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Using Analytics to Drive Decision-Making 
Converge 2014 Pre-Conference 
October 13, 2014 
#Converge2014
Thank You! 
I’m Becky Vardaman. 
becky@convergeconsulting.org 
@BeckyVardaman 
#Converge2014 October 13, 2014 
Becky Vardaman
Converge 2014 Pre-Conference Workshop 
• Google Analytics 101 
• Is my data accurate? 
• What should I be looking at? 
• Goals Exercise 
• Getting It Done 
#Converge2014 October 13, 2014
Google Analytics 101 
#Converge2014 October 13, 2014
Web analytics is the study of online 
“behavior in order to improve it.” 
#Converge2014 October 13, 2014
Web Analytics Process 
#Converge2014 October 13, 2014
• Comparative analysis: measure website trends 
• Quantitatively evaluate web content quality 
• Challenge and validate assumptions 
• Demonstrate how your website meets 
established business goals and users’ needs 
• Enable stakeholders and content owners to 
measure the success of their own content 
#Converge2014 October 13, 2014 
What GA Can Do:
Without context, 
your data is meaningless. 
#Converge2014 October 13, 2014
Numbers Rarely Speak for Themselves 
#Converge2014 October 13, 2014 
• 2,000 page views 
• 70% returning visitors 
• 80% bounce rate
#Converge2014 October 13, 2014
Google Analytics Tracking Code 
#Converge2014 October 13, 2014
#Converge2014 October 13, 2014
#Converge2014 October 13, 2014 
• Data structure 
• File downloads 
• Outbound links 
• In-page events 
• Flash animation 
• Embedded videos 
• Defining goals and 
monetizing them 
• E-commerce 
transactions 
• Keyword grouping 
• Visitor types/labels 
• Segmenting visitors 
• Tracking error pages 
• Tracking internal site-search 
usage 
Not Tracked by Default
Session Based System 
Pageviews 
Sessions 
Users 
#Converge2014 October 13, 2014
Universal Analytics 
#Converge2014 October 13, 2014
The Measurement Protocol 
The new Measurement Protocol defines how you can send to data to Google 
Analytics from any system or any device. 
Data is still sent via the __utm.gif image request and you can send data via a GET or a 
POST. As long as long as you format the data according to the protocol Google 
Analytics will accept the data. 
This means you can send data from call center systems, point of sale systems, etc. 
#Converge2014 October 13, 2014
Offline Conversion Import 
Not only can you send offline activities, such as pageviews, to GA reporting, but you 
can also import conversions. 
You need to send the data to Google Analytics when the offline conversion happens 
using the Measurement Protocol. When you send the hit you’ll need to include some 
identifier that links the offline conversion to the data in Google Analytics. 
#Converge2014 October 13, 2014
Server Side Sessionization 
In the old Google Analytics sessionization was handled in the tracking cookies. The 
cookies store things like session length and campaign information, as well as an 
anonymous identifier. With Universal Analytics all of the sessionization happens at the 
server level. 
Now you can configure in the console: 
#Converge2014 October 13, 2014
Custom Dimensions and Metrics 
Next generation Custom Variables – but with less coding (because of server side 
sessionization)! 
#Converge2014 October 13, 2014
Dimension widening is based on custom dimensions and metrics. The key difference is 
that this is a bulk-type of feature. Whereas custom dimensions and metrics are done 
one at a time, dimension widening allows you to add a bunch of new dimensions via a 
data upload. 
Let’s say you are a publisher, and your analytics data has thousands ISBN numbers 
(basically unique book IDs) in the content reports. You can import detailed information 
like publication date, author, edition, etc. into Google Analytics, link it with the ISBN 
number and view other info like publication date, author, edition, etc. 
#Converge2014 October 13, 2014 
Dimension Widening
A great way to use the custom metrics feature is to import cost data associated with a 
marketing campaign. Using an ID number in your content data (like a query string 
parameter named CID), import cost information about your marketing campaigns. 
We’ve always had cost data about Google AdWords but not other marketing activities. 
This has made it hard to measure true marketing ROI within Google Analytics. 
#Converge2014 October 13, 2014 
Cost Data Import
Multi-Platform Tracking 
Universal Analytics lets you track the same user, for example, on a work computer, 
mobile device, home computer, or RFD key (swipe card/loyalty card). By consolidating 
various login IDs, as well as customer loyalty cards, Universal Analytics can track offline 
and online purchase behavior. Again, very exciting for retailers. 
Other applications? How about display booths at conventions and the fancy nametag 
swipe readers that add attendees to a mailing list or enter them into a contest? That 
data can be aggregated, made anonymous and correlated to online conversions in 
Universal Analytics. 
#Converge2014 October 13, 2014
12346 
12345 
12346 
12345 
#Converge2014 October 13, 2014 
WEBSITE 
12346 
$ 
♬ 
12345 
$ 
♬ 
$ 
$ 
POSTE 
R 
$ 
$ 
 
12346 
$ 
12345 
$ 
♬ 
Example: Lollapalooza
WEBSITE 
12346 
$ 
♬ 
12345 
$ 
♬ 
POSTE 
R 
♬  
Example: Lollapalooza 
#Converge2014 October 13, 2014 
CRM
People Involved: 
• Marketing 
• IT 
• Third party applications 
• Internal Stakeholders (Admissions, Academics, Athletics) 
Time Involved: 
• Actual transition is very quick (replace code) 
• Making and executing a plan takes longer (up to six months) 
This is a great time to be sure you have a strategic analytics plan: 
• Accurate, reliable data 
• Audience based goals and events to support them 
• Regular dashboard reporting and improvements 
• Tag management 
#Converge2014 October 13, 2014 
Upgrading
#Converge2014 October 13, 2014 
Upgrading
Both Universal and Asynchronous 
#Converge2014 October 13, 2014
You’ve Got Two Years... 
#Converge2014 October 13, 2014
Takeaways: 
This is coming (really, it’s here). 
You will need to get on board (you’ve got about two years). 
There are some great tools yet to be released… stay tuned. 
Migration: 
November 2012: Private Beta 
April 2013: Public Beta 
Summer-Fall 2013: Gradual roll out of features. 
April 2014: Out of Beta 
Should We Switch? 
1. Not should you, but when? 
2. Now is the time to start making a plan. 
#Converge2014 October 13, 2014 
The Bottom Line
Is my data accurate? 
#Converge2014 October 13, 2014
Accounts, Properties, Views 
and Data Quality 
#Converge2014 October 13, 2014
http://www.convergeuniversity.edu/login 
#Converge2014 October 13, 2014 
Protocol 
Subdomain 
Root Domain 
subdirectory 
Anatomy of URL
#Converge2014 October 13, 2014 
Perfect World
#Converge2014 October 13, 2014 
Higher Education
#Converge2014 October 13, 2014 
Account Structure
Subdomain & Domains Currently in UA? Used? Purpose? Include or Separate or 301 Create View 
Careercoaches.ntc.edu 
Courseschedule.ntc.edu 
Dairylandacademy.org 
Notes02.ntc.edu/intranet2 
Ntcptl9u.aurora.tc 
Replay.ntc.edu 
www.ntc.edu 
www.sparkintomanufacturing.c 
om 
Mprtoolkit.ntc.edu 
wampen 
#Converge2014 October 13, 2014 
Make A Map
#AnalyticsHigherEd 
#Converge2014 October 13, 2014 
Root Domains
#Converge2014 October 13, 2014 
Subdomains
Finding the Domains & Subdomains 
#Converge2014 October 13, 2014
Finding the Domains & Subdomains 
#Converge2014 October 13, 2014
Finding the Domains & Subdomains 
#Converge2014 October 13, 2014
#Converge2014 October 13, 2014 
Tool
Set Up Considerations 
• There is a limit of 50 views for any given web property. 
• You cannot migrate historical data from one account to 
another. 
• You cannot transfer views or web properties to other 
accounts. 
#Converge2014 October 13, 2014
Club Site 
Club Site 
Club Site 
Club Site 
Club Site 
Club Site 
#Converge2014 October 13, 2014 
UA-12542-20 
UA-12542-X 
UA-12542-X 
UA-12542-X 
UA-12542-X 
UA-12542-X 
UA-12542-X 
Example
Self Referrals 
#Converge2014 October 13, 2014
#Converge2014 October 13, 2014 
Self Referrals
#Converge2014 October 13, 2014
#Converge2014 October 13, 2014 
Self Referrals
#Converge2014 October 13, 2014 
Self Referrals
#Converge2014 October 13, 2014 
Self Referrals
Filter: Include Subdomains 
#Converge2014 October 13, 2014
Filter: Include Subdomains 
#Converge2014 October 13, 2014
Universal Analytics to the rescue! 
#Converge2014 October 13, 2014 
Self Referrals
Campaign Tracking 
#Converge2014 October 13, 2014
Reminder: 
#Converge2014 October 13, 2014 
Direct 
Visitors who come directly to the 
website using the domain name. 
Search engines 
By default, GA tracks 20+ different 
search engines. 
Referrals 
Links that appear on 
other websites. 
Campaigns Custom! You decide.
What is Campaign Tracking? 
http://www.convergeuniversity.edu/admissions?utm_source=facebook&utm_medium=social&utm_campaign=fall-2013- 
campaign&utm_content=video1 
#Converge2014 October 13, 2014 
http://gaconfig.com/
#Converge2014 October 13, 2014 
When to Use it
#Converge2014 October 13, 2014 
In the Reporting
Source: 
“The brand name” 
facebook, newsletter, affiliate link, google 
Medium: 
The bucket 
email, social, cpc, ppc, display 
Campaign: 
The message/content 
date, fall2014, alumni2014-8-15 
#Converge2014 October 13, 2014 
The Three Facets
#Converge2014 October 13, 2014 
Easier Than it Looks
#Converge2014 October 13, 2014 
Record Your Plan
But that URL is so long.... 
#Converge2014 October 13, 2014
• Always tag your links 
• Automate when possible 
• Coordinate and be consistent 
#Converge2014 October 13, 2014 
Best Practices
Event Tracking 
#Converge2014 October 13, 2014
#Converge2014 October 13, 2014 
What are Events?
#Converge2014 October 13, 2014 
When to Use Them
#Converge2014 October 13, 2014 
The Three Facets 
Category = video 
Action = homepage 
Label = student-affairs 
OR 
Category = homepage 
Action = video 
Label = current-student 
OR 
Category = video 
Action = {{URL}} 
Label = {{innerText}} 
Watch a Video
Keep Track of Your Event Strategy 
#Converge2014 October 13, 2014
#Converge2014 October 13, 2014 
Use Them for Goals!
Use Them for Custom Segments 
#Converge2014 October 13, 2014
Use Them for Custom Segments 
#Converge2014 October 13, 2014
#Converge2014 October 13, 2014 
Great in Dashboards
#Converge2014 October 13, 2014 
How to Implement
Hard Coded Implementation 
<a href="http://www.lehigh.edu/home" onmousedown="ga('send', 
'event', 'link-click', 'logo', 'header')"><img 
src="http://www4.lehigh.edu/Media/Website 
Resources/images/admissionsv4/admissions_logosm.gif" alt="Lehigh 
University" border="0"></a> 
#Converge2014 October 13, 2014
#Converge2014 October 13, 2014 
jQuery Events 
Replace with this:
#Converge2014 October 13, 2014 
jQuery Events
Google Tag Manager Auto-Event Tagging 
#Converge2014 October 13, 2014
What should I be 
looking at? 
#Converge2014 October 13, 2014
A Quick Tour 
#Converge2014 October 13, 2014
#Converge2014 October 13, 2014 
Date Ranges
#Converge2014 October 13, 2014 
Chart Options
Secondary Dimensions 
#Converge2014 October 13, 2014
Secondary Dimensions 
#Converge2014 October 13, 2014
#Converge2014 October 13, 2014 
Advanced Search
#Converge2014 October 13, 2014 
Advanced Search
#Converge2014 October 13, 2014 
The Reports
Reports What You Can Learn 
#Converge2014 October 13, 2014 
Audience 
Who are these people? 
Where geographically? 
How often do they come back? 
Acquisition 
How did they get here? 
Search? Direct? Referral? 
AdWords Campaigns? Social? 
Behavior 
What did they do? 
Which pages did they look at? 
What did they search for? 
Conversions 
How much are they worth? 
Did they complete our goals? 
If not, where did they drop off?
#Converge2014 October 13, 2014 
8 
Who are these people?
#Converge2014 October 13, 2014 
8 
How’d they get here?
#Converge2014 October 13, 2014 
9 
What’d they do?
#Converge2014 October 13, 2014 
9 
How much are they worth? 
EXAMPLE DATA:
Automated Reporting: 
Dashboards 
#Converge2014 October 13, 2014
#Converge2014 October 13, 2014
#Converge2014 October 13, 2014
#Converge2014 October 13, 2014
#Converge2014 October 13, 2014
#Converge2014 October 13, 2014
• Goals 
• Current reporting (replace with a dashboard) 
• Content heavy sections of your site (blog, news) 
• Content stakeholders 
• A specific Campaign 
• A specific Traffic Source (social media, ppc, referrals) 
• Inbound marketing process (attract, convert, delight) 
#Converge2014 October 13, 2014 
Where to start?
Goals Exercise 
#Converge2014 October 13, 2014
#Converge2014 October 13, 2014
• Any website action can be a goal 
• Visitors can only convert once per visit, per goal 
• Goal processing occurs at the view level 
#Converge2014 October 13, 2014 
About Goals
#Converge2014 October 13, 2014
Types of goals 
#Converge2014 October 13, 2014 
URL destination 
Goal completed when visitor 
views defined URL 
Time on site 
Goal completed when visitor spends 
X amount of time on site 
Pages / visit 
Goal completed when visitor views 
X number of pages on site 
Event 
Goal completed when visitor takes 
a predefined action
Example (required) Funnel Steps 
Step 1: Membership Description 
Step 2: Membership Payment 
Step 3: Membership Welcome Page 
#Converge2014 October 13, 2014
Sample funnel steps 
Step 1: /membership.html 
Step 2: /membership/payment.html 
Step 3: /membership/welcome.html 
#Converge2014 October 13, 2014
#Converge2014 October 13, 2014
Virtual Pageviews 
How do I track my form if the URL doesn’t change, page to page? 
#Converge2014 October 13, 2014 
• Can use in Goal Funnels 
• Ads to total pageview count
#Converge2014 October 13, 2014 
Engagement Goals
#Converge2014 October 13, 2014 
Event Goals
Goal Framework: 
Developing KPIs 
#Converge2014 October 13, 2014
Web Analytics Framework 
#Converge2014 October 13, 2014 
1 Business Objectives 
2 Website Goals 
3 
Key Performance 
Indicators (KPIs) 
4 Targets 
5 Segments
Web Analytics Framework 
#Converge2014 October 13, 2014 
1 Business Objectives 
What is the purpose of 
your institution or your 
group within it? 
2 Website Goals 
3 
Key Performance 
Indicators (KPIs) 
4 Targets 
5 Segments
#Converge2014 October 13, 2014
Web Analytics Framework 
#Converge2014 October 13, 2014 
1 Business Objectives 
What actions on your 
website contribute to 
meeting that objective? 
2 Website Goals 
3 
Key Performance 
Indicators (KPIs) 
4 Targets 
5 Segments
#Converge2014 October 13, 2014
Web Analytics Framework 
#Converge2014 October 13, 2014 
1 Business Objectives 
What relevant web 
metrics can be used to 
measure your website 
goals over time? 
2 Website Goals 
3 
Key Performance 
Indicators (KPIs) 
4 Targets 
5 Segments
#Converge2014 October 13, 2014
Thank You! 
#Converge2014 October 13, 2014
Web Analytics Framework 
#Converge2014 October 13, 2014 
1 Business Objectives 
How do you rate 
success? 
2 Website Goals 
3 
Key Performance 
Indicators (KPIs) 
4 Targets 
5 Segments
#Converge2014 October 13, 2014
Web Analytics Framework 
#Converge2014 October 13, 2014 
1 Business Objectives 
What visitor attributes 
will provide meaningful 
insights? 
2 Website Goals 
3 
Key Performance 
Indicators (KPIs) 
4 Targets 
5 Segments
#Converge2014 October 13, 2014
#Converge2014 October 13, 2014
Web Analytics Framework 
#Converge2014 October 13, 2014 
AUDIENCE: 
1 Business Objectives 
2 Website Goals 
3 
Key Performance 
Indicators (KPIs) 
4 Targets 
5 Segments
Getting It Done 
#Converge2014 October 13, 2014
#Converge2014 October 13, 2014 
Getting it Done
#Converge2014 October 13, 2014 
Getting it Done
#Converge2014 October 13, 2014 
Getting it Done
Additional Resources 
#Converge2014 October 13, 2014
#Converge2014 October 13, 2014
#Converge2014 October 13, 2014
Identical links stats 
[image] 
#Converge2014 October 13, 2014
#Converge2014 October 13, 2014 
http://gaconfig.com/
#Converge2014 October 13, 2014
#Converge2014 October 13, 2014
Thanks & Questions 
Becky@ConvergeConsulting.org 
@BeckyVardaman 
#Converge2014 October 13, 2014

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Converge 2014: Using Analytics to Drive Decision-Making - Vardaman

Editor's Notes

  1. -
  2. -
  3. - Avinash Kaushik
  4. - Justin Cutroni