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WCUS 2019 - Responsible Tracking

WCUS 2019 - Responsible Tracking

As site owners, it’s impossible for us to serve our users better without knowing a little bit about them — what’s working for them, and what isn’t. There are a number of high-impact but unobtrusive ways to learn more about how users interact with your site and your brand. In fact, you might be surprised at the information you can learn about your users with nothing more than Google Analytics.

This talk will expose some touch points that you can leverage with WordPress to help you learn about your users and how they interact with your site. We’ll discuss tools that move beyond just your analytics platform to help you gain access to these insights, and we’ll walk through some core features of Google Analytics that you may not be aware of.

Leaving this session, you’ll have a better understanding of the types of tracking tools, the information you can glean from them, and how to ensure your data tracking is responsible, transparent, and accessible.

https://2019.us.wordcamp.org/session/responsible-tracking-learning-from-your-users-without-being-creepy/

Katherine White

November 02, 2019
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  1. 1
    KANOPI STUDIOS PRESENTS
    Responsible Tracking
    Observing your users…
    without being creepy
    November 2, 2019

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  2. 2
    I make websites effective and easy to understand.
    Kanopi takes care of the full lifecycle
    of open source websites.
    @katherinemwhite
    www.kanopi.com
    Katherine White
    CTO
    Kanopi Studios
    2
    RESPONSIBLE TRACKING |

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  3. 3
    Photo by Ján Jakub Naništa on Unsplash

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  4. 4
    4
    WHAT USERS FEAR
    TOOLS OF THE TRADE
    ― THE NOT-GOOGLES
    ― THE GOOGLES
    CONSIDERATIONS
    WHAT USERS WANT
    AGENDA

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  5. What users want
    THE CONTEXT OF DIGITAL INTERACTION

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  6. EXPECT USER-CENTRIC EXPERIENCES
    37% of users think websites will recognize and
    adapt to the user to create a unique, optimal
    experience [within five years].
    The
    Personal
    Touch
    37%
    6
    Source: WP Engine & The Center for
    Generational Kinetics, 2017
    RESPONSIBLE TRACKING |

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  7. EXPECT AGGREGATED INTELLIGENCE
    58% of all respondents believe that all websites will
    “talk” to each other so that every site, app, or
    appliance will present a personalized experienced
    [within five years].
    Digital
    Footprint
    58%
    7
    Source: WP Engine & The Center for
    Generational Kinetics, 2017
    RESPONSIBLE TRACKING |

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  8. PREDICTIVE EXPERIENCES
    50% of of Gen Z would stop visiting a website if it
    didn’t anticipate what they needed, liked or
    wanted.
    Five-star
    service
    50%
    8
    Source: WP Engine & The Center for
    Generational Kinetics, 2017
    RESPONSIBLE TRACKING |

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  9. WANT ANONYMITY
    62% of users would prefer an Internet where you
    were completely anonymous and had to order
    everything manually.
    Privacy
    Options
    62%
    9
    Source: WP Engine & The Center for
    Generational Kinetics, 2017
    RESPONSIBLE TRACKING |

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  10. What users fear
    THE CONTEXT OF DIGITAL INTERACTION

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  11. HAVE BEEN COMPROMISED
    A majority of Americans (64%) have personally
    experienced a major data breach.
    Data
    Breaches
    64%
    11
    Source: Pew Research Center, 2017
    RESPONSIBLE TRACKING |

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  12. “When it comes to ensuring digital devices
    and experiences are safe, security is a big
    concern for every generation... The national
    study found that two of the top three least
    liked aspects of the Web are security
    related.”
    WP ENGINE & THE CENTER FOR GENERATIONAL KINETICS, 2017
    12
    RESPONSIBLE TRACKING |

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  13. FEEL VULNERABLE
    Roughly half of Americans feel that their personal
    information is less secure than it was five years
    ago.
    Identity
    Threat
    49%
    13
    Source: Pew Research Center, 2017
    RESPONSIBLE TRACKING |

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  14. Americans consistently lack confidence in
    the security of everyday communication
    channels and the organizations that control
    them – particularly when it comes to the use
    of online tools.
    PEW RESEARCH CENTER, 2014
    14
    RESPONSIBLE TRACKING |

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  15. Security is not privacy.

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  16. While security is a concern, the youngest
    generation is more open to balancing their
    privacy concerns with the desire for
    personalized experiences. ... This represents
    an important shift in mindset around
    security from a defensive mindset to a
    growth mindset.
    WP ENGINE & THE CENTER FOR GENERATIONAL KINETICS, 2017
    16
    RESPONSIBLE TRACKING |

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  17. Transparency is key.

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  18. How do we give
    users what they
    want without
    getting in their
    way… and while
    respecting unique
    preferences?
    18
    RESPONSIBLE TRACKING |

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  19. Tools of the Trade
    OBSERVING USERS IN THE WILD

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  20. The Not-Googles

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  21. Site Search
    Logging
    One of the most powerful
    sources of information
    about what your users seek.
    ⎼ If you do nothing else, do this!
    ⎼ Track user search queries on your site
    ⎼ Gives you insights into what content is in
    demand
    ⎼ Gives you insights into what is difficult to
    find
    21


    CREEP-O-METER
    RESPONSIBLE TRACKING |

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  22. The Potential of Site Search
    SEARCH FIRST
    Forrester research
    shows that 43% of
    users go directly to
    site search.
    BETTER CONVERSION
    WebLinc research shows site
    search users are 216% more
    likely to convert.
    REVENUE
    Users who performed
    an on-site search
    spent more than
    regular users
    22
    43% 200%+ $$$
    RESPONSIBLE TRACKING |

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  23. 23
    WORDPRESS ONLY
    Relevanssi is an excellent
    search plugin that will also
    log search queries in the
    WordPress database.
    https://wordpress.org/plugins/relevanssi/
    23


    CREEP-O-METER
    RESPONSIBLE TRACKING |

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  24. 24
    GOOGLE ANALYTICS
    Because WordPress uses
    query string parameters by
    default, configuring this
    directly in Google is
    straightforward.
    24


    CREEP-O-METER
    RESPONSIBLE TRACKING |

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  25. Contact
    Form
    Analysis
    ⎼ Review onsite submissions
    ⎼ Complaints
    ⎼ Hopes/wishes/needs
    ⎼ Opportunities for improvement
    ⎼ Usually tied to PII
    ⎼ Don’t keep these longer than necessary
    25
    RESPONSIBLE TRACKING |


    CREEP-O-METER

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  26. Visual
    Behavior
    Analytics
    ⎼ “See” users interact with your site
    ⎼ Heatmaps that indicate what’s hot and
    what’s not on your pages
    ⎼ Session recordings that let you observe a
    user’s screen as they navigate your site
    26


    CREEP-O-METER
    RESPONSIBLE TRACKING |

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  27. Hotjar
    THE COOL STUFF
    ⎼ Free (tier)!
    ⎼ Visualizations of site usage data
    ⎼ Individual session recordings
    ⎼ Surveys, feedback, form and
    funnel analysis (not covered here)
    THE (NOT TOO) CREEPY STUFF
    ⎼ Keystrokes are suppressed for
    all recordings
    ⎼ Data backups are not kept
    more than 365 days
    ⎼ GDPR compliant
    ⎼ Users can opt-out on the Hotjar
    site
    27
    RESPONSIBLE TRACKING |

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  28. HEATMAPS
    These tools
    provide a
    visual guide to
    clicks,
    movement,
    and scrolling
    on your site.
    28
    RESPONSIBLE TRACKING |

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  29. SESSION
    RECORDINGS
    Study the activities
    of individual users.
    29
    RESPONSIBLE TRACKING |

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  30. 30
    WORDPRESS ONLY
    WordPress has an official
    Hotjar plugin that’s
    maintained by the HotJar
    team.
    https://wordpress.org/plugins/hotjar/
    30


    CREEP-O-METER
    RESPONSIBLE TRACKING |

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  31. GOOGLE TAG
    MANAGER
    HotJar is also a built-in tag
    type available via Google Tag
    manager.
    31


    CREEP-O-METER
    RESPONSIBLE TRACKING |

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  32. Analytics
    Alternatives
    ⎼ Matomo: https://matomo.org/
    ⎼ Amplitude: https://amplitude.com/
    ⎼ Open Web Analytics:
    http://www.openwebanalytics.com/
    ⎼ Simple Analytics: https://simpleanalytics.io/
    ⎼ Fathom: https://usefathom.com/
    32
    CREEP-O-METER
    MAY VARY
    RESPONSIBLE TRACKING |

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  33. Google Tools
    THE COOL STUFF
    ⎼ Free!
    ⎼ Incredibly powerful tools for
    generating insights
    ⎼ Broad reach
    ⎼ Tools to integrate your data
    sources
    THE CREEPY STUFF
    ⎼ Nothing is actually free…
    ⎼ They can use your content for all
    their existing and future services
    ⎼ Tracks you on other websites
    ⎼ May use device fingerprinting
    34
    RESPONSIBLE TRACKING |

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  34. Google Tag
    Manager
    ⎼ A “container” that helps you manage a wide
    variety of tracking beacons, scripts, and
    pixels
    ⎼ Deeply integrated with Google Analytics
    ⎼ A number of tracking tools have “out of the
    box” configurations
    ⎼ Gives non-developers a UI for creating their
    own event tracking and script
    implementations
    ⎼ Saves you the pain and suffering of firing
    multiple tags on a single event, and
    simplifies your code
    ⎼ Can be configured to only fire once a user
    has given their consent
    35


    CREEP-O-METER
    RESPONSIBLE TRACKING |

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  35. 36
    WORDPRESS
    INTEGRATION
    Google Tag Manager for
    WordPress -
    https://wordpress.org/plugins/duracellt
    omi-google-tag-manager/
    36


    CREEP-O-METER
    RESPONSIBLE TRACKING |

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  36. 37
    SEARCH CONSOLE
    Does that (not provided) look
    familiar?
    Search Console holds the
    data you seek.
    https://search.google.com/search-consol
    e/welcome
    37


    CREEP-O-METER
    RESPONSIBLE TRACKING |

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  37. 38
    CAMPAIGN
    TRACKING
    Track efficacy of inbound
    campaign traffic by the
    source and medium.
    38


    CREEP-O-METER
    RESPONSIBLE TRACKING |

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  38. Custom
    Dimensions
    ⎼ A customized piece of information about a
    Google Analytics hit.
    ⎼ Data must be populated via external means
    (like WordPress!)
    ⎼ You can use the Google Tag Manager for
    WordPress plugin to help you write
    information to the data layer to support
    these
    ⎼ Can be assigned a hit, user, or session scope
    ⎼ Can then be used in your reporting as a
    secondary dimension in standard reports
    ⎼ Can be used as a primary dimension in
    custom reports
    39


    CREEP-O-METER
    RESPONSIBLE TRACKING |

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  39. 40
    USER
    DEMOGRAPHICS
    Analyze traffic based on
    dimensions such as age,
    gender, affinity, and
    in-market segments.
    40


    CREEP-O-METER
    RESPONSIBLE TRACKING |

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  40. 41
    AUDIENCE
    SEGMENTATION
    Allows you to craft highly
    targeted market segments
    to analyze your most
    valuable users.
    41


    CREEP-O-METER
    RESPONSIBLE TRACKING |

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  41. User ID
    Integration
    ⎼ Primarily for cross-device tracking
    ⎼ Requires an a consistent, unique identifier
    for a user
    ⎼ Cannot contain any PII
    ⎼ MUST be random
    ⎼ May not be used with demographic data
    views
    ⎼ Makes new/returning user statistics slightly
    more accurate
    ⎼ Requires a login
    ⎼ There are lots of wrong and creepy ways to
    use this
    42


    CREEP-O-METER
    RESPONSIBLE TRACKING |

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  42. Considerations
    HOW CREEPY ARE YOU?

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  43. Data
    Privacy &
    Policies
    ⎼ Know what regulations apply to your
    business
    ⎼ Be transparent in what you use and why
    ⎼ Use simple language that is easy to
    understand
    ⎼ Keep only what you need, only as long as
    you need it
    ⎼ Give users the option to decline to be
    tracked or configure their preferences
    ⎼ Make it as easy to get out as it was to get in
    44
    RESPONSIBLE TRACKING |

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  44. Accessibility
    ⎼ Test with screen readers
    ⎼ Test with assistive navigation
    ⎼ Test with ad and tracking blockers enabled
    ⎼ Site functionality should not be affected by
    selectively disabling tracking
    ⎼ Consider site performance - track only what
    you need
    45
    RESPONSIBLE TRACKING |

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  45. 46
    Photo by Thomas Kelley on Unsplash

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  46. Tool
    Awareness
    ⎼ TOS;DR - do your homework!
    ⎼ Understand the privacy & data retention
    practices of your partners
    ⎼ Know your partner’s stances on accessibility
    ⎼ Know your widgets
    47
    RESPONSIBLE TRACKING |

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  47. 48
    Photo by Erik Eastman on Unsplash

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  48. You are just as creepy as
    your partners.
    Not all tools are created equal. Widgets
    are a window into someone else’s ethics.
    Few things are truly free. Make sure you’ve
    read the fine print for the tools you are
    using, and that your policies reflect it.
    49
    RESPONSIBLE TRACKING |

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  49. References & Resources
    REFERENCES
    ⎼ https://wpengine.com/gen-z-us/
    ⎼ http://www.pewinternet.org/2015/05/20/americ
    ans-attitudes-about-privacy-security-and-surve
    illance/
    ⎼ http://www.pewinternet.org/2014/11/12/public-p
    rivacy-perceptions/
    ⎼ http://www.pewinternet.org/2017/01/26/america
    ns-and-cybersecurity/
    ⎼ https://tosdr.org/
    ⎼ https://en.wikipedia.org/wiki/Conversion_rate_o
    ptimization
    ⎼ https://www.hotjar.com/privacy
    RESOURCES
    ⎼ https://www.annielytics.com/
    ⎼ https://analytics.google.com/analytics/academy/
    ⎼ https://tosback.org/
    ⎼ https://ga-dev-tools.appspot.com/campaign-url-b
    uilder/
    ⎼ Google Analytics Demo Account
    ⎼ https://nomoregoogle.com/
    ⎼ https://www.onetrust.com/products/cookies/
    ⎼ https://humix.be/blog/configure-google-analytics
    -for-gdpr/
    ⎼ https://techcrunch.com/2019/10/01/europes-top-c
    ourt-says-active-consent-is-needed-for-tracking-
    cookies/
    50
    RESPONSIBLE TRACKING |

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  50. Thank you!
    @KATHERINEMWHITE
    [email protected]
    https://speakerdeck.com/katherinemwhite/wcus-2019-responsible-tracking

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