Google analytics 201 - goals, events, views, basic filters, segments, alerts and best practice campaigns - v001 march 2017

#GoogleAnalytics201 @ivantage with @matt_trimmer
1
Matt Trimmer 
Principal Consultant & Managing Director
These Slides:
http://www.slideshare.net/ivantage
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SSID: TOG5
Password: TOGether
Google Analytics 201 -
Goals, events, views,
basic ﬁlters, segments,
alerts and best practice
campaigns

2
Google Analytics & Tag Manager curriculum
• Google Analytics 101 - Fundamentals, key concepts and reporting basics
• Google Analytics 201 - Goals, events, views, basic ﬁlters, segments, alerts and best
practice campaigns
• Google Analytics 202 - Analysing organic search, paid search, in-bound social media
and attribution modelling
• Google Analytics 301 - Architecture, processing, conﬁguration, extending and auditing
• Google Tag Manager 101 - Fundamentals, key concepts, basic tagging and advanced
event listener tagging

3
Timings and housekeeping
• Start 9:30
• Break 11:00-11:15
• Lunch 12:45-13:45
• Break 15:15-15:30
• Wrap-up 17:00
• Nearest ﬁre exit
• Toilets
• Please ask questions!

4
slideshare.net/ivantage

5
Session 1 - Specifying, setting and
reporting on destination based goals
• Introductions, your objectives and building your 201 action plan
• Processing limits of Google Analytics The Google Analytics Tracking Code (GATC)
• The Google Analytics hit
• Specifying complex goals
• The Google Analytics virtual pageview
• Setting a complex destination goal *
• Exploring and understanding the funnel visualisation report
• Exploring and understanding the goal ﬂow report
• Understanding and comparing the funnel visualisation and goal ﬂow reports
• Exploring and understanding the reverse goal path report
• Understanding the differences between goals and transactions
• Exploring and understanding the e-commerce module
• Introducing enhanced e-commerce
• Using e-commerce for non e-commerce sites

6
Session 2 - Event tracking, event-based
goals, KPIs and dashboards
• Introducing and exploring event tracking
• Specifying event tracking to track banners
• Specifying event tracking to track other on-page items like PDF documents, videos, etc
• Non-interaction event tracking
• Configuring an event tracking goal *
• Exploring and understanding the event flow report
• Best practice for defining and measuring key performance indicators (KPIs)
• Best practice dashboard examples for e-commerce and content sites

7
Session 3 - Views, filters, custom segments
and custom alerts
• Google Analytics accounts, web properties and views
• Creating duplicate views *
• Creating and using predefined filters to exclude internal traffic *
• Creating and using predefined filters to include specific folder traffic *
• More best practice regular expressions – ^,$,/
• Measuring page traffic with a custom segment
• Understanding the difference between view filters and custom segments
• Measuring social media traffic with a custom segment
• Segmenting brand and non-brand search keywords with custom segments
• Creating and using custom intelligence alerts
• Best practice examples custom intelligence alerts

8
Session 4 - Campaigns, channel groupings,
brand terms and cohorts
• Best practices for campaign tracking
• Creating, editing and sharing a custom report for campaign tracking (the URL builder)
• Creating and understanding channel groupings
• Managing brand terms
• Keeping control of your campaigns
• When not to use campaign tracking and the URL builder
• Introducing and exploring active users
• Introducing and exploring cohorts
• Building a landing page efficiency custom report
• Wrap up, conclusions, your action plan and feedback
• * Google Analytics edit access required

Keeping up to date
• Official blog
• https://analytics.googleblog.com/
• Google+
• https://plus.google.com/+GoogleAnalytics
• Twitter
• https://twitter.com/googleanalytics
9© ivantage Limited slideshare.net/ivantage

10
Introductions
• First
• Me (Matt Trimmer) & ivantage overview
• In a moment
• A little bit about you
• Your name
• Your role
• Your organisation/department/site/site area
• Your objectives for attending today

11
Me
• Founder, Principal Consultant and Managing
Director of ivantage
• Love the Internet, 23 years IT, technical
experience, 14 years Internet
• One of 15 Google Accredited Seminar
Leaders Globally

12
Introductions – your turn!
• A little bit about you
• Your name
• Your role
• Your organisation/department/site/site area
• Your objectives for attending today

13
Processing limits of Google Analytics
• 10 million pageviews (hits) per month
• 1-20 billion (US) hits
• 50,000 unique table entries
• 3 million unique table entries via unsampled download
• 500,000 sessions sampling threshold in UI
• 10 million sessions
• 50,000 rows export
• 3 million rows export (un-sampled)
• 200,000 sessions per day intra day processing
• 2 billion per month
• 24 hour collection, processing and reporting
• 4 hour

14
How Google Analytics works
Website

15
The Google Analytics hit
Website
cookies

16
The “__utm.gif” request from the ga.js to
Google
•http://www.google-analytics.com/__utm.gif?
utmwv=5.4.8&utms=1&utmn=2057827531&utmhn=ivantage-
training.com&utmcs=windows-1252&utmsr=1440x900&utmvp=1425x77&
utmsc=24-bit&utmul=en-
us&utmje=0&utmﬂ=12.0%20r0&utmdt=RAGE%20Template%20One&utmhid
=391906475&utmr=http%3A%2F%2Fwww.google.com%2Furl%3Fsa%3Dt%26r
ct%3Dj%26q%3D%26esrc%3Ds%26source%3Dweb%26cd%3D17%26ved%3D0C
FAQFjAGOAo%26url%3Dhttp%253A%252F%252Fivantage-
training.com%252F%26ei%3DBPg5U-
PnOtbLsQTVsYHwAg%26usg%3DAFQjCNFYl8Z4VCzcd2lyQ6y-
zYpQONKqyQ%26bvm%3Dbv.
63934634%2Cd.cWc&utmp=%2F&utmht=1396307980603&utmac=UA-272
51347-7&utmcc=__utma%3D150063470.1121932111.1396307898.13963

17
The “collect” request from the analytics.js to
Google
•http://www.google-analytics.com/collect?
v=1&_v=j17&a=565137388&t=pageview&_s=1&dl=http%3A%2F%2Fivanta
ge-training.com%2Fevents.html&ul=en-
us&de=UTF-8&dt=Untitled%20Webpage&sd=24-
bit&sr=1440x900&vp=1440x276&je=0&ﬂ=12.0%20r0&_utma=150063470
.
513215023.1395000826.1395000826.1395000826.1&_utmz=150063470.
1395000826.1.1.utmcsr%3D(direct)%7Cutmccn%3D(direct)
%7Cutmcmd%3D(none)&_utmht=1395000859080&_u=MACC~&cid=513215
023.1395000826&tid=UA-3742829-1&z=1169527130

18
The GATC - your version?
• Exercise and key concepts
• Oldest to newest
• To ﬁnd
• View source
• Ghostery
• Google Tag Assist
ga('create', 'UA-XXXX-X', 'auto');
ga('send', 'pageview');
_gaq.push(['_setAccount', 'UA-XXXXX-X']);
_gaq.push(['_trackPageview']);
_uacct ="UA-xxxxx-x";
urchinTracker();
var pageTracker = _gat._getTracker("UA-xxxxxx-x");
pageTracker._trackPageview();

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1) The original Urchin.js
<script src="http://www.google-analytics.com/urchin.js"
type="text/javascript">
</script>
<script type="text/javascript">
urchinTracker();
</script>

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2) The updated ga.js
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");
document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/
script%3E"));
</script>
try{
} catch(err) {}
</script>

21
3) The asynchronous ga.js
var _gaq = _gaq || [];
(function() {
var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;
ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';
var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);
})();
</script>

22
4) The analytics.js (Universal Analytics)
<script>
(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)
})(window,document,'script','//www.google-analytics.com/analytics.js','ga');
ga('create', 'UA-XXXX-Y', 'auto');
</script>

23
4) The gtag.js (2017)

<script async src="https://www.googletagmanager.com/gtag/js?id=UA-64171224-2"></script>
<script>
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag('js', new Date());
gtag('conﬁg', 'UA-64171224-2');
</script>

24
Whatever the version, common principles
• Loading the master JavaScript ﬁle (ga.js or analytics.js)
• Setting the Google Analytics web property to be written to
• The pageview hit
ga('create', 'UA-XXXX-X', 'auto');
urchinTracker();

25
What’s possible with GA?
• How visitors found your website
• What visitors are doing on your website
• Not why!
• Outcomes focused
• Goals

26
Goals
• Goals should be commercial
• The commercial goals of your website
• Goals should map to visitor tasks
• Visitors visit sites to accomplish tasks
• Tasks normally have a series of steps
• Funnel
• Measure conversion through the task
• When goals match user tasks
• Harmony ensues!

27
Conﬁguring a simple goal
• Exercise
• Go to ivantage-training.com and complete the simple goal
• Observe while your tutor conﬁgures
• A URL Destination Goal
• Shows you the “Required Step” setting

28
Goal conversion rate and funnel conversion
rate
• Key concept
• Using the “Required Step” setting
• we can build multiple funnels based on a single goals
• to observe behaviour on important paths
• With duplicate proﬁles
• 20 goals per proﬁle

29
Goal conversion rate and funnel conversion
rate

30
• You can use Regular Expressions (RegEx) to gain insight into the funnel path:
• User exhibits behavior:
• Page 1 = /index.html
• Page 2 = /category-footwear.html
• Page 3 = /category-clothing.html
• Page 4 = /category-headwear.html
• Page 5 = /products/kangol-tropic-player-trilby.html
• Page 6= /cart/basketview.html
• Page 7= /cart/registration.html
• Page 8 = /cart/paymentoptions.html
• Goal = /cart/salesorderconﬁrmation.html
• Need to know conversion rate of categories to products to purchase:
• Step 1: index.html
• Step 2-4: ^/category
• Step 5: ^/products
• Step 6: ^/cart/basketview.html
• Step 7: ^/cart/registration.html
• Step 8 : ^/cart/paymentoptions.html
• Goal: ^/cart/salesorderconﬁrmation.html
Goals and funnels

31
Zoom into important behaviour to identify
problems
6.77% funnel conversion rate

32
Goal match types
• Key concept
• Goals can be “Exact Match”
• /confirm/?OrderID=78367201
• Goals can be “Head Match”
• /confirm/?OrderID=
• Goals can be “Regular “Expression Match”
• ^/confirm/?OrderID=

33
The three GATCs

34
The very latest GATC - Universal Analytics

35
Changing what GA records as content
• Urchin.js
• urchinTracker('/my/made/up/url');
• GA.js
• pageTracker._trackPageview('/my/made/up/url');
• GA.js (Async)
• _gaq.push(['_trackPageview','/my/made/up/url']);
• analytics.js (Universal Analytics)
• ga('send', 'pageview', '/my/made/up/url');

36
Comparing funnel visualisation with goal
ﬂow
• Goal ﬂow is much improved
• https://support.google.com/analytics/answer/2976313?hl=en

37
Using the E-commerce report suite
• Key concept
• E-commerce must be coded
• Code your confirmation order page
• You must turn on E-commerce in you profile settings
• E-commerce is NOT related to Goals
• An E-commerce site might have a checkout goal and E-
commerce configured
• https://developers.google.com/analytics/devguides/
collection/gajs/gaTrackingEcommerce

38
Using the E-commerce report suite
• Key concept
• Deﬁne your own e-commerce schema

39
Using the Enhanced E-commerce report
suite
• Key concept
• More product information
• Shopping Analysis
• Shopping Behaviour
• Sessions without shopping activity
• Product views
• Add to basket
• Checkout
• Transactions
• Checkout Behaviour
• Custom steps
• Sales Performance
• Product List Performance
• Marketing
• Internal Promotion
• Product Coupons

40
Break time

41
Session 2 - Event tracking, event-based
goals, KPIs and dashboards
• Introducing and exploring event tracking
• Specifying event tracking to track banners
• Specifying event tracking to track other on-page items like PDF documents, videos, etc
• Non-interaction event tracking
• Configuring an event tracking goal *
• Exploring and understanding the event flow report
• Best practice for defining and measuring key performance indicators (KPIs)
• Best practice dashboard examples for e-commerce and content sites

42
Event tracking (ga.js)

43
Event tracking (analytics.js)

44
Event tracking

45
Event tracking
Videos
Play
Baby’s Fist Birthday

46
Event tracking (interaction versus non-
interaction)
• To change bounce or not to change bounce?
• By default, event tracking impacts your bounce rate
• ie - a visitor clicking on the video then leaving, has not
bounced.
• Set to true, event tracking does not impact bounce
• ie - a visitor clicking on the video then leaving, bounced.

47
Key Performance Indicators (KPIs)?
• A metric
• Miles per Hour (mph)
• Deﬁning progress to an objective
• To reach the legal motorway speed limit
of 70 mph
• Enabling you to take corrective
action
• Accelerate or brake
• Speedometer
• Web Analytics package

48
KPIs - more speciﬁcally
• Should use gauges, not statistical
charts
• Averages
• Percentages
• Rates & Ratios
• Should have time-based context,
highlighting change
• Should drive business-critical
action
• Inspire to send email, pick-up phone,
convene a meeting

49
Key Performance Indicators (KPIs) & web
analytics

50
More on KPIs
• The big book of key performance indicators
• by Eric Petterson
• http://bit.ly/demystiﬁed-books

51
KPIs from Web Analytics Demystiﬁed
• By role
• Senior strategists
• Mid-tier strategists
• Tactical strategists
• By site type
• Online Retailers
• Content Sites
• Marketing Sites
• Customer Support Sites

52
Online retailers
• Order and Buyer Conversion Rate
• Average Order Value (AOV)
• Average Revenue per Visit (Per Visit Value)
• Average Cost per Conversion
• Percent High and Low Satisfaction Customers
• Average Time to Respond to Email Inquiries
• Ratio of New to Returning Visitors
• New and Returning Visitor Conversion Rate
• Percent of Revenue from New and Returning Customers
• Home Page and Key Landing Page “Stickiness” (Bounce Rate)
• Search to Purchase Conversion Rate
• Percent Low Recency Visitors
• Cart and Checkout Completion Rate
• Order Conversion Rate per Campaign or Campaign Type
• Percent Zero Result and Zero Yield Searches
• Percent High, Medium and Low Click Depth Visits (Pageviews)

53
Content sites
• Average Page Views per Visit
• Average Cost per Visit and Average Revenue per Visit
• Percentage of High, Medium and Low Frequency Visitors
• Average Visits per Visitor
• Percentage of High, Medium and Low Time Spent Visits (Page views)
• Percent Visitors Using Search
• Percentage of High, Medium and Low Click Depth Visits
• Landing Page “Stickiness” (Bounce rates)
• Subscription Conversion Rate

54
Marketing sites
• Lead Generation Conversion Rate
• Average Cost per Conversion (Lead Generated)
• Average (Estimated) Revenue per Visit
• Average Visits per Visitor
• Percentage of High, Medium and Low Time Spent Visits (Pageviews)
• Percentage of High, Medium and Low Recency Visitors
• Percentage Visitors in a Speciﬁc Segment
• Landing Page “Stickiness” (Bounce rates)
• Average Searches per Visit
• Lead Generation Rate per Campaign or Campaign Type

55
Customer support sites
• Percent High and Low Satisfaction Customers
• Percent New and Returning Customers
• Information Find Conversion Rate
• Percent Visitors Using Search
• Percent Visitors in a Speciﬁc Segment
• Percentage of High, Medium and Low Click Depth Visits (Pageviews)
• Search Result to Site Exits Ratio
• Form Completion Rate
• Download Completion Rate

56
Some dashboards for you
• For training
• http://goo.gl/8F0YY6
• For SEO and PPC
• E-commerce
• http://goo.gl/G0RqLC
• Content
• http://goo.gl/CLeiGd

57
Lunch time

58
Session 3 - Views, Filters, Custom Segments
and Custom Alerts
• Google Analytics accounts, web properties and views
• Creating duplicate views *
• Creating and using predefined filters to exclude internal traffic *
• Creating and using predefined filters to include specific folder traffic *
• More best practice regular expressions – ^,$,/
• Measuring page traffic with a custom segment
• Understanding the difference between view filters and custom segments
• Measuring social media traffic with a custom segment
• Segmenting brand and non-brand search keywords with custom segments
• Creating and using custom intelligence alerts
• Best practice examples custom intelligence alerts

59
Creating duplicate “Profiles/Views”
• Exercise
• For your live account (do not go near the delete button!)
• Add new profiles/views:
• Call it www.mywebsite.com (Raw - Duplicate)
• Create a 2nd and call it www.mywebsite.com (Training IP Exclude)
• Create a 3rd and call it www.mywebsite.com (Sport Include)
• Create a 4th and call it www.mywebsite.com (Domains Exclude)
• Key concepts
• When you “Add a Profile for an existing domain” you effective duplicate data collection from
that point into a newly created Profile
• Duplicating profiles is important to
• Back-up your data
• Apply Filters (because Filter act at the data collection layer, they can be destructive)
• For selective Profile access
• To create more that 20 goals
• To reduce sampling

60
Google Analytics Filters - IP address
• Exercise
• Create a Predeﬁned Filter to exclude internal traffic
• From where you are today
• You may need www.whatismyipaddress.com
• Resources
• http://blog.ivantage.co.uk/2010/11/google-analytics-ip-
address-exclusion.html

61
Google Analytics Filters - ISP domain
• Exercise
• Create a Predeﬁned Filter to exclude internal traffic
• From where you are today
• Can you use something other than an IP address?

62
Google Analytics Filters - Include to a folder
• Exercise
• Create a Predeﬁned Filter to zoom into data
• Visit RTE.ie
• Create a Filter to collect only “sport” content into a proﬁle for
the sport journalists
• Resources
• Regular Expressions
• http://blog.ivantage.co.uk/2010/11/google-analytics-
regular-expressions.html

63
Google Analytics Uniﬁed Segments - Include
to a folder
• Exercise
• Create a segment to zoom into data on the sport section of
the site
• Key concept
• Segments work at the visit/visitor (user) level
• Filters work at the hit (image request level) level

64
Use filters to negate sampling
• Key concept
• Report sampling occurs
• on ad-hoc data queries (cross segmenting or segments)
• when there’s 250,000 or more visits in the date range requested
• on any query
• involving 1,000,000 unique dimensions
• e.g, URLs, Keywords
• Slide sampling bar
• Reduce data range to reduce/negate Google Analytics sampling
• Include filters on duplicate Profiles can reduce/negate Google
Analytics sampling

65
Good proﬁle/view practice
• Key concept
• Raw
• Untouched
• All visits
• No removal, but data cleansing, proﬁle settings
• All external visits
• Remove staff/agencies/partners
• All internal visits
• Include only staff/agencies/partners

66
Creating and sharing Custom “Intelligence”
Alerts
• Exercise
• Intelligence> Monthly Alerts
• Create your own Custom Intelligence Alerts
• Key concept
• Intelligence Alerts can be shared
• by sending a link

67
Really useful Custom “Intelligence” Alerts
• Exercise
• Intelligence> Monthly Alerts
• Create your own Custom Intelligence Alerts

68
Creating and sharing Custom Advanced
Segments
• Exercise
• Create a Custom Advanced Segment for a City
• Create a Custom Advanced Segment for a Page
• Key concept
• Advanced Segments can be shared
• by sending a link

69
Really useful Advanced Segments
• Exercise
• Advanced Segments
• Create new Advanced Segment

71
Being alerted to social media traffic
• Exercise
• Build a custom alert
• Based on your custom social media segment

73
Brand Keywords Advanced Segment
• Exercise
• Create a Brand Keyword Advanced Segments

74
Non-Brand Keywords Advanced Segment
• Exercise
• Create a Non-Brand Keyword Advanced Segments

75
Analyzing keyword media - contribution of
brand/non-brand by organic and cpc
• Exercise
• Use the advanced segments you have created
• 1a - Brand Keywords Segment (Your Brand)
• 1b - Non-Brand Keywords Segment (Your Brand)

76
Analyzing keyword media - how’s your
brand/generic keyword mix?
• Key concept
• How’s your brand (keywords) doing organically?
• Should you focus on improving SEO for organic brand terms?
• Are you happy bidding on your brand?
• Are you over reliant on brand organic keywords?
• Is your generic (non-brand) organic traffic poor?
• Should you do some cpc to generate leads?
• Should you focus on improving SEO for generic (non-brand) terms?
• Are you over reliant on organic for generic terms?
• What would you do if your organic rankings fall?
• Should you invest in cpc to balance organic?

77
Analyzing keyword media - what’s the
opportunity?
• Key concept
• Is your organic traffic fulﬁlling its potential?
• Is your Adwords fulﬁlling its potential?

78
Break time

79
Website

80
Website
cookies

81
Google Analytics cookies
UTMb - Visit cookie, lasts for 30 minutes from every page view
UTMa - Unique visitor cookie, lasts for 2 years from set or update on every page view
UTMc - Visit end cookie, not set to expire, does so when browser closes
UTMv - Not always set, requires the _setVar() command
UTMz - Campaign visit tracking cookie, determines traffic sources, lasts for 6 months from set or update on
every page view

82
Google Analytics cookie - Universal
Analytics
_ga- Unique visitor cookie, lasts for 2 years from set or update on every hit. Name can be changed, might
not be used!
• UTMa Visitor cookie, lasts for 2 years from
update, updated every page view
• Visit properties now set server side in the User
Interface
• 30 minute default session timeout

83
www.ivantage.co.uk
What are Cookies?
• Named after Fortune cookies
• Text ﬁles sent to browsers by websites
• Session and persistent Google Analytics
Cookies
• Session
• Expire after 30 minutes of inactivity
• or expire on browser close
• Persistent
• Lasts for 2 years

84
Browser web
server
New Visitor
Browser web
serverCookie
Returning Visitor
GA Cookie present
GA Cookie not present
Google Analytics Persistent Cookie
Page
cookies

85
How does GA measure visitors?
• Key concept
• JavaScript (not Java) page tagging
• 1st party cookies
• Image request to Google servers
• Transmit visit information
• Your stats will miss some devices that do not execute
JavaScript and/or accept cookies
• Search Engine bots :-)
• Generally
• Mobiles (1st generation) :-|
• Accessibility devices :-(

86
Understanding Google Analytics cookies
• Exercise and Key Concepts
• Use Firefox and clear your cookies
• Using Firefox, search for your own brand on Google and
click on an organic result and visit your site
• Make a note of the contents of the utmz cookie
• Is it set correctly?

87
Using the URL Builder
• Exercise
• Use Google Analytics Campaign Tracking by
ﬁnding “The URL Builder” in the Google
Analytics help centre
• Build a Campaign Tracking URL for an Email
campaign
• Use Firefox and clear your cookies
• Using the URL you just built, visit your site
• Make a note of the contents of the utmz cookie
• Is it set correctly?

88
Google Analytics campaign tracking
• Exercise and Key concept
• Google Analytics allocates traffic to three distinct mediums
• cpc or paid search
• organic
• Google, bing, yahoo, etc
• (none)
• Source of direct
• Visits when the web address is used directly in the browser without a search
• A component of “brand awareness”
• referral
• Sites with links to you, that provided visits
• It’s the Google Analytics utmz cookie that tracks campaign attribution
• Persistent for six months

89
Campaign Tracking and Dimensions

90
Understanding cookie corruption and its
affect on data
• Exercise
• Visit http://www.ivantage-training.com/
• Follow the corrupt link from domains
• Look at your cookies
• Now press the “search” button
• You will transfer to a sub-domain
• Look at your cookies
• Key concept
• Do you have sub-domains?
• Check your site’s cookies
• Do you have self referrals?

91
Best practice tracking for MSN adcenter
• Key concept
• Use bingads as source to compare
against google/cpc
• Use cpc as medium to match AdWords
bingads/cpc
• Use campaign term for your target
keyword
• Use campaign content for ad
differentiation and analysis
• Use campaign name for keyword group
analysis

92
Best practice tracking for LinkedIn
campaigns
• Key concept
• Use LinkedIn as the source
• Use cpc as medium to compare against
AdWords
• Campaign term not applicable
• Use campaign name for campaign
management

93
Best practice tracking for banner campaigns
• Key concept
• Use the advertising network as the source
• Use cpm as medium
management

94
Best practice tracking for e-mail campaigns
• Key concept
• Use the email type, subject and target list as the source
• Use email as medium
• Use campaign content for subject line AB testing or creative batch testing
• Use campaign name for campaign management

95
• Key concept
• Use campaign content for link/content testing

96
• Key concept
• Use campaign content for link/content testing

97
Best practice tracking for Twitter campaigns
• Key concept
• Use the Twitter (placement vs. non-
placement (viral) ) as the source
• Use social as medium
• Use campaign content for time/user-name/
subject
management
• Use http://bit.ly/ or http://goo.gl/
• To shorten URLs

98
Best practice tracking for Facebook
campaigns
• Key concept
• Use the Facebook (placement vs. non-
placement (viral) ) as the source
• Use social as medium
• Use campaign content for time/subject/ad
management
• Use http://bit.ly/ or http://goo.gl/
• To shorten URLs

99
Custom campaign tracking report
• Key concept
• A custom report can focus on your speciﬁc campaign

100
Keeping control of your campaigns
• Key concept
• Ivantage Link Builder Spreadsheet
• https://goo.gl/ixKsUJ

101
When not to use Campaign Tracking?
• Key concept
• Never use Campaign Tracking on-site to track banners!
• Use Event Tracking

102
Identifying problems with Bounce Rate
• Bounces
• Visits to landing pages that don’t view another “tagged” page/Event
• Bounce rate
• The % of visits to landing pages that don’t view another “tagged” page/
Event
• Bounce Rate is a critical metric for analysis unless
• Your site is one page (blog)
• New Visitors might stay longer on a blog for the ﬁrst time
• Your site has a compelling off-line proposition
• That makes people view one page and leave/call/visit?
• Key concept
• Finding and removing the cause of bounced visits is high priority

103
Landing page efficiency analysis report
§ Custom Report
• http://goo.gl/g67kYh

104
Your 201 action plan
• Having thought about your goals, think about conﬁguring them
• Engagement, destination or event-based?
• Use a Word document and screen-shot each would-be goal
• Plan an event tracking schema for your site
• Talk to your developers (Think about Google Tag Manager)
• Create duplicate proﬁles
• Raw
• All visits
• All external visits
• All internal visits
• Use custom segments
• Use campaign tracking for all inbound marketing
• Use a custom report
• User a Google spreadsheet

10575
Getting help and going further
• Help Centre
• https://support.google.com/analytics/
• Blog
• http://analytics.blogspot.com/
• Forum
• https://productforums.google.com/forum/#!forum/analytics
• Developers
• https://developers.google.com/analytics/
• ivantage
• support@ivantage.co.uk
• Avinash’s Blog
• http://www.kaushik.net/avinash/
• Brian’s Blog
• http://www.advanced-web-metrics.com/

10676
Feedback
• http://www.ivantage.co.uk/feedback

107
The End

Google analytics 201 - goals, events, views, basic filters, segments, alerts and best practice campaigns - v001 march 2017

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