what is universal analytics & how it can help your business grow?
TRANSCRIPT
#excelplugin
A GACP and GTMCP company
FREE Webinar byAugust 20th, 2014
What is Universal Analytics and How it Can Help YourBusiness Grow?
1 #tatvicwebinar
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A GACP and GTMCP company
Our speakers
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Ravi Pathak
Cofounder@Tatvic
linkd.in/1n4UDbQ
Bhoomika Joshi
Implementation Specialist@Tatvic
linkd.in/VCiSaf
#tatvicwebinar
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A GACP and GTMCP company
Outline of this webinar
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What is Universal Analytics
Difference between Classic GA and Universal Analytics
Universal Analytics Migration
Questions & Answers
Strategic and Tactical Impact of the change
#tatvicwebinar
#excelplugin
A GACP and GTMCP company
Outline of this webinar
4
What is Universal Analytics
Difference between Classic GA and Universal Analytics
Universal Analytics Migration
Questions & Answers
Strategic and Tactical Impact of the change
#tatvicwebinar
#excelplugin
A GACP and GTMCP companyWhat is Universal Analytics
Universal Analytics is the newversion of analytics that waslaunched last year from Google.
It introduces a new tracking code,the ability to track a user's behavioramong different devices and a newmeasurement protocol that is ableto import data from online andoffline devices.
5 #tatvicwebinar
#excelplugin
A GACP and GTMCP company
Outline of this webinar
6
What is Universal Analytics
Difference between Classic GA and Universal Analytics
Universal Analytics Migration
Questions & Answers
Strategic and Tactical Impact of the change
#tatvicwebinar
#excelplugin
A GACP and GTMCP company
Cookies
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Google Analytics Universal Analytics
More than one cookie Only one cookie
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(utma, utmb, utmv etc) (ga)
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Sub Domain Tracking
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www.xyz.com
(Top Level Domain)
a.xyz.com
(Sub Domain)
www.xyz.com
(Top Level Domain)
Code
Code
www.xyz.com
(Top Level Domain)
a.xyz.com
(Sub Domain)
www.xyz.com
(Top Level Domain)
UNIVERSAL
ANALYTICs
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Data Import into GA
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Google Analytics
Desktop
Mobile
Tablet
Universal Analytics
Desktop
Mobile
Tablet
CRM
POS
Capture data from online properties
Capture data from online and offline properties
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Session & Campaign Timeout
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I can set my session
duration
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Why are we here
Classic Google Analytics v/s Universal Analytics
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Google Analytics
More than one cookie
Capture data from online properties
Subdomain tracking needs implementation of codes
Session and campaign expiry timeout are predefined
Universal Analytics
Unique client ID tracking sets a single cookie
Capture data from online and offline properties
Inbuilt subdomain tracking
Session/ campaign expiry timeout can be defined
#tatvicwebinar
#excelplugin
A GACP and GTMCP company
Outline of this webinar
12
What is Universal Analytics
Difference between Classic GA and Universal Analytics
Universal Analytics Migration
Questions & Answers
Strategic and Tactical Impact of the change
#tatvicwebinar
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A GACP and GTMCP companyIts Time to Upgrade
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Source: http://www.koozai.com
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A GACP and GTMCP companySteps to Upgrade to UA
• Step 1: Transfer Your Property from Classic to Universal Analytics
a) Visit the Admin Section
b) Select Account
c) Select Property You Want to Upgrade
d) Click Universal Analytics Upgrade
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A GACP and GTMCP companySteps to Upgrade to UA
• Step 2: Replace the Classical Code with New Universal Analytics Code
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A GACP and GTMCP companyTracking codes to be updated
Six Tracking Codes You Need to Change
• Event Tracking Code
• Ecommerce Tracking Code
• Cross Domain Tracking Code
• Custom Dimensions/ Metrics Code
• Virtual Pageviews Code
• Demographic & Interest Tracking Code
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Check out the Blogpost to learn how to implement these Tracking Codes
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A GACP and GTMCP company
Outline of this webinar
17
What is Universal Analytics
Difference between Classic GA and Universal Analytics
Universal Analytics Migration
Questions & Answers
Strategic and Tactical Impact of the change
#tatvicwebinar
#excelplugin
A GACP and GTMCP companyStrategic Impact
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Un
iver
sal A
nal
ytic
s Cross Device Measurement
Measurement Protocol
Dimension Widening
Enhanced Ecommerce
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A GACP and GTMCP companyCross Device Measurement
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Classic Google Analytics
Universal Analytics
Classic GA measurement with Client ID
Cross Device Measurement with User ID
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A GACP and GTMCP companyMeasurement Protocol
• Tie online to offline behavior
• Send data from any source e.g. mobile app, GPS machine, offline store, CRM / ERP system, email
• Independent of browser & similar to POST request
20 #tatvicwebinar
#excelplugin
A GACP and GTMCP company
Outline of this webinar
23
What is Universal Analytics
Difference between Classic GA and Universal Analytics
Universal Analytics Migration
Questions & Answers
Strategic and Tactical Impact of the change
#tatvicwebinar
#excelplugin
A GACP and GTMCP companyTactical Impact
• Cross Device Measurement
• Dimension Widening
– Product Review Score Analysis
• Enhanced Ecommerce
– Shopping Behavior
– Product Performance
– Product Brand Analysis
– Coupon Analysis
24 #tatvicwebinar
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A GACP and GTMCP companyDimension Widening
Importing product meta data in Google Analytics using dimension Widening like
• Product Color
• Product Review Score
• Product Size
• Product Availability
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A GACP and GTMCP companyProduct review score analysis
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1
3
4
6 6
0
1
2
3
4
5
6
7
1 2 3 4 5
Bu
y to
Det
ail (
in %
)
Avg.Product Review Score
Relationship between BuyToDetail and Avg. Product Review Score
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0
5
10
15
20
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30
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0 1 2 3 4 5 6
Pro
fit_
Mar
gin
Avg. Review Score
Review Score Analysis
Review Score Analysis
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Product_aProduct_b
Product_c
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Increase in Product B’s Review score Increase in Product B’s BuytoDetail Increase in margin
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A GACP and GTMCP companyResources
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• Ultimate Guide for Upgrading to Universal Analytics -http://bit.ly/1CmUDxs
• 3 Use Cases of Dimensions Widening - http://bit.ly/1KSYWT9
• 3 Steps to Get Started with Enhanced Ecommerce & 10 Powerful Reports - http://bit.ly/171mCrp
• 11 F.A.Q on Universal Analytics in Google Product Forum (with Solution) - http://bit.ly/171nGeQ
• Watch Webinar Video – What is Universal Analytics & How it Can Help Your Business Grow?
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A GACP and GTMCP companyNext Webinar
Webinar: How Online Retailers Can Benefit from Enhanced Ecommerce
You will learn:• What is Enhanced Ecommerce and How it Changes the Landscape for Online
Retailers• Steps to Implement Enhanced Ecommerce• Insights that can be Generated from Enhanced Ecommerce• Actions you can take from the Enhanced Ecommerce data
Watch Now
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Ravi Pathak
Cofounder @Tatvic
Mike Kwong
Software Engineer at Google
Snehal Thakkar
Software Engineer at Google