Guide to Nose for Google Analytics™

August 4, 2012

What is Nose for Google Analytics™?
Why it was built?
What is there for me?
How to start using it?
What are outcomes and how they calculated?
What are URL settings for?
What are views and how to benefit from it?
Data usage policy
More

 

What is Nose for Google Analytics™?

It is Google Chrome™ extension available in Chrome Web Store which extends standard Google Analytics™ functionality providing simple, fast and powerful in-page reports.

 

Why it was built?

Inspired by idea of making the web better Pavel has developed and shared the extension with website owners for free providing them opportunity to simply discover how the website is really doing without having extra knowledge in Google Analytics™. “Often focused on general website’s stats we might forget that people are actually browsing particular pages on the website and have particular expectations towards each page. Now, we can estimate performance in context of particular page right while browsing the website.”

 

 What is there for me?

Well, if you’re blogger you might want to find out performance of your new post in terms of SEO and traffic. If you’re doing SEM for e-commerce store, it worth checking which campaign provides more outcomes and which landing pages convert better. Every website owner can discover own value in this plugin just in 5 minutes after using it. It gives you quite new information driving you closer to insights.

 

How to start using it?

You can get this extension by clicking the following button

 

What are outcomes and how they calculated?

Simply saying, outcomes are desired actions you expect from your website visitors. They might be represented in:

  • completed goal (for ex., visitor sends inquiry)
  • e-commerce transaction (visitor purchase t-shirt or subscription)
  • events (for ex., visitor downloaded PDF brochure or watched video)

On the options page you can check which of the above conversions you want to count in outcomes calculation. Sample story:

You have a website selling educational DVDs and offer offline seminars. Visitors can purchase DVDs immediately on a website passing through checkout, where e-commerce transaction occurs. But to participate in seminars they send you inquiry via online form, where goal completion occurs. Now if people purchased 7 DVDs and sent 3 inquiries (and you’ve checked on options page to count both: goals and transactions), you will see:

  • 7 Transactions + 3 Goals = 10 Conversions
  • 7 * $24.99 (DVD price) + 3 * $45 (est. goal revenue) = $309.93 Value

You need to have Goals, E-commerce transactions and Events configured in Google Analytics™ to use them in extension. Otherwise, you’ll see ‘N/A‘.

 

 What are URL settings for?

This feature is extremely useful for the cases when query string or fragments appear in URLs but loads the same page content. For ex., you run marketing campaign via different channels or have different messages driving people to particular landing page. Hence, you use URL builder tool to track your custom campaigns. As the result, you will have URLs like following:

  • http://www.website.com/notebooks/?utm_source=subscribers_list&utm_medium=email&utm_content=25_discount&utm_campaign=summer_deals
  • http://www.website.com/notebooks/?utm_source=subscribers_list&utm_medium=email&utm_content=free_shipping&utm_campaign=summer_deals
  • http://www.website.com/notebooks/?utm_source=commission_junction&utm_medium=affiliates&utm_content=25_discount&utm_campaign=summer_deals
  • http://www.website.com/notebooks/?utm_source=review_websites&utm_medium=blogs&utm_content=25_discount&utm_campaign=summer_deals

Now, even if people came from different sources you sell same things on the same page and thus you might want to know how many sales you had from this offer. By default, Google Analytics™ handles these requests as separate pages, so you’ll need to collect summarized data across all campaigns by writing numbers in spreadsheet or using Regular Expressions (like ^/\? or more complex) to filter results. For non-tech people it is a nightmare and grabs a lot of time. So, extension filters these things by default and shows you summarized data for particular pages regardless query params or fragments used in URLs. Once such filtering happened you will see a small link in the left top corner saying for ex., “173 matches“. You can click it and see the full list of page URLs summarized and delivered as the single page.

 

What are views and how to benefit from it?

It is one of the most powerful feature saving huge amount of time. You can view data in 3 following way (separately or altogether):

  • Data – shows absolute numbers
  • Performance – shows metrics relatively to site total (except of Bounce Rate metric). This allows to quickly recognize share page’s impact to site total results per each metric (and in some reports metric per segment).
  • Comparison – shows metrics relatively to site average numbers. This allows to visually recognize how much better or worse each metric (or metric per segment) performs in context of the whole website.

Try switching views on few pages, sorting by columns up and down and you’ll recognize how intuitive and clear data might be.

 

Data usage policy

User authorization process goes via OAuth 2.0, thus preventing users from specifying and saving login and password. Once report launches extension connects to Google Analytics™ via API using Core Reporting API V3 using access token that was generated by Google™ during authorization process. Data loaded from Google Analytics™ is never stored in extension due to security reason, so you need to reload reports every single time. Extension saves access token and refresh token in Chrome’s Local Storage which is accessible only within this extension and both tokens are used to make authorized requests to Google Analytics™. Access level you grant for extension is Read-only. After user clicks ‘Disconnect from Google Analytics™’, extension removes all saved data along with access and refresh tokens, so next time authorization has to be done from scratch.

 

More

If you have more questions you can email them to contacts you’ll find inside the extension. Also, if you know how to improve plugin we’d appreciate your contribution, please email those too.

Subscribe to RSS and Email to get updated with the most important information about the extension and tips.

You are welcome to share your own story improving your website with Nose for Google Analytics™ extension.

Hope you’ll have fun days improving your website and expecting to hear feedback and rating you can put in Chrome Web Store.

Enjoyed reading?
People with the same interests want to read article too.
Share this post to help them finding it