2. Who am I?
• Working with International clients
• GAIQ Certified
• Love MS Excel
@dSmulevich
3. Today‟s session
1) Find out if you need a geo-targeted site
2) Calculate the ROI
3) Chose your configuration
4) Avoid data corruption
5) Troubleshooting
@dSmulevich
4. Where to start from?
Data Collection
Processing into
Information
Developing
KPIs
Formulating
Online Strategy
@dSmulevich
7. Great to start with
• Flexible and with free support
• Easy to interpret
• If you pass limits (10M hits a month) you
can sample a subset of data from your site
calling _setSampleRate()
@dSmulevich
19. Gain from investment
• Find the Average Visit Value for your
current market
• Compare with the Average Visit Value for
your target market
• Find it under Ecommerce tab
(Avg VVC – AvgVVT) x VisitsT
@dSmulevich
20. Cost of investment
For SaaS:
• Bandwidth + CDN
• IT Team (do you have enough resources?)
• Local content writers
For Online Retailers:
• Do your market research
• High entry costs
@dSmulevich
22. The anatomy of the Tracking Code
1. Web Property ID
2. Asynchronous vs Synchronous
3. Working on secure and non-secure pages
4. ga.js vs analytics.js
@dSmulevich
28. Set up profiles for each subdomain
@dSmulevich
One Google Analytics account:
+ a profile for each subdomain
+ a profile tracking all subdomains collectively
34. 2. Subfolders
@dSmulevich
Tracking code should be applied to EVERY page
of your site to be tracking effectively.
Set up an Include filter to the sub-directory to
ensure that only content for that sub-directory
shows up in your report
37. 3. Separate TLDs
@dSmulevich
Create a separate property for each TLD.
OR:
Use these methods in your GATC:
_setDomainName
_setAllowLinker
_link
Reference Guide: bit.ly/IHmheC
38. Cross-domain tracking
@dSmulevich
Set up a master profile for your primary domain
without filters.
Create a profile especially for cross-domain
tracking and re-use your tracking code.
Modify your cross-domain profile with a filter to
show the full domain in your content reports.
39. Best Practice
@dSmulevich
• Create a Google Analytics account for each
domain
• Customize GATC to link the multiple sub-
domains with their main domains
• Link the third party shopping cart with the
main domain
• Create a rollup Google Analytics account
Analytics Guide: bit.ly/15pHC8Z
40. What is a rollup account?
@dSmulevich
• Using multiple trackers (bit.ly/ZBuB3p)
• Caveats:
Pageview aggregation
AdWords ROI
Timezone alignment
42. Data limits
@dSmulevich
• 10,000,000 hits per month per property
• 500 hits per session not including
ecommerce (item and transaction hit types)
43. Six different types of hits
@dSmulevich
• Pageview hits
• Event hits
• Ecommerce transaction hits
• Ecommerce transaction item hits
• User defined hits
• Social plugin hits
So… you will “HIT” the limit earlier!
45. Why?
@dSmulevich
Possible scenario
You end up over-reporting by £156
Transaction ID GA Revenue Real £ Revenue Difference
100 £199 £199 0
101 £299 £195 -£104
102 £99 £99 0
103 £149 £97 -£52
TOTAL £746 £590 -£156
46. When? What? How?
@dSmulevich
• If you offer them to pay in different
currencies on same page
• Daily exchange rate from the prior day
• The conversion rate is pulled from
Google‟s currency server
47. Internationalised Domain Names
@dSmulevich
• In 2010, Russia opened its own IDN: рф
http ://правительство.рф
• 1 million registrations in 3 years
• Google Analytics has issues with non-
ASCII characters
59. Cross-domain tracking
A basic test for cross-domain (and cross-
subdomain) tracking is that the first domain
that a visitor accesses generates Google
Analytics cookies
BUT that the domain or subdomain that is
linked to does not.
@dSmulevich
61. Session not passing to (sub)domain
All your sales appear to come from referrals
from your own website.
LOSS of data like source, medium,
campaign…
Google Analytics Tracking Guide
(http://bit.ly/IHmheC)
@dSmulevich
63. @dSmulevich
The demographics report is the first stop
Use Time on Site metric very carefully
Inv Gain: (Avg VVC – AvgVVT) x VisitsT
Every geo-configuration has its GATC
Use precaution to avoid data corruption
Time on Page = (time of last “engagement hit” on page) – (time of first hit from page)Cutroni Analytics Advocate at Google
What is Average Visit Value= simply revenue/visits.Check the dimension where you are; mention PPCFormula is very conservative!
What is Average Visit Value= simply revenue/visits.Check the dimension where you are; mention PPCFormula is very conservative!
Add this code to all of your subdomains. There is no need to alter it for every subdomain.
Limit of 50 profiles per account, so explain potential issues
31 currency code currently supported
Daily exchange rate to convert the currency to the master currency you’ve defined in the profile settings
It’s a good idea to limit the number of users that have Edit permissions at the Account level.The Manager Users setting is great for marketers. Many times a marker will need to give other team members access to data. Or, in an ideal case, an executive that wants deeper insights into the business! Don’t be afraid to give marketers Manager User access so they can add more users.