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Google Analytics Joris Roebben ( [email_address] ) Tom Michiels ( [email_address] ) www.queromedia.com
1. Introduction ,[object Object],urchin.js GA.js 2004 2005 2007
Conventions ,[object Object],[object Object]
Google Analytics advantages ,[object Object],[object Object],[object Object],[object Object],[object Object]
Google Analytics disadvantages ,[object Object],[object Object],[object Object],[object Object],[object Object]
2. Google Analytics interface ,[object Object],[object Object],[object Object]
Calendar
Reporting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
3. Setup Google Analytics ,[object Object],[object Object],[object Object],[object Object]
Best practice for GA accounts ,[object Object],[object Object],[object Object],[object Object]
Sign up ,[object Object],[object Object]
Get the GATC ,[object Object],[object Object],[object Object]
urchin.js ,[object Object],[object Object],<script src=&quot;http://www.google-analytics.com/urchin.js&quot; type=&quot;text/javascript&quot;> </script> <script type=&quot;text/javascript&quot;> _uacct = &quot;UA-123456-1&quot;; urchinTracker(); </script> </body> </html>
GA.js ,[object Object],[object Object],<script type=&quot;text/javascript&quot;> var gaJsHost = ((&quot;https:&quot; == document.location.protocol) ? &quot;https://ssl.&quot; : &quot;http://www.&quot;);document.write(&quot;lt;script src='&quot; + gaJsHost + &quot;google-analytics.com/ga.js' type='text/javascript'>lt;script>&quot; ); </script> <script type=&quot;text/javascript&quot;> var pageTracker = _gat._getTracker(&quot;UA-123456-1&quot;);pageTracker._initData();pageTracker._trackPaginaweergave();</script> </body> </html>
Host your own GATC ,[object Object],[object Object],<script src=&quot;http://www.mydomain.com/mytrackingcode.js&quot; type=&quot;text/javascript&quot;> </script> <script type=&quot;text/javascript&quot;> _uacct = &quot;UA-123456-1&quot;; urchinTracker(); </script>
Check your installation ,[object Object],[object Object],[object Object]
Easy implementation ,[object Object],[object Object],[object Object],[object Object],[object Object]
Access manager ,[object Object],[object Object],[object Object]
Add user
4. Adding AdWords to Google Analytics ,[object Object],[object Object]
Step 1: check GATC ,[object Object]
Step 2: Login to Google AdWords ,[object Object]
Step 3: Tab Analytics  ,[object Object]
Step 4: Link to existing GA account
Step 5: Account preferences ,[object Object]
5. Profiles and Filters ,[object Object],[object Object],[object Object],[object Object],[object Object]
Best practices ,[object Object],[object Object]
Data needed for profile ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
GATC for different profiles <script src=&quot;http://www.google-analytics.com/urchin.js&quot; type=&quot;text/javascript&quot;> </script> <script type=&quot;text/javascript&quot;> _uacct = &quot;UA- 123456-1 &quot;; urchinTracker(); </script> <script src=&quot;http://www.google-analytics.com/urchin.js&quot; type=&quot;text/javascript&quot;> </script> <script type=&quot;text/javascript&quot;> _uacct = &quot;UA- 123456-2 &quot;; urchinTracker(); </script> <script src=&quot;http://www.google-analytics.com/urchin.js&quot; type=&quot;text/javascript&quot;> </script> <script type=&quot;text/javascript&quot;> _uacct = &quot;UA- 654321-1 &quot;; urchinTracker(); </script>
Filters ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How do filters work? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Multiple filters ,[object Object],[object Object],[object Object],[object Object],[object Object]
Filterfields ,[object Object],[object Object],[object Object],[object Object],[object Object]
Possible values for Filterfields ,[object Object],[object Object]
Filter Patterns ,[object Object],[object Object],[object Object],[object Object],[object Object]
Filter Type ,[object Object],[object Object],[object Object]
5.1 Exclude all traffic from a domain
5.2 Exclude all traffic from an IP address IP ranges with RegEx !!!
5.3 Include only traffic to a subdirectory
5.4 Include / Exclude filter (1)
5.4 Include / Exclude filter (2)
5.4 Include / Exclude filter (3)
5.5 Search and replace filter (1)
5.5 Search and replace filter (2) ,[object Object],[object Object]
5.6 Uppercase / Lowercase filter
5.7 Lookup table filter ,[object Object],[object Object],[object Object],[object Object]
5.8 Advanced filters ,[object Object],[object Object],[object Object],[object Object],[object Object]
Examples of advanced filters (1)
Examples of advanced filters (2)
6. Custom segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Custom segmentation example
Custom segmentation code ,[object Object],[object Object],[object Object],[object Object],<body onLoad=”javascript:_utmSetVar(‘member’);”> <body onLoad=”javascript:_utmSetVar(‘customer’);”>
User Defined Values
RegEx Regular expressions are used to match or capture portions of a field using wildcards and metacharacters. They are often used for text manipulation tasks. Most of the filters included in Google Analytics use these expressions to match the data and perform an action when a match is achieved. For instance, an  exclude  filter is designed to exclude the hit if the regular expression in the filter matches the data contained in the field specified by the filter. Regular expressions are text strings that contain characters, numbers, and wildcards. Note that these wildcard characters can be used literally by escaping them with a backslash 'apos;. For example, when entering  www.google.com , escape the periods with a backslash:  wwwgooglecom
RegEx ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
7. Goals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Setting up goals
Goals howto ,[object Object],[object Object],[object Object],[object Object],[object Object]
Goals visualisation (1)
Goals visualisation (2)
Funnels ,[object Object],[object Object],[object Object],[object Object]
Funnel visualisation
8. E-commerce tracking ,[object Object],[object Object],[object Object]
Implementing E-commerce tracking ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
E-commerce for urchin.js <form style=&quot;display:none;&quot; name=&quot;utmform&quot;> <textarea id=&quot;utmtrans&quot;> UTM:T|[order-id]|[affiliation]|[total]|[tax]|[shipping]|[city]|[state]|[country] UTM:I|[order-id]|[sku/code]|[productname]|[category]|[price]|[quantity] UTM:I|[order-id]|[sku/code]|[productname]|[category]|[price]|[quantity] </textarea> </form>
E-commerce for GA.js <script src=&quot;http://www.google-analytics.com/ga.js&quot; type=&quot;text/javascript&quot;></script> <script type=&quot;text/javascript&quot;> var pageTracker = _gat._getTracker(&quot;UA-XXXXX-1&quot;); pageTracker._initData(); pageTracker._addTrans( &quot;1234&quot;,  // Order ID &quot;partner&quot;,  // Affiliation &quot;2500.25&quot;,  // Total &quot;200.25&quot;,  // Tax &quot;3&quot;,  // Shipping &quot;Brussels&quot;,  // City &quot;Brabant&quot;,  // State &quot;Belgium&quot;  // Country ); pageTracker._addItem( &quot;1234&quot;,  // Order ID &quot;MTB25&quot;,  // SKU &quot;Mountainbike&quot;,  // Product Name  &quot;Off-road&quot;,  // Category &quot;1500&quot;,  // Price &quot;1&quot;  // Quantity ); pageTracker._addItem( &quot;1234&quot;,  // Order ID &quot;MTB44&quot;,  // SKU &quot;Mountainbike&quot;,  // Product Name  &quot;Cross&quot;,  // Category &quot;1000.25&quot;,  // Price &quot;1&quot;  // Quantity ); pageTracker._trackTrans(); </script>
Complete process
E-commerce reports
E-commerce reports
E-commerce reports
E-commerce reports
9. Tips & Tricks: Site Search
Tips & Tricks: Event tracking ,[object Object],[object Object],[object Object],[object Object],<a href=&quot;http://www.webiste.com/pdf/document1.pdf&quot; onClick=&quot;javascript:urchinTracker('/pdf/document1');&quot;>
Tips & Tricks: Multi-domain tracking ,[object Object],[object Object],[object Object],[object Object]
Multi-domain tracking urchin.js (1) ,[object Object],<script src=&quot;http://www.google-analytics.com/urchin.js&quot; type=&quot;text/javascript&quot;> </script> <script type=&quot;text/javascript&quot;> _uacct=&quot;UA-xxxx-x&quot;; _udn=&quot;none&quot;; _ulink=1; urchinTracker(); </script>
Multi-domain tracking urchin.js (2) ,[object Object],<a href=&quot;https://www.secondsite.com/?login=parameters&quot;>Log in Now</a> <script type=&quot;text/javascript&quot;> document.write('<a href=&quot;javascript:__utmLinker(apos; https://www.secondsite.com/?login=parametersapos;);&quot;>Log in Now</a>'); </script> <noscript> <a href=&quot; https://www.secondsite.com/?login=parameters &quot;>Log in Now</a> </noscript>
Multi-domain tracking GA.js (1) ,[object Object],<script type=&quot;text/javascript&quot;> var gaJsHost = ((&quot;https:&quot; == document.location.protocol) ? &quot; https://ssl.&quot; : &quot;http://www.&quot;); document.write(&quot;lt;script src='&quot; + gaJsHost + &quot;google-analytics.com/ga.js ' type='text/javascript'>lt;script>&quot; ); </script> <script type=&quot;text/javascript&quot;> var pageTracker = _gat._getTracker(&quot;UA-12345-1&quot;);  pageTracker._setDomainName(&quot;none&quot;); pageTracker._setAllowLinker(true);   pageTracker._initData(); pageTracker._trackPaginaweergave(); </script>
Multi-domain tracking GA.js (2) ,[object Object],<a href=&quot;https://www.secondsite.com/?login=parameters&quot;>Log in Now</a> <script type=&quot;text/javascript&quot;> document.write(‘<a href=&quot;javascript:pageTracker._link(apos;https://www.secondsite.com/?login=parametersapos;);&quot;>Log in Now</a>'' );</script> <noscript> <a href=&quot;https://www.secondsite.com/?login=parameters&quot;>Log in Now</a>  </noscript>
Tips & Tricks: Tracking outbound links ,[object Object],[object Object],[object Object],[object Object],<a href=&quot;http://www.otherdomain.com&quot; onClick=&quot;javascript:urchinTracker('/outbound/otherdomain');&quot;>
Tips & Tricks: Tagging inbound links http://www.website.com/pagina.html http://www.website.com/pagina.html?utm_source=partner&utm_medium=banner&utm_campaign=nl&utm_term=zoekwoord ,[object Object],[object Object],[object Object]
10. Conclusion
11. Roundup  1. Create a Google Analytics account. 2. Analyze the website. 3. Create and Configure profiles. a) Create filters. b) Create goals and funnels. c) Create recommended profiles. 4. Edit the tracking code. 5. Modify the web site. 6. Add the tracking code to web site pages. 7. Tag marketing campaigns. 8. Enable e-commerce transaction tracking. 9. Implement custom segmentation. 10. Configure other administrative features. a) User accounts and report access. b) Automated email report delivery.
12. Q & A

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An introduction to Google Analytics

  • 1. Google Analytics Joris Roebben ( [email_address] ) Tom Michiels ( [email_address] ) www.queromedia.com
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  • 24. Step 4: Link to existing GA account
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  • 29. GATC for different profiles <script src=&quot;http://www.google-analytics.com/urchin.js&quot; type=&quot;text/javascript&quot;> </script> <script type=&quot;text/javascript&quot;> _uacct = &quot;UA- 123456-1 &quot;; urchinTracker(); </script> <script src=&quot;http://www.google-analytics.com/urchin.js&quot; type=&quot;text/javascript&quot;> </script> <script type=&quot;text/javascript&quot;> _uacct = &quot;UA- 123456-2 &quot;; urchinTracker(); </script> <script src=&quot;http://www.google-analytics.com/urchin.js&quot; type=&quot;text/javascript&quot;> </script> <script type=&quot;text/javascript&quot;> _uacct = &quot;UA- 654321-1 &quot;; urchinTracker(); </script>
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  • 37. 5.1 Exclude all traffic from a domain
  • 38. 5.2 Exclude all traffic from an IP address IP ranges with RegEx !!!
  • 39. 5.3 Include only traffic to a subdirectory
  • 40. 5.4 Include / Exclude filter (1)
  • 41. 5.4 Include / Exclude filter (2)
  • 42. 5.4 Include / Exclude filter (3)
  • 43. 5.5 Search and replace filter (1)
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  • 45. 5.6 Uppercase / Lowercase filter
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  • 48. Examples of advanced filters (1)
  • 49. Examples of advanced filters (2)
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  • 54. RegEx Regular expressions are used to match or capture portions of a field using wildcards and metacharacters. They are often used for text manipulation tasks. Most of the filters included in Google Analytics use these expressions to match the data and perform an action when a match is achieved. For instance, an exclude filter is designed to exclude the hit if the regular expression in the filter matches the data contained in the field specified by the filter. Regular expressions are text strings that contain characters, numbers, and wildcards. Note that these wildcard characters can be used literally by escaping them with a backslash 'apos;. For example, when entering www.google.com , escape the periods with a backslash: wwwgooglecom
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  • 65. E-commerce for urchin.js <form style=&quot;display:none;&quot; name=&quot;utmform&quot;> <textarea id=&quot;utmtrans&quot;> UTM:T|[order-id]|[affiliation]|[total]|[tax]|[shipping]|[city]|[state]|[country] UTM:I|[order-id]|[sku/code]|[productname]|[category]|[price]|[quantity] UTM:I|[order-id]|[sku/code]|[productname]|[category]|[price]|[quantity] </textarea> </form>
  • 66. E-commerce for GA.js <script src=&quot;http://www.google-analytics.com/ga.js&quot; type=&quot;text/javascript&quot;></script> <script type=&quot;text/javascript&quot;> var pageTracker = _gat._getTracker(&quot;UA-XXXXX-1&quot;); pageTracker._initData(); pageTracker._addTrans( &quot;1234&quot;, // Order ID &quot;partner&quot;, // Affiliation &quot;2500.25&quot;, // Total &quot;200.25&quot;, // Tax &quot;3&quot;, // Shipping &quot;Brussels&quot;, // City &quot;Brabant&quot;, // State &quot;Belgium&quot; // Country ); pageTracker._addItem( &quot;1234&quot;, // Order ID &quot;MTB25&quot;, // SKU &quot;Mountainbike&quot;, // Product Name &quot;Off-road&quot;, // Category &quot;1500&quot;, // Price &quot;1&quot; // Quantity ); pageTracker._addItem( &quot;1234&quot;, // Order ID &quot;MTB44&quot;, // SKU &quot;Mountainbike&quot;, // Product Name &quot;Cross&quot;, // Category &quot;1000.25&quot;, // Price &quot;1&quot; // Quantity ); pageTracker._trackTrans(); </script>
  • 72. 9. Tips & Tricks: Site Search
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  • 82. 11. Roundup 1. Create a Google Analytics account. 2. Analyze the website. 3. Create and Configure profiles. a) Create filters. b) Create goals and funnels. c) Create recommended profiles. 4. Edit the tracking code. 5. Modify the web site. 6. Add the tracking code to web site pages. 7. Tag marketing campaigns. 8. Enable e-commerce transaction tracking. 9. Implement custom segmentation. 10. Configure other administrative features. a) User accounts and report access. b) Automated email report delivery.
  • 83. 12. Q & A