Content Engagement with Google Analytics (Emerce Conversion 2015)

1. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLONETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO CONTENT ENGAGEMENT NEW METHODS FOR EVALUATING CONTENT WITH GOOGLE ANALYTICS Emerce Conversion, 14th April 2015

2. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLONETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO SIMO AHAVA @ NetBooster Head of Analytics, Nordics Google Developer Expert 2014-2016 Twitter: @SimoAhava Google+: +SimoAhava #Conversion15 | @SimoAhava www.simoahava.com

3. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO 3 Rant: Plug-and-play Analytics AGENDA OVERVIEW #01 Workaround: Content analysis Takeaways: Survival tips #02 #03 #Conversion15 | @SimoAhava

4. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO PLUG-AND-PLAY ANALYTICS #Conversion15 | @SimoAhava

5. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Google Analytics is a tool designed to work for 9,163,750* different businesses * Author’s estimate, not an official figure

6. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava It is thus conceivable Google does not know what your business KPIs are

7. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava 2,578,000 DEAR BOSS, Last month, the number of Sessions on our site was… …which is an uplift of +2.78% compared to the previous month.

8. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava 21.20% DEAR BOSS, Last month, the Conversion Rate for eCommerce on our site was… …which is an uplift of +5% compared to the previous month.

9. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava All metrics and dimensions used by a data collection / processing / reporting platform subscribe to the schemas of said platform.

10. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava All metrics and dimensions used by a data collection / processing / reporting platform subscribe to the schemas of said platform. Sessionization schema

11. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava All metrics and dimensions used by a data collection / processing / reporting platform subscribe to the schemas of said platform. Event tracking schema

12. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava All metrics and dimensions used by a data collection / processing / reporting platform subscribe to the schemas of said platform. Transactional schema

13. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava This has two major implications on how we process, analyze, and report on the data.

14. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava All sessionized data is arbitrary

15. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava

16. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Fictional

17. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Fictional Fictional

18. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Fictional Fictional Fictional

19. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Fictional Fictional Fictional Fictional

20. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava How can an arbitrary, fictional metric ever be a good KPI?* * Rhetorical question, it can’t

21. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Data quality is earned, not acquired.

22. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Stay away from aggregate metrics.

23. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Stay away from aggregate metrics. Segment, customize, combine, visualize.

24. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Aggregate Segmented User-centric Cohorts Predictive 21.20% Our website’s eCommerce Conversion Rate for January was…

25. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Aggregate Segmented User-centric Cohorts Predictive 12.57% Visitors who landed on our site through our January Facebook campaign had an eCommerce Conversion Rate of…

26. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Aggregate Segmented User-centric Cohorts Predictive 19.20% Visitors with no previous transactions who landed on our site through our January Facebook campaign had an eCommerce Conversion Rate of…

27. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Aggregate Segmented User-centric Cohorts Predictive New customers via Facebook vs. Old customers via Facebook vs. Overall eCommerce Conversion Rate

28. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Aggregate Segmented User-centric Cohorts Predictive This data, combined with information from our sales engine and CRM, gives us the following optimization opportunities…

29. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO ADVANCED CONTENT ANALYSIS #Conversion15 | @SimoAhava

30. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava We need to collect data in a meaningful way.

31. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Sometimes it means we need to tweak the data collection mechanism.

32. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Take Bounce Rate, for example.

37. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Remember, Bounce Rate is a heavily sessionized metric that is not inherently good or bad.

39. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava After X seconds on the page, send a pulse to GA which negates the bounce.

40. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Google Tag Manager 1. Create new Timer Trigger 2. Set Interval to X ms 3. Set Limit to 1 4. Fire Event Tag with this Trigger

42. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava However, you’re playing into the hands of the schema overlords.

43. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Instead of trying to get Bounce Rate lower by tweaking a metric, how about improving internal linking?

44. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava …or measuring calls-to- action?

45. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava …or combining dwell time with scroll depth?

46. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava http://cutroni.com/blog/2014/02/12/advanced-content-tracking-with-universal-analytics/

49. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Adapted for Google Tag Manager: https://github.com/sahava/content/

50. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava 1 Universal Analytics Tag 1 Custom Event Trigger 9 Data Layer Variables

51. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava OK, this is better for understanding intent (and content)…

52. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Reader Scanner Scanner Reader Reader Intent Content 53 % read 89 % read 60 % read 21 % read 85 % read

53. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Bounce Rate became more meaningful for users and content.

54. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava …But let’s take a (huge) leap forwards….

55. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava ”Traditional” Ecommerce Session Entrance Receipt Page

56. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava ”Traditional” Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion

57. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page

58. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion

59. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion Product impressions

60. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion Product impressions Click on impr.

61. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion Product impressions Click on impr. View product details

62. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion Product impressions Click on impr. View product details Add to cart

63. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion Product impressions Click on impr. View product details Add to cart Checkout step 1

64. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion Product impressions Click on impr. View product details Add to cart Checkout step 1 Checkout step 2

65. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion Product impressions Click on impr. View product details Add to cart Checkout step 1 Checkout step 2 Checkout step 3

66. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Enhanced Ecommerce shifts the focus from conversions to the entire journey.

67. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Including missed opportunities.

68. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava 1. Implementation

69. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava 1. Implementation 2. Activation

70. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava 1. Implementation 2. Activation 3. New Reports

71. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava This is very cool for your webstore.

73. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava It’s infinitely cooler for your content.

74. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Shopping Reading Behavior

75. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Checkout Behavior Content Engagement

76. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Product Article Performance

77. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Product Content List Performance

78. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Internal Promotions

79. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Content is to a blog what products are to a store.

80. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Sort out the terminology first.

81. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Product: A blog article Product price: Words in an article Product impression: Views of a title or title+ingress in content lists Product list: Widget / content area where article impressions can be gathered from Product list click: Clicks on entries in an article list Product detail view: Page load of an article page Add to cart: First scroll on an article page Checkout: 1/3, 2/3, and 3/3 scroll depth on an article page Purchase: 3/3 scroll depth on an article page and minimum of 60 seconds dwell time

82. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Then, work on data collection.

84. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Product impression Product impression Product impressions Internal promotion

85. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Article Impression Promotion Impression Article Impression Click

87. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Article View

88. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Scrolling Begins

89. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Scroll Depth Steps

90. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Purchase

91. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Using Ecommerce terminology for content analysis opens up a new world of data-driven insight.

92. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava SURVIVAL TIPS

93. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Takeaway 1/5 Be critical: Measuring content engagement with plug-and-play analytics relies on Pageviews – not very constructive.

94. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Takeaway 2/5 Be critical: Focusing on a single, sessionized, often corrupted metric like Bounce Rate should not headline your reports.

95. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Takeaway 3/5 Be critical: Fixing data collection so that it measures your business objectives more accurately requires work.

96. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Takeaway 4/5 Be critical: Focus on people, not tools; focus on questions, not answers; focus on a well-defined dataset, not the universe. 3 rules of data collection 1) Rule of data passivity – data does nothing, data beats nothing. It’s a passive medium and requires an active agent (analyst) to interpret. 2) Rule of data subjectivity – any interpretation of data relies on a well- formulated hypothesis. Whether data is ”bad” or ”good” depends on what you want to know. 3) Rule of data scarcity – no matter what you do, you will never have all the data. An arbitrary line must be drawn, and you must understand where and why this artificial limit exists.

97. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Takeaway 5/5 BE CRITICAL! Data quality is directly proportional to how well you understand the data collection.

98. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO THANK YOU Twitter: @SimoAhava Google+: +SimoAhava www.simoahava.com #Conversion15 | @SimoAhava

Content Engagement with Google Analytics (Emerce Conversion 2015)

Simo Ahava

Content Engagement with Google Analytics (Emerce Conversion 2015)