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
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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
www.yoursite.comAccess log
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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
www.yoursite.comAccess log
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
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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
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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?
utm_source=Tube&utm_medium=Outdoor&utm_content=Ad1&utm_campaign=Winter-2010
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?
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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?
utm_source=Tube&utm_medium=Outdoor&utm_content=Ad1&utm_campaign=Winter-2010
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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
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