GA Konferenz-2011 Nick Mihailovski_API

Google Analytics
Becoming More Productive Using The Analytics API

Nick Mihailovski
Sr. Developer Programs Engineer

Agenda

1 What is the API & Why It’s Important

2 3 Awesome Tools

3 Advanced Data Uses

Developer Platform Overview

Account Configuration

Tracking Code Reports

Processing

Developer Platform Overview

Management API

ga.js / Mobile SDK Data Export API

Processing

How the Web Interface works

HTTP Request

Processing

HTTP Response

How the API works

API Query
https://www.google.com/analytics/feeds/data
?ids=ga:12345
&start-date=2009-10-01
&end-date=2009-10-31 HTTP Request
&dimensions=ga:source
&metrics=ga:visits,
ga:transactions,
ga:transactionRevenue

Processing

XML Response HTTP Response
<feed>
<entry>
<dxp:dimension name='ga:source' value='blogger.com'/>
<dxp:dimension name='ga:medium' value='referral'/>
<dxp:metric name='ga:visits' type='integer' value='68140'/>
<dxp:metric name='ga:bounces' type='integer' value='61095'/>
</entry>
<entry>
<dxp:dimension name='ga:source' value=’google.com'/>
<dxp:dimension name='ga:medium' value=’organic'/>
<dxp:metric name='ga:visits' type='integer' value=‘54140'/>
<dxp:metric name='ga:bounces' type='integer' value=‘48095'/>
</entry>
</feed>

Retrieving Data From The API
Profile

Advanced Segments

Date Range

Sort Filters

Dimensions Metrics

Max Results Start Index

Simple API Query
?ids=ga:12345
&end-date=2009-10-31
&metrics=ga:visits,
ga:transactions,

Simple API Query
?ids=ga:12345
&end-date=2009-10-31
&metrics=ga:visits,
ga:transactions,

Profile ID: Defines the Google Analytics profile

Simple API Query
?ids=ga:12345
&end-date=2009-10-31
&metrics=ga:visits,
ga:transactions,

Date Range: Get data from the month of October

Simple API Query
?ids=ga:12345
&end-date=2009-10-31
&dimensions=ga:source # Can specify up
to 7
&metrics=ga:visits,
ga:transactions,

Dimension: Show all the sources of traffic

Simple API Query
?ids=ga:12345
&end-date=2009-10-31
&metrics=ga:visits, # Can
specify up to 10
ga:transactions,

Metrics: The sum of these values across all visits to a site

Simple API Query
?ids=ga:12345
&end-date=2009-10-31
&metrics=ga:visits,
ga:transactions,
&start-index=1,
&max-results=10000

Start Index: Starting row number
Max Results: The number of results to return

Simple API Query
?ids=ga:12345
&end-date=2009-10-31
&metrics=ga:visits,
ga:transactions,
&sort=ga:source,-ga:visits,ga:pageviews

Sort: Order the results in a particular way

Simple API Query
?ids=ga:12345
&end-date=2009-10-31
&metrics=ga:visits,
ga:transactions,
&filters=ga:transactionRevenue>0

Filters: Only return a subset of the values

Advanced Segments
?ids=ga:12345
&end-date=2009-10-31
&metrics=ga:visits,
ga:transactions,
&segment=

Segment: Advanced segment query parameter

Default and Custom Advanced Segments
?ids=ga:12345
&end-date=2009-10-31
&metrics=ga:visits,
ga:transactions,
&segment=gaid::-11

gaid:: Reference the segment by ID

Dynamic Advanced Segments
?ids=ga:12345
&end-date=2009-10-31
&metrics=ga:visits,
ga:transactions,
&segment=dynamic::

dynamic:: Define the segment on the fly

?ids=ga:12345
&end-date=2009-10-31
&metrics=ga:visits,
ga:transactions,
&segment=dynamic::ga:transactionRevenue>1000

For all visits that had greater than $1000 in revenue

?ids=ga:12345
&end-date=2009-10-31
&metrics=ga:visits,
ga:transactions,
&segment=dynamic::ga:transactionRevenue>1000;
ga:day==Monday

For all visits that had greater than $1000 in revenue AND
made a purchase on Monday

?ids=ga:12345
&end-date=2009-10-31
&metrics=ga:visits,
ga:transactions,
&segment=dynamic::ga:transactionRevenue>1000;
ga:day=~Monday|Wednesday

For all visits that had greater than $1000 in revenue AND
made a purchase either on Monday OR Wednesday

Accessing Report Data

Metric Totals

Total Results
Rows of Data

API Response
<feed>
<openSearch:totalResults>6451</openSearch:totalResults>
<openSearch:startIndex>1</openSearch:startIndex>
<openSearch:itemsPerPage>5</openSearch:itemsPerPage>

<dxp:aggregates>
</dxp:aggregates>

<entry>
<dxp:dimension name='ga:source' value='blogger.com'/>
<dxp:dimension name='ga:medium' value='referral'/>
</entry>
<entry>
<dxp:dimension name='ga:source' value=’google.com'/>
<dxp:dimension name='ga:medium' value=’organic'/>
<dxp:metric name='ga:visits' type='integer' value=‘54140'/>
<dxp:metric name='ga:bounces' type='integer' value=‘48095'/>
</entry>
</feed>

3 Awesome Tools

Next Analytics
• Increase productivity

Analytics Canvas
• Make data meaningful to your business

4Q
• Better understand customers through integrations

Next Analytics

www.excel.nextanalytics.com

Analytics Canvas

www.analyticscanvas.com

Google Analytics Describes the What

Your campaign drove a
significant amount of traffic.
But was it qualified?
There was an increase in
traffic to your support page.
Was there a problem with
the site or your product?
Time on site increased.
Were visitors more engaged
or simply unable to find what
they were looking for?

Case Study

Media client focusing on Online Publishing
• Rolling out paid access to premium articles

• Customers make purchase decision after reading article abstract

Due Diligence
• Market research

• Needs assessment

• Price sensitivity

Undesirable Results
• Very low conversion 0.5% purchase articles

4Q Answers
80% of visitors view abstracts, but
only 0.5% purchase articles

+ 53% found abstracts were too
short to make purchase decision
• “If I have to pay extra for articles, at least give me a
better idea of what the articles are about.”
• “The blurbs for your paid articles are not detailed
enough.”
• “The summary of the article seems interesting but I’m
not paying $6.95 to find out that it isn’t what I thought
it was”

The Decision – Longer abstracts

The Result – 5x increase – from $40k/month up to $200k/month

Google Analytics & 4Q

• Developed in consultation
with Avinash Kaushik
• Asks the “most important
survey questions”
• Free & paid subscriptions

• Simple integration with Google
Analytics
• Feature rich, even at the
“free” level

Understand the why

How would you rate your overall site experience?

What was the purpose of your visit?

Did you accomplish the purpose of your visit?

If not, why not?

Technical Integration

4Q Suite displays survey
when user leaves the site
If user accepts, both 4Q
Suite and GA sessions are
joined
Survey is taken by visitors
Upon completion, survey
data is sent as events to
Google Analytics

4Q Data Inside Google Analytics
Integrate Into Custom Reports Setup Advanced Segments

Deeper Understanding of Your Visitors

Improve content based on site experience score
Optimize AdWords bids based on the purpose of a visit

Content ID

_gaq.push([‘_trackPageview’]);

Google Analytics

?ids=ga:12345
&start-date=2011-04-20&end-date=2011-04-20
&dimensions=ga:pagePath
&metrics=ga:pageviews
&sort=-ga:pageviews

_gaq.push([‘_trackPageview’, ‘/agreeButton’]);

Google Analytics

?ids=ga:12345&start-date=2011-04-20&end-date=2011-04-20
&dimensions=ga:latitude,ga:longitude
&metrics=ga:visitors
&filter=ga:pagePath==/agreeButtom

Google Charts API

API Resources

App Gallery
http://www.google.com/analytics/apps

Documentation
http://code.google.com/apis/analytics

Developer Group
http://groups.google.com/group/google-analytics-api

Notify Group
http://groups.google.com/group/google-analytics-api-notify

57

GA Konferenz-2011 Nick Mihailovski_API

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