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Advanced Google Analytics #SearchFest

Advanced Google Analytics #SearchFest

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Google Analytics tips including events, custom variables, multi-channel funnels, custom reports and more. From my #SearchFest presentation on February 24, 2012.

Google Analytics tips including events, custom variables, multi-channel funnels, custom reports and more. From my #SearchFest presentation on February 24, 2012.

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Advanced Google Analytics #SearchFest

  1. 1. Making Google Analytics Work For You Mike Pantoliano @MikeCP Lead SEO Consultant distilled
  2. 2. “Advanced” Analytics Answers important questions regardless of your web analytics package
  3. 3. GA‟s Increasing Flexibility • Event Tracking • Custom Reports _setCustomVar, • Advanced Segments „Whatever-The-Hell- You-Want‟ • Custom Variables • More
  4. 4. (not provided)
  5. 5. Rabble Rabble Rabble (stupid not provided)
  6. 6. Extrapolate or Ignore
  7. 7. Extrapolation • Imprecise and Untrustworthy • Only going to get worse
  8. 8. Ignore I know, it hurts.
  9. 9. Custom Reports
  10. 10. Custom Reports This is annoying
  11. 11. Custom Reports Build end-to-end reports for easier analysis! http://dis.tl/ActldX
  12. 12. Events _trackEvent(category, action, opt_label, opt_value, opt_noninteraction)
  13. 13. Checkout Errors & Alerts <p>Please enter valid payment information.</p>
  14. 14. Checkout Errors & Alerts <p onload=“_gaq.push(['_trackEvent', 'Checkout Errors', 'Please enter valid payment information.‟]);”>Please enter valid payment information.</p>
  15. 15. 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
  16. 16. Event Caveat Watch Your Bounce Rate!
  17. 17. Event Caveat Watch Your Bounce Rate! _trackEvent(category, action, opt_label, opt_value, opt _noninteraction)
  18. 18. Entourage.js for File Downloads http://dis.tl/xsT12z
  19. 19. Custom Variables _setCustomVar(index, name, value, opt_scope)
  20. 20. Organic Ranking How-to: http://bit.ly/90zcJT
  21. 21. Blog & Social ROI _gaq.push(['_setCustomVar',1,'social','blog entrant',1]);
  22. 22. More Custom Variable Ideas • Blog Post Author • Blog Post Year • Repeat Purchaser • Logged In/Member
  23. 23. Custom Variable Caveat Must be paired (above) with a _trackEvent or _trackPageview
  24. 24. Custom Alerts
  25. 25. The Basics • Traffic Drops • Bounce Rate Increases • Conversion Drops
  26. 26. Advanced Metrics Long Tail Traffic Drop RegEx for 3 or more keywords: ^s*[^s]+(s+[^s]+){2,}s*$
  27. 27. Advanced Metrics Checkout Error Increases
  28. 28. Roll Up Accounts
  29. 29. Cross-(sub)Domain • Can get complicated • Don‟t forget to create secondary trackers _setAccount(UA-XXXXX-1) _trackPageview b._setAccount(UA-XXXXX-2) b._trackPageview • Make sure your matched up exactly - _setDomainName - _setAllowLinker
  30. 30. Using Filters “/” “www.domain.com/”
  31. 31. A Specific Problem Folding a new subdomain in How to not mess with historical data ^(www.example.com|example.com)(.*)$
  32. 32. Multi-Channel Funnels
  33. 33. Assisted / Last Interaction Ratio
  34. 34. But Wait! Let‟s Segment...
  35. 35. AdWords Awesomeness! Campaign Soccer Jerseys AC Milan AC Milan Away JerseyTime.com
  36. 36. Affiliates Taking Too Much Credit
  37. 37. Multi-Channel Funnel Caveats / Limitations
  38. 38. It‟s Not Attribution Modeling 30 days only No cost or impression data (outside of AdWords) No one size fits all!
  39. 39. Last Click 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 2 3 4 5
  40. 40. First Click 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 2 3 4 5
  41. 41. Even Attribution 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 2 3 4 5
  42. 42. U - Curve 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 2 3 4 5
  43. 43. Time Degrading 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 2 3 4 5
  44. 44. Watch for (not provided) t.co is a referral in stock channels!
  45. 45. Excel Magic Excellent Analytics http://bit.ly/izpY69 http://bit.ly/excel-ninja
  46. 46. Thanks! Mike Pantoliano @MikeCP mike.pantoliano@distilled. net

Hinweis der Redaktion

  • Extensive experience in ppc, analytics, seo.Both large and small ecomm and lead gen sitesSpoke in June about custom variables in Google AnalyticsHonord to be inivted back, thanks.Slideshare
  • “Advanced” I have a crisis moment.&quot;advanced&quot; work I&apos;ve done is so custom and so specific to each individual business&apos;s needs, that it&apos;s difficult to come up here and talk about it.These are solutions and customizations that I consider advanced. They may not all entirely work for your business, but it is my hope that you&apos;ll take away a few tactics that will increase your ability to make sound business decisions based on concrete web analytics data.Note about GA
  • http://db.tt/86ktrGS7

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