Web analytics is becoming universal

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My talk about Google Analytics, offline tracking, User ID and the measurement protocol at UX Camp Europe 2014.

My talk about Google Analytics, offline tracking, User ID and the measurement protocol at UX Camp Europe 2014.

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  • 1. Web analytics is becoming universal Audun Rundberg UX Camp Europe 2014
  • 2. #uxce14 @audunru
  • 3. Imagine that you’re running an airport... Strike Volcano ash cloud
  • 4. Aaah, the devices...
  • 5. 50% of users (2 of 4) are desktop + mobile users
  • 6. User ID Track users across channels and touchpoints Measurement Protocol Enables offline tracking
  • 7. Why? • More accurate picture of how people use your services Examples: • How many users have we got, really? • What’s our campaign revenue offline and online? Last, but not least: • Can we track cats?
  • 8. YES!
  • 9. RFID chip RFID reader
  • 10. Offline tracking
  • 11. Offline tracking code https://ssl.google-analytics.com/collect? v=1& tid=UA-123456-1& cid= f10e2821-bbbe-4527-8a02-200352313bc0& t=event& ec=Cat& ea=Food& el=Nomnomnom
  • 12. Offline tracking code https://ssl.google-analytics.com/collect? v=1& tid=UA-123456-1& cid= f10e2821-bbbe-4527-8a02-200352313bc0& t=event& ec=Cat& ea=Food& el=Nomnomnom
  • 13. Offline tracking code https://ssl.google-analytics.com/collect? v=1& tid=UA-123456-1& cid= f10e2821-bbbe-4527-8a02-200352313bc0& t=event& ec=Cat& ea=Food& el=Nomnomnom
  • 14. Offline tracking code https://ssl.google-analytics.com/collect? v=1& tid=UA-123456-1& cid= f10e2821-bbbe-4527-8a02-200352313bc0& t=event& ec=Cat& ea=Food& el=Nomnomnom
  • 15. RFID
  • 16. Demo time
  • 17. Want to try? http://bit.ly/uxce14-universal takes you to... http://github.com/audunru/universal-analytics
  • 18. User ID
  • 19. User ID tracking https://ssl.google-analytics.com/collect? v=1& tid=UA-123456-1& cid= f10e2821-bbbe-4527-8a02-200352313bc0& uid=1234& t=event& ec=touch& ea=double-tap& el=menu-button
  • 20. Username User ID mr_rundberg 1234 superhans 5678 User ID = Anonymus (to Google), unique and persistent
  • 21. User ID + Javascript User ID + Javascript User ID + Javascript or API User ID + Measurement Protocol
  • 22. Demo time
  • 23. Data layer and tag management
  • 24. <script> dataLayer  =  [{    'uid':  'zjTlQX5360f775f3cbaDBZGTC56',  //  User  ID  (anonymous)    'userRole':  'manager',  //  Employee  or  manager?    'userTitle':  'Senior  Marketer',  //  Professional  title    'lastModified':  '1400074036',  //  Last  modified  (epoch)    'lastModifiedRelative':  '3  weeks  ago',  //  Last  modified  (relative)    'environment':  'production',  //  Host  environment    'template':  'news  article'  //  Current  page  template }]; </script> The data layer is your new best friend
  • 25. Customer Experience Digital Data Acquisition 0.5 Last Modified: May 17, 2013 DRAFT Specification Latest Version: http://www.w3.org/community/custexpdata/wiki/images/9/93/W3C_CustomerExperienceDigitalDataAcquisi tion_Draft_v0.5.pdf W3C is making a dataLayer standard
  • 26. One tag for each thing you want to track
  • 27. Tracking downloads is easier than ever
  • 28. Outbound links
  • 29. Do people scroll? https://github.com/robflaherty/jquery-scrolldepth
  • 30. http://bit.ly/uxce14-youtube Do people play your videos?
  • 31. Do people use these buttons on your site?
  • 32. Are people happy with your content?
  • 33. Are people happy with your content?
  • 34. Are people happy with your content?
  • 35. Found what you're looking for? June 08, 2014 4:50 AM EDT Klipfolio.com lets you work with the data and create dashboards
  • 36. These are crazy, crazy, crazy, crazy nights web analytics tools
  • 37. Mixpanel lets you see individual users’ activities
  • 38. Unknown user Login or register Hi Audun! Conversion Mixpanel kan stitch data before/after identifying the user
  • 39. Unknown user Login or register Hi Audun! Conversion Google Analytics keeps the data separate
  • 40. Simba (1995-2014)
  • 41. Thank you! #uxce14 @audunru