Google Analytics and User Defined Reports



The Google Analytics blog had a great post yesterday which discussed how to leverage the user defined report and custom variables. Below are some technical notes about Custom Segmentation:
  1. When a person visits a page calling the _setVar function, the __utmv cookie is set on their computer. This is a persistent, first-party cookie that has a lifetime of two years. This means that every time a user with a __utmv cookie returns to your site, the label assigned to the user will continue to identify them as such until they either delete the cookie or visit another page with another call to _setVar with a different label.
  2. The purpose behind something like a User-Defined report – and Custom Segmentation in general – is that it is not designed to be updated very often. This label, for the most part, should be a permanent one for a visitor. You should only use _setVar on pages like a receipt page of a shopping cart, or an account registration “success” page for a visitor who becomes a member of your site. You shouldn’t use _setVar on your homepage, or use several different _setVar’s with different labels scattered across many pages of your website.
  3. Google Analytics – at this time – only has the capacity to store one custom segment at any one time for one website. So if you are using multiple calls to _setVar on your site, Google Analytics can only store the latest value that a visitor runs into in the __utmv cookie. John Henson at LunaMetrics – a fellow Google Analytics Authorized Consultant – has created a custom version of the Google Analytics Tracking Code that can support multiple custom segment labels at any one time.
  4. On the other hand, Google Analytics uses what they call the “first association” of the session for visitor session calculations. If you are using multiple calls to _setVar on your site, be aware that if a user runs into the first one, and then runs into the second one in the same visit, their Goal Conversion and Pages per Visit metrics would be attributed to the label of the first encounter with _setVar.
  5. For page view calculations, Google Analytics uses the most recently defined value. So if a person runs into the second instance of _setVar on your site, all of their pageviews afterwards – including the current pageview – will be attributed to the second _setVar’s label, even though as we just learned in #4 above, visitor session information is attributed to the first encounter of _setVar.
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