The end of analytics as we know it gauc 2020 - iih nordic - steen rasmussen v2
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This document discusses Google Analytics App + Web, which will be the biggest change to Google Analytics in 10 years. It provides a single data model for both web and app data, with events and parameters replacing the previous hit types. It allows for cross-device tracking and attribution. Custom segments and audiences can now be used across devices. Features like BigQuery integration, retroactive funnels, path analysis and remote config are introduced. The changes promise a unified way of analyzing user behavior across platforms.
The end of analytics as we know it gauc 2020 - iih nordic - steen rasmussen v2
- 1. The End of Analytics - As We Know It Steen Rasmussen, GAUC 2020, @Strasm
- 2. Welcome to the End… Again
- 3. Call me… Steen • Partner at IIH Nordic • 20 Years in Analytics • 360 & Cloud Partner • Between 2 & 4 kids Yes, I am He…
- 4. 50+ employees Helping companies with their Digital Strategy, Search traffic, Web analytics and Conversion optimization 14 years experience With more than 14 years of experience, we help businesses fulfill their digital potential Best in Class Awarded as the most competent web analytics agency 6 years in a row and nominated as world’s best two years in a row IIH Nordic Overview
- 5. ”We help companies, organisations and people fulfill their digital potential” What we do
- 7. What I am NOT going to talk about today
- 8. What I AM going to talk about today
- 9. But,
- 10. 31st July - Google Analytics App + Web The Biggest News In Google Analytics in 10 Years
- 11. 11 Play on words... ≈ App + Web ≈website web app
- 12. 12 What is GA App + Web In a nutshell, ● new single data model ● new way of working with the data ● new setup required
- 13. 13 App + Web Data models just this one: ● events (single variable) + parameters + user properties types of hits: ● pageviews/screenviews ● events ● ecommerce ● social ● timing
- 14. 14 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
- 15. 15 BigQuery integration Out of the box for web! ● fast queries of large data sets ● data modelling, etc.
- 16. 16 ● tracking of users across platforms and device types Cross-platform user identification
- 18. 18 Marketing: attribution in standard reports ● Some (albeit limited) choice of attribution models in standard reports ● (Not surprisingly…) focus on Google Ads
- 19. 19 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
- 20. 20 Analysis: Exploration Ad-hoc segmentation and filtering
- 22. 22 Analysis: Pathing Path Analysis for understanding of sequential behaviour
- 23. 23 Setup: built-in events Some events are collected by default
- 24. 24 Setup: some additional tag-free tracking Some of the basic interactions can tracked by default using the Enhanced Measurement feature.
- 25. Back on track - Brand New Ball Game
- 26. Promises Made
- 27. The New New
- 31. Paul Manwell Director of Product (Analytics & Growth, Developer)
- 32. +invites
- 33. 33 Cloud Messaging Send in-browser messages to users using Firebase interface!
- 34. 34 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.
- 35. 35 Dynamic Links ● campaign links that also deep-link to your app dynamic.link/campaign1 campaign landing page app landing screen mobile website landing page
- 36. How many time can you combine?
- 37. How many time can you combine?
- 38. Unified Future
- 40. The Power of Activation
- 42. +invites
- 44. Getting It Right
- 45. Final thoughts…
- 46. Please connect with me on Linkedin ☺ Or Follow me On Twitter @strasm Steen Rasmussen IIH Nordic Steen@iihnordic.com And With That…