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Analytics is more than adding a script

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This document discusses how to go beyond basic analytics script implementation to ensure valid and reliable web analytics data. It emphasizes that data quality is important and outlines several ways to improve data quality, such as exploring tracking tool settings beyond defaults, placing tracking scripts on all pages including 404 and search pages, excluding internal IP addresses and URL query parameters, implementing event and campaign tracking, and working with an analytics professional. The overall message is that web analytics requires attention to details beyond just adding a basic tracking script.

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Analytics is more than adding a script to your website By Rune Andersen Web Analytics Consultant 21-10-2013 @SiteimproveUK #Siteimprove13 1
DATA QUALITY 21-10-2013 2
21-10-2013 3
21-10-2013 4
Data quality Do you have valid data ? 21-10-2013 5
Data quality Do you have valid data ? 21-10-2013 6
Data quality Or is it only reliable ? 21-10-2013 7
Data quality We need reliable AND valid data! 21-10-2013 8
Data quality How do we get valid data ? 21-10-2013 9
Data quality This way ? 21-10-2013 10
Data quality Or this way ? 21-10-2013 11
Data quality The road to valid data Know the tool Keep updated (about the tool) Be suspicious 21-10-2013 Think ahead Be meticulous 12
BEYOND THE SCRIPT 21-10-2013 13
Beyond the script Exploring beyond the default setting WHY The settings (=options) are there for a reason They can make the difference on reliable and valid data. HOW Be sure what you are doing (or get help from someone that knows) TIP Use the same settings on different sites (or know why you dont do it) And if multiple tracking tools are used ensure they are using the same settings. Filters, IP exclusion, Session length etc 21-10-2013 14
Beyond the script Exploring beyond the default setting 21-10-2013 15
Beyond the script Exploring beyond the default setting 21-10-2013 16
Beyond the script Place the script on ALL pages WHY Non-tagged pages makes the data misleading HOW Be meticulous when adding script to site Optionally use a site audit tool or a tag manager TIP Remember 404 pages, search result and campaign pages And if multiple tracking tools are used ensure they are implemented the same way 21-10-2013 17
Beyond the script Have the script on ALL pages 21-10-2013 18
Beyond the script Exclude URL Query parameters WHY What Get clean data Remove duplicated pages Part after ? In a URL Separated by & HOW Identify URL Query parameters used on site. Ask: Can I remove it without the content being changed or broken ? Remove or keep the parameter TIP In Siteimprove: Choose Track on page and see page specific data for parameters 21-10-2013 19
Beyond the script Exclude URL Query parameters 21-10-2013 20
Beyond the script Exclude URL Query parameters 21-10-2013 21
Beyond the script Exclude URL Query parameters 21-10-2013 22
Beyond the script Exclude URL Query parameters 3 content pages 1.112 variations 21-10-2013 23
Beyond the script Exclude URL Query parameters 3 content pages 3 variations 21-10-2013 24
Beyond the script Exclude internal IP addresses WHY See data for real visitors not the employees HOW Ask IT for the complete IP range list (dont try to look it up yourself) Keep the list updated (and make a routine for keeping it updated) TIP An Include only internal IP can be useful Forced Homepage as start page can generate many fake visits Especially when the laptop is used at home 21-10-2013 25
Beyond the script Exclude internal IP addresses Internal traffic 16% of total 21-10-2013 26
Beyond the script Exclude internal IP addresses 21-10-2013 27
Beyond the script Exclude internal IP addresses 21-10-2013 28
Beyond the script Remember Internal Search WHY Essential source of insight about the visitors HOW With JavaScript or parameters (depends on the tool) TIP Remember all the search fields Look at Search with 0 results 21-10-2013 29
Beyond the script Remember Internal Search Siteimprove Analytics: Internal Search Completed by support as a free service 21-10-2013 30
Beyond the script Remember Internal Search 21-10-2013 31
Beyond the script Event tracking What Track specific user interactions on a website that WHY Get even more insight doesnt load a new page when used Typical tab shift, form submit, video play etc, HOW With JavaScript or HTML code An event is assigned with a category, action and label TIPS Be proactive, and think ahead when making a naming syntax for category, action and label On most sites JavaScript are the best solution for event tracking 21-10-2013 32
Beyond the script Event tracking 21-10-2013 33
Beyond the script Event tracking Insight without Event tracking 21-10-2013 34
Beyond the script Event tracking Insight with Event tracking 21-10-2013 35
Beyond the script Event tracking 21-10-2013 37
Beyond the script Event tracking 21-10-2013 38
Beyond the script Event tracking 21-10-2013 39
Beyond the script Campaign tracking What UTM parameters originate from WHY Measure the effect of the campaign HOW Google but can be used in many tools. Other campaign parameters exists. Track campaign traffic with parameters Add UTM campaign parameters to the link in campaigns TIPS Use campaign tracking consistently, be careful with the naming and test when using redirect Take the time to define a workable, future proof and logical naming procedure and follow it consistently. NEVER use UTM parameters on internal campaigns 21-10-2013 40
Beyond the script Campaign tracking http://searchmarketingexpo.com/east/register? utm_source=tdm-sal-sidereg-east& utm_medium=button& utm_campaign=east-reg http://searchmarketingexpo.com/socialmediamarketing/register? utm_source=tdm-sal-headerreg-smm & utm_medium=button & utm_campaign=smm-reg 21-10-2013 41
Beyond the script Campaign tracking 21-10-2013 42
Beyond the script Campaign tracking 21-10-2013 43
Beyond the script Campaign tracking 21-10-2013 44
Beyond the script Campaign tracking 21-10-2013 45
Beyond the script Have an Analytics professional WHY Analytics without a skilled analyst are just numbers HOW Assign resources and time for analytics (Internal or external) Set up business goals and listen to the analyst TIPS The analyst should know the analytics tool or should learn the tool The analyst needs insight into your Business Goals 21-10-2013 46
Beyond the script THE DEVIL IS IN THE DETAILS 21-10-2013 @SiteimproveUK #Siteimprove13 47

More Related Content

Analytics is more than adding a script

  • 1. Analytics is more than adding a script to your website By Rune Andersen Web Analytics Consultant 21-10-2013 @SiteimproveUK #Siteimprove13 1
  • 5. Data quality Do you have valid data ? 21-10-2013 5
  • 6. Data quality Do you have valid data ? 21-10-2013 6
  • 7. Data quality Or is it only reliable ? 21-10-2013 7
  • 8. Data quality We need reliable AND valid data! 21-10-2013 8
  • 9. Data quality How do we get valid data ? 21-10-2013 9
  • 10. Data quality This way ? 21-10-2013 10
  • 11. Data quality Or this way ? 21-10-2013 11
  • 12. Data quality The road to valid data Know the tool Keep updated (about the tool) Be suspicious 21-10-2013 Think ahead Be meticulous 12
  • 14. Beyond the script Exploring beyond the default setting WHY The settings (=options) are there for a reason They can make the difference on reliable and valid data. HOW Be sure what you are doing (or get help from someone that knows) TIP Use the same settings on different sites (or know why you dont do it) And if multiple tracking tools are used ensure they are using the same settings. Filters, IP exclusion, Session length etc 21-10-2013 14
  • 15. Beyond the script Exploring beyond the default setting 21-10-2013 15
  • 16. Beyond the script Exploring beyond the default setting 21-10-2013 16
  • 17. Beyond the script Place the script on ALL pages WHY Non-tagged pages makes the data misleading HOW Be meticulous when adding script to site Optionally use a site audit tool or a tag manager TIP Remember 404 pages, search result and campaign pages And if multiple tracking tools are used ensure they are implemented the same way 21-10-2013 17
  • 18. Beyond the script Have the script on ALL pages 21-10-2013 18
  • 19. Beyond the script Exclude URL Query parameters WHY What Get clean data Remove duplicated pages Part after ? In a URL Separated by & HOW Identify URL Query parameters used on site. Ask: Can I remove it without the content being changed or broken ? Remove or keep the parameter TIP In Siteimprove: Choose Track on page and see page specific data for parameters 21-10-2013 19
  • 20. Beyond the script Exclude URL Query parameters 21-10-2013 20
  • 21. Beyond the script Exclude URL Query parameters 21-10-2013 21
  • 22. Beyond the script Exclude URL Query parameters 21-10-2013 22
  • 23. Beyond the script Exclude URL Query parameters 3 content pages 1.112 variations 21-10-2013 23
  • 24. Beyond the script Exclude URL Query parameters 3 content pages 3 variations 21-10-2013 24
  • 25. Beyond the script Exclude internal IP addresses WHY See data for real visitors not the employees HOW Ask IT for the complete IP range list (dont try to look it up yourself) Keep the list updated (and make a routine for keeping it updated) TIP An Include only internal IP can be useful Forced Homepage as start page can generate many fake visits Especially when the laptop is used at home 21-10-2013 25
  • 26. Beyond the script Exclude internal IP addresses Internal traffic 16% of total 21-10-2013 26
  • 27. Beyond the script Exclude internal IP addresses 21-10-2013 27
  • 28. Beyond the script Exclude internal IP addresses 21-10-2013 28
  • 29. Beyond the script Remember Internal Search WHY Essential source of insight about the visitors HOW With JavaScript or parameters (depends on the tool) TIP Remember all the search fields Look at Search with 0 results 21-10-2013 29
  • 30. Beyond the script Remember Internal Search Siteimprove Analytics: Internal Search Completed by support as a free service 21-10-2013 30
  • 31. Beyond the script Remember Internal Search 21-10-2013 31
  • 32. Beyond the script Event tracking What Track specific user interactions on a website that WHY Get even more insight doesnt load a new page when used Typical tab shift, form submit, video play etc, HOW With JavaScript or HTML code An event is assigned with a category, action and label TIPS Be proactive, and think ahead when making a naming syntax for category, action and label On most sites JavaScript are the best solution for event tracking 21-10-2013 32
  • 33. Beyond the script Event tracking 21-10-2013 33
  • 34. Beyond the script Event tracking Insight without Event tracking 21-10-2013 34
  • 35. Beyond the script Event tracking Insight with Event tracking 21-10-2013 35
  • 36. Beyond the script Event tracking 21-10-2013 37
  • 37. Beyond the script Event tracking 21-10-2013 38
  • 38. Beyond the script Event tracking 21-10-2013 39
  • 39. Beyond the script Campaign tracking What UTM parameters originate from WHY Measure the effect of the campaign HOW Google but can be used in many tools. Other campaign parameters exists. Track campaign traffic with parameters Add UTM campaign parameters to the link in campaigns TIPS Use campaign tracking consistently, be careful with the naming and test when using redirect Take the time to define a workable, future proof and logical naming procedure and follow it consistently. NEVER use UTM parameters on internal campaigns 21-10-2013 40
  • 40. Beyond the script Campaign tracking http://searchmarketingexpo.com/east/register? utm_source=tdm-sal-sidereg-east& utm_medium=button& utm_campaign=east-reg http://searchmarketingexpo.com/socialmediamarketing/register? utm_source=tdm-sal-headerreg-smm & utm_medium=button & utm_campaign=smm-reg 21-10-2013 41
  • 41. Beyond the script Campaign tracking 21-10-2013 42
  • 42. Beyond the script Campaign tracking 21-10-2013 43
  • 43. Beyond the script Campaign tracking 21-10-2013 44
  • 44. Beyond the script Campaign tracking 21-10-2013 45
  • 45. Beyond the script Have an Analytics professional WHY Analytics without a skilled analyst are just numbers HOW Assign resources and time for analytics (Internal or external) Set up business goals and listen to the analyst TIPS The analyst should know the analytics tool or should learn the tool The analyst needs insight into your Business Goals 21-10-2013 46
  • 46. Beyond the script THE DEVIL IS IN THE DETAILS 21-10-2013 @SiteimproveUK #Siteimprove13 47