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Annie Cushing-Annie Cushing-Are Your Google Analytics Reports Pretty Little Liars?
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Distilled
December 04, 2014
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Annie Cushing-Annie Cushing-Are Your Google Analytics Reports Pretty Little Liars?
Distilled
December 04, 2014
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Transcript
Are Your Reports Pretty Little Liars? Annie Cushing @AnnieCushing
DR DATA just call me
relying on nebulous “USER” data
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None
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USERS NEW USERS COUNT OF SESSIONS DAYS SINCE LAST SESSION
% NEW SESSIONS USER TYPE USER DEFINED VALUES metric dimension (FKA UNIQUE VISITORS) (NEW/RET VISITOR)
=
None
google knows these are not visitors.
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there are a few CAVEATS
site must have a login
visitors need to actually log in
site must upgrade to universal
site must capture customer id
you must set up a new view
WARNING: your user data will shrink
quite the BOON for sites like these ….
None
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ignoring LOGGED IN users
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TWO WAYS to accomplish this
custom variables
custom variables
custom dimensions
custom dimensions
custom dimension setup
• customer id good candidates
• customer id • logged in good candidates
• customer id • logged in • author good candidates
good candidates • customer id • logged in • author
• page category (not tags)
• customer id • logged in • author • page
category (not tags) • publication date good candidates
• customer id • logged in • author • page
category (not tags) • publication date • gender good candidates
• customer id • logged in • author • page
category (not tags) • publication date • gender • age good candidates
• customer id • logged in • author • page
category (not tags) • publication date • gender • age • membership level good candidates
• customer id • logged in • author • page
category (not tags) • publication date • gender • age • membership level • number of help articles viewed good candidates
• customer id • logged in • author • page
category (not tags) • publication date • gender • age • membership level • number of help articles viewed • complaint good candidates
• customer id • logged in • author • page
category (not tags) • publication date • gender • age • membership level • number of help articles viewed • complaint good candidates
missing metrics that MATTER
good candidates • cost of goods sold
good candidates • cost of goods sold • profit
good candidates • cost of goods sold • profit •
margin
good candidates • cost of goods sold • profit •
margin • number of members
good candidates • cost of goods sold • profit •
margin • number of members • population
good candidates • cost of goods sold • profit •
margin • number of members • population • game score
good candidates • cost of goods sold • profit •
margin • number of members • population • game score • awards
good candidates • cost of goods sold • profit •
margin • number of members • population • game score • awards • points
good candidates • cost of goods sold • profit •
margin • number of members • population • game score • awards • points • email opens
good candidates • cost of goods sold • profit •
margin • number of members • population • game score • awards • points • email opens • email sends
good candidates • cost of goods sold • profit •
margin • number of members • population • game score • awards • points • email opens • email sends
what MARKETERS care about
None
what BUSINESS OWNERS care about
when these COLLIDING realities intersect
examples from the WILD
email metrics in campaign reports? ALL DAY
see medium history for a registered USER
hosing your CAMPAIGN tagging
labels matter
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None
None
reports impacted if you get MEDIUM wrong
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None
None
None
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what happens when you tag INTERNAL links
1.4 MILLION sessions overwritten
1.4 MILLION sessions overwritten
None
using THIRD-PARTY services
booking engines
event services
payment gateways
application sites
partner sites
None
PLAN A keep them on your site
PLAN B cross-domain tracking
how to CHECK your tracking
STEP 1: install google analytics debugger
STEP 2: open the console ctrl-shift-j command-opt-j
STEP 3: check the visitor/client id
STEP 4: make sure domain is different
STEP 5: check for a match
PRO TIP: set up auto-linking
GET ALL THE LINKS
W: ANNIELYTICS.COM/SERVICES E:
[email protected]
T: @ANNIECUSHING L: LINKEDIN.COM/IN/ANNIECUSHING