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Charlotte's top analytics tips!

Charlotte's slides from Brighton SEO

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Charlotte's top analytics tips!

  1. 1. TOPANALYTICSTIPS UNLEASH YOUR DATA & IMPROVE WEBSITE PERFORMANCE CHARLOTTE@POLKADOTDATA.COM Charlotte Upfold 2/10/20 12pm
  2. 2. ANALYTICS MANAGER CHARLOTTE@POLKADOTDATA.COM @POLKADOTDATA CHARLOTTEUPFOLD Maths grad turned primary school teacher turned Analytics Expert
  3. 3. CHARLOTTE@POLKADOTDATA.COM MAKING WEB ANALYTICS DO THE WORK FOR YOU Google Analytics Google Tag Manager Google Data Studio • Training • Implementation • Platform migration • Dashboarding & Automating reports POLKADOTDATA
  4. 4. QUICK WINS IWISHI’DKNOWN, WHENIFIRSTUSEDANALYTICS CHARLOTTE@POLKADOTDATA.COM OBJECTIVE
  5. 5. • Why you need to customise GA • How to speed up getting data • More of the functionality available • How useful certain things are • All these awesome things that I’m about to share with you… IWISHIKNEW… CHARLOTTE@POLKADOTDATA.COM
  6. 6. CUSTOMISATIONS
  7. 7. FILTERS CHARLOTTE@POLKADOTDATA.COM
  8. 8. FILTERS • Split data in to views • Exclude unwanted data • Tidy up data CHARLOTTE@POLKADOTDATA.COM
  9. 9. USEFUL ONES AND HOW TO APPLY THEM FILTERS CHARLOTTE@POLKADOTDATA.COM
  10. 10. DON’T DO WHAT I DID… FILTERS … filters can be applied to multiple views at once at account level. Don’t copy dozens of IP addresses from one view to another before realising there is a much easier way! CHARLOTTE@POLKADOTDATA.COM
  11. 11. DON’T DO WHAT I DID… FILTERS … filters can be applied to multiple views at once at account level. Don’t copy dozens of IP addresses from one view to another before realising there is a much easier way! CHARLOTTE@POLKADOTDATA.COM
  12. 12. USEFUL ONES TO HAVE FILTERS • Filters to split data in to views (eg countries, domains) • IP filters (exclude your office) • Filters to tidy up data (lowercase campaign information, search terms) • PII Redactions (although this is not enough to be GDPR compliant, but does help you meet GA terms and is a good catch all) CHARLOTTE@POLKADOTDATA.COM
  13. 13. SEGMENTS STOP looking at data in aggregate; Averages DO NOT tell you the full story. Segments allow you to: • Break data down by session activity or user groups • Look at reports in GA for a specific criteria that can’t be filtered there • Use for troubleshooting, CRO, detailed analysis and more! Don’t use GA without Segments! CHARLOTTE@POLKADOTDATA.COM
  14. 14. SEGMENTS CHARLOTTE@POLKADOTDATA.COM
  15. 15. SEGMENTS CHARLOTTE@POLKADOTDATA.COM
  16. 16. SEGMENTS CHARLOTTE@POLKADOTDATA.COM
  17. 17. DON’T DO WHAT I DID… SEGMENTS … only segments which are shared correctly can be seen by others. Don’t send a report to someone when the segments have been shared incorrectly, they won’t see the same data as you! CHARLOTTE@POLKADOTDATA.COM
  18. 18. CUSTOMDIMENSIONS Hit Product Session User CHARLOTTE@POLKADOTDATA.COM
  19. 19. HIT LEVEL CUSTOMDIMENSIONS Hit Timestamp Session ID Client ID User ID GTM ID & version Payload Length Hit Type Tab Type Tabs Open Tab ID Page Type Product Type Category Sub Category CHARLOTTE@POLKADOTDATA.COM
  20. 20. PRODUCT LEVEL CUSTOMDIMENSIONS DIMENSIONS Product Variant Size Category Length of Subscription Est. end of product life METRICS RRP Discount Value Impressions CHARLOTTE@POLKADOTDATA.COM
  21. 21. SESSION LEVEL CUSTOMDIMENSIONS Device orientation Split test variant Payment Method Currency Weather Language Full referrer Business Week / Period Section of day Type of session CHARLOTTE@POLKADOTDATA.COM
  22. 22. USER LEVEL CUSTOMDIMENSIONS User ID New Customer vs Existing Account Holder (by Type) Loyalty Level RFM Level of Membership Historic spend Registration date Don’t forget to comply with GDPR
  23. 23. GAURL CHARLOTTE@POLKADOTDATA.COM
  24. 24. GAURL https://analytics.google.com/analytics/web/#/report/acquisition-channels /a54516992w87479473p92320289/_u.dateOption=last30days/ CHARLOTTE@POLKADOTDATA.COM
  25. 25. GAURL https://analytics.google.com/analytics/web/#/report/acquisition-channels /a54516992w87479473p92320289/_u.dateOption=last30days/ CHARLOTTE@POLKADOTDATA.COM
  26. 26. GAURL https://analytics.google.com/analytics/web/#/report/acquisition-channels /a54516992w87479473p92320289/_u.dateOption=last30days/ CHARLOTTE@POLKADOTDATA.COM
  27. 27. GAURL https://analytics.google.com/analytics/web/#/report/acquisition-channels /a54516992w87479473p92320289/_u.date00=20200815&_u.date01=20200913 &explorer-table.plotKeys=%5B%5B%22Organic%20Search%22,%22desktop%22%5D%5D &explorer-table.secSegmentId=analytics.deviceCategory/ CHARLOTTE@POLKADOTDATA.COM
  28. 28. DON’T DO WHAT I DID… GAURL … the URL defines what you see in the report. Don’t start a report on one day, save the links to the reports you used without checking the dates, go back to finish your report the next day and wonder why all the data is different! CHARLOTTE@POLKADOTDATA.COM
  29. 29. BOOKMARK IT! GAURL Speed up accessing data you need regularly Ensure you have a dynamic date range (e.g. Last X days) CHARLOTTE@POLKADOTDATA.COM
  30. 30. API FOR SHEETS GOOGLEANALYTICSAPI CHARLOTTE@POLKADOTDATA.COM
  31. 31. API FOR SHEETS GOOGLEANALYTICSAPI CHARLOTTE@POLKADOTDATA.COM
  32. 32. API FOR SHEETS GOOGLEANALYTICSAPI CHARLOTTE@POLKADOTDATA.COM
  33. 33. GOOGLEANALYTICSAPI CHARLOTTE@POLKADOTDATA.COM
  34. 34. USE THE URL TO HELP GOOGLEANALYTICSAPI useg=builtin1,userLSnUjBqvSIuIaqiU_h5WxQ/ CHARLOTTE@POLKADOTDATA.COM
  35. 35. USE YOUR SPREADSHEET KNOWLEDGE GOOGLEANALYTICSAPI Each report generates a sheet with data in. Create a front sheet to look up dates from and return relevant data to. CHARLOTTE@POLKADOTDATA.COM
  36. 36. USE YOUR SPREADSHEET KNOWLEDGE GOOGLEANALYTICSAPI Each report generates a sheet with data in. Create a front sheet to look up dates from and return relevant data to. CHARLOTTE@POLKADOTDATA.COM
  37. 37. REPORTS
  38. 38. ALWAYS ADD ANNOTATIONS! ANNOTATIONS CHARLOTTE@POLKADOTDATA.COM
  39. 39. ALWAYS ADD ANNOTATIONS! ANNOTATIONS CHARLOTTE@POLKADOTDATA.COM
  40. 40. ALWAYS ADD ANNOTATIONS! ANNOTATIONS CHARLOTTE@POLKADOTDATA.COM
  41. 41. ALWAYS ADD ANNOTATIONS! ANNOTATIONS Changed the default channel groupings – annotate Launched a new collection or campaign – annotate Added a filter removing all internal IP addresses – annotate Site went down – annotate Sale period – annotate Investigated an unexpected peak/trough in data and found the cause - annotate CHARLOTTE@POLKADOTDATA.COM
  42. 42. DON’T DO WHAT I DID… ANNOTATIONS … annotations are very useful to remind you of what you have already found out. Don’t spend hours investigating a strange peak of traffic that you had already looked into a week/month/year before… Treat is as a postcard to your future self or replacement CHARLOTTE@POLKADOTDATA.COM
  43. 43. SECONDARYDIMENSIONS CHARLOTTE@POLKADOTDATA.COM
  44. 44. SECONDARYDIMENSIONS CHARLOTTE@POLKADOTDATA.COM
  45. 45. SECONDARYDIMENSIONS CHARLOTTE@POLKADOTDATA.COM
  46. 46. SECONDARYDIMENSIONS Combining secondary dimensions with plotting rows, advanced filters and drilling down through reports makes for easy troubleshooting CHARLOTTE@POLKADOTDATA.COM
  47. 47. ADVANCEDSEARCH CHARLOTTE@POLKADOTDATA.COM
  48. 48. ADVANCEDSEARCH CHARLOTTE@POLKADOTDATA.COM
  49. 49. ADVANCEDSEARCH CHARLOTTE@POLKADOTDATA.COM
  50. 50. ADVANCEDSEARCH CHARLOTTE@POLKADOTDATA.COM
  51. 51. ADVANCEDSEARCH CHARLOTTE@POLKADOTDATA.COM
  52. 52. ADVANCEDSEARCH By default, the search box uses regex – a good way to check filters or segment conditions prior to applying them. CHARLOTTE@POLKADOTDATA.COM
  53. 53. WEIGHTEDSORT CHARLOTTE@POLKADOTDATA.COM
  54. 54. WEIGHTEDSORT CHARLOTTE@POLKADOTDATA.COM
  55. 55. WEIGHTEDSORT Not very helpful! CHARLOTTE@POLKADOTDATA.COM
  56. 56. WEIGHTEDSORT CHARLOTTE@POLKADOTDATA.COM
  57. 57. WEIGHTEDSORT CHARLOTTE@POLKADOTDATA.COM
  58. 58. WEIGHTEDSORT Allows you to sort metrics shown as % by the most significant dimension CHARLOTTE@POLKADOTDATA.COM
  59. 59. HIDDENREPORTS CHARLOTTE@POLKADOTDATA.COM
  60. 60. HIDDENREPORTS CHARLOTTE@POLKADOTDATA.COM
  61. 61. HIDDENREPORTS CHARLOTTE@POLKADOTDATA.COM
  62. 62. HIDDENREPORTS CHARLOTTE@POLKADOTDATA.COM
  63. 63. HIDDENREPORTS CHARLOTTE@POLKADOTDATA.COM
  64. 64. A CHANCE TO BUILD WHAT YOU NEED CUSTOMREPORTS CHARLOTTE@POLKADOTDATA.COM
  65. 65. A CHANCE TO BUILD WHAT YOU NEED CUSTOMREPORTS CHARLOTTE@POLKADOTDATA.COM
  66. 66. A CHANCE TO BUILD WHAT YOU NEED CUSTOMREPORTS CHARLOTTE@POLKADOTDATA.COM http://bit.ly/pdd_custom
  67. 67. EDITREPORTS CHARLOTTE@POLKADOTDATA.COM
  68. 68. EDITREPORTS CHARLOTTE@POLKADOTDATA.COM
  69. 69. EDITREPORTS CHARLOTTE@POLKADOTDATA.COM
  70. 70. SWAP AROUND TO SEE WHAT WAS PERFORMING WELL THAT ISN’T NOW DATECOMPARISONS CHARLOTTE@POLKADOTDATA.COM
  71. 71. SWAP AROUND TO SEE WHAT WAS PERFORMING WELL THAT ISN’T NOW DATECOMPARISONS CHARLOTTE@POLKADOTDATA.COM
  72. 72. SWAP AROUND TO SEE WHAT WAS PERFORMING WELL THAT ISN’T NOW DATECOMPARISONS CHARLOTTE@POLKADOTDATA.COM
  73. 73. A VALUABLE DEBUGGING AND INVESTIGATIVE TOOL PLOTROWS CHARLOTTE@POLKADOTDATA.COM
  74. 74. A VALUABLE DEBUGGING AND INVESTIGATIVE TOOL PLOTROWS CHARLOTTE@POLKADOTDATA.COM
  75. 75. A VALUABLE DEBUGGING AND INVESTIGATIVE TOOL PLOTROWS CHARLOTTE@POLKADOTDATA.COM
  76. 76. A VALUABLE DEBUGGING AND INVESTIGATIVE TOOL PLOTROWS CHARLOTTE@POLKADOTDATA.COM
  77. 77. ON EXPLORER PAGES EXPORTINGDATA CHARLOTTE@POLKADOTDATA.COM
  78. 78. ON EXPLORER PAGES EXPORTINGDATA Combine plot rows with segments to give more data points in an export and be able to get lots of data out FAST! CHARLOTTE@POLKADOTDATA.COM
  79. 79. ON EXPLORER PAGES EXPORTINGDATA Combine plot rows with segments to give more data points in an export and be able to get lots of data out FAST! CHARLOTTE@POLKADOTDATA.COM
  80. 80. EXTREME EXAMPLE! EXPORTINGDATA CHARLOTTE@POLKADOTDATA.COM
  81. 81. EXTREME EXAMPLE! EXPORTINGDATA Every piece of data in the table CHARLOTTE@POLKADOTDATA.COM
  82. 82. EXTREME EXAMPLE! EXPORTINGDATA Every piece of data in the table AND Every data point on the drawn graph CHARLOTTE@POLKADOTDATA.COM
  83. 83. ADDITIONALTOOLS
  84. 84. TOOLS TOOLS Google Tag Assistant GTM Preview GA Debugger Tag injector Da Vinci Supermetrics
  85. 85. BUSINESSOBJECTIVESAREKEY
  86. 86. FOCUSONWHATYOUCANCHANGE
  87. 87. ISYOURDATAWORKINGFORYOU?
  88. 88. IF IT ISN’T, WE’RE HERE FOR YOU
  89. 89. MAKING WEB ANALYTICS DO THE WORK FOR YOU Google Analytics Google Tag Manager Google Data Studio • Training • Implementation • Platform migration • Dashboarding & Automating reports POLKADOTDATA HELLO@POLKADOTDATA.COM
  90. 90. CHARLOTTE UPFOLD HELLO@POLKADOTDATA.COM BOOK A CHAT: POLKADOTDATA.AS.ME @POLKADOTDATA SPEAKSOON!

Charlotte's slides from Brighton SEO

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