Making the most of it

Anil Batra Chief Analytics Officer, Ascentium Loren Bast Founder, Bellusi LLC

Who this is for
 Medium to advanced users  You’ve used or are using Google Analytics, but need it to do more  We’ve selected the top topics that trip users up  Jump in with questions during the presentation  Discuss larger questions in the Q&A

Topics to be Covered
 Ensuring setup is correct  Setting up profiles and filters  Custom Reporting  Goals & Ecommerce  A/B testing  “Hacking” Google Analytics  Other analytics tools  Other resources  Q&A

and gathering the right data .Ensuring it’s correct.

will be skewed .js (new in late 2007) instead of urchin.js  Urchin is being phased out.Setup  Use ga. etc.. entrances/exits. new GA features aren’t available for it Check Traffic Sources/Referring Sites   Are all your pages tagged?  Are your own site pages coming up with high page counts? You may have problems – untagged pages are linking to tagged ones   Tag not installed properly Page load issues – the tag doesn’t get called consistently  Until this is fixed – your clickpath analysis.

Referring Sites .

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etc. raw profile to keep complete data records  Name it such that people know not to use it unless they know what it’s for (ie. create one completely unfiltered.Profiles  Profiles provide different views of data  Have multiple distinct areas of the site? Use profiles to make analysis easier  Profile filters   Filters discard incoming data you select (unhelpful querystring parameters. “Danger – Raw Data!”) .) Data that is filtered out is PERMANENTLY deleted  Therefore. visitors from your own company.

companyX. standard users of your site  Profiles can be used for much more than analytics  Example – to give your partners. vendors reporting to only “their” portion of your site . etc. customers.)  http://www.Profiles  Filters – what to filter out?  Your own company IP ranges  Unhelpful query string tags that make GA think one core page is really many (random string tags used to prevent browser caching.com/search/results/?id=b495f4de321e7cfcf2a7 0a5be8339ae8  Mobile vs.

you will find the option to “Add a Filter. go to your “Profile Settings.” and then to “Filters Applied to Profile” • In the upper right.” 10 .Filters Setup • To setup a filter.

Filter Types The 4 types of filters available in GA are: • Exclude All Traffic from a Domain • Exclude All Traffic from an IP address • Include Only Traffic to a Subdirectory • Custom Filter 11 .

between ^/ & / • If your site is www.Include Only Traffic to a Subdirectory • The “Include Only Traffic to a Subdirectory” filter allows you to track specific areas within your site while ignoring data from other pages and sections. 12 . How to setup: • Enter your subdirectory here. and you want to see only traffic to the /food subdirectory ( URL -www.example.com/food) you would want to replace “mydir” with “food.” The final result should appear as below.com.example.Filters .

Exclude Traffic from a Domain • Domains generally represent the ISP of your visitor.com Enter mydomain\. • To discount traffic from mydomain.Filters .com$ 13 .

212\.) • If your IP address is 63. company intranet. It’s particularly useful in eliminating internal traffic (home. enter: • ^192\.212.169. • To exclude a range of IP addresses (for example: 192.([1-9]|1[0-9]|2[0-5])$ 14 .171\.171.1. then you would enter: • 63\.Exclude Traffic from an IP Address • Use this filter to exclude traffic from your reports. etc.168\.Filters .1-25).1\.

Their hypothetical situation is as follows: • “…every day your boss wants a report that tells her what keywords people were searching on. Note the Output of “Custom Field 1” and then the combination of the A and B fields. then adding that we want to get results for all campaign keywords and all campaign sources. how many pages they looked at and did they convert?” • • We start by choosing a custom filter. 15 • • The following example walkthrough with original graphs and more detail can be found at: http://www. what was the source. which ad they clicked on.Advanced/”Cascading” Filters • Advanced filter allows you to create a filter with two fields. You can then “cascade” this advanced filter with even more filter to get at GA data that otherwise might be difficult to string together. quickly and easily. This will allow us to “cascade” this filter into another in order to quickly get the multiple data points we need so long as we chose the correct output field.com/blog/2007/06/14/filters-for-ga-part-4c-cascading-custom-advanced-filters .lunametrics.

Next we choose to Output these results to the “Visitor Language Settings” report.*) so we get all data from the first filter. As the authors of the post note. search engine.Advanced/Cascading Filters . keywords • • • 16 .continued • Next we create a second advanced filter. Note: It’s important to consider what data points you want as different reports will automatically display different metrics for your desired data. We attached this filter to the first by choosing “Custom Field 1” and using (. Selecting “Campaign Content” and again using (.*) so we get all campaign content. the first column in your report should read something like: • “product.

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simply go to the profile wherein you want the report. Now you can create one report to get you an overview of what you need. and on the left side of the page. This feature is ideal if you have a pre-defined set of KPI that you want to track on your site and you want to avoid looking at several reports in GA.Custom Reporting Overview Step 1: Create Custom report  One of GA’s newer features allows the user to create their own custom reports using a predesigned set of metrics and dimensions. and quickly. click on “custom reporting.” .  To create a custom-report.

Custom Reporting Overview Step 1: Create Custom report Next click on “Create new custom report.” From here. so selecting a specific metric might render a dimension unusable (it will show up in your list. you’ll be presented with what amounts to a “Build-your-ownreport” page. not all metrics and dimensions can be used with one another. but will be a faded white and you won’t be able to grab it) or vice versa. Note that you can list the Metrics and Dimensions grouped together under each category. and available to select via drop-down or you can click on “list view” to see all metrics and dimensions together. . Additionally.

•When done. you should see what’s to the left. separately grab “Visits.Custom Reporting Overview Step 1: Create Custom report •For one example. Next grab “city” and drag this to the empty “Dimensions” box. go to dimensions. •Next.” “Pageviews.” and "Bounce Rate” and drag each to an empty “metric” box. Here’s how to create a quick report that would detail this out for you: •From the drop-down list of Metrics. . let’s pretend you want a report that quickly details what city is providing you with the most number of visits as well as what the Pageview count and bounce rate is for each.

You can also obviously sort to figure out what cities have the lowest and highest bounce rate. You can use each to quickly get at the data you need. . as well as the bounce rate for each. let’s preview our report to make sure it’s getting at the data and metrics we actually want it to.Custom Reporting Overview Step 2: Report Overview •Next. without having to sort through numerous reports for each piece of data. you’ll see the top cities in terms of their visit counts and pageviews. including e-commerce and campaign metrics. There are a host of possibilities here. •From the preview screen that pops up.

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Advanced Segments Overview  Another new feature from GA. this feature allows the user to create segments of data that can quickly be referenced. .

Advanced Segments Overview  Let’s create a custom segment. you can also link to the segment creation screen in the previously mentioned dropdown menu. .  Alternatively. Go to the “advanced segmentation” link under “settings” on the left side of the screen.

of a total of 13. In this case.” 2. under Dimensions we’ll select “Content” and then drag and drop the “Page” dimension to the first open box titled “Dimension or Metric.199 fell within our segment parameters. 25 . let’s say we wanted to track the visit trends for the blog pages of our site.816 visits to our site. 1. We can now create this segment and apply it to any of the reports we want. On the segment building page. and as the screen capture shows.” We can also test the segment.Segmentation . let’s name the segment “blog visits. 5. we want all visits to the blog homepage AS WELL AS the individual blog post pages. Next.Continued • Hypothetically. let’s selected “contains” from the drop down and type in “/blog”. On the bottom of the page.

Segmentation . Now we can see details on the visits to our blog pages only. etc. and select our “blog visits.” Let’s un-select the “all visits” segment that is automatically the GA’s segment of choice.Continued • Go to your report pages and apply this segment anywhere. For instance. 26 . where these visitors are arriving from. going to the Traffic Sources overview page you can then select the advanced segments drop down.

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About Us page . your goal is that specific action. If you have a specific path you expect users to take on their way to converting. Google can track this as a funnel.Particular News article    . When you drive site users to a specific page in order to download. Job Applications. Contact Forms) .Goals  Goals are conversions.Purchase Confirmation Page/Receipt Page . signup. buy. or simply read something.Thank You Page (Newsletter Signups. Google is able to track how often goals are completed. Email Subscriptions. Examples of Goals .

Goals •To set up Goals: Go to your Profile Settings. Conversion Goals & Funnel You can have up to 4 different Goals Choose Edit .

Goals In configuring Goals steps. there are three different match types: .

Goals •Defining Funnels – URL and Name Fields •Here you can create up to 10 different steps. conversions will only be counted when they go through this exact path. such as a “Thank You” page. •If you choose these steps to be required. Contact Us) . •Goal URL & Name •This URL is the very last page of your funnel process. •The Goal Name is just for your reports. any name you will recognize (ex.

.Goals •Be sure to save changes •Once completed. your Goals should look similar to the example below. Notice the Goals are active (collecting data).

even though he never bought anything Track it using the ecommerce tags! If user behaviors can have multiple values. but –  .Ecommerce  Extends beyond “ecommerce” sites  Use to assign a $$ value to any user behavior  For example – a lead generation site    A prospect submits your web form and gets a confirmation page He/she has become a “lead” worth $15. you’d have to set up a new goal for *each* value  “Goals” feature is similar.

the user simply indicated an intent to purchase by clicking on each link We still wanted to track the value of tickets that were potentially sold later.Ecommerce  In this example. so we used the ecommerce feature of GA (not goals)  . no airline tickets were actually purchased on this website.

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Website Optimization  What is Web Site Optimization  It a continuous process to improve the conversions  Why Do Web Site Optimization  Spending time and money driving traffic to your site is useless if your visitors do not convert  Convert users effectively .

What Can you Optimize?  Headline  Sub headings  Images  Offers  Products  Placements on Landing pages  Color  Font  and list goes on .

however  A/B gives you insight into paths users take.com/?test=a  http://www.com/?test=b Allows you to do Clickpath analysis . because of the different URL structure   A/B – Uses multiple unique URLs  http://www.A/B Testing  When in doubt  Choose A/B over multivariate testing  Both give stats on combo “A” performs better than “B” by x%.xxx.xxx.

Testing .

A/B Testing .

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50/50 Split November 2007 Added a link and additional text to the upper left quadrant.A/B Testing . .

The Results statistically significant .

Summary .

72% click through rate for new link – surprisingly less than the percentage increase of visitors viewing 1+ pages  Even though the new link is for visitors who already had an account.Other Insights  Of the percentage increase (7. there was a 49.11% conversion rate  2. its greatest impact was on converting new visitors .06% of visitors viewing 1+ pages).

Testing  Optimize for Incremental Changes  Do not get caught up in Path Optimization Test one page at a time  Simplify it  Start with A/B then move to MVT and Targeting  Remember every site and their users are different   What works on one site might not work on the other .

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js) which was not possible with the legacy code (urchin. like a Flash website.Event Tracking Event Tracking is a method in Google Analytics which measures specific User interactions with a website. or a Flash Movie player Embedded AJAX page elements Page gadgets File downloads Load times for data Not available for all accounts  If you don’t have it.com/p/gaforflash/wiki/EventTrackingRequest .js). Event tracking measures: Any Flash-driven element. try requesting it:  http://code. This is made possible with the new Google Analytics code (gs.google.

js code on the webpage  _trackEvent() method in the source code of Video object _trackEvent() method parameters _trackEvent(category.  action (required) A string that is uniquely paired with each category.  label (optional) An optional string to provide additional dimensions to the event data. optional_label. action. optional_value)  category (required) The name you supply for the group of objects you want to track. and commonly used to define the type of user interaction for the web object.  value (optional) An integer that you can use to provide numerical data about the user event.Event Tracking Event tracking for Video Tracking Setup:  Ga. .

The Video we want to track is ‘Obama’s victory speech’.g. . "Play". " Obama’s victory speech").Event Tracking Event tracking for Video Tracking All events/methods in Google Analytics are called from the pageTracker object. A Video event can be tracked by inserting the _trackEvent method in the source code for the video. It can be tracked as mentioned below. E. where the category is ‘Videos’._trackEvent("Videos". pageTracker. Similarly we can track ‘Pause’ and ‘Stop’ events in place of ‘Play’ for the action parameter. action is ‘Play’ and the label is ‘Obama’s victory speech’.

the Video results can be viewed under Event Tracking present in the Content section of Google Analytics For the previous example. the data will show up like: Video -> Play -> Obama’s victory speech .Event Tracking Reporting for Video Tracking Once implemented.

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pageTrackerNEW. etc.. Useful when the page URL doesn’t accurately represent what the page means to you ._trackPageview().  pageTracker_trackPageview(“MyFavoritePage”)._trackPageview(). they’re free!  Make a new pageTracker variable for each tracking code  var pageTrackerNEW = _gat.  Use multiple accounts and tracking codes on your site  Hey.“Hacking” Analytics  The primary analytics function is simple Javascript  Don’t be afraid to change the Javascript   Can be used anywhere Javascript functions – on mouse clicks. not just on page loads  pageTracker._getTracker("UA-<2nd account>-x").

What a page means to you  The page URL  http://foodsite.com/FoodCategoryPage .com/Recipes/Meat-and-Poultry/Chicken/Main.aspx  What it means to you  http://foodsite.

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Other tools  Omniture or WebTrends instead?  In Loren’s opinion.com  . gives you “videos” of what they’re doing  http://www. GA is much better and less expensive  Honorary mention: Clicktale Low cost usability analytics tool  Tracks user mouse movement on your pages.clicktale.

roirevolution.com/  Unofficial Google Analytics Blog  http://www.blogspot.google.anilbatra.com/support/googleanalytics/  Ask Anil Batra  http://www.com/blog/  Google Analytics Knowledge base  http://www.com/digitalmarketing/ask-expert.asp .Other Resources  Official Google Analytics Blog  http://analytics.

Questions??
 Anil Batra  http://www.AnilBatra.com  Blog: http://webanalysis.blogspot.com  Twitter: @anilbatra  Loren Bast  lorenbast@gmail.com

Appendix
 Lots of random slides to follow

Motion Charts .

Motion Charts .

Motion Charts in Action .

Custom Segment _utmSetVar .

Custom Segment in Reports .

Advanced Segmentation .

Time toPurchase .

 . any changes will only be reflected in next visit.Few Words about _utmsetvar  Stored in the user’s __utmv cookie.  Get picked when the visitor returns by default.  If you don’t want that to happen you set it to Null at the end of the session  Visit Based Only one value allowed  Value is overwritten  Once Set the value remains for the visit.

Few Parting Thoughts  Web Analytics Tool Provides you Data  Use other data points   Feedback/Surveys Customer Experience Tools  Data is as good as the learning and action that come out from it  Before using tool figure out your business. site and customer goals. Do Data Analysis  Learn from data  Optimize Pages and Conversion Funnels  Optimization is a continuous process .  Do not just do Data Reporting.

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