harness the power of google analytics for business
DESCRIPTION
GA is the most commonly used onsite analytics package yet most businesses fail to take full advantage of the range of data collection and analysis tools available. This talk will focus on a selection of core features (both existing and new) and explain in practical terms how businesses of all types can make use of these capabilities to improve performance.TRANSCRIPT
Eliminating the guesswork
Dara Fitzgerald@darafitzgerald
Analytics Director@measurelab
Harness the Power of GA
5 Key Features for Online Business
Features we will cover.
#1. User ID for Cross Device Reporting.
#2. Collect additional data using Custom Dimensions.
#3. Import offline data using Data Import.
#4. Product/Checkout Reporting with Enhanced Ecommerce.
#5. Drive performance with Segmentation & Remarketing.
Eliminating the guesswork
Eliminating the guesswork
Measurement with Client ID (the status quo)
33
#1. User ID
Users
Cross Device Measurement with User ID (new method)
https://support.google.com/analytics/topic/6009743?hl=en&ref_topic=2790009
#1. User ID
User
1
Eliminating the guesswork
#1. User ID >> Cross-Device Reporting
Device Overlap
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#1. User ID >> Cross-Device Reporting
Device Paths
Device Acquisition
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#1. User ID – Be Aware!
•The User ID is not exposed in reporting, unlike withcustom dimensions.
•Cross-device reports only available in User ID Views(segmented!), and not in standard ‘master’ Views.
•Session stitching
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#1. User ID – Session Unification
Session unification
Session stitching only goes back as far as the session where User ID first assigned
If the user logs out, the session stitching chain breaks
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#2. Custom Dimensions & Metrics
Can be set at different levels:
• Hit • Session • User• Product
var dimensionValue = 'SOME_DIMENSION_VALUE';ga('set', 'dimension1', dimensionValue);
https://support.google.com/analytics/answer/2709828?hl=en
Eliminating the guesswork
#2. Custom Dimensions & MetricsMax. of 5 tabs per custom report!!
Can also be selected as primary/secondary dimensions in reports
Eliminating the guesswork
#3. Data Import
https://support.google.com/analytics/answer/3191589?hl=en&ref_topic=3191580
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#3. Data Import – Cost Data
Source & Medium (mandatory) are used as keys to match imported data with collected data
Select the metrics to be imported
Additional columns for campaign, keyword, etc.
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#3. Data Import – Cost Data
The correct CSV template can simply be downloaded!
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#3. Data Import – Dimension Widening
https://support.google.com/analytics/answer/3191417?hl=en-GB
•Perfect for pushing in data that doesn’t exist on thewebsite.
•Widening joins GA hit data with external data that youupload (manually or via API).
•Widening does not apply to historical data.
•Widening is irreversible. Once widened, hits cannot beunwidened.
Eliminating the guesswork
Key is used to define what dimension/s will be widened from
Widen-To Dimensions define the data that will be imported
Again the correct CSV template is provided
#3. Data Import – Dimension Widening
Eliminating the guesswork
#3. Data Import – Refund Data *
Full refundTo refund an entire transaction, use a row that includes only the Transaction ID.
Partial refundTo refund a partial transaction, use a row that includes Transaction ID, Product SKU and Qty Refunded.
* Refund Data Import is only applicable for Enhanced Ecommercehttps://support.google.com/analytics/answer/6014861?hl=en-GB
Eliminating the guesswork
#4. Enhanced Ecommerce
https://support.google.com/analytics/answer/6014841?hl=en-GB
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#4. Enhanced EcommerceNew product focused metrics
Track impressions on product list and search results pages
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#5. Segmentation & Remarketing
Access your new custom dimensions and metrics (including widened data) for segmentation
Eliminating the guesswork
#5. Segmentation & Remarketing
Click #1 Create checkout abandonment segment straight from the new Enhanced Ecommerce reports
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#5. Segmentation & Remarketing
Click #2 Choose this segment for a remarketing list
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#5. Segmentation & Remarketing
Click #4 Choose AdWords account
Click #5 Save!
Click #3 Name the remarketing list
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Summary
#1. Enable User ID for logged in users (Cross Device Reports).
#2. Tailor data collection with Custom Dimensions & Metrics.
#3. Import offline data into GA with Data Import.
#4. Migrate to Enhanced Ecommerce for product reporting and Refund Import functionality.
#5. Improve targeting with Segmentation & Remarketing.
Eliminating the guesswork
THANK YOU!
Dara Fitzgerald@darafitzgerald
Analytics Director@measurelab
Eliminating the guesswork