for$developers$ - chris le · pdf filemixpanel$ • see&what •...
TRANSCRIPT
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For Developers Google Analy1cs
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• Google Analy+cs vs Mixpanel [new] • Simple Funnel analysis of users • Advanced Funnel analysis w/ segmenta+on • JS Events w/ forms • Anomoly detec+on [new]
TOPICS
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Google Analy1cs vs Mixpanel $ diff googleAnaly1cs mixpanel
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URLs vs
JavaScript events
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A B C
Who watched the video?
/ /b.html Video Home page
w/ link to b.html Page with video
on it BuPon to start
playback
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Both: Before the </head>
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Google Analy1cs
_gaq.push([‘_trackEvent’, ‘videos played’, // category ‘free video’, // label 300 // value (duration) ]);
C
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MixPanel
mixpanel.track( "Video Played", // Event { "gender": "male", // Property "source": "google", "keyword": "free video", "duration": 300 } );
C
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MixPanel: Define Each Step Explicitly
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Quick Comparison Google Analy1cs
• See where • More integrated • More data • Complex reports • Segments via custom
variables or regex • DIY Cohort analysis • No ID allowed • Free
MixPanel • See what • Just the app itself • Less data • Simpler reports • Segments via via hashes
• Cohort analysis built-‐in • ID is OK • Not free • Pay for data points
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✗ Harder to setup ✗ Less data
✔ Easy to customize ✔ Reports are simple
MixPanel
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✔ Easy to setup ✔ More data
✗ Harder to customize ✗ Reports are harder
Google Analy1cs
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Simple Funnel Analysis Measuring User Flow
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A B C
Example:
/ /b.html Video Home page
w/ link to b.html Page with video
on it BuPon to start
playback
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A B C / /b.html Video
100 Users
Where are they coming from?
Google? Direct?
Blogs? TwiPer?
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A B C
Where are they falling off?
/ /b.html Video
100 Users 62 Users 21 Users
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A B C
Looking for big drops
/ /b.html Video
100 Users 62 Users 21 Users
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A B C
Why are they dropping?
/ /b.html Video
100 Users 62 Users 21 Users
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A B C / /b.html Video
100 Users
Where are they coming from?
Google? Direct?
Blogs? TwiPer?
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Basic inbound metrics
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Types Incoming of Traffic
Organic (algorithmically chosen) Paid (pay to play)
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Types Incoming of Traffic
Organic (algorithmically chosen) Paid (pay to play)
Branded traffic (calling “Ticketleap” by name) Non-‐branded traffic (“free event +cke+ng soVware”)
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General Terms
• Visits: User +meout is 30 min or 12am – Timeout means idle for > 30 min – Or midnight for +mezone set in GA
• Exit: User leV the site – May have visited more than one page
• Bounce: Technically a subset of “exit” – Only visited one page
• Bounce rate = (Visits / Bounces)
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General Terms Interpreta1ons
• Visits: More visits = good. • Exit: Exits are normal. • Bounce: High bounce rate doesn’t necessarily mean bad! – Consider the context of the page
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MixPanel lacks Inbound data :(
(Google Analy1cs vs MixPanel)
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How do I get that data?
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Both: Before the </head>
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a/v/layouts/applica1on.html.erb
<html> <head> ... <%= render “google_analytics” %> </head> ...
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a/v/layouts/_google_analy1cs.html.erb
<script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-xxxx-1']); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script>
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Funnel Setup and visualiza1on
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A B C
Where are they falling off?
/ /b.html Video
100 Users 62 Users 21 Users
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Go to: Admin > Goals > Create a Goal
Choose: -‐ Based on URL -‐ Dura1on of Visit -‐ JS Event firing
URLs: -‐ Define URLs (regex or strings)
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vs. MixPanel: Only by JS Events
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(Old) Funnel Visualiza1on Google Analy1cs
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(New) Funnel Visualiza1on Google Analy1cs
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JS Events
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Using exit rate to see Drop off over 1me
(Yet Another Way)
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1. Go to Exit pages
2. Add “vs. Pageviews”
3. (op1onal) Filter by URL
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Two-‐step sign up to single-‐step sign up
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Lower exit rate is bePer 62%
Two-‐step sign up to single-‐step sign up
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No code was wriPen (Did you no1ce?)
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Advanced Funnel Analysis (using segmenta1on)
Measuring User Flow
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Who’s being a quiPer?! • First +me users? • Returning users? • High rollers?
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a/v/login/create.html.erb
_gaq.push([‘_setCustomVar’, 1, // a slot number ‘User type’, // String: user type ‘New user’, // String: value 2 // Enum: scope ]);
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a/v/login/index.html.erb
_gaq.push([‘_setCustomVar’, 1, // a slot number ‘User type’, // String: user type ‘Money bags’, // String: value 2 // Enum: scope ]);
The last value set wins.
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1. Go to Exit pages 2. Type in the URL
3. Advanced Segments > “New poten1al sellers who …”
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Fewer high rollers are leaving! Yay!
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Oh, hey. Cool stuff down here!!
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Source: Which sites referred us bePer customers? Medium: Which marke+ng campaigns are sending us bePer customers? Keyword: What were they originally searching for? Landing Page: What page did they land on first? Which pages give you engaging customers? Ci1es? Browsers? Screen resolu1ons???
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City, sorted by % Exit
People in Rockland Leave less than others Are LA customers bePer than London customers?
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JS Events with Forms Measuring Engagement
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Why are they dropping? Analyzing events by page in Google Analy1cs
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a/v/login/_form.html.erb
<%= form_for (@something … %> <%f.text_field :name, :class => ‘track_event’ %> <% end %> <script> // capture event here
</script>
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a/v/login/_form.html.erb
$(‘.track_event’).on(‘blur’, function(evt) { _gaq.push([‘_trackEvent’, ‘Interactions’, ‘Interacted with’, ‘login_textbox’]); });
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1. Event > Pages
2. Only new users please.
3. Find 4. Click on /account/signup
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5. Event Ac1on
6. Choose event label
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7. Bar graph buPon
8. Sort by Unique events
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Why is next event a valida1on error?
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Requirements too strict?
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Maybe.
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1.6x 1.6 users will try a new password again.
Everyone else… went away :(
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Analyze Event Flows Digging further
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Issues with “Event flows”
• The “Spaghee” problem • Impossible routes caused by tabs • BePer for small flows with few branches
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Anomoly Detec1on! New on Google Analy1cs
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hPp://bit.ly/TxdOwg
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More than just pageviews Google Analy1cs
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Ask me more ques1ons @iamchrisle