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Using Google Analytics on a Website That Targets Multiple Countries

Anna Lewis

by Anna Lewis on 5th April 2011

As explained in my post about setting up Google Analytics, it is best to create a new Google Analytics account for each Top Level Domain. There are a number of reasons for doing this, including the fact that this allows you to analyse a website for another country separately in it’s own right.

However, sometimes you have a website that targets more than one country from just one Top Level Domain. This blog post is going to take you through some tips for using Google Analytics on a website like this so that you can get the most out of your data across multiple countries.

Firstly, with one domain, you will want just a single Google Analytics account with one UA number used across the site, so setting it up is nice and simple. The tips come in the form of advanced segments, multiple profiles and advanced filters to help you understand user interaction in each country.

The example I’m going to use is for a website with one Top Level Domain and each country targeted through folders within the main domain. If you were to use sub domains instead of folder the tracking code, implementation would have to be modified and each subdomain and would lose the strength of the main domain. This in itself is a reason why I would recommend folders and analysis of data through the following approach.

Step 1. – Advanced Segments

As always, ensure you have at least one, preferably two profiles with no filters to collect your raw data and act as a back up should anything get modified or deleted accidently. If you already have data for your website have a look through reports such as Top Content, Map Overlay and Languages to see what data you might like to delve deeper in to. Once you have an idea of what you would like to look at more closely the first step is to create an Advanced Segment to show you this information. I’ll take you through how to create an Advanced Segment for your target countries:

Multiple Countries - Country Segment

1. Click the Advanced Segments: All Visits button
2. Click Create New Advanced Segment
3. Under Dimensions on the left, drag ‘Country/Territory’ to the dashed box
4. Set Condition to Matches Exactly
5. In Value start typing the country and select it from the list
6. Name and Save Segment

Here you can see the area used to manage Advanced Segments and the two we have set up:

Multiple Countries - Advanced Segments

Now that you have a segment or two for your chosen countries you can see an example of what a dedicated profile for this country might show you. The benefit of using Advanced Segments in the long run is that it will also enable you to compare different countries within one profile. The next stage, using a profile for each country, enables a better breakdown of data but does not enable comparison as easily.

Step 2. Filtered Profiles for Countries

Having found what you want to analyse more closely, it is beneficial to create a profile for purely this data, that way you will be able to analyse things within this. For example, by setting up a profile for visitors from India, you will then be able to compare statistics from organic search to referrals. You’ll also be able to look closely at any Goal Funnels you have set up – something that is currently not possible with Advanced Segments.

To create this profile, follow these steps:

1. Alongside the relevant website in your Google Account click ‘+Add New Profile’
2. Ensure the correct domain is selected
3. Name the Profile and click Save

To add the filter:

1. Alongside the profile name, click ‘Edit’
2. Scroll down to the third section and click ‘+Add Filter’
3. Name the Filter
4. Select ‘Custom Filter’
5. Select ‘Include’
6. In ‘Filter Field’ select ‘Visitor Country’
7. In ‘Filter Pattern’ type the name of the country you want to track, ie. India
8. Click ‘Save Changes’

This profile will now start collecting data for the relevant country that you have told it to – although you will have to wait a few hours to be able to see any data. With every new profile that you set up it would help to replicate your goals on these, you can either open your current goals in one internet tab and replicate them in the new profile on a new tab, so that you can keep switching back to copy them. If, however, you have a large number of goals and funnel steps and would like to make it all a bit easier to copy them across I use the Goal Copy Firefox Extension from LunaMetrics which is very useful when you want to copy goals.

Step 3. Filtered Profiles for Segment of Site

The third method I would implement would be a new profile to track the pages of the site relevant to your target country, for example, any pages within the folder /india/ can be tracked in its own profile. Here’s how:

To create this profile, follow these steps:

1. Alongside the relevant website in your Google Account click ‘+Add New Profile’
2. Ensure the correct domain is selected
3. Name the Profile and click Save

To add the filter:

1. Alongside the profile name, click ‘Edit’
2. Scroll down to the third section and click ‘+Add Filter’
3. Name the Filter
4. Select ‘Predefined Filter’
5. Select ‘Include only’
6. Select ‘traffic to the subdirectories’
7. Select ‘that are equal to’
8. Type the subdirectory in the box, eg, /india/
9. Click ‘Save Changes’

This profile will then start recording visits to pages only within that area of the site, this enables you to see which countries people are coming from to that area, which traffic sources are most applicable and how valuable this area of the site is to you.

Conclusion

For each country that you want to track more closely I would recommend following each of these steps, you can have up to 50 profiles in each account. If you think you are going to get close to or exceed this limit then you may want to consider tracking each area of the site with it’s own Google Analytics Account (with a completely new UA code) and setting up cross domain tracking to ensure the accounts tie in with each other – however this requires much more than I have space for in this blog post!

As always, any questions or feedback please feel free to leave a comment and have a look at the website analytics services we offer.

Anna Lewis

Anna Lewis

Our resident analytics specialist is Anna Lewis. Anna is unbelievably attuned to anything analytical and can fill you in on all the latest news, tips and advice to get ahead in this evolving market.

1 Comment

  • Omar 21st February 2013

    This is interesting, however what happens if you have an ECommerce for multiple Countries? How would yo track this? How to separate the transaccions and revenue for countries? I have dollars and peruvian soles.

    Any Ideas?

    Reply to this comment

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