International Web Analytics: A How-To Session
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My session at International Search Summit in London on Web Analytics.
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International Web Analytics: A How-To Session
- 1. International Web Analytics A How-To Session Daniel Smulevich SEO Executive, Verve Search @dSmulevich
- 2. Who am I? • Working with International clients • GAIQ Certified • Love MS Excel @dSmulevich
- 3. Today‟s session 1) Find out if you need a geo-targeted site 2) Calculate the ROI 3) Chose your configuration 4) Avoid data corruption 5) Troubleshooting @dSmulevich
- 4. Where to start from? Data Collection Processing into Information Developing KPIs Formulating Online Strategy @dSmulevich
- 6. And the winner is… @dSmulevich
- 7. Great to start with • Flexible and with free support • Easy to interpret • If you pass limits (10M hits a month) you can sample a subset of data from your site calling _setSampleRate() @dSmulevich
- 8. #1 Find out if you need a geo-targeted website
- 9. Audience>Demographics>Location Check your visitors‟ provenience Look at: • Total Visits • Bounce rate • Conversions @dSmulevich
- 12. What about revenues? @dSmulevich • What type of traffic is it? • Which keywords are they using?
- 13. Always look for these three @dSmulevich
- 14. Is it really Mr Rush? This is how average time on site is calculated @dSmulevich
- 16. More realistic! @dSmulevich More info:bit.ly/zW2iuF @justincutroni
- 18. @dSmulevich
- 19. Gain from investment • Find the Average Visit Value for your current market • Compare with the Average Visit Value for your target market • Find it under Ecommerce tab (Avg VVC – AvgVVT) x VisitsT @dSmulevich
- 20. Cost of investment For SaaS: • Bandwidth + CDN • IT Team (do you have enough resources?) • Local content writers For Online Retailers: • Do your market research • High entry costs @dSmulevich
- 22. The anatomy of the Tracking Code 1. Web Property ID 2. Asynchronous vs Synchronous 3. Working on secure and non-secure pages 4. ga.js vs analytics.js @dSmulevich
- 23. @dSmulevich
- 24. Three geo-targeting options @dSmulevich 1. Subdomains uk.example.com, ie.example.com, … 2. Subfolders example.com/uk, example.com/ie, … 3. Separate TLDs example.co.uk, example.ie, …
- 25. Google Analytics and cookies @dSmulevich Uses First Party cookies Only the website who issued them can read them
- 26. 1. Subdomains @dSmulevich To track when users visit more than one subdomain in one session
- 28. Set up profiles for each subdomain @dSmulevich One Google Analytics account: + a profile for each subdomain + a profile tracking all subdomains collectively
- 30. Apply filters @dSmulevich Only Traffic to that subdomain. Remember: even www. is a subdomain!
- 31. Display subdomains in the main profile @dSmulevich These pages are from DIFFERENT subdomains!
- 34. 2. Subfolders @dSmulevich Tracking code should be applied to EVERY page of your site to be tracking effectively. Set up an Include filter to the sub-directory to ensure that only content for that sub-directory shows up in your report
- 35. And…FILTER! @dSmulevich TIP: you can also use advanced segments
- 36. @dSmulevich
- 37. 3. Separate TLDs @dSmulevich Create a separate property for each TLD. OR: Use these methods in your GATC: _setDomainName _setAllowLinker _link Reference Guide: bit.ly/IHmheC
- 38. Cross-domain tracking @dSmulevich Set up a master profile for your primary domain without filters. Create a profile especially for cross-domain tracking and re-use your tracking code. Modify your cross-domain profile with a filter to show the full domain in your content reports.
- 39. Best Practice @dSmulevich • Create a Google Analytics account for each domain • Customize GATC to link the multiple sub- domains with their main domains • Link the third party shopping cart with the main domain • Create a rollup Google Analytics account Analytics Guide: bit.ly/15pHC8Z
- 40. What is a rollup account? @dSmulevich • Using multiple trackers (bit.ly/ZBuB3p) • Caveats: Pageview aggregation AdWords ROI Timezone alignment
- 42. Data limits @dSmulevich • 10,000,000 hits per month per property • 500 hits per session not including ecommerce (item and transaction hit types)
- 43. Six different types of hits @dSmulevich • Pageview hits • Event hits • Ecommerce transaction hits • Ecommerce transaction item hits • User defined hits • Social plugin hits So… you will “HIT” the limit earlier!
- 44. Multi-currency Ecommerce @dSmulevich Add a single line of code to the transaction page _gaq.push(['_set', 'currencyCode', „XXX']);
- 45. Why? @dSmulevich Possible scenario You end up over-reporting by £156 Transaction ID GA Revenue Real £ Revenue Difference 100 £199 £199 0 101 £299 £195 -£104 102 £99 £99 0 103 £149 £97 -£52 TOTAL £746 £590 -£156
- 46. When? What? How? @dSmulevich • If you offer them to pay in different currencies on same page • Daily exchange rate from the prior day • The conversion rate is pulled from Google‟s currency server
- 47. Internationalised Domain Names @dSmulevich • In 2010, Russia opened its own IDN: рф http ://правительство.рф • 1 million registrations in 3 years • Google Analytics has issues with non- ASCII characters
- 48. @dSmulevich
- 50. The eternal struggle IT vs Marketing @dSmulevich
- 51. User permissions • Apply singly or in combination • Parent permissions are inherited by default (account > property > profile) • Administrator Edit + Manage Users • User View @dSmulevich
- 53. Google Tag Manager @dSmulevich • Container Tag System – doesn‟t vary • GTM interface to populate the container • Good if you have several tags
- 54. Internal traffic skews data @dSmulevich GA Opt Out bit.ly/KhWGIP
- 55. @dSmulevich
- 57. Three useful tools: 1. GA Debugger 2. Tag Assistant 3. Analytics Checkup @dSmulevich
- 59. Cross-domain tracking A basic test for cross-domain (and cross- subdomain) tracking is that the first domain that a visitor accesses generates Google Analytics cookies BUT that the domain or subdomain that is linked to does not. @dSmulevich
- 61. Session not passing to (sub)domain All your sales appear to come from referrals from your own website. LOSS of data like source, medium, campaign… Google Analytics Tracking Guide (http://bit.ly/IHmheC) @dSmulevich
- 63. @dSmulevich The demographics report is the first stop Use Time on Site metric very carefully Inv Gain: (Avg VVC – AvgVVT) x VisitsT Every geo-configuration has its GATC Use precaution to avoid data corruption
- 64. @dSmulevich THANK YOU! Email: daniel@vervesearch.com Web: www.vervesearch.com
Notas do Editor
- Time on Page = (time of last “engagement hit” on page) – (time of first hit from page)Cutroni Analytics Advocate at Google
- What is Average Visit Value= simply revenue/visits.Check the dimension where you are; mention PPCFormula is very conservative!
- What is Average Visit Value= simply revenue/visits.Check the dimension where you are; mention PPCFormula is very conservative!
- Add this code to all of your subdomains. There is no need to alter it for every subdomain.
- Limit of 50 profiles per account, so explain potential issues
- 31 currency code currently supported
- Daily exchange rate to convert the currency to the master currency you’ve defined in the profile settings
- It’s a good idea to limit the number of users that have Edit permissions at the Account level.The Manager Users setting is great for marketers. Many times a marker will need to give other team members access to data. Or, in an ideal case, an executive that wants deeper insights into the business! Don’t be afraid to give marketers Manager User access so they can add more users.