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Everything You Didn’t Know About Google Analytics

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Page 1: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

Everything You Didn’t Know About Google Analytics

Page 2: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

We place insane trust in Google

Page 3: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

HiddenQuirks

MisleadingMetrics

Tips &Tricks

Page 4: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

Hidden Quirks:WTF is a Session?

Page 5: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

H i t t

Pageview

Hit5

Pageview

USERl

(9 SESSION 1

Hit2

Event

Hit3

Pageview

© SESSION 2

Hi t6 Hit 7

Pageview Pageview

Hit4

Transaction

HitB

Event

Page 6: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

/category /product /checkoutGoogle

Session(Source = Google)

Page 7: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

/category /product /checkoutGoogle

Session(Source = Google)

Session(Source = Self Referral)

Page 8: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

Google Analytics Home Reporting Custom1z atio11 Admin -Ad'min:istration

di stilled. net / http://www.distilled.net

PROPERTY

http://www.distilled.net

Ei) Property Settings

; ; ; Us er M anagem en1

.js Tracking Info

Tracking Code

Elata Collection

User-ID

Session Settings

Organic Search Sources

Referral Excl1Jsion List

Search Term Exclusion List

1 © These settings only vork with the analytics.js version of the trackingga.js, customize these settings to maich your previous configl1ration

Referral Exclusion List ., Exclude these domains from your referral traffic. Users arriving at your site vi,

+ ADD REFERRAL EXCLU&ON

Domain Name

disti 11 ed. net

Page 9: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

/category /product /checkoutGoogle

Session(Source = Google)

Session(Source = Self Referral)

Page 10: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

ZIii Google Ana[ytics Home Reporting Customization Admin

Administration

dist i l led.net/ http://www.distilled.net

PROPERTY

http:IJwww.distilled.net

BJ Property S etti r1gs

; ; : User Management

. js Tracking Info

Tracking Code

IJata Collection

User-ID

Session SettiRgs

Organic Search Sources

Referral Exclusion list

Search Term Exclusion List

Session Settings

TimeoUJt H andiin g 1

S,essi on ti m eout MINIMUM: 1 minute, MAXIMUM: 4 hours

Hours Minutes

0 .... 30 ..,.

Campaign timeout MAXIMUM: 24 monttis

Months Days

6 .... 0 ....

- Cancel

Hours

0 ....

Minutes

0 ....

Page 11: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

/category /product /checkoutGoogle Google

Session(Source = Google)

Session(Source = Google)

Page 12: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

/category /product /checkoutGoogle Paypal

Session(Source = Google)

Session(Source = Paypal)

Page 13: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

Administration

d isU I led.net / http://www.d isti ed. ne

PROPERTY

ht tp: / /www.dist i l l ed. ne,t

Eil Property Settings

W User Management

• j s Tracking rnfo

Tracking Code

Data Collection

User-ID

Session Settings

Organic Search Sources

Refe;rra Exdusi.011 List

Search Term Exclusio11 List

I These settings only work with the analyt.ics.js version of the tracking oode. If you're using the gajs

© version, configure these settit1gs in your code. If you're transitioning to analytics.js from ga.js, customize these settings to match your previous configuration for data continuity.

Referral Exclusion L. st ?

Exclu.de these domains from your referral traffic. Users arriving at your site via any of these domains will not be count,ed as referral traffic in your reports .

+ ADD REFERRAL EXa.USION 0.. Search

Domain Name

distil I ed .net remove

paypal.com remove

Page 14: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

Hidden Quirks:Attribution

Page 15: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

/category /productGoogle

Session(Source = Google)

Session(Source = Google)

Direct2-weekholiday

Page 16: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

Direct Other Channels

Other Channels

Direct

Page 17: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

Ill Ill

.... .,

• ••• •••

Dashboards

Shortcuts

Intelligence Events

Real-Time

Audience

-t.. Acquisition

(i3 !3ehavior

� Conversions

� Goals

� Ecommerce

� Multi-Channel Funnels

� Attrioution

Model Comparison T ...

Page 18: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

Hidden Quirks:Data Integrity

Page 19: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

A couple of years ago, I decided to make a website

Page 20: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

Acquisition S01:1rce I Medium 7

Sessions "

4,,399 % o f Total: 100_D0% (4,399)

1. (direct)/ (n.one) 1,226, (27.B7'!r.)

2, flo ating-share-buttons.com / referra I 735 (16.7Hr,)

3. google / organic 303 (6.89'l;)

4. guardlink_org / referral 215, {4.89'")

5.. trafflc2cash .xy.z / referral 191 {4.34'!r.)

6, adf.ly I referral 189 (4.304')

7, get-free-social-traffLc_com l referral 145 (3.304',)

8. s i mple-share-bmtons_com / referra I 133 (3.02.'\\.)

9. get-your-social-button.s.info / referral 11001 {2.27'!r.)

rn. www. event-tracki ng_com I referral l 76, (1.7l<Jr.)

Page 21: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

Two easy ways to ruin GA data

● Measurement Protocol

● Using their tracking ID on some random pages on your

site

Ways this can be used against you:

● Competitors sabotaging your data

● Falsified data in pitches etc.

Page 22: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

GA data integrity is non-existent

Page 23: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

If you need to be sure, cross check with logs

Page 25: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

HiddenQuirks

MisleadingMetrics

Tips &Tricks

Page 26: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

Misleading Metrics:Time on Page

Page 27: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

GA: “The average amount of time users spent viewing a

specified page or screen, or set of pages or screens.”

Define Average Time on Page

Page 28: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

“Average Time on Page” =

(“Time on Page”) / (Pageviews - Exits)

Define Average Time on Page

Page 29: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

Scenario Intuitive Time on Page

Google Analytics Time on Page

0s: Pageview10s: Social plugin20s: Click through to next page

20s 20s

0s: Pageview10s: Social plugin20s: Leave site

20s 10s

0s: Pageview20s: Leave site

20s 0s

“Average Time on Page”= (“Time on Page”) / (Pageviews - Exits)“Average Time on Page”= (Total of 30s) / (3 Pageviews - 2 exits)

Page 30: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

● Confusing prospective consultants in interviews

● Confusing conference attendees

● Seed for generating random numbers

Usefulness of Average Time on Page

Page 31: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

Misleading Metrics:Bounce Rate & Exit Rate

Page 32: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

Engagement Metrics

● Avg. Session Duration

● Avg. Time on Page

● Bounce Rate

● Pages/Session

● Exit Rate

● Social Interactions

● Scroll Depth

● Micro-Conversions (e.g. signup)

Page 33: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

HiddenQuirks

MisleadingMetrics

Tips &Tricks

Page 34: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

Tips & Tricks:Checkout as Landing Page

Page 35: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

Transactions Landing Page Sessions Revenue ,I,

1,424,389 £2,746,956.04 52,035 'II. of Total: ._,ofTotal: 100.00'lb 'II.of Total:

100 OO'lb (£2.746,956.04) 100 oo, (52.035) (1,424,389)

1.

2. /basket @ 28,583 (2.01'11,) £168,123.61 (6.12') 2,700 (5.19')

3.

4.

5.

6.

7. /checkout @ 4,063 (029 ' ) £.29,491.12 (1.07'11,) 488 (0.94"1,)

8.

9.

10.

Page 36: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

/category /checkoutGoogle

Session(Source = Google)

/product

Session(Source = Google)

Page 37: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

/category /checkoutGoogle

Session(Source = Google)

/product

Session(Source = Paypal)

Paypal

Page 38: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

/category sub.domain.com/checkoutGoogle

Session(Source = Google)

/product

Session(Source = Self Referral)

Page 40: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

Tips & Tricks:Landing Page (not set)

Page 41: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

Landing Page

1.

2.

3.

4.

5. (not set)

6.

7.

8.

9.

10.

Acquisition

Sessions ,I, 'I(, New Sessions

80,282 '!(,ofTotal 100.0°'-

(80,282)

3,548 (4.42')

68.66% Avg for View 68.66'!(,

(0.0°'-)

1.89%

New Users

55,122 'lr. ofTotal: 100.0°'-

(55,122)

67 (0.12'11,)

Behavior

Bounce Rate

29.74% Avg for View 29.74'1r.

(0.0°'-)

0.00%

Page 42: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

/category EventGoogle

Session(Source = Google)

/product

Session(Source = Google)

Page 43: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

/category

Event

Google

Session(Source = Google)

/product

Session(Source = Google)

Analytics.js

Ga.js

Page 44: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

Tips & Tricks:Sequences

Page 45: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

Id Feet ____ aj_ C11noel Preview

Demographics

Technology

Behavior

Date of First Session

Traffic Sources

Enhanced Ecommerce

Advanced

Conditions

Sequences

Sequences Segment your users and/ortnerr sessions according to sequential conditions.

Filt.er Include .... Sessions .... Sequence start Any user interaction ....

S1i1EP1

?a.g,e .,.. exactly matches .... /checkout

is foUowed by .......

STIEP 2

contains .... /faq

Add step

+ Add Filter

' L - OR AND

,-1 - OR AND

Segment is visible in any View Change

Summary

0.03%, of users

Users 141

Sessions 141

0.02% of sessions

s.equences Pag.e: "/chedout· Page: cont a ins '/f:a q'

Page 46: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

Discovered via Goog1le, ret1.1rned via email m - Cancel Preview

Demographics

Tecilnology

Behavior

Date of First Session

Traffic Sources

Enhanced Ecommerce

Advanced

Co11ditions

Sequences

Sequences Segment your users and/or their sessions according to sequential conditions.

Filt.er Include ,.. Users ,.. Sequenc,e start First user interaction ,..

STiEP1

S01.1rce I Medium contains ,.. Google

is followed by ... ,..

STE.P2

Source I Medium contains ,.. email

Add Step

r - OR AND

r - OR ANID

�,gmerrt is visible in any View Change

Summary

I

1.05% o f users

Users 4,402

Sessions 24 ,804

3.03% of sessions

Sequences Source/ Medium: comains 'Goo,gle" Source / Medium: comains ·em B ii"

Page 47: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

Tips & Tricks:User Flow Reports

Page 48: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

THE MOST POWERFUL BUTTON IN GOOGLE

ANALYTICS

Page 49: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

StepO r-:-1 6.3K sessions, ffs

_, 1 • 6.JK

Step, 1 3 .4K sessions, drop-offs

i i /services/

i i JaboutJ

,, Define a pag,e group X

Match Type:j equals .... j

E x press ion: Nlame (optional): I

Apply I - - - , . c-=

Page 50: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

Takeaways

Page 51: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

We place insane trust in Google Analytics

Page 52: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

Some of its definitions are arbitrary

Page 53: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

You can’t always trust it

Page 54: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

Some metrics are basically useless

Page 56: Everything You Didn’t Know About Google Analytics · 2017-07-10 · Multi-Channel Funnels Attrioution Model Comparison T ... Hidden Quirks: Data Integrity. A couple of years ago,

Thank You

@THCapper