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Google Analytics Concepts
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aspgems.com
Google Analytics Concepts
marzo de 2.010
2
Introduction
With Google Analytics we can:
● make informed site and content decisions
● increase conversions
● measure keyword and ad performance
● track a wide variety of metrics
3
How Does GA Work?
● Google Analytics Tracking Code (GATC) JavaScript in each page of our site
● Google Analytics only uses first-party cookies
4
What happens if ...
someone who blocks their cookies
→ not tracked
someone who deletes their cookies
→ tracked but identified as a new visitor
someone who disables JavaScript
→ not tracked
cached pages → tracked if connected to the internet
JavaScript error on the page → not tracked if the error occurs before the tracking code is executed
5
GA Tracking Code
● You'll sometimes need to paste the GATC at the top of the page:
● tracking ecommerce transactions
● tracking across multiple domains or subdomains
● using iframes
● using custom JavaScript functions that may conflict with ga.js
● New asynchronous tracking code.
6
Interpreting Reports
● Create context● compare with other metrics
● look for trends
● Data driven decision making
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Pageviews, Visits and Visitors [1]
pageview: is counted every time a page on your site loads
visit (session): period of interaction between a browser and a website. Closing the browser or staying inactive for 30 minutes ends the visit.
visitor: is uniquely identified by a Google Analytics cookie
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Pageviews, Visits and Visitors [2]
unique pageview: number of visits during which page was viewed
absolute unique visitor: each visitor is counted only once during the selected date range
new and returning visitor
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Pageviews, Visits and Visitors [3]
10
Time Metrics [1]
time on page (n) = timestamp (n+1) – timestamp (n)
The time on page of the last page on a visit is always 0, because there's not timestamp GA can use to calculate the time.
time on site = sum(time on page) for a visit
11
Time Metrics [2]
avg. time on page = time on site / (pageviews – exits)
pages with time on page 0 are excluded from the calculation
avg. time on site = sum(time on site) for all visits / visits
pages with time on page 0 are not excluded from the calculation
12
Traffic Sources
● where the traffic is coming from on the internet?
● which source is sending the best quality traffic?● e.g. small bounce rate
13
Traffic Sources
direct traffic: bookmark or URL typed directly into the browser
referral traffic: via a link in any web site
search engine traffic: click in a search results link in a search engine
organic: non-paid
paid: ads
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Keywords
● What were visitors expecting to find on your site?
● You fail to meet their expectation:● high bounce rate
● low goal conversion rate
● e-commerce per visit value
● Which landing pages are being used for a keyword?
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Campaign Attribution
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GA Accounts [1]
● One Google username:● up to 25 GA accounts
● can be added as an administrator to an unlimited number of GA accounts
● Administrators can:● create filters, profiles, goals
● add users
17
GA Accounts [2]
● Users:● read-only access to reports
● can be restricted to specific profiles
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Profiles [1]
● Profile: set of rules that define what data is to be included in the reports
● Examples:● subdomains
● sections of a site
● filtered data (access control)
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Profiles [2]
● The settings of a profile include:● user access
● goals
● filters
Each domain has a unique tracking code number (property number)
20
Campaign Tracking and AdWords Integration
● Autotagging:● reports are automatically populated with click, cost,
… of every keyword you buy
● if autotagging is not enabled, unpaid and paid clicks will look they came from the same source: google/organic
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AdWords Data● Clicks
● Cost
● CTR (Click-through Rate) = ( clicks / impressions ) * 100
● CPC (Cost per Click)
● RPC (Revenue per Click)
● ROI (Return on Investment) = ( E-commerce Revenue + Total Goal Value - Cost) / Cost
22
Data Discrepancies
● Clicks (AdWords) vs. Visits (GA)
● Browser preferences (JavaScript, cookies)
● Unable to load GATC or GATC missing
● AdWords filtering
● Report data sync
● Destination URLs not tagged
● Redirects
23
Tracking Online Marketing
● You can add tags with campaign identifying to your destination URLs in paid links:● keyword links
● banners
● links inside emails
● Manual URL tagging => query string
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Tags● Always:
● utm_source: advertiser (google, yahoo, …)
● utm_medium: marketing medium (cpc, banner, email, …)
● utm_campaign: campaign name
● Optional:● utm_term: paid search keyword
● utm_content: ad version
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Tagging Examples
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Goals [1]
● Goal: website objetive
● Types:● URL destination goal
– head match (/offer1/)
– exact match (/offer1/signup.html)
– regexp match (/.*/signup\.html)
● Time on Site goal
● Pages/Visit goal
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Funnels
● Funnel: ● the set of steps, or pages, that
you expect visitors to visits on their way to complete the conversion
● URL destination goals
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Funnel Numbers
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Goals [2]
● Goal Value (optional): assign monetary value to non-ecommerce goals
● During a visit: ● goal conversions => once
● e-commerce transactions => multiple times
30
Filters
● Modify data:● remove data from internal sources
● restrict data for a profile or user
● segment data
● Customize reports
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Filters and Profiles [1]
● Filters are applied to profiles
● It is recommended to maintain an unfiltered profile
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Filters and Profiles [2]
33
Filter Types
● Predefined filters:● exclude traffic from a domain
● exclude traffic from a IP address
● include only traffic to a subdirectory
● Custom filters:
filter type | filter field | filter pattern
34
Custom Filters
● filter type:
● exclude
● include
● lowercase / uppercase
● search & replace
● advanced
● filter field:
● request URI
● hostname
● page title
● …
35
Cookies [1]
● Cookies are text files that describe a small piece of information about a visitor or the visitor's computer.
● Google Analytics:● first-party cookies
● your site can uniquely but anonymously identify individual visitors
36
Cookies [2]
37
__utma: Visitor Identifier
38
__utmb & __utmc: Session Identifiers
● Session (or visit) => 30 minutes of inactivity
● Each time de GATC is executed, __utmb is set to expire in 30 minutes.
● When the visitor loads a page, the GATC checks for both the __utmb and __utmc cookies. If either one is missing GA knows it's a new session.
39
__utmz: Campaign Values [1]
● The session number increments for every session during which the campaign cookie gets overwritten.
● The campaign number increments every time you arrive at the site by a different campaign or organic search, even if it is within the same session.
40
__utmz: Campaign Values [2]
41
__utmv: Visitor Segmentation
● Only set if the site calls the _setVar() method
● _setVar() => deprecated
● _setCustomVar()
42
E-commerce Tracking [1]
● Enable e-commerce reporting in your website profile
● Add the GATC
● Add some additional code to track each transaction
43
E-commerce Tracking [2]
44
Revenue Metrics
● Calculated based on:● the goal values:
– Per Visit Goal Value
● the e-commerce revenue:– Revenue
– Average Value (of an e-commerce transaction)
– Per Visit Value
● goal Values + e-commerce revenue:– RPC, ROI, Margin, $Index
45
$Index
● $Index is a way of ranking the pages that have the most impact on site profitability
(Goal Value + E-commerce Revenue) / Unique Views of Page Before Conversion
● Useful as a way of ranking pages
46
$Index Example
47
Tracking across Domains [1]
● Add the following lines to the GATC on all pages of both domains:
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Tracking across Domains [2]
● Add _link() to all links between domains:
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_linkByPost()
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Tracking Subdomains
● Add the following line to the GATC on all pages of each subdomain:
51
Best Practice #1
● Create separate profiles for each subdomain:
52
Best Practice #2
● To differentiate between visits to identically named pages:
53
Domains with Subdomains● Add:
● _link() & _linkByPost()
54
Advanced Segmentation
● Isolate and analyze subsets of your traffic:● visits from California
● visits with purchases of $100 or more
55
Advanced Segments vs. Filtered Profiles
● Advanced Segments:– can be applied to historical data
– are available across all domains and profiles
– can be compared side-by-side in the reports
– are easier to create
● Filtered Profiles:– to permanently alter or restrict the data that appears in a
profile
– if you need to restrict user access to a subset of data
56
Internal Site Search
● Analyzing internal search can help you identify:● missing or hidden content
● ineffective search results
● keywords not previously identified for search campaigns
http://javiervidal.net/?s=hola+mundo
query parameter: s
(Can be provided up to 5 query parameters)
57
Site Search Reports [1]● Site Search Usage: compares performance of users
who use site search versus those who do not
● Site Search Terms: only includes visits where a search is performed
– can compare metrics between internal search queries
– useful for identifying new keywords– can be combined with segmentation
● Search Refinement: View the keywords visitors used to refine their original searches
58
Site Search Reports [2]
● Search Navigation: See where visitors who search on a specific keyword go after viewing the search results page
● Start Pages: Shows you where visitors begin using the search function (useful to assess the effectiveness of landing pages)
● Destination Pages
● Trending
59
Goal Conversion and Site Search
● Goal conversions in the Site Search reports are based on visits that include at least one search
60
Event Tracking & Virtual Pageviews
● Cases where a pageview is not generated:● Flash
● AJAX
● file downloads
61
Virtual Pageviews
● Call _trackPageview(filename)
● Best practices:● Adopt a consistent and clear naming convention
● Filter out the virtual pageviews in a separate profile, for example, use a virtual directory, /virtual
62
Event Tracking
● Event tracking will not generate an extra pageview
● You can easily organize your events in:● categories
● actions
● labels
● values
● _trackEvent()
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_trackEvent()
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Advantages of Event Tracking
● Analyze user interactions in much greater detail
● Avoid inflating your pageview count
65
Custom Visitor Segmentation
● Predefined segmentation variables: City, Language
● Custom segmentation variables● _setVar() => only one (visitor-level)
● _setCustomVar()
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Member vs Non-Member
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_setVar() [deprecated]
● __utmv cookie
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_setCustomVar()
_setCustomVar(index, name, value, scope)
● index: slot 1-5
● scope:● 1: visitor-level
● 2: session-level
● 3: page-level
69
Interesting URLs
http://www.google.com/support/conversionuniversity/?hl=en
http://www.seorabbit.com/google-analytics-individual-qualification-test-notes
http://dl.dropbox.com/u/915172/GAIQ_examples.zip
¡gracias!