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Google Analytics Bag o’ Tricks
Simo Ahava (NetBooster) – SUPERWEEK 2015
SUPERWEEK 2015 | #SPWK | @SimoAhava
Simo Ahava | NetBooster
@SimoAhava
http://google.me/+SimoAhava
simo.ahava@netbooster.f...
SUPERWEEK 2015 | #SPWK | @SimoAhava
My (GA) Developer Philosophy
SUPERWEEK 2015 | #SPWK | @SimoAhava
If you build it, data will
come
SUPERWEEK 2015 | #SPWK | @SimoAhava
SUPERWEEK 2015 | #SPWK | @SimoAhava
The Web is (inherently)
stateless
SUPERWEEK 2015 | #SPWK | @SimoAhava
User intent is untrackable
in the stateless Web
SUPERWEEK 2015 | #SPWK | @SimoAhava
The life span of a web page
ENTRANCE
EXIT
SUPERWEEK 2015 | #SPWK | @SimoAhava
The life span of a web page
ENTRANCE
EXIT
SUPERWEEK 2015 | #SPWK | @SimoAhava
No, browser cookies are
not the solution (or HTML
Storage)
SUPERWEEK 2015 | #SPWK | @SimoAhava
document.cookie = 'returning=true'; document.cookie = 'articlesRead=3';
SUPERWEEK 2015 | #SPWK | @SimoAhava
They provide you with
temporary state only
SUPERWEEK 2015 | #SPWK | @SimoAhava
Google Analytics is
stateful
SUPERWEEK 2015 | #SPWK | @SimoAhava
From https://developers.google.com/analytics/devguides/platform/customdimsmets
SUPERWEEK 2015 | #SPWK | @SimoAhava
Google Analytics is better
at pattern-matching than a
browser
SUPERWEEK 2015 | #SPWK | @SimoAhava
But it requires quality
input
SUPERWEEK 2015 | #SPWK | @SimoAhava
When the stateless and the stateful unite
Meaningful data
SUPERWEEK 2015 | #SPWK | @SimoAhava
How do we find and
collect meaningful data?
SUPERWEEK 2015 | #SPWK | @SimoAhava
No, how do we ask the
right questions?
SUPERWEEK 2015 | #SPWK | @SimoAhava
When a user doesn’t view a page, is it a Page View?
SUPERWEEK 2015 | #SPWK | @SimoAhava
Surely not?
* Obligatory Conference Presentation Meme
SUPERWEEK 2015 | #SPWK | @SimoAhava
APIS, WORKERS, LIBRARIES, SPECIFICATIONS
ECMAScript
DOMSettableTokenList
Web Audio
Aut...
SUPERWEEK 2015 | #SPWK | @SimoAhava
APIS, WORKERS, LIBRARIES, SPECIFICATIONS
ECMAScript
DOMSettableTokenList
Web Audio
Aut...
SUPERWEEK 2015 | #SPWK | @SimoAhava
PAGE VISIBILITY API
SUPERWEEK 2015 | #SPWK | @SimoAhava
PAGE VISIBILITY API
Visible: document['hidden'] = false
Hidden: document['hidden'] = t...
SUPERWEEK 2015 | #SPWK | @SimoAhava
PAGE VISIBILITY API
Visible: document['hidden'] = false
Hidden: document['hidden'] = t...
SUPERWEEK 2015 | #SPWK | @SimoAhava
PAGE VISIBILITY API
Meaningful data:
When a page is loaded in hidden state, do not sen...
SUPERWEEK 2015 | #SPWK | @SimoAhava
PAGE VISIBILITY API
SUPERWEEK 2015 | #SPWK | @SimoAhava
DETAILED GUIDE
http://goo.gl/DFgxmi
SUPERWEEK 2015 | #SPWK | @SimoAhava
THE PROCESS
1. Page is loaded in the browser
1. Page is loaded in the browser
2. Is th...
SUPERWEEK 2015 | #SPWK | @SimoAhava
THE PROCESS
2. Is the Visibility API supported?
1. Page is loaded in the browser
2. Is...
SUPERWEEK 2015 | #SPWK | @SimoAhava
THE PROCESS
2. Is the Visibility API supported?
1. Page is loaded in the browser
2. Is...
SUPERWEEK 2015 | #SPWK | @SimoAhava
THE PROCESS
2. Is the Visibility API supported?
1. Page is loaded in the browser
2. Is...
SUPERWEEK 2015 | #SPWK | @SimoAhava
THE PROCESS
3. Is the page visible?
1. Page is loaded in the browser
2. Is the Visibil...
SUPERWEEK 2015 | #SPWK | @SimoAhava
THE PROCESS
3. Is the page visible?
1. Page is loaded in the browser
2. Is the Visibil...
SUPERWEEK 2015 | #SPWK | @SimoAhava
THE PROCESS
3. Is the page visible?
1. Page is loaded in the browser
2. Is the Visibil...
SUPERWEEK 2015 | #SPWK | @SimoAhava
THE PROCESS
4. Is a Visibility Change detected?
1. Page is loaded in the browser
2. Is...
SUPERWEEK 2015 | #SPWK | @SimoAhava
THE PROCESS
4. Is a Visibility Change detected?
1. Page is loaded in the browser
2. Is...
SUPERWEEK 2015 | #SPWK | @SimoAhava
What just happened?
SUPERWEEK 2015 | #SPWK | @SimoAhava
We made a metric more
meaningful
SUPERWEEK 2015 | #SPWK | @SimoAhava
But it’s only meaningful if
the questions it answers
are relevant
SUPERWEEK 2015 | #SPWK | @SimoAhava
How can we measure content engagement?
SUPERWEEK 2015 | #SPWK | @SimoAhava
Content engagement is
notoriously difficult to
track
SUPERWEEK 2015 | #SPWK | @SimoAhava
Adjusted Bounce Rate
Adjusted
SUPERWEEK 2015 | #SPWK | @SimoAhava
Adjusted Bounce Rate
Adjusted
Not happy with a metric? Sure! Tweak the data
collection...
SUPERWEEK 2015 | #SPWK | @SimoAhava
Scroll Tracking
http://cutroni.com/blog/2014/02/12/advanced-content-tracking-with-univ...
SUPERWEEK 2015 | #SPWK | @SimoAhava
Scroll Tracking
Better, but it isolates the action of reading as the sole
qualificatio...
SUPERWEEK 2015 | #SPWK | @SimoAhava
Content is to a blog what
products are to a web
store
SUPERWEEK 2015 | #SPWK | @SimoAhava
Shopping Reading Behavior
SUPERWEEK 2015 | #SPWK | @SimoAhava
Checkout Behavior Content Engagement
SUPERWEEK 2015 | #SPWK | @SimoAhava
Product Article Performance
SUPERWEEK 2015 | #SPWK | @SimoAhava
Product Content List Performance
SUPERWEEK 2015 | #SPWK | @SimoAhava
Internal Promotions
SUPERWEEK 2015 | #SPWK | @SimoAhava
Step 1: Terminology
SUPERWEEK 2015 | #SPWK | @SimoAhava
Product: A blog article
Product price: Words in an article
Product impression: Views o...
SUPERWEEK 2015 | #SPWK | @SimoAhava
Step 2: Data Collection
SUPERWEEK 2015 | #SPWK | @SimoAhava
PRODUCT LISTS
SUPERWEEK 2015 | #SPWK | @SimoAhava
PRODUCT LISTS
Product impression
Product impression
Product
impressions
Internal promo...
SUPERWEEK 2015 | #SPWK | @SimoAhava
PRODUCT LISTS
SUPERWEEK 2015 | #SPWK | @SimoAhava
ARTICLE PAGE
SUPERWEEK 2015 | #SPWK | @SimoAhava
ARTICLE PAGE: INITIAL PAGE LOAD = PRODUCT DETAIL VIEW
SUPERWEEK 2015 | #SPWK | @SimoAhava
ARTICLE PAGE: SCROLLING BEGINS = ADD TO CART
SUPERWEEK 2015 | #SPWK | @SimoAhava
ARTICLE PAGE: SCROLL DEPTH = CHECKOUT
SUPERWEEK 2015 | #SPWK | @SimoAhava
ARTICLE PAGE: SCROLL DEPTH + DWELL TIME = PURCHASE
SUPERWEEK 2015 | #SPWK | @SimoAhava
TIPS
1. Use dataLayer, don’t do what I did (DOM scrape)
2. Feel free to leave somethin...
SUPERWEEK 2015 | #SPWK | @SimoAhava
TIPS
1. Use dataLayer, don’t do what I did (DOM scrape)
2. Feel free to leave somethin...
SUPERWEEK 2015 | #SPWK | @SimoAhava
TIPS
1. Use dataLayer, don’t do what I did (DOM scrape)
2. Feel free to leave somethin...
SUPERWEEK 2015 | #SPWK | @SimoAhava
TIPS
1. Use dataLayer, don’t do what I did (DOM scrape)
2. Feel free to leave somethin...
SUPERWEEK 2015 | #SPWK | @SimoAhava
TIPS
1. Use dataLayer, don’t do what I did (DOM scrape)
2. Feel free to leave somethin...
SUPERWEEK 2015 | #SPWK | @SimoAhava
FURTHER READING
http://goo.gl/lMWqW8
SUPERWEEK 2015 | #SPWK | @SimoAhava
FURTHER READING
http://goo.gl/xYNVb3
SUPERWEEK 2015 | #SPWK | @SimoAhava
FURTHER READING
http://enhancedecommerce.appspot.com/
SUPERWEEK 2015 | #SPWK | @SimoAhava
FURTHER READING
https://github.com/sahava/eec-gtm
SUPERWEEK 2015 | #SPWK | @SimoAhava
Learning & Doing
SUPERWEEK 2015 | #SPWK | @SimoAhava
JAVASCRIPT
http://www.codecademy.com/en/tracks/javascript
SUPERWEEK 2015 | #SPWK | @SimoAhava
JAVASCRIPT
Nicholas Zakas: Professional JavaScript For Web Developers (3rd Edition)
SUPERWEEK 2015 | #SPWK | @SimoAhava
JAVASCRIPT
Cody Lindley: DOM Enlightenment
SUPERWEEK 2015 | #SPWK | @SimoAhava
JAVASCRIPT
Douglas Crockford: JavaScript: The Good Parts
SUPERWEEK 2015 | #SPWK | @SimoAhava
HTML5
https://developer.mozilla.org/en-US/docs/Web/Guide/HTML/HTML5
SUPERWEEK 2015 | #SPWK | @SimoAhava
THANK YOU
@SimoAhava
http://google.me/+SimoAhava
simo.ahava@netbooster.fi
www.simoahav...
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