The slides from my second talk at SMX München (18 March 2015). I've used Enhanced Ecommerce, implemented via Google Tag Manager, to analyze the content and user funnels on my website, and how people interact with different pieces of content. In these slides, I explain the methodology and the reasoning for such an unconventional approach. It's such a fun experiment, but it also leads to a lot of new insights for content optimization.

1. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLONETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
CONTENT ANALYSIS
SEE YOUR SITE IN TERMS OF FUNNELS
SMX Munich, 18th March 2015

2. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLONETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
SIMO AHAVA @ NetBooster
Head of Analytics, Nordics
Google Developer Expert 2014-2016
Twitter: @SimoAhava
Google+: +SimoAhava
#SMX | @SimoAhava
www.simoahava.com

3. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO 3
Respect The Stateless Web
AGENDA
OVERVIEW
#01
Enhanced Ecommerce For Content
Implementation Tips
#02
#03
#SMX | @SimoAhava

4. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
RESPECT THE STATELESS
WEB
#SMX | @SimoAhava

5. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
The Web is inherently
stateless.

6. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Things like intent and
content efficiency are
difficult to unveil in the
stateless environment.

7. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
The life span of a web page
ENTRANCE
EXIT

8. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
The life span of a web page
ENTRANCE
EXIT

9. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
How do you reliably
persist state?

10. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Browser cookies?

11. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Browser cookies? HTML
Storage?

12. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
document.cookie = 'returning=true';
localStorage.setItem('articlesRead', 3);

13. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
They offer temporary
state only.

14. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
And they lack the power
of server-side
computation.

15. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
But…Google Analytics is
stateful!

16. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
https://developers.google.com/analytics/devguides/platform/customdimsmets

17. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Though it has a bully of a
sessionization schema.
http://www.simoahava.com/analytics/the-schema-conspiracy/

18. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Want to overcome the
dichotomy of stateless
collection vs. arbitrary
sessionalization?

19. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Here’s an idea:
Forget KPIs for a
moment.

20. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava

21. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
ENHANCED ECOMMERCE
FOR CONTENT
#SMX | @SimoAhava

22. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
”Traditional” Ecommerce
Session Entrance Receipt Page

23. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
”Traditional” Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion

24. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page

25. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion

26. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion
Product impressions

27. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion
Product impressions
Click on impr.

28. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion
Product impressions
Click on impr.
View product details

29. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion
Product impressions
Click on impr.
View product details
Add to cart

30. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion
Product impressions
Click on impr.
View product details
Add to cart
Checkout step 1

31. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion
Product impressions
Click on impr.
View product details
Add to cart
Checkout step 1
Checkout step 2

32. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion
Product impressions
Click on impr.
View product details
Add to cart
Checkout step 1
Checkout step 2
Checkout step 3

33. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Enhanced Ecommerce shifts
the focus from conversions to
the entire journey.

34. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Including missed
opportunities.

35. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
1. Implementation

36. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
1. Implementation
2. Activation

37. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
1. Implementation
2. Activation 3. New Reports

38. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
This is very cool for your
webstore.

39. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava

40. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
It’s infinitely cooler for
your content.

41. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Shopping Reading Behavior

42. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Checkout Behavior Content Engagement

43. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Product Article Performance

44. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Product Content List Performance

45. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Internal Promotions

46. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Content is to a blog what
products are to a store.

47. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Sort out the terminology
first.

48. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Product: A blog article
Product price: Words in an
article
Product impression: Views of
a title or title+ingress in content
lists
Product list: Widget / content
area where article impressions
can be gathered from
Product list click: Clicks on
entries in an article list
Product detail view: Page
load of an article page
Add to cart: First scroll on an
article page
Checkout: 1/3, 2/3, and 3/3
scroll depth on an article page
Purchase: 3/3 scroll depth on
an article page and minimum of
60 seconds dwell time

49. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Then, work on data
collection.

50. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava

51. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Product impression
Product impression
Product
impressions
Internal promotion

52. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Article Impression
Promotion Impression
Article Impression Click

53. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava

54. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Article View

55. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Scrolling Begins

56. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Scroll Depth Steps

57. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Purchase

58. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Using Ecommerce terminology
for content analysis opens up a
new world of data-driven
insight.

59. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
IMPLEMENTATION TIPS

60. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
1. Leverage the Data Layer
2. Feel free to leave something out if
it isn’t relevant
3. Design the data collection with
analysis in mind – not (just)
because it’s fun and cool
4. Read Google’s Dev Guide

61. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
1. Leverage the Data Layer
2. Feel free to leave something out if
it isn’t relevant
3. Design the data collection with
analysis in mind – not (just)
because it’s fun and cool
4. Read Google’s Dev Guide

62. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
1. Leverage the Data Layer
2. Feel free to leave something out if
it isn’t relevant
3. Design the data collection with
analysis in mind – not (just)
because it’s fun and cool
4. Read Google’s Dev Guide

63. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
1. Leverage the Data Layer
2. Feel free to leave something out if
it isn’t relevant
3. Design the data collection with
analysis in mind – not (just)
because it’s fun and cool
4. Read Google’s Dev Guide

64. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Further Reading
http://goo.gl/d7IkD9

65. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Further Reading
http://goo.gl/xYNVb3

66. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Further Reading
http://enhancedecommerce.appspot.com/

67. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Further Reading
https://github.com/sahava/eec-gtm

68. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
THANK YOU
Twitter: @SimoAhava
Google+: +SimoAhava
www.simoahava.com
#SMX | @SimoAhava