Google Analytics Tutorial (Advanced)

CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
Advanced Google Analytics:
Making The Data Dance
John Thyfault,
Vice President of Search Engine & Social Media Marketing, Beasley Direct and
Online Marketing
Adjunct Professor, University of California, Santa Cruz, Silicon Valley Extension
May 18, 2018 | 10:00 AM - 12:00 PM PST

© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
https://dmanc.org/certification/
How To Redeem Your $1,000 of Free B2B Data
Contact: Sky Cassidy
MountainTop Data
scassidy@mtd-email.com
(818) 252-8140 x2788
www.MountainTopData.com

The Direct Marketing Association of Northern
California
The Direct Marketing Association of Northern California
was formed to educate, inform and provide networking
opportunities for Direct and Online Marketing professionals
in the San Francisco Bay Area.  
 
We hold monthly seminar meetings, certification
workshops, periodic half-day seminars, and provide
opportunities for the best in learning and job networking in
the Northern California marketing community

DMAnc Certification Requirements
▪ A certificate requires the completion of any 8 courses,
taken within two years of starting.
▪ Of course, if a certificate isn’t in your immediate plan,
you can take as few or as many of the courses as you’d
like.
▪ Students who complete a certification program will
receive a frameable Certificate of Completion as well as
a digital badge to include on your website, blog, email
signature, or social profiles.

Upcoming Certification Workshops
June 1, 2018 10:00am-12:00pm PST Web Usability
June 8, 2018 10:00am-12:00pm PST WordPress Best Practices
June 15, 2018 10:00am-12:00pm PST Nurturing Using Personas and Journey Mapping
June 22, 2018 10:00am-12:00pm PST Social Media Advertising Best Practices
September 14, 2018 10:00am-12:00pm PST Demand Generation and Lead Conversion Fundamentals
September 21, 2018 10:00am-12:00pm PST Advanced Demand Generation Training & Lead
Conversion Training
October 12, 2018 10:00am-12:00pm PST Search Engine Optimization (SEO) Fundamentals
October 19, 2018 10:00am-12:00pm PST Advanced Search Engine Optimization (SEO)
October 19, 2018 10:00am-12:00pm PST Improving Email Marketing Response Rates
http://www.dmanc.org/certification.htm

About The Instructor
John Thyfault, VP, Search Engine & Social Media Marketing at Beasley Direct
Marketing
John Thyfault has more than 20 years of marketing, sales and product development
experience. His knowledge of search engine optimization (SEO), pay per click (PPC)
marketing and social media marketing, combined with an in-depth understanding of
customer identification, market analysis and segmentation, allows him to deliver high
returns on client marketing investment.
Prior to working with Beasley Direct, John was Senior Client Services Project Director at
ThirdAge.com, a first wave baby boomer lifestyle and community website. At ThirdAge he
successfully led major client sponsorships for Tylenol, American Century, Intel, IBM, and
Revlon.
John has led workshops for the Silicon Valley American Marketing Association, the Direct
Marketing Association in Northern and Southern California and the Business Marketing
Association. He also teaches Search Engine Marketing at University of California, Santa
Cruz, Extension in Silicon Valley and is currently leading day long seminars as part of the
Online Marketing Summit's 2011 International Tour.

Workshop Overview
▪ Understanding the details on how Google Analytics
collects and analyzes data and what it means to your
reporting
▪ Enabling cross domain tracking
▪ Ecommerce tracking and reporting
▪ Importing and analyzing third party data
▪ Setting-up and understanding different Event tracking
▪ Automatic Intelligence Events
▪ Creating and maximizing the use of Advanced Segments
▪ Setting-up Custom Variables and Dimensions
▪ Today’s webinar is going to combine slides & live action

Playing in the Admin Section

Admin Interface

Google Analytics Data Collection
▪ Data is collected via .js calls and cookies
▪ As a rule, GA samples your data and does not analyze all
of it
▪ Full analysis is more accurate but can substantially slow
down processing time
▪ Data needs to be non-PII (personally identifiable info)
▪ Remarketing audiences can be set to track and
remarked to users but the user’s PII never be pulled out
of the audience data
▪ User IDs can be used but PII can not be visible to
Google
▪ Must agree to Google’s User ID terms
▪ Must post info about data collection on first visit

▪ Data retention policies are now more important
▪ GDPR
▪ Set default data expiration date
▪ Default is 26 months
▪ Can be set not to expire
▪ The data policies need to be stated to users from
EU
▪ User rests on new activity
▪ Very important if you are doing any business in the
EU
Google Analytics Data Collection

Session Settings
▪ Can customize session and campaign timeout
▪ Needs to be based on your sales cycle and site usage

Referral Exclusions
▪ You can exclude traffic from your data calculations for
specific domains and IP addresses
▪ Automatically adds your domain when set-up
▪ Excellent way to remove your own company visits from
your calculations
▪ You can exclude your competitors sites from the data as
well
▪ Can be set-up at account, property and view levels
▪ Add any domains for cross domain tracking to list will
prevent duplicate campaign creation

Property Setting Best Practices
▪ Enable demographic reporting
▪ Setup proper SSL level on default view
▪ Enable User Metrics for standard reporting

Tracking Script
▪ Check to ensure that you have the latest version
(gtag.js) in the <head> section of every page and every
iframe on the site
▪ Additional dynamic features are rolled into it as the
system updates without having to re-implement
▪ Can be implemented manually or with Google Tag
Manager
▪ Offline integration is available using the Google
Measurement Protocol and associated SDKs
▪ Google Measurement Protocol Developer Site

Cross Domain Tracking
▪ Gives the ability to share unique user id between multiple
domains
▪ Allows you to view data for users and campaigns across
multiple, connected domains and sub domains
▪ Works with marketing automation systems such as Marketo,
HubSpot and IBM Watson (often set-up as part of install and
no custom work is required after the fact)
▪ Useful for iFrame (3rd party) integration
▪ Be sure that cross domain code loads after normal analytics
code
▪ Set-up using either Linker plugin or custom code in analytics.js
tracking script
▪ The set-up can be more challenging
with analytics.js

Linking Other Google Products
▪ At the Property level
▪ AdWords
▪ AdSense
▪ Google Search Console
▪ Ad Exchange
▪ Big Query (Only for Google Analytics 360)
▪ DoubleClick Bid Manager, Campaign Manager and
DoubleClick Search
▪ Postbacks - Mobile app install and deep conversion
tracking

Importing and Analyzing 3rd Party Data
▪ This is set up at the Property level
▪ You must have the rights to use this data
▪ You are not allowed to upload any PII data
▪ You have some very specific data quotas that you can
not exceed

▪ Define type of data to upload
▪ Name the data set
▪ Define view(s) that it is assigned to
▪ Define and map schema for upload
▪ Define the key that the data will join on (write to)
▪ Define the data source’s key id to map to your GA key

Ecommerce Tracking
▪ Set this up at the view level
▪ Allows sophisticate reporting to be set-up fairly quickly
▪ Enable Related Products reporting
▪ Enable Advanced Ecommerce reporting
▪ Collects data at any stage of the shopping funnel, before
during and after
▪ Reports on:
▪ average order value,
▪ add to cart & cart abandonment rate
▪ average number of items in an order
▪ affiliate records (number of transactions, revenue, and
AOV from affiliates sending traffic to your portal)

▪ Set-up can be complex if done by hand
▪ Needs to capture product list info and transaction info
▪ Units, price, tax, shipping, etc,
▪ Purchase Behavior
▪ Merchandising success
▪ Product attribution
▪ Many CMSs and shopping platforms have the set-up built-in
or available as a plugin
▪ Shopify - various offerings through their store
▪ Magnento - Enhance Ecommerce Extension
▪ WordPress & WooCommerce - Enhanced Ecommerce
Google Analytics Plugin
▪ See the Google Analytics Partners site for options
Ecommerce Tracking

Ecommerce Tracking

Event Tracking
▪ Allows the tracking of different Events that can occur on
your site that are not pre-configured in Analytics
▪ Video views - starts, % viewed
▪ On click, on submit, time elements, etc
▪ Downloads and form completions that do not have a
new page associated with them
▪ Use your imagination….
▪ Set-up varies by version of Analytics and
implementation
▪ Google Tag Manager - much easier to use
▪ ga.js - need to create and place custom script next to
event tag

Event Tracking
▪ Regardless of implementation, you need to have some
basic elements
▪ Name the event
▪ What the event is
▪ What the category of the event is
▪ What the trigger (action) is
▪ What the value of the event is
▪ analytics.js example
ga('send', 'event', [eventCategory], [eventAction],
[eventLabel], [eventValue], [fieldsObject])

Automatic Intelligence Events
▪ Google Analytics looks at your site’s traffic and identifies
trends and spikes that may be of interest to you beyond
what you normally may be looking at
▪ Looks for bursts of activity that you may not be aware of
▪ Takes a lot of the guess work/standard deviation/margin
of error concerns off your plate
▪ You can set-up new, regular reporting based on
automatic events that have come up
▪ You can also query the auto events for new info using
natural language

Automatic Intelligence Events

Advanced Segments
▪ Segments can be set-up to look at different elements of
your user base
▪ Advanced segments can be set-up to report on
conditional, sequence and behavioral interactions with
the website

Advanced Segments

Custom Metrics and Dimensions
▪ A powerful way to send custom data that you have
defined to Analytics
▪ Can be either static data or a derived or calculated
value
▪ Useful in tracking content elements, ecommerce and
other data sets

Thank You!!
John Thyfault
Beasley Direct and Online Marketing, Inc.
http://www.beasleydirect.com/search_marketing.html
jthyfault@beasleydirect.com
650-323-1881
@JohnThyfault

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