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How to track events with GA
 

How to track events with GA

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    How to track events with GA How to track events with GA Presentation Transcript

    • #GABC12How to best track specific actions or events on your site
    • Overview
    • Overview• Context• Challenges• Concept• Case• Conclusion
    • Context
    • Context• Route Planner Tool of public transportation company• 2,2 M of monthly visits• 3,5 M of monthly pageviews of tool’s results page
    • How can we engage surfers touse the Route Planner Tool astheir travel companion?
    • Context• 2 secondary research questions: • How are people using the Route Planner Tool? • How can we improve the usability of this tool?
    • Challenges
    • Challenges• As to implementing the tracking of events: • Can we analyze the interaction with the Route Planner Tool by means of event tracking? • Can we embed the event tracking of this tool in a site wide implementation structure?
    • Challenges• As to the use of the Route Planner Tool: • What are the most useful advanced search options of the travel info tool? • Which are the most useful features of the Route Planner’s results page?
    • Concept
    • E.T.I.S
    • Event TrackingImplementationSchema
    • Say what?• Schema that facilitates the implementation of events• Framework for actionable grouping in action sets• Engagement shaping based on high (scan-behave- focus) or low involvement (scan-focus-behave)
    • Say why?• To track events on page level in a uniform way and with an equivocal taxonomy• To analyze events as goals, based on level of engagement or involvement of surfer• To optimize tools, pages, sites for conversions
    • Say how?All sites of company:• Identify different categories & actions in a spreadsheet• Validate types of actions based on level of engagementOn site tools on all company’s sites:• Differentiate labels, f.e. in case of Route Planner Tool• Integrate engagement model in label structure of tool
    • Case
    • Case SCAN BEHAVE FOCUS
    • Case SCAN BEHAVE FOCUS
    • Route Planner Tool
    • Case• What are the most useful advanced search options of the Route Planner Tool?• Which are the most useful features of the Route Planner’s results page?
    • Action Engagement
    • Last month we noticed a high correlation betweenunique events on fields and unique search events incase of ‘intersection’ and ‘identification’
    • CaseThe auto suggestion functionality of the Route PlannerTool needs to be enriched, especially of the ‘intersection’& ‘identification’ search option.“Modelling data delivers actionable intelligence.”
    • Case• What are the most useful advanced search options of the Route Planner Tool?• Which are the most useful features of the Route Planner’s results page?
    • Action Engagement
    • Last month 20% of all users looked for details of theroute and a service later, but only 3,5 % of all users plantheir return trip using the Route Planner Tool.
    • CaseBased on the event tracking data the ‘service later’, ‘detailsof route’ and ‘return trip’ feature needs a more prominent& user-friendly on page localization.“Modelling data delivers actionable intelligence.”
    • Conclusion
    • Conclusion• Event Tracking Implementation Schema (E.T.I.S.) to analyze & act upon usability of Route Planner Tool.• Engagement shaping applied to action sets.• New information architecture & design of Route Planner Tool according to most useful search options and planning features.
    • Conclusion Data overload Modelling Intelligence Actions
    • Daan Goor - Senior Web Analystdaan@wijs.bedaangoor.iswijs.be