Annie Cushing-Annie Cushing-Are Your Google Analytics Reports Pretty Little Liars?

Transcript

1. Are Your Reports Pretty Little Liars? Annie Cushing @AnnieCushing
2. DR DATA just call me
3. relying on nebulous “USER” data
7. 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)
8. =
10. google knows these are not visitors.
15. there are a few CAVEATS
16. site must have a login
17. visitors need to actually log in
18. site must upgrade to universal
19. site must capture customer id
20. you must set up a new view
21. WARNING: your user data will shrink
22. quite the BOON for sites like these ….
25. ignoring LOGGED IN users
28. TWO WAYS to accomplish this
29. custom variables
30. custom variables
31. custom dimensions
32. custom dimensions
33. custom dimension setup
34. • customer id good candidates
35. • customer id • logged in good candidates
36. • customer id • logged in • author good candidates
37. good candidates • customer id • logged in • author • page category (not tags)
38. • customer id • logged in • author • page category (not tags) • publication date good candidates
39. • customer id • logged in • author • page category (not tags) • publication date • gender good candidates
40. • customer id • logged in • author • page category (not tags) • publication date • gender • age good candidates
41. • customer id • logged in • author • page category (not tags) • publication date • gender • age • membership level good candidates
42. • customer id • logged in • author • page category (not tags) • publication date • gender • age • membership level • number of help articles viewed good candidates
43. • customer id • logged in • author • page category (not tags) • publication date • gender • age • membership level • number of help articles viewed • complaint good candidates
44. • customer id • logged in • author • page category (not tags) • publication date • gender • age • membership level • number of help articles viewed • complaint good candidates
45. missing metrics that MATTER
46. good candidates • cost of goods sold
47. good candidates • cost of goods sold • profit
48. good candidates • cost of goods sold • profit • margin
49. good candidates • cost of goods sold • profit • margin • number of members
50. good candidates • cost of goods sold • profit • margin • number of members • population
51. good candidates • cost of goods sold • profit • margin • number of members • population • game score
52. good candidates • cost of goods sold • profit • margin • number of members • population • game score • awards
53. good candidates • cost of goods sold • profit • margin • number of members • population • game score • awards • points
54. good candidates • cost of goods sold • profit • margin • number of members • population • game score • awards • points • email opens
55. good candidates • cost of goods sold • profit • margin • number of members • population • game score • awards • points • email opens • email sends
56. good candidates • cost of goods sold • profit • margin • number of members • population • game score • awards • points • email opens • email sends
57. what MARKETERS care about
59. what BUSINESS OWNERS care about
60. when these COLLIDING realities intersect
61. examples from the WILD
62. email metrics in campaign reports? ALL DAY
63. see medium history for a registered USER
64. hosing your CAMPAIGN tagging
65. labels matter
69. reports impacted if you get MEDIUM wrong
77. what happens when you tag INTERNAL links
78. 1.4 MILLION sessions overwritten
79. 1.4 MILLION sessions overwritten
81. using THIRD-PARTY services
82. booking engines
83. event services
84. payment gateways
85. application sites
86. partner sites
88. PLAN A keep them on your site
89. PLAN B cross-domain tracking
90. how to CHECK your tracking
91. STEP 1: install google analytics debugger
92. STEP 2: open the console ctrl-shift-j command-opt-j
93. STEP 3: check the visitor/client id
94. STEP 4: make sure domain is different
95. STEP 5: check for a match
96. PRO TIP: set up auto-linking
97. GET ALL THE LINKS
98. W: ANNIELYTICS.COM/SERVICES E: ANNIE@ANNIELYTICS.COM T: @ANNIECUSHING L: LINKEDIN.COM/IN/ANNIECUSHING