User Tracking with Google Analytics and how it survives the break of the Globosat Play monolith

USER TRACKING WITH GOOGLE ANALYTICS
AND HOW IT SURVIVES THE BREAK OF THE MONOLITH
by Rafael Biriba .com

http://talentos.globo.com (Estamos contratando)
http://slideshare.net/rafaelbiriba
http://rafaelbiriba.comAbout Me

WHICH LINKS ARE BEING CLICKED?

WHAT LOGGED-IN USERS ARE DOING ?

USER TRACKING
LOGGING CHARACTERISTICS ABOUT  
THE USER AND USER'S ACTIONS

USER TRACKING
It’s not evil! Mostly.
LOGGING CHARACTERISTICS ABOUT  
THE USER AND USER'S ACTIONS

USER TRACKING
BUT WHY ?
▸ Marketing and business intelligence
▸ Know your audience
▸ Engagement on a feature
▸ App analysis and optimization

USER BEHAVIOUR
WHO
▸ Know your user
▸ By individual
▸ By demographic
▸ By a delimiter

USER BEHAVIOUR
WHAT
▸ Connect with WHO
▸ Know what your user is doing
▸ By individual
▸ By demographic
▸ By a delimiter
▸ Engagement
▸ Ways people use your app

USER BEHAVIOUR
WHERE
▸ Where does your user most utilize your app ?
▸ Location - What state/cities is your app most popular
▸ Devices - What is the most popular device 
▸ Focus marketing/advertising efforts

USER BEHAVIOUR
WHEN
▸ When is your user in your app
▸ Track time, dates, season, moments 
▸ Release upgrades in low-impact moments 
▸ Focus marketing/advertising efforts

USER BEHAVIOUR
WHY
▸ Subjective to each app/goal
▸ Results
▸ Track targeted objectives with goals
▸ Align app goals with user action’s

USER BEHAVIOUR
SO… WHAT SHOULD WE TRACK ?

MOST POPULAR TRACKING APPLICATIONS / SERVICES
1. HOST YOUR OWN APP 
 
 
2. SAAS SOLUTION

1. HOST YOUR OWN APP
OPEN WEB ANALYTICS
▸ www.openwebanalytics.com
▸ Open Source
▸ Data ownership (privacy)
▸ Clone of Google Analytics

PIWIK
▸ www.piwik.org
▸ Open Source
▸ Data ownership (privacy)
1. HOST YOUR OWN APP

2. SAAS SOLUTION
CLICKY
▸ www.clicky.com
▸ “More feature than  
Google Analytics”
▸ Layout “confused"

GOOGLE ANALYTICS
▸ www.google.com/analytics/
▸ It’s Google
▸ Real-Time Rocks
2. SAAS SOLUTION

SAAS SOLUTION
GOOGLE ANALYTICS
▸ It’s Google
▸ Real-Time Rocks

SAAS SOLUTION
GOOGLE ANALYTICS
▸ It’s Google
▸ Real-Time Rocks
CASE

GOOGLE ANALYTICS
USER TRACKING +

GOOGLE ANALYTICS IN PRACTICE
▸ Increase of audience

▸ Increase of audience

▸ Track watched movies

▸ Track watched movies
SAMPLE: 
119 VIDEO PLAYS 
 
ONLY 93 KEEP WATCHING AFTER 20 SECONDS

GOOGLE ANALYTICS WORKFLOW
Unique Visitors / Users
Visits / Sessions
Pageviews
Volume of available data
IncreasingValueofData

Users
Visits / Sessions
Pageviews
__utma - Visitor Identifier (expires after 2 years) 
 
 
 
 
__utmb - Session Identifier  
(expires after 30 minutes of inactivity) 
 
__utmc - Session Identifier 
(expires when close tab/browser)

Users __utma cookie explained:
123456789.123456789.1234567890.1234567890.1234567980.1
Domain Hash: This is set by all cookies from this domain. 
Visitor ID: Random “unique ID”. 
Initial visit: Unix timestamp for the initial visit. 
Previous Session: Unix timestamp for the previous session. 
Current Session: Unix timestamp for the current session. 
Session number: Number of the session

Users
Visits / Sessions
Pageviews
Moment 1
Moment 2

Users
Visits / Sessions
Pageviews
1
1
1
Moment 1
Moment 2

Users
Visits / Sessions
Pageviews
1
1
12
Moment 1
Moment 2

Users
Visits / Sessions
Pageviews
1
12
123
Moment 1
Moment 2

+
As easy as….

▸ Page Tracking: ga(“send", “pageview”)
▸ Track everything about the page access
▸ Who, What, When, Where

▸ Page Tracking: ga(“send", “pageview”)
▸ Track everything about the page access
▸ Who, What, When, Where 
▸ Event Tracking: ga('send', 'event', 'eventCategory', 'eventAction', ‘eventLabel');
▸ User interactions with the page content

▸ And more…
▸ Social Interactions

▸ And more…
▸ App / Screen Tracking

▸ And more…
▸ User Timings

▸ And more…
▸ User Timings
▸ Exception Tracking

▸ And more…
▸ User Timings
▸ Exception Tracking
▸ Custom Dimensions

Simple Summary:

Simple Summary: 
 
1. Initialize the analytics.js

Simple Summary: 
 
2. Send Pageview event

Simple Summary: 
 
2. Send Pageview event
3. Track everything with "event tracker"

HEADER ( HOME | MENUS | LOGIN )
FOOTER ( HOME | MENUS )
LIVE TRANSMISSIONS 
 
 
RELATED PROGRAMS

mini iceberg monolith
 
 
RELATED PROGRAMS

 
 
Track Events
RELATED PROGRAMS

 
 
ga('send', 'event', 'Header', 'Home') 
ga('send', 'event', 'Header', 'Menus') 
ga('send', 'event', 'Header', 'Login') 
ga('send', 'event', 'List', 'Video n') *** 
ga('send', 'event', 'Transmissions', 'Live n') *** 
ga('send', 'event', 'Footer', 'Home') 
ga('send', 'event', 'Footer', 'Menus')

 
 
$(‘.header .menus’).click(function(){
ga('send', 'event', 'Header', ‘Home');
}); 
$(‘.header .home’).click… 
$(‘.header .login’).click… 
$(‘.list .video’).click… 
$(‘.transmissions .video’).click… 
$(‘.footer .home’).click… 
$(‘.footer .menus’).click…
JQuery OnClick binds

micro services - apis, components, libs, small applications
CASE
mini iceberg monolith

 
 
RELATED PROGRAMS 
 
 
Components 
 
 
APIs 
 
 
Home APP 
 
 
Live Video APP

 
 
LIVE TRANSMISSIONS

$(‘.header .menus’) 
.click(function(){ 
ga('send', ‘event'… 
 
$(‘.list .video’) 
 
$(‘.list .pagination’).click… 
$
(‘.transmissions .video’).click…
$(‘.component .video’) 
 
$(‘.component .title’).click…

CASECASE
USER TRACKING CODESGOOGLE ANALYTICS CODES
APP JSAPP JS
APP JS APP JS
APP JS APP JS
APP JS APP JS
APP JS APP JS

CASECASE
USER TRACKING CODESGOOGLE ANALYTICS CODES
Responsibility and Ownership separated
APP JSAPP JS
APP JS APP JS
APP JS APP JS
APP JS APP JS
APP JS APP JS

CASECASE
USER TRACKER JS
USER TRACKER JS

`CASECASE
USER TRACKER JS
▸ Lib that monitor all user activity and trigger javascript events.
▸ Single and Simple Deployment
▸ Run independent of application JS
▸ Easy to test
▸ Easy to change
USER TRACKER JS

USER TRACKER JS
 
 
RELATED PROGRAMS

$(‘.header .menus’).click(function(){
ga('send', 'event', 'Header', ‘Home');
}); 
Old way

USER TRACKER JS
$(‘.header .menus’).click(function(){ 
$(“body”).trigger(“usertracker-header-menus-click”); 
}); 
$(‘.list .video’).click(function(){ 
$(“body”).trigger(“usertracker-list-video-click”); 
});
 

USER TRACKER JS
user_tracker::player::play 
user_tracker::player::pause 
user_tracker::player::stop 
user_tracker::player::video_playing 
user_tracker::player::after_player_loaded 
 
user_tracker::login::pop_open 
user_tracker::login::click_login::header 
user_tracker::login::click_login::notiﬁcacao 
user_tracker::login::click_login::conheca 
 
user_tracker::click_link::destaque_simples 
user_tracker::click_link::conheca_operadora 
user_tracker::click_link::trilho_ﬁlmes

USER TRACKER JS
bind js events
ANY CUSTOM JS
$(‘body’).on(“user_tracker::login::pop_open”, function(){ 
// Google Analytics push event 
// Do some task 
// Open the window 
});

CASECASE
USER TRACKER JS :: TESTS
USER TRACKER JS

CASECASE
USER TRACKER JS
USER TRACKER JS :: TESTS
▸ Jasmine Unit Tests
▸ Smoke tests for QA and PROD environment

GA POWER JS
CASECASE
GA POWER JS

GA POWER JS
CASECASE
GA POWER JS
▸ Run independent from the page
▸ Centralizes all interaction with google analytics
▸ Single and Simple Deployment
▸ Easy to test
▸ Easy to change

USER TRACKER JS
 
 
RELATED PROGRAMS 
 
 
GA POWER JS
bind js events

$(‘body’).on(“usertracker-header-menus-click”, function(){ 
ga('send', 'event', 'Header', 'Menu', 'Click'); 
});
$(‘body’).on(“usertracker-list-video-click”, function(){ 
ga('send', 'event', 'List', 'Video', 'Click'); 
});
 
$(‘body’).on(“usertracker-header-home-click”, function(){… 
$(‘body’).on(“usertracker-header-login-click”, function(){… 
$(‘body’).on(“usertracker-list-video-click”, function(){… 
$(‘body’).on(“usertracker-transmissions-video-click”, function(){… 
$(‘body’).on(“usertracker-footer-home-click”, function(){… 
$(‘body’).on(“usertracker-footer-home-click”, function(){…
GA POWER JS

CASECASE
GA POWER JS
GA POWER JS :: TESTS

CASECASE
GA POWER JS
GA POWER JS :: TESTS
▸ Jasmine Unit Tests
▸ Smoke tests for QA and PROD environment
▸ Fake Analytics (More on next slide)

https://github.com/rafaelbiriba/analytics-tester
Test suite for Google Analytics that replaces the original ga.js  
and provide some useful methods for testing purposes.
** Only supports _gaq (old analytics) 
Pull request for the new ga code are welcome :)
FAKE ANALYTICS

https://github.com/rafaelbiriba/analytics-tester
Just replace the include of http://www.google-analytics.com/ga.js  
to include the fake ga.js 
 
Any _gaq.push will be stored in a array inside fake ga. 
 
You can access the array and test (with selenium for exemple) if  
the google command "was called”.
FAKE ANALYTICS :: HOW TO USE

QUESTIONS ?
http://slideshare.net/rafaelbiriba http://rafaelbiriba.com

User Tracking with Google Analytics and how it survives the break of the Globosat Play monolith

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