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Everything You Didn’t Know
About Google Analytics
Everything You Didn't Know About Google Analytics - Measurefest November 2016
We place insane trust in Google
Prioritising marketing spend
Investing in regions, products or
technologies
KPIs by which we’re promoted or fired
Valuing businesses for sale or investment
So: You need to understand this
Hidden
Quirks
Misleading
Metrics
Tips &
Tricks
Hidden
Quirks
Misleading
Metrics
Tips &
Tricks
Hidden Quirks:
WTF is a Session?
Everything You Didn't Know About Google Analytics - Measurefest November 2016
Everything You Didn't Know About Google Analytics - Measurefest November 2016
Everything You Didn't Know About Google Analytics - Measurefest November 2016
Entrance
Alcohol
Aisle
Checkout
Machine
Visit to Tesco
(Source = Passing Trade)
Passing
Trade
/category /product /checkoutGoogle
Session
(Source = Google)
/category /product /checkoutGoogle
Session
(Source = Google)
Session
(Source = Self Referral)
/category /product /checkoutGoogle
Session
(Source = Google)
Session
(Source = Self Referral)
Everything You Didn't Know About Google Analytics - Measurefest November 2016
/category /product /checkoutGoogle
Session
(Source = Google)
Session
(Source = Self Referral)
Everything You Didn't Know About Google Analytics - Measurefest November 2016
/category /product /checkoutGoogle Google
Session
(Source = Google)
Session
(Source = Google)
/category /product /checkoutGoogle Paypal
Session
(Source = Google)
Session
(Source = Paypal)
Everything You Didn't Know About Google Analytics - Measurefest November 2016
Hidden Quirks:
Attribution
/category /productGoogle
Session
(Source = Google)
Session
(Source = Google)
Direct
2-week
holiday
Direct Other Channels
Other
Channels
Direct
Everything You Didn't Know About Google Analytics - Measurefest November 2016
Hidden Quirks:
Data Integrity
A couple of years ago, I decided to
make a website
Naturally, I started by making a
measurement plan
...that’s as far as I got
Everything You Didn't Know About Google Analytics - Measurefest November 2016
Two easy ways to ruin Google Analytics data
● Measurement Protocol
● Using their tracking ID on some random pages on your
site
Two easy ways to ruin GA data
● Measurement Protocol
● Using their tracking ID on some random pages on your
site
Ways this can be used against you:
● Competitors sabotaging your data
● Falsified data in pitches etc.
GA data integrity is non-existent
If you need to be sure, cross check
with logs
https://www.distilled.net/resources/guide-to-log-analysis-with-big-query/
Hidden
Quirks
Misleading
Metrics
Tips &
Tricks
Misleading Metrics:
Time on Page
Define Average Time on Page
GA: “The average amount of time users spent viewing a
specified page or screen, or set of pages or screens.”
Define Average Time on Page
GA: “The average amount of time users spent viewing a
specified page or screen, or set of pages or screens.”
Define Average Time on Page
“Average Time on Page” =
(“Time on Page”) / (Pageviews - Exits)
Define Average Time on Page
Before we calculate an average, we need the individual times:
Scenario Intuitive Time on
Page
Google Analytics
Time on Page
0s: Pageview
10s: Social plugin
20s: Click through to next page
20s 20s
Before we calculate an average, we need the individual times:
Scenario Intuitive Time on
Page
Google Analytics
Time on Page
0s: Pageview
10s: Social plugin
20s: Click through to next page
20s 20s
0s: Pageview
10s: Social plugin
20s: Leave site
20s 10s
Before we calculate an average, we need the individual times:
Scenario Intuitive Time on
Page
Google Analytics
Time on Page
0s: Pageview
10s: Social plugin
20s: Click through to next page
20s 20s
0s: Pageview
10s: Social plugin
20s: Leave site
20s 10s
0s: Pageview
20s: Leave site
20s 0s
Average Time on Page?
Scenario Intuitive Time on
Page
Google Analytics
Time on Page
0s: Pageview
10s: Social plugin
20s: Click through to next page
20s 20s
0s: Pageview
10s: Social plugin
20s: Leave site
20s 10s
0s: Pageview
20s: Leave site
20s 0s
Scenario Intuitive Time on
Page
Google Analytics
Time on Page
0s: Pageview
10s: Social plugin
20s: Click through to next page
20s 20s
0s: Pageview
10s: Social plugin
20s: Leave site
20s 10s
0s: Pageview
20s: Leave site
20s 0s
“Average Time on Page”= (“Time on Page”) / (Pageviews - Exits)
“Average Time on Page”= (Total of 30s) / (3 Pageviews - 2 exits)
● Confusing prospective consultants in interviews
● Confusing conference attendees
● Seed for generating random numbers
Usefulness of Average Time on Page
Misleading Metrics:
Bounce Rate & Exit Rate
Everything You Didn't Know About Google Analytics - Measurefest November 2016
Everything You Didn't Know About Google Analytics - Measurefest November 2016
Engagement Metrics
● Avg. Session Duration
● Avg. Time on Page
Engagement Metrics
● Avg. Session Duration
● Avg. Time on Page
● Bounce Rate
● Pages/Session
● Exit Rate
Engagement Metrics
● Avg. Session Duration
● Avg. Time on Page
● Bounce Rate
● Pages/Session
● Exit Rate
● Social Interactions
● Scroll Depth
● Micro-Conversions (e.g. signup)
Hidden
Quirks
Misleading
Metrics
Tips &
Tricks
Tips & Tricks:
Checkout as Landing Page
Everything You Didn't Know About Google Analytics - Measurefest November 2016
/category /checkoutGoogle
Session
(Source = Google)
/product
Session
(Source = Google)
/category /checkoutGoogle
Session
(Source = Google)
/product
Session
(Source = Paypal)
Paypal
/category sub.domain.com/checkoutGoogle
Session
(Source = Google)
/product
Session
(Source = Self Referral)
https://moz.com/blog/cross-domain-subdomain-tracking-in-google-analytics
Tips & Tricks:
Landing Page (not set)
Everything You Didn't Know About Google Analytics - Measurefest November 2016
/category EventGoogle
Session
(Source = Google)
/product
Session
(Source = Google)
/category
Event
Google
Session
(Source = Google)
/product
Session
(Source = Google)
Analytics.js
Ga.js
Tips & Tricks:
Sequences
Everything You Didn't Know About Google Analytics - Measurefest November 2016
Everything You Didn't Know About Google Analytics - Measurefest November 2016
Tips & Tricks:
User Flow Reports
THE MOST POWERFUL
BUTTON IN GOOGLE
ANALYTICS
Everything You Didn't Know About Google Analytics - Measurefest November 2016
Takeaways
We place insane trust in Google Analytics
Some of its definitions are arbitrary
You can’t always trust it
Some metrics are basically useless
The user interface makes things
unnecessarily difficult
But it helps us with big decisions
To trust something, you need to know it
Detailed Resources
● Sessions
● Self referrals
● Metrics
● Cross domain/subdomain tracking
● Log File Analysis
@THCapper
Thank You
@THCapper

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