Slides from my talk at Google Analytics User Conference in Amsterdam.
Some preaching about data collection and then a list of my favorite ways to make GTM and GA data more meaningful to your organization and your unique business goals.
4. Google Analytics is a tool
designed to work for
9,352,458*
different businesses.
* Author’s estimate, not an official figure
@SimoAhava | #GAUC15 | 17 June 2015
5. It is thus conceivable
Google doesn’t know
what your business
objectives are.
@SimoAhava | #GAUC15 | 17 June 2015
7. 23.75 %
Dear CMO, last month, the Ecommerce Conversion Rate on our site
was…
…which is an uplift of 3.45% compared to the previous month!
@SimoAhava | #GAUC15 | 17 June 2015
8. 2,342,566
Dear CMO, last month, the number of sessions to our site was…
…which is an uplift of 3.45% compared to the previous month!
Digital Analytics Café 20-May-2015 | @SimoAhava
9. Definition of a Session
• Group of interactions that takes place on a website…
• That expires after 30 minutes of inactivity…
• Or at the end of they day…
• Or when acquisition campaign changes…
• Unless the referral is in the Referral Exclusion List…
• Or traffic is cross-domain, and cross-domain tracking is implemented…
• Unless it’s implemented incorrectly…
• Which is likely since it’s so !#/%(“% difficult…
• Unless you’re using Google Tag Manager…
• Except if you’ve implemented THAT incorrectly…
@SimoAhava | #GAUC15 | 17 June 2015
10. All metrics and dimensions used by
a platform subscribe to the
schemas of said platform!
GPeC Summit 11-May-2015 | @SimoAhava
11. All metrics and dimensions used by
a platform subscribe to the
schemas of said platform!
GPeC Summit 11-May-2015 | @SimoAhava
Sessionization Schema
12. This has two major implications on
how we collect, process, and
analyse the data.
@SimoAhava | #GAUC15 | 17 June 2015
76. @SimoAhava | #GAUC15 | 17 June 2015
Custom HTML Tag to inject Meta Descriptions with
GTM
http://goo.gl/1gB762
77. @SimoAhava | #GAUC15 | 17 June 2015
Custom HTML Tag to inject Structured Data with
GTM
http://goo.gl/YAXonr
78. Data is difficult
It’s supposed to be. Stop complaining.
@SimoAhava | #GAUC15 | 17 June 2015
79. @SimoAhava | #GAUC15 | 17 June 2015
Rule of Data Passivity
Data does nothing. Data beats nothing.
Data is a passive medium that requires
an active agent (analyst) to interpret.
80. Rule of Data Subjectivity
Interpretation of data requires a well-
formulated hypothesis. The same data
set can be good for one hypothesis and
bad for another.
@SimoAhava | #GAUC15 | 17 June 2015
81. @SimoAhava | #GAUC15 | 17 June 2015
Rule of Data Scarcity
You will never have all the data. An
arbitrary line must be drawn in data
collection, and you must be aware of
this limitation at all times.
82. Data quality is directly proportional to
how well you understand the data
collection mechanism.
@SimoAhava | #GAUC15 | 17 June 2015
83. 2,342,566
Dear CMO, last month, the number of sessions to our site was…
…which is an uplift of 3.45% compared to the previous month!
Digital Analytics Café 20-May-2015 | @SimoAhava