everything you didn’t know about google analytics · 2017-07-10 · multi-channel funnels...
TRANSCRIPT
Everything You Didn’t Know About Google Analytics
We place insane trust in Google
HiddenQuirks
MisleadingMetrics
Tips &Tricks
Hidden Quirks:WTF is a Session?
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
/category /product /checkoutGoogle
Session(Source = Google)
/category /product /checkoutGoogle
Session(Source = Google)
Session(Source = Self Referral)
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
/category /product /checkoutGoogle
Session(Source = Google)
Session(Source = Self Referral)
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 ....
/category /product /checkoutGoogle Google
Session(Source = Google)
Session(Source = Google)
/category /product /checkoutGoogle Paypal
Session(Source = Google)
Session(Source = Paypal)
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
Hidden Quirks:Attribution
/category /productGoogle
Session(Source = Google)
Session(Source = Google)
Direct2-weekholiday
Direct Other Channels
Other Channels
Direct
Ill Ill
.... .,
• ••• •••
Dashboards
Shortcuts
Intelligence Events
Real-Time
Audience
-t.. Acquisition
(i3 !3ehavior
� Conversions
� Goals
� Ecommerce
� Multi-Channel Funnels
� Attrioution
Model Comparison T ...
Hidden Quirks:Data Integrity
A couple of years ago, I decided to make a website
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.)
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.
GA data integrity is non-existent
If you need to be sure, cross check with logs
https://www.distilled.net/resources/guide-to-log-analysis-with-big-query/
HiddenQuirks
MisleadingMetrics
Tips &Tricks
Misleading Metrics:Time on Page
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
“Average Time on Page” =
(“Time on Page”) / (Pageviews - Exits)
Define Average Time on Page
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)
● Confusing prospective consultants in interviews
● Confusing conference attendees
● Seed for generating random numbers
Usefulness of Average Time on Page
Misleading Metrics:Bounce Rate & Exit Rate
Engagement Metrics
● Avg. Session Duration
● Avg. Time on Page
● Bounce Rate
● Pages/Session
● Exit Rate
● Social Interactions
● Scroll Depth
● Micro-Conversions (e.g. signup)
HiddenQuirks
MisleadingMetrics
Tips &Tricks
Tips & Tricks:Checkout as Landing Page
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.
/category /checkoutGoogle
Session(Source = Google)
/product
Session(Source = Google)
/category /checkoutGoogle
Session(Source = Google)
/product
Session(Source = Paypal)
Paypal
/category sub.domain.com/checkoutGoogle
Session(Source = Google)
/product
Session(Source = Self Referral)
https://moz.com/blog/cross-domain-subdomain-tracking-in-google-analytics
Tips & Tricks:Landing Page (not set)
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%
/category EventGoogle
Session(Source = Google)
/product
Session(Source = Google)
/category
Event
Session(Source = Google)
/product
Session(Source = Google)
Analytics.js
Ga.js
Tips & Tricks:Sequences
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'
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"
Tips & Tricks:User Flow Reports
THE MOST POWERFUL BUTTON IN GOOGLE
ANALYTICS
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-=
Takeaways
We place insane trust in Google Analytics
Some of its definitions are arbitrary
You can’t always trust it
Some metrics are basically useless
Detailed Resources
● Sessions
● Self referrals
● Metrics
● Cross domain/subdomain tracking
● Log File Analysis
@THCapper
Thank You
@THCapper