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Help Table of Contents

Enabling Google Analytics Tracking

Four new Site Data Parameters (SDPs) provide the ability to configure Google Analytics tracking on Convio-powered Web site pages. In addition to basic tracking, funnel tracking can provide the ability to see how efficiently your Web pages direct visitors to your goal in Advocacy, Donations, eCommerce, Calendar Events (RSVP and Tickets), TeamRaiser, and Personal Fundraising.

An eCommerce Transaction-Level Tracking feature allows you to pass real transaction amounts in as the goal of a funnel, while eCommerce Product-Level tracking allows you to pass the contents of the purchase to Google Analytics.

This help topic covers the following:

u       Site Setup

u       Basic Tracking

u       Funnel Tracking

·         Advocacy Funnel

·         Donation Funnel

·         eCommerce Funnel

·         RSVP Funnel

·         TeamRaiser Funnel

·         Ticketing Funnel

·         Personal Fundraising Funnel

u       eCommerce Transaction-Level Tracking

u       eCommerce Product-Level Tracking

·         eCommerce

·         Ticketing

u       Appendices

·         I. Use Scenario

·         II. Illustrations

-         Sample Funnel Configuration in Google Analytics

-         Sample Google Analytics Funnel Visualization Report

·         III. Frequently Asked Questions


Site Setup

Enable Google Analytics tracking on your site as follows:

1.       Contact Google and obtain your own Google Analytics Account Number. (http://www.google.com/analytics/sign_up.html)

2.       On your Convio-powered site, choose Setup on the administrator’s navigation bar and then select Site Options from the drop-down menu.

3.       Select All as the Property Type to view and click Go. The full list of SDPs will display.

4.       Scroll down to the 6 Google Analytics SDPs and set them as they appear in the illustration below:

Google Analytics SDPs

Important: The Google Analytics account number must be the format UA-xxxxxxx-y, where the '-y' indicates the unique profile number.

5.       Click the Save button to complete your changes.

Note: If your page wrapper has already been configured with the basic tracking JavaScript, you can enable the funnel tracking without removing what has already been configured. Just set GOOGLE_ANALYTICS_ENABLE to FALSE and fill out the other 3 SDPs as shown above.

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Basic Tracking

Basic tracking will log the pages being viewed using the standard Google Analytics JavaScript. It will pull the JavaScript from either the insecure or secure server -- depending on how the page is being served -- and insert it directly before the closing body tag in the standard page wrapper templates.

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Funnel Tracking

"A 'funnel' is a series of pages through which a visitor must pass before reaching the conversion goal (for example, completing the donation). The name comes from a graph of visitors who reach each page. The first page counts the most visitors, and each successive page shows fewer visitors as they drop off before reaching the final goal. The purpose of tracking these pages is to see how efficiently your pages direct visitors to your goal. If any of the funnel pages are overly complicated or non-user-friendly, you will see significant drop-off and lower conversion rates. You can track drop-off rates on pages leading to a goal using the Defined Funnel Abandonment report in the Content Optimization section." (http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55594)

To enable funnels and goals in Google Analytics, Convio has added the ability to pass a "pseudo URL" for goals and funnels out to the wrapper code. These "pseudo URLs" are made-up page names to which Google Analytics can attach page views and track funnel progress; they are especially valuable in cases where URLs can be identical for steps in a defined funnel path. These pseudo URLs look like the following:

/<Funnel dir>/<Center>/<Application>/<Campaign>/<Page>

The pieces of the pseudo URL are derived as follows:

  • <Funnel dir>
    - is set via the SDP GOOGLE_ANALYTICS_FUNNEL_DIRECTORY. It lets customers easily separate the funnel tracking from standard URLs and also allows customers to track multiple Convio instances in the same Google Analytics account by setting different values.


  • <Center>
    - will contain the center name if the site is set up for multiple Centers or will be skipped completely if the site is not MultiCenter enabled. Note that the entire node in the path is skipped (i.e. you won’t see /funnel//Application, you will just see /funnel/Application) for sites that do not have MultiCenter enabled.


  • Application
    - is the name of the servlet that is being tracked (e.g. Donation2, EcommerceCheckout, TRR). Refer to the specific funnels below for the servlet name that is tracked.


  • Campaign
    --
    is the name of the campaign, store, event, etc. that is being tracked. This will vary depending on the specific funnel as to exactly which field is used. In general, if both an internal (admin-only) and an external (user-visible) name exist in a given application, the internal name is used for this field.

  • Page
    --
    is the specific page in the flow that was displayed. This varies depending on the funnel being tracked with the exception that the ultimate goal for each funnel is a page named "completed".

These pseudo URLs will be tracked in addition to the real URL that is passed to the tracker, so it will not affect any existing tracking. Because of the directory-like structure, you could use separate Google Analytics profiles for each Center or each application to get around Google’s 4-goal limit. Using regular expressions for the Center and/or Campaign will allow you to track funnels generically for the application as a whole.

For each of the application funnels below, the pages are listed in their logical order of flow. The required pages are bold.

Note: You configure the funnels by logging in to your Google Analytics account.

Advocacy Funnel

    • Application = Advocacy
    • Campaign = Alert name (all slashes (/) converted to hyphens (-),
    • Pages
      All pages are optional other than UserAction and completed
      • SplashPage (if splash page is configured)
      • UserAction (the main page for sending the letter)
      • RepSelect (for 2-step alerts)
      • WebformInput (if CAPTCHA used or phone number required)
      • completed


Donation Funnel

    • Application = Donation2
    • Campaign = Donation form name (all slashes (/) converted to hyphens (-),
    • Pages
      All pages are optional other than form1 and completed
      • landing (if landing page is configured)
      • form1 -- form20 (the pages of the donation form are numbered)
      • completed


eCommerce Funnel

  • Application = Ecommerce or EcommerceCheckout the pages with a * next to them are using EcommerceCheckout as the application.
  • Campaign = Internal store name if configured otherwise the external store name (all slashes (/) converted to hyphens (-),
  • Pages
    All pages are optional other than checkout and completed.

o        home -- store home page (if configured)

o        catalog -- listing of available products

o        product_detail -- viewing the details or configuring a specific product

o        view_cart -- viewing cart prior to beginning checkout

o        * checkout -- confirming cart contents

o        * explain_shipping -- popup that expains shipping charges

o        * shipping -- selection or entry of shipping address

o        * update_address -- existing user changes address or multiple addresses

o        * bill_later -- bill me later option is selected

o        * billing -- credit card information entry screen

o        * confirm -- confirm details prior to processing payment

o        * completed


RSVP Funnel

    • Application = Calendar
    • Campaign = Event name and date (all slashes (/) converted to hyphens (-), An example would be "RSVP test 11-06-2007"
    • Pages
      All pages are optional other than rsvp_form and completed
      • view_event -- the event details page
      • rsvp_form -- the actual event registration form
      • completed


TeamRaiser Funnel

  • Application = TR or TRR the pages with a * next to them are using TR as the application.
  • Campaign = TeamRaiser internal name
  • Pages
    All pages are optional other than ptype, reg regsummary, and completed

o        * entry -- TR entry page

o        * pfind -- find a team

o        tfind -- form a team or join team

o        tpass -- team password (if required)

o        ptype -- select a participation type

o        reg -- provide user registration information

o        waiver -- waiver page

o        regsummary -- summary of registration(s)

o        reganother -- secondary registration form

o        billing -- credit card information entry screen

o        confirm -- confirm details prior to processing payment

o        completed


Ticketing Funnel

  • Application = Calendar or Ticketing -- the pages with a * next to them are using Ticketing as the application.
  • Campaign = Event name and date (all slashes (/) converted to hyphens (-), An example would be "Ticket test 11-06-2007"
  • Pages
    All pages are optional other than ticket_selection and completed

o        view_event -- the event details page

o        * ticket_selection -- the actual event registration form

o        * billing -- credit card information entry screen

o        * confirm -- confirm details prior to processing payment

o        * completed


Personal Fundraising Funnel

  • Application = TR or TRR -- the pages with a * next to them are using TR as the application.
  • Campaign = Personal Fundraising campaign name
  • Pages
    All pages are optional other than tcfund, treg, and completed

o        * tgreeting -- greeting page

o        tcfund -- specify the fund configuration

o        temhon -- enter the honoree of the Memorial fund

o        tethon -- enter the honoree of the Honorary fund

o        treg -- provide registration information

o        twaiver -- waiver form

o        billing -- credit card information entry screen

o        confirm -- confirm details prior to processing payment

o        completed

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eCommerce Transaction-Level Tracking

This feature allows you to use real transaction values instead of hypothetical values for the "goal" of a funnel. In order to use this feature, the site must be configured in Google Analytics as an eCommerce site. Provided that is done, then the integration will feed a dollar value out to Google Analytics for donations, eCommerce purchases, ticket purchase, TeamRaiser registrations and Personal Fundraising fund creations (if there is a seed gift).

The information passed for transaction level tracking is:

  • Order ID -- the user confirmation code that is in the autoresponder. This can be used for locating the individual transaction.
  • Store ID -- same as the campaign that is used for the funnel tracking
  • Total charged -- the donation amount or total purchase amount
  • Sales tax -- for ecommerce purchase the sales tax charged
  • Shipping charges -- for ecommerce purchase or donation with premium
  • Purchaser city/state/country

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eCommerce Product-Level Tracking

eCommerce integration for product-level tracking allows you to pass the contents of the purchase (that is, individual items) to Google Analytics. This feature is available for eCommerce and Calendar Events Ticket Purchases, as detailed below.

eCommerce

The information passed for eCommerce product-level tracking is:

  • Order ID -- the user confirmation code that is displayed on the thank you page and in the autoresponder. This can be used for locating the individual transaction.
  • SKU -- the SKU assigned to the product (including its options)
  • Product name-- the internal name if configured or external name of the product
  • Product type -- the product type
  • Unit price
  • Quantity purchased

 

Ticketing

The information passed for eCommerce product-level tracking is:

  • Order ID -- the user confirmation code that is displayed on the thank you page and in the autoresponder. This can be used for locating the individual transaction.
  • SKU -- the ticket class ID number
  • Product name -- the ticket class name
  • Product type -- not used
  • Unit price
  • Quantity purchased

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Appendices:

Appendix I:

Use Scenario: "Donate Now" button abandonment analysis

Mary, a data analyst with the American Health Society, wants to understand the percentage of visitors to the AHS homepage who click on the "Donate Now" button and eventually donate. AHS has a free Google Analytics account and hosts its website and donation forms with Convio using PageBuilder and Donations 2.0. To do this analysis, Mary sends to Convio its Google Analytics Account Number to take advantage of this new Convio feature and start tracking her Convio pages in Google Analytics.

Mary next logs into Google Analytics and defines the following four-step funnel on the AHS account:

1.       Homepage

2.       Donation Form Landing Page

3.       Donation Form Step 1

4.       Donation Form Completed

A few days later, Mary logs into Google Analytics and reviews her Funnel Visualization report for her new funnel and views statistics on the conversion percentages between each step of the funnel and the overall conversion rate. She is also able to view the overall conversion rate of this funnel on a daily basis.

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Appendix II: Illustrations

The following illustrations show: 1) a typical funnel configuration in Google Analytics, and 2) a sample Funnel Visualization report in Google Analytics.

1.       Configuring a Funnel in Google Analytics:

Configuring a funnel

 

2.       Viewing a Funnel Visualization Report in Google Analytics:

A Funnel Visualization Report

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Appendix III: Frequently Asked Questions (FAQs)


How much does it cost to use Google Analytics?

Nothing. Google Analytics is free. Sign-up for an account for your Web site at: http://www.google.com/analytics/sign_up.html


Is code added into older template style page wrappers, or is it just Page Wrapper Editor-based wrappers?

Code is added to all standard Page Wrapper templates, including older-style pre-Page Wrapper Editor Page Wrappers.


Will Google Analytics code be added automatically to CMS page wrappers?

No, at present, CMS page wrappers need code added manually by using "Wrappers" in CMS "Reports & Tools." All new Google Analytics deployments on CMS require manually entering in page wrappers JavaScript that stores the correct referrer in the CONVIO.referrer variable. If referrals are to be tracked correctly in Google Analytics, above the standard 

pageTracker._trackPageview();

declaration, insert this special Google Analytics command:

if (CONVIO.referrer.length > 0) {
    pageTracker._setReferrerOverride(CONVIO.referrer);
}

Note: If you have an advanced Google Analytics setup using a different tracking object name from pageTracker, reference that object instead. Set the referrer override for all analytics objects on the page.

If you use the asynchronous Google Analytics tracking code, instead you push this command into the argument stack, after _setAccount and before _trackPageview:

if (CONVIO.referrer.length != 0) {
    _gaq.push(['_setReferrerOverride',CONVIO.referrer]);     
}


Which version of Google Analytics tracking code does this feature use?

Google has two tracking code versions in Google Analytics: Legacy Tracking Code (urchin.js) and New Tracking Code (ga.js). You are strongly urged to use the New Tracking Code (ga.js). You should do so in concert with using the asynchronous style of calling Google Analytics, which will greatly increase the speed with which Google Analytics is loaded.


Where can I go if I have questions about how to use Google Analytics?

Google Analytics maintains an excellent, comprehensive, and search help support Website for Google Analytics at:

http://www.google.com/support/googleanalytics/


How do I find my Google Analytics account number?

The Google help document linked to below provides information on this.

http://www.google.com/support/googleanalytics/bin/answer.py?answer=81977&useful=1&show_useful=1&comment=


I host my Web site on a different domain than my Convio web pages. Can I track funnel traffic from these external pages to my Convio pages?

Yes, but you must make sure you add additional tracking code on your external pages that link to your Convio pages. The Google help document linked to below provides more information on this.

http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55570

As with deployment of any new code on Web pages, make sure you test your reports to ensure that data is being tracked as you expect.


Are secure hosts supported?

Yes. This code will automatically add the proper HTTPS tracking code into secure pages.


Can I utilize multiple Google Analytics profiles with this integration?

Yes, but only if all of the profiles have the same Google Analytics account number this is the case when profiles utilize the same domain in Google Analytics. Clients can optionally choose to edit their Page Wrappers to track additional Website profiles on their pages.


In Google Analytics, I notice when I configure my funnels and goals I am able to configure filters for my Website profile, are there any good filters that Convio recommends I use?

Yes. Many clients of Convio like to filter on their internal client staff because they may skew or bias data collected by Google. Google offers the following instructions on how to exclude your internal traffic from reports.

https://www.google.com/support/googleanalytics/bin/answer.py?answer=74948


Is AWSTATS going away because of this integration?

No. AWSTATS will continue to be available for clients to use as an alternative to Google Analytics or any other Web analytics package a client chooses to use. In general, AWSTATS is geared toward IT staff charged with web traffic monitoring, whereas Google Analytics is geared toward Marketing and Online Communications staff.


I see differences between the data in AWStats and Google Analytics, what gives?

AWSTATS and Google Analytics are different applications that track and count data in different ways. So long as you are observing the same relative numbers in AWStats and Google Analytics and no sudden discrepancy in trends between these two systems, you can feel comfortable that both systems are operating as expected.


I would like to take advantage of this feature, but feel I need more help before I start using Google Analytics. Does Convio offer any additional services or consulting to help my organization get up and running?

Yes. For a fee of $1500, Convio offers a solution where we will hold a kick-off call with you to discuss your overall requirements. We will then set up your Google Analytics account (if you do not yet have an account), test your tracking code, and provide a demonstration to you of the Google Analytics interface.

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