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Gaining insight from Google Analytics

From: Create Your First Online Store with Drupal Commerce

Video: Gaining insight from Google Analytics

The early days of the Web vexed traditional marketers, because they weren't able to measure the effectiveness of what they were doing. That changed in the early 2000s when Web analytics software started to appear. Then it solidified in 2005 when Google got in the game, and they pretty much owned it with Google Analytics. It's quite easy to install the Drupal modules if you need to use Google Analytics. Before you can use it, though, you have to have a Google account to receive the information that your site collects. I won't show you that part; you can learn about it from the lynda.com course, Google Analytics Essential Training.

Gaining insight from Google Analytics

The early days of the Web vexed traditional marketers, because they weren't able to measure the effectiveness of what they were doing. That changed in the early 2000s when Web analytics software started to appear. Then it solidified in 2005 when Google got in the game, and they pretty much owned it with Google Analytics. It's quite easy to install the Drupal modules if you need to use Google Analytics. Before you can use it, though, you have to have a Google account to receive the information that your site collects. I won't show you that part; you can learn about it from the lynda.com course, Google Analytics Essential Training.

This video shows you everything else that you need to know. First, let's go to the Google Analytics site. You do that at google.com/analytics, and I'll just log in with my own account. That starts the Google Analytics part. Next, we'll need to get the Google Analytics module, which is the glue between your Drupal Commerce store, and Google. To get that, we'll go to drupal .org/project/google_analytics.

We'll go down here, and we'll install it in the usual way. We then enable the module.

You'll find it down toward the bottom under the Statistics group, and then you save. Once you've done that, you'll start to notice a warning as you go around your site. If we go to our Status report, we see what it is. Google Analytics requires that you enter your Google analytics code, which goes up right here. For that, we have to go back to our Google Analytics site, and get that code. Now, here I have to warn you about something. You won't be able to use Google Analytics on a site that you haven't yet launched, so we actually can't do it on our Two Trees site here, because it doesn't have an actual URL; it's just on our desktop machine, twotrees:8082.

We'll try to do that. I'll go down to my gellerguides group here, and add a new profile. It asks me for the URL. If I were to say simply twotrees:8082, which is what we have back here, remember? And finish; it tells me that I have to correct the errors, because it wasn't able to find that. Now, it's actually asking, did you actually mean gellerguides? So let's try a new domain. Yup, and you see, URL ends with an invalid -- so it's just not seeing that. So instead of using this site, we're going to use the one that we uploaded earlier on in the Launching Your Store video. That one I happen to have at tgeller.webfactional.com, and once again, I have to install the module.

So go to Modules, Install, and exactly as before. Now we can use it. To configure it, I go to Configuration, and again, I can follow these links through the Status report, or just click here on Google Analytics. Now I'll go back to Google Analytics, and get my code. I want a new domain; that's going to be tgeller.webfactional.com, and continue.

Now I have my code. This is the part you actually need. You could ignore the rest of this stuff, because this is actually built into the module that you put in to your Drupal site. So I'll just copy this UA code here, go back to my site, yup, it's the webfactional one. Paste it, and save. Now, we're ready to go. Now, I skipped over an awful lot when I went through that. You have a lot of options down here at the bottom of the page. You can track according to domains, pages, roles, and so on.

You'll notice that some of these exceptions are already built-in. It's set so that Google Analytics won't track the things that you do as the administrator, which is really good, because otherwise you'd find a lot of false positives. Oh, people are coming to my site; no it's just you administering the site. Let's go back to the Google Analytics page, and see what it's reporting back. Unfortunately, we're not going to see anything yet. It takes a little while for your site to talk to Google Analytics, and for Google Analytics to respond, but let's take a look anyway. We'll go back up to the top level, and see what's under our gellerguides group.

There it is; tgeller.webfactional.com. Now as I say, it's not reporting it, but otherwise, you would see a report here showing exactly who's on your site, how much time they've spent, what pages they go to, and so forth. So to give you an idea of what that actually looks like, I'm going to show you the analytics from my own site, tomgeller.com. To do that, I'll go back up to Analytics. So, here you can see that Google Analytics shows you a lot of information.

It tells you on a day by day basis how many people came to your site, shows geographically where they're coming from, and you can actually drill down in here, and see a closer report for any part of this. Very useful stuff. Again, for more information on this, see Google Analytics Essential Training from lynda.com. This whole field of analytics is just fascinating stuff, and with the Google Analytics module installed and configured on your store, you can see a lot about what on your site most interests people, and it's broken down by demographics, and you can use that information to increase sales and target your marketing.

Show transcript

This video is part of

Image for Create Your First Online Store with Drupal Commerce
Create Your First Online Store with Drupal Commerce

35 video lessons · 11183 viewers

Tom Geller
Author

 
Expand all | Collapse all
  1. 16m 44s
    1. Welcome
      54s
    2. Previewing the finished project
      4m 10s
    3. Surveying the store-building process
      4m 29s
    4. Using the exercise files
      7m 11s
  2. 12m 12s
    1. Installing Drupal Commerce using Commerce Kickstart
      6m 5s
    2. Configuring your store's basic information
      6m 7s
  3. 31m 29s
    1. Accepting PayPal payments
      5m 9s
    2. Setting up individual products
      3m 17s
    3. Displaying products
      6m 30s
    4. Categorizing products
      5m 31s
    5. Adding simple taxes
      4m 39s
    6. Seeing your site from the customer's viewpoint
      3m 26s
    7. Processing orders
      2m 57s
  4. 17m 39s
    1. Understanding products and other entities
      3m 3s
    2. Understanding line items
      3m 16s
    3. Understanding rules
      5m 10s
    4. Integrating your store into a Drupal site
      6m 10s
  5. 29m 46s
    1. Adding product variations
      7m 2s
    2. Managing product variations
      3m 50s
    3. Importing simple products
      10m 11s
    4. Importing complicated products
      8m 43s
  6. 29m 52s
    1. Shipping products
      4m 50s
    2. Managing inventory
      4m 30s
    3. Managing orders
      5m 39s
    4. Managing customer profiles
      4m 55s
    5. Using Views to gain better oversight
      5m 0s
    6. Accepting other payment methods
      4m 58s
  7. 24m 52s
    1. Changing your store's look
      6m 24s
    2. Streamlining the checkout process
      5m 19s
    3. Launching your store
      13m 9s
  8. 29m 25s
    1. Offering product discounts
      8m 56s
    2. Gaining insight from Google Analytics
      5m 45s
    3. Making your site more visible to search engines (SEO)
      5m 52s
    4. Encouraging customer buzz
      8m 52s
  9. 56s
    1. Goodbye
      56s

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