Usando metodologías ágiles en UX


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Los procesos UX tienen una metodología específica dificil de compaginar con la de los desarrolladores. Luis Calvo nos enseñó cómo podemos incluir los procesos de UX dentro de nuestra metodología ágil.

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Usando metodologías ágiles en UX

  1. 1. Introduction to Google Analytics for web developers Rubén Martínez
  2. 2. Google Analytics reports incoming traffic to webs and apps This graph compares the count of visitors from Google organic search to a website in two periods of time. The story it is telling us is good news: the organic traffic markedly increased in a given month over the same period of the previous year (due to a previous investment in content and SEO). Introduction to Google Analytics -@RubenMartinezS
  3. 3. Google Analytics helps understand your visitors’ flows Traffic volume by channel e.g. sessions per campaign and geolocation Engagement • Depth • Density • Duplication Content • A/B testing • Path Analysis Introduction to Google Analytics -@RubenMartinezS
  4. 4. Google Analytics is: • A platform to track online and off-line activity of aggregated and anonymized visitors’ data • A behavioural reporting platform of activity of web visitors and end-users • A bread-and-butter tool for webmasters and marketing and business analysts • A (peculiar) dashboard interface and a well documented API Introduction to Google Analytics -@RubenMartinezS
  5. 5. 2 Web Analytics platforms: GA and SiteCatalyst Introduction to Google Analytics -@RubenMartinezS Number of websites using Google Universal Analytics (left) vs. Omniture SiteCatalyst (below). Graphs with the same vertical scale and similar periods of time. Source:
  6. 6. Organization of the platform Developers can access Google Analytics via a front interface, client libraries and APIs. This is how each components and APIs are organized: Source: Introduction to Google Analytics -@RubenMartinezS
  7. 7. Google Analytics is NOT: • A transactional CRM tool Visitors’ individual data is owned by Google Inc. The end user has access to anonymized data only. • A reporting tool of websites only It can be configured to track offline and online activity from multiple devices, including smartphones, kiosks, consoles, etc. • A parser of web server logs • A KPI-centric Business Intelligence platform Introduction to Google Analytics -@RubenMartinezS
  8. 8. Tracking code Sign up to Google Analytics. If are tracking a website on the admin panel, setup a property (URL). Then paste the code provided by Google (example below) on all the pages you want to track: <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','//','ga'); ga('create', 'UA-2282690-1', ''); ga('send', 'pageview'); </script> When the browser loads this script, it interprets the document.write and triggers a sequence of events leading to send hits to Google’s server. Introduction to Google Analytics -@RubenMartinezS
  9. 9. Browsers sends hits to Google Analytics server Sequence of events: 1. The client brower requests the javascript file 2. The Google Analytics server responds with the analytics.js file 3. The client fetches, loads and executes the javascript which dynamically creates an <img> element in the DOM 4. A GET from the browser hits the GA’s server with a URL containing appended values of the browser and the computer. This is an image/gif request. Example: com/collect?v=1&_v=j20&a=806449001&t=pageview&_s=1& 2F&ul=en-us&de=UTF-8&sd=24- bit&sr=1920x1080&vp=1920x199&je=1&fl=13.0%20r0&_u=MAC~&cid=416165610.1399537988&tid=UA-2282690- 1&z=2140666386 5. The server reads the data in the image URL and stores the hit (e.g. pageview or event) for logging and processing Introduction to Google Analytics -@RubenMartinezS 6. The server responds with a single-pixel gif
  10. 10. The 3 most important variables: t, cid and tid o t=pageview // Pageview hit type o cid=416165610.1399537988 // Anonymous Client ID o tid=UA-2282690-1 // Tracking Web property ID Introduction to Google Analytics -@RubenMartinezS
  11. 11. Visualization of tags and scripts Introduction to Google Analytics -@RubenMartinezS The analytics.js JavaScript library uses a single cookie. The cookie contains an anonymous identifier used to distinguish users.
  12. 12. analytics.js Google Analytics cookies By default, the analytics.js library sets cookies on the top level domain, excluding the leading dot, and sets the cookie path to the root level (/). The name of the cookies is _ga Note: The analytics.js library does not require setting cookies to transmit data to Google Analytics. Introduction to Google Analytics -@RubenMartinezS
  13. 13. What you CAN do with Google Analytics • Track activity BEFORE pushing a brand new website or mobile app public • Report activity on private areas (protected by a login and/or disallowed to crawling bots) • Link to Adwords (CPC), GDN (CPM) and FDA (retargeting) • Associate engagement data from different devices and multiple sessions (great for attribution) • Upload transactional data of own userIDs if anonymized (great for e-commerce) • Integrate your Google Analytics data with other business applications, e.g. via API • Report activity across domains (tagging is however tedious and impractical) Introduction to Google Analytics -@RubenMartinezS
  14. 14. What you CANNOT do with Google Analyics • Generate leads (post-click marketing). Google Analytics does not provide IP addresses or the name of the company visiting a website for instance – and you should not upload this information either • Upload personally identifiable information (see userIDs above) • Carry out experiments across multiple domains (cross domain reporting OK but not tests A/B) • Report –efficiently- inventory on e-commerce websites with SKUs Introduction to Google Analytics -@RubenMartinezS
  15. 15. Metrics and dimensions Dimensions are attributes of • Visitors • Sessions • Hits: page, event The values of dimensions are strings. Metrics are counts (average integer or currencies). Values of metrics are numbers. Each custom dimension and metrics has an associated index. There is a maximum of 20 custom metrics and dimensions Introduction to Google Analytics -@RubenMartinezS
  16. 16. Event hits Some user actions do not generate pageviews. - completion of individual form fields (“Send”) - external, mailto: and pdf links - video play or complete - AJAX, Flash, jQuery or HTML5 interactions You want to tag some HTML elements as events. Event tracking turns a normal <a href=“/documents/e-book.pdf”> into <a href=“/documents/e-book.pdf” onclick=”ga(‘send’,’event’,’link’,’pdf’)”> Introduction to Google Analytics -@RubenMartinezS
  17. 17. Metrics and dimensions For example, if your page is scripted in PHP, the actual author of the page will probably be stored in a PHP variable like $author. In your PHP template, you can use this author variable to pass the author value to the custom dimension ga('send', 'pageview', { 'dimension5': '<?=$author?>' }); Introduction to Google Analytics -@RubenMartinezS
  18. 18. Content Experiments based on a multi-armed bandit Introduction to Google Analytics -@RubenMartinezS approach
  19. 19. Google Analytics Universal is user-centric Advertisers cannot track users as individuals anymore due to the proliferation of smartphones. Cookies reside in desktop browsers. Cookies are not used by mobile apps and browsers such as Safari on iphones. The identification of users and their sessions takes place now at server level on Universal, not browser/cookie level. Cookies are still used but Google warns that their format might change without warning. Hence developers should not directly access the cookie analytics.js sets as it could lead to script errors and incorrect data. Instead, developers should use the get command to retrieve the clientId value when needed. Here's how to do this: ga(function(tracker) { var clientId = tracker.get('clientId'); }); Introduction to Google Analytics -@RubenMartinezS
  20. 20. clientId for cross-device attribution You can use a custom visitor ID based on customer email or ID in your database to merge smartphone / laptop / pc sessions into one cross-device session. You can track users who login to your website (authenticated users) by associating their clientID to their email. <?if ($isAuthenticatedUser):?> ga('create', 'UA-XXXX-Y', {'clientId': '<?=md5($email)?>' }); <?else:?> ga('create', 'UA-XXXX-Y'); <?endif;?> All users who sign in to your website will be tracked across all devices. GA uses cookie value + domain as a unique internal identifier. If two or more websites set up the same client ID value based on customer email, the data won't be corrupted, because they are using different domains (and different GA profile id). Introduction to Google Analytics -@RubenMartinezS
  21. 21. Link your acquisitions, engagement, and conversions In a typical e-commerce scenario, you generate unique User_IDs through the authentication passed to an account at sign-in. The User ID will allow you to track for instance transactions and activity on per customer basis. To enable this feature, add the following line to your tracking code to send User-ID data to Google Analytics. ga('create', 'UA-XXXX-Y', { 'userId': 'USER_ID' }); ga('send', 'pageview'); where USER_ID is a string and represents the stable and unique ID retrieved from your system. You can then send anonymized data based on User_IDs to Google Analytics. Introduction to Google Analytics -@RubenMartinezS
  22. 22. Thank you! If you enjoyed these slides or have suggestions to improve them, let us know! @rubenmartinezs
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