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Making Google Analytics     Work For You        Mike Pantoliano           @MikeCP      Lead SEO Consultant                ...
“Advanced” AnalyticsAnswers important questions regardless of      your web analytics package
GA‟s Increasing Flexibility• Event   Tracking• Custom   Reports     _setCustomVar,• Advanced Segments              „Whatev...
(not provided)
Rabble Rabble Rabble   (stupid not provided)
Extrapolate     or  Ignore
Extrapolation•   Imprecise and Untrustworthy•   Only going to get worse
IgnoreI know, it hurts.
Custom Reports
Custom Reports  This is annoying
Custom ReportsBuild end-to-end reports for easier analysis!              http://dis.tl/ActldX
Events_trackEvent(category, action, opt_label, opt_value, opt_noninteraction)
Checkout Errors & Alerts<p>Please enter valid payment information.</p>
Checkout Errors & Alerts<p onload=“_gaq.push([_trackEvent, Checkout       Errors, Please enter valid payment  information....
Other Event Ideas•   Video Plays - http://dis.tl/xq941K (google.com)•   Button Clicks - Same as above•   File Downloads - ...
Event CaveatWatch Your Bounce Rate!
Event Caveat            Watch Your Bounce Rate!_trackEvent(category, action, opt_label, opt_value, opt                 _no...
Entourage.js for File    Downloads          http://dis.tl/xsT12z
Custom Variables_setCustomVar(index, name, value, opt_scope)
Organic RankingHow-to: http://bit.ly/90zcJT
Blog & Social ROI_gaq.push([_setCustomVar,1,social,blog entrant,1]);
More Custom Variable Ideas• Blog   Post Author• Blog   Post Year• Repeat   Purchaser• Logged   In/Member
Custom Variable CaveatMust be paired (above) with a _trackEvent or              _trackPageview
Custom Alerts
The Basics• Traffic   Drops• Bounce     Rate Increases• Conversion    Drops
Advanced Metrics   Long Tail Traffic DropRegEx for 3 or more keywords:  ^s*[^s]+(s+[^s]+){2,}s*$
Advanced MetricsCheckout Error Increases
Roll Up Accounts
Cross-(sub)Domain• Can get complicated• Don‟t forget to create secondary trackers          _setAccount(UA-XXXXX-1)        ...
Using Filters“/”      “www.domain.com/”
A Specific Problem     Folding a new subdomain in How to not mess with historical data^(www.example.com|example.com)(.*)$
Multi-Channel Funnels
Assisted / Last Interaction           Ratio
But Wait! Let‟s Segment...
AdWords Awesomeness!            Campaign            Soccer Jerseys            AC Milan            AC Milan Away           ...
Affiliates Taking Too Much            Credit
Multi-Channel FunnelCaveats / Limitations
It‟s Not Attribution Modeling30 days onlyNo cost or impression data (outside ofAdWords)No one size fits all!
Last Click100%90%80%70%60%50%40%30%20%10% 0%       1     2   3   4   5
First Click100%90%80%70%60%50%40%30%20%10% 0%       1     2   3   4   5
Even Attribution100%90%80%70%60%50%40%30%20%10% 0%        1   2   3   4     5
U - Curve100%90%80%70%60%50%40%30%20%10% 0%       1    2   3   4   5
Time Degrading100%90%80%70%60%50%40%30%20%10% 0%        1   2   3   4   5
Watch for (not provided)t.co is a referral in stock        channels!
Excel MagicExcellent Analytics http://bit.ly/izpY69               http://bit.ly/excel-ninja
Thanks!                 Mike Pantoliano                   @MikeCPmike.pantoliano@distilled.           net
Advanced Google Analytics #SearchFest
Advanced Google Analytics #SearchFest
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.

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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” AnalyticsAnswers 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. IgnoreI know, it hurts.
  9. 9. Custom Reports
  10. 10. Custom Reports This is annoying
  11. 11. Custom ReportsBuild 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 CaveatWatch 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 RankingHow-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 CaveatMust 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 DropRegEx for 3 or more keywords: ^s*[^s]+(s+[^s]+){2,}s*$
  27. 27. Advanced MetricsCheckout 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 FunnelCaveats / Limitations
  38. 38. It‟s Not Attribution Modeling30 days onlyNo cost or impression data (outside ofAdWords)No one size fits all!
  39. 39. Last Click100%90%80%70%60%50%40%30%20%10% 0% 1 2 3 4 5
  40. 40. First Click100%90%80%70%60%50%40%30%20%10% 0% 1 2 3 4 5
  41. 41. Even Attribution100%90%80%70%60%50%40%30%20%10% 0% 1 2 3 4 5
  42. 42. U - Curve100%90%80%70%60%50%40%30%20%10% 0% 1 2 3 4 5
  43. 43. Time Degrading100%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 MagicExcellent Analytics http://bit.ly/izpY69 http://bit.ly/excel-ninja
  46. 46. Thanks! Mike Pantoliano @MikeCPmike.pantoliano@distilled. net
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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.

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