Professional Documents
Culture Documents
Th 4
Khi Nim Ct Li
11
@vinoaj
Khi Nim Ct Li
Hnh vi
Truy cp
Thot
Tng tc
@vinoaj
@vinoaj
@vinoaj
@vinoaj
Mt vi tnh nng
Bn /biu sinh ng
Lin kt vi AdWords
@vinoaj
Thng bo s liu
Server bo mt ca Google
@vinoaj
Google Analytics
Ci t M theo di Google Analytics
@vinoaj
Tin hnh Ci t
ng k
Thm m theo di
Lin kt vi AdWords
@vinoaj
11
Khi to Ti khon
ng k ti khon mi ti google.com/analytics hoc thng qua ti
khon Adwords ca bn
www.google.com/analytics
12
<script type="text/javascript">
M theo
di
Google
Analytics
(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>
@vinoaj
13
Ci t m JavaScript
M HTML V d
<html>
<head>
Thng tin v trang t ti y
Google Analytics Tracking Code
</head>
M code ny cn c t trn tt c
cc trang m bn cn theo di
t trc th </head> ng ca cc
trang (c ngh)
<body>
Ni dung ca trang t ti y
</body>
<script type="text/javascript">
</html>
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-XXXXX-Y']);
_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);
})();
@vinoaj
</script>
2011 Google
14
Ly M Theo Di
@vinoaj
Nhp vo nt Qun tr
15
Google Analytics
Xc nhn ci t m thnh cng
@vinoaj
@vinoaj
17
https://chrome.google.com/webstore/detail/tag-assistant-by-google/kejbdjndbnbjgmefkgdddjlbokphdefk?hl=en
@vinoaj
18
@vinoaj
AdWords
Hin th
Chuyn i
S nhp chut
T l chuyn i
CTR
Chi ph/Chuyn i
Google
Analytics
Chi ph
Hin th
@vinoaj
Chuyn i
S nhp chut
T l thot
T l chuyn i
CTR
T l Khch mi so vi Tr li
Chi ph/Chuyn i
Chi ph
Bo co tr thi gian
20
https://support.google.com/adwords/answer/1704341?hl=vi
@vinoaj
21
@vinoaj
22
@vinoaj
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@vinoaj
24
T ng gn th (Auto-Tagging)
Mt cch thun tin theo di qung co Adwords m khng cn
thc hin gn th th cng
http://site.com/?utm_source=google&utm_medium=cpc&utm_term={keyword}
&utm_campaign=MyCampaign
http://site.com/
Kch hot thng qua tab Ti khon ca ti > Ty chn trong Google
Adwords
Lu : khng th s dng c t ng gn th v gn th th cng
trong mt ti khon
AdWords s dn on Google ClickID cho tt c cc nhp chut
Nu nh qung co bt chc nng t ng gn th, bn s c th nhn
thy on m gclid=xxxxxxxxx trong ng link URL.
@vinoaj
http://www.yoursite.com/landingpage.html
Mu qung co
http://www.yoursite.com/landingpage.html?gclid=123dfsa342lADF9
@vinoaj
26
@vinoaj
27
28
Google Analytics
Lm vic vi cc S liu Bo co & i tng
@vinoaj
29
3
Hnh ng (S liu)
Trang
Ngi dng
c tnh trang
(th nguyn)
(th nguyn)
Th nguyn l cc c tnh ngi dng hoc trang web, c quyt nh trc khi vic truy
cp din ra
S liu l cc gi tr c tnh ton cho ln truy cp ny, v c tnh bng s m
hoc mt t l
@vinoaj
30
@vinoaj
31
Chn So snh vi v bn s c th
thit lp so snh thi gian
@vinoaj
32
@vinoaj
33
Ch thch
Dn ch thch cho mt s ngy c th
@vinoaj
34
S liu c ngha g?
S liu l mt hnh thc o c ng vai tr Ct trong cc bng biu
@vinoaj
35
Biu s liu
Nhp vo mt s liu trong bng thng k xem biu cho s liu ny
@vinoaj
36
@vinoaj
37
Th nguyn
V tr
Cng ngh
38
Th nguyn l g?
Th nguyn m t cc thuc tnh. V d:
- Thnh ph hoc Chu lc ni lt truy cp pht sinh
- Ngun em n lt truy cp; v.d. Google hocExample.com
@vinoaj
39
@vinoaj
40
@vinoaj
41
Th nguyn ph
Hy thm Trnh duyt vo thnh Th nguyn ph
@vinoaj
42
Th nguyn ph
Bng sau cho thy s liu c sp xp theo H iu hnh v Trnh
duyt
@vinoaj
43
@vinoaj
44
Bo co Ch xem D Liu
@vinoaj
45
@vinoaj
46
@vinoaj
47
Bo co Ch xem So snh
@vinoaj
48
@vinoaj
49
@vinoaj
50
So snh cc phn on
@vinoaj
51
@vinoaj
52
@vinoaj
53
@vinoaj
54
Google Analytics
Tm hiu bo co Ngun lu lng truy cp
55
@vinoaj
56
@vinoaj
OR
Cng c tm kim
@vinoaj
58
@vinoaj
Bo co Tt c lu lng truy cp
59
@vinoaj
T kho
60
@vinoaj
Trang ch t kha
61
@vinoaj
Trang ch t kha
6262
@vinoaj
Google Analytics
Tm hiu bo co Ni Dung
@vinoaj
63
Sp xp theo Tiu
cc trang da trn tag
<Title>
Bo co chi tit v
ni dung cho thy
ng dn v
trang
@vinoaj
64
Tm tt iu hng
Link ti bo co Tm tt iu hng c th c tm t tab Tt c
cc trang
@vinoaj
65
Tm tt iu hng
Phn trm lt
xem trong
ng link l
trang ch
Phn trm lt
xem trong
ng link
khng phi l
trang ch
@vinoaj
Phn trm lt
xem m sau
ngi dng
thot trang
Phn trm lt
xem m sau
ngi dng xem
tip link khc
trong trang
66
67
Mc Tiu trong
Analytics
@vinoaj
http://www.flickr.com/photos/angietorres/4564135255/
68
Mc Tiu (Goals)
Trong Google Analytics, mt mc tiu i din cho mt mc tiu ca
trang web, v d nh:
Mt trang c xem bi ngi dng sau khi h thc hin mt hnh vi c mong
mun.
Mt khong thi gian c th trn trang web ca ngi dng.
Mt s lng trang web c th c xem bi ngi dng trn trang web.
Cc v d :
Trang Cm n
Download Phn Mm
ng K Ti Khon
69
@vinoaj
2008 Google
Bn Dng Mc Tiu
Trong Google Analytics, c bn dng mc tiu:
Mc tiu trang ch s kch hot mt chuyn i khi khch hng xem mt trang c th trn
website ca bn.
Mc tiu thi lng trn trang web s kch hot mt chuyn i khi khch hng trn trang
70
@vinoaj
2008 Google
BC
MC TIU
Xem video sn
phm
To ti khon
thnh vin
Mua hng
ng k bn tin
khch hng
S dng cng c
tm kim a im
Nhp vo nt
Like trn
Facebook
Ti v coupon
a Thch
Hnh ng
Vo thm trang
V chng ti
Nhn Thc
@vinoaj
Xem Xt
71
Ci t Mc Tiu
72
@vinoaj
2008 Google
Ci t Mc Tiu
To Mc Tiu
73
@vinoaj
2008 Google
Ci t Mc Tiu
Thit Lp Mc Tiu
74
@vinoaj
2008 Google
Ci t Mc Tiu
M T Mc Tiu
75
@vinoaj
2008 Google
Bt u bng: /muahang/
Bng: /muahang/dangki.html
ng URI
http://www.example.com/thankyou.html
Lu : Cho c mc tiu v nhm knh, chng ta khng phi vit ton b ng URL. Chng ta
ch cn thm ng URI cn thit (chi tit trang web sau tn min hoc tn trang ch, v d /
category.asp)
76
@vinoaj
2008 Google
@vinoaj
2008 Google
Gi tr ca Mc tiu
Gn gi tr tin t cho cc mc tiu
V d:
1. i bn hng c th k hp ng vi 10% khch hng yu cu gi li.
2. Gi tr trung bnh mi giao dch l 500.
3. Theo , bn nn gn $50 cho mi mc tiu Lin lc vi ti
Gi tr Mc tiu
78
@vinoaj
2008 Google
ng dn Mc tiu o
S dng bo co ny tm hiu nhng trang no ngi dng thm trc khi thc hin hnh vi chuyn
i v bao nhiu chuyn i mi ng dn ny mang li.
79
@vinoaj
2008 Google
cu.
Bn s phi cp nht mc tiu ca bn bao gm c tn trang ch.
Trc
Sau
Analytics Account
Analytics Account
Profile 1
Profile 1
Filter on Request URI
Goal 1
/thankyou.html
Goal 1
/subA.site.com/thankyou.html
80
@vinoaj
2008 Google
@vinoaj
@vinoaj
@vinoaj
3. Chn Mc tiu hay Giao dch m bn mun t danh sch ny. n nhp
@vinoaj
Knh
Khch vo thm
chuyn i u.
Xo b s tc nghn trong qu trnh.
Xc nh ng dn c nhiu chuyn i nht.
S dng cc quan st thay i website.
85
@vinoaj
2011 Google
Knh V d
86
@vinoaj
2011 Google
87
@vinoaj
2011 Google
Gn th URL Th cng
@vinoaj
88
Banner Advertising
Email Marketing
@vinoaj
89
Gn th URL
Mt v d:
http://www.googlestore.com/?
utm_source=yahoo&utm_medium=cpc&utm_campaign=blackisback
Cc bin s sau thng hay c s dng:
utm_source: Xc nh ngun qung co (V d: yahoo, citysearch, newsletter4)
utm_medium: Trung gian qung co (Trung gian: CPC, banner, email)
utm_campaign: Tn chin dch (Sn phm, m khuyn mi, hoc slogan)
@vinoaj
90
V d 1: URL c gn th v khng gn th
URL Khng Gn th
http://www.mysite.com
URL c Gn th
http://www.mysite.com/?utm_source=yoursite&utm_medium=banner
&utm_campaign=summerpromo
@vinoaj
91
URL c t ng gn th bi AdWords
www.mysite.com/?gclid=123xyz
@vinoaj
2008 Google
92
@vinoaj
2010 Google
93
@vinoaj
2010 Google
94
utm_term
@vinoaj
2010 Google
95
utm_content
@vinoaj
2010 Google
96
Trnh to URL
d dng to ra cc URL cho chin dch, s dng cng c to URL
sau trong Trung tm tr gip Google Analytic
http://www.google.com/support/googleanalytics/bin/answer.py?answer=55578
@vinoaj
2010 Google
97
Cc v d v URL c ci t
http://www.yoursite.com/landingpage.html?
utm_source=yahoo&utm_medium=cpc&utm_campaign=Jan
+2011+Campaign&utm_term=my+keyword
http://www.yoursite.com/landingpage.html?
utm_source=twitter&utm_medium=tweet&utm_campaign=J
an+03+One+Day+Sale
http://www.yoursite.com/landingpage.html?
utm_source=email&utm_medium=link&utm_campaign=Jan
+2011+Newsletter
@vinoaj
98
dng.
@vinoaj
99
@vinoaj
100
101
@vinoaj
102
Chin dch 1
Conversion
Ln 2
Ln 1
Chin dch 2
Chin dch 1
Chin dch 1
www.mysite.com?utm_nooverride=1
www.mysite.com?utm_nooverride=1
Chin dch 3
Conversion
Conversion
Chin dch 3
103
@vinoaj
2011 Google
Google Analytics
nh dng Cookie
Bn th ba
Bn th nht
t ph thuc vo vic chn v xo
cookie
di Cookie
30 ngy (1 thng)
Khng th tu chnh di
Ngy chuyn i
@vinoaj
104
Th 4
Khi Nim Ct Li
11
@vinoaj
105
Xin cm n!
Q&A
106