GA Konferenz-2011 Nick Mihailovski_API

Google AnalyticsBecoming More Productive Using The Analytics API

Nick MihailovskiSr. Developer Programs Engineer

Google Analytics

Web Analytics TV

Agenda

What is the API & Why It’s Important

3 Awesome Tools

Advanced Data Uses

Agenda

3 Awesome Tools

Advanced Data Uses

Developer Platform Overview

Account Configuration

Tracking Code Reports

Processing

Developer Platform Overview

Management API

ga.js / Mobile SDK Data Export API

Processing

How the Web Interface works

HTTP Request

Processing

HTTP Response

How the API works

https://www.google.com/analytics/feeds/data

?ids=ga:12345

&start-date=2009-10-01

&end-date=2009-10-31

&dimensions=ga:source

&metrics=ga:visits,

ga:transactions,

ga:transactionRevenue

API Query

HTTP Request

Processing

HTTP ResponseXML Response<feed>

</entry><entry>

<dxp:dimension name='ga:source' value=’google.com'/><dxp:dimension name='ga:medium' value=’organic'/><dxp:metric name='ga:visits' type='integer' value=‘5 4140'/><dxp:metric name='ga:bounces' type='integer' value=‘ 48095'/>

</entry></feed>

Retrieving Data From The API

Filters

Date Range

Profile

Advanced Segments

Dimensions Metrics

Start IndexMax Results

Simple API Query

?ids=ga:12345

&end-date=2009-10-31

&metrics=ga:visits,

ga:transactions ,ga:transactions ,

Simple API Query

?ids=ga:12345

&end-date=2009-10-31

&metrics=ga:visits,

ga:transactions,ga:transactions,

Profile ID: Defines the Google Analytics profile

Simple API Query

?ids=ga:12345

&end-date=2009-10-31

&metrics=ga:visits,

Date Range: Get data from the month of October

Simple API Query

?ids=ga:12345

&end-date=2009-10-31

&dimensions =ga:source # Can specify up

&metrics= ga:visits ,&metrics= ga:visits ,

ga:transactions,

Dimension: Show all the sources of traffic

Simple API Query

?ids=ga:12345

&end-date=2009-10-31

&metrics =ga:visits, # Can

specify up to 10specify up to 10

ga:transactions,

Metrics: The sum of these values across all visits to a site

Simple API Query

?ids=ga:12345

&end-date=2009-10-31

&metrics=ga:visits,

&start-index=1,

&max-results=10000

Start Index: Starting row numberMax Results: The number of results to return

Simple API Query

?ids=ga:12345

&end-date=2009-10-31

&metrics=ga:visits,

&sort=ga:source,-ga:visits,ga:pageviews

Sort: Order the results in a particular way

Simple API Query

?ids=ga:12345

&end-date=2009-10-31

&metrics=ga:visits,

&filters=ga:transactionRevenue>0

Filters: Only return a subset of the values

Advanced Segments

?ids=ga:12345

&end-date=2009-10-31

&metrics=ga:visits,

&segment=

Segment: Advanced segment query parameter

Default and Custom Advanced Segments

?ids=ga:12345

&end-date=2009-10-31

&metrics=ga:visits,

&segment=gaid::-11

gaid:: Reference the segment by ID

Dynamic Advanced Segments

?ids=ga:12345

&end-date=2009-10-31

&metrics=ga:visits,

&segment= dynamic::

dynamic:: Define the segment on the fly

?ids=ga:12345

&end-date=2009-10-31

&metrics=ga:visits,

&segment=dynamic::ga:transactionRevenue >1000

For all visits that had greater than $1000 in revenue

?ids=ga:12345

&end-date=2009-10-31

&metrics=ga:visits,

&segment=dynamic::ga:transactionRevenue>1000 ;

ga:day==Monday

For all visits that had greater than $1000 in revenue ANDmade a purchase on Monday

?ids=ga:12345

&end-date=2009-10-31

&metrics=ga:visits,

&segment=dynamic::ga:transactionRevenue>1000 ;

ga:day =~Monday|Wednesday

For all visits that had greater than $1000 in revenue ANDmade a purchase either on Monday OR Wednesday

How the API works

?ids=ga:12345

&end-date=2009-10-31

&metrics=ga:visits,

ga:transactions,

API Query

HTTP Request

Processing

XML Response HTTP Response<feed>

</entry><entry>

</entry></feed>

Accessing Report Data

Metric Totals

Rows of DataTotal Results

API Response

<dxp:aggregates><dxp:metric name='ga:visits' type='integer' value='1 36540'/><dxp:metric name='ga:bounces' type='integer' value=' 101535'/>

</dxp:aggregates>

</entry><entry>

</entry></feed>

API Response

</dxp:aggregates>

</entry><entry>

</entry></feed>

API Response

<dxp: aggregates ><dxp:metric name=' ga:visits ' type='integer' value=' 136540 '/><dxp:metric name=' ga:bounces ' type='integer' value=' 101535 '/>

</dxp:aggregates>

</entry><entry>

</entry></feed>

API Response

</dxp:aggregates>

</entry><entry >

<dxp:dimension name=' ga:source ' value=’ google.com '/><dxp:dimension name=' ga:medium ' value=’ organic '/><dxp:metric name=' ga:visits ' type='integer' value=‘ 54140 '/><dxp:metric name=' ga:bounces ' type='integer' value=‘ 48095 '/>

</entry></feed>

Query Explorer Demo

Agenda

3 Awesome Tools

Advanced Data Uses

3 Awesome Tools

Next Analytics

• Increase productivity

Analytics Canvas

• Make data meaningful to your business

• Better understand customers through integrations

3 Awesome Tools

Next Analytics

Analytics Canvas

Next Analytics

www.excel.nextanalytics.comwww.excel.nextanalytics.com

3 Awesome Tools

Next Analytics

Analytics Canvas

By Country

By City

By Regional Market ?

Analytics Canvas

www.analyticscanvas.comwww.analyticscanvas.com

3 Awesome Tools

Next Analytics

Analytics Canvas

Google Analytics Describes the What

Your campaign drove a significant amount of traffic.

But was it qualified?

There was an increase in traffic to your support page. traffic to your support page.

Was there a problem with

the site or your product?

Time on site increased.

Were visitors more engaged

or simply unable to find what

they were looking for?

Case Study

Media client focusing on Online Publishing

• Rolling out paid access to premium articles

• Customers make purchase decision after reading article abstract

Due Diligence

• Market research

• Needs assessment

• Price sensitivity

Undesirable Results

• Very low conversion 0.5% purchase articles

4Q Answers

80% of visitors view abstracts, but only 0.5% purchase articles

53% found abstracts were too

short to make purchase decision• “If I have to pay extra for articles, at least give me a

• “If I have to pay extra for articles, at least give me a better idea of what the articles are about.”

• “The blurbs for your paid articles are not detailed enough.”

• “The summary of the article seems interesting but I’m not paying $6.95 to find out that it isn’t what I thought it was”

The Decision – Longer abstracts

The Result – 5x increase – from $40k/month up to $200k/month

Google Analytics & 4Q

• Developed in consultation

with Avinash Kaushik

• Asks the “most important

survey questions”

• Free & paid subscriptions

• Simple integration with Google

Analytics

• Feature rich, even at the

“free” level

Understand the why

How would you rate your overall site experience?

What was the purpose of your visit?

Did you accomplish the purpose of your visit?

If not, why not?

Technical Integration

4Q Suite displays survey when user leaves the site

If user accepts, both 4Q Suite and GA sessions are joined

Survey is taken by visitorsSurvey is taken by visitors

Upon completion, survey data is sent as events to Google Analytics

4Q Data Inside Google Analytics

Integrate Into Custom Reports Setup Advanced Segments

Deeper Understanding of Your Visitors

Improve content based on site experience score

Optimize AdWords bids based on the purpose of a visit

Agenda

3 Awesome Tools

Advanced Data Uses

Content ID

_gaq.push([‘_trackPageview’]);

Google Analytics

?ids=ga:12345

&start-date=2011-04-20&end-date=2011-04-20

&dimensions=ga:pagePath

&metrics=ga:pageviews

&sort=-ga:pageviews

_gaq.push([‘_trackPageview’, ‘/agreeButton’]);

Google Analytics

?ids=ga:12345&start-date=2011-04-20&end-date=2011-04-20

&dimensions=ga:latitude,ga:longitude

&metrics=ga:visitors

&filter=ga:pagePath==/agreeButtom

Google Charts API

API Resources

App Galleryhttp://www.google.com/analytics/apps

Documentationhttp://code.google.com/apis/analytics

Developer GroupDeveloper Grouphttp://groups.google.com/group/google-analytics-api

Notify Grouphttp://groups.google.com/group/google-analytics-api-notify

GA Konferenz-2011 Nick Mihailovski_API

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