Making Google Analytics Work for You With Custom Variables

Mike Pantoliano@MikeCP

CampaignsSearchReferrals

LocationEngagementNew vs Returning

Top ContentLanding PagesSite Search

GoalseCommerceFunnels

We All Know...

Refine GA tracking w/ name-value pairs

CVs Allow Us To:

Name ValuesGender

Member Status

Converted

Language

Male, Female

Logged In, Not Logged In

False, True

English, German

Excellent Analytics http://bit.ly/izpY69

http://dis.tl/excelninja

But How Do I Know What To Track?

Determine What’s Important To You

Forget about Web Analytics

Determine What’s Important To You

Forget about Web Analytics

Determine What’s Important To You

Build and Track That!

Forget about Web Analytics

<script type="text/javascript">

  var _gaq = _gaq || [];  _gaq.push(['_setAccount', 'UA-XXXXX-X']);  _gaq.push(['_trackPageview']);

  (function() {    var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;    ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';    var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);  })();

</script>

<script type="text/javascript">

  var _gaq = _gaq || [];  _gaq.push(['_setAccount', 'UA-XXXXX-X']);

_gaq.push(['_setCustomVar', name, value, opt_scope]);  _gaq.push(['_trackPageview']);

  (function() {    var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;    ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';    var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);  })();

</script>

_setCustomVar(index, name, value, opt_scope)

index - Required - Slot 1 through 5

name - Required

value - Required

opt_scope ‣1 (visitor-level)‣2 (session-level) ‣3 (page-level - default)Source: Google Analytics Help http://bit.ly/ljbCYZ

_gaq.push(['_setCustomVar',  1,       'Section',    'Life & Style’,  3         ]);

Page-Level CV Examplesopt_scope set to 3 or left

blank

Product Categories and Types

Grouping Pages

_gaq.push(['_setCustomVar',1,'Air Force','Air Force Cap',3]);

_gaq.push(['_trackPageview']);

Other Ideas

Review Count and/or aggregate score

Character Count

Comment Count

Post Author

Session-Level CV Examplesopt_scope set to 2

Organic Rank Position

How-to: http://bit.ly/90zcJT

_gaq.push(['_setCustomVar',2,'blue widgets','3',2]);

_gaq.push(['_trackPageview']);

Landing Page Grouping

Visitor-Level CV Examplesopt_scope set to 1

Great For Visitor Attributes:Social vs Non-Social First

Touch

Social Media ROI

Mike Pantoliano@MikeCP

Thanks!

mike.pantoliano@distilled.co.uk