Google Analytics for Developers: Measure. Take Action. Succeed

Google Analytics for Developers
GTUG KL Edition
Moving Towards Actionable Insights

Vinoaj Vijeyakumaar
Senior Conversion Specialist
Google Southeast Asia

http://twitter.com/vinoaj

http://conversionroom-japac.blogspot.com

Google Confidential and Proprietary 1

Client Engagement Cycle
Google Analytics
Enable Implement measurement platforms and
Google Website Optimiser Measurement conversion goals
Brainpower
Google Page Speed
User Experience
Google AdWords

Define KPI Framework

Measure Monitor reports

Optimise landing page
and site design
Identify and segment data

Optimise for speed and Analyse data – glean
loading performance Optimise Analyse
insights, recommend
actions
Optimise online Maximise
marketing strategy Usability analysis

Usability improvements for
desktop & mobile sites
Experiment Hypothesise Recommend usability and
marketing experiments
Execute A/B and
multivariate tests

2

Today: Measure. Take Action. Succeed.

1 Why Google Analytics

TUE 2 How Google Analytics Works

3
3 Measuring Your Apps

4 Data Export API

5 Resources

3

Why Google Analytics


Track Behaviour

Behaviour

Entry Exit

Engagement

5

The Role of the Web Analyst

Reporting Actionable Insights

http://www.flickr.com/photos/kire/797533507/sizes/o/in/photostream/ 6

What does “Action” mean?

Discovering new opportunities
(eg. New markets, hot trends, customer segments)

Optimisation
Improving marketing strategies Making every
(eg. New placements, optimise creatives)
marketing dollar
work harder

Enhancing the user experience
(eg. More compelling landing pages)

7

6 + 1 Report Categories

8


Who are
my visitors?

9

Who are my Visitors?

10


How are
they finding
and coming
to my site?

11

How are Visitors Finding My Site?

12


What did
they do on
my site?

13

What did they do on my site?

14


Why does
my site exist
and did my
visitors meet
those
objectives?

15


What
actions
should I be
taking on
my site?

17

Daily Intelligence Alerts

18

How Google Analytics Works


The GA Async Tracking Code

Look for _gaq stack and execute
queued commands

HTML5: Execute script
asynchronously

Dynamically load the
ga.js tracking library

20

How Google Analytics works
1. Request--"Show me this Website Server
webpage"

<html>
<head> 2. Serve page
...
...
__utm.gif?utmwv=6.3&utmn=101027544&utmsr=1280x854&utmsc=32-
bit&utmul=en&utmje=1&utmjv=1.5&utmfl=7.0 r24&utmdt=My
User
%20Website&utmhn=www.site.com&utmp=/ 3. Request: ga.js
index.html&utmac=UA-51244-4&utmcc=__utma
%3D117945243.823564440.1131054947.1131080858.1133834608.4%3B
5. Call trackPageview()
+__utmb%3D117945243%3B+__utmc%3D117945243%3B+__utmz
4. Serve ga.js
function
%3D117945243.1131054947.3.2.utmccn%3D%28Spring%20Sale
</head>
%29%7Cutmcsr%3D%28google%29%7Cutmcmd%3D%28ppc%29%
<html> Secure Google Servers
6. Read & write cookies
%7Cutmtm%3D%28shoes%29%3B
...
...
7. Send gif request.
Request contains
data.
8. Serve gif

The __utm.gif hit
__utm.gif?utmwv=6.3&utmn=101027544&utmsr=1280x854&utmsc=32-
bit&utmul=en&utmje=1&utmjv=1.5&utmfl=7.0 r24&utmdt=My
%20Website&utmhn=www.site.com&utmp=/
index.html&utmac=UA-51244-4&utmcc=__utma
%3D117945243.823564440.1131054947.1131080858.1133834608.4%
3B+__utmb%3D117945243%3B+__utmc%3D117945243%3B+__utmz
%3D117945243.1131054947.3.2.utmccn%3D%28Spring%20Sale
%29%7Cutmcsr%3D%28google%29%7Cutmcmd%3D%28ppc%29%
%7Cutmtm%3D%28shoes%29%3B

Screen Resolution: 1280x854 Page Title: My Website
Screen Colors: 32-bit Hostname: www.site.com
Browser Language: English(en) Filename: /index.html
Java Enabled? Yes (1) Google Analytics Account: UA-51244-4
Java Version: 1.5 Visits: 4
Flash Version: 7.0r24 Campaign: Spring Sale | Google(PPC) | shoes

Raw Data to Reports

23

Taking a Closer Look
Management

Web Interface
Account Feed

2. Goals, Filters, Profile Settings

Web Interface
Tracking Data Export Feed

4. Functions

1. Logs 3. Data 5. Tables 6. Query Engine
Structure

Collection Processing Export

Mobile Tracking

HTML & Applications WAP

iPhone

Windows
Mobile

Pearl & Curve
Android

Blackberry
http://code.google.com/apis/analytics/docs/tracking/mobileAppsTracking.html

25

Track Activity to Mobile Websites [link]

Mobile Websites

ü Server-side tracking
[Ad] Car Sale –
Low car prices – ü Track all web-enabled devices (not just JS & cookie capable)
cars.com – Call:
800-123-2431
ü Four languages supported: PHP, Perl, JSP, ASP

ü Works just like Analytics on desktop web pages
26

Tracking Your Mobile Site

•  Provided with server-side code to generate the calls to Google
Analytics

•  Will track all web-enabled devices, not just JS- and cookie-capable
devices

•  Currently provide code snippets for PHP, Perl, JSP, and ASPX
platforms

27

Copy & Paste Snippets

28

A Quick Look at the PHP Code Snippet

Insert a pixel for tracking
Page rendering script
Generate the pixel URL

Send the request to GA

ga.php
29

Server-to-Server Communications

Secure Google Servers
Website Server

Request pixel: Send
/ga.php?.... request to
GA servers

30

Measuring Your Apps


Event Tracking

Traditional Google Analytics is pageview based

32

What about the 1-page App/Site?
Single URL, no page refreshes

33

Enter Event Tracking

Track events on your site

Detect events and trigger tracking call

_gaq.push(['_trackEvent', Purpose Example

category, Group of objects being
tracked
'Markers'

Type of user interaction 'Click'
action, with the object
Additional info about 'Google
opt_label, the event Singapore'
Numerical data about 1
opt_value]); the event

34

Example: Tracking Outbound Social Media Links

35

Example: Tracking Outbound Links

36

Tracking Rich Media Sites and Apps

37

Mobile Tracking

HTML & Applications WAP

iPhone

Windows
Mobile

Pearl & Curve
Android

Blackberry
http://code.google.com/apis/analytics/docs/tracking/mobileAppsTracking.html

38

iPhone and Android Tracking
•  Track pageviews

•  Track events

•  Tip: batch hits to save on
connection and battery
overhead

•  Tip: bundle tracker
dispatches with other
HTTP requests made by
your app

•  Android: Track referrals
leading to download and
activations of your apps

39

Example – ‘Earthquake’ Application for Android

Tracking Campaigns Through Android Market
Set up your Android application using the code examples at:
§  http://code.google.com/mobile/analytics

All future pageviews and events from your app will contain information
on the original referrer

Easy URL builder for apps available at same site (above)

Chrome Extensions

Load GA within Chrome extension
page

Call _trackPageView to measure
extension activation

Call _trackEvent to track
interactions

44

Flash / Flex
Track
Pageviews
Track Events

45

Data Export API


Dimensions and Metrics

Dimensions Metrics

Google Confidential

Interactive Examples

2. Run interactive samples

1. Authenticate user.
App can only access
accounts & profiles
the user can

http://code.google.com/apis/analytics/docs/gdata/gdataInteractiveSamples.html

50

Start
Developing
Today

51

Contribute to the App Gallery

http://www.google.com/analytics/apps/
52

Analytics Canvas

53

Example: Optimise User Experience

57

Order Links Using Data

Google Confidential
58

Design Overview

Database Content Management Webpage

Display links on page

3. Order links by # of clicks

1. Track clicks on links
Send IDs to GA

2. Export clicks on links
export data by ID

Google Analytics

59

Design Overview



60

CMS Displays Links On Page

Database Content Management Website

SQL HTML

<ul>
SELECT A.linkId,
html_links
A.linkUrl, <li>
linkId A.linkText <a name= linkId
linkUrl FROM html_links AS A href= linkUrl >

linkText linkText</a>
</li>
...
</ul>

61

Design Overview



1. Track clicks on links
Send IDs to GA

Google Analytics

62

Track Clicks On Links With Google Analytics

HTML JavaScript

<ul> 1.  Implement Tracking Code

<li>
<a name= linkId 2.  Set linkId in Custom Variable

href= linkUrl >

linkText</a> 3. Send Data with Event Tracking

</li>
...
</ul>

63

Design Overview



2. Export clicks on links
export data by ID

Google Analytics

64

2-Step Scheduled Data Export

1. Scheduled Process

GA App DB

2. Served On Demand

DB Server Client

65

Query The Right Data

Tracking Code
_gaq.push(['_setCustomVar', 1, top-links , linkId, 3]);
_gaq.push(['_trackEvent', enclosingId, linkText]);

Data Export API Query
query.setFilters("ga:customVarName1==top-links");
query.setDimensions("ga:customVarValue1");
query.setMetrics("ga:totalEvents");

66

Design Overview



3. Order links by # of clicks

Google Analytics

67

Order Links By Number Of Clicks

Data Base Content Management

html_links SELECT A.linkName,
A.linkUrl,
linkId
A.linkText
linkUrl
FROM html_links AS A
,
linkText
link_order AS B
WHERE A.linkId=B.linkId
link_order ORDER BY B.totalEvents
linkId

totalEvents

68

Resources


Documentation

Help Centre:
http://www.google.com/support/analytics/

Google Code:
http://code.google.com/apis/analytics/

73

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conversionroom-japac.blogspot.com

74

Thank You!
Q&A

http://twitter.com/vinoaj

http://conversionroom-japac.blogspot.com


Google Analytics for Developers: Measure. Take Action. Succeed

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