by Doug

07/03/2017

Google Analytics, Internet Marketing

3 more things to do to get the most out of GA 360

Well I never, the kindness is relentless but here goes for another three invaluable tips for GA 360 users:

Set up a BigQuery link

As a GA 360 user, you get a rolling $500-per-month credit for BigQuery. There’s little in the way of cost hurdles to get started so go and redeem your voucher.

and start gathering data now. The setup is a trivial form filling exercise.

Once you’re setup, even if you’ve been using GA for ages and you have a stack of data, a good chunk still gets dropped into BQ auto-magically:

…historical export of the smaller of 10 billion hits or 13 months of data within 4 weeks after the integration is complete.

You will use this tool and extract massive value from it. Promise.

Link GTM to your GA360 account

Been using GTM for a while now? Good. New to GA 360? Great! Make sure you get your products linked. There’s plenty of reason to do so.

Management of users, products and assets in the products (think GTM containers) at scale is simplified. Additionally, you need to have your products linked to take advantage of the product service level agreements that cover data collection, data freshness, and reporting, a higher processing limit, and access to dedicated support specialists.

Additionally, you will be able to access the enterprise level features only available in 360. Simple, low cost, low risk, get it done already.

Setup a UserID view

The last tip (for now) is so simple and easy you’ll wonder why you didn’t do it already. Why should you do this anyway?

If your site has a login, you can track your customers in a separate view. You still don’t see names and email addresses as there’s no PII in GA 360 (or standard) but you do see user IDs and you get to analyse your customer behaviour in a dedicated view with some super useful UserID view only reports.

First, the setup. Do this as soon as you can. Like any new view, it’s not retrospective so the sooner you set it up, the sooner you’re tracking customer data.

Rather than stressing on the setup in this post (it’s super simple) let’s focus on the “why”.

There are plenty of articles out there about the Cross Device reports, they’re pretty well known so this post will zone in on one part of the User Report that is seldom exploited enough:

User Report

Love love love this one! At first look, you might think “meh, what’s the big deal?” Indeed, starting at the top, you get to see an honestly unremarkable top level view of user IDs and high level metrics.

Dig deeper though and you can start to ask fascinating questions about user behaviour. Think about the channels that are used as well as devices, the acquisition date, channel and device.

Go deeper still. Find those high value sessions and see exactly what went on, in what order, where it started, what device was being used.

 

At this level of depth the awesome almost gets overwhelming. Say you find a really valuable behaviour. It might be unexpected or it might be an example of “the perfect user”. Now build a segment based on this trait. Tick those key boxes and build the segment. Yes, that’s a UI to build segments:

 

Now you’ve got a remarketing tool, a test targeting tool, a look alike to ask questions of and a personalisation hook. Use this like yesterday!

Comments

Leave a comment

Your email address will not be published. Required fields are marked *