1.
Reaktor
Mannerheimintie 2
00100, Helsinki Finland
tel: +358 9 4152 0200
www.reaktor.com
info@reaktor.com
Confidential
©2015 Reaktor
All rights reserved
Content analyticsThe Whys And Hows For Google Analytics
Simo Ahava
Senior Data Advocate

2.
Simo Ahava
Senior Data Advocate, Reaktor
Google Developer Expert, Google Analytics
Blogger, developer, www.simoahava.com
Twitter-er, @SimoAhava
Google+:er, +SimoAhava

3.
Plug-and-play Analytics
Data quality isn’t acquired — it’s earned
@SimoAhava from @ReaktorNow | #SMX | 17 Mar 2016

4.
Popular analytics
platforms are designed for
9,352,458*
different businesses.
* Author’s estimate, not an official figure

5.
When adopting a
platform, we are forced to
adopt its definitions as
well.

6.
Data quality is directly
proportional to how well
these definitions are
understood.

7.
Pageviews, really?

8.
"I came, I puked, I left"
Avinash Kaushik

9.
Or did I?
"I came, I puked, I left"
Avinash Kaushik

10.
Time spent doing…what?

11.
The Engagement Funnel
@SimoAhava from @ReaktorNow | #SMX | 17 Mar 2016

12.
VISIBLE PAGE VIEWS
Had the page in focus in the browser
AVG. ENGAGEMENT
Interacted with the page
READ RATE
Read the page
PAGEVIEWS
Requested the page in the browser

13.
}
}
}
Tabbed browsing
Idling / title-scanning
Returning readers /
longer articles / skip
to comments
ABANDONMENT
VISIBLE PAGE VIEWS
Had the page in focus in the browser
AVG. ENGAGEMENT
Interacted with the page
READ RATE
Read the page
PAGEVIEWS
Requested the page in the browser

14.
Initial impact

15.
Engaged
Visitors

16.
Readers

17.
1: GUIDES

18.
http://goo.gl/qIRTVL

19.
http://goo.gl/qIRTVL
PAGE VISIBILITY API
- Create a Trigger condition, which only fires when
the page is visible in the browser
- Create a Trigger, which only fires when the page
visibility changes
- Create a Variable, which returns the visibility state
of the page in the browser

20.
http://goo.gl/27TOqn

21.
CONTENT ENGAGEMENT
- Measure the active engagement time on the page
- This includes clicks, scroll, mouse movement, key
presses
- Add a 5-second-long grace period after the last
engagement
- Use Calculated Metrics to display the Average
Engagement Time per page
http://goo.gl/27TOqn

22.
http://goo.gl/xAOO6V

23.
CONTENT AS ECOMMERCE
- Track content as products, and the entire content
experience as a Shopping Behavior Funnel
- Track scroll depth as a Checkout
- Track bottom-of-content and dwell time as a
Purchase
- Track Read Rate as purchases per content view
http://goo.gl/xAOO6V

24.
2: INCENTIVES

25.
V
Best

26.
V S
Best Best

27.
V S C
Best Best Best

28.
Data is difficult
It’s supposed to be
@SimoAhava from @ReaktorNow | #SMX | 17 Mar 2016

29.
Thank you!
simo.ahava@reaktor.com
www.simoahava.com
Twitter: @SimoAhava
Google+: +SimoAhava
Data is difficult - http://goo.gl/b4wfXK
10 Truths About Data - http://goo.gl/EpesEj
The Schema Conspiracy - http://goo.gl/9RYNGU
Further reading: