meaningful data - best internet conference 2015 (lithuania)
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Reaktor Mannerheimintie 2 00100, Helsinki Finland
tel : +358 9 4152 0200 www.reaktor.com [email protected]
Confidential ©2015 Reaktor All r ights reser ved
MEANINGFUL DATA Inventive Google Analytics Tips, Tricks, and Hacks
@SimoAhava | 22 September 2015 | Best Internet
Simo AhavaSenior Data Advocate, Reaktor
@SimoAhava from @ReaktorNow | 22 Sept 2015
Google Developer Expert, Google AnalyticsBlogger, developer, www.simoahava.com
Twitter-er, @SimoAhavaGoogle+:er, +SimoAhava
Plug-and-play Analytics
@SimoAhava from @ReaktorNow | 22 Sept 2015
Data quality isn’t acquired — It’s earned.
Google Analytics is a tool designed to work for
9,352,458* different businesses.
* Author’s estimate, not an official figure
@SimoAhava from @ReaktorNow | 22 Sept 2015
It is thus conceivable Google doesn’t know what your business
objectives are.@SimoAhava from @ReaktorNow | 22 Sept 2015
23.75 %@SimoAhava from @ReaktorNow | 22 Sept 2015
23.75 %Dear CMO, last month, the Ecommerce Conversion Rate on our site
was…
…which is an uplift of 3.45% compared to the previous month!
@SimoAhava from @ReaktorNow | 22 Sept 2015
2,342,566Dear CMO, last month, the number of sessions to our site was…
…which is an uplift of 3.45% compared to the previous month!
Digital Analytics Café 20-May-2015 | @SimoAhava
Definition of a Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they day…
Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…
Or traffic is cross-domain, and cross-domain tracking is implemented… Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…
Unless you’re using Google Tag Manager… Except if you’ve implemented THAT incorrectly…
There’s also the sessionControl parameter…
@SimoAhava from @ReaktorNow | 22 Sept 2015
@SimoAhava from @ReaktorNow | #2015ac | 8–11
X
This has two major implications on how we collect, process, and
analyse the data.
@SimoAhava from @ReaktorNow | 22 Sept 2015
Stay away from aggregate metrics.1
@SimoAhava from @ReaktorNow | 22 Sept 2015
Stay away from aggregate metrics.Combine, segment,visualize, predict.1
@SimoAhava from @ReaktorNow | 22 Sept 2015
All metrics and dimensions used by a platform subscribe to the schemas of said platform!
GPeC Summit 11-May-2015 | @SimoAhava from @ReaktorNow
All metrics and dimensions used by a platform subscribe to the schemas of said platform!
GPeC Summit 11-May-2015 | @SimoAhava from @ReaktorNow
Sessionization Schema
Plug-and-play metrics are session outcomes. Measure the funnels that produce them.2
@SimoAhava from @ReaktorNow | 22 Sept 2015
Tweaks & TricksTo improve data quality at data collection time.
@SimoAhava from @ReaktorNow | 22 Sept 2015
Track content with Ecommerce
Setup Enhanced Ecommerce in the GA View
GA
@SimoAhava from @ReaktorNow | 22 Sept 2015
Figure out the terminology
GTM
@SimoAhava from @ReaktorNow | 22 Sept 2015
Connect interactions with the data layer
GTM
@SimoAhava from @ReaktorNow | 22 Sept 2015
Create Tags for the individual events
GTM
@SimoAhava from @ReaktorNow | 22 Sept 2015
Funnelize your content
GA
@SimoAhava from @ReaktorNow | 22 Sept 2015
Analyze scroll depth
GA
@SimoAhava from @ReaktorNow | 22 Sept 2015
GA
READ MORE: http://goo.gl/KvAvJ6
Content performance!
Track weather as a dimension
How it works
@SimoAhava from @ReaktorNow | 22 Sept 2015
Create Custom Dimensions
GA
@SimoAhava from @ReaktorNow | 22 Sept 2015
Custom HTML Tag to collect the data
GTM
@SimoAhava from @ReaktorNow | 22 Sept 2015
Event Tag to send weather data to GA
GTM
@SimoAhava from @ReaktorNow | 22 Sept 2015
READ MORE: http://goo.gl/ZM2FOP
Track page visibility
@SimoAhava from @ReaktorNow | 22 Sept 2015
1. Page is loaded in the browser
2.Is the Visibility API supported?
3.Is the page visible?
4.Is a visibility change detected?
yes / no FIRE PAGE VIEW
…and remove visibility listener… …and end the process…
@SimoAhava from @ReaktorNow | 22 Sept 2015
1. Page is loaded in the browser
2.Is the Visibility API supported?
3.Is the page visible?
4.Is a visibility change detected?
yes / no FIRE PAGE VIEW
…and remove visibility listener… …and end the process…
@SimoAhava from @ReaktorNow | 22 Sept 2015
1. Page is loaded in the browser
2.Is the Visibility API supported?
3.Is the page visible?
4.Is a visibility change detected?
yes / no FIRE PAGE VIEW
…and remove visibility listener… …and end the process…
@SimoAhava from @ReaktorNow | 22 Sept 2015
1. Page is loaded in the browser
2.Is the Visibility API supported?
3.Is the page visible?
4.Is a visibility change detected?
yes / no FIRE PAGE VIEW
…and remove visibility listener… …and end the process…
document.addEventListener( 'visibilityChange', function() { dataLayer.push({ 'event' : 'visChange' }); } );
@SimoAhava from @ReaktorNow | 22 Sept 2015
1. Page is loaded in the browser
2.Is the Visibility API supported?
3.Is the page visible?
4.Is a visibility change detected?
yes / no FIRE PAGE VIEW
…and remove visibility listener… …and end the process…
@SimoAhava from @ReaktorNow | 22 Sept 2015
1. Page is loaded in the browser
2.Is the Visibility API supported?
3.Is the page visible?
4.Is a visibility change detected?
yes / no FIRE PAGE VIEW
…and remove visibility listener… …and end the process…
@SimoAhava from @ReaktorNow | 22 Sept 2015
1. Page is loaded in the browser
2.Is the Visibility API supported?
3.Is the page visible?
4.Is a visibility change detected?
yes / no FIRE PAGE VIEW
…and remove visibility listener… …and end the process…
@SimoAhava from @ReaktorNow | 22 Sept 2015
1. Page is loaded in the browser
2.Is the Visibility API supported?
3.Is the page visible?
4.Is a visibility change detected?
yes / no FIRE PAGE VIEW
…and remove visibility listener… …and end the process…
1. Page is loaded in the browser
2.Is the Visibility API supported?
3.Is the page visible?
4.Is a visibility change detected?
yes / no FIRE PAGE VIEW
…and remove visibility listener… …and end the process…
READ MORE: http://goo.gl/EJc6MQ
http://goo.gl/5U1wv2
@SimoAhava from @ReaktorNow | 22 Sept 2015
INJECT SEMANTIC DATA FOR CRAWLERS
Custom HTML Tag to inject Meta Descriptions with
GTM
READ MORE: http://goo.gl/uxJjIh
Custom HTML Tag to inject Structured Data with
GTM
READ MORE: http://goo.gl/m5xtmV
Data is difficultIt’s supposed to be.
@SimoAhava from @ReaktorNow | 22 Sept 2015
Data quality is directly proportional to how well you understand the data
collection mechanism.
@SimoAhava from @ReaktorNow | 22 Sept 2015
2,342,566Dear CMO, last month, the number of sessions to our site was…
…which is an uplift of 3.45% compared to the previous month!
Digital Analytics Café 20-May-2015 | @SimoAhava
Thank [email protected]
www.simoahava.com
Twitter: @SimoAhava
Google+: +SimoAhava
Data is difficult - http://goo.gl/WZDVgK
The Schema Conspiracy - http://goo.gl/I4PT9P
#GTMtips - http://goo.gl/I0e8RR
Further reading: