SlideShare a Scribd company logo
Measuring A Multi Screen World Using 
Ahmad Abdullah, 
Aug ‘14 
Google Confidential and Proprietary
Google Confidential and Proprietary 
Are You A Digital Analyst ?
Digital Analytics - Definition 
Google Confidential and Proprietary 
Agenda 
1 
Google Analytics : Fundamentals 
2 
Measuring Multi Screens - Universal Analytics 
3 
In App Measurement In Multi-Screen World 
4 
Resources 
5
Google Confidential and Proprietary 
Definition 
“Digital Analytics is the measurement, collection, analysis and reporting of digital data for the purposes of understanding and optimizing business performance.” 
More advanced, working at bigger companies 
multi-channel attribution, social media, device usage, etc. 
doing Digital Analytics 
Working at smaller business 
Trying to figure out Conversion, & how to interpret Bounce Rate 
doing Web Analytics 
Value Vs Volume
Digital Analytics - Definition 
Google Confidential and Proprietary 
Agenda 
1 
Google Analytics : Fundamentals 
2 
Beyond the Basics - Universal Analytics 
3 
In App Measurement In Multi-Screen World 
4 
Resources 
5
Google Confidential and Proprietary 
Works : Data M
Google Confidential and Proprietary 
Google Analytics Structure: Enterprise Class 
Link
Google Confidential and Proprietary 
Google Analytics Answers The Key Questions 
WHO? 
WHAT ACTION? 
WHAT VALUE? 
http:// 
HOW? 
1 
2 
3 
4
Google Confidential and Proprietary 
How Google Analytics Works : 
“Never trust anything that can think for itself if you can't see where it keeps its brain” 
“But I would, in this case, amend my original statement do this” 
“Be skeptic about data ! Till you know, how its curated”
Google Confidential and Proprietary 
How Google Analytics Works : 
Platform Component 
Data made available in the user interface or through the API 
A GIF hit is created and sent to the Google servers 
The GA javascript begins to fire 
Your Website loads on any device 
First-party GA cookies are read from, and/or written to the browser by the javascript code 
Data is processed and pre-aggregated 
Data is sent to Google’s servers 
1 
3 
4 
5 
GA UI 
API 
2a 
2b 
2c 
_trackEvent(category, action, opt_label,opt _value,opt_noninteraction) _gaq.push ([‘ trackEvent', 'name', 'label', value,true]); trackEvent(category, action, opt_lab el, opt_value,opt_noninteraction)_ga q.push (['_trackEvent', 'name', 'lab el‘,value, true]);trackEvent(categ ory, action, opt_label,opt_value opt_noninteraction)_gaq.push (['_trackEvent', 'name', 'lab el', value, true]);trackEven t(category, action, opt_la
Google Confidential and Proprietary 
How Google Analytics Works : 
Data Model For Google Analytics
Google Confidential and Proprietary 
Dimensions being mapped to Metrics 
(against a similar scope metrics) 
How Google Analytics Works : 
Dimensions Vs Metrics 
----GIGO---
Google Confidential and Proprietary 
Nirvana In Digital Analytics : 
Segmentation & Custom Reporting 
BRAZIL 
Too much data, not enough information 
GERMANY 
Shots (on goal) 
Fouls 
Corner Kicks 
Offside Decisions 
Possession 
Yellow Cards 
Red Card 
Saves 
1 
Goal 
7 
Goals 
18 (8) 
11 
7 
3 
52% 
1 
0 
3 
14 (10) 
14 
5 
0 
48% 
0 
0 
7
Google Confidential and Proprietary 
Nirvana In Digital Analytics : 
Segmentation & Custom Reporting 
4E+47 Options! 
Some users are more equal than others 
Engaged but not monetized 
Not engaged or monetized 
Engaged and monetized 
Monetized but not engaged 
Engagement 
Monetization
Google Confidential and Proprietary 
GA For Marketers : 
GA Product Features 
“How do I know everything that influenced my conversions?” 
Linking AdWords & Analytics 
Multi Channel Funnels 
Attribution Models 
Product 
Processes 
Problem
Google Confidential and Proprietary 
Is Your Problem ? 
WTMD 
Link To Video
Digital Analytics - Definition & Landscape 
Google Confidential and Proprietary 
Agenda 
1 
Google Analytics : Fundamentals 
2 
Measuring Multi Screens - Universal Analytics 
3 
In App Measurement In Multi-Screen World 
4 
Resources 
5
(Universal)
Google Confidential and Proprietary 
Motivation Behind Universal Analytics : 
A Generational Platform Shift
Google Confidential and Proprietary 
Universal Analytics : 
What’s Changed ? 
Measure Beyond Website 
Understand Cross-Device Performance 
Leverage All Your Data
Google Confidential and Proprietary 
Universal Analytics : 
Revisit Platform Model 
Universal Analytics server-side processing
Google Confidential and Proprietary 
The Game Changer : 
Measurement Protocol 
Link To Video
Google Confidential and Proprietary 
Universal Analytics : 
User ID 
Randomly Assigned CID 
CRM Data / User Identifier 
Identified User
Google Confidential and Proprietary 
Universal Analytics : 
Cross Device : Session Unification 
User_ID
Digital Analytics - Definition & Landscape 
Google Confidential and Proprietary 
Agenda 
1 
Google Analytics : Fundamentals 
2 
Measuring Multi Screens - Universal Analytics 
3 
In App Measurement In Multi-Screen World 
4 
Resources 
5
Google Confidential and Proprietary 
In App Measurement In Multi-Screen World: 
Mobile App Analytics
Google Confidential and Proprietary 
In App Measurement In Multi-Screen World: 
Mobile App Analytics
Google Confidential and Proprietary 
In App Measurement In Multi-Screen World: 
Mobile App Analytics 
How do people discover my app? 
What keeps them coming back? 
How can I motivate them? 
What are the right price points? 
When’s the right time? 
How do I maximize returns? 
LTV 
“Answer the questions that matter”
Google Confidential and Proprietary 
Overview 
Mobile App Analytics
Google Confidential and Proprietary 
Acquisition, How are users finding your App ? 
Mobile App Analytics 
Google Analytics Provides App-Specific Metrics 
User profile
Google Confidential and Proprietary 
AdWords Reporting, Measure Acquisition ROI 
Mobile App Analytics 
Google Analytics Provides App-Specific Metrics 
User behavior 
Actions and revenue
Google Confidential and Proprietary 
How Is The App Being Used ? 
Mobile App Analytics 
Get Rich Behavioral Insights 
• Are your users doing what you expect? 
• Where are they spending their time? 
• Where are they stuck? 
• What’s blocking them? 
• What do they want more of? 
Which Section Of App Are Popular ?
Google Confidential and Proprietary 
How Is The App Being Used ? 
Mobile App Analytics 
Get Rich Behavioral Insights 
• Are your users doing what you expect? 
• Where are they spending their time? 
• Where are they stuck? 
• What’s blocking them? 
• What do they want more of? 
Navigational Behaviour Within App
Google Confidential and Proprietary 
How Is The App Being Used ? 
Mobile App Analytics 
Get Rich Behavioral Insights 
• Are your users doing what you expect? 
• Where are they spending their time? 
• Where are they stuck? 
• What’s blocking them? 
• What do they want more of? 
Crashes & Exceptions
Google Confidential and Proprietary 
How Is The App Being Used ? 
Mobile App Analytics 
Get Rich Behavioral Insights 
• Are your users doing what you expect? 
• Where are they spending their time? 
• Where are they stuck? 
• What’s blocking them? 
• What do they want more of? 
Measuring User Intent Via Custom Interaction
Google Confidential and Proprietary 
Whats The Goal Of Your App? 
Mobile App Analytics 
Robust tracking solution to fit different business model 
App ROI Foundation
Google Confidential and Proprietary 
Tagging Solution: 
Mobile App Analytics 
But not just Google Analytics… 
Google Analytics Services SDK 
Google Tag Manager 
Without Updating Your App
Google Confidential and Proprietary 
How GTM Fill The Gaps ? 
Mobile App Analytics 
• Google Analytics 
• AdWords Conversion Tracking 
• AdWords Remarketing 
• Custom Tracking 
• Change constants to variables 
• Load the latest configs at start 
• Within 12 hours all your users have the latest experience 
Marketers 
Developers
Google Confidential and Proprietary 
Insights 
Mobile App Analytics 
• Discover where your high value users are 
• Understand user journey and remove roadblocks 
• Measure in app revenue 
• Built for the multi-screen world
Google Confidential and Proprietary 
Want More : 
Analytics Academy
Digital Analytics - Definition 
Google Confidential and Proprietary 
Agenda 
1 
Google Analytics : Fundamentals 
2 
Measuring Multi Screens - Universal Analytics 
3 
In App Measurement In Multi-Screen World 
4 
Resources 
5
Google Confidential and Proprietary 
Resources: 
●Get Started: https://analyticsacademy.withgoogle.com/ 
●Case Studies: http://google.com/analytics/customers 
●Interpreting Reports: https://support.google.com/analytics 
●Videos & Webinars: http://youtube.com/googleanalytics 
●On Google+: http://plus.ly/analytics 
●Avinash Kaushik's blog: http://www.kaushik.net 
●Justin Cutroni's blog: http://www.cutroni.com/
Understand Platform & Data Model Of Tool 
1 
Google Confidential and Proprietary 
Takeaways ! 
Segment, Segment & Segment 
2 
Leverage Universal Analytics Customization 
3 
In App Analytics : Ask The Right Questions 
4 
Sharpen The Saw : Analytics Academy 
5
Google Confidential and Proprietary 
One More Thing ... 
Data Less Decision
Google Confidential and Proprietary 
Thank 
you!
Google Confidential and Proprietary 
Bonus Slides
Google Confidential and Proprietary 
Universal Analytics : 
Enhanced Product Features 
Data Import : Creating A Singular Marketing Measurement Platform 
Dimensional Widening 
Product 
Processes 
Cost Data Upload

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Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

  • 1. Measuring A Multi Screen World Using Ahmad Abdullah, Aug ‘14 Google Confidential and Proprietary
  • 2. Google Confidential and Proprietary Are You A Digital Analyst ?
  • 3. Digital Analytics - Definition Google Confidential and Proprietary Agenda 1 Google Analytics : Fundamentals 2 Measuring Multi Screens - Universal Analytics 3 In App Measurement In Multi-Screen World 4 Resources 5
  • 4. Google Confidential and Proprietary Definition “Digital Analytics is the measurement, collection, analysis and reporting of digital data for the purposes of understanding and optimizing business performance.” More advanced, working at bigger companies multi-channel attribution, social media, device usage, etc. doing Digital Analytics Working at smaller business Trying to figure out Conversion, & how to interpret Bounce Rate doing Web Analytics Value Vs Volume
  • 5. Digital Analytics - Definition Google Confidential and Proprietary Agenda 1 Google Analytics : Fundamentals 2 Beyond the Basics - Universal Analytics 3 In App Measurement In Multi-Screen World 4 Resources 5
  • 6. Google Confidential and Proprietary Works : Data M
  • 7. Google Confidential and Proprietary Google Analytics Structure: Enterprise Class Link
  • 8. Google Confidential and Proprietary Google Analytics Answers The Key Questions WHO? WHAT ACTION? WHAT VALUE? http:// HOW? 1 2 3 4
  • 9. Google Confidential and Proprietary How Google Analytics Works : “Never trust anything that can think for itself if you can't see where it keeps its brain” “But I would, in this case, amend my original statement do this” “Be skeptic about data ! Till you know, how its curated”
  • 10. Google Confidential and Proprietary How Google Analytics Works : Platform Component Data made available in the user interface or through the API A GIF hit is created and sent to the Google servers The GA javascript begins to fire Your Website loads on any device First-party GA cookies are read from, and/or written to the browser by the javascript code Data is processed and pre-aggregated Data is sent to Google’s servers 1 3 4 5 GA UI API 2a 2b 2c _trackEvent(category, action, opt_label,opt _value,opt_noninteraction) _gaq.push ([‘ trackEvent', 'name', 'label', value,true]); trackEvent(category, action, opt_lab el, opt_value,opt_noninteraction)_ga q.push (['_trackEvent', 'name', 'lab el‘,value, true]);trackEvent(categ ory, action, opt_label,opt_value opt_noninteraction)_gaq.push (['_trackEvent', 'name', 'lab el', value, true]);trackEven t(category, action, opt_la
  • 11. Google Confidential and Proprietary How Google Analytics Works : Data Model For Google Analytics
  • 12. Google Confidential and Proprietary Dimensions being mapped to Metrics (against a similar scope metrics) How Google Analytics Works : Dimensions Vs Metrics ----GIGO---
  • 13. Google Confidential and Proprietary Nirvana In Digital Analytics : Segmentation & Custom Reporting BRAZIL Too much data, not enough information GERMANY Shots (on goal) Fouls Corner Kicks Offside Decisions Possession Yellow Cards Red Card Saves 1 Goal 7 Goals 18 (8) 11 7 3 52% 1 0 3 14 (10) 14 5 0 48% 0 0 7
  • 14. Google Confidential and Proprietary Nirvana In Digital Analytics : Segmentation & Custom Reporting 4E+47 Options! Some users are more equal than others Engaged but not monetized Not engaged or monetized Engaged and monetized Monetized but not engaged Engagement Monetization
  • 15. Google Confidential and Proprietary GA For Marketers : GA Product Features “How do I know everything that influenced my conversions?” Linking AdWords & Analytics Multi Channel Funnels Attribution Models Product Processes Problem
  • 16. Google Confidential and Proprietary Is Your Problem ? WTMD Link To Video
  • 17. Digital Analytics - Definition & Landscape Google Confidential and Proprietary Agenda 1 Google Analytics : Fundamentals 2 Measuring Multi Screens - Universal Analytics 3 In App Measurement In Multi-Screen World 4 Resources 5
  • 19. Google Confidential and Proprietary Motivation Behind Universal Analytics : A Generational Platform Shift
  • 20. Google Confidential and Proprietary Universal Analytics : What’s Changed ? Measure Beyond Website Understand Cross-Device Performance Leverage All Your Data
  • 21. Google Confidential and Proprietary Universal Analytics : Revisit Platform Model Universal Analytics server-side processing
  • 22. Google Confidential and Proprietary The Game Changer : Measurement Protocol Link To Video
  • 23. Google Confidential and Proprietary Universal Analytics : User ID Randomly Assigned CID CRM Data / User Identifier Identified User
  • 24. Google Confidential and Proprietary Universal Analytics : Cross Device : Session Unification User_ID
  • 25. Digital Analytics - Definition & Landscape Google Confidential and Proprietary Agenda 1 Google Analytics : Fundamentals 2 Measuring Multi Screens - Universal Analytics 3 In App Measurement In Multi-Screen World 4 Resources 5
  • 26. Google Confidential and Proprietary In App Measurement In Multi-Screen World: Mobile App Analytics
  • 27. Google Confidential and Proprietary In App Measurement In Multi-Screen World: Mobile App Analytics
  • 28. Google Confidential and Proprietary In App Measurement In Multi-Screen World: Mobile App Analytics How do people discover my app? What keeps them coming back? How can I motivate them? What are the right price points? When’s the right time? How do I maximize returns? LTV “Answer the questions that matter”
  • 29. Google Confidential and Proprietary Overview Mobile App Analytics
  • 30. Google Confidential and Proprietary Acquisition, How are users finding your App ? Mobile App Analytics Google Analytics Provides App-Specific Metrics User profile
  • 31. Google Confidential and Proprietary AdWords Reporting, Measure Acquisition ROI Mobile App Analytics Google Analytics Provides App-Specific Metrics User behavior Actions and revenue
  • 32. Google Confidential and Proprietary How Is The App Being Used ? Mobile App Analytics Get Rich Behavioral Insights • Are your users doing what you expect? • Where are they spending their time? • Where are they stuck? • What’s blocking them? • What do they want more of? Which Section Of App Are Popular ?
  • 33. Google Confidential and Proprietary How Is The App Being Used ? Mobile App Analytics Get Rich Behavioral Insights • Are your users doing what you expect? • Where are they spending their time? • Where are they stuck? • What’s blocking them? • What do they want more of? Navigational Behaviour Within App
  • 34. Google Confidential and Proprietary How Is The App Being Used ? Mobile App Analytics Get Rich Behavioral Insights • Are your users doing what you expect? • Where are they spending their time? • Where are they stuck? • What’s blocking them? • What do they want more of? Crashes & Exceptions
  • 35. Google Confidential and Proprietary How Is The App Being Used ? Mobile App Analytics Get Rich Behavioral Insights • Are your users doing what you expect? • Where are they spending their time? • Where are they stuck? • What’s blocking them? • What do they want more of? Measuring User Intent Via Custom Interaction
  • 36. Google Confidential and Proprietary Whats The Goal Of Your App? Mobile App Analytics Robust tracking solution to fit different business model App ROI Foundation
  • 37. Google Confidential and Proprietary Tagging Solution: Mobile App Analytics But not just Google Analytics… Google Analytics Services SDK Google Tag Manager Without Updating Your App
  • 38. Google Confidential and Proprietary How GTM Fill The Gaps ? Mobile App Analytics • Google Analytics • AdWords Conversion Tracking • AdWords Remarketing • Custom Tracking • Change constants to variables • Load the latest configs at start • Within 12 hours all your users have the latest experience Marketers Developers
  • 39. Google Confidential and Proprietary Insights Mobile App Analytics • Discover where your high value users are • Understand user journey and remove roadblocks • Measure in app revenue • Built for the multi-screen world
  • 40. Google Confidential and Proprietary Want More : Analytics Academy
  • 41. Digital Analytics - Definition Google Confidential and Proprietary Agenda 1 Google Analytics : Fundamentals 2 Measuring Multi Screens - Universal Analytics 3 In App Measurement In Multi-Screen World 4 Resources 5
  • 42. Google Confidential and Proprietary Resources: ●Get Started: https://analyticsacademy.withgoogle.com/ ●Case Studies: http://google.com/analytics/customers ●Interpreting Reports: https://support.google.com/analytics ●Videos & Webinars: http://youtube.com/googleanalytics ●On Google+: http://plus.ly/analytics ●Avinash Kaushik's blog: http://www.kaushik.net ●Justin Cutroni's blog: http://www.cutroni.com/
  • 43. Understand Platform & Data Model Of Tool 1 Google Confidential and Proprietary Takeaways ! Segment, Segment & Segment 2 Leverage Universal Analytics Customization 3 In App Analytics : Ask The Right Questions 4 Sharpen The Saw : Analytics Academy 5
  • 44. Google Confidential and Proprietary One More Thing ... Data Less Decision
  • 45. Google Confidential and Proprietary Thank you!
  • 46. Google Confidential and Proprietary Bonus Slides
  • 47. Google Confidential and Proprietary Universal Analytics : Enhanced Product Features Data Import : Creating A Singular Marketing Measurement Platform Dimensional Widening Product Processes Cost Data Upload