Grant Merriel's presentation at SEM Trends 2013 about - Google Analytics to Die For

2. CAUTION! English is Being Used

3. ME

4. Twitter.com/GrantMerriel
Facebook.com/GrantMerriel
au.Linkedin.com/in/GrantMerriel
ONLINEEDGE.COM.AUGrant Merriel

5. No Affiliation –
Just an awesome discount
ProxyRack.com: Thanks to YOU!!!

6. EASY installation:
(On HTML, CMS or E-Commerce)
FILTERING availability:
(‘Filtering’ / ‘Segment’ / ‘Delete’ data)
It’s FREE:
(Free, Free, Free and … Free)
Simple NAVIGATION:
(‘Filtering’ / ‘Segment’ / ‘Delete’ data)
NEW features & updates:
(Always improving with new trends)
MULTIPLE synchronization:
(‘SEO’ / ‘AdWords’ / ‘Adsense’ / ‘E-Com’)
GA Overview: Advantages

7. (not provided) results DON’T show:
(if a user is logged into google product)
Profile IDs (UA-1232323-1):
(easy to find ‘other’ clients websites)
JAVASCRIPT must be executed:
(if not, the visit is not counted)
NO time on site for last pages:
(GA cannot execute a new timestamp)
No CRAWL bot data:
(no crawl bot data & navigation info)
User REFRESH is a page visit:
(same with and ‘back’ visits to pages)
http://www.whorush.com/
GA Overview: Disadvantages

8. Keyword:
(‘Search Tems’ entered in Google)
Visits:
(amount of page viewers / users)
Page / Visits:
(average page views per viewer / user)
Average Visit Duration:
(average time spent on the website)
% New Visits:
(new visitors in comparison to returning)
Bounce Rate:
(viewer leaving on the page they landed)
GA Overview: Important Terms

9. AUSTRALIAN’S ARE SMART!

10. NAVIGATION

11. LOCATION VISITS
NEW VISITS UNIQUE VISITORS
VISITOR BROWSERS
BOUNCE RATE
REVENUE
NAV.
GA Navigation: Custom Dashboard

12. GA Navigation: Side Navigation

13. • IMPORTANT:
GOOD FOR:
• CURRENT information of ‘visitors’
• How many people onsite
• Geolocations
• Traffic sources they came from (Organic, Paid, Direct)
• Pages they are viewing right now
GA Navigation: Real Time

14. • IMPORTANT:
GOOD FOR:
• TECHNICAL information of ‘visitors’
• Geolocations specific to your marketing
• Computer internet browsers
• Mobile phone systems
(Ideal for development and deep data)
GA Navigation: Audience

15. • IMPORTANT:
GOOD FOR:
• DETAILED information of ‘visitors’
• Organic: keywords, pages, bounce rate, etc
• Paid: keywords, cost, impressions, pages, etc
• Campaigns: UTM parameters tracking (COVERED)
• Landing Pages: Pages visitors hit first
GA Navigation: Traffic Sources

16. • IMPORTANT:
GOOD FOR:
• NAVIGATION information of ‘visitors’
• Exit Pages: leaving after correct action?
• Events: visitors who complete action (COVERED)
• In-Page Analytics: navigation % breakdown
(For better results – Integrate with Webmaster Tools)
GA Navigation: Content

17. • IMPORTANT:
GOOD FOR:
• SALE / LEAD information of ‘visitors’
• Goals: visitors success path (COVERED)
• Funnel Visual: image and % navigation breakdown
• Transactions: keyword, product, value, etc
(All functions need to be setup before working)
GA Navigation: Conversions

18. AUSTRALIAN’S ARE AWESOME!

19. GOAL FUNNELS

20. • Surveys
• Support
Tickets
• Trial
• Newsletter
• Registration
• Buy-Now
• Checkout
• Thank-You
• Contact-Us
• Success
Leads Shop
OtherSignUp
X%
GA Goals: Conversions / Success
Pages

21. Landing
Page
Sign-Up
Page
Success
Page
Success
Page
Cart Page
Billing Page
Shipping Page
Payment Page
Thank You Page
Single Goal: Sign Up Goal Funnel: Shop Goal Funnel:
GA Goals: Setup Styles & Funnels

22. Goal Setup: Name / Type: Destination URL / Funnel:
Profile > Admin > Profile > Goals > ‘Create A Goal’
GA Goals: Set-Up

23. GA Goals: Proxy Rack – Goal Funnels
1. Sign-Up 2. Paid Subscription

24. Profile > Side Navigation > Conversions > Goals > ‘Overview’
GA Goals: Reporting

25. Profile > Side Navigation > Conversions > Goals > ‘Goal Flow’
PAID SUBSCRIPTIONS:
609
(DIVIDED BY)
SIGNUPS:
1,152
(TIMES ‘100’ FOR %)
CONVERSION RATE:
52.86%
GA Goals: Reporting

26. 20 MAX goals per profile
(be selective with what you apply goals to)
Only SHORT URLs in setup
(always test new goals that are made)
/url/link.html
NOT
http://www.example.com/url/link.html
Assign a goal VALUE
(relevant to value of ‘sale’ / ‘lead’)
QUICK CALCULATION
• % of sales from leads
• Divide ‘Average Sale Value’ with above %
BEST items for Goals
(the are the most common and best to track)
GA Goals: Tips & Hints

27. AUSTRALIAN’S ARE SEXY!

28. EVENT TRACKING

29. • Download
• Reviews
• Comments
• PDF
• Podcast
• Video
• Play
• Exit
• Social Media
• Navigation
• Contact
Buttons Videos
OtherDownload
X%
GA Events: or ‘On Click’ Tracking

30. BASIC CODE:
_trackEvent(category, action, opt_label, opt_value, opt_noninteraction)
REQUIRED:
• Category: Top Level Action (‘PDF Download’, ‘Lead Generation’, etc)
• Action: What the visitor does (‘Download’, ‘Email’, ‘Play’, etc)
NOT REQUIRED:
• Opt_Label: Where event was (‘Footer’, ‘Right’, ‘Middle’, etc)
• Opt_Value: Monetary or Random Amount (Usually = ‘1’)
• Opt_Noninteraction: ‘True’ (if someone click, does not count as bouncing off site)
GA Events: Code Breakdown

31. BASIC CODE:
• _trackEvent(category, action, opt_label, opt_value, opt_noninteraction)
ON CLICK CODE:
• onClick=“_gaq.push([BASIC CODE])”
FULL EXAMPLE:
• <a href=“/download/seo.pdf” onClick=“_gaq.push(*‘_trackEvent’, ’Call to
Action’, ‘5 Minute’, ‘Home Page’, ‘10’, ‘true’+);” target=“_blank”> Download </a>
NO BACKEND SETUP REQUIRED
(Google Analytics automatically allocates data)
GA Events: Button Tracking Setup

32. UTM’s UTM’s UTM’s
Category: Choose Plan
Action: Click
Opt_Label: Left
Category: Choose Plan
Action: Click
Opt_Label: Middle
Category: Choose Plan
Action: Click
Opt_Label: Right
GA Events: Proxy Rack – Sign Up

33. Profile > Side Navigation > Content > Events > ‘Events Flow’
GA Events: Reporting

34. Track POP-UP actions
(events on ‘close buttons’ and ‘cancel’ buttons)
Comparing CTA’s
(which ‘Call to Action’ and ‘A/B’ test is best?)
Track SCROLLING as an event
(view below the fold and reading all the blog)
Monitor all OUTBOUND links
(control volumes of exiting users)
http://dave-taylor.co.uk/blog/scroll-reach-tracking-in-google-analytics/
GA Events: Tips & Hints

35. AUSTRALIAN’S ARE KIND!

36. UTM PARAMETERS

37. • Emails
• Comments
• Content
• Banners
• Referrals
• Affiliates
• Profiles
• Shares
• Newsletters
• Articles
• eBooks
Author Social
OtherAdvert
X%
GA UTMs: or URL Tracking

38. BASIC CODE:
?utm_source=Source&utm_medium=Medium&utm_campaign=Campaign
REQUIRED:
• Campaign: Overall View (eg, August or 10% Special)
• Medium: Method to Arrive (eg, Email or Display Marketing)
• Source: Last Location or Advertiser (eg, WickedFire or KaiserTheSage)
NOT REQUIRED:
• Content: Testing 2 content variations (eg, Top CTA or Bottom CTA)
• Term: Paid Search ONLY – Not required if AdWords & Analytics are synced
UTM URL BUILDER:
• https://support.google.com/analytics/answer/1033867?hl=en
GA UTMs: Code Breakdown

39. BASIC CODE:
• ?utm_source=Source&utm_medium=Medium&utm_campaign=Cam
paign
FULL EXAMPLE:
• <a href=“http://www.example.com/get-
sales.html?utm_source=Facebook&utm_medium=Paid&utm_campa
ign=Social” target=“_blank”> Example </a>
NO BACKEND SETUP REQUIRED
(Google Analytics automatically allocates data)
GA UTMs: Button Tracking Setup

40. <a href=“
http://www.proxyrack.com/?utm_
campaign=banner&utm_source=
bhw”
target=“blank”>
GA UTMs: Proxy Rack – Source
Tracking

41. Profile > Side Navigation > Traffic Sources > Sources > ‘Campaigns’
UTM REPORTING AND GOAL FUNNELS
GA UTMs: Reporting

42. CASE SENSITIVE tracking
(‘banner’ & ‘Banner’ are different campaigns)
DON’T FORGET THE - “?”
(between main URL and UTM tags)
ORDER is not needed
(UTM tags can be in any order within the code)
UTM’s can be SEEN
(Use bit.ly to shorten / hide them)
http://www.convertcase.net/
just use: ‘lower case’
DO NOT USE: ‘CAPITAL CASE’
href=“http://www.proxyrack.com/
?
utm_campaign=banner&utm_ssource=bhw”
1. ‘utm_source’
2. ‘utm_campaign’
3. ‘utm_medium’
2. ‘utm_campaign’
3. ‘utm_medium’
1. ‘utm_source’
GA UTMs: Tips & Hints

43. AUSTRALIAN’S ARE ALCOHOLICS!

44. REGULAR EXPRESSIONS (REGEX)

45. • Uses Wildcards and Metacharacters
• Manipulates data to extract specific results
• Ideal for goal funnels and unique data queries
• ONLY for reporting on past / previous data
NOTE: Must set ‘Matching RegExp’ in the traffic filters
GA RegEx: Regular Expressions

46. • Advanced Segments compliments uses of RegEx
• Allows custom reports / filtering on data sets
Google Walk through Video - http://youtu.be/Q1aCmHYkIsI
GA RegEx: Advanced Segments

47. GA RegEx: Advanced Segments

48. • . Match any single character
Pr.xy: Proxy and Pr5xy
• * Match zero or more of previous
Pro*xy: Prxy and Pr3xy
• + Match last letter or more
Pro+xy: Proxy and Proooxy
• ? Match zero or one of previous
Pro?xy: Prxy and Proxy
• | Match either options
Prooxy|Proxy: Prooxy and Proxy
GA RegEx: Cheat Sheet – Wildcards

49. • ^ Match start of data results
eg, ^Proxy: ProxyRack not RackProxy
• $ Match end of data results
Rack$: ProxyRack not Racks
GA RegEx: Cheat Sheet – Anchors

50. • () Creates possibilities for data set
Prox(y|ies): Proxy or Proxies
• [] Creates lists for data sets
Prox[xyz]: Proxx and Proxy and Proxz
• - Extends [] list for data sets
Prox[d-g]: Proxd and Proxe and Proxf and Proxg
GA RegEx: Cheat Sheet – Grouping

51. • Changes Regex to Normal
proxyrack.com: proxyrack.com and www.proxyrack.com
• TIP: Use to filter IP Addresses
167.180.1.60: 167.180.1.60
GA RegEx: Cheat Sheet – Other

52. Spelling / Language:
“.”
Prox.s
Proxy and Proxis and Proxies
Branding / Domains:
“?”
proxy ?rack
proxyrack.com and proxy rack
IMPORTANT:
CANNOT use RegEx in any filters besides ‘Matching RegExp’
GA RegEx: Useful Examples

53. Product & Service URLs:
“*+”
/proxy15[3-5]
/proxy153 and /proxy154 and
/proxy155
Finding EVERYTHING:
“.*”
/proxy/.*.php
/proxy/index.php and
/proxy/access.php
Category & Sub-Cat URLs:
“^”
^/proxy/
/proxy/1.html and /proxy/ip/rack
Conversion & Goal URLs:
“|”
thank|success|confirm
/thank-you.html and /success/ and
/confirm.php
GA RegEx: Useful Examples

54. Apply to FILTERS & GOALS in GA
(automatic data set reports)
URL extensions – “”
(use on poor URL setups: ‘pageid’ or ‘cat’)
Use support FILTERING
(include / exclude / dimensions / goals / pages)
http://www.lunametrics.com/blog/2013/06/24/google-analytics-regex-tool-webapp/
Create BULK data set RegEx
(great for keyword lists)
GA RegEx: Tips & Hints

55. AUSTRALIAN’S ARE VERY SMART!

56. TOP TIPS

57. ABOVE </head> for GA Code
(executes the js first)
100+ Sites? Use More Gmail’s
(Allocate ‘admin’ to main GA login)
EXCLUDE home/office IP address
(don’t distort data from your visits)
SYNC Adwords to your GA
(Always turn ‘on’ – “Auto-Tagging”)
https://support.google.com/adwords/answer/3207171?hl=en-AU&rd=3
GA Top Tips: Common Items

58. COMPARE dates to last year
(removes seasonality)
TYPE your navigation in Search
(saves time searching for it)
EXPLORE goal & e-com tracking
(easily find converting keywords)
EXCLUDE your brand in data
(good for SEO success tracking)
GA Top Tips: Filtering & Comparing

59. Measure LARGE data sets
(decisions from the ‘masses’ not a ‘few’)
Track USEFUL data sets
(only track data that will improve your site)
Be filter & goal SELECTIVE
(don’t fill analytics with useless data filters)
TEST new goals, funnels & UTMs
(execute data report and check in 24 hours)
GA Top Tips: Data Sets

60. ORGANIC – Always show this
(Shows keyword tracking)
API – Keyword Tracking
(use API’s for automated keyword reporting)
CONTENT – Keyword drilldown
(find pages that users land on with keywords)
GA Top Tips: SEO
https://developers.google.com/analytics/
KEYWORD – Second Dimensions
(always select ‘Keyword’ for tracking)

61. E-COMMERCE TRACKING
http://bit.ly/17vuWxg
GA Top Tips: Additional Resources
ADSENSE REPORT SYNC
http://bit.ly/1aLxIjy
ADWORDS REPORT SYNC
http://bit.ly/12Mvnf7
WEBMASTER SYNC
http://bit.ly/12kzaBn

62. PROXY RACK DISCOUNT
50% off ALL Packages
RECURRING
Expires: 20th of July 2013
Promo Code: OnlineEdge
No Affiliation –
Just an awesome discount
ProxyRack.com: SEM Trends 2013
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63. Twitter.com/GrantMerriel
Facebook.com/GrantMerriel
au.Linkedin.com/in/GrantMerriel
ONLINEEDGE.COM.AUGrant Merriel