Google Analytics @ #OMSyd September 2015
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Slide deck from presentation at Online Marketing Sydney conference held September 23rd at the Rydges hotel. Covers the below on Google Analytics: - Common Mistakes - Setup - Goals & Events - Alerts - Ghost Traffic - Further Learning More information available at: http://matthewforzan.com.au
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Google Analytics @ #OMSyd September 2015
- 1. Google Analytics #OMSyd September 2015 @MatthewForzan Director of Search Yoghurt Digital
- 4. @MatthewForzan #OMSyd Overview ● Mistakes ● Setup ● Goals & Events ● Alerts ● Ghost Traffic ● Learning
- 6. @MatthewForzan #OMSyd Common Mistakes ● Code placed incorrectly ● Missing code ● Duplicate/Multiple tracking codes ● Conflict with GTM ● Outdated code ● Broken code
- 7. @MatthewForzan #OMSyd Code Placement Immediately before the end </head> tag
- 8. @MatthewForzan #OMSyd Duplicate/Multiple Tracking Codes ● You only need one! ● Use multiple profiles instead
- 9. @MatthewForzan #OMSyd GTM Conflicts ● Bad experiences ● Run them separately
- 10. @MatthewForzan #OMSyd Outdated/Broken Code ● Login to GA > Admin ● Property > Tracking Info > Tracking Code
- 11. @MatthewForzan #OMSyd Checklist ❏ Code placed on every page ❏ Code placed before end </head> tag ❏ Single code used per page/site ❏ GA and GTM setup separately ❏ Google Analytics Universal used
- 12. @MatthewForzan #OMSyd Pro Tip! ● Wrap your code with comments <!-- Begin Google Analytics --> <!-- End Google Analytics -->
- 13. @MatthewForzan #OMSyd Pro Tip! ● Use ScreamingFrog to check code
- 14. @MatthewForzan #OMSyd Pro Tip! ● Use Tag Assistant by Google ● Quickly provides insights on tags ● Set to “Always Check” for clients
- 16. @MatthewForzan #OMSyd Poor Setup ● 1 profile ● No filters ● No goals ● Advanced (awesome!) features not set ● Over-trusting user permissions
- 18. @MatthewForzan #OMSyd Pro Tip! ● Setup 3 profiles ○ RAW - Do Not Edit ○ Main/Master ○ Testing
- 19. @MatthewForzan #OMSyd Add Filters ● Exclude data from clients office IP ● Exclude data from YOUR office IP ● Exclude data from your HOME IP
- 20. @MatthewForzan #OMSyd Add “Exclude IP” Filters ● Login to GA > Admin ● View > Filters > + New Filter ● Exclude from IP
- 22. @MatthewForzan #OMSyd Enable Features ● E-Commerce ● Demographics ● Remarketing ● Link to WMT/GSC
- 23. @MatthewForzan #OMSyd Enable Features ● Login to GA > Admin ● Property > Property Settings
- 24. @MatthewForzan #OMSyd Check/Enable Other Settings ● Set time zones ● Turn on “Bot Filtering” ● Track site search ● Adjust channel grouping
- 25. @MatthewForzan #OMSyd Check/Enable Other Settings ● Login to GA > Admin ● View > View Settings
- 26. @MatthewForzan #OMSyd Pro Tip ● Bump up the site speed sample rate ● Defaults to 1%! (eww)
- 27. @MatthewForzan #OMSyd User Permissions ● Remove previous employees/agencies ● Restrict permissions
- 28. Tracking: Goals & Events Prove You’re Kicking Arse (or know you need to work harder)
- 29. @MatthewForzan #OMSyd Set Goals ● Forms ○ “Thank You” Pages ■ E-Commerce ■ Enquiries ● Track the funnels! ● Events (button clicks, downloads, external links, video plays + more)
- 31. @MatthewForzan #OMSyd Set Goals ● Login to GA > Admin ● View > View Settings > Goals
- 32. @MatthewForzan #OMSyd Set Event Tracking ● Use GTM! ● Makes things much easier (when setup properly)
- 33. @MatthewForzan #OMSyd Pro Tip! ● Implement scroll tracking ● Obtain better insight into your content performance!
- 35. Tracking: Alert Notifications “You’ll Have to Speak Up, I’m Wearing a Towel”
- 36. @MatthewForzan #OMSyd Custom Alerts ● Emails sent by GA ● Huge time + headache saver
- 37. @MatthewForzan #OMSyd Custom Alerts ● Recommended setup: ○ Drops/Spikes in Traffic ○ Drops/Spikes in Conversion ○ No traffic ○ Skews in data
- 38. @MatthewForzan #OMSyd Set Alerts ● Login to GA > Admin ● View > View Settings > Custom Alerts
- 39. @MatthewForzan #OMSyd Pro Tip! ● Set alerts for campaign goals ○ IE: Enquiries > 50 = send email ● Impress them clients!
- 40. Ghost Traffic F&@! off. Seriously.
- 42. @MatthewForzan #OMSyd Solutions ● Proactive - help prevent future skewed data ● Retroactive - remove skewed past data
- 43. @MatthewForzan #OMSyd Proactive ● Eliminate ~99% of Ghost Spam ○ #1 - Collect Data ONLY from Correct Hostnames ○ #2 - Exclude Data from Dodgy Sources
- 44. @MatthewForzan #OMSyd #1 - Hostnames ● Get hostname data ● Add filter
- 45. @MatthewForzan #OMSyd Hostname Report ● Login to GA > Reporting ● Audience > Technology > Network > Hostname
- 48. @MatthewForzan #OMSyd Hostname Filters ● Login to GA > Admin ● View > Filters > + New Filter ● ONLY INCLUDE
- 50. @MatthewForzan #OMSyd #2 - Exclude Dodgy Sources ● Build regex ● Add filter
- 52. @MatthewForzan #OMSyd Exclusion Filters ● Login to GA > Admin ● View > Filters > + New Filter ● Exclude regex list ○ Won’t scale :(
- 54. @MatthewForzan #OMSyd Retroactive ● Build custom advanced segment ● Strip any data using the previous rules ○ NOT hostname ○ Regex spammers
- 55. @MatthewForzan #OMSyd Retroactive Segment ● Login to GA > Admin ● Reporting > + Add Segment ● + New Segment
- 57. Further Learning “Son, if you really want something in this life, you have to work for it. Now quiet! They’ re about to announce the lottery numbers.”
- 58. @MatthewForzan #OMSyd People to Follow Simo Ahava ● simoahava.com
- 59. @MatthewForzan #OMSyd People to Follow Avinash Kaushik ● kaushik.net/avinash/
- 60. @MatthewForzan #OMSyd Courses/Study ● Google Analytics Academy ○ Digital Analytics Fundamentals ○ GTM Fundamentals ● Google Analytics Exam
- 61. Cheers! Keep in touch :) @MatthewForzan www.yoghurtdigital.com.au