Google Analytics Crash Course5 Tips/Tricks/Hacks (that didn’t

fit) in 30 minutes

@peter_oneill

@peter_oneill

Understand Google Analytics definitions

• Understand where Google Analytics data comes from

• Users are not people• They are a count of unique

cookie IDs• They are not shared across

devices or browsers• They are deleted regularly• They are unique to that time

period• It is an inflated number and

we don’t know by how much!

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@peter_oneill

Wherever possible, group values

• Absolute counts of days, words, etc can be very hard to interpret for non analysts• They are fairly meaningless at a

granular level• Much easier to understand:

• short, medium, long• new, recent, old, very old

• Make the data useful, make it information, let the business use it

• If using GTM, very easy to adjust the business logic on these values

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@peter_oneill

Record the customer ID and GA client ID

• When visitors are logged in, record their Customer ID in a hit/session scoped custom dimension

• For all visitors, record their Google Analytics client ID (cookie value) in another session scoped custom dimension• http://www.simoahava.com/analytics/improve-data-col

lection-with-four-custom-dimensions/• This information can be used to identify visitors

sharing logins• Different devices used at same location at same time• Different devices used in different cities/countries

over time• Plus a variety of other purposes

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@peter_oneill

You don’t need all Enhanced Ecommerce stages

• Returning to the idea of Core tracking first, this also applies to Enhanced Ecommerce

• Critical steps are• View Product• Add to Basket• Checkout (once)• Transaction

• Get this tracking right, the rest can wait

• It gives you an Ecommerce funnel at product level • Plus category, brand, etc

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@peter_oneill

Use the full Enhanced Ecommerce Category variable

• You can capture five pieces of information within the Enhanced Ecommerce Category variable

• The standard report displays all five levels as a single variable but custom reports & the API allow you to split into five different product scoped custom dimensions

• Same as campaign tracking, capture as much granularity as possible

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THANK YOU

@peter_oneill

I can be found at• peter.oneill@leapthree.com• @peter_oneill• +44 7843 617 347• www.linkedin.com/in/peteroneill