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How to perform Google Analytics magic

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Inviqa's head of data & analytics Grant Kemp shares his Google Analytics tips and tricks for performing website magic – from drastically speeding-up sites, to transforming CX, and making customers materialise from your existing channels.

Published in: Internet

How to perform Google Analytics magic

  1. 1. Grant Kemp | @UkAndroid GOOGLE ANALYTICS MAGIC TRICKS MEASUREFEST THANK YOU TO MEASUREFEST FOR ALLOWING ME TO SPEAK!
  2. 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. 3. Grant Kemp | @UkAndroid 🎩 😎 👯
  4. 4. Grant Kemp | @UkAndroid
  5. 5. CROWDSOURCED TRAFFIC DATA Google Maps
  6. 6. DATA LEARNING MODELS Real time Age, Gender, Emotion tracking
  7. 7. Grant Kemp | @UkAndroid WAREHOUSE AUTOMATION
  8. 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. 9. Grant Kemp | @UkAndroid AS DATA ANALYSTS WE PERFORM MAGIC 🐞 💰 🖖
  10. 10. Grant Kemp | @UkAndroid DATA ANALYSTS -> DATA MAGICIANS 🤓 ( 📈 I SHOWED THE CHARACTERISTICS OF THE NEW BREED OF ANALYSTS - WHICH I CALLED DATA MAGICIANS!
  11. 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. 12. Grant Kemp | @UkAndroid EXPAND YOUR SENSES PART 1
  13. 13. Grant Kemp | @UkAndroid TURN ON ENHANCED ECOMMERCE REPORTING THERE ARE BARRIERS ON YOUR SITES THAT ARE STOPPING YOUR CUSTOMERS GIVING YOU MONEY💸
  14. 14. Grant Kemp | @UkAndroid ENHANCED ECOMMERCE DEMO I SHOWED A VIDEO WALKTHROUG OF THE AMAZING (AND FREE!) GOOGLE ENHANCED ECOMMERCE
  15. 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. 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. 17. Grant Kemp | @UkAndroid SETTING UP JS ERROR TRACKING
  18. 18. Grant Kemp | @UkAndroid BEHAVIOUR -> TOTAL EVENTS-> JS ERRORS USEFUL FILTERS - DEVICE CATEGORY - BROWSER - OPERATING SYSTEM - OPERATING SYSTEM VERSION (
  19. 19. Grant Kemp | @UkAndroid 30% OF PRODUCTS SOLD ARE RETURNED🤕 CONNECT UP YOUR REFUNDS TO YOUR GA.
  20. 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. 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. 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. 23. Grant Kemp | @UkAndroid CREATE THE ILLUSION OF SPEED SECTION 2
  24. 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. 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. 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. 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. 28. Grant Kemp | @UkAndroid LEAVE IT TO THE DEVS?.. DATA MAGICIAN TO THE RESCUE!
  29. 29. Grant Kemp | @UkAndroid DOES IT NEED TO BE THERE? SPRING CLEAN WITH TAG MANAGER!
  30. 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. 31. Grant Kemp | @UkAndroid ⏱ DELAY YOUR TAGS TO LOAD AFTER THE CONTENT FACEBOOK TAG
  32. 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. 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. 34. Grant Kemp | @UkAndroid COACH, TEACH AND SHARE COACH, SHARE WHAT YOU HAVE LEARNED WITH OTHERS. ( SUGGEST TALKS TO MEASUREFEST TOO !)
  35. 35. Grant Kemp | @UkAndroid THE REAL MAGIC COMES FROM WHEN YOU LEARN SOMETHING NEW, FROM SOMEONE YOU HAVE TAUGHT - ITS INCREDIBLE.
  36. 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. 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

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