Google Analytics is by far the most popular web analytics application that is used across the world. It is used both by individuals and small companies to large Fortune 500 brands. As per this study in 2015, almost 70% of Fortune 500 used Google Analytics as their web analytics platform. If you are one of those millions of Google Analytics users and you are in Europe or deal with clients/ visitors from EU, you need to ensure that you are GDPR compliant.

While we love to rely on Google and think that they will take care of everything for proper GDPR compliance there are few things that you need to do too.

At a very broad level GDPR asks you not to collect and process any personal data without the consent of the data subject (user). Now before you tell me that Google Analytics data is anonymized and aggregated, let me show you couple of personal data points that could be captured in Google Analytics and put you on the wrong side of GDPR.

• Google Analytics captures IP addresses which is considered as Personal Data under GDPR
• Also, if you are passing any PII through your URLs ( typically happens when you are using GET method to submit form data or you are trying to personalize user experience) you might end up with URLs looking like www.yourdomain.com/?name=x&email=abc@gmail.com . Now all these URLs are captured in Google analytics and you are necessarily sharing this PII with Google. This is against Google’s T&C as well as could mean serious trouble for you from GDPR perspective.

So how to make Google Analytics GDPR Compliant

Anonymize IP Address
Google Analytics does provide you an option to anonymize IP addresses. If done properly Google will anonymize the users IP address while still in memory and the data will be written to disc for processing only after the IP addresses have been anonymized. If you are interested in the technical details, you can read the technical explanation here.

How to Anonymize IP Address in Google Analytics for GDPR Compliance

This again will depend on the version of Google analytics code you are using. There are three versions that most people are using. You are either using universal analytics using ANALYTICS.JS or GA.JS or the latest GTAG.JS.

Anonymize IP for analytics.js

<script>
(function(i,s,o,g,r,a,m){i[‘GoogleAnalyticsObject’]=r;i[r]=i[r]||function(){
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)
})(window,document,’script’,’//www.google-analytics.com/analytics.js’,’ga’);
ga(‘create’, ‘UA-XXXXXXX-X’, ‘auto’);
ga(‘set’, ‘anonymizeIp’, true);
ga(‘send’, ‘pageview’);
</script>

Your analytics code probably looks like the one given above. Look at the highlighted line. You need to add that one line of code to anonymize IP address and it is important that the line is set before the ga(‘send’, ‘pageview’); line.

Anonymize IP for gtag.js

This is the latest Google analytics code and if you are already using gtag.js, you can follow the below process to anonymize IP for GDPR compliance.

In your gtag code you will notice the following line –

gtag(‘config’, ‘UA-XXXXXX-XX’);

This needs to be replaced with

gtag(‘config’, ‘UA-XXXXXX-XX’, { ‘anonymize_ip’: true });

Anonymize IP for ga.js

In case you are still using the old ga.js Google analytics library, you can try using the below code. Note the line highlighted, you will need to add that to the script.

<script type=”text/javascript”>
// Old Script
var _gaq = _gaq || [];
_gaq.push([‘_setAccount’, ‘UA-XXXXXX-XX’]);
_gaq.push([‘_gat._anonymizeIp’]);
_gaq.push([‘_trackPageview’]);
( function() {
var ga = document.createElement(‘script’); ga.type = ‘text/javascript’; ga.async = true;
ga.src = (‘https:’ == document.location.protocol ? ‘https://ssl’ : ‘http://www’) + ‘.google-analytics.com/ga.js’;
var s = document.getElementsByTagName(‘script’)[0]; s.parentNode.insertBefore(ga, s);
})();
</script>

How to Remove Personal Data from Google Analytics for GDPR Compliance

Now let’s talk about how to remove the personal data that we might send to Google through URL parameters. It is not just important for GDPR compliance but it is also important for ensuring that you are compliant with Google Analytics’ terms of service.

You should ideally try to remove any PII right at the collection level of Google analytics and this requires some coding skills. Two excellent solutions for this has been given below and you can use any one of them that works for you.

Simo Ahava’s Solution to Removing PII from GA

Brian Clifton’s Solution to redact PII from GA

If you have anonymized all IP addresses and are not capturing any PII in Google analytics, you should be ok with GDPR compliance.

If you are a marketer like me and looking to ensure proper GDPR compliance across your marketing function, you can refer to this GDPR Checklist for Marketers Infographic.

This is not a legal advise about GDPR and if you have any doubts or concern, please consult with a legal professional.

The post GDPR Compliance for Google Analytics : How To appeared first on Adwords Consultant India : DigitalSRC.

Now I am Google Analytics Certified

Not that I think this certificate means much given the ease of the exam, no entry barrier as well as the short nature of the course but then it always feels good to see a nice certificate and especially when it comes from Google.

The post Got my Google Analytics Certification appeared first on Adwords Consultant India : DigitalSRC.

Trust me, it does!

This is one of the most neglected areas in user experience optimization and in most cases people don’t pay much heed to the thank you page and in the process loses tons of opportunity! E-commerce industry is an exception as most e-commerce websites follow up their thank you pages with complementary products and special offers trying to up sell.

Optimize thank you page design to increase user engagement.

This attitude of negligence mainly stems from the facts..

1. The user has already converted (your business objective fulfilled) – why do you care anymore? You assume he is going to leave your website at this point.
2. Thank you pages are mostly dynamically generated and hidden from the search engines, so there is no SEO benefit to it.

What you fail to see in this case are..

1. If the user has converted once, it means he has got some trust on you. Why not build up on it and make him a loyal engaged user?
2. Thank You page may not be visible to search engines but it can still work as a gateway for your users to discover your other valuable content.

In this article, I will try to layout a few basic aspects of Thank you page messaging and show you a live example of how changing the Thank You page design significantly increased the user engagement for website.

Thank You Page Messaging

Thank You Page For Product Sales: This is already pretty well done by many e-commerce site but here’s just a refresher.

• Address the user by his name (you got it during the checkout process)
• Try to mention the product/ products ordered
• Give him the expected delivery time
• Give him your customer care number ( Yes! even if you have it up their on your header)
• Of course, you wont forget to show him other complementary products that can make his life so much better ( and fill your kitty)

Why do all these?

• Address him by name: establishes a connection, people feel good to be recognized, even on the Internet
• Repeat product name: giving him a last chance to check before you ship
• Delivery Time + Customer Care Number: Represent yourself as a responsible, committed company, gives your customer peace of mind.
• Complementary products:  What ? Don’t you want to sell more?

Thank You Page For Lead Forms: The essential elements that should be covered in your message includes:

• What is the next step: Is some one going to call / email him? When? Give an expected turn around time. (Respect your customer’s time, help them plan their work)
• Provide an alternate contact info for the prospect to reach you / your sales team (what if he needs an immediate quote and can’t wait for your sales guy to call back?)
• Depending on the industry you are, point him to some resource that further establishes your brand credibility (remember he just filled the lead form, you still need to sell)

Thank You Page for Whitepaper / E-book Download: So he is either researching the topic or trying to evaluate your knowledge/credibility in the domain. What do you give him ?

• Provide him with additional content on similar topic ( If he has downloaded your whitepaper on Google Adwords – show him your blog posts for 3 key Adwords competitor metrics that can improve your campaigns and 5 Adwords Mistakes that can you Bleed You Dry – He is very likely to click )
• Give him an option to subscribe (use this only if you publish regularly and can continue to provide useful content to him on regular basis)
• Ask for a tweet (if you are helping him with your whitepaper, he might feel gracious to share the word with a tweet – Free Publicity!)

Thank You Page Design Case Study

Ok, so enough of gyan ( theoretical knowledge) and now let me show you some real numbers from an experiment I did..
(A special thanks to my employer [x]cube LABS, for the permission to publish this screenshots and stats)

So now you know why your Thank You page could be as important as your landing page, give it a little more thought, make your Thank You work for you.

The post How to Optimize Your Thank You Page Design to Increase User Engagement appeared first on Adwords Consultant India : DigitalSRC.

Filters in Google analytics is one of the most powerful feature that allows for a lot of customization and manipulation of the data. Filters are applied to the data that is received in a Google Analytics account to manipulate the final data to provide more accurate information. They allow you to include, exclude, search and replace data in addition to the options for creating custom and advanced filters.

In this article we will discuss some of the Filters that you must have, if you are using Google analytics for tracking and website performance.

How to Create a Filter in Google Analytics
You can access the Filters from your Profile Settings page in Google Analytics. Just click “Add Filter” to add a new filter to a profile.

RegEx in Google Analytics
RegEx or Regular Expressions are extremely important when it comes to creating these filters. Regular expressions are special characters that match or capture portions of a field, as well as the rules that govern all characters. You can read in details about the RegEx used in Google Analytics here .

Google Analytics Filter to Exclude Internal Traffic

Every website gets a fair share of internal traffic that is visits by webmasters, marketers and other members of the team who are part of the same business. It is important to exclude this traffic from your analytics data as otherwise you would have an inflated traffic count.

Google analytics provides a predefined filter for this, after you have clicked on the “Add Filter” on Profile Settings page it would take you to the “Create New Filter” page. On that page..

1. Name for your Filter
2. Select “Predefined Filter” from the radio buttons
3. Under Filter Type, select “Exclude” in the First drop down box, “traffic from the IP addresses” in the second drop down and “that are equal to” in the third dropdown.
4. A box would appear below, where you need to put your / your client’s IP address that you want to exclude
5. Save Changes and you are done .

Filter to Exclude Multiple IP addresses or a Range of IP Address ?

This is a very likely situation when your client has multiple offices in different locations and Google Analytics provides a solution for that as well. In such cases, we will have to use a “Custom Filter”.

1. Instead of “Predefined Filter” ( as in Step (b) above ) select Custom Filter radio button.
2. A new set of options would appear, select “Exclude” radio button.
3. In Filter Field drop down select “Visitor IP Address”
4. In Filter Pattern, you will have to mention the IP addresses, or the range of IP addresses using Regular Expressions , commonly referred to as Reg Ex.
5. Example 1 – if you just need to exclude two IP addresses – 65.42.34.123 and 72.42.35.125 – your Filter Pattern would read as below
   65\.42\.34\.123$|^72\.42\.35\.125$
6. Example 2 – if you need to exclude a range of IP address – 65.42.34.1 – 65.42.34.25
   Your Filter pattern would read as below
   ^65\.42\.34\.([1-9]|1[0-9]|2[0-5])$

Google Analytics All Lowercase Filter

This filter is effective if your URLs are available both in uppercase and lowercase format. Google analytics in such case would treat these two as two different URLs and your data for the same page would be split between the two. The all lowercase filter converts all URLs to lower case.

The picture below explains how to set it up.

Full Referral URL Filter for Google Analytics

This is a marketer’s bliss While Google analytics tells you which websites are referring traffic to you it doesn’t really show the exact complete URL that is the referral source. If you are getting tons of referrals from a huge portal, it can often become difficult to identify the complete URL of your referral source. With this filter you would be able to see the full referral URL for your site.

However, this would require you to move a step further and not just use a Custom Filter but an Advanced Custom Filter. The picture below shows how this is set up.

You would be getting the resulting data from this filter under User Defined Section in Visits.

These are just three of the common Google Analytics filter that you must apply if you are using GA. There are many more filters that can be used for various purposes and to get a lot of valuable information besides the great insight that GA provides by default.

Before we end, one word of caution. Applying filters can make dramatic changes to the data in an account because it effects the data that is collected by GA. It is advisable to create a separate profile and then apply the filters to it and observe the data in both (with and without filters) profiles for initial few days to ensure that the filters are working as intended. Also, keep in mind that applying filters would affect future data and would not have any impact on the data that is already there in your account.

In case you would have any specific question or requirement about Google Analytics implementation feel free to contact me.

Related Posts:
Ultimate Guide to Google Analytics Setup & Ecommerce Tracking
Measuring Impact of online marketing on offline presence
How to Improve Adwords Campaigns with Analytics

The post Google Analytics Filters That Every Website Should Have appeared first on Adwords Consultant India : DigitalSRC.

Now in their new experiment with the Google Search result URLs, they have done some changes which again would leave most other web analytics package high and dry to track Google referrer data.

At present a typical Google search referrer URL would look like
http://www.google.com/search?hl=en&q=candles&btnG=Google+Search

The New Referrer URL format would be
http://www.google.com/url?sa=t&source=web&ct=res&cd=7&url=http%3A%2F%2Fwww.example.com%2Fmypage.htm&ei=0SjdSa-1N5O8M_qW8dQN&rct=j&q=candles&usg=AFQjCNHJXSUh7Vw7oubPaO3tZOzz-F-u_w&sig2=X8uCFh6IoPtnwmvGMULQfw

Now besides showing the complete result page URL and other multiple parameters, the key difference between these two referrer strings is that in the first on the parameters started after “/search?” and in the second one they start after “/url?”. Now most of the present day analytics packages parses the Google referrer string based on the “/search?” part and looks for information after that to figure out which keyword or which page of the search result the traffic came from. Also most of them look for the “/search?” to determine if a visitor is coming from organic search results. Replacing “search” with “url” would leave them all messed up.

Google analytics however does not depend on the “/search?” string in the referrer and would continue to work properly. Also the latest version of Urchin (6.5) would not be affected by this change.

Other analytics packages would probably need to do some changes to adapt to this change in Google referrer string to provide accurate analytics report.

These new referrer String is launched at beta stage and only a small percentage of users are getting this at present but it is likely that Google would soon roll out this in the main stream.

While Google has not explained or given any reason for this sudden changes there seems to be just two possible reasons for this.
a) Making other third party analytics less usable / giving them a hard time – I don’t think other analytics providers would have a lot of problem to adapt this but they would definitely need some time and webmasters would need an option for that period and Google Analytics would be the choice.

b) This new referrer string would allow Google to pass all clicks through their server thereby making it much easier for them to track the CTR for individual sites. As it has always been said that Google uses CTR data as a factor for their algorithm, now that Google can track individual CTR with so much precision I would think that they are very likely going to use these information for further refining the organic results.

Related Post:
Google Planning AJAX Interface – Doom’s Day for Analytics
Google Analytics Blog Post

The post Change in Google Referral Strings – Another Attempt to Push Google Analytics ? appeared first on Adwords Consultant India : DigitalSRC.

As an Internet marketing consultant I feel that it is my duty to educate my clients where necessary and this is one of the key areas that I often spend hours explaining to them. To properly measure the success of an Adwords campaign we need to track much more than just visitors to the site.

Google Analytics makes it a breeze to get all the necessary data and here are few parameters that I feel we should always track in a Adwords campaign ( any paid search campaign, for that matter)

• Clicks – Yes, I never said don’t track clicks. This is a basic information that most Adwords advertisers or clients would be interested in .
• CTR – Click Through Rate is another important factor, it would definitely show the rate of response to your ads. A low CTR tells you that its time to check your ad copies ( also might be due to low average position)
• Bounce Rate – As an Adwords consultant I feel this is one of the key factors that people should track but often doesn’t. Your campaign might have a high CTR, and get good number of visitors but what if 90% of your visitors leave the website just after arriving on the landing page. Does that do any good to you ? It basically consumes a lot of your budget, shows a lot of traffic to your website but doesn’t get you any or very minimal conversion. It is important that we track the bounce rate on a regular basis at a Keyword level and try to keep it as low as possible.Typically when you see high bounce rate for a keyword, check your landing page. It is often seen that if the landing page doesn’t match the keywords or doesn’t talk in same lines as your ad copy your visitors would bounce off pretty fast.
• Conversion & Conversion Rate – Goes without saying that almost all Adwords advertisers would track their goal conversion and the conversion rate. If you have a lot of keywords in broad match and you see conversions coming from some of the long tailed keywords initiated by the Broad match terms, try to detect them through your Google Analytics, pick them up separately and put them in a separate Ad group on Exact Match. This will ensure that these keywords get their fair share of budget and you are likely to see an imediate boost in your campaign.
• Call To Action Tagging – Though not really a part of analytics tagging your call to action links gets you extremely important analytical data. It tells you a lot about your landing page, which call to actions are working for you and which are not. Adwords has got an inbuilt tool for tagging links which can come very handy for this purpose, however, if you are tagging a link make sure to test the link after you add it to your website. It is often seen that due to improper tagging some of your key links stops functioning.
• Also you can look at the average time spent on site by visitors, number of pages visited etc at a keyword and ad group level to judge the quality of traffic your Adwords campaign is sending to your website. For these you would however need to use the Custom Reports feature in Google Analytics.

CPC or Cost per Click is again an important parameter to be measured , however, as it is a very common and relatively simple parameter that is measured by almost everyone I have not gone into the details of it.

What do you guys measure for your Adwords accounts or what other parameters do you think is important to measure for an Adwords campaign ?

Recommended Resource: Discover your competitors Adwords keywords, ads, budgets and more
Related Article: How to Improve Your Google Adwords Quality Score

The post How to Imporve Adwords Campaign with Analytics appeared first on Adwords Consultant India : DigitalSRC.

The main difference between the traditional Google search engine result pages and the new AJAX based pages is in the URL structure. A normal Google page looks like

http://www.google.co.in/search?hl=en&q=google+ajax&btnG=Google+Search&meta=

The AJAX version would look like..

http://www.google.com/#hl=en&q=google+ajax&btnG=Google+Search&aq=f&oq=google+ajax&fp=0k_STq_SEOg

Now what is the big difference between these two ?
Note the “#” in the second URL. On any Google query the URL string carries the query value under the “q” parameter and we can easily understand the keyword ( and at times other information as well) by looking at “?hl=en&q=google+ajax&btnG=Google+Search&meta=” part. In the new URL the query part is placed after the #.

All the web analytics packages that are used today, may it be a server based log analyzer or a JavaScript based analytics package; they work by parsing the data passed by browsers through the URL. So a traditional Google search URL could have been easily parsed to understand what was the keyword searched for, the language, the page in which the result was displayed and similar data. However, with this new URL structure, browsers would not be able to pass the value displayed after the” #” mark, as a result all your Google referrals would show up as just Google.com and there would be no way for your analytics package to tell you which keyword sent you the visitor and what was the keyword position in search results page.

It is probably not a small tweak in the JavaScript that would allow the analytics to track this data and the possibilities are that if Google decides to roll this out as a regular feature globally it would actually mean the end of all the existing analytics packages. Even Google analytics is not able to handle these URLs at present and shows the referrers as Google.com/referrer. However, it is a possibility that Google might do necessary modification to Google Analytics to track such AJAX based results before they role out the new feature globally. In such case it would spell the doom for all the existing analytics package and would actually create a virtual monopoly for Google analytics.

What are your thoughts on this?

The post Google Planning AJAX Interface – Doom’s Day for Analytics appeared first on Adwords Consultant India : DigitalSRC.

Not just conversions, visitors to a website also adds other value than just conversions. If your online marketing gets 10 visitors to an website 2 of them might buy the product, 4 of them would probably bounce back – what happens to the remaining 4 ? In most cases this 4 visistors also derive some value from the website ( getting product info, getting the tech support phone number, having a better brand perception etc ) which might reflect in their offline activities ( buying the product from a store, calling the call center for support, investing in the company etc). Now are we measuring this ?

While most clients and marketers do understand that the online marketing activities actually impact offline presence it is also true that its a big challenge to map the online marketing activities to offline impact. To map the online activities to the offline conversions we will basically need to have a common factor ( technically referred to as the Primary Key) that helps us to identify a part of the offline conversions to have been generated through online channels. To elucidate the fact, let’s look at the following tables…

Typically, this is the data that we see from online and offline sources. Now from the data above there is no way to identify if any of the guys who inquired online actually bought the products offline because there is no common factor through which we can identify the users.

Now let’s think, when your visitors go to your website you give an unique ID to each of them and the users are nice enough to come to your store and declare their id when they make a purchase. Then the above data would look like..

Based on the unique ID that was assigned on the website now we are able to integrate both the online and offline data and get a much broader picture. However, in real life this unique id is missing. Any unique id that is assigned to online users is applicable only for online and the consumers don’t care to know or share those when they shop offline. The websites also cannot collect any other Personally identifiable information that can be used to map the online and offline activities together.

So how can we integrate the online and offline data ?

Solutions

It is difficult to quantify and integrate online and offline data however it is not completely impossible and to some extent offline impact of online marketing activities can definitely be measured.

a) Unique Toll Free Number on the Website
Provide a unique toll free number on your website and let your customers call on that. Every time you receive a call on that number you know its a lead sent through the website. This is extremely effective for various websites, may it be e-commerce, tech support of lead generation.

For an advanced level of tracking for your PPC campaigns, you can easily use separate phone numbers for separate landing pages. Now if you set up your PPC campaign in a bit systematic way its very easy to track your offline conversions and map them to your adroups / keyword level data. If you are a big spender on Adwords or Adcenter, this is a very small cost that is well worth the valuable information that you would get out of it.

The latest thing in this context is the service offered by Mongoose Metrics. They can integrate your phone systems in a way that every time someone calls the number it would ping your website and the phone call data shows up on your analytics tool. With this you can have all the data ( web analytics and offline leads generated through online marketing) directly in your WebTrends, Core Metrics or Google Analytics.

b)Use Unique Coupons, Promotions Online
Now here you are motivating your offline store visitors to declare if they have visited your website. Put up a unique coupon or a special promotional offer online and tracking the redemptions of these coupons or promotional offers in your offline store gives you a good indication of the sales / lead driven by your online marketing efforts.

This same technique when used with Email marketing ( sending the promotional offer or discount coupon through emails) can give you some more insights . In most cases for email lists you already have some infomation in terms of geographic location and other demographic information about the customers. Providing them with single use coupons and then tracking there redemption patterns can actually provide a good understanding of your consumer behaviour and preferences.

c) Track Your Online Store Locators
A visitor viewing the online store locator page shows a clear intent of knowing your offline presence. A little effort to integrate your online store locator to configure the store locator search parameter in your internal site search give you far more information – visitors from which geographic regions are more inclined to visit the stores.

Using Maps and Directions are very common today and it is indeed a fantastic feature to have along with your store addresses in the store locators. Now a person visiting the Maps and Directions page clearly has a much stronger intent of visiting the store. Also if you have more than one store in particular region and by tracking the maps and directions page you will have an idea on which stores are more likely to be visited by the website viewers. This helps you understand the amount of contribution your online marketing has in the sales generated in the stores in various locations.

d) Ask Them!
Trust me this works ! the simplest way to do it is to ask your visitors how likely they are to visit the stores. A small unobtrusive exit survey with few basic questions and asking them if they are likely to visit a store and the likeliness of making an offline purchase would probably give you some good data to show your client.

The post Measuring Impact of Online Marketing on Offline Presence appeared first on Adwords Consultant India : DigitalSRC.

• Helps to track and generate detailed report on web site traffic, referral sources, search engines, referring keywords, duration of visit, entry and exit points and various other information that helps to analyze a website’s performance and take decisions for improvement.
• E-commerce and ROI tracking – Google analytics can track visitor foot prints to generate reports on whether they are following the desired path of action, if there are specific points on the website where the visitors drop, it tracks advertisement campaigns and the traffic driven by each of them, it tracks sales and attributes them to their respective traffic source, equates the expenses for traffic acquisition and sales generated to calculate ROI.

b) How to Implement Google Analytics? (Just to track traffic details)

• Sign Up for a Google Analytics Account or if you already have a Google account you can use that to log in to Google Analytics at http://www.google.com/analytics and then sign up for Analytics using the “Sign Up” button.
• The sign up process would take ask for your website URL and other necessary info and you can move through the process by clicking on the “continue” button.
• On the final step, you will be provided with a small piece of JavaScript that you will need to add to each page that you wish to track just before the tag. You can add this code as a Server Side Include or simply write it in your code.

  Example Code:

  
  
  
  The “xxxx-x” needs to be replaced by the Analytics account number for your website.

• Once you have added this JavaScript to all your web pages click the “Check Status” button to ensure that the tracking code has been set properly.

c) How to set up Conversion goals for Google Analytics?

• Log in to Analytics Account
• Click on “Edit” option for “Settings” for the website for which you want to add the conversion Goals.
• Google Analytics allows you to set up to four Conversion Goals. Against each of the Goals click on the “Edit” option on “Settings” tab
• Enter the URL of your web page that you set as a Goal in the Goal URL field, add a name to the goal for ease of identification.
• Click the radio button below to activate/deactivate the goal (by default it is active)
• Set up a Funnel for your goal from the “Define Funnel” section (optional – explained in point below)
• Set up a Goal Value from the “Additional Settings” section. (Optional)

d) How to set up a Funnel for Goals?

• You can lay down the expected path that a visitor would follow to reach the goal. This funnels help to identify if there is a glitch or an usability issue at any point in your website that is preventing the visitors to reach the goal.
• Get to the Goal Settings page (Click “Edit” on settings tab for respective Goals)
• Under the section “Define Funnel Option”, put in the URLs that you expect your visitors to follow to reach that specific Goal.
• For Example – If you have set up your order Form Page as a Goal. You can set up a Funnel for the Goals as Home Page > Product Page > Order Form (Goal)

e) Why and how do you set up a Goal value?

• A Goal value needs to be set up if you need to measure the ROI for your marketing campaign. The Analytics program uses this Goal value to equate against the cost of traffic acquisition to calculate the ROI.
• Under the “Additional Settings” section on the Goal Settings page you can insert a Goal value for each of the goals.
• This option allows you to add a fixed amount as the Goal value and is effective only when all your sales are of the exact same value, else, it just provides an approx estimation of the value that you earn when a visitor reaches the Goal. For better tracking and calculation of ROI for E-Commerce websites, E-commerce tracking needs to be set up.

f) How to set up Google Analytics for E Commerce?

• Do NOT insert any Goal value for your goals on the Goal Settings page.
• To enable e-commerce tracking you will need to indicate your website as an e-commerce website by clicking on the radio button for e-commerce website in Site profile. You can do this by clicking on “Edit” next to the site profile for which you would like to enable e-commerce.
• Insert the tracking code in the receipt page in the standard fashion (explained in point (b) above.
• Somewhere below the tracking code you will need to insert the code for e-commerce tracking, which is as follows
  <br />UTM:T[order-id][affiliation] [total][tax] [shipping][city][state][country]UTM:I[order-id][sku/code][productname][category][price] [quantity]
  

  
  
  Everything that are within the [] has to be replaced by actual values by your engine. A reference to the Parameters used in the above code can be found at https://www.google.com/support/analytics/bin/answer.py?answer=27203

  The final output would actually look something similar to

  UTM:T34535Main Store111108.068467.0610.00San DiegoCAUSA
  UTM:I34535XF-1024Urchin T-ShirtShirts11399.009
  UTM:I34535CU-3424Urchin Drink HolderAccessories20.002

  For every transaction there will be one Transaction line that is indicated by the “T” after UTM – this line contains the total for the transaction including taxes and other information. The lines with an “I” after the UTM is the Item line and this contain the details of the items, their price and other details. There can be unlimited number of item lines for any transaction. An Item line is generated for each of the items that are processed during the transaction.

  Note: The square brackets should not be included while setting the values for the form. Also, do not use comma to separate thousand figures for any digit, any digit after comma would be dropped.

• The final step is to call the function “utmSetTrans” when the form gets submitted. This is important to record the e-commerce information. This can be done in two ways.

  You can call the function on Body OnLoad as shown below

  
  
  If you do not have access to the body tag then you can call it within a separate Script tag. You need to ENSURE that the function is called AFTER the form.

g) How to use Google Analytics to track my Google Adwords Data?

• Log into your Google Adwords account
• Click on the “Analytics” tab
• Click on the link “I already have a Google Analytics Account”
• If you are using the same Google Account ID for your Adwords and Analytics you will see the Analytics account in the dropdown. Select the analytics account profile.
• “Destination URL auto tagging” will remain check by default, you should leave it checked.
• Also keep the “Apply cost Data” option checked (checked by default).
• Click on Link Account.

h) How to use Google Analytics to track Ad Campaigns other than Adwords?

To ensure that you are able to track non-Adwords advertisement campaigns through Google Analytics you will need to tag the destination URL for those campaigns with suitable parameters so that Google Analytics can easily differentiate between each campaign and pick up the necessary information.

Google provides an extremely helpful URL builder that would relieve you from adding the tags manually. You don’t need to use all six fields in the URL builder to tag your campaigns, just use the ones that are necessary. You’ll usually only need to use Source, Medium, Name, and Term (for paid keywords).

Alert: A small percentage of websites do not allow arbitrary URL parameters and serve an error page when auto-tagging is turned on. Please consult with your Webmaster to find out if this is the case or turn on auto-tagging and do a test by simply clicking on your ad. If the link to your site works then you can use auto-tagging. If you are getting an error, you’ll need to turn auto-tagging off from your AdWords account. Then, ask your Webmaster to allow arbitrary URL parameters before turning it back on.

Reference: http://www.google.com/support/analytics/?hl=en_US

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