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Similar a Website - meaningful measurement. Stats that matter workshop. (20)
Website - meaningful measurement. Stats that matter workshop.
- 3. ©Periscopix2014 www.periscopix.co.uk
Schedule
MeasuringContent(no code)
1. Bounce Rates
2. Page titlecustom report
3.. Content grouping
4. Page value £
MeasuringContent(code)
1. Carousels / Ribbons
2. Other info, e.g. Author
3. Scroll tracking
Other
1. Site search
2. Lead data capture
3. Alerts (conversions, visits,
error pages)
4. Avg. visit duration vs.
conversions.
- 17. ©Periscopix2014 www.periscopix.co.uk
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.
- 19. ©Periscopix2014 www.periscopix.co.uk
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)
- 37. ©Periscopix2014 www.periscopix.co.uk
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.
- 41. ©Periscopix2014 www.periscopix.co.uk
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.
- 43. ©Periscopix2014 www.periscopix.co.uk
Tag Manager Deployment Cycle
• Site Structure
• CurrentTags
• Additional Tracking
Audit
• Account Creation
• Container Creation
• Access Control
AccountSet Up
• Container Tags
• dataLayers
• eCommerce
Code
• CreateMacros
• Define Rules
• Build Tags
Configure
• Preview and Debug
• GA Debugger
• Developer Tools
Test
• CreateVersions
• Coordinate Switch
• Monitor
Deploy
- 45. ©Periscopix2014 www.periscopix.co.uk
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.
- 46. ©Periscopix2014 www.periscopix.co.uk
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)
- 48. ©Periscopix2014 www.periscopix.co.uk
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.