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Analytics: Introduction & User TrainingAnalytics: Introduction & User Training

Presentation to J P MorganGlobal Equity Derivatives Group

Matt TrimmerMatt TrimmerPrincipal Consultant & Managing DirectorPrincipal Consultant & Managing Director

Slides:Slides:

http://www.slideshare.net/mrdtrimmerhttp://www.slideshare.net/mrdtrimmer

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Timings and housekeepingTimings and housekeeping Start 10:00Start 10:00 Break 11:15-11:30Break 11:15-11:30 Lunch 13:00-14:00Lunch 13:00-14:00 Break 15:15-15:30Break 15:15-15:30 Wrap-up 17:00Wrap-up 17:00

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Course OverviewCourse Overview Session 1 – The Google Analytics reporting interfaceSession 1 – The Google Analytics reporting interface

Google Analytics: A history.Google Analytics: A history. Search marketing jargon: paid search (PPC, CPC, PfP), organic (natural) search and SEO.Search marketing jargon: paid search (PPC, CPC, PfP), organic (natural) search and SEO. Accessing Google Analytics.Accessing Google Analytics. The Google Analytics Tracking Code snippet.The Google Analytics Tracking Code snippet. The Google Analytics Terms of Service.The Google Analytics Terms of Service. The Google Analytics reporting delay.The Google Analytics reporting delay. How well tagged is your site?How well tagged is your site? The Google Analytics Dashboard.The Google Analytics Dashboard. Google Analytics dimensions metrics, graphs, calendars and tables.Google Analytics dimensions metrics, graphs, calendars and tables. The “Annotations” tool.The “Annotations” tool. The “Visualisation” tool.The “Visualisation” tool. Editing your Dashboard.Editing your Dashboard. E-mailing your Dashboard.E-mailing your Dashboard. E-mailing your Dashboard to colleagues.E-mailing your Dashboard to colleagues. E-mailing your Dashboard in accordance with a schedule.E-mailing your Dashboard in accordance with a schedule. Exporting your Dashboard.Exporting your Dashboard. E-mailing and exporting Google Analytics reportsE-mailing and exporting Google Analytics reports Google Analytics Benchmarking. Google Analytics Benchmarking.

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Course OverviewCourse Overview Session 2 – Tasks, Goals and FunnelsSession 2 – Tasks, Goals and Funnels

What is possible with Web Analytics?What is possible with Web Analytics? What is possible with GA?What is possible with GA? Google Analytics and your website’s Goals.Google Analytics and your website’s Goals. Placing a value on a goal.Placing a value on a goal. The $index value.The $index value. Key Performance Indicators (KPIs) and your site.Key Performance Indicators (KPIs) and your site. Google Analytics and Key Performance Indicators (KPIs).Google Analytics and Key Performance Indicators (KPIs). The “Intelligence” tool.The “Intelligence” tool. The “Intelligence” and “Advanced Segments” tools combined.The “Intelligence” and “Advanced Segments” tools combined. Configuring a simple goal.Configuring a simple goal. What should your website’s KPIs and Goals be?What should your website’s KPIs and Goals be?

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Course OverviewCourse Overview Session 3 – Visits, visitors, traffic and website campaignsSession 3 – Visits, visitors, traffic and website campaigns

How does GA measure visitors?How does GA measure visitors? The “Visitors” report suite.The “Visitors” report suite. Reporting on your marketing campaigns with the “Traffic Sources” report Reporting on your marketing campaigns with the “Traffic Sources” report

suite.suite. Using “Campaign Tagging” and defining your own Campaign, Source, Media, Using “Campaign Tagging” and defining your own Campaign, Source, Media,

Content and Term.Content and Term. Tagging e-mail campaigns.Tagging e-mail campaigns. Tagging display advertising.Tagging display advertising. Tagging non-Google cost-per-click (CPC) campaigns.Tagging non-Google cost-per-click (CPC) campaigns. Tagging off-line advertising.Tagging off-line advertising. Integrating Google Adwords and Google Analytics.Integrating Google Adwords and Google Analytics. Tagging Google Adwords campaigns.Tagging Google Adwords campaigns. Reporting on Google Adwords performance with Google Analytics.Reporting on Google Adwords performance with Google Analytics. When not to use campaign tagging.When not to use campaign tagging.

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Course OverviewCourse Overview Session 4 – Interaction with your website contentSession 4 – Interaction with your website content

The “Content” report suite.The “Content” report suite. The “Site Overlay” tool.The “Site Overlay” tool. Reporting content users first interact with using the “Entrance Reporting content users first interact with using the “Entrance

Paths”, “Entrance Sources” and “Entrance Keywords” reports.Paths”, “Entrance Sources” and “Entrance Keywords” reports. Reporting content users interact with using the “Navigational Reporting content users interact with using the “Navigational

Summary report, Top Content and “Content Drilldown” reports. Summary report, Top Content and “Content Drilldown” reports. The “Goals” report suite. The “Goals” report suite. Reporting on-site searches users conduct with the “Site Search” Reporting on-site searches users conduct with the “Site Search”

tool.tool. Using, building and displaying “Custom ReportsUsing, building and displaying “Custom Reports”.”. Using, building and applying “Advanced Segments”.Using, building and applying “Advanced Segments”. Applying “Advanced Segments” to “Customer reports”.Applying “Advanced Segments” to “Customer reports”. Getting Google Analytics help, support and advice.Getting Google Analytics help, support and advice.

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IntroductionsIntroductions Matt Trimmer & ivantage overviewMatt Trimmer & ivantage overview YouYou

Your roleYour role Your department/website/website areaYour department/website/website area Your objectives for attending todayYour objectives for attending today

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About ivantageAbout ivantage Founded in 2002 by Matt TrimmerFounded in 2002 by Matt Trimmer

IndependentIndependent Not compromised by being part of an all-purpose agencyNot compromised by being part of an all-purpose agency

The only UK agency to have 3 Google The only UK agency to have 3 Google certificationscertifications AdwordsAdwords Analytics Analytics (Google Analytics)(Google Analytics)

Urchin Urchin (Urchin Software from Google)(Urchin Software from Google)

London basedLondon based Ranked 33Ranked 33rdrd UK Agency according to New Media Age criteria UK Agency according to New Media Age criteria

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What we doWhat we do We specialise in growing online businesses byWe specialise in growing online businesses by

Generating website traffic usingGenerating website traffic using

Paid Search (PPC)Paid Search (PPC)

Natural Search (SEO)Natural Search (SEO)

Display AdvertisingDisplay Advertising

E-mail marketing E-mail marketing

Analysing website traffic usingAnalysing website traffic using

Web Analytics to accurately analyse how visitors find and interact with Web Analytics to accurately analyse how visitors find and interact with websiteswebsites

Converting website traffic usingConverting website traffic using

Conversion Rate Optimisation to convert visitors into customers or Conversion Rate Optimisation to convert visitors into customers or clientsclients

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How we do itHow we do it Using affordable technology and tools mostly Using affordable technology and tools mostly

from Google and from Google and bright, well-trained people who are passionate about what they dobright, well-trained people who are passionate about what they do

a focus on intelligent campaigns which deliver resultsa focus on intelligent campaigns which deliver results

high standards of service and client carehigh standards of service and client care

strong and enduring client relationships strong and enduring client relationships

ethical best practicesethical best practices

Our visionOur vision

To be recognised as the UK’s leading performance-driven Internet To be recognised as the UK’s leading performance-driven Internet marketing agencymarketing agency

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Managed servicesManaged services

Traffic generationTraffic generation Search Engine MarketingSearch Engine Marketing

PPC Campaign ManagementPPC Campaign Management PfP ManagePfP Manage

SEO ServicesSEO Services SEO ManageSEO Manage SEO ConsultSEO Consult

Display AdvertisingDisplay Advertising PfP ManagePfP Manage

Email MarketingEmail Marketing Email ManageEmail Manage

Traffic analysisTraffic analysis Web Analytics ImplementationWeb Analytics Implementation

Analytics AcceleratorAnalytics Accelerator Web Analytics InterpretationWeb Analytics Interpretation

Analytics InsightAnalytics Insight Web Analytics SupportWeb Analytics Support

Analytics Trouble ShooterAnalytics Trouble Shooter

Traffic conversionTraffic conversion Conversion Rate OptimisationConversion Rate Optimisation

CRO ManageCRO Manage

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Public, scheduled or private, on-site training Public, scheduled or private, on-site training workshopsworkshops

Google Analytics WorkshopsGoogle Analytics Workshops Google Analytics InterpretationGoogle Analytics Interpretation

Google Analytics ConfigurationGoogle Analytics Configuration

Google Adwords WorkshopsGoogle Adwords Workshops Google Adwords EssentialsGoogle Adwords Essentials

Google Adwords AdvancedGoogle Adwords Advanced

Urchin Software from Google WorkshopsUrchin Software from Google Workshops Urchin InterpretationUrchin Interpretation

Urchin ConfigurationUrchin Configuration

Search Engine Optimisation (SEO) WorkshopsSearch Engine Optimisation (SEO) Workshops SEO EssentialsSEO Essentials

SEO AdvancedSEO Advanced

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Client projects – multi-channel retailClient projects – multi-channel retail

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Client projects - business to businessClient projects - business to business

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Client projects – travel, manufacturing, Client projects – travel, manufacturing, agenciesagencies

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Introductions – your turnIntroductions – your turn Matt Trimmer & ivantage overviewMatt Trimmer & ivantage overview YouYou

Your roleYour role Your department/website/website areaYour department/website/website area Your objectives for attending todayYour objectives for attending today

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How many ways are there to access GA?How many ways are there to access GA? ThreeThree

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Accessing Google AnalyticsAccessing Google Analytics Available atAvailable at

http://google.co.uk/analyticshttp://google.co.uk/analytics or or Via Google Account orVia Google Account or Via Google AdwordsVia Google Adwords

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ExerciseExercise Log in to Google Analytics at Log in to Google Analytics at

http://google.co.uk/analyticshttp://google.co.uk/analytics How are you accessing GA?How are you accessing GA? Are you using your own email address?Are you using your own email address?

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NoteNote Don’t share a log-in with Don’t share a log-in with

colleagues!colleagues! Don’t use a generic team-based Don’t use a generic team-based

log in!log in! Security and confidentially issueSecurity and confidentially issue GA has four “personal” featuresGA has four “personal” features

DashboardsDashboards Advanced SegmentsAdvanced Segments Custom ReportsCustom Reports Emailing reportsEmailing reports

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ExerciseExercise

Go to Analytics Settings > User Go to Analytics Settings > User ManagerManager

What observations would you What observations would you make about your list of users?make about your list of users?

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Why a Google Account?Why a Google Account? Personality attached to a email address of your Personality attached to a email address of your

choicechoice Not related to Gmail or Google MailNot related to Gmail or Google Mail Central access to all Google servicesCentral access to all Google services

Single-sign onSingle-sign on Customise pagesCustomise pages More relevant search resultsMore relevant search results

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NoteNote All GA users must have a Google All GA users must have a Google

AccountAccount GA Administrator also needs to add GA Administrator also needs to add

Google Account to GAGoogle Account to GA Don’t allow users to access with Don’t allow users to access with

personal email addressespersonal email addresses Gmail, Hotmail, etcGmail, Hotmail, etc Security and confidentially issueSecurity and confidentially issue

Ensure users use their correct (not Ensure users use their correct (not aliased) corporate email addressesaliased) corporate email addresses

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Exercise – if you are not accessing GA Exercise – if you are not accessing GA properlyproperly Go to google.co.ukGo to google.co.uk Search for “google account”Search for “google account” Select “Create an Account now”Select “Create an Account now” Complete the formComplete the form Verify the email when you next Verify the email when you next

cancan Use this account from now onUse this account from now on

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How to get a Google AccountHow to get a Google Account

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Accessing a GA AccountAccessing a GA Account

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Exercises – editing and e-mailing your Exercises – editing and e-mailing your dashboarddashboard Delete reports from your Delete reports from your

dashboarddashboard Email it to your selfEmail it to your self Email it to a colleagueEmail it to a colleague Set-up an e-mail scheduleSet-up an e-mail schedule Set-up a second e-mail scheduleSet-up a second e-mail schedule

With date comparisonWith date comparison

Delete one scheduleDelete one schedule Managed scheduled emailsManaged scheduled emails

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Exercises – exporting your dashboard and Exercises – exporting your dashboard and other reportsother reports Export your dashboard to PDFExport your dashboard to PDF Export All Traffic Sources to csv Export All Traffic Sources to csv

for Excelfor Excel Export Visitors Overview to TSVExport Visitors Overview to TSV Email All Traffic Sources to a Email All Traffic Sources to a

colleaguecolleague Export Visitors Overview to a Export Visitors Overview to a

colleague every week with a date colleague every week with a date comparisoncomparison

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Exercises – understanding graphsExercises – understanding graphs Change the Visits plot metric to Pageviews on Change the Visits plot metric to Pageviews on

your dashboardyour dashboard Change the Visits plot metric to % New Visits Change the Visits plot metric to % New Visits

on your dashboardon your dashboard Compare Visits with % New VisitsCompare Visits with % New Visits Look at the Ave. Time on Site for the last Look at the Ave. Time on Site for the last

calendar monthcalendar month Look at the Ave. Time on Site for the week 2 of Look at the Ave. Time on Site for the week 2 of

last calendar monthlast calendar month Compare the month just gone with the same Compare the month just gone with the same

month last yearmonth last year Compare the Ave. Time on Site for the week 2 Compare the Ave. Time on Site for the week 2

of last calendar month with week 2 of the of last calendar month with week 2 of the month beforemonth before

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Break timeBreak time

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What’s possible with Web AnalyticsWhat’s possible with Web Analytics HowHow visitors found your web site visitors found your web site WhatWhat visitors are doing on your web site visitors are doing on your web site Not Not WHYWHY they are doing it! they are doing it!

Domain of usability/customer experienceDomain of usability/customer experience Onsite surveysOnsite surveys

Sampling visitors arriving/leavingSampling visitors arriving/leaving

Heuristic reviewsHeuristic reviews Experts reviewing your site against a set of criteria (heuristics)Experts reviewing your site against a set of criteria (heuristics)

Conversion Rate OptimisationConversion Rate Optimisation A/B testingA/B testing A/B/n testingA/B/n testing Multi-variate testingMulti-variate testing

Usability testsUsability tests Representative customers completing tasksRepresentative customers completing tasks

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What’s possible with GA?What’s possible with GA? HowHow visitors found your website visitors found your website What What visitors are doing on your websitevisitors are doing on your website

Not Not whywhy!!

Outcomes focusedOutcomes focused

GoalsGoals

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GoalsGoals Goals should be commercialGoals should be commercial

The commercial goals of your websiteThe commercial goals of your website Goals should map to visitor tasksGoals should map to visitor tasks

Visitors visit sites to accomplish tasksVisitors visit sites to accomplish tasks Tasks normally have a series of stepsTasks normally have a series of steps

FunnelFunnel Measure conversion through the taskMeasure conversion through the task

When goals match user tasksWhen goals match user tasks Harmony ensues!Harmony ensues!

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The importance of goals for you The importance of goals for you Commercially justify your workCommercially justify your work Focus your workFocus your work Prioritise your workPrioritise your work

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The importance of goals for you The importance of goals for you Goals map to business metricsGoals map to business metrics

Enable you to build a business case forEnable you to build a business case for Analytics investmentAnalytics investment Analysis investmentAnalysis investment Action investmentAction investment

Goals focus on important paths and entrancesGoals focus on important paths and entrances Enable you to home-in on problem areasEnable you to home-in on problem areas

Reverse Goal PathReverse Goal Path Conversion to goals by traffic sourceConversion to goals by traffic source

Monetize goalsMonetize goals Enable you to Enable you to prioritiseprioritise areas to analyse and areas to analyse and optimiseoptimise

Give goals a goal valueGive goals a goal value Analyse $ IndexAnalyse $ Index

(Goal Value + E-commerce value)/unique page views(Goal Value + E-commerce value)/unique page views Page up-to goal contributionPage up-to goal contribution Focus on high $ Index pages for improvement Focus on high $ Index pages for improvement

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You can use You can use Regular Expressions (RegEx)Regular Expressions (RegEx) to gain insight into the funnel path: to gain insight into the funnel path:

User exhibits behavior:User exhibits behavior: Page 1 = /index.htmlPage 1 = /index.html Page 2 = /category-footwear.htmlPage 2 = /category-footwear.html Page 3 = /category-clothing.htmlPage 3 = /category-clothing.html Page 4 = /category-headwear.htmlPage 4 = /category-headwear.html Page 5 = /products/kangol-tropic-player-trilby.htmlPage 5 = /products/kangol-tropic-player-trilby.html Page 6= /cart/basketview.htmlPage 6= /cart/basketview.html Page 7= /cart/registration.htmlPage 7= /cart/registration.html Page 8 = /cart/paymentoptions.htmlPage 8 = /cart/paymentoptions.html Goal = /cart/salesorderconfirmation.htmlGoal = /cart/salesorderconfirmation.html

Need to know conversion rate of categories to products to purchase:Need to know conversion rate of categories to products to purchase: Step 1: index\.htmlStep 1: index\.html Step 2-4: ^/category.*/Step 2-4: ^/category.*/ Step 5: ^/products.*/Step 5: ^/products.*/ Step 6: ^/cart/basketview.htmlStep 6: ^/cart/basketview.html Step 7: ^/cart/registration.htmlStep 7: ^/cart/registration.html Step 8 : ^/cart/paymentoptions.htmlStep 8 : ^/cart/paymentoptions.html Goal: ^/cart/salesorderconfirmation.htmlGoal: ^/cart/salesorderconfirmation.html

Goals and funnelsGoals and funnels

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Goal and funnel behaviorGoal and funnel behavior

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Exercise Exercise What are the goals for your website?What are the goals for your website?

Can you see how they are reported?Can you see how they are reported?

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Key Performance Indicators (KPIs)Key Performance Indicators (KPIs) A metricA metric

Miles per Hour (mph)Miles per Hour (mph)

Defining progress to an objective Defining progress to an objective To reach the legal motorway speed limit of 70 mphTo reach the legal motorway speed limit of 70 mph

Enabling you to take corrective actionEnabling you to take corrective action Accelerate or brakeAccelerate or brake

SpeedometerSpeedometer Web Analytics packageWeb Analytics package

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KPI ExamplesKPI Examples

Objective Metric Affect on Metric

Increase people visiting Absolute Unique Visitors Increase

Increase traffic Visits Increase

Increase visits from members Returning Visits Increase

Increase sales Transactions Increase

Increase leads Goal x (Leads) Increase

Increase new visits to the site % New Visits Increase

Increase site interaction Average Page Views Increase

Decrease short visits Bounce rate Decrease

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Exercise – Your KPIs and goalsExercise – Your KPIs and goals What are your KPIs for your web What are your KPIs for your web

business?business? Do they include goals and if so which Do they include goals and if so which

goals? goals? Using notepad, map your goals through as though you Using notepad, map your goals through as though you

were a visitor to your sitewere a visitor to your site

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Lunch timeLunch time

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How does GA measure visitors? How does GA measure visitors?

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Installing Google AnalyticsInstalling Google Analytics

Sign-upSign-up Directly at Google Analytics or viaDirectly at Google Analytics or via Your Adwords “Analytics” tabYour Adwords “Analytics” tab

Get the codeGet the code Install on to every page on your website!Install on to every page on your website!

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Visit www.google-analytics .comVisit www.google-analytics .com

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Sign UpSign Up

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Enter to your websiteEnter to your website

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Enter your contact detailsEnter your contact details

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Agree the ToSAgree the ToS

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The Google Analytics Terms of ServiceThe Google Analytics Terms of Service

FreeFree Up to five million (5,000,000) page views per month per Up to five million (5,000,000) page views per month per

account; oraccount; or An active Adwords campaign with Google which is in good An active Adwords campaign with Google which is in good

standing standing An active AdWords account isAn active AdWords account is

One active and running CampaignOne active and running Campaign A minimum budget of $1 per day A minimum budget of $1 per day

or the equivalent amount in a non-U.S. currencyor the equivalent amount in a non-U.S. currency http://www.google.com/support/googleanalytics/bin/answer.py?http://www.google.com/support/googleanalytics/bin/answer.py?

hl=en&answer=55476 hl=en&answer=55476

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The Google Analytics Terms of ServiceThe Google Analytics Terms of Service PrivacyPrivacy

8.1 You will not associate (or permit any third party to associate) 8.1 You will not associate (or permit any third party to associate) any data gathered from Your Website(s) (or such third parties' any data gathered from Your Website(s) (or such third parties' website(s)) with any website(s)) with any personally identifying informationpersonally identifying information from any from any source as part of Your use (or such third parties' use) of the source as part of Your use (or such third parties' use) of the Service. Service.

You will have in placeYou will have in place in a prominent position on your Website in a prominent position on your Website (and will comply with) an appropriate privacy policy. You will (and will comply with) an appropriate privacy policy. You will also use reasonable endeavours to bring to the attention of also use reasonable endeavours to bring to the attention of website users a statement which in all material respects is as website users a statement which in all material respects is as follows:follows:

““This website uses Google Analytics, a web analytics service provided by This website uses Google Analytics, a web analytics service provided by Google, Inc. (“Google”). Google Analytics uses “cookies”, …”Google, Inc. (“Google”). Google Analytics uses “cookies”, …”

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Get the code (GAAC)Get the code (GAAC)

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Install on every page of your siteInstall on every page of your site

Immediately before the </body> Immediately before the </body>

<script type="text/javascript"><script type="text/javascript">

var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." :

"http://www.");"http://www.");

document.write(unescape("%3Cscript src='" + gaJsHost + "google-document.write(unescape("%3Cscript src='" + gaJsHost + "google-

analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));

</script></script>

<script type="text/javascript"><script type="text/javascript">

try {try {

var pageTracker = _gat._getTracker("UA-9030141-1");var pageTracker = _gat._getTracker("UA-9030141-1");

pageTracker._trackPageview();pageTracker._trackPageview();

} catch(err) {}</script>} catch(err) {}</script>

Website

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How Google Analytics worksHow Google Analytics worksWebsite

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How Google Analytics worksHow Google Analytics worksWebsite

cookies

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UTMa UTMa Domain, Visitor IdentifierDomain, Visitor Identifier

UTMcUTMc Domain, Visitor IdentifierDomain, Visitor Identifier

UTMzUTMz Domain, Visitor Identifier, campaign informationDomain, Visitor Identifier, campaign information

UTMv UTMv Domain, Visitor Identifier, optional user defined segment cookieDomain, Visitor Identifier, optional user defined segment cookie

UTMbUTMb Domain, Visitor IdentifierDomain, Visitor Identifier

Urchin and GA cookiesUrchin and GA cookies

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The ___utm.gif request from the ga.js to The ___utm.gif request from the ga.js to GoogleGoogle__utm.gif?__utm.gif?utmwv=6.3utmwv=6.3&&utmn=101027544utmn=101027544&&utmsr=1280x854utmsr=1280x854&&utmsc=32-bitutmsc=32-bit&&utmul=enutmul=en&&utmje=1utmje=1&&utmjv=1.5utmjv=1.5&&utmfl=7.0 utmfl=7.0 r24r24&&utmdt=My%20Websiteutmdt=My%20Website&&utmhn=www.site.comutmhn=www.site.com&&utmp=/index.htmlutmp=/index.html&&utmac=UA-51244-4utmac=UA-51244-4&&utmcc=__utmautmcc=__utma%3D117945243.823564440.1131054947.1131080858.1133834608.4%3B+__utmb%3D117945243%3B+__utmc%3D117945243.823564440.1131054947.1131080858.1133834608.4%3B+__utmb%3D117945243%3B+__utmc%3D117945243%3B+__utmz%3D117945243.1131054947.1.1.utmccn%3D%28Spring%20Sale%29%7Cutmcsr%3D%3D117945243%3B+__utmz%3D117945243.1131054947.1.1.utmccn%3D%28Spring%20Sale%29%7Cutmcsr%3D%28google%29%7Cutmcmd%3D%28ppc%29% %7Cutmtm%3D%28shoes%29%3B%28google%29%7Cutmcmd%3D%28ppc%29% %7Cutmtm%3D%28shoes%29%3B

Screen Resolution: 1280x854

Screen Colors: 32-bit

Browser Language: English(en)

Java Enabled? Yes (1)

Java Version: 1.5

Page Title: My Site

Filename: /index.html

Visits: 4

Campaigns Clicked: 1

Campaign: Google(PPC) Spring Sale (shoes)

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What are “Fortune” Cookies?What are “Fortune” Cookies?

• Text files sent to browsers by websitesText files sent to browsers by websites• 11STST or 3 or 3rdrd party party

• Visit apple.com Visit apple.com • apple.com issues cookies (1apple.com issues cookies (1stst party) party)

• If banana.com attempts to issue cookies (3If banana.com attempts to issue cookies (3rdrd party) party)

• Session and persistentSession and persistent• SessionSession

• Last for 30 minutes of inactivityLast for 30 minutes of inactivity

• PersistentPersistent• Lasts for 6 monthsLasts for 6 months

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Browser web serverNew Visitor

Browser web serverCookie

Returning Visitor

Cookie present

Cookie not present

Persistent cookiesPersistent cookies

Page

cookies

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Weaknesses of cookies?Weaknesses of cookies?

• Machine dependantMachine dependant• As close as we can get to a personAs close as we can get to a person

• Although modern OSs have multiple user IDsAlthough modern OSs have multiple user IDs• User 1, User2, User 3User 1, User2, User 3

• Can be clearedCan be cleared• Worst scenario?Worst scenario?

• Can be blocked/not acceptedCan be blocked/not accepted• Most E-commerce sites use 1Most E-commerce sites use 1stst party cookies to make basket party cookies to make basket

functionfunction• So blocking 1So blocking 1stst party cookies degrades your Internet experience party cookies degrades your Internet experience

• 33rdrd party cookies are often blocked party cookies are often blocked

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Visits and visitors - key metricsVisits and visitors - key metrics VisitsVisits

The number of visits received by your site is the most basic The number of visits received by your site is the most basic

measure of how effectively you promote your site.measure of how effectively you promote your site. Visitor typeVisitor type

NewNew New CookieNew Cookie

ReturningReturning Existing CookieExisting Cookie

Absolute Unique Visitors (Uniques)Absolute Unique Visitors (Uniques) How many How many peoplepeople (unique cookies issued) came to your site? (unique cookies issued) came to your site? This report graphs This report graphs peoplepeople instead of visits instead of visits

All visits from the same user for the entire active date rangeAll visits from the same user for the entire active date range Aggregated so that they will be counted as a single absolute unique Aggregated so that they will be counted as a single absolute unique

visitorvisitor Regardless of how many different days they visited your site and Regardless of how many different days they visited your site and

how many times they visited your site on each dayhow many times they visited your site on each day

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Accurate visitor tracking?Accurate visitor tracking?

• JavaScript Page TaggingJavaScript Page Tagging• With a .gifWith a .gif

• Every request for a page is counted (even a refresh)Every request for a page is counted (even a refresh)• Pageviews Pageviews

• Unique PageviewsUnique Pageviews

• Search engines do not understand JavaScriptSearch engines do not understand JavaScript

• CookiesCookies• 11stst party party

• Search engines do not generally accept CookiesSearch engines do not generally accept Cookies

• Our stats may miss some types of visitor?Our stats may miss some types of visitor?

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Advanced Exercise – looking at cookiesAdvanced Exercise – looking at cookies

Use Firefox and delete cookiesUse Firefox and delete cookies Observe the settings of your Observe the settings of your

cookies as you visit the site from cookies as you visit the site from Google organicGoogle organic

With IE – download IE cookie With IE – download IE cookie viewer from Nirsoft.netviewer from Nirsoft.net

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Break timeBreak time

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How fresh are the GA website statistics?How fresh are the GA website statistics? OfficiallyOfficially

24 hours24 hours

NormallyNormally About 2-3 hoursAbout 2-3 hours

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A tour of GAA tour of GA

• DashboardsDashboards

• Marketing OptimizationMarketing Optimization

• Content OptimizationContent Optimization

• E-Commerce AnalysisE-Commerce Analysis

• IT ReportsIT Reports

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The User-Defined SegmentThe User-Defined Segment Set using a JavaScript functionSet using a JavaScript function

Assign users on a page loadAssign users on a page load <body onLoad="javascript:pageTracker._setVar(‘Page X Viewers');"><body onLoad="javascript:pageTracker._setVar(‘Page X Viewers');">

Assign users to a segment when a link is clickedAssign users to a segment when a link is clicked <a href="link.html" onClick="pageTracker._setVar(‘Link X <a href="link.html" onClick="pageTracker._setVar(‘Link X

followers');">Click here</a>followers');">Click here</a>

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The User-Defined SegmentThe User-Defined Segment Assign visitors to a segment based on their form selectionAssign visitors to a segment based on their form selection

In this example, visitors are assigned to a segment according to their In this example, visitors are assigned to a segment according to their selection in a form.selection in a form.

<form onSubmit="pageTracker._setVar(this.mymenu.options <form onSubmit="pageTracker._setVar(this.mymenu.options [this.mymenu.selectedIndex].value);">[this.mymenu.selectedIndex].value);">

<select name=mymenu><select name=mymenu>

<option value=“Male (18-30)">Male (18-30)"> option><option value=“Male (18-30)">Male (18-30)"> option>

<option value="Male (30-65)">Male (30-65)"> </option><option value="Male (30-65)">Male (30-65)"> </option>

<option value="Male (65+)"> Male (65+)"> </option><option value="Male (65+)"> Male (65+)"> </option>

<option value=" Female (18-35)">Female (18-35)"> </option><option value=" Female (18-35)">Female (18-35)"> </option>

<option value=" Female (30-65)">Female (30-65)"> </option><option value=" Female (30-65)">Female (30-65)"> </option>

<option value=" Female (65+)">Female (65+)"> </option><option value=" Female (65+)">Female (65+)"> </option>

Voucher codes at checkoutVoucher codes at checkout Measure off-line marketing promotionsMeasure off-line marketing promotions

What‘s important for you to know about your visitors?What‘s important for you to know about your visitors?

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Traffic Sources - key conceptsTraffic Sources - key concepts Search Engines Search Engines DirectDirect ReferralsReferrals Campaign, Medium and SourceCampaign, Medium and Source

Medium* Source* Campaign* Term ContentOrganic A search engine Organic Keyword searched NoneReferral A referring site Referral None NoneNone Direct None None Nonecpc Google Adwords Campaign Bid Keyword Ad Headline

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Tagging other mediaTagging other media

Campaign tracking URL builderCampaign tracking URL builder http://www.google.com/support/analytics/bin/answer.py?http://www.google.com/support/analytics/bin/answer.py?

hl=en-uk&answer=55578hl=en-uk&answer=55578The table lists all the pages which The table lists all the pages which were viewed on your site. were viewed on your site.

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Campaign tracking examplesCampaign tracking examples

Google Adwords Yahoo! Sponsored Search MSN adCenter E-mail Banner TubeMedium* cpc cpc cpc Email Display OutdoorSource* Google Yahoo MSN Newsletter-August Lastminute-ROS TubeContent Ad Headline Ad Headline Ad Headline Creative 1 Banner ID Advert IDTerm Keyword Keyword Keyword N/A N/A N/ACampaign* Summer Summer Summer Summer Summer Summer

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Integrating Google Adwords with AnalyticsIntegrating Google Adwords with Analytics

Integrating Adwords requires three stepsIntegrating Adwords requires three steps In AdwordsIn Adwords

Adwords linked to Analytics via Adwords tabAdwords linked to Analytics via Adwords tab Auto-tagging enabledAuto-tagging enabled

In AnalyticsIn Analytics Adwords linked to Analytics via Adwords tabAdwords linked to Analytics via Adwords tab Apply cost data checked Apply cost data checked

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Integrating Google Adwords with AnalyticsIntegrating Google Adwords with Analytics

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AutotaggingAutotagging

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Apply cost dataApply cost data

Top ContentTop Content

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Help! Help! http://www.ivantage.co.uk/feedbackhttp://www.ivantage.co.uk/feedback Further readingFurther reading

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The EndThe End