Siteimprove - Analytics is more than adding a script Siteimprove Customer Workshop October 2013

1. Analytics is more than adding a
script to your website
By Rune Andersen
Web Analytics Consultant
21-10-2013
@SiteimproveUK #Siteimprove13
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2. DATA QUALITY
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5. Data quality
Do you have valid data ?
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6. Data quality
Do you have valid data ?
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7. Data quality
Or is it only reliable ?
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8. Data quality
We need reliable AND valid data!
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9. Data quality
How do we get valid data ?
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10. Data quality
This way ?
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11. Data quality
Or this way ?
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12. Data quality
The road to valid data
Know the
tool
Keep updated
(about the tool)
Be
suspicious
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Think
ahead
Be
meticulous
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13. BEYOND THE SCRIPT
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14. Beyond the script
Exploring beyond the default setting
WHY
 The settings (=options) are there for a reason
 They can make the difference on reliable and valid data.
HOW
 Be sure what you are doing (or get help from someone that knows)
TIP
 Use the same settings on different sites (or know why you don’t do it)
 And if multiple tracking tools are used ensure they are using the same “settings”.
 Filters, IP exclusion, Session length etc
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15. Beyond the script
Exploring beyond the default setting
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16. Beyond the script
Exploring beyond the default setting
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17. Beyond the script
Place the script on ALL pages
WHY
 Non-tagged pages makes the data misleading
HOW
 Be meticulous when adding script to site
 Optionally use a site audit tool or a tag manager
TIP
 Remember 404 pages, search result and campaign pages
 And if multiple tracking tools are used ensure they are implemented the same way
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18. Beyond the script
Have the script on ALL pages
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19. Beyond the script
Exclude URL Query parameters
WHY
What
 Get clean data
 Remove duplicated pages
 Part after ? In a URL
 Separated by &
HOW
 Identify URL Query parameters used on site.
 Ask: Can I remove it without the content being changed or broken ?
 Remove or keep the parameter
TIP
 In Siteimprove: Choose ”Track on page” and see page specific data for
parameters
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20. Beyond the script
Exclude URL Query parameters
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21. Beyond the script
Exclude URL Query parameters
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22. Beyond the script
Exclude URL Query parameters
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23. Beyond the script
Exclude URL Query parameters
3 content pages
1.112 variations
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24. Beyond the script
Exclude URL Query parameters
3 content pages
3 variations
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25. Beyond the script
Exclude internal IP addresses
WHY
 See data for real visitors – not the employees
HOW
 Ask IT for the complete IP range list (don’t try to look it up yourself)
 Keep the list updated (and make a routine for keeping it updated)
TIP
 An “Include only internal IP” can be useful
 Forced “Homepage” as start page can generate many fake visits
 Especially when the laptop is used at home
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26. Beyond the script
Exclude internal IP addresses
Internal traffic
16% of total
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27. Beyond the script
Exclude internal IP addresses
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28. Beyond the script
Exclude internal IP addresses
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29. Beyond the script
Remember Internal Search
WHY
 Essential source of insight about the visitors
HOW
 With JavaScript or parameters (depends on the tool)
TIP
 Remember all the search fields
 Look at “Search with 0 results”
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30. Beyond the script
Remember Internal Search
Siteimprove Analytics: Internal Search
Completed by support as a free service
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31. Beyond the script
Remember Internal Search
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32. Beyond the script
Event tracking
What
 Track specific user interactions on a website that
WHY
 Get even more insight
doesn’t load a new page when used
 Typical tab shift, form submit, video play etc,
HOW
 With JavaScript or HTML code
 An event is assigned with a category, action and label
TIPS
 Be proactive, and think ahead when making a naming syntax for category,
action and label
 On most sites JavaScript are the best solution for event tracking
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33. Beyond the script
Event tracking
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34. Beyond the script
Event tracking
Insight without
Event tracking
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35. Beyond the script
Event tracking
Insight with
Event tracking
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36. Beyond the script
Event tracking
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37. Beyond the script
Event tracking
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38. Beyond the script
Event tracking
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39. Beyond the script
Campaign tracking
What
 UTM parameters originate from
WHY
 Measure the effect of the campaign
HOW
Google but can be used in many
tools. Other campaign parameters
exists.
 Track campaign traffic with parameters
 Add UTM campaign parameters to the link in campaigns
TIPS
 Use campaign tracking consistently, be careful with the naming and test
when using redirect
 Take the time to define a workable, future proof and logical naming
procedure and follow it consistently.
 NEVER use UTM parameters on internal campaigns
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40. Beyond the script
Campaign tracking
http://searchmarketingexpo.com/east/register?
utm_source=tdm-sal-sidereg-east&
utm_medium=button&
utm_campaign=east-reg
http://searchmarketingexpo.com/socialmediamarketing/register?
utm_source=tdm-sal-headerreg-smm &
utm_medium=button &
utm_campaign=smm-reg
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41. Beyond the script
Campaign tracking
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42. Beyond the script
Campaign tracking
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43. Beyond the script
Campaign tracking
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44. Beyond the script
Campaign tracking
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45. Beyond the script
Have an Analytics professional
WHY
 Analytics without a skilled analyst are just numbers
HOW
 Assign resources and time for analytics (Internal or external)
 Set up business goals – and listen to the analyst
TIPS
 The analyst should know the analytics tool – or should learn the tool
 The analyst needs insight into your Business Goals
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46. Beyond the script
“THE DEVIL IS IN THE
DETAILS”
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@SiteimproveUK #Siteimprove13
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