Three Google Analytics Features You Should Be Using Today

I run Google Analytics training workshops that take users from ‘never seen it before’ through to ‘grown up GA practitioner’. A key success metric for me is how many people answer ‘Yes’ when I ask if a certain piece of functionality is new to them. If folks are learning new things, this is good! I have certain ‘favourites’ when it comes to the new functionality question. These are not new but they are seldom used so they appear to be new. They’re certainly exciting because they add power to the product and streamline how users use it. They’re golden! Take a look at these three examples. Are these new to you? They’re easy to learn and will add new super-powers to your GA skills.   1: Keyboard Shortcuts You can
Continue reading...

Three Google Analytics Views You Should Use Today

I often get asked for recommendations and best practices for setting up a new Google Analytics property. How many views should we have? What are the best practices for types of views? You can have as many views as you want (ok not really, the cap is 25 views per property unless you have a special exception) and organize them however you want. That’s one of the cool things about GA – it’s super flexible to user needs & design.  BUT, I do recommend that you always have at least 3 views per property, such as the below: 1. RAW view: This is a view that does not have any filters or modifications added to it. You can use the standard ‘All Website Data’ view for this, but I’d suggest
Continue reading...

Three Google Analytics Filters You Should Be Using Today

In Google Analytics, filters provide a flexible way of modifying the data within each view of your analytics account. You can use them to exclude data, include data, or actually change how the data looks in your reports. Filters help you transform the data so it’s better aligned with your business needs. Google Analytics applies the filters from each view to the raw data collected from your website or app at the time of processing. The filtered data is what we then see in the reporting UI for each view. There are three filters that every analytics account should set up right away: spambot filtering, excluding internal IP addresses, and forcing all pages/referral sources to lower case. 1. Spambot Filtering This one is super easy because it’s a simple checkbox
Continue reading...

Custom Funnels – New in Google Analytics Premium

Of all of the reporting features that Google Analytics has launched in the past few years, I think this is, quite possibly, my favorite. Not just because it’s new and pretty, but because it fills a big big need for analysts: Define steps based on any dimension criteria. This means you can build funnels on the fly based on events, page views, etc. You are no longer limited to just using a destination/page URL as a funnel step as you are in regular GA goals. My favorite use case is sending any kind of hit type from an offline system, such as a CRM, to GA via the Measurement Protocol and then adding those as steps into a Custom Funnel (see the below example) They are RETROACTIVE!!!! You can build
Continue reading...

GTM Analytics Academy Course Open Till July 24th!

I’m INCREDIBLY excited that we launched our newest Analytics Academy course last week (June 23rd). This course is all about Google Tag Manager and is aimed at helping marketers, analysts, and developers quickly get up to speed on GTM, tagging best practices, and using tag management to improve your analytics (and other tags) implementation. And I’m INCREDIBLY excited that I have the opportunity to be the instructor for our newest course! This opportunity allows me to bring my passion for teaching GTM to both a technical and a less technical audience and to help GTM education reach the masses. I couldn’t be more excited! If you’re not familiar with the Analytics Academy, here’s the quick history and relevant links: there are currently 5 courses: Digital Analytics Fundamentals, Platform Principles, Ecommerce
Continue reading...

I’m a Woman in Tech: How it Helps Me and Hurts my Gender

I’m an analytics professional. A teacher. An advocate. An advisor. I work in tech. I work with engineers, developers, marketers, sales, product, and ops. I work with all levels, from analysts to executives. And I am a woman. Until recently, I’ve hadn’t put much thought into what that really meant for me professionally. I attribute that to a couple of reasons: I’ve (almost) always had managers who have treated me with respect and pushed me, advocated for me, and promoted me based on the quality of work and the contribution to the business  I’ve delivered. Not based on my gender. And also because I’ve never seen myself as a feminist (I’m not saying this is good or bad or that being a feminist would require me to think about what
Continue reading...

Step by Step: Adding a Second GA Property via Google Tag Manager

Placing more than one analytics property ID on your website can be very beneficial. This gives you the ability to send analytics data to more than one property in Google Analytics and can be used to analyze different segments of traffic, control access for different groups of stakeholders, link additional features to a particular property, and many many more reasons. Each business will have their own reasoning for sending data to multiple properties – what’s yours? Leave your reasons in the comments section, I’d love to hear! The days of double tagging a website via code on your page are gone… Well, not really, you can still do it, but I wouldn’t recommend it. In fact, it’s never been a highly recommended practice for a many reasons, here are a couple: Multiple instances of
Continue reading...

Step by Step: Setting Up Advanced Google Analytics Goals & Funnel Visualizaitons

I often get asked what my top few tips or must do’s for Google Analytics would be. The first two are always the same: setting up Campaign Tracking, and setting up Goals and Funnel Visualizations. Since I’ve previously written a Step by Step Guide for Campaign Tracking, I’m going to focus on setting up Goals in this post. Why are goals so important? Because they allow you to track specific actions against your traffic, revenue, and conversion data as well as setup experiments to optimize against them. Similarly, enabling a funnel visualization for a goal will allow you to track your users along the path to completing a goal if there are multiple steps so that you can see where there might be holes in your funnel or track the
Continue reading...

Test Design: The Official Doc

If you are running a testing program, then you’ve more than likely had to think about what should go into a test you are running. This could include the problem statement, your hypothesis, how many variants, how different these variants will be, what your measures of success will be, screen captures, and more. It’s important to create a doc or some sort of accessible page/application for your teams to be able to reference this information. This helps to foster and open and collaborative culture of optimization. It will also help you as you look back to understand what your test objectives were and how the test did compared to those objectives. I track all of this via a Google Doc for each test I run. I used the same template for
Continue reading...