Analytics: latest developments & guidance

@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

tim@cxfocus.com

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 _______________.”