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Automating Google Analytics in 2018 - Jeff Sauer from Jeffalytics

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Veröffentlicht am

Set It and Forget It, Right? Automation of Analytics

* Process of automating analytics

* Tools for automating analytics & results that can be expected from analytics automation

* Battle-proven methods for automating analytics

Veröffentlicht in: Marketing
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Automating Google Analytics in 2018 - Jeff Sauer from Jeffalytics

  1. 1. Automating Analytics
  2. 2. Time
  3. 3. Time These automations have saved my team 400 hours in 2017
  4. 4. @jeffalytics I’ve been traveling full time since 2015
  5. 5. What would you rather do? Data Entry
  6. 6. What would you rather do? Visit Hobbiton in New Zealand OR Data Entry
  7. 7. What would you rather do? Code Event Tracking
  8. 8. What would you rather do? Code Event Tracking OR Fly a Drone in New Caledonia
  9. 9. What would you rather do? Try to figure out WTF your not-provided keywords are
  10. 10. What would you rather do? Explore Temples in Cambodia OR Try to figure out WTF your not-provided keywords are
  11. 11. @jeffalytics Manual Reporting?
  12. 12. Keeping up with changes is not always easy
  13. 13. @jeffalytics http://blog.clicktale.com/2010/11/17/a-brief-history-of-web-analytics/ Technology and tracking is constantly evolving
  14. 14. @jeffalytics Google releases 70+ Updates a Year
  15. 15. How do you keep current with analytics?
  16. 16. @jeffalytics https://www.jeffalytics.com/google-analytics-guide/ One way is the Periodic Table of Google Analytics
  17. 17. The other way? Automate the easy stuff…
  18. 18. So you have time to solve difficult problems
  19. 19. Automate early
  20. 20. Automate often
  21. 21. @jeffalytics Source: http://www.motaen.com/wallpapers/view/id/996 Three Stages of Automating Web Analytics
  22. 22. @jeffalytics Stage 1: Data Collection Data Collection
  23. 23. @jeffalytics Data collection is “easy”
  24. 24. @jeffalytics Simply put some JavaScript on your site
  25. 25. @jeffalytics And you’re rolling in data
  26. 26. But it’s not always the right data
  27. 27. Collecting data may be “easy” – but it’s not the answer
  28. 28. @jeffalytics Data is just the beginning
  29. 29. @jeffalytics Data has no connections, patterns or paths
  30. 30. Data is dumb
  31. 31. Let’s collect better data!
  32. 32. Tr Tracking Upgrades
  33. 33. @jeffalytics https://www.google.com/analytics/tag-manager/ Make sure you have GTM ready to go
  34. 34. These four tags can be set up quickly in GTM
  35. 35. Document Downloads
  36. 36. @jeffalytics Automatically track downloads Any extension you like
  37. 37. @jeffalytics Add any extension you like
  38. 38. @jeffalytics View event download reports
  39. 39. External Link Clicks
  40. 40. @jeffalytics Automatically track external links Outside your domain
  41. 41. @jeffalytics External link tracking for Jeffalytics
  42. 42. Embedded video interactions
  43. 43. @jeffalytics Tracking video plays and completes
  44. 44. @jeffalytics https://wordpress.org/plugins/duracelltomi-google-tag-manager/ I use DuracellTomi’s GTM for WordPress
  45. 45. @jeffalytics It helps you track just about everything
  46. 46. @jeffalytics Automatically track video views
  47. 47. @jeffalytics Easy video tracking reports
  48. 48. Scroll Tracking
  49. 49. @jeffalytics GTM Has a Native Scroll Depth Trigger
  50. 50. @jeffalytics Automate scroll tracking
  51. 51. @jeffalytics Track how many visitors scrolled to bottom
  52. 52. @jeffalytics https://www.simoahava.com/analytics/customize-scroll-depth-trigger/ Learn more about how to use this trigger
  53. 53. Four simple data upgrades
  54. 54. Bonus: Get your (not provided) data back!
  55. 55. @jeffalytics https://keyword-hero.com/ Keyword Hero
  56. 56. @jeffalytics Choose the account you want to track
  57. 57. @jeffalytics Connect Search Console
  58. 58. @jeffalytics Create a new property
  59. 59. @jeffalytics Get your keyword data back, automatically
  60. 60. @jeffalytics Keyword data for the first time in 5 years! Now just 2.6%!
  61. 61. Custom Dimensions in Keyword Hero
  62. 62. @jeffalytics Keyword Hero gives 4 Custom Dimensions
  63. 63. @jeffalytics See organic traffic by position in SERPs
  64. 64. @jeffalytics Also brand/non-brand
  65. 65. @jeffalytics I was skeptical at first… but now?
  66. 66. But we can’t stop here
  67. 67. Data is meaningless without context
  68. 68. Collect better data Stage 1 Data Automation Summary
  69. 69. Automate everything you can Collect better data Stage 1 Data Automation Summary
  70. 70. Look for quick wins Automate everything you can Collect better data Stage 1 Data Automation Summary
  71. 71. Look for quick wins You already have the tools! Automate everything you can Collect better data Stage 1 Data Automation Summary
  72. 72. @jeffalytics Stage 2: Forming Knowledge Data Collection Forming Knowledge
  73. 73. @jeffalytics Automating information and knowledge
  74. 74. Kn Shared Knowledge
  75. 75. @jeffalytics Automate knowledge transfer with annotations
  76. 76. Cu Custom Dimensions
  77. 77. Weather in user location Existing Customer Engaged visitorLogged in user Add custom dimensions for segmentation
  78. 78. @jeffalytics Set up your custom dimensions in GA
  79. 79. @jeffalytics Push the data in through GTM
  80. 80. @jeffalytics Create segments for comparison
  81. 81. @jeffalytics Marketing Audience vs Non Marketing
  82. 82. Post topic Post author Publish dateWord count of post Content related custom dimensions
  83. 83. @jeffalytics Organic search results by content length
  84. 84. @jeffalytics Pageview metrics by content types
  85. 85. @jeffalytics https://moz.com/blog/content-analysis-google-analytics You can see these techniques on Moz
  86. 86. Ar Automated Reporting
  87. 87. @jeffalytics Who has sent/received a report like this?
  88. 88. That was written by a computer
  89. 89. @jeffalytics Sign up: https://www.quillengage.com/ You can get human quality reports for free
  90. 90. @jeffalytics Automated Weekly and Monthly Reporting
  91. 91. @jeffalytics You can even add monthly reports as calendar events on your calendar…
  92. 92. Automate the easy stuff
  93. 93. Focus on adding context to data Stage 2 Automation Summary
  94. 94. Save time for yourself & others Focus on adding context to data Stage 2 Automation Summary
  95. 95. Automatically add context Save time for yourself & others Focus on adding context to data Stage 2 Automation Summary
  96. 96. Automatically add context Share knowledge with your organization Save time for yourself & others Focus on adding context to data Stage 2 Automation Summary
  97. 97. @jeffalytics Stage 3: Automated and Actionable Accelerated Insights Data Collection Forming Knowledge
  98. 98. Accelerating insights and finding wisdom
  99. 99. @jeffalytics Connect the dots, quickly
  100. 100. @jeffalytics Beyond Google Analytics
  101. 101. De Data Export
  102. 102. @jeffalytics https://www.google.com/analytics/partners/search/apps Google Analytics App Gallery
  103. 103. @jeffalytics https://www.google.com/analytics/partners/search/apps There are 7 pages of apps for automation
  104. 104. @jeffalytics https://www.google.com/analytics/partners/search/apps One of my favorites is Klipfolio
  105. 105. Kl Klipfolio
  106. 106. @jeffalytics https://www.klipfolio.com/ Bring marketing data together in one place
  107. 107. @jeffalytics Choose from several popular systems
  108. 108. @jeffalytics 5 minute 2017 year in review dashboard
  109. 109. @jeffalytics Edit the data for accuracy and context
  110. 110. @jeffalytics Annotate to share insights with others
  111. 111. @jeffalytics https://zapier.com/zapbook/klipfolio/ Integrates with just about anything
  112. 112. Ds Google Data Studio
  113. 113. Google Data Studio is Amazing.
  114. 114. @jeffalytics https://datastudio.google.com Pre-defined Google Analytics templates
  115. 115. @jeffalytics https://www.jeffalytics.com/google-analytics-seo-dashboard/ Create SEO Reports right in Data Studio
  116. 116. @jeffalytics https://datastudiogallery.appspot.com/ 40 Report templates in the Data Studio Gallery
  117. 117. Combine multiple data sources in data studio
  118. 118. @jeffalytics https://supermetrics.com/pricing/data-studio#connectors Supermetrics third-party connectors for GDS
  119. 119. @jeffalytics Combine Search Console + Keyword Hero Data Search Console Keyword Hero
  120. 120. Data Studio SEO Dashboard Tutorial Coming in April youtube.com/c/jeffalytics
  121. 121. @jeffalytics Evolving analytics automation Data Collection Forming Knowledge Accelerated Insights
  122. 122. Things are changing for the better
  123. 123. Automation gave my team 10 extra weeks in 2017
  124. 124. Now it’s your turn!
  125. 125. Summary
  126. 126. Collect better data
  127. 127. Automate creation of context
  128. 128. Focus on knowledge and insights
  129. 129. Spend the majority of your time connecting the dots
  130. 130. Action Items
  131. 131. Automate reports with a free Quill Engage account Action Items
  132. 132. Explore the Google Analytics Partner Gallery Automate reports with a free Quill Engage account Action Items
  133. 133. Setup an automatic dashboard in Klipfolio Explore the Google Analytics Partner Gallery Automate reports with a free Quill Engage account Action Items
  134. 134. Setup an automatic dashboard in Klipfolio Get familiar with Google Data Studio Explore the Google Analytics Partner Gallery Automate reports with a free Quill Engage account Action Items
  135. 135. Danke Schön Jeff Sauer Teacher and Traveler Email: jeff.sauer@jeffalytics.com Get presentation resources here: jeffalytics.com/smx18

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