In this guide, presented by Konstantin Wemhöner of kemb GmbH and Roastmarket at the Digital Marketing meetup in Munich in April 2017, you will be presented with 10 setting in Google Analytics that help you make better decisions for your business. Slides include screenshots of how to configure your solution.

1. 10 HANDS-ON
GOOGLE
ANALYTICS
TRICKS
Dr. Konstantin Wemhöner – kemb GmbH/Roastmarket
GmbH
How to use Google Analytics to drive better
business decisions

2. 2

3. 3

4. TO BEAT THE GAME, KNOW YOUR
ENEMY THE BEST YOU CAN
4
Your business,
your game
https://de.pinterest.com/hallamd/final-fantasy-vii/

5. MINIONS: THEY MIGHT BE A
HASSLE, BUT YOU WON‘T FINISH
THE GAME, UNLESS YOU TAKE
CARE OF THEM
5
Starting the game
http://finalfantasy.wikia.com/wiki/Guard_(enemy)

6. 1# ENABLE BENCHMARKING
6

7. 1# ENABLE BENCHMARKING
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8. #2 CONNECT TO SEARCH CONSOLE
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9. #3 PROPER FILTERING FOR
INTERNAL TRAFFIC
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10. #3 PROPER FILTERING FOR
INTERNAL TRAFFIC
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Always keep an unfiltered view!

11. #4A FILTER FOR QUERY PARAMETERS
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12. #4B FILTER FOR QUERY PARAMETERS
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13. BOSS ENEMIES: KNOWING THEIR
WEAKNESSES CAN GO A LONG
WAY TO BETTER DECISIONS
13
The first struggles
http://finalfantasy.wikia.com/wiki/Malboro_(Final_Fantasy_VII)

14. #5 CROSS-DOMAIN TRACKING
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Again: Always keep an unfiltered view!

15. http://magazin.roastmarket.de/kaffee http://roastmarket.de/kaffee
Before
After
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#5 CROSS-DOMAIN TRACKING -
EXAMPLE
Page Sessions Bounce rate
/kaffee 420 55.0%
… … …
Page Sessions Bounce rate
magazin.roastmarket.de/kaffee 320 63.0%
Roastmarket.de/kaffee 100 29.4%

16. #6 SOURCES OF ORGANIC SEARCH
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17. #7 „REAL“ CONVERSION RATE
17 For eCommerce use Transaction, for all other purposes Goals

18. #7 „REAL“ CONVERSION RATE
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Only visible in custom reports!
A/B Testing & optimizing on a user is way different from optimizing on a session

19. YOUR NEMESIS: ONLY HAVING
GROWN OVER TIME YOU WILL BE
ABLE TO FINISH THE GAME
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Homing in on profitability
http://finalfantasy.wikia.com/wiki/Sephiroth_(Final_Fantasy_VII_boss)

20. #8 TRACK AD-BLOCKERS
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function AdBlockEnabled() {
var ad = document.createElement('ins');
ad.className = 'AdSense';
ad.style.display = 'block';
ad.style.position = 'absolute';
ad.style.top = '-1px';
ad.style.height = '1px';
document.body.appendChild(ad);
var isAdBlockEnabled = !ad.clientHeight;
document.body.removeChild(ad);
return isAdBlockEnabled;
}
With a deep bow towards Avinash Kaushik‘s „Occam‘s razor“! –
https://www.kaushik.net/avinash/adblock-tracking-google-analytics-code-metrics-reports/

21. #8 TRACK AD-BLOCKERS
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How many Users are blocking ads?
What is the difference in content consumption?
Do I have higher Per Session Goal Value from people who block ads?

22. #9 CALCULATED „PROFIT“
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23. #9 CALCULATED „PROFIT“
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Requires linked AdWords account and optionally uploaded other costs

24. #10 ATTRIBUTION MODELING
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25. WHY TAKE THE HARD ROUTE IF
YOU CAN ALSO EASE THE WAY
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Cheat sheet
http://finalfantasy.wikia.com/wiki/Potion_(energy_drink)

26. GOOGLE TAG MANAGER
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27. THANKS FOR YOUR
ATTENTION!
ANY QUESTIONS?
@kwarks85 Konstantin-wemhoener