Skill Session about Google Analytics with a lot of tools and tips and tricks how to get a lot of value from Google Analytics and your data.

2. Eco system of The Talent Institute

3. Our believes

4. Have fun!
Get future skills
today!
Join our TTI Meetup Community

5. Skill Session

6. CEO / Growth Hacker
8 year
CEO
1 year
Growth Coach / Growth Hacker
1 year
Teacher / Speaker
1 year
@MikevHoenselaar
mike@onlineboswachters.nl

8. Analytics |

9. Analytics |

10. You can find everything at
http://vruc.ht/wwssanalytics
@MikevHoenselaar

11. Analytics |
“Your company is like
a plant; without sun,
dirt and lots of love,
there is nothing to
grow.
Mike van Hoenselaar
Growth Hacker
Online Boswachters

12. Analytics |
The oxygen
for growth
Metrics are
@MikevHoenselaar

13. Analytics |
Grow your
company quicker
by using data
(faster than your
competitors)
@MikevHoenselaar
BONUS
TIP

14. Analytics |@MikevHoenselaar

15. Analytics |
BuiltWith has ~350M websites indexed.
@MikevHoenselaar

16. Analytics |
~ 30 million websites
worldwide use
Google Analytics
@MikevHoenselaar

17. I am going to assume you
have basic knowledge
of Google Analytics
Want to know the basics?
Go to http://vruc.ht/gastart

18. Analytics |
Google Analytics
Individual
Qualification
https://analyticsacademy.withgoogle.com/course01
@MikevHoenselaar

19. Google Analytics Beginners
Masterclass?
Click through 90 slides of tips
Go to http://vruc.ht/ss16analytics

20. Debugging
TOP
TIP

21. Analytics |
● Google Analytics Real Time Rapportage
● Google Analytics Debugger
● Bonus: Ghostery

22. @MikevHoenselaar

23. Analytics |@MikevHoenselaar

24. Analytics |
BONUS
TIP
@MikevHoenselaar

25. Analytics |
In practice
Install these tools
@MikevHoenselaar

26. Analytics |
ga.js versus analytics.js
ga.js won’t be supported anymore (deprecated) at phase 4 of Universal Analytics
(End of 2016 most likely)
More about development of Universal Analytics
Go to http://vruc.ht/uaphases
@MikevHoenselaar

27. Analytics |
ga.js
@MikevHoenselaar

28. Analytics |
universal.js
@MikevHoenselaar

29. Analytics |@MikevHoenselaar
User ID

30. 3 views per property
TOP
TIP
RAW | Filtered | Test

31. Measure internal search
Search box on your website? Teach Google Analytics how to get that
query and see it back in reports.
1
In WordPress and Magento it’s the s and q parameter in the URL

32. @MikevHoenselaar

33. Settings: Admin → View → Settings site Rapportage: Rapportages → Gedrag → Zoekopdrachten op site
Multiple search query’s?
Use comma (s,q, direct_keyword)

34. Analytics |
In practice
Let GA measure
search queries
5
@MikevHoenselaar

35. Filtering: Exclude bots
The checkbox you may or may not know is not enough!
2

36. Analytics |
http://www.iab.com
/guidelines/iab-abc-international-
spiders-bots-list/
@MikevHoenselaar

37. Analytics |@MikevHoenselaar

38. Analytics |
Limit of 255 characters, so make multiple filters
TIP
Keep filtering data!
Exclude IP’s
@MikevHoenselaar

39. Analytics |
→ https://codeshare.io/xT2k6
@MikevHoenselaar

40. Analytics |
In practice
Filtering: Exclude
bots
10
@MikevHoenselaar

41. DEMO

42. Analytics |
→ http://vruc.ht/obrs

43. Segmentation in Google Analytics
is a superpower
@MikevHoenselaar

44. Couple of interesting segmentations
Device (desktop, mobile, tablet) → default
Channel (direct, referal, social, organic, paid) → default
New vs Returning visitors → default
Demographics (age, gender, location) → extra setting
Converters by Count of Visit (how many times do people visit before
converting)
Whales (who are big spenders, learn the why!)
@MikevHoenselaar

45. Demographics
Look at property level !
Settings: Admin → Property → Settings Report: Reporting → Audience → Demographics
TIP: In NL you have opt-in cookie
law. This qualifies as such! Ask
permission for cookie storage.

46. Converters by page visit
TIP: This only works if you work with Goals!
Admin → View → Goals

47. Whales
TIP: You need e-commerce tracking
for this to work!

48. Analytics |
In practice
Segmentation:
Exclude bots
5
@MikevHoenselaar

49. DEMO

50. Use dashboards
TOP
TIP

51. Analytics |@MikevHoenselaar

52. Analytics |
In practice
Make dashboard
10
@MikevHoenselaar

53. Analytics |
HINT
Channel is a dimension
Session is a metric
@MikevHoenselaar

54. Analytics |
In practice
Add a widget that shows
sessions per channel
5
@MikevHoenselaar

55. Event Tracking
The forgotten gold of Google Analytics
3

56. Analytics |
Event Tracking
Power feature for measuring client behavior
→ http://vruc.ht/gaet
@MikevHoenselaar

57. Analytics |
→ http://scrolldepth.parsnip.io/
Measuring scroll behavior
Watch how engaging your content is in terms of scrolling
@MikevHoenselaar

58. Analytics |

59. Analytics |
Tabs
Accordion
@MikevHoenselaar

60. Analytics |@MikevHoenselaar

61. Analytics |
No Google Analytics hereRedirect to homepage
so no Goal possible (by default)
How many
times is this
being used?
@MikevHoenselaar

62. Analytics |
In Practice
Goto Report
Behavior → Events
5
@MikevHoenselaar

63. Analytics |@MikevHoenselaar

64. Enhanced Link
Attribution
TOP
TIP
Do you have links on the same page
that go to the same page?
Use ELA!

65. 1. Make change in your UA
code!
TOP
TIP
@MikevHoenselaar
2. Report -> In Page Analysis

66. E-commerce tracking
Selling something online? Use this!
4

68. Enhanced e-commerce
tracking
TOP
TIP
Want to take it a step further?
Use Enhanced E-commerce tracking!

69. Measure, test, iterate!
@MikevHoenselaar

70. Analytics |
Interesting
reports

71. Mobile traffic/conversion
Mobile is booming, how much traffic do you get via mobile?
Do you see any differences in conversion?
1

72. Audience → Mobile → Overview

73. Analytics |
In practice
Goto Report
Audience → Mobile → Overview
5
@MikevHoenselaar

74. How are visitors
reaching your website?
Get insight in sources who provide traffic AND revenue!
2

75. Acquisitie → Overzicht

76. Analytics |
Read this!
BONUS
TIP

77. Analytics |
In practice
Goto Report
Acquisition → Overview
5
@MikevHoenselaar

78. Useful Bounce Rates
Which pages have the highest bounce rates? By default this isnt working
at all. But there is a way!
Bounce Rate = Session without user interaction
3

79. Behavior → Overview → Click on Bounce Rate column

80. Analytics |
In practice
Goto Report
Behavior → Overview → Click on Bounce Rate column
5
@MikevHoenselaar

81. Site Diagnostics: Page Timing
Report
What are the load times of your website pages? SEO wise very interesting,
also conversion wise. Start optimizing!
4

82. @MikevHoenselaar
Behavior → Site Speed → Page Timings

83. Customer Behavior Report
The report reveals how behavior varies between new and returning users
in terms of overall traffic, conversion patterns and event completion.
By Peter Van Klinken (Download: http://goo.gl/HMPvV)
5

84. Analytics |
In practice
Download Custom
Report
Does it show data? :)
10
@MikevHoenselaar

85. Time left?

86. Custom dimensions
Custom metrics
Especially interesting when you want to segment with CRM data
+

87. Analytics |
● Non deletable
● 20 dimensions and 20 metrics per
property

88. Analytics |

89. Analytics |

90. @MikevHoenselaar
mike@onlineboswachters.nl
Make it happen!