Demystifying Digital Introduction to Google Analytics. Mal Chia Digital Account Director

Transcription

1 Demystifying Digital Introduction to Google Analytics Mal Chia Digital Account Director

2 Slides will be ed after the session 2

3 Workshop Overview 1. Introduction 2. Getting started 3. Dimensions & metrics 4. Reporting 5. Google Tag Manager 3

4 1. Introduction 4

5 What is web analytics? Analytics summarises the activities that occurred on your site, starting from how your visitors found you till the moment they left your site 5

6 - What visitors did when they got to your website - It won t tell you why 6

7 How can it be used? - Which marketing initiatives are most effective - Website traffic patterns / trends - Which visitors and visitor segments are most valuable - Where users come from and what they do on the site - Which keywords are visitors using to find you - Which online ads are most effective - Where people leave the site - Which pages are the stickiest 7

8 GA History - Acquired Urchin in April Google-branded free version Nov Used by 66.2% of the 10,000 most popular websites 8

9 9 Demystifying Digital Introduction to Google Analytics

10 10

11 11

12 2. Getting started

13 Creating an account Need a Google Account - Any can be registered with Google - Don t use personal addresses - Don t use team-based s - Personal features Dashboards Advanced Segments Custom Reports ing Reports 13

14 How GA works Tracking code Cookie Hit 14

15 How GA works - JavaScript page tagging - 1 st party cookies A small text file given to a web browser by a web server. The data is stored on a user s hard drive and tracks each time the browser returns to the website. - An image request to Google Servers 15

16 How GA works 16

17 Tracking code <script> (function(i,s,o,g,r,a,m) {i['googleanalyticsobject']=r;i[r]=i[r] function(){ (i[r].q=i[r].q []).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getelementsbytagname(o) [0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','// analytics.com/analytics.js','ga'); ga('create', 'UA ', 'auto'); ga('send', 'pageview'); Property </script> 17

18 Accounts, users, properties and views Account Users Property #1 User permissions Property #2 User permissions View Reports User permissions View Reports User permissions View Reports User permissions View Reports User permissions 18

19 Accounts, properties, views - Accounts The topmost level of an organisation Can have multiple web properties - Properties Website, mobile app, blog, etc. Has a unique tracking code - Views Where reports are accessed A defined view of data from a property based on filters 19

20 Examples of views - One view of all data for - One view excluding internal traffic for - One view for subdomain.yourdomain.com - Define views by applying filters 20

21 Get rid of noise with filters - Pre-defined filters Exclude/include only traffic from ISP domain Exclude/include only traffic from IP address Exclude/include only traffic to the subdirectories Exclude/include only traffic to a particular hostname 21

22 Get rid of noise with filters - Custom filters Exclude/include traffic that matches a filter pattern Rewrite referral traffic to include full URL Filter bot traffic Force lowercase / uppercase rewrites 22

23 23

24 Universal analytics - Measure people across devices - Measure online and offline interactions - Custom dimensions and metrics - Dimension widening - Enhance ecommerce - Simplified configuration 24

25 Tracking code <script> (function(i,s,o,g,r,a,m) {i['googleanalyticsobject']=r;i[r]=i[r] function(){ (i[r].q=i[r].q []).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getelementsbytagname(o) [0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','// analytics.com/analytics.js','ga'); ga('create', 'UA ', 'auto'); ga('send', 'pageview'); </script> Universal Analytics script 25

26 Benefits - Customer-centric reporting and analysis - Measure anything - Integrate with your own data 26

27 Measurement protocol 27

28 Parameters - Traffic sources - Content information - System info - User ID - Session control - Event tracking - App tracking - Ecommerce - Social interactions - Timings - Exceptions - Custom dimensions - Custom metrics - Custom experiments 28

29 Measuring offline interactions 29

30 Examples - Point of Sale - Event tickets - Coupons - Membership cards - Game consoles - Connected TVs - Movement - RFID - Just about anything 30

31 31

32 User ID - Tie multiple sessions together - Tie sessions across different devices - Use special multi-device reports 32

33 Privacy Google s Requirements - Full rights to upload data - Notify end users (consent or opt-out) - Abide by other policies (e.g. remarketing) - No PII (Personally Identifiable Information) Talk to your lawyers 33

34 Data import tool 34

35 Examples - ROI of advertising campaigns - Merge CRM data - Add blog author details to posts - Customer Lifetime Value (CLV) - Demographics - Weather 35

36 Data import - Cost Data for non-google advertising - User Data about your customers - Product Data such as brand or category - Campaign Data such as source or medium - Refund Data for e-commerce transactions - Content Data such as author or category - Custom Data for dimensions and metrics 36

37 Cost data upload - Upload non-adwords data - Compare performance of advertising - Must use campaign tags (source and medium are required) - Upload cost, impressions and clicks 37

38 3. Dimensions and metrics

39 What s the difference? 39

40 Metrics - Anything that can be measured - Typically a count or a ratio - Numbers that populate rows - The label of columns 40

41 Example metrics - Sessions - % new users - Pageviews - Conversion rate - Bounce rate - Pages/session 41

42 Dimensions - An attribute of a visitor - The name of the rows 42

43 Example dimensions - Location - Referring URL - Language - Device - Landing page - Pages - Day 43

44 Metrics Dimensions 44

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46 4. Reporting 46

47 Navigating Google Analytics Navigation - Dashboards High-level view of data - Shortcuts Fast access to most commonly viewed reports - Intelligence Events Statistically significant alerts - Real-Time What is happening right now - Audience Who makes up your audience - Acquisition How they got to your website - Behaviour What they did on your website - Conversions Completed activities important to you 47

48 Navigating Google Analytics 48

49 Navigating Google Analytics Date Range - Adjust the date range to accommodate your needs - Compare past to overlay two date ranges 49

50 The main sections of reports a report Change segment Change time graph 50

51 The main sections of reports 51

52 The main sections of reports Add a secondary dimension Drilldown 52

53 The main sections of reports Change data presentation 53

54 Audience - All the attributes of visitors to your website 54

55 Geographic 55

56 Language 56

57 Segmentation Add a segment 57

58 Segmentation 58

59 Segmentation 59

60 Segmentation 60

61 Demographic & interest reports - Include data on users demographics (Age, Gender) and interests (Affinity Categories, In-Market Segments, Other Categories) - Same data used to target ads on Google Display Network 61

62 Implementing D & I reports - One line change of code - Enable in analytics - Update privacy policy 62

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64 64

65 Acquisition - Where does traffic to my website come from? - Direct, referring and search traffic 65

66 Channel Groupings 66

67 Channel Groupings 67

68 Traffic Sources 68

69 Referrals 69

70 Organic Search Search queries from logged in users were recently moved to a secure protocol 70

71 Behaviour - What are visitors doing on my website? - Pages and Landing Pages - Event Tracking - Site Search - Site Engagement 71

72 Behavior Flow 72

73 Behavior Flow - Visualise the path users take through your website from one Page or Event to the next - Identify what content keeps users engaged 73

74 Pages 74

75 Landing pages 75

76 Site search 76

77 Activating site search - View > View settings - Turn Site Search Settings ON - Add query parameter - Save 77

78 Query parameter 78

79 79

80 Segmentation 80

81 - Isolate and analyse subsets of data - Segment by users and sessions - Example: The URL a user arrived from Location of a user Visits that resulted in a conversion 81

82 Event tracking 82

83 Track this 83

84 And this 84

85 Track these 85

86 Track these 86

87 What can you track? - Clicks and downloads - Outbound links - Video engagement - Form errors - Article consumption / scroll reach 87

88 Anatomy of event tracking Value Type Required Description Category String Yes Typically the object that was interacted with (e.g. button, video) Action String Yes The type of interaction (e.g. click, download) Label String No Useful for categorising events (e.g. social media icons) Value Number No Values must be non-negative. Useful to pass counts (e.g. 4 times) 88

89 Implementation ga( send, event, category, action, label, value); Hit Command 89

90 Implementation ga( send, event, pdf, download, pricing, 1000); Value Label Action Category Hit Command 90

91 Implementation ga( send, event, pdf, download, pricing, 1000); No label or value ga( send, event, pdf, download ); No value ga( send, event, pdf, download, pricing ); 91

92 Implementation ga( send, event, pdf, download, {noninteraction : 1}); Stops from bouncing 92

93 Implementation <a href= /pricing.pdf onclick=ga( send, event, pdf, download, pricing, 1000);>Pricing List</a> 93

94 Event reporting 94

95 Goals 95

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97 Goals - Goals should be business oriented The business goals of your website - Goals should map to visitor tasks Visitors visit sites to accomplish tasks - Tasks normally have a series of steps Funnel Measure conversion through the task - When goals match user tasks Harmony ensues 97

98 The importance of goals - Justify your work - Focus your work - Prioritise your work 98

99 The importance of goals - Goals map to business metrics Enable you to build a business case for Analytics investment Analysis investment Action investment - Goals focus on important paths and entrances Enable you to home-in on problem areas Reverse goal path Conversion to goals by traffic source 99

100 Goal funnels 100

101 What are your goals? - Types of goals Number of pages visited on site Length of time spent on site Destination URL Event 101

102 Goal tracking 102

103 Goal tracking 103

104 Goal tracking 104

105 Goal tracking Goal match types - Exactly /confirm/?orderid= Begins With /confirm/?orderid= - Regular Expression Match ^/confirm/\?orderid= 105

106 Ecommerce tracking 106

107 Enabling ecommerce tracking - View > View settings - Ecommerce settings ON - Save 107

108 Standard ecommerce tracking - Transactions - Product - SKU - Revenue - Category - Quantity 108

109 Enhanced ecommerce - Clicks on a product link - Viewing product details - Impressions and clicks of internal promotions - Adding / removing a product from a cart - Initiating the checkout process - Purchases and refunds 109

110 Campaign tracking 110

111 Why track campaigns? - Accurately track online campaigns - Tag destination URLs 111

112 Custom reports 112

113 Google Tag Manager 113

114 Tag Management System - Centralised control of your website tags - Deploy new tags and changes quickly - Reduce reliance on IT to implement 114

115 Google Tag Manager - Intuitive user interface - Tag websites and mobile apps - Built-in templates - Custom templates - It s free! 115

116 116

117 Quick start 1. Sign up for GTM 2. Name your account 3. Create a container 4. Configure your container 5. Install the container 6. Add a tag to the container 7. Apply a firing rule 8. Save the new tag 9. Preview container 10. Publish 117

118 Tags - Run code in the browser - Built-in templates - Custom HTML and image tags - Event listener tags 118

119 Built-in tag templates Google and DoubleClick - Adwords, DoubleClick, Google Analytics, GDN Remarketing Certified vendors - AdRoll, Marin, comscore, VisualDNA 119

120 Custom HTML tags <script> // Insert your Javascript here. </script> 120

121 Macros data for rules & tags Provide data for tags and rules Example types: - Constant or random values, or look-up table - Page URL or referrer - Page elements - Cookies - JavaScript functions - Events - Data Layer elements 121

122 Rules control tag firing - Control tag firing and blocking - One or more conditions which must all be true for the tag to fire - Example Rule A is met if: {{url}} contains /payment-details AND {{event}} equals checkout 122

123 Event listener User interaction and navigation type events: - Click - Link click and form submit - History change Other types of events: - Timer trigger a period event n times - JavaScript Error 123

124 Best practices - Put GTM on every page - Keep tags, macros and rules organised - Use macros to avoid repetition - Preview changes across browsers - Name versions and keep notes - Limit publish level access 124

125 Questions? 125