This document discusses new features and enhancements in Google Analytics, with an emphasis on product reporting and customization. Key points include: - Product reporting and custom reports about individual products are very important features, though not necessarily new. - New features allow for more customization of traffic sources and channel grouping, as well as content grouping to organize pages in a meaningful way. - Segments have been expanded and improved to provide more out-of-the-box configurations and visitor-based segments. - Universal Analytics and tag management are discussed as areas to start planning for and implementing.

1. @timlb
What’s New in GA
(and what matters to you…)

2. @timlb
http://www.bryaneisenberg.com/hidden-secrets-of-amazon/
Started working on web
sites in 1993
Specialise in optimising
ecommerce web sites
Using any methods that
get results
(Not just GA!)

3. @timlb
70+ new launches in 2013
But what matters to YOU...

4. @timlb
It’s gone grey
Power features still there:
Custom reports
Dashboards
(Shortcuts)

5. @timlb
Theme: it’s the Products
A take-away trinket:
Product Reporting
Do Now
Start thinking about

6. @timlb
It’s all about Products
Custom reports:
Not latest feature
Still best

7. @timlb
What sold each of those products?
Drill down:
Product
Medium
Campaign
or
Source/Medium
Product
or...

8. @timlb
Custom reports: get building
Only include
“need to know”
Import to GA:
http://bit.ly/screenpagesproductreport

9. @timlb
Moving on the new stuff
Traffic sources
Content
Conversions

10. @timlb
Do now
Key New Concept
Acquisition
Behaviour
Conversion

11. @timlb
Do now
Real life?
Acquisition
Behaviour
Conversion

12. @timlb
Example of new reports
Acquisition
Behaviour
Conversion

13. @timlb
Familiar reports also get new focus
Acquisition
Behaviour
Conversion

14. Do now
New: Channel Grouping
@timlb

15. @timlb
Customise Channel Grouping
Key point:
New GA configured via admin = Less custom code on site

16. Do now
Customise Channel Grouping
Tip:
Drill down into (other) on report to
spot what to customise
Ideas:
Fix in-house email medium
(or mistakes)
Special group for internal referrals
@timlb

17. Ignore for now!?!
Be aware of Social Reports
Beware „dark social‟
Just because nobody
clicks through from
Facebook doesn‟t mean
they don‟t notice
@timlb

18. Maybe
Demographics (needs code change)
@timlb

19. Maybe
Demographics (needs code change)
@timlb

20. Try now but fiddly
@timlb
Content Grouping
Group pages in ways which make sense to you
Report on combined numbers for the group
Get a much easier understanding of navigation
Use in Custom Reports!!!!
Super blog post on using groups:
http://bit.ly/screenpagesgrouping

21. @timlb
Try now but fiddly
Set up Content Grouping
Three methods:
•
•
•
Use URI pattern matching
Use rules
Add tracking code
Tip:
Time to Start Thinking About:
Product Views

22. Do now
Visitor-based segments
Loads of built-in
configurations
@timlb

23. Do now
Which channels bring high-value
@timlb

24. Do now
Cohort segments
@timlb

25. Do now
Not quite RFM (but getting there)
@timlb

26. Do now
Dedicated e-commerce segments
@timlb

27. Do now
Sequence segments
@timlb

28. Start thinking about
Universal Analytics
Multiple devices
Store custom data
Send data from other
systems
Upload extra data
@timlb

29. Start thinking about
Universal Analytics Planning
Tip:
Time to think about
Categories
Extra product data
Extra customer data
and if you are changing:
VAT
@timlb

30. Start thinking about
Tag Management
GTM Google Tag Manager:
Not just for GA
Use for other tracking code
@timlb

31. @timlb
Ask me about...
Custom reports
Custom dashboards
Segments
Channel Grouping
Content Grouping
Automatic data exports
tim@cxfocus.com
Links from this presentation:
http://bit.ly/screenpagesclientstimlb
(All lowercase and one word:
screen pages clients timlb )

32. @timlb
Recipe for success
Think about a task which you do every day or week
Then ask the key question

33. @timlb
Recipe for success
“If I knew ___________,
then I would _______________.”