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How to Find Meaningful Data

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MEANINGFUL DATA and Hacks Inventive Google Analytics Tips, Tricks, Reakto r M ann erh eim i nt i e 2 0 010 0, H els i nk i F i nl a n d t e l : +3 5 8 9 41 52 0 20 0 ww w.rea kt or.co m i nfo @rea ktor.com C on fi dentia l ©20 15 Reaktor A ll r i ghts reser ved @SimoAhava | 22 September 2015 | Best Internet


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Simo Ahava Senior Data Advocate, Reaktor Google Developer Expert, Google Analytics Blogger, developer, www.simoahava.com Twitter-er, @SimoAhava Google+:er, +SimoAhava @SimoAhava from @ReaktorNow | 22 Sept 2015


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Plug-and-play Analytics Data quality isn’t acquired — It’s earned. @SimoAhava from @ReaktorNow | 22 Sept 2015


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Google Analytics is a tool designed to work for 9,352,458* 
 different businesses. * Author’s estimate, not an official figure @SimoAhava from @ReaktorNow | 22 Sept 2015


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It is thus conceivable Google doesn’t know what your business objectives are. @SimoAhava from @ReaktorNow | 22 Sept 2015


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23.75 % @SimoAhava from @ReaktorNow | 22 Sept 2015


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Dear CMO, last month, the Ecommerce Conversion Rate on our site was… 23.75 % …which is an uplift of 3.45% compared to the previous month! @SimoAhava from @ReaktorNow | 22 Sept 2015


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Dear CMO, last month, the number of sessions to our site was… 2,342,566 …which is an uplift of 3.45% compared to the previous month! Digital Analytics Café 20-May-2015 | @SimoAhava


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There’s also the sessionControl parameter… Definition of a Session That expires after 30 minutes of inactivity… Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List… Group of interactions that takes place on a website 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 from @ReaktorNow | 22 Sept 2015 Or at the end of they day…


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X @SimoAhava from @ReaktorNow | #2015ac | 8–11


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This has two major implications on how we collect, process, and analyse the data. @SimoAhava from @ReaktorNow | 22 Sept 2015


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1 Stay away from aggregate metrics.
 @SimoAhava from @ReaktorNow | 22 Sept 2015


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1 Stay away from aggregate metrics.
 Combine, segment,
 visualize, predict. @SimoAhava from @ReaktorNow | 22 Sept 2015


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All metrics and dimensions used by a platform subscribe to the schemas of said platform! GPeC Summit 11-May-2015 | @SimoAhava from @ReaktorNow


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All metrics and dimensions used by a platform subscribe to the schemas of said platform! Ses si oni zat ion S ch ema GPeC Summit 11-May-2015 | @SimoAhava from @ReaktorNow


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2 Plug-and-play metrics are session outcomes. Measure the funnels that produce them. @SimoAhava from @ReaktorNow | 22 Sept 2015


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Tweaks & Tricks To improve data quality at data collection time. @SimoAhava from @ReaktorNow | 22 Sept 2015


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Track content with Ecommerce


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GA Setup Enhanced Ecommerce in the GA View @SimoAhava from @ReaktorNow | 22 Sept 2015


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GTM Figure out the terminology @SimoAhava from @ReaktorNow | 22 Sept 2015


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GTM Connect interactions with the data layer @SimoAhava from @ReaktorNow | 22 Sept 2015


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GTM Create Tags for the individual events @SimoAhava from @ReaktorNow | 22 Sept 2015


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GA Funnelize your content @SimoAhava from @ReaktorNow | 22 Sept 2015


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GA Analyze scroll depth @SimoAhava from @ReaktorNow | 22 Sept 2015


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GA Content performance! READ MORE: http://goo.gl/KvAvJ6


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Track weather as a dimension


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How it works @SimoAhava from @ReaktorNow | 22 Sept 2015


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GA Create Custom Dimensions @SimoAhava from @ReaktorNow | 22 Sept 2015


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GTM Custom HTML Tag to collect the data @SimoAhava from @ReaktorNow | 22 Sept 2015


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GTM Event Tag to send weather data to GA @SimoAhava from @ReaktorNow | 22 Sept 2015


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READ MORE: http://goo.gl/ZM2FOP


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Track page visibility


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1. Page is loaded in the browser 2.Is the Visibility API supported? 3.Is the page visible? 4.Is a visibility change detected? yes / no FIRE PAGE VIEW …and remove visibility listener… …and end the process… @SimoAhava from @ReaktorNow | 22 Sept 2015


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1. Page is loaded in the browser 2.Is the Visibility API supported? 3.Is the page visible? 4.Is a visibility change detected? yes / no FIRE PAGE VIEW …and remove visibility listener… …and end the process… @SimoAhava from @ReaktorNow | 22 Sept 2015


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1. Page is loaded in the browser 2.Is the Visibility API supported? 3.Is the page visible? 4.Is a visibility change detected? yes / no FIRE PAGE VIEW …and remove visibility listener… …and end the process… @SimoAhava from @ReaktorNow | 22 Sept 2015


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document.addEventListener( 'visibilityChange', function() { dataLayer.push({ 'event' : 'visChange' }); } ); 1. Page is loaded in the browser 2.Is the Visibility API supported? 3.Is the page visible? 4.Is a visibility change detected? yes / no FIRE PAGE VIEW …and remove visibility listener… …and end the process… @SimoAhava from @ReaktorNow | 22 Sept 2015


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1. Page is loaded in the browser 2.Is the Visibility API supported? 3.Is the page visible? 4.Is a visibility change detected? yes / no FIRE PAGE VIEW …and remove visibility listener… …and end the process… @SimoAhava from @ReaktorNow | 22 Sept 2015


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1. Page is loaded in the browser 2.Is the Visibility API supported? 3.Is the page visible? 4.Is a visibility change detected? yes / no FIRE PAGE VIEW …and remove visibility listener… …and end the process… @SimoAhava from @ReaktorNow | 22 Sept 2015


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1. Page is loaded in the browser 2.Is the Visibility API supported? 3.Is the page visible? 4.Is a visibility change detected? yes / no FIRE PAGE VIEW …and remove visibility listener… …and end the process… @SimoAhava from @ReaktorNow | 22 Sept 2015


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1. Page is loaded in the browser 2.Is the Visibility API supported? 3.Is the page visible? 4.Is a visibility change detected? yes / no FIRE PAGE VIEW …and remove visibility listener… …and end the process… @SimoAhava from @ReaktorNow | 22 Sept 2015


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1. Page is loaded in the browser 2.Is the Visibility API supported? 3.Is the page visible? 4.Is a visibility change detected? yes / no FIRE PAGE VIEW …and remove visibility listener… …and end the process… READ MORE: http://goo.gl/EJc6MQ


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http://goo.gl/5U1wv2 @SimoAhava from @ReaktorNow | 22 Sept 2015


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INJECT SEMANTIC DATA FOR CRAWLERS


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GTM Custom HTML Tag to inject Meta Descriptions with READ MORE: http://goo.gl/uxJjIh


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GTM Custom HTML Tag to inject Structured Data with READ MORE: http://goo.gl/m5xtmV


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Data is difficult It’s supposed to be. @SimoAhava from @ReaktorNow | 22 Sept 2015


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Data quality is directly proportional to how well you understand the data collection mechanism. @SimoAhava from @ReaktorNow | 22 Sept 2015


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Dear CMO, last month, the number of sessions to our site was… 2,342,566 …which is an uplift of 3.45% compared to the previous month! Digital Analytics Café 20-May-2015 | @SimoAhava


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Thank you! simo.ahava@reaktor.com www.simoahava.com Twitter: @SimoAhava Google+: +SimoAhava Further reading: Data is difficult - http://goo.gl/WZDVgK The Schema Conspiracy - http://goo.gl/I4PT9P #GTMtips - http://goo.gl/I0e8RR


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