Hacking Google Analytics: Ideas, Tips and Tricks

Hacking Google Analytics: Ideas, Tips and Tricks

Web analytics is a powerful tool made accessible to all of us through awesome free software such as Google Analytics. These tools are designed to satisfy the general needs of every kind of website out there.

That’s why website analytics tools, in general, are very good at offering a fundamental overview of traffic data of a site, but not so good when it comes to answering specific questions.

To get specific questions answered, sometimes you have to work around limitations of your current software.

As a proof of concept, I’ll present three examples/ideas for gathering more information in conjunction with Google Analytics.

The purpose of this article is to present some starting points for your further exploration.

Example 1: Where Do Users Come From?

Google Analytics (and other web analytics tools) does a great job of telling you the last web page the user clicked on that got him/her to your website. This last web page is often called the referrer or referral path.

Knowing where the user was before visiting your site is helpful because you can use this data to analyze and understand how people are getting to your site.

The problem, though, is that not all visitors become customers/users on their first visit to your website. In most circumstances, the majority of customers visit a website a few times before deciding to buy something or become a regular visitor.

Taking action based only on the last referral path, as reported by tools like Google Analytics, might leave many opportunities on the table and might not give you enough actionable information.

Hacking Google Analytics to give you all the referrers of each visitor proves to be pretty difficult, and the reports you get still won’t answer all of your questions.

Here is how you could do it better:

  1. Each time a visitor gets to your website, Google Analytics will look at his referral and note it down in a specific cookie called __utmz.
  2. A JavaScript hack can help you copy that referral information on another cookie that is managed by your website, and not by Google Analytics.
  3. Each time a visitor gets back to the website, Google Analytics will rewrite its own cookies. The JavaScript hack will update (not rewrite) your website cookie by adding the new referral next to the old one.
  4. When a visitor becomes a customer, upload the content of the new cookie to your database, next to your customer details.

Below is a sample of such a script. Feel free to experiment and fine-tune it.

function createCookie(name, value, days) {
  if(days) {
    var date = new Date();
    date.setTime(date.getTime() + (days * 24 * 60 * 60 * 1000));
    var expires = "; expires=" + date.toGMTString();
  else {
    var expires = "";
  document.cookie = name + "=" + value+expires + ";domain=" + window.location.hostname + "; path=/";

function readCookie(name) {
  var nameEQ = name + "=";
  var ca = document.cookie.split(';');
  for(var i = 0; i < ca.length; i++) {
    var c = ca[i];
    while (c.charAt(0) == ' ') c = c.substring(1,c.length);
    if (c.indexOf(nameEQ) == 0) {
      return c.substring(nameEQ.length,c.length);
  return null;

function googleCookieReferrer() {
  var feed=readCookie("__utmz");
  // If the utmcsr is not found, cancel
  if(feed.indexOf("utmcsr")==-1) {
    return null;
  if(feed != null) {
    // New version cookie
    if(feed.indexOf("%7C") != -1) {
      feed = feed.split("%7C");
      feed = feed[0].split("%3D");
    else {
      // Old version cookie
      feed = feed.split("|");
      feed = feed[0].split("=");
    if(feed[1] != "") {
      return feed[1];
    else {
      return "";
  // Read the Google cookie, and extract the utmcsr parameter from utmz
  var referrer=googleCookieReferrer();
  // If the Google cookie was successfully read, and utmcsr found
  if(referrer != null && referrer != "") {
    // Read our cookie if it exists
    if(readCookie("__rfrr")) {
      // Cookie data
      var feed = readCookie("__rfrr");
      // Temp cookie string
      var feed_temp = feed;
      // This will hold the last referrer in our cookie
      var check = "";
      // Split the data in our cookie
      feed = feed.split("|");

      // If it's the first element, it's a string
      if(feed[feed.length-1] == null) {
        check = feed;
      } else {
      // If multiple elements, it's an array, so get last array item
        check = feed[feed.length-1];

    // If last element != referrer: write cookie and add new referrer
    if(check != referrer) {
    // If no cookie found: create and populate
    else {

Once the script is in place, you’ll be able to answer the following questions:

Example 2: How Much Do Customers Spend?

The number one question I get from my clients who use Google Analytics ecommerce tracking is: Why are there more/less money or orders shown by Google Analytics than in reality?

How Much Do Customers Spend?

The answer: Google Analytics is not an accounting application, and it will almost never show exact figures of your sales. Charge backs, tracking code issues and ecommerce implementation not covering all payment methods are just a few reasons why the information provided by Google Analytics will not be precise.

Here is how you could do it better:

  1. In the admin area of the website, create a special page for reporting sales (if you don’t already have one). Report from your own database figures; include data such as daily sales, orders or average amount paid per order.
  2. Having in place the above JavaScript hack (example 1), add the referrers reports for your orders.
  3. Add some Google Analytics API queries and display behavior data of converted users compared to website average: time spent on site, number of pages, countries or anything else that’s important to your business (i.e., key performance indicators — otherwise known as KPIs).

You’ve just created a professional dashboard for your business that will give you a clear and reliable view on what’s happening.

Example 3: How Successful Is Website Personalization?

Personalizing the experience of your website visitors can bring positive results. For example, according to a Fast Company article, Yahoo!’s personalization algorithm was a key contributing factor to a 270% increase in clicks on the site’s home page compared to 2009.

Here are just a couple of examples on what you could do to personalize experiences for your visitors:

Each website has many keywords that drive visitors from search engines on pages that aren’t immediately relevant for those keywords.

With the next add-on to the previous hack, you can display a nice bottom overlay to your visitors that would contain just the information they are looking for. Now that’s good targeting!

// Add this to extend the code in Example 1
function googleCookieKeyword() {
  var feed = readCookie("__utmz");
  // If the utmcsr is not found, cancel
  if(feed.indexOf("utmctr") == -1) {
    return null;
  if(feed!=null) {
    // New version cookie
    if(feed.indexOf("%7C") != -1) {
      feed = feed.split("%7C");
      feed = feed[3].split("%3D");
    else {
      // Old version cookie
      feed = feed.split("|");
      feed = feed[3].split("=");

    if(feed[1] != "") {
      return feed[1];
    else {
      return "";
  else {
    return "";

// Read the Google cookie and extract the utmcsr parameter from utmz
var referrer = googleCookieKeyword();

if (referrer == "YOUR_DESIRED_KEYWORD") {
  // Add your code for displaying the content you desire here


Actionable web analytics is not something that should be left to generic tools and data-gathering methods. You’d be happy to know that it’s also not something exclusively affordable only to large companies with big budgets.

As long as we can do some basic coding — and as long as we are devoted to meeting the goals of our website — nothing can stop us from hacking our way to great solutions and innovative workarounds.

I hope this article has inspired you to look into how you can gather richer and more refined data from your own analytics software.

Related Content

About the Author

Claudiu Murariu is a web analyst and co-founder of PadiCode, a company building conversion optimization tools. Claudiu can be found on Twitter (as @padicode) and on his conversion optimization blog.

This was published on Aug 31, 2011


Nirav Mehta Aug 31 2011

Thanks for a useful article Claudiu! I’m going to try your first hack!

As for Google E-commerce tracking, you are right that it may never tell you the exact picture. As a matter of fact, I wanted to track my sales and did not find any reliable software so I build my own.

You may want to check it out / review it :-)

It’s called Putler. Putler automatically downloads your PayPal transactions and gives you insightful trend reports, key performance indicators along with full details of each transaction, product you are selling and customer. Putler even lets you refund a transaction and automatically adjusts all statistics. Lots of people just love Putler!



Ashmita Aug 31 2011

Lovely hack.

Roshan Aug 31 2011

thanks! gonna try some of the tips soon.

Claudiu Sep 01 2011

Thank you for the messages. Feel free to contact me if you have any troubles with implementing the scripts. :)

Kader Sep 01 2011

very useful tips thank you.

Will Reinhardt Sep 01 2011

Truly very useful, thank you for these. I’m going to present these to my eCommerce clients (and give you credit).

Abhimanyu Rana Sep 02 2011

Very helpful share. Thanx!

shekhzz Sep 02 2011


Everything is very open and very clear explanation of issues. It contains truly information. Your article is very useful. Thanks for sharing. Looking forward to more!.. :)

nirmal Sep 03 2011

great tips!
i am going to try it!

Swamykant Sep 03 2011

Excellent post.Thanks for those excellent piece of codes.

vasiauvi Sep 03 2011

Hello Claudiu.
Waw, I don’t know if you remember me but we were colleagues at Suceava ;). I really didn’t knew that you are in web design, web programming thing.
Nice to hear about you and that you are writing on such a big site like sixrevision ;).

Good luck!

Salutari de la un fost coleg!

sunnytammineedi Sep 04 2011

very nice artical
i definatly try those things

smashinghub Sep 05 2011

i do not know about this trick before Customers Spend, thanks for wonderful hacking

John Deen Sep 05 2011

this looks risky… will have to do some serious thinking about this one

Tech84 Sep 06 2011

Up to now I am still a little overwhelmed from all the information is presented to me from Analytics, some information there I have never even touched yet and I know that I am missing out on a lot of things that Google Analytics gives me.

Dzinepress Sep 08 2011

tricky and helping your article. thanks

Blair Keen Sep 08 2011

Nice article. Particularly enjoyed thinking about your point on personalisation.

panagiotis Nov 02 2011

Great Article! Thanks for the explanation, very useful for me

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