Be Critical: Going Beyond The Defaults With GA And GTM (SMX Munich 2015)

NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLONETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO

BE CRITICALGOING BEYOND THE DEFAULTS WITH GA AND GTM

SMX Munich, 17th March 2015

NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLONETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO

SIMO AHAVA @ NetBoosterHead of Analytics, Nordics

Google Developer Expert 2014-2016

Twitter: @SimoAhavaGoogle+: +SimoAhava

#SMX | @SimoAhava

www.simoahava.com

NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO 3

The Rant

AGENDAOVERVIEW

The Workaround

The Takeaway

#SMX | @SimoAhava

NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO

THE RANT

#SMX | @SimoAhava

Google Analytics is a tool designed to work

for 9,163,750*

different businesses * Author’s estimate, not an official figure

#SMX | @SimoAhava

It is thus conceivable Google does not know what your business

KPIs are

#SMX | @SimoAhava

2,578,000DEAR BOSS,

Last month, the number of Sessions on our site was…

…which is an uplift of +2.78% compared to the previous month.

#SMX | @SimoAhava

21.20%DEAR BOSS,

Last month, the Conversion Rate for eCommerce on our site was…

…which is an uplift of +5% compared to the previous month.

#SMX | @SimoAhava

Reporting on a single metric or snapshot of a funnel is like telling only the punchline of a

#SMX | @SimoAhava

Reporting on a single metric or snapshot of a funnel is like telling only the punchline of a

#SMX | @SimoAhava

Raw (hit) data

1 0 0 1 0 0 1 1 1 00 0 1 1 1 0 1 0 0 10 1 0 1 0 1 1 0 0 10 0 1 0 0 1 1 0 1 1

#SMX | @SimoAhava

Schema

Raw (hit) data

1 0 0 1 0 0 1 1 1 00 0 1 1 1 0 1 0 0 10 1 0 1 0 1 1 0 0 10 0 1 0 0 1 1 0 1 1

#SMX | @SimoAhava

Schema

Raw (hit) data

Sessionized data

1 0 0 1 0 0 1 1 1 00 0 1 1 1 0 1 0 0 10 1 0 1 0 1 1 0 0 10 0 1 0 0 1 1 0 1 1

1 0 1 1 0

0 0 1 1 1

1 0 0 0 1

0 1 1 1 1

1 1 0 0 1

0 1 1 0 0

1 1 1 1 0 1 0 1 0 1

#SMX | @SimoAhava

All metrics and dimensions used by a data collection / processing / reporting platform subscribe to the schemas of said platform.

#SMX | @SimoAhava

Sessionization schema

#SMX | @SimoAhava

Event tracking schema

#SMX | @SimoAhava

Transactional schema

#SMX | @SimoAhava

This has two major implications on how we process, analyze, and report on the data.

#SMX | @SimoAhava

All sessionized data is arbitrary

#SMX | @SimoAhava

Fictional

#SMX | @SimoAhava

Fictional

#SMX | @SimoAhava

Fictional

#SMX | @SimoAhava

Fictional

#SMX | @SimoAhava

How can an arbitrary, fictional metric ever be a

good KPI?*

* Rhetorical question, it can’t

#SMX | @SimoAhava

Data quality is something you work towards

#SMX | @SimoAhava

Stay away from aggregate metrics.

#SMX | @SimoAhava

Stay away from aggregate metrics.

Segment, customize, combine, visualize.

#SMX | @SimoAhava

Aggregate

Segmented

User-centric

Cohorts

Predictive 21.20%

Our website’s eCommerce Conversion Rate for

January was…

#SMX | @SimoAhava

Aggregate

Segmented

User-centric

Cohorts

Predictive 12.57%

Visitors who landed on our site through our January

Facebook campaign had an eCommerce Conversion

Rate of…

#SMX | @SimoAhava

Aggregate

Segmented

User-centric

Cohorts

Predictive 19.20%

Visitors with no previous transactions who landed

on our site through our January Facebook campaign

had an eCommerce Conversion Rate of…

#SMX | @SimoAhava

Aggregate

Segmented

User-centric

Cohorts

Predictive

New customers via Facebookvs.

Old customers via Facebookvs.

Overall eCommerce Conversion Rate

#SMX | @SimoAhava

Aggregate

Segmented

User-centric

Cohorts

Predictive

This data, combined with information from our sales engine and CRM, gives us the following optimization

opportunities…

THE WORKAROUND

#SMX | @SimoAhava

We need to collect data in a

meaningful way.

#SMX | @SimoAhava

Sometimes it means we need to tweak the data collection

mechanism.

#SMX | @SimoAhava

Take Bounce Rate, for example.

#SMX | @SimoAhava

Remember, Bounce Rate is a heavily

sessionized metric that is not inherently

good or bad.

#SMX | @SimoAhava

After X seconds on the page, send a pulse to

GA which negates the bounce.

#SMX | @SimoAhava

Google Tag Manager

1.Create new Timer Trigger

2.Set Interval to X ms3.Set Limit to 14.Fire Event Tag with

this Trigger

#SMX | @SimoAhava

However, you’re playing into the hands of the schema overlords.

#SMX | @SimoAhava

Instead of trying to get Bounce Rate lower by

tweaking a metric, how about improving

internal linking?

#SMX | @SimoAhava

…or measuring calls-to-action?

#SMX | @SimoAhava

…or combining dwell time with scroll depth?

#SMX | @SimoAhava

http://cutroni.com/blog/2014/02/12/advanced-content-tracking-with-universal-analytics/

#SMX | @SimoAhava

Adapted for Google Tag Manager:

https://github.com/sahava/content/

#SMX | @SimoAhava

1 Universal Analytics Tag 1 Custom Event Trigger 9 Data Layer Variables

#SMX | @SimoAhava

OK, this is better for understanding intent

(and content)…

#SMX | @SimoAhava

Reader

Scanner

Reader

Intent Content

53 % read

89 % read

60 % read

21 % read

85 % read

#SMX | @SimoAhava

Bounce Rate became more meaningful for users and content.

#SMX | @SimoAhava

Come to my session tomorrow at 11:15am!

If this strikes true,

#SMX | @SimoAhava

…But let’s take a more focused example.

#SMX | @SimoAhava

Page Views measures the number of times pages are viewed.

#SMX | @SimoAhava

…or does it?

#SMX | @SimoAhava

Visible Hidden

#SMX | @SimoAhava

Visible: document['hidden'] = falseHidden: document['hidden'] = true

Visible Hidden

#SMX | @SimoAhava

Visible: document['hidden'] = falseHidden: document['hidden'] = true document.addEventListener('visibilitychange', function() { dataLayer.push({ 'event' : 'visibilityChange’ });});

Visible Hidden

#SMX | @SimoAhava

Upon Page Load

Visible Hidden

#SMX | @SimoAhava

Upon Page Load If Page IS Visible, send Page View

Visible Hidden

#SMX | @SimoAhava

Upon Page Load If Page IS Visible, send Page View If Page IS NOT Visible, do not send Page View

Visible Hidden

#SMX | @SimoAhava

Upon Page Load If Page IS Visible, send Page View If Page IS NOT Visible, do not send Page View If Visibility changes to Visible, send Page View

Visible Hidden

#SMX | @SimoAhava

http://goo.gl/SdAjo5

#SMX | @SimoAhava

We just made a metric more meaningful.

#SMX | @SimoAhava

THE TAKEAWAY

#SMX | @SimoAhava

Takeaway 1/5

Be critical: Sessions is the product of an algorithm, and it doesn’t (necessarily) represent your business life cycle.

#SMX | @SimoAhava

Takeaway 2/5

Be critical: Even non-sessionized data like Pageviews might be flawed.

#SMX | @SimoAhava

Takeaway 3/5

Be critical: Fixing data collection so that it measures your business objectives more accurately requires work.

#SMX | @SimoAhava

Takeaway 4/5

Be critical: HTML5 is ripe with APIs that might, or might not, help you tweak the data stream.

#SMX | @SimoAhava

Takeaway 5/5BE CRITICAL!

Data quality is directly proportional to how well you understand the data

collection.

THANK YOUTwitter: @SimoAhavaGoogle+: +SimoAhava

www.simoahava.com

[ See you tomorrow at 11:15am! ]

#SMX | @SimoAhava

Be Critical: Going Beyond The Defaults With GA And GTM (SMX Munich 2015)

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