Tools fo Debugging Urchin Software

September 1, 2006 by Justin Cutroni

I’ve been writing about Google Analytics a lot lately and think it’s time for an Urchin post. I know Urchin isn’t as new and exciting as Google Anlytics, but it is a fantastics web analytics package. It can process huge chunks of data quickly and provides great reporting at an amazing price.

One of my roles at EpikOne is to manage the professional services team. Our team handles support for Google Analytics and Urchin software. We support mid and enterprise level companies that use Urchin or Google Analytics. I previously blogged about some of the tools we use to debug problems with Google Analytics. Now it’s time to talk about Urchin.

While most of the tools we use to debug Urchin are the same tools that we use for GA, there is one big difference. With Urchin you have the log files to play with. This means that you can process, and reporcess, your data while troubleshooting an issue. It also means that you can dig into the logs and see how Urchin is transforming the raw log data into report data.

Without delay, here is my list of tools for debugging Urchin:

grep, sed and awk

Ah, good old command line tools! If you’re working with Urchin then you WILL have to dig through a log file… MANUALLY! These tools make it painless. If you don’t know how to use grep, sed or awk I would reccomend a generic Linux book from O’Reilly or, if you want to be a bit ambitious, a shell scripting book from O’Reilly.

Microsoft Windows Resource Kit Tools

The Microsoft Windows Server 2003 Resource Kit Tools are a set of command line tools designed to streamline management tasks such as troubleshooting operating system issues. Honestly, this kit is a set of all your favorate Unix commands for Windows. Our team likes it because we’re not always working with Linux. There are lots of people out there running Urchin on Windows and we need to work through their issues quickly and efficiently.

Urchin

Did you know that Urchin can be run in ‘debug’ mode? Yup, it can. This means that Urchin will generate debug data that shows how each log file line is parsed and stored in the database. This is probably THE most valuable tool when working with Urchin. Here’s how to run Urchin in debug mode:

/path/to/urchin/bin/urchin -D -p"profile_name" > process.log

First a warning. Debug mode generates a tremendous amount of data. Never run debug mode if your log source has more than ~ 100 lines. The output will show how Urchin is parsing your log file lines. It will also show how your filters are applied to the profile data.

LiveHTTPHeaders

LiveHTTPHeaders is a FireFox plug-in that displays all of the headers sent between a web page and the various servers that contribute the content for said webpage. This is a great tool to debug issues with the utm.js (if you are using UTM tracking). Using this plug-in you can validate that a request is made to your web server server for both the utm.js file and the utm.gif file.

FireFox Developer’s Toolbar

If you’re working with web pages then you probably already use this. I like the Developer’s Toolbar because it give you quick access to the UTM tracking cookies. Validating that the tracking cookies are set, and are set correctly, is one of the first things you should do when debugging a UTM problem.

RegEx Coach

This is the tool for testing your regular expressions. The Regex Coach is a graphical application for Windows and Linux/x86 (also usable on FreeBSD) which can be used to experiment with (Perl-compatible) regular expressions interactively. It has the following features:

  • It shows whether a regular expression matches a particular target string.
  • It can also show which parts of the target string correspond to captured register groups or to arbitrary parts of the regular expression.

If you have any questions about the validity of your regular expressions you should test them with the RegEx Coach.

If you work with Urchin and have a tool or technique that is useful please let me know!

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Page Titles Report for Urchin

July 5, 2006 by Justin Cutroni

Urchin Page Titles ReportI created a new ‘Page Titles’ report in Urchin. This report is similar to the ‘Content by Titles’ report in Google Analytics. The new report compares pages by HTML title tag rather than the path and file name. The only requirement for using this report is that you must use the UTM tracking method. You can not use this report if you are using an IP or session ID based tracking method.

Who could benefit from this report? Anyone that has a dynamic website or has long, archaic page names, will find this report useful. Normally you would use the Requested Pages report to find the most popular content on your site. But using this report you can find the most popular pages based on the title title tag and not the URL of the page. Check out the screen shot.

If you’re interested in learning more about this report contact me.

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How to Import MSN Cost Data Into Urchin

June 23, 2006 by Justin Cutroni

Everyone talks about Google Analytics and its integration with AdWords. Sure, it’s really cool. But what about other CPC systems? People seem to forget that you can track AND import ALL CPC campaigns and cost data in Urchin. Yahoo!, AdWords, MSN… You can import cost data for all these services, that’s a feature that currently isn’t available in GA.

To add cost data to Urchin you must export your cost data from your provider and them import it into Urchin. When you import the data file you must specify the format. By default, Urchin does not have an MSN Ad Center format. Luckily Urchin has a flexible architecture that we can use to almost any log format. So I created an MSN data file format. Using this format you can import your AdWords cost data into Urchin.

There is one problem that I’m still working on. It looks like MSN exports the data file (TSV) in UNICODE format. I _think_ that Urchin is choking on the UNICODE and will only process UTF-8 files. The workaround is to open the export file in Excel and then save it which changes the file to UTF-8 (I think). I’m still looking into this…

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More Urchin Reports for Daypart Tracking

June 21, 2006 by Justin Cutroni

Campaign Keyword Conversions per HourYesterday I posted a custom Urchin report for tracking the success of Google AdWords ad scheduling (aka dayparting). Last night I decided to take the report one step further. The new report allows you to drill down from a campaign, to the Keywords within that campaign and finally to the hour of the goal conversion. This report lets you see which keywords led to conversions and at what time. Pretty cool, huh :). Again, if you’re interested in this reports please contact me.

EDIT: Right not this is only working with manually tagged links, not links tagged with master tracking codes. Urchin’s custom report functionality is giving me fits. Grrrrrrrr…

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Urchin Report for Daypart Tracking

June 20, 2006 by Justin Cutroni

Last week Google announced that AdWords would support ad scheduling. This means that you, as an AdWords user, can schedule exactly when your ads display. Here’s the official post from the AdWords team:

Ad scheduling (also known as “dayparting”) lets you tell Google exactly when you want your ads to run, and more importantly — when you do not want them to run. In addition, more advanced users can automatically modify their bids based on time-of-day and day-of-week cycles in campaign performance.

Ad scheduling can also help you improve your ROI by ensuring that your ads run when it makes the most business sense. For instance, a local business may only want to run their ads during business hours, or an online retailer may want to boost their bids during their busier-than-normal lunchtime shopping period.

Urchin 5 Campaign Conversions per HourSo what’s the best way to measure this? Well, if you’re using Urchin 5, you can use my new Campaign Conversion by Hour report. This report will let you drill into a campaign and identify how many conversions you had per hour of the day. Why is this useful? Because when you configure ad scheduling in AdWords it is set at the campaign level. Having a report that identifies the Campaign Conversions per hour helps you more effectively schedule your ads. If you want to learn more about AdWords ad scheduling you can read the instructions.

Interested in my report? Contact me.

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Set Your Data Free

June 13, 2006 by Justin Cutroni

One of my rants is about web analytics data. Not how accurate it is, but where it belongs. For the majority of people the default reports in a given web analytics package are completely adequate. New visitors, returning visitors, campaign tracking, click path analysis… they’re all very helpful and can be used to optimize your advertising and site content. But, in my opinion, once you really start to dig into the data you begin to realize that no application will support the key performance indicators (KPI’s) that are specific to your business model. And that really is the key. What are the specific performance indicators for your business and how do you measure them?

What’s the solution? Set your data free! Export it from your analytics package and move it to a venue where you can perform your analysis based on the KPI’s that you’ve defined for your business and your website. You could use something as simple as Microsoft Excel. Eric T. Peterson has an outstanding book called the The Big Book of Key Performance Indicators. It comes with an Excel KPI worksheet that you can configure for your use. If you haven’t worked with analytics data outside of your analytics application give it a try, it’s very liberating! And Eric’s book is a great place to start.

Now, I know what you’re saying. “But there is no easy way to export my data from my analytics application.” Believe me, I know. We use Google Analytics & Urchin Software and neither are very friendly when it comes to exporting data. There are export features in both but they require someone to manually click on a link in a report to start the export. Not very usable, especially when you need to export data every day of the week! This shortcoming has not stopped us. We have pieced together solutions that automatically extract an XML or text export of the data so we can work with it in other applications.

For Urchin, there is u5data_extractor.pl, a Perl script on the support site that can be used to export data in text format. We use this script to automate the delivery of analytics data to the appropriate analytics. Then the analyst can import the data to another application for analysis. Depending on your needs you may be able to automate the extraction from Urchin and the insertion into your analysis application.

Getting your data out of Google Analytics is a bit more difficult. I don’t want to give away the screts, but if you know some basic web scripting (including cURL) you should be able to write a script that extracts data from the GA reports.

Do you feel empowered? I hope so. Get out there and start extracting your data!

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