Google Analytics for Optimizely

  • Updated
The Optimizely Digital Experience Platform (DXP) contains many features to support you in your daily work. Depending on how your solution is set up, some features described in this documentation may not be available to you. See Google Analytics for Optimizely for developer information.

Google Analytics for Optimizely is an enterprise-class solution within the Optimizely dashboard that gives you rich insights into your website traffic and marketing effectiveness. Powerful, flexible, and easy-to-use features let you see and analyze traffic data. Google Analytics® prepares you to write better-targeted ads, strengthen your marketing initiatives, and create higher-converting websites.

After you install the add-on, you can add Google Analytics for Optimizely as a gadget in edit view. The gadget shows summaries, graphs, and lists of selected statistics over a time period. You can configure the statistics you want to display, and add advanced segmenting and custom filters to it. Configure Google Analytics for Optimizely to track a single or multiple websites in an enterprise environment and apply tracking for pages and products on a domain or sub-domain.

Set up Google Analytics for Optimizely

You can add the gadget to the dashboard to monitor statistics for the entire website and in edit view to monitor statistics for individual pages.

When you add the gadget in edit view, it displays an area divided into five data of the selected page’s analytics: Page views, Unique page views, Average time, Bounce rate, and Exit rate. When nothing else is defined, the All Sessions built-in displays by default.

Image: Optimizely for Google Analytics dashboard

Select the gadget options and set up the gadget by selecting the following menu options:

Gadget options

  • Account & Profile – Log in with your account to define websites to display the analytics for.
  • Display Settings – Manage the appearance of the graphs and the number of items in the list.
  • Graphs & Lists – Select the metrics to display in graphs or lists.

Graph analytics

  • Segments – Enable editors to select any built-in or custom segment, the analytics are filtered according to the selected segment. The gadget added to the dashboard or edit view uses the same segment filter. Advanced Segments from Google Analytics are segments you can define under “Advanced Segments” in the Google Analytics interface.
  • Period – Date from and to for displayed data. The date range is saved for the gadget.
  • Graph by – Shows graph data by day, week, or month.
  • Summary – A short summary of the selected date range and segment. This panel can be turned off from Graphs & Lists.
  • Graphs – Graphs that are selected from Graphs & Lists. This is managed from Display Settings.
  • Lists – Lists that are selected from Graphs & Lists. This is managed from Display Settings.
  • Acquisition – Shows which pages the visitors go to.

Account & Profile

Control the Google accounts and websites for retrieving the statistics and displaying them on the gadget.

  • Account – Select your personal Google Analytics user account. You can also select a shared user that is configured from the administration interface.
  • Profile – Select any of the websites that you are assigned to from the Google Analytics interface.

Display Settings

Lets you control the appearance of the gadget.

  • Heading – Select Display heading to show the website name from Google Analytics as a heading in the gadget. To customize the heading, enter a Name.
  • Graphs – Select any of the following:
    • Layout
      • Tabbed – Displays graphs in a tab panel.
      • Stacked – Displays graphs in a vertical sequence.
    • Chart type
      • Line – Connects values with a line.
      • Bar – Displays a bar for each value.
  • Lists – Select the number of items to display in each list.

Graphs & Lists

Lets you control the data display in the gadget.

  • Summary – Select Displays summary at the top of gadget to show the summary of the gadget.
  • Graphs – Select any of the following graphs to show in the gadget:
    • Bounces – Number of users leaving after viewing the first page.
    • New Visits % – Number of first-time visits to the site.
    • Page Views – Number of displayed pages on the site.
    • Time Spent – Average time spent on the site by a visitor on your website.
    • Visits – Number of visits to your website.
    • Goals Completed – Lists goals that were configured in the Google Analytics interface. Select which completed goals you want the graphs to display.
    • Events – Lists available events, for example, downloads, form postings, and so on. Select which events you want the graphs to display.
    • Visitor Groups – Lists the defined visitor groups on your website. Select which visitor groups you want to see in the graph.
  • Lists – Select to list the following criteria:
    • Top Browsers – Most frequently used browsers.
    • Top Campaigns – Best performing campaigns as defined in Optimizely Social Reach, if you have this add-on installed on your website.
    • Top Countries – Most common countries for visitors of the site.
    • Top Exit Pages – Most common pages a user visited before leaving the site.
    • Top Form Postings – Most commonly posted forms.
    • Top Landing Pages – Most common landing pages when first entering the website.
    • Top Mediums – Sources that Google Analytics analyzed for incoming links or through search.
    • Top Pages – Most viewed pages.
    • Top Referrers – Top referring domains that link to your website.
    • Top Search Words – Most common search terms revealing the site.
    • Top Visitor Groups – Most common visitor groups, based on page views and personalized content.
Example: tracking page views and bounce and exit rates for mobile
To find out the bounce rate for pages accessed by visitors using mobile devices on your website, and compare it to the average statistics for the website, and also see which pages have the highest exit rate.
  • In the gadget under Graphs, select Page Views, Exit Rate, and Bounces for the graphs you want to display.

    Image: Display graphs

  • Filter by selecting Mobile Traffic.
  • Under Acquisition, you can see which pages visitors go to.

Google Analytics for Optimizely Customized Commerce

If you have Optimizely Customized Commerce installed on your website, Google Analytics for Optimizely works with e-commerce-related statistics, to better understand customer behavior and the effectiveness of your merchandising efforts.

  • Customizable funnels – Relates to customer behavior within your shopping process (mixing individual product views, behavioral events, and transactions) to gain a true reflection of performance. Merchants can understand how far through the buying process customers are getting allowing definition of your most visited paths, biggest exits, and so on. You can cross these funnels and reports with your existing and new customer segments.
    • Do customers from different regions demonstrate behavioral issues when they experience your delivery options?
    • Do new visitors struggle with registering before making a purchase?
    • Do different products perform better when listed differently?
  • Shopping behavior – Provides assessment of the strengths and weaknesses of the whole purchase funnel; starting at product views, the whole shopping experience can be mapped. Shows user flow through key elements such as product views, add to cart, and so on.
  • Checkout behavior – Specifically looks to identify the path through the checkout process by sending specific events to Google Analytics, to integrate as key moments of the checkout process. Abandoned checkouts are the most obvious, but you can identify drop-outs at registration or any other stage of the process for renewed marketing efforts.
  • Commerce-specific metrics – With Optimizely Commerce installed, the Google Analytics add-on has these additional options:
    • Graphs & Lists – Displays the graphs Avg order value, Items purchased, and Revenue.
    • Lists – Displays data such as Most Sold Products, Performing Campaigns, Performing Product Categories, and Performing Products.