Tracking Data that Matters in Google Analytics
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Dive into the deep end of the Google Analytics pool and learn about advanced tracking. We'll discuss setting up and using goals, ecommerce tracking, and custom dimensions. Presented by Adam Smith, Director of IT at the Central Virginia AMA event on June 16, 2015.
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Tracking Data that Matters in Google Analytics
- 1. @marketingmojo | marketing-mojo.com TRACKING DATA THAT MATTERS IN GOOGLE ANALYTICS Adam Smith Director of Technology Marketing Mojo June 16, 2015 http://www.marketing-mojo.com/ama/
- 2. @marketingmojo | marketing-mojo.com DATA AWESOMESAUCE • Google Analytics › Tagging URLs › Goals › Custom Dimensions and Metrics › Ecommerce • Google Tag Manager
- 3. @marketingmojo | marketing-mojo.com WHAT IS GOOGLE ANALYTICS? • Web analytics software • Freemium • Popular • Easy to implement
- 4. @marketingmojo | marketing-mojo.com IMPLEMENTATION:CODE ALERT!!! <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.inser tBefore(a,m) })(window,document,'script','//www.google- analytics.com/analytics.js','ga'); ga('create', 'UA-XXXXXXX-1','auto'); ga('send', 'pageview'); </script>
- 5. @marketingmojo | marketing-mojo.com WHAT DOES GOOGLE ANALYTICS TRACK? • User Behavior › Sessions › Page views › Entrance and exit pages
- 6. @marketingmojo | marketing-mojo.com WHAT DOES GOOGLE ANALYTICS TRACK? • User Information › Technology › Geography › Demographics
- 7. @marketingmojo | marketing-mojo.com TAGGINGURLS • Example: http://www.marketing- mojo.com/webinar/?utm_source=june-webinar- email&utm_medium=email&utm_campaign=webinar • Campaign information › Source › Medium › Name
- 8. @marketingmojo | marketing-mojo.com GOOGLE URL BUILDER • URL Builder: https://support.google.com/analytics/answer/1033867?hl =en
- 9. @marketingmojo | marketing-mojo.com GOALS • Measure specific actions that contribute to the success of your business. • CONVERSIONS!!! • Limits
- 10. @marketingmojo | marketing-mojo.com GOAL VALUE • Assign a $ amount to the conversion. • Example: › Your sales team can close 10% of users that sign up for a newsletter. › Your average transaction is $500. › Assign a goal value of $50 in Google Analytics!
- 11. @marketingmojo | marketing-mojo.com TYPES OF GOALS • Destination • Duration • Pages/Screens per session • Event
- 12. @marketingmojo | marketing-mojo.com DESTINATIONGOAL • URL • Types › Equals to /webinar-thanks/ › Begins with /lp/webinar-thanks.php › Regular Expression ^/webinar/.*.
- 13. @marketingmojo | marketing-mojo.com DURATION GOAL • User sessions that last a specified amount of time
- 14. @marketingmojo | marketing-mojo.com PAGES/SCREENS PER SESSION GOAL • A user views a specific number of pages.
- 15. @marketingmojo | marketing-mojo.com EVENTS GOAL • Magic!!! • Well, sort of. JavaScript!!! • _gaq.push([‘_trackEvent’,’Category’, ’Action’, ’Opt Label’, Opt Value, ’Opt non- interaction’])
- 16. @marketingmojo | marketing-mojo.com TYPES OF EVENTS GOALS • Click tracking • Form submissions • Lightbox/Popupconversions • Affiliate Ad clicks • Form errors • Map engagement • Video engagement • Article engagement • Widget interactions • Beer?
- 17. @marketingmojo | marketing-mojo.com SETTING UP GOALSIN GOOGLE ANALYTICS • Admin -> View -> Goals
- 18. @marketingmojo | marketing-mojo.com ECOMMERCE TRACKING • Track purchases along with quantity and revenue. • Is integrated into many third party shopping carts.
- 19. @marketingmojo | marketing-mojo.com WHAT YOU CAN LEARN FROM ECOMMERCE TRACKING • What is selling and why. • Revenue per transaction. • What path the user takes through your site before purchasing. • How long a user takes to purchase.
- 20. @marketingmojo | marketing-mojo.com • ga('require', 'ecommerce'); • ga('ecommerce:addTransaction', { 'id': '1234', // Transaction ID.Required. 'affiliation': ‘’WidgetsRUs', // Affiliation or storename. 'revenue': '11.99', // Grand Total. 'shipping': '5', // Shipping. 'tax': '1.29' // Tax. }); • ga('ecommerce:addItem', { 'id': '1234', // Transaction ID.Required. 'name': ’Super Widget', // Productname.Required. 'sku': 'DD23444', // SKU/code. 'category': ’Green Widgets', // Category or variation. 'price': '11.99', // Unit price. 'quantity': '1' // Quantity. }); • ga('ecommerce:send'); • ga('ecommerce:clear');
- 21. @marketingmojo | marketing-mojo.com CUSTOM DIMENSIONS AND METRICS • Super Magic!!! • Combine your data with Google Analytics data. • Limits
- 22. @marketingmojo | marketing-mojo.com CUSTOMDIMENSION EXAMPLES • Marketing automation data • Logged in vs. anonymous user • Author
- 23. @marketingmojo | marketing-mojo.com CUSTOMMETRIC EXAMPLES • Games • Interaction with shoppingcart
- 24. @marketingmojo | marketing-mojo.com GOOGLE TAG MANAGER • The Promise › Bypassing your IT department for fun and profit. › Easy to use for non-technicalfolks • The Reality
- 25. @marketingmojo | marketing-mojo.com CONTACT ADAM SMITH Director of Technology Marketing Mojo 434.975.6656 x119 asmith@marketing-mojo.com @schmack +AdamSmith13
Notes de l'éditeur
- Warning that I’m a developer. My goal is to give you the knowledge you need to work with your site developers (guys like me) to do a better job using Google Analytics on your websites.
- Google Analytics is the awesome sauce for finding out how your users interact with your site. Use this information to refine your site and take it to the next level. So many websites use analytics at it’s base level.
- $150,000 a year for premium. Support and training from Google. Of the top 1 million web sites, over 50% use Google Analytics. At it most basic, implements with one code snippet. You don’t have to install it on your server like other analytics programs.
- Put on every single page. Page load. Asynchronous.
- Tech: browser, OS, mobile Demographics: age, gender, interests.
- Analytics natively understands these tags. Source: where they are coming from Medium: organic, paid search, email, social Campaign: Adwords campaign or custom campaign You can makeup your own tag.
- Page views and visits are important, but Conversions are where it’s at. Leads, sales. Download a whitepaper, newsletter signups, watching a video, adding a product to the shopping cart. Limited to 20 goals per view but they can be replaced. If you do replace a goal, make sure you annotate it within Google Analytics.
- Begins with is especially helpful for retaining tracking codes.
- Example: you want people to stay on your site for more than five minutes.
- Slideshow type articles are a good example.
- Category should be broad like “Form” or “Social Links” Action is what occurred. “Clicked”, “Submitted Form” Label optional. Used to segment. Social Link example “Facebook” Optional value. Optional interaction. Default is false. True means it won’t count that visit as a bounce.
- Go to demo
- Shopify and the WooCommerce WordPress plugin are good examples
- Limits: you cannot use personally identifiable information such as name, email address, or social security number. YOU CAN use an internal identification like Customer ID. Once again, you only get 20 per view.
- We use Marketo Tag the content by author on the blog.
- Games: high scores, level completion Shopping cart: are users abandoning carts for certain products?
- The promise is the ability to implement code tags on your site without needed IT assistance. The reality is that is can be difficult and requires some dedicated up front education.
- ADD TAD