Post on 16-May-2015
description
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Making Google Analytics Work For You
Mike Pantoliano@MikeCP
Lead SEO Consultant
distilled
“Advanced” Analytics
Answers important questions regardless of your web analytics
package
GA’s Increasing Flexibility•Event Tracking
•Custom Reports
•Advanced Segments
•Custom Variables
•More
_setCustomVar,
‘Whatever-The-Hell-You-Want’
(not provided)
(stupid not provided)
BooHiss
Rabble Rabble Rabble
Extrapolateor
Ignore
Extrapolation
• Imprecise and Untrustworthy
• Only going to get worse
Ignore
I know, it hurts.
Custom Reports
Custom ReportsThis is annoying
Custom ReportsBuild end-to-end reports for easier
analysis!
http://dis.tl/ActldX
Events_trackEvent(category, action, opt_label, opt_value,
opt_noninteraction)
Checkout Errors & Alerts
<p>Please enter valid payment information.</p>
Checkout Errors & Alerts
<p onload=“_gaq.push(['_trackEvent', 'Checkout Errors', 'Please enter valid payment information.’]);”>Please enter valid payment
information.</p>
Other Event Ideas
• Video Plays - http://dis.tl/xq941K (google.com)
• Button Clicks - Same as above
• File Downloads - http://dis.tl/x56Qic (blastam.com)
• Content Scroll Analysis - http://dis.tl/y3urWb (cutroni.com)
• Site Exits
Watch Your Bounce Rate!
Event Caveat
Watch Your Bounce Rate!
Event Caveat
_trackEvent(category, action, opt_label, opt_value, opt_noninteraction)
Custom Variables_setCustomVar(index, name, value, opt_scope)
Blog & Social ROI
_gaq.push(['_setCustomVar',1,'social','blog entrant',1]);
More Custom Variable Ideas
•Blog Post Author
•Blog Post Year
•Repeat Purchaser
•Logged In/Member
Custom Variable CaveatMust be paired (above) with a _trackEvent
or _trackPageview
Custom Alerts
The Basics
•Traffic Drops
•Bounce Rate Increases
•Conversion Drops
Advanced Metrics
Long Tail Traffic Drop
RegEx for 3 or more keywords:^\s*[^\s]+(\s+[^\s]+){2,}\s*$
Advanced Metrics
Checkout Error Increases
Roll Up Accounts
Cross-(sub)Domain• Can get complicated
• Don’t forget to create secondary trackers
_setAccount(UA-XXXXX-1)_trackPageviewb._setAccount(UA-XXXXX-2)b._trackPageview
• Make sure your matched up exactly - _setDomainName - _setAllowLinker
Using Filters
“/” “www.domain.com/”
A Specific Problem
Folding a new subdomain in
How to not mess with historical data
^(www\.example\.com|example\.com)(.*)$
Multi-Channel Funnels
Assisted / Last Interaction Ratio
But Wait! Let’s Segment...
AdWords Awesomeness!
Soccer JerseysAC MilanAC Milan Away
JerseyTime.com
Campaign
Affiliates Taking Too Much Credit
Multi-Channel Funnel Caveats / Limitations
30 days only
No cost or impression data (outside of AdWords)
No one size fits all!
It’s Not Attribution Modeling
Last Click
1 2 3 4 50%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
First Click
1 2 3 4 50%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Even Attribution
1 2 3 4 50%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
U - Curve
1 2 3 4 50%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Time Degrading
1 2 3 4 50%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Watch for (not provided)
t.co is a referral in stock channels!
Excel Magic
Excellent Analytics http://bit.ly/izpY69
http://bit.ly/excel-ninja
Thanks!Mike Pantoliano
@MikeCP
mike.pantoliano@distilled.net