1. GOOGLE ANALYTICS BASIC SET -UP | GBG KL WORKSHOP 23 JAN 2013

2. GOOGLE ANALYTICS BASIC SET-UP WORKSHOP
Dr. Frank J. Peter, Ph.D.
Managing Director FJP Marketing Sdn. Bhd.
(839890-M)
www.FJPmarketing.com
Frank@FJPmarketing.com

3. GOOGLE ANALYTICS BASIC SET-UP WORKSHOP
Google Analytics Basic Set-up
What we will cover today:
• Setting-up Tracking Code
• Including Subdomains
• Including e-Commerce (basic)
• Linking with Adwords, Adsense &
Webmasters Tools
• Setting-up of Event Tagging

4. GOOGLE ANALYTICS BASIC SET-UP
Google Analytics Basic Set-up
Setting Up Google Analytics

5. GOOGLE ANALYTICS BASIC SET-UP
Google Analytics Basic Set-up
What you need:
• Google Account
• Website/Blog
• Access to Website Code / CMS Code

6. GOOGLE ANALYTICS BASIC SET-UP
Setting-up Google Account
https://accounts.google.com/

7. GOOGLE ANALYTICS BASIC SET-UP
Setting-up Google Account
Do's and Don'ts:
• Do not use your personal email account
• Do set-up a Google account specifically
for Analytics, Adwords and Webmaster
Tools
• Suggested:
Your.Company.Google@Gmail.com

8. GOOGLE ANALYTICS BASIC SET-UP
Setting-up Tracking Code
http://www.google.com/analytics/

9. GOOGLE ANALYTICS BASIC SET-UP
Setting-up Tracking Code
Important: Time Zone should be same as in Google Adwords

10. GOOGLE ANALYTICS BASIC SET-UP
Setting-up Tracking Code
• Define Home Page
• Apply Adwords Cost Source (can be done later)
• Allow Site Search

11. GOOGLE ANALYTICS BASIC SET-UP
Setting-up Tracking Code
Determine the Query Parameter for Site Search:
• Perform a Search on your Website using your search Function
• On the Search Results Page take a close look at the URL
• Make a Note of the Query Parameter
Example:
mysite.com/advanced_search_result.php?keywords=Alien
-> Here the Query Parameter is keywords

12. GOOGLE ANALYTICS BASIC SET-UP
Setting-up Tracking Code
• Allow Subdomains
• No other Top Level Domains (set up separate Analytics)
• Display Advertising Support: Enables Remarketing
• Custom Campaign Tags: use Defaults

13. GOOGLE ANALYTICS BASIC SET-UP
Setting-up Tracking Code
• Open your Source Code in a Text Editor (Notepad etc.)
• Copy/Paste Analytics Code before every closing </head> Tag
• Upload edited Web Pages and check Tracking in Analytics

14. GOOGLE ANALYTICS BASIC SET-UP
Setting-up Tracking Code
E-Commerce Tracking
• Extra Code to be added to 'Checkout Confirmation' Page
• Collects data on item(s) purchased, price, shipping cost etc.
• Has to be done in the back-end of the Shopping Cart Platform used

15. GOOGLE ANALYTICS BASIC SET-UP
Google Analytics Basic Set-up
Linking Analytics with Adwords

16. GOOGLE ANALYTICS BASIC SET-UP
Linking Analytics with Google Adwords
Benefits
• Adwords gives Info 'before the Click'
• Analytics gives Info 'after the Click'
• ROI: measure which paid Keywords result in Sales – focus future
Campaign Optimisation on these Keywords and drop non-performing
• Reduce Cost due to 'blind Advertising' based on actual Analytics Data

17. GOOGLE ANALYTICS BASIC SET-UP
Linking Analytics with Google Adwords
To Do:
• Create Administrator Account in Adwords using same email as used
in Analytics
• Sign in to your AdWords account at https://adwords.google.com
• Click the Tools and Analysis tab, then click Google Analytics.
• Click the Admin tab at the top right of the page.
• Click the account you want to link with the AdWords account.

18. GOOGLE ANALYTICS BASIC SET-UP
Linking Analytics with Google Adwords
To Do (cont.):
• Click the Data Sources tab.
• Click the AdWords tab, then click Link Accounts.
• Select the Analytics profiles in which you want the AdWords data to
be available.
• Click Continue.
Note: In order for Analytics to be able to attribute visits to specific
AdWords campaigns, you also need to import your AdWords cost data
to the relevant Analytics Admin profile.

19. GOOGLE ANALYTICS BASIC SET-UP
Google Analytics Basic Set-up
Linking Analytics with Adsense

20. GOOGLE ANALYTICS BASIC SET-UP
Linking Analytics with Google Adsense
Benefits
• Shows which Pages bring you the most $$
• Shows which Adsense Sizes, Positions etc work best on your Site
• Use the above Info to improve Earnings

21. GOOGLE ANALYTICS BASIC SET-UP
Linking Analytics with Google Adsense
To Do:
• Create Administrator Account in Adsense using same email as used
in Analytics
• On the Home tab go to Account settings
• Scroll down to 'Access & Authorization' section
• Click on the 'edit' next to Google Analytics integration

22. GOOGLE ANALYTICS BASIC SET-UP
Linking Analytics with Google Adsense
To Do (cont.):
• Click 'Link' next to the Analytics account that you want to link to
• A new window opens and you're taken to your Analytics account.
• In Analytics, click Link Accounts.
• Specify your primary Analytics property and Analytics profiles
• Click Continue and your Accounts are linked

23. GOOGLE ANALYTICS BASIC SET-UP
Google Analytics Basic Set-up
Linking Analytics with
Webmasters Tools

24. GOOGLE ANALYTICS BASIC SET-UP
Linking Analytics with Google Webmasters Tools
Benefits:
• Get Info on Link and Query Traffic in Analytics
• Let Google tell you about any Site Problems
• Share Information about your Site via Sitemaps

25. GOOGLE ANALYTICS BASIC SET-UP
Linking Analytics with Google Webmasters Tools
To Do:
• Go to www.google.com/webmasters/tools
• Sign in/Create Account with the same email as
used for Analytics and Adwords
• “Add a Site”
• Follow Instructions to verify your Site

26. GOOGLE ANALYTICS BASIC SET-UP
Linking Analytics with Google Webmasters Tools
To Do (cont.):
• Go back to your Analytics Account
• Admin -> Property Settings
• Scroll down to Webmaster Tools Settings
• Follow Instructions to link your Accounts

27. GOOGLE ANALYTICS BASIC SET-UP
Google Analytics Basic Set-up
Setting Up Event Tagging

28. GOOGLE ANALYTICS BASIC SET-UP
Event Tagging in Analytics
Benefits:
• Track Page Gadgets (i.e. Newsletter Sign-ups)
• Track Flash Elements (i.e. Video Views)
• Track File Downloads (i.e. free Reports)
• Track how many People click your Facebook
button
Use extends well beyond the common model of
user-triggered events

29. GOOGLE ANALYTICS BASIC SET-UP
Setting Up Event Tracking
The _trackEvent() method in the source code of a
page object, widget, or video:
_trackEvent(category, action, opt_label, opt_value, opt_noninteraction)
• Category – i.e. Videos
• Action – i.e. Play
• Label (optional) – i.e. Name_of_Video
• Value (optional) – i.e. Download Time
• Noninteraction (optional) – i.e. Bounce Rate

30. GOOGLE ANALYTICS BASIC SET-UP
Setting Up Event Tracking
Example: Playing a Video
_gaq.push(['_trackEvent', 'Videos', 'Play', 'Gone with the Wind',
'downloadTime', 'true')];
• Category –Videos
• Action –Play
• Label (optional) – Gone with the Wind
• Value (optional) – measures time it takes to
download video
• Noninteraction (optional) – will count as non-event
(= counts as bounce if no other interaction)

31. GOOGLE ANALYTICS BASIC SET-UP
Setting Up Event Tracking
Example: Clicking your 'FB Like' Button
_gaq.push(['_trackEvent', 'Facebook', 'Follow')];
• Category – Facebook
• Action – Follow
Implementation:
Before:
<a href=“https://www.facebook.com/facebookpagename” target=“_blank”>Follow us on Facebook</a>
After:
<a href=“https://www.facebook.com/facebookpagename” onClick=“_gaq.push(['_trackEvent', 'Follow',
'Facebook']);” target=“_blank”>Follow us on Facebook</a>

32. GOOGLE ANALYTICS BASIC SET-UP
Setting Up Event Tracking
Example: Clicking you 'FB Like' Button
<a href=“https://www.facebook.com/facebookpagename” onClick=“_gaq.push(['_trackEvent', 'Follow',
'Facebook']);” target=“_blank”>Follow us on Facebook</a>
Will show up in Analytics under Content > Events:
Event Category: Follow
Event Action: Facebook

33. GOOGLE ANALYTICS BASIC SET-UP
Setting Up Event Tracking
Example: Downloading an Order Form
_gaq.push(['_trackEvent', 'Downloads', 'PDF', 'Order Form 1']);
• Category – Downloads
• Action – PDF
• Label (optional) – Order Form 1
Implementation:
Before:
<a href=“https://www.website.com/order_form_1.pdf”>Download Order Form</a>
After:
<a href=“https://www.website.com/order_form_1.pdf” onClick=“_gaq.push(['_trackEvent', 'Downloads',
'PDF', 'Order Form 1']);” target=“_blank”> Download Order Form </a>

34. GOOGLE ANALYTICS BASIC SET-UP
Setting Up Event Tracking
Example: Downloading an Order Form
<a href=“https://www.website.com/order_form_1.pdf” onClick=“_gaq.push(['_trackEvent', 'Downloads',
'PDF', 'Order Form 1']);” target=“_blank”> Download Order Form </a>
Will show up in Analytics under Content > Events:
Event Category: Downloads
Event Action: PDF
Event Value: Order Form 1

35. GOOGLE ANALYTICS BASIC SET-UP
Setting Up Event Tracking
Practice: Newsletter Sign-up Form (simple)
< input type="submit" value="Send" / >
Format:
< input onClick="_gaq.push(['_trackEvent', 'Category', 'Action'])" type="submit" value="Send" / >
< input onClick="_gaq.push(['_trackEvent', 'Newsletter', 'Sign Up'])" type="submit" value="Send" / >
Will show up in Analytics under Content > Events:
Event Category: Newsletter
Event Action: Sign Up

36. GOOGLE ANALYTICS BASIC SET-UP
Setting Up Event Tracking
Practice: Newsletter Sign-up Form (Button)
<input type="submit" value="Subscribe" name="subscribe" id="mc-embedded-subscribe" class="button">
Format:
onClick="_gaq.push(['_trackEvent', 'Category', 'Action'])"
<input onClick="_gaq.push(['_trackEvent', 'Newsletter', 'Sign Up'])" type="submit" value="Subscribe"
name="subscribe" id="mc-embedded-subscribe" class="button">
Will show up in Analytics under Content > Events:
Event Category: Newsletter
Event Action: Sign Up

37. GOOGLE ANALYTICS BASIC SET-UP
Setting Up Event Tracking
Practice: Newsletter Sign-up Form (Button in php)
<input type="submit" value="Subscribe" name="subscribe" class="button">
<input onClick="_gaq.push(['_trackEvent', 'Newsletter', 'Sign Up'])" type="submit" value="Subscribe"
name="subscribe" class="button">
Will show up in Analytics under Content > Events:
Event Category: Downloads
Event Action: PDF
Note: backslashes ( ) are required to mask the apostrophe ( ' )

38. GOOGLE ANALYTICS BASIC SET-UP
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