Google Analytics#OMSyd September 2015

@MatthewForzanDirector of Search

Yoghurt Digital

@MatthewForzan#OMSyd

Overview

● Mistakes● Setup● Goals & Events● Alerts● Ghost Traffic● Learning

Common Mistakes

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Common Mistakes

● Code placed incorrectly● Missing code● Duplicate/Multiple tracking codes● Conflict with GTM● Outdated code● Broken code

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Code Placement

Immediately before the end </head> tag

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Duplicate/Multiple Tracking Codes

● You only need one!● Use multiple profiles instead

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GTM Conflicts

● Bad experiences● Run them separately

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Outdated/Broken Code

● Login to GA > Admin● Property > Tracking Info > Tracking Code

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Checklist

❏ Code placed on every page❏ Code placed before end </head> tag❏ Single code used per page/site❏ GA and GTM setup separately❏ Google Analytics Universal used

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Pro Tip!

● Wrap your code with comments<!-- Begin Google Analytics -->

<!-- End Google Analytics -->

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Pro Tip!

● Use ScreamingFrog to check code

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Pro Tip!

● Use Tag Assistant by Google● Quickly provides insights on tags● Set to “Always Check” for clients

Poor Setup

Avoid This.

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Poor Setup

● 1 profile● No filters● No goals● Advanced (awesome!) features not set● Over-trusting user permissions

Proper SetupGet This!

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Pro Tip!

● Setup 3 profiles○ RAW - Do Not Edit○ Main/Master○ Testing

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Add Filters

● Exclude data from clients office IP● Exclude data from YOUR office IP● Exclude data from your HOME IP

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Add “Exclude IP” Filters

● Login to GA > Admin● View > Filters > + New Filter● Exclude from IP

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Exclude IP Filter

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Enable Features

● E-Commerce● Demographics● Remarketing● Link to WMT/GSC

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Enable Features

● Login to GA > Admin● Property > Property Settings

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Check/Enable Other Settings

● Set time zones● Turn on “Bot Filtering”● Track site search● Adjust channel grouping

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Check/Enable Other Settings

● Login to GA > Admin● View > View Settings

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Pro Tip

● Bump up the site speed sample rate

● Defaults to 1%! (eww)

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User Permissions

● Remove previous employees/agencies● Restrict permissions

Tracking: Goals & Events

Prove You’re Kicking Arse (or know you need to work harder)

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Set Goals

● Forms○ “Thank You” Pages

■ E-Commerce■ Enquiries

● Track the funnels!● Events (button clicks, downloads, external

links, video plays + more)

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Contact Form Enquiry Goal

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Set Goals

● Login to GA > Admin● View > View Settings > Goals

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Set Event Tracking

● Use GTM!● Makes things much easier (when setup

properly)

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Pro Tip!

● Implement scroll tracking● Obtain better insight into your

content performance!

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Image Reference: http://www.optimizesmart.com/implementing-scroll-tracking-via-google-tag-manager/

Tracking: Alert Notifications“You’ll Have to Speak Up, I’m

Wearing a Towel”

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Custom Alerts

● Emails sent by GA● Huge time + headache saver

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Custom Alerts

● Recommended setup:○ Drops/Spikes in Traffic○ Drops/Spikes in Conversion○ No traffic○ Skews in data

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Set Alerts

● Login to GA > Admin● View > View Settings > Custom Alerts

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Pro Tip!

● Set alerts for campaign goals○ IE: Enquiries > 50 = send email

● Impress them clients!

Ghost TrafficF&@! off. Seriously.

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Solutions

● Proactive - help prevent future skewed data● Retroactive - remove skewed past data

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Proactive

● Eliminate ~99% of Ghost Spam○ #1 - Collect Data ONLY from Correct Hostnames○ #2 - Exclude Data from Dodgy Sources

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#1 - Hostnames

● Get hostname data● Add filter

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Hostname Report

● Login to GA > Reporting● Audience > Technology > Network >

Hostname

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Hostname Filters

● Login to GA > Admin● View > Filters > + New Filter● ONLY INCLUDE

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#2 - Exclude Dodgy Sources

● Build regex● Add filter

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Regex List

semalt|anticrawler|seo-|free-|-buttons|buttons-|7makemoneyonline|-musicas*-gratis|kambasoft|savetubevideo|ranksonic|medispainstitute|offers.bycontext|100dollars-seo|sitevaluation|free-|event-tracking|buy-cheap|guardlink|erot|googlsucks|traffic2money|4webmasters|amezon|monetize|dailyrank|success-|video-|videos-|sexyali

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Exclusion Filters

● Login to GA > Admin● View > Filters > + New Filter● Exclude regex list

○ Won’t scale :(

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Retroactive

● Build custom advanced segment● Strip any data using the previous rules

○ NOT hostname○ Regex spammers

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Retroactive Segment

● Login to GA > Admin● Reporting > + Add Segment● + New Segment

Further Learning

“Son, if you really want something in this life, you have to work for it. Now quiet! They’

re about to announce the lottery numbers.”

@MatthewForzan#OMSyd

People to Follow

Simo Ahava● simoahava.com

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People to Follow

Avinash Kaushik● kaushik.net/avinash/

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Courses/Study

● Google Analytics Academy○ Digital Analytics Fundamentals○ GTM Fundamentals

● Google Analytics Exam

Cheers! Keep in touch :)

@MatthewForzan

www.yoghurtdigital.com.au