Web Analytics for Drupal Sites: From Best Practices to Advanced Tracking

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Web analytics are an essential part of any Drupal project. Analytics not only reveal insights into your site's traffic, but they provide performance indicators relative to your marketing objectives and business goals.

Sure, you probably know how many page views or unique visitors you've received recently. But how well do you really understand your website traffic?

An effective analytics configuration in Drupal allows you to easily find answers to questions such as:

  • What pages or sections have the highest bounce rates?
  • Which nodes are your visitors engaging with the most?
  • Which steps in a multi-step Webform are resulting in users dropping off?
  • What landing pages are generating the most leads or conversions?
  • Which sites are referring you the most traffic?
  • How do these metrics compare on desktop vs mobile?
Many Drupal sites leverage the free version of Google Analytics. In fact, the Google Analytics contrib module is currently the 13th most used Drupal module*. This module makes it very easy to enable Google Analytics on your site but there are many ways you can further optimize Drupal to more effectively track important metrics.

In this session, we'll review best practices in configuring Drupal sites for Google Analytics and will outline a number of ways you can get deeper, more meaningful data from your analytics reports.

Topics will include:
  • Segmentation: Leverage Drupal roles and profile fields to enrich your analyics with user and demographic data
  • Goals: More effectively track the completion of web forms and other tasks
  • Funnels: Better understand how your users step through the indended paths or process flows such as registration or enrollment processes
  • Custom event tracking: Track clicks on tabbed panels, interactive widgets, and other UI elements that don't result in page refreshes or are otherwise not included in your standard analytics report
  • Custom variables: Leverage Drupal node tokens to pass custom values back to Google Analytics for more advanced tracking
  • Link tracking: Track file downloads, email/mailto links, and outbound links to 3rd party sites
The Google Analytics service and interface has been evolving. For some, extracting meaningful data to inform business descisions can be a challenge. By the end of this session, you'll have the information you need to take your analytics configuration to the next level.

About the Speaker

Dave Sawyer is a Solutions Architect at OHO Interactive – a proud sponsor of NYC Camp 2014. Dave specializes in architecting multi-site solutions and scoping large Drupal projects – with specific expertise in solutions for publishers, higher ed institutions, and online communities. Dave is proud to be an individual member of the Drupal Association and has given talks at numerous regional Drupal conferences and meet-ups including Drupaldelphia and DrupalCamp New Jersey. He has 15 years experience in web development and has been developing with Drupal since version 5. Previously, Dave has worked as a consultant and developer for Adobe Systems, Bloomsbury Publishing, and The Vineyard Gazette. You can follow him on Twitter at @cmsdave.

*Source: Drupal.org project usage

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