Website Analysis

Google Analytics

Confidential & Proprietary

Welcom The Google Merchandise Store
e

Google Merchandise Store

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Welcom The Google Merchandise Store
e

https://analytics.google.com/analytics/web/demoAccount 5
Orientation
Campaign Traffic Challenge

▪ Find your BEST 5 reports throughout today, shortcut and save them

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Orientation View Reports
Audience > Overview

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Orientation Dimensions & Metrics

Dimension
A row in reports. Represents a variety of labels
applied to the data, such as where a user came from,
the page they viewed, etc. Dimensions are mutually
exclusive.

Metric
A column in reports. Represents a measurement made
on a session, such as Time On Site or Bounce Rate.
Metrics are either: count, currency, calculation, or… clock.

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Orientation Dimensions vs. Metrics

Dimensions Metrics

Dimension & Metrics explorer

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Orientation Dimensions vs. Metrics
DIMENSIONS

Label

Example

What Page /product/shoes

Where City Dublin

How Medium organic

Who User Type Returning User

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Orientation Dimensions vs. Metrics
METRICS
Label

Example

Count Sessions 545

Percentage Bounce Rate 75%

Average Avg. Pages/Session 2.54

Time Avg. Session Duration 00:05:07

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Orientation Dimensions & Metrics

Remember, Metrics and

Measurement both start with
an “M”!
Metrics
Dimension
s

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Orientation Sessions

Sessions
The number of distinct visits during which someone interacted
with the site. Think of this like the number of times people enter
the front door of a store.

• By default, a session ends if they are inactive for more than 30 minutes
• Changes to traffic source end a session – important for cross domain
tracking

Your understanding of GA sessions is directly related to your ability to analyse

GA data.
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Orientation Users

User
An individual person who visited your site

User
An individual set of cookies; that is, a particular web browser on a
particular computer.

“User” is only as accurate as the cookies. If a person visits from the office and then
from home, or from Internet Explorer and then from Firefox, they’re counted
twice.
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Orientation What Other Kinds of Metrics Are There?
There are many metrics but the most important one has to do with
measuring goals for success (whatever our definition of “success” is):

Conversion Rate
(# of conversions/# of sessions)
What % of the time did they do that thing that we wanted
(fill out a form, buy something, etc.)? Did we “convert”
them from a mere visitor into a customer?

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Orientation Site Usage Metrics: “Good” & “Bad”
There are only three things we care about as analysts:

Trends Over Segmenting Identifying

Time Users Opportunities

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Orientation Site Usage Metrics: “Good” & “Bad”

• Mostly, we’re interested in comparing different

groups of users or trends over time… not so
much in absolute numbers

• “What’s a good bounce rate?” or “What’s a

good conversion rate?” Both are dependent on
context and what type of site you have.

• But, there are some rules of thumb, and ways

to compare with the competition.

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Orientation “Good” & “Bad” Metrics: An Example
Here’s a “rule of thumb” about bounce rate:

But there are many, many exceptions that

depend on the context.

For example, consider a blog home page.

Visitors may come, view the home page to
As a general rule of thumb, a
bounce rate in the range of read the latest posts, and then leave. From
40% or below is good, 60% the visitor’s perspective, they got exactly
and up is bad. what they were looking for, but the bounce
rate will be high.
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Orientation Choosing Success Metrics
§ Think about the different types of sites (ecommerce, lead generation,
content, service) and the questions you asked about your site.

§ What metrics have we talked about that might help you measure
that success?
§ Ecommerce and Lead Generation sites: Conversion Rate (for purchases or
form signups)
§ Content sites: Time on Site, Pages/Session

§ Remember too that there can be intermediate steps to success, such as:
§ Did they stay on the site after the landing page? (Bounce Rate)
§ Did they view a key page of information (Conversion Rate)
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Orientation What Does GA Measure?

What did they look at? Who came to our site?

§ Which pages? § Where geographically?

§ Where did they enter and § Have they been here

leave? before?
§ What did they search for? § How often do they
come back?
How did they get here?
Were they successful?
§ Bookmark, link, search
§ Did they complete our goals? engine (keyword? paid or
organic?), email marketing,
§ Did they complete a transaction?
etc.
§ If not, where did they drop out?

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Acquisition
How Did They Get Here?
Reports

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Acquisition Acquisition: How Did They Get Here?
Why do we care about how people find the site?

Marketing people care about how marketing

and advertising efforts bring visitors to the site
Search engine optimisation (SEO) people
care about how their site optimisation gets
visitors to the site through search
engines.
Partners and affiliates care how much
traffic they channel to your site.
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Acquisition Acquisition Overview
Acquisition > Overview

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Acquisition Buckets of Traffic

Referral Traffic
Followed a link from another site.

Search Traffic
Searched by typing in a keyword and clicking on a result (organic
or paid).

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Acquisition Buckets of Traffic

Direct Traffic
URL typed directly into address bar,
used a bookmark.

Direct Traffic Just remember:

Traffic that arrives on your website
without any information about its DIRECT
previous page. means
WE DON’T KNOW

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Acquisition All Traffic: Source/Medium
Acquisition > All Traffic > Source/Medium

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Acquisition All Traffic: Source/Medium

Medium
A general bucket describing how
someone got your site: search (organic
or cpc), referral, direct, others

Source
Where they came from: the site with the
link, the search engine

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Acquisition All Traffic By Medium
Acquisition > All Traffic > Source/Medium (Primary Dimension: Medium)

You can select what you want to see in the dimensions of the report

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Acquisition All Traffic Medium: Goals & Ecommerce
Acquisition > All Traffic > Source/Medium (Primary Dimension: Medium)

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Acquisition Comparing Success Metrics
Acquisition > All Traffic > Source/Medium (Primary Dimension: Medium, Goal Set 1 Tab)

Views

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Acquisition Comparing Success Metrics
Acquisition > All Traffic > Source/Medium (Primary Dimension: Medium)

Performance View

Choose a Metric

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Acquisition Comparing Success Metrics
Acquisition > All Traffic > Source/Medium (Primary Dimension: Medium)

Comparison View

In Google Analytics,
in general green is
good and red is bad.

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Acquisition Channels
Acquisition > All Traffic > Channels

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Acquisition Channels
Acquisition > All Traffic > Channels

• Channels are a rule-based grouping of

the most common sources of traffic.

• Groups together similar types of traffic

that show up separately in the
Source/ Medium report

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Behavior Reports
What Did They Look At On The Site?

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 Behavior Behavior Reports

Why do we care about what people look at on the site?

▪ Content creators care about what content is popular, both to

judge the success of existing content and to decide on new content
to add to the site.

▪ Merchandisers care about what products visitors are exposed to.

▪ Marketers care about landing pages for campaigns and whether

they draw visitors into the site.

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Behavior Behavior Overview
Behavior
>
Overvie
w

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 Behavior Viewing Pages in Google Analytics

1. All Pages report

▪ Only shows URL path by default (the part after the hostname)

2. All Pages report (Primary Dimension: Page Title)

▪ Shows the Page Title on the page that was loaded

3. Content Drilldown
▪ Rolls page metrics up by subdirectories

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Behavior Site Content
Behavior > Site Content > All Pages

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Behavior Some New Metrics

Unique Pageviews
The number of sessions during which the page was
viewed. (Pageviews, de-duplicated within
sessions.)

Entrances
The number of times users entered your site through a
specified page.

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Behavior Exits vs Bounces

Exits
The last page that a user visits before they leave your
site. Can be the only page in a session or can be part of a
larger session

Bounces
The number of single-pageview sessions. The user
landed on a page and “bounced” – viewed only
that single page before leaving.

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Behavior Some New Metrics

% Exit
The portion of pageviews for which this page was the
last page viewed.

% Exit isn’t always a useful metric (everyone leaves the site

somewhere). But for navigational pages that are designed to
lead users down a certain path, it can be useful.

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Behavior Some New Metrics

Page Value
The average value of this page or set of pages. Page
Value is (Transaction Revenue + Total Goal Value)
divided by Unique Pageviews for the page.

Look for pages outside of your checkout process or goal

funnel with high page values. These are the pages that
are commonly viewed before users
eventually convert.

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Behavior Find Your Page!
Behavior > Site Content > All
Pages

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Behavior Landing Pages & Exit Pages
Behavior > Site Content >
Landing Pages

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Behavior Which Pages Matter Most?
Behavior > Site Content >
Landing Pages

▪ Common entry points (highest entries) – NOT JUST YOUR

HOME PAGE

▪ Landing pages for marketing (paid search, email campaigns,

etc.)

▪ Landing pages for important organic search keywords

▪ Landing pages for referrals

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Behavior Landing Pages: Reducing Bounce Rate
Behavior > Site
Content > Landing
Pages

Pay as much attention to top entry pages as you would to your home
page. Put cross-promotions, news, etc. on top entry pages, not
just your home page, to keep visitors on the site.

Consider testing multiple versions of the page to see what you can do
to reduce bounce on landing pages.

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Behavior Landing Pages: Sources
Behavior > Site Content > Landing Pages (Primary Dimension: Source)

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Behavior Landing Pages: Sources

▪ Do the pages you are targeting with search engine optimisation draw traffic from search
engines? What are the trends over time?

▪ Could the content of the landing page incorporate other content to better serve visitors who
land there?

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Behavior Sort Type
Behavior > Site Content > Landing Pages

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Behavior Other Behavior Reports

▪ Site Speed helps optimise page load times

on your site

▪ In-Page Analytics (extension only) gives a

visual representation of the how users
interact with your web pages.

▪ Publisher shows data from your AdSense

or Ad Exchange accounts

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 Behavior Other Content Reports: Events

Meant for tracking non-pageview interactions

▪ Downloads (and which file)
▪ Video players (play, stop, reached the end)
▪ Flash (any kind of interactive activity)
▪ Almost any occurrence or click on your you want to track
site

Can organise and report on by categories and distinct actions

Requires some extra tracking code on the things you want to

track
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Audience Reports
Who Are These People, Anyway?

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 Audience
What Google Analytics can tell us:
▪ Where they’re from (geographically)
▪ Whether they’ve been to the site before,
▪ and how often they come back
Technical information about their browser,
▪ screen resolution, etc.
▪ Possibly, what organisation they work for
Some (assumed) demographic information

What Google Analytics can’t tell us:

▪ IP addresses, exact locations
▪ Personally-identifiable information (PII)
▪ (Unless you know that information outside
of Analytics and label visitors with an
ID)*
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Audience Audience Overview
Audience > Overview

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 Audience Users

User
An individual person who visited your site.

User
An individual set of cookies; that is, a particular web
browser on a particular computer.

“User” is only as accurate as the cookies. If a person visits from the

office and then from home, or from Internet Explorer and then from
Firefox, they’re counted twice.

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 Audience Hourly Trending
Audience >
Overview

One thing the Audience Overview report allows you to do is set

the graph to Hourly in addition to Daily, Weekly and Monthly.

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Audience Demographics
Audience > Demographics > Overview

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Audience Demographics

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Audience Demographics - Age
Audience > Demographics
> Age

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Audience Demographics - Gender
Audience > Demographics
> Gender

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Audience Demographics – Interest Categories
Audience > Interests > Overview

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Audience What Does Google Think About You?

Visit www.google.com/settings/ads or do a Google Search for

“ad settings” to see what Google thinks about you!

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Audience Location: Where Do They Come From?
Audience > Geo > Location

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Audience Location: Where Do They Come From?
Audience > Geo > Location

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Audience Location: Where Do They Come From?
Audience > Geo > Location

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Audience Location: Where Do They Come From?
Audience > Geo > Location

Geo-location data
comes from IP
addresses and ISP

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Audience Some Technical Reports
▪ A variety of reports about things such as what
browsers, operating systems, screen
resolutions, and mobile devices your visitors
have.

▪ Primarily useful when you are redesigning a site

and you need to know the technological
parameters to design and test for.

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Audience Mobile Overview
Audience > Mobile >
Overview

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Audience Data Scavenger Hunt

Find the following:

▪ What is the bounce rate of your 2nd-most popular page?

▪ What percentage of sessions view your site from a mobile device?

▪ Which channel drives the most new users to your site?

▪ How many referring sites sent traffic to your site?
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Introduction
Conversions
to Goals

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 Goals What Is A Goal In Google Analytics?
There are three types of goals:

Destination goals: A particular page was reached, possibly with a number of

steps (a “funnel”) leading up to the page.
§ A thank-you page for filling out a form
§ A receipt page for a purchase
§ A key page of information on your site

Engagement goals: A metric reached a numeric threshold.

§ Pages/Session
§ Time on Site

Event goals: A visitor performed an action.

§ A video was viewed
§ A particular button was clicked

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 Goals The Metric: Conversion Rate

We’ve talked about conversion rate before, but it’s worth a

reminder:

Conversion Rate
§ # of conversions/# of sessions
§ What % of the time did they do that thing that
we wanted (fill out a form, buy something, etc.)?
Did we “convert” them from a mere visitor into a
customer?

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Goals Reminder: Goal Set Tabs In Reports
Acquisition > All Traffic > Source/Medium

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Goals Goal Flow
Conversions > Goals > Funnel Visulisation

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Goals Goal Insights

Use goal conversion as a success metric in determining the

success of advertising and marketing campaigns, search
engine optimisation, and other activities.

Use the goal flow report to understand where there might be

bottlenecks and roadblocks for users in completing your goals.

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Segmentation
Now We’re Talking!

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Segments Segments: Slice, Dice & Chop!
Audience > Overview

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Segments System Segments

▪ All Sessions ▪ Referral Traffic

▪ New Users ▪ Sessions with Conversions
▪ Returning Users ▪ Sessions with Transactions
▪ Paid Search Traffic ▪ Mobile Traffic
▪ Non-paid Search Traffic ▪ Tablet Traffic
▪ Search Traffic ▪ Non-Bounce Sessions
▪ Direct Traffic

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Segments Viewing A Segment In A Report
Audience > Overview

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Segments View Multiple Segments

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Segments Multiple Segments In A Chart
Audience > Overview

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Segments Multiple Segments In A Table
Acquisition > All Traffic >
Source/Medium

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Segments Custom Segments

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Segments Creating A Custom Segment

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Segments Specify The Condition & Value

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Segments Add Multiple Conditions With “Or” “And”

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Segments Segment By Sequence

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Segments Create A Custom Segment

Create a custom segment to include only sessions from

YouTube that viewed at least two pages.

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Segments Dimensions & Metrics

Dimensions & Metrics Explorer

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Ecommerce
Conversions

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Ecommerce What Ecommerce Tracking Does
▪ Tracks transactions:
▪ Products, quantities, Euro amounts, shipping, etc.

▪ NOT a replacement for your ecommerce platform,

but a way to track it
▪ Not a full-fledged order tracker an

▪ Not accounting system

▪ Tracks the success of your website in contributing

to sales and revenue

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Ecommerce How Ecommerce Tracking Works

Two parts:
1. Extra tracking code placed on receipt page that records items,
Euro amounts, etc. (or, integrates with Google Checkout)
2. Turning on Ecommerce Tracking in the View
Settings

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Ecommerce Reminder: Ecommerce Tab In Reports
Acquisition > All
Traffic >
Source/
Medium

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Ecommerce One More Chart Tool: Show Two Metrics
Acquisition > All
Traffic >
Source/
Medium

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Ecommerce Ecommerce Overview
Conversions > Ecommerce >
Overview

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Ecommerce Product Reporting
Conversions > Ecommerce > Product Performance

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Ecommerce Merchandising With Product Info

What products are most popular through your website,

and during what time periods? Which are most likely to be
purchased in larger quantities?

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Ecommerce How Ecommerce Tracking Works
Two Parts: Tracking Options Ecommerce Enhanced
Ecommerce
1. Turn on Ecommerce Transactions ✓ ✓
Tracking in ✗
Product Impressions ✓
Analytics
▪ Enhanced
Ecommerce? Actions (add/remove ✗ ✓
from cart)
2. Add code to your
to ✗
Product Lists ✓
track transactions
site ✗
(and maybe more!) Internal Promotions ✓
Shopping Behavior
✗ ✓
Fun
We’ll cover in DAY 3! CheckoutnBeel havior
Fun
✗ ✓
nel
Nested Categories ✗ ✓
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Ecommerce (Enhanced) Ecommerce

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Attribution & Multi-Channels

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Attribution / Multi-
Channels How Does Attribution Work?

First-Click Attribution
A visitor’s original (first) source to the site is used to
attribute their visit.

Last-Click Attribution
A visitor’s most recent (last) source to the site is used to
attribute their visit.

Mixed Attribution
A combination or weighting of the visitor’s sources is
used to attribute their visit.

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Attribution / Multi-
Channels GA = Last Non-Direct Click Attribution

A user’s source, medium, and campaign information is stored

with a cookie and updated each time they arrive at the site.
▪ Cookie deletion affects source information for a visitor.

There is an important exception:

▪Direct traffic never overwrites an existing source. So
users who type in
your URL or use a bookmark retain their last
source before they visited the site
directly.
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Attribution / Multi-
Channels Multi-Channel Funnels
▪ A set of reports giving more insight into the whole chain of
sources leading to a conversion
▪ Works only with goals conversions and ecommerce transactions
▪ Data up to 90 days prior to the conversion

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Attribution / Multi-
Channels
Overview
Conversions > Multi-Channel Funnels > Overview

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Attribution / Multi-
Channels
Overview: Channel Overlap
Conversions > Multi-Channel Funnels >
Overview

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Attribution / Multi-
Channels
Assisted Conversions
Conversions > Multi-Channel Funnels > Assisted Conversions

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Attribution / Multi-
Channels
MCF Channel Groupings
Conversions > Multi-Channel Funnels > Assisted Conversions

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Attribution / Multi-
Channels MCF Channel Grouping Definitions

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Attribution / Multi-
Channels
Channel Conversion Paths
Conv rsions > Multi-Channel Funnels > Top Conversion
e Paths

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Non-Pageview Interactions

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Non-Pageview Tracking Non-Pageviews

Pageview tracking tracks pageviews... obviously

But what about anywhere the URL doesn’t change or tracking
code isn’t on the destination page:
▪ Downloads
▪ Links to external sites Video and audio
▪ players Facebook/Twitter/etc. buttons
▪ Interactive AJAX and Flash elements
▪ Forms that post back to the same page

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Non-Pageview Tracking Non-Pageviews

Anywhere someone does something, you can track with

additional Google Analytics tracking code.

Three options:
▪ Event Tracking
▪ Social Tracking
▪ [Virtual pageviews]

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Non-Pageview Virtual Pageviews
▪ Older approach in Google Analytics code
▪ Show in reports just like “real”
▪ pageviews
Because they’re like real pageviews, you can use for URL
goals, see them in regular content reports, etc.
them
▪ Be aware that they will inflate your pageview
numbers

Virtual pageviews are especially good to distinguish steps in

forms or funnels where URLs don’t change.

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Non-Pageview Event Tracking
Meant for tracking non-pageview interactions
▪ Video players (play, stop, reached the end)
▪ Flash (any kind of interactive activity)
▪ Clicks on links to external sites
Almost any occurrence or click on your site you want to track

Can organise and report on by categories and distinct actions

Requires some extra tracking code on the things you want to track

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Non-Pageview Event Tracking
Label
Category Optional string to give more
A way to group types of events to track together information about the event being
tracked
Action
What we do to interact Value
start stop Optional integer parameter to
pause
track a value (e.g. seconds
play new video played)
change volume

Non-Interaction
Optional boolean parameter to
determine if event is used in
bounce rate calculations
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Non-Pageview Event Tracking Example

Category:
Video
Action:
Play, Pause, FullScreen,
Stop
Label:
“Robbie Keane”
Value:
0-100

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Non-Pageview Event Tracking Example

Category:
Downloads
Action:
PDF, DOCX, MP3, etc.
Label:
[FileName]
Value:
N/A

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Non-Pageview Event Tracking Example

Category:
Scroll Tracking
Action:
[Page URL]
Label:
Start, 25%, 50%, 75%, 100%
Value:
[Number of Seconds]

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Non-Pageview Event Tracking Recommendations

Make use of all three reports: Category, Action, Label

▪ Downloads > PDF > Application-Form.pdf
▪ Contact Us > Email > Contact Form
▪ Nav Links > Top > Blog
▪ Videos > Play > Robbie Keane

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Non-Pageview Event Tracking Reports
Behavior > Events > Top
Events

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Non-Pageview Event Tracking In Segments

▪ See all the sessions where someone

played a video
▪ …or all the sessions where
someone clicked an outbound link
▪ Anything you’re tracking with events
can be used to build a custom
advanced segment

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Non-Pageview Events As
Goals

▪ Events can be used as Goals, too!

▪ Only count ONCE per session
▪ LOOK OUT: If the Event has a value, it
will be used as the Goal Value – the lowest
you can set it to is €1

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Education Google Resources

Google Analytics
Academy
http://analyticsacademy.withg
oogle.com

Take the Google Analytics Individual Qualifications Exam

146
 Bonus Other tools

Hotjar.com 147
Q&A