Customized Reports (Dashboards) and Tracking On-Site Actions in Google Analytics
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Learn what lies beyond the default installation of Google Analytics. Easily configure Custom Reports Definitions, Samples & Instructions for Custom Dashboards, Widgets, Segments, Filters, Dimensions and Metrics. Track on-site actions like Clicking Offsite or Playing a Video. Compare Your Site to Others in Your Industry
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Customized Reports (Dashboards) and Tracking On-Site Actions in Google Analytics
- 1. Charlie Kalech Director, J-Town Internet Services Ltd. February 26, 2015 For MarketersFor Marketers
- 2. ✔ Customized Reports (Dashboards) ✔ Segmentation ✔ Filtering ✔ Tracking On-Site Actions ✔ Comparing Your Site to the Competition (Benchmarking) ✔ Integrating Your Site and Google Analytics With Other Google Assets Beyond BasicsBeyond Basics
- 3. Data Is Only Useful If ItData Is Only Useful If It Answers Informed QuestionsAnswers Informed Questions What Are Your Goals and What Information Do You Need To Have In Order To Reach Them? What Are Your Business Intelligence Questions? Why Analytics?Why Analytics?
- 4. Dashboards contain up to 12 Widgets Widgets are mini-reports displaying data as maps numbers, charts or tables Widgets can be created in the dashboard and can link to standard or custom reports by clicking on the widget title Dashboards & WidgetsDashboards & Widgets
- 8. Widget TypesWidget Types ✔Metric/Counter - Number of a single metric. ✔Timeline - Graph of metric over time. You can compare this to a secondary metric. ✔Geomap - Metric plotted on the map of the selected region. ✔Table – Table of up to 2 metrics ✔Pie - Pie chart of the selected metric grouped by a dimension. ✔Bar - Bar chart of the metric grouped by up to 2 dimensions. Mouse over a segments of charts or regions on maps to see the specific metric values.
- 9. Real-Time WidgetsReal-Time Widgets Real-Time Widgets can only display Active Users or Pageviews, depending on the Widget ✔Counter - A count of the active users on your site. You can optionally group these users by a selected dimension. ✔Timeline - Graph of pageviews on your site for the past 30 to 60 minutes. ✔Geomap - Map showing where your active users are. ✔Table - Plots active users against up to 3 selected dimensions.
- 12. Add From ReportsAdd From Reports
- 20. Segments vs. FiltersSegments vs. Filters Dimensions vs. MetricsDimensions vs. Metrics
- 21. Dimensions vs. MetricsDimensions vs. Metrics Dimensions: Describe Data Example: Location Dimension – City Name, Latitude, Longitude Metrics: Measure Example: Location Metric - Population
- 22. Dimensions vs. MetricsDimensions vs. Metrics
- 23. Dimensions & MetricsDimensions & Metrics Reference ToolReference Tool https://developers.google.com/analytics/devguides/reporting/core/dimsmets
- 24. Dimensions vs. MetricsDimensions vs. Metrics Dimensions: Describe Data Example: Location Dimension – City Name, Latitude, Longitude Metrics: Measure Example: Location Metric - Population
- 25. SegmentsSegments You can add up to 4 segments to your Dashboard to compare different types of session or groups of user. Segments are either: ● Subsets of Users Example: Users who added an item in their shopping cart but did not purchase ● Subsets of Sessions Example: Sessions which reached a conversion goal
- 26. Segments:Segments: Definition & MetricsDefinition & Metrics Segments are Defined by Dimensions and Metrics Example: COUNTRY contains “Israel” SESSION DURATION > “360” TRAFFIC SOURCE contains “Google”
- 27. SegmentsSegments
- 28. SegmentsSegments
- 29. Segments & DashboardsSegments & Dashboards
- 30. FiltersFilters Filters transform the data for a certain view according to conditions you specify If the condition you set is true, an action is taken Once the data has been transformed, it is irreversible and can not be applied retroactively (unlike segments) Therefore, Always Save A Default View With No Filters For Example: Excluding Your Business' IP Address So Your Employees Visits Are Not Included In Analytics Reports
- 31. FiltersFilters
- 32. FiltersFilters Create A New Filter AND A NEW VIEW
- 33. FiltersFilters
- 34. FiltersFilters
- 35. FiltersFilters
- 36. FiltersFilters
- 37. FiltersFilters
- 38. Filters in Two ViewsFilters in Two Views
- 39. View Reports Through FiltersView Reports Through Filters
- 40. Tracking On-Site ActionsTracking On-Site Actions Custom Events 1) Add an HTML event to an element of your web page (e.g., clicks, loads, mouse-overs, plays, etc.) 2) Use Google's standard Google Analytics JavaScript to send event data to your account. How Many People Watched My Video? How Many People Started Watching and Then Stopped?
- 41. Google Custom EventsGoogle Custom Events Google Analytics push: The "_gaq.push()" part of the code connects to your page and signals that data needs to be sent to your Google Analytics account. Category: Events are best organized into different categories depending on the behavior or functionality they track (e.g., video, ads, links, etc.). Action: How people interact with what you're tracking (e.g., plays, views, clicks, etc.). SOURCE:http://searchenginewatch.com/sew/how-to/2287906/10-google-analytics-custom-events-that-track-the-untrackable
- 42. Google Custom EventsGoogle Custom Events Label: (Optional) Associate data with custom events (e.g., names of videos, URLs of clicked links, user-provided values such as ZIP codes, etc.). Value: (Optional) Stores integers with your events (e.g., price, time codes, etc.). Interaction: (Optional) the non-interaction value can be set to "true" or "false" and dictates whether your event will contribute to your site's bounce rate. SOURCE:http://searchenginewatch.com/sew/how-to/2287906/10-google-analytics-custom-events-that-track-the-untrackable
- 43. Google Custom EventsGoogle Custom Events Examples: Clicking on a link that goes to a page without GA code (eg., Offsite, PDF). gaq.push(['trackEvent', 'External Link', 'Click'. 'Download 2014 Annual Report']); Used in conjunction with onclick events SOURCE:http://searchenginewatch.com/sew/how-to/2287906/10-google-analytics-custom-events-that-track-the-untrackable
- 44. Google Custom EventsGoogle Custom Events Examples: Tracking plays, starts, stops, & other forms of engagement when users interact with a video. gaq.push(['trackEvent', 'Video', 'Play'. '2015 Keynote Presentation']); Can Not Be Used With All Players – Check Out http://wistia.com/doc/google-analytics SOURCE:http://searchenginewatch.com/sew/how-to/2287906/10-google-analytics-custom-events-that-track-the-untrackable
- 45. BenchmarkingBenchmarking Compare with sites with similar traffic levels in your industry and location. ✔Over 1600 industry categories ✔Refine the data by geographic location ✔And 7 traffic size classifications Example: “Universities” in Israel that receive 500-1000 avg. daily sessions.
- 46. Benchmarking & DimensionsBenchmarking & Dimensions Benchmarking data is available within the following dimensions: ✔Channel ✔Location ✔Device
- 47. Benchmarking & MetricsBenchmarking & Metrics You can compare your data against benchmarks for the following metrics: ✔Sessions ✔% New Sessions ✔New Sessions ✔Page /Session ✔Avg. Session Duration ✔Bounce Rate
- 48. Enabling BenchmarkingEnabling Benchmarking 1) Sign in to your Google Analytics account. 2) Select the Admin tab. 3) Under ACCOUNT, Click Account Settings. 4) Select the Anonymously with Google and others checkbox. 5) Click Save.
- 49. Enabling BenchmarkingEnabling Benchmarking 1) Sign in to your Google Analytics account. 2) Select the Admin tab. 3) Under ACCOUNT, Click Account Settings. 4) Select the Anonymously with Google and others checkbox. 5) Click Save.
- 50. BenchmarkingBenchmarking Use the selection menus (at the top of each report) to define the benchmark against which you want to compare your data. ✔Industry Vertical: Select one of over 1600 industry categories. ✔Size by Daily Visits: Select from seven traffic size classifications. This allows you to compare your property against properties with similar traffic levels in your industry. ✔Geographic Location: Limit Benchmarking data to the a specific country or territory by selecting a geographic location. The number of properties contributing to the aggregate benchmark data is shown at the top of the report.
- 52. BenchmarkingBenchmarking The values in the table show the percentage by which your property outperforms or underperforms the benchmark for each metric.
- 55. BenchmarkingBenchmarking How Do We Use This?
- 59. ThankYou Charlie Kalech Director, J-Town Internet Services Ltd. www.j-town.co.il charlie@j-town.co.il @CharlieKalech For More Resources Fan Us on Facebook Facebook.com/JTownInternetServices
Editor's Notes
- Has anyone configured or used Goals in Analytics? Who is using Webmaster Tools? Have you set up Webmaster Tools Data Sharing With Google Analytics? Who has used customized dashboards? Does anyone automatically share dashboards by email? Who has used the Google Analytics Solutions Gallery Does anyone know what it is? Does anyone know the difference between a filter and a segment?
- We want to increase sales by 10% How many sales come through our website? Direct Leads What sources of traffic provide the most sales? If we increase exposure and reach in these channels, do sales increase proportionately? So what do we need to know from the website: Number of direct sales Number of leads sources of traffic provide the most sales – over time
- Dashboards are within the Reporting Tab of your View Default View contains “My Dashboard” Change the name of a Dashboard by clicking the Dashboard’s title. Rearrange widgets on the page by dragging them by the title bar to new locations. Edit or delete widgets using the controls that appear when you mouse over the widget’s title bar. Open a linked report by clicking on the widget’s title. (This only works for linked report widgets, not widgets you create within the Dashboard itself.) Add widgets, share, customize or remove the Dashboard using the action bar.
- Adjust the date range or compare 2 date ranges using the date picker. Refresh the Dashboard’s data by clicking the Refresh Dashboard link, located in the bottom right corner of the page
- In the Create Dashboard dialog, select either Blank Canvas (no widgets) or Starter Dashboard (default set of widgets). Give your Dashboard a descriptive title, then click Create Dashboard.
- You can add filters which we will speak more about later
- Another way to add widgets to a dashboard is from the report within Analytics, just click add to Dashboard and select the Dashboard to which you want to add it.
- Keep the Default Dashboard and Create or Import Dashboards for Different Types of Reports In the Create Dashboard dialog, select either Blank Canvas (no widgets) or Starter Dashboard (default set of widgets). Give your Dashboard a descriptive title, then click Create Dashboard. Another option is to import from the online Gallery (next slide)
- You can share Dashboards, Custom Reports, Segments, Goals, and Custom Attribution Models in the Solutions Gallery. You can also import Dashboard configurations from the Solutions Gallery.
- Limited to one year You can create different dashboards for different needs and have them emailed automatically to different people. Great – Now you know about Dashboards and Widgets!
- Can anyone tell us what these are?
- This is very important for the rest of the presentation. If you do not understand this, you will be lost.
- Can anyone tell us what these are?
- Dimensions: Web View Name: Goal Completion Location The page path or screen name that matched any destination type goal completion. Previous Step - 1 The page path or screen name that matched any destination type goal, one step prior to the goal completion location. Previous Step – 2; Previous Step – 3 Metrics: Web View Name: Goal XX Starts The total number of starts for the requested goal number. Web View Name: Goal XX Completions The total number of completions for the requested goal number. - VALUE; CONV RATE; ABANDONS
- Everyone Have It? (30 mins?)
- In MKTG What Is SEGMENTATION? You can also use Segments as the basis for Remarketing Audiences. For example, you might create a Segment of users who visit your menswear pages, and then target just those users (your Remarketing Audience) with a remarketing campaign that is focused on the new items that you are adding to those pages. trends in your business. For example, if you find that users from a particular geographic region are no longer purchasing a line of products in the same volume as they normally have, you can see whether a competing business is offering the same types of products at lower prices. If that turned out to be the case, you could respond by offering a loyalty discount to those users that undercuts your competitor's prices.
- Google Analytics includes predefined segments (System Segments) that you can use as provided, or that you can copy and edit to create new custom Segments. You can also build your own Segments from scratch. In addition, you can import Segments from the Analytics Solutions Gallery
- Israelis who come from Google and Stay On-Site for more than 3 mins
- Can compare multiple segments Limits on Segments 1000 Segments per account 100 Segments per user, per view 100 Segments shared across users, per view You can have up to 4 segments applied to your reports at any one time. Date ranges With user-based Segments, you can apply a maximum date range of 90 days to your reports. Segments based on the Date of First Session option are limited to maximum range of 31 days. A segment can contain up to 20 parameters (we used 3)
- Filters are destructive Segments Are not Segments, take the data and only display what meets the conditionsFilters actually change the data – remove, edit, alter
- Filters are applied to the VIEW
- PREDEFINED vs CUSTOM Three Elements To Filters: Filter Field - IP Condition (can be all) = 123.12.123.12 Action - Exclude Another example is Filter Field = Request URL Action = Lowercase
- Predefined
- Now we can select to which view we want to apply the filter
- The Order Matters Example: Filter by country You want US and Israel Two filters won't work because once one is applied, the data outside of that condition is excluded. You need one filter with the condition Israel OR USA There are advance filters that remove, replace and combine fields Filters require up to 24 hours before they are applied to your data.
- Remember Filters are DESTRUCTIVE. Always maintain an unfiltered view and always verify and test filters to ensure the results are what you expect.
- (45 mins?) How many ppl know HTML Javascript Have seen HTML Javascript Looks Complicated Most Technical We'll Get today Less Important than knowing exactly how you do this, is that you walk away knowing that it can be done and for a programmer, this is very easy.
- Examples of these would be referral programs, ad deals, any other cases in which users leave your site to visit others. Also, this is the best custom event for tracking PDF downloads – You can pair a PDF download custom event with a goal in your Google Analytics to measure downloads as a conversion.
- That's It! Now on to comparing to the competition.
- New feature which allows you to compare your site to a segment of the competition Metrics & Dimensions: 1) “Universities” 2) in Israel 3) that receive 500-1000 avg. daily sessions.
- Channel (i.e. Social, Direct, Referral, Organic Search, Paid Search, Display, & Email ) Location (Country/Territory) Device (i.e. desktop, mobile, and tablet)
- Sessions (i.e. number of sessions) % New Sessions New Sessions (i.e. number of sessions from new users) Pages / Session Avg. Session Duration Bounce Rate
- Use the selection menus (at the top of each report) to define the benchmark against which you want to compare your data. Industry Vertical: Select one of over 1600 industry categories. Size by Daily Visits: Select from seven traffic size classifications. This allows you to compare your property against properties with similar traffic levels in your industry. Geographic Location: Limit Benchmarking data to the a specific country or territory by selecting a geographic location. The number of properties contributing to the aggregate benchmark data is shown at the top of the report.
- A positive value (for example, 2501.63%) indicates that your property outperforms the benchmark. A negative value (for example, -55.22%) indicates that your property underperforms the benchmark.
- 1000 -500 This site gets between 200-3000 sessions a day
- 500-1000 Anyone think of other examples how this could be used? (Time? ONE MORE SLIDE)
- How many have seen this