Google Analytics
Workout
+Martin Hawksey
@mhawksey
Slides http://go.alt.ac.uk/IWMW16-B5
About you...
YOUR EXPERTISE...
WHAT YOU WANT...
Overview
SUGGESTED...
● An overview of Google Analytics and tracking
principles
● Learning about Google Tag Manager
● Automated Goo...
Slide Credit: Simo Ahava www.simoahava.com
Plug and play analytics
Slide Credit: Simo Ahava www.simoahava.com
Slide Credit: Simo Ahava www.simoahava.com
Slide Credit: Simo Ahava www.simoahava.com
Slide Credit: Simo Ahava www.simoahava.com
How to play analytics
Slide Credit: Simo Ahava www.simoahava.com
Google Analytics - Tracking
<script>
(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){
(i[r].q=...
Slide Credit: Simo Ahava www.simoahava.com
Slide Credit: Simo Ahava www.simoahava.com
Slide Credit: Simo Ahava www.simoahava.com
Slide Credit: Simo Ahava www.simoahava.com
Slide Credit: Simo Ahava www.simoahava.com
Some Tag Manager Tricks
TRACK PROSPECTUS DOWNLOADS...
● Event Tag – which fires when a downloadable
file link is clicked, and sends the Event to
G...
TRACK PROSPECTUS DOWNLOADS...
Important – Browser limitations apply e.g. ‘open
in new tab’ is not tracked
http://goo.gl/iB...
ADDING STRUCTURED DATA...
● Annotate social profiles for Knowledge Graph
● Enable sitelinks search box
http://goo.gl/zbTZC9
MEASURE SERP BOUNCE TIME...
● how long user dwelled on the landing page
after arriving from organic Google search AND
retu...
MEASURE SERP BOUNCE TIME...
The process is as follows:
1. If the user lands on the site through organic Google
search, cre...
MEASURE SERP BOUNCE TIME...
● Using updated version at http://goo.gl/O6X25x
http://goo.gl/bnS5Xz
function(){
return {{DLV ...
TRACK CONTENT ENGAGEMENT...
how much time users are actually spending engaged
with my content.
http://goo.gl/M2pqgV
TRACK CONTENT AS ECOMMERCE...
http://goo.gl/mUfazN
Automatic reporting
TRACKING TWITTER REFERRAL...
Covers:
● Using the Google Analytics Add-on for Google
Sheets
● Combining data sources
● Emai...
USING GOOGLE SITES AS DASHBOARD...
In 2012 UK Cabinet Office published a guest post
on the Google Developers Blog:
http://...
GOOGLE DATA STUDIO...
● Beta (US Only) :(
● Google playing catch-up with Tableau et al.
Thank you!
+Simo Ahava
@SimoAhava
www.simoahava.com
For slides and inspiration...
REFERENCES
● Many slides from Search Marketer's Toolkit for
Google Tag Manager and Google Analytics - Simo
Ahava
● Video f...
Google Analytics Workout (#IWMW16)
Google Analytics Workout (#IWMW16)
Google Analytics Workout (#IWMW16)
Google Analytics Workout (#IWMW16)
Google Analytics Workout (#IWMW16)
Google Analytics Workout (#IWMW16)
Google Analytics Workout (#IWMW16)
Google Analytics Workout (#IWMW16)
Google Analytics Workout (#IWMW16)
Google Analytics Workout (#IWMW16)
Google Analytics Workout (#IWMW16)
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Google Analytics Workout (#IWMW16)

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he master class is designed to help users get more out of their Google Analytics setup and reporting. The session will be an opportunity to workout where you are at with you Google Analytics setup and usage. As part of this there will be an opportunity for:
* An overview of Google Analytics and tracking principles
* Learning about Google Tag Manager which can be used to remove some of the headache around setting up GA event tracking
* Automated Google Analytics reporting using Google Sheets/Google Sites
* Emerging GA uses you might not have considered before

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Google Analytics Workout (#IWMW16)

  1. 1. Google Analytics Workout +Martin Hawksey @mhawksey Slides http://go.alt.ac.uk/IWMW16-B5
  2. 2. About you...
  3. 3. YOUR EXPERTISE...
  4. 4. WHAT YOU WANT...
  5. 5. Overview
  6. 6. SUGGESTED... ● An overview of Google Analytics and tracking principles ● Learning about Google Tag Manager ● Automated Google Analytics reporting using Google Sheets/Google Sites ● Emerging GA uses you might not have considered before ...trying to connect remotely to some Google Analytics experts
  7. 7. Slide Credit: Simo Ahava www.simoahava.com
  8. 8. Plug and play analytics
  9. 9. Slide Credit: Simo Ahava www.simoahava.com
  10. 10. Slide Credit: Simo Ahava www.simoahava.com
  11. 11. Slide Credit: Simo Ahava www.simoahava.com
  12. 12. Slide Credit: Simo Ahava www.simoahava.com
  13. 13. How to play analytics
  14. 14. Slide Credit: Simo Ahava www.simoahava.com
  15. 15. Google Analytics - Tracking <script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','//www.google-analytics.com/analytics.js','ga'); ga('create', 'UA-XXXXXXX-X', 'auto'); ga('send', 'pageview'); </script> Google Tag Manager - Container <!-- Google Tag Manager --> <noscript><iframe src="//www.googletagmanager.com/ns.html?id=GTM-XXXXXXD" height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript> <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= '//www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f); })(window,document,'script','dataLayer','GTM-54262D');</script> <!-- End Google Tag Manager --> Slide Credit: Nico Miceli nicomiceli.com
  16. 16. Slide Credit: Simo Ahava www.simoahava.com
  17. 17. Slide Credit: Simo Ahava www.simoahava.com
  18. 18. Slide Credit: Simo Ahava www.simoahava.com
  19. 19. Slide Credit: Simo Ahava www.simoahava.com
  20. 20. Slide Credit: Simo Ahava www.simoahava.com
  21. 21. Some Tag Manager Tricks
  22. 22. TRACK PROSPECTUS DOWNLOADS... ● Event Tag – which fires when a downloadable file link is clicked, and sends the Event to Google Analytics ● Auto-Event Variable for click URL path – to capture the URL path of the clicked link ● Event Trigger – which uses the Link Click trigger type and checks if URL path contains any of the extensions you want to track http://goo.gl/iBL9Xp
  23. 23. TRACK PROSPECTUS DOWNLOADS... Important – Browser limitations apply e.g. ‘open in new tab’ is not tracked http://goo.gl/iBL9Xp
  24. 24. ADDING STRUCTURED DATA... ● Annotate social profiles for Knowledge Graph ● Enable sitelinks search box http://goo.gl/zbTZC9
  25. 25. MEASURE SERP BOUNCE TIME... ● how long user dwelled on the landing page after arriving from organic Google search AND returned to the search engine results page (SERP) using the browser’s back button http://goo.gl/bnS5Xz
  26. 26. MEASURE SERP BOUNCE TIME... The process is as follows: 1. If the user lands on the site through organic Google search, create a new browser history entry with the hash #gref 2. Later, if a hash change is registered, and the user is still on the landing page, and the hash change is from #gref to a blank string, fire a Google Analytics timing event, after which programmatically invoke the “Back” event in the browser history http://goo.gl/bnS5Xz
  27. 27. MEASURE SERP BOUNCE TIME... ● Using updated version at http://goo.gl/O6X25x http://goo.gl/bnS5Xz function(){ return {{DLV - timeToSerp}} < 1800000 ? {{DLV - timeToSerp}} / 1000 : undefined; } Custom JS Variable: {{JS - SERP Time In Seconds}}
  28. 28. TRACK CONTENT ENGAGEMENT... how much time users are actually spending engaged with my content. http://goo.gl/M2pqgV
  29. 29. TRACK CONTENT AS ECOMMERCE... http://goo.gl/mUfazN
  30. 30. Automatic reporting
  31. 31. TRACKING TWITTER REFERRAL... Covers: ● Using the Google Analytics Add-on for Google Sheets ● Combining data sources ● Email push of reports http://bit.ly/28K2osP
  32. 32. USING GOOGLE SITES AS DASHBOARD... In 2012 UK Cabinet Office published a guest post on the Google Developers Blog: http://goo.gl/xCdDfh
  33. 33. GOOGLE DATA STUDIO... ● Beta (US Only) :( ● Google playing catch-up with Tableau et al.
  34. 34. Thank you! +Simo Ahava @SimoAhava www.simoahava.com For slides and inspiration...
  35. 35. REFERENCES ● Many slides from Search Marketer's Toolkit for Google Tag Manager and Google Analytics - Simo Ahava ● Video footage from Reaktor Breakpoint 15 - Simo Ahava: Meaningful Data

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