The document discusses how to effectively use Google Analytics and its Measurement Protocol to track various activities, including offsite behavior and even unconventional items like coffee machines. It emphasizes the flexibility and power of Google Analytics as a data collection tool and provides a brief overview of how to interact with its API for data tracking. The author shares resources and insights from a session aimed at enhancing understanding of Google Analytics functionalities.

1. Grant Kemp / @UKandroid
E V E N X - FA C T O R
H O W T O U S E G O O G L E ’ S M E A S U R E M E N T P R O T O C O L T O M E A S U R E A N Y T H I N G
1
T H A N K S

2. Grant Kemp / @UKandroid
" T H E P R I C E O F L I G H T I S L E S S T H A N T H E C O S T
O F D A R K N E S S . "
A R T H U R C . N I E L S E N
2Grant Kemp / @UKandroid

3. G R A N T K E M P
@ U K A N D R O I D

4. TA K E A WAY S F R O M T H I S S E S S I O N
• Understand a bit more about how to use Google
Analytics to measure offsite behaviour, Coffee
Machines or just about anything.
• Learn the concepts and terms behind it
• Mould GA to your will
• Break some rules

5. Grant Kemp / @UKandroidGrant Kemp / @UKandroid
W H O I S T H E M O S T P O W E R F U L P E R S O N
I N T H E S TA D I U M ?

6. W H AT I S G O O G L E
A N A LY T I C S R E A L LY ?
Grant Kemp / @UKandroid

7. Grant Kemp / @UKandroid
W H AT I S G O O G L E
A N A LY T I C S
It is a phenomenally
powerful and flexible data
collection, mining,
presentation tool that has
the unique property of
being created by some of
the best minds in the
business, but given the
mandate to make it
accessible to everyone.

8. Grant Kemp / @UKandroidGrant Kemp / @UKandroid

9. Perfect for Websites

10. Grant Kemp / @UKandroid
Perfect for Coffee Machines too!

11. Grant Kemp / @UKandroid
Perfect for Stores

12. Grant Kemp / @UKandroid
Perfect for ???

13. A N Y T H I N G !

14. T R A C K I N G M Y W E E K S A C T I V I T Y I N M P
N U M B E R O F
T I M E WA R P S : 4
G Y M V I S I T S : 0 F R I D G E D O O R
O P E N S : 3 7

15. S O I F A L L T H AT S F R E E ?
W H Y A R E Y O U O N LY T R A C K I N G 2 0 % O F Y O U R
B U S I N E S S I N G A ? ? ?

16. Grant Kemp / @UKandroid
S O W H AT D O W E N E E D T O K N O W
T O M A K E G A M E A S U R E X - FA C T O R ?

17. H O W D O W E D O T H E C O L L E C T I O N
Classic GA Analytics
Universal Analytics
Analytics SDKs for Apps
Measurement Protocol

18. M E A S U R E M E N T P R O T O C O L I S
D E S I G N E D F O R T H I S
I T S N O T H A C K I N G O N G O O G L E A N A LY T I C S …

19. W H AT I S T H E M E A S U R E M E N T
P R O T O C O L ? ( M P )

20. Grant Kemp / @UKandroid
L E T ’ S
C O L L E C T
T H E D ATA

21. M O U L D I N G T H E G O O G L E A N A LY T I C S
P L AT F O R M T O Y O U R Q U E S T I O N

22. H O W T O B U I L D A M P C A L L
Sent via Http POST to the Google analytics Endpoint:
P O S T / C O L L E C T H T T P / 1 . 1
H O S T: W W W. G O O G L E -
A N A LY T I C S . C O M
+
PAY L O A D
Grant Kemp / @UKandroid

23. Y O U N E E D A H I T F O R Y O U R PAY L O A D
Purchase
Event
Tracking
Page
Tracking
Social
Refund
User Timing
PAY L O A D
Grant Kemp / @UKandroid

24. W H AT S I N T H E PAY L O A D ?
Sent via Http POST to the Google analytics Endpoint:
+
R E Q U I R E D PAY L O A D
Page Tracking
&v=1
&tid=UA-1234-5
&cid=555
&t=pageview
+
E X T R A S
U T F - 8 A N D
U R L
E N C O D E D
Grant Kemp / @UKandroid

25. T R A C K I N G A C U S T O M D I M E N S I O N I N
M P ( M Y F R I D G E : E X A M P L E )
E X T R A S
& C D = G R O U P N A M E
& C D = F R I D G E D O O R O P E N S
PAY L O A D
Grant Kemp / @UKandroid

26. T R A C K I N G A C U S T O M D I M E N S I O N I N
M P ( U S I N G M Y F R I D G E E X A M P L E )
E X T R A S
& C D = G R O U P N A M E
& C D = F R I D G E D O O R O P E N S
PAY L O A D
Grant Kemp / @UKandroid

27. D O N ’ T F O R G E T T H E C O D E
( T H I S I S T H E F U N B I T T H A T I L I K E T H E M O S T )

28. Are we Ready to Collect?

29. Grant Kemp / @UKandroid
Awesome Demo would be here if you were in the talk.
what’s not awesome about presenting pictures of Google Analytics?

30. It’s Alive! and Working!

31. Grant Kemp / @UKandroid
W O W T H AT WA S A N A M A Z I N G D E M O . . S O R RY Y O U M I S S E D I T I F
Y O U W E R E N ’ T T H E R E . H E R E A R E S O M E S C R E E N S H O T S F R O M I T.

32. S O W H AT D O R E S U LT S L O O K L I K E ?

33. Grant Kemp / @UKandroid
S E G M E N T S W O R K !

34. U S E S E G M E N T S A N D
R E P O R T S T O D R I V E I N S I G H T
I F Y O U R B A N D N A M E S TA R T S W I T H
A N “ A ” Y O U WA N T C H E RY L A S Y O U R
M E N T O R

36. Grant Kemp / @UKandroid 36

37. Grant Kemp / @UKandroid
W H O I S T H E R E A L W I N N E R ?
37

38. Grant Kemp / @UKandroid
W H O I S T H E R E A L W I N N E R ?
38

39. Hopefully from learning what it takes to win, you can join us fellow X-factor
Winners

40. U S E F U L L I N K S
Measurement Protocol Resources
Easy for learners
https://github.com/analytics-pros/universal-analytics-php
Popular on Github
theiconic/php-ga-measurement-protocol
Blog Post with data and links will follow on ConnectedWindow.com
Grant Kemp / @UKandroid