10. Advanced Google Analytics
Standard Reports
Tag Inbound Links
Goal Tracking
Event Tracking
Motion Tracking Charts
Site Search
E-Commerce Tracking
And More...
16. Metrics & KPI’s should be
tied to your objectives
Page Views
17. Metrics & KPI’s should be
tied to your objectives
Page Views
Downloads
18. Metrics & KPI’s should be
tied to your objectives
Page Views Contact Form/
Downloads Leads
19. Metrics & KPI’s should be
tied to your objectives
Page Views Contact Form/
Downloads Leads
Newsletter/RSS
Signups
20. Metrics & KPI’s should be
tied to your objectives
Page Views Contact Form/
Downloads Leads
Newsletter/RSS
Signups E-Commerce
Transactions
21. Metrics & KPI’s should be
tied to your objectives
Page Views Contact Form/
Downloads Leads
Video Views
Newsletter/RSS
Signups E-Commerce
Transactions
22. Tagging Links - Insights
Are my online advertising campaigns effectively and
efficiently accomplishing my objectives?
Which traffic sources generate the highest quality
traffic?
Where should I invest more money? Less money?
23. Tagging Links - Set Up
5 variables can be added to inbound links (i.e. banner ads,
sponsored search, Tweeted links, product feeds, etc.)
Source* - website, e-newsletter, partner, etc.
Medium* - cpc, banner, email, tweet, etc.
Term - keyword or phrase searched
Content - differentiate ads and creative testing
Name* - campaign name (i.e. “Spring Sale”)
*Required Guide
24. Tagging Links - Set Up
Use these URL parameters:
Source* - utm_source
Medium* - utm_medium
Term - utm_term
Content - utm_content
Name* - utm_campaign
*Required Guide
25. Tagging Links - Set Up
Use these URL parameters: Example:
Source* - utm_source la2m
Medium* - utm_medium slideshow
Term - utm_term
Content - utm_content
Name* - utm_campaign adv-analytics
*Required Guide
27. Tagging Links - Set Up
http://www.yoursearchadvisor.com/blog/
+
URL Builder
28. Tagging Links - Set Up
http://www.yoursearchadvisor.com/blog/
+
?utm_source=la2m&utm_medium=slideshow&utm_campaign=adv-analytics
=
URL Builder
29. Tagging Links - Set Up
http://www.yoursearchadvisor.com/blog/
+
?utm_source=la2m&utm_medium=slideshow&utm_campaign=adv-analytics
=
http://www.yoursearchadvisor.com/blog/?
utm_source=la2m&utm_medium=slideshow&utm_campaign=adv-analytics
URL Builder
30. Goal Tracking - Insights
Where do visitors abandon the sales funnel?
Which steps seem to cause friction?
Can the funnel be shortened?
What happens if we change something?
31. Goal Tracking - Set Up
Analytics Settings > Profile Settings > Conversion Goals and Funnel
38. Event Tracking
Track visitor interactions separately from pageviews.
Examples: Video plays, file downloads, widget clicks,
blog comments, etc.
AJAX and Flash interactions.
Extremely flexible, can be used to track any event.
39. Event Tracking - Basics
Events have 3 required components:
onClick JavaScript function
Event Category (“Documents”, “Videos”)
Event Action (“Download”, “Play”)
2 components are optional:
Event Label (“White Paper”, “Product Demo”)
Event Value (integer)
Guide
49. Site Search
Track which keywords visitors type in your “Site
Search” box.
Gain insights into consumer intent and needs.
Data is valuable for PPC and SEO keyword research.
Find out which pages visitors start their search on,
what they find, and compare visitors who searched
against those who don’t.
50. Site Search - Set Up
Figure out your site’s query parameter
“s=query” in WordPress
“search=query” for MediaWiki
http://www.yoursearchadvisor.com/?s=la2m
51. Site Search - Set Up
Configure Google Analytics to track Site Search
Analytics Settings > Profile Settings > Main Website Profile Information > “Edit”
52. Site Search - Report
How do visitors use the site search?
Which keywords do they search for?
Dashboard > Content > Site Search
53. Site Search - Report
Where do visitors start their searches?
Dashboard > Content > Site Search > Start Pages
54. E-Commerce Tracking
Conversion Rates (% of visitors that buy)
Total Transactions
Average Order Value
SKU-Level Tracking
Data by Referral Sources
55. E-Commerce - Set Up
Analytics Settings > Profile Settings > Edit Profile Information
56. E-Commerce - Set Up
Add the _addTrans(...) and _addItem(...) functions to
the GA tracking code on your receipt page
_addTrans(...) includes transaction details
Order ID, Source, Total, Tax, Shipping Charge,
City, State, Country
_addItem(...) for SKU-level details for each item sold
Order ID, SKU, Product Name, Category, Price,
Quantity
Guide
57. E-Commerce - Report
Which items are selling and for how much?
Which traffic sources are generating sales?
Dashboard > E-Commerce > Overview
58. More Advanced Capabilities
Custom Segmentation - Group visitors by a common
characteristics (geography, membership, buying history,
form responses, etc.) More...
Custom Reporting - Slice and dice the data any way
you like. More....
Automated Reporting - Schedule GA to email reports
on a regular basis More...
59. More Advanced Capabilities
Cross-Domain Tracking - Track usage and
conversions across multiple domains (i.e. 3rd party
shopping carts) More...
Website Optimizer - Conduct A/B and Multivariate
testing to determine highest converting combinations.
More...
60. It’s Free, But...
Your data lives on somebody else’s servers
You can’t export your raw data to switch to another
service
You should still read the Terms of Service
There are other alternatives:
Woopra - free for now, real-time stats, commercial version coming
Piwik - free, open source, not as robust (yet)
Yahoo! Web Analytics - free for Yahoo! search advertisers