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For Google Analytics training, consultancy and advanced configuration Call us:
www.dbdmedia.co.uk www.dbdmedia.co.uk/analytics-implementation-training
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