Google Analytics’ Gift to Humanity: Multiple Custom Variables

pageTracker._setCustomVar(3, “visitor-type”, “Buyer”, 2);

Setting the default value of “visitor-type” to “justlooking”:
All visitors will be tagged by default as “justlooking” once they enter the site by setting the value of the custom variable “visitor-type” to “justlooking” at the session-level.

Add the below code* to all landing pages right after the GATC.

* High-level description of the code:

• extracts the “_utmb” string from the cookies set by Google Analytics
• extracts the “pageview count” value from the _utmb cookie
• if the session’s “pageview count” is equal to 1 (landing page), set the value of “visitor-type” to “justlooking”

<script type=”text/javascript”>
var utmb = get_utm_value(document.cookie, ‘__utmb=’, ‘;’);
var utmc = get_utm_value(document.cookie, ‘__utmc=’, ‘;’);
var pageview_count = get_utm_value2(utmb, utmc);
if(pageview_count<=1)
{
pageTracker._setCustomVar(3, “visitor-type”, “justlooking”, 2);
}
//This function extracts the “_utmb” and “_utmc” string from the cookies set by Google Analytics
//This function was originally written by the Google Analytics team (urchin.js)
function get_utm_value(l,n,s)
{
if (!l || l==”” || !n || n==”” || !s || s==””) return “-“;
var i, i2, i3, c=”-“;
i=l.indexOf(n);
i3=n.indexOf(“=”)+1;
if (i > -1)
{
i2=l.indexOf(s,i);
if (i2 < 0)
{
i2=l.length;
}
c=l.substring((i+i3),i2);
}
return c;
}
//This function extracts the “pageview count” value from the _utmb cookie
function get_utm_value2(utmb,utmc)
{
var i, j, k;
var utmc=utmc+’.’;
i=utmc.length;
j=utmb.indexOf(“.”, i);
k=utmb.substring(i,j);
return k;
}
</script>

Page-level Labels

At the page level we will use custom variables to determine which product categories and store departments are visited. We will set a custom variable at the page level for each product, where the product category and the department for that product is set as a custom variable.

Setting the value of “store-department” and “product-category”:
In each product page, add the following code inside the GATC right before the pageview GIF request _trackPageview()

pageTracker._setCustomVar(4, “store-department”, “Men”, 3);
pageTracker._setCustomVar(5, “product-category”, “Suits”, 3);

2. Creating Custom Advanced Segmentation

Enough coding!! Now it is time to create some custom segments we can use for deep analysis.

In this section, we will set up a simple custom segment for all ladies (31 to 50 years’ old) who visited the men’s department, looked at suits, and bought an item during their visit.

1. Sign in to your Google Analytics account
2. Advanced Segments > Create a new advanced segment
3. Add the following dimensions:

3. Viewing Reports

We are now ready to analyze based on custom segments built upon our custom variables! Let’s look at the amazing data available in our new segments:

Segment 1: Male shoppers (31 to 50 years’ old) who visited the women’s department, looked at Suits and bought an item during their visit

Segment 2: Female shoppers (31 to 50 years’ old) who visited the men’s department, looked at Suits and bought an item during their visit

From the first glimpse at the dashboard numbers above, we can confirm that for the 31 to 50 age group:

• It takes men fewer number of page (around 3 pages on average) to buy suits for women compared to women shoppers who visit 5 pages on average to make a suit purchase for men.
• The number of women who shop for men is more than the number of men who shop for women!  Shame on us men :).

If you came up with more interesting segments please share with us, we are very interested hearing from you.