Roll up reporting in Google Analytics
Roll up reporting is not a standard feature in Google Analytics. However with a little extra coding, you can have stand alone reports for specific i.e. product dedicated websites, and a roll-up report to give a global overview.
Generally, this issue mostly effects enterprise clients. For example, companies with brand specific or product specific web sites targeted at particular markets. Because of this specific need it makes sense to have separate, stand alone Google Analytics accounts for each web site. That way, segmentation, referral analysis, e-commerce revenue (or lead generation) can be analyzed in detail.
However, Marketing Managers also need a high level overview of how the entire online channel is performing. This is when having separate GA accounts can become laborious. Roll-up reporting simplifies this. That is, in addition to individual Google Analytics accounts, you also have a single “catch-all” account with all data from all web sites aggregated. This post shows you how to do this and has been successfully deployed by clients such as Unicef, Baby Bjorn, Stena Line and Macmillan Publishing.
What exactly is the advantage of this approach compared to using a single profile and then creating additional sub-profiles for each site?
For enterprise clients I generally come across the scenario where the client has semi-autonomous country offices who wish to “play” (segment, filter, open up access to their agency) with their own specific data. The HQ requires a global overview but wish to leave the country/region details to the local office. In fact, they generally wish to leave all training, support and management of analytics to their local office – HQ provides the implementation.
To ensure HQ receives its global overview with confidence in its data integrity, it is better that they maintain their own GA account with access restrictions and change history documentation in place. Country offices can then do as they wish.
Roll-up reporting setup
The principal to roll-up reporting is straight forward – you add multiple Google Analytics Tracking Codes (GATCs) to your web pages. One specifies the individual account, the other is for the roll-up account. Schematically this is shown below for two websites:
Note, for each stand alone web site, you use your specific GATC i.e. change the UA-123456-1 to match each of your Google Analytics accounts. Below this, you add the same same roll-up account information. The rollup part of the GATC remains the same for each site. In this case UA-987654-1. Obviously you will need to change the UA numbers for your account(s).
Special consideration is required for e-commerce transactions because you will need to call the e-commerce tracking code for each account. So _addTrans, _addItem and _trackTrans are required for firstTracker and secondTracker objects. Schematically you need to add the following on your transaction receipt/confirmation page (view the Help Centre if you need general e-commerce tracking help):
firstTracker._addTrans(enter transaction values as array); firstTracker._addItem(enter item values as an array); firstTracker._trackTrans(); secondTracker._addTrans(enter transaction values as array); secondTracker._addItem(enter item values as an array); secondTracker._trackTrans();
And that’s it… except… …continue reading ‘Roll up reporting in Google Analytics’