Last week, we posted on web analytics set up, outlining how simple it is to get analytics onto your site.
Once you have it tracking though, there are a few other things you need to consider straight away. Nothing in Google Analytics will work retrospectively. So, if next week you implement some filters and goals, it will only record them from implementation time onward. For this reason, you need to think about setting certain things up early on in the game.
1. Multiple profiles – if you want to track different groups using filters, if you want to use more than 4 goals, or if you think you are going to receive more than the Google analytics traffic limit per day, you will want to introduce multiple profiles to your account.
This is a great way of experimenting with your data and your analytics account without threatening the integrity of your data.
To make multiple profiles, log into your analytics account. Under the table which lists your domains, there will be a link to “create new website profile”. Click on this and then choose “Add a profile for an existing domain”.
This will make you a duplicate profile which will be identical to the original unless you make changes to it (e.g. filters, new goals, etc).
2. Filters – Filters are used to filter out that traffic in which you aren’t interested. For example, perhaps you don’t want to be confusing your customer traffic with your staff traffic. Or maybe you aren’t interested in overseas traffic. Maybe you want a separate profile for each state you operate in.
To make a filter, go to your website profile settings in Google Analytics. Click on Edit in the table, then scroll down to the Filter box, and click “Add Filter”. If you want to exclude multiple IP addresses, try and use this tool from Google Analytics Help.
Using filters you can exclude traffic from an IP address, a domain, include traffic only to a certain subdirectory and much more.
3. Linking to Adwords – Another thing you will want to do ASAP, is link your Google Analytics account to your Google Adwords account (if you have one). Because if you don’t, then Google analytics will record all your search engine traffic as organic traffic.
To do this, you just need to click on the ‘Reporting’ tab in Google Adwords, and then choose ‘Google Analytics’. This will then prompt you to link the accounts. Note – to do this you need to have administrator access in the Google Analytics account.
4. Goals – Finally, you probably want to add goals to your profile. Each profile will allow you to add up to 4, but like I said before, you can make more profiles to record more goals.
To add goals, go to the profile settings page in Google Analytics, click ‘edit’ for the profile to which you want to add goals.
You will need the URL for the goal you want to add. This is often a thankyou page – for example after a sign up or purchase. You can have any URL on site as your goal, or even download links (like a brochure).
Similarly to Goals, is Ecommerce tracking, which is a more advanced type of goal measurement, which allows you to track products sold, total amount earned, etc. Setting up Ecommerce tracking will be covered in Part 3 of this series.