GA is the most commonly used onsite analytics package yet most businesses fail to take full advantage of the range of data collection and analysis tools available. This talk will focus on a selection of core features (both existing and new) and explain in practical terms how businesses of all types can make use of these capabilities to improve performance.

1. Eliminating the guesswork
Dara Fitzgerald
@darafitzgerald
Analytics Director
@measurelab
Harness the Power of GA
5 Key Features for Online Business

2. Features we will cover.
#1. User ID for Cross Device Reporting.
#2. Collect additional data using Custom Dimensions.
#3. Import offline data using Data Import.
#4. Product/Checkout Reporting with Enhanced Ecommerce.
#5. Drive performance with Segmentation & Remarketing.
Eliminating the guesswork

3. Eliminating the guesswork
Measurement with Client ID (the status quo)
3
3
#1. User ID
Users

4. Cross Device Measurement with User ID (new method)
https://support.google.com/analytics/topic/6009743?hl=en&ref_topic=2790009
#1. User ID
User
1
Eliminating the guesswork

5. #1. User ID >> Cross-Device Reporting
Device Overlap
Eliminating the guesswork

6. #1. User ID >> Cross-Device Reporting
Device Paths
Device Acquisition
Eliminating the guesswork

7. #1. User ID – Be Aware!
• The User ID is not exposed in reporting, unlike with
custom dimensions.
• Cross-device reports only available in User ID Views
(segmented!), and not in standard ‘master’ Views.
• Session stitching 
Eliminating the guesswork

8. #1. User ID – Session Unification
Session unification
Session stitching only goes back as
far as the session where User ID
first assigned
If the user logs out, the session
stitching chain breaks
Eliminating the guesswork

9. #2. Custom Dimensions & Metrics
Can be set at different levels:
• Hit
• Session
• User
• Product
var dimensionValue = 'SOME_DIMENSION_VALUE';
ga('set', 'dimension1', dimensionValue);
https://support.google.com/analytics/answer/2709828?hl=en
Eliminating the guesswork

10. #2. Custom Dimensions & Metrics
Max. of 5 tabs per custom report!!
Can also be selected as
primary/secondary dimensions in
reports
Eliminating the guesswork

11. #3. Data Import
https://support.google.com/analytics/answer/3191589?hl=en&ref_topic=3191580
Eliminating the guesswork

12. #3. Data Import – Cost Data
Source & Medium (mandatory) are
used as keys to match imported
data with collected data
Select the metrics
to be imported
Additional columns for
campaign, keyword, etc.
Eliminating the guesswork

13. #3. Data Import – Cost Data
The correct CSV template
can simply be downloaded!
Eliminating the guesswork

14. #3. Data Import – Dimension Widening
https://support.google.com/analytics/answer/3191417?hl=en-GB
• Perfect for pushing in data that doesn’t exist on the
website.
• Widening joins GA hit data with external data that you
upload (manually or via API).
• Widening does not apply to historical data.
• Widening is irreversible. Once widened, hits cannot be
unwidened.
Eliminating the guesswork

15. Key is used to define what
dimension/s will be
widened from
Widen-To Dimensions define
the data that will be imported
Again the correct CSV
template is provided
#3. Data Import – Dimension Widening
Eliminating the guesswork

16. #3. Data Import – Refund Data *
Full refund
To refund an entire transaction, use a row that includes only the Transaction ID.
Partial refund
To refund a partial transaction, use a row that includes Transaction ID, Product
SKU and Qty Refunded.
* Refund Data Import is only applicable for Enhanced Ecommerce
https://support.google.com/analytics/answer/6014861?hl=en-GB
Eliminating the guesswork

17. #4. Enhanced Ecommerce
https://support.google.com/analytics/answer/6014841?hl=en-GB
Eliminating the guesswork

18. #4. Enhanced Ecommerce
New product focused metrics
Track impressions on product list
and search results pages
Eliminating the guesswork

19. #5. Segmentation & Remarketing
Access your new custom dimensions and metrics
(including widened data) for segmentation
Eliminating the guesswork

20. #5. Segmentation & Remarketing
Click #1
Create checkout
abandonment
segment straight
from the new
Enhanced
Ecommerce reports
Eliminating the guesswork

21. #5. Segmentation & Remarketing
Click #2
Choose this segment
for a remarketing list
Eliminating the guesswork

22. #5. Segmentation & Remarketing
Click #4
Choose AdWords
account
Click #5
Save!
Click #3
Name the
remarketing list
Eliminating the guesswork

23. Summary
#1. Enable User ID for logged in users (Cross Device Reports).
#2. Tailor data collection with Custom Dimensions & Metrics.
#3. Import offline data into GA with Data Import.
#4. Migrate to Enhanced Ecommerce for product reporting
and Refund Import functionality.
#5. Improve targeting with Segmentation & Remarketing.
Eliminating the guesswork

24. THANK YOU!
Dara Fitzgerald
@darafitzgerald
Analytics Director
@measurelab
Eliminating the guesswork