get under the hood of google analytics - ux brighton

Get under the hood of Google Analytics

Phil Guilfoyle Director

Online Logic – Conversion Experts

Get under the hood of Google Analytics

Online Logic Conversion Experts

Get under the hood of Google Analytics

Online Logic Conversion Experts

How GA works?

How does GA work?

How GA works – few points

Remember – No tracking is 100%

Identify Trends over time. Look at things in Context.

Yesterday? A useful trend? A whole decade! – Useful Trend

How GA works – few points

1st party cookie

How GA works – Visits

Visitor = a Unique Visitor ID and a Time Stamp

How GA works – Visits

Session = Visit

Visitors

Visits

Page Views

Over time, 1 visitor could make 5 visits and create 50 page views.

How GA works – Pages

1 Page View = Page is loaded

Most reports are Pages Viewed per Visit

Unique Page Views are the number of times a page was viewed in a session.

A AA BB

3 Page Views = 1 unique 2 Page Views = 1 unique

Unique Page Views = 2

Lets get started! -Sign up for an Account

Google.co.uk/analytics

Add the Tracking Code

Add the GA.js Script to every page!

<script type="text/javascript">

var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXXXX-1']); _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>

Link to Google Adwords

Tip!Check your Adwords is set to UK time as Adwords over rides Analytics

Link to Google Adwords – Enable Auto Tagging

Link to Google Adwords – Enable Auto Tagging

Account, Profiles & Filters

Account

Profile Awww.domain.co

m

Profile Bwww.domain.co

m

Profile Cwww.site2domain.co

m

Filter 1

Filter 2

Filter 3Reports

Reports

Reports

Goals (20)

Goals (20)

Goals (20)

Profiles

Keep 1 profile untouched....

Profiles

Remember:You Cannot

Reprocess Data

Account, Profiles & Filters

Account

Profile Awww.domain.co

m

Profile Bwww.domain.co

m

Profile Cwww.site2domain.co

m

Filter 1

Filter 2

Filter 3Reports

Reports

Reports

Goals (20)

Goals (20)

Goals (20)

Filters

Filter: (some examples)

• IP Addresses – developers, office staff, designers etc

• Brand Traffic• Location based traffic

http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55572

IP address range Regex builder:

Segmentation!

Filters

Advanced Segments Remember:Will process

historical data, but will be lost when

session ends.

Navigation

Just click around!

Goals

Set Goals

*http://jeff.io

Sketch your Goal Funnel

Add Goals to Google Analytics

Review the Goal Funnel

Goal Funnel

The exit pages inform you where people are

spilling out

Review

Create a new profile – perhaps ‘test’Add filtersSegment trafficExperiment

Thank you!

Phil Guilfoylewww.onlinelogic.co.ukTwitter @onlinelogicphil@onlinelogic.co.uk

Presentation – Using Google Analytics to inform Usabilityhttp://www.slideshare.net/onlinelogic/using-google-analytics-to-inform-usability-ux-brighton-3437720