The ROI Revolution Blog

Website Optimizer Wednesdays – Excluding Internal Traffic

October 22, 2008

Google Website Optimizer experiments use 4 different types of scripts. In a nutshell:

  • Control script – Determines which combo to serve up
  • Section scripts – Determines which areas to swap out
  • Tracking script – Registers visit
  • Conversion script – Registers conversion

To exclude ourselves from the reports, we only need to modify the tracking script and the conversion script. By only modifying these sections, we can see the page exactly as our visitors see it without skewing our test results.

Here’s the way your tracking script looks “out of the box”:

If we’re already using Google Analytics, we’ll want to properly integrate our Google Website Optimizer code with our Google Analytics Tracking Code. Check out Shawn’s excellent post on the subject if you want to know exactly how to do this. For simplicity’s sake, we’ll use the above code as our base.

Now let’s say we are excluding our own traffic by setting the user defined value to “internal”. When we do this, the user defined value is stored under a cookie name “__utmv”.

Using regular expressions, we can check for the existence of this cookie and its value and only run the Google Website Optimizer tracking script when the cookie exists with the correct value:

Note that our conversion script should be the same as above, only replace “/test”, with “/goal”.

Now if you have a static ip address, you can also exclude based on that ip address, but this will take some server side code. We’ll use php as an example:

This would exclude all traffic from Google Website Optimizer tests coming from the IP address 12.34.567.890.

As a footnote, these same ideas that we explored above can be used to do even more with our Google Website Optimizer experiments. We could, for example, modify the scripts so that only AdWords traffic shows up in our Google Website Optimizer reports. For a heavily AdWords-driven business, this would help tailor experiments to more closely match the most often used Google Analytics reports.

To learn more useful testing tips sign up for our Google Website Optimizer Training Series starting January 8th. This two session training series will encompass landing page principles, an intro to testing and advanced testing. Join us for the GWO Training Series!

Want more of Website Optimizer Wednesdays? Check out the rest of the series!

Exclude Internal Traffic from GWO | Optimize Your Call to Action | Landing Page Relevance | Choosing the Right Test Page | GWO and GA Renew Their Vows

Google Website Optimizer experiments use 4 different types of scripts. In a nutshell:

  • Control script – Determines which combo to serve up
  • Section scripts – Determines which areas to swap out
  • Tracking script – Registers visit
  • Conversion script – Registers conversion

To exclude ourselves from the reports, we only need to modify the tracking script and the conversion script. By only modifying these sections, we can see the page exactly as our visitors see it without skewing our test results.

Here’s the way your tracking script looks “out of the box”:

If we’re already using Google Analytics, we’ll want to properly integrate our Google Website Optimizer code with our Google Analytics Tracking Code. Check out Shawn’s excellent post on the subject if you want to know exactly how to do this. For simplicity’s sake, we’ll use the above code as our base.

Now let’s say we are excluding our own traffic by setting the user defined value to “internal”. When we do this, the user defined value is stored under a cookie name “__utmv”.

Using regular expressions, we can check for the existence of this cookie and its value and only run the Google Website Optimizer tracking script when the cookie exists with the correct value:

Note that our conversion script should be the same as above, only replace “/test”, with “/goal”.

Now if you have a static ip address, you can also exclude based on that ip address, but this will take some server side code. We’ll use php as an example:

Take the next step. Ecommerce retailers spending at least $5,000/month in AdWords qualify for a free 20-minute AdWords Diagnostic Checkup.

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