get under the hood of google analytics - ux brighton

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Page 1: Get under the hood of google analytics - ux brighton

Get under the hood of Google Analytics

Phil Guilfoyle Director

Online Logic – Conversion Experts

Page 2: Get under the hood of google analytics - ux brighton

Get under the hood of Google Analytics

Online Logic Conversion Experts

Page 3: Get under the hood of google analytics - ux brighton

Get under the hood of Google Analytics

Online Logic Conversion Experts

Page 4: Get under the hood of google analytics - ux brighton

How GA works?

How does GA work?

Page 5: Get under the hood of google analytics - ux brighton

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

Page 6: Get under the hood of google analytics - ux brighton

How GA works – few points

1st party cookie

Page 7: Get under the hood of google analytics - ux brighton

How GA works – Visits

Visitor = a Unique Visitor ID and a Time Stamp

Page 8: Get under the hood of google analytics - ux brighton

How GA works – Visits

Session = Visit

Visitors

Visits

Page Views

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

Page 9: Get under the hood of google analytics - ux brighton

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

Page 10: Get under the hood of google analytics - ux brighton

Lets get started! -Sign up for an Account

Google.co.uk/analytics

Page 11: Get under the hood of google analytics - ux brighton

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>

Page 12: Get under the hood of google analytics - ux brighton

Link to Google Adwords

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

Page 13: Get under the hood of google analytics - ux brighton

Link to Google Adwords – Enable Auto Tagging

Page 14: Get under the hood of google analytics - ux brighton

Link to Google Adwords – Enable Auto Tagging

Page 15: Get under the hood of google analytics - ux brighton

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)

Page 16: Get under the hood of google analytics - ux brighton

Profiles

Keep 1 profile untouched....

Page 17: Get under the hood of google analytics - ux brighton

Profiles

Remember:You Cannot

Reprocess Data

Page 18: Get under the hood of google analytics - ux brighton

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)

Page 19: Get under the hood of google analytics - ux brighton

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!

Page 20: Get under the hood of google analytics - ux brighton

Filters

Page 21: Get under the hood of google analytics - ux brighton

Advanced Segments Remember:Will process

historical data, but will be lost when

session ends.

Page 22: Get under the hood of google analytics - ux brighton

Navigation

Just click around!

Page 23: Get under the hood of google analytics - ux brighton

Goals

Set Goals

*http://jeff.io

Sketch your Goal Funnel

Page 24: Get under the hood of google analytics - ux brighton

Add Goals to Google Analytics

Page 25: Get under the hood of google analytics - ux brighton

Review the Goal Funnel

Goal Funnel

The exit pages inform you where people are

spilling out

Page 26: Get under the hood of google analytics - ux brighton

Review

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

Page 27: Get under the hood of google analytics - ux brighton

Thank you!

Phil Guilfoylewww.onlinelogic.co.ukTwitter @[email protected]

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