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Cómo usar google analytics

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Google Analytics es una herramienta de analítica la que se conoce sólo una parte de su potencial. Además de medir audiencias y su comportamiento, Google Analytics permite priorizar las inversiones en marketing online, recoger comportamientos de Single Page Applications y visualizar datos offline, por ejemplo de CRM y combinarlos con los de visitas online. También es posible recoger datos en tiempo real de ventas, por ejemplo de ecommerce y de dispositivos físicos como bluetooth beacons. Las funcionalidades de Google Analytics, en combinación con Big Query y otros servicios de Google Cloud Platform, la convierte en una de las plataformas más interesantes de analítica para la transformación digital.

Si quieres ver el vídeo en el que fue usada esta presentación, pulsa aquí: https://www.youtube.com/watch?v=2mfIU-NXGXI

Para ver la convocatoria en nuestra web, clic aquí: https://www.paradigmadigital.com/eventos/usar-google-analytics/

La convocatoria a través del grupo de Meetup.com, clic aquí: https://www.meetup.com/es-ES/Front-end-Developers-Madrid/events/231793469/

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Cómo usar google analytics

  1. 1. Cómo usar Google Analytics Rubén Martínez @ruben_dot Front-end Developers Madrid Meetup 28 junio 2016 at Liferay’s office in Madrid
  2. 2. Audience-centric platform
  3. 3. Comparison of the organic traffic of a website in two periods of time. Source: Google Analytics Google Analytics reports incoming traffic to webs (and apps)
  4. 4. Why Google Analytics?
  5. 5. Deep insights for better ROI
  6. 6. <script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r ]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode. insertBefore(a,m) })(window,document,'script','//www.google- analytics.com/analytics.js','ga'); ga('create', 'UA-2282690-1', 'paradigmadigital.com'); ga('send', 'pageview'); </script> Paste the code provided by Google in the <head> section of all the pages at the beginning of each project, filter views by IP addresses and leave one view unfiltered (raw data) This script triggers a sequence of tos and fros between your application and Google Analytics’ servers. Good Analytics practice
  7. 7. The ascent of the smartphones marks the obsolescence of the cookies
  8. 8. (*) http://www.google- analytics.com/collect?v=1&_v=j20&a=806449001&t=pageview&_s=1&dl=http%3A%2F%2Fwww.domain.com%2F&ul=en- us&de=UTF-8&sd=24-bit&sr=1920x1080&vp=1920x199&je=1&fl=13.0%20r0&_u=MAC~&cid=416165610.1399537988&tid=UA- XXXXXXX-1&z=2140666386 Servers analytics.js<img> element in the DOM Requests analytics.js GET with a URL (*) containing appended values single-pixel gif stores the hit Web browser Google server Sequence of events Client browser <--> Google Analytics’ server
  9. 9. Four critical variables: o t o cid o tid o v GET variables
  10. 10. Sequence of scripts of Google Tag Manager and tags of Google Analytics firing Animated sequence elaborated from screenshots of the analytics tool WASP by Cardinal Path Visualization of scripts firing tags
  11. 11. Source: Google Administration panel of Google Analytics
  12. 12. Flexible settings to configure Views
  13. 13. Custom filter views - content and traffic
  14. 14. Some user actions do not generate pageviews: - completion of individual form fields (“Send”) - clicks on external, pdf and mailto: links - video plays or completes - activation of AJAX, Flash, jQuery or HTML5 interactions In other to measure and report these actions tag some HTML elements as events by hardcoding each one: ga(‘send’, ‘event’, ‘category’ ‘action’, ‘label’); Event hits vs. Pageviews hits
  15. 15. Events – Real time
  16. 16. Reports of events On the code: ga('send', 'event', 'topmenulink','click', 'nav-' + action); On the reporting panel:
  17. 17. Goals setups
  18. 18. Goals as events
  19. 19. Plugin WPFlow 1. Create Scroll events by specifying the target element’s id or class 2. Create Click events by specifying the target element’s id or class 3. Classify each event by category, action and label Setup an event on Google Analytics on Wordpress
  20. 20. ga('send', 'pageview', { 'dimension5': ‘stockist' }); Google Analytics is not restricted to its built-in variables. You can be setup and passed as custom dimensions or custom metrics of your specific application. You can tag some pageviews by hardcoding for instance a dimension specific to them, e.g. “stockist”: Custom metrics and dimensions
  21. 21. Funnel of Conversions
  22. 22. Google Tag Manager for Single Page Applications SPAs Snippet provided by Google to paste on your web application immeditely after the tag <body>: <!-- Google Tag Manager --> <noscript><iframe src="//www.googletagmanager.com/ns.html?id=GTM-NJTFQC" height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript> <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= '//www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f); })(window,document,'script','dataLayer','GTM-NJTFQC'); </noscript> <!-- End Google Tag Manager -->
  23. 23. Data Layers for Google Tag Manager replace the hardcoding of Google Analytics <body> <script> dataLayer = [{ 'pageCategory': 'signup’, 'visitorType': 'high-value’ }]; </script> <!-- Google Tag Manager  snippet <!-- End Google Tag Manager --> Data Layers to send events inside SPAs
  24. 24. ID page Category type element id Actio n Label dataLayer nkPR-001_Dashboard upsell button messages-link-message- {n} click submit {data}-{model}-{atributte-00}-{attribute-01}- {attribute-02} nkPR-001_Dashboard upsell button messages-button-close- message-{n} click hide {data}-{model}-{atributte-00}-{attribute-01}- {attribute-02} Creating event tags directly within the Google Tag Manager interface spares you their hardcoding as with Google Analytics. Events are fired • with triggers based on predefined variables • on custom variables that you can build within the Google Tag Manager UI Example of specifications sent by Analysts to Developers with data Layers of events by HTML id Mark up of events on Google Tag Manager
  25. 25. Diagnose your Google Analytics implementation
  26. 26. Physical analytics – Beacons and sensors Beacons Sensors
  27. 27. Demo of beacons ranging
  28. 28. Daily retention of visitors over time
  29. 29. T hank you! @ruben_dot

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