skill session google analytics @wework amsterdam (mike van hoenselaar)
TRANSCRIPT
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CEO / Growth Hacker8 year
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Growth Coach / Growth Hacker1 year
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@MikevHoenselaar
Analytics |
Analytics |
You can find everything athttp://vruc.ht/wwssanalytics
@MikevHoenselaar
Analytics |
“Your company is like a plant; without sun, dirt and lots of love, there is nothing to grow.
Mike van HoenselaarGrowth Hacker
Online Boswachters
Analytics |
The oxygenfor growth
Metrics are
@MikevHoenselaar
Analytics |
Grow your company quicker by using data(faster than your competitors)
@MikevHoenselaar
BONUSTIP
Analytics |@MikevHoenselaar
Analytics |
BuiltWith has ~350M websites indexed.
@MikevHoenselaar
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~ 30 million websites worldwide useGoogle Analytics
@MikevHoenselaar
I am going to assume youhave basic knowledge
of Google Analytics
Want to know the basics?Go to http://vruc.ht/gastart
Analytics |
Google AnalyticsIndividual Qualificationhttps://analyticsacademy.withgoogle.com/course01
@MikevHoenselaar
Google Analytics Beginners Masterclass?
Click through 90 slides of tipsGo to http://vruc.ht/ss16analytics
Debugging
TOPTIP
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● Google Analytics Real Time Rapportage● Google Analytics Debugger● Bonus: Ghostery
@MikevHoenselaar
Analytics |@MikevHoenselaar
Analytics |
BONUSTIP
@MikevHoenselaar
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In practice
Install these tools
@MikevHoenselaar
Analytics |
ga.js versus analytics.js
ga.js won’t be supported anymore (deprecated) at phase 4 of Universal Analytics
(End of 2016 most likely)
More about development of Universal Analytics
Go to http://vruc.ht/uaphases
@MikevHoenselaar
Analytics |
ga.js
@MikevHoenselaar
Analytics |
universal.js
@MikevHoenselaar
Analytics |@MikevHoenselaar
User ID
3 views per property
TOPTIP
RAW | Filtered | Test
Measure internal searchSearch box on your website? Teach Google Analytics how to get that
query and see it back in reports.
1
In WordPress and Magento it’s the s and q parameter in the URL
@MikevHoenselaar
Settings: Admin → View → Settings site Rapportage: Rapportages → Gedrag → Zoekopdrachten op site
Multiple search query’s?Use comma (s,q, direct_keyword)
Analytics |
In practice
Let GA measure search queries
5
@MikevHoenselaar
Filtering: Exclude botsThe checkbox you may or may not know is not enough!
2
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http://www.iab.com/guidelines/iab-abc-international-
spiders-bots-list/
@MikevHoenselaar
Analytics |@MikevHoenselaar
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Limit of 255 characters, so make multiple filters
TIPKeep filtering data!Exclude IP’s
@MikevHoenselaar
Analytics |
→ https://codeshare.io/xT2k6
@MikevHoenselaar
Analytics |
In practice
Filtering: Exclude bots
10
@MikevHoenselaar
DEMO
Analytics |
→ http://vruc.ht/obrs
Segmentation in Google Analytics
is a superpower
@MikevHoenselaar
Couple of interesting segmentations
Device (desktop, mobile, tablet) → default
Channel (direct, referal, social, organic, paid) → default
New vs Returning visitors → default
Demographics (age, gender, location) → extra setting
Converters by Count of Visit (how many times do people visit before converting)
Whales (who are big spenders, learn the why!)
@MikevHoenselaar
Demographics
Look at property level !
Settings: Admin → Property → Settings Report: Reporting → Audience → Demographics
TIP: In NL you have opt-in cookie law. This qualifies as such! Ask permission for cookie storage.
Converters by page visitTIP: This only works if you work with Goals!Admin → View → Goals
WhalesTIP: You need e-commerce tracking for this to work!
Analytics |
In practice
Segmentation: Exclude bots
5
@MikevHoenselaar
DEMO
Use dashboards
TOPTIP
Analytics |@MikevHoenselaar
Analytics |
In practice
Make dashboard
10
@MikevHoenselaar
Analytics |
HINTChannel is a dimensionSession is a metric
@MikevHoenselaar
Analytics |
In practice
Add a widget that shows sessions per channel
5
@MikevHoenselaar
Event TrackingThe forgotten gold of Google Analytics
3
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Event TrackingPower feature for measuring client behavior
→ http://vruc.ht/gaet
@MikevHoenselaar
Analytics |
→ http://scrolldepth.parsnip.io/
Measuring scroll behaviorWatch how engaging your content is in terms of scrolling
@MikevHoenselaar
Analytics |
Analytics |
TabsAccordion
@MikevHoenselaar
Analytics |@MikevHoenselaar
Analytics |
No Google Analytics hereRedirect to homepageso no Goal possible (by default)
How many times is this being used?
@MikevHoenselaar
Analytics |
In Practice
Goto ReportBehavior → Events
5
@MikevHoenselaar
Analytics |@MikevHoenselaar
Enhanced Link Attribution
TOPTIP
Do you have links on the same page that go to the same page?
Use ELA!
1. Make change in your UA code!
TOPTIP
@MikevHoenselaar
2. Report -> In Page Analysis
E-commerce trackingSelling something online? Use this!
4
Enhanced e-commerce tracking
TOPTIP
Want to take it a step further?Use Enhanced E-commerce tracking!
Measure, test, iterate!
@MikevHoenselaar
Analytics |
Interestingreports
Mobile traffic/conversionMobile is booming, how much traffic do you get via mobile?
Do you see any differences in conversion?
1
Audience → Mobile → Overview
Analytics |
In practice
Goto ReportAudience → Mobile → Overview
5
@MikevHoenselaar
How are visitors reaching your website?
Get insight in sources who provide traffic AND revenue!
2
Acquisitie → Overzicht
Analytics |
Read this!
BONUSTIP
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In practice
Goto ReportAcquisition → Overview
5
@MikevHoenselaar
Useful Bounce RatesWhich pages have the highest bounce rates? By default this isnt working
at all. But there is a way!
Bounce Rate = Session without user interaction
3
Behavior → Overview → Click on Bounce Rate column
Analytics |
In practice
Goto ReportBehavior → Overview → Click on Bounce Rate column
5
@MikevHoenselaar
Site Diagnostics: Page Timing Report
What are the load times of your website pages? SEO wise very interesting, also conversion wise. Start optimizing!
4
@MikevHoenselaar
Behavior → Site Speed → Page Timings
Customer Behavior ReportThe report reveals how behavior varies between new and returning users
in terms of overall traffic, conversion patterns and event completion.
By Peter Van Klinken (Download: http://goo.gl/HMPvV)
5
Analytics |
In practice
Download Custom ReportDoes it show data? :)
10
@MikevHoenselaar
Time left?
Custom dimensionsCustom metrics
Especially interesting when you want to segment with CRM data
+
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● Non deletable● 20 dimensions and 20 metrics per
property
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