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Everything You Didn't Know About Google Analytics - Measurefest November 2016
This document discusses hidden quirks, misleading metrics, and tips/tricks related to using Google Analytics. Some key points covered include: - The definition of a "session" in Google Analytics is arbitrary and can misrepresent how users actually interact with a site. - Metrics like "average time on page" and "bounce rate" are misleading since they are averages that obscure individual session behaviors. - Attributes like landing pages and sources/mediums are not always accurate in Google Analytics due to technical issues. - There are ways to potentially sabotage or falsify a site's analytics data if an attacker knows the tracking ID. - Workarounds and advanced features exist but are not
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Everything You Didn't Know About Google Analytics - Measurefest November 2016
- 1. Everything You Didn’tKnow About Google Analytics
- 3. We place insanetrust in Google
- 4.
- 5. Investing in regions,products or technologies
- 6. KPIs by whichwe’re promoted or fired
- 7. Valuing businesses forsale or investment
- 8. So: You needto understand this
- 9.
- 10.
- 11. Hidden Quirks: WTF isa Session?
- 15. Entrance Alcohol Aisle Checkout Machine Visit to Tesco (Source= Passing Trade) Passing Trade
- 16.
- 17. /category /product /checkoutGoogle Session (Source= Google) Session (Source = Self Referral)
- 18. /category /product /checkoutGoogle Session (Source= Google) Session (Source = Self Referral)
- 20. /category /product /checkoutGoogle Session (Source= Google) Session (Source = Self Referral)
- 22. /category /product /checkoutGoogleGoogle Session (Source = Google) Session (Source = Google)
- 23. /category /product /checkoutGooglePaypal Session (Source = Google) Session (Source = Paypal)
- 25.
- 26. /category /productGoogle Session (Source =Google) Session (Source = Google) Direct 2-week holiday
- 27.
- 29.
- 30. A couple ofyears ago, I decided to make a website
- 31. Naturally, I startedby making a measurement plan
- 32. ...that’s as faras I got
- 34. Two easy waysto ruin Google Analytics data ● Measurement Protocol ● Using their tracking ID on some random pages on your site
- 35. Two easy waysto 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.
- 36. GA data integrityis non-existent
- 37. If you needto be sure, cross check with logs
- 38.
- 39.
- 40.
- 41. Define Average Timeon Page
- 42. GA: “The averageamount of time users spent viewing a specified page or screen, or set of pages or screens.” Define Average Time on Page
- 43. GA: “The averageamount of time users spent viewing a specified page or screen, or set of pages or screens.” Define Average Time on Page
- 44. “Average Time onPage” = (“Time on Page”) / (Pageviews - Exits) Define Average Time on Page
- 45. Before we calculatean 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
- 46. Before we calculatean 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
- 47. Before we calculatean 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
- 48. Average Time onPage? 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
- 49. Scenario Intuitive Timeon 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)
- 50. ● Confusing prospectiveconsultants in interviews ● Confusing conference attendees ● Seed for generating random numbers Usefulness of Average Time on Page
- 51. Misleading Metrics: Bounce Rate& Exit Rate
- 54. Engagement Metrics ● Avg.Session Duration ● Avg. Time on Page
- 55. Engagement Metrics ● Avg.Session Duration ● Avg. Time on Page ● Bounce Rate ● Pages/Session ● Exit Rate
- 56. Engagement Metrics ● Avg.Session Duration ● Avg. Time on Page ● Bounce Rate ● Pages/Session ● Exit Rate ● Social Interactions ● Scroll Depth ● Micro-Conversions (e.g. signup)
- 57.
- 58. Tips & Tricks: Checkoutas Landing Page
- 60. /category /checkoutGoogle Session (Source =Google) /product Session (Source = Google)
- 61. /category /checkoutGoogle Session (Source =Google) /product Session (Source = Paypal) Paypal
- 62. /category sub.domain.com/checkoutGoogle Session (Source =Google) /product Session (Source = Self Referral)
- 63.
- 64. Tips & Tricks: LandingPage (not set)
- 66. /category EventGoogle Session (Source =Google) /product Session (Source = Google)
- 67. /category Event Google Session (Source = Google) /product Session (Source= Google) Analytics.js Ga.js
- 68.
- 71. Tips & Tricks: UserFlow Reports
- 72. THE MOST POWERFUL BUTTONIN GOOGLE ANALYTICS
- 74.
- 75. We place insanetrust in Google Analytics
- 76. Some of itsdefinitions are arbitrary
- 77. You can’t alwaystrust it
- 78. Some metrics arebasically useless
- 79. The user interfacemakes things unnecessarily difficult
- 80. But it helpsus with big decisions
- 81. To trust something,you need to know it
- 82. Detailed Resources ● Sessions ●Self referrals ● Metrics ● Cross domain/subdomain tracking ● Log File Analysis @THCapper
- 83.