Intro to Google Analytics Universal Analytics

2,372 views

Published on

An intro to Google Analytics Universal Analytics. From my talk at the Portland Google Analytics Meetup in May 2013

Published in: Technology

Intro to Google Analytics Universal Analytics

  1. 1. Intro to Universal AnalyticsApril 2013
  2. 2. Agenda• Overview of Universal Analytics & Its Purpose• Diving into features: > Key Technical Features > Custom Dimensions & Metrics• Ways You Can Use It @swellpath | Universal Analytics Introduction 1
  3. 3. What is Universal Analytics?"Universal Analytics helpsevolve Google Analytics into anext-generation measurementtool by moving the tracking logicfrom the client to the serverside.”- The Google Intro to Universal Analytics & Customer Centric Livin’ 2
  4. 4. What does it mean, Google? • Advanced technology, • tracking focused on people not pages, • the ability to track across everything, • and some other really cool capabilities Intro to Universal Analytics & Customer Centric Livin’ 3
  5. 5. Why is Google making these changes?Remember: everything Google does is in some way tied toincreasing advertising revenueUA tracking may speed up the internet by upto 5%, = more ads served (especially mobile)andUA will gather more data to feed ads andadvertisers via better targeting Intro to Universal Analytics & Customer Centric Livin’ 4
  6. 6. Why should you care if you’re an “average” user?• This is what everything will be built upon• Eventually some standard feature you need/want will necessitate having UA• All complex capabilities trickle down – you’ll need to be doing these complex things soon. Why not now? Intro to Universal Analytics & Customer Centric Livin’ 5
  7. 7. How it benefits the advanced userYou can get far moreadvanced data on yourusers and what they aredoing through onlineand offline touchpoints.**But you need to put the righteffort in, to get that data out. Intro to Universal Analytics & Customer Centric Livin’ 6
  8. 8. Key Technical Features
  9. 9. Onsite Tracking CodeThis has changed a bit: <script> (function(i,s,o,g,r,a,m){i[GoogleAnalyticsObject]=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,script,//www.google-analytics.com/analytics.js,ga); ga(create, UA-XXXXXXX-XX, yourdomain.com); ga(send, pageview); </script> Intro to Universal Analytics & Customer Centric Livin’ 8
  10. 10. Ahhh, code! You may have to get a bit more comfortable with more technical aspects of web analytics. Intro to Universal Analytics & Customer Centric Livin’ 9
  11. 11. analytics.jsDon’t want to go into too muchdetail on this,but it basicallychanges everything. Intro to Universal Analytics & Customer Centric Livin’ 10
  12. 12. One Last Cookie "Sometimes me think, what is friend? And then me say “a friend is someone to share last cookie with." -Cookie Monster No longer 4 cookies, just one: _ga Intro to Universal Analytics & Customer Centric Livin’ 11
  13. 13. Tracking Across Domains/Sites/Devices AnythingIt will all be fair game.If it can touch the internet, it can be tracked in UAVia analytics.js, mobile SDKs, or the Measurement Protocol Intro to Universal Analytics & Customer Centric Livin’ 12
  14. 14. Configuration Options• Session Settings • Referral Exclusions• Organic Search Sources • Search Term Exclusions Intro to Universal Analytics & Customer Centric Livin’ 13
  15. 15. Custom Dimensions & Metrics
  16. 16. Dimensions & Metrics• Dimensions are essentially replacing custom variables.• Think of dimensions as your rows – an attribute of a > hit (page, event, etc.), > session (visit), or > visitor (person).• Metrics are numbers: an integer, a currency value, or a duration of time. Intro to Universal Analytics & Customer Centric Livin’ 15
  17. 17. Creating Dimensions• Fairly simple to create these in the GA interface. Intro to Universal Analytics & Customer Centric Livin’ 16
  18. 18. Metrics• Same thing – easy to create and utilize. Intro to Universal Analytics & Customer Centric Livin’ 17
  19. 19. Dimension WideningAllows you to expand on customer-centric information bykeying off an ID in your backend systemAll handled through CSV uploads Intro to Universal Analytics & Customer Centric Livin’ 18
  20. 20. Bonus: Filtering on DimensionsFinally! Intro to Universal Analytics & Customer Centric Livin’ 19
  21. 21. Considerations• Limits > Indices > Concurrent Hits & Requests > Characters Intro to Universal Analytics & Customer Centric Livin’ 20
  22. 22. Multi-Session Segmentation• “Unified Segmentation” • Show me all users who will let you perform first visited via mobile segmentation around • and signed up for my email list different channels, • Then came through an products, and marketing email campaign to campaigns. desktop main site • And purchased kids clothing Intro to Universal Analytics & Customer Centric Livin’ 21
  23. 23. Lead Gen/B2B Example Intro to Universal Analytics & Customer Centric Livin’ 22
  24. 24. Potential Report – B2B Lead Generation• Custom Dimensions from Webinar Registration: Vertical• Custom Dimensions from widening: Deals, Revenue Intro to Universal Analytics & Customer Centric Livin’ 23
  25. 25. Thank you!SwellPath.com/Blog@wheresitworkingadam.ware@swellpath.com

×