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Lm Quen V!

i Google Analytics
"o L#$ng Hi%u Qu& Chi'n D(ch Qu&ng Co

Quang Huy B C!"ng Adwords Specialists, Google Southeast Asia

Google Confidential and Proprietary

"o L#$ng. Hnh ")ng. Thnh Cng.

Th& 4

1 2 3

Khi Ni#m C*t Li Giao di#n C$ B%n Google Analytics Google Analytics Nng Cao

11

@vinoaj

Khi Ni%m C*t Li

Google Confidential and Proprietary

Theo di hnh vi ng#$i dng

Hnh vi Truy c'p Thot T!$ng tc


@vinoaj
4

T+ng quan v, Google Analytics


Google Analytics l m)t cng c- phn tch d. li%u web mi/n ph, gip b0n t0o ra nh.ng trang web hi%u qu&, t1ng t2 l% l3i nhu4n trn v*n 56u t# cho cc chi'n d(ch ti'p th(
V(i Google Analytics, b)n c th*:
! C 57 thng tin 58 ch2nh s9a trang web v n)i dung ! T1ng l#3ng chuy8n 5+i ! "o l#$ng hi%u su:t t; kho v qu&ng co ! Theo di m)t lo0t ch2 s* khc nhau

@vinoaj

Cu Tr& L$i cho Nh.ng Cu H@i Quan TrAng


Ng#$i dng s9 d-ng trang web c7a ti nh# th' no? Lm th' no 58 ti th?c hi%n chi'n d(ch qu&ng co hi%u qu&? N)i dung trang web c7a ti c h:p d<n khng? T0i sao ng#$i dng khng th?c hi%n mua hng qua trang web? Lm th' no 58 c&i thi%n m=c 5) t#>ng tc c7a trang web

@vinoaj

Google Analytics Ho0t ")ng Ra Sao?

@vinoaj

M)t vi tnh n1ng

! ! !

B&n 5B/bi8u 5B sinh 5)ng Lin k't v!i AdWords S* li%u t*i #u ho trang web

@vinoaj

Google Analytics ho0t 5)ng nh# th' no?

Thng bo s* li%u

Server b&o m4t c7a Google


@vinoaj
9

Google Analytics
Ci 5Ct M theo di Google Analytics

@vinoaj

Ti'n hnh Ci "Ct

! +,ng k! Thm m theo di ! Lin k.t v(i AdWords

@vinoaj

11

KhDi t0o Ti kho&n


"1ng kE ti kho&n m!i t0i google.com/analytics hoCc thng qua ti kho&n Adwords c7a b0n

www.google.com/analytics

AdWords > Cng c- v Phn Tch > Google Analytics


@vinoaj
12

M theo di Google Analytics


Sau khi 51ng kE, b0n sF 5#3c cung c:p m theo di Google Analytics 58 thm vo trang web

<script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXX-Y']); _gaq.push(['_trackPageview']); (function() {

M s/ ti kho%n Google Analytics


M theo di Google Analytics

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 5Ct m JavaScript
M HTML V d!

<html> <head> Thng tin v, trang 5Ct t0i 5y Google Analytics Tracking Code </head> <body> N)i dung c7a trang 5Ct t0i 5y </body> </html>
var _gaq = _gaq || []; <script type="text/javascript">

! Copy v dn m theo di vo 5o0n code HTML trang web c7a b0n ! M code ny c6n 5#3c 5Ct trn t:t c& cc trang m b0n c6n theo di ! "Ct tr#!c thG </head> 5ng c7a cc trang (5#3c 5, ngh()

_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

L:y M Theo Di
1
Nh:p vo nt Qu&n tr(

ChAn ti kho&n v thu)c tnh m b0n c6n theo di

Nh:p vo tab Thng tin theo di

@vinoaj

15

Google Analytics
Xc nh4n ci 5Ct m thnh cng

@vinoaj

Ki8m tra Bo co 58 tm s* li%u


Sau 24 gi$, 5Ac cc bo co 58 5&m b&o rHng b0n 5 nh4n 5#3c s* li%u v, cc l#3t truy c4p

@vinoaj

17

Ki8m tra bHng Google Tag Assistant


Ki8m tra xem tr0ng thi c7a ti kho&n Google Analytics c D tr0ng thi mu xanh l cy hoCc xanh n#!c bi8n hay khng

https://chrome.google.com/webstore/detail/tag-assistant-by-google/kejbdjndbnbjgmefkgdddjlbokphdefk?hl=en
@vinoaj

18

Google Analytics v AdWords

@vinoaj

"o l#$ng: Google Analytics vs AdWords


AdWords

!
Hi8n th( S* nh:p chu)t CTR Chi ph Chuy8n 5+i T2 l% chuy8n 5+i Chi ph/Chuy8n 5+i

Google Analytics

!
Hi8n th( S* nh:p chu)t CTR Chi ph TI l% thot TI l% Khch m!i so v!i TrD l0i Bo co tr/ th$i gian
20

Chuy8n 5+i T2 l% chuy8n 5+i Chi ph/Chuy8n 5+i

@vinoaj

Lin k't AdWords v Analytics


! Lin k't AdWords v Analytics 58 l:y bo co c:p cao ! Thng th#$ng b0n nn s9 d-ng ti kho&n Google Adwords lc 56u cho Google Analytics nhHm gi&m thi8u cc b#!c ci 5Ct

https://support.google.com/adwords/answer/1704341?hl=vi

@vinoaj

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Lin k't Adwords v Analytics


1

@vinoaj

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Lin k't Adwords v Analytics

@vinoaj

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Lin k't Adwords v Analytics

@vinoaj

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T? 5)ng gJn thG (Auto-Tagging)


M)t cch thu4n ti%n 58 theo di qu&ng co Adwords m khng c6n th?c hi%n gJn thG th7 cng
"! http://site.com/?utm_source=google&utm_medium=cpc&utm_term={keyword}

&utm_campaign=MyCampaign
"! http://site.com/

Kch ho0t thng qua tab Ti kho&n c7a ti > Ty chAn trong Google Adwords L#u E: khng th8 s9 d-ng c& t? 5)ng gJn thG v gJn thG th7 cng trong m)t ti kho&n AdWords sF dn 5o0n Google ClickID cho t:t c& cc nh:p chu)t
! N'u nh qu&ng co b4t ch=c n1ng t? 5)ng gJn thG, b0n sF c th8 nhn th:y 5o0n m gclid=xxxxxxxxx trong 5#$ng link URL.

@vinoaj

Dn m gclid cho 5#$ng link URL 5ch


"#$ng link URL 5ch trong AdWords

http://www.yoursite.com/landingpage.html

M<u qu&ng co

Ng#$i dng 5#3c 5#a t!i:

http://www.yoursite.com/landingpage.html?gclid=123dfsa342lADF9
@vinoaj
26

Lin k't v!i nhi,u ti kho&n Adwords


1 Ti kho&n Google c quy,n Ch2nh S9a cho Google Analytics

Ti kho&n Google c quy,n truy c4p Qu&n Tr( t!i ti kho&n Adwords

@vinoaj

27

Giao di%n c> b&n Google Analytics

Google Confidential and Proprietary

28

Google Analytics
Lm vi%c v!i cc S* li%u Bo co & "*i t#3ng

@vinoaj

29

Th= nguyn & S* li%u


M0i ng!"i dng mang theo thng tin khc nhau, 1!2c phn lo)i theo t3ng danh m4c trong Analytics Cc trang trong website c9ng ch&a nh:ng thng tin m t% t!$ng &ng

3 Hnh 18ng (S/ li#u)

Ng!"i dng

Trang

+5c tnh ng!"i dng (th& nguyn)

+5c tnh trang (th& nguyn)

Th& nguyn l cc 15c tnh ng!"i dng ho5c trang web, 1!2c quy.t 16nh tr!(c khi vi#c truy c'p di7n ra S/ li#u l cc gi tr6 1!2c tnh ton cho l;n truy c'p ny, v 1!2c tnh b<ng s/ 1.m ho5c m8t t= l#
30

@vinoaj

Thi't l4p th$i gian ty ch2nh


! S9 d-ng l(ch bi8u 58 thi't l4p th$i gian ty ch2nh ! B0n sF c th8 quan st 5#3c xu h#!ng ng#$i dng trang web thng qua Bi8u "B v S* Li%u t#>ng =ng v!i th$i gian 5#3c chAn

@vinoaj

31

Thi't l4p So Snh Th$i Gian

ChAn So snh v!i v b0n sF c th8 thi't l4p so snh th$i gian
@vinoaj
32

SJp x'p bi8u 5B theo Ngy, Tu6n v Thng


L?a chAn cc qung th$i gian khc nhau 58 hi8n th( s* li%u theo ngy, tu6n, hoCc thng

@vinoaj

33

Ch thch
Dn ch thch cho m)t s* ngy c- th8

@vinoaj

34

S* li%u c E nghKa g?
S* li%u l m)t hnh th=c 5o 50c "ng vai tr C)t trong cc b&ng bi8u

@vinoaj

35

Bi8u 5B s* li%u
Nh:p vo m)t s* li%u trong b&ng th*ng k 58 xem bi8u 5B cho s* li%u ny

@vinoaj

36

So snh hai s* li%u


So snh hai s* li%u thng qua bi8u 5B

@vinoaj

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Th= nguyn
V6 tr Cng ngh#

! Th= nguyn th8 hi%n cc 5Cc tnh c7a ng#$i dng, hoCc trang m hA 5 5Ac trn website ! "ng vai tr Hng trong cc b&ng bi8u ! M)t th= nguyn sF 5#3c chia thnh cc phn 5o0n khc nhau
@vinoaj
38

Th= nguyn l g?
Th= nguyn m t& cc thu)c tnh. V d-: - Thnh ph/ hoCc Chu l4c n>i l#3t truy c4p pht sinh -! Ngu>n 5em 5'n l#3t truy c4p; v.d. Google hoCcExample.com

@vinoaj

39

Th= nguyn v B&ng s* li%u


B&ng sau hi8n th( s* li%u theo Trnh duy%t. Trnh duy%t D 5y 5ng vai tr Th= nguyn

@vinoaj

40

Th= nguyn v B&ng s* li%u


Trong b&ng ny, H% 5i,u hnh l Th= nguyn

@vinoaj

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Th= nguyn phHy thm Trnh duy%t vo thnh Th= nguyn ph-

@vinoaj

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Th= nguyn phB&ng sau cho th:y s* li%u 5#3c sJp x'p theo H% 5i,u hnh v Trnh duy%t

@vinoaj

43

Tnh n1ng LAc cho b&ng bi8u


B0n c th8 lAc ra cc s* li%u 5#3c bao gBm cho b&ng bi8u theo cc nguyn tJc 5#3c mong mu*n.

@vinoaj

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Bo co Ch' 5) xem D. Li%u

@vinoaj

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Bo co Ch' 5) xem Ph6n Tr1m

@vinoaj

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Bo co Ch' 5) xem Hi%u su:t

@vinoaj

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Bo co Ch' 5) xem So snh

@vinoaj

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Bo co Ch' 5) xem Xoay vng

@vinoaj

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Phn 5o0n nng cao

@vinoaj

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So snh cc phn 5o0n

@vinoaj

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LuBng l#u l#3ng truy c4p

@vinoaj

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LuBng l#u l#3ng truy c4p

@vinoaj

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LuBng l#u l#3ng truy c4p

@vinoaj

54

Google Analytics
Tm hi8u bo co NguBn l#u l#3ng truy c4p

55

@vinoaj

Bo co NguBn l#u l#3ng truy c4p

! Chia nh@ s* li%u th*ng k d?a trn nh.ng nguBn l#u l#3ng truy c4p trang web khc nhau ! B0n c th8 so snh cc xu h#!ng ng#$i dng v hi%u su:t trang web d?a trn cc nguBn l#u l#3ng ny 58 tm ra nguBn truy c4p no 5ang 5em l0i cc truy c4p ng#$i dng mong mu*n

56

@vinoaj

Bo co NguBn l#u l#3ng truy c4p


Truy c'p tr?c ti.p

OR

Ng#$i dng t!i thLng trang

Truy c'p 1!2c gi(i thi#u

Ng#$i dng t!i thng qua m)t trang web khc

Cng c4 tm ki.m

Ng#$i dng t!i thng qua m)t cng c- tm ki'm


57

@vinoaj

"i,u g t0o nn nguBn truy c4p t*t?

58

@vinoaj

Bo co T:t c& l#u l#3ng truy c4p

59

@vinoaj

T; kho

60

@vinoaj

Trang 5ch t; kha

61

@vinoaj

Trang 5ch t; kha

62 62

@vinoaj

Google Analytics
Tm hi8u bo co N)i Dung

@vinoaj

63

Trang, Tiu 5, trang, Bo co chi ti't v, n)i dung


SJp x'p theo cc 5#$ng link trang web

SJp x'p theo Tiu 5, cc trang d?a trn tag <Title>

Bo co chi ti't v, n)i dung cho th:y 5#$ng d<n v trang

@vinoaj

64

Tm tJt "i,u h#!ng


Link t!i bo co Tm tJt "i,u h#!ng c th8 5#3c tm t; tab T:t c& cc trang

@vinoaj

65

Tm tJt "i,u h#!ng


Ph6n tr1m l#3t xem trong 5 5#$ng link l trang 5ch Ph6n tr1m l#3t xem m sau 5 ng#$i dng thot trang

Ph6n tr1m l#3t xem trong 5 5#$ng link khng ph&i l trang 5ch
@vinoaj

Ph6n tr1m l#3t xem m sau 5 ng#$i dng xem ti'p link khc trong trang
66

Google Analytics Nng Cao

Google Confidential and Proprietary

67

M-c Tiu trong Analytics


@vinoaj

http://www.flickr.com/photos/angietorres/4564135255/ 68

M-c Tiu (Goals)


! Trong Google Analytics, m)t m-c tiu 50i di%n cho m)t m-c tiu c7a trang web, v d- nh#:
"! M)t trang 5#3c xem bDi ng#$i dng sau khi hA th?c hi%n m)t hnh vi 5#3c mong

mu*n.
"! M)t kho&ng th$i gian c- th8 D trn trang web c7a ng#$i dng. "! M)t s* l#3ng trang web c- th8 5#3c xem bDi ng#$i dng trn trang web.

! MAi trang web 5,u ph&i c m)t M-c tiu


"! M-c tiu kinh doanh c7a chng ta l g? "! LE do chng ta c m)t website?

! Cc v d- :
Trang C%m @n Download Ph;n MAm +,ng K Ti Kho%n

Xem h$n ba trang web

B trn trang web h$n 5 pht

69

@vinoaj

2008 Google

B*n D0ng M-c Tiu


Trong Google Analytics, c b*n d0ng m-c tiu:
"! M4c tiu trang 1ch sF kch ho0t m)t chuy8n 5+i khi khch hng xem m)t trang c- th8 trn

website c7a b0n.


"! M4c tiu th"i l!2ng trn trang web sF kch ho0t m)t chuy8n 5+i khi khch hng D trn trang

web c7a b0n lu h>n hay ngJn h>n m)t kho&ng th$i gian m b0n chAn.
"! M4c tiu s/ trang m0i truy c'p kch ho0t m)t chuy8n 5+i khi m)t khch hng xem nhi,u hay

t h>n m)t s* l#3ng trang mMi l#3t truy c4p.


"! M4c tiu s? ki#n kch ho0t m)t chuy8n 5+i khi m)t khch hng t#>ng tc v!i n)i dung c th8

theo di 5)c l4p t; trang web hoCc t&i mn hnh.

70

@vinoaj

2008 Google

"o l#$ng M-c tiu trong qu trnh mua hng


N trn trang web > 3 pht Vo > 2 trang trn domain Vo th1m trang V, chng ti Xem video s&n phOm Th1m trang Tnh n1ng S&n phOm T0o ti kho&n thnh vin "1ng k b&n tin khch hng Nh:p vo nt Like trn Facebook Mua hng

MEC TIU

S9 d-ng cng ctm ki'm 5(a 5i8m T&i v, coupon

BCDC

Nh'n Th&c

Xem Xt

Ca Thch

Hnh +8ng

@vinoaj

71

Ci 5Ct M-c Tiu

72

@vinoaj

2008 Google

Ci "Ct M-c Tiu


T)o M4c Tiu

73

@vinoaj

2008 Google

Ci "Ct M-c Tiu


Thi.t L'p M4c Tiu

74

@vinoaj

2008 Google

Ci "Ct M-c Tiu


M T% M4c Tiu

75

@vinoaj

2008 Google

Chi Ti't M-c Tiu

BGt 1;u b<ng: /muahang/ B<ng: /muahang/dangki.html

Nh'p thng tin M4c tiu: Copy v dn URL m-c tiu, th#$ng l trang C&m >n v Xc nh4n

+!"ng URI

+6nh nghFa knh (Khng bGt bu8c):

http://www.example.com/thankyou.html

Copy v dn URL m-c tiu c7a t;ng b#!c trong qu trnh

L!u -: Cho c& m-c tiu v nhm knh, chng ta khng ph&i vi't ton b) 5#$ng URL. Chng ta ch2 c6n thm 5#$ng URI c6n thi't (chi ti't trang web sau tn mi,n hoCc tn trang ch7, v d- / category.asp)
76

@vinoaj

2008 Google

"(nh nghKa cc M-c tiu theo ng#Png


M-c tiu th$i l#3ng D trn trang web

M-c tiu S* trang/Mn hnh truy c4p

M-c tiu theo ng#Png thch h3p nh:t 58 5o s? t#>ng tc c7a ng#$i dng v!i trang web.
77

@vinoaj

2008 Google

Gi tr( c7a M-c tiu


! Gn gi tr( ti,n t% cho cc m-c tiu ! V d-:
1.! ")i bn hng c th8 k h3p 5Bng v!i 10% khch hng yu c6u gAi l0i. 2.! Gi tr( trung bnh mMi giao d(ch l 500. 3.! Theo 5, b0n nn gn $50 cho mMi m-c tiu Lin l0c v!i ti

Gi tr6 M4c tiu

78

@vinoaj

2008 Google

"#$ng d<n M-c tiu 5&o


S9 d-ng bo co ny 58 tm hi8u nh.ng trang no ng#$i dng th1m tr#!c khi th?c hi%n hnh vi chuy8n 5+i v bao nhiu chuy8n 5+i mMi 5#$ng d<n ny mang l0i.

79

@vinoaj

2008 Google

B) lAc & Theo di M-c tiu


! M-c tiu URL 5ch 5#3c xc 5(nh bHng URI yu c6u. ! N'u b0n c m)t b) lAc lm &nh h#Dng 5#$ng URI yu c6u, m-c tiu c7a b0n ph&i 5#3c c4p nh4t 58 ph&n nh 5ng thng tin b( lAc.
"! V d-: Chng ta 5Ct /thankyou.html nh# trang 5ch "! B0n p d-ng m)t b) lAc 58 lo0i tn trang ch7 (subA) trong 5#$ng URI 5#3c yu

c6u.
"! B0n sF ph&i c4p nh4t m-c tiu c7a b0n 58 bao gBm c& tn trang ch7.

Tr!(c
Analytics Account
Profile 1

Sau
Analytics Account
Profile 1 Filter on Request URI

Goal 1

Goal 1

/thankyou.html
@vinoaj

/subA.site.com/thankyou.html
80 2008 Google

Nh4p m-c tiu t; GA sang Adwords


"8 nh4p m-c tiu Analytic sang ci 5Ct chuy8n 5+i c7a Adwords, cc 5i,u ki%n sau c6n ph&i 5#3c b&o 5&m: 1. Analytics v Adwords ph&i 5#3c lin k't v!i nhau

2. B4t Auto tagging trong ti kho&n Adwords.

3. B4t chia sG d. li%u trong ti kho&n Google Analytics 58 cho php Analytics v Adwords ho0t 5)ng cng nhau.

4. "&m b&o rHng b0n 5 thi't l4p cc m-c tiu trong Google Analytics v chng c cc chuy8n 5+i 5 5#3c hon thnh thng qua l#u l#3ng truy c4p t; Adwords.

@vinoaj

Nh4p m-c tiu t; GA sang Adwords


Nh4p M-c tiu sang Adwords: 1.! Vo tab Cng c- v phn tch trong ti kho&n Adwords c7a b0n. ChAn Chuy8n 5+i

@vinoaj

Nh4p m-c tiu t; GA sang Adwords


2. ChAn Nh4p t; Google Analytics D b&ng chuy8n 5+i.

@vinoaj

Nh4p m-c tiu t; GA sang Adwords

3.! ChAn M-c tiu hay Giao d(ch m b0n mu*n t; danh sch ny. Qn nh4p

@vinoaj

Knh
Khch vo th1m

! M)t chuMi cc trang khch hng vo th1m tr#!c khi 5#3c chuy8n 5+i. ! Knh gip b0n:
"! Ki8m tra khch hng vo v ra qu trnh

chuy8n 5+i D 5u.


"! Xo b@ s? tJc nghFn trong qu trnh. "! Xc 5(nh 5#$ng d<n c nhi,u chuy8n 5+i nh:t. "! S9 d-ng cc quan st 58 thay 5+i website.

Khch mua hng

85

@vinoaj

2011 Google

Knh V d-

86

@vinoaj

2011 Google

Cch thi't l4p knh trong ci 5Ct M-c tiu

87

@vinoaj

2011 Google

GJn thG URL Th7 cng

@vinoaj

88

Theo di cc Qu&ng co Tr?c tuy'n khc


! Google Analytics t? 5)ng theo di cc gi!i thi%u v tm ki'm truy v:n 5'n trang 5ch. ! M theo di c7a Google sF gip b0n c th8 ki8m tra b:t k truy v:n no 5'n t; Yahoo, Bing v cc trang tm ki'm khc ngoi Google. ! GJn thG theo di t:t c& cc 5#$ng link qu&ng co: Qu&ng co hi8n th(, Link qu&ng co trong email, l#u l#3ng truy c4p 5'n t; cc trang tm ki'm khc
Non-Google Search Banner Advertising Email Marketing

@vinoaj

89

GJn thG URL


M)t v d-: http://www.googlestore.com/? utm_source=yahoo&utm_medium=cpc&utm_campaign=blackisback Cc bi'n s* sau th#$ng hay 5#3c s9 d-ng:
"! utm_source: Xc 5(nh nguBn qu&ng co (V d-: yahoo, citysearch, newsletter4) "! utm_medium: Trung gian qu&ng co (Trung gian: CPC, banner, email) "! utm_campaign: Tn chi'n d(ch (S&n phOm, m khuy'n m0i, hoCc slogan)

B0n cRng c th8 s9 d-ng cc bi'n s* khc sau:


"! utm_term: T; kho tm ki'm "! utm_content: "8 theo di nh.ng phin b&n khc nhau c7a cc qu&ng co.

@vinoaj

90

V d- 1: URL c gJn thG v khng gJn thG


URL Khng GGn thH http://www.mysite.com

URL +!2c GGn thH


http://www.mysite.com/?utm_source=yoursite&utm_medium=banner &utm_campaign=summerpromo

@vinoaj

91

V d- 2: Truy v:n t; kho 5#3c theo di (CPC)


URL Khng 1!2c gGn ThH (Khng T? 18ng GGn) http://www.mysite.com

URL +!2c gGn ThH (Khng T? 18ng GGn)


http://www.mysite.com/?utm_source=google&utm_medium=cpc &utm_campaign=summerpromo&utm_term=mykeyword

URL +!2c t? 18ng gGn thH bIi AdWords www.mysite.com/?gclid=123xyz


2008 Google 92

@vinoaj

Cc nguBn thng tin 5#3c hi%n ra D 5u?


utm_source utm_medium

@vinoaj

2010 Google

93

Cc nguBn thng tin 5#3c hi%n ra D 5u?


utm_campaign

@vinoaj

2010 Google

94

Cc nguBn thng tin 5#3c hi%n ra D 5u?

utm_term

@vinoaj

2010 Google

95

Cc nguBn thng tin 5#3c hi%n ra D 5u?

utm_content

@vinoaj

2010 Google

96

Trnh t0o URL


"8 d/ dng t0o ra cc URL cho chi'n d(ch, s9 d-ng cng c- t0o URL sau D trong Trung tm tr3 gip Google Analytic

http://www.google.com/support/googleanalytics/bin/answer.py?answer=55578
@vinoaj
2010 Google 97

Cc v d- v, URL 5#3c ci 5Ct


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

Th?c hnh t*t nh:t khi gJn thG URL


Nn sJ d4ng ph!$ng php gGn thH t? 18ng thay v thK cng.
"! Ph#>ng php gJn thG t? 5)ng cung c:p 56y 57 thng tin nh:t cho ng#$i

dng.

T)o 1!"ng link cKa b)n b<ng trnh t)o URL


"! Trnh t0o URL sF gip 5#$ng link c7a b0n t0o thSo 5ng ng. php.

SJ d4ng chnh xc tn v cch 1nh v;n cho tLt c% gi tr6 cKa cc chi.n d6ch
"! MMi bi'n th8 chnh t& sF t0o ra m)t m-c m!i trong bo co c7a b0n.

Ch= sJ d4ng cc bi.n chi.n d6ch m b)n c;n


"! B0n khng c6n s9 d-ng t:t c& cc bi'n trong trnh t0o URL "! B0n ph&i s9 d-ng 57 3 bi'n: Ngu>n, Trung gian v Tn chi.n d6ch

@vinoaj

99

S? khc bi%t v, d. li%u gi.a AdWords v Google Analytics

@vinoaj

100

S? khc bi%t v, d. li%u: Cc hnh vi 5#3c mong 53i


Khc bi!t C"n b#n: AdWords theo di nh$p chu%t, Google Analytics theo di th"m trang web ! Cu tin trnh duy#t cKa ng!"i th,m trang web ! Ng#$i dng th1m trang web qua Adwords c th8 tJt JavaScript, Cookies hoCc &nh. Analytics sF khng bo co cc th1m ny, nh#ng Adwords sF bo c nh:p chu)t. ! Khng th* t%i 1!2c 1o)n m ! Cc nh:p chu)t t; Adwords khng th8 5#3c bo co trong Analytics n'u 5o0n code theo di khng 5#3c t&i k(p. ! B8 lMc AdWords ! AdWords t? 5)ng lAc m)t s* nh:p chu)t nh:t 5(nh kh@i bo co c7a b0n, nh#ng Analytics sF bo co vi%c vo th1m trang web. ! +>ng b8 d: li#u trong bo co ! D. li%u AdWords 5#3c t&i ln hng ngy ln Analytics. Do 5, k't qu& c th8 khng 5Bng b) v!i Adwords t0i 1 s* th$i 5i8m.
@vinoaj

101

S? khc bi%t v, d. li%u: Cc v:n 5, ph+ bi'n


M theo di Google Analytics Tracking khng c trn trang &ch ! N'u trang &ch khng &()c theo di, thng tin c*a cc chi'n d+ch s, khng chuy-n v. Analytics &()c. ! URL 1ch khng 1!2c gGn thH ! N'u URL 5ch khng 5#3c gJn thG, nh.ng l6n th1m trang web sF 5#3c 5nh d:u l Google t? nhin ch= khng ph&i Google Adwords.

! Chuy*n h!(ng trn trang 1ch ! Chuy8n h#!ng th#$ng c&n trD m ci 5Ct Analytics kh@i vi%c kch ho0t. V lE do 5, l6n th1m trang web sF khng 5#3c xc 5(nh l 5'n t; m)t chi'n d(ch qu&ng co tm ki'm.

@vinoaj

102

Phn b+ Chi'n d(ch


Gi!i thi%u/Chi'n d(ch/Tm ki'm g6n nh:t sF 5#3c ghi nh4n cho chuy8n 5+i hoCc mua hng

Chi.n d6ch 1

Ngu>n gi(i thi#u 1

Conversion

Ngu>n gi(i thi#u 1

L;n 1

L;n 2

Cc th1m website tr?c ti'p sF khng l:y ghi nh4n chuy8n 5+i c7a cc chi'n d(ch gi!i thi%u tr#!c.

Chi.n d6ch 1
www.mysite.com?utm_nooverride=1

Chi.n d6ch 2

Conversion

Chi.n d6ch 1

www.mysite.com?utm_nooverride=1

Chi.n d6ch 3

Conversion

Chi.n d6ch 3

103

@vinoaj

2011 Google

S? khc bi%t trong phn b+


! Chuy8n 5+i Adwords v Google Analytics l cc cng ngh% khc nhau ! Chng khng ph&i thay th' c7a nhau, m trn th?c t' l b+ sung.
AdWords +6nh d)ng Cookie Bn th= ba Google Analytics Bn th= nh:t t ph- thu)c vo vi%c chCn v xo cookie

+8 di Cookie

30 ngy (1 thng) Khng th8 tuT ch2nh 5) di Nh:p chu)t cu*i cng t; Adwords Ngy nh:p chu)t Adwords

180 ngy (6 thng) C th8 tuT ch2nh 5) di NguBn nh:p chu)t cu*i cng

Knh phn ph/i

Ngy phn ph/i

Ngy chuy8n 5+i

@vinoaj

104

"o L#$ng. Hnh ")ng. Thnh Cng.

Th& 4

1 2 3

Khi Ni#m C*t Li Giao di#n C$ B%n Google Analytics Google Analytics Nng Cao

11

@vinoaj

105

Xin cm >n!
Q&A

Google Confidential and Proprietary

106