Automating Google Analytics in 2018 - Jeff Sauer from Jeffalytics

Time
These automations
have saved my team
400 hours in 2017

@jeffalytics
I’ve been traveling full time since 2015

What would you rather do?
Data Entry

Visit Hobbiton in
New Zealand
OR
Data Entry

Code Event Tracking

Code Event Tracking
OR Fly a Drone in
New Caledonia

Try to figure out WTF
your not-provided
keywords are

Explore Temples
in Cambodia
OR
Try to figure out WTF
your not-provided
keywords are

@jeffalytics
Manual Reporting?

Keeping up with
changes is not
always easy

@jeffalytics http://blog.clicktale.com/2010/11/17/a-brief-history-of-web-analytics/
Technology and tracking is constantly evolving

@jeffalytics
Google releases 70+ Updates a Year

How do you keep
current with
analytics?

@jeffalytics https://www.jeffalytics.com/google-analytics-guide/
One way is the Periodic Table of Google Analytics

The other way?
Automate the
easy stuff…

So you have time
to solve difficult
problems

@jeffalytics Source: http://www.motaen.com/wallpapers/view/id/996
Three Stages of Automating Web Analytics

@jeffalytics
Stage 1: Data Collection
Data Collection

@jeffalytics
Data collection is “easy”

@jeffalytics
Simply put some JavaScript on your site

@jeffalytics
And you’re rolling in data

But it’s not
always the right
data

Collecting
data may be
“easy” – but
it’s not the
answer

@jeffalytics
Data is just the beginning

@jeffalytics
Data has no connections, patterns or paths

@jeffalytics https://www.google.com/analytics/tag-manager/
Make sure you have GTM ready to go

These four tags
can be set up
quickly in GTM

@jeffalytics
Automatically track downloads
Any extension you like

@jeffalytics
Add any extension you like

@jeffalytics
View event download reports

@jeffalytics
Automatically track external links
Outside your domain

@jeffalytics
External link tracking for Jeffalytics

@jeffalytics
Tracking video plays and completes

@jeffalytics https://wordpress.org/plugins/duracelltomi-google-tag-manager/
I use DuracellTomi’s GTM for WordPress

@jeffalytics
It helps you track just about everything

@jeffalytics
Automatically track video views

@jeffalytics
Easy video tracking reports

@jeffalytics
GTM Has a Native Scroll Depth Trigger

@jeffalytics
Automate scroll tracking

@jeffalytics
Track how many visitors scrolled to bottom

@jeffalytics https://www.simoahava.com/analytics/customize-scroll-depth-trigger/
Learn more about how to use this trigger

Bonus: Get your
(not provided)
data back!

@jeffalytics https://keyword-hero.com/
Keyword Hero

@jeffalytics
Choose the account you want to track

@jeffalytics
Connect Search Console

@jeffalytics
Create a new property

@jeffalytics
Get your keyword data back, automatically

@jeffalytics
Keyword data for the first time in 5 years!
Now just 2.6%!

Custom
Dimensions in
Keyword Hero

@jeffalytics
Keyword Hero gives 4 Custom Dimensions

@jeffalytics
See organic traffic by position in SERPs

@jeffalytics
Also brand/non-brand

@jeffalytics
I was skeptical at first… but now?

Data is
meaningless
without context

Collect better data
Stage 1 Data Automation Summary

Automate
everything you can
Collect better data

Look for quick wins
Automate
everything you can
Collect better data

Look for quick wins
You already have
the tools!
Automate
everything you can
Collect better data

@jeffalytics
Stage 2: Forming Knowledge
Data Collection
Forming Knowledge

@jeffalytics
Automating information and knowledge

@jeffalytics
Automate knowledge transfer with
annotations

Weather in user
location
Existing Customer
Engaged visitorLogged in user
Add custom dimensions for segmentation

@jeffalytics
Set up your custom dimensions in GA

@jeffalytics
Push the data in through GTM

@jeffalytics
Create segments for comparison

@jeffalytics
Marketing Audience vs Non Marketing

Post topic Post author
Publish dateWord count of post
Content related custom dimensions

@jeffalytics
Organic search results by content length

@jeffalytics
Pageview metrics by content types

@jeffalytics https://moz.com/blog/content-analysis-google-analytics
You can see these techniques on Moz

@jeffalytics
Who has sent/received a report like this?

That was
written by a
computer

@jeffalytics Sign up: https://www.quillengage.com/
You can get human quality reports for free

@jeffalytics
Automated Weekly and Monthly Reporting

@jeffalytics
You can even add monthly reports as
calendar events on your calendar…

Focus on adding
context to data
Stage 2 Automation Summary

Save time for
yourself & others
Focus on adding
context to data

Automatically add
context
Save time for
yourself & others
Focus on adding
context to data

Automatically add
context
Share knowledge
with your
organization
Save time for
yourself & others
Focus on adding
context to data

@jeffalytics
Stage 3: Automated and Actionable
Accelerated Insights
Data Collection
Forming Knowledge

Accelerating
insights and
finding wisdom

@jeffalytics
Connect the dots, quickly

@jeffalytics
Beyond Google Analytics

@jeffalytics https://www.google.com/analytics/partners/search/apps
Google Analytics App Gallery

There are 7 pages of apps for automation

One of my favorites is Klipfolio

@jeffalytics https://www.klipfolio.com/
Bring marketing data together in one place

@jeffalytics
Choose from several popular systems

@jeffalytics
5 minute 2017 year in review dashboard

@jeffalytics
Edit the data for accuracy and context

@jeffalytics
Annotate to share insights with others

@jeffalytics https://zapier.com/zapbook/klipfolio/
Integrates with just about anything

Google Data
Studio is Amazing.

@jeffalytics https://datastudio.google.com
Pre-defined Google Analytics templates

@jeffalytics https://www.jeffalytics.com/google-analytics-seo-dashboard/
Create SEO Reports right in Data Studio

@jeffalytics https://datastudiogallery.appspot.com/
40 Report templates in the Data Studio Gallery

Combine multiple
data sources in
data studio

@jeffalytics https://supermetrics.com/pricing/data-studio#connectors
Supermetrics third-party connectors for GDS

@jeffalytics
Combine Search Console + Keyword Hero Data
Search Console Keyword Hero

Data Studio SEO
Dashboard Tutorial
Coming in April
youtube.com/c/jeffalytics

@jeffalytics
Evolving analytics automation
Data Collection
Forming Knowledge
Accelerated Insights

Things are
changing for the
better

Automation
gave my team
10 extra weeks
in 2017

Focus on knowledge and insights

Spend the majority of your time
connecting the dots

Automate reports
with a free Quill
Engage account
Action Items

Explore the Google
Analytics Partner
Gallery
Automate reports
with a free Quill
Engage account
Action Items

Setup an automatic
dashboard in
Klipfolio
Explore the Google
Analytics Partner
Gallery
Automate reports
with a free Quill
Engage account
Action Items

Setup an automatic
dashboard in
Klipfolio
Get familiar with
Google Data Studio
Explore the Google
Analytics Partner
Gallery
Automate reports
with a free Quill
Engage account
Action Items

Danke Schön
Jeff Sauer
Teacher and Traveler
Email: jeff.sauer@jeffalytics.com
Get presentation resources here:
jeffalytics.com/smx18

Automating Google Analytics in 2018 - Jeff Sauer from Jeffalytics

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Automating Google Analytics in 2018 - Jeff Sauer from Jeffalytics