smart data with google's universal analytics
Post on 11-Aug-2014
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@adrianvender • adrianvender.com • #IDSD
smart data with google’suniversal analytics
IDSD 2014
@adrianvender • adrianvender.com • #IDSD
part one
the problem with web analytics
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ONE PERSON, ONE DEVICE
if people just used one device, tracking users would be easy.
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ONE PERSON, MANY DEVICES
people interact with your business using multiple devices.
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ONE PERSON, MANY INTERACTIONS
actually, it’s a bit more complicated.online and offline interactions have to be considered.
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GOOGLE ANALYTICS EVOLVED A BIT
multi-channel funnels shifted us away from last-click attribution.other GA improvements helped push us to smarter analysis.
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UNIVERSAL ANALYTICS
universal analytics allows us to connect and measure users across the online and offline world.
- tracking across any device
- 3rd party system integrations
- improved, flexible tracking code
- more admin-based configurations
- custom dimensions & metrics
- import cost data from other ad networks
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“Not so fast, my friend”
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YOU NEED CORRECT DATA
you can’t get smart data out of bad data.
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part two
correct data is good data
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WASP
WASP will automatically scan analytics tags, visualize script and tag info, & highlight potential problems.
http://webanalyticssolutionprofiler.com/
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GOOGLE TAG MANAGER
use GTM to organize your tags and mitigate data errors.
http://www.google.com/tagmanager/
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CAMPAIGN (UTM) TAGGING
if you want ANY form of correct multi-channel attribution,you MUST be tagging your campaign links.
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HOW GA ATTRIBUTION WORKS
order of attribution in GA:1. custom UTM tags2. browser referral string3. if neither is found, session channel marked as “direct”
“direct” really just means “we don’t know!”
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WHAT HAPPENS WITHOUT UTM TAGGING
desktop and mobile apps don’t pass referral string, and browser referrals aren’t always insightful, leading to mass confusion.
- email marketing will be marked as “direct” or “mail.*” referrals.
- twitter traffic either marked as “direct” or “t.co” referrals.
- banner ad referrals aren’t specific and insightful.
- Bing Ads will appear as “bing/organic”
* for AdWords, enable autotagging! https://support.google.com/adwords/answer/1752125?hl=en
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UTM TAGGING RESOURCES
check out @AnnieCushing and her guide to UTM tagging.http://www.annielytics.com/guides/definitive-guide-campaign-tagging-google-analytics/
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GET A NERD
other potential issues that you need a nerd to fix:- self-referral traffic- cross-domain tracking- ecommerce tracking implementation- event firing and troubleshooting- JavaScript errors
http://www.google.com/analytics/partners/
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part three
let’s talkuniversal analytics
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TIME TO UPGRADE
universal analytics is out of beta! all features available.
existing GA properties can be upgraded to UA. (no data loss)
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SAFE TIME WINDOW FOR UPGRADING
UA properties will allows hits from ga.js for at least a few years.this let’s you safely plan your code migration.
classic analytics
ga.js
universal analytics
analytics.js
learn more at the “Universal Analytics Upgrade Center”https://developers.google.com/analytics/devguides/collection/upgrade/?hl=en_US
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CUSTOMIZE ORGANIC SEARCH SOURCES
customize the list of organic search sources to clean up your referral and search reports.
great list of organic search sources to add:http://antezeta.com/news/universal-analytics-search-engines
@SeanCarlos
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CAMPAIGN AND SESSION TIMEOUT HANDLING
use cases:
- reduce the campaign timeout when a micro social-media campaign lasts only a few days
- extend the session timeout when a user is placed in an online ‘waiting room’ (i.e. ticket purchases)
- reduce the session timeout when you expect users to quickly read content and leave (i.e. online news portal)
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REFERRAL EXCLUSIONS
- very important for cross-domain tracking. must exclude origin and destination domains.
- also useful when you are sending traffic from Facebook Page Apps (using iframes) to your website.
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CUSTOM DIMENSIONS & METRICS
you can configure 20 custom dimensions & 20 custom metrics!
- dimensions are your ‘row’ labels- metrics are your ‘column’ labels
understand the difference between hit, scope, and user scope levels:http://cutroni.com/blog/2014/02/05/understanding-digital-analytics-data/ @JustinCutroni
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MEASUREMENT PROTOCOL
new, improved measurement protocol is whatenables tracking from any programmable interface.
- web tracking (analytics.js) and mobile SDKs inc the measurement protocol.
- simple structure allows for easy incorporation into any digital device. arduinos, kiosks, CRM, call tracking systems, coffee machines(?)
http://www.google-analytics.com/collect?v=1&tid=UA-123456-
2&cid=36009a59-2a05-49e7-b826-2b884d0f935b&uid=as8rlkjs&t=pageview&dp=%
2Fhome
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USER ID - THE KEY TO CROSS-DEVICE TRACKING
assign a unique userID to a user. it may be a unique row id in your CRM, member database, etc.*** NOT a name, email address… anything with their identity ***
http://www.google-analytics.com/collect?v=1&tid=UA-123456-
2&cid=36009a59-2a05-49e7-b826-2b884d0f935b& uid=as8rlkjs&t=pageview&dp=%
2Fhome
ga('create', 'UA-123456-2', { ' userId': 'as8rlkjs' });
ga('send', 'pageview');
example with analytics.js:
example with measurement protocol:
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part four
use cases
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DIMENSION WIDENING
dimension widening is a feature that allows you to append dimensions & metrics to GA hits based on a custom data set.
http://cutroni.com/blog/2013/10/30/dimension-widening-import-data-directly-into-google-analytics/
key
extra values
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LOGIN-BASED USER UNIFICATION
once you establish a user id for a registered user on your site, always set the GA userId for subsequent visits.
user will always be identified as the same user no matter what device they login with.
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TRACKING ACROSS THE SALES CYCLE
websites allow you to track web-based conversions, but other sales-cycle conversions occur outside of the website.
use system webhooks (and the GA user id) to track when leads become sales accepted leads, opportunities, won contracts, etc.
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TRIAL TO SIGNUP CONVERSION TRACKING
tracking a 30-day trial signup with GA is pretty easy.but what about the signup at the end of the trial?
your applicationuserId
30 days later...
<UA signup>
<UA ecomm>
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MARKETING AUTOMATION + CRM INTEGRATION
store your userId in your CRM system. upon a change in sales cycle, use a webhook and measurement protocol to send hit.
your CRMuserId
new contract!
<UA lead>
<UA contract>
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PHONE CALL TRACKING
some call tracking solutions send data to GA, but often identified as a separate user and disconnected from attribution paths.
sync the user id with the assigned phone number so if a call occurs, call tracking system sends user id along with GA hit.
call tracking system
userId
<ua hits><ua
hit>
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IN-STORE TRACKING
great example of measuring:- in-store entrances and exits- cash register transactions
http://juliencoquet.com/en/2013/04/08/measuring-offline-store-activity-with-google-universal-analytics/
@JulienCoquet
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UNIVERSAL ANALYTICS FOR SEARCH BOTS
PHP-based server side script thattracks bots in GA.
http://www.adrianvender.com/universal-analytics-for-search-bots/
@This Guy?!!
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TRACKING COFFEE CONSUMPTION W/ PRODUCTIVITY
using arduino boards and universal analytics, LOVES DATA was able to track coffee consumption by user & tie against their productivity metrics.http://youtu.be/C27yMQOS8n0
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TRACK THE PLANET
if there is a programmable interface, it can be integrated with GA.
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A NEW WORLD OF INSIGHTS
connect the users and all of their touchpoints.gain intelligent and valuable insights.make better business decisions.
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thank you
@adrianvender
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