Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.
-
Upload
annabel-sharples -
Category
Documents
-
view
216 -
download
0
Transcript of Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.
![Page 1: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/1.jpg)
Google Analytics
![Page 2: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/2.jpg)
1. Introduction
What is Google Analytics?
urchin.js
GA.js
2004
2005
2007
![Page 3: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/3.jpg)
Conventions
• GA = Google Analytics• GATC = Google Analytics Tracking
Code
![Page 4: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/4.jpg)
Google Analytics advantages
• Free• Sufficiant possibilities for most
companies• Easy to implement• Easy to use• Easy to understand
![Page 5: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/5.jpg)
Google Analytics disadvantages
• URL and title based• Privacy ?• JavaScript and cookies• Only visitors, no crawlers or bots
![Page 6: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/6.jpg)
2. Google Analytics interface
• Dashboard• Add / remove
elements• Personalized
![Page 7: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/7.jpg)
Calendar
![Page 8: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/8.jpg)
Reporting
• XML• PDF• CSV
• Send now• Schedule
![Page 9: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/9.jpg)
Get the GATC
• Google Analytics Tracking Code• Old vs. New one• urchin.js vs. GA.js
![Page 10: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/10.jpg)
urchin.js
• Old code• Can still be used
<script src="http://www.google-analytics.com/urchin.js" type="text/javascript"></script><script type="text/javascript">_uacct = "UA-123456-1";urchinTracker();</script></body></html>
![Page 11: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/11.jpg)
GA.js
• New code
<script type="text/javascript">var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");document.write("\<script src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'>\<\/script>" );</script><script type="text/javascript">var pageTracker = _gat._getTracker("UA-123456-1");pageTracker._initData();pageTracker._trackPaginaweergave();</script></body></html>
![Page 12: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/12.jpg)
Check your installation
• Put code just before </body>• Loads pages faster• No problem if GA offline
![Page 13: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/13.jpg)
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
![Page 14: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/14.jpg)
Access manager
• Give access to GA account• Must be Google account• Administrator or View Reports only
![Page 15: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/15.jpg)
Add user
![Page 16: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/16.jpg)
5. Profiles and Filters
• Are the real strength of GA• Segment data• Deep analysis• Depending on needs• Start collecting data when created
![Page 17: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/17.jpg)
Best practices
• Profile with ALL data• Testing profile
![Page 18: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/18.jpg)
Data needed for profile
• Website URL• Profile Name• Time Zone• Default Page• Exclude parameters• E-commerce
website• Search
![Page 19: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/19.jpg)
GATC for different profiles
<script src="http://www.google-analytics.com/urchin.js" type="text/javascript"></script><script type="text/javascript">_uacct = "UA-123456-1";urchinTracker();</script>
<script src="http://www.google-analytics.com/urchin.js" type="text/javascript"></script><script type="text/javascript">_uacct = "UA-123456-2";urchinTracker();</script>
<script src="http://www.google-analytics.com/urchin.js" type="text/javascript"></script><script type="text/javascript">_uacct = "UA-654321-1";urchinTracker();</script>
![Page 20: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/20.jpg)
Filters
• Applied to profile• Change data (forever!)• Segmentation• Business rules• 2 sorts: predefined and
custom• Test profile
![Page 21: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/21.jpg)
How do filters work?
3 components• Filter Type• Filter Fields• Filter PatternFilter data before
submitting it to GA DB
![Page 22: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/22.jpg)
Multiple filters
• No problem• Multiple filters applied to data• Data output filter 1 is input filter 2• Be careful !!!• Wrong conclusions
![Page 23: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/23.jpg)
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,...
![Page 24: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/24.jpg)
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
![Page 25: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/25.jpg)
Filter Type
• 10 different types• 3 predefined• 7 custom
![Page 26: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/26.jpg)
5.1 Exclude all traffic from a domain
![Page 27: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/27.jpg)
5.2 Exclude all traffic from an IP address
IP ranges with RegEx !!!
![Page 28: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/28.jpg)
5.3 Include only traffic to a subdirectory
![Page 29: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/29.jpg)
5.4 Include / Exclude filter (1)
![Page 30: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/30.jpg)
5.4 Include / Exclude filter (2)
![Page 31: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/31.jpg)
5.4 Include / Exclude filter (3)
![Page 32: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/32.jpg)
5.5 Search and replace filter (1)
![Page 33: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/33.jpg)
5.5 Search and replace filter (2)
• No RegEx !!!• Changes data !!!
![Page 34: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/34.jpg)
5.6 Uppercase / Lowercase filter
![Page 35: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/35.jpg)
5.8 Advanced filters
• Change data fields• By combining elements• 2 filter fields: Field A and Field B• Extract field = Constructor• RegEx !!!
![Page 36: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/36.jpg)
Examples of advanced filters (1)
![Page 37: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/37.jpg)
Examples of advanced filters (2)
![Page 38: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/38.jpg)
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)
![Page 39: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/39.jpg)
Custom segmentation example
![Page 40: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/40.jpg)
Custom segmentation code
• Everyone = visitor (“not set”)• When registered = member• When completed buy = customer• Report: Visitors > User defined
<body onLoad=”javascript:_utmSetVar(‘member’);”>
<body onLoad=”javascript:_utmSetVar(‘customer’);”>
![Page 41: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/41.jpg)
User Defined Values
![Page 42: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/42.jpg)
7. Goals
• Conversions ?• Conversion rate• Reports• Success of site• “Thank you” page• Max. 4 per profile• Contact – buy – download - register
![Page 43: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/43.jpg)
Setting up goals
![Page 44: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/44.jpg)
Goals howto
• Match type• Goal value• Choose good name• Unique “thank you” page per conversion• Keep track of filters
![Page 45: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/45.jpg)
Goals visualisation (1)
![Page 46: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/46.jpg)
Goals visualisation (2)
![Page 47: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/47.jpg)
Funnels
• Extension of goals• Predefined steps• Track conversion process• Required steps ?
![Page 48: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/48.jpg)
Funnel visualisation
![Page 49: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/49.jpg)
9. Tips & Tricks: Site Search
![Page 50: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/50.jpg)
• 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
![Page 51: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/51.jpg)
Zoekwoorden
![Page 52: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/52.jpg)
Verwijzende Sites
![Page 53: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/53.jpg)
Beter Social Media Traffic volgen
Campaign Link Tagging
Step #1 – gebruik de Google URL Tool om een tracking link te maken
http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578
![Page 54: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/54.jpg)
Weergave per Pagina
![Page 55: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/55.jpg)
Stegelshof
![Page 56: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/56.jpg)
![Page 57: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/57.jpg)
Innoviting – Call to Action
Innoviting de beste services voor rfid en project management
![Page 58: Google Analytics. 1. Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551a734c5503463e778b60cf/html5/thumbnails/58.jpg)
Innoviting - Linkbuilding
• http://www.rfidnederland.nl/Pagerank: 5
• http://www.dutchrfid.nl/Pagerank: 3
• http://www.rfidkenniscentrum.nl/Pagerank: 4
• http://nl.wikipedia.org/wiki/Radio_frequency_identificationPagerank: 5
• http://projectmanagement.startpagina.nl/Pagerank: 5
• http://www.freedomadl.nl/Pagerank: 5