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Ambitious Analytics: Google Analytics Customisation
Simo Ahava, a senior data advocate at Reaktor and Google Developer Expert in Google Analytics, emphasizes the importance of understanding data definitions for ensuring data quality in analytics. The document discusses the complexities of data collection and session metrics in Google Analytics, highlighting the challenges and necessary tweaks for accurate data tracking. Additionally, it encourages moving away from aggregate metrics and utilizing customized dimensions for better insights.
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Ambitious Analytics: Google Analytics Customisation
- 1. Reaktor Mannerheimintie 2 00100, HelsinkiFinland tel: +358 9 4152 0200 www.reaktor.com info@reaktor.com Confidential ©2015 Reaktor All rights reserved Ambitious AnalyticsGoogle Analytics Customization @SimoAhava | #iLiveConference2015 | 12 Nov 2015
- 2.
- 3. Simo Ahava Senior DataAdvocate, Reaktor
- 4. Simo Ahava Senior DataAdvocate, Reaktor Google Developer Expert, Google Analytics
- 5. Simo Ahava Senior DataAdvocate, Reaktor Google Developer Expert, Google Analytics Blogger, developer, www.simoahava.com
- 6. Simo Ahava Senior DataAdvocate, Reaktor Google Developer Expert, Google Analytics Blogger, developer, www.simoahava.com Twitter-er, @SimoAhava
- 7. Simo Ahava Senior DataAdvocate, Reaktor Google Developer Expert, Google Analytics Blogger, developer, www.simoahava.com Twitter-er, @SimoAhava Google+:er, +SimoAhava
- 8. Plug-and-play Analytics @SimoAhava from@ReaktorNow | #iLiveConference2015 | 12 Nov 2015
- 9. Plug-and-play Analytics Data qualityisn’t acquired — It’s earned. @SimoAhava from @ReaktorNow | #iLiveConference2015 | 12 Nov 2015
- 10. Google Analytics is designedfor 9,352,458* different businesses. * Author’s estimate, not an official figure
- 11. When adopting a platform,we are forced to adopt its definitions as well.
- 12. Data quality isdirectly proportional to your understanding of these definitions.
- 13.
- 14. 23.75 % Dear CMO,last month, the Conversion Rate on our site was… …which is an uplift of 3.45% compared to the previous month!
- 15. 2,342,566 Dear CMO, lastmonth, the number of sessions to our site was… …which is an uplift of 3.45% compared to the previous month! Digital Analytics Café 20-May-2015 | @SimoAhava
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- 17. Google Analytics Session Groupof interactions that takes place on a website
- 18. Google Analytics Session Groupof interactions that takes place on a website That expires after 30 minutes of inactivity…
- 19. Google Analytics Session Groupof interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of they day…
- 20. Google Analytics Session Groupof interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of they day… Or when acquisition campaign changes…
- 21. Google Analytics Session Groupof interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of they day… Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…
- 22. Google Analytics Session Groupof interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of they day… Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List… Or traffic is cross-domain, and cross-domain tracking is implemented…
- 23. Google Analytics Session Groupof interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of they day… Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List… Or traffic is cross-domain, and cross-domain tracking is implemented… Unless it’s implemented incorrectly…
- 24. Google Analytics Session Groupof interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of they day… Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List… Or traffic is cross-domain, and cross-domain tracking is implemented… Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…
- 25. Google Analytics Session Groupof interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of they day… Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List… Or traffic is cross-domain, and cross-domain tracking is implemented… Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult… Unless you’re using Google Tag Manager…
- 26. Google Analytics Session Groupof interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of they day… Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List… Or traffic is cross-domain, and cross-domain tracking is implemented… Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult… Unless you’re using Google Tag Manager… Except if you’ve implemented THAT incorrectly…
- 27. Google Analytics Session Groupof interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of they day… Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List… Or traffic is cross-domain, and cross-domain tracking is implemented… Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult… Unless you’re using Google Tag Manager… Except if you’ve implemented THAT incorrectly… There’s also the sessionControl parameter…
- 28. @SimoAhava from @ReaktorNow| #2015ac | 8–11
- 29. @SimoAhava from @ReaktorNow| #2015ac | 8–11 X
- 30. This has twomajor implications on how we collect, process, and analyse the data.
- 31. Stay away from aggregatemetrics. 1
- 32. Stay away from aggregatemetrics. Combine, segment, visualize, predict.1
- 33. All metrics anddimensions used by a platform subscribe to the definitions of said platform! GPeC Summit 11-May-2015 | @SimoAhava
- 34. All metrics anddimensions used by a platform subscribe to the definitions of said platform! GPeC Summit 11-May-2015 | @SimoAhava Sessionization Schema
- 35. Plug-and-play metrics are sessionoutcomes. Measure the funnels that produce them.2
- 36. Tweaking data collection @SimoAhavafrom @ReaktorNow | #iLiveConference2015 | 12 Nov 2015
- 37. Tweaking data collection Meaningfuldata is an investment. @SimoAhava from @ReaktorNow | #iLiveConference2015 | 12 Nov 2015
- 38. 1: True hittimestamp
- 39. Create a CustomDimension
- 40. Custom JavaScript Variableto calculate ISO time
- 41. Add the CustomJavaScript Variable to your tags
- 42.
- 43. 2: client idas a dimension
- 44. Create a CustomDimension
- 45. Setup the GAtracker in a Custom HTML Tag
- 46. Add the clientID to the Tag, and fire with the Custom Event
- 47.
- 48. 3: Add sessionID to each session
- 49. Create a CustomDimension
- 50. Custom JS Variableto return random ID
- 51. Add the CustomJS Variable as a Custom Dimension
- 52.
- 53.
- 54. treat content asa product4: Weather as a custom dimension
- 55.
- 56.
- 57. Custom HTML Tagto collect the data
- 58. Event Tag tosend weather data to GA
- 59.
- 60. treat content asa product5: content as ecommerce
- 62. Did not visitan article page
- 63.
- 64. Did not scrollpast 1/3
- 65. Did not reachthe end
- 66. Did not reachthe end
- 68.
- 69.
- 70. Data is difficult @SimoAhavafrom @ReaktorNow | #iLiveConference2015 | 12 Nov 2015
- 71. Data is difficult It’ssupposed to be. @SimoAhava from @ReaktorNow | #iLiveConference2015 | 12 Nov 2015
- 72. Data quality isdirectly proportional to how well you understand the data collection mechanism.
- 73. 2,342,566 Dear CMO, lastmonth, the number of sessions to our site was… …which is an uplift of 3.45% compared to the previous month! Digital Analytics Café 20-May-2015 | @SimoAhava
- 74. Thank you! simo.ahava@reaktor.com www.simoahava.com Twitter: @SimoAhava Google+:+SimoAhava Data is difficult - http://goo.gl/1UWTkt The Schema Conspiracy - http://goo.gl/hXlZzR 10 Truths About Data - http://goo.gl/JChmvA Further reading: