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Everything You Didn't Know About Google Analytics - Measurefest November 2016

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Hidden quirks, misleading metrics and tips and tricks for the Google Analytics platform

Published in: Marketing

Everything You Didn't Know About Google Analytics - Measurefest November 2016

  1. 1. Everything You Didn’t Know About Google Analytics
  2. 2. We place insane trust in Google
  3. 3. Prioritising marketing spend
  4. 4. Investing in regions, products or technologies
  5. 5. KPIs by which we’re promoted or fired
  6. 6. Valuing businesses for sale or investment
  7. 7. So: You need to understand this
  8. 8. Hidden Quirks Misleading Metrics Tips & Tricks
  9. 9. Hidden Quirks Misleading Metrics Tips & Tricks
  10. 10. Hidden Quirks: WTF is a Session?
  11. 11. Entrance Alcohol Aisle Checkout Machine Visit to Tesco (Source = Passing Trade) Passing Trade
  12. 12. /category /product /checkoutGoogle Session (Source = Google)
  13. 13. /category /product /checkoutGoogle Session (Source = Google) Session (Source = Self Referral)
  14. 14. /category /product /checkoutGoogle Session (Source = Google) Session (Source = Self Referral)
  15. 15. /category /product /checkoutGoogle Session (Source = Google) Session (Source = Self Referral)
  16. 16. /category /product /checkoutGoogle Google Session (Source = Google) Session (Source = Google)
  17. 17. /category /product /checkoutGoogle Paypal Session (Source = Google) Session (Source = Paypal)
  18. 18. Hidden Quirks: Attribution
  19. 19. /category /productGoogle Session (Source = Google) Session (Source = Google) Direct 2-week holiday
  20. 20. Direct Other Channels Other Channels Direct
  21. 21. Hidden Quirks: Data Integrity
  22. 22. A couple of years ago, I decided to make a website
  23. 23. Naturally, I started by making a measurement plan
  24. 24. ...that’s as far as I got
  25. 25. Two easy ways to ruin Google Analytics data ● Measurement Protocol ● Using their tracking ID on some random pages on your site
  26. 26. Two easy ways to ruin GA data ● Measurement Protocol ● Using their tracking ID on some random pages on your site Ways this can be used against you: ● Competitors sabotaging your data ● Falsified data in pitches etc.
  27. 27. GA data integrity is non-existent
  28. 28. If you need to be sure, cross check with logs
  29. 29. https://www.distilled.net/resources/guide-to-log-analysis-with-big-query/
  30. 30. Hidden Quirks Misleading Metrics Tips & Tricks
  31. 31. Misleading Metrics: Time on Page
  32. 32. Define Average Time on Page
  33. 33. GA: “The average amount of time users spent viewing a specified page or screen, or set of pages or screens.” Define Average Time on Page
  34. 34. GA: “The average amount of time users spent viewing a specified page or screen, or set of pages or screens.” Define Average Time on Page
  35. 35. “Average Time on Page” = (“Time on Page”) / (Pageviews - Exits) Define Average Time on Page
  36. 36. Before we calculate an average, we need the individual times: Scenario Intuitive Time on Page Google Analytics Time on Page 0s: Pageview 10s: Social plugin 20s: Click through to next page 20s 20s
  37. 37. Before we calculate an average, we need the individual times: Scenario Intuitive Time on Page Google Analytics Time on Page 0s: Pageview 10s: Social plugin 20s: Click through to next page 20s 20s 0s: Pageview 10s: Social plugin 20s: Leave site 20s 10s
  38. 38. Before we calculate an average, we need the individual times: Scenario Intuitive Time on Page Google Analytics Time on Page 0s: Pageview 10s: Social plugin 20s: Click through to next page 20s 20s 0s: Pageview 10s: Social plugin 20s: Leave site 20s 10s 0s: Pageview 20s: Leave site 20s 0s
  39. 39. Average Time on Page? Scenario Intuitive Time on Page Google Analytics Time on Page 0s: Pageview 10s: Social plugin 20s: Click through to next page 20s 20s 0s: Pageview 10s: Social plugin 20s: Leave site 20s 10s 0s: Pageview 20s: Leave site 20s 0s
  40. 40. Scenario Intuitive Time on Page Google Analytics Time on Page 0s: Pageview 10s: Social plugin 20s: Click through to next page 20s 20s 0s: Pageview 10s: Social plugin 20s: Leave site 20s 10s 0s: Pageview 20s: Leave site 20s 0s “Average Time on Page”= (“Time on Page”) / (Pageviews - Exits) “Average Time on Page”= (Total of 30s) / (3 Pageviews - 2 exits)
  41. 41. ● Confusing prospective consultants in interviews ● Confusing conference attendees ● Seed for generating random numbers Usefulness of Average Time on Page
  42. 42. Misleading Metrics: Bounce Rate & Exit Rate
  43. 43. Engagement Metrics ● Avg. Session Duration ● Avg. Time on Page
  44. 44. Engagement Metrics ● Avg. Session Duration ● Avg. Time on Page ● Bounce Rate ● Pages/Session ● Exit Rate
  45. 45. Engagement Metrics ● Avg. Session Duration ● Avg. Time on Page ● Bounce Rate ● Pages/Session ● Exit Rate ● Social Interactions ● Scroll Depth ● Micro-Conversions (e.g. signup)
  46. 46. Hidden Quirks Misleading Metrics Tips & Tricks
  47. 47. Tips & Tricks: Checkout as Landing Page
  48. 48. /category /checkoutGoogle Session (Source = Google) /product Session (Source = Google)
  49. 49. /category /checkoutGoogle Session (Source = Google) /product Session (Source = Paypal) Paypal
  50. 50. /category sub.domain.com/checkoutGoogle Session (Source = Google) /product Session (Source = Self Referral)
  51. 51. https://moz.com/blog/cross-domain-subdomain-tracking-in-google-analytics
  52. 52. Tips & Tricks: Landing Page (not set)
  53. 53. /category EventGoogle Session (Source = Google) /product Session (Source = Google)
  54. 54. /category Event Google Session (Source = Google) /product Session (Source = Google) Analytics.js Ga.js
  55. 55. Tips & Tricks: Sequences
  56. 56. Tips & Tricks: User Flow Reports
  57. 57. THE MOST POWERFUL BUTTON IN GOOGLE ANALYTICS
  58. 58. Takeaways
  59. 59. We place insane trust in Google Analytics
  60. 60. Some of its definitions are arbitrary
  61. 61. You can’t always trust it
  62. 62. Some metrics are basically useless
  63. 63. The user interface makes things unnecessarily difficult
  64. 64. But it helps us with big decisions
  65. 65. To trust something, you need to know it
  66. 66. Detailed Resources ● Sessions ● Self referrals ● Metrics ● Cross domain/subdomain tracking ● Log File Analysis @THCapper
  67. 67. Thank You @THCapper

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