urchin software user training v4

www.ivantage.co.uk

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Matt TrimmerPrincipal Consultant & Managing Director

Slides:http://www.slideshare.net/ivantage

Urchin Software from Google User Training

Tuesday, 15 March 2011

http://www.slideshare.net/ivantage

http://www.slideshare.net/ivantage

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Timings Start 9:00 Break 10:15-10:30 Wrap-up 12:00


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Course Overview Session 1

How does Urchin measure visitors? A tour of Urchin

Session 2 What’s possible with Web Analytics? What’s possible with Urchin? Urchin Campaign Tracking

Please feel free to ask questions!


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Accessing your Urchin installation Available at

http:// U: P:


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How fresh are the Urchin website statistics? Can be daily or hourly

Depends on scheduling


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How does Urchin measure visitors? Web Access Logs

IP & User Agent Hits in Web Access Log To approximate a visit Can process historical data or

Page Tagging creating Hits in Web Access Log 1st Party Cookies to measure a visit 1x1 pixel image Collects data from time of tagging


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Web Access Logs (Server side collection)

Browser Web server203.193.165.78

www.yoursite.comAccess log


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Logs record• IP addresses

• Of browsers (visitors)• Of robots

• Normally identify themselves as• User Agent type

• Googlebot• MSNbot• Slurp

• However, not all can be filtered• Names not known• Some deliberately avoid detection

• Price comparison• Spam


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Web Access Logs (Server side collection)

Browser Web server203.193.165.78



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2nd request for a page with log files

Browser Web server

203.193.165.78

Re-load or

Visit from bookmark


Cache


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• Counted once • Refreshed• 2nd request from the same IP address

• Not recorded in Web Access Log!

Cached pages


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So Urchin can use page tagging (UTM)• Every page is tagged with JavaScript

• <script src='/urchin.js' type='text/javascript'> • Ensures even when pages are served from cache

• JavaScript executes• A gif (1x1 pixel image is loaded with the page)• Web Access log is augmented


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That send cookies (1st party)• Text files sent to browsers by websites

• 1ST or 3rd party• Visit apple.com

• apple.com issues cookies (1st party)• If banana.com attempts to issue cookies (3rd party)

• Session and persistent• Session

• Last for 30 minutes of inactivity/browser close• Persistent

• Lasts for 2 years


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How Urchin UTM worksWebsite


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How Urchin UTM worksWebsite

cookies


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The ___utm.gif request__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%3D117945243.823564440.1131054947.1131080858.1133834608.4%3B+__utmb%3D117945243%3B+__utmc%3D117945243%3B+__utmz%3D117945243.1131054947.1.1.utmccn%3D%28Spring%20Sale%29%7Cutmcsr%3D%28google%29%7Cutmcmd%3D%28ppc%29% %7Cutmtm%3D%28shoes%29%3B

Screen Resolution: 1280x854

Screen Colors: 32-bit

Browser Language: English(en)

Java Enabled? Yes (1)

Java Version: 1.5

Page Title: My Site

Filename: /index.html

Visits: 4

Campaigns Clicked: 1

Campaign: Google(PPC) Spring Sale (shoes)


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Urchin (and GA) cookies

UTMb - Visit cookie, lasts for 30 minutes from every page view

UTMa - Unique visitor cookie, lasts for 2 years from set or update on every page view

UTMc - Visit end cookie, not set to expire, does so when browser closes

UTMv - Not always set, requires the _setVar() command

UTMz - Campaign visit tracking cookie, determines traffic sources, lasts for 6 months from set or update on every page view


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Browser web serverNew Visitor

Browser web serverCookie

Returning Visitor

GA Cookie present

GA Cookie not present

Urchin UTM Persistent CookiePage

cookies


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Weaknesses of cookies?• Machine dependant

• As close as we can get to a person• Although modern OSs have multiple user IDs

• User 1, User2, User 3

• Can be cleared• Worst scenario?

• Can be blocked/not accepted• Most E-commerce sites use 1st party cookies to make basket

function• So blocking 1st party cookies degrades your Internet experience

• 3rd party cookies are often blocked


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How does Urchin measure visitors? Key concept

JavaScript (not Java) Page Tagging 1st Party Cookies

Our stats will miss some devices that do not execute JavaScript and/or accept cookies Search Engine bots :-) Mobile (1st generation) :-| Accessibility devices :-(


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Visitors menu - key metrics Visits

The number of visits received by your site is the most basic measure of how effectively you promote your site.

Visitor type New

New Cookie Returning

Existing Cookie A high number of new visitors suggests that you are successful at driving traffic to

your site while a high number of return visitors suggests that the site content is engaging enough for visitors to come back.

Absolute Unique Visitors (Uniques) How many people came to your site? This report graphs people instead of visits

All visits from the same user for the entire active date range Aggregated so that they will be counted as a single absolute unique visitor Regardless of how many different days they visited your site and how many times they visited

your site on each day


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A tour of Urchin• Dashboards

• Advertiser• Executive• Marketer• Webmaster

• Advertisement Optimization• Marketing Optimization• Content Optimization• E-Commerce Analysis• IT Reports


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Break time


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What’s possible with Web Analytics? How visitors found your web site What visitors are doing on your web site Not WHY they are doing it!

Domain of usability/customer experience Onsite surveys

Sampling visitors arriving/leaving Heuristic reviews

Experts reviewing your site against a set of criteria (heuristics) Conversion Rate Optimisation

A/B testing A/B/n testing Multi-variate testing

Usability tests Representative customers completing tasks

Resources http://blog.ivantage.co.uk/2010/11/what-google-analytics-cant-tell-you.html


http://blog.ivantage.co.uk/2010/11/what-google-analytics-cant-tell-you.html

http://blog.ivantage.co.uk/2010/11/what-google-analytics-cant-tell-you.html

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What’s possible with Urchin? How visitors found your website What visitors are doing on your

website Not why!

Outcomes focused Goals


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Goals Goals should be commercial

The commercial goals of your website Goals should map to visitor tasks

Visitors visit sites to accomplish tasks Tasks normally have a series of steps

Funnel Measure conversion through the task

When goals match user tasks Harmony ensues!


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The importance of goals for you? Commercially justify your work Focus your work Prioritise your work


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The importance of goals for you? Goals map to business metrics

Enable you to build a business case for Analytics investment Analysis investment Action investment

Goals focus on important paths and entrances Enable you to home-in on problem areas

Reverse Goal Path Conversion to goals by traffic source

Monetize goals Enable you to prioritise areas to analyse and optimise

Give goals a goal value Analyse $ Index

(Goal Value + E-commerce value)/unique page views Page up-to goal contribution Focus on high $ Index pages for improvement


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Placing a value on a goal and the $index Key concept

Goals can have values or not When E-commerce is used the value of the sales transaction is used in the

$index calculation

$index value of A,B and C = $1


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You can use Regular Expressions (RegEx) to gain insight into the funnel path:

User exhibits behavior: Page 1 = /index.html Page 2 = /category-footwear.html Page 3 = /category-clothing.html Page 4 = /category-headwear.html Page 5 = /products/kangol-tropic-player-trilby.html Page 6= /cart/basketview.html Page 7= /cart/registration.html Page 8 = /cart/paymentoptions.html Goal = /cart/salesorderconfirmation.html

Need to know conversion rate of categories to products to purchase: Step 1: index\.html Step 2-4: ^/category.*/ Step 5: ^/products.*/ Step 6: ^/cart/basketview.html Step 7: ^/cart/registration.html Step 8 : ^/cart/paymentoptions.html Goal: ^/cart/salesorderconfirmation.html

Goals and funnels


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Zoom into important behaviour to identify problems

6.77% funnel conversion rate


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Goal conversion rate and funnel conversion rate Key concept

Using the “Required Step” setting we can build multiple funnels based on a single goals to observe behaviour on important paths

With duplicate profiles 4 goals per profile


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Goal conversion rate and funnel conversion rate


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Key Performance Indicators (KPIs) A metric

Miles per Hour (mph)

Defining progress to an objective To reach the legal motorway speed limit of 70 mph

Enabling you to take corrective action Accelerate or brake

Speedometer Web Analytics package


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Key Performance Indicators (KPIs) & web analytics


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The User-Defined Segment In addition to segmenting users along pre-defined segments

such as geographic region and language preference, Google Analytics allows you to define custom segments and analyse the behaviour of each segment For example, you might ask visitors to select their job category (such as

Engineering, Marketing, motorcycle stunt riding, etc) from a form You could then analyse browsing and buying behaviour based upon the

selected job categories To set a visitor segment, simply call the JavaScript _setVar function

For example, make the following call anywhere on the web page below your tracking code:

<script type="text/javascript">pageTracker._setVar('Marketing/PR');</script>


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The User-Defined Segment Examples:

Assign visitors to a particular page to the "Marketing/PR" segment

In this example, anyone who visits the page will be assigned to the "Marketing/PR" segment. <body onLoad="javascript:pageTracker._setVar('Marketing/PR');">

Assign users to a segment when a link is clicked <a href="link.html" onClick="pageTracker._setVar('Marketing/PR');">Click here</a>

Assign visitors to a segment based on their form selection In this example, visitors are assigned to a segment according to their selection in a form.

<form onSubmit="pageTracker._setVar(this.mymenu.options [this.mymenu.selectedIndex].value);">

<select name=mymenu>

<option value="Technical/Engineering">

Technical/Engineering</option>

<option value="Marketing/PR">Marketing/PR</option>

<option value="Manufacturing">Manufacturing</option>

<option value="General Management">General Management</option>

Voucher codes at checkout


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Segmenting visitor types


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Urchin/GA campaign tracking & attribution Key concept

GA allocates traffic to three distinct buckets The forth “Other” bucket in Traffic Sources is under your control It’s the Urchin/GA UTMz cookie that tracks campaign attribution

Persistent for six months


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Urchin/GA campaign tracking & attribution Key concept

Direct traffic will include those typing in your URL and using bookmarks Direct is a good measure of “brand awareness” Direct can be contaminated by email

Referring sites will include any site with a link on it linking to your site and that has been followed

Search Engines will include all referring sites that Google Analytics defines as an organic search engine and uses a dynamic query parameter containing the users’ search keyword Google, q Yahoo, p


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Urchin/GA Campaign Tracking Key concept

The forth “Other” bucket in Traffic Sources is under your control Use Urchin Campaign Tracking to measure

Email Display Paid Search (cpc) Social Media Off-line marketing like Print, outdoor, TV and Radio


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Urchin/GA Campaign Tracking - Using the URL Builder Exercise

Use Urchin Campaign Tracking by finding “The URL Builder” in the Google Analytics help centre

Build a Campaign Tracking URL for an Email campaign Use Firefox and clear your cookies Using the URL you just built, visit your site Make a note of the contents of the utmz cookie Is it set correctly?


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Campaign Tracking - how it displays Key concept

Understanding the URL builder and Urchin


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Campaign Tracking examples Exercise

Use Google Analytics/Urchin Campaign Tracking by finding “The URL Builder” in the Google Analytics help centre

Build a Campaign Tracking URL for your own landing page using some of the example below


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Tracking off-line campaigns Key concept

Use vanity urls mysite.com/tube

301 redirecting to Campaign Tracking URLs http://www.mysite.com/landing-page.com?

utm_source=Tube&utm_medium=Outdoor&utm_content=Ad1&utm_campaign=Winter-2010


http://www.mysite.com/landing-page.com?utm_source=Tube&utm_medium=Outdoor&utm_content=Ad1&utm_campaign=Winter-2010






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Tracking off-line campaigns - using a URL shortener Key concept

Use URL shorteners Use http://bit.ly/ or http://goo.gl/

Generate QR Codes with Campaign Tracking URLs http://www.mysite.com/landing-page.com?


Exercise Use Google Analytics Campaign Tracking by finding “The URL Builder” in the

Google Analytics help centre Build a Campaign Tracking URL for an off-line campaign Shorten the URL using Bit.ly or Goo.gl Use Firefox and clear your cookies Using the URL you just built, visit your site Make a note of the contents of the utmz cookie Is it set correctly?


http://bit.ly/

http://bit.ly/

http://goo.gl/

http://goo.gl/







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Social media campaign tracking examples Key concept

Use URL shorteners Use http://bit.ly/ or http://goo.gl/

Generate QR Codes with Campaign Tracking URLs http://www.mysite.com/landing-page.com?



http://bit.ly/

http://bit.ly/

http://goo.gl/

http://goo.gl/







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Google Analytics/Urchin Campaign Tracking & attribution Key concept

Google Analytics works on the principle of “Last Click Attribution” Last click wins the sales and/or Goal conversion Except Direct traffic does update UTMz cookie


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The End


urchin software user training v4

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