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Custom variables on Google Analytics explained
18/02/2010
Google has given more details on how custom variables can be used to get a better understanding of visitors, and to further improve websites.
Google has explained how custom variables can be used to make the most of the Analytics service.
In a blog post on Conversion Room, it is explained how custom variables can be used to show visitor behaviour and trends that are not automatically given as part of the service.
Code changes to web pages are required to enable the feature to capture data, and Brian O'Sullivan from Google Analytics gives three scenarios where it could be useful.
In the first scenario, an ecommerce website could set up the custom variable so that it finds out how often buyers are returning, helping the owner find out whether up-selling or retention needs to be worked on.
The second scenario would be to capture data tracking the popularity of a certain method of shipment for purchases, helping identify any trends with particular products.
Finally, a scenario is set out where different sections of a news site could be split up to see which sections are proving to be popular. Again this could help refine understanding of the users.
Another feature of Google Analytics that was recently highlighted by Bryan Eisenberg was the advanced segmentation tool that already helps compare visitors to different sections of a website.
In a blog post on Conversion Room, it is explained how custom variables can be used to show visitor behaviour and trends that are not automatically given as part of the service.
Code changes to web pages are required to enable the feature to capture data, and Brian O'Sullivan from Google Analytics gives three scenarios where it could be useful.
In the first scenario, an ecommerce website could set up the custom variable so that it finds out how often buyers are returning, helping the owner find out whether up-selling or retention needs to be worked on.
The second scenario would be to capture data tracking the popularity of a certain method of shipment for purchases, helping identify any trends with particular products.
Finally, a scenario is set out where different sections of a news site could be split up to see which sections are proving to be popular. Again this could help refine understanding of the users.
Another feature of Google Analytics that was recently highlighted by Bryan Eisenberg was the advanced segmentation tool that already helps compare visitors to different sections of a website.