- Google Analytics started as a tool for monitoring website traffic but has evolved into a platform. It began as Urchin Analytics in 2005 and became Google Analytics, first with synchronous then asynchronous tagging. Features like Universal Analytics, custom dimensions, and data import have been added. - Google Analytics is now customizable and allows combining data from multiple sources to provide more context and actionable insights. It has become more flexible and efficient than Excel for analyzing data. This evolution means businesses can better understand online performance and make data-driven decisions.

1. Prepared for: Kent B2B

2. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Summary
-Summary
-What was GA
-How GA has evolved
-What is GA now
-What does this mean for me
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3. Google Analytics Evolution
from a Tool to a Platform

4. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
What was Google Analytics
-Google Analytics has been a useful tool for
some time.
-Monitoring traffic and online behaviour has
been invaluable to websites.
-There are other analytics options out there
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5. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Tag Evolution of GA
5
2005 2007 2009 2014
•Urchin Analytics
•Google analytics
(syncronous)
•Google Analytics
(asyncronous)
•Universal Analytics

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Evolution of Google Analytics
6
2012 2013 2014 2015
•Basic google analytics
implementation
•Powerpoint and excel
reporting.
•Semi advanced Google
analytics implementation.
•Excel and Google
analytics dashboards
•Universal analytics and
Tag management.
•Enhanced ecommerce
•Semi automatic dashboards.
•Semi automatic reporting.
• Multiple data sources

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So whats new
-Enhanced ecommerce
-Custom dimensions and Content groups
-Google Tag Manager and Data Layers
-Data Import/Measurement Protocol/API
-More data for Attribution models
-Third Party tools/Add-ons
7

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What is GA Now
8
-A way to measure and analyse online
performance. A source of actionable insight.
-Customisable - it is about what matters to your
business goals.
-Data import - combine data from other platforms.
-Custom grouping/Data layers - segment data in
ways that reflect your business goals.
-Adding context to data leads to actionable insight.

9. t. 020 8123 2437 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Weave Yourself Some Insight
-Use multiple data sources to add
context to the data you have.
-Add information to the data you
have (where you can)
- 9
Adwords
Bing
Facebook
Revenue
Weather
.
Warp
Weft “You can think of GA as the Weft”

10. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
What does it mean
-Google analytics is Flexible
-Enhanced ecommerce has opened
opportunities to add more context to data.
-Combining data sources makes for more
effective comparison.
-GA Dashboards and Third party tools.
-Less time in excel reconciling data
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11. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Next Talks
-Next talks
-Making the most of a Responsive Site - 2.40pm
-An Intro To Pay Per Click - 3.20pm
-Get social Kent 29th October at Canterbury
College
-GIANT talk 17th November at Hazlitt theatre,
Maidstone
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12. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Giant Talks
Our next GIANT talk is…
12
It’s FREE!WHEN? Tuesday 17th November, 9:00am - 12:00pm
WHERE? The Exchange Studio, Hazlitt Theatre, Maidstone
Limited spaces, book by speaking to one of us or email: robyn@sleepinggiantmedia.co.uk