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Google Analytics Bag O' Tricks

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Here's my presentation on Google Analytics development (via Google Tag Manager) that I gave at SuperWeek 2015, in January.

The presentation goes through two interesting use cases for making data more meaningful: Page Visibility as a requirement for Page Views, and Enhanced Ecommerce for Content Tracking.

Published in: Data & Analytics, Internet
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Google Analytics Bag O' Tricks

  1. Google Analytics Bag o’ Tricks Simo Ahava (NetBooster) – SUPERWEEK 2015
  2. SUPERWEEK 2015 | #SPWK | @SimoAhava Simo Ahava | NetBooster @SimoAhava http://google.me/+SimoAhava simo.ahava@netbooster.fi www.simoahava.com
  3. SUPERWEEK 2015 | #SPWK | @SimoAhava My (GA) Developer Philosophy
  4. SUPERWEEK 2015 | #SPWK | @SimoAhava If you build it, data will come
  5. SUPERWEEK 2015 | #SPWK | @SimoAhava
  6. SUPERWEEK 2015 | #SPWK | @SimoAhava The Web is (inherently) stateless
  7. SUPERWEEK 2015 | #SPWK | @SimoAhava User intent is untrackable in the stateless Web
  8. SUPERWEEK 2015 | #SPWK | @SimoAhava The life span of a web page ENTRANCE EXIT
  9. SUPERWEEK 2015 | #SPWK | @SimoAhava The life span of a web page ENTRANCE EXIT
  10. SUPERWEEK 2015 | #SPWK | @SimoAhava No, browser cookies are not the solution (or HTML Storage)
  11. SUPERWEEK 2015 | #SPWK | @SimoAhava document.cookie = 'returning=true'; document.cookie = 'articlesRead=3';
  12. SUPERWEEK 2015 | #SPWK | @SimoAhava They provide you with temporary state only
  13. SUPERWEEK 2015 | #SPWK | @SimoAhava Google Analytics is stateful
  14. SUPERWEEK 2015 | #SPWK | @SimoAhava From https://developers.google.com/analytics/devguides/platform/customdimsmets
  15. SUPERWEEK 2015 | #SPWK | @SimoAhava Google Analytics is better at pattern-matching than a browser
  16. SUPERWEEK 2015 | #SPWK | @SimoAhava But it requires quality input
  17. SUPERWEEK 2015 | #SPWK | @SimoAhava When the stateless and the stateful unite Meaningful data
  18. SUPERWEEK 2015 | #SPWK | @SimoAhava How do we find and collect meaningful data?
  19. SUPERWEEK 2015 | #SPWK | @SimoAhava No, how do we ask the right questions?
  20. SUPERWEEK 2015 | #SPWK | @SimoAhava When a user doesn’t view a page, is it a Page View?
  21. SUPERWEEK 2015 | #SPWK | @SimoAhava Surely not? * Obligatory Conference Presentation Meme
  22. SUPERWEEK 2015 | #SPWK | @SimoAhava APIS, WORKERS, LIBRARIES, SPECIFICATIONS ECMAScript DOMSettableTokenList Web Audio AutocompleteErrorEvent Animation Timing DOMTokenList DOM Fullscreen Drag and Drop SVG Indexed DB DocumentFragment DOMError File API ChildNode Media DOMImplementation Web Sockets and Messaging Event WebGL Visibility Web Storage Document EventSource CSS Object Model Comment Web Workers Attr WebRTC Selectors DocumentType Offline Element CharacterData Browser Canvas EventListener CustomEvent Shadow DOM CloseEvent File System API BroadcastChannel Typed Arrays Pointer Lock Elements
  23. SUPERWEEK 2015 | #SPWK | @SimoAhava APIS, WORKERS, LIBRARIES, SPECIFICATIONS ECMAScript DOMSettableTokenList Web Audio AutocompleteErrorEvent Animation Timing DOMTokenList DOM Fullscreen Drag and Drop SVG Indexed DB DocumentFragment DOMError File API ChildNode Media DOMImplementation Web Sockets and Messaging Event WebGL Visibility Web Storage Document EventSource CSS Object Model Comment Web Workers Attr WebRTC Selectors DocumentType Offline Element CharacterData Browser Canvas EventListener CustomEvent Shadow DOM CloseEvent File System API BroadcastChannel Typed Arrays Pointer Lock Elements
  24. SUPERWEEK 2015 | #SPWK | @SimoAhava PAGE VISIBILITY API
  25. SUPERWEEK 2015 | #SPWK | @SimoAhava PAGE VISIBILITY API Visible: document['hidden'] = false Hidden: document['hidden'] = true
  26. SUPERWEEK 2015 | #SPWK | @SimoAhava PAGE VISIBILITY API Visible: document['hidden'] = false Hidden: document['hidden'] = true document.addEventListener('visibilitychange', function() { dataLayer.push({ 'event' : 'visibilityChange' }); });
  27. SUPERWEEK 2015 | #SPWK | @SimoAhava PAGE VISIBILITY API Meaningful data: When a page is loaded in hidden state, do not send a Page View. If the visibility of the page changes from hidden to visible, then send the Page View.
  28. SUPERWEEK 2015 | #SPWK | @SimoAhava PAGE VISIBILITY API
  29. SUPERWEEK 2015 | #SPWK | @SimoAhava DETAILED GUIDE http://goo.gl/DFgxmi
  30. SUPERWEEK 2015 | #SPWK | @SimoAhava THE PROCESS 1. Page is loaded in the browser 1. Page is loaded in the browser 2. Is the Visibility API supported? 3. Is the page visible? 4. Is a Visibility Change detected? yes / no FIRE PAGE VIEW …and remove visibility listener… …and end the process…
  31. SUPERWEEK 2015 | #SPWK | @SimoAhava THE PROCESS 2. Is the Visibility API supported? 1. Page is loaded in the browser 2. Is the Visibility API supported? 3. Is the page visible? 4. Is a Visibility Change detected? yes / no FIRE PAGE VIEW …and remove visibility listener… …and end the process…
  32. SUPERWEEK 2015 | #SPWK | @SimoAhava THE PROCESS 2. Is the Visibility API supported? 1. Page is loaded in the browser 2. Is the Visibility API supported? 3. Is the page visible? 4. Is a Visibility Change detected? yes / no FIRE PAGE VIEW …and remove visibility listener… …and end the process…>> >>
  33. SUPERWEEK 2015 | #SPWK | @SimoAhava THE PROCESS 2. Is the Visibility API supported? 1. Page is loaded in the browser 2. Is the Visibility API supported? 3. Is the page visible? 4. Is a Visibility Change detected? yes / no FIRE PAGE VIEW …and remove visibility listener… …and end the process… document.addEventListener( 'visibilitychange', function() { dataLayer.push({ 'event' : 'visibility- Change' }); } );
  34. SUPERWEEK 2015 | #SPWK | @SimoAhava THE PROCESS 3. Is the page visible? 1. Page is loaded in the browser 2. Is the Visibility API supported? 3. Is the page visible? 4. Is a Visibility Change detected? yes / no FIRE PAGE VIEW …and remove visibility listener… …and end the process…
  35. SUPERWEEK 2015 | #SPWK | @SimoAhava THE PROCESS 3. Is the page visible? 1. Page is loaded in the browser 2. Is the Visibility API supported? 3. Is the page visible? 4. Is a Visibility Change detected? yes / no FIRE PAGE VIEW …and remove visibility listener… …and end the process…>> >>
  36. SUPERWEEK 2015 | #SPWK | @SimoAhava THE PROCESS 3. Is the page visible? 1. Page is loaded in the browser 2. Is the Visibility API supported? 3. Is the page visible? 4. Is a Visibility Change detected? yes / no FIRE PAGE VIEW …and remove visibility listener… …and end the process…
  37. SUPERWEEK 2015 | #SPWK | @SimoAhava THE PROCESS 4. Is a Visibility Change detected? 1. Page is loaded in the browser 2. Is the Visibility API supported? 3. Is the page visible? 4. Is a Visibility Change detected? yes / no FIRE PAGE VIEW …and remove visibility listener… …and end the process…
  38. SUPERWEEK 2015 | #SPWK | @SimoAhava THE PROCESS 4. Is a Visibility Change detected? 1. Page is loaded in the browser 2. Is the Visibility API supported? 3. Is the page visible? 4. Is a Visibility Change detected? yes / no FIRE PAGE VIEW …and remove visibility listener… …and end the process…>> >>
  39. SUPERWEEK 2015 | #SPWK | @SimoAhava What just happened?
  40. SUPERWEEK 2015 | #SPWK | @SimoAhava We made a metric more meaningful
  41. SUPERWEEK 2015 | #SPWK | @SimoAhava But it’s only meaningful if the questions it answers are relevant
  42. SUPERWEEK 2015 | #SPWK | @SimoAhava How can we measure content engagement?
  43. SUPERWEEK 2015 | #SPWK | @SimoAhava Content engagement is notoriously difficult to track
  44. SUPERWEEK 2015 | #SPWK | @SimoAhava Adjusted Bounce Rate Adjusted
  45. SUPERWEEK 2015 | #SPWK | @SimoAhava Adjusted Bounce Rate Adjusted Not happy with a metric? Sure! Tweak the data collection. Don’t tackle the real problem, i.e. your horrible content!
  46. SUPERWEEK 2015 | #SPWK | @SimoAhava Scroll Tracking http://cutroni.com/blog/2014/02/12/advanced-content-tracking-with-universal-analytics/
  47. SUPERWEEK 2015 | #SPWK | @SimoAhava Scroll Tracking Better, but it isolates the action of reading as the sole qualification of engagement.
  48. SUPERWEEK 2015 | #SPWK | @SimoAhava Content is to a blog what products are to a web store
  49. SUPERWEEK 2015 | #SPWK | @SimoAhava Shopping Reading Behavior
  50. SUPERWEEK 2015 | #SPWK | @SimoAhava Checkout Behavior Content Engagement
  51. SUPERWEEK 2015 | #SPWK | @SimoAhava Product Article Performance
  52. SUPERWEEK 2015 | #SPWK | @SimoAhava Product Content List Performance
  53. SUPERWEEK 2015 | #SPWK | @SimoAhava Internal Promotions
  54. SUPERWEEK 2015 | #SPWK | @SimoAhava Step 1: Terminology
  55. SUPERWEEK 2015 | #SPWK | @SimoAhava Product: A blog article Product price: Words in an article Product impression: Views of a title or title+ingress in content lists Product list: Widget / content area where product impressions can be gathered from Product list click: Clicks on entries in a product list Product detail view: Page load of an article page Add to cart: First scroll on an article page Checkout: 1/3, 2/3, and 3/3 scroll depth on an article page Purchase: 3/3 scroll depth on an article page and minimum of 60 seconds dwell time
  56. SUPERWEEK 2015 | #SPWK | @SimoAhava Step 2: Data Collection
  57. SUPERWEEK 2015 | #SPWK | @SimoAhava PRODUCT LISTS
  58. SUPERWEEK 2015 | #SPWK | @SimoAhava PRODUCT LISTS Product impression Product impression Product impressions Internal promotion
  59. SUPERWEEK 2015 | #SPWK | @SimoAhava PRODUCT LISTS
  60. SUPERWEEK 2015 | #SPWK | @SimoAhava ARTICLE PAGE
  61. SUPERWEEK 2015 | #SPWK | @SimoAhava ARTICLE PAGE: INITIAL PAGE LOAD = PRODUCT DETAIL VIEW
  62. SUPERWEEK 2015 | #SPWK | @SimoAhava ARTICLE PAGE: SCROLLING BEGINS = ADD TO CART
  63. SUPERWEEK 2015 | #SPWK | @SimoAhava ARTICLE PAGE: SCROLL DEPTH = CHECKOUT
  64. SUPERWEEK 2015 | #SPWK | @SimoAhava ARTICLE PAGE: SCROLL DEPTH + DWELL TIME = PURCHASE
  65. SUPERWEEK 2015 | #SPWK | @SimoAhava TIPS 1. Use dataLayer, don’t do what I did (DOM scrape) 2. Feel free to leave something out if it isn’t meaningful or doesn’t make sense 3. Design the data collection with analysis in mind – not because it’s fun and cool 4. If using GTM, remember that only the most recent ’ecommerce’ object push is sent with a tag! Always remember to push an ’event’ value with an ’ecommerce’ object push 5. Read Google’s Dev Guide! It’s all in there.
  66. SUPERWEEK 2015 | #SPWK | @SimoAhava TIPS 1. Use dataLayer, don’t do what I did (DOM scrape) 2. Feel free to leave something out if it isn’t meaningful or doesn’t make sense 3. Design the data collection with analysis in mind – not because it’s fun and cool 4. If using GTM, remember that only the most recent ’ecommerce’ object push is sent with a tag! Always remember to push an ’event’ value with an ’ecommerce’ object push 5. Read Google’s Dev Guide! It’s all in there.
  67. SUPERWEEK 2015 | #SPWK | @SimoAhava TIPS 1. Use dataLayer, don’t do what I did (DOM scrape) 2. Feel free to leave something out if it isn’t meaningful or doesn’t make sense 3. Design the data collection with analysis in mind – not because it’s fun and cool 4. If using GTM, remember that only the most recent ’ecommerce’ object push is sent with a tag! Always remember to push an ’event’ value with an ’ecommerce’ object push 5. Read Google’s Dev Guide! It’s all in there.
  68. SUPERWEEK 2015 | #SPWK | @SimoAhava TIPS 1. Use dataLayer, don’t do what I did (DOM scrape) 2. Feel free to leave something out if it isn’t meaningful or doesn’t make sense 3. Design the data collection with analysis in mind – not because it’s fun and cool 4. If using GTM, remember that only the most recent ’ecommerce’ object push is sent with a tag! Always remember to push an ’event’ value with an ’ecommerce’ object push 5. Read Google’s Dev Guide! It’s all in there.
  69. SUPERWEEK 2015 | #SPWK | @SimoAhava TIPS 1. Use dataLayer, don’t do what I did (DOM scrape) 2. Feel free to leave something out if it isn’t meaningful or doesn’t make sense 3. Design the data collection with analysis in mind – not because it’s fun and cool 4. If using GTM, remember that only the most recent ’ecommerce’ object push is sent with a tag! Always remember to push an ’event’ value with an ’ecommerce’ object push 5. Read Google’s Dev Guide! It’s all in there.
  70. SUPERWEEK 2015 | #SPWK | @SimoAhava FURTHER READING http://goo.gl/lMWqW8
  71. SUPERWEEK 2015 | #SPWK | @SimoAhava FURTHER READING http://goo.gl/xYNVb3
  72. SUPERWEEK 2015 | #SPWK | @SimoAhava FURTHER READING http://enhancedecommerce.appspot.com/
  73. SUPERWEEK 2015 | #SPWK | @SimoAhava FURTHER READING https://github.com/sahava/eec-gtm
  74. SUPERWEEK 2015 | #SPWK | @SimoAhava Learning & Doing
  75. SUPERWEEK 2015 | #SPWK | @SimoAhava JAVASCRIPT http://www.codecademy.com/en/tracks/javascript
  76. SUPERWEEK 2015 | #SPWK | @SimoAhava JAVASCRIPT Nicholas Zakas: Professional JavaScript For Web Developers (3rd Edition)
  77. SUPERWEEK 2015 | #SPWK | @SimoAhava JAVASCRIPT Cody Lindley: DOM Enlightenment
  78. SUPERWEEK 2015 | #SPWK | @SimoAhava JAVASCRIPT Douglas Crockford: JavaScript: The Good Parts
  79. SUPERWEEK 2015 | #SPWK | @SimoAhava HTML5 https://developer.mozilla.org/en-US/docs/Web/Guide/HTML/HTML5
  80. SUPERWEEK 2015 | #SPWK | @SimoAhava THANK YOU @SimoAhava http://google.me/+SimoAhava simo.ahava@netbooster.fi www.simoahava.com

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