The document discusses the implementation and benefits of Universal Analytics, highlighting its user-centric approach that enables the tracking of individual user journeys rather than just sessions. It emphasizes the importance of measurement planning and defining custom dimensions and metrics to align tracking with business objectives. The discussion includes practical examples of user tracking across devices and the significance of having a comprehensive measurement plan to review and refine strategies.

1. Universal Analytics
Measuring User
Journeys

2. Matt Stannard
(not provided)
@mattstannard
My first words were:
“Light On”
Lovedeep Jassad
(not set)
@LD_Jassad
Has seen Coldplay in
concert 18 times
Welcome

3. About This Session
• We REALLY tried to avoid too much PowerPoint (and failed!).
• You can join in too by tweeting #4PsEDGE
• We are going to measure our user “Lovedeep”.
• Explain how have we done this?
• Talk about a Measurement Plan.
• Questions.

4. Universal Analytics
• Universal Analytics is the next iteration of the Google Analytics Product
• It is “user” rather than “session” centric.
• We can define our own Custom Dimensions and Metrics.
• It uses the Measurement Protocol so we are able to send data to it from
any source including OFFLINE.
• We are going to track Lovedeep, showing his journey initiated by a
Radio Advert, through to work and then going to EdgeFest.

5. Current Challenges
Standard Google Analytics
Desktop Mobile Tablet Conversion
= 3 Visits
Tablet credited for the conversion
Universal Analytics
Desktop Mobile Tablet Conversion
= 1 User

6. Standard Google Analytics
• Dimensions and Metrics are defined by Google
• This means we need to rely on good coding for URLs,
Events etc.
• Not all dimensions / metrics may be understandable to a
business = confusion.
Universal Google Analytics
• We can define our own Dimensions (up to 20)
• We can define our own Metrics (up to 20)
• We can send data to it from the Measurement Protocol!
Current Challenges – Dimensions and Metrics
• Who knows what a Dimension is?
• Who knows what a Metric is?

7. Tracking Lovedeep
Lovedeep hears a Radio Advert
for a competition to go to
EdgeFest and decides to enter on
his laptop before going to work.
The URL is Vanity sub domain
and so appends our Medium,
Source and Campaign
parameters for tracking.
When Lovedeep enters we
assign him a Unique Client Id.
http://digitaledge.4psmarketing.com/radio/

8. Tracking Lovedeep
On the way to work, Lovedeep
receives an e-mail. Sadly he
didn’t win the competition but
there is link where he can get
Exclusive content.
He decides to look at this when
he gets to work on his work PC.
As the link in the e-mail has a
way of identifying the user we can
use the ClientId to track the user
across devices.
Click your e-mail

9. Tracking Lovedeep
At work, Lovedeep signs in to
the Exclusive offer portal and
see’s that his favourite band
“Coldplay” are appearing so he
purchases a ticket.
As Lovedeep is signed in to the
Exclusive area we again can give
this Purchase context using the
ClientId.
http://digialedgucation.4psmarketing.com/exclusive

10. Tracking Lovedeep
Lovedeep receives his ticket
which is an RFID. Using the
unique code we can lookup
Lovedeep’s Client Id and track
when he arrives (and even the
food and drink he purchases!)

11. Tracking Lovedeep - Social
If we know Lovedeeps Twitter
handle (which we asked for) we
can also include Tweets in our
User Journey. Again, with
consideration this could include
Facebook / Google+ / Instagram
/ Pinterest.
We’ve been using Universal
Analyticsto measure #4PsEdge

12. How have we done this?
• Sorry this bit is a bit word heavy 
• We’ve identified what we want to measure and how.
• We’ve used Universal Analytics (you could use DC Storm, CoreMetrics)
• We have an ID Broker – that is a way of getting a single unique ClientId
from any online persona.
• Implemented the necessary tracking code and tested.
• We had a great participant with a love of Coldplay!

13. Measurement Planning
• When was the last time you reviewed your digital measurement?
• Do you have a Measurement Plan?
• Measurement Planning is key to Digital Analytics.
- Identify your Business Objectives
- Look at the Strategies and Tactics that support these objectives
- Identify your KPIs (what are we measuring)
- Determine how you will Segment
- Define targets which measure success
• Work with your IT team and others, it’s an involving process and the IT
team will know whether things can be measured.
• Implement!

14. Summary?
• Universal Analytics is User rather than Session Centric.
• This allows us to measure true user journeys.
• We can use Custom Dimensions and Metrics to record things in our
language.
• Measurement Planning is key to understand what our objectives are and
how we will implement the tracking.
• We should regularly review and refine our measurement plan.