google analytics segmentation visualization customization, ga event - san francisco 2011

Custom Variables

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Take your analysis to the next level

Custom Variables in GA are name-value pair tags that you can use to refine GA tracking and segment your traffic

Async Syntax:!_gaq.push(['_setCustomVar', slot_index, name, value, opt_scope]);

A few use-cases:

• Track logged-in users and what they do on your site in comparison to anonymous users.

• Track visitors that have signed up for your newsletter across multiple sessions to see how their behavior compares to everyone else.

• Hook into Google Website Optimizer or other A/B and multi-variate testing tools to perform deeper conversion analysis on tested changes.

• Increment a variable for each transaction and track behavior of first transaction versus multiple transactions completed.

Segmentation

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"Analyzing data in aggregate is a crime" - Avinash Kaushik (2008)

It's easy to create segments...

Segmentation

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It's easy to create segments...

Segmentation

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It's easy to create segments...

Segmentation

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It's easy to create segments...

Segmentation

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It's easy to create segments...

Segmentation

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It's easy to create segments...

Segmentation

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“Donʼt just log into [GA] and go on a fishing expedition...” - Avinash KaushikWhy Segment?

Acquisition Behavior Outcome

How are your efforts to acquire traffic performing? What are people doing on your site? Are visitors doing what you want

them to do?

Source: Avinash Kaushik - www.kaushik.net

Result: Actionable Insight

Examples• Acquisition: Social media traffic• Behavior: Count of visits > 4• Outcome: Visits with an average order value > $120

Tip: Mix and match these and segment the inverse.

Introducing a feature released a week ago:

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Flow VisualizationAvailable for Google Analytics Standard & Premium

Flow Visualization

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3 Types of Flow Visualization Reports" Goal Flow" Visits Flow" Navigation Flow

Goal Flow Visualization

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Visits Flow

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Navigation Flow

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Navigation Flow

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Navigation Flow

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Flow Visualization Use Case

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Joe ChristopherDirector of Analytics

Email: joe@blastam.comTwitter: @joechristopher