Google Analytics IQ

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Google
Analytics

IQ

1.

Working with Report Data



Comparison

Date Range



compare

to past



Graph by Day/Week/Month



Create Annotation

(for example: 12.12.12 AdWords campaign started)



Compare Metric



select dropdown



Secondary Dimension: Data for both
dimensions

(example browser + OS)



View: different graphic views

o

Comparison: How are the different sites pe
rforming regarding the website
average?

o

Tag Cloud

o

Pivot: Two Dimensions (column

+row
, for example: keyword+ search engine
)



Advanced Segments
: works un
til you choose a different segment

o

Comparing up to 4 segments

at a time



Default

(same for all GA users)
/custom

(you define them)

segments


2.

Page views
,
Visits

and Visitors



Page View: cumulates all single page views



Visit: ends when browser is closed or if y
ou’re inactive for 30 minutes



Visitor: gets identified through visitor cookie

(uniquely identified: Random visitor ID+
time stamp)



Unique
page view
: Every page a user clicks on is counted only 1 time



New vs. Returning visitor: all visits are split up betwe
en them



High number of new visits: successful in bringing traffic on the site



High number of returning visits: content is engaging enough for visitors to come back



Visitor


Behaviour


Frequency and Recency: how many visitors returned how
many times



Unique page views: only in content section


3.

Time Metrics



Average Time on
page
: all pages with a value of 0

(bouncers)

are excluded



Average time on site: bouncers remain a part of the calculation



Behaviour


Engagement: How long are users on my site?



„Visit

Duration“ categorizes visits according to the amount of time spent on the site



„Average time on site“: Across all visits



4.

Traffic Sources



Compare sources against each other to see which brings the highest quality traffic



Direct traffic: URL or bookmark



B
ounce rate: good quality indicator
-

high bounce rate suggests that content is not
relevant for visitors



Compare to site average
: which sources outperform the site average



For blogs bounce rate could be irrelevant (because it’s normal to just read one page)



Traffic Sources


Sources


All Traffic: Top performing sources



Google.com/referral: Google
G
roup
posts
, Static Pages on other Google sites



Goal Set/e
-
commerce: Comparing each traffic source’s revenue to the site average



Traffic Sources


Search


Organic: which keywords brought people to the site



High Bounce rate on certain keywords: User didn’t find what they expected



Keyword (click)


Primary Dimension


Other


Traffic Sources


Landing Page:
how high was the bounce rate? What could be improved?



By default GA gives credit for a conversion/sale to the most recent
referral/campaign/search



Direct Traffic will not take credit from a previous referring campaign



utm_nooverride=1: conve
rsion is always attributed to the original referrer or first
campaign



Content


Site content


Pages


Page Title: Click on one to see all the pages that
share that title



Content


Site Content


Content Drilldown: See all page views grouped by
directory



Th
e more relevant the page, the lower the bounce rate


5.

Content Reports



Content


site Content


all pages


Navigation Summary: Where did Users go
before/after the current page?

: Analyzing navigation paths



Content


Website Content


Landing Pages

Entrance

Paths
: analyzing
customers through Landing Pages. User starts with landing page then buying page
then exit page: buying process completed
: Is the landing page doing the job I
designed it for?


6.

Account Administration



Set up a new account for every organiza
tion you’re doing GA for



You can create up to 25 accounts for every Google User name



Connect GA with AdWords



Activate Site Search



Account


Users: Permission


Settings



Profile: is a set of rules that defines the data you see for a web property



7.

Campaign Tracking and AdWords integration



There are 2 ways to track ad campaigns:

o

Auto
-
tagging (AdWords): Link AdWords to GA Account


measure
performance and ROI/enable auto tagging to distinguish between organic
and paid

o

Attaching campaign tags (variable
s at the end of the URL): for example:
www.fe
-
si.at/gclid=12345



3
rd

party redirects and encoded URLs can prevent campaign tagging from working


test with test parameters /?test=test



Enable auto
-
tagging: AdWo
rds


My Account


tracking



Differences between AdWords and GA data

o

AdWords tracks clicks, GA tracks visists

o

JavaScript, Cookies and images turned off


GA doesn’t count, AdWords
reports clicks

o

AdWords filters invalid clicks

o

AdWords data is uploaded onca

a day to analytics



Track traffic from all other paid sources like Yahoo, Bing, display ads, promotional e
-
mails etc. by adding custom tags to each source



Auto tagging in AdWords brings much more detail than manual tagging



URL tagging

o

Must:



utm_source: ide
ntify an advertiser (referrer: yahoo, newsletter, etc.)



utm_medium: advertising medium (cpc, banner, e
-
mail)



utm_campaign: campaign name (product, promo code, slogan)

o

Can:



utm_term: paid search keyword



utm_content: use to track different versions of an ad

o

Example:
www.fe
-
si.at/?utm_source=yahoo&utm_medium=cpc&utm_campaign=blackisback



Use URL builder (search in Google for the Google URL Builder)

o

URL builder can only

construct one URL at a time

o

If you have larger numbers or URLs to tag, you can use spreadsheets to
automate the process (GaIQ lection 7
-

part 25)


8.

Analysis focus



You can track what happens after users came from AdWords

campaigns (post site
performance metrics)


site usage, goal conversions, e
-
commerce activity and
revenue metrics (ROI, revenue per click)



If visits are higher than clicks user might return later in a different session
(bookmark/direct traffic) after clic
king the ad



If visits are lower than clicks

o

Some visitors might have clicked away from the website

o

Stopped landing page from loading before tracking code was executed

o

Landing pages might be missing GA tracking code

o

Visitors must have JavaScript, Cookies an
d Images enabled in order to be
tracked



Impressions, Clicks, Costs CTR relate on how many times your ad was displayed and
how frequently people clicked on them


helps you understand how visible and
compelling your ads are



If you get all zeros in the cost
column, you might not have linked AdWords to GA or
you didn’t enable auto
-
tagging



RPC, ROI and Margin help you assess keyword profitability



Set goal values or enable e
-
commerce tracking to get RPC/ROI numbers



Before pausing negative ROI keywords be sure th
at you have analysed enough data
(a few days are not enough)



Select date range that is at least as long as your expected sales circle



Reports


campaign: Group by campaign, Ad Group and Keyword: Select reports by
a variety of AdWords dimensions

o

Match type:

how did different match types perform? (broad vs exact)

o

If you manually tag your campaigns you see dimensions just by campaign and
keyword

o

At which times of a day are your campaigns especially effective?


AdWords
Day Parts Report



Graph visits agains tran
sactions


view data hourly



Table


hour


day for this hour


name=keyword

o

Destination URL


None= AdContent: now you can see which AdWords
Headline performed best for this landing page

o

Which search queries drove traffic to my site?


Overview


Optimizat
ion


“What do Users search for to access my site?”

o

AdWords


Placements: Find URLs that worked the best


9.

Goals in Google Analytics



Define goals is the best way to track business goals in Google Analytics



4 kinds

o

URL Destination Goal: for example „thank
you“ page

o

Time on Site: how much time did they spend?


measure Engagement

o

Pages/Visit: how many pages


measure Engagement

o

Event Goal



For every URL destination goal a funnel can be created



A funnel is the set of steps/pages that you expect the visitors t
o visit on their way to
a conversion (example: sales checkout process)



Defining funnels is valueable: allows to track where users enter/exit the conversion
process



Setting up goals: account administration


Account


Web Property


Profile


Goal


+ Goal



For every URL Destination Goal pick a page that is only shown after a transaction
(thank you or confirmation page)



Head Match: defines how GA identifies a goal/funnel. Head Match counts all the
pages in a subdirectory. For example /offer1/… every page that

comes after /offer1/



Exact Match: counts only the certain
address



Goal value field: define monetary value for goal (only do this for non e
-
commerce
goals) makes it possible for GA to show average per visit value and ROI



Difference between Goal Conversion
and Transaction

o

Goal Conversion can only happen once during a visist

o

E
-
commerce transaction can occur multiple times during a visist



If filter manipulates Request URI you need to update your goal to reflect the filtered
data



If you define a funnel you get
a funnel visualization report



Regular Expression Match: in a later chapter



Reverse Goal Path Report: Shows the path beginning with the goal

(no need to
define funnel for that)


10.

Filters in Google Analytics



To customize reports

(what data is included and how it appears)

o

Remove traffic from internal sources

o

Segment data



Pre
-
defined and custom filters



Filters process your traffic data by the filter specifications



Once data has passed a filter Google cannot process the raw data



Alw
ays keep
one unfiltered profile

for backup



Filters:

Administration


Account


Filters



Three commonly used predefined filters:

o

(Exclude) traffic from domain

o

(Exclude) traffic from the IP addresses: exclude internal traffic

o

(Include only) traffic to the
subdirectories



Include only traffic
to the

subdirectories: filter only certain parts of a website



In addition there are custom filters (offer you greater control)



Each custom filter has 3 main parts:

o

Filter types: exclude, include, lowercase/uppercase, Sea
rch& Replace,
Advanced

o

Filter field (for example: Request URI or visitor country| search for filter
fields in the GA help

o

Filter Pattern: Actual text string against which GA will attempt to match
pageview data

o

Search and Replace: for example: replace categ
ory ID with a specific name



Filter and Profiles

o

Filters can be applied to profiles to create different views of the same web
property

o

You can apply a filter to a single profile or to several profiles

o

Through the combination of filters and profiles you get
great flexibility in
showing certain persons only the data they need



Only AdWord Traffic: two filter:

o

Filter1:

Type:custom include

o



Field:Campaign source

o



Pattern:google

o

Filter2:

Type:custom include

o



Campaign medium

o



Patttern:cpc



Track Subdomains

o

If
they are separate businesses, create a unique profile for each

o

To track aggregated traffic to 2 subdomains, set up 3 duplicate profiles, then
apply an Include filter to 2 of the profiles



You can include multiple include/exclude filters to a profile. When m
ore than one
filter is applied, the filters are executed sequentially, in the order they are listed in
your Settings. The Output of one filter is used as the input to the next filter.



If you have one AdWords Account that drives data to several GA accounts
you need
to apply different filters (for example: you have 100 $ AdWords budget, 50 go to one
URL, 50 to another. Without filters, every Google Analytics profile would show 100$
instead of the 50$ each)

o

Filter should look like this:



Filter Type: Include



Fi
lter Field: Campaign Target URL



Filter Pattern: mypage
\
.com


11.

RegEx and Google Analytics



Regular Expressions are patterns used to match text:

o

They can contain characters and metacharacters (characters that have
special

meanings in regular expressions)

o

They
are used in GA
t
o match or capture portions of

a data field

o

Useful to define Filter and tracking goals



For example: exclude an IP
-
Address

Range



. for single character



.. for two characters



.+ for one or two characters



\


escape special meaning
-

for every point that should be a point (IP
Address
)



[]

match one item in this character set
-

ex: [uU]
\
.[sS]
\
. Holiday



-

specifies a range



^ excludes after [ ex: [^0
-
9]


no numbers from 0
-
9



? match one or zero of the previous item



+ match one or more of th
e previous item



*match zero or more
of the

previous item



.* match anything



Specify Repetition using(minimum, maximum)



() grouping



| either or



^ start of a string



$ end of a string



\
d match any number



\
s match any whitespace



\
w match

any letter, number or u
nderscore



Used to:

o

Exclude IP adress ranges

o

Making a goal out of several pages

o

Tracking equivalent pages in a funnel: som
e pages are clustered into one
funnel step

o

Filtering data within the reporting interface



RegEx Generator for IP Adress Ranges:
http://support.google.com/analytics/bin/answer.py?hl=en&answer=1034771


12.

E
-
commerce tracking



To track sales activity and performance (transactions, revenue, etc.)



E
-
commerce Tab
AdWords:
How much revenue was generated through AdWords
Campaigns



ToDo

o

Enable E
-
Commerce Reporting
: Account


Profile


Profile Settings


e
-
commerce Settings

o

Add GA tracking code to recipt/transaction accomplished page



Add more code to track every transac
tion

(GAIQ Chapter 12 part 9)



Creating the transaction: _addTrans()

o

Begin with a coll to _addTrans()to establish a transaction

o

_addTrans() takes the following arguments:

o

Order ID*, Affiliation, Total*, Tax, Shipping, City, State, Country

o

* is required



Prov
iding Product Details: _addItem()

o

For each Item that the visitor purchases, call _addItem()

o

_addItem() takes the following arguments:

o

Order ID*, SKU/Code, Product Name, Category, Price*, Quantity*



Recording the Transaction: _trackTrans()

o

Sends both the tra
nsaction data and item data to the GA server

o

Call after the GA Tracking Code calls _trackPageview(), and after you’ve
called _addTrans() and _addItem()






13.

Domains and Subdomains



What is a Domain?

o

Hostname that stands in for numeric IP addresses



GA uses
only first party cookies



To track a user across multiple domains, you’ll need to send the cookie information
to the other site



Tracking across domains needs two steps

o

Add some code to the GA tracking code on all pages of both domains

o

Add the _link() method

to all links between domains



Forms and _linkByPost() Method

o

If you use a form to transfer visitors between domains, you’ll user
_linkByPost() instead of _link()

o

_linkByPost() is typically used when tracking from one site to a 3
rd

party
shopping cart site



It can also be used to send cookie data to other domains in pop
-
ups
or in iFrames



Track users through multiple websites

o

_Link()

o

_LinkByPost(): Tracking of one site through a 3rd party shopping cart site



Track users through subdomains

o

A subdomain is part of

a larger domain (news.google.com, maps.google.com,
etc)

o

_setDomainName()
:
add code to each line of code
-

reference the parent
domain

o

This will allow GA to use the same cookies across subdomains



Best practice

for tracking subdomains
: create
separate
profiles

for each subdomain
:
Main, Sub1, Sub2
. Include a filter for each subdomain.



With multiple subdomains the same URI are seen as one page
(mail.google.com/home.html = news.google.com/home.html

o

Solve through advanced filter: FilterType:CustomFilter


A
dvanced,
FieldA:Hostname, ExtractA:(.*), FieldB:Request URI, ExtractB:(.*),
OutputTo:Request URI, Constructor:/$A1$B1

o

With this filter, results appear with the subdomain attached:
/maps.google.com/home.html, /mail.google.com/home.html



Multiple Domains with

multiple
Subdomains

o

Make sure that GA cookies are set with the proper domain and are passed
between the primary domains

o

Call _setAllowHash()

o

There are two main steps to configure this type of tracking



Modify tracking code on each subdomain and primary dom
ain



Call _link() or _linkByPost() in all links and forms between domains 1
and 2

(these methods are not needed for links and forms between
subdomains within the same domain


14.

In
-
Depth Analysis



Advanced Segmentation

o

Quickly isolate and analyse specific subse
ts of your traffic

o

You can create segments that only include a specific set of criteria (for
example: Geographic region

o

Filter different parameters fast

o

Often easier than „filtered profil“

o

Create new advanced segment

o

Advances Segments



May be applied to hi
storical data



Are available across all your accounts and profiles



Can be compared side
-
by
-
side in reports



Are easier to create than a filtered profile

o

Filtered profile



Permanently alters/restricts the data that appear in a profile



If you need to restrict
user access to a subset of data

o

You can compare up to 4 advanced segments in your reports


15.

Analysis Intelligence



Monitors website’s traffic to monitor important changes



Might enable you to discover insights that might otherwise go unnoticed



Create alarms,
when something important happens



Automatic/custom

(based on conditions you want GA to watch for)

alerts



Create an alert: Accounts


Profile

Assets


custom Alerts

o

Notification also via e
-
mail or text message


16.

Internal Site Search



People use search box as
a kind of navigation



Analyzing internal search can help you identify

o

Missing or hidden content

o

Ineffective search results

o

Keywords not previously identified for search campaigns



Account


Web Property


Profile Information


Site Search: perform query on
w
ebsite, search character/word that defines the search, then insert it here



If you use categories on your site such as the ability to use dropdown menus to
narrow your search, you can use “site search categories”



Site Search Terms

can deliver ideas which keywords can be used

to drive traffic to
your site



The site search usage report compares performance of visitors who use site search
versus those who do not



Start Pages: Show where user started to use the search

(click Pages under
Site
Search, select Start Page as Viewing Option)



Destination pages: Shows where users got through the search



Categories: find out which product/item types had the most searches



Site Search shows other data than other reports, cause Site Search Reports onl
y
includes users who performed a search



„search term“ = internal Search, „keyword“ = external search


17.

Event Tracking and Virtual Pages



Simpl
y

Tracking Page Views doesn’t capture things like flash, Java, AJAX, php, file
downloads etc.



Virtual Page Views: _
gaq.push([
´_trackPageView´,´/events/playvideo´]);

o

Content

Site Content

Pages
/ Content Drilldown



Event Tracking: Advantage: no PageViews are generated, categories, Action, labels
and values can easily be defined

o

Content


Events

o

_gaq.push([´_trackEvent´,´
name´,´label´,value]);

o

The arguments to _trackEvent() are



Category: the name you supply fo the group of objects you want to
track, e.g. Videos

(Event category as viewing option)



Action: A String that is uniquely paired with each category, and
commonly used

to define the type of user interaction for the web
object, e.g. Play or Stop button clicks



Label (optional): Further designation given to the event, e.g. Titanic,
Finding Nemo



Value (optional): numerical value assigned to the event e.g. Load
time

o

Total Ev
ents vs. Unique Events



If one visitor clicks the Play button on a video 5 times, the total
number of “Video, Play” events is 5, but the number of unique
events is 1



Best Practice

o

Write All elements down

that should be tracked

o

Generate structure and
wording for the events



Event Tracking is better than Virtual Page Views, because the analysis is more
detailed


18.

Additional Customizations



Timeout Value: 30 minutes
-

can be changed in tracking code



Campaign expiration: 6 months
-

can be changed in tracking c
ode



GA attributes conversions to the most recent campaign

o

Should that not happen: „utm_nooverride=1“


everything will be
attributed
to the

first campaign



Add Search Engines
: ‘_addOrganic’,’searchEngineName’,’queryParameter’



How to treat certain keywords a
s direct: ex: if someone enters the company name
directly into the search engine

o

_gaq.push([´_addIngnoredOrganic´,´www.fe
-
si.at´]);



Referrals from certain sites as direct traffic

o

_gaq.push([´addIgnoredRef´,´www.sister
-
site.com´]);


Nice to know



Google Anal
ytics data is stored for at least 25 months



Virtual Page Views appear in the pages report



To consolidate 2 sites into one value


Search and Replace



Filter Field „Request URI“
-

Replace String value „/index.htm“
-

Search String „/$“



Each user with a separate Google account can
customize

a profile’s
dashboard

independently
of other users



URLs shortened with services such as bit.ly and goo.gl are prevalent on Twitter due to the
limit of 140 characters for each tweet, but Google Analytic
s correctly attributes these
clickthroughs to the correct Traffic Sources > Sources > Referrals, Traffic Sources > Social >
Sources, and other applicable reports. Twitter appears as „t.co“



Although you can apply the same filters to multiple profiles, you m
ust manage filter order
separately for each profile.



You have recently incorporated into your website some specialized CSS styling that displays
differently in different browsers. How can you track the number of pageviews that the page
receives by browser
type (Chrome, Firefox, etc.)?

o

Apply a secondary dimension to the Pages report.

o

Apply a profile filter.

o

Apply an advanced segment.



If you define a custom report as having a main dimension and a subdimension, you can drill
down from a main dimension value w
ithin the custom report to a separate report displaying
the subdimension values for that main dimension value.



Without your knowledge, a developer changed the filename of a critical page on the root of
your website from catalog.htm to guide.htm three month
s ago and also changed the page
title.

How can you view pageview data for these two versions of the page over the past six
months?

o

Apply an advanced filter to the table in the Pages report



Google Analytics uses cookies to track:

o

how many first
-
time visito
rs a site has received

o

how many times a visitor returns to a website

o

the original source of return visitors

o

how much time has passed between visits



You want to apply a Search and Replace filter to one of your profiles to rewrite the request
URI /item.php?i
d=78 to /item
-
recycling
-
bin. Which of the following search strings will match
the original request URI?

o

^/item.php
\
?id=78$

o

^/item
\
.php
\
?id=78$



Which of the following appear as dimensions in Google Analytics reports?

o

Count of Visits

o

Days Since Last Visit



By default, Google Analytics includes data for mobile access only if the device can execute
Javascript.



You have recently incorporated into your website some specialized CSS styling that displays
differently in different browsers. How can you track the num
ber of pageviews that the page
receives by browser type (Chrome, Firefox, etc.)?

o

Apply a secondary dimension to the Pages report.

o

Apply a profile filter.

o

Apply an advanced segment.



You do not necessarily need to use the Google AdWords

conversion code on your website to
view your conversions within the AdWords interface.



Which of the following statements regarding direct traffic in the Goals and Multi
-
Channel
Funnels reports is true?

o

A more recent direct visit does not override a previo
us non
-
direct visit as a source for
Goals but is recorded after a visit from a non
-
direct source for Multi
-
Channel
Funnels.



Without your knowledge, a developer changed the filename of a critical page on the root of
your website from catalog.htm to guide.ht
m three months ago and also changed the page
title.

How can you view pageview data for these two versions of the page over the past six
months?

o

Apply an advanced filter to the table in the Pages report.



What does "(not provided)" mean in the Organic Searc
h Traffic report?

o

Google prevented the keyword from being reported for certain users.



After you have linked Google Webmaster Tools with Google Analytics, which of the following
Google Webmaster Tools data is available in Google Analytics?

o

organic search im
pressions by keyword



Which of the following formats are acceptable for _setCustomVar?

o

_gaq.push(['_setCustomVar', 2, 'Product', 'Hardware']);

o

_gaq.push(['_setCustomVar', 2, 'Product', 'Hardware', 3]);



Your online business consists of two domains: www.site1
.com and www.site2.com.

You have implemented cross
-
domain tracking, and you are tracking e
-
commerce transactions
on each site.

Which e
-
commerce value should you modify to be able to distinguish transactions that
originate on the two different sites and al
so, if you choose, to apply a profile filter so you
only display transactions from one site or the other?

o

Transaction ID



In each directory on your website, you have a file named index.htm. Your Web server
delivers this page by default when no filename is s
pecified within a directory.

For example, www.mysite.com/catalog/ and www.mysite.com/catalog/index.htm both
access the same page, and your reports show both versions of the URL.

To consolidate these two versions into a single value, you set up a Search and

Replace filter
to rewrite all no
-
filename URLs to instead include index.htm as part of the Request URI.

You set the Filter Field value to Request URI, and you set the Replace String value to
/index.htm. Which value should you set the Search String to?

o

/$