ExamenGAIQ Azucenamadrigal

Examen GOOGLE ANALYTICS INDIVIDUAL QUALIFICATION
(ltima actualizacin: Noviembre 2012) Documentacin: vdeos de Conversion University http://www.google.com/intl/en/analytics/iq.html?&rd=2
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Google Analytics Individual Qualification
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ndice
ndice ............................................................................................................................................................ 2 1. First Steps ................................................................................................................................................. 3 1. Introduction to Google Analytics ......................................................................................................... 3 2. Fundamentals.......................................................................................................................................... 17 2.1. Account Administration .................................................................................................................. 17 2.2. Campaign Tracking and AdWords Integration ................................................................................ 28 2.3. Analysis Focus AdWords ............................................................................................................. 43 2.4. Goals in Google Analytics ............................................................................................................... 43 2.5. Filters in Google Analytics .............................................................................................................. 58 2.6. Regex and Google Analytics ........................................................................................................... 76 2.8. E-commerce Tracking ..................................................................................................................... 89 3.8. Domains and Subdomains ............................................................................................................... 98 3. Interpreting Reports .............................................................................................................................. 108 3.1. Pageviews, Visits, and Visitors ..................................................................................................... 108 3.2. Time Metrics ................................................................................................................................. 113 3.3. Traffic Sources .............................................................................................................................. 117 3.4. Content Reports ............................................................................................................................. 126 4. In Depth Analysis ................................................................................................................................. 132 4.1. Advanced Segmentation ................................................................................................................ 132 4.2. Analytics Intelligence .................................................................................................................... 140 4.3. Internal Site Search........................................................................................................................ 140 4.4. Event Tracking and Virtual Pageviews ......................................................................................... 150 4.5. Additional Customizations ............................................................................................................ 159 2.9. Cookies and Google Analytics ...................................................................................................... 166

1. First Steps
1. Introduction to Google Analytics
In this lesson, you will learn: what Google Analytics can do for your business or website how Google Analytics works how often your data is updated and how Google stores it about data confidentiality
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Use the Calendar to set your active date range the time period for which you want to look at data. Select date ranges by clicking on the day and month within the calendar or you can type dates in the Date Range boxes. Once you set a date range, it stays active until you change it, or log out.
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You can use a comparison date range to see how your site is performing month over month, year over year or even from one day to another. The date range and comparison date ranges you select will apply to all your reports and graphs.
Most reports include an over-time graph at the top. You can make this graph display data by day, week, or month. azucenamadrigal.wordpress.com
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You can attach short notes or annotations to specific dates. Annotations are especially useful when youre looking at historical data and wondering whether certain campaigns or outside events had some effect on your traffic. To add an annotation, just click the date on the graph and select Create new annotation. You can allow anyone with access to the profile to see the annotation, or make it private so that only you see it.
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A metric is a measurement. Examples of metrics are number of visits, pages viewed per visit, and average time on site. Metrics appear in scorecards and as columns in tables. Metrics can also be graphed.
You can graph any metric in a scorecard, simply by clicking it. Here, weve graphed Average Time on Site. azucenamadrigal.wordpress.com
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You can compare two metrics on the same graph to see how they are correlated. Click Compare Metric and select from the drop down. In this example, were adding Average Time on Site to the graph.
Groups of metrics are organized into tabs. azucenamadrigal.wordpress.com
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The Site Usage tab shows metrics such as the number of pages viewed per visit, the average time on site, and the bounce rate. Goal Set tabs shows the conversion rates for each of your goals. If youve enabled ecommerce, youll also see an Ecommerce tab.
The AdWords reports have an additional tab called Clicks. This tab contains AdWords related metrics such as clicks, cost, revenue per click and ROI. The AdSense tab contains AdSense metrics such as revenue from AdSense and AdSense ads clicked.
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Many reports contain tables. These tables usually break out your data by a single dimension. Each row in the table shows the data for a different value of the dimension. In this example, the dimension being shown is City. Each row contains the data for a different city.
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Each row in this table corresponds to a kind of browser Internet Explorer, Firefox, Chrome and so on. So, this table is showing data for different values of the dimension Browser.
The Viewing option above the table lets us change the dimension. If we click Operating System as the Viewing Option, the table shows data for each kind of operating system.
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We can also add a secondary dimension. This lets us see data for each combination of two dimensions. In this example, the table shows data for each operating system. Lets look at what happens if we select Browser as a secondary dimension.
Now we can see data for each Operating System and Browser combination. So, we can see data for Windows and Firefox, Windows and Chrome, Macintosh and Safari, Macintosh and Chrome, and so on.
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To filter the data that appears in a table, click the Search option above the table. In this example, were excluding visits from London and New York and also excluding any visits in which there were fewer than 2 pages viewed.
The View option lets you visualize data in different ways. The Data view organizes your report data into a table. This is the default view for many reports.
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The Percentage view creates a pie-chart based on any one of the metrics in the report. The Performance view shows a bar-graph based on any metric you select.
The Comparison view allows you to quickly see whether each entry in the table is performing above or below average. Term Cloud helps you visualize your keywords.
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Pivot creates a pivot table in which both rows and columns can break out dimension values. In this example, we can see how many visits were referred by each combination of keyword and search engine. Keywords are shown as rows and search engines are shown as columns. You can select the metrics you want to display in the table and the dimensions.
Columns within tables can be sorted in both ascending and descending order simply by clicking on the column heading. The arrows next to the heading title indicate the order in which the results are listed. A down arrow indicates descending order and an upward arrow indicates ascending order.
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By default, all reports with tables display ten rows. To display more than ten rows, go to the bottom of your report and click the dropdown menu arrow next to Show rows. You can display up to 500 rows per page.
An advanced segment is a subset of your data.
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For example, by selecting Visits with Transactions, you can limit your analysis to just the visits during which a person bought something. If you apply a single advanced segment, all your reports are limited to the data in that segment until you select a different segment. You can always go back to seeing all your data by selecting the All Traffic segment.
You can select up to four segments at a time. This allows you to compare data for each segment side by side as you go through your reports. In this case, weve selected three segments: Visits with Transactions, Search Traffic, and Paid Search Traffic.
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The Advanced Segment pulldown shows two kinds of segments: Default Segments and Custom Segments. Default Segments are predefined and available to anyone using Google Analytics. Custom Segments are segments that you define. Well learn how to create custom segments in later lesson.
2. Fundamentals
2.1. Account Administration
In this lesson, you will learn: how to create, manage, and delete accounts best practices for managing accounts the differences between Administrators and Users when to create profiles how to create, manage, and delete profiles
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Click the Account Administration icon to manage your accounts, web properties, profiles, and user access. (You can find the icon at the top right of any screen in Google Analytics.) Youll be taken to the Account Administration screen which lists all of the Analytics accounts to which you have access.
The Plus New Account button is how you would create a new analytics account under the login that you are currently using. So, when should you create a new account? If you manage the analytics services for several websites which belong to different organizations, youll generally want to create a new account for each organization. Well discuss this best practice in a few minutes. You are permitted to create up to 25 analytics accounts per Google username. However, you can be added as an administrator to an unlimited number of accounts. To administer an account, just click on it in the table.
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To give other users access to a Google Analytics account, click on the account name in the Account Administration screen. Youll be taken to a screen similar to the one shown in the slide. Click the User tab. All of the users who currently have access to the account will be listed in the table. There is a settings link for each user in the table. Click this link to edit the users name, email address, or to change their Role either administrator or user.
There are two Roles. Administrators have access to all reports and they can also modify settings. So, Administrators can create profiles, filters, and goals, and they can add users. azucenamadrigal.wordpress.com
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Users only have read access to your reports and they cant modify analytics settings. Also, Users can be restricted to viewing only specific profiles.
To add a user, click the Plus New User button.
A screen that looks like this will appear. Enter the user information in the form. azucenamadrigal.wordpress.com

In order for you to add a new user, they must have a Google Account. If they dont have a Google Account, ask them to create one at google.com/accounts.
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Select a Role for the new user. You can either grant read-only access to certain reports or you can make them an administrator. Remember that administrators can view all reports and modify account settings.
If you select User as the role, the interface will show you a list of all profiles associated with your account. azucenamadrigal.wordpress.com
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Select the profiles you would like this user to have access to and click the Add button to apply your changes.
To modify access for an existing user, find the user on the Users tab and click settings.
You can change the users role or change the profiles he or she can access. Select the profiles you would like to remove report access to and click the Remove button.
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Remember that an administrator has full administrative access to all profiles within the account. If you manage the analytics services for several websites which belong to different organizations, the best practice is to create a separate Analytics account for each organization. Otherwise, if you were to group all the websites of all the different organizations into a single account, any Administrators you created on the account would have access to all the reports for all the websites. Not only would the administrators be able to see the reports of other organizations, theyd also be able to change analytics settings on profiles that dont belong to them. This raises the potential for an Administrator to accidentally edit -- or even delete -- another organizations settings and data.
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If you want to change your e-mail login, create a new Google account. Add your new login as an administrator to your Google Analytics account. PROFILES
A profile is a set of rules that defines the data you see for a web property. For example, you might have web property example.com for which you have three profiles. azucenamadrigal.wordpress.com
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One of the profiles might show all the data for all the traffic that comes to example.com. Another profile might use filters to only show the data for traffic to a certain subdirectory. Still another profile might use a different set of filters to show only another subset of data. To see a list of the profiles that belong to a specific web property, navigate to that web property from the Account Administration screen. Once you are on the screen for the web property, click the Profiles tab. On the Profiles tab, youll see a Profile selector menu that lists all the profiles. Profiles are very flexible -- they are basically just a set of rules that define what data is to be included in the reports.
Here is a schematic showing an Analytics account with one web property and two profiles. Both profiles contain traffic data for the example.com web property. One profile might contain all the traffic data. The other profile might be filtered so that it contains only traffic from AdWords visitors. In addition, you might want to give certain users access only to the filtered profile. This has the effect of only allowing these users to see only AdWords traffic to example.com.
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Here is the Profiles tab for the example.com test 1 profile. If you are an administrator on the account, youll see the sub-tabs that list the Assets, Goals, Users, Filters, and Profile Settings that are associated with the profile. Youll also see the Plus New Profile button which you can use to create a new profile. But, if you are not an administrator, youll only see the Assets tab. Thats because you need to be an admnistrator to add new profiles or to edit a profiles goals, users, filters, and settings. However, you dont need to be an administrator to add or edit assets. This includes advanced segments, annotations, and custom alerts.
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Each profile has its own goals, which you set on the goals sub-tab. You control who has access to the profile via the Users sub-tab. And, you can use the Filters sub-tab to control what data is included in the profile.
The Profile Settings sub-tab is where you enable e-commerce and site search reports, set your preferred time zone, and other settings. azucenamadrigal.wordpress.com
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To remove a profile, you can simply click Delete this profile on the Profile Settings sub-tab. Youll need to be an Administrator to do this. Be careful that you are deleting the correct profile, because you wont be able to recover the historical data for the profile once its been deleted.
2.2. Campaign Tracking and AdWords Integration

In this lesson, you will learn: how to track campaigns using tagged links how to track AdWords campaigns when to use autotagging and how it works how to enable autotagging where to find AdWords data in your reports the expected kinds of data discrepancies between AdWords and Analytics data when and how to manually tag URLs how to use the URL Builder best practices for tagging links
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Google Analytics allows you to track and analyze all of your marketing campaigns -- including paid search campaigns, banner ads, emails and other programs.
There are two ways to track ad campaigns. For AdWords campaigns, you should enable keyword autotagging. This allows Google Analytics to automatically populate your reports with detailed AdWords campaign information. In order to enable autotagging, youll need to link your AdWords and Google Analytics accounts; well look at this in more detail in the next slide. The second way to track campaigns is to manually tag links. So, for example, you could tag the links in an email message with campaign-identifying information. You may also choose to manually tag AdWords links if you do not wish to enable autotagging. The tags are campaign variables that you append to the end of your URLs. INTEGRATION WITH ADWORDS: LINKING GOOGLE ANALYTICS WITH ADWORDS
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By linking Google Analytics to your AdWords account, you can get advanced reporting that measures performance and ROI for your AdWords campaigns. Within AdWords, select Google Analytics under the Reporting tab to link your accounts. The AdWords login that youre using will need administrator privileges in Analytics in order to link the accounts. If you dont already have an Analytics account, youll be able to create one.
When you link your accounts, you should enable "Destination URL Autotagging. This option allows you
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to differentiate your paid ads from organic search listings and referrals and allows you to see detailed campaign information in the AdWords section of your Traffic Sources reports. Your cost data -- the information about clicks and keyword spending -- will be applied once you link your accounts. If you don't want cost data imported into a particular profile, you can edit the profile settings and de-select the cost data option -- after you've completed the linking process. AUTOTAGGING LINKS
Autotagging your links is important because it helps Analytics differentiate the traffic coming from Google paid listings, outlined in green on the slide, and traffic coming from Google organic listings, which are outlined in red. If autotagging is not enabled, your Analytics reports will show that the clicks from the sponsored listings and the organic listings are both coming from the same source: google organic. By default, Analytics considers them both to be from Google organic search results. So, enabling autotagging allows you to see which referrals to your site came from your paid Google campaigns and which ones came from Google organic search results.
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Autotagging works by adding a unique id, or g-c-l-i-d, to the end of your destination URLs. This unique id allows Analytics to track and display click details in your reports. It is important to note that 3rd party redirects and encoded URLs can prevent autotagging from working properly. You should test these cases by adding a unique parameter to the end of your URL --- for example you could add ?test=test. Test to make sure that the parameter is carried through to your destination page and that the link doesnt break. Notice that the first query parameter is always preceded with a question mark. Subsequent values are separated using ampersands.
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Heres an example of a gclid appended to the end of a URL.
To enable autotagging, select Account Preferences under My Account. Make sure that the Tracking option reads yes. If it says no, click the edit link, check the box for Destination URL Autotagging, and click Save Changes. When linking your AdWords account to Analytics for the first time, youll be prompted to automatically select Destination URL Autotagging and Cost Data Import.
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If you want to change your autotagging settings later, you can do so by editing your AdWords account preferences. IMPORTING COST DATA FROM ADWORDS TO GOOGLE ANALYTICS
All AdWords cost data from an account will be imported into any profile in which the Apply Cost Data checkbox is selected. Make sure both your AdWords and Analytics accounts are set to the same currency so that ROI data is accurately calculated. Recall that when linking your AdWords account to your Analytics account, your cost data will be applied to all of your profiles. If you don't want cost data imported into a particular profile, you can edit the profile settings. Within the "Edit Profile Information" screen, find the "Apply Cost Data" checkbox. De-select this checkbox. And finally, note that Google Analytics is only able to import cost data from AdWords, and not from other ad networks. DATA DISCREPANCIES BETWEEN ADWORDS AND GOOGLE ANALYTICS
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You may notice differences between the data in your Google Analytics and AdWords reports. There are several reasons for these differences. First, AdWords tracks clicks, while Analytics tracks visits. Second, some visitors who click on your AdWords ads may have JavaScript, cookies, or images turned off. As a result, Analytics won't report these visits, but AdWords will report the click. Youll also see differences between Analytics and AdWords if the Google Analytics Tracking Code on your landing page doesnt execute. In this case, AdWords will report the click but Analytics will not record the visit. Invalid clicks may also cause reporting differences because while Google AdWords automatically filters invalid clicks from your reports, Google Analytics will still report the visits. Finally, keep in mind that AdWords data is uploaded once a day to Analytics so the results for each may be temporarily out of sync.
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Make sure that your landing pages contain the Google Analytics Tracking Code. If they dont, campaign information will not be passed to Analytics, but clicks will register in AdWords. Make sure that you have autotagging enabled. Otherwise, visits will be marked as Google Organic instead of Google CPC. While we strongly recommend that you use autotagging instead of manual tagging, if you do manually tag your destination URLs, you must make sure that all of them are tagged, otherwise data discrepancies will occur. Be aware that campaign data can be lost if your site uses redirects. As a result, Analytics wont show the visits as coming from AdWords, but your AdWords report will still report the clicks. MANUAL CAMPAIGN URL TAGGING
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Google Analytics automatically tracks all of the referrals and search queries that send traffic to your website. However, if you are running paid advertising campaigns, you should add tags to the destination URLs of your ads. Adding a tag allows you to attach information about the campaign that will show up in your Analytics reports.
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Although its possible to manually tag your AdWords ads, you should enable auto-tagging instead. If you manually tag your AdWords ads, the AdWords reports will only show you information by Campaign and Keyword. If you enable auto-tagging, youll be able to see much more detail. The AdWords reports will show you results by ad group, matched search query, placement domain and many other AdWords attributes.
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There are five variables you can use when tagging URLs. To tag a URL, you add a question mark to the end of the URL, followed by your tag, as shown in the slide. The variables and values are listed as pairs separated by an equals sign. Each variable-value pair is separated by an ampersand. Lets look at each variable. You should use utm_source to identify the specific website or publication that is sending the traffic. Use utm_medium to identify the kind of advertising medium -- for example, cpc for cost per click, or email for an email newsletter. Use utm_campaign to identify the name of the campaign -- for example, this could be the product name or it might be a slogan. You should always use these three variables when tagging a link. You can use them in any order you want. If you're tagging paid CPC campaigns, you should also use utm_term to specify the keyword. And, you can differentiate versions of a link -- for example, if you have two call-to-action links within the same email message, you can use utm_content to differentiate them so that you can tell which version is most effective.
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To illustrate, lets look at a two versions of a link to mysite.com, both placed on yoursite.com. The first link in the slide does not have a tag. Traffic from this link will show up in your reports as a referral from yoursite.com. There wont be any campaign information. The second link has a tag. Traffic from this link will show up with a source of yoursite, and it will show as a banner, instead of a referral. Also, youll see this traffic reflected under summerpromo in your Campaigns report.
Lets look at a destination URL from an AdWords ad. In the first example, no tag has been provided and autotagging is disabled. In this case, you wont see this traffic in your AdWords reports. The second example shows how to manually tag an AdWords link. This traffic will show up in your AdWords reports, but information will be limited to campaign and keyword. azucenamadrigal.wordpress.com
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You must specify cpc as your medium and google as your source in order to see this traffic in your AdWords reports. You should also specify cpc as your medium when tagging paid search campaigns from other search engines. The third example shows what an AdWords autotagged URL might look like once AdWords has appended the g-c-l-i-d variable to the end of the URL. This traffic will show up in your AdWords reports and youll see complete AdWords information.
You can select any of these variables as a dimension in most reports. For example, to see all of the sources in California from which you received traffic, you could go to the Map Overlay report, drill down to California, and select Source as a dimension.
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You can use the URL Builder in the Google Analytics Help Center to construct your URLs. You enter in the destination URL and the values for each campaign variable. You should always use source, medium and campaign name. The URL Builder can be found via the link displayed here on the slide, or you can search for URL Builder in the Analytics Help Center. The URL builder can only construct one URL at a time, so you probably wont want to use it to construct every URL for every campaign.
If you have a large number of URLs to tag, you can use spreadsheets to automate the process. Generate a sample URL in the URL Builder and create a simple spreadsheet formula. Spreadsheets can make it much easier to generate thousands of tagged URLs.
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Stick to these best practices when tagging your advertising campaigns. If you use AdWords, be sure to enable auto-tagging. Otherwise, youll miss out on important information that can help you optimize your AdWords campaigns. Second, for each campaign, use the URL Builder to create a template URL. Then, copy and paste from the template to create the rest of the URLs for the campaign. Third, use consistent names and spellings for all your campaign values so that they are recorded consistently within your Analytics reports Finally, use only the campaign variables you need. You should always use source, medium, and campaign name, but term and content are optional.
2.3. Analysis Focus AdWords

In this lesson, you will learn: how to use the Clicks tab metrics in AdWords reports how to analyze the effect of search result position on performance how to track audio and TV campaigns in AdWords how to track ad performance YouTube Video: http://goo.gl/xNfwu
2.4. Goals in Google Analytics

In this lesson, you will learn: the purpose of using goals, goal values, and goal funnels the different kinds of goals when to use each Goal URL Match Type how to assign meaningful values to goals how goal conversions differ from transactions
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Defining site goals and tracking goal conversions is one of the best ways to assess how well your site meets its business objectives. You should always try to define at least one goal for a website. So what is a goal? In Google Analytics, a goal represents an activity or a level of interaction with your website thats important to the success of your business. Some examples of goals are an account signup, a request for a sales call, or even that the visitor spent a certain amount of time on the website.
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There are four types of goals in Google Analytics. A URL Destination goal is a page that visitors see once they have completed an activity. For an account sign-up, this might be the Thank You for signing up page. For a purchase, this might be the receipt page. A URL Destination goal triggers a conversion when a visitor views the page you've specified. A Time on Site goal is a time threshold that you define. When a visitor spends more or less time on your site than the threshold you specify, a conversion is triggered. A Pages per Visit goal allows you to define a pages viewed threshold. When a visitor views more pages -or fewer pages --than the threshold you've set, a conversion is triggered. An Event goal allows you to attach a conversion to an event that you have defined. Well learn about events in a subsequent lesson.
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You can see total conversions and conversion rates for each of your goals in your reports.
For each URL Destination goal that you define, you can also define a funnel. A funnel is the set of steps, or pages, that you expect visitors to visit on their way to complete the conversion. A sales checkout process is a good example of a funnel. And the page where the visitor enters credit card information is an example of one of the funnel steps.
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So, the goal page signals the end of the activity -- such as a thank you or confirmation page -- and the funnel steps are the pages that visitors encounter on their way to the goal.
Defining a funnel is valuable because it allows you to see where visitors enter and exit the conversion process. For example, if you notice that many of your visitors never go further than the Enter shipping information page, you might focus on redesigning that page so that its simpler. Knowing which steps in the process lose would-be customers allows you to eliminate bottlenecks and create a more efficient conversion path.
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To set up a goal, first go the Account Administration page. Click the account and web property for which you want to configure a goal.
Select the profile to which you want to add the goal. Then, click the goals tab and click the plus-Goal link in one of the Goal sets. You can create up to 4 sets of 5 goals each.
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To define a URL Destination Goal, select URL Destination as the goal type. Next, enter the URL of the goal page. You dont have to enter the entire URL. You can simply enter the request URI - thats what comes after the domain or hostname.
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So, if the complete URL is www.googlestore.com/confirmation.php, you only need to enter /confirmation.php. Make sure that the URL you enter corresponds to a page that the visitor will only see once they complete the conversion activity. So, pick something like the Thank You page or a confirmation page for your goal.
You can also enter a name for the Goal -- here weve entered Completed Order. This name will appear in your conversion reports.
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Defining a funnel is optional. To define your funnel steps, you add the URLs of the pages leading up to the goal URL. Just as with goals, you dont have to enter the entire URL of a funnel step -- just the request URI is fine. Provide a name for each step in the funnel -- here weve entered Select gift card for Step 1. The names you enter will appear in your reports.
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Next, well talk about the Match Type setting.
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The match type defines how Google Analytics identifies a goal or funnel step. You have three choices for the Match Type option. Head Match is the default. It indicates that the URL of the page visited must match what you enter for the Goal URL, but if there is any additional data at the end of their URL then the goal will still be counted. For example, some websites append a product ID or a visitor ID or some other parameter to the end of the URL. Head Match will ignore these. Heres another example, illustrated on this slide: If you want every page in a subdirectory to be counted as a goal, then you could enter the subdirectory as the goal and select Head Match. Exact Match means that the URL of the page visited must exactly match what you enter for the Goal URL. In contrast to Head Match, which can be used to match every page in a subdirectory, Exact Match can only be used to match one single page. Also notice that Exact Match does not match the second pageview, /offer1/signup.html?query=hats because of the extra query parameter at the end. Regular Expression Match gives you the most flexibility. For example, if you want to count any signup page as a goal, and sign-up pages can occur in various subdirectories, you can create a regular expression that will match any sign-up page in any subdirectory. Regular Expressions will be covered in a later module. When you use Regular Expression Match, the value you enter as the goal URL as well as each of the funnel steps will be read as a Regular Expression. Remember that regardless of which option you choose, Google Analytics is only matching Request URIs. In other words, the domain name is ignored.
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Check Case Sensitive if you want the URLs you entered into your goal and funnel to exactly match the capitalization of visited URLs.
To define a Time on Site goal, select Time on Site as the goal type. Next, select "Greater than" or "Less than" and enter an amount of time, for example 15 minutes. We'll discuss goal value shortly. To define a Pages per Visit goal, select Pages per Visit as the goal type. Next, select "Greater than", "Equal to", or "Less than" and enter a number of pages. azucenamadrigal.wordpress.com
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Threshold goals are useful for measuring site engagement, whereas URL Destination goals are best for measuring how frequently a specific activity has been completed. If your objective is for visitors to view as much content as possible, you might set a Pages per Visit goal. Or, if you have a customer support site and your objective is for visitors to get the information they need in as short a time as possible, you might set a Time on Site goal with a "Less than" condition.
The Goal Value field allows you to specify a monetary value for goal. You should only do this for nonecommerce goals. By setting a goal value, you make it possible for Google Analytics to calculate metrics like average pervisit-value and ROI. These metrics will help you measure the monetary value of a non-ecommerce site. Just think about how much each goal conversion is worth to your business. So, for example, if your sales team can close sales on 10% of the people who request to be contacted via your site, and your average transaction is $500, you might assign $50 or 10% of $500 to your "Contact Me" goal. Again, to avoid inflating revenue results, you should only provide values for non-ecommerce goals.
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There is an important difference between goal conversions and e-commerce transactions. A goal conversion can happen only once during a visit, but an e-commerce transaction can occur multiple times during a visit. Lets say that you set one of your goals to be a PDF download and you define it such that any PDF download is a valid goal conversion. And lets say that the goal is worth $5. In this case, if a visitor comes to your site and downloads 5 PDF files during a single session, youll only get one conversion worth $5. However, if you were to track each of these downloads as a $5 e-commerce transaction, you would see 5 transactions and $25 in e-commerce revenue. Youll learn how to set up ecommerce tracking and how to track PDF downloads in later modules.
If you are using a filter that manipulates the Request URI, make sure that your URL Destination goal is defined so that it reflects the changed Request URI field. For example, in the slide, we have a profile that
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defines /thankyou.html as a URL Destination goal. But we have another profile with a filter that appends the hostname to the Request URI. So, for this profile, we need to change the goal definition accordingly.
If you define a funnel for a goal, Google Analytics populates the Funnel Visualization report, shown here in the slide. On the left, you can see how visitors enter your funnel. On the right, you can see where they leave the funnel and where they go. The middle shows you how visitors progress through the funnel -- how many of them continue on to each step. In this example, we can see that there were 9,283 entrances at the top of the funnel and 187 completed orders, at the bottom of the funnel. This report is very useful for identifying the pages from which visitors abandon your conversion funnel.
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Heres another report in the Goals section. Its the Reverse Goal Path report. You can see this data even if you havent defined a funnel. It lists the navigation paths that visitors took to arrive at a goal page and shows you the number of conversions that resulted from each path. In this example, we can see that 97 of the conversions resulted from the first navigation path thats shown. This is a great report for identifying funnels that you hadnt considered before and it can give you great ideas for designing a more effective site.
2.5. Filters in Google Analytics

In this lesson, you will learn: when to apply filters in Google Analytics how filters act on data how to create custom filters the differences between the different kinds of filters (i.e. exclude, include, etc) how to filter Google AdWords traffic how to use filters and profiles together to track certain kinds of traffic best practices for using filters
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Google Analytics filters provide you with an extremely flexible way of defining what data is included in your reports and how it appears. You can use them to customize your reports so that data that you deem useful is highlighted in interesting ways. Filters can also help you clean up your data so that it is easier to read. There are two types of filters in Google Analytics predefined filters and custom filters.
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Filters process your raw traffic data based on the filter specifications. The filtered data is then sent to the respective profile. Once data has been passed through a filter, Google cannot re-process the raw data. Thats why we always recommend that you maintain one unfiltered profile so that you always have access to all of your data.
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To set up a goal, first go the Account Administration page. Click your desired account. You can use the Filters tab to create new filters, edit their settings, and apply them to profiles.
To create a new filter you will need to complete several fields, including the filter name and type. If you elect to create a custom filter, you will need to complete several additional fields.
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Google Analytics provides three commonly used predefined filters. The first filter called Exclude traffic from domains excludes traffic from the domain that you specify in the Domainfield. If you apply this filter, Google Analytics will apply a reverse lookup with each visitors IP address to determine if the visitor is coming in from a domain that should be filtered out. Domains usually represent the ISP of your visitor although larger companies generally have their IP addresses mapped to their domain name. The second filter, Exclude traffic from IP addresses, removes traffic from addresses entered into the IP address field. This filter is generally used to exclude your internal company traffic. The third filter, Include traffic subdirectories, causes your profile to only report traffic to a specified directory on your site. This is typically used on a profile that is created to track one part of a website.
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As a best practice, we recommend that you create a filter to exclude your internal company traffic from your reports. To do this you can use the predefined filter Exclude traffic from IP addresses. You will need to enter your IP address or range of addresses into the IP address field.
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In addition to the pre-defined filters that Analytics offers, you can also create custom filters. Custom filters offer you greater control over what data appears in your profiles. To create a custom filter, select Custom filter. Additional fields will appear when you choose this option.
Each custom filter has three main parts. The first part of a custom filter is Filter Types. There are six filter types available and each one serves a specific purpose. Well look at these in a minute. The second part is the Filter Field. There are numerous fields you can use to create your filter. Examples of some commonly used fields are the Request URI and Visitor Country fields. azucenamadrigal.wordpress.com
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The complete list of fields can be found through the link shown here or you can search for filter fields in the Analytics Help Center. The third part of a custom filter is the Filter Pattern. This is the text string that is used to attempt to match pageview data. The pattern that you provide is applied to the field and, if it matches any part of the field, it returns a positive result and causes an action to occur. Youll need to use POSIX Regular Expressions to create the filter pattern. Learn more in the module on Regular Expressions.
Heres a chart that describes the filter types. Exclude and Include filters are the most common types. They allow you to segment your data in many different ways. Theyre frequently used to filter out or filter in traffic from a particular state or country. Lowercase and Uppercase filters do not require a filter pattern, only a filter field. Lowercase and Uppercase filters are very useful for consolidating line items in a report. Lets say, for example, that you see multiple entries in your reports for a keyword or a URL, and the only difference between the multiple entries is that sometimes the URL or keyword appears with a different combination of uppercase and lowercase letters. You can use the Lowercase and Uppercase filters to consolidate these multiple entries into a single entry. Search and Replace filters replace one piece of data with another. They are often used to replace long URL strings with a shorter string that is easier to read and identify in your reports. You can use Advanced filters to remove unnecessary data, replace one field with another, or combine elements from multiple filter fields. For example, a best practice when tracking multiple subdomains in a single profile is to append the subdomain name to the page names. You can do this by creating an advanced filter that appends Hostname to Request URI. Let's look at an example of a Search and Replace filter.
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Heres an example of how you might use a Search and Replace filter. Lets say that your website uses category IDs as an organizational structure. So, in your Pages report, youd see a list of Request URIs that indicate the different pages on your site. The page /category.asp?catid=5 is actually the Google Store Wearables page. You could make the Pages report more meaningful by replacing catid=5 with a descriptive word, like Wearables.
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Heres what the Search and Replace filter might look like. This particular filter would overwrite the entire Request URI with Wearables. This is a simplified example to give you an idea of how you can use filters. USING FILTRES AND PROFILES
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Once youve defined a filter, you can apply it to a single profile or across several profiles. So, for example, in the slide, the graphic shows a single web property with two profiles. Filter 1 has been applied to both profiles. Filter 2 has been applied only to Profile 2. By setting up multiple profiles and applying filters creatively to each of them, you have a great deal of reporting and analysis flexibility.
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You can also use profiles and filters together to create customized data views. Lets say that you want to have two different views of your data -- one view includes only traffic to a subdomain and the other view only includes customers from a specific geographic region. To do this, youd set up Profile 2 and Profile 3 as shown here in the chart. Or, for example, you might want to set up a profile that only inlcudes Google AdWords traffic. Well look at how to do this in the next slide. Remember, you always want to maintain a profile that contains all of your data. Thats Profile 1 in the chart.
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To set up a profile that includes only Google AdWords traffic, you need to apply the two Custom Include filters shown in the slide. In filter one, youll filter on campaign source for a pattern of google. In filter two, youll filter on campaign medium for a pattern of cpc. You can apply these two filters in any order.
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Lets look at how you can use profiles and filters to track subdomains. If your subdomains are totally separate businesses, and you have no need for reports that include cumulative traffic to both, then you could simply create a unique web property for each subdomain. Google Analytics creates a unique web property ID for each web property you set up. The web property ID comprises the letters U A, followed by the account ID, followed by another number that distinguishes the web property from other web properties in the same account. In the slide example, web property 1 is distinguished by a dash 1. Web property 2 is distinguished by a dash 2. So, youd install the dash 1 version of your tracking code on your Subdomain A pages, and the dash 2 version of your tracking code on your Subdomain B pages. But what if you want to analyze the traffic aggregated across both subdomains? In this case, you could set up 3 duplicate profiles under a single web property. Then, youd apply an Include filter to two of the profiles. Profile 1 includes all traffic to both subdomains. Profile 2 only includes traffic to subdomain A. Profile 3 only includes traffic to subdomain B. In this scenario, youd install identical tracking code on every page of the site regardless of subdomain.
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When setting up profiles and filters for your Analytics account, you should always create one unfiltered profile that can be a back-up in case your filters do not function as planned or you need more data than you originally thought. Remember, once your raw data has passed through filters, Google cannot go back and reprocess the data. So, maintaining an unfiltered profile provides you with a backup.
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You can apply multiple include and exclude filters to a single profile, but keep in mind that when more than one filter is applied, the filters will be executed in the same order that they are listed in your Profile Settings. In other words, the output from one filter is then used as the input for the next filter. The example shown here illustrates that if you want to include only users from California and Texas, you cannot create two separate include filters because they will cancel each other out. The solution is to create one filter that uses a regular expression to indicate that the Visitor Region should be California or Texas. FILTERING ADWORDS DATA
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If you drive traffic from AdWords to multiple sites, each of which is tracked in a separate Analytics profile, youll need to apply a filter to each sites profile. Because, when you apply cost data from an AdWords account, data from the entire account is applied to each profile - Google Analytics doesnt automatically match campaigns to specific profiles.
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To illustrate what would happen if you dont apply a filter, lets imagine that you have two sites and you spend $50 to drive traffic to each of them. Without a filter, the Clicks tab on each profile would include $100 worth of cost data instead of just the $50 you spent for that site. So, for each profile that should include a subset of your AdWords data, youll need to create a custom include filter.
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Create a custom filter and select the Include filter type. For the filter field, select Campaign Target URL. This field only applies to Google AdWords data. Use a regular expression to create the filter pattern based on the AdWords destination URL that is applicable to this profile. Once youve saved this filter, only AdWords data for this profile will be displayed in the reports.
2.6. Regex and Google Analytics

In this lesson, you will learn: when to use regular expressions in Google Analytics how to use the most common metacharacters: dot, backslash, etc. how often your data is updated and how Google stores it some examples of common regular expressions in Google Analytics
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A regular expression is a set of characters and metacharacters that are used to match a text in a specified pattern. You can use regular expressions to configure flexible goals and powerful filters. For example, if you want to create a filter that filters out a range of IP addresses, youll need to enter a string that describes the range of the IP addresses that you want excluded from your traffic. Lets start off by looking at each metacharacter. Metacharacters are characters that have special meanings in regular expressions.
Use the dot as a wildcard to match any single character. The operative word here is single, as the regex would NOT match Act 10, Scene 3. The dot only allows one character, and the number ten contains two characters -- a 1 and a 0. How would you write a regular expression that would match Act 10, Scene 3? azucenamadrigal.wordpress.com
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You could use two dots. To make your regex more flexible, and match EITHER Act 1, Scene 3 or Act 10, Scene 3, you could use a quantifier like the + sign. But well talk about repetition a bit later in this module.
Backslashes allow you to use special characters, such as the dot, as though they were literal characters. Enter the backslash immediately before each metacharacter you would like to escape. U.S. Holiday written this way with periods after the U and the S would match a number of unintended strings, including UPS. Holiday, U.Sb Holiday, and U3Sg Holiday. Remember that the dot is a special character that matches with any single character, so if you want to treat a dot like a regular dot, you have to escape it with the backslash. Youll use backslashes a lot, because dots are used so frequently in precisely the strings you are trying to match, like URLs and IP addresses. For example, if you are creating a filter to exclude an IP address, remember to escape the dots.
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Use square brackets to enclose all of the characters you want as match possibilities. So, in the slide, youre trying to match the string U.S. Holiday, regardless of whether the U and the S are capitalized. However, the expression wont match U.S. Holiday unless periods are used after both the U and the S. The expression also requires that the H is capitalized. There is a regex you can write to match all of these variations. The question mark used here is another quantifier, like the + sign mentioned earlier. Again, well talk about repetition in the next slide. You can either individually list all the characters you want to match, as we did in the first example, or you can specify a range. Use a hyphen inside a character set to specify a range. So instead of typing square bracket 0 1 2 3 4 5 6 7 8 9, you can type square bracket 0 dash 9. And, you can negate a match using a caret after the opening square bracket. Typing square bracket caret zero dash nine will exclude all numbers from matching. Note that later in this module, you will see the caret used a different wayas an anchor. The use of the caret shown here is specific to character sets, and the negating behaviour occurs only when the caret is used after the opening square bracket in a character set.
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Now lets talk about using quantifiers to indicate repetition. In earlier examples, weve used the plus sign and the question mark. The question mark requires either zero or one of the preceding character. In the expression 3-1-? , the preceding character is a 1. So, both 3 and 3-1 would match. The plus sign requires at least one of the preceding character. So, 3-1-+ wouldnt match just a 3. It would match 3-1, 3-1-1, and so on. The asterisk requires zero or more of the preceding character. In the expression, 3-1-*, the preceding character is a 1. So it would match 3, 3-1-, 3-1-1, and so forth. You can also SPECIFY repetition using a minimum and maximum number inside curly brackets. Recall that a dot matches any single character. What would you use to match a wildcard of indeterminate length? Dot star will match a string of any size. Dot star is an easy way to say match anything, and is commonly used in Google Analytics goals and filters.
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It is handy to use the parentheses and the pipe symbol (also known as the OR symbol) together. Basically, you can just list the strings you want to match, separating each string with a pipe symbol -- and enclosing the whole list in parentheses. Here, weve listed four variations of US that well accept as a match for US Holiday. If its not in the list, it wont get matched. Thats why US Holiday wont get matched if one of the periods is missing. In our list, weve accounted for both periods missing, but not for just one period missing. Using question marks, the second regex in the slide will match all of the above.
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The caret signals the beginning of an expression. In order to match, the string must BEGIN with what the regex specifies.
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The dollar sign says, if there are any more characters after the END of this string, then its not a match. So, caret US means start with US. US Holiday matches, but Next Monday is a US Holiday does not match. Holiday$ means end with Holiday. US Holiday still matches, but US Holiday Schedule does not match. Anchors can be useful when specifying an IP address. Take a look at these examples.
Some character classes are used so commonly that there is a shorthand you can use instead of writing out the ranges within square brackets. Lets look at the example of a simplified regex that could match an addres: Backslash d means match any one digit zero through nine. Use curly brackets and a minimum and maximum number to specify how many digits to match. Backslash d followed by 1 comma 5 in curly brackets means that the address must contain at least one digit, and at most five digits. Backslash s means that the number should be followed by one space, backslash w means match any alphanumeric character and the star means include as many alphanumeric characters as you want. 345 Embarcadero matches, but just Embarcadero does not, because this regex requires the string to start with a number. If you want to make the number optional, group the first part of the regex with parentheses--including the space--and follow it with the question mark. Note that an address like 1600 Amphitheatre Parkway would not match either, because the regex does not account for the space between Amphitheatre and Parkway. The slide shows one way you could account for this. REGEX REVIEW
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Lets review. In the example on the slide, weve created an expression that will match the strings Google or Yahoo, regardless of whether or not Google and Yahoo are capitalized.
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Here, weve created an expression that will match URLs for internet and theatrical movie trailers. The first part of the expression indicates that the URL can begin with anything. Then the expression specifies that the URL must end with index.php?dl=video/trailers/ and then either internet or theatrical. The $ sign ensures that any URLs that are any longer than this wont get included in the match.

Youll find lots of applications for regular expressions in Google Analytics. Some common examples are: filtering out internal traffic by specifying a set of IP addresses setting up a goal that needs to match multiple URLs tracking equivalent pages in a funnel and using the filter box that appears on your reports to find specific entries in a table.
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Heres an example of a custom filter that uses a very simple regular expression.
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Heres a regular expression used to define a goal URL.
Heres how you might use regular expressions to group pages or funnel steps on your site. Using a regular expression allows you to track them as one funnel step rather than tracking each page or action individually. azucenamadrigal.wordpress.com

Learn how goals and funnels work in the module on goals.
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And, heres an example of using regular expressions within your reports. Were using the Search filter to display all the rows in the table that contain Google or Yahoo.
Google Analytics provides a tool that makes it easier to generate a regular expression that matches a range of IP addresses. Its called the Regular Expression Generator and you can find it at the URL shown in the slide. azucenamadrigal.wordpress.com

Or, you can search for Regular Expression Generator in the Google Analytics Help Center. http://support.google.com/googleanalytics/bin/answer.py?hl=es&answer=55572
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Youll find a number of useful applications for regex as you use Google Analytics. But, its important that you think through all the implications of each expression that you use when you set up a filter or a goal. Its easy to make a mistake and not get the data or the result youre looking for. Set up a duplicate profile to test your regex statements. After enough data has been collected, check your results and make sure theyre what you expect. Remember to always maintain a backup profile that includes all your data. There are lots of regex resources on the web. To get started, just search for regex.
2.8. E-commerce Tracking

In this lesson, you will learn: where to find ecommerce metrics in reports how to enable and track ecommerce
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If your site sells products or services online, you can use Google Analytics e-commerce reporting to track sales activity and performance. The Ecommerce reports show you your sites transactions, revenue, and many other e-commerce-related metrics.
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Some examples of the kind of information you can get from the e-commerce reports include: the products that were purchased from your online store a list of transactions, and the number of times people visited your site before purchasing
E-commerce metrics are also available on the Ecommerce tab which appears in many reports. For example, on the Ecommerce tab of the AdWords Campaigns report, you can see how much revenue is associated with your AdWords campaigns.

HOW TO TRACK E-COMMERCE
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In order to use e-commerce reporting, youll need to do three things. First, enable e-commerce reporting within your Analytics website profile. Second, add or make sure that youve added the Google Analytics Tracking Code to your receipt page or Transaction Complete page. Finally, youll need to add some additional e-commerce tracking code to your receipt page so that you can capture the details of each transaction. Lets take a look at each step.
Step 1 is simply to enable the E-commerce selection for the profile. Click the Account Administration icon. Navigate to the desired account and web property. azucenamadrigal.wordpress.com

Select the desired profile and click the Profile Settings tab. Youll then see the screen shown here. Select Yes next to E-commerce Website and save your changes.
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For Step 2, add the Google Analytics Tracking Code to your receipt page. In Step 3, youll be adding some ecommerce tracking code to the basic tracking code.
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Heres an example of what the ecommerce tracking code on your receipt page might look like. Remember, youll be sandwiching this code into the basic Google Analytics Tracking Code. In the first part of the code, there is a call to the _addTrans() method. The call to _addTrans() tells Google Analytics that a transaction has occurred. The arguments to _addTrans() provide details about the transaction -- for example an Order ID, the total order amount, and the amount of tax charged. After the call to _addTrans(), there must be at least one call to the _addItem() method. This call provides Google Analytics with details about the specific item purchased. Finally, there is a call to the trackTrans() method which sends all the data to Google Analytics. Lets look at each method in more detail.
The _addTrans() method establishes a transaction and takes the arguments shown here. Your code will need to dynamically retrieve the values from your merchant software to populate these fields. You can type single-quote single-quote to leave an optional field blank, but note that Order ID and Total are required.
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For each item that a visitor purchases, call _addItem(). If more than one item is purchased, youll call _addItem() multiple times. As with _addTrans(), you can leave some of the fields blank, but note that Order ID, SKU or Code, Price and Quantity are required arguments. Use the same Order ID that you used in the call to addTrans(). If youre not sure how to write this code, contact your merchant software provider.
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Finally, after the calls to _addTrans() and _addItem(), youll need to call _trackTrans() to send the transaction information to Google Analytics. Remember that all of the e-commerce code must appear after the Google Analytics Tracking Code calls _trackPageview().
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Generally, youll be placing ecommerce tracking code on a secure shopping cart page. The standard Google Analytics Tracking Code automatically detects when an https protocol is being used. So you wont need to add any special tracking code for secure pages.
For many e-commerce websites, the checkout process occurs on a separate domain or subdomain. azucenamadrigal.wordpress.com
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For example, if you send customers from www.mystore.com to cart.mystore.com, youre sending them to a subdomain. If either of these scenarios applies to your site, youll need to add some code to some of your pages so that you can track activity across domains and subdomains. The specific methods youll use are listed on the slide and you can learn how to use them in the module on tracking domains and subdomains.
3.8. Domains and Subdomains

In this lesson, you will learn: when to track across domains using the _link() method when to track across domains using the _linkByPost() method how to track across subdomains how to track across multiple domains with subdomains TRACKING ACROSS MULTIPLE DOMAINS
So far in this course, weve focused on tracking within a single domain. Before we learn how to track across multiple domains, lets understand why we might want to do this. A domain is a hostname that represents a numeric IP address on the internet. It allows us to easily identify a website by a name instead of having to use a long string of numbers. For example, Google.com and YouTube.com are both domains owned by Google.
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You may sometimes need to track activity across multiple domains. A common example of this is when you send visitors from your site to a separate shopping cart site to complete their purchases However, since Google Analytics uses exclusively first party cookies, it cant automatically track whether those visitors actually complete a purchase or not, because the purchase is taking place on another site. Phrased more generally, if a session spans multiple domains, it would not be possible to track the session as a single visit attributed to one visitor. So, youll need a way of sharing the cookie information between the two domains.
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By calling the _link() method, you can send this cookie information across domains. This allows Google Analytics to track a user across multiple domains by sending cookies via URL parameters. To track across domains, youll need to follow two steps.
First, add a few lines to the Google Analytics Tracking Code on all pages of each site. The lines you need to add are shown here, in blue. azucenamadrigal.wordpress.com

Call _setDomainName() with an argument of none. And call _setAllowLinker() with an argument of true.
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The second step involves the _link() method. Use this method in all links between domains. In this example, were updating all links from Google.com to YouTube.com and vice versa. We update each link to call the _link() method as shown here. Now, when a user clicks on a link that takes them to the other domain, the session information is preserved and the user is identified as being the same visitor across both domains.
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If you use a form to transfer your visitors from one domain to another, you will need to use the _linkByPost() method instead of the _link() method. This situation occurs most often with third party shopping carts. To use forms to transfer from one domain to another, you must modify all the appropriate forms with the code shown here. The _linkByPost() method will change the form action by adding query-string parameters to the value in the action attribute when the visitor submits the form. TRACKING ACROSS MULTIPLE SUBDOMAINS
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You may also sometimes need to track across multiple subdomains. A subdomain is part of a larger domain and frequently each subdomain contains the pages for a specific department or offering. For example, Google.com has several subdomains such as news.google.com, sites.google.com, and maps.google.com. Since Google Analytics uses first-party cookies, cookies set on a subdomain can not automatically be read on the main domain, and vice versa. As with multiple domains, you need to explicitly share the cookie information between subdomains or youll lose session information. If you dont share cookie information between your subdomains, it may appear as though your own site is a referrer since only one domain is recognized as the main domain.
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To track across multiple subdomains, call _setDomainName() and specify your parent domain name as the argument. This will allow the Google Analytics Tracking Code to use the same cookies across the subdomains. For example, to track across Googles various subdomains, you would call _setDomainName() with an argument of dot google dot com . A side effect of using this method is that your reports may not differentiate between visits to identically named pages within the various subdomains. So, for example, visits to maps.google.com/home.html and mail.google.com/home.html would be interpreted as visits to a single page. To correct this, youll need to set up an advanced filter. Well explain this in a minute.
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There are a few best practices for setting up your Analytics account to track across multiple subdomains. First, create separate profiles for each subdomain. This way, youll be able to see reports for each subdomain. Set up duplicate profiles - one master profile, plus one profile for each subdomain. In this example, were looking at two subdomains. Your master profile has no filters, and each of the other two has an Include filter. Profile 1 includes all traffic to both subdomains. Profile 2 includes only traffic to subdomain A. Profile 3 includes only traffic to subdomain B.
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Second, if you track across several subdomains within one profile, your reports may not differentiate between visits to identically named pages within the various subdomains. This is because the reports only show the Request URI -- which, in this example, is /home.html. The hostname -- maps.google.com -- is stored in the Hostname data field in Google Analytics. So, once youve called _setDomainName() to set your primary domain name, visits to maps.google.com/home.html and mail.google.com/home.html would be interpreted as the same page-/home.html. To correct this, you can set up an advanced filter to include the subdomain in your reports. Set up your filter as shown in the slide. Note that the constructor must match exactly what is shown in the slide, starting with the forward slash. The filter works by appending the Hostname to the Request URI. As a result, youll be able to distinguish between identically named pages on your subdomains. TRACKING ACROSS MULTIPLE DOMAINS WITH MULTIPLE SUBDOMAINS
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If you want to track across both multiple domains and subdomains, youll need to ensure that the Analytics cookies are set across the subdomains and that the cookies are being passed between the parent domains. There are two steps. For the first step, add the lines of code shown in blue to Google Analytics Tracking Code on every page of one of Domain 1 and each of its subdomains. Make sure that _setAllowLinker() has an argument of true and _setAllowHash() has an argument of false. Then, to each page of Domain 2 and each of its subdomains, add the same code -- but with a different argument to _setDomainName().
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For step 2, call _link() or _linkByPost() in all links and forms that cross between the two parent domains. For example, the code shown in the slide shows how youd do this to track across Google.com and YouTube.com. Note that you dont need to use _link() or _linkByPost() in links between subdomains within the same domain. Again, you should create separate profiles in your account for each primary domain and/or each subdomain. You can easily do this by using an Include filter based on the hostname field.
3. Interpreting Reports
3.1. Pageviews, Visits, and Visitors
In this lesson, you will learn: the differences between Pageviews, Visits, and Visitors how Pageviews, Visits, and Visitors are calculated the difference between Pageviews and Unique Pageviews
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In Google Analytics, a pageview is counted every time a page on your website loads. So, for example, if someone comes to your site and views page A, then page B, then Page A again, and then leaves your site -- the total pageviews for the visit is 3.
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A visit -- or session -- is a period of interaction between a web browser and a website. Closing the browser or staying inactive for more than 30 minutes ends the visit. For example, lets say that a visitor is browsing the Google Store, a site that uses Google Analytics. He gets to the second page, and then gets a phone call. He talks on the phone for 31 minutes, during which he does not click anywhere else on the site. After his call, he continues where he left off. Google Analytics will count this as a second visit, or a new session. Note that throughout these modules, the words visit and session may be used interchangeably.
A visitor is uniquely identified by a Google Analytics visitor cookie which assigns a random visitor ID to the user, and combines it with the timestamp of the visitors first visit. The combination of the random visitor ID and the timestamp establish a Unique ID for that visitor. Youll learn more about the visitor cookie in a subsequent module.
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Generally, the Visitors metric will be smaller than the Visits metric which in turn will be smaller than the Pageviews metric. For example, 1 visitor could visit a site 2 times and generate a total of 5 pageviews.
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A pageview is defined as a view of a page that is tracked by the Google Analytics Tracking Code. If a visitor hits reload after reaching the page, this will be counted as an additional pageview. If a user navigates to a different page and then returns to the original page, an additional pageview will also be recorded. A unique pageview represents the number of visits during which that page was viewed--whether one or more times. In other words, if a visitor views page A three times during one visit, Google Analytics will count this as three pageviews and one unique pageview.
Total Visitors counts each visitor during your selected date range only once. So, if visitor A comes to your site 5 times during the selected date range and visitor B comes to your site just once, you will have 2 Visitors. Remember, a visitor is uniquely identified by a Google Analytics visitor cookie. The New vs. Returning report classifies each visit as coming from either a new visitor or a returning visitor. So when someone visits your site for the first time, the visit is categorized as Visit from a new visitor. If the person has browsed your website before, the visit is categorized as Visit from a returning visitor. A high number of new visits suggests that you are successful at driving traffic to your site while a high number of return visits suggests that the site content is engaging enough for visitors to come back. You can look at the Frequency and Recency report to see how recently visitors have visited. And you can look at the same report to see how frequently they return. The report is under Behavior in the Visitors section.
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The Visitors metric -- in other words the number of visitors who came to your site -- is found in the Visitors section. The Visits metric is found in the Visitors section and the Traffic Sources section. The Pageviews metric can be found in the Visitors Overview and in the Content section reports. Most of the other reports show Pages Viewed per Visit instead of Pageviews. Unique Pageviews is only found in the Content section.
3.2. Time Metrics

In this lesson, you will learn: how Time on Page and Time on Site are calculated how Avg. Time on Page and Avg. Time on Site are calculated
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To calculate Time on Page, Google Analytics compares the timestamps of the visited pages. For example, in the slide, the visitor saw page A, then page B, and then left the site. The Time on Page for page A is calculated by subtracting the page A timestamp from the page B timestamp. So, the Time on Page for page A is 1 minute and 15 seconds. In order for this calculation to take place, the Google Analytics Tracking Code must be executed on both pages. The Time on Page for page B is 0 seconds, because there is no subsequent timestamp that Google Analytics can use to calculate the actual Time on Page.
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Now, suppose the visitor continued on to a third page before exiting. The second page now has a Time on Page of 1 minute 10 seconds. The Time on Site is now calculated as 2 minutes and 25 seconds.
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For Average Time on Page, bounces are excluded from the calculation. In other words, any Time on Page of 0 is excluded from the calculation. For Average Time on Site, bounces remain a part of the calculation. To calculate Average Time on Site, Google Analytics divides the total time for all visits by the number of visits.
As a result, its common for sites like this to have high bounce rates and low average times on site. If you have such a site, you may wish to set up your tracking so that virtual pageviews or events are generated as the user performs various activities. You can learn how to do this in the module on Event Tracking and Virtual Pageviews.
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Visit Duration categorizes visits according to the amount of time spent on the site during the visit. The graph allows you to visualize the entire distribution of visits instead of simply the Average Time on Site across all visits. You can see whether a few visits are skewing your Average Time on Site upward or downward. Visit Duration can be found in the Engagement report under Behavior in the Visitors section.
3.3. Traffic Sources

In this lesson, you will learn: about the different kinds of traffic sources how to identify quality traffic how to identify revenue and conversion drivers what kinds of information to look for in keyword reports how campaign attribution works in Google Analytics
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The reports in the Traffic Sources section show you where your traffic is coming from on the internet. You can compare your traffic sources against each other to find out which sources send you the highest quality traffic.
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Direct Traffic represents visitors who clicked on a bookmark to arrive at your site, or who typed the URL directly into their browser. Referring Sites include any sites that send traffic to you. These could be banner ads or links featured on blogs, affiliates, or any site that links to your site. Search Engine traffic represents visitors who click on a search results link in Google, Yahoo, or any other search engine. Search Engine traffic can be organic -- in other words, free search results -- or paid. Paid search engine traffic is pay per click or cost per click traffic that you purchase from a search engine - for example on Google AdWords. Understanding which search engines send you qualified traffic can help you select the search engines on which you want to advertise.
Looking at the highest traffic drivers is a start, but it doesnt tell you whether the traffic was qualified. In other words, did the traffic help you achieve the goals youve set for your site? One easy indicator of quality is Bounce Rate -- the percentage of visits in which the person left without viewing any other pages. In the slide, although blogger.com sent the most traffic, it has an 88% bounce rate. A bounce rate this high suggests that the site isnt relevant to what the visitor is looking for. By clicking the compare to site average icon and selecting a comparison metric,
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You can see which sources outperform and underperform the site average.
So here, for example, if we select Bounce Rate as our comparison metric. we can see that the two most popular sources of traffic underperform the site average. One note about bounce rate, if your site is a blog, bounce rate may not be relevant. With blogs, its common for people to look at a single page and then leave.
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The All Traffic report lists all of the sources sending traffic to your site -- including referrals, search engine traffic, and direct traffic This report is particularly helpful because you can identify your top performing sources, regardless of whether they are search engines or sites. For example, in the report, we see that blogger.com referred more traffic than any other source. It has a medium of referral because it is a referral from a site. The second most popular source of traffic was direct. Direct traffic always has a medium of (none). Free Google search engine traffic was the fourth largest referrer. The medium of organic tells us that this traffic came from clicks on unpaid search engine results. The medium of cpc on this entry -- for cost per click -- tells us that this traffic came from paid search results. You may sometimes see _referrals_ from google.com. These can come from Google Groups posts or static pages on other Google sites.
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If you have goals or ecommerce set up on your site, you have a much wider range of metrics with which to assess performance. Click on the Goal Set or Ecommerce tabs to view which sources are driving conversions and purchases. In this case, were looking at metrics on the Ecommerce tab and comparing each traffic sources revenue with the site average.
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To see the keywords that people used to find your site, go the Search Overview under Incoming Sources in the Traffic Sources section. Then, in the Search Overview report, click Keyword as the viewing option.
Looking at keywords is a very useful for understanding what visitors were expecting to find on your site. azucenamadrigal.wordpress.com

Keywords with a high bounce rate tell you where you failed to meet that expectation.
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For example, in the slide example, the google games phrase has a 84% bounce rate. Lets find out what landing page is being used. We start by clicking on the google games entry in the table.
This takes us to the Keyword report for google games. To find out which landing page is being used for this keyword, well click Other as the Viewing Option above the table, and select Landing Page.
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We can now see which landing page is being used and evaluate its relevance to the keyword. This report can be particularly helpful if multiple landing pages are being used. You can find out which landing pages are responsible for the poor performance and send the keyword traffic to the most effective landing page. Be sure to also check the bounce rates for organic, non-paid keywords. This information can offer insights into how to best focus your search engine optimization efforts. By default, Google Analytics attributes a conversion or sale to the campaign that most recently preceded the conversion or sale. For example, if a visitor clicks on an AdWords ad (Campaign 1 in the first session) and then later returns via a referral to purchase something (Referrer 1 in the second session), the referral will get credit for the sale. However, if instead the visitor returns directly, then the AdWords ad (Campaign 1) will still get credit for the sale.
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To prevent a specific referral or campaign from overriding a prior campaign, simply append utm_nooverride=1 to all referring campaign links as shown in the slide. This ensures that the conversion is always attributed to the original referrer (or first campaign the user clicked on). Therefore, in the example above, the original campaign will continue to get credit for the conversion. If a visitor returns via a link without the utm_nooverride, as in the third example, that campaign will get credit for the sale since it overwrites all previous referring campaigns.
3.4. Content Reports

In this lesson, you will learn: how to use the Pages and Content Drilldown reports how to use the Landing Pages report how to use and interpret the Navigation Summary report how to use and interpret the Entrance Paths report
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Two reports in the Content section focus on page traffic, but each report organizes it differently. The Pages report lists each page that received traffic. The Page Title viewing option on the Pages report groups your pages according to Title tag. You can click on a title to see the pages that share that title. The Content Drilldown report groups pages according to directory. You can click on a directory to see the pages in the directory.
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The Landing Pages report lists all of the pages through which people entered your site. You can use this report to monitor the number of bounces and the bounce rate for each landing page. Bounce rate is good indicator of landing page relevance and effectiveness. You can lower bounce rates by tailoring each landing page to its associated ads and referral links. The more relevant the page, the less likely a visitor will be to bounce.
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The Navigation Summary can help you understand how people move through your site. It shows how people arrived at a specific page and where they went afterwards. The report is available from the Pages report.
Heres the Navigation Summary report.

Percent Entrances shows how frequently the page was a landing page.
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Percent Previous Pages shows how frequently visitors came to the page after viewing another page on the site. Percent Exits shows how frequently visits ended on this page. Percent Next Pages shows how frequently visitors continued on to another page on the site. The list of pages that were viewed immediately before the page or pages is shown in the left column, under Previous Page Path. The list of pages that were viewed immediately after the page or pages is shown in the right column, under Destination Page.
The Entrance Paths report is a powerful tool for analyzing navigation paths. For example, lets say that you want to find out whether people clicked the Purchase button on your landing page and actually completed the purchase. To find out, go to the Landing Pages report and click Entrance Paths.
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Select the landing page you want to analyze.
In the left column, youll see all the possible clicks people made on the page. Choose the link that represents the Purchase page.
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In the right hand column, youll now see all the pages visitors went to after the Purchase page. By looking at this list, youll be able to see how many visits ended up on the Purchase Completion page. This report can show you if the landing page is doing the job you designed it for.
4. In Depth Analysis
4.1. Advanced Segmentation
In this lesson, you will learn: how Advanced Segments differ from filtered profiles how to create and modify an Advanced Segment
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With Advanced Segments, you can quickly isolate and analyze subsets of your traffic. You can create an advanced segment that only includes visits that meet a specific set of criteria. So, for example you can create an advanced segment that only includes visits from a certain geographic region or visits during which more than $100 was spent.
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While it's possible to create filtered profiles that segment traffic data, there are some differences between filtered profiles and advanced segments. Advanced segments can be applied to historical data, but a filtered profile will only filter traffic going forward. When you create an advanced segment, that segment is available across all of your accounts and profiles. But, a filtered profile is only useful for a specific web property. You can compare up to four advanced segments side by side in your reports. In contrast, filtered profiles can only be viewed one at a time. It is much easier to create an advanced segment than it is to create a filtered profile. If you want to permanently affect the data that a profile shows, you should use a filtered profile. So if you want a profile that only shows CPC data, you should set up a filtered profile to do this. And if you want to restrict user access to only a subset of data, the best way to do this is to set up a filtered profile and restrict the users' access to only that profile.
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To apply an advanced segment, simply Click Advanced Segments and select the segments you want. The Default Segments are predefined, so you dont have to do anything to use them except to select them.
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Once youve applied one or more advanced segments, you can see the data for the segments throughout all of your reports. You can also change your date range and see the segments applied to historical data. The segments remain applied until you deselect them or you logoff.
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Lets create an advanced segment that only includes visits during which more than $100 was spent. Begin by clicking the Advanced Segments pulldown. Next, click Create a new advanced segment.
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Now youll see a screen that looks like this. Using this screen, you can combine one or more logical statements to define a segment.
To include only visits during more than $100 was spent, first look for the metric Revenue. Its usually easiest to type what you are looking for into the search box, but you can also browse the complete list of metrics and dimensions. Select the condition Greater than and specify 100.
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Click Preview Segment and you can see the percentage of total visits that are included in the segment. You can add as many conditions to the segment as you like. When youve finished, click Save Segment.
The segment will now appear in the Custom Segments area of the Advanced Segments pulldown.

4.2. Analytics Intelligence
In this lesson, you will learn: how to interpret alerts the difference between automatic and custom alerts how to create a custom alert YouTube: http://goo.gl/545pn
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4.3. Internal Site Search

In this lesson, you will learn: why internal site search is important how to find site search information in your reports how to set up Site Search how Site Search metrics differ from the metrics in other reports
Google Analytics provides internal site search reports that allow you to see how people search once theyve arrived at your site.
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So why analyze how people search your site? On both large and small sites, visitors frequently use search boxes as a form of navigation. By looking at what people search for, you can identify missing or hidden content on your site, improve search results for key phrases, and even get ideas for new keywords to use in marketing campaigns.
In order to set up Site Search Tracking for your website, youll need to configure your Profile settings. Click the account administration icon at the top right of any screen in Analytics. Then navigate to the account, web property, and profile for which you want to enable Site Search reports.
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In the Site Search Settings section, select the 'Do Track Site Search' radio button. In the 'Query Parameter' field, enter the letter, word or words that designate an internal query parameter. To find out what the query parameter is, perform a search on your site. Normally when a user searches on your site, their query can be found in the URL. For example, if you search on Google.com, you will see your search query preceded by 'q='. Therefore, Google's query parameter would be 'q.' In the example above, the query parameter is 'q,' and the query was 'Google Analytics
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What is the query parameter in this example? Look at the URL thats generated by your search. You should be able to find your query and the query parameter in the URL. In this case, the search query was creating a profile and you can see that the query parameter is query. Your parameter might be different -- it could be the word "term or search, Or it might be just a letter, like "s" or p".
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If you have a particularly large site, some sections of your site may use different query parameters. You may provide up to five parameters, separating each parameter by a comma. Next, select whether or not you want Google Analytics to strip out the query parameter from your URL. Stripping out the query parameter has the same effect as excluding URL Query Parameters under Profile Settings General Information. So, if you choose to strip the query parameters, you don't have to also exclude them from your main settings. Note that Google Analytics will only strip out the query parameters you listed, and not any other parameters in the same URL.
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If you use 'Categories on your site - such as the ability to use drop-down menus to narrow a search - you can include categories in your search analytics. First, select the Site search categories checkbox. Then, enter your 'Category Parameter' in the field provided. Enter only the letters that designate an internal query category such as 'cat, qc,'. The same principle that you used to identify the query parameter can be used to identify the category parameter for your site. Decide if you want to strip out the category parameters that you just provided. If you select the checkbox, only the parameters you provided will be stripped out. As with the query parameter setting, this has the same effect as excluding URL Query Parameters in the General Information section. So, if you choose to strip the category parameters here, you don't have to exclude them again from your main settings. Click Apply' to finish.
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To find the Site Search reports, click Site Search under Content.
The Site Search Usage report compares visitors who used site search to those who did not. Here we can see that 19% of all visits to this site included a search.
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Just above the pie-chart, youll notice two dropdown menus. If you select Goal Conversion Rate in the left-most dropdown, you can see how visits that included search compare to visits that did not include search with respect to conversions. And, you can click the ecommerce tab to see how revenue and other ecommerce metrics differ for visits with and without site search.
The Search Terms report only includes visits during which a search was performed. From the screenshot on the slide, you can see that there were 76, 331 total unique searches. The search terms are listed in the table. You can see how each term compares in terms of number of searches, percentage of search refinements, and other metrics. Looking at the search terms that people use to search once they are on your site can give you ideas for keywords that might also help drive traffic to your site. You can look at this traffic by another dimension. For example, if you wanted to see which cities these visitors came from, you could select City from the Dimension dropdown.
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Start Pages lists all of the pages from which visitors searched. To find Start Pages, click Pages under Site Search. Then, select Start Page as the viewing option above the table. Click on a page in the table to learn more about the searches that occurred from that page. A detail report will appear which lists all of the search terms that were used from that page. You can use this report to find out what visitors are searching for from your landing pages and you can use the information to improve the page content. For example, if many visitors search on "shipping options" from your shopping cart page, you may want to display shipping information directly on the page.
Which pages are most commonly found through search on your site? Destination Pages tells you. To find Destination Pages, click Pages under Site Search. Then, select Destination Page as the viewing option above the table. The table shows popular destination pages. azucenamadrigal.wordpress.com

Click on a page in the table to see the specific search terms that led to the page.
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You can see which categories your visitors selected when searching your site. Go to the Search Terms report and click Site Search Category as the viewing option. This information helps you understand how visitors use your search engine, which product areas and categories are most popular, and how successfully visitors find what they are looking for in each category.
Your Site Search reports will generally show a different number of conversions than what is shown in all of your other reports. This is because goal conversions in the Site Search reports are based on visits that include at least one search on your website whereas the goal conversions shown in all other reports are based on all visits. Because Site Search reports only include conversions from visits that included a search, you can see how effectively searches on your site drive conversions.
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If you are confused about the difference between search term and keyword, its helpful to remember that Google Analytics reports use search term when referring to internal site searches and keyword when referring to external searches.
4.4. Event Tracking and Virtual Pageviews

In this lesson, you will learn: when to use virtual pageviews versus event tracking how to generate a virtual pageview how to track an event using _trackEvent() the relationship between Categories, Actions, Labels, and Values best practices for setting up Event Tracking
Many websites use technologies such as Flash and Ajax to interact with visitors. For example, some websites embed video players, games, and other interactive experiences on site pages. However, the basic web analytics model of tracking pageviews doesnt capture these kinds of interactions. This is because when a visitor interacts with a video player, for example, no pageview is generated. Some other examples of interactions that dont generate pageviews are Ajax-based activities, file downloads, and clicks on links that take the visitor to another site. So how do you track these kinds of activities? There are two ways: virtual pageviews and Event Tracking. VIRTUAL PAGEVIEWS
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You can create a virtual pageview to represent practically any kind of activity or interaction you want. You simply call _trackPageview() and provide any name you want as the argument. Its virtual because youre telling Google Analytics to register a pageview even though no new page has actually been loaded. Youll see these virtual pageviews alongside ordinary pageviews in the Pages and Content Drilldown reports.
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If you look at the Google Analytics Tracking Code, youll notice that it calls _trackPageview(). This lets Google Analytics know that the browser has loaded a page. When you call _trackPageview(), however, youll want to provide an argument that specifies a virtual pagename for the event youre tracking.
Her e are some more examples. In the first example, were tracking a download. In the second example, were tracking a Flash event. azucenamadrigal.wordpress.com

In each of these cases, were simply calling _trackPageview() to register a virtual pageview.
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Its a good idea to adopt a clear naming convention for your virtual pageviews. You might, for example, group virtual pageviews into categories by giving them a virtual subdirectory. Also, since virtual pageviews appear along with standard pageviews in reports, you may wish to create a duplicate profile where you filter out the virtual pageviews. To make this easy, you might organize all of your virtual pageviews into a virtual directory. EVENT TRACKING
The other way to track non-pageview interactions is to use Event Tracking.
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One advantage of using Event Tracking is that you wont generate an extra pageview each time an interaction occurs. Another advantage is that you can easily organize your events into categories, actions and labels. And you can even provide values for each event you track. All of your events show up in the Events reports within the Content section.
Just call the _trackEvent() method each time you want to register an event. The slide shows the full specification of _trackEvent() -- which you can also find documented on the Google Code site -- and how you would actually call it, assuming that you are using Asynchronous Tracking. Well discuss the arguments to _trackEvent() in a minute.
Heres an example of how youd call _trackEvent() from a Flash video player. In this example, _trackEvent will get called each time the visitor releases the Play button on the video player. _trackEvent will register an event with a category name of Videos, an Action name of Play, and a Label of Movie Drama. Lets look at each of these arguments.
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Lets look at each of the arguments to _trackEvent. The strings that you provide for the first 3 arguments, Category, Action, and Label, govern how the events will be organized in your reports. So, youll want to think carefully about how you want to structure your events.
Category is a name that you supply as a means to group objects -- which are usually user interface elements that you want to track. So, for example, if you have games and videos on your site, youd probably want to have a Games category and Videos category.
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Click Event Category in the Top Events report to see all the user interface elements with which your visitors interacted.
Action is the name you want to give to the type of interaction youre tracking. So, for example, for Videos, youd probably want to track how many times your visitors pressed Play. Click Actions in the Top Events report to see the interactions that occurred.
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The Label argument is optional. A Label allows you to provide additional information for the event you are tracking. For example, if you are tracking video plays, you might use the Label argument to specify the name of the movie that was played. Or, for file downloads, you might use it for the name of the file being downloaded. Click Labels in the Top Events report to see the the Labels of of the events that occurred.
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Value is the fourth, and optional, argument to _trackEvent(). Unlike the other arguments which are all strings, Value is an integer. You can use it to assign a numeric value to a tracked page object. Youll then be able to see a sum total of these values in the Event Value column of your Events reports. Youll also be able to see an average of these values in the Avg. Value column of your Events reports. So, you might, for example, specify a dollar value when a specific playback marker is reached on your video player. To call _trackEvent() without a value, simply omit the argument.
In your reports, youll notice that both Total Events and Unique Events are counted. Total Events is simply the total number of times an event occurs -- really its just the number of times _trackEvent was called. But, for Unique Events, each particular event is only counted once per visit. So, if during a single visit, a visitor presses Play 5 times on the same movie, Total Events will be incremented by 5. But Unique Events will only be incremented by 1, because for Unique Events, a particular event is only counted once per visit.
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As we mentioned earlier, the arguments you provide when you call _trackEvent will govern how events are organized in your reports. So, before you add the calls to _trackEvent to your site, consider these best practices. First, determine in advance all of the kinds of events youll want to track. Try to create a hierarchy of Categories, Actions, and Labels that will grow with your needs. Work with your report users to make sure that the hierarchy makes sense. And use a clear and consistent naming convention for your Categories, Actions and Labels. VIRTUAL PAGEVIEWS VS EVEN TRACKING
Using trackEvent() allows you to analyze event based interactions in much greater detail than is possible using virtual pageviews. For example, instead of just seeing how many times a movie was played on your site, you can analyze how people use your video player, and see how different events correlate with site usage and ecommerce metrics. Also, by tracking events separately from pageviews, you wont inflate your pageview count.
4.5. Additional Customizations

In this lesson, you will learn: how to change session timeout value how to change campaign expiration how to change campaign precedence how to add a search engine how to treat specific keywords and referrals as direct
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In Google Analytics, a visitor sessionis defined by 30 minutes of inactivity, or when a user quits the browser. You can change the 30 minute default by calling setSessionCookieTimeout as shown in the slide. Simply specify a new timeout value in milliseconds as the argument to _setSessionCookieTimeout().
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By default, a conversion can be attributed to a campaign that is up to 6 months old. But, if your business has a longer or shorter marketing campaign timeframe, you can change this value. Just call _setCampaignCookieTimeout() and specify your new campaign length in milliseconds. For example, lets say that you want to set a campaign length of 30 days. To figure out the number of milliseconds that is, type 30 days in milliseconds into Google Search. The search engine will give you the answer which you can plug into _setCampaignCookieTimeout().
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Google Analytics attributes conversions to the campaign that most recently referred the visitor. For example, lets say that someone discovers your site by clicking one of your AdWords ads. Then, they come back to your site by clicking a banner ad that youve tagged with campaign variables. This time, they convert to one of your goals. By default, the banner ad will get the credit for the conversion, not the AdWords ad that originally referred them. To change this behavior, you can tag all of your campaign links with utm_nooverride=1. If you do this consistently with all of your campaigns, Google Analytics will attribute conversions to the first referring campaign, instead of the most recent one. Note that the utm_nooverride setting can be used in conjunction with autotagging.
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Google Analytics automatically tracks referrals from over 30 search engines. But, if you want to add a search engine, you can do it by calling _addOrganic() in your Google Analytics Tracking Code. First, perform a search in the search engine and look at the URL of the search results page. In the URL, look for the keyword you searched for -- it should be preceded by a letter and an equal sign. This letter is the query variable for the search engine. In the example, the query variable is p. Add a call to _addOrganic in your Google Analytics Tracking Code. The first argument is the name of the search engine. The second argument is the query variable.
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You may wish to treat traffic that results from certain search keywords as Direct. For example, if someone searches for the exact name of your site, you might want to treat that visit as a Direct visit instead of a search. To do this, simply add a call to _addIgnoredOrganic() in your Google Analytics Tracking Code. Specify the keyword as the argument.
You can also treat referrals from certain sites as Direct traffic instead of as referrals. azucenamadrigal.wordpress.com
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For each site that you want to exclude as a referral and treat as Direct, add a call to _addIgnoredRef() in your Google Analytics Tracking Code. Specify the name of the site as the argument.

2.9. Cookies and Google Analytics
In this lesson, you will learn: how Google Analytics uses cookies the differences between persistent and temporary cookies the differences between first party and third party cookies the names of the Google Analytics cookies and the information they track
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Some web sites store information about you or your computer in a small file called a cookie. The cookie is stored on your hard drive. Sites that run Google Analytics issue first party cookies that allow the site to uniquely, but anonymously, identify individual visitors. So, when a visitor returns to a site that runs Google Analytics, the site is able to remember that the visitor has been to the site before and Google Analytics will only count that visitor once in unique visitor calculations. There are two types of cookies. First-party cookies are set by the domain being visited. Only the web site that created a first-party cookie can read it. This is the kind of cookie used for Google Analytics tracking. Third-party cookies are set by third party sites -- basically sites other than the site being visited. Users can choose whether to allow some, none, or all types of cookies to be set on their computers. However, if a user does not allow cookies at all, they may not be able to view some Web sites or take advantage
Cookies can be set with or without an expiration date. This detail is important in order to understand how Google Analytics tracks visits and unique visitors. Persistent cookies have an expiration date, and remain on your computer even when you close your browser or shut down. On return visits, persistent cookies can be read by the web site that created them. Temporary cookies do not have an expiration date, as they are only stored for the duration of your current browser session. As soon as you quit your browser, temporary cookies are destroyed. azucenamadrigal.wordpress.com
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While its impossible to determine the exact number of web visitors who have cookies enabled or disabled, available statistics suggest that the vast majority of visitors enable cookies. Many kinds of sites require that visitors have cookies enabled. For example, you need to have cookies enabled in order to login to many online shopping carts and to use web mail. First party cookies, which are the kind used for Google Analytics, are allowed by a majority of visitors. Cookie tracking makes it possible to correlate shopping cart transactions with search campaign information, and perform other visitor analysis. Remember -- websites only have access to the information that you provide. Websites cant get your email address or access to any information on your computer unless you provide it. And since Google Analytics only uses first party cookies, Google Analytics cookies can only be read by the website that created them. Google Analytics sets the five first-party cookies shown in the slide. The __utmv cookie is optional, and will only be set if the _setVar() method is called. You will learn about _setVar() in the module on Custom Visitor Segmentation. All of the Google Analytics cookies are persistent except for one. The __utmc cookie is a temporary cookie that is destroyed when the visitor quits the browser. Each of the other Google Analytics cookies has an expiration date set in the future, meaning that the cookie will persist on the users computer until it expires, or until the user deletes it from their computer.
Heres an example of the cookies set by the Google Store. You can see that __utma, __utmb, __utmc, and __utmz have been set. Well learn more about each cookie shortly. First, lets try a brief experiment. Which of the sites that youve visited are using Google Analytics? To find out, open your browsers cookie window. Youll usually find it under your browsers Options or Preferences. Now, in the cookies window, search for underscore underscore u-t-m. You should see all the different Google Analytics cookies set by all the sites that youve visited that use Google Analytics. All cookies are browser-specific. So, if youve already been to a site, but you open a different browser to visit that site again, another set of Google Analytics cookies will be set. Now, before we continue, search for the Google Store cookies by typing the domain name googlestore.com into the Cookies search box. If youve never visited the Google Store, go to googlestore.com now so that cookies are created.
Select the Google Store __utma cookie. In the cookie information, note the Content and expiration date for the cookie. The first number in the content of every Google Analytics cookie is called the domain hash. It represents the domain that you visited and that set these cookies. Google Analytics applies an algorithm to the domain and outputs a unique numeric code that represents the domain. Each Google Analytics cookie set by the domain will begin with this number. The next number is a random unique ID. The three subsequent numbers are timestamps. They represent the time of the initial visit, the beginning of your previous session, and the beginning of your current session. The timestamps represent the number of seconds since January 1, 1970. Notice that the last three timestamps are the same. What does this tell you? The last number, the session counter, can give you the answer. The last number tells you the number of times you have visited this site. This number will increment each time you visit the site. The session counter here is 1, and the last three timestamps are all the same because this is your first visit to the site.
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The random unique ID combined with the first timestamp make up the visitor ID that Google Analytics uses to identify unique visitors to the site. These details allow Google Analytics to calculate the number of unique visitors and number of visits. Look at your Google Store __utma cookie. How many times have you visited the Google Store? If you think youve visited more times than is indicated by the cookie, remember that the cookie only includes the number of times you visited from this computer using this browser. Also, if you have cleared your cookies at some point, it is only counting from the last time you cleared your cookies. When does this cookie expire? You should see that the date is two years from last the time you visited.
The __utmb and __utmc cookies together identify a session. The content of the __utmc cookie is simply the domain hash. The content of the __utmb cookie will also be the domain hash plus, if the site is using ga.js, some additional values. The key difference between the two cookies is that __utmb is a persistent cookie with an expiration date that is set 30 minutes after it is created. While __utmc is a temporary cookie that is destroyed as soon as the visitor quits the browser. Lets review what you know about a session, or visit, in Google Analytics. First note that the terms session and visit are used interchangeably. A session is defined by 30 minutes of inactivity or if a visitor quits the browser. Each time the visitor navigates to a new page and the JavaScript in the Google Analytics Tracking Code is executed, the __utmb cookie is refreshed and set to expire in 30 minutes. This is how a session can be 2 hours long. As long as the visitor remains active on the site, the session remains active. But if the visitor stays on a page for more than 30 minutes, the __utmb cookie will be destroyed. The next time the visitor loads a page, Google Analytics wont find a__utmb cookie. Instead, a new __utmb cookie is created and, from the standpoint of tracking, this is a new session. So, why is the __utmc cookie needed? Lets say a visitor quits and starts the browser and comes back right away to the same site. Since the __utmc cookie was destroyed, Google Analytics will know that this is a new session.
So, to summarize, when the visitor loads a page, the JavaScript in the Google Analytics Tracking Code checks for both the __utmb and __utmc cookies. If either one is missing, it notes this as a new session, and creates whichever cookie-- __utmb, __utmc, or both-- was missing. Note that it is possible to adjust this behavior. With a small customization to the Google Analytics Tracking code, you can make the session timeout length anything you want. Youll learn about this in the Code Customizations module. The __utmz cookie stores the campaign tracking values that are passed via tagged campaign URLs. So, for example, if a visitor comes to your site on a link tagged with campaign variables utm_source, utm_medium, and utm_campaign, the values for these variables will be stored in the __utmz cookie. Preceding the campaign tracking values, you will see four numbers stored in the __utmz cookie. The first number is the domain hash, as with the other Google Analytics cookies. The second number is a timestamp. The third and fourth numbers are the session number and campaign number, respectively. The session number increments for every session during which the campaign cookie gets overwritten. The campaign number increments every time you arrive at the site via a different campaign or organic search, even if it is within the same session. The __utmz cookie has a six month timeout, meaning that a visit will be attributed to a particular campaign for up to six months, or until the __utmz cookie is overwritten with another value. azucenamadrigal.wordpress.com
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You can modify the six month timeout and you can change the rules which govern when the __utmz cookie value is overwritten. Youll learn how in the Code Customizations module.
The __utmz data shown here would show up in your All Traffic Sources report as coming from the source / medium google / organic. Now, in your browsers cookie window, select the __utmz cookie from your visit to googlestore.com. Assuming that it was a direct visit, youll see utmcsr=(direct) and utmcmd=(none). Your visit will show up in the Google Stores Google Analytics account as coming from the source / medium direct / none. The slide shows how the values in the __utmz cookie map to campaign variables. For example, the utmcsr value in the __utmz cookie is the source, or the value that was assigned to utm_source in the tagged link. So, if you reached somesite.com via a tagged URL that looks like this, then the __utmz cookie would look like this.
The __utmv cookie is for custom visitor segmentation. Youll only see this cookie if the site calls the _setVar() method. This cookie contains the domain hash, and one other value: the value you assign using _setVar(). For example, suppose all site visitors who log in get set to Member, while those who do not log in remain unassigned. The Google Analytics account owner would then be able to compare Members to those who are (not set) and see whether, for example, Members convert more often or spend more money on the site. The __utmv is a persistent cookie that expires after 2 years. Try searching your browser cookies for utmv. Any sites that appear will be those that use the Google Analytics custom segmentation feature. Refer to the module on Custom Visitor Segmentation to learn more about _setVar() and the __utmv cookie.

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Examen GOOGLE ANALYTICS INDIVIDUAL QUALIFICATION

(ltima actualizacin: Noviembre 2012) Documentacin: vdeos de Conversion University http://www.google.com/intl/en/analytics/iq.html?&rd=2

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Groups of metrics are organized into tabs. azucenamadrigal.wordpress.com

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

An advanced segment is a subset of your data.

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

To add a user, click the Plus New User button.

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

2.2. Campaign Tracking and AdWords Integration

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Heres an example of a gclid appended to the end of a URL.

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

2.3. Analysis Focus AdWords

2.4. Goals in Google Analytics

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Google Analytics Individual Qualification

Next, well talk about the Match Type setting.

Google Analytics Individual Qualification

Google Analytics Individual Qualification