Web analytics is becoming universal
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The document discusses the importance of web analytics and user tracking across online and offline channels, with an emphasis on user ID tracking and the use of measurement protocols. It highlights examples of tracking user interactions with services and introduces tools like Google Analytics and Mixpanel for deeper user insights. Additionally, it mentions the development of a data layer standard by W3C for better data acquisition and management in digital environments.
![<script>
dataLayer
=
[{
'uid':
'zjTlQX5360f775f3cbaDBZGTC56',
//
User
ID
(anonymous)
'userRole':
'manager',
//
Employee
or
manager?
'userTitle':
'Senior
Marketer',
//
Professional
title
'lastModified':
'1400074036',
//
Last
modified
(epoch)
'lastModifiedRelative':
'3
weeks
ago',
//
Last
modified
(relative)
'environment':
'production',
//
Host
environment
'template':
'news
article'
//
Current
page
template
}];
</script> The data layer is
your new best
friend](https://image.slidesharecdn.com/web-analytics-is-becoming-universal-140608062245-phpapp01/85/Web-analytics-is-becoming-universal-32-320.jpg)
Web analytics is becoming universal
- 1. Web analytics is becoming universal Audun Rundberg UX Camp Europe 2014
- 4. Imagine that you’re running an airport... Strike Volcano ash cloud
- 11. 50% of users (2 of 4) are desktop + mobile users
- 12. User ID Track users across channels and touchpoints Measurement Protocol Enables offline tracking
- 13. Why? • More accurate picture of how people use your services Examples: • How many users have we got, really? • What’s our campaign revenue offline and online? Last, but not least: • Can we track cats?
- 14. YES!
- 17. Offline tracking
- 18. Offline tracking code https://ssl.google-analytics.com/collect? v=1& tid=UA-123456-1& cid= f10e2821-bbbe-4527-8a02-200352313bc0& t=event& ec=Cat& ea=Food& el=Nomnomnom
- 19. Offline tracking code https://ssl.google-analytics.com/collect? v=1& tid=UA-123456-1& cid= f10e2821-bbbe-4527-8a02-200352313bc0& t=event& ec=Cat& ea=Food& el=Nomnomnom
- 20. Offline tracking code https://ssl.google-analytics.com/collect? v=1& tid=UA-123456-1& cid= f10e2821-bbbe-4527-8a02-200352313bc0& t=event& ec=Cat& ea=Food& el=Nomnomnom
- 21. Offline tracking code https://ssl.google-analytics.com/collect? v=1& tid=UA-123456-1& cid= f10e2821-bbbe-4527-8a02-200352313bc0& t=event& ec=Cat& ea=Food& el=Nomnomnom
- 22. RFID
- 23. Demo time
- 24. Want to try? http://bit.ly/uxce14-universal takes you to... http://github.com/audunru/universal-analytics
- 25. User ID
- 26. User ID tracking https://ssl.google-analytics.com/collect? v=1& tid=UA-123456-1& cid= f10e2821-bbbe-4527-8a02-200352313bc0& uid=1234& t=event& ec=touch& ea=double-tap& el=menu-button
- 27. Username User ID mr_rundberg 1234 superhans 5678 User ID = Anonymus (to Google), unique and persistent
- 28. User ID + Javascript User ID + Javascript User ID + Javascript or API User ID + Measurement Protocol
- 30. Demo time
- 32. <script> dataLayer = [{ 'uid': 'zjTlQX5360f775f3cbaDBZGTC56', // User ID (anonymous) 'userRole': 'manager', // Employee or manager? 'userTitle': 'Senior Marketer', // Professional title 'lastModified': '1400074036', // Last modified (epoch) 'lastModifiedRelative': '3 weeks ago', // Last modified (relative) 'environment': 'production', // Host environment 'template': 'news article' // Current page template }]; </script> The data layer is your new best friend
- 33. Customer Experience Digital Data Acquisition 0.5 Last Modified: May 17, 2013 DRAFT Specification Latest Version: http://www.w3.org/community/custexpdata/wiki/images/9/93/W3C_CustomerExperienceDigitalDataAcquisi tion_Draft_v0.5.pdf W3C is making a dataLayer standard
- 34. One tag for each thing you want to track
- 36. Outbound links
- 39. Do people use these buttons on your site?
- 40. Are people happy with your content?
- 41. Are people happy with your content?
- 42. Are people happy with your content?
- 43. Found what you're looking for? June 08, 2014 4:50 AM EDT Klipfolio.com lets you work with the data and create dashboards
- 44. These are crazy, crazy, crazy, crazy nights web analytics tools
- 45. Mixpanel lets you see individual users’ activities
- 46. Unknown user Login or register Hi Audun! Conversion Mixpanel kan stitch data before/after identifying the user
- 47. Unknown user Login or register Hi Audun! Conversion Google Analytics keeps the data separate