Guide To GGuide-to-Google-Analyticsoogle Analytics
Guide To GGuide-to-Google-Analyticsoogle Analytics
google analytics
executive summary
Expectations have risen for marketing departments abilities to track, measure and
optimize different marketing operations. In todays world of measured marketing,
analyzing data is essential for businesses but can become overwhelming due to the
endless amount of data available. When used effectively, web analytics tools can
help marketing directors make better-informed business decisions by determining
how user search behavior impacts ROI.
The Google Analytics platform has been rebuilt from the ground up in an effort to
make it as intuitive and helpful as possible. Google has added a number of new
value-add features while keeping the old favorites such as eCommerce reporting,
conversion goals and custom reporting. These new features are proving to be more
valuable than anything offered previously by the platform.
As part of the new feature sets, Google provides the option to integrate Webmaster Tools into Google Analytics to access search optimization data and site performance metrics. Multi-Channel Funnels, In-page Analytics, Visitor Flow, Social
Plugins, and other new features will help marketers find new ways to improve their
websites and understand how users interact with them.
This guide will enable digital marketers to measure ROI more efficiently and
accurately, allowing them to make informed decisions using the robust features
in Google Analytics.
TABLE OF CONTENTS
Section 1
How to filter your profile based on multiple parameters: IP address, subdomains, location, etc.
Why you should annotate any major events or changes to your Google Analytics account
Section 7
Learn newer GA features such as: search engine optimization, visitor flow, site speed
and content experiments
Section 1
Section 1
description
administrative
user
It is important to manage user access restrictions to make sure the appropriate email accounts are either intended
to be users or administrators. Check the Users tab in the account overview to view the list of email addresses that
can view your analytics profile, as shown below.
profile settings.
4. If those tabs did not appear next to Profiles, then
to the profile.
7. Select the radio button for the type of role for the
new user.
8. Click Create User.
Figure 1.1
SSL Encryption
In October 2011, Google announced that it would start encrypting searches for users logged in to any Google
platform. This means if a user is logged in to Gmail, Google+, YouTube or another Google platform while searching,
Google will perform the search on a secure socket layer (SSL) and will not pass the search term referrer data to
Analytics.
Also, other analytics platforms such as Adobe SiteCatalyst and IBM Coremetrics will not be able to provide keyword
information for searches done when logged into a Google platform. The search term will be identified as organic
and coming from Google, but the term will be displayed as (not provided). Search terms used to visit your site
through pay-per-click (PPC) ads will still be available.
In July 2012, Firefox started encrypting Google searches by default in the newly released version, Firefox 14. As of
June 2012, Firefox controls roughly 25% of the desktop browser usage share, according to StatCounter.
Section 2
tracking code
Make sure the UA code that identifies your
Section 2
tracking code
There are multiple types of tracking code available to implement Google Analytics.
The two codes used most often are the traditional and asynchronous javascript
code, and it is important to note the distinctions between the two.
Google recommends using the asynchronous code because it facilitates faster overall page load times, improved
collection for short visits to script-heavy pages and collects user clicks that occur before the tracking code loads.
It is an improvement on the traditional code used previously.
An example asynchronous tracking code is shown below.
<script type=text/javascript>
var _gaq = _gaq || [];
_gaq.push([_setAccount, UA-XXXXXXX-1]);
_gaq.push([_trackPageview]);
(function() {
</script>
The asynchronous code should be placed before the closing </head> tag because the tracking snippet can execute
without blocking other code or content.
If the site chooses to use the traditional JavaScript snippet, it should be placed at the bottom of the page, just
before the closing </body> tag. The traditional code is meant to track after the content has already loaded.
It is okay to have the asynchronous and traditional tracking codes on different pages of your site, but do not place
both the asynchronous and traditional tracking codes on the same page. This will not allow Google Analytics to track
effectively and will result in inaccurate data.
A single domain.
One domain with multiple subdomains.
Figure 2.1
Section 3
Section 3
You can use filters to restrict your Google Analytics data based on nearly every parameter: a specific IP, a
geographical location, domain and even by keyword. Filtering is essential for maintaining clean profiles because it
allows you to exclude traffic sources that could skew your results and to organize your information more effectively.
Examples of traffic sources you wish to exclude are: your office IP addresses, a development company working on
your site in another country, your marketing managers home IP or another vendor you are working with. Filters are
also how you can limit profiles to organic only or ppc only. Below are step-by-step instructions on how to set up
these filters.
Campaign Medium.
Figure 3.1
Campaign Medium.
Figure 3.2
domain name.
In your master profile, you may wish to view your most popular pages. However, by default, Google does not show
the full URL that is receiving traffic. For example, the traffic reports would show visits to /about-us or /services
instead of www.domain.com/about-us or subdomain.domain.com/services. The user does not know which
domain the page is associated with. To fix this issue, an advanced filter can be created to show the full URL.
Field A Required.
15. Next to Case Sensitive, choose the radio button for No.
Figure 3.3
A company may also use a range of IP addresses that are consecutive in number. These IPs can also be excluded
quickly without having to make a new filter for each IP address.
For example, Digital Relevance uses the following IP addresses:
174.165.34.1
174.165.34.2
174.165.34.3
174.165.34.13
The filter pattern that can be used to filter out these IP addresses is: ^174\.165\.34\.([1-9|1[0-3])$
To generate a regular expression like this for a range of IP addresses, please use this tool provided by Google:
http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55572
This RegEx filter pattern can be used to create a custom filter. Step-by-step instructions are shown on the
following page.
10. Type the Filter Pattern into the text box. Filter
patterns should be a string of RegEx code that
include the chosen range of IP addresses.
for No.
12. Click Save.
Section 4
Advanced Segments
Create advanced segments using Regular
Section 4
advanced segments
Creating Segments
Advanced Segmentation allows you to create custom segments of data from
an analytics profile after it has already been filtered. It allows you to analyze
smaller subsets of data and compare how these specific segments are producing
over time.
For example, if youre a multinational corporation with both domestic and international target markets, advanced
segmentation allows you to create separate segments to track web traffic from the U.S. and U.K. Then, you can make
the most of your web analytics by analyzing trends and making comparisons between the two markets.
Another great use of advanced segmentation involves segmenting social networks like Twitter, Facebook and
YouTube. By tracking traffic from these sites, you can gain insights into how specific social media campaigns
impact your bottom line.
Other useful types of advanced segmentations could show you the differences between short tail and long tail
search traffic or comparisons between paid and organic traffic.
Google Analytics offers a number of segments by default for quick access to selected data. It is also helpful
to create advanced segments that are customized to track your websites unique analytical needs.
URL
https://www.google.com/analytics/web/permalink?uid=YAq4FE40SkKUGAsBSIXMlA
Make sure to exclude all brand variations and misspellings when customizing this segment.
Tip
Put a pipe, |, between each keyword when using regular expression match to exclude
branded terms.
To track how well your site is performing for SEO-targeted keyword categories, including
long-tail variations.
URL
https://www.google.com/analytics/web/permalink?uid=mUtGJQVoTCq0jfqKjkQNng
Tip
The SEO industry recognizes phrase traffic as exact match + Long-Tail traffic. When
making segments, be sure to specify which type of traffic is being reported and label them
3. Organic, Exact Match Targeted Campaign Keyword Categories (Not Including Long-Tail)
Purpose
To track how well your site is performing for exact-match SEO-targeted keyword categories.
URL
https://www.google.com/analytics/web/permalink?uid=KzwVqcOcTxCwaE4dTpwZ8Q
Start your RegEx string with a carrot, ^, and put all keywords within parentheses with
Tip
keyword)$ This will include only those exact keywords that you have specified within the
Purpose
Google Analytics offers an area for social traffic reporting with default segments already set up,
but you may want to set up your own social segment to track referral traffic from social networks.
URL
https://www.google.com/analytics/web/permalink?uid=uKOfrQacTru5NSFPPkOQFw
Tip
Decide what websites from which you wish to track referral information and enter them into
the RegEx text box, being sure to escape periods with a backslash. Example: twitter/.com|
any single character. The backslash is needed so that the segment can treat the period as a
Sharing Segments
When a custom advanced segment is created, it is specific to the username/log-in
account information that created it. Other accounts cannot see the advanced
segment that you create even if both users have administrative access.
However, you can share custom advanced segments with other users without sharing any of your information.
They do not have to be granted access to your account in order to see them. For example, the urls above are
advanced segments that we have created. You can use on your own profiles by copy and pasting the URL into
your browser.
You should be able to use this advanced segment on your own Google Analytics profile.
Note that you will not be sharing any traffic data. You can paste the URL in an email to whomever you wish
Section 5
Goals
Section 5
goals
It is important to define conversion goals to reflect actionable insights that add
increased value to your business. Goals should be used to track what you want
a user to ultimately achieve on your website. These will vary across different
businesses and industries. Examples of possible goals are listed below:
eCommerce transactions/purchases
Downloads
Newsletter subscriptions
Upgrades
Contact forms
When eCommerce data is linked to GA, the customer transaction costs (conversion values) will be assigned to each
transaction. It would be helpful to assign conversion values to non-eCommerce goals as well. Each of these goals
will be more valuable to some websites than others, so it is important to determine which add the most value to
your business.
Once meaningful goals are set up and after data has been collected over a certain period of time, conversion paths
can be analyzed in greater detail with multi-channel funnels.
EXACT MATCH
Example: If the URL for a completed goal is http://www.domain.com/careers/thanks.html
Exact Match matches the exact goal URL that you specify without exception. There are no unique values in this
URL (the goal URL is the same for every user), so we use Exact Match. (Note: to make reporting easier, Google
recommends removing the protocol and hostname from the URL.)
/careers/thanks.html
HEAD MATCH
Example: The URL for a completed goal has unique values at the end of the URL, as follows:
http://www.domain.com/careers.cgi?page=1&id=543202
http://www.domain.com/careers.cgi?page=1&id=781203
http://www.domain.com/careers.cgi?page=1&id=605561
Head Match matches the goal URL from the beginning of the string up to and including the last character you
specify. For this goal URL, you have unique values that are specific to each user, but you want to track the goal so
that all of these conversions are counted. You can leave out the unique values and specify.
/careers.cgi?page=1
http://www\.domain\.com/careers\.cfm/sid/.*/id/.*/page2#mini
8.
9.
Figure 5.1
Section 6
automated reporting
& annotations
Create conversion goals to track actionable insights
that add increased value to your business.
Section 6
Figure 6.1
Annotations
Annotations allow any user with access to a Google Analytics profile to leave shared or private notes on the main
over-time graph. Annotations should be used to explain various changes in traffic due to servers going down for an
extended period of time, the launch of new PPC display ads, an infographic or a press release. They should be used
to document when goals were set up or when filters were applied to a profile. This information can help describe the
changes in site traffic. Annotations should also be used to note the dates for important milestones on your site such
as updates or changes to the site architecture, technical issues, new initiatives by the marketing department, social
engagement activities and new partnerships. Make sure to make the annotations public so that the information is
shared to all users associated with the account.
Figure 6.2
Section 7
e-Commerce
Tracking Basics
Section 7
When eCommerce tracking is set up, it allows for an in-depth analysis of most of the key eCommerce metrics
such as revenue generation on a product level, individual product performance, conversion rates, average order
values and more. Analyzing these metrics provides information that can drive decisions, which could later result in
significant performance gains. Access to this information also makes understanding customer behavior and product
interaction much easier. It allows site owners to identify key areas for improvement.
Note: If a site uses a subdomain during the shopping cart transaction process, the Google Analytics profile needs
to have tracking enabled for the subdomain. Otherwise, the eCommerce data will not be accurate. Check to be sure
that tracking is enabled for subdomains by selecting the Admin button and then clicking on the Tracking Code tab.
Select One domain with multiple subdomains to answer the first question, and then add the tracking code to all
associated subdomains.
After eCommerce tracking has been enabled for the websites profile, you will need to ensure that your shopping
carts receipt page sends the eCommerce tracking data to Google Analytics. This requires adding customized
tracking code to your shopping cart pages. This can be done in a variety of ways, such as a server-side include, a
module that comes with your content system, or it can be hand-coded into your HTML code.
Section 8
Newer Features
Section 8
newer features
Multi-Channel Funnels
The Multi-Channel Funnels feature was introduced in August 2011, and it provides
retroactive user interaction data starting from January 2011. This tool shows how
users interact with a website before making a conversion. It allows webmasters to
see exactly which marketing channels had an impact on the user and which ones
led them to convert on the site.
By default, Google attributes conversions to the most recent referring campaign (last-touch attribution), but you may
want to look at all of the different marketing channels that were used to visit your site before a conversion took place.
At a glance, it is easy to be overwhelmed by the data provided, and in some cases, (not provided), but there are a
few different ways to compare marketing channels that can impact actual business decisions.
For example, there are many reasons that marketers should use this feature for attribution modeling:
In order to solve these problems, different models should be considered and tested to see if they align with your
marketing strategies and goals. Below is a list of different models and how each one attributes a conversion.
marketing channel.
marketing channel.
Linear Model:
Time-Decay Model:
Position-based Model:
By comparing these different models, you can gain insight into which models are most relevant to your needs and
goals in order to measure the value of your campaign. For more information on selecting the right attribution model
for your business, visit http://www.slingshotseo.com/resources/e-books/valuing-digital-marketing-channels-withattribution-models/ and take our Campaign Model Assessment.
Note: Goals will need to be set up in order to have conversion data in the Multi-Channel Funnels Report.
There are nine default segments provided by Google, but it is also useful to create user-defined conversion
segments to examine specific user behavior.
Below are a few multi-channel attribution segments that can help determine which marketing channel is the
most effective.
1. First-touch, Organic, Non-branded Terms
Purpose: This segment includes only conversions where the first interaction was an organic, non-branded
keyword. It is a true measure of the impact of organic search as the start of the conversion process.
Conversion Segments may not be shared across accounts yet, so below is a screenshot of how the segment
should be set up.
Purpose: This segment helps you identify how far along the conversion funnel branded terms are being used.
1.
2.
3.
Goal flow presents the same diagram with the intent of showing how users converted on your site in one of the
conversion goals you have set up already. It shows which websites referred the user to your site and how many
completed the first and second steps of your goal funnel.
In the example below, our conversion goal was how many users downloaded our old Google Analytics Guide after
coming to our GA Guide landing page. We can see the number of users who dropped off and those who downloaded
the guide. It is a useful feature to see if you are converting as many visitors as you would like, and illustrates the
importance of conversion rate optimization (CRO).
speed light
Located under Content, this tool is available within Analytics after
linking Webmaster Tools to your account.
It shows you how well particular pages are performing on your site by
comparing page load times, pageviews, bounce rates, and exit percent.
Content Experiments
One of the newest features to explore in Google Analytics is the
experiments section, located under Content.
Running experiments like this can help determine what layout and design is best for converting visitors on your site.
It gives you visitor data so you no longer have to guess which page would perform better.
Section 9
additional resources
Google offers many resources ranging from the basics to advanced technical
knowledge and troubleshooting. There are many additional features offered by
Google Analytics that were not mentioned in this guide. Even those with a strong
command for analytics will quickly find that there is always more to learn. Here
are a few helpful resources provided by Google and the SEO community for
Google Analytics:
Googles Getting Started Guide
This getting started guide is the perfect place to learn about the benefits of analytics, signing up, installing the
tracking code, additional resources for newcomers, intermediate users and advanced users.
http://support.google.com/analytics/bin/answer.py?hl=en&answer=1008015&topic=1726909&ctx=topic
SEOmoz Blog
The SEOmoz community frequently includes clever Google Analytics tips and tricks that are worth checking out.
http://www.seomoz.org/blog
toll-free
local
fax
[email protected]
relevance.com