Advanced Google Analytics Techniques
-
Upload
ben-macneill -
Category
Technology
-
view
907 -
download
1
description
Transcript of Advanced Google Analytics Techniques
![Page 2: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/2.jpg)
• Goals
• Custom Reports
• Custom Variables
• Advanced Segments
• Bonus: New GA UI
![Page 3: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/3.jpg)
Goals
• What do you want your site visitors to do?
• Download a PDF?
• Submit a form?
• Click the "contact us" link?
• Sign up for a newsletter?
• How many visitors reach the goal?
• Where do visitors abandon goals?
![Page 4: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/4.jpg)
Example: Ask an Expert
• How many visitors are "Asking an Expert"?
• What happens when they use the Ask an Expert form?
• Problem: the search results for the form create unique URLs
![Page 5: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/5.jpg)
Solution: Virtual Pages
• The solution is create a virtual page with the GATC method: _trackPageview()
• We're going to overwrite the actual, dynamic URL with a made-up, virtual URL
![Page 6: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/6.jpg)
Step 1. Define the Goal
• "Question submitted" page
• Problem: it's not a hardcoded web page (there is no thankyou.html page)
• (The "thank you" page URL is dynamic because the visitor is returned to their previous page)
![Page 7: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/7.jpg)
Make Up a Descriptive URL
Before:_gaq.push(['_trackPageview']);
After:_gaq.push(['_trackPageview', '/ask-an-expert-question-submitted']);
In GA, this page view shows up as: www.extension.org/ask-an-expert-question-submitted
![Page 8: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/8.jpg)
Goals in the New UI
![Page 9: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/9.jpg)
Step 2. Set up a Goal
![Page 10: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/10.jpg)
Step 3. Define the Funnel
![Page 11: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/11.jpg)
Result: Visualization Funnel
![Page 12: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/12.jpg)
Funnel Detail
![Page 13: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/13.jpg)
Analyze
• Are visitors doing what you expect?
• Where are they dropping off?
• What's wrong with those pages?(focus redesign efforts there.)
![Page 14: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/14.jpg)
![Page 15: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/15.jpg)
Funnels in the New UI
![Page 16: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/16.jpg)
Custom Reports
![Page 17: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/17.jpg)
Why Custom Reports?
• When you want more than the general GA reports: traffic sources, pageviews, search terms, visitor location, etc.
• Only the metrics you want to see
• Organized exactly how you want to see it
• Create report combinations that don't exist by default
![Page 18: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/18.jpg)
Create a New Report
![Page 19: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/19.jpg)
Custom Report Builder
![Page 20: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/20.jpg)
Metrics vs. Dimensions
• Metrics: think Numbers(145 visitors, pages, or goals)
• Dimensions: think Descriptions(145 visitors in NC who came from Organic Search)
![Page 21: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/21.jpg)
• Want to measure AaE Submissions and total visitors (Visits and Goals - metric)
• Where are Ask an Expert submissions coming from? (Geography - dimension)
• How are these visitors finding the Ask an Expert form? (Traffic source - dimension)
Example: Where are AaE Questions Coming From?
![Page 22: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/22.jpg)
Step 1. Select Metrics
• We are choosing metrics related to AaE Goals
• Drag and arrange in any order you prefer
![Page 23: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/23.jpg)
Step 2. Select Dimensions
• Pick a Primary dimension
• Choose the order of drill-down dimensions
![Page 24: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/24.jpg)
Step 3. Save and View
![Page 25: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/25.jpg)
View Later
![Page 26: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/26.jpg)
Custom Variables
• Create additional, custom traffic segments
• visitor types
• which sections are most popular
![Page 27: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/27.jpg)
Step 1. What's the scope?
• Visitor-level — the individual that visits the site, and everything about that person
• Session-level — the visit itself and everything that takes place during that time
• Page-level — individual pages that the visitors interacts with. Generally a pageview.
![Page 28: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/28.jpg)
_setCustomVar(index, name, value, opt_scope)
• Name-value pairs (section, horses)
• index: the slot for the custom variable. limited number. 1-5.
• opt_scope: 1 (visitor-level), 2 (session-level), or 3 (page-level, the default).
![Page 29: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/29.jpg)
Examples
Category tracking? Use page-level scope (3).(rat = resource area tag)
_gaq.push(['_setCustomVar', 1, 'rat', 'horses', 3]);
User-type tracking? Visitor-level scope (1).
_gaq.push(['_setCustomVar', 2, 'login', 'internal', 1]);
![Page 30: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/30.jpg)
Custom Vars in the New UI
![Page 31: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/31.jpg)
Drilling Down
![Page 32: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/32.jpg)
Advanced Segments
• Define the specific slice of traffic that you are interested in
• Activate that segment and view any report in Google Analytics
![Page 33: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/33.jpg)
Segments in the New UI
![Page 34: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/34.jpg)
Another way
![Page 35: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/35.jpg)
Step 1. Create a New Segment
![Page 36: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/36.jpg)
Step 2. Define the Segment
![Page 37: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/37.jpg)
Step 3. Apply Segment
![Page 38: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/38.jpg)
Every report is now limited to "via Twitter"
![Page 39: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/39.jpg)
New GA UI
• Faster
• Can switch between profiles and stay on the same report
• Doesn't have PDF export or report emailing yet
![Page 40: Advanced Google Analytics Techniques](https://reader034.fdocuments.in/reader034/viewer/2022052619/555839cdd8b42ac6078b4ac2/html5/thumbnails/40.jpg)
Happy Analyzing!
• http://www.slideshare.net/chillnc/
• twitter: @chillnc