Learn Advanced Google Analytics

CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2019 The Direct Marketing Association of Northern California. All rights reserved.
Advanced Google Analytics
February 15, 2019
Presented by John Thyfault
• Vice President, Search Engine & Social Media Marketing
• Instructor, Direct Marketing Association of Northern California
• Adjunct Professor, University of California, Santa Cruz, Silicon
Valley Extension

© Copyright 2019 The Direct Marketing Association of Northern California. All rights reserved.
https://dmanc.org/certification/
How To Redeem Your $1,000 of Free B2B Data
Contact: Sky Cassidy
MountainTop Data
scassidy@mtd-email.com
(818) 252-8140 x2788
www.MountainTopData.com

The Direct Marketing Association of Northern
California
The Direct Marketing Association of Northern California was
formed to educate, inform and provide networking opportunities
for Direct and Online Marketing professionals in the San
Francisco Bay Area.  
 
We hold monthly luncheon seminar meetings, certification
workshops, periodic half-day seminars, and provide
opportunities for the best in learning and job networking in the
Northern California marketing community

DMAnc Certification Requirements
▪ A certificate requires the completion of any 8 courses, taken
within two years of starting.
▪ Of course, if a certificate isn’t in your immediate plan, you
can take as few or as many of the courses as you’d like.
▪ Students who complete a certification program will receive a
frameable Certificate of Completion as well as a digital badge
to include on your website, blog, email signature, or social
profiles.

Upcoming Certification Workshops
• Feb 15, 2019: Advanced Google Analytics
• Feb 20, 2019: Accelerating Lead Generation Using Meeting Maker Campaigns
• Feb 27, 2019: How to Create Cross-Platform Remarketing Campaigns
• Mar 1, 2019: Improving Email Marketing Response Rates
• Mar 6, 2019: Advanced Email Marketing
• Mar 8, 2019: Demand Generation and Lead Conversion Fundamentals
• Mar 15, 2019: Advanced Demand Generation and Lead Conversion
• Mar 22, 2019: SEO Fundamentals
• Mar 29, 2019: Advanced SEO
• Apr 12, 2019: Social Media Advertising Best Practices
• May 3, 2019: Web Usability
• May 10, 2019: Pay-per-Click Advertising Fundamentals
http://www.dmanc.org/certification.htm

About The Instructor
John Thyfault, Vice President
Search Engine & Social Media Marketing at Beasley Direct & Online Marketing
John Thyfault has more than 20 years of marketing, sales and product development
experience. His knowledge of search engine optimization (SEO), pay per click (PPC)
marketing and social media marketing, combined with an in-depth understanding of
customer identification, market analysis and segmentation, allows him to deliver high
returns on client marketing investment.
Prior to working with Beasley Direct, John was Senior Client Services Project Director at
ThirdAge.com, a first wave baby boomer lifestyle and community website. At ThirdAge
he successfully led major client sponsorships for Tylenol, American Century, Intel, IBM,
and Revlon.
John has led workshops for the Silicon Valley American Marketing Association, the
Direct Marketing Association in Northern and Southern California and the Business
Marketing Association. He also teaches Search Engine Marketing at University of
California, Santa Cruz, Extension in Silicon Valley and is currently leading day long
seminars as part of the Online Marketing Summit's 2011 International Tour.

Workshop Overview
This session deals with the latest version of Google Analytics
▪ Understanding Google Analytics data collection
▪ Google Analytics Properties and Views
▪ Intelligence Events
▪ Setting up event tracking
▪ Segments
▪ Cross domain tracking
▪ Custom variables and dimensions
▪ Ecommerce tracking
▪ Importing 3rd party data
▪ Conclusion

Google Analytics Data Collection
▪ Google Analytics (GA) script set-up on all pages of site
▪ Property versus View
▪ Standard script and page/event specific scripts
▪ User visits site, GA script sets a cookie
▪ Cookie captures interactions and information:
▪ The language of the user’s browser
▪ The name of the page they’re viewing
▪ User’s device and its screen resolution
▪ The Analytics ID
▪ User location
▪ Age and gender
▪ Browser and operating system
▪ Source/medium

▪ Three main types of hits that are sent to GA
▪ Pageview hit
▪ Triggered when the tracking code loads on the page
▪ May not be a full page load
▪ Event hit
▪ Sent when user has interacted with a specific element of
the page
▪ Video start, 25%/50%/75%/100% played
▪ Submitting form
▪ Clicking link(s)
▪ Transaction/eCommerce
▪ Passes data on purchases such as products purchased,
transaction IDs, and stock keeping units (SKUs)

▪ Sampling versus full collection of data
▪ Free version if Google Analytics collects a sample of the data
and extrapolates from there
▪ Advantage: Faster data analysis and results
▪ Disadvantage: Data does not always capture the full
picture and can miss smaller trends
▪ Google Analytics 360 collects all data and processes it
quickly, no sampling by default
▪ Advantage: high volume sites are able to see a near real
time, full picture of all interactions with the site
▪ Disadvantage: Costs

Google Analytics Properties and Views
▪ Google Analytics is built on the idea of different properties,
each of which can have different views associated with them
▪ Each property has its own tracking ID
▪ Formatted as UA-xxxxxxx-x
▪ The first string (xxxxxxx) is the account #
▪ The second string (-x) is the property number
▪ Any Google Analytics account can have multiple domains
(properties) associated with it, each domain has its own
property number
▪ Google Analytics properties can have different views
▪ Filters, limited access, traffic sources can all be used to
create views

Google Analytics Properties and Views

Using Intelligence Events
▪ Intelligence events allow the admin to set up alerts and notices
based on custom parameters
▪ They can be set to b both notify the user when logging in and
with an email
▪ Some of the most useful are:
▪ Spike/Drop in Traffic: Triggered by a % change is sessions
as defined by admin
▪ Drop in Average Session Duration
▪ Spike in Revenue
▪ Spike in Bounce Rate
▪ Spike/Drop in Goal Completions
▪ Campaign Accomplishes Goal
▪ Spike in Conversions

Using Intelligence Events

Event Tracking - What Is It?
▪ Events are user interactions with content that can be tracked
independently from a web page or a screen load.
▪ Downloads
▪ Mobile ad clicks
▪ Gadgets
▪ AJAX embedded elements
▪ Video plays

Event Tracking Setup
▪ Each Event has four elements
▪ Category (related group of objects)
▪ Action (independent of category)
▪ Label (optional, but recommended)
▪ Value (optional)
ga('send', 'event', [eventCategory], [eventAction], [eventLabel], [eventValue], [ﬁeldsObject]);
▪ Category: "Videos"
▪ Action: “Play"
▪ Label: "Baby's First Birthday”
▪ Implicit versus Unique counts

Using Segments
▪ Segments allow the user to customize how data is collected and
displayed
▪ Can be based on any number of elements
▪ Referrer / Traffic source
▪ Visitor Type
▪ Location / Geography
▪ Content Viewed
▪ Landing Page Type
▪ Action taken
▪ Value
▪ Demographics.
▪ Engagement
▪ Technology platform

Segments

Cross Domain Tracking In Google Analytics
▪ Cross domain tracking is a fact of life for many sites
▪ Micro/mini sites vs main domain
▪ Ecommerce site to shopping cart site
▪ International versions of site
▪ Being able to track traffic from one site to other is vital to fully
understanding how effective a site is in achieving its goals
▪ Data is captured by cookies
▪ Cookies are set on a domain by domain basis
▪ If cross domain tracking is not setup, multiple domains
can not access the other’s cookies, client-id values will
not be tracked

▪ Change tracking code to allow access between multiple
domains
ga('create', 'UA-XXXXXXX-Y', 'example-1.com');
Make the following changes to the snippet (the changes you
need to make are in bold text):
  ga('create', 'UA-XXXXXXX-Y', 'auto', {'allowLinker': true}); 
  ga('require', 'linker'); 
  ga('linker:autoLink', [‘example-2.com']);
▪ This code needs to be included on all domains being tracked,
switching out the domains (more than one below)
ga('linker:autoLink', ['example-2.com', 'example-3.com'] );
Cross Domain Tracking In Google Analytics

Custom Variables
▪ “Custom variables are name-value pair tags that you can
insert in your tracking code in order to refine Google
Analytics tracking
▪ With custom variables, you can define additional segments to
apply to your visitors other than the ones already provided by
Analytics
▪ Can be applied at visitor, session, or pageview level
▪ Can only be applied after the visitor does something on the
site, i.e. fills out a form identifying themselves as a “male” or
“female”, etc.
▪ Implementation requires JS skills and access to either
Google Tag Manager or overall analytics.js script

Custom Dimensions
▪ Custom dimensions enable the admin/user to record additional,
non-standard data that is not already being tracked in Google
Analytics
▪ They have the following characteristics:
▪ Name – the name of the custom metric as it will appear in your
reports
▪ Type – determines how the custom metric value will be
displayed in reports
▪ Minimum / Maximum Value – the minimum and maximum
values that will be processed and displayed in your reports
▪ Active – whether the custom metric value will be processed.
Inactive custom metrics may still appear in reporting, but their
values will not be processed
▪ Implementation requires JS skills and access to either Google Tag
Manager or overall analytics.js script

Ecommerce - Setting Up
▪ Ecommerce in Google Analytics has a rich set of default
reports and data capture
▪ It does need to be activated within the Admin panel
▪ Custom scripts must be written to pass sales information
to GA

Ecommerce

Google Analytics and 3rd Party Data
▪ 3rd party data can be uploaded to Google Analytics and be
used for both standard and custom dimensions and variables
▪ GA has a number of pre set imports
▪ Google Ad
▪ Google Ad Exchange
▪ Google Adsense
▪ Salesforce Marketing Cloud
▪ Big Query
▪ Display & Video 360
▪ Google Play
▪ Search Console

Google Analytics and 3rd Party Data

Thank You!!
John Thyfault
Beasley Direct and Online Marketing, Inc.
http://www.beasleydirect.com/search_marketing.html
jthyfault@beasleydirect.com
650-323-1881
@JohnThyfault

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