Website - meaningful measurement. Stats that matter workshop.

©Periscopix2014 www.periscopix.co.uk
Meaningful
measurement with
Google Analytics

Who we are?
• Analytics (and PPC) agency

Schedule
MeasuringContent(no code)
1. Bounce Rates
2. Page titlecustom report
3.. Content grouping
4. Page value £
MeasuringContent(code)
1. Carousels / Ribbons
2. Other info, e.g. Author
3. Scroll tracking
Other
1. Site search
2. Lead data capture
3. Alerts (conversions, visits,
error pages)
4. Avg. visit duration vs.
conversions.

Assessing Bounce Rate
• Two techniques:-
– Weighted sort
– Comparison bar chart

Weighted sort
• When needing to uncover problematic pages
• GA will return a list of pages that are probably meaningless..

Weighted sort
• Apply a weighted sort to fix this..

Weighted sort
• Meaningful pages sorted by Bounce Rate

Comparison bar chart
• At a glance view
of high volume,
high Bounce
Rate pages..

Page title custom report
• When URLs of pages are not in a readable format,
use the ‘Page Title’ dimension

Page title custom report

Content groups
• Group your pages by type and assess them aggregately..

Content groups – set up

Content groups – set up
• Create groups using a simple filter

Page value £
• Unlock this valuable metric by implementing Goal Value or
Ecommerce tracking

Page value £
• ‘Page Value’ gives you a monetary value for each of your pages. It
tells you how much they drove users to conversions..

Non-page load interactions
• The standard “out-of-the-box” GA tracking will only track pages
being loaded.
• Everything else – interactions with widgets, clicks on outbound links,
purchase data, etc. – won’t be tracked unless we implement extra
tracking.

Advanced content
measurement

Events
• Allows for a more structured approach to tracking interactions.
• You can define categories, actions, labels and values for each event. E.g.
Category = Video
Action = Play / Pause / Completed
Label = “Video title”
• Works by calling the _trackEvent() method, instructions here:-
_trackEvent(category, action, opt_label, opt_value)

Carousel tracking
• Example: Guide Dogs Home page slider
• Category = “Homepage carousel”
• Action = Slide position
• Label = Slide text

Carousel tracking - position

Carousel tracking – slide text
Able to
assess and
optimise both
positioning
and text.

Carousel tracking – slide text
• Can we bring them both into
one report?
• Use Secondary dimensions

Carousel tracking

Carousel tracking
• Plot rows on graph to get a
view over time…

Custom variables
• Allow you to apply additional ‘labels’ to your visitors and pages.
• Custom variables are name-value pairs
e.g. ‘Logged in’ – ‘Yes’ / ‘No’.
• They have 3 types / scopes:-
i. Visitor
ii. Page
iii. Session

Extra info for pages
• When the info that
GA offers for your
content pages isn’t
enough, use page
level custom
variables..
You could also use date or category.

Scroll tracking using Events
Category = ‘Scroll tracking’
Action = % of content, i.e.
25%,50%,75%,100%
Label = Time (seconds)

Click intothesevaluestodrill-down

• Change the Primary
dimension to page / page
title to see the pages that
were ‘read’ the most..

Internal search
• With the gradual disappearance of organic keyword data this
remains one of the only areas where we can capture explicit
user intent
• Example Dashboard..

Example dashboard

Lead data capture
• Example: asking for
organisation name before
allowing users to
download a document.
Category = ‘Access
Resource’
Action = Organisation
Label = Document title

Lead data capture

Time on site: What does good look like?
• Common question: How do we know what’s working well.
• Answer: Measure it against your own objectives.
• Where the numbers converge with higher conversions, that’s
what you should be aiming for.

Alerts
• Simple and tedious but vital to spotting site / tracking issues asap.

Alerts
• Examples include:
• Zero visits in a day
• Excessive error
pages
• Zero events
• Zero conversions /
donations

Time on site: What does good look like?

Do You Need Google Tag Manager?
• Free, enterprise level tag management system.
• Easy to use web interface.
• Add marketing tags using validated templates.
• Fire tags based on rules.
• Publish and update tags in seconds.
• Preview and test before publishing.
• Version control with roll-back capability.
• Multi-user support with multi-level access control.

How Tag Manager Works
Note:TheContainerSnippetdoesnotholdany
tags itselfitmerelydefineswhichGTMcontainer
shouldbereferenced

Tag Manager Deployment Cycle
• Site Structure
• CurrentTags
• Additional Tracking
Audit
• Account Creation
• Container Creation
• Access Control
AccountSet Up
• Container Tags
• dataLayers
• eCommerce
Code
• CreateMacros
• Define Rules
• Build Tags
Configure
• Preview and Debug
• GA Debugger
• Developer Tools
Test
• CreateVersions
• Coordinate Switch
• Monitor
Deploy

Advanced / Unified Segments

Advanced Segments (Old)
• Advanced Segments enabled us to look at data for a specified type of
visit. Examples include:
– Viewing the “Landing pages” report for PPC traffic
– Viewing the “Top Events” report for mobile / tablet visits
– Splitting data from all reports between Brand and Non-Brand traffic
• These old Advanced Segments are ‘Visit-based’.
• GA has many in-built advanced segments, including paid search traffic
visits, tablet visits, mobile visits and non-bounce visits. We can also create
our own custom advanced segments.

Unified Segments (New)
• Starting Mid-July 2013, Google started rolling out a completely the
new ‘Unified Segments’ tool replacing the old Advanced
Segmentation.
• The traditional method of segmenting at Visit-level is still available.
• Two new + exciting ways of segmenting were introduced:-
– ‘User-level’ segmentation (instead of isolated behaviour, we can
now look at ‘cumulative behaviour’, e.g. donation revenue /
user)
– ‘Sequence’ based segmentation (You can specify an order in
which the actions occurred at visit / user level)

‘Visit’ and ‘User’ based segmentation
• What do ‘Visit-based’ & ‘User-based’ mean?
Individual‘Hits’
Multiple visits = One ‘User’ / ‘Visitor’
2
4
3

Advanced Segments – Where To Go
• Narrow down the list of advanced
segments using the tabs, or using
the search box.
• Click the checkbox next to the
desired segment and click “Apply”
to apply it.
• Click “+ Create New Segment” to
create your own custom segment.
• Segment can be edited, copied
shared or deleted by clicking the
cog symbols on the right.

Advanced Segments – How to Apply

Creating a custom segment
Segmenttemplates
Sequentialsegments
Traditional/ old
segmentation

Filters / Conditions
1. VisitorUserlevel
3. Dimension/ metricto filteron
4. Matchtype
5. Valuetomatch
2. Includeorexcludefilter

Sequence based segmentation
• A sequence can be between visits or it can be within a single visit.

Sequence based segmentation
Stepone Steptwo
• Two step process:-

Advanced Segments
• Once applied, advanced segments will stay applied until they are
unselected.
• They can be selected by checking the checkbox just next to the
segment name and clicking apply. They can be unselected in a
similar way.

Website - meaningful measurement. Stats that matter workshop.

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