Inviqa's head of data & analytics Grant Kemp shares his Google Analytics tips and tricks for performing website magic – from drastically speeding-up sites, to transforming CX, and making customers materialise from your existing channels.

1. Grant Kemp | @UkAndroid
GOOGLE ANALYTICS MAGIC
TRICKS
MEASUREFEST
THANK YOU TO MEASUREFEST FOR
ALLOWING ME TO SPEAK!

2. WHAT IS THE
DEFINITION OF
MAGIC?
Grant Kemp | @UkAndroid
IN THE INTRODUCTION - I WENT THROUGH
WHAT I BELIEVED WAS MAGIC AND HOW IT
CONTRASTED TO THE TRADITIONAL
DEFINITION OF MAGIC

3. Grant Kemp | @UkAndroid
🎩
😎
👯

4. Grant Kemp | @UkAndroid

5. CROWDSOURCED
TRAFFIC DATA
Google Maps

6. DATA LEARNING
MODELS
Real time Age, Gender,
Emotion tracking

7. Grant Kemp | @UkAndroid
WAREHOUSE AUTOMATION

8. I THEN SHOWED THE AUDIENCE THAT IF WE
FOLLOWED THE SECOND DEFINITION OF
MAGIC - THEN ACTUALLY AS DATA ANALYSTS
WE ARE ABLE TO PERFORM REAL MAGIC

9. Grant Kemp | @UkAndroid
AS DATA ANALYSTS WE PERFORM MAGIC
🐞
💰
🖖

10. Grant Kemp | @UkAndroid
DATA ANALYSTS -> DATA MAGICIANS
🤓
(
📈
I SHOWED THE CHARACTERISTICS OF THE
NEW BREED OF ANALYSTS - WHICH I CALLED
DATA MAGICIANS!

11. Grant Kemp | @UkAndroid
BOOK OF
TRICKS?
A DATA MAGICIAN’S
THE NEXT SECTION COVERS 3 OF THE TRICKS
THAT I FIND THAT WORKED REALLY WELL
FROM MY “BOOK OF TRICKS”

12. Grant Kemp | @UkAndroid
EXPAND YOUR SENSES
PART 1

13. Grant Kemp | @UkAndroid
TURN ON ENHANCED
ECOMMERCE REPORTING
THERE ARE BARRIERS ON YOUR SITES
THAT ARE STOPPING YOUR CUSTOMERS
GIVING YOU MONEY💸

14. Grant Kemp | @UkAndroid
ENHANCED ECOMMERCE DEMO
I SHOWED A VIDEO WALKTHROUG OF THE
AMAZING (AND FREE!) GOOGLE ENHANCED
ECOMMERCE

15. Grant Kemp | @UkAndroid
CONNECT UP YOUR ERRORS TO
YOUR GA.
THERE ARE BAD ERRORS ON YOUR SITES
THAT YOUR TEAM DON’T KNOW ABOUT!🐞

16. Grant Kemp | @UkAndroid
HOW TO TRACK JS AND OTHER ERRORS IN GA
ERROR GENERATED AND PUSHED
TO DATA LAYER AS EVENT
I LINK TO A BLOG ON HOW TO DO THIS AT THE
END OF THIS SLIDE DECK

17. Grant Kemp | @UkAndroid
SETTING UP JS
ERROR TRACKING

18. Grant Kemp | @UkAndroid
BEHAVIOUR -> TOTAL EVENTS-> JS ERRORS
USEFUL FILTERS
- DEVICE CATEGORY
- BROWSER
- OPERATING SYSTEM
- OPERATING SYSTEM VERSION
(

19. Grant Kemp | @UkAndroid
30% OF PRODUCTS SOLD ARE
RETURNED🤕
CONNECT UP YOUR REFUNDS
TO YOUR GA.

20. Grant Kemp | @UkAndroid
HOW TO TRACK BACKEND REFUNDS
REFUND COMPLETED
Order ID
Products Qty
Products Price
MEASUREMENT PROTOCOL DATA IMPORT
I LINK TO A GITHUB LIBRARY YOU CAN EASILY
USE TO ADD GOOGLE ANALYTICS
MEASUREMENT PROTOCOL TO YOUR STACK

21. Grant Kemp | @UkAndroid
ECOMMERCE -> PRODUCT PERFORMANCE
📈
EVEN THE GOOGLE ANALYTICS DEMO STORE
DOESN’T TRACK REFUNDS SO DON’T BE SAD
IF YOU DON’T DO THIS AWESOME TRICK

22. Grant Kemp | @UkAndroid
BONUS: CONNECTING RELEASES AND JIRA TICKETS TO
GA?
📈
YOU CAN ALSO ADD YOUR JIRA AND GITHUB
RELEASES INTO YOUR GOOGLE ANALYTICS.
AMAZING ( WE HAVE OPEN SOURCED IT -
AND LINK AT END OF THE DECK)

23. Grant Kemp | @UkAndroid
CREATE THE ILLUSION OF
SPEED
SECTION 2

24. Grant Kemp | @UkAndroid
SPEED IS
IMPORTANT
BUT HAVE WE BEEN
MEASURING IT WRONG?
YES.. ITS ABOUT PERCEIVED PERFORMANCE,
INSTEAD OF TOTAL LOAD TIME..

25. Grant Kemp | @UkAndroid
PERCEPTIVE SPEED INDEX
THIS IS HOUSE OF FRASIERS LOADING
VISUALIZATION.
( I USED THIS SITE AS I WAS SHOPPING FOR
BIRTHDAY PRESENTS)

26. Grant Kemp | @UkAndroid
TIMING
MATTERS!
MEASURING SPEED
CORRECTLY
LOAD THE VISIBLE CONTENT FIRST AND THEN
LOAD THE STUFF PEOPLE DON’T SEE. ( BIT
LIKE MAGIC)

27. Grant Kemp | @UkAndroid
JS TAGS ARE KILLING YOUR SPEED INDEX
THIS WAS A VIDEO DEMO OF THE HOUSE OF
FRASIER SITE - THERE WERE LOTS OF OTHER
THINGS LOADING BEFORE THE ACTUAL
DRESSES SHOWED UP.

28. Grant Kemp | @UkAndroid
LEAVE IT TO THE DEVS?.. DATA MAGICIAN TO THE
RESCUE!

29. Grant Kemp | @UkAndroid
DOES IT
NEED TO
BE THERE?
SPRING CLEAN WITH TAG MANAGER!

30. Grant Kemp | @UkAndroid
REMOVE UN-NEEDED TAGS (2 X PER YEAR!)
YOU SHOULD CHECK YOUR FIREALARM 🚨
TWICE A YEAR. ( USUALLY WHEN THE CLOCKS
GO BACK) - IT COULD SAVE YOUR LIFE!
YOU SHOULD TIDY UP YOUR TAG MANAGER
🏷 TWICE A YEAR. ( USUALLY WHEN THE
CLOCKS GO BACK) - IT COULD SAVE YOUR
SANITY! 😜

31. Grant Kemp | @UkAndroid
⏱ DELAY YOUR
TAGS TO LOAD AFTER
THE CONTENT
FACEBOOK TAG

32. Grant Kemp | @UkAndroid
BUILD YOUR OWN MAGIC
CIRCLE
SECTION 3: THE ULTIMATE POWER
🤓
THE ULTIMATE MAGIC IS HELPING OTHERS TO
LEARN ANALYTICS AND SELF-SERVE.. YOU
HELP THEM, YOU DEVELOP THEM, AND YOU
LEARN A BAG LOAD OF NEW THINGS

33. Grant Kemp | @UkAndroid
BUILD YOUR TEAMS EXPERTISE
🤓
AT INVIQA - WE HAVE A REGULAR WEEKLY
ANALYTICS OFFICE HOURS, WHERE ANYONE
FROM TEAMS CAN ASK QUESTIONS.
WE HAVE GREAT QUESTIONS FROM PMS,
DEVELOPERS, ACCOUNT MANAGERS AND
EVEN ACCOUNT DIRECTORS

34. Grant Kemp | @UkAndroid
COACH, TEACH AND SHARE
COACH, SHARE WHAT YOU HAVE LEARNED
WITH OTHERS. ( SUGGEST TALKS TO
MEASUREFEST TOO !)

35. Grant Kemp | @UkAndroid
THE REAL MAGIC COMES FROM WHEN YOU
LEARN SOMETHING NEW, FROM SOMEONE
YOU HAVE TAUGHT - ITS INCREDIBLE.

36. Grant Kemp | @UkAndroid
INVIQA.COM
TRUSTED TECHNOLOGY PARTNER &
CONSULTANCY ACROSS A WIDE
RANGE OF SECTORS,
EXPERTS IN:
B2B
D2C
FASHION & LUXURY
MEDIA & PUBLISHING
RETAIL
SPORT & ENTERTAINMENT

37. Grant Kemp | @UkAndroid
ANY QUESTIONS? REFERENCES
▸ Github for GA- Measurement Protocol:
https://github.com/theiconic/php-ga-measurement-protocol
▸ Automatic Developer Annotations: http://bit.ly/2zFQknR
▸ Template for Auditing your GTM: http://bit.ly/gtm_tagtidy
▸ Adding Javascript Error Tracking to your Google Analytics: http://bit.ly/
gtm_jserrors
▸ Images: courtesy Pixabay, Google Images
▸ Speedtest tool: https://www.webpagetest.org/
▸ Analyics tag auditing Tool : Observepoint - http://bit.ly/2zAUopV