Google Analytics is a web analytics service offered by Google that tracks and reports website traffic as a platform inside the Google Marketing Platform brand. It presents all the statistics in a high-level dashboard-type approach.
This article will go over the following topics:
- Definitions
- Why Track Analytics?
- How do I configure Zaui for Analytics?
- URL Tagging for Google Analytics
Definitions
| Term | Definition |
|---|---|
Web Analytics |
is the measurement, collection, analysis, and reporting of internet data for the purposes of understanding and optimizing the behaviour of people browsing on a website. Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research. Applications for web analytics can also help companies measure the results of traditional print advertising campaigns. Check out our article on Online Promotional Codes for more details on this. |
Tracking Code |
is a piece of text that is added to every page of a website and collects anonymous information such as the URLs of the pages visited. Typically begins with UA followed by a series of randomly generated numbers (UA-XXXXXXXXX-X). |
Session |
is the period of activity by a single user on a specific website in the same browser. By default, a session ends after 30 minutes of inactivity or when the user closes the browser. This can be changed to a longer duration. |
Client ID |
is a unique combination of numbers assigned to a person upon starting a session. |
Browser Cookie |
is a browser-specific piece of text stored in the browser as soon as a user starts a session with a valid tracking code. This cookie can collect anonymous information such a the browser language, type of browser, device & iOS, location, age, gender & traffic source (ie. search engine, clicked on an ad or email link). |
Property |
represents your website or app and is the collection point in Google Analytics for your data. |
Views |
are where all of the data collected can be viewed. Google recommends setting up three main views: Raw Data View, Test View & Master View. |
Goals |
are an important requirement in connecting Zaui and Google Analytics since they track the traffic source, or where the user came from. Goals measure conversions and track the exact pathways users take before completing a goal. |
Cross-Domain Tracking |
is how the behaviour of a user is tracked when they move from your website to the Zaui booking engine. Without cross-domain tracking, a new client ID will be assigned for each event. With cross-domain tracking, Google Analytics will pull the client ID assigned on your website to the booking engine. |
Google Tag Manager |
makes updating code on your website much easier by doing it for you. |
Google AdWords |
(Ads) is Google's main advertising product. This product offers pay-per-click advertising, cost-per-thousand advertising, and site-targeted advertising for text, banner, and rich media ads. AdWords include local, national and international distribution. |
Why Track Analytics?
Google Analytics provides you with the metrics to see what is working and what is not working from a marketing standpoint.
This data that is collected can help determine what pages are most popular and where users drop off most often. You might have a webpage that is causing confusion resulting in users exiting the page instead of moving through the booking process or you might decide to run a marketing campaign and need to see the results in one area.
Here is a list of key benefits for using Google Analytics:
- The price - it's free!
- Report on visitor activity
- Track eCommerce transactions (if you have enabled this from within Zaui, see the user guide for details)
- Bench-marking
- Analyze your paid ad campaigns
- Get analysis on keywords
- Easy to install and use (in fact Zaui does it all for you, including the eCommerce integration - you just need to enable it with your account)
- Provides a clear understanding of visitor geographic distribution
- Understand what content is working and which is not
- Measure the impact of multi-channel marketing
- Define and track sales funnels and multiple conversion levels
- Understand and discover referring sites, including search engine traffic
How do I Configure Zaui for Analytics?
- Start by signing up for an analytics account if you don't already have one.
- Make note of your analytics account number, it should look something like this: UA-XXXXXXXX-X. You will need this number to input into Zaui.
- Log in to your Zaui system (as an administrator) and navigate to Settings > Online Booking > Portals. For more information on the management of your internet sales portals, check out this article.
- Click on the name of the portal you wish to enable and track analytics for (Default).
- Scroll down to the Analytics and Adwords Configuration section, check the Enable Google Analytics Tracking checkbox and enter the Google Analytics Tracking Code.
- Make sure to click Save once done.
- Navigate to Settings > Online Booking > Embeds and Widgets and copy the script located in the Step 1 box only.
- Paste that script above your page's closing <body> tag. It's important to complete this step since this script will ensure Cross-Domain Tracking is working.
Setting up Conversion Goals in Google Analytics
In order to track successful purchases, you will need to set up a simple conversion goal in Google Analytics.
- Log in to your Analytics account and look for the admin cog icon on the bottom left of the page. Click to expand and look for the Goals setting.
- Create a
to see the three sections of a goal configuration. In the first section, set the template style as 'Buy Tickets'.
- In the Goal description section set a name for the goal, for instance, Purchase complete
- Finally, in the Goal details section set the destination as 'Regular expression' and the web page URL as precisely: .*\/confirmation\/.*
Save your goal. - Now when you review your Conversions >Goals, you will be able to view the results.
 |
It can take up to 24 hours before you will begin to see analytics information appear in your account. Typically, the information you see within your account is also 12-24 hours in the past. |
URL Tagging for Google Analytics
Analytics lets you create custom campaigns to collect information about your traffic sources. By embedding parameters into your URL links on your website, you are able to find out by which route customers are coming to your website.
Check out this article to find out how URL tagging can help you decide where to focus your advertising to drive more business.
Check out this article to find out how to add parameters to your existing links and begin tracking your referral traffic.
If you have any questions, feel free to contact our team at support@zaui.com and we will be happy to help!
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