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Meaningful Data - Best Internet Conference 2015 (Lithuania)

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Here are the slides from my talk titled "Meaningful Data", which I presented at the Best Internet Conference in Vilnius, Lithuania.

I share some of my favorite Google Analytics / Google Tag Manager tweaks, along with a healthy dose of criticism towards the default configuration of our favorite analytics platforms (a phenomenon I call Plug-and-play Analytics).

Published in: Data & Analytics, Internet
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Meaningful Data - Best Internet Conference 2015 (Lithuania)

  1. Reaktor Mannerheimintie 2 00100, Helsinki Finland tel: +358 9 4152 0200 www.reaktor.com info@reaktor.com Confidential ©2015 Reaktor All rights reserved MEANINGFUL DATAInventive Google Analytics Tips, Tricks, and Hacks @SimoAhava | 22 September 2015 | Best Internet
  2. Simo Ahava Senior Data Advocate, Reaktor @SimoAhava from @ReaktorNow | 22 Sept 2015 Google Developer Expert, Google Analytics Blogger, developer, www.simoahava.com Twitter-er, @SimoAhava Google+:er, +SimoAhava
  3. Plug-and-play Analytics @SimoAhava from @ReaktorNow | 22 Sept 2015 Data quality isn’t acquired — It’s earned.
  4. Google Analytics is a tool designed to work for 9,352,458* 
 different businesses. * Author’s estimate, not an official figure @SimoAhava from @ReaktorNow | 22 Sept 2015
  5. It is thus conceivable Google doesn’t know what your business objectives are. @SimoAhava from @ReaktorNow | 22 Sept 2015
  6. 23.75 % @SimoAhava from @ReaktorNow | 22 Sept 2015
  7. 23.75 % Dear CMO, last month, the Ecommerce Conversion Rate on our site was… …which is an uplift of 3.45% compared to the previous month! @SimoAhava from @ReaktorNow | 22 Sept 2015
  8. 2,342,566 Dear CMO, last month, the number of sessions to our site was… …which is an uplift of 3.45% compared to the previous month! Digital Analytics Café 20-May-2015 | @SimoAhava
  9. Definition of a Session Group of interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of they day… Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List… Or traffic is cross-domain, and cross-domain tracking is implemented… Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult… Unless you’re using Google Tag Manager… Except if you’ve implemented THAT incorrectly… There’s also the sessionControl parameter… @SimoAhava from @ReaktorNow | 22 Sept 2015
  10. @SimoAhava from @ReaktorNow | #2015ac | 8–11 X
  11. This has two major implications on how we collect, process, and analyse the data. @SimoAhava from @ReaktorNow | 22 Sept 2015
  12. Stay away from aggregate metrics.
 1 @SimoAhava from @ReaktorNow | 22 Sept 2015
  13. Stay away from aggregate metrics.
 Combine, segment,
 visualize, predict.1 @SimoAhava from @ReaktorNow | 22 Sept 2015
  14. All metrics and dimensions used by a platform subscribe to the schemas of said platform! GPeC Summit 11-May-2015 | @SimoAhava from @ReaktorNow
  15. All metrics and dimensions used by a platform subscribe to the schemas of said platform! GPeC Summit 11-May-2015 | @SimoAhava from @ReaktorNow Sessionization Schema
  16. Plug-and-play metrics are session outcomes. Measure the funnels that produce them.2@SimoAhava from @ReaktorNow | 22 Sept 2015
  17. Tweaks & Tricks To improve data quality at data collection time. @SimoAhava from @ReaktorNow | 22 Sept 2015
  18. Track content with Ecommerce
  19. Setup Enhanced Ecommerce in the GA View GA @SimoAhava from @ReaktorNow | 22 Sept 2015
  20. Figure out the terminology GTM @SimoAhava from @ReaktorNow | 22 Sept 2015
  21. Connect interactions with the data layer GTM @SimoAhava from @ReaktorNow | 22 Sept 2015
  22. Create Tags for the individual events GTM @SimoAhava from @ReaktorNow | 22 Sept 2015
  23. Funnelize your content GA @SimoAhava from @ReaktorNow | 22 Sept 2015
  24. Analyze scroll depth GA @SimoAhava from @ReaktorNow | 22 Sept 2015
  25. GA READ MORE: http://goo.gl/KvAvJ6 Content performance!
  26. Track weather as a dimension
  27. How it works @SimoAhava from @ReaktorNow | 22 Sept 2015
  28. Create Custom Dimensions GA @SimoAhava from @ReaktorNow | 22 Sept 2015
  29. Custom HTML Tag to collect the data GTM @SimoAhava from @ReaktorNow | 22 Sept 2015
  30. Event Tag to send weather data to GA GTM @SimoAhava from @ReaktorNow | 22 Sept 2015
  31. READ MORE: http://goo.gl/ZM2FOP
  32. Track page visibility
  33. @SimoAhava from @ReaktorNow | 22 Sept 2015 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…
  34. @SimoAhava from @ReaktorNow | 22 Sept 2015 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. @SimoAhava from @ReaktorNow | 22 Sept 2015 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. @SimoAhava from @ReaktorNow | 22 Sept 2015 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' : 'visChange' }); } );
  37. @SimoAhava from @ReaktorNow | 22 Sept 2015 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. @SimoAhava from @ReaktorNow | 22 Sept 2015 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. @SimoAhava from @ReaktorNow | 22 Sept 2015 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…
  40. @SimoAhava from @ReaktorNow | 22 Sept 2015 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…
  41. 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… READ MORE: http://goo.gl/EJc6MQ
  42. http://goo.gl/5U1wv2 @SimoAhava from @ReaktorNow | 22 Sept 2015
  43. INJECT SEMANTIC DATA FOR CRAWLERS
  44. Custom HTML Tag to inject Meta Descriptions with GTM READ MORE: http://goo.gl/uxJjIh
  45. Custom HTML Tag to inject Structured Data with GTM READ MORE: http://goo.gl/m5xtmV
  46. Data is difficult It’s supposed to be. @SimoAhava from @ReaktorNow | 22 Sept 2015
  47. Data quality is directly proportional to how well you understand the data collection mechanism. @SimoAhava from @ReaktorNow | 22 Sept 2015
  48. 2,342,566 Dear CMO, last month, the number of sessions to our site was… …which is an uplift of 3.45% compared to the previous month! Digital Analytics Café 20-May-2015 | @SimoAhava
  49. Thank you! simo.ahava@reaktor.com www.simoahava.com Twitter: @SimoAhava Google+: +SimoAhava Data is difficult - http://goo.gl/WZDVgK The Schema Conspiracy - http://goo.gl/I4PT9P #GTMtips - http://goo.gl/I0e8RR Further reading:

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