Code Primer Summary

15- Summary

How Popular is Google Analytics?

According to web trend data in Google Trends it is a hotter topic then “web analytics”. With the huge demand put on Google Analytics the need for qualified analysts is at an all time high. There are 2 simple questions to ask before deciding on using web analytics:

• Do you want to have a professional set up your account and sort through your data to find gold?
• Do you want empowerment for understanding set up, optimization and reporting yourself?

These are 2 simple questions with 2 very different approaches. Both have distinct advantages and disadvantages. Sometimes paying for knowledge is the soundest investment you’ll make.

Plugins and Enhancements

You can take Google Analytics to new levels by employing Firefox plugins. On this page you’ll see the plugins I highly recommend you use. From Report enhancement to making business notes in the interface, plugins make your ability to find answers easier than ever before.

How Google Analytics Works

Understanding more about how Google Analytics tracks visits to your site will help you see how data is collected. All of the tracking you see in your reports is a product of Java Script and PHP scripting. The data you see in your reports takes 1-24 hours to show up in reports. This is important to note when you initially install analytics because there is always a delay. You are best to wait up to 24 hours for data. If you are still not seeing data then you can begin troubleshooting.

Introduction to GATC

The Google Analytics Tracking Code is all you need on your site to track website activity. Although the statement is true the fact is almost 50% of websites online do not have the code installed properly. Common problems include improper page tagging, not linking AdWords to Analytics, and ignoring items that require special attention.

What Needs Special Attention?

Most installations are fundamentally easy to understand but not so easy to properly implement. In addition there are certain situations you want to be mindful of:

• Spans Multiple Domains
• Pages are in a frame set
• Event Tracking
• Flash Goal Funnel Pages
• Image based pages or non html files, e.g. PDF
• Ecommerce integration

These are technical issues that will affect your data. Perhaps a more important, non technical question is “Why do you have a website?” By address issues and concerns before installation begins data will be more accurately logged and understood.

Google AdWords & Analytics

To make the most out of Google Analytics your paid traffic needs to be examined closely! WHY? Simple, you are paying for it. If 1 measly little metric like bounce rate says 50% then you are paying for every 2nd visitor to leave your site on the same page they entered. That’s 1 simple reason why it is important to link AdWords to Analytics properly…so you have access to all cost data.

Goal Discovery

Before you can create goals in Google analytics you need to identify them. Without clear site definition and goal paths (pages that lead to desired action) you cannot configure goals. Common goals include:

• Lead Generation
• Ecommerce Sales
• Contact Form
• High value pageviews
• Newsletter sign ups
• File downloads
• RSS Feed Clicks
• Logins

This is one of the most critical parts of Google Analytics set-up. It also helps unite a team of many to think as one.

Setting Goals in Google Analytics

Goals are created in profiles. Each profile allows you to make 4 goals with no more than 10 levels (pages) per goal.

 

Goal Match Types

There are three types of goals your can make- head match, exact match, and regular expression match. Head match is most commonly used while regular expression is least commonly used. Regular expression match is the most powerful and is for advanced users. They are very versatile and can used with complicated expressions to solve business problems with actionable data.

Blocking IP Addresses and Ranges

In a few minutes you can block your internal traffic from showing in your reports. Use a free tool to create an expression that will block your entire IP range.

Filters & Regular Expressions

See more data, see less data, see more important data. Filters help every business zoom in on the data that matters. You can use common filters that already have the code written or you can write your own in a regular expression language. Google provides a few presets for you to chose from like Exclude all Traffic from a Domain, Exclude all traffic from an IP address, Include only Traffic to a Sub Directory and Custom Filter.

The three main elements to filters are:

1) Filter Field
2) Filter Pattern
3) Type of Filter

Advanced Filters

Use Regular expressions like seeds in a flower garden. They eventually grow the purest of pure flowers. Customizing advanced filters has thousand upon thousands of possibilities. Don’t be afraid to experiment with advanced filters in your test profile. See a live example of my favorite PPC keyword filter on this page.

Filter Library

Filter city is where I test filters and approve them. When they are approved the complete recipe is published for members only.

Website Analysis For Code Installation

This form takes all the special exceptions into account You will answer 15 questions truthfully and click submit. Once you do, you will get a recipe for installing the tracking code on the website. If you are not sure what the questions mean roll the mouse over the pink question marks.

Placing the Tracking Code on Your Site

Code integration is determined based on each website's coding, architecture and programming language. For example you cannot place the tracking code on PDF files but you can rack how many times PDF's are downloaded by using virtual page views. If your site is an ecommerce website special code is required to insert on your checkout page. So, proper integration is not as simple as some people think.