website - meaningful measurement. stats that matter workshop
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© Periscopix 2014 www.periscopix.co.uk
ScheduleMeasuring Content (no code)
1. Bounce Rates2. Page title custom report3.. Content grouping4. Page value £
Measuring Content (code)
1. Carousels / Ribbons2. Other info, e.g. Author3. Scroll tracking
Other 1. Site search2. Lead data capture3. Alerts (conversions, visits, error pages)4. Avg. visit duration vs. conversions.
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Assessing Bounce Rate
• Two techniques:-– Weighted sort– Comparison bar chart
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Weighted sort• When needing to uncover problematic pages• GA will return a list of pages that are probably
meaningless..
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Comparison bar chart• At a glance
view of high volume, high Bounce Rate pages..
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Page title custom report• When URLs of pages are not in a readable
format, use the ‘Page Title’ dimension
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Content groups• Group your pages by type and assess them aggregately..
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Page value £ • Unlock this valuable metric by implementing Goal Value or
Ecommerce tracking
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Page value £ • ‘Page Value’ gives you a monetary value for each of your
pages. It tells you how much they drove users to conversions..
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Non-page load interactions• The standard “out-of-the-box” GA tracking will only track
pages being loaded.
• Everything else – interactions with widgets, clicks on outbound links, purchase data, etc. – won’t be tracked unless we implement extra tracking.
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Events• Allows for a more structured approach to tracking interactions.
• You can define categories, actions, labels and values for each event. E.g.
Category = Video
Action = Play / Pause / Completed
Label = “Video title”
• Works by calling the _trackEvent() method, instructions here:-
_trackEvent(category, action, opt_label, opt_value)
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Carousel tracking• Example: Guide Dogs Home page slider
• Category = “Homepage carousel”
• Action = Slide position
• Label = Slide text
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Carousel tracking – slide textAble to assess and optimise both positioning and text.
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Carousel tracking – slide text• Can we bring them both
into one report?
• Use Secondary dimensions
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Carousel tracking• Plot rows on graph to get
a view over time…
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Custom variables• Allow you to apply additional ‘labels’ to your visitors and
pages.
• Custom variables are name-value pairs
e.g. ‘Logged in’ – ‘Yes’ / ‘No’.
• They have 3 types / scopes:-
i. Visitor
ii. Page
iii. Session
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Extra info for pages• When the info
that GA offers for your content pages isn’t enough, use page level custom variables..
You could also use date or category.
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Scroll tracking using EventsCategory = ‘Scroll tracking’
Action = % of content, i.e. 25%,50%,75%,100%
Label = Time (seconds)
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Scroll tracking using Events
Click into these values to drill-down
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Scroll tracking using Events• Change the Primary
dimension to page / page title to see the pages that were ‘read’ the most..
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Internal search• With the gradual disappearance of organic keyword
data this remains one of the only areas where we can capture explicit user intent
• Example Dashboard..
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Lead data capture• Example: asking for
organisation name before allowing users to download a document.
Category = ‘Access Resource’Action = OrganisationLabel = Document title
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Time on site: What does good look like?• Common question: How do we know what’s working
well.
• Answer: Measure it against your own objectives.
• Where the numbers converge with higher conversions, that’s what you should be aiming for.
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Alerts• Simple and tedious but vital to spotting site / tracking
issues asap.
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Alerts• Examples include:• Zero visits in a
day• Excessive error
pages• Zero events• Zero conversions
/ donations
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Do You Need Google Tag Manager?• Free, enterprise level tag management system.
• Easy to use web interface.
• Add marketing tags using validated templates.
• Fire tags based on rules.
• Publish and update tags in seconds.
• Preview and test before publishing.
• Version control with roll-back capability.
• Multi-user support with multi-level access control.
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How Tag Manager Works
Note: The Container Snippet does not hold any tags itself it
merely defines which GTM container should be
referenced
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Tag Manager Deployment Cycle
• Site Structure
• Current Tags
• Additional TrackingAudit
• Account Creation
• Container Creation
• Access Control
Account Set Up • Container
Tags• dataLayers• eCommerc
e Code
• Create Macros
• Define Rules
• Build Tags
Configure • Preview
and Debug• GA
Debugger• Developer
ToolsTest
• Create Versions
• Coordinate Switch
• Monitor
Deploy
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Advanced Segments (Old)• Advanced Segments enabled us to look at data for a specified
type of visit. Examples include:
– Viewing the “Landing pages” report for PPC traffic
– Viewing the “Top Events” report for mobile / tablet visits
– Splitting data from all reports between Brand and Non-Brand traffic
• These old Advanced Segments are ‘Visit-based’.
• GA has many in-built advanced segments, including paid search traffic visits, tablet visits, mobile visits and non-bounce visits. We can also create our own custom advanced segments.
© Periscopix 2014 www.periscopix.co.uk
Unified Segments (New)• Starting Mid-July 2013, Google started rolling out a completely the
new ‘Unified Segments’ tool replacing the old Advanced Segmentation.
• The traditional method of segmenting at Visit-level is still available.
• Two new + exciting ways of segmenting were introduced:-– ‘User-level’ segmentation (instead of isolated behaviour, we
can now look at ‘cumulative behaviour’, e.g. donation revenue / user)
– ‘Sequence’ based segmentation (You can specify an order in which the actions occurred at visit / user level)
© Periscopix 2014 www.periscopix.co.uk
‘Visit’ and ‘User’ based segmentation• What do ‘Visit-based’ & ‘User-based’ mean?
Individual ‘Hits’
Multiple visits = One ‘User’ / ‘Visitor’
2
4
3
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Advanced Segments – Where To Go
• Narrow down the list of advanced segments using the tabs, or using the search box.
• Click the checkbox next to the desired segment and click “Apply” to apply it.
• Click “+ Create New Segment” to create your own custom segment.
• Segment can be edited, copied shared or deleted by clicking the cog symbols on the right.
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Creating a custom segment
Segment templates
Sequential segments
Traditional / old segmentation
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Filters / Conditions
1. Visit or User level
3. Dimension / metric to filter on
4. Match type
5. Value to match
2. Include or exclude filter
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Sequence based segmentation• A sequence can be between visits or it can be within a
single visit.
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Sequence based segmentation
Step one
Step two
• Two step process:-
top related