Set It and Forget It, Right? Automation of Analytics * Process of automating analytics * Tools for automating analytics & results that can be expected from analytics automation * Battle-proven methods for automating analytics

1. Automating Analytics

2. Time

3. Time
These automations
have saved my team
400 hours in 2017

4. @jeffalytics
I’ve been traveling full time since 2015

5. What would you rather do?
Data Entry

6. What would you rather do?
Visit Hobbiton in
New Zealand
OR
Data Entry

7. What would you rather do?
Code Event Tracking

8. What would you rather do?
Code Event Tracking
OR Fly a Drone in
New Caledonia

9. What would you rather do?
Try to figure out WTF
your not-provided
keywords are

10. What would you rather do?
Explore Temples
in Cambodia
OR
Try to figure out WTF
your not-provided
keywords are

11. @jeffalytics
Manual Reporting?

12. Keeping up with
changes is not
always easy

13. @jeffalytics http://blog.clicktale.com/2010/11/17/a-brief-history-of-web-analytics/
Technology and tracking is constantly evolving

14. @jeffalytics
Google releases 70+ Updates a Year

15. How do you keep
current with
analytics?

16. @jeffalytics https://www.jeffalytics.com/google-analytics-guide/
One way is the Periodic Table of Google Analytics

17. The other way?
Automate the
easy stuff…

18. So you have time
to solve difficult
problems

19. Automate
early

20. Automate
often

21. @jeffalytics Source: http://www.motaen.com/wallpapers/view/id/996
Three Stages of Automating Web Analytics

22. @jeffalytics
Stage 1: Data Collection
Data Collection

23. @jeffalytics
Data collection is “easy”

24. @jeffalytics
Simply put some JavaScript on your site

25. @jeffalytics
And you’re rolling in data

26. But it’s not
always the right
data

27. Collecting
data may be
“easy” – but
it’s not the
answer

28. @jeffalytics
Data is just the beginning

29. @jeffalytics
Data has no connections, patterns or paths

30. Data is dumb

31. Let’s collect
better data!

32. Tr
Tracking
Upgrades

33. @jeffalytics https://www.google.com/analytics/tag-manager/
Make sure you have GTM ready to go

34. These four tags
can be set up
quickly in GTM

35. Document
Downloads

36. @jeffalytics
Automatically track downloads
Any extension you like

37. @jeffalytics
Add any extension you like

38. @jeffalytics
View event download reports

39. External Link
Clicks

40. @jeffalytics
Automatically track external links
Outside your domain

41. @jeffalytics
External link tracking for Jeffalytics

42. Embedded
video
interactions

43. @jeffalytics
Tracking video plays and completes

44. @jeffalytics https://wordpress.org/plugins/duracelltomi-google-tag-manager/
I use DuracellTomi’s GTM for WordPress

45. @jeffalytics
It helps you track just about everything

46. @jeffalytics
Automatically track video views

47. @jeffalytics
Easy video tracking reports

48. Scroll
Tracking

49. @jeffalytics
GTM Has a Native Scroll Depth Trigger

50. @jeffalytics
Automate scroll tracking

51. @jeffalytics
Track how many visitors scrolled to bottom

52. @jeffalytics https://www.simoahava.com/analytics/customize-scroll-depth-trigger/
Learn more about how to use this trigger

53. Four simple
data upgrades

54. Bonus: Get your
(not provided)
data back!

55. @jeffalytics https://keyword-hero.com/
Keyword Hero

56. @jeffalytics
Choose the account you want to track

57. @jeffalytics
Connect Search Console

58. @jeffalytics
Create a new property

59. @jeffalytics
Get your keyword data back, automatically

60. @jeffalytics
Keyword data for the first time in 5 years!
Now just 2.6%!

61. Custom
Dimensions in
Keyword Hero

62. @jeffalytics
Keyword Hero gives 4 Custom Dimensions

63. @jeffalytics
See organic traffic by position in SERPs

64. @jeffalytics
Also brand/non-brand

65. @jeffalytics
I was skeptical at first… but now?

66. But we can’t
stop here

67. Data is
meaningless
without context

68. Collect better data
Stage 1 Data Automation Summary

69. Automate
everything you can
Collect better data
Stage 1 Data Automation Summary

70. Look for quick wins
Automate
everything you can
Collect better data
Stage 1 Data Automation Summary

71. Look for quick wins
You already have
the tools!
Automate
everything you can
Collect better data
Stage 1 Data Automation Summary

72. @jeffalytics
Stage 2: Forming Knowledge
Data Collection
Forming Knowledge

73. @jeffalytics
Automating information and knowledge

74. Kn
Shared
Knowledge

75. @jeffalytics
Automate knowledge transfer with
annotations

76. Cu
Custom
Dimensions

77. Weather in user
location
Existing Customer
Engaged visitorLogged in user
Add custom dimensions for segmentation

78. @jeffalytics
Set up your custom dimensions in GA

79. @jeffalytics
Push the data in through GTM

80. @jeffalytics
Create segments for comparison

81. @jeffalytics
Marketing Audience vs Non Marketing

82. Post topic Post author
Publish dateWord count of post
Content related custom dimensions

83. @jeffalytics
Organic search results by content length

84. @jeffalytics
Pageview metrics by content types

85. @jeffalytics https://moz.com/blog/content-analysis-google-analytics
You can see these techniques on Moz

86. Ar
Automated
Reporting

87. @jeffalytics
Who has sent/received a report like this?

88. That was
written by a
computer

89. @jeffalytics Sign up: https://www.quillengage.com/
You can get human quality reports for free

90. @jeffalytics
Automated Weekly and Monthly Reporting

91. @jeffalytics
You can even add monthly reports as
calendar events on your calendar…

92. Automate the
easy stuff

93. Focus on adding
context to data
Stage 2 Automation Summary

94. Save time for
yourself & others
Focus on adding
context to data
Stage 2 Automation Summary

95. Automatically add
context
Save time for
yourself & others
Focus on adding
context to data
Stage 2 Automation Summary

96. Automatically add
context
Share knowledge
with your
organization
Save time for
yourself & others
Focus on adding
context to data
Stage 2 Automation Summary

97. @jeffalytics
Stage 3: Automated and Actionable
Accelerated Insights
Data Collection
Forming Knowledge

98. Accelerating
insights and
finding wisdom

99. @jeffalytics
Connect the dots, quickly

100. @jeffalytics
Beyond Google Analytics

101. De Data Export

102. @jeffalytics https://www.google.com/analytics/partners/search/apps
Google Analytics App Gallery

103. @jeffalytics https://www.google.com/analytics/partners/search/apps
There are 7 pages of apps for automation

104. @jeffalytics https://www.google.com/analytics/partners/search/apps
One of my favorites is Klipfolio

105. Kl Klipfolio

106. @jeffalytics https://www.klipfolio.com/
Bring marketing data together in one place

107. @jeffalytics
Choose from several popular systems

108. @jeffalytics
5 minute 2017 year in review dashboard

109. @jeffalytics
Edit the data for accuracy and context

110. @jeffalytics
Annotate to share insights with others

111. @jeffalytics https://zapier.com/zapbook/klipfolio/
Integrates with just about anything

112. Ds
Google Data
Studio

113. Google Data
Studio is Amazing.

114. @jeffalytics https://datastudio.google.com
Pre-defined Google Analytics templates

115. @jeffalytics https://www.jeffalytics.com/google-analytics-seo-dashboard/
Create SEO Reports right in Data Studio

116. @jeffalytics https://datastudiogallery.appspot.com/
40 Report templates in the Data Studio Gallery

117. Combine multiple
data sources in
data studio

118. @jeffalytics https://supermetrics.com/pricing/data-studio#connectors
Supermetrics third-party connectors for GDS

119. @jeffalytics
Combine Search Console + Keyword Hero Data
Search Console Keyword Hero

120. Data Studio SEO
Dashboard Tutorial
Coming in April
youtube.com/c/jeffalytics

121. @jeffalytics
Evolving analytics automation
Data Collection
Forming Knowledge
Accelerated Insights

122. Things are
changing for the
better

123. Automation
gave my team
10 extra weeks
in 2017

124. Now it’s your
turn!

125. Summary

126. Collect better data

127. Automate creation of context

128. Focus on knowledge and insights

129. Spend the majority of your time
connecting the dots

130. Action Items

131. Automate reports
with a free Quill
Engage account
Action Items

132. Explore the Google
Analytics Partner
Gallery
Automate reports
with a free Quill
Engage account
Action Items

133. Setup an automatic
dashboard in
Klipfolio
Explore the Google
Analytics Partner
Gallery
Automate reports
with a free Quill
Engage account
Action Items

134. Setup an automatic
dashboard in
Klipfolio
Get familiar with
Google Data Studio
Explore the Google
Analytics Partner
Gallery
Automate reports
with a free Quill
Engage account
Action Items

135. Danke Schön
Jeff Sauer
Teacher and Traveler
Email: jeff.sauer@jeffalytics.com
Get presentation resources here:
jeffalytics.com/smx18