Slides from my SMX Munich 2018 talk. How to measure engagement with the web analytics tools at our disposal? How to turn reports more meaningful for our particular organizational idiosyncracies and goals? How to become more critical about the data that is spoon-fed to us by the default installations of our favorite tools?

1. Search Marketing Tweaks
For Google Analytics and Google Tag Manager
SMX München - 20 March 2018
@SimoAhava from @ReaktorNow

2. Search Marketing Tweaks
For Google Analytics and Google Tag Manager
SMX München - 20 March 2018
@SimoAhava from @ReaktorNow

3. Simo Ahava
Senior Data Advocate, Reaktor
Google Developer Expert, Google Analytics
Blogger, developer, www.simoahava.com
Twitter-er, @SimoAhava
Google+:er, +SimoAhava

4. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018
Why measure content?

5. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018
Why measure content?
Bounce Rate and Time On Page are enough, right? Right? Hello?

6. To celebrate successTo learn from mistakes

7. To celebrate successTo plan ahead

8. To celebrate success

9. The many dimensions of engagement
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative

10. The many dimensions of engagement
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
Page visibility Content visibility

11. The many dimensions of engagement
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
I love you
Click Scroll Keypress Long press Drag Resize Highlight Copy

12. The many dimensions of engagement
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
I love you
SERP bounce Idle time Active time Read time

13. The many dimensions of engagement
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
I love you
Mailing list Favorite Print Comment Share

14. The many dimensions of engagement
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
I love you
$
Followers More RPU Recruitment Better rankings

15. The many dimensions of engagement
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
I love you
$
Buzz Feedback Session rec. Heatmaps Polls

16. The many dimensions of engagement
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
I love you
$

17. The many dimensions of engagement
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
I love you
$

18. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018
Why customize?

19. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018
Why customize?
Google Analytics is GREAT out-of-the-box, right?

21. PAGEVIEWS

22. PAGEVIEWS
BOUNCE AND CONVERSION RATE

23. PAGEVIEWS
BOUNCE AND CONVERSION RATE
SESSIONS

24. Google Analytics Session

25. Google Analytics Session
Group of interactions that takes place on a website

26. Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…

27. Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of the day…

28. Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of the day…
Or when acquisition campaign changes…

29. Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of the day…
Or when acquisition campaign changes…
Unless the referral is in the Referral Exclusion List…

30. Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of the day…
Or when acquisition campaign changes…
Unless the referral is in the Referral Exclusion List…
Or traffic is cross-domain, and cross-domain tracking is implemented…

31. Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of the day…
Or when acquisition campaign changes…
Unless the referral is in the Referral Exclusion List…
Or traffic is cross-domain, and cross-domain tracking is implemented…
Unless it’s implemented incorrectly…

32. Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of the day…
Or when acquisition campaign changes…
Unless the referral is in the Referral Exclusion List…
Or traffic is cross-domain, and cross-domain tracking is implemented…
Unless it’s implemented incorrectly…
Which is likely since it’s so !#/%(“% difficult…

33. Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of the day…
Or when acquisition campaign changes…
Unless the referral is in the Referral Exclusion List…
Or traffic is cross-domain, and cross-domain tracking is implemented…
Unless it’s implemented incorrectly…
Which is likely since it’s so !#/%(“% difficult…
Unless you’re using Google Tag Manager…

34. Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of the day…
Or when acquisition campaign changes…
Unless the referral is in the Referral Exclusion List…
Or traffic is cross-domain, and cross-domain tracking is implemented…
Unless it’s implemented incorrectly…
Which is likely since it’s so !#/%(“% difficult…
Unless you’re using Google Tag Manager…
Except if you’ve implemented THAT incorrectly…

35. Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of the day…
Or when acquisition campaign changes…
Unless the referral is in the Referral Exclusion List…
Or traffic is cross-domain, and cross-domain tracking is implemented…
Unless it’s implemented incorrectly…
Which is likely since it’s so !#/%(“% difficult…
Unless you’re using Google Tag Manager…
Except if you’ve implemented THAT incorrectly…
There’s also the sessionControl parameter…

36. Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of the day…
Or when acquisition campaign changes…
Unless the referral is in the Referral Exclusion List…
Or traffic is cross-domain, and cross-domain tracking is implemented…
Unless it’s implemented incorrectly…
Which is likely since it’s so !#/%(“% difficult…
Unless you’re using Google Tag Manager…
Except if you’ve implemented THAT incorrectly…
There’s also the sessionControl parameter…
Lets not forget mobile and single-page apps!

37. Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of the day…
Or when acquisition campaign changes…
Unless the referral is in the Referral Exclusion List…
Or traffic is cross-domain, and cross-domain tracking is implemented…
Unless it’s implemented incorrectly…
Which is likely since it’s so !#/%(“% difficult…
Unless you’re using Google Tag Manager…
Except if you’ve implemented THAT incorrectly…
There’s also the sessionControl parameter…
Lets not forget mobile and single-page apps!
Who knows what else happens server-side?

38. Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of the day…
Or when acquisition campaign changes…
Unless the referral is in the Referral Exclusion List…
Or traffic is cross-domain, and cross-domain tracking is implemented…
Unless it’s implemented incorrectly…
Which is likely since it’s so !#/%(“% difficult…
Unless you’re using Google Tag Manager…
Except if you’ve implemented THAT incorrectly…
There’s also the sessionControl parameter…
Lets not forget mobile and single-page apps!
Who knows what else happens server-side?
Cookies, localStorage, persistent data stores!?

39. @SimoAhava from @ReaktorNow | #2015ac | 8–11

40. @SimoAhava from @ReaktorNow | #2015ac | 8–11
X

41. All metrics and dimensions used by
a platform subscribe to the
definitions of said platform!

42. All metrics and dimensions used by
a platform subscribe to the
definitions of said platform!
sessionized

43. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018
Google Tag Manager

44. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018
Google Tag Manager
The best only way to deploy Google Analytics tracking.

46. Google Tag Manager
Lets you create and deploy tracking
and measurement scripts with ease.

47. Google Tag Manager
Lets you create and deploy tracking
and measurement scripts with ease.
Facilitates interaction between various
departments within your organization.

48. Google Tag Manager
Lets you create and deploy tracking
and measurement scripts with ease.
Facilitates interaction between various
departments within your organization.
Allows you to focus your time on analysis
rather than implementation.

49. Google Tag Manager
https://analyticsacademy.withgoogle.com/course/5

50. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018
Tricks and methods

51. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018
Tricks and methods
…for search marketing via Google Tag Manager…

52. WHY?

53. WHY?
Scroll% & Read%

54. WHY?
SERP Bounce Time

55. WHY?
Article performance

56. WHY?
Content Funnel

57. #1: Track (relevant) link clicks
https://goo.gl/CBmmZt
Complexity
Metric impact
LOW
MEDIUM
HIGH
LOW
MEDIUM
HIGH

58. Trigger

59. a:not([href*="mydomain.com"])
Clicks on links that do not redirect to a page on mydomain.com.
a[href$=".pdf"]
Clicks on links that end with ".pdf".
a[href^="mailto:"]
Clicks on links that start with "mailto:".
a[href*="#"]
Clicks on links that jump to page anchors.
10 Useful CSS Selectors: https://goo.gl/JXv7u6

60. #2: Track (relevant) other clicks
Complexity
Metric impact
LOW
MEDIUM
HIGH
LOW
MEDIUM
HIGH

61. Trigger
10 Useful CSS Selectors: https://goo.gl/JXv7u6

62. #3: Track scroll depth
Complexity
Metric impact
LOW
MEDIUM
HIGH
LOW
MEDIUM
HIGH
https://goo.gl/RjiAH1

63. Trigger

64. WORKS BEST WHEN:
-- All content is included in the HTML file (no dynamic
content)
-- No single-page transitions
-- Content fills (most of) the page from top-to-bottom
See also https://goo.gl/9XrPtQ for tips on how to customize the trigger!

65. #4: Track element visibility
Complexity
Metric impact
LOW
MEDIUM
HIGH
LOW
MEDIUM
HIGH
https://goo.gl/NTkTqK

66. Trigger

67. Trigger

68. #5: Track structured data as content attributes
https://goo.gl/NTkTqK
Complexity
Metric impact
LOW
MEDIUM
HIGH
LOW
MEDIUM
HIGH

69. function() {
var jsonLd = document.querySelector('script[type*="ld+json"]');
return jsonLd ? JSON.parse(jsonLd.innerHTML) : {};
}
Custom JS Variable 1: {{JSON-LD}}

70. function() {
return {{JSON-LD}}.author.name || undefined;
}
Custom JS Variable 2: {{JSON-LD - author.name}}

71. function() {
return {{JSON-LD}}.datePublished || undefined;
}
Custom JS Variable 3: {{JSON-LD - datePublished}}

72. function() {
return {{JSON-LD}}.headline || undefined;
}
Custom JS Variable 4: {{JSON-LD - headline}}

73. Google Analytics View Settings

74. Google Tag Manager - Page View Tag

75. Google Analytics - Site Content - All Pages

76. #6: Track article attributes as content groups
https://goo.gl/NTkTqK
Complexity
Metric impact
LOW
MEDIUM
HIGH
LOW
MEDIUM
HIGH

77. Custom JS Variable: {{JS - Blog Images}}
function() {
// Make sure the selector points to your content element
var content = document.querySelector('.entry-content');
var imgs = content.querySelectorAll('img').length - 1;
if (imgs>20) return '21+';
else if (imgs>15) return '16-20';
else if (imgs>10) return '11-15';
else if (imgs>7) return '8-10';
else if (imgs>5) return '6-7';
else if (imgs>3) return '4-5';
else if (imgs>1) return '2-3';
else if (imgs>0) return '1';
else return '0';
}

78. Custom JS Variable: {{JS - Blog Length}}
function() {
// Make sure the selector matches your content element
var content = document.querySelector('.entry-content');
var wCount = 0;
var cText = content.textContent || content.innerText;
cText = cText.replace(/(^s*)|(s*$)/gi,'');
cText = cText.replace(/[ ]{2,}/gi,' ');
cText = cText.replace(/n /,'n');
wCount = cText.split(' ').length;
if (wCount>3000) return '3k+';
else if (wCount>2500) return '2.5k-3k';
else if (wCount>2000) return '2k-2.5k';
else if (wCount>1500) return '1.5k-2k';
else if (wCount>1100) return '1.1k-1.5k';
else if (wCount>800) return '800-1.1k';
else if (wCount>500) return '500-800';
else if (wCount>200) return '200-500';
else return '<200';
}

79. Custom JS Variable: {{JS - Blog Title Length}}
function() {
var title = document.title;
var wCount;
title = title.replace(/(^s*)|(s*$)/gi,'');
title = title.replace(/[ ]{2,}/gi,' ');
wCount = title.split(' ').length;
if (wCount>20) return '21+';
else if (wCount>16) return '17-20';
else if (wCount>12) return '13-16';
else if (wCount>10) return '11-12';
else if (wCount>8) return '9-10';
else if (wCount>6) return '7-8';
else if (wCount>4) return '5-6';
else if (wCount>2) return '3-4';
else return '<3';
}

80. Page View Tag

81. Google Analytics - Site Content - All Pages

82. Find your happy place. Rant ahead.

83. https://support.google.com/analytics/answer/2853423?hl=en
You can create up to five Content
Groupings."

84. https://support.google.com/analytics/answer/2853423?hl=en
You can create up to five Content
Groupings."

85. https://support.google.com/analytics/answer/2853423?hl=en
You can create up to five Content
Groupings."

86. https://support.google.com/analytics/answer/2853423?hl=en
"
W
You can create up to five Content
Groupings.

87. https://support.google.com/analytics/answer/2853423?hl=en
"
W T
You can create up to five Content
Groupings.

88. https://support.google.com/analytics/answer/2853423?hl=en
"
W T F
You can create up to five Content
Groupings.

89. https://developers.google.com/analytics/devguides/collection/analyticsjs/custom-dims-mets
There is a maximum of 20 Custom
Dimensions (200 for Premium…)"

90. https://developers.google.com/analytics/devguides/collection/analyticsjs/custom-dims-mets
There is a maximum of 20 Custom
Dimensions (200 for Premium…)"

91. https://developers.google.com/analytics/devguides/collection/analyticsjs/custom-dims-mets
There is a maximum of 20 Custom
Dimensions (200 for Premium…)"

92. https://developers.google.com/analytics/devguides/collection/analyticsjs/custom-dims-mets
There is a maximum of 20 Custom
Dimensions (200 for Premium…)"
sigh* *

93. #7: Measure SERP bounce time
Complexity
Metric impact
LOW
MEDIUM
HIGH
LOW
MEDIUM
HIGH
https://goo.gl/Wn16xD

95. Total SERP
Bounces

96. Total SERP
Bounces
Average Dwell Time
Before Bounce

97. <script>
(function() {
var s = document.location.search;
var h = document.location.hash;
var e = {{Event}};
var n = {{New History Fragment}};
var o = {{Old History Fragment}};
// Only run if the History API is supported
if (window.history) {
// Create a new history state if the user lands from Google's SERP
if (e === 'gtm.js' &&
document.referrer.indexOf('www.google.') > -1 &&
s.indexOf('gclid') === -1 &&
s.indexOf('utm_') === -1 &&
h !== '#gref') {
window.oldFragment = false;
window.history.pushState(null,null,'#gref');
} else if (e === 'gtm.js') {
window.oldFragment = true;
}
// When the user tries to return to the SERP using browser back, fire the
// Google Analytics timing event, and after it's dispatched, manually
// navigate to the previous history entry, i.e. the SERP
if (e === 'gtm.historyChange' &&
n === '' &&
o === 'gref') {
var time = new Date().getTime() - {{DLV - gtm.start}};
if (!window.oldFragment) {
dataLayer.push({
'event' : 'returnToSerp',
'timeToSerp' : time,
'eventCallback' : function() {
window.history.go(-1);
}
});
} else {
window.history.go(-1);
}
}
}
})();
</script>
Custom HTML Tag

98. Triggers for the Custom HTML Tag
+ All Pages

99. Data Layer Variables

100. Trigger for the Event Tag

101. Custom JS Variable: {{JS - SERP Time In Seconds}}
function() {
return {{DLV - timeToSerp}} < 1800000 ? {{DLV - timeToSerp}} / 1000 : undefined;
}

102. GA Admin -> Property Settings -> Custom Definitions -> Custom Metrics

103. Event Tag

104. GA View Settings -> Calculated Metrics

105. Custom Report

107. Total SERP
Bounces

108. Total SERP
Bounces
Average Dwell Time
Before Bounce

109. #8: Measure content interactive time
https://goo.gl/6HciRy
Complexity
Metric impact
LOW
MEDIUM
HIGH
LOW
MEDIUM
HIGH

110. Average engagement = Time when user is actively interacting with the page (keyboard and mouse)

111. Average engagement = Time when user is actively interacting with the page (keyboard and mouse)
= 8 x
= 6 x
= 5 x
= 5 x
= 6 x
= 6 x
= 5 x
= 3 x
= 6 x
= 6 x

112. <script>
(function() {
var startEngage = new Date().getTime();
var timeEngaged = 0;
var idleTime = 0;
var idle = true;
var idleReport = false;
var idleTimer, reportTimer;
/* Set the user as idle, and calculate the time
they were non-idle */
var setIdle = function() {
idleTime = new Date().getTime();
timeEngaged += idleTime - startEngage;
idle = true;
};
/* Reset the 5 second idle timer.
If the user was idle, start the non-idle timer */
var pulse = function(evt) {
if (idle) {
idle = false;
startEngage = new Date().getTime();
idleReport = false;
}
window.clearTimeout(idleTimer);
idleTimer = window.setTimeout(setIdle, 5000);
};
// Utility function for attaching listeners to the window
var addListener = function(evt, cb) {
if (window.addEventListener) {
window.addEventListener(evt, cb);
} else if (window.attachEvent) {
window.attachEvent('on' + evt, cb);
}
};
/* Push an event to dataLayer every 15 seconds
unless the user is idle.
Also, push an event when the user leaves the page */
var report = function(evt) {
if (!idle) {
timeEngaged += new Date().getTime() - startEngage;
}
// Push the payload to dataLayer, and only push valid time values
if (!idleReport && timeEngaged > 0 && timeEngaged < 3600000) {
window.dataLayer.push({
'event' : 'nonIdle',
'nonIdleTimeElapsed' : timeEngaged
});
}
if (idle) {
idleReport = true;
}
// Fix possible beforeunload duplication problem
if (evt && evt.type === 'beforeunload') {
window.removeEventListener('beforeunload', report);
}
timeEngaged = 0;
startEngage = new Date().getTime();
reportTimer = window.setTimeout(report, 15000);
};
addListener('mousedown', pulse);
addListener('keydown', pulse);
addListener('scroll', pulse);
addListener('mousemove', pulse);
addListener('beforeunload', report);
idleTimer = window.setTimeout(setIdle, 5000);
reportTimer = window.setTimeout(report, 15000);
})();
</script>
Custom HTML Tag

113. Trigger for the Custom HTML Tag

114. Data Layer Variable

115. Custom JS Variable: {{JS - Get Engagement Time In Seconds}}
function() {
return {{DLV - nonIdleTimeElapsed}} / 1000;
}

116. GA: New Custom Metric

117. Trigger for the Event Tag

118. Event Tag

119. GA: New Calculated Metric

120. GA: New Custom Report

121. Average engagement = Time when user is actively interacting with the page (keyboard and mouse)

122. Average engagement = Time when user is actively interacting with the page (keyboard and mouse)
= 8 x
= 6 x
= 5 x
= 5 x
= 6 x
= 6 x
= 5 x
= 3 x
= 6 x
= 6 x

123. #9: Track content as Ecommerce
https://goo.gl/EiuayM
Complexity
Metric impact
LOW
MEDIUM
HIGH
LOW
MEDIUM
HIGH

124. #9: Track content as Ecommerce
https://goo.gl/EiuayM
Complexity
Metric impact
LOW
MEDIUM
HIGH
LOW
MEDIUM
HIGH

125. Impressions: Element Visibility

126. Product Detail View: Article opened

127. Add To Cart: Initial scroll

128. Checkout: Scroll depth 33%, 66%, 100%
}
}
}
Step 1
Step 2
Step 3

129. Purchase: Scroll depth 100% and 1 minute engagement

130. Site engagement

131. Site engagement
Articles opened Articles scrolled Articles scrolled
past 33%
Articles "read"

132. Article engagement

133. Total words read
Article engagement

134. Total words read Avg. length of article
Article engagement

135. Total words read Avg. length of article Scroll-to-open %
Article engagement

136. Total words read Avg. length of article Scroll-to-open % Read-to-open %
Article engagement

137. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018
Data is difficult

138. @SimoAhava from @ReaktorNow | #SMX | 20 March 2018
Data is difficult
Data quality is earned, not acquired.

139. simo.ahava@reaktor.com
www.simoahava.com
Twitter: @SimoAhava
Google+: +SimoAhava