Understanding the User Journey - keynotes

by Dmitry Klymenko

25 October 2016

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
  - https://goo.gl/lt9B5D - methodology explained
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
    - https://goo.gl/XFiJCb - Funnel Visualization vs. Goal Flow
- 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)
  - https://goo.gl/gzXAaI - PII - how not to lose your GA account data
  - https://goo.gl/SlMeaC - GA Terms of Service - Privacy
- 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

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