Google Analytics

1. Introduction What is Google Analytics? urchin.js GA.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 Easy to understand

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

2. Google Analytics interface Dashboard Add / remove elements Personalized

Calendar

Reporting XML PDF CSV Send now Schedule

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

urchin.js Old code Can still be used _uacct = "UA "; urchinTracker();

GA.js New code var gaJsHost = ((" == document.location.protocol) ? " : " \ " ); var pageTracker = _gat._getTracker("UA ");pageTracker._initData();pageTracker._trackPaginaweergave();

Check your installation Put code just before Loads pages faster No problem if GA offline

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

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

Add user

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

Best practices Profile with ALL data Testing profile

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

GATC for different profiles _uacct = "UA "; urchinTracker(); _uacct = "UA "; urchinTracker(); _uacct = "UA "; urchinTracker();

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

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

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

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,...

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

Filter Type 10 different types 3 predefined 7 custom

5.1 Exclude all traffic from a domain

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

5.3 Include only traffic to a subdirectory

5.4 Include / Exclude filter (1)

5.4 Include / Exclude filter (2)

5.4 Include / Exclude filter (3)

5.5 Search and replace filter (1)

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

5.6 Uppercase / Lowercase filter

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

Examples of advanced filters (1)

Examples of advanced filters (2)

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)

Custom segmentation example VisitorMemberCustomer

Custom segmentation code Everyone = visitor (“not set”) When registered = member When completed buy = customer Report: Visitors > User defined

User Defined Values

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

Setting up goals

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

Goals visualisation (1)

Goals visualisation (2)

Funnels Extension of goals Predefined steps Track conversion process Required steps ? Step 1 Step 2 Step 3 conversion

Funnel visualisation

9. Tips & Tricks: Site Search

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 Begrippen

Zoekwoorden

Verwijzende Sites

Beter Social Media Traffic volgen Campaign Link Tagging Step #1 – gebruik de Google URL Tool om een tracking link te maken analytics/bin/answer.py?hl=en &answer=55578

Weergave per Pagina

Stegelshof

Innoviting – Call to Action Innoviting de beste services voor rfid en project management

Innoviting - Linkbuilding Pagerank: 5http:// Pagerank: 3http:// Pagerank: 4http:// Pagerank: 5http://nl.wikipedia.org/wiki/Radio_frequency_identification Pagerank: 5 Pagerank: 5