GTUG Philippines - Implementing Google Analytics - 2011-10-11

Slides: goo.gl/eL1zP Implementing Google
Analytics
Vinoaj Vijeyakumaar
Senior Conversion Specialist,
gplus.to/vinoaj

Google Southeast Asia
twitter.com/vinoaj

conversionroom-japac.blogspot.com

GTUG PH, Oct 2011

Why measure?
http://www.ﬂickr.com/photos/screenpunk/2787210951/

The Role of the Web Analyst

Reporting

Actionable Insights

http://www.ﬂickr.com/photos/kire/797533507/sizes/o/in/photostream/

What does “Action” mean?

Discovering new opportunities

(eg. New markets, hot trends, customer segments)

Optimisation

Improving marketing strategies

Maximising reach
(eg. New markets, optimise messaging)

of your apps and
delighting users

Enhancing the user experience

(eg. Compelling content, optimal user ﬂows)

Agenda

• How GA Works
• Tracking
–  Basics
–  Event Tracking
–  Custom Variables
–  Social Interaction Tracking
–  Campaign Variables
–  Page Load Time Tracking
• Mobile Tracking
–  WAP
–  Android and iOS
• Tracking Other Platforms

Track Behaviour

Behaviour

Entry Exit

Engagement
Reports on 125+ standard metrics and dimensions

1
0

The GA Async Tracking Code
Look for _gaq stack
and execute queued
commands

HTML5:
Execute script
asynchronously

Dynamically
load the ga.js
tracking library

1
1

How Google Analytics works
1. Request--"Show me this Website Server
webpage"
__utm.gif?
utmwv=6.3&utmn=101027544&utmsr=1280x854&utm
sc=32-bit&utmul=en&utmje=1&utmjv=1.5&utmfl=7.0
r24&utmdt=My <html>
<head>
...
2. Serve page
%20Website&utmhn=www.site.com&utmp=/
...

index.html&utmac=UA-51244-4&utmcc=__utma
User
%3D117945243.823564440.1131054947.1131080858.1
3. Request: ga.js

133834608.4%3B+__utmb%3D117945243%3B
</head>
<html>
5. Call trackPageview()
...
+__utmc%3D117945243%3B+__utmz
function
... 4. Serve ga.js

%3D117945243.1131054947.3.2.utmccn%3DGoogle Servers
6. Read & write cookies Secure
%28Spring%20Sale%29%7Cutmcsr%3D%28google
7. Send gif request.
%29%7Cutmcmd%3D%28ppc%29% %7Cutmtm%3D
Request contains
%28shoes%29%3B
data.
8. Serve gif

The __utm.gif hit
__utm.gif?
utmwv=6.3&utmn=101027544&utmsr=1280x854&utmsc=32-
bit&utmul=en&utmje=1&utmjv=1.5&utmfl=7.0 r24&utmdt=My
%20Website&utmhn=www.site.com&utmp=/
index.html&utmac=UA-51244-4&utmcc=__utma
%3D117945243.823564440.1131054947.1131080858.1133834
608.4%3B+__utmb%3D117945243%3B+__utmc
%3D117945243%3B+__utmz
%3D117945243.1131054947.3.2.utmccn%3D%28Spring
%20Sale%29%7Cutmcsr%3D%28google%29%7Cutmcmd%3D
%28ppc%29% %7Cutmtm%3D%28shoes%29%3B

Screen Resolution: 1280x854 Page Title: My Website
Screen Colors: 32-bit Hostname: www.site.com
Browser Language: English(en) Filename: /index.html
Java Enabled? Yes (1)

Google Analytics Account: UA-51244-4
Java Version: 1.5

Visits: 4
Flash Version: 7.0r24 Campaign: Spring Sale | Google(PPC) |
shoes

Raw Data to Reports

1
4

Understand the website structure

Single Multiple
domain domains

Multiple
sub- Multiple domains
domains and multiple sub-
domain

Simplest GATC Installation

• All content on a single domain

<script type="text/javascript">
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-XXXXX-X']);
_gaq.push(['_trackPageview']);

(function() {
var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;
ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';
var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);
})();
</script>

GATC – Multiple Sub-Domains

• Content exists on multiple sub-domains on a single top-level domain

<script type="text/javascript">
_gaq.push(['_setAccount', 'UA-XXXXX-X']);
_gaq.push(['_setDomainName', '.mysite.com']);

(function() {
})();
</script>

GATC – Multiple Domains

• Content exists on multiple top-level domains

_link()

<script type="text/javascript"> Update all links between domains to include the _link() method.
var _gaq = _gaq || []; <a href=“http://www.mysite-support.com” onclick=“_gaq.push
_gaq.push(['_setAccount', 'UA-XXXXX-X']); ([‘_link’, this.href]);”>Support</a>
_gaq.push(['_setDomainName', ’none']);
_gaq.push(['_setAllowLinker', true]);

(function() {
})();
</script>

GATC – Multiple Domains and Sub-Domains

• Content exists on multiple sub-domains on multiple top-level domain

_link()

Update all links between domains to
<script type="text/javascript"> include the _link() method.
_gaq.push(['_setAccount', 'UA-XXXXX-X']); Do not change links between sub-
_gaq.push(['_setDomainName', ’.mysite.com']); domains on the same top-level
_gaq.push(['_trackPageview']); domain.

(function() {
})();
</script>

Linking

When content exists on multiple domains use linking methods to pass cookie
information between domains:

•  For HTTP GET include the _link() method.

_link()
•  Cookie info in URL parameters

•  Redirects user to the new URL

<a href=“http://www.example.com” onclick= “_gaq.push([‘_link’, this.href]);”>Example</a>

•  For HTTP POST include the _linkByPost() method.

•  Cookie info in action value

•  Used for forms and iFrames on other domains

SUBMIT

<form action="http://www.shoppingcart.com/form.php" name="f" method="post”

onsubmit=”_gaq.push([‘_linkByPost’, this]);">

. . . </form>

Event Tracking

•  Traditional Google Analytics is pageview based

What about the 1-page App/Site?
• Single URL, no page refreshes

Enter Event Tracking

• Track events on your site
• Detect events and trigger tracking call

_gaq.push(['_trackEvent', Purpose Example

category, Group of objects being 'Markers'
action, tracked
Type of user interaction 'Click'
opt_label, with the object
opt_value]); Additional info about 'Google
the event Singapore'
Numerical data about 1
the event

2
5

Example: Tracking Outbound Social Media Links

2
6

Example: Tracking Outbound Links

YouTube Video Tracking Example

http://vinnysapidemos.googlecode.com/svn/trunk/
google/analytics/youtube/js-player-tracking.html

How did visitors interact with my videos? (Action)

Which videos were played? (Label)

Custom Variables: Extended Measurement Model

Behaviour

Entry Exit

Engagement
125+ Metrics and Dimensions+ X Custom Variables = Custom Measurement
Platform

3
2

Custom Variables

_setCustomVar(index, name, value, opt_scope);

•  index – position to store and transmit the variable (1 to 5)
•  name – variable name (e.g. “member-type”) (case sensitive)
•  value – variable value (e.g. “premium”) (case sensitive)
•  opt_scope – 1:visitor-level; 2:session-level; 3:page-level (default: 3)

•  Note: Length of Name + Value cannot exceed 64 characters

_setCustomVar(1, ‘foo’, ‘bar’, 2);

Visitor Level Custom Variables

• Stays with the visitor across multiple visits
to the site
• Cannot store personally identiﬁable
information

_setCustomVar(
1,
‘MembershipLevel’,
‘Platinum’,
1);

Session Level Custom Variables

• Labels a session
• Variable is discarded once session ends

_setCustomVar(
3,
‘UsedChatWidget’,
‘true’,
2);

Page Level Custom Variables

• Useful for content grouping
• Identify groups of pages according to
attributes other than the page URL

_setCustomVar(
5,
‘Author’,
‘John Jane Doe’,
3);

Measure use of social plugins on your website

What is social plugin tracking?

Social plugin tracking in Analytics
shows you:

•  How social plugins are used

•  Behavior of socially engaged users

•  Comparative performance of different social plugins

•  What content is socially engaging

Setup for +1 button

Setup for the button: None

The +1 button on your website is already tracked.

Setup for other networks

• Other social buttons require a small javascript change to
your website.

When a social plugin is used call this method:
_trackSocial(network, action, target_url);

Copy & paste Twitter & Facebook code

http://code.google.com/apis/analytics/docs/tracking/gaTrackingSocial.html

Tracking Social Interactions
MilkADeal.com

Google Confidential and Proprietary

<!– Email share button: -->
<a onclick="showMailer('Check out MilkADeal for huge
discounts in Malaysia! Here is my referral link: http://
milkadeal.com/r/');return false;" href="#"><div id="lnkMail"></
div></a>

<!– Functions to track email share button usage: -->
<script>
function showMailer(myBody){
_gaTrack();
$(".winMessage").html(myBody);
$("#mailer").modal();
}

function _gaTrack() {
_gaq.push(['_trackSocial', 'email', 'share']);
}
</script>

What value do socially-engaged visitors hold for us?


Overview of Socially-Engaged Traffic


Where are the conversions?


Encourage more email sharing


360 Degree Tracking

5
0

URL Campaign Variables

http://www.yoursite.com/landingpage.html?
utm_source=yahoo&utm_medium=cpc&utm_campaign=Ja
n+2011+Campaign&utm_term=my+keyword

utm_source=twitter&utm_medium=tweet&utm_campaign=J
an+03+One+Day+Sale

utm_source=email&utm_medium=link&utm_campaign=Jan
+2011+Newsletter

5
1

Campaign Variable Basics

Required Tags

The Source is where the visitor was sent from.
Examples: google, nytimes.com, facebook.com

The Medium is the channel in which this URL is promoted.
Examples: cpc, display, social, organic

The Campaign should either indicate the overarching name for the
marketing eﬀort or just the speciﬁc ad campaign in which the ad
lives.

Optional Tags
The Keyword is the search term that you bid on (search engines
only)

The Ad Content should indicate the ad name, copy, or other
helpful information to identify the type of ad that was clicked.

Android Referral Tracking

http://market.android.com/details?id=com.myorg.myapp&referrer=utm_source
%3Dgoogle%26utm_medium%3Dcpc%26utm_term%3D
%257Bkeyword%257D%26utm_content%3DAd%2520A
%26utm_campaign%3DApp%2520Download

http://yoursite.com/yourapp.apk&referrer=utm_source%3Dgoogle
%26utm_medium%3Dcpc%26utm_term%3D%257Bkeyword%257D
%26utm_content%3DAd%2520A%26utm_campaign%3DApp
%2520Download

5
3

Example … Social Media

utm_source=twitter&
utm_medium=socialmedia&
utm_campaign=My+social+campaign

Tracking setup

<script type="text/javascript">var _gaq = _gaq || [];_gaq.push(['_setAccount', 'UA-XXXXX-
X']);_gaq.push(['_trackPageview']);(function() {var ga = document.createElement('script');
ga.type = 'text/javascript'; ga.async = true;ga.src = ('https:' ==
document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';var
s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);})();</
script>

Tracking setup

<script type="text/javascript">var _gaq = _gaq || [];_gaq.push(['_setAccount', 'UA-
XXXXXX']);_gaq.push(['_trackPageview']);_gaq.push(['_trackPageLoadTime']);
(function() {var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async
= true;ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') +
'.google-analytics.com/ga.js';var s = document.getElementsByTagName('script')[0];
s.parentNode.insertBefore(ga, s);})();</script>

Tracking setup

Time: 1.47 sec

Page Speed Online

pagespeed.googlelabs.com

Before & After

Amari Package Selection Original
Page Page
Page Speed Score 62 / 100
First View Load Time 8.739s

Optimizations include:
•  Removed whitespace in HTML
•  Using minified versions of JS libraries
•  Using minified CSS
•  Serving optimised images
•  Testing serving GZIPped (compressed) content

Before & After

Amari Package Selection Original Optimized %
Page Page Page Change
Page Speed Score 62 / 100 67 / 100 5%
First View Load Time 8.739s 7.738s 11.5%
Optimizations include:
•  Removed whitespace in HTML
•  Using minified versions of JS libraries
•  Using minified CSS
•  Serving optimised images
•  Testing serving GZIPped (compressed) content

Mobile Tracking
HTML &
WAP

Applications

iPhone

Windows

Mobile

Blackberry

Android

Pearl &
Curve

http://code.google.com/apis/analytics/docs/tracking/mobileAppsTracking.html

6
8

Track Activity to Mobile Websites [link]

Mobile Websites
ü Server-side tracking
ü Track all web-enabled devices (not just JS & cookie capable)
ü Four languages supported: PHP, Perl, JSP, ASP
ü Works just like Analytics on desktop web pages

Copy & Paste Snippets

7
0

A Quick Look at the PHP Code Snippet

Insert a pixel for tracking
Page rendering script

Generate the pixel URL

Send the request to GA

ga.php
7
1

Server-to-Server Communications

Secure Google Servers
Website Server
Request pixel: Send request to
/ga.php?.... GA servers

7
2

Google Analytics Mobile SDK

Native App Tracking

Unique Users

Pageviews

Events

Ecommerce

Custom Variables

Android Market Referrals

Setting Up A Tracker Object In An Activity

GoogleAnalyticsTracker tracker;

onCreate
tracker = GoogleAnalyticsTracker.getInstance();
tracker.startNewSession("UA-xxx-y", this);

74

Dispatching Events

Tracked data is queued and dispatched in bundles
• Saves battery life
• Can track when users are oﬄine

tracker.dispatch();
- or -
tracker.start("UA-xxx-y", 20, this);

75

Tracking User Preferences

• How does user behavior diﬀer by orientation?

Custom Variables

Page

tracker.setCustomVar(1, “orientation”, “portrait”, 3);

tracker.setCustomVar(1, “orientation”, “landscape”, 3);

Tracking In-App Purchases

• How much revenue does my application generate?
• Which products are most popular?

Tracking on Other Platforms

8
6

Chrome Extensions

•  Load GA within Chrome extension page

Call _trackPageView to measure
extension activation

Call _trackEvent to track
interactions

Flash / Flex
Track
Pageviews
Track Events

Subscribe for the Latest News

Subscribe to receive latest
articles in your inbox

conversionroom-japac.blogspot.com

code.google.com/apis/analytics

Starter Guides

•  Handy Google Analytics Resources:
http://cse-sea.blogspot.com/2009/01/handy-google-
analytics-resources.html
•  Getting Started is Easy:
http://cse-sea.blogspot.com/2009/03/google-analytics-
getting-started-is.html

9
3

ConversionUniversity.com

Your Name Here

Google Analytics Individual Qualification

Your Name Here

Parties Can Verify Your Qualification Online

Google Analytics Certiﬁed Partners

•  Data is Gold
•  Tag & Track
•  GA Tracking Code
•  Event Tracking
•  Custom Variables
•  Social Interaction Tracking
•  Campaign Variables
•  Page Load Time Tracking

•  Take Action!!

Thank You!

@vinoaj; gplus.to/vinoaj

GTUG Philippines - Implementing Google Analytics - 2011-10-11

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GTUG Philippines - Implementing Google Analytics - 2011-10-11