Google Analytics N�ng Cao

Google Analytics (GA) l� c�ng c? th?ng k� d? li?u s? m?nh nh?t cho ng??i qu?n tr? web. GA ch? y?u ph�n t�ch s? l??ng ng??i truy c?p website c?a b?n. Ph�n lo?i v� theo d�i s? l??ng ng??i ?� theo h�nh vi, ?? tu?i, ng�n ng?, thi?t b? m�y vi t�nh, ?i?n tho?i, t? kh�a� Google Analytics l� m?t ph?n kh�ng th? thi?u v?i ng??i l�m SEO.

>>> ??c th�m:�C�c kh�i ni?m c?t l�i v? Google Analytics

M?c ti�u

Trong Google Analytics, m?t m?c ti�u ??i di?n cho m?t m?c ti�u c?a trang web, v� d? nh?:

– M?t trang ???c xem b?i ng??i d�ng sau khi h? th?c hi?n m?t h�nh vi ???c mong mu?n
– M?t kho?ng th?i gian c? th? ???c xem b?i ng??i d�ng tr�n trang web

M?i trang web ??u ph?i c� m?t m?c ti�u

– M?c ti�u kinh doanh c?a ch�ng ta l� g�?
– L� do ch�ng ta c� m?t website?

C�c v� d?

B?n d?ng m?c ti�u

Trong Google Analytics, c� b?n d?ng m?c ti�u:
– M?c ti�u trang ?�ch s? k�ch ho?t m?t chuy?n ??i khi kh�ch h�ng xem m?t trang c? th? tr�n website c?a b?n.
– M?c ti�u th?i l??ng tr�n trang web s? k�ch ho?t m?t chuy?n ??i khi kh�ch h�ng ? tr�n trang web c?a b?n l�u h?n hay ng?n h?n m?t kho?ng th?i gian m� b?n ch?n.
– M?c ti�u s? trang m?i truy c?p k�ch ho?t m?t chuy?n ??i khi m?t kh�ch h�ng xem nhi?u hay �t h?n m?t s? l??ng trang m?i l??t truy c?p.
– M?c ti�u s? ki?n k�ch ho?t m?t chuy?n ??i khi m?t kh�ch h�ng t??ng t�c v?i n?i dung c� th? theo d�i ??c l?p t? trang web ho?c t?i m�n h�nh.

?o l??ng m?c ti�u trong qu� tr�nh mua h�ng

C�i ??t m?c ti�u

– T?o m?c ti�u
– Thi?t l?p m?c ti�u
– M� t? m?c ti�u

Chi ti?t m?c ti�u

– B?t ??u b?ng: /muahang/
– B?ng: /muahang/dangki.html
L?u �: Cho c? m?c ti�u v� nh�m k�nh, ch�ng ta kh�ng ph?i vi?t to�n b? ???ng URL. Ch�ng ta ch? c?n th�m ???ng URL c?n thi?t (Chi ti?t trang web sau t�n mi?n ho?c t�n trang ch?, v� d?: category.asp)

??nh ngh?a c�c m?c ti�u theo ng??ng

– M?c ti�u th?i l??ng ? tr�n trang web
– M?c ti�u s? trang/ m�n h�nh truy c?p
M?c ti�u theo ng??ng th�ch h?p nh?t ?? ?o s? t??ng t�c c?a ng??i d�ng v?i trang web

Gi� tr? c?a m?c ti�u

– G�n gi� tr? ti?n t? cho c�c m?c ti�u

V� d?:

1. ??i b�n h�ng c� th? k� h?p ??ng v?i 10% kh�ch h�ng y�u c?u g?i l?i.
2. Gi� tr? trung b�nh m?i giao d?ch l� 500
3. Theo ?�, b?n n�n g�n $50 cho m?i m?c ti�u � li�n l?c v?i t�i�

???ng d?n m?c ti�u ??o

S? d?ng b�o c�o n�y ?? t�m hi?u nh?ng trang n�o ng??i d�ng th?m tr??c khi th?c hi?n h�nh vi chuy?n ??i v� bao nhi�u chuy?n ??i m?i ???ng d?n n�y mang l?i.

B? l?c & theo d�i m?c ti�u

– M?c ti�u URL ?�ch ???c x�c ??nh b?ng URL y�u c?u.
– N?u b?n c� m?t b? l?c l�m ?nh h??ng ???ng URL y�u c?u, m?c ti�u c?a b?n ph?i ???c c?p nh?t ?? ph?n �nh ?�ng th�ng tin b? l?c.

V� d?: Ch�ng ta ??t �/thankyou.html� nh? trang ?�ch

– B?n �p d?ng m?t b? l?c ?? lo?i t�n trang ch? (subA) trong ???ng URL ???c y�u c?u.
– B?n s? ph?i c?p nh?t m?c ti�u c?a b?n ?? bao g?m c? t�n trang ch?.

Nh?p m?c ti�u t? GA sang Adwords

?? nh?p m?c ti�u Analytics sang c�i ??t chuy?n ??i c?a Adwords, c�c ?i?u ki?n sau c?n ph?i ???c ??m b?o:

1. Analytics v� Adwords ph?i ???c li�n k?t v?i nhau
2. B?t Auto tagging trong t�i kho?n Adwords
3. B?t chia s? d? li?u trong t�i kho?n Google Analytics ?? cho ph�p Analytics v� Adwords ho?t ??ng c�ng nhau.
4. ??m b?o r?ng b?n ?� thi?t l?p c�c m?c ti�u trong Google Analytics v� ch�ng c� c�c chuy?n ??i ?� ???c ho�n th�nh th�ng qua l?u l??ng truy c?p t? Adwords

Nh?p m?c ti�u sang Adwords:

1. V�o tab � c�ng c? v� ph�n t�ch� trong t�i kho?n Adword c?a b?n. Ch?n chuy?n ??i .
2. Ch?n � Nh?p t? Google Analytics� ? b?ng chuy?n ??i.

3. Ch?n m?c ti�u hay giao d?ch m� b?n mu?n t? danh s�ch n�y. ?n Nh?p.

K�nh

– M?t chu?i c�c trang kh�ch h�ng v�o th?m tr??c khi ???c chuy?n ??i
– K�nh gi�p b?n:
+ Ki?m tra kh�ch h�ng v�o v� ra qu� tr�nh chuy?n ??i ? ?�u
+ X�a b? s? t?c ngh?n trong qu� tr�nh
+ X�c ??nh ???ng d?n c� nhi?u chuy?n ??i nh?t
+ S? d?ng c�c quan s�t ?? thay ??i website

V� d?: C�ch thi?t l?p k�nh trong c�i ??t m?c ti�u

Chi ti?t m?c ti�u

G?n th? URL th? c�ng

Theo d�i c�c qu?ng c�o tr?c tuy?n kh�c

• Google Analytics t? ??ng theo d�i c�c gi?i thi?u v� t�m ki?m truy v?n ??n trang ?�ch.
• M� theo d�i c?a Google s? gi�p b?n c� th? ki?m tra b?t k� truy v?n n�o ??n t? Yahoo, Bing v� c�c trang t�m ki?m kh�c ngo�i Google.
• G?n th? theo d�i t?t c? c�c ???ng link qu?ng c�o: Qu?ng c�o hi?n th?, link qu?ng c�o trong email, l?u l??ng truy c?p ??n t? c�c trang t�m ki?m kh�c.

G?n th? URL

M?t v� d?:

https://www.googlestore.com/?Utm_source=yahoo&utm_medium=cpc&utm_campaign=blackisback

C�c bi?n s? sau th??ng hay ???c s? d?ng:

• utm_source: X�c ??nh ngu?n qu?ng c�o (V� d?: yahoo, Citysearh, newsletter4)
• utm_medium: Trung gian qu?ng c�o (Trung gian: CPC, banner, email)
• utm_campaign: T�n chi?n d?ch (S?n ph?m, m� khuy?n m?i, ho?c slogan)

B?n c?ng c� th? s? d?ng c�c bi?n s? kh�c sau:

• utm_term: T? kh�a t�m ki?m
• utm_content: ?? theo d�i nh?ng phi�n b?n kh�c nhau c?a c�c qu?ng c�o.

V� d? 1: URL c� g?n th? v� kh�ng g?n th? v� kh�ng g?n th?

• URL kh�ng g?n th?: https://.mysite.com
• URL ???c g?n th?: https://www.mysite.com/?utm_source=yoursite&utm_medium=banner&utm_campaign=summerpromo

V� d? 2: Truy v?n t? kh�a ???c theo d�i (CPC)

• URL kh�ng g?n th? (kh�ng t? ??ng g?n): https://www.mysite.com
• URL ???c g?n th? (kh�ng t? ??ng g?n): https://www.mysite.com/?utm_source=google&utm_medium=cpc&utm_campaign=summerpomo&utm_term=mykeyword.

URL ???c t? ??ng g?n th? b?i Adwords: www.mysite.com/?gclid=123xyz

C�c ngu?n th�ng tin ???c hi?n ra ? ?�u?

Utm_source
Utm_medium

Utm_campaign

Utm_term

Tr�nh t?o URL

?? d? d�ng t?o ra c�c URL cho chi?n d?ch, s? d?ng c�ng c? t?o URL sau ? trong trung t�m tr? gi�p Google Analytic

�V� d? v? URL ???c c�i ??t

Yahoo: https://yoursite.com/landingpage.html?
Utm_source=yahoo&utm_medium=cpc&utm_campaign=Jan+2011+Campaign&utm_term=my+keyword

Th?c h�nh t?t nh?t khi g?n th? URL

• N�n s? d?ng ph??ng ph�p g?n th? t? ??ng thay v� th? c�ng.
• Ph??ng ph�p g?n th? t? ??ng cung c?p ??y ?? th�ng tin nh?t cho ng??i d�ng.

T?o ???ng link c?a b?n b?ng tr�nh t?o URL

• Tr�nh t?o URL s? gi�p ???ng link c?a b?n t?o th?o ?�ng ng? ph�p.
• S? d?ng ch�nh x�c t�n v� c�ch ?�nh v?n cho t?t c? gi� tr? c?a c�c chi?n d?ch.
• M?i bi?n th? ch�nh t? s? t?o ra m?t m?c m?i trong b�o c�o c?a b?n.

Ch? s? d?ng c�c bi?n chi?n d?ch m� b?n c?n

• B?n kh�ng c?n s? d?ng t?t c? c�c bi?n trong tr�nh t?o URL.
• �B?n ph?i s? d?ng ?? 3 bi?n: Ngu?n, trung gian v� t�n chi?n d?ch.

S? kh�c bi?t v? d? li?u gi?a Adwords v� Google Analytics

C�c h�nh vi ???c mong ??i

Kh�c bi?t c?n b?n: Adwords theo d�i nh?p chu?t, Google Analytics theo d�i th?m trang web

?u ti�n tr�nh duy?t c?a ng??i th?m trang web

Ng??i d�ng th?m trang web qua Adwords c� th? t?t JavaScript, Cookies ho?c ?nh. Analytics s? kh�ng b�o c�o c�c th?m n�y, nh?ng Adwords s? b�o c� nh?p chu?t.

Kh�ng th? t?i ???c ?o?n m�

C�c nh?p chu?t t? Adwords kh�ng th? ???c b�o c�o trong Analytics n?u ?o?n code theo d�i kh�ng ???c t?i k?p

• B? l?c Adwords
• Adwords t? ??ng l?c m?t s? nh?p chu?t nh?t ??nh kh?i b�o c�o c?a b?n, nh?ng Analytics s? b�o c�o vi?c v�o th?m trang web
• �??ng b? d? li?u trong b�o c�o
• D? li?u Adwords ???c t?i l�n h�ng ng�y l�n Analytics. Do ?�, k?t qu? c� th? kh�ng ??ng b? v?i Adwords t?i 1 s? th?i ?i?m.

C�c v?n ?? ph? bi?n

M� theo d�i Google Analytics Tracking �kh�ng c� tr�n trang ?�ch:

N?u trang ?�ch kh�ng ???c theo d�i, th�ng tin c?a c�c chi?n d?ch s? kh�ng chuy?n v� Analytics ???c.

URL ?�ch kh�ng ???c g?n th?

N?u URL ?�ch kh�ng ???c g?n th?, nh?ng l?n th?m trang web s? ???c ?�nh d?u l� Google t? nhi�n ch? kh�ng ph?i Google Adwords.

Chuy?n h??ng tr�n trang ?�ch

Chuy?n h??ng th??ng c?n tr? m� c�i ??t Analytics kh?i vi?c k�ch ho?t. V� l� do ?�, l?n th?m trang web s? kh�ng ???c x�c ??nh l� ??n t? m?t chi?n d?ch qu?ng c�o t�m ki?m.

Ph�n b? chi?n d?ch

• Gi?i thi?u/ Chi?n d?ch/ T�m ki?m g?n nh?t s? ???c ghi nh?n cho chuy?n ??i ho?c mua h�ng.
• C�c l?n th?m website tr?c ti?p s? kh�ng l?y ghi nh?n chuy?n ??i c?a c�c chi?n d?ch gi?i thi?u tr??c.

S? kh�c bi?t trong ph�n b?

• �Chuy?n ??i Adwords v� Google Analytics l� c�ng ngh? kh�c nhau.
• �Ch�ng ta ph?i thay th? c?a nhau, m� tr�n th?c t? l� b? sung.

Ngu?n: T?ng h?p.

Xem th�m c�c b�i vi?t kh�c v? SEO v� Marrketing Online t?i PA Markeing.