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Grant Kemp | @UkAndroid
GOOGLE ANALYTICS MAGIC
TRICKS
MEASUREFEST
THANK YOU TO MEASUREFEST FOR
ALLOWING ME TO SPEAK!
WHAT IS THE
DEFINITION OF
MAGIC?
Grant Kemp | @UkAndroid
IN THE INTRODUCTION - I WENT THROUGH
WHAT I BELIEVED WAS MAGIC AND HOW IT
CONTRASTED TO THE TRADITIONAL
DEFINITION OF MAGIC
Grant Kemp | @UkAndroid
🎩
😎
👯
Grant Kemp | @UkAndroid
CROWDSOURCED
TRAFFIC DATA
Google Maps
DATA LEARNING
MODELS
Real time Age, Gender,
Emotion tracking
Grant Kemp | @UkAndroid
WAREHOUSE AUTOMATION
I THEN SHOWED THE AUDIENCE THAT IF WE
FOLLOWED THE SECOND DEFINITION OF
MAGIC - THEN ACTUALLY AS DATA ANALYSTS
WE ARE ABLE TO PERFORM REAL MAGIC
Grant Kemp | @UkAndroid
AS DATA ANALYSTS WE PERFORM MAGIC
🐞
💰
🖖
Grant Kemp | @UkAndroid
DATA ANALYSTS -> DATA MAGICIANS
🤓
(
📈
I SHOWED THE CHARACTERISTICS OF THE
NEW BREED OF ANALYSTS - WHICH I CALLED
DATA MAGICIANS!
Grant Kemp | @UkAndroid
BOOK OF
TRICKS?
A DATA MAGICIAN’S
THE NEXT SECTION COVERS 3 OF THE TRICKS
THAT I FIND THAT WORKED REALLY WELL
FROM MY “BOOK OF TRICKS”
Grant Kemp | @UkAndroid
EXPAND YOUR SENSES
PART 1
Grant Kemp | @UkAndroid
TURN ON ENHANCED
ECOMMERCE REPORTING
THERE ARE BARRIERS ON YOUR SITES
THAT ARE STOPPING YOUR CUSTOMERS
GIVING YOU MONEY💸
Grant Kemp | @UkAndroid
ENHANCED ECOMMERCE DEMO
I SHOWED A VIDEO WALKTHROUG OF THE
AMAZING (AND FREE!) GOOGLE ENHANCED
ECOMMERCE
Grant Kemp | @UkAndroid
CONNECT UP YOUR ERRORS TO
YOUR GA.
THERE ARE BAD ERRORS ON YOUR SITES
THAT YOUR TEAM DON’T KNOW ABOUT!🐞
Grant Kemp | @UkAndroid
HOW TO TRACK JS AND OTHER ERRORS IN GA
ERROR GENERATED AND PUSHED
TO DATA LAYER AS EVENT
I LINK TO A BLOG ON HOW TO DO THIS AT THE
END OF THIS SLIDE DECK
Grant Kemp | @UkAndroid
SETTING UP JS
ERROR TRACKING
Grant Kemp | @UkAndroid
BEHAVIOUR -> TOTAL EVENTS-> JS ERRORS
USEFUL FILTERS
- DEVICE CATEGORY
- BROWSER
- OPERATING SYSTEM
- OPERATING SYSTEM VERSION
(
Grant Kemp | @UkAndroid
30% OF PRODUCTS SOLD ARE
RETURNED🤕
CONNECT UP YOUR REFUNDS
TO YOUR GA.
Grant Kemp | @UkAndroid
HOW TO TRACK BACKEND REFUNDS
REFUND COMPLETED
Order ID
Products Qty
Products Price
MEASUREMENT PROTOCOL DATA IMPORT
I LINK TO A GITHUB LIBRARY YOU CAN EASILY
USE TO ADD GOOGLE ANALYTICS
MEASUREMENT PROTOCOL TO YOUR STACK
Grant Kemp | @UkAndroid
ECOMMERCE -> PRODUCT PERFORMANCE
📈
EVEN THE GOOGLE ANALYTICS DEMO STORE
DOESN’T TRACK REFUNDS SO DON’T BE SAD
IF YOU DON’T DO THIS AWESOME TRICK
Grant Kemp | @UkAndroid
BONUS: CONNECTING RELEASES AND JIRA TICKETS TO
GA?
📈
YOU CAN ALSO ADD YOUR JIRA AND GITHUB
RELEASES INTO YOUR GOOGLE ANALYTICS.
AMAZING ( WE HAVE OPEN SOURCED IT -
AND LINK AT END OF THE DECK)
Grant Kemp | @UkAndroid
CREATE THE ILLUSION OF
SPEED
SECTION 2
Grant Kemp | @UkAndroid
SPEED IS
IMPORTANT
BUT HAVE WE BEEN
MEASURING IT WRONG?
YES.. ITS ABOUT PERCEIVED PERFORMANCE,
INSTEAD OF TOTAL LOAD TIME..
Grant Kemp | @UkAndroid
PERCEPTIVE SPEED INDEX
THIS IS HOUSE OF FRASIERS LOADING
VISUALIZATION.
( I USED THIS SITE AS I WAS SHOPPING FOR
BIRTHDAY PRESENTS)
Grant Kemp | @UkAndroid
TIMING
MATTERS!
MEASURING SPEED
CORRECTLY
LOAD THE VISIBLE CONTENT FIRST AND THEN
LOAD THE STUFF PEOPLE DON’T SEE. ( BIT
LIKE MAGIC)
Grant Kemp | @UkAndroid
JS TAGS ARE KILLING YOUR SPEED INDEX
THIS WAS A VIDEO DEMO OF THE HOUSE OF
FRASIER SITE - THERE WERE LOTS OF OTHER
THINGS LOADING BEFORE THE ACTUAL
DRESSES SHOWED UP.
Grant Kemp | @UkAndroid
LEAVE IT TO THE DEVS?.. DATA MAGICIAN TO THE
RESCUE!
Grant Kemp | @UkAndroid
DOES IT
NEED TO
BE THERE?
SPRING CLEAN WITH TAG MANAGER!
Grant Kemp | @UkAndroid
REMOVE UN-NEEDED TAGS (2 X PER YEAR!)
YOU SHOULD CHECK YOUR FIREALARM 🚨
TWICE A YEAR. ( USUALLY WHEN THE CLOCKS
GO BACK) - IT COULD SAVE YOUR LIFE!
YOU SHOULD TIDY UP YOUR TAG MANAGER
🏷 TWICE A YEAR. ( USUALLY WHEN THE
CLOCKS GO BACK) - IT COULD SAVE YOUR
SANITY! 😜
Grant Kemp | @UkAndroid
⏱ DELAY YOUR
TAGS TO LOAD AFTER
THE CONTENT
FACEBOOK TAG
Grant Kemp | @UkAndroid
BUILD YOUR OWN MAGIC
CIRCLE
SECTION 3: THE ULTIMATE POWER
🤓
THE ULTIMATE MAGIC IS HELPING OTHERS TO
LEARN ANALYTICS AND SELF-SERVE.. YOU
HELP THEM, YOU DEVELOP THEM, AND YOU
LEARN A BAG LOAD OF NEW THINGS
Grant Kemp | @UkAndroid
BUILD YOUR TEAMS EXPERTISE
🤓
AT INVIQA - WE HAVE A REGULAR WEEKLY
ANALYTICS OFFICE HOURS, WHERE ANYONE
FROM TEAMS CAN ASK QUESTIONS.
WE HAVE GREAT QUESTIONS FROM PMS,
DEVELOPERS, ACCOUNT MANAGERS AND
EVEN ACCOUNT DIRECTORS
Grant Kemp | @UkAndroid
COACH, TEACH AND SHARE
COACH, SHARE WHAT YOU HAVE LEARNED
WITH OTHERS. ( SUGGEST TALKS TO
MEASUREFEST TOO !)
Grant Kemp | @UkAndroid
THE REAL MAGIC COMES FROM WHEN YOU
LEARN SOMETHING NEW, FROM SOMEONE
YOU HAVE TAUGHT - ITS INCREDIBLE.
Grant Kemp | @UkAndroid
INVIQA.COM
TRUSTED TECHNOLOGY PARTNER &
CONSULTANCY ACROSS A WIDE
RANGE OF SECTORS,
EXPERTS IN:
B2B
D2C
FASHION & LUXURY
MEDIA & PUBLISHING
RETAIL
SPORT & ENTERTAINMENT
Grant Kemp | @UkAndroid
ANY QUESTIONS? REFERENCES
▸ Github for GA- Measurement Protocol: 

https://github.com/theiconic/php-ga-measurement-protocol
▸ Automatic Developer Annotations: http://bit.ly/2zFQknR
▸ Template for Auditing your GTM: http://bit.ly/gtm_tagtidy
▸ Adding Javascript Error Tracking to your Google Analytics: http://bit.ly/
gtm_jserrors
▸ Images: courtesy Pixabay, Google Images
▸ Speedtest tool: https://www.webpagetest.org/
▸ Analyics tag auditing Tool : Observepoint - http://bit.ly/2zAUopV

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How to perform Google Analytics magic

  • 1. Grant Kemp | @UkAndroid GOOGLE ANALYTICS MAGIC TRICKS MEASUREFEST THANK YOU TO MEASUREFEST FOR ALLOWING ME TO SPEAK!
  • 2. WHAT IS THE DEFINITION OF MAGIC? Grant Kemp | @UkAndroid IN THE INTRODUCTION - I WENT THROUGH WHAT I BELIEVED WAS MAGIC AND HOW IT CONTRASTED TO THE TRADITIONAL DEFINITION OF MAGIC
  • 3. Grant Kemp | @UkAndroid 🎩 😎 👯
  • 4. Grant Kemp | @UkAndroid
  • 6. DATA LEARNING MODELS Real time Age, Gender, Emotion tracking
  • 7. Grant Kemp | @UkAndroid WAREHOUSE AUTOMATION
  • 8. I THEN SHOWED THE AUDIENCE THAT IF WE FOLLOWED THE SECOND DEFINITION OF MAGIC - THEN ACTUALLY AS DATA ANALYSTS WE ARE ABLE TO PERFORM REAL MAGIC
  • 9. Grant Kemp | @UkAndroid AS DATA ANALYSTS WE PERFORM MAGIC 🐞 💰 🖖
  • 10. Grant Kemp | @UkAndroid DATA ANALYSTS -> DATA MAGICIANS 🤓 ( 📈 I SHOWED THE CHARACTERISTICS OF THE NEW BREED OF ANALYSTS - WHICH I CALLED DATA MAGICIANS!
  • 11. Grant Kemp | @UkAndroid BOOK OF TRICKS? A DATA MAGICIAN’S THE NEXT SECTION COVERS 3 OF THE TRICKS THAT I FIND THAT WORKED REALLY WELL FROM MY “BOOK OF TRICKS”
  • 12. Grant Kemp | @UkAndroid EXPAND YOUR SENSES PART 1
  • 13. Grant Kemp | @UkAndroid TURN ON ENHANCED ECOMMERCE REPORTING THERE ARE BARRIERS ON YOUR SITES THAT ARE STOPPING YOUR CUSTOMERS GIVING YOU MONEY💸
  • 14. Grant Kemp | @UkAndroid ENHANCED ECOMMERCE DEMO I SHOWED A VIDEO WALKTHROUG OF THE AMAZING (AND FREE!) GOOGLE ENHANCED ECOMMERCE
  • 15. Grant Kemp | @UkAndroid CONNECT UP YOUR ERRORS TO YOUR GA. THERE ARE BAD ERRORS ON YOUR SITES THAT YOUR TEAM DON’T KNOW ABOUT!🐞
  • 16. Grant Kemp | @UkAndroid HOW TO TRACK JS AND OTHER ERRORS IN GA ERROR GENERATED AND PUSHED TO DATA LAYER AS EVENT I LINK TO A BLOG ON HOW TO DO THIS AT THE END OF THIS SLIDE DECK
  • 17. Grant Kemp | @UkAndroid SETTING UP JS ERROR TRACKING
  • 18. Grant Kemp | @UkAndroid BEHAVIOUR -> TOTAL EVENTS-> JS ERRORS USEFUL FILTERS - DEVICE CATEGORY - BROWSER - OPERATING SYSTEM - OPERATING SYSTEM VERSION (
  • 19. Grant Kemp | @UkAndroid 30% OF PRODUCTS SOLD ARE RETURNED🤕 CONNECT UP YOUR REFUNDS TO YOUR GA.
  • 20. Grant Kemp | @UkAndroid HOW TO TRACK BACKEND REFUNDS REFUND COMPLETED Order ID Products Qty Products Price MEASUREMENT PROTOCOL DATA IMPORT I LINK TO A GITHUB LIBRARY YOU CAN EASILY USE TO ADD GOOGLE ANALYTICS MEASUREMENT PROTOCOL TO YOUR STACK
  • 21. Grant Kemp | @UkAndroid ECOMMERCE -> PRODUCT PERFORMANCE 📈 EVEN THE GOOGLE ANALYTICS DEMO STORE DOESN’T TRACK REFUNDS SO DON’T BE SAD IF YOU DON’T DO THIS AWESOME TRICK
  • 22. Grant Kemp | @UkAndroid BONUS: CONNECTING RELEASES AND JIRA TICKETS TO GA? 📈 YOU CAN ALSO ADD YOUR JIRA AND GITHUB RELEASES INTO YOUR GOOGLE ANALYTICS. AMAZING ( WE HAVE OPEN SOURCED IT - AND LINK AT END OF THE DECK)
  • 23. Grant Kemp | @UkAndroid CREATE THE ILLUSION OF SPEED SECTION 2
  • 24. Grant Kemp | @UkAndroid SPEED IS IMPORTANT BUT HAVE WE BEEN MEASURING IT WRONG? YES.. ITS ABOUT PERCEIVED PERFORMANCE, INSTEAD OF TOTAL LOAD TIME..
  • 25. Grant Kemp | @UkAndroid PERCEPTIVE SPEED INDEX THIS IS HOUSE OF FRASIERS LOADING VISUALIZATION. ( I USED THIS SITE AS I WAS SHOPPING FOR BIRTHDAY PRESENTS)
  • 26. Grant Kemp | @UkAndroid TIMING MATTERS! MEASURING SPEED CORRECTLY LOAD THE VISIBLE CONTENT FIRST AND THEN LOAD THE STUFF PEOPLE DON’T SEE. ( BIT LIKE MAGIC)
  • 27. Grant Kemp | @UkAndroid JS TAGS ARE KILLING YOUR SPEED INDEX THIS WAS A VIDEO DEMO OF THE HOUSE OF FRASIER SITE - THERE WERE LOTS OF OTHER THINGS LOADING BEFORE THE ACTUAL DRESSES SHOWED UP.
  • 28. Grant Kemp | @UkAndroid LEAVE IT TO THE DEVS?.. DATA MAGICIAN TO THE RESCUE!
  • 29. Grant Kemp | @UkAndroid DOES IT NEED TO BE THERE? SPRING CLEAN WITH TAG MANAGER!
  • 30. Grant Kemp | @UkAndroid REMOVE UN-NEEDED TAGS (2 X PER YEAR!) YOU SHOULD CHECK YOUR FIREALARM 🚨 TWICE A YEAR. ( USUALLY WHEN THE CLOCKS GO BACK) - IT COULD SAVE YOUR LIFE! YOU SHOULD TIDY UP YOUR TAG MANAGER 🏷 TWICE A YEAR. ( USUALLY WHEN THE CLOCKS GO BACK) - IT COULD SAVE YOUR SANITY! 😜
  • 31. Grant Kemp | @UkAndroid ⏱ DELAY YOUR TAGS TO LOAD AFTER THE CONTENT FACEBOOK TAG
  • 32. Grant Kemp | @UkAndroid BUILD YOUR OWN MAGIC CIRCLE SECTION 3: THE ULTIMATE POWER 🤓 THE ULTIMATE MAGIC IS HELPING OTHERS TO LEARN ANALYTICS AND SELF-SERVE.. YOU HELP THEM, YOU DEVELOP THEM, AND YOU LEARN A BAG LOAD OF NEW THINGS
  • 33. Grant Kemp | @UkAndroid BUILD YOUR TEAMS EXPERTISE 🤓 AT INVIQA - WE HAVE A REGULAR WEEKLY ANALYTICS OFFICE HOURS, WHERE ANYONE FROM TEAMS CAN ASK QUESTIONS. WE HAVE GREAT QUESTIONS FROM PMS, DEVELOPERS, ACCOUNT MANAGERS AND EVEN ACCOUNT DIRECTORS
  • 34. Grant Kemp | @UkAndroid COACH, TEACH AND SHARE COACH, SHARE WHAT YOU HAVE LEARNED WITH OTHERS. ( SUGGEST TALKS TO MEASUREFEST TOO !)
  • 35. Grant Kemp | @UkAndroid THE REAL MAGIC COMES FROM WHEN YOU LEARN SOMETHING NEW, FROM SOMEONE YOU HAVE TAUGHT - ITS INCREDIBLE.
  • 36. Grant Kemp | @UkAndroid INVIQA.COM TRUSTED TECHNOLOGY PARTNER & CONSULTANCY ACROSS A WIDE RANGE OF SECTORS, EXPERTS IN: B2B D2C FASHION & LUXURY MEDIA & PUBLISHING RETAIL SPORT & ENTERTAINMENT
  • 37. Grant Kemp | @UkAndroid ANY QUESTIONS? REFERENCES ▸ Github for GA- Measurement Protocol: 
 https://github.com/theiconic/php-ga-measurement-protocol ▸ Automatic Developer Annotations: http://bit.ly/2zFQknR ▸ Template for Auditing your GTM: http://bit.ly/gtm_tagtidy ▸ Adding Javascript Error Tracking to your Google Analytics: http://bit.ly/ gtm_jserrors ▸ Images: courtesy Pixabay, Google Images ▸ Speedtest tool: https://www.webpagetest.org/ ▸ Analyics tag auditing Tool : Observepoint - http://bit.ly/2zAUopV