Skill session Google Analytics @WeWork Amsterdam (Mike van Hoenselaar)

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CEO / Growth Hacker8 year

CEO1 year

Growth Coach / Growth Hacker1 year

Teacher / Speaker1 year

@MikevHoenselaar

[email protected]

Analytics |

Analytics |

You can find everything athttp://vruc.ht/wwssanalytics

@MikevHoenselaar

Analytics |

“Your company is like a plant; without sun, dirt and lots of love, there is nothing to grow.

Mike van HoenselaarGrowth Hacker

Online Boswachters

Analytics |

The oxygenfor growth

Metrics are

@MikevHoenselaar

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Grow your company quicker by using data(faster than your competitors)

@MikevHoenselaar

BONUSTIP

Analytics |@MikevHoenselaar

Analytics |

BuiltWith has ~350M websites indexed.

@MikevHoenselaar

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~ 30 million websites worldwide useGoogle Analytics

@MikevHoenselaar

I am going to assume youhave basic knowledge

of Google Analytics

Want to know the basics?Go to http://vruc.ht/gastart

Analytics |

Google AnalyticsIndividual Qualificationhttps://analyticsacademy.withgoogle.com/course01

@MikevHoenselaar

Google Analytics Beginners Masterclass?

Click through 90 slides of tipsGo to http://vruc.ht/ss16analytics

Debugging

TOPTIP

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● Google Analytics Real Time Rapportage● Google Analytics Debugger● Bonus: Ghostery

@MikevHoenselaar

Analytics |@MikevHoenselaar

Analytics |

BONUSTIP

@MikevHoenselaar

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In practice

Install these tools

@MikevHoenselaar

Analytics |

ga.js versus analytics.js

ga.js won’t be supported anymore (deprecated) at phase 4 of Universal Analytics

(End of 2016 most likely)

More about development of Universal Analytics

Go to http://vruc.ht/uaphases

@MikevHoenselaar

Analytics |

ga.js

@MikevHoenselaar

Analytics |

universal.js

@MikevHoenselaar

Analytics |@MikevHoenselaar

User ID

3 views per property

TOPTIP

RAW | Filtered | Test

Measure internal searchSearch box on your website? Teach Google Analytics how to get that

query and see it back in reports.

1

In WordPress and Magento it’s the s and q parameter in the URL

@MikevHoenselaar

Settings: Admin → View → Settings site Rapportage: Rapportages → Gedrag → Zoekopdrachten op site

Multiple search query’s?Use comma (s,q, direct_keyword)

Analytics |

In practice

Let GA measure search queries

5

@MikevHoenselaar

Filtering: Exclude botsThe checkbox you may or may not know is not enough!

2

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http://www.iab.com/guidelines/iab-abc-international-

spiders-bots-list/

@MikevHoenselaar

Analytics |@MikevHoenselaar

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Limit of 255 characters, so make multiple filters

TIPKeep filtering data!Exclude IP’s

@MikevHoenselaar

Analytics |

→ https://codeshare.io/xT2k6

@MikevHoenselaar

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In practice

Filtering: Exclude bots

10

@MikevHoenselaar

DEMO

Analytics |

→ http://vruc.ht/obrs

Segmentation in Google Analytics

is a superpower

@MikevHoenselaar

Couple of interesting segmentations

Device (desktop, mobile, tablet) → default

Channel (direct, referal, social, organic, paid) → default

New vs Returning visitors → default

Demographics (age, gender, location) → extra setting

Converters by Count of Visit (how many times do people visit before converting)

Whales (who are big spenders, learn the why!)

@MikevHoenselaar

Demographics

Look at property level !

Settings: Admin → Property → Settings Report: Reporting → Audience → Demographics

TIP: In NL you have opt-in cookie law. This qualifies as such! Ask permission for cookie storage.

Converters by page visitTIP: This only works if you work with Goals!Admin → View → Goals

WhalesTIP: You need e-commerce tracking for this to work!

Analytics |

In practice

Segmentation: Exclude bots

5

@MikevHoenselaar

DEMO

Use dashboards

TOPTIP

Analytics |@MikevHoenselaar

Analytics |

In practice

Make dashboard

10

@MikevHoenselaar

Analytics |

HINTChannel is a dimensionSession is a metric

@MikevHoenselaar

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In practice

Add a widget that shows sessions per channel

5

@MikevHoenselaar

Event TrackingThe forgotten gold of Google Analytics

3

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Event TrackingPower feature for measuring client behavior

→ http://vruc.ht/gaet

@MikevHoenselaar

Analytics |

→ http://scrolldepth.parsnip.io/

Measuring scroll behaviorWatch how engaging your content is in terms of scrolling

@MikevHoenselaar

Analytics |

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TabsAccordion

@MikevHoenselaar

Analytics |@MikevHoenselaar

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No Google Analytics hereRedirect to homepageso no Goal possible (by default)

How many times is this being used?

@MikevHoenselaar

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In Practice

Goto ReportBehavior → Events

5

@MikevHoenselaar

Analytics |@MikevHoenselaar

Enhanced Link Attribution

TOPTIP

Do you have links on the same page that go to the same page?

Use ELA!

1. Make change in your UA code!

TOPTIP

@MikevHoenselaar

2. Report -> In Page Analysis

E-commerce trackingSelling something online? Use this!

4

Enhanced e-commerce tracking

TOPTIP

Want to take it a step further?Use Enhanced E-commerce tracking!

Measure, test, iterate!

@MikevHoenselaar

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Interestingreports

Mobile traffic/conversionMobile is booming, how much traffic do you get via mobile?

Do you see any differences in conversion?

1

Audience → Mobile → Overview

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In practice

Goto ReportAudience → Mobile → Overview

5

@MikevHoenselaar

How are visitors reaching your website?

Get insight in sources who provide traffic AND revenue!

2

Acquisitie → Overzicht

Analytics |

Read this!

BONUSTIP

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In practice

Goto ReportAcquisition → Overview

5

@MikevHoenselaar

Useful Bounce RatesWhich pages have the highest bounce rates? By default this isnt working

at all. But there is a way!

Bounce Rate = Session without user interaction

3

Behavior → Overview → Click on Bounce Rate column

Analytics |

In practice

Goto ReportBehavior → Overview → Click on Bounce Rate column

5

@MikevHoenselaar

Site Diagnostics: Page Timing Report

What are the load times of your website pages? SEO wise very interesting, also conversion wise. Start optimizing!

4

@MikevHoenselaar

Behavior → Site Speed → Page Timings

Customer Behavior ReportThe report reveals how behavior varies between new and returning users

in terms of overall traffic, conversion patterns and event completion.

By Peter Van Klinken (Download: http://goo.gl/HMPvV)

5

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In practice

Download Custom ReportDoes it show data? :)

10

@MikevHoenselaar

Time left?

Custom dimensionsCustom metrics

Especially interesting when you want to segment with CRM data

+

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● Non deletable● 20 dimensions and 20 metrics per

property

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Analytics |

@MikevHoenselaar

[email protected]

Make it happen!