Understanding the User Journey - keynotes


How do we use Google Analytics (360) to understand the Customer Journey on our website? I set out to answer this question presenting a Masterclass at the Google Analytics User Conference 2016 in Sydney & Melbourne.

Below you can find hot topics covered in the presentation and links to the complete slide deck in PDF & SlideShare.

Slides as PDF: DK - GAUC 2016 - Deck - Understanding user journey.pdf

Slides on SlideShare: http://www.slideshare.net/DmitryKlymenko1/understanding-user-journey-using-google-analytics-360

  • Navigation Path and User Behaviour
    • Do you know the top path visitors take on your website? For 85% of customers a real path is quite a surprise!
    • Navigation summary report
    • Beware of the confusing dimension name: Next Page Path (deprecated)
    • Internetrix uses science to determine the effect of each page on conversion probability
  • Google Analytics Flow Reports - a hidden gem
    • Users Flow report
    • Social / Users Flow report
    • Behaviour Flow
    • Events Flow
    • Goal Flow
      • Goal Flow is different from the Funnel visualisation. They both interpret the same data but visualise and treat it differently
    • Flow reports Tips & Tricks
      • Removing extra details is key
      • Apply Advanced Segments and filter by Dimension
      • Success depends on the right data collection
      • Visualised loop - wow moment!
  • User Explorer - non personalised individual journey analysis
    • Beware: PII (Personally Identifiable Information)
    • User ID vs Client ID
    • User ID is your own non PII identifier while Client ID is GA generated device (browser) ID
    • https://goo.gl/63R0lj - A comparison of your data with or without User ID
  • Conversion Path is important
  • Invaluable for struggle detection

Need to know more?

Get in touch with our expert team to answer any of your questions!

Get in touch!

Share your thoughts

What, no comments yet?

Be the first to leave your thoughts! Ask a question and someone can get back to you about it.

Leave a comment: