Using Google Analytics and Analytics 360 to understand Customer Journey. Google Analytics User Conference 2016 Sydney and Melbourne

1. Understanding
The Customer Journey
Dmitry Klymenko
Enterprise Analytics Manager
dmitry.klymenko@internetrix.com.au
Keynotes & additional details
https://goo.gl/jbbJw9

2. What is
Customer Journey ?

3. We need our customers to be satisfied
We need them to come back
We need them to be loyal
We need customers to spread the word
about our business

4. “On average, loyal customers
are worth up to 10 times as
much as their first purchase”

5. Analysing Navigation Paths
and User Behaviour
path is a journey

6. Navigational Questions
› Are visitors landing on my home page
or designated landing pages ?
› Where do visitors go once they land?
› Are users exiting after they completed
the form or continuing browsing ?

7. Navigation Path
Finding The Top Path Through Your Website
If your website was a city -
there would be roads running through it

8. Navigation Path
Path insights: User Flow
Some paths are popular just like highways. Some not - backstreets

9. Users Flow Report
Highlight / Explore Traffic through here

10. Users Flow Report
What exactly am I looking at ?

11. Users Flow Report
What exactly am I looking at ?
Dimension

12. Users Flow Report
Dimensions
Use Dimensions to filter your report input traffic
For example: analyse specific campaign to
understand if visitors are doing what you expect
them to do.
Or analyse Non-paid Search Traffic
Use Custom Dimensions !

13. Users Flow Report
What exactly am I looking at ?
Or by Operating System

14. What exactly is this report telling us?

15. Do you see the pattern?

16. Users Flow, dimensions
Stay Alert at all times
Constantly ask yourself: do these dimensions,
metrics and segment combinations make sense?

17. Users Flow, dimensions
Stay Alert at all times
Constantly ask yourself: do these dimensions,
metrics and segment combinations make sense?
I never read this. Do you? :)

18. Users Flow Report
What exactly am I looking at ?
Interaction nodes cluster groups of pages based on intelligence algorithm

19. Users Flow Report
What exactly am I looking at ?
Visitor flow and website departure

20. Users Flow Report
What exactly am I looking at ?
Report can be messy.
Decreasing level of detail makes it clearer, removes the noise

21. Users Flow Report
When to use it
You need to understand how your website visitors (aggregated by commonalities)
behave on the website
You need to see behaviour pattern changes for two periods (not change trend)
You wish to understand the reason behind the behaviour difference for visitors
acquired through different channels. Answering the WHY question

22. Users Flow Report
How to find it
Navigate to Audience group &
click on Users Flow

23. Users Flow Report
When NOT to use it
Individual page insights
To kill time !

24. Navigation Summary Report
Questions & Insights
› What content drives visitors to this particular page?
› Does this page encourage visitors to continue their journey?
› Which internal links get the most clicks?
› Is there clicking back and forth (visitors are struggling)?
› Are visitors continuing their journey after filling in lead generation form?

25. Navigation Summary Report

26. Navigation Summary Report
Important thing to do: change currently selected page!

27. Navigation Summary Report
% of traffic that started or
ended journey on this page

28. Navigation Summary Report
Most interesting part of the
report is deep down

29. Navigation Summary Report
Most interesting part of the
report is deep down
Use Content Grouping for much clearer data

30. Navigation Summary Report
Why use the Navigation Summary Report?
› I find in-page analytics reports often to be broken
› If you don’t code website in accordance with Enhanced Link Attribution
requirements, you might be missing data

31. Navigation Summary
Tips & Tricks
› First thing to do: change page
› Use Content Grouping for clearer insights
› Search for pages where people are NOT following your designated path

32. Navigation Summary
How to find
Navigate to Behaviour group
expand Site Content
click on All Pages
switch tab to Navigation Summary

33. Next Page Path - misunderstood Dimension

34. Next Page Path dimension
All Pages Report, adding Next Page Path as secondary dimension
Some are popular just like highways. Some not - backstreets
They are the same. What is happening?!

35. Next Page Path dimension
Previous Page Path Current Page Next Page Path
Previous Page Path Next Page Path

36. Next Page Path - deprecated
Still available for use
Yes, it’s deprecated !

37. Flow Visualisation
techniques, best practices

38. “Visualizations act as a campfire
around which we gather to tell
stories”
Al Shalloway

39. Flow reports in Google Analytics
› Users Flow
› Social / Users Flow
› Behaviour Flow
› Events Flow
› Goal Flow
› Funnel Visualisation

40. Behaviour Flow
Similar to the Users Flow, but...
Concentrates on content
Includes events

41. Behaviour Flow Report - Content Grouping
This is actually your Content Grouping, different for each View !

42. Behaviour Flow Report - Automatically Grouped Pages
GA Intelligence algorithm provides a different view

43. Behaviour Flow Report - Events
Events Flow

44. Behaviour Flow Report - Events
Useful customisation

45. Behaviour Flow Report - Pages and Events
Events Flow per page. How cool is that!

46. Behaviour Flow
How to find it
Navigate to Behaviour group
click on Behaviour Flow

47. Events Flow
Similar to the Behaviour Flow, but ...
only shows Events
not created to be page specific
correct tagging is required for correct insights

48. Events Flow Report - Level of Detail
Manage Level of Detail for
clearer picture

49. Events Flow
How to find it
Navigate to Behaviour group
click on Events
click on Events Flow

50. Goal Flow
Goals funnel is not Funnel Visualisation
Goal Report displays connections between goal funnel
nodes
Look for loopbacks
Use dimension filtering

51. Goal Flow Report
Select Goal with Funnel
Adjust Level of Detail
Apply Advanced Segment

52. Goal Flow
How to find it
Navigate to Conversions group
click on Goals
click on Goal Flow

53. Goal Flow Report
Questions & Insights
› Where do users enter my funnel — at the first step, or are they jumping in
somewhere in the middle?
› Are there a lot of unexpected exits from a step in the middle of the funnel?
› Is there a place where traffic loops back?
› Is there one segment of traffic that acts differently than other segments? Is it
converting more or less often?

54. Goal Flow vs Funnel Visualisation
Goal Flow
Shows loopback
Does not backfill steps (true journey)
Reflects an actual order of the steps
Shows data retroactively
Supports GA Segments
Date Comparison for steps
Ignores Required 1st Step
Sampling: up to 100k
Funnel Visualisation
Identifies loopback as exit
Backfills any skipped steps
Steps order is guaranteed
Only going forward
Does not support GA Segments
No date comparison for steps
Honours Required 1st Step
Sampling: up to 50k

55. Flow Reports
Tips & Tricks
› Use Level of Detail and Zoom slider for granular insights
› Applying Advanced Segments and filtering by Dimension is key
› Make decision on how you track micro-goals as goals or events
› Closely investigate loops

56. Finding insights with the
new User Explorer report

57. A GIRL HAS NO NAME
Especially in Google Analytics

58. User Explorer Report
Do not save PII in GA
Individual, non-personalised
interactions per each user GA1.2.667464943.
140000782834
PII in Google Analytics, explained
https://goo.gl/gzXAaI

59. New dimension exposed
Not a PII

60. Client ID vs User ID
Client ID
Represents an anonymous device
A random number generated by GA
Always required
Disappears when cookies are gone
User ID
Represents a single user
Generated by your website backend
and passed to GA
Optional
Affects data collection, requires
filtered View

61. User ID enabled View
Not a PII

62. User Explorer Report
Questions & Insights
› Exactly what did the visitor do prior to the purchase?
› Where has the visitor struggled before the purchase?
› Why did the visitor abandon the funnel?

63. Click to access User Report

64. User “lifetime value”
How cool is that!

65. Concentrate on things
you care about

66. User Explorer Report - Customer Day
1st touchpoint
2nd touchpoint

67. User Explorer Report
Tips & Tricks
› Conversion Path is important
› Save Client ID (or GA cookie value) as Custom Dimension
Save your User ID as a Custom Dimension
› Extremely powerful report if you have a lot of time
› If you can’t find required user, move performance slider towards Greater precision

68. User Explorer Report
How to find it
Navigate to Audience group
click on User Explorer
Know if your current View has User ID
feature enabled

69. Science
individual page / event importance

70. Removal Effect
Will conversion rate go up if ?..
GA provides us with the importance (or influence) of the acquisition dimensions &
metrics
But what about the conversion path? Will the conversion rate change if we remove a
specific page (or even Event) from it?

71. Navigation Removal Effect
We use the Markov model to calculate
the effect of page / event removal
from the customer journey
Science tells us that we will
lose 23% (18..26) of
conversions if we remove P3

72. Tips & Tricks
› Insights are a matter of interpretation
› Put a money feature on each of the insights
› Perform reproducible research
› Stop using Google Analytics to kill time

73. It is up to you, what analytics is...

74. Thank you!
Any questions?
You can find me at:
@dmitry.klymenko1
dmitry.klymenko@internetrix.com.au