Be Critical: Going Beyond The Defaults With GA And GTM (SMX Munich 2015)
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Transcript of 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
#01
The Workaround
The Takeaway
#02
#03
#SMX | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
THE RANT
#SMX | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Google Analytics is a tool designed to work
for 9,163,750*
different businesses * Author’s estimate, not an official figure
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
It is thus conceivable Google does not know what your business
KPIs are
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#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.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#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.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Reporting on a single metric or snapshot of a funnel is like telling only the punchline of a
joke.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Reporting on a single metric or snapshot of a funnel is like telling only the punchline of a
joke.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#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
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#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
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#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
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
All metrics and dimensions used by a data collection / processing / reporting platform subscribe to the schemas of said platform.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
All metrics and dimensions used by a data collection / processing / reporting platform subscribe to the schemas of said platform.
Sessionization schema
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
All metrics and dimensions used by a data collection / processing / reporting platform subscribe to the schemas of said platform.
Event tracking schema
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
All metrics and dimensions used by a data collection / processing / reporting platform subscribe to the schemas of said platform.
Transactional schema
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
This has two major implications on how we process, analyze, and report on the data.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
All sessionized data is arbitrary
1
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
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NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Fictional
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Fictional
Fictional
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Fictional
Fictional
Fictional
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Fictional
Fictional
Fictional
Fictional
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
How can an arbitrary, fictional metric ever be a
good KPI?*
* Rhetorical question, it can’t
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Data quality is something you work towards
2
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Stay away from aggregate metrics.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Stay away from aggregate metrics.
Segment, customize, combine, visualize.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Aggregate
Segmented
User-centric
Cohorts
Predictive 21.20%
Our website’s eCommerce Conversion Rate for
January was…
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#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…
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#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…
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Aggregate
Segmented
User-centric
Cohorts
Predictive
New customers via Facebookvs.
Old customers via Facebookvs.
Overall eCommerce Conversion Rate
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#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…
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
THE WORKAROUND
#SMX | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
We need to collect data in a
meaningful way.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Sometimes it means we need to tweak the data collection
mechanism.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Take Bounce Rate, for example.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Remember, Bounce Rate is a heavily
sessionized metric that is not inherently
good or bad.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
After X seconds on the page, send a pulse to
GA which negates the bounce.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#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
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
However, you’re playing into the hands of the schema overlords.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Instead of trying to get Bounce Rate lower by
tweaking a metric, how about improving
internal linking?
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
…or measuring calls-to-action?
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
…or combining dwell time with scroll depth?
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
http://cutroni.com/blog/2014/02/12/advanced-content-tracking-with-universal-analytics/
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#SMX | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Adapted for Google Tag Manager:
https://github.com/sahava/content/
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
1 Universal Analytics Tag 1 Custom Event Trigger 9 Data Layer Variables
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
OK, this is better for understanding intent
(and content)…
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Reader
Scanner
Scanner
Reader
Reader
Intent Content
53 % read
89 % read
60 % read
21 % read
85 % read
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Bounce Rate became more meaningful for users and content.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Come to my session tomorrow at 11:15am!
If this strikes true,
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
…But let’s take a more focused example.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Page Views measures the number of times pages are viewed.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
…or does it?
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Visible Hidden
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#SMX | @SimoAhava
Visible: document['hidden'] = falseHidden: document['hidden'] = true
Visible Hidden
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Visible: document['hidden'] = falseHidden: document['hidden'] = true document.addEventListener('visibilitychange', function() { dataLayer.push({ 'event' : 'visibilityChange’ });});
Visible Hidden
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Upon Page Load
Visible Hidden
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Upon Page Load If Page IS Visible, send Page View
Visible Hidden
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Upon Page Load If Page IS Visible, send Page View If Page IS NOT Visible, do not send Page View
Visible Hidden
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#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
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
http://goo.gl/SdAjo5
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
We just made a metric more meaningful.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
THE TAKEAWAY
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Takeaway 1/5
Be critical: Sessions is the product of an algorithm, and it doesn’t (necessarily) represent your business life cycle.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Takeaway 2/5
Be critical: Even non-sessionized data like Pageviews might be flawed.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Takeaway 3/5
Be critical: Fixing data collection so that it measures your business objectives more accurately requires work.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Takeaway 4/5
Be critical: HTML5 is ripe with APIs that might, or might not, help you tweak the data stream.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Takeaway 5/5BE CRITICAL!
Data quality is directly proportional to how well you understand the data
collection.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
THANK YOUTwitter: @SimoAhavaGoogle+: +SimoAhava
www.simoahava.com
[ See you tomorrow at 11:15am! ]
#SMX | @SimoAhava