Google Analytics: Introduction & User Training
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Google Analytics: Introduction & User Training are the slides from our public training courses - Seminars for Success in association with Google.
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Google Analytics: Introduction & User Training
- 1. Analytics: Introduction & User Training Presentation to J P Morgan Global Equity Derivatives Group Matt Trimmer Principal Consultant & Managing Director Slides: http://www.slideshare.net/mrdtrimmer
- 13. Client projects – multi-channel retail
- 14. Client projects - business to business
- 15. Client projects – travel, manufacturing, agencies
- 25. How to get a Google Account
- 26. Accessing a GA Account
- 30. Break time
- 37. Goal and funnel behavior
- 40. KPI Examples Decrease Bounce rate Decrease short visits Increase Average Page Views Increase site interaction Increase % New Visits Increase new visits to the site Increase Goal x (Leads) Increase leads Increase Transactions Increase sales Increase Returning Visits Increase visits from members Increase Visits Increase traffic Increase Absolute Unique Visitors Increase people visiting Affect on Metric Metric Objective
- 42. Lunch time
- 43. How does GA measure visitors?
- 46. Sign Up
- 47. Enter to your website
- 48. Enter your contact details
- 49. Agree the ToS
- 52. Get the code (GAAC)
- 53. Install on every page of your site Immediately before the </body> <script type="text/javascript"> 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> <script type="text/javascript"> try { var pageTracker = _gat._getTracker("UA-9030141-1"); pageTracker._trackPageview(); } catch(err) {}</script> Website
- 54. How Google Analytics works Website
- 55. How Google Analytics works cookies Website
- 59. Persistent cookies Browser web server New Visitor Browser web server Cookie Returning Visitor Cookie present Cookie not present cookies Page
- 64. Break time
- 73. Integrating Google Adwords with Analytics
- 74. Autotagging
- 77. The End
Notas do Editor
- Urchin will allow you to use regular expressions as wildcards so you can be more flexible in defining goal paths. For example, you have 5 pages in your / products / directory. You want the second page in the goal path to be 1 of 3 pages out of the total 5. The other 2 should not be included. So, the path you want visitors to follow looks like this: Page 1= /index.html The home page Page 2= /products/shoes.html shoe shopping page Page 2=/products/shirts.html shirt shopping page Page 2= /products/hats.html hat shopping page (don’t want to include /products/ties.html or /products/coats.html) Page 3= /cart/checkout.php purchase page Goal= /cart/thankyou.html Thank you Since page 2 can be one of 3 pages but can’t include 2 other similar pages, you must use a regular expression that matches all 3 but excludes the other two when creating the second step in the goal path. This cannot be done using the wizard; you write this directly into the Web Addresses box. Step 1: /index.html Step 2: /products/(shoes|shirts|hats).html Step3: /cart/checkout.php Goal: /cart/thankyou.html
- [Notes to presenter: Describe the goal and funnel report in Google Analytics.] In the Funnel Visualization Report, the centermost column of boxes represent the steps in one of your defined goal funnels. Shown within each box is the percentage of visitors still in the defined funnel at each step. Shown at right, under Abandonment Points, are the visitors who abandoned the funnel and where they went. Shown at left are the Entrance Points, points from which visitors arrive to the funnel. Google Analytics’ Funnel Visualization Reports give you information to help you figure out the answers to the questions on the bottom right.
- Obstacles – use google analytics to see if there are any pages where more visitors drop out of the conversion process than you would expect. In a checkout process it could be the payment details page because the credit card type defaults to a particular card type. Mutivariate – 2 of each variable gives 8 combinations
- Which one is the client and which one is the server? What does HTTP stand for? What does it do?
- Which one is the client and which one is the server? What does HTTP stand for? What does it do?
- Which one is the client and which one is the server? What does HTTP stand for? What does it do?
- Which one is the client and which one is the server? What does HTTP stand for? What does it do?
- Which one is the client and which one is the server? What does HTTP stand for? What does it do?
- Which one is the client and which one is the server? What does HTTP stand for? What does it do?
- Web servers log all access events to an access log. When the client accesses the webserver, the server logs the visitor’s ip address, date/
- Web servers log all access events to an access log. When the client accesses the webserver, the server logs the visitor’s ip address, date/
- Web servers log all access events to an access log. When the client accesses the webserver, the server logs the visitor’s ip address, date/
- The UTM cookie is a 5 part cookie with variables A, B, C, V, and Z. The following slides will show what information each of these variables and the values they provide. Campaign cookie has a 6 month timeout
- M
- Web servers log all access events to an access log. When the client accesses the webserver, the server logs the visitor’s ip address, date/
- They include the standard URL and landing page plus additional variables that are stored and processed by Urchin for tracking campaigns. The above cookie is a result of a URL that looks like this: http://www.urchin.com?utm_source=google&utm_campaign=urchin5&utm_medium=cpc&utm_term=web+analytics&utm_content=banner_ad utmcsr campaign source Required. Use utm_source to identify a search engine, newsletter name, or other source utmccn campaign name Required for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign utmcmd campaign medium Use utm_medium to identify a medium such as email or cost-per- click. utmctr campaign term Use utm_term to identify the keywords that the visitor searched on to get your link Example: web analytics utmcct campaign content Required for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL Examples: utm_content=logolink or utm_content=textlink [Advanced Support] Information on creating campaign URLs can be found here: http://help.urchin.com/index.cgi?id=1583 Creating multiple URLs for different campaigns can be a cumbersome process for a very large site with many different campaigns and keywords. Instead of creating multiple URLs, you may also use a single variable called utm_id. This must be combined with a master tracking table that resides on the Google Analytics processing server. Every profile can have one master tracking table only. A master tracking table allows you to tag your links with a variable that is matched with each of the required utm variables above in a list that looks like this (where 1, 2, and 3 equal utm_id=1, utm_id=2, etc. #Fields: utm_campaign utm_medium utm_source 1 spring-sale cpc google 2 spring-sale cpc google summer-sale email news-letter More information on creating and utilizing master tracking tables is available here: http://help.urchin.com/index.cgi?id=1604
- They include the standard URL and landing page plus additional variables that are stored and processed by Urchin for tracking campaigns. The above cookie is a result of a URL that looks like this: http://www.urchin.com?utm_source=google&utm_campaign=urchin5&utm_medium=cpc&utm_term=web+analytics&utm_content=banner_ad utmcsr campaign source Required. Use utm_source to identify a search engine, newsletter name, or other source utmccn campaign name Required for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign utmcmd campaign medium Use utm_medium to identify a medium such as email or cost-per- click. utmctr campaign term Use utm_term to identify the keywords that the visitor searched on to get your link Example: web analytics utmcct campaign content Required for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL Examples: utm_content=logolink or utm_content=textlink [Advanced Support] Information on creating campaign URLs can be found here: http://help.urchin.com/index.cgi?id=1583 Creating multiple URLs for different campaigns can be a cumbersome process for a very large site with many different campaigns and keywords. Instead of creating multiple URLs, you may also use a single variable called utm_id. This must be combined with a master tracking table that resides on the Google Analytics processing server. Every profile can have one master tracking table only. A master tracking table allows you to tag your links with a variable that is matched with each of the required utm variables above in a list that looks like this (where 1, 2, and 3 equal utm_id=1, utm_id=2, etc. #Fields: utm_campaign utm_medium utm_source 1 spring-sale cpc google 2 spring-sale cpc google summer-sale email news-letter More information on creating and utilizing master tracking tables is available here: http://help.urchin.com/index.cgi?id=1604