Google Analytics is free, has more functions than anyone would ever use, is easy to set up and even easier to use. But beyond the standard implementation it has certain limits. With a minimal budget and a little to no coding effort many of those limits can be overcome. Tobias Kraeft presented how to set up insightful reports in Google DataStudio by using Google Analytics Data in Google BigQuery using a very basic set-up: 1. A process to export your data into Google BigQuery 2. A few simple SQL statements to read the exports in Google DataStudio. The challenges to master: - Multi Domain Reporting - Custom Grouping of Everything - Organic Keyword Data - From Revenue to Profit - User Centric Reporting - Offline Marketing Activity The slides where part of a speech at the AllThingsData 2017 Conference in Tel-Aviv, Israel, by Tobias Kraeft on April 27th.

1. BREAKING THE CHAIN OF STANDARD ONLINE ANALYTICS
#ATD2017 – TOBIAS KRÄFT

2. #ATD2017

3. #ATD2017

4. #ATD2017

5. #ATD2017

6. „THAT‘S NICE,
INDEED“
„BUT LET‘S START
THINKING BIG“
#ATD2017

7. #ATD2017

8. CUSTOM
GROUPING
OF
EVERYTHING
#ATD2017

9. FROM
REVENUE
TO PROFIT
CUSTOM
GROUPING
OF
EVERYTHING
#ATD2017

10. ORGANIC
KEYWORD
DATA
FROM
REVENUE
TO PROFIT
CUSTOM
GROUPING
OF
EVERYTHING
#ATD2017

11. CUSTOM
GROUPING
OF
EVERYTHING
ORGANIC
KEYWORD
DATA
FROM
REVENUE
TO PROFIT
OFFLINE
MARKETING
ACTIVITY
#ATD2017

12. MULTI
DOMAIN
REPORTING
ORGANIC
KEYWORD
DATA
FROM
REVENUE
TO PROFIT
OFFLINE
MARKETING
ACTIVITY
CUSTOM
GROUPING
OF
EVERYTHING
#ATD2017

13. MULTI
DOMAIN
REPORTING
ORGANIC
KEYWORD
DATA
FROM
REVENUE
TO PROFIT
USER
CENTRIC
REPORTING
OFFLINE
MARKETING
ACTIVITY
CUSTOM
GROUPING
OF
EVERYTHING
#ATD2017

14. #ATD2017

15. EXPERIENCE
PERSONAL
GOOGLE ANALYTICS SUITE
10+ YEARS IN ONLINE MARKETING AND E-COMMERCE
5+ YEARS MARKETING ANALYTICS
HANDLED THE WORLD‘S LARGEST GOOGLE ANALYTICS 360 ACCOUNT
MULTIPLE GTM, GA, BIGQUERY INTEGRATIONS
POLITICAL SCIENTIST, GOETHE UNIVERSITY FRANKFURT
MARRIED FATHER OF TWO SONS
TOURGUIDE OF TODAY
TOBIAS KRÄFT
DIRECTOR BUSINESS
INTELLIGENCE & ANALYTICS
#ATD2017

16. #ATD2017

17. #ATD2017

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19. #ATD2017

20. SQL
CONNECTING DATA WAREHOUSES WITH DATA VISUALIZATION TOOLS WILL
ALMOST ALWAYS REQUIRE SOME KIND OF SQL
JAVASCRIPT
ENHANCING STANDARD WEB TRACKING WILL ALMOST ALWAYS REQUIRE
SOME KIND OF JAVASCRIPT
PYTHON
AUTOMATING PROCESSES AND DATA ANALYSES WILL ALMOST ALWAYS
REQUIRE SOME HIGH-LEVEL PROGRAMMING LANGUAGE
#ATD2017

21. ADVANCED CROSS DOMAIN REPORTING
#ATD2017

22. ADVANCED CROSS DOMAIN REPORTING
REQUIREMENTS
• AUTOMATED GOOGLE
ANALYTICS DATA EXPORT
RESULT
• AGGREGATED REPORTS
• PERFORMANCE COMPARISON
ON EVERY DETAIL LEVEL
#ATD2017

23. ADVANCED CROSS DOMAIN REPORTING
#ATD2017

24. CUSTOM GROUPING ON EVERY LEVEL
#ATD2017

25. CUSTOM GROUPING ON EVERY LEVEL
REQUIREMENTS
• AUTOMATED GOOGLE
ANALYTICS DATA EXPORT
• GROUPING LOGIC
RESULT
• FLEXIBLE GROUPINGS
• RETROACTIVE ADJUSTMENTS
• ADVANCED FILTERS
#ATD2017

26. CUSTOM GROUPING ON EVERY LEVEL
#ATD2017

27. DATA ON ORGANIC KEYWORD LEVEL
IDENTIFYING THE OPTIMAL LANDING
PAGE FOR KEYWORDS BY
CONVERSIONS
• KW RANKS FOR MULTIPLE
LANDING PAGES, BUT CONVERTS
BEST FOR ONLY ONE:
→ OPTIMISE THE BEST
PERFORMING LP FOR THE KW,
OTHER PAGES FOR OTHER KW‘S
SPLITTING BETWEEN BRAND AND
NON-BRAND:
• MORE PRECISE ORGANIC TRAFFIC
EVALUATION
#ATD2017

28. DATA ON ORGANIC KEYWORD LEVEL
REQUIREMENTS
• AUTOMATED GOOGLE
ANALYTICS DATA EXPORT
• AUTOMATED GOOGLE SEARCH
CONSOLE DATA EXPORT
• AUTOMATED MATCHING LOGIC
RESULT
• OPTIMIZATION ON KEYWORD
LEVEL
• BRAND VS. NON-BRAND SPLIT
• KEYWORD RESEARCH
#ATD2017

29. DATA ON ORGANIC KEYWORD LEVEL
TOTAL CONVERSIONS PER LANDING PAGE
TOTAL CLICKS PER LANDING PAGE
CONVERSION SPLITTING:
x TOTAL CLICKS PER KEYWORDCONVERSIONS PER KEYWORD =
LANDING
PAGE
CONVER-
SIONS
DATE DEVICE
GOOGLE ANALYTICS
LANDING
PAGE
QUERIES
DATE DEVICE
GOOGLE SEARCH CONSOLE
DATE DEVICE
LANDING
PAGE
QUERIES
CONVER-
SIONS
#ATD2017

30. FROM REVENUE TO PROFIT
#ATD2017

31. FROM REVENUE TO PROFIT
REQUIREMENTS
• AUTOMATED GOOGLE
ANALYTICS DATA EXPORT
• ORDER MANAGEMENT DATA
RESULT
• PROFIT MARGIN ON
CAMPAIGN LEVEL
• RETURN RATES
• REAL CLV INFO
• CUSTOMER GROUPING
#ATD2017

32. FROM REVENUE TO PROFIT
USER SEES ADVERTISING
USER COMESTO SITE
USER RETURNS TO SITE
USER SELECTS PRODUCTS
COGS
SHIPPING STATUS
RETURNS
CUSTOMER INFORMATION
UNIQUE TRANSACTION ID
USER BUYS ONLINE
ON THE WEBSITE TRANSACTION PRODUCT AND CRM DATA
PRODUCTS SOLD
REVENUE
#ATD2017

33. USER CENTRIC REPORTS
#ATD2017

34. USER CENTRIC REPORTS
REQUIREMENTS
• USER IDENTIFICATION (CLIENT
ID) IN CUSTOM DIMENSION
• SESSION IDENTIFICATION IN
CUSTOM DIMENSION
• AUTOMATED GOOGLE
ANALYTICS DATA EXPORT
RESULT
• USER LEVEL PERFORMANCE
• USER PATTERNS AND BUCKETS
• ENHANCED CUSTOMER
RELATION MANAGEMENT
#ATD2017

35. USER CENTRIC REPORTS
#ATD2017

36. INCLUDING OFFLINE MARKETING
#ATD2017

37. INCLUDING OFFLINE MARKETING
REQUIREMENTS RESULT
• EVALUATING OFFLINE
CAMPAIGNS
• EVALUATION COMPLETE
CHANNEL MIX
• CUSTOM ORDER ATTRIBUTION
• USER IDENTIFICATION (CLIENT
ID)
• SESSION IDENTIFICATION
• TIMESTAMP
• AUTOMATED GOOGLE
ANALYTICS DATA EXPORT
• OFFLINE DATA (AIR TIME,
VOUCHER CODES)
#ATD2017

38. INCLUDING OFFLINE MARKETING
20
30
40
50
60
70
80
10:01
10:02
10:03
10:04
10:05
10:06
10:07
10:08
10:09
10:10
10:11
10:12
10:13
10:14
10:15
10:16
10:17
10:18
10:19
10:20
10:21
10:22
10:23
10:24
10:25
10:26
10:27
10:28
10:29
10:30
Sessions - Baseline Sessions - Spot-Day
TV SPOT AIRTIME:
10:10
EXPECTED TRAFFIC (BASELINE):
285
REAL TRAFFIC:
482
TV-USER:
40,8%
#ATD2017

39. IN A NUTSHELL
ENHANCE YOUR
WEBTRACKING DATA
(GOOGLE TAG MANAGER)
EXPORT IT TO A DATA
WAREHOUSE
(GOOGLE BIGQUERY)
ENRICH THE DATA WITH DATA
FROM OTHER SOURCES
(GOOGLE SEARCH CONSOLE)
ANALYSE AND VISUALISE IT
(GOOGLE DATASTUDIO)
#ATD2017

40. THANK YOU!
TOBIAS KRÄFT
tobias.kraeft@trustagents.de
#ATD2017
#ATD2017