Web analytics is becoming universal

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    11-Aug-2014

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My talk about Google Analytics, offline tracking, User ID and the measurement protocol at UX Camp Europe 2014.

Transcript

  • Web analytics is becoming universal Audun Rundberg UX Camp Europe 2014
  • #uxce14 @audunru
  • Imagine that youre running an airport... Strike Volcano ash cloud
  • Aaah, the devices...
  • 50% of users (2 of 4) are desktop + mobile users
  • User ID Track users across channels and touchpoints Measurement Protocol Enables offline tracking
  • Why? More accurate picture of how people use your services Examples: How many users have we got, really? Whats our campaign revenue offline and online? Last, but not least: Can we track cats?
  • YES!
  • RFID chip RFID reader
  • Offline tracking
  • Offline tracking code https://ssl.google-analytics.com/collect? v=1& tid=UA-123456-1& cid= f10e2821-bbbe-4527-8a02-200352313bc0& t=event& ec=Cat& ea=Food& el=Nomnomnom
  • Offline tracking code https://ssl.google-analytics.com/collect? v=1& tid=UA-123456-1& cid= f10e2821-bbbe-4527-8a02-200352313bc0& t=event& ec=Cat& ea=Food& el=Nomnomnom
  • Offline tracking code https://ssl.google-analytics.com/collect? v=1& tid=UA-123456-1& cid= f10e2821-bbbe-4527-8a02-200352313bc0& t=event& ec=Cat& ea=Food& el=Nomnomnom
  • Offline tracking code https://ssl.google-analytics.com/collect? v=1& tid=UA-123456-1& cid= f10e2821-bbbe-4527-8a02-200352313bc0& t=event& ec=Cat& ea=Food& el=Nomnomnom
  • RFID
  • Demo time
  • Want to try? http://bit.ly/uxce14-universal takes you to... http://github.com/audunru/universal-analytics
  • User ID
  • User ID tracking https://ssl.google-analytics.com/collect? v=1& tid=UA-123456-1& cid= f10e2821-bbbe-4527-8a02-200352313bc0& uid=1234& t=event& ec=touch& ea=double-tap& el=menu-button
  • Username User ID mr_rundberg 1234 superhans 5678 User ID = Anonymus (to Google), unique and persistent
  • User ID + Javascript User ID + Javascript User ID + Javascript or API User ID + Measurement Protocol
  • Demo time
  • Data layer and tag management
  • The data layer is your new best friend
  • Customer Experience Digital Data Acquisition 0.5 Last Modified: May 17, 2013 DRAFT Specification Latest Version: http://www.w3.org/community/custexpdata/wiki/images/9/93/W3C_CustomerExperienceDigitalDataAcquisi tion_Draft_v0.5.pdf W3C is making a dataLayer standard
  • One tag for each thing you want to track
  • Tracking downloads is easier than ever
  • Outbound links
  • Do people scroll? https://github.com/robaherty/jquery-scrolldepth
  • http://bit.ly/uxce14-youtube Do people play your videos?
  • Do people use these buttons on your site?
  • Are people happy with your content?
  • Are people happy with your content?
  • Are people happy with your content?
  • Found what you're looking for? June 08, 2014 4:50 AM EDT Klipfolio.com lets you work with the data and create dashboards
  • These are crazy, crazy, crazy, crazy nights web analytics tools
  • Mixpanel lets you see individual users activities
  • Unknown user Login or register Hi Audun! Conversion Mixpanel kan stitch data before/after identifying the user
  • Unknown user Login or register Hi Audun! Conversion Google Analytics keeps the data separate
  • Simba (1995-2014)
  • Thank you! #uxce14 @audunru