2. Introduction
With Google Analytics we can:
β make informed site and content decisions
β increase conversions
β measure keyword and ad performance
β track a wide variety of metrics
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3. How Does GA Work?
β Google Analytics Tracking Code (GATC)
JavaScript in each page of our site
β Google Analytics only uses first-party cookies
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4. What happens if ...
someone who blocks their β not tracked
cookies
someone who deletes their β tracked but identified as a new
cookies visitor
someone who disables β not tracked
JavaScript
cached pages β tracked if connected to the
internet
JavaScript error on the page β not tracked if the error occurs
before the tracking code is
executed
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5. GA Tracking Code
β You'll sometimes need to paste the GATC at the top of
the page:
β tracking ecommerce transactions
β tracking across multiple domains or subdomains
β using iframes
β using custom JavaScript functions that may conflict
with ga.js
β New asynchronous tracking code.
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6. Interpreting Reports
β Create context
β compare with other metrics
β look for trends
β Data driven decision making
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7. Pageviews, Visits and
Visitors [1]
pageview: is counted every time a page on your
site loads
visit (session): period of interaction between a
browser and a website. Closing the browser or
staying inactive for 30 minutes ends the visit.
visitor: is uniquely identified by a Google
Analytics cookie
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8. Pageviews, Visits and
Visitors [2]
unique pageview: number of visits during which
page was viewed
absolute unique visitor: each visitor is counted
only once during the selected date range
new and returning visitor
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10. Time Metrics [1]
time on page (n) = timestamp (n+1) β
timestamp (n)
The time on page of the last page on a visit is
always 0, because there's not timestamp GA
can use to calculate the time.
time on site = sum(time on page) for a visit
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11. Time Metrics [2]
avg. time on page = time on site / (pageviews β
exits)
pages with time on page 0 are excluded from the calculation
avg. time on site = sum(time on site) for all visits
/ visits
pages with time on page 0 are not excluded from the calculation
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12. Traffic Sources
β where the traffic is coming from on the internet?
β which source is sending the best quality traffic?
β e.g. small bounce rate
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13. Traffic Sources
direct traffic: bookmark or URL typed directly
into the browser
referral traffic: via a link in any web site
search engine traffic: click in a search results
link in a search engine
organic: non-paid
paid: ads
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14. Keywords
β What were visitors expecting to find on your
site?
β You fail to meet their expectation:
β high bounce rate
β low goal conversion rate
β e-commerce per visit value
β Which landing pages are being used for a
keyword?
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16. GA Accounts [1]
β One Google username:
β up to 25 GA accounts
β can be added as an administrator to an unlimited
number of GA accounts
β Administrators can:
β create filters, profiles, goals
β add users
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17. GA Accounts [2]
β Users:
β read-only access to reports
β can be restricted to specific profiles
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18. Profiles [1]
β Profile: set of rules that define what data is to
be included in the reports
β Examples:
β subdomains
β sections of a site
β filtered data (access control)
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19. Profiles [2]
β The settings of a profile include:
β user access
β goals
β filters
Each domain has a unique tracking code number (property number)
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20. Campaign Tracking and
AdWords Integration
β Autotagging:
β reports are automatically populated with click, cost,
β¦ of every keyword you buy
β if autotagging is not enabled, unpaid and paid clicks
will look they came from the same source:
google/organic
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21. AdWords Data
β Clicks
β Cost
β CTR (Click-through Rate) = ( clicks / impressions ) * 100
β CPC (Cost per Click)
β RPC (Revenue per Click)
β ROI (Return on Investment) = ( E-commerce Revenue +
Total Goal Value - Cost) / Cost
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22. Data Discrepancies
β Clicks (AdWords) vs. Visits (GA)
β Browser preferences (JavaScript, cookies)
β Unable to load GATC or GATC missing
β AdWords filtering
β Report data sync
β Destination URLs not tagged
β Redirects
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23. Tracking Online Marketing
β You can add tags with campaign identifying to
your destination URLs in paid links:
β keyword links
β banners
β links inside emails
β Manual URL tagging => query string
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24. Tags
β Always:
β utm_source: advertiser (google, yahoo, β¦)
β utm_medium: marketing medium (cpc, banner,
email, β¦)
β utm_campaign: campaign name
β Optional:
β utm_term: paid search keyword
β utm_content: ad version
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26. Goals [1]
β Goal: website objetive
β Types:
β URL destination goal
β head match (/offer1/)
β exact match (/offer1/signup.html)
β regexp match (/.*/signup.html)
β Time on Site goal
β Pages/Visit goal
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27. Funnels
β Funnel:
β the set of steps, or pages, that
you expect visitors to visits on
their way to complete the
conversion
β URL destination goals
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29. Goals [2]
β Goal Value (optional): assign monetary value to
non-ecommerce goals
β During a visit:
β goal conversions => once
β e-commerce transactions => multiple times
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30. Filters
β Modify data:
β remove data from internal sources
β restrict data for a profile or user
β segment data
β Customize reports
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31. Filters and Profiles [1]
β Filters are applied to profiles
β It is recommended to maintain an unfiltered
profile
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33. Filter Types
β Predefined filters:
β exclude traffic from a domain
β exclude traffic from a IP address
β include only traffic to a subdirectory
β Custom filters:
filter type | filter field | filter pattern
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35. Cookies [1]
β Cookies are text files that describe a small
piece of information about a visitor or the
visitor's computer.
β Google Analytics:
β first-party cookies
β your site can uniquely but anonymously identify
individual visitors
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38. __utmb & __utmc: Session
Identifiers
β Session (or visit) => 30 minutes of inactivity
β Each time de GATC is executed, __utmb is set to
expire in 30 minutes.
β When the visitor loads a page, the GATC checks for
both the __utmb and __utmc cookies. If either one is
missing GA knows it's a new session.
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39. __utmz: Campaign Values [1]
β The session number increments for every session during
which the campaign cookie gets overwritten.
β The campaign number increments every time you arrive at the
site by a different campaign or organic search, even if it is within
the same session.
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41. __utmv: Visitor
Segmentation
β Only set if the site calls the _setVar() method
β _setVar() => deprecated
β _setCustomVar()
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42. E-commerce Tracking [1]
β Enable e-commerce reporting in your website
profile
β Add the GATC
β Add some additional code to track each
transaction
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44. Revenue Metrics
β Calculated based on:
β the goal values:
β Per Visit Goal Value
β the e-commerce revenue:
β Revenue
β Average Value (of an e-commerce transaction)
β Per Visit Value
β goal Values + e-commerce revenue:
β RPC, ROI, Margin, $Index
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45. $Index
β $Index is a way of ranking the pages that have
the most impact on site profitability
(Goal Value + E-commerce Revenue) / Unique
Views of Page Before Conversion
β Useful as a way of ranking pages
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54. Advanced Segmentation
β Isolate and analyze subsets of your traffic:
β visits from California
β visits with purchases of $100 or more
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55. Advanced Segments vs.
Filtered Profiles
β Advanced Segments:
β can be applied to historical data
β are available across all domains and profiles
β can be compared side-by-side in the reports
β are easier to create
β Filtered Profiles:
β to permanently alter or restrict the data that appears in a
profile
β if you need to restrict user access to a subset of data
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56. Internal Site Search
β Analyzing internal search can help you identify:
β missing or hidden content
β ineffective search results
β keywords not previously identified for search
campaigns
http://javiervidal.net/?s=hola+mundo
query parameter: s
(Can be provided up to 5 query parameters)
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57. Site Search Reports [1]
β Site Search Usage: compares performance of users
who use site search versus those who do not
β Site Search Terms: only includes visits where a
search is performed
β can compare metrics between internal search
queries
β useful for identifying new keywords
β can be combined with segmentation
β Search Refinement: View the keywords visitors used
to refine their original searches
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58. Site Search Reports [2]
β Search Navigation: See where visitors who search on
a specific keyword go after viewing the search results
page
β Start Pages: Shows you where visitors begin using
the search function (useful to assess the effectiveness
of landing pages)
β Destination Pages
β Trending
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59. Goal Conversion and Site
Search
β Goal conversions in the Site Search reports are
based on visits that include at least one
search
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60. Event Tracking & Virtual
Pageviews
β Cases where a pageview is not generated:
β Flash
β AJAX
β file downloads
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61. Virtual Pageviews
β Call _trackPageview(filename)
β Best practices:
β Adopt a consistent and clear naming convention
β Filter out the virtual pageviews in a separate profile,
for example, use a virtual directory, /virtual
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62. Event Tracking
β Event tracking will not generate an extra
pageview
β You can easily organize your events in:
β categories
β actions
β labels
β values
β _trackEvent()
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