Tracking between the pageviews with Google Analytics - ClickZ Live NYC 2014

Tracking Between the Pageviews

Title and Content Layout with List

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I am Nico Analytics Associate

Google Developer Expert

Google Analytics

@nicomiceli

I work at SEER Interactive

@SEERInteractive @nicomiceli

Who are you?

@nicomiceli

The Next 25 Minutes

The Change

The Solution

The Examples

@nicomiceli

The Web Used to be Easy

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Easy Sites

• How do we use analtyics

The First Website

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Easy Sites

• How do we use analtyics

Tracking was easy

@nicomiceli

The Current Web

@nicomiceli

And Cooler!

Is Better

HTML5 & CSS3

@nicomiceli

Videos!

@nicomiceli

More Information is Needed

@nicomiceli

But there is a catch

@nicomiceli

Tracking is harder

With pretty sites and great UI comes (occasional) tracking complexity @nicomiceli

What is working?

@nicomiceli

nnii.co/QAAkdl

@nicomiceli

Myth 1: We read what we’ve clicked on

55% of visitors spent fewer than 15 seconds actively on a page.

@nicomiceli

Myths

• Myth 2: The more we share the more we read

People that take the time to read don't share it.

@nicomiceli

We are missing something!

@nicomiceli

The James Bond of metrics

@nicomiceli

Event Tracking

@nicomiceli

It’s clean, elegant, easy to use @nicomiceli © EON productions

It can handle anything @nicomiceli © EON productions

Most importantly

This can really teach you engagement

@nicomiceli

Event Handlers: nnii.co/1pEMq11

Event tracking anatomy

ga('send',

'event', // type of tracking

'category',

'action',

'label', //optional value

value); //optional number

Universal Analytics Event tracking

@nicomiceli nnii.co/1htPDxT

Examples!

• You don’t need to write these down.

@nicomiceli

A Normal Link

<a href= “http://www.seerinteractive.com”>

seer</a>

@nicomiceli

Links

<a href=“http://www.seerinteractive.com” onclick= “ga('send', 'event', ‘outbound-link', ‘click', ‘seer', 1);”> seer</a>

@nicomiceli

Sites through my eyes

Note: None of the following sites have any association with SEER Interactive. They were picked as examples only.

@nicomiceli

Your Average eComm site

• Ecomm

Buying something from a store image

@nicomiceli

@nicomiceli

@nicomiceli

Are people looking at the pics?

@nicomiceli

Is the video getting played?

@nicomiceli

Are people seeing your warrantees?

Your Average Publishing Site

• Publishing

Magazine image

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Links & Social

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Links & Social

@nicomiceli

What links get clicked on the most?

Comments

Are people commenting?

@nicomiceli

Scroll Tracking

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How far are they scrolling?

@nicomiceli

nnii.co/1dLPIxB

Justin’s Example

Advanced Content Tracking with Universal Analytics

nnii.co/1kl4kCx

@nicomiceli

• Lead gen

Sales meeting image

Your Average Lead Gen Site

@nicomiceli

@nicomiceli

@nicomiceli How are they watching the video?

@nicomiceli

Is the right tab being displayed first?

Are people getting to your reviews?

Forms!

@nicomiceli nnii.co/QABuW1

The Output

JS Fiddle: nnii.co/1jYROg5 @nicomiceli

This is the meat of your site!

@nicomiceli

These are the most important parts of your site.

You should know how people are navigating it.

@nicomiceli

Recap

More and more information is consumed without page views.

@nicomiceli

Recap

One metric just wont cut it anymore.

@nicomiceli What did they do during that pageview?

Go explore your site Find the new things that matter

Thank You!

Google.com/+NicoMiceli

@nicomiceli

Check us out:

SEERInteractive.com

nicom@SEERInteractive.com

Links & Dev Resources after the presentation here!

Thank You!

@nicomiceli