Google Analytics es una herramienta de analítica la que se conoce sólo una parte de su potencial. Además de medir audiencias y su comportamiento, Google Analytics permite priorizar las inversiones en marketing online, recoger comportamientos de Single Page Applications y visualizar datos offline, por ejemplo de CRM y combinarlos con los de visitas online. También es posible recoger datos en tiempo real de ventas, por ejemplo de ecommerce y de dispositivos físicos como bluetooth beacons. Las funcionalidades de Google Analytics, en combinación con Big Query y otros servicios de Google Cloud Platform, la convierte en una de las plataformas más interesantes de analítica para la transformación digital.
Si quieres ver el vídeo en el que fue usada esta presentación, pulsa aquí: https://www.youtube.com/watch?v=2mfIU-NXGXI
Para ver la convocatoria en nuestra web, clic aquí: https://www.paradigmadigital.com/eventos/usar-google-analytics/
La convocatoria a través del grupo de Meetup.com, clic aquí: https://www.meetup.com/es-ES/Front-end-Developers-Madrid/events/231793469/
3. Comparison of the organic traffic of a website in two periods of time. Source: Google Analytics
Google Analytics reports incoming traffic to webs (and apps)
10. Sequence of scripts of Google Tag Manager and tags of Google Analytics firing
Animated sequence elaborated from screenshots of the analytics tool WASP by Cardinal Path
Visualization of scripts firing tags
14. Some user actions do not generate pageviews:
- completion of individual form fields (“Send”)
- clicks on external, pdf and mailto: links
- video plays or completes
- activation of AJAX, Flash, jQuery or HTML5 interactions
In other to measure and report these actions tag some HTML elements as events by
hardcoding each one:
ga(‘send’, ‘event’, ‘category’ ‘action’, ‘label’);
Event hits vs. Pageviews hits
19. Plugin WPFlow
1. Create Scroll events by specifying the target element’s id or class
2. Create Click events by specifying the target element’s id or class
3. Classify each event by category, action and label
Setup an event on Google Analytics on Wordpress
20. ga('send', 'pageview', { 'dimension5': ‘stockist' });
Google Analytics is not restricted to its built-in variables.
You can be setup and passed as custom dimensions or custom metrics of your specific
application.
You can tag some pageviews by hardcoding for instance a dimension specific to them,
e.g. “stockist”:
Custom metrics and dimensions
22. Google Tag Manager for Single Page Applications SPAs
Snippet provided by Google to paste on your web application immeditely after the tag <body>:
<!-- Google Tag Manager -->
<noscript><iframe src="//www.googletagmanager.com/ns.html?id=GTM-NJTFQC"
height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript>
<script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':
new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],
j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src=
'//www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);
})(window,document,'script','dataLayer','GTM-NJTFQC'); </noscript>
<!-- End Google Tag Manager -->
23. Data Layers for Google Tag Manager replace the hardcoding of Google Analytics
<body>
<script>
dataLayer = [{
'pageCategory': 'signup’,
'visitorType': 'high-value’
}];
</script>
<!-- Google Tag Manager
snippet
<!-- End Google Tag Manager -->
Data Layers to send events inside SPAs
24. ID page Category
type
element id
Actio
n Label dataLayer
nkPR-001_Dashboard upsell button
messages-link-message-
{n} click submit
{data}-{model}-{atributte-00}-{attribute-01}-
{attribute-02}
nkPR-001_Dashboard upsell button
messages-button-close-
message-{n} click hide
{data}-{model}-{atributte-00}-{attribute-01}-
{attribute-02}
Creating event tags directly within the Google Tag Manager interface spares you
their hardcoding as with Google Analytics.
Events are fired
• with triggers based on predefined variables
• on custom variables that you can build within the Google Tag Manager UI
Example of specifications sent by Analysts to Developers with data Layers of events by HTML id
Mark up of events on Google Tag Manager