analytics: latest developments & guidance
DESCRIPTION
TRANSCRIPT
@timlb
What’s New in GA(and what matters to you…)
Started working on web sites in 1993
Specialise in optimising ecommerce web sites
Using any methods that get results
(Not just GA!)
http://www.bryaneisenberg.com/hidden-secrets-of-amazon/
@timlb
@timlb
70+ new launches in 2013
But what matters to YOU...
@timlb
It’s gone grey
Power features still there:
Custom reports
Dashboards
(Shortcuts)
@timlb
Theme: it’s the Products
A take-away trinket:Product Reporting
Do Now
Start thinking about
@timlb
It’s all about Products
Custom reports:
Not latest feature
Still best
@timlb
What sold each of those products?
Drill down:
Product
Medium
Campaign
or
Source/Medium
Product
or...
@timlb
Custom reports: get building
Only include
“need to know”
Import to GA:
http://bit.ly/screenpagesproductreport
@timlb
Moving on the new stuff
Traffic sources
Content
Conversions
@timlbDo now
Key New Concept
BehaviourAcquisition Conversion
@timlbDo now
Real life?
BehaviourAcquisition Conversion
@timlb
Example of new reports
BehaviourAcquisition Conversion
@timlb
Familiar reports also get new focus
BehaviourAcquisition Conversion
@timlbDo now
New: Channel Grouping
@timlb
Customise Channel GroupingKey point:New GA configured via admin = Less custom code on site
@timlbDo now
Customise Channel GroupingTip:Drill down into (other) on report to spot what to customise
Ideas:
Fix in-house email medium(or mistakes)
Special group for internal referrals
@timlbIgnore for now!?!
Be aware of Social Reports
Beware ‘dark social’
Just because nobodyclicks through fromFacebook doesn’t meanthey don’t notice
@timlbMaybe
Demographics (needs code change)
@timlbMaybe
Demographics (needs code change)
@timlbTry now but fiddly
Content Grouping
Group pages in ways which make sense to youReport on combined numbers for the groupGet a much easier understanding of navigationUse in Custom Reports!!!!
Super blog post on using groups:http://bit.ly/screenpagesgrouping
@timlbTry 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
@timlbDo now
Visitor-based segments
Loads of built-in configurations
@timlbDo now
Which channels bring high-value
@timlbDo now
Cohort segments
@timlbDo now
Not quite RFM (but getting there)
@timlbDo now
Dedicated e-commerce segments
@timlbDo now
Sequence segments
@timlbStart thinking about
Universal Analytics
Multiple devices
Store custom data
Send data from other systems
Upload extra data
@timlbStart thinking about
Universal Analytics Planning
Tip:
Time to think about Categories
Extra product data
Extra customer data
and if you are changing:
VAT
@timlbStart thinking about
Tag Management
GTM Google Tag Manager:
Not just for GA
Use for other tracking code
@timlb
Ask me about...
Custom reports
Custom dashboards
Segments
Channel Grouping
Content Grouping
Automatic data exports
Links from this presentation:
http://bit.ly/screenpagesclientstimlb
(All lowercase and one word:
screen pages clients timlb )
@timlb
Recipe for success
Think about a task which you do every day or week
Then ask the key question
@timlb
Recipe for success
“If I knew ___________,then I would _______________.”