Canadian Association for Research Libraries Toronto, Ontario 14 - - PowerPoint PPT Presentation

Canadian Association for Research Libraries Toronto, Ontario 14 October 2015

• Introductions
• Help & Learning
• Standard Reports
• Audience
• Traffic Sources
• Content Behaviour
• Measuring Value
• Basic Filtering &

Segmenting

• Custom Reports
• Basic Dashboard

Creation

• Exporting & emailing
• Measurement Plan
• Data Quality
• Migrating to Universal

Analytics & Google Tag Manager

• Cross-Domain Tracking
• Review your Action

Items

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October 2015

June Li

• Managing Director, ClickInsight

Digital Analytics consulting, training & auditing

• Certified Web Analyst
• Speaker & Instructor:
• Google Partner Academy Trainer
• Digital Analytics Association (DAA) Essentials
• Team developed curriculum for UBC DAA 4-course

Online Web Analytics Program

• McMaster University Web Analytics Advisory Board

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October 2015

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• One burning question you have about

your digital library visitors

• One thing you must learn to make this

workshop worthwhile

October 2015

• Available until November 15, 2015

https://clickinsight.ca/carl-ga-2015-10-14

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Value Action Opportunities Insights Analysis Reports Data

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October 2015

Target Future Design Execute Analyze Decide Test Assess

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Key Performance Indicators (KPIs)

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October 2015

How Data Gets to Google Analytics

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October 2015

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Value Action Opportunities Insights Analysis Reports Data

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October 2015

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Collection Processing Reporting Configuration

Reports provide access to processed data Process data according to configured rules Collect user- interaction data from sites & apps Configure how data will be processed

Further Reading: Analytics Academy Lesson 1.2

http://bit.ly/AAPPLesson1-2

October 2015

Account UA-123456 Property UA- 123456-1 View All traffic View Internal traffic only View Videos only Property UA- 123456-3 View All traffic View Canada only View USA Only Property UA- 123456-23 View All traffic View Email Campaigns View Paid Search Campaigns

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October 2015

• Code installed on web page
• When a browser presents

a page to a visitor, the code executes, sending a string

• f information to GA
• First-party cookie is set.

Data sent via the cookie.

• GA logs information and continuously

updates reports

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October 2015

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Reports Data Logs

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October 2015

Different Levels

• r Scope

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Users

[ visitors ]

Sessions

[ visits ]

Interactions

[ pageviews, events, transactions, video plays, form submits, downloads… ]

October 2015

Basic Navigation & Help

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October 2015

• Help Centre
• Analytics Academy
• User Interface

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October 2015

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October 2015

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https://support.google.com/analytics/answer/2604608?hl=en&ref_topic=3544906

October 2015

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October 2015

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Search for “analytics academy google analytics”

• Learn to use “Help” and other resources
• Type your question into Google.ca
• Don’t be surprised if the basic controls

change

• Watch for additional free training in the

Analytics Academy

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October 2015

Your Questions Answered

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October 2015

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Value Action Opportunities Insights Analysis Reports Data

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October 2015

• What can you find out about your visitors?
• Demographics, devices used
• Location, recency, frequency
• What traffic sources sent

them to your site?

• What are they looking at?
• Content & Events
• Landing Pages
• Site Search
• Is there value?
• Goals & Goal Flow

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October 2015

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https://support.google.com/analytics/answe r/1012034?hl=en

October 2015

• What are my visitors like?
• Where in the world? What

cities?

• How engaged are my

visitors?

• What screen resolutions?
• What percentage is mobile

& tablet?

► Demographic (age, gender

& interest)

► Geo (location & language) ► Behaviour (new vs

returning, recency, frequency)

► Technology (browser,

screen resolutions…)

► Mobile

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• City, Campaign and Keywords are

Dimensions

• Sessions, Pages per Visit, Avg Visit

Duration are Metrics

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October 2015

• Metrics
• Measures or counts
• In columns
• “Blue”
• Can graph by metrics
• Can filter by metrics
• Groups of metrics in

additional tabs

• Dimensions
• Attributes
• In rows
• “Green’
• Graph metrics for a

dimension

• Can filter by dimensions
• Secondary dimensions

allow you to see metrics for a combination of dimensions

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October 2015

• Metrics (count)
• Users (visitors)
• Sessions (visits)
• Pageviews
• Events
• Avg Duration
• Goal completions
• Entrances
• Bounces
• Exits…
• Dimensions (attribute)
• City
• Mobile, tablet, computer
• Apple iPad
• Page url or title
• Campaign name
• Source of traffic
• Keyword
• Browser type

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October 2015

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October 2015

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October 2015

• Where does our Traffic

come from?

• Which sites send us the

most traffic?

• How are my pages ranking
• n Google?
• Which social networks send

the most traffic?

• Which email campaigns

lead to the longest visits?

► Acquisition Overview ► All Traffic > Referrals ► SEO > Google Webmaster

Tools (Search Console) integration

► Social > Network Referrals ► Campaigns

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October 2015

• What are visitors looking

at? What content are they engaging with?

• Which pages do they

start their visits on?

• Where do they leave

from?

• What are they searching

for on my site?

• Which pages are slow

loading?

►All Pages ►Events ►Landing Pages ►Exit Pages ►Site Search (%usage,

search terms, exit)

►Site Speed

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• Multi-dimension

grouping

• Content with

multiple tags

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Perry’s Chemical Eng Handbook

Type: Book

Function: Reference

Discipline: Engineering

October 2015

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October 2015

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October 2015

• Maximum 20 goals
• Four sets of 5 goals
• Conversion Goal
• URL or ‘page’ representing a click or hover
• Sequential pages create a funnel
• Engagement-type Goals
• Pages per visit
• Time on site

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October 2015

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October 2015

Uncovering Insights & Opportunities

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October 2015

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October 2015

• Use in Standard Reports
• Use to create Segments

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• Language for Matching & Selecting
• Recommended Reading:
• https://www.clickinsight.ca/about/blog/test-regular-

expressions-realtime

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• Select a discipline (e.g. pharmacy) or a

course (e.g. BIO 100)

• Create a segment where all visits include

a page with the discipline or course

• Use Dimension Page or Page Title
• Untick “All Sessions”
• Apply your new segment

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• Using Audience Overview, switch to

“Hours”.

• What time of day is most active?
• Using the “All Pages” Title report, which

resources are most highly and deeply used?

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Be Aware

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October 2015

• Maximum number of sessions GA will process for

a report is 250,000 visits

• When sampling occurs, GA analyzes a portion of

traffic, then scales to final numbers

• No sampling in standard reports, until a secondary

dimension or a filter is applied, triggering on-the-fly processing

• Affects long-tail analysis on large sites with over

250,000 visits for the period being analyzed

• Pages and Keyword reports most frequently affected

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October 2015

• In a 3 day span, there are 1,250,000 visits, which

is 5 times 250,000. Sampling factor is 5.

• Day 1 : 500,000, Day 2 : 250,000, Day 3 : 500,000
• Google will randomly sample by a factor of 5
• Day 1 : 500,000 / 5 = 100,000 visits
• Day 2 : 250,000 / 5 = 50,000 visits
• Day 3 : 500,000 / 5 = 100,000 visits
• The randomly selected sessions are then processed
• The results are then multiplied by 5 to scale back

1,250,000

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October 2015

• Standard reports – unsampled
• Add a segment – sampled

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October 2015

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• Use Views/Profiles
• Content Sections
• Country (e.g. Canada only)
• Analyze for a Shorter Date Range

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October 2015

Let Me See What I want

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October 2015

• Control the way drilldowns occur
• Hide unneeded or irrelevant metrics
• See the combination of metrics you want
• E.g. See Goals & Bounce Rate in the same view
• Explorer Table
• Drill down, column tables
• Flat Table
• Up to 5 dimensions. No metrics totals. No graph
• Map Overlay

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October 2015

• Blank template in

Customization

• Customize a Standard Report

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October 2015

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October 2015

• Up to 10 Metrics (columns)
• Up to 5 Dimensions (rows)
• If a dimension is greyed out, it’s because that

drilldown combination is not available

• Up to 5 tabs

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“Custom Reports” in GA Help Center: https://support.google.com/analytics/answer/1033013

October 2015

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October 2015

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October 2015

• Apply Segments
• Apply in-page report filters
• Save to Dashboard (paste URL)
• Save to Shortcut

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October 2015

• Click on “Customization”
• Click on “+New Custom Report”
• Explorer Table
• Metrics: Pageviews, Unique pageviews, Time on

Page, Entrances, Bounce Rate, %Exit

• Dimensions: Page Title, Page

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• Part 2: Create another tab, containing a

“Flat Table”

• Copy your “Explorer Table” by clicking “Duplicate

this Tab”

• Click on “Flat Table”

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• Simple bookmark
• Captures segment, filters, secondary

dimension

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October 2015

• Can’t group, share, copy – can re-save

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October 2015

Reporting Flexibility

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October 2015

• Two frequent uses
• Status at a glance
• Shortcut to highly used reports

(custom and/or filtered, to save you time accessing data)

• 20 Dashboards per login ID
• Rearrange, add or delete widgets (maximum 12)
• Segments can be applied to Dashboards
• Customization stored specific to View & Login ID
• Shareable

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October 2015

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October 2015

• From a Report, click [ Add to Dashboard ]
• From [ Home ] tab, click [ Add Widget ]

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October 2015

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October 2015

• Create a new “Starter” Dashboard
• Delete the Revenue and Conversion

widgets

• Add a Page Title Table Widget
• Link this new widget to your Custom Page Title

Report

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• Paste this Dashboard into your View

http://bit.ly/cust101db

• Apply the Segment created in earlier

exercise

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• Standard & Custom Reports
• CSV, TSV, PDF, Google Spreadsheets
• Dashboard
• Export to PDF only

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https://support.google.com/analytics/answe r/1038573?hl=en

October 2015

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https://support.google.com/analytics/answe r/1038573?hl=en

October 2015

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October 2015

What to Use When

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October 2015

Views

• Think of these as

permanent partitioned segments of data

• Can be created &

edited by ‘Editors’ but not ‘Collaborators’

• Can be made

accessible & available to all levels Segments

• Sticky filters, active for

the duration of your login session and if you move to a new View

• Can be applied to

multiple Views

• Can use up to 4

Segments concurrently

• ‘Read & Analyze’ can

create AS

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October 2015

Custom Reports

• Simplify reports by

reducing columns

• Flat table, Map & Explorer
• Allows you to control

dimension drilldown

• Customize report title
• Available under creator’s

Login only

• Can be made available

across all Views

• Can save a filtered custom

report using Dashboards or Shortcut Dashboards

• At a glance or as a shortcut to

a frequently used set of reports

• Customized by Login ID
• On a specific View
• Can only graph by Day (at this

time)

• Can share and export to PDF

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Shortcuts

• Save frequently used customized

report, with AS & in-report filters

• Customized by Login ID & View
• Cannot share
• Can export, email, add to

Dashboard

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October 2015

What Does Success Look Like?

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Value Action Opportunities Insights Analysis Reports Data

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October 2015

Target Future Design Execute Analyze Decide Test Assess

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Key Performance Indicators (KPIs)

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Source: https://analyticsacademy.withgoogle.com/course03/unit?unit=1&lesson=2

October 2015

• 1. Identify your objective or “target future”
• 2. What does success look like?
• What will have to be achieved?
• By When?
• What will you measure that will tell you whether

you have achieved success?

• These will be your Key Performance Indicators
• 3. What are your levers for further success?
• How will you drill down?
• These will be your Segments

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October 2015

Some unique challenges

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• Marketing Campaign

Tagging

• Events vs Pageviews
• Referrer spam

►Standard taxonomy

makes analysis easier (email vs Email)

►Determine purpose

before tagging

►Continuous

monitoring and view filter updating

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• Dynamic URLs
• Sub-domains
• Different GA code

across subdomains

►High cardinality, leading

to “other”. Consider stripping URLs and content grouping

►Visits shorter than actual ►Legacy as well as

• current. Cannot take

advantage of current features (e.g. custom dimensions)

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• Old and no longer upgraded
• urchin.js – original 2005 code
• ga.js – Traditional or Classic
• dc.js – Classic remarketing
• New installs
• analytics.js – Universal Analytics
• Should plan to upgrade within the next 2 years
• Older versions will be deprecated. Processing

continues on old versions for a minimum of 2 years https://developers.google.com/analytics/devguides/collection/upgrade

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October 2015

• Next Generation Google Analytics
• New code: analytics.js replaces ga.js, dc.js
• Fewer cookies, therefore faster loading
• User view
• Integrate across multiple devices & platforms – including

‘offline’, rfid

• User ID override cookies for sessionization
• Sync offline and online data
• Custom dimensions & metrics
• Data import
• Mobile app analytics

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October 2015

Web site clickstream data

• Point of Sale systems
• Offline databases
• RFID
• Mobile, Apps, etc, etc

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User + Event

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October 2015

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Source: https://support.google.com/analytics/answer/1032385?hl=en

October 2015

• Check out:
• Your own

and other digital libraries

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October 2015

• Download the Tag Assistant Plugin
• What version do you have?
• Do you have Google Tag Manager

installed?

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October 2015

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October 2015

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• Analytics Academy Tag Manager Course
• Help from GTM

Certified Partner

• Take a hands-on course
• Next ClickInsight course Oct 21-22 in Toronto, or

February 2016 bit.ly/emjldev

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bit.ly/gtm-cert-partners

• Help & Learning
• Standard Reports
• Audience
• Traffic Sources
• Content Behaviour
• Measuring Value
• Basic Filtering &

Segmenting

• Custom Reports
• Basic Dashboard

Creation

• Exporting & emailing
• Measurement Plan
• Data Quality

►Review your Action

Items

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October 2015

• Questions?
• Clarifications?

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June Li

Managing Director ClickInsight Toronto, Ontario June.Li@ClickInsight.ca Twitter: @june_li

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Visit ClickInsight.ca for resources, and if you would like to receive the Common Sense Analytics Newsletter

October 2015