10 Most Underused Features of Google Analytics 360 According to Experts

10 Most Underused Google
Analytics 360 Features
According to Experts
1

With You Today
Nitya Prakash
Customer Success Manager
Harshita Tiwari
Customer Success Manager
Aditi Buch
Moderator
2

How to Interact
Type Your Questions
3

4
✓ Chart Visualization
✓ API Selection
✓ Calculated Metrics
Increasing
Efficiency
✓ Custom Funnels
✓ Custom Attribution Model
✓ Advanced Analysis
Data
Analysis
✓ Custom Tables
Data
Accuracy
✓ Data Driven Attribution
✓ Cohort Analysis
✓ Navigation summary
Insight
Generation
Core Benefits

5
Custom Funnel
Data
Analysis
GA360
Only

Visualize the steps your users perform for completing a task
Overview
6
• Custom Funnels appear as a tab in Custom Reports
• A Custom Funnel consists of one or more "stages"
• Each stage is defined using dimension-based rules
• This feature can help us in reducing inefficient or abandoned customer journeys

Attributes of Custom Funnel
7
Funnel Actions:
Funnel Types:
Close FunnelOpen Funnel
Create Segments Create Remarketing Audiences

User journey tracking
Calculate funnel drop offs
Individual stage performance
Using Custom Funnel in Google Analytics
8

Advanced
Analysis
Data
Analysis
GA360
Only
9

Overview of Advanced Analysis
10
Advanced Analysis - A brilliant new feature
Comprehensive Customer Journey Analysis.Currently in beta mode, with a full-fledged roll-out expected soon.
Three Reporting Tools of Advanced Analysis
✓ Exploration ✓ Segment Overlap ✓ Funnels

Attributes of Advanced Analysis
11
• The new data exploration feature enables instant visualizations of
website data
• The Funnel Analysis technique provide decision-makers with
better visibility into customer actions with granular detail
• The Segment Overlap feature provides more insight into audience
segments based on customer behavior and mutual characteristics
Delivers hard-to-find insights making it easy for data analysts to spring into immediate action
Once you derive insights, build custom audiences and experiment with site changes

Three ways to support sophisticated analysis
Easily drag and drop multiple variables (segments,
dimensions, and metrics)
Deeper look at how different groups of people interact
with your site.
Build an Audience directly from the Report
Using Advanced Analysis Google Analytics
12

13
Custom Table
Data
Accuracy
GA360
Only

Overview
14
❖ Analytics can sample your data to give you
faster access to your standard and custom
reports.
❖ With Custom Tables, you specify a
combination of metrics, dimensions and
filters that you want Analytics to process
without sampling.
❖ Any report that matches a subset of the
configuration your custom table will access that
table by default, which will provide you with
quick data and without sampling.

Attributes of Custom Table Feature
15
Get 100% of your data without sampling
Use your own set of Dimensions,
Metrics, Filters best suited for your
needs
For Reports requiring more than 100 M
Sessions sampling issue can be
resolved
Leverage upto 100k unique rows of data
Create up to 100 Custom Tables per property.

Using Custom Table in Google Analytics
16
Historical data is available when the new unsampled data is
available
Include a total of six dimensions in a Custom Table
Can apply filter
100 Custom Tables per property.

17
Cohort Analysis
Insight
Generation

Overview
18
Cohort type: at present, the only option available is acquisition
date
Cohort size: cohort size can be defined by day, by week, or by
month.
Date range: the period for which you want to examine the data
(e.g. the last 6 weeks)
Metric: This is where the data available is populated in the
report. The default metric is ‘User Retention’, which measures
the percent of users that returned.

Using Cohort Analysis in Google Analytics
19
User engagement
Behavioural analysis of customer retention
Calculating campaign & Brand performance
Creating audience for remarketing campaigns

Example: Using Cohort Analysis for eCommerce
20
eCommerce Businesses
Cohort Size
Weekly
Daily
KPIs
User Revenue,
Transactions/User,
Total Revenue
Date Range
Last 12 weeks
Last 30 Days
Target Segment
Premium Customers,
Occasional Purchases
Low Transaction Values,
Frequent Buyers

21
Navigation Summary
Insight
Generation

Overview
22
Navigation summary report :
✓ Drills down to a single URL of the website
✓ Drills down to most common paths to & from that
URL
✓ Shares the percent of visitors entering & making
exits using the URL
✓ Sheds light on users’ journey

23
Visualize common trends and spot discrepancies in user
journeys
Check page prior to experiencing a 404 error page
Useful when checking goal funnels and checkout
progress
Drills down to a single URL of your site and the most
common paths to and from that URL.
Using Navigation Summary in Google Analytics

24
Chart Visualization
Increase
Efficiency

Overview
25
✓ Help visualize large amount of data in easily digestible visuals
✓ Graphics are simplest & at the same time, most powerful
✓ Reveal the data at several levels of details, from a broad
overview to minute statistics
✓ Helps understand trends, patterns, & to make correlations.
✓ Identify & act on emerging trends faster

26
Custom
Attribution Model
Data
Analysis
GA360
Only

Overview
27
An amalgamation of rules for determining what amount of credit can be distributed to different touch points in a conversion path.
✓ Evaluate your marketing initiatives from different and
better perspective.
✓ Evaluate yours assumptions in the conversion path data
✓ Use Attribution Model output to balance the optimum
investment in marketing channel and then monitor how it
affects your conversion and sales in future.

Attributes
28
✓ Find Undervalued & Overvalued Touchpoints and attribute to
due credit to invest accordingly
✓ Create Hypothesis based on your analysis
✓ Test Hypothesis using custom created attribution model
✓ Track only relevant Goals

Using Custom Attribution Model in Google Analytics
29
Determine ‘Cost Per Acquisition’
Identify optimization opportunities
Actual spend data for each channel
Segment by a specific type of conversion

30
Data Driven
Attribution Model
Insight
Generation
GA360
Only

Overview & Attributes
31
❖ Algorithmic: Model distributes credit to the channels, allowing to define your custom success
metrics.
❖ Transparent: Have full insight into the model behaviour and know how the touchpoints are valued
❖ Actionable: Insights into individual contribution of channel enabling you to make better data enabled
decisions
Attributes
✓ Data Driven Attribution helps in analysing user journeys, if the journey is being realised to a conversion or not.
✓ The basis of the analysis is sound statistics and economic principles.
✓ You will be able to know which of your digital channels and keywords are performing to their best
About the feature

• Data Driven Attribution uses all the data irrespective
of the users having converted or not
• Understand how different touchpoints effect the
probability of the user converting
• Creates probabilistic models enables marketers to
understand how likely it is to get conversion
considering a set sequential steps taken by the user
• Use your Model Explorer report for exploring the
specific weights to be set on your model to get
optimum results from your investment
Benefits of Data Driven Attribution
32

Using Data Driven Attribution in Google Analytics
33
Identify the touchpoints with the biggest changes across models
Choose a conversion type you want to analyze
Compare the Data-Driven Attribution values to those from your
standard attribution model
Shift budget and resources to support high ROAS opportunities

34
Google Analytics
API
Increase
Efficiency

Overview
35
Application Program Interface (API) is an advanced programmatic method to access data in Google Analytics. It helps :
• Build custom dashboards to display Google Analytics
data
• Automate complex reporting tasks to save time
• Integrate Google Analytics data with other business
applications

Types of API
36
Core Reporting API Management API
Embed API Multi channel funnels Reporting API
Metadata API
Real Time Reporting API
User Deletion API

Programmatic access to the Google Analytics configuration
data
Manage Links between Analytics properties and Google Ads
accounts.
Determine which goals are active and access their configured
names.
Manage user permissions for an account hierarchy
Benefits of Management API
37

Benefits of Core Reporting API
38
Query for dimensions and metrics in order to build
customized reports
Integrate your Google Analytics data with other business
applications
Build custom dashboards to display Google Analytics data.
Save time by automating complex reporting tasks

39
Calculated Metrics
Increase
Efficiency

Overview
40
✓ Computed from existing
metrics
✓ Drive more relevant analyses
✓ Enable greater actionability
❖ Product views per transaction
{{Product Detail Views}} / {{Transactions}}
❖ Event conversion rate
( {{Goal Completions}} + {{Transactions}} ) /
{{Unique Events}}
❖ Value per session
( {{Revenue}} + {{Goal Value}} ) / {{Sessions}}
❖ Average order value
( {{Revenue}} – {{Shipping}} – {{Tax}} ) /
{{Transactions}}
1. Name
2. External Name
3. Formatting Type
4. Formula
User-defined metrics Attributes Example of Calculated Metrics

Using Calculated Metrics in Google Analytics
41
Configured at view level
Compute new data based on existing metrics
Can collect & report on historical data
Available for Custom reports, Dashboards & widgets, Analytics reporting APIs

Upcoming Webinar: Mobile App A/B Testing
with Firebase Analytics
Date: November 30, 2018
Speaker: Vatsal Padhiyar
RSVP: Upcoming Webinar
43

THANK YOU!
+91 7211199689 hello@tatvic.com
44

10 Most Underused Features of Google Analytics 360 According to Experts

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to 10 Most Underused Features of Google Analytics 360 According to Experts

Similar to 10 Most Underused Features of Google Analytics 360 According to Experts (20)

More from Tatvic Analytics

More from Tatvic Analytics (20)

Recently uploaded

Recently uploaded (20)

10 Most Underused Features of Google Analytics 360 According to Experts