1 / 58

Google Analytics

Google Analytics. 1. Introduction. 2007. What is Google Analytics?. 2005. 2004. GA.js. urchin.js. Conventions. GA = Google Analytics GATC = Google Analytics Tracking Code. Google Analytics advantages. Free Sufficiant possibilities for most companies Easy to implement Easy to use

amish
Télécharger la présentation

Google Analytics

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Google Analytics

  2. 1. Introduction 2007 What is Google Analytics? 2005 2004 GA.js urchin.js

  3. Conventions • GA = Google Analytics • GATC = Google Analytics Tracking Code

  4. Google Analytics advantages • Free • Sufficiant possibilities for most companies • Easy to implement • Easy to use • Easy to understand

  5. Google Analytics disadvantages • URL and title based • Privacy ? • JavaScript and cookies • Only visitors, no crawlers or bots

  6. 2. Google Analytics interface • Dashboard • Add / remove elements • Personalized

  7. Calendar

  8. Reporting • XML • PDF • CSV • Send now • Schedule

  9. Get the GATC • Google Analytics Tracking Code • Old vs. New one • urchin.js vs. GA.js

  10. urchin.js • Old code • Can still be used <script src="http://www.google-analytics.com/urchin.js" type="text/javascript"> </script> <script type="text/javascript"> _uacct = "UA-123456-1"; urchinTracker(); </script> </body> </html>

  11. GA.js • New code <script type="text/javascript"> var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");document.write("\<script src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'>\<\/script>" ); </script> <script type="text/javascript"> var pageTracker = _gat._getTracker("UA-123456-1");pageTracker._initData();pageTracker._trackPaginaweergave();</script> </body> </html>

  12. Check your installation • Put code just before </body> • Loads pages faster • No problem if GA offline

  13. Easy implementation • All HTML-files: lot of work • Dynamic site: look for footer inclusion • CMS: look for templates • Put GATC on ALL pages !!! • Correct data = essential

  14. Access manager • Give access to GA account • Must be Google account • Administrator or View Reports only

  15. Add user

  16. 5. Profiles and Filters • Are the real strength of GA • Segment data • Deep analysis • Depending on needs • Start collecting data when created

  17. Best practices • Profile with ALL data • Testing profile

  18. Data needed for profile • Website URL • Profile Name • Time Zone • Default Page • Exclude parameters • E-commerce website • Search

  19. GATC for different profiles <script src="http://www.google-analytics.com/urchin.js" type="text/javascript"> </script> <script type="text/javascript"> _uacct = "UA-123456-1"; urchinTracker(); </script> <script src="http://www.google-analytics.com/urchin.js" type="text/javascript"> </script> <script type="text/javascript"> _uacct = "UA-123456-2"; urchinTracker(); </script> <script src="http://www.google-analytics.com/urchin.js" type="text/javascript"> </script> <script type="text/javascript"> _uacct = "UA-654321-1"; urchinTracker(); </script>

  20. Filters • Applied to profile • Change data (forever!) • Segmentation • Business rules • 2 sorts: predefined and custom • Test profile

  21. How do filters work? 3 components • Filter Type • Filter Fields • Filter Pattern Filter data before submitting it to GA DB

  22. Multiple filters • No problem • Multiple filters applied to data • Data output filter 1 is input filter 2 • Be careful !!! • Wrong conclusions

  23. Filterfields • 37 fields • Field = pageview attribute • Regular fields and user defined fields • Regular: request URI, hostname, referral, page title, browser, IP address,... • User defined: campaign name, source, campaign term, e-commerce variables,...

  24. Filter Patterns • Pattern is applied to filterfield • If ok, data registered • If not ok, data neglected • Build patterns using RegEx • RegEx = set of characters, representative for bigger set of data

  25. Filter Type • 10 different types • 3 predefined • 7 custom

  26. 5.1 Exclude all traffic from a domain

  27. 5.2 Exclude all traffic from an IP address IP ranges with RegEx !!!

  28. 5.3 Include only traffic to a subdirectory

  29. 5.4 Include / Exclude filter (1)

  30. 5.4 Include / Exclude filter (2)

  31. 5.4 Include / Exclude filter (3)

  32. 5.5 Search and replace filter (1)

  33. 5.5 Search and replace filter (2) • No RegEx !!! • Changes data !!!

  34. 5.6 Uppercase / Lowercase filter

  35. 5.8 Advanced filters • Change data fields • By combining elements • 2 filter fields: Field A and Field B • Extract field = Constructor • RegEx !!!

  36. Examples of advanced filters (1)

  37. Examples of advanced filters (2)

  38. 6. Custom segmentation • Segment data • _utmv cookie • JavaScript function _utmSetVar() • On pages tagged with GATC • Applied to HTML attributes as onLoad(), onChange(), onSubmit() • Only 1 cookie per visitor (website)

  39. Custom segmentation example

  40. Custom segmentation code • Everyone = visitor (“not set”) • When registered = member • When completed buy = customer • Report: Visitors > User defined <body onLoad=”javascript:_utmSetVar(‘member’);”> <body onLoad=”javascript:_utmSetVar(‘customer’);”>

  41. User Defined Values

  42. 7. Goals • Conversions ? • Conversion rate • Reports • Success of site • “Thank you” page • Max. 4 per profile • Contact – buy – download - register

  43. Setting up goals

  44. Goals howto • Match type • Goal value • Choose good name • Unique “thank you” page per conversion • Keep track of filters

  45. Goals visualisation (1)

  46. Goals visualisation (2)

  47. Funnels • Extension of goals • Predefined steps • Track conversion process • Required steps ?

  48. Funnel visualisation

  49. 9. Tips & Tricks: Site Search

  50. Begrippen • Bezoeker / Visitor = Surfer die website bezoekt • Bezoek / Visit = Bezoek aan een website • Unieke bezoeker: over tijdsperiode • Pagina’s / Pageviews = aantal pagina’s dat je opvraagt

More Related