Website - meaningful measurement. Stats that matter workshop.

© Periscopix 2014 www.periscopix.co.uk

Meaningful measurement with Google Analytics


Who we are?• Analytics (and PPC) agency


ScheduleMeasuring Content (no code)

1. Bounce Rates2. Page title custom report3.. Content grouping4. Page value £

Measuring Content (code)

1. Carousels / Ribbons2. Other info, e.g. Author3. Scroll tracking

Other 1. Site search2. Lead data capture3. Alerts (conversions, visits, error pages)4. Avg. visit duration vs. conversions.


Assessing Bounce Rate

• Two techniques:-– Weighted sort– Comparison bar chart


Weighted sort• When needing to uncover problematic pages• GA will return a list of pages that are probably

meaningless..


Weighted sort• Apply a weighted sort to fix this..


Weighted sort• Meaningful pages sorted by Bounce Rate


Comparison bar chart• At a glance

view of high volume, high Bounce Rate pages..


Page title custom report• When URLs of pages are not in a readable

format, use the ‘Page Title’ dimension


Page title custom report


Page title custom report


Content groups• Group your pages by type and assess them aggregately..


Content groups – set up


Content groups – set up• Create groups using a simple filter


Page value £ • Unlock this valuable metric by implementing Goal Value or

Ecommerce tracking


Page value £ • ‘Page Value’ gives you a monetary value for each of your

pages. It tells you how much they drove users to conversions..


Non-page load interactions• The standard “out-of-the-box” GA tracking will only track

pages being loaded.

• Everything else – interactions with widgets, clicks on outbound links, purchase data, etc. – won’t be tracked unless we implement extra tracking.


Advanced content measurement


Events• Allows for a more structured approach to tracking interactions.

• You can define categories, actions, labels and values for each event. E.g.

Category = Video

Action = Play / Pause / Completed

Label = “Video title”

• Works by calling the _trackEvent() method, instructions here:-

_trackEvent(category, action, opt_label, opt_value)

https://developers.google.com/analytics/devguides/collection/gajs/eventTrackerGuide


Carousel tracking• Example: Guide Dogs Home page slider

• Category = “Homepage carousel”

• Action = Slide position

• Label = Slide text

http://www.guidedogs.org.uk/


Carousel tracking - position


Carousel tracking – slide textAble to assess and optimise both positioning and text.


Carousel tracking – slide text• Can we bring them both

into one report?

• Use Secondary dimensions


Carousel tracking


Carousel tracking• Plot rows on graph to get

a view over time…


Custom variables• Allow you to apply additional ‘labels’ to your visitors and

pages.

• Custom variables are name-value pairs

e.g. ‘Logged in’ – ‘Yes’ / ‘No’.

• They have 3 types / scopes:-

i. Visitor

ii. Page

iii. Session


Extra info for pages• When the info

that GA offers for your content pages isn’t enough, use page level custom variables..

You could also use date or category.


Scroll tracking using EventsCategory = ‘Scroll tracking’

Action = % of content, i.e. 25%,50%,75%,100%

Label = Time (seconds)


Scroll tracking using Events

Click into these values to drill-down


Scroll tracking using Events• Change the Primary

dimension to page / page title to see the pages that were ‘read’ the most..


Internal search• With the gradual disappearance of organic keyword

data this remains one of the only areas where we can capture explicit user intent

• Example Dashboard..


Example dashboard


Example dashboard


Example dashboard


Lead data capture• Example: asking for

organisation name before allowing users to download a document.

Category = ‘Access Resource’Action = OrganisationLabel = Document title


Lead data capture


Time on site: What does good look like?• Common question: How do we know what’s working

well.

• Answer: Measure it against your own objectives.

• Where the numbers converge with higher conversions, that’s what you should be aiming for.


Alerts• Simple and tedious but vital to spotting site / tracking

issues asap.


Alerts• Examples include:• Zero visits in a

day• Excessive error

pages• Zero events• Zero conversions

/ donations


Time on site: What does good look like?


Do You Need Google Tag Manager?• Free, enterprise level tag management system.

• Easy to use web interface.

• Add marketing tags using validated templates.

• Fire tags based on rules.

• Publish and update tags in seconds.

• Preview and test before publishing.

• Version control with roll-back capability.

• Multi-user support with multi-level access control.


How Tag Manager Works

Note: The Container Snippet does not hold any tags itself it

merely defines which GTM container should be

referenced


Tag Manager Deployment Cycle

• Site Structure

• Current Tags

• Additional TrackingAudit

• Account Creation

• Container Creation

• Access Control

Account Set Up • Container

Tags• dataLayers• eCommerc

e Code

• Create Macros

• Define Rules

• Build Tags

Configure • Preview

and Debug• GA

Debugger• Developer

ToolsTest

• Create Versions

• Coordinate Switch

• Monitor

Deploy


Advanced / Unified

Segments


Advanced Segments (Old)• Advanced Segments enabled us to look at data for a specified

type of visit. Examples include:

– Viewing the “Landing pages” report for PPC traffic

– Viewing the “Top Events” report for mobile / tablet visits

– Splitting data from all reports between Brand and Non-Brand traffic

• These old Advanced Segments are ‘Visit-based’.

• GA has many in-built advanced segments, including paid search traffic visits, tablet visits, mobile visits and non-bounce visits. We can also create our own custom advanced segments.


Unified Segments (New)• Starting Mid-July 2013, Google started rolling out a completely the

new ‘Unified Segments’ tool replacing the old Advanced Segmentation.

• The traditional method of segmenting at Visit-level is still available.

• Two new + exciting ways of segmenting were introduced:-– ‘User-level’ segmentation (instead of isolated behaviour, we

can now look at ‘cumulative behaviour’, e.g. donation revenue / user)

– ‘Sequence’ based segmentation (You can specify an order in which the actions occurred at visit / user level)


‘Visit’ and ‘User’ based segmentation• What do ‘Visit-based’ & ‘User-based’ mean?

Individual ‘Hits’

Multiple visits = One ‘User’ / ‘Visitor’

2

4

3


Advanced Segments – Where To Go

• Narrow down the list of advanced segments using the tabs, or using the search box.

• Click the checkbox next to the desired segment and click “Apply” to apply it.

• Click “+ Create New Segment” to create your own custom segment.

• Segment can be edited, copied shared or deleted by clicking the cog symbols on the right.


Advanced Segments – How to Apply


Creating a custom segment

Segment templates

Sequential segments

Traditional / old segmentation


Filters / Conditions

1. Visit or User level

3. Dimension / metric to filter on

4. Match type

5. Value to match

2. Include or exclude filter


Sequence based segmentation• A sequence can be between visits or it can be within a

single visit.


Sequence based segmentation

Step one

Step two

• Two step process:-


Advanced Segments• Once applied, advanced segments will stay applied until

they are unselected.

• They can be selected by checking the checkbox just next to the segment name and clicking apply. They can be unselected in a similar way.

Website - meaningful measurement. Stats that matter workshop.

Data & Analytics

page value page value

tracking interactions

page title custom report

carousel tracking position

page title dimension

carousel tracking example

page titlecustom report

ecommerce tracking