analytics: latest developments & guidance
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@timlb
What’s New in GA(and what matters to you…)
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Started working on web sites in 1993
Specialise in optimising ecommerce web sites
Using any methods that get results
(Not just GA!)
http://www.bryaneisenberg.com/hidden-secrets-of-amazon/
@timlb
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@timlb
70+ new launches in 2013
But what matters to YOU...
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@timlb
It’s gone grey
Power features still there:
Custom reports
Dashboards
(Shortcuts)
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@timlb
Theme: it’s the Products
A take-away trinket:Product Reporting
Do Now
Start thinking about
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@timlb
It’s all about Products
Custom reports:
Not latest feature
Still best
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@timlb
What sold each of those products?
Drill down:
Product
Medium
Campaign
or
Source/Medium
Product
or...
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@timlb
Custom reports: get building
Only include
“need to know”
Import to GA:
http://bit.ly/screenpagesproductreport
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@timlb
Moving on the new stuff
Traffic sources
Content
Conversions
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@timlbDo now
Key New Concept
BehaviourAcquisition Conversion
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@timlbDo now
Real life?
BehaviourAcquisition Conversion
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@timlb
Example of new reports
BehaviourAcquisition Conversion
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@timlb
Familiar reports also get new focus
BehaviourAcquisition Conversion
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@timlbDo now
New: Channel Grouping
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@timlb
Customise Channel GroupingKey point:New GA configured via admin = Less custom code on site
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@timlbDo now
Customise Channel GroupingTip:Drill down into (other) on report to spot what to customise
Ideas:
Fix in-house email medium(or mistakes)
Special group for internal referrals
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@timlbIgnore for now!?!
Be aware of Social Reports
Beware ‘dark social’
Just because nobodyclicks through fromFacebook doesn’t meanthey don’t notice
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@timlbMaybe
Demographics (needs code change)
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@timlbMaybe
Demographics (needs code change)
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@timlbTry now but fiddly
Content Grouping
Group pages in ways which make sense to youReport on combined numbers for the groupGet a much easier understanding of navigationUse in Custom Reports!!!!
Super blog post on using groups:http://bit.ly/screenpagesgrouping
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@timlbTry now but fiddly
Set up Content Grouping
Three methods:
• Use URI pattern matching
• Use rules
• Add tracking code
Tip: Time to Start Thinking About:
Product Views
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@timlbDo now
Visitor-based segments
Loads of built-in configurations
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@timlbDo now
Which channels bring high-value
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@timlbDo now
Cohort segments
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@timlbDo now
Not quite RFM (but getting there)
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@timlbDo now
Dedicated e-commerce segments
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@timlbDo now
Sequence segments
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@timlbStart thinking about
Universal Analytics
Multiple devices
Store custom data
Send data from other systems
Upload extra data
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@timlbStart thinking about
Universal Analytics Planning
Tip:
Time to think about Categories
Extra product data
Extra customer data
and if you are changing:
VAT
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@timlbStart thinking about
Tag Management
GTM Google Tag Manager:
Not just for GA
Use for other tracking code
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@timlb
Ask me about...
Custom reports
Custom dashboards
Segments
Channel Grouping
Content Grouping
Automatic data exports
Links from this presentation:
http://bit.ly/screenpagesclientstimlb
(All lowercase and one word:
screen pages clients timlb )
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@timlb
Recipe for success
Think about a task which you do every day or week
Then ask the key question
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@timlb
Recipe for success
“If I knew ___________,then I would _______________.”