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Google Analytics#OMSyd September 2015
@MatthewForzanDirector of Search
Yoghurt Digital
@MatthewForzan#OMSyd
Overview
● Mistakes● Setup● Goals & Events● Alerts● Ghost Traffic● Learning
Common Mistakes
@MatthewForzan#OMSyd
Common Mistakes
● Code placed incorrectly● Missing code● Duplicate/Multiple tracking codes● Conflict with GTM● Outdated code● Broken code
@MatthewForzan#OMSyd
Code Placement
Immediately before the end </head> tag
@MatthewForzan#OMSyd
Duplicate/Multiple Tracking Codes
● You only need one!● Use multiple profiles instead
@MatthewForzan#OMSyd
GTM Conflicts
● Bad experiences● Run them separately
@MatthewForzan#OMSyd
Outdated/Broken Code
● Login to GA > Admin● Property > Tracking Info > Tracking Code
@MatthewForzan#OMSyd
Checklist
❏ Code placed on every page❏ Code placed before end </head> tag❏ Single code used per page/site❏ GA and GTM setup separately❏ Google Analytics Universal used
@MatthewForzan#OMSyd
Pro Tip!
● Wrap your code with comments<!-- Begin Google Analytics -->
<!-- End Google Analytics -->
@MatthewForzan#OMSyd
Pro Tip!
● Use ScreamingFrog to check code
@MatthewForzan#OMSyd
Pro Tip!
● Use Tag Assistant by Google● Quickly provides insights on tags● Set to “Always Check” for clients
Poor Setup
Avoid This.
@MatthewForzan#OMSyd
Poor Setup
● 1 profile● No filters● No goals● Advanced (awesome!) features not set● Over-trusting user permissions
Proper SetupGet This!
@MatthewForzan#OMSyd
Pro Tip!
● Setup 3 profiles○ RAW - Do Not Edit○ Main/Master○ Testing
@MatthewForzan#OMSyd
Add Filters
● Exclude data from clients office IP● Exclude data from YOUR office IP● Exclude data from your HOME IP
@MatthewForzan#OMSyd
Add “Exclude IP” Filters
● Login to GA > Admin● View > Filters > + New Filter● Exclude from IP
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Exclude IP Filter
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Enable Features
● E-Commerce● Demographics● Remarketing● Link to WMT/GSC
@MatthewForzan#OMSyd
Enable Features
● Login to GA > Admin● Property > Property Settings
@MatthewForzan#OMSyd
Check/Enable Other Settings
● Set time zones● Turn on “Bot Filtering”● Track site search● Adjust channel grouping
@MatthewForzan#OMSyd
Check/Enable Other Settings
● Login to GA > Admin● View > View Settings
@MatthewForzan#OMSyd
Pro Tip
● Bump up the site speed sample rate
● Defaults to 1%! (eww)
@MatthewForzan#OMSyd
User Permissions
● Remove previous employees/agencies● Restrict permissions
Tracking: Goals & Events
Prove You’re Kicking Arse (or know you need to work harder)
@MatthewForzan#OMSyd
Set Goals
● Forms○ “Thank You” Pages
■ E-Commerce■ Enquiries
● Track the funnels!● Events (button clicks, downloads, external
links, video plays + more)
@MatthewForzan#OMSyd
Contact Form Enquiry Goal
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Set Goals
● Login to GA > Admin● View > View Settings > Goals
@MatthewForzan#OMSyd
Set Event Tracking
● Use GTM!● Makes things much easier (when setup
properly)
@MatthewForzan#OMSyd
Pro Tip!
● Implement scroll tracking● Obtain better insight into your
content performance!
@MatthewForzan#OMSyd
Image Reference: http://www.optimizesmart.com/implementing-scroll-tracking-via-google-tag-manager/
Tracking: Alert Notifications“You’ll Have to Speak Up, I’m
Wearing a Towel”
@MatthewForzan#OMSyd
Custom Alerts
● Emails sent by GA● Huge time + headache saver
@MatthewForzan#OMSyd
Custom Alerts
● Recommended setup:○ Drops/Spikes in Traffic○ Drops/Spikes in Conversion○ No traffic○ Skews in data
@MatthewForzan#OMSyd
Set Alerts
● Login to GA > Admin● View > View Settings > Custom Alerts
@MatthewForzan#OMSyd
Pro Tip!
● Set alerts for campaign goals○ IE: Enquiries > 50 = send email
● Impress them clients!
Ghost TrafficF&@! off. Seriously.
@MatthewForzan#OMSyd
Solutions
● Proactive - help prevent future skewed data● Retroactive - remove skewed past data
@MatthewForzan#OMSyd
Proactive
● Eliminate ~99% of Ghost Spam○ #1 - Collect Data ONLY from Correct Hostnames○ #2 - Exclude Data from Dodgy Sources
@MatthewForzan#OMSyd
#1 - Hostnames
● Get hostname data● Add filter
@MatthewForzan#OMSyd
Hostname Report
● Login to GA > Reporting● Audience > Technology > Network >
Hostname
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Hostname Filters
● Login to GA > Admin● View > Filters > + New Filter● ONLY INCLUDE
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#2 - Exclude Dodgy Sources
● Build regex● Add filter
@MatthewForzan#OMSyd
Regex List
semalt|anticrawler|seo-|free-|-buttons|buttons-|7makemoneyonline|-musicas*-gratis|kambasoft|savetubevideo|ranksonic|medispainstitute|offers.bycontext|100dollars-seo|sitevaluation|free-|event-tracking|buy-cheap|guardlink|erot|googlsucks|traffic2money|4webmasters|amezon|monetize|dailyrank|success-|video-|videos-|sexyali
@MatthewForzan#OMSyd
Exclusion Filters
● Login to GA > Admin● View > Filters > + New Filter● Exclude regex list
○ Won’t scale :(
@MatthewForzan#OMSyd
Retroactive
● Build custom advanced segment● Strip any data using the previous rules
○ NOT hostname○ Regex spammers
@MatthewForzan#OMSyd
Retroactive Segment
● Login to GA > Admin● Reporting > + Add Segment● + New Segment
Further Learning
“Son, if you really want something in this life, you have to work for it. Now quiet! They’
re about to announce the lottery numbers.”
@MatthewForzan#OMSyd
People to Follow
Simo Ahava● simoahava.com
@MatthewForzan#OMSyd
People to Follow
Avinash Kaushik● kaushik.net/avinash/
@MatthewForzan#OMSyd
Courses/Study
● Google Analytics Academy○ Digital Analytics Fundamentals○ GTM Fundamentals
● Google Analytics Exam
Cheers! Keep in touch :)
@MatthewForzan
www.yoghurtdigital.com.au
