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Turbocharging Google Analytics


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Presented at UnGagged Los Angeles, November 7 2019

Google Analytics 360 is great – if you can afford it.
But what if you’re in that awkward phase where you’re a growing business who is starting to bump up on the limits of what you can do with the free version, but not yet large enough to cough up the cash for 360?

In this session, Dana will cover a plan on getting more out of Google Analytics without resorting to expensive add-ons.

Published in: Marketing
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Turbocharging Google Analytics

  1. 1. Turbocharging Google Analytics Dana DiTomaso @danaditomaso
  2. 2. Have an extra $150k lying around?
  3. 3. What do you do if you’re just over 10 million hits* a month?
  4. 4. Hit = Pageview, Event, Commerce, Social Action, etc
  5. 5.
  6. 6. D
  7. 7. All 3 of your GAs must be set up the same!
  8. 8. Now let’s get all that data back together again.
  9. 9. Blending can be really slow.
  10. 10. Plus do you actually need everything from GA?
  11. 11. First, let’s figure out what you actually need.
  12. 12. What is your goal?
  13. 13. Phrase your goal in the form of a question.
  14. 14. By asking goals in the form of a question, you’re opening yourself up to telling a story via data.
  15. 15. “Which platform brings us the highest value clients?”
  16. 16. What data to you need to answer this question?
  17. 17. What dimensions and metrics do you need?
  18. 18. We’re going to stitch this data together again in BigQuery.
  19. 19. Sign up for Google Cloud Platform and make sure billing is set up!
  20. 20. Do this for every GA property, pushing to the same BigQuery dataset.
  21. 21. If Google Data Studio still runs slow…
  22. 22. You can also use this type of setup to get more than 20 dimensions and metrics.
  23. 23. Speaking of custom dimensions, here are some to try.
  24. 24. User ID Client ID Session ID Hit ID
  25. 25. Hit Type What type was collected – event, pageview, timing, etc.
  26. 26. Full Referrer Tells you what the previous page was.
  27. 27. GTM Container ID / Version Identify issues in containers, find spam, helps with multiple containers.
  28. 28. Navigation Type How did they get to the page – navigate, reload, back/forward, or other.
  29. 29. Tabs Open / Tab ID Identify how bad tab hoarding is on your site.
  30. 30. Get these from: ustom-dimensions-for-google-analytics/
  31. 31. Experiment we’re trying – identifying if someone is using an ad blocker.
  32. 32. Are people actually reading your content?
  33. 33.
  34. 34. What else should you be considering?
  35. 35.
  36. 36. Because customTask runs before everything else, you can modify the hit that is built.
  37. 37. Getting customTask into GTM:
  38. 38. You can only set customTask once per tracker/hit/tag.
  39. 39.
  40. 40. Run Google Analytics Locally
  41. 41. Make your own demo Google Analytics account with real/fake data.
  42. 42. Prevent duplicate ecommerce transactions
  43. 43. Automatically reduce Google Analytics payload length
  44. 44. GA has a limit of 8192 bytes. Go over that? The hit is gone.
  45. 45. Remove Personally Identifiable Data from all Google Analytics hits
  46. 46. -analytics-customtask-to-play-super-mario/
  47. 47. One last tip.
  48. 48. Thank you! Dana DiTomaso @danaditomaso