The Google Analytics
of Things
+Martin Hawksey
@mhawksey
Slides http://go.alt.ac.uk/IWMW16-P9#IWMW16 #P9
+Martin Hawksey
hawksey.info
@mhawksey Slides http://go.alt.ac.uk/IWMW16-P9#IWMW16 #P9
Overview
Beyond page views...
Tim Berners-Lee in his office at the MIT, 1998.
Photograph: Elise Amendola/AP
Tracking used to be easy
Slide Credit: Nico Miceli nicomiceli.com
But the current web is a lot better… and cooler!
Image Credit: Unknown http://imgur.
com/8b8uYz6
Slide Credit: Nico Miceli...
Pageviews just don’t cut it anymore
1 page view 1 page view 1 page view
Slide Credit: Nico Miceli nicomiceli.com
But tracking got more advanced
CC-BY David Bleasdale
https://flic.kr/p/mGimv
Understanding Engagement
Event Tracking - the James Bond of tracking
Clean, elegant, easy to use
Customizable to handle anything
Photo Credit: © 20...
Event Tracking
Event tracking is a piece of code with custom values that
you fire off when you want to track something
ga(...
<button id="b1">Hello World</button>
<script type="text/javascript">
$('#b1').click(function(event) {
ga('send','event','b...
Warning: “Google Analytics does not allow
Personally Identifiable Information (PII) (such
as names, email addresses) store...
“If your site has its own authentication system, you
can use the User ID feature, in addition to the
client ID, to more ac...
ga('send','event','EMD101_Mod1_BSN101_1.1_Q3',
'multichoice-selection','21',5); Slide Credit: Nico Miceli nicomiceli.com
Google Analytics Event Tracking MCQs
… NOT USING GOOGLE TAGS MANAGER
Track clicks on the button with
Google Tag Manager
<button id="b1">Hello World</button>
Measurement Protocol
Lets interface … {API}
Image credit: CC-BY-NC nikki
The measurement protocol lets you send event/hits data to
Google Analytics via HTTP Requests:
https://www.google-analytics...
Kiosks
Smart TV
Apps
Point
of Sale
Devices
Web
Connected
Devices
Backend
Applications
Slide Credit: Nico Miceli nicomiceli...
No tracking, no problem...
VLE
Script
Google
Analytics
Web View
• Runs every 15 min
• Identity stripped
• Text processing producing counts
Interactin...
Parameter Value Type Default Value Max Length Supported Hit Types
qt integer None None all
Image Credit: CC-BY-SA per Core...
Image Credit: CC-BY Mikael Leppä
https://flic.kr/p/pdkyS3
Batch
Send multiple hits in a single request
● A maximum of 20 h...
Instrumentation...
INSTRUMENTATION WITH ANALYTICS
Presented by Bruce Mcpherson at DevFest London 2014
https://goo.gl/lG5oC0
The Analytics of Things...
Track anything...Slide Credit: Nico Miceli nicomiceli.com
Google Analytics Sleep TrackerSlide Credit: Nico Miceli nicomiceli.com
Other Google Analytics APIs
Google Analytics Add-on for Google Sheets
Google Analytics superProxy and Google Analytics Data Bridge
https://developers.google.com/analytics/solutions/google-anal...
Summary
Experiment
CC-BY-ND https://flic.kr/p/dtZF7K
Slide Credit: Nico Miceli nicomiceli.com
Hopefully, you now know
a little more what is
possible
Image credit: CC-BY-NC-ND
Joe Foley https://flic.kr/p/Drgv6
Slide C...
Image credit: timmacpherson.com
Now it’s time to get
creative!
Rethink the interactions
and engagement
Ask questions
Slide...
Questions?
+Martin Hawksey
@mhawksey
Thank you!
+Nico Miceli
@NicoMiceli
For slides and inspiration...
The Google Analytics of Things (#iwmw16)
The Google Analytics of Things (#iwmw16)
The Google Analytics of Things (#iwmw16)
The Google Analytics of Things (#iwmw16)
The Google Analytics of Things (#iwmw16)
The Google Analytics of Things (#iwmw16)
The Google Analytics of Things (#iwmw16)
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The Google Analytics of Things (#iwmw16)

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Talk given at #IWMW16 Watch the recording at https://youtu.be/dr1cpjWKY0Q?t=5h5m24s

The majority of websites are using Google Analytics for tracking and reporting (W3Techs report 82.9% of tracked sites are using Google Analytics). Since launching Google Analytics in November 2005 the Internet has radically changed moving away from static content to fully interactive web applications. Google have addressed this with the integration of event tracking and other collection techniques, including deployment within mobile apps. As Google Analytics continues to evolve there are a number of features and use cases you might not be aware of. This presentation is designed to highlight some of the emerging Google Analytics hacks which will hopefully inspire you to look at your analytics problems and opportunities in new ways. For example, we look at how Google Analytics can be used as part of the Internet of Things, using low cost computing like Raspberry Pis for recording and analysing everything from sensor data to physical switches. We also look at bridging offline and asynchronous tracking sending measurement data in batches when connectivity is re-established as well as pushing data from third party APIs into Google Analytics using free tools.

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The Google Analytics of Things (#iwmw16)

  1. 1. The Google Analytics of Things +Martin Hawksey @mhawksey Slides http://go.alt.ac.uk/IWMW16-P9#IWMW16 #P9
  2. 2. +Martin Hawksey hawksey.info @mhawksey Slides http://go.alt.ac.uk/IWMW16-P9#IWMW16 #P9
  3. 3. Overview
  4. 4. Beyond page views... Tim Berners-Lee in his office at the MIT, 1998. Photograph: Elise Amendola/AP
  5. 5. Tracking used to be easy Slide Credit: Nico Miceli nicomiceli.com
  6. 6. But the current web is a lot better… and cooler! Image Credit: Unknown http://imgur. com/8b8uYz6 Slide Credit: Nico Miceli nicomiceli.com
  7. 7. Pageviews just don’t cut it anymore 1 page view 1 page view 1 page view Slide Credit: Nico Miceli nicomiceli.com
  8. 8. But tracking got more advanced CC-BY David Bleasdale https://flic.kr/p/mGimv
  9. 9. Understanding Engagement
  10. 10. Event Tracking - the James Bond of tracking Clean, elegant, easy to use Customizable to handle anything Photo Credit: © 20th Century Fox Home Video/MGM/UA Slide Credit: Nico Miceli nicomiceli.com
  11. 11. Event Tracking Event tracking is a piece of code with custom values that you fire off when you want to track something ga('send', 'event', // Required: type of tracking 'category', // Required: Category of event 'action', // Required: Action of event 'label', //optional value value); //optional number ga('send','event','category','action','label',value); Slide Credit: Nico Miceli nicomiceli.com
  12. 12. <button id="b1">Hello World</button> <script type="text/javascript"> $('#b1').click(function(event) { ga('send','event','button','click','hello world',1); }); </script> Event Tracking Track clicks on the button HTML/jQuery Slide Credit: Nico Miceli nicomiceli.com
  13. 13. Warning: “Google Analytics does not allow Personally Identifiable Information (PII) (such as names, email addresses) stored in the Application. Your Analytics account could be terminated if you use any of this information” NO PERSONALLY IDENTIFIABLE INFORMATION Slide Credit: Nico Miceli nicomiceli.com
  14. 14. “If your site has its own authentication system, you can use the User ID feature, in addition to the client ID, to more accurately identify a user across all the devices they use to access your site.” … BUT // At a later time, once the `userId` value is known, // sets the value on the tracker. ga('set', 'userId', USER_ID); JavaScript
  15. 15. ga('send','event','EMD101_Mod1_BSN101_1.1_Q3', 'multichoice-selection','21',5); Slide Credit: Nico Miceli nicomiceli.com
  16. 16. Google Analytics Event Tracking MCQs
  17. 17. … NOT USING GOOGLE TAGS MANAGER
  18. 18. Track clicks on the button with Google Tag Manager <button id="b1">Hello World</button>
  19. 19. Measurement Protocol
  20. 20. Lets interface … {API} Image credit: CC-BY-NC nikki
  21. 21. The measurement protocol lets you send event/hits data to Google Analytics via HTTP Requests: https://www.google-analytics.com/collect Name Parameter Example Description Protocol Version v v=1 The protocol version. The value should be 1. Tracking ID tid tid=UA-123456-1 The ID that distinguishes to which Google Analytics property to send data. Client ID cid cid=xxxxx An ID unique to a particular user. Hit Type t t=pageview The type of interaction collected for a particular user. Slide Credit: Nico Miceli nicomiceli.com
  22. 22. Kiosks Smart TV Apps Point of Sale Devices Web Connected Devices Backend Applications Slide Credit: Nico Miceli nicomiceli.com
  23. 23. No tracking, no problem...
  24. 24. VLE Script Google Analytics Web View • Runs every 15 min • Identity stripped • Text processing producing counts Interacting with 3rd party APIs https://mashe.hawksey.info/?p=17088
  25. 25. Parameter Value Type Default Value Max Length Supported Hit Types qt integer None None all Image Credit: CC-BY-SA per Corell https://flic.kr/p/7BYwFa Queue Time Used to collect offline / latent hits
  26. 26. Image Credit: CC-BY Mikael Leppä https://flic.kr/p/pdkyS3 Batch Send multiple hits in a single request ● A maximum of 20 hits can be specified per request. ● The total size of all hit payloads cannot be greater than 16K bytes. ● No single hit payload can be greater than 8K bytes.
  27. 27. Instrumentation...
  28. 28. INSTRUMENTATION WITH ANALYTICS Presented by Bruce Mcpherson at DevFest London 2014 https://goo.gl/lG5oC0
  29. 29. The Analytics of Things...
  30. 30. Track anything...Slide Credit: Nico Miceli nicomiceli.com
  31. 31. Google Analytics Sleep TrackerSlide Credit: Nico Miceli nicomiceli.com
  32. 32. Other Google Analytics APIs
  33. 33. Google Analytics Add-on for Google Sheets
  34. 34. Google Analytics superProxy and Google Analytics Data Bridge https://developers.google.com/analytics/solutions/google-analytics-super-proxy
  35. 35. Summary
  36. 36. Experiment CC-BY-ND https://flic.kr/p/dtZF7K Slide Credit: Nico Miceli nicomiceli.com
  37. 37. Hopefully, you now know a little more what is possible Image credit: CC-BY-NC-ND Joe Foley https://flic.kr/p/Drgv6 Slide Credit: Nico Miceli nicomiceli.com
  38. 38. Image credit: timmacpherson.com Now it’s time to get creative! Rethink the interactions and engagement Ask questions Slide Credit: Nico Miceli nicomiceli.com
  39. 39. Questions? +Martin Hawksey @mhawksey
  40. 40. Thank you! +Nico Miceli @NicoMiceli For slides and inspiration...

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