1. Anna Lewis
Polka Dot Data Ltd
Top Customisations in
Google Analytics
Logo here
@annatlewis
http://www.slideshare.net/annatlewis

2. Founder of Polka Dot Data
10 years analytics
experience
Total Google Analytics
geek
Background in SEO and
PPC

3. ANALYTICS? WHAT
EVER.
@annatlewis

4. NEW TOYS? HELL YEAH!
@annatlewis

5. Good data
makes money
@annatlewis

6. But that doesn’t mean track everything
@annatlewis

7. Business
Goals
• What do we want/need to achieve?
• Why do you have a website?
• What growth are you looking for?
Business
Objectives
• What activity are we using to grow?
• What is the success criteria?
• What would make each team succeed?
KPI
• What is measurable?
• What does good look like?
• What does failure look like?
Reporting
•Prioritise what’s most
important
•Ensure KPI data can be
used well in reports
How?
@annatlewis

8. TOP GA CUSTOMISATIONS YOU SHOULD BE
USING
Tracking Code
 GA in Google Tag Manager
 Tools for debugging set up
Customise your data
 Event Tracking
 Custom Dimensions
Segment
 Custom Segments
 Remarketing Segments
 Sequences
Understanding Journeys
 Content Groupings
 Channel groupings
 Multi Channel Funnels
Conversion Tracking
 Goals
 Enhanced Ecommerce
 Funnels
 Conversion Predictor
@annatlewis

9. TAG MANAGER The how.

10. GOOGLE TAG MANAGER OVERVIEW
One piece of code on site holds many pieces of code
organised nicely in the back end of GTM
@annatlewis

11. GOOGLE TAG MANAGER OVERVIEW
Tracking
code
When to
track
Details
One piece of code on site holds many pieces of code
organised nicely in the back end of GTM
@annatlewis

12. GOOGLE TAG MANAGER OVERVIEW
TAGS
•Snippets of
TRIGGERS
•Rules and
VARIABLES
•Information used
Tracking
code
When to
track
Details
One piece of code on site holds many pieces of code
organised nicely in the back end of GTM
@annatlewis

13. EVENT
TRACKING
The activity.

14. THE ENGAGEMENT THAT MATTERS
TO YOU
micro conversions macro conversions
click product
add to
cart
download
chose
size
menu
search
hero
banner
filter
purchase
/ lead
gen
engagement
@annatlewis

20. SET UP EVENT TRACKING
Label
Action
Category Navigation
Search
Keyboard
Enter
Clicked
Suggested
Result
Main Menu -
Hover
Brand Link –
Nike
Cat Link -
Shoes
Main Menu -
Click
Sub Cat Link
- Mens
Clothes
@annatlewis

21. SET UP EVENT TRACKING
Value
Label
Action
Category Ecommerce
Add to Cart
Nike Air
– Mens –
8
65.9
9
55.0
0
Adidas
Free – 11
88.9
9
Remove
From Cart
Nike Air
– Mens –
8
65.9
9
Delivery
Option –
Standard
3-5 days
3.95 Free
Delivery
Option –
Click and
Collect
Post
Office
0.00
In Store
1.99
@annatlewis

22. REPORT ON EVENT TRACKING
@annatlewis

23. EXAMPLE EVENT TRACKING
Category: Ecommerce
Action: {{XYZ}} Click
Label: {{Product
name}}
Value: {{Product
price}}
@annatlewis

24. CUSTOM
DIMENSIONS
The what.

25. CUSTOM DIMENSIONS
& METRICS
@annatlewis
Key business
information
USER
SESSIO
N
PAGE
PRODUCT

26. USER LEVEL
New Customer vs Existing
Account Holder (by Type)
Loyalty Level
RFM
User ID
@annatlewis
Custom Dimensions & Metrics
Don’t forget to comply with GDPR

27. PAGE LEVEL
Purpose
Page Type
Product Type
Category
Sub Category
GTM ID and version
@annatlewis
Custom Dimensions & Metrics

28. SESSION LEVEL
Device orientation
Split test variant
Payment Method
Business week / period
Currency
Weather
Language
@annatlewis
Custom Dimensions & Metrics

29. PRODUCT LEVEL
Product Variant
Size
Category
RRP
Discount Value
Length of Subscription
Est. end of product life
@annatlewis

30. SIMPLIFY IMPLEMENTATION WITH
GTM
@annatlewis

31. SIMPLIFY IMPLEMENTATION WITH
GTM
@annatlewis
TagGA Pageview
• Use template GA pageview code
• Use GA Settings Variable
TriggerAll Pages
• Fire this on all pages, or those you choose with a rule
VariablesGA Settings
• Include customisations to GA tracking code
• Use references to other variables for CDs
• Create a variable for each custom piece of info, such
as custom JS for {{weather}}

32. ENHANCED
ECOMMERCE
The opportunity.

33. PRODUCT PERFORMANCE
@annatlewis

34. PRODUCT PERFORMANCE
@annatlewis

35. PRODUCT PERFORMANCE -
CATEGORY
@annatlewis

36. CHECKOUT BEHAVIOUR Apply segments
Create segments
Improve journey
Uplift Conv. Rate
Improve return
Pinpoint issues
Monitor change
Easily report
Extra Detail
Remarketing
@annatlewis

37. SHOPPING BEHAVIOUR
Apply
segments
Create
segments
Improve
journey
Uplift Conv.
Rate
Improve
return
@annatlewis

38. ENHANCED
ECOMMERCE
The engagement.
FUNNE
LS

39. SHOPPING BEHAVIOUR
All
sessions
Key Pages 75% Read
Clicked
Contact
Submitted
Contact
LEAD-
GEN
https://www.simoahava.com/an
alytics/track-content-
enhanced-ecommerce/
@annatlewis

40. TOOLS The WTF
Assistants

41. GOOGLE TAG MANAGER PREVIEW
@annatlewis

42. GA DEBUGGER Steps:
Turn on plugin, open console (F12),
open website and carry out actions you
want to test.
Everything that is sent to GA will show
up here, this includes:
• Pageviews
• Additional pageviews if you have
multiple sets of tracking code
• Event tracking
• Ecommerce activity
@annatlewis

43. GA TAG ASSISTANT
Open it on each page you visit to see what tags are
in place.
This also shows you AdWords and other tags.
Click through to see additional information.
If you want to check a whole journey, hit record
and view results at the end.
@annatlewis

44. DA VINCI TOOLS
@annatlewis

45. AUTOMATE
REPORTING
The numbers.

46. GOOGLE DATA STUDIO
@annatlewis

47. BEST PRACTICE Go pro.

48. Write a
Measurement
Plan
GOOD WEB ANALYTICS FOUNDATIONS
Ensure
high quality
set up
Learn how
to use the
data
Find
what
works
for you
Set KPIs,
benchmarks
and
good/bad
thresholds
@annatlewis

49. RECOMMENDED ANALYTICS
PROCESS
Identify KPIs for
business
Measurement
Plan
Accurate set up
& code
Reports &
Dashboards
Find actionable
insights
Make updates /
AB test
Measure
success
Check & update
set up
Make updates /
AB test
Measure
success
@annatlewis

50. TAKE THE BEST TRACK
@annatlewis

51. THANK YOU!
Anna Lewis
Polka Dot Data Analytics Consultancy
anna@polkadotdata.com