Google analytics basic set up - gbg workshop 23 jan 2013

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

Frank@FJPmarketing.com

GOOGLE ANALYTICS BASIC SET-UP WORKSHOP
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

GOOGLE ANALYTICS BASIC SET-UP

Setting Up Google Analytics


What you need:
• Google Account

• Website/Blog

• Access to Website Code / CMS Code

Setting-up Google Account

https://accounts.google.com/

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:
Your.Company.Google@Gmail.com

Setting-up Tracking Code

http://www.google.com/analytics/


Important: Time Zone should be same as in Google Adwords


• Define Home Page
• Apply Adwords Cost Source (can be done later)
• Allow Site Search


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


• Allow Subdomains
• No other Top Level Domains (set up separate Analytics)
• Display Advertising Support: Enables Remarketing
• Custom Campaign Tags: use Defaults

• Open your Source Code in a Text Editor (Notepad etc.)

• Copy/Paste Analytics Code before every closing </head> Tag
• Upload edited Web Pages and check Tracking in Analytics

E-Commerce Tracking

• 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


Linking Analytics with Adwords

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


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.

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.


Linking Analytics with Adsense

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


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


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


Linking Analytics with
Webmasters Tools

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


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


To Do (cont.):

• Go back to your Analytics Account

• Admin -> Property Settings

• Scroll down to Webmaster Tools Settings

• Follow Instructions to link your Accounts


Setting Up Event Tagging

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

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


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)


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>


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


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>


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>


Event Category: Downloads

Event Action: PDF

Event Value: Order Form 1


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" / >


Event Category: Newsletter

Event Action: Sign Up


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">


Event Category: Newsletter

Event Action: Sign Up


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">


Event Category: Downloads

Event Action: PDF

Note: backslashes ( ) are required to mask the apostrophe ( ' )

Still utterly confused?

Use our Google Analytics Services:
• Installation (simple to complex Sites)
• Setting up Profiles (single, multiple)
• Ecommerce Tracking
• Advanced Goals & Funnels
• Troubleshooting with Data and Code Audits
• URL Tagging, Event Tagging, Maintenance
• Other Retainer Activities

Discounts for GBG Members!

Google analytics basic set up - gbg workshop 23 jan 2013

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