My talk about Google Analytics, offline tracking, User ID and the measurement protocol at UX Camp Europe 2014.

1. Web analytics is
becoming universal
Audun Rundberg
UX Camp Europe 2014

2. #uxce14
@audunru

4. Imagine that you’re running an airport...
Strike
Volcano
ash
cloud

5. Aaah, the devices...

11. 50% of
users (2 of 4)
are desktop +
mobile users

12. User ID
Track users across
channels and touchpoints
Measurement Protocol
Enables offline tracking

13. Why?
• More accurate picture of how people use your services
Examples:
• How many users have we got, really?
• What’s our campaign revenue offline and online?
Last, but not least:
• Can we track cats?

14. YES!

15. RFID
chip
RFID
reader

17. Offline
tracking

18. Offline tracking code
https://ssl.google-analytics.com/collect?
v=1&
tid=UA-123456-1&
cid= f10e2821-bbbe-4527-8a02-200352313bc0&
t=event&
ec=Cat&
ea=Food&
el=Nomnomnom

19. Offline tracking code
https://ssl.google-analytics.com/collect?
v=1&
tid=UA-123456-1&
cid= f10e2821-bbbe-4527-8a02-200352313bc0&
t=event&
ec=Cat&
ea=Food&
el=Nomnomnom

20. Offline tracking code
https://ssl.google-analytics.com/collect?
v=1&
tid=UA-123456-1&
cid= f10e2821-bbbe-4527-8a02-200352313bc0&
t=event&
ec=Cat&
ea=Food&
el=Nomnomnom

21. Offline tracking code
https://ssl.google-analytics.com/collect?
v=1&
tid=UA-123456-1&
cid= f10e2821-bbbe-4527-8a02-200352313bc0&
t=event&
ec=Cat&
ea=Food&
el=Nomnomnom

22. RFID

23. Demo time

24. Want to try?
http://bit.ly/uxce14-universal
takes you to...
http://github.com/audunru/universal-analytics

25. User ID

26. User ID tracking
https://ssl.google-analytics.com/collect?
v=1&
tid=UA-123456-1&
cid= f10e2821-bbbe-4527-8a02-200352313bc0&
uid=1234&
t=event&
ec=touch&
ea=double-tap&
el=menu-button

27. Username User ID
mr_rundberg 1234
superhans 5678
User ID =
Anonymus (to
Google), unique
and persistent

28. User ID
+
Javascript
User ID
+
Javascript
User ID
+
Javascript
or API
User ID
+
Measurement
Protocol

30. Demo time

31. Data layer
and tag
management

32. <script>
dataLayer
=
[{
'uid':
'zjTlQX5360f775f3cbaDBZGTC56',
//
User
ID
(anonymous)
'userRole':
'manager',
//
Employee
or
manager?
'userTitle':
'Senior
Marketer',
//
Professional
title
'lastModified':
'1400074036',
//
Last
modified
(epoch)
'lastModifiedRelative':
'3
weeks
ago',
//
Last
modified
(relative)
'environment':
'production',
//
Host
environment
'template':
'news
article'
//
Current
page
template
}];
</script> The data layer is
your new best
friend

33. Customer Experience Digital Data Acquisition 0.5
Last Modified: May 17, 2013
DRAFT Specification
Latest Version:
http://www.w3.org/community/custexpdata/wiki/images/9/93/W3C_CustomerExperienceDigitalDataAcquisi
tion_Draft_v0.5.pdf
W3C is making
a dataLayer
standard

34. One
tag for
each thing
you want to
track

35. Tracking
downloads
is easier
than ever

36. Outbound
links

37. Do people
scroll?
https://github.com/robflaherty/jquery-scrolldepth

38. http://bit.ly/uxce14-youtube
Do people
play your
videos?

39. Do people use
these buttons on
your site?

40. Are people
happy with your
content?

41. Are people
happy with your
content?

42. Are people
happy with your
content?

43. Found what you're looking for? June 08, 2014
4:50 AM EDT
Klipfolio.com
lets you work
with the data and
create
dashboards

44. These are
crazy, crazy,
crazy, crazy
nights
web
analytics
tools

45. Mixpanel lets
you see
individual users’
activities

46. Unknown user Login or register Hi Audun! Conversion
Mixpanel kan stitch data before/after identifying the user

47. Unknown user Login or register Hi Audun! Conversion
Google Analytics keeps the data
separate

48. Simba (1995-2014)

49. Thank you!
#uxce14
@audunru