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Google Analytics-tilføjelsen til ark: En introduktion til et underudnyttet værktøj

Hvad er Google Analytics-tilføjelsen, og hvorfor skal jeg passe?

I’m glad I asked. Simply put, the Google Analytics add-on is an extension for Google Sheets that allows you to create custom reports within Sheets. The add-on works by linking up to an existing Analytics account, using Google’s Analytics API and Regelmæssige udtryk to filter the data you want to pull, and finally gathering the data into an easy and intuitive format that’s ripe for reporting.

The Google Analytics add-on’s real value-add to a reporting workflow is that it’s extremely flexible, reliable, and a real time-saver. Your reporting will still be constrained by the limitations of Sheets itself (as compared to, say, Excel), but the Sheets framework has served almost every reporting need I’ve come across to date and the same will probably be true for most of you!

I en nøddeskal giver tilføjelsen dig mulighed for at:

  • Pull any data that you’d be able to access in the Analytics API (i.e analytics.google.com) direkte ind i et regneark
  • Sammenlign let historiske data på tværs af perioder
  • Filtrer og segmenter dine data
  • Automatiser regelmæssig rapportering
  • Lav tweaks til eksisterende rapporter for at få nye data (ikke mere genopfinde hjul!)

Hvis det hele lyder som om du kunne bruge det, læs videre!

2. Kom godt i gang: Sådan installeres og opsættes Google Analytics-tilføjelsen

2A. Installation af Google Analytics-tilføjelsen

  • Gå ind i Google Sheets.
  • On the header bar, under your Workbook’s title, click add-on.
  • This opens a drop-down menu — click “Get add-ons.”
  • In the following window, type “Google Analytics” into the search bar on the top right and hit enter.

  • Det første resultat er den tilføjelse, vi ønsker, så fortsæt og installer det.

  • Refresh your page and confirm the add-on is installed by clicking “Add-ons” again. You should see an option for “Google Analytics.”

That’s all there is to installation!

2B. Konfiguration af Google Analytics-tilføjelsen

Nu, da vi har installeret Google Analytics-tilføjelsesprogrammet, skal vi opsætte det ved at linke det til en Analytics-konto, før vi kan bruge det.

  • Under the “Add-ons” tab in Sheets, hover “Google Analytics” to expose a side-bar as shown below.

  • Click “Create New Report.” You’ll see a menu appear on the right side of your screen.

  • I denne menu skal du angive kontooplysningerne til den Analytics-konto, du vil måle.
  • Udfyld metrics og dimensioner du vil analysere. Du kan yderligere tilpasse segmentering i selve rapporten senere, så vælg bare et simpelt sæt for nu.
  • Click “Create Report.” The output will be a new sheet, with a report configuration that looks like this:

  • Note: This is NOT your report. This is the setup configuration for you to let the add-on know exactly what information you’d like to see in the report.

Once you’ve arrived at this step, your set-up phase is done!

Next we’ll look at what these parameters mean, and how to customize them to tailor the data you receive.

3. Oprettelse af en tilpasset rapport med Google Analytics-tilføjelsen

So now you have all these weird boxes and you’re probably wondering what you need to fill out and what you don’t.

Before we get into that, let’s take a look at what happens if you don’t fill out anything additional, and just run the report from here.

To run a configured report, click back into the “Add-Ons” menu and go to Google Analytics. From there, click “Run Reports.” Make sure you have your configuration sheet open when you do this!

You’ll get a notification that the report was either successfully created, or that something went wrong (this might require some troubleshooting).

Efter ovenstående eksempel vil din produktion se sådan ud:

This is your actual report. Hooray! So what are we actually seeing? Let’s go back to the “Report Configuration” sheet to find out.

Rapportkonfigurationen:

Type and View ID are defaults that don’t need to be changed. Report Name is what you want your report to be called, and will be the name generated for the report sheet created when you run your reports.
So really, in the report configuration above, all the input we’re seeing is:

  • Sidste N Dage = 7
  • Metrics = ga: brugere

In other words, this report shows the total number of sessions in the specified View ID over the last week. Interesting maybe, but not that helpful. Let’s see what happens if we make a few changes.

I’ve changed Last N Days from 7 to 30, and added Date as a Dimension. Running the report again yields the following output:

Ved at øge rækkevidden af ​​data trukket fra sidste 7 til 30 dage, får vi data fra et større antal dage. Ved at tilføje dato som en dimension kan vi se, hvor meget trafik webstedet registrerede hver dag.

This is only scratching the surface of what the Google Analytics add-on can do. Here’s a breakdown of the parameters, and how to use them:

ParameternavnNødvendig?Beskrivelse og noterEksempel Værdi (r)
RapportnavnIngenThe name of your report. This will be the name of the report sheet that’s generated when you run reports. If you’re running multiple reports, and want to exclude one without deleting its configuration setup, delete the report name and the column will be ignored next time you run your reports.“January Organic Traffic”
TypeIngenInputs are either “core” or “mcf,” representative of Google’s Core Reporting API and Multi-Channel Funnels API respectively. Core is the default and will serve most of your needs!”Kerne”

/

“mcf”

Vis (Profil) IDJaAnalytics viser, at din rapport vil trække data fra. Du kan finde dit visnings-id i Analytics-grænsefladen under fanen Admin.ga: 12345678
Start / SlutdatoIngenAnvendes alternativt med Last N Days (dvs. du skal bruge nøjagtigt en), giver dig mulighed for at angive en række data for at trække fra.2/1/2016 – 2/31/2016
Sidste N DageIngenAnvendes alternativt med Start / Slutdato (dvs. du skal bruge nøjagtigt en), trækker data fra de sidste N dage fra den aktuelle dato. Tæller baglæns fra den aktuelle dato.Ethvert heltal
MetricsJaMetrics you want to pull. You can include multiple metrics per report. Documentation on Metrics and dimensions can be found in Google’s Metrics & Dimensions Explorer“ga:sessions”
MålIngenDimensioner, du vil have dine målinger segmenteret af. Du kan inkludere flere dimensioner pr. Rapport. Dokumentation om metrics og dimensioner kan findes her.“ga:date”
SortIngenAngiver en ordre for at returnere dine data ved, kan bruges til at organisere data, før der genereres en rapport. Bemærk: Du kan kun sortere efter beregninger / dimensioner, der er inkluderet i din rapport.“sort=ga:browser,
ga:country”
filtreIngenFiltrer dataene i din rapport baseret på en hvilken som helst dimension (ikke kun dem, der er inkluderet i rapporten).“ga:country==Japan;
ga:sessions>5”
SegmentIngenBrug segmenter fra hovedrapporteringsgrænsefladen.“users::condition::
ga:browser==Chrome”
PrøveudtagningsniveauIngenDirects the level of sampling for the data you’re pulling. Analytics samples data by default, but the add-on can increase the precision of sampling usage.“HIGHER_PRECISION”
Start indeksIngenShows results starting from the current index (default = 1, not 0). For use with Max Results, when you want to retrieve paginated data (e.g if you’re pulling 2,000 results, and want to get results 1,001 – 2,000).Integer
Maksimale resultaterIngenStandard er 1,000, kan hæves til 10,000.Integer op til 10,000
Regneark-URLIngenSender dine data til et andet regneark.URL for ark, hvor du vil have data sendt

By using these parameters in concert, you can arrive at a customized report detailing exactly what you want. The best part is, once you’ve set up a report in your configuration sheet and confirmed the output is what you want, all you have to do to run it again is run your reports in the add-on! This makes regular reporting a breeze, while still bringing all the benefits of Sheets to bear.

Some important things to note and consider, when you’re setting up your configuration sheet:

  • Du kan inkludere flere rapportkonfigurationer i arket (se nedenfor):

I billedet ovenfor vil kørsel af rapportkonfigurationen producere fire separate rapporter. Du skal IKKE have et konfigurationsark pr. Rapport.

  • Selvom du kan få dine rapporter genereret i samme projektmappe som dit konfigurationsark, anbefaler jeg, at du kopierer dataene til en anden arbejdsbog eller ved hjælp af parameteren Regneark-URL for at gøre det samme. Hvis du lægger flere rapporter i en projektmappe, kan du oprette ydeevneproblemer.
  • You can schedule your reporting to run automatically by enabling scheduled reporting within the Google Analytics add-on. Note: this is only helpful if you are using “Last N Days” for your time parameter. If you’re using a date range, your report will just give you the same data for that range every month.

Reguleringsmulighederne er hver time, dagligt, ugentligt og månedligt.

4. Oprettelse af en automatiseret rapport: Et fungeret eksempel

So now that we’ve installed, set up, and configured a report, next up is the big fish, the dream of anyone who’s had to do regular reporting: automation.

As an SEO, I use the Google Analytics add-on for this exact purpose for many of my clients. I’ll start by assuming you’ve installed and set up the add-on, and are ready to create a custom report configuration.

Trin 1: Skitsere en ramme

Before we begin creating our report, it’s important we understand what we want to measure and how we want to measure it. For this example, let’s say we want to view organic traffic to a specific set of pages on our site from Chrome browsers and that we want to analyze the traffic month-over-month and year-over-year.

Trin to: Forstå dine rammer inden for tilføjelsen

To get everything we want, we’ll use three separate reports: organic traffic in the past month (January 2016), organic traffic in the month before that (December 2015), and organic traffic in the past month, last year (January 2015). It’s possible to include this all in one report, but I recommend creating one report per date period, as it makes organizing your data and troubleshooting your configuration significantly easier.

Trin tre: Kort dine nøgleelementer til tilføjelsesparametre

Rapport En parameter opdeling:

Report Name – 1/1/2016

  • Make it easily distinguishable from the other reports we’ll be running

Type – core

  • GA API standard

Vis (Profil) ID

  • Den konto, vi ønsker at trække data fra

Start Date – 1/1/2016

  • Begyndelsesdatoen, vi ønsker at trække data fra

End Date – 1/31/2016

  • Afslutningsdatoen for de data, vi ønsker at trække

Metrics – ga:sessions

  • Vi vil analysere sessioner for denne rapport

Dimensions – ga:date

  • Tillader os at se trafik, der blev modtaget hver dag i det angivne område

Filters – ga:medium==organic;ga:landingpagepath=@resources

  • We’ve included two filters, one that specifies only organic traffic and another that specifies sessions that had a landing page with “resources” in the URL (resources is the subdirectory on Distilled’s website that houses our editorial content)
  • Properly filling out filters and segments requires specific syntax, which you can find on Google’s Core Reporting API ressourcer.

Segments – sessions::condition::ga:browser==Chrome

  • Angiver, at vi kun ønsker sessionsdata fra Chrome-browsere

Sampling Level – HIGHER_PRECISION

  • Angiver, at vi vil minimere prøvetagning for dette datasæt

Report One output: Past month’s sessions

Now that we’ve set up our report, it’s time to run it and check the results.

So, in the month of January 2016, the resources section on Distilled’s website saw 10,365 sessions that satisfied the following conditions:

  • organisk kilde / medium
  • landing page containing “resources”
  • Chrome-browser

But how do we know this is accurate? It’s impossible to tell at face value, but you can reliably check accuracy of a report by looking at the analogous view in Google Analytics itself.

Bekræfter rapport En data

Da Google Analytics-tilføjelsen er en analog til hvad du finder på analytics.google.com, kan du i din konto kombinere separate stykker i GA for at opnå samme effekt som vores rapport:

Datointerval

Økologisk kilde / medium

Landingsbanen og browseren

Resultatet

Hurra!

Now that we’ve confirmed our framework works, and is showing us what we want, creating our other two reports can be done by simply copying the configuration and making minor adjustments to the parameters.

Da vi ønsker en sammenligning fra måned til måned og en sammenligning mellem år og år for nøjagtig samme data, er alt, hvad vi skal gøre, at ændre datoperioden for de to rapporter.
Man bør detalje måneden før (december 2015), og den anden skal være detaljeret samme måned i det foregående år (januar 2015). Vi kan køre disse rapporter med det samme.

Resultaterne?

Samlede sessioner i januar 2015 (Rapporterende måned, tidligere år: 2,608

Samlede sessioner i december 2015 (foregående måned): 7,765

Samlede sessioner i januar 2016 (Rapporterende måned): 10,365

We’re up 33% month-over-month and 297% year-over-year. Not bad!

Every month, we can update the dates in the configuration. For example, next month we’ll be examining February 2016, compared to January 2016 and February 2015. Constructing a dashboard can be done in Sheets, as well, by creating an additional sheet that references the outputs from your reports!

5. Lukning af observationer og faldgruber for at undgå

The Google Analytics add-on probably isn’t the perfect reporting solution that all digital marketers yearn for. When I first discovered the Google Analytics add-on for Google Sheets, I was intimidated by its use of Regular Expressions and thought that you needed to be a syntax savant to make full use of the tool. Since then, I haven’t become any better at Regular Expressions, but I’ve come to realize that the Google Analytics add-on is versatile enough that it can add value to most reporting processes, without the need for deep technical fluency.
I was able to cobble together each of the reports I needed by testing, breaking, and researching different combinations of segments, filters, and frameworks and I encourage you to do the same! You’ll most likely be able to arrive at the exact report you need, given enough time and patience.

En sidste ting at bemærke: the Google Analytics interface (i.e what you use when you access your analytics account online) has built-in safeguards to ensure that the data you see matches the reporting level you’ve chosen. For example, if I click into a session-level report (e.g landing pages), I’ll see mostly session-level metrics. Similarly, clicking into a page-level report will return page-level metrics. In the Google Analytics add-on, however, this safeguard doesn’t exist due to the add-on being designed for greater versatility. It’s therefore all the more important that you’re thorough in outlining, designing, and building your reporting framework within the add-on. After you’ve configured a custom report and successfully run it, be sure to check your results against the Google Analytics interface!

Abraham Lincoln famously said, “Give me six hours to chop down a tree and I will spend the first four sharpening the axe.” Good advice in general that also holds true for using the Google Analytics add-on for Google Sheets.

Supplerende ressource appendiks:

  • RegExr – General Regular Expressions resource.
  • Debuggex – Visual Regular Expressions debugging tool.

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