Going Beyond the Pageview

About Analytics Ninja Founded 2010Web Analytics = <3Twitter @analyticsninja

Online Marketing Philosophy – Web Analytics is the keystone of any successful online marketing

About Analytics NinjaLoves working with fun businesses

The Litmus Test↓ Analysis ↓Advanced Segments

↓ Implementation ↓ Event Tracking & Custom Variables

Goal of this presentationEvangelize why it is important to track more than just pageviews.

Yes, I’m going tosuggest you TRACK EVERYTHING(well, almost).

Really, it’s not that hard.Anatomy of Event Tracking

in Google Analytics

• Category• Action• Label• Value• Non-Interaction

Important Tip of the Day: Consistency

Category, Action, & Label can be anything you want• Keep Category the most

broad• Action describing what

happens in the Category• Label describes Actions

Use Case #1 - Navigation

onClick="_gaq.push(['_trackEvent', 'Refine', 'Finish', 'Bronze']); "

What would the Action Item be?

Test different ordering of navigational refines to see if conversion rates are improved.

Use Case #2 – Category Pages

Use Case #2 – Category Pages

Use Case #2 – Category Pages

What next?Test different product

presentation of “Best Sellers”

Populate ‘Label’ with SKU and measure impact of testing

different products as best sellers

Use Case #3 – Cross Sells

Use Case #3 – Cross Sells

Interactions which don’t load a new page

Interactions which don’t load a new page

opening…

fully open

Product Pages

Events + Custom Variables = Awesome

• Navigation• Cross Sells• Up Sells• Product Presentation• Mouseovers• Video Views• Form Fills / Abandons• Modal Overlays• Downloads• Outbound clicks

What should I track?

Contact Info:Yehoshua Corenninja@analytics-ninja.comTwitter: @analyticsninja

www.analytics-ninja.com