Join Matt Bailey for an in-depth discussion in this video Implementing tracking code, part of Learning Web Analytics.
- [Instructor] In order to get the most out of Analytics, you have to customize it. You customize it by implementing tracking code. Now how do we make that work? For our example site here, we're using wisdompets.com, and we've got a great site, but we need to make sure that we are tracking people as they come to the site. So I will go into my Analytics program, and as you can see we have zeros here. That means we're not tracking any behavior. In order to get the tracking code, you go all the way down to the lower left in your navigation to the admin section.
As the admin section loads, you're going to go into the second column, the property column, and go into tracking info. Click on that and go to tracking code. Now Google Analytics will provide you the tracking code that you simply copy and paste into your website's administration. Now where you paste this code has a lot to do with what kind of website tool you are using.
If you're using WordPress it will be based on the template you're using, but it will usually have a space that you can paste it in your administration screen, and it will then be copied out throughout the template onto all pages of your website. If you're having someone build your website and a custom website, you will need to make sure that it is pasted in the code of every page. You will only have to copy this into a space that is already created for analytics tracking.
In that way, it will get on every page of your website and then will allow you to track visitors. As an example of how this works, I've navigated to a Microsoft website for the HoloLens. Now I've looked at this site, and also I want you to see something here. If I click and load the video, that is from YouTube. I'll close that down, but then because I'm using Google Chrome I can look at the cookies, and you can do this in any browser, and it's going to be a little different, but I'm going to navigate there by going to settings.
I'll scroll down and get into the advanced settings. Once I get into the advanced settings, I'm looking at privacy and security, and down towards the bottom I'm looking at content settings. Controlling what information websites can use and what content they can show you. The first option will be cookies. And as you can see, that's how sites are saving and reading cookie data to track you and you're behavior online. I'm going to see all cookies and site data.
As you can see here, I've got a lot of cookies from tracking a couple of websites. And as you can see, because I've been on the Google site for Analytics, I've got cookies just from using the Analytics site. You can see here that I have cookies from Microsoft and also more cookies from Microsoft as I scroll down here, and as you can see, they're using 11 cookies, and there are many different types of cookies that are used for tracking.
But also, because the YouTube video was on that site as well, we have a cookie from YouTube as well. I hope this helps you understand a little bit more about cookies. There's a lot more to learn obviously. As you can see, cookies help you see where people come from, what pages they view, and how long they stay on your website.
- Implementing tracking code
- Customizing business goals
- Measuring bounce rates
- Tracking acquisition
- Measuring the performance of your landing pages and content
- Understanding the three Cs of analytics: Context, contrast, and comparison
- Tracking your audience by device
- Taking action