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Using Custom Variables with Google Analytics

Adrian VenderSEO Manager & Analytics Consultant

@adrianvender

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Who Are We?

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Who lovesAnalytics?

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How You See Analytics

Don’t love Love

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Hipster dog says…

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Dimensions

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setCustomVar_setCustomVar(index, name, value, opt_scope)

• index—The slot for the custom variable. (range from: 1 – 5)• name—Key (string)• value—Value (string)• opt_scope—Scope: 1 (visitor-level), 2 (session-level), or 3 (page-

level). Default = 1

pageTracker._setCustomVar( 5, // This custom var is set to slot #5”Added Item to Cart", // The name acts as a category for the user activity "Yes", // This value of the custom variable 2 // Sets the scope to session-level );

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Understanding Scope

Visitor

Visits

Pageviews

Hometown=Austin,TX

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Slot/Scope RestrictionsDuration When sharing a slot 

with other variablesNumber allowed

Page‐level A single pageview, event, or transaction call.

The last page‐level variable to be called on a page is the one applied to that page.

For any web property, many unique page‐level variables can be set and slots can be re‐used. Limited only by the number of hits in a given session.For any single page, you can set up to 5 simultaneous custom variables.

Session‐level The current session of the visitor.

The last session‐level variable called in a session is the one used for that session.

For any web property, you can create as many distinct session‐level custom variables as can be defined with a 64‐byte key‐value pair limit.For any given user session, you can set up to 5 session‐level variables.

Visitor‐level The current session and all future sessions for the life of the visitor cookie.

The last value set for a visitor is the one applied to the current and future sessions.

For any web property, you can create up to five distinct visitor‐level variables.

http://cutroni.com/blog/2011/05/18/mastering‐google‐analytics‐custom‐variables/Need more help?

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Sending Custom Variables‘Set’ a custom variable with _setCustomVar(), ‘send’ using a

tracking GIF request.

Tip: Send events instead of Page-level vars if possible(you can still segment by events!)

<script>_gaq.push([‘_setCustomVar’,1,’userType’,’Member’,2]);………_gaq.push([‘_trackEvent’,’memberAction’,’login’]);</script>

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Character LimitsThe sum of the name-value pair of a custom variable must not

exceed 64 bytes.

Example 1: “userType”:”member”8 + 6 = 14 bytes

Example 2: “Hometown”:”Phoenix, AZ”8 + 11 = 19 bytes(*spaces and special characters each use a byte too!)

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Custom Var Reports… meh

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Advanced Segments. #win!

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Members vs Non-members

<script type="text/javascript">_gaq.push(['_setCustomVar',1,'Visitor_Type','Member',1]);</script>

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Membership Types

<script type="text/javascript">_gaq.push(['_setCustomVar’,2,'Member_Level',’Silver',1]);</script>

<script type="text/javascript">_gaq.push(['_setCustomVar',2,'Member_Level','Gold',1]);</script>

<script type="text/javascript">_gaq.push(['_setCustomVar',2,'Member_Level',’Platinum',1]);</script>

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Logged In?

<script type="text/javascript">_gaq.push(['_setCustomVar',3,'Member_Status','Logged_In',2]);</script>

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Demographics

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<form onsubmit="_gaq.push(['_setCustomVar',1,'Gender',this.gender.options[this.gender.selectedIndex].value,3);"><select name="gender"><option value="Female">Female</option><option value="Male">Male</option></select>

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Coupon Code

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Previous Purchase?

<script type="text/javascript">_gaq.push(['_setCustomVar',3,'Member_Status',’purchased',2]);</script>

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Author: Jalen Rose Topic: Sports

Type: Blog

Geo: USA

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Google Analytics integration -Multivariate

//Begin GA‐GWO integration Codeif(typeof(utmx) !== 'undefined') { var comboNum=utmx('combination');comboVal="combo"+comboNum;pageTracker._setCustomVar(2,"combo",comboVal,2);

}//End GA‐GWO integration Code

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Google Analytics integration

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Google Analytics integration – MVT

• Advanced Segments

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Search intent and user demographics

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Retaining original search term

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Retaining original search term

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Facebook Demographics

Do NOT store Personal Identifiable Information (PII)!

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Facebook Demographics

http://goo.gl/BlCMD

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Segmentation magic

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Shout outs

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Thank you!@adrianvender