Web analytics is becoming universal

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My talk about Google Analytics, offline tracking, User ID and the measurement protocol at UX Camp Europe 2014.

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Web analytics is becoming universal

  1. 1. Web analytics is becoming universal Audun Rundberg UX Camp Europe 2014
  2. 2. #uxce14 @audunru
  3. 3. Imagine that you’re running an airport... Strike Volcano ash cloud
  4. 4. Aaah, the devices...
  5. 5. 50% of users (2 of 4) are desktop + mobile users
  6. 6. User ID Track users across channels and touchpoints Measurement Protocol Enables offline tracking
  7. 7. Why? • More accurate picture of how people use your services Examples: • How many users have we got, really? • What’s our campaign revenue offline and online? Last, but not least: • Can we track cats?
  8. 8. YES!
  9. 9. RFID chip RFID reader
  10. 10. Offline tracking
  11. 11. Offline tracking code https://ssl.google-analytics.com/collect? v=1& tid=UA-123456-1& cid= f10e2821-bbbe-4527-8a02-200352313bc0& t=event& ec=Cat& ea=Food& el=Nomnomnom
  12. 12. Offline tracking code https://ssl.google-analytics.com/collect? v=1& tid=UA-123456-1& cid= f10e2821-bbbe-4527-8a02-200352313bc0& t=event& ec=Cat& ea=Food& el=Nomnomnom
  13. 13. Offline tracking code https://ssl.google-analytics.com/collect? v=1& tid=UA-123456-1& cid= f10e2821-bbbe-4527-8a02-200352313bc0& t=event& ec=Cat& ea=Food& el=Nomnomnom
  14. 14. Offline tracking code https://ssl.google-analytics.com/collect? v=1& tid=UA-123456-1& cid= f10e2821-bbbe-4527-8a02-200352313bc0& t=event& ec=Cat& ea=Food& el=Nomnomnom
  15. 15. RFID
  16. 16. Demo time
  17. 17. Want to try? http://bit.ly/uxce14-universal takes you to... http://github.com/audunru/universal-analytics
  18. 18. User ID
  19. 19. User ID tracking https://ssl.google-analytics.com/collect? v=1& tid=UA-123456-1& cid= f10e2821-bbbe-4527-8a02-200352313bc0& uid=1234& t=event& ec=touch& ea=double-tap& el=menu-button
  20. 20. Username User ID mr_rundberg 1234 superhans 5678 User ID = Anonymus (to Google), unique and persistent
  21. 21. User ID + Javascript User ID + Javascript User ID + Javascript or API User ID + Measurement Protocol
  22. 22. Demo time
  23. 23. Data layer and tag management
  24. 24. <script> dataLayer  =  [{    'uid':  'zjTlQX5360f775f3cbaDBZGTC56',  //  User  ID  (anonymous)    'userRole':  'manager',  //  Employee  or  manager?    'userTitle':  'Senior  Marketer',  //  Professional  title    'lastModified':  '1400074036',  //  Last  modified  (epoch)    'lastModifiedRelative':  '3  weeks  ago',  //  Last  modified  (relative)    'environment':  'production',  //  Host  environment    'template':  'news  article'  //  Current  page  template }]; </script> The data layer is your new best friend
  25. 25. Customer Experience Digital Data Acquisition 0.5 Last Modified: May 17, 2013 DRAFT Specification Latest Version: http://www.w3.org/community/custexpdata/wiki/images/9/93/W3C_CustomerExperienceDigitalDataAcquisi tion_Draft_v0.5.pdf W3C is making a dataLayer standard
  26. 26. One tag for each thing you want to track
  27. 27. Tracking downloads is easier than ever
  28. 28. Outbound links
  29. 29. Do people scroll? https://github.com/robflaherty/jquery-scrolldepth
  30. 30. http://bit.ly/uxce14-youtube Do people play your videos?
  31. 31. Do people use these buttons on your site?
  32. 32. Are people happy with your content?
  33. 33. Are people happy with your content?
  34. 34. Are people happy with your content?
  35. 35. Found what you're looking for? June 08, 2014 4:50 AM EDT Klipfolio.com lets you work with the data and create dashboards
  36. 36. These are crazy, crazy, crazy, crazy nights web analytics tools
  37. 37. Mixpanel lets you see individual users’ activities
  38. 38. Unknown user Login or register Hi Audun! Conversion Mixpanel kan stitch data before/after identifying the user
  39. 39. Unknown user Login or register Hi Audun! Conversion Google Analytics keeps the data separate
  40. 40. Simba (1995-2014)
  41. 41. Thank you! #uxce14 @audunru

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