User-ID: Why & What

Have you ever wondered how peopleblog_image use your site across different devices? Are people using their computer to register on your site but then interacting with it on their phone or tablet? How many of those “unique” users in Google Analytics are really the same person? By implementing User-ID, you can answer questions like this from within the standard Google Analytics reporting interface.

The User-ID feature overrides the typical way that Google Analytics stitches interactions into sessions and identifies unique users. By using your own identifier, you can associate engagement data from multiple devices and different sessions with unique IDs. This feature can also improve content analysis and help you generate more relevant and compelling content:

  • Rather than assuming that your content is equally useful to all, if your users have told you their preferences, you will be able to associate this information with their behaviour each time they visit
  • You will therefore be able to see what content is attractive to users with specific preferences, and what is not
  • If you send out emails to attract readers to fresh content, such knowledge will allow you to customize your emails, which should fuel higher open and clickthrough rates

Continue reading “User-ID: Why & What” »

Advice to CMOs: Save your Sanity. Ask Questions, Seek Insights & Ignore the Data Deluge

Earlier this year, Marketing Magazine reported that Deloitte Canada published the results of a December 2014 survey of more than 300 CMOs and that CMOs Feel Unready to Deal with Data Deluge.

No surprise that data is increasingly expected to be used to demonstrate the effectiveness of marketing campaigns, with 70% of CMOs surveyed reporting that marketing decisions need to be based on consumer analytics.

DelugeHowever, CMOs seem to feel that they personally need to deal with the “Data Deluge”.  Indeed, 82% of CMOs surveyed believe that they are expected to interpret the large volume of available consumer analytics data and feel unqualified to do so based on their previous experience.

Dear CMOs – Does your organization expect you to be an expert in analyzing data?  Are you truly expected to be hands-on, deep into datasets?  If yes, speak up and push back on this expectation.

Analyzing consumer data is the role of analysts or data scientists, not the CMO. Continue reading “Advice to CMOs: Save your Sanity. Ask Questions, Seek Insights & Ignore the Data Deluge” »

3 Ways to Use Treemaps in Google Analytics

If you are a regular Google Analytics user, you may have recently noticed a new report show up in your Acquisition section—Treemaps.

Perhaps you clicked on it and found a colourful mosaic like the one below!

Treemap report in Google Analytics

Treemaps report in Google Analytics

Treemaps were actually introduced to GA back in October 2014, but were limited to analyzing only AdWords data (and could be found under Acquisition > AdWords).

Google has since promoted the Treemaps report to the All Traffic section in GA, where you can now use it to analyze the performance of all of your acquisition channels.

So what exactly is a treemap?

A treemap is a visualization that uses nested blocks to represent a hierarchy (tree) of your data. Each block represents a branch of the tree and contains smaller blocks that represent its “children” or sub-branches. At each level, the relative sizes and colours of the blocks represent the relative values of your selected metrics.

The default Treemap in GA shows your acquisition channels (defined in the Default Channel Grouping), compared by sessions and pages/session. You should interpret the report as follows:

  • The larger the block, the larger the proportion of sessions for that Channel
  • Channels with higher pages/session are shown in shades of green (darker green means higher pages/session)
  • Channels with the lower pages/session are shown in shades of red (darker red means lower values)

In general, larger blocks indicate higher proportions of the primary metric (e.g. sessions, transactions, new users), while greener blocks represent more favourable values of the secondary metric (e.g. pages/session, bounce rate, avg. session duration).

Not sure yet how this can be useful for you? No worries. Let’s jump right in and take a look at 3 simple examples of using Treemaps to analyze and visualize your data directly in Google Analytics better than you ever could before! Continue reading “3 Ways to Use Treemaps in Google Analytics” »

Google Tag Manager New Interface (V2) Migration is Here! Are You Ready?

Still using the old interface for Google Tag Manager? Holding off on migrating to Version 2?

You’re definitely not alone, but you soon won’t have any other option but to migrate.

GTM Version 2 was released in October 2014 with the aim of making GTM easier and more intuitive to work with. New accounts could be created in V2 (a.k.a. the new interface), but existing accounts and containers continued to be displayed in the old interface.

As of March 30, opt-in migration to V2 has been available for all V1 accounts. But if you haven’t yet migrated or are still deciding when to make the switch to V2, Google will soon be making this decision for you.

Google has announced that as of June 1, 2015, all GTM accounts will be automatically migrated to the new interface and the old interface will no longer be available.

What does this mean for those still using the V1 interface? Continue reading “Google Tag Manager New Interface (V2) Migration is Here! Are You Ready?” »

Train like a Pro: How to get the Most out of Analytics Training

Train like a ProLet’s face it—training is work!

From figuring out what type of training you need, to scheduling the time to attend, to showing up and participating… yup, training can take up time and energy!

But it’s worth it! Check out 5 Reasons for Continuous Training.

Think back to the last time you did an analytics course or workshop. You showed up, you “did the work”, and then what happened?

  1. You instantly became better, smarter, and faster at doing your job (a.k.a. instant rock star)
  2. You didn’t learn anything that you felt you could immediately apply in your job
  3. You never had the time to go over what you learned and put it into practice

The majority of bright, eager “learners” fall into categories 2 and 3 above. This is not due to a lack of good intentions or a desire to learn, but most often because they:

  • Didn’t know what they wanted to get out of the course
  • Wanted the tool to solve all their problems
  • Didn’t set aside time after the course to practice what they learned

Here are some tips for you to get the most out of your next analytics training experience so that you come out of it feeling more like a rock star: Continue reading “Train like a Pro: How to get the Most out of Analytics Training” »