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Implementing google analytics in a large organization 08
- 1. Implementing Google Analytics in a Large Organization Tim Schneider Manager, Web Services University of Alberta
- 2. Outline • Why GA? • How it works • Limitations • Planning around limitations • Implementing • Customizing
- 4. How it works
- 5. Cookies • __utma • __utmb • __utmc • __utmz • __utmv
- 7. Under the hood __utm.gif?
- 9. Limitations • Accounts • Profiles • Filters vs. Segment • Personably Identifiable Information (Don’t be evil) • Logins
- 10. you@gmail.com
- 11. you@gmail.com Account 25
- 12. you@gmail.com Account 25 Profile 50
- 13. you@gmail.com Account 25 Profile 50 Goals 20
- 14. you@gmail.com }Goals Account 25 Users Segments Profile 50 Filters 20
- 15. Account 25 Profile 50
- 18. Data } Filter GA Reports
- 22. Data } GA Reports Segment
- 23. Data } GA Reports Segment
- 24. Data } Filter IP Address GA Reports
- 25. Data } GA Reports Segment IP Address
- 28. Other limitations • Logins • Real time • Data Storage
- 29. Planning
- 30. ualberta.ca
- 31. ualberta.ca Faculty Faculty VP Office VP Office Faculty Faculty VP Office VP Office Faculty Faculty VP Office VP Office Faculty Faculty VP Office VP Office Dept Dept Dept Dept Dept Dept Admin Unit Admin Unit Dept Dept Dept Dept Dept Dept Admin Unit Admin Unit Dept Dept Dept Dept Dept Admin Unit Admin Unit Dept Dept Dept Dept Admin Unit Admin Unit Dept Dept Admin Unit Admin Unit Dept Dept Admin Unit Admin Unit Admin Unit Research Unit Faculty Member Faculty Member Research Unit Faculty Member Faculty Member Research Unit Faculty Member Faculty Member Research Unit Faculty Member Faculty Member Research Unit Faculty Member Faculty Member Research Unit Faculty Member Faculty Member Research Unit Faculty Member Faculty Member Research Unit Faculty Member Faculty Member Faculty Member Faculty Member Faculty Member Faculty Member Faculty Member Faculty Member Faculty Member Faculty Member Faculty Member Faculty Member Faculty Member Faculty Member Faculty Member Faculty Member Faculty Member
- 32. Setting up accounts • Use generic gmail accounts • Create a main gmail account • Create gmail for each GA account
- 33. ualberta.ca
- 34. ualberta.ca uofaweb@gmail.com Creates account
- 35. ualberta.ca uofaweb@gmail.com Creates account Profile Users Profile Users Profile Users Profile Users Profile Users Profile Users Profile Users
- 36. ualberta.ca uofaweb@gmail.com Creates account Profile Users Profile Users Profile Users Profile Users Profile Users Profile Users Profile Users Faculty 1
- 37. ualberta.ca uofaweb@gmail.com Creates account Profile Users Profile Users Profile Users Profile Users Profile Users Profile Users Profile Users Faculty 1 faculty1@gmail.com Creates account
- 38. ualberta.ca uofaweb@gmail.com Creates account Profile Users Profile Users Profile Users Profile Users Profile Users Profile Users Profile Users Faculty 1 faculty1@gmail.com Creates account uofaweb@gmail.com Add as Admin
- 39. ualberta.ca uofaweb@gmail.com Creates account Profile Users Profile Users Profile Users Profile Users Profile Users Profile Users Profile Users Faculty 1 faculty1@gmail.com Creates account Profile Profile Profile Users Users Users uofaweb@gmail.com Add as Admin Profile Users Profile Users Profile Users Profile Users
- 40. ualberta.ca uofaweb@gmail.com Creates account Profile Users Profile Users Profile Users Profile Users Profile Users Profile Users Profile Users Faculty 1 faculty1@gmail.com Creates account Profile Profile Profile Users Users Users uofaweb@gmail.com Add as Admin Profile Users Profile Users Profile Users Profile Users Faculty 2 faculty2@gmail.com Creates account Profile Profile Users Users uofaweb@gmail.com Add as Admin Profile Users Profile Users Profile Users Profile Users Profile Users
- 42. Group your sites • Use the same tracking code
- 43. Create roll-up account • Collects data from ALL sites
- 52. GOAL!
- 53. GOAL!
- 54. GOAL! Referral
- 55. Search GOAL! Referral
- 59. Normal code Default Rollup Account Account Pageviews 6242 4830 Unique Visitors 4746 3665 Data taken from Jan 7, 2010
- 60. Normal code Default Rollup Account ? Account Pageviews 6242 4830 Unique Visitors 4746 3665 Data taken from Jan 7, 2010
- 61. Asynchronous code Default Rollup Account Account Pageviews 5349 5342 Unique Visitors 3981 3977 Data taken from Jan 14, 2010
- 63. Multiple Domains pageTracker._setDomainName(".ualberta.ca"); www.ualberta.ca www.ales.ualberta.ca www.arts.ualberta.ca
- 64. Multiple Domains _gaq.push( ['_setAccount', 'UA-XXXXX-X'], ['_setDomainName', '.ualberta.ca'], ['_trackPageview'] );
- 65. Customizing
- 82. // get the title of the article var articleTitle = $(".pagetitle").text(); var thisPage = window.location.pathname;
- 83. // get the title of the article var articleTitle = $(".pagetitle").text(); var thisPage = window.location.pathname;
- 84. // get the title of the article var articleTitle = $(".pagetitle").text(); var thisPage = window.location.pathname;
- 86. // context Link inside DIV $("#storyText a").click( function(){ vClick('context',$(this).text()); });
- 87. // context “on click” $("#storyText a").click( function(){ vClick('context',$(this).text()); });
- 88. // context $("#storyText a").click( function(){ Our terminology vClick('context',$(this).text()); });
- 89. // context $("#storyText a").click( function(){ vClick('context',$(this).text()); }); Text inside <a>
- 90. function vClick(s,c) { var linkClicked = '/virtual/click/' + s + '/' + c + '/' + articleTitle + thisPage; _gaq.push( ['_setAccount', 'UA-9011640-1']); _gaq.push( ['_trackPageview',linkClicked]); }
- 91. function vClick(s,c) { var linkClicked Our terminology = '/virtual/click/' + s + '/' + c + '/' + articleTitle + thisPage; _gaq.push( ['_setAccount', 'UA-9011640-1']); _gaq.push( ['_trackPageview',linkClicked]); }
- 92. function vClick(s,c) { var linkClicked = '/virtual/click/' + Section s + '/' + c + '/' + articleTitle + thisPage; _gaq.push( ['_setAccount', 'UA-9011640-1']); _gaq.push( ['_trackPageview',linkClicked]); }
- 93. function vClick(s,c) { var linkClicked = '/virtual/click/' was clicked Text that + s + '/' + c + '/' + articleTitle + thisPage; _gaq.push( ['_setAccount', 'UA-9011640-1']); _gaq.push( ['_trackPageview',linkClicked]); }
- 94. function vClick(s,c) { var linkClicked = '/virtual/click/' + s + '/' + c + '/' +Variables set earlier articleTitle + thisPage; _gaq.push( ['_setAccount', 'UA-9011640-1']); _gaq.push( ['_trackPageview',linkClicked]); }
- 95. function vClick(s,c) { var linkClicked = '/virtual/click/' + s + '/' + c + '/' + articleTitle + thisPage; _gaq.push( Profile to track clicks ['_setAccount', 'UA-9011640-1']); _gaq.push( ['_trackPageview',linkClicked]); }
- 96. function vClick(s,c) { var linkClicked = '/virtual/click/' + s + '/' + c + '/' + articleTitle + thisPage; _gaq.push( ['_setAccount', 'UA-9011640-1']); _gaq.push( Record the click ['_trackPageview',linkClicked]); }
- 98. /virtual/click /DIV that was clicked /TEXT that was clicked /PAGE TITLE /URL
- 99. Other tips • Event tracking • Custom variables • eCommerce tracking
- 100. Questions
Notas do Editor
- Why this topic? Google Analytics itself is fairly straight forward. Create account. Get code. Add to website. However, in a large organization, our needs are more complex than just getting simple reports for a website. We have multiple sites, multiple domains (sub and completely different), many users and different needs for reporting and tracking across those differences. Add the fact that Google Analytics does have its own limitations, you find out why you need to have a plan or guidelines in place for implementing. Gives you an idea of how to navigate around the limitations How did I figure this out? 1.) Working without the knowledge and running into the limits 2.) Lots of reading and seeing what others are doing 3.) Trial and error
- Analytics solutions can be costly Budgets are tight, using Google is free Free solutions often don&#x2019;t give you everything you want/need Chances are, google analytics has what you need Before you look at purchasing a solution, ask if you have exhausted the capabilities of Google Analytics and if you&#x2019;re even using it properly. The software solution will not make you better, how you use it is what matters
- - simple code added before the closing body tag - in recent weeks: google has recommended switching to the asynchronous version of the code to speed up page load times - speed of pages is now a factor in search ranking
- Google Analytics sets first party cookies. Tracking visitor, session and page level data. Can also track testing parameters Examining your cookies will show these
- - have a look at what happens when your page is loaded - the request that GA uses is GET __utm.gif? - parameters attached
- - have a look at what happens when your page is loaded - the request that GA uses is GET __utm.gif? - parameters attached
- - opening firebug or some sort of header tracking you can see the request and parameters - page that gets send, type of traffic (referral), page that referred, etc - knowing this, you could actually work out the code to call __utm.gif from anywhere and track stats - this type of &#x2018;hack&#x2019; has been done to log facebook fan page traffic
- the differences: - where they are placed - data they can filter - timing constraints
- Segments, show only the segment show compared to overall data or other segments show up to 4 at once
- Segments, show only the segment show compared to overall data or other segments show up to 4 at once
- Both filters and segments can be customized Filters will allow you to include/exclude IP Addresses Wildcards yes, ranges no
- Since google analytics does not collect the IP address, you can&#x2019;t segment by IP address
- - key difference is time - Filters are applied to all data FROM the time of implementation - Segments can be applied (and removed) From any current data set
- Warning: When creating a new filter, create a new profile to track the data. This way, you will not compromise a current data set
- Logins must be gmail accounts. No access for Apps accounts yet Data is not delivered in real time. Usually about 4 hours behind. Reprocessed each day for accuracy Terms of service state you will have data for the past 25 months. No indications of data being remove yet. If you want historical data, export and archive.
- WARNING: admin users can delete accounts and profiles.
- Planning sites will make less work. Where possible, you don&#x2019;t want to change the account code - only when domain remains the same. Use profiles with filters to extract the results you want
- Path of a visitor The last page is a goal page - application. PROBLEM - look at the account changes. Good for FGSR, they have an application For ALES, they can to track the outbound link, maybe FGSR shares data with them For overall UofA, we see 2 page views on home, 1 on the Faculty and Department page Doesn&#x2019;t give a true picture of visitors for a large organization at the global level Only get a glimpse. We do have access to other reports, but we have to jump through each account Still does not give a true picture of the visitor Goal completion is attributed to Referral - visitor came from Human Ecology site BUT: What if this visitor entered the UofA homepage arrived via search? Goal attribution does not show true nature. What&#x2019;s missing? Keyword used. The fact that they looked at a news item. OK for units to have there own accounts. Gives them a picture of data at their own level. You may even want to set up roll up accounts at the smaller level (Faculties and Departments). You can flag as many accounts to get the data as you want.
- Path of a visitor The last page is a goal page - application. PROBLEM - look at the account changes. Good for FGSR, they have an application For ALES, they can to track the outbound link, maybe FGSR shares data with them For overall UofA, we see 2 page views on home, 1 on the Faculty and Department page Doesn&#x2019;t give a true picture of visitors for a large organization at the global level Only get a glimpse. We do have access to other reports, but we have to jump through each account Still does not give a true picture of the visitor Goal completion is attributed to Referral - visitor came from Human Ecology site BUT: What if this visitor entered the UofA homepage arrived via search? Goal attribution does not show true nature. What&#x2019;s missing? Keyword used. The fact that they looked at a news item. OK for units to have there own accounts. Gives them a picture of data at their own level. You may even want to set up roll up accounts at the smaller level (Faculties and Departments). You can flag as many accounts to get the data as you want.
- Path of a visitor The last page is a goal page - application. PROBLEM - look at the account changes. Good for FGSR, they have an application For ALES, they can to track the outbound link, maybe FGSR shares data with them For overall UofA, we see 2 page views on home, 1 on the Faculty and Department page Doesn&#x2019;t give a true picture of visitors for a large organization at the global level Only get a glimpse. We do have access to other reports, but we have to jump through each account Still does not give a true picture of the visitor Goal completion is attributed to Referral - visitor came from Human Ecology site BUT: What if this visitor entered the UofA homepage arrived via search? Goal attribution does not show true nature. What&#x2019;s missing? Keyword used. The fact that they looked at a news item. OK for units to have there own accounts. Gives them a picture of data at their own level. You may even want to set up roll up accounts at the smaller level (Faculties and Departments). You can flag as many accounts to get the data as you want.
- Path of a visitor The last page is a goal page - application. PROBLEM - look at the account changes. Good for FGSR, they have an application For ALES, they can to track the outbound link, maybe FGSR shares data with them For overall UofA, we see 2 page views on home, 1 on the Faculty and Department page Doesn&#x2019;t give a true picture of visitors for a large organization at the global level Only get a glimpse. We do have access to other reports, but we have to jump through each account Still does not give a true picture of the visitor Goal completion is attributed to Referral - visitor came from Human Ecology site BUT: What if this visitor entered the UofA homepage arrived via search? Goal attribution does not show true nature. What&#x2019;s missing? Keyword used. The fact that they looked at a news item. OK for units to have there own accounts. Gives them a picture of data at their own level. You may even want to set up roll up accounts at the smaller level (Faculties and Departments). You can flag as many accounts to get the data as you want.
- Path of a visitor The last page is a goal page - application. PROBLEM - look at the account changes. Good for FGSR, they have an application For ALES, they can to track the outbound link, maybe FGSR shares data with them For overall UofA, we see 2 page views on home, 1 on the Faculty and Department page Doesn&#x2019;t give a true picture of visitors for a large organization at the global level Only get a glimpse. We do have access to other reports, but we have to jump through each account Still does not give a true picture of the visitor Goal completion is attributed to Referral - visitor came from Human Ecology site BUT: What if this visitor entered the UofA homepage arrived via search? Goal attribution does not show true nature. What&#x2019;s missing? Keyword used. The fact that they looked at a news item. OK for units to have there own accounts. Gives them a picture of data at their own level. You may even want to set up roll up accounts at the smaller level (Faculties and Departments). You can flag as many accounts to get the data as you want.
- Path of a visitor The last page is a goal page - application. PROBLEM - look at the account changes. Good for FGSR, they have an application For ALES, they can to track the outbound link, maybe FGSR shares data with them For overall UofA, we see 2 page views on home, 1 on the Faculty and Department page Doesn&#x2019;t give a true picture of visitors for a large organization at the global level Only get a glimpse. We do have access to other reports, but we have to jump through each account Still does not give a true picture of the visitor Goal completion is attributed to Referral - visitor came from Human Ecology site BUT: What if this visitor entered the UofA homepage arrived via search? Goal attribution does not show true nature. What&#x2019;s missing? Keyword used. The fact that they looked at a news item. OK for units to have there own accounts. Gives them a picture of data at their own level. You may even want to set up roll up accounts at the smaller level (Faculties and Departments). You can flag as many accounts to get the data as you want.
- Path of a visitor The last page is a goal page - application. PROBLEM - look at the account changes. Good for FGSR, they have an application For ALES, they can to track the outbound link, maybe FGSR shares data with them For overall UofA, we see 2 page views on home, 1 on the Faculty and Department page Doesn&#x2019;t give a true picture of visitors for a large organization at the global level Only get a glimpse. We do have access to other reports, but we have to jump through each account Still does not give a true picture of the visitor Goal completion is attributed to Referral - visitor came from Human Ecology site BUT: What if this visitor entered the UofA homepage arrived via search? Goal attribution does not show true nature. What&#x2019;s missing? Keyword used. The fact that they looked at a news item. OK for units to have there own accounts. Gives them a picture of data at their own level. You may even want to set up roll up accounts at the smaller level (Faculties and Departments). You can flag as many accounts to get the data as you want.
- Path of a visitor The last page is a goal page - application. PROBLEM - look at the account changes. Good for FGSR, they have an application For ALES, they can to track the outbound link, maybe FGSR shares data with them For overall UofA, we see 2 page views on home, 1 on the Faculty and Department page Doesn&#x2019;t give a true picture of visitors for a large organization at the global level Only get a glimpse. We do have access to other reports, but we have to jump through each account Still does not give a true picture of the visitor Goal completion is attributed to Referral - visitor came from Human Ecology site BUT: What if this visitor entered the UofA homepage arrived via search? Goal attribution does not show true nature. What&#x2019;s missing? Keyword used. The fact that they looked at a news item. OK for units to have there own accounts. Gives them a picture of data at their own level. You may even want to set up roll up accounts at the smaller level (Faculties and Departments). You can flag as many accounts to get the data as you want.
- Google Analytics Asynchronous code - Google is now recommending you use this code to speed up load times - We have found that is also more accurate when tracking multiple accounts
- Google Analytics Asynchronous code - Google is now recommending you use this code to speed up load times - We have found that is also more accurate when tracking multiple accounts
- Google Analytics Asynchronous code - Google is now recommending you use this code to speed up load times - We have found that is also more accurate when tracking multiple accounts
- Google Analytics can track across multiple sub-domains and even different domains. Example: University of Alberta has many sub-domains as well as some domains that don&#x2019;t have ualberta.ca, such as edmontonclinic.ca Good for including &#x2018;vanity URLS&#x2019; that the marketing folks like to (AND SHOULD) use
- Coded this way, you can track for all these subdomains Allows you to use the same code (hint: Rollup Tracker) on all sites
- For Asynchronous tracking, this is the code See Google Code for are the details - bookmarks are on the delicious address I will give out at the end You will need to set some filters to write the full domains into your reports, otherwise all you will see are the file paths - chance for duplication
- You can use onClick and the trackPageview function to record each click
- But what about if you&#x2019;re using a CMS Navigation is usually built automatically You could custom code your templates to add the tracking code You could also add the code to each piece that is generated as a standard part of your pages However - Do you want it on every page, or just some sections/pages?
- But what about if you&#x2019;re using a CMS Navigation is usually built automatically You could custom code your templates to add the tracking code You could also add the code to each piece that is generated as a standard part of your pages However - Do you want it on every page, or just some sections/pages?
- But what about if you&#x2019;re using a CMS Navigation is usually built automatically You could custom code your templates to add the tracking code You could also add the code to each piece that is generated as a standard part of your pages However - Do you want it on every page, or just some sections/pages?
- You need a system for recording &#x2018;clicks&#x2019; Plan for what your terminology will be. you need this for creating reports and drilling down if you just record the link or the text that was clicked, it will become difficult to compile stats and generate readable reports Consider creating a separate profile for these numbers
- Instead of a page like this, we can look at the test page I built to simplify Same sections, but no CSS applied
- This page is up on the web if you want the code. Use the delicious bookmarks address I give out at the end Sections we want to track Pieces of info we will want to add to the reports: - title of this page - date of article (news) - text of the link - where it was clicked
- This page is up on the web if you want the code. Use the delicious bookmarks address I give out at the end Sections we want to track Pieces of info we will want to add to the reports: - title of this page - date of article (news) - text of the link - where it was clicked
- This page is up on the web if you want the code. Use the delicious bookmarks address I give out at the end Sections we want to track Pieces of info we will want to add to the reports: - title of this page - date of article (news) - text of the link - where it was clicked
- This page is up on the web if you want the code. Use the delicious bookmarks address I give out at the end Sections we want to track Pieces of info we will want to add to the reports: - title of this page - date of article (news) - text of the link - where it was clicked
- This page is up on the web if you want the code. Use the delicious bookmarks address I give out at the end Sections we want to track Pieces of info we will want to add to the reports: - title of this page - date of article (news) - text of the link - where it was clicked
- This page is up on the web if you want the code. Use the delicious bookmarks address I give out at the end Sections we want to track Pieces of info we will want to add to the reports: - title of this page - date of article (news) - text of the link - where it was clicked
- This page is up on the web if you want the code. Use the delicious bookmarks address I give out at the end Sections we want to track Pieces of info we will want to add to the reports: - title of this page - date of article (news) - text of the link - where it was clicked
- This page is up on the web if you want the code. Use the delicious bookmarks address I give out at the end Sections we want to track Pieces of info we will want to add to the reports: - title of this page - date of article (news) - text of the link - where it was clicked
- This page is up on the web if you want the code. Use the delicious bookmarks address I give out at the end Sections we want to track Pieces of info we will want to add to the reports: - title of this page - date of article (news) - text of the link - where it was clicked
- This page is up on the web if you want the code. Use the delicious bookmarks address I give out at the end Sections we want to track Pieces of info we will want to add to the reports: - title of this page - date of article (news) - text of the link - where it was clicked
- This page is up on the web if you want the code. Use the delicious bookmarks address I give out at the end Sections we want to track Pieces of info we will want to add to the reports: - title of this page - date of article (news) - text of the link - where it was clicked
- This page is up on the web if you want the code. Use the delicious bookmarks address I give out at the end Sections we want to track Pieces of info we will want to add to the reports: - title of this page - date of article (news) - text of the link - where it was clicked
- This page is up on the web if you want the code. Use the delicious bookmarks address I give out at the end Sections we want to track Pieces of info we will want to add to the reports: - title of this page - date of article (news) - text of the link - where it was clicked
- This page is up on the web if you want the code. Use the delicious bookmarks address I give out at the end Sections we want to track Pieces of info we will want to add to the reports: - title of this page - date of article (news) - text of the link - where it was clicked
- This page is up on the web if you want the code. Use the delicious bookmarks address I give out at the end Sections we want to track Pieces of info we will want to add to the reports: - title of this page - date of article (news) - text of the link - where it was clicked
- This page is up on the web if you want the code. Use the delicious bookmarks address I give out at the end Sections we want to track Pieces of info we will want to add to the reports: - title of this page - date of article (news) - text of the link - where it was clicked
- This page is up on the web if you want the code. Use the delicious bookmarks address I give out at the end Sections we want to track Pieces of info we will want to add to the reports: - title of this page - date of article (news) - text of the link - where it was clicked
- This page is up on the web if you want the code. Use the delicious bookmarks address I give out at the end Sections we want to track Pieces of info we will want to add to the reports: - title of this page - date of article (news) - text of the link - where it was clicked
- This page is up on the web if you want the code. Use the delicious bookmarks address I give out at the end Sections we want to track Pieces of info we will want to add to the reports: - title of this page - date of article (news) - text of the link - where it was clicked
- This page is up on the web if you want the code. Use the delicious bookmarks address I give out at the end Sections we want to track Pieces of info we will want to add to the reports: - title of this page - date of article (news) - text of the link - where it was clicked
- This piece stores our page title and the URL of the page we are on
- This piece stores our page title and the URL of the page we are on
- This piece stores our page title and the URL of the page we are on
- Listens for a click on and &#x2018;a&#x2019; inside the div #story text &#x2018;context&#x2019; is the area that&#x2019;s clicked, $(this).text() passes the text that was clicked
- Listens for a click on and &#x2018;a&#x2019; inside the div #story text &#x2018;context&#x2019; is the area that&#x2019;s clicked, $(this).text() passes the text that was clicked
- Listens for a click on and &#x2018;a&#x2019; inside the div #story text &#x2018;context&#x2019; is the area that&#x2019;s clicked, $(this).text() passes the text that was clicked
- Listens for a click on and &#x2018;a&#x2019; inside the div #story text &#x2018;context&#x2019; is the area that&#x2019;s clicked, $(this).text() passes the text that was clicked
- Listens for a click on and &#x2018;a&#x2019; inside the div #story text &#x2018;context&#x2019; is the area that&#x2019;s clicked, $(this).text() passes the text that was clicked
- Listens for a click on and &#x2018;a&#x2019; inside the div #story text &#x2018;context&#x2019; is the area that&#x2019;s clicked, $(this).text() passes the text that was clicked
- Listens for a click on and &#x2018;a&#x2019; inside the div #story text &#x2018;context&#x2019; is the area that&#x2019;s clicked, $(this).text() passes the text that was clicked
- What gets recorded
- Why? Consistent Allows you to - write filters compile data for: - text that was clicked - areas that get clicked - pages that get clicked Use custom reports and Regular Expressions to create reports
- - Event tracking can track any javascript event - play movie - advance slideshow - mouse over - load random content - use custom variables to create segments, differentiate visitors, Example - write script to flag IP&#x2019;s as internal visitors - eCommerce tracking - track visits to conversion