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Florian Pertynski session at Google Partner Summit Review

The 20th of November 2019 IIH Nordic's Florian Pertynski gave a talk at Google Partner Summit Review event.

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Florian Pertynski session at Google Partner Summit Review

  1. 1. What it is Where it is going Who it is for
  2. 2. What is GA App + Web
  3. 3. Website and mobile app data brought together
  4. 4. 4 APP In the past
  5. 5. 5 APP The challenge
  6. 6. + mobile app SDK
  7. 7. Hey…? mobile app SDK
  8. 8. 8 2 platforms, 3 products... mobile app SDK APP
  9. 9. 9 2 platforms, 3 products... mobile app SDK APP
  10. 10. (By the way…)
  11. 11. 11 Separate & different APP
  12. 12. 12 APP GA App + Web App + Web
  13. 13. 13 What is GA App + Web In a nutshell, • website and mobile app data together • new single data model • new way of working with the data • new setup required
  14. 14. What's great about GA App + Web
  15. 15. 15
  16. 16. 16 1. BigQuery integration Out of the box for web! • fast queries of large data sets • data modelling, etc.
  17. 17. 17 Why "free" integration? https://www.zdnet.com/article/top- cloud-providers-2019-aws-microsoft- azure-google-cloud-ibm-makes- hybrid-move-salesforce-dominates- saas/
  18. 18. 18 BigQuery integration Out of the box for web! • fast queries of large data sets • data modelling, etc.
  19. 19. 19 2. Single & simplified data model just this one: • events (single variable) + parameters + user properties types of hits: • pageviews/screenviews • events • ecommerce • social • timing App + Web
  20. 20. 20 Data model - example 1. event: page_view 2. event: form • (param) form_name: <event name> • (param) form_action: click • (param) form_type: simple • (param) form_cta: sign up here! 3. event: form • (param) form_name: <event name> • (param) form_action: success App + Web 1. pageview 2. event • category: form submit • action: <event name> • label: click to submit 3. event • category: form submit • action: <event name> • label: success
  21. 21. 21 • tracking of users across platforms and device types 3. Cross-platform user identification
  22. 22. 4. Sampling none! GA 360 Hey...
  23. 23. 23 5. Flexible data exploration Ad-hoc segmentation and filtering
  24. 24. 24 Funnels Retroactive funnel configuration GA 360 Hey...
  25. 25. 25 Pathing Path Analysis for understanding of sequential behaviour
  26. 26. 26 6. Attribution choice in standard reports Some (albeit limited) choice of attribution models in standard reports (Not surprisingly… Google Ads)
  27. 27. 27 7. Audiences • Custom Segments Audiences • exclusion settings: You can now decide when users should be excluded from an Audience. • exclusion permanent or temporary • event-scoped conditions • time-based sequences ...across platforms & device types
  28. 28. 28 8. Websites: built-in events & setup-free tracking Some events are collected by default
  29. 29. 29 Some additional tag-free tracking Some of the basic interactions can tracked by default using the Enhanced Measurement feature.
  30. 30. Universal Analytics vs. GA App+Web
  31. 31. 31 1. User identification • Cookie/device (apart from User ID view) • User ID + cookie (useful with multiple users logging in on website and app)
  32. 32. 32 2. Attribution reports • Built-in • Bounce Rate, Duration • "Acquisition, Behaviour, Conversion" • Custom • Engaged sessions
  33. 33. 33 GA A+W: more to choose from
  34. 34. 34 UA: strong on conversions • Conversion Rate! • no CR, aggregated Conversion count
  35. 35. 35 3. Dimensions • Full set of dimensions with hit, session, or user scopes • Events with Category, Action, Value • Geo & device dimensions • Traffic origin dimensions (automatically collected or UTM-based) • Events (single value) + Parameters (all hit scope) • User properties (user scope) • Geo & device dimensions • Traffic origin dimensions (automatically collected or UTM-based)
  36. 36. 36 4. Metrics • Full set of metrics describing • Acquisition: New Session • Engagement: Bounce Rate, Time on Page, Session Duration • Conversion: Conversion Rate, Value, Transaction • Event-based → Event Count • User-focused → Active Users • Value • Transaction • Calculated metrics: Avg., Rate • No calculated metrics • BigQuery, DataStudio • Custom Metrics • Numeric Event Parameters • These can only be viewed in BigQuery/ DataStudio
  37. 37. 37 5. Graphs & visuals • Timeline available with 2-dimension tables • Map • Country flags • Funnels (improved in 360) • Analysis module: • Timeline • Pie chart • Scatterplot • Map
  38. 38. 38 6. Working in the interface • Segments & segment comparison • Report-level filters • Drill-down analysis • 2 dimensions • Analysis module • Segment comparison • Filters • Pivot table
  39. 39. 39 So much to learn... • Funnels (360) • Retroactive • Funnels • Retroactive • Direct or indirect step successions • Time-bound succession (cross-session!) • Open or closed • Breakdown by dimension (e.g. Last Click Medium) • Elapsed time between steps • (regexp matching doesn't seem to work right now…)
  40. 40. 40 Funnels
  41. 41. 41 Funnels with timeline (Trended Funnels)
  42. 42. 42 Pathing For now, by page title, not URL/ page path 😢….
  43. 43. 43 User explorer - view single user's activity!
  44. 44. 44 7. Machine Learning & Insights • View automatically generated insights • Also choose from selected specific questions
  45. 45. 45 ML • Anomaly detection
  46. 46. 46 8. Speed • uhm... • (I say…) it seems faster out of the box • Improvement with BigQuery • Double that with BigQuery BI Engine for super-fast data crunching
  47. 47. 47 9. Setup • GTM • GTM
  48. 48. 48 What's missing
  49. 49. 49 What's "missing" (as of 11/2019) • Ecommerce data (product scope…) • Flexible Conversion reporting • View filters • Rollup reporting (one GA property per app) • Built-in reports (not really missing) • Attribution *new in UA
  50. 50. 50 Right now, best used for (as of 11/2019) • Website-only situations • Reporting • Marketing effectiveness (conversions) • Ecommerce • Analysis • Website + app (esp. with user login) • Analysis & insights • User-focused analysis • Data collection • Easy AdWords audience integration
  51. 51. 51 The whole idea...
  52. 52. Practical tips
  53. 53. Start with a Firebase project! Tip 1: GA-FIR integration
  54. 54. 54 When setting up your Firebase project, don’t disable GA integration.
  55. 55. 55 Tip 2: show event parameters In order to see the parameters sent with your Firebase/GA App+Web events, you will need to add them in the interface.
  56. 56. 56 Tip 3: Don't be afraid of Custom Events The documentation claims that Custom Events cannot be viewed in the web UI. This, however, is not entirely true.
  57. 57. 57 Tip 4: numeric parameters Event parameters come in 2 formats: • text (string) and • numeric. Any text parameter – built-in, Recommended or Custom – can be viewed in the reports in Analytics interface. The only numeric parameter that you can currently view in the web interface is value. Use this rather than e.g. price, score etc.
  58. 58. 58 Tip 5: parameter quota According to the documentation the maximum number of parameters is 50 text and 50 numeric. However, you need to to think in terms of event-parameter combinations. You can only get 50 unique combinations with each type of parameter.
  59. 59. 59 Tip 6: Analytics data in BigQuery Integrate BigQuery from the start. Upgrade to Blaze payment plan.
  60. 60. 60 Tip 7: you need your mobile app... (… even if you have none.) In order to get your data sent to BigQuery, you will need a mobile app added to the Firebase project. Don’t have a real mobile app? Add a fake one and skip validation.
  61. 61. Firebase for Web
  62. 62. 62 Firebase APIs Agile marketing, app-style...
  63. 63. 63 Cloud Messaging Send in-browser messages to users using Firebase interface! App + Web
  64. 64. 64 Remote Config Instant changes to your website based on conditions: • behavioural (analytics) • technical (browser, OS, etc.) • demo/geo (language, etc.) The example on the right shows a banner displayed to randomly selected 50% of users.
  65. 65. 65 Dynamic Links • campaign links that also deep-link to your app dynamic.link/campaign1 campaign landing page app landing screen mobile website landing page
  66. 66. Considerations & Roadmap
  67. 67. 68 In the pipeline • ecommerce tracking • BigQuery integration (not working for Web right now) • offline data integration • premium tier
  68. 68. 70 Roadmap (9/2019) Now ● Flexible event-based data model ● De-duplicated insights with customer-provided User ID ● Ad Hoc analysis capabilities ● Enhanced Measurement (automatic event tracking) ● FIR SDKs: Cloud Messaging, Remote Config, Dynamic Links ● BigQuery integration Next (2019 - 2020) ● Improved integration with Google Ads ● eCommerce Capabilities ● Cross-device via “Google Signals” ● Intelligence / Machine Learning capabilities ✓ ● Session reporting and analysis Later (2020 - 2021) ● Enhanced attribution reports ● GMP integrations (DV360, SA360) ● Offline data import capabilities ● 360 tier of app + web property including SLAs, etc.
  69. 69. 71 Recommendation (in most cases) • dual implementation: test & learn Start collecting data in GA App + Web early and add functionalities as they are rolled out
  70. 70. Thank you! Florian Pertynski florian@iihnordic.com

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