google analytics basic set up - gbg workshop 23 jan 2013
TRANSCRIPT
GOOGLE ANALYTICS BASIC SET-UP | GBG KL WORKSHOP 23 JAN 2013
GOOGLE ANALYTICS BASIC SET-UP WORKSHOP
Dr. Frank J. Peter, Ph.D.
Managing Director FJP Marketing Sdn. Bhd.(839890-M)
www.FJPmarketing.com
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Google Analytics Basic Set-up
What we will cover today:
• Setting-up Tracking Code• Including Subdomains• Including e-Commerce (basic)
• Linking with Adwords, Adsense & Webmasters Tools
• Setting-up of Event Tagging
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Google Analytics Basic Set-up
Setting Up Google Analytics
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Google Analytics Basic Set-up
What you need:
• Google Account
• Website/Blog
• Access to Website Code / CMS Code
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Setting-up Google Account
https://accounts.google.com/
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Setting-up Google Account
Do's and Don'ts:
• Do not use your personal email account• Do set-up a Google account specifically
for Analytics, Adwords and Webmaster Tools
• Suggested: [email protected]
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Setting-up Tracking Code
http://www.google.com/analytics/
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Setting-up Tracking Code
Important: Time Zone should be same as in Google Adwords
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Setting-up Tracking Code
• Define Home Page• Apply Adwords Cost Source (can be done later)• Allow Site Search
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Setting-up Tracking Code
Determine the Query Parameter for Site Search:
• Perform a Search on your Website using your search Function
• On the Search Results Page take a close look at the URL
• Make a Note of the Query Parameter
Example:
mysite.com/advanced_search_result.php?keywords=Alien
-> Here the Query Parameter is keywords
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Setting-up Tracking Code
• Allow Subdomains• No other Top Level Domains (set up separate Analytics)• Display Advertising Support: Enables Remarketing• Custom Campaign Tags: use Defaults
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Setting-up Tracking Code
• Copy/Paste Analytics Code before every closing </head> Tag• Upload edited Web Pages and check Tracking in Analytics
• Open your Source Code in a Text Editor (Notepad etc.)
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Setting-up Tracking Code
• Extra Code to be added to 'Checkout Confirmation' Page
• Collects data on item(s) purchased, price, shipping cost etc.
• Has to be done in the back-end of the Shopping Cart Platform used
E-Commerce Tracking
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Google Analytics Basic Set-up
Linking Analytics with Adwords
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Linking Analytics with Google Adwords
Benefits
• Adwords gives Info 'before the Click'
• Analytics gives Info 'after the Click'
• ROI: measure which paid Keywords result in Sales – focus future Campaign Optimisation on these Keywords and drop non-performing
• Reduce Cost due to 'blind Advertising' based on actual Analytics Data
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Linking Analytics with Google Adwords
To Do:
• Create Administrator Account in Adwords using same email as used in Analytics
• Sign in to your AdWords account at https://adwords.google.com
• Click the Tools and Analysis tab, then click Google Analytics.
• Click the Admin tab at the top right of the page.
• Click the account you want to link with the AdWords account.
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Linking Analytics with Google Adwords
To Do (cont.):
• Click the Data Sources tab.
• Click the AdWords tab, then click Link Accounts.
• Select the Analytics profiles in which you want the AdWords data to be available.
• Click Continue.
Note: In order for Analytics to be able to attribute visits to specific AdWords campaigns, you also need to import your AdWords cost data to the relevant Analytics Admin profile.
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Google Analytics Basic Set-up
Linking Analytics with Adsense
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Linking Analytics with Google Adsense
Benefits
• Shows which Pages bring you the most $$
• Shows which Adsense Sizes, Positions etc work best on your Site
• Use the above Info to improve Earnings
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Linking Analytics with Google Adsense
To Do:
• Create Administrator Account in Adsense using same email as used in Analytics
• On the Home tab go to Account settings
• Scroll down to 'Access & Authorization' section
• Click on the 'edit' next to Google Analytics integration
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Linking Analytics with Google Adsense
To Do (cont.):
• Click 'Link' next to the Analytics account that you want to link to
• A new window opens and you're taken to your Analytics account.
• In Analytics, click Link Accounts.
• Specify your primary Analytics property and Analytics profiles
• Click Continue and your Accounts are linked
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Google Analytics Basic Set-up
Linking Analytics with Webmasters Tools
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Linking Analytics with Google Webmasters Tools
Benefits:
• Get Info on Link and Query Traffic in Analytics
• Let Google tell you about any Site Problems
• Share Information about your Site via Sitemaps
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Linking Analytics with Google Webmasters Tools
To Do:
• Go to www.google.com/webmasters/tools
• Sign in/Create Account with the same email as used for Analytics and Adwords
• “Add a Site”
• Follow Instructions to verify your Site
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Linking Analytics with Google Webmasters Tools
To Do (cont.):
• Go back to your Analytics Account
• Admin -> Property Settings
• Scroll down to Webmaster Tools Settings
• Follow Instructions to link your Accounts
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Google Analytics Basic Set-up
Setting Up Event Tagging
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Event Tagging in Analytics
Benefits:
• Track Page Gadgets (i.e. Newsletter Sign-ups)
• Track Flash Elements (i.e. Video Views)
• Track File Downloads (i.e. free Reports)
• Track how many People click your Facebook button
Use extends well beyond the common model of user-triggered events
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Setting Up Event Tracking
The _trackEvent() method in the source code of a page object, widget, or video:
_trackEvent(category, action, opt_label, opt_value, opt_noninteraction)
• Category – i.e. Videos• Action – i.e. Play• Label (optional) – i.e. Name_of_Video• Value (optional) – i.e. Download Time• Noninteraction (optional) – i.e. Bounce Rate
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Setting Up Event Tracking
Example: Playing a Video
_gaq.push(['_trackEvent', 'Videos', 'Play', 'Gone with the Wind', 'downloadTime', 'true')];
• Category –Videos• Action –Play• Label (optional) – Gone with the Wind• Value (optional) – measures time it takes to
download video• Noninteraction (optional) – will count as non-event (= counts as bounce if no other interaction)
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Setting Up Event Tracking
Example: Clicking your 'FB Like' Button
_gaq.push(['_trackEvent', 'Facebook', 'Follow')];
• Category – Facebook• Action – Follow
Implementation:
Before:<a href=“https://www.facebook.com/facebookpagename” target=“_blank”>Follow us on Facebook</a>
After:<a href=“https://www.facebook.com/facebookpagename” onClick=“_gaq.push(['_trackEvent', 'Follow', 'Facebook']);” target=“_blank”>Follow us on Facebook</a>
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Setting Up Event Tracking
Example: Clicking you 'FB Like' Button
<a href=“https://www.facebook.com/facebookpagename” onClick=“_gaq.push(['_trackEvent', 'Follow', 'Facebook']);” target=“_blank”>Follow us on Facebook</a>
Will show up in Analytics under Content > Events:
Event Category: Follow
Event Action: Facebook
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Setting Up Event Tracking
Example: Downloading an Order Form
_gaq.push(['_trackEvent', 'Downloads', 'PDF', 'Order Form 1']);
• Category – Downloads• Action – PDF• Label (optional) – Order Form 1
Implementation:Before:<a href=“https://www.website.com/order_form_1.pdf”>Download Order Form</a>
After:<a href=“https://www.website.com/order_form_1.pdf” onClick=“_gaq.push(['_trackEvent', 'Downloads', 'PDF', 'Order Form 1']);” target=“_blank”> Download Order Form </a>
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Setting Up Event Tracking
Example: Downloading an Order Form<a href=“https://www.website.com/order_form_1.pdf” onClick=“_gaq.push(['_trackEvent', 'Downloads', 'PDF', 'Order Form 1']);” target=“_blank”> Download Order Form </a>
Will show up in Analytics under Content > Events:
Event Category: Downloads
Event Action: PDF
Event Value: Order Form 1
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Setting Up Event Tracking
Practice: Newsletter Sign-up Form (simple)< input type="submit" value="Send" / >
Format:
< input onClick="_gaq.push(['_trackEvent', 'Category', 'Action'])" type="submit" value="Send" / >
< input onClick="_gaq.push(['_trackEvent', 'Newsletter', 'Sign Up'])" type="submit" value="Send" / >
Will show up in Analytics under Content > Events:
Event Category: Newsletter
Event Action: Sign Up
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Setting Up Event Tracking
Practice: Newsletter Sign-up Form (Button)<input type="submit" value="Subscribe" name="subscribe" id="mc-embedded-subscribe" class="button">
Format:
onClick="_gaq.push(['_trackEvent', 'Category', 'Action'])"
<input onClick="_gaq.push(['_trackEvent', 'Newsletter', 'Sign Up'])" type="submit" value="Subscribe" name="subscribe" id="mc-embedded-subscribe" class="button">
Will show up in Analytics under Content > Events:
Event Category: Newsletter
Event Action: Sign Up
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Setting Up Event Tracking
Practice: Newsletter Sign-up Form (Button in php)<input type="submit" value="Subscribe" name="subscribe" class="button">
<input onClick="_gaq.push([\'_trackEvent\', \'Newsletter\', \'Sign Up\'])" type="submit" value="Subscribe" name="subscribe" class="button">
Will show up in Analytics under Content > Events:
Event Category: Downloads
Event Action: PDF
Note: backslashes ( \ ) are required to mask the apostrophe ( ' )
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