he master class is designed to help users get more out of their Google Analytics setup and reporting. The session will be an opportunity to workout where you are at with you Google Analytics setup and usage. As part of this there will be an opportunity for: * An overview of Google Analytics and tracking principles * Learning about Google Tag Manager which can be used to remove some of the headache around setting up GA event tracking * Automated Google Analytics reporting using Google Sheets/Google Sites * Emerging GA uses you might not have considered before

1. Google Analytics
Workout
+Martin Hawksey
@mhawksey
Slides http://go.alt.ac.uk/IWMW16-B5

3. About you...

4. YOUR EXPERTISE...

5. WHAT YOU WANT...

6. Overview

7. SUGGESTED...
● An overview of Google Analytics and tracking
principles
● Learning about Google Tag Manager
● Automated Google Analytics reporting using
Google Sheets/Google Sites
● Emerging GA uses you might not have considered
before
...trying to connect remotely to some Google Analytics experts

8. Slide Credit: Simo Ahava www.simoahava.com

9. Plug and play analytics

10. Slide Credit: Simo Ahava www.simoahava.com

11. Slide Credit: Simo Ahava www.simoahava.com

12. Slide Credit: Simo Ahava www.simoahava.com

13. Slide Credit: Simo Ahava www.simoahava.com

15. How to play analytics

16. Slide Credit: Simo Ahava www.simoahava.com

17. Google Analytics - Tracking
<script>
(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)
})(window,document,'script','//www.google-analytics.com/analytics.js','ga');
ga('create', 'UA-XXXXXXX-X', 'auto');
ga('send', 'pageview');
</script>
Google Tag Manager - Container
<!-- Google Tag Manager -->
<noscript><iframe src="//www.googletagmanager.com/ns.html?id=GTM-XXXXXXD"
height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript>
<script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':
new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],
j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src=
'//www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);
})(window,document,'script','dataLayer','GTM-54262D');</script>
<!-- End Google Tag Manager --> Slide Credit: Nico Miceli nicomiceli.com

18. Slide Credit: Simo Ahava www.simoahava.com

19. Slide Credit: Simo Ahava www.simoahava.com

20. Slide Credit: Simo Ahava www.simoahava.com

21. Slide Credit: Simo Ahava www.simoahava.com

22. Slide Credit: Simo Ahava www.simoahava.com

23. Some Tag Manager Tricks

24. TRACK PROSPECTUS DOWNLOADS...
● Event Tag – which fires when a downloadable
file link is clicked, and sends the Event to
Google Analytics
● Auto-Event Variable for click URL path – to
capture the URL path of the clicked link
● Event Trigger – which uses the Link Click
trigger type and checks if URL path contains
any of the extensions you want to track
http://goo.gl/iBL9Xp

25. TRACK PROSPECTUS DOWNLOADS...
Important – Browser limitations apply e.g. ‘open
in new tab’ is not tracked
http://goo.gl/iBL9Xp

26. ADDING STRUCTURED DATA...
● Annotate social profiles for Knowledge Graph
● Enable sitelinks search box
http://goo.gl/zbTZC9

28. MEASURE SERP BOUNCE TIME...
● how long user dwelled on the landing page
after arriving from organic Google search AND
returned to the search engine results page
(SERP) using the browser’s back button
http://goo.gl/bnS5Xz

30. MEASURE SERP BOUNCE TIME...
The process is as follows:
1. If the user lands on the site through organic Google
search, create a new browser history entry with the
hash #gref
2. Later, if a hash change is registered, and the user
is still on the landing page, and the hash change is
from #gref to a blank string, fire a Google Analytics
timing event, after which programmatically invoke the
“Back” event in the browser history
http://goo.gl/bnS5Xz

31. MEASURE SERP BOUNCE TIME...
● Using updated version at http://goo.gl/O6X25x
http://goo.gl/bnS5Xz
function(){
return {{DLV - timeToSerp}} < 1800000 ? {{DLV - timeToSerp}} / 1000 :
undefined;
}
Custom JS Variable: {{JS - SERP Time In Seconds}}

33. TRACK CONTENT ENGAGEMENT...
how much time users are actually spending engaged
with my content.
http://goo.gl/M2pqgV

34. TRACK CONTENT AS ECOMMERCE...
http://goo.gl/mUfazN

36. Automatic reporting

37. TRACKING TWITTER REFERRAL...
Covers:
● Using the Google Analytics Add-on for Google
Sheets
● Combining data sources
● Email push of reports
http://bit.ly/28K2osP

39. USING GOOGLE SITES AS DASHBOARD...
In 2012 UK Cabinet Office published a guest post
on the Google Developers Blog:
http://goo.gl/xCdDfh

41. GOOGLE DATA STUDIO...
● Beta (US Only) :(
● Google playing catch-up with Tableau et al.

45. Thank you!
+Simo Ahava
@SimoAhava
www.simoahava.com
For slides and inspiration...

46. REFERENCES
● Many slides from Search Marketer's Toolkit for
Google Tag Manager and Google Analytics - Simo
Ahava
● Video footage from Reaktor Breakpoint 15 -
Simo Ahava: Meaningful Data