 Right. So let me jump right in. Google Analytics, I hope, I am going to share some things that you always wanted to know, things that we may know but may not know it in its locality or may have a different point of view or may have a different image apart altogether. Trust me when I tell you this that every day I learn something new about Google Analytics and I have been doing this for eight years and I have seen the product change. I have seen the product change trying to accommodate for social media, the evolution that happened, trying to accommodate for mobile and the apps which Google Analytics very unwillingly added a module for mobile apps also and it shows that their product is still a little half-baked when it comes to tracking Google Analytics for apps. So what I am going to do is I am going to cover in broadly these four things. Google Analytics setup. What are the eight most important points that you guys can use as a checklist? Ways to segment the data for greater insights that the insights guide us and guide us in the power of optimization. Naming conventions are best practices. This is something which I have learned the hard way. I have stumbled too many times to finally deduce that you have to follow and have a standardized naming convention for yourselves and this is something which I will cover very briefly and improve your Google Analytics skills which remains an everyday journey. But first, the sales pitch. You guys know that I am from Circles Lies. The Circles Lies is the new telco. I don't know how many people have you know that Circles Lies started full-fledged mobile services in this year and but before that I would like to throw a question open. What are you missing out from your existing telco? Some things that you would like to have. Some things that you are not getting. Tell us. Well, you had a sneak preview in my flies. That is why you caught up on that. But tell me something really. Something which is a real pain. Something that smack in the middle of those mission critical moments you find as a hidden charges. Well, that's something which we all don't like. But then again if they are hidden we always obviously don't know of them. What else? Who likes to be binded in two-year contract? Tell me. Show me hands. Actually I'm quite okay with that. Oh, there you go. I wonder if you're also okay when you want to move on to Circles Lies. Oh, you're with Circles Lies. But then you already got to meet. He's part of our beta. Oh, you already attained salvation. So we will skip you. But then I think this is what we're talking about. Too long a time we have now been shackled and we've now been suffering from something like no unlimited bonus data. No phones without contracts. If you want a phone and if you really want that phone for maybe a hundred dollars or maybe zero dollars, you have to bind yourself in a contract. No unlimited WhatsApp. And pretty much people don't even care because to them WhatsApp is unlimited. Well, you should have an eye opener too. No true roaming. Now when you guys, and I'm showing you guys travel, you guys travel, you would pick up a package, pay $30 a day and travel to various countries. And it's a bit of a pain that you've only touched touch ground or landed, say in KLA airport at 7 p.m. And because you bought a package, now you only have five hours left before that date spires in the new package will start. Imagine if there would have been a possibility that you would pay only the amount of data that you actually consume at maybe one tenth of what your prices are. Things like if you were dare to go without any package, finding a way on a Google map would have cost you about a hundred dollars and something which shrinks to maybe $1. Now would you like, I mean I'm sure you guys like the sound of it at least. So these are certain things which telcos are not revealing themselves about. They want to still bind you in a package. They want to still charge you for those five hours of $30. And the next day as well as the clock strikes 12, you will pay another $30 to the next day. You will change, if you happen to change countries, you will again pay that $30. Imagine if you had a two hour layover or say a four hour layover in Japan before you moved to US, you would pay for those four hours in Japan the $30 and even if the day has not changed you will still pay $30. Anyway, so that's what true roaming is all about. They don't charge us, we don't like any charges. And we want flexibility in control, don't we? You can zap that code which essentially will take you to our website and it will offer you this. So Circus Light we launched services in June, full-fledged, full-voice data and SMS if you guys still use it. And targeting tech savvy people like you, people who understand how to use, how to get a cab through Ubers, get their food delivered through Reeds or Deliveroo, and people essentially who understand the value of an end-to-end integrated digital experience. Hell, if you want to ever port in your phone, you would never have to visit a website, a store. We don't even have a store. You go to a website, you can do a port in digitally. When I say port in means you have an existing number, you port it into a new carrier. And ideas are powered by data. And that pretty much is the reason why I'm here. All our ideas, all our data-led approaches to insights in user behavior, we do on the website, on the apps, which essentially guide us and form our now, next, and new. And there is a surprise waiting for you guys at the end of the presentation. So look out for it. So now back to GA. Google Analytics set up eight points checklist. Google account structure and raw data view. Now this is very important. As we all know that today we deal with multiple websites and multiple websites have to have various views. But one thing which we also try and do is we try and create some filters for ourselves. These filters, when you create on Google Analytics, to have your view segregated, maybe by devices or by geographies, if you're operating multiple geographies, what it takes away from you is any change is done over a course of time. You will lose out on the historical data. And that's the reason why the best practice is to always have one of the views, account property view, one of the views as raw data. Something that you can always fall back, something always you can extract and make use of. Most important, bot filtering. You guys all aware that you've got a lot of spam, a lot of bots, a lot of click farms which are out there. Now Google Analytics has been continuously improving their algorithms as well as the backend systems to identify these bots and have added in their filters. Now there's a specific place that you can find these filters and you can exclude all these bots onto Google Analytics and this is very important. This is something which is going to help you get a control even on your bouncers and we'll talk about it in just a moment. Goals and goal values. Again, every business has a goal. Some people want to sell. Some people want just to register people so that we can send out news netters. Some people we want people to come onto our website, consume a video or share. All these are some nothing but goals. Unless you want to set up yourself some goals and assign them a value, you would not be able to gain insights in data and make use of those insights. If you want to increase traffic so that it culminates into higher conversion and your cost per conversion comes down if there's a paid media at the back, then you need to establish goals. Now these goals essentially can be established either on an event level or it can be established on the level of by URLs. If you establish them by URLs, then you'll also be able to get a fund visualization, something which we can discuss about after the presentation. Firstly, identifiable information or something which we all also know as PII information. This PII information is something which we typically either are not aware or we tend to take it very lightly. Google has a mandate of terminating your account if there was any leak of PII information on your account. That's how seriously Google takes this PII personal identifiable information. It could be your email address, it could be user IDs. If for any reason this were to slip through in your implementation then this is taken very seriously. So watch out for this, there are ways of creating filters to be able to avoid getting stuck with these PII information being slipped over and if you want we can go through the presentation after the presentation. Bounce rate, this is what I was talking about. Now won't you all love if your bounce rate, first of all how many people don't know what I'm talking about right now. Okay so maybe I will take your questions maybe after the presentation. If there's anybody else for whom I'm being a little too techy maybe you can see me after the presentation. So bounce rate as I would assume everybody knows it'll be great if the bounce rate is below 30%. Bounce rate essentially is people coming to your website but not going anywhere else. It just bounce off. That's how simple bounce rate is essentially. Now it'll be great if it remains below 30%. That means 100 people came to your website only 30% people go off. But one thing which people may forget or take it very easy is sometimes any bounce rate which goes below 20% they tend to pad themselves back but it actually could be a problem could be an error and that is something you guys should look out for. If your bounce rate were to drop below 20% or below 10% for that matter it is a point of concern and you guys should then investigate whether there is any double click or any double tags on your website. It could be that your website is tagged twice which is actually filing the pixel twice and then Google Analytics Server tends to record that as two hits. Now that is and on the contrary if suppose you're seeing a phenomenally high bounce rate overall not only just from organic traffic but even not only just from paid traffic but even from organic then that also calls for investigation. Not set values. Now how many people have actually seen on their Google Analytics something which just comes in and reports as not set. This is something you guys can avoid by adding some filters but be watchful of this. One thing you guys may have also noticed is they should pop up most frequently on Safari or Safari in apps. That is something you guys cannot avoid. Safari does not, Safari is still sort of trying to get there things around how to report itself in Google Analytics. So that is something which you guys still have to watch out for or keep it at bay. But other than that not set is something that you guys could tackle by adding the right kind of filters and these can appear when you run a landing page report with landing pages or page titles or host names or even sources and mediums you might tend to see not set up or not set. Content reports. Now on content reports I would just quickly show you how many people have actually seen when you run a page report you may see some links with just IDs. Now while your links are the same you would see that they are all differentiated by different IDs. Now this might actually stew your data. In order to avoid this it is advised to set up some filters. Now again it is entirely upon what the purpose of your business is. But one recommendation is if you want to filter out any query parameters which are getting duplicated just because they have a different ID and we should create some filters around it. And the last bit is traffic sources. Now this is pretty much as what it is. You have to set up your traffic sources you have to make use of your UTM parameters and tagging to be able to differentiate various sources of traffic and be able to then dig into and inform yourself exactly which traffic to to to maximize on and which which traffic and media to continue. Okay so quiz time. How many people can tell me what direct non direct non source in Google analytics is? Anybody? Okay. How many people agree with him? That's all what it is. Should I take silent as everybody please? So direct is essentially and this is sort of widely accepted that anybody typing in the URL directly on the URL is a direct traffic but it actually is not the whole picture. Any traffic to the website that comes from any of these clicks is actually converted as direct traffic. In fact in other words if you do not have a UTM tagged on your on your traffic and if it doesn't come from an auto tagging auto tag the parameters everything unknown is basketted or is bucketed under direct traffic. Things like if you found a URL on a Skype or any other messenger, if you found the URL on a PDF or if you found the URL on a mobile app you clicked on it the traffic goes to the website that the website of the analytics cannot make out where it is actually coming from. It doesn't even have the ability of putting it on a referer because there is no website. There is no domain name and therefore it's all packaged under in fact look at this clicks on bookmarks. Now this is a is a no-brainer and this is something which I was talking to Google analytics and they have now trying to bring as much traffic getting accounted for and out of the direct bucket as much as possible. So fun fact yeah ways to segment the data for great insights. Date range now this is a no-brainer. We all need to segregate our data by date range to be able to then compare and see if the changes that you guys made over the last week how does the traffic has behaved over coming say from the last month or the last quarter. Now that is what pretty much what date range segmentation means here. Primary secondary and tertiary dimensions. Now we all know whenever we run a report we've got a primary dimension and we can also add a secondary dimension right. Okay now there is also a trick to add a tertiary dimension and this is really really cool. Let me show you this. Now what happens is you have your primary dimension. Suppose your primary dimension is sources and mediums. You would choose a you would just choose the primary dimension and here you would see a drop down and here you can change your primary dimension into a secondary dimension and then after that suppose your primary dimension that your first choice was sources medium. You click on being an organic and then you go inside it. Here you suppose you change a secondary dimension to say countries. Now it becomes your primary your your secondary dimension actually is shown as the first dimension. It shows countries and here you can you make use of the secondary dimension and make it a tertiary dimension and populate landing by landing pages the traffic. So now you have within being an organic search traffic you've got inside a specific country and that specific country you can see the traffic onto various landing pages coming from that specific country. So that I found something really cool. Basic table filters now this we all are familiar with you've got tables you can filter them but what makes it more cool is making use of advanced table filters. Now this essentially is making use of various options as advanced search in which you will go into try and segregate the data by maybe a mobile device or segregate the data using your regex. How many people don't know what regex are or regex however people pronounce it. I'm assuming everybody are fairly familiar with it. Okay I don't know what to take from that silence but let me show you what it essentially means. So this is what your classic table looks like right here you would see something called advanced. When you click that advanced you will be presented with something like this so you can actually segregate your data by landing pages or you can add more matrices or you can even add more dimensions. Suppose if you add a secondary dimension say source and medium then you can create you can use instead of containing you can use regex and you can give an exact parameter based on which you want to see the report. In this case however you've got source and medium and he's chosen the secondary media or the secondary dimension as the landing pages and within that we can choose containing 12 weeks and the bounce rate has to be less than 80 percent. This obviously will tell us which are the more higher performing landing pages and therefore we can start optimizing our traffic to go to those landing pages. Plot rows now on the same example you would see that there are these squares the checkboxes. If you were to click any of these checkboxes it'll help you give you an analysis on a time spectrum visa v the parameter that you've chosen. So if your main parameter is sessions you could actually choose specific plot specific rows on which you would like to compare and this simple trick actually helps you see how the traffic behave from various plotted parameters or variables visa v in general traffic. Segments now here we've always seen these segments and seldom have we played around with these segments but these are something really cool and very powerful. You could actually segment all your data by either mobile device or by even if you've got an e-commerce website that you're running you could even do it by sessions that actually converted into purchases and then you can do purchases made look at this made a purchase or you can even create a custom parameter with set did not make a purchase all you have to do is go into custom here and use transactions equal to zero and then you will get did not make a purchase. The the more cool part about this segmentation is not only helps you segregate your data and be able to see it by those specific variables or parameters you could actually make use of the same segments and create yourself custom audiences that you can further than make use of in the ad words to run your retargeting campaigns and that is the really cool part of it you would not only come to know which traffic has worked for you you already have a segment which is already created and available there and you can literally just populate or make use of it in google ad words. This primarily applies for custom segments that we can create. Custom reports this is fairly standard the same reports which are available on the on a standard you can even have you even have the option of customizing it and then be able to choose the matrices that you that makes make sense for you and delete the ones which we don't and the last is admin filters now here as i was previously telling saying you could have admin you could have filters or rather we should create filters around if you got mobile traffic that you expect like on our website we would 60 percent of our traffic actually comes from mobile mobile devices 60 percent of our transactions actually have started coming from mobile devices you'll be surprised of those 60 percent 90 percent is actually from a mobile from a phone and not from a tablet you could do a test you must do a testing view essentially any changes that you do must have a test testing environment where you can check whether it's actually firing whether it's actually recording the data or not and if suppose you're working in various geographies it is always advised to have different views by geography just helps you organize your thoughts and organize your data in an orderly fashion and so that you can make more sound inferences out of it so that's pretty much what you know basics of ways of segmenting the data and no matter how basic they are they pretty much uh can help you uh on almost all all walks of google analytics or web analytics for that matter and they don't fall short from from any angle so now is the question time question for you what the bounce rates of which i explained previously what do you guys what do you guys think what is a bounce on a google analytics like i previously asked do we all agree that a bounce is essentially anybody coming to the website and going off do we not agree i'm sure there's just one of them well actually it's just the only one in this in this case but a bounce essentially is if if i were to put in a way plain terms is a single engagement hit now what we know of is we know of websites get visits we know that we've got visitors visits are connoted as sessions on on google analytics and visitors are connoted as users or new users but there is something called hits every interaction on the website is essentially a function of a hit so suppose if you have a had a page view as soon as you landed on the page it's actually considered a page view already now if that were to be true how will it define on the bounce the reasons it's it can be defined on the bounces because then it is said that only one action one hit has happened and nothing else happened the guy did not create do an event did not go ahead on the website to culminate into an e-commerce purchase or did not even click on any of the social plugins so therefore has just been one hit so a singular hit or a singular engagement hit on a website can be connoted as bounce now who all would agree with me if i say or yeah if i say that scrolling on a page is it considered an engagement hit and therefore bounce will not be coming to effect any thoughts that's correct so it's and that brings me to my point that bounce is something that you guys do not have to succumb to its default definition you guys can change the definition you can change it by something called a non-engagement or non-interactive events could be a it could be as simple as scrolling on a page that'll a blog now a lot of word presses are actually word presses used to create a lot of blogs right and you typically see the traffic which comes to a blog has a high bounce rate the reason is because they've not customized the bounce rate definition if your bounce rates definition entails that anybody who scroll through a page or even if anybody has spent an extra a given amount of time or more than a given amount of time then that can also be considered as a non-bounce traffic and it is essentially becomes more important for us to make use of this be able to customize the bounce rate so that it gives us more realistic view of our traffic and analysis naming conventions and best practices account structure well account essentially is you've got your account you've got properties and you've got views but what we need to make sure is if you're dealing with multiple accounts and I'm sure you guys are make sure that your account is either the name of the company or maybe the website the properties I'm sure you'll have a production environment live staging and you'll have a something called a Google tag manager Google tag manager helps you create a testing environment and views raw data always have your raw data view then staging for all data could be IP filter could be production internally internal traffic only now what it said essentially saying is you and google analytics actually helps us to create a filter on domain level or rather on an IP level and create a testing environment suppose if you if you if you work in an office you've got a static IP and it doesn't work on dynamic IPs if you work if you have an office static IP you could actually isolate your traffic on and create a property to be able to see and test out your website thoroughly and see how the how the traffic is flowing how the analytics data is coming in and it will not be open for all the other traffic so essentially it'll be in a controlled environment and you could do the opposite you could exclude your IP and that's in fact is one of the best practices once you go out in the market you must exclude your IP traffic so that it doesn't artificially skew the data for all the testing and all the all the hits that happen within the company again disclaimer being that you guys have you have to have your own static IP to be able to exclude the IP campaigns now we all run paid campaigns or we probably run social campaigns this naming convention has helped me quite a bit and something which you guys should take note of in fact a few best practices one of the best practices is that create a spreadsheet if you guys if you guys build URLs and create utm tags by the loads i mean what i do you can zap that code and it'll take you to a spreadsheet which you can just download and start populating your URLs and be able to create your utm tags very simple and very handy don't pass the person again pia information make sure that you guys do not pass any pia information set up google analytics on a lowercase filter just so that if there is any kind of google analytics is case sensitive so suppose if you want to track emails and you wrote email with an e-capable and then there are other times when other marketers wrote the source as email with a small e it actually will not will start differentiating the traffic whereas it actually is all from the same source that's why you can avoid that problem by creating a filter on lowercase always test after setting it up and that's when your testing environment or testing view comes into play whenever you've created a utm tag before creating you must test the URL that you want to create it for just so that you don't end up with a 404 error or and after you've created a utm tag must always check because most of the times you'll be surprised the 90% of our traffic tends to get lost just because you do not check that there was a space in the URL and we all know what happens if there's a space in the URL and don't wait until you forget to create a utm tag this has happened with us quite some times we waited we thought oh we don't do it we'll do it when it's closer to the campaign time and then we forgot about it because the weekend came in so guys yeah don't wait and you guys can take a snap of that you are of that code events now during the course of setting it up a campaign or setting up a google analytics we've got various events on our page maybe a classic page what it looks like this is a page which i borrowed from our website when you enter our website you would see there are three dials which are movable dials you can create your own plan take however much data you want or talk time or sms if you still need it and so you'll see a bunch of clickable points you've got the journey bar you've got all these dials you've got the help section and you've got these links here and obviously you've got the next button all these events should be tracked when i run my events report i can track and i can run report based on people who have stacked up a lot of data on their plan and may have not may have not closed the sale or i can create a report around people who stack up a lot of talk time and they that starts telling me and starts helping me dig a little more into what they want and how they want it so again we are seeing more and more that while we've given the option for sms is the can you can you imagine the uptake on the sms is less than five percent people do not add sms we've just given this because we don't want to alienate anybody and make them feel oh there are no sms available having said that you also have your pay as you go and those rates are all here so the point i was trying to make is whenever you start a website you have um you have various interactive interaction points maybe you'll have a video there maybe you'll have a downloadable white paper and all those things should have an event track you should track that event so that tomorrow you're able to segregate the data by source by landing page and even by time to purchase and they and then you're able to slice and dice the data and be able to optimize towards the operation the highest opportunity source so if someone changes one of those five or six years that's tracking you yes it's tracking individual events and therefore i will be able to segregate people who have built up their plans with 5 g's or with 15 g's or with 17 g's exactly in fact i can run a permutation combination and be able to be able to run a report which tells me what is the most likeable plan in fact i ran the report last time i found out that the most likeable plan the most uh created plan is uh with six gb uh 300 minutes and zero sms that's the most likeable plan at the moment so yeah and then then that also tells you that okay these guys are uh medium low to medium data data users then i can actually create my media plans and my media pushes around that but it's time so what do you think happens what do you do if you ever or if one of your colleagues were to make a mistake in creating those utm tags for example um i would always write for an email campaign i would always write my source as email without the dash but maybe maybe she wrote the email with a dash what do you do and that's a very common mistake any guesses well close so what you can do is you can actually create a filter to make uh make a future proof if this is something which is going to be a common stumbling block create a filter already which automatically searches and replaces any of such anomalies so that the data is standardized last bit you prove your google magic skills now this is actually a broad uh understanding you gotta study you gotta ask more questions uh all the blogs and all the all the places always have forums also available ask more questions i have learned to come almost this far because i ask more questions share because there are some people whenever you ask somebody is sharing and therefore you come to ask so if you don't become a part of the sharing community people will not know where to get their answers when they're asking practice this is where your testing environments come create your own block create your own wordpress website and then test out just for the sake of knowing and playing around with this google analytics which is such a wonderful and powerful tool reflect this is where it all culminates reflect with your colleagues uh in your work in your environment and and thus for uh and thus for all of these things put together is going to help you grow if you want to know more sources where you can study and pick up you can take a picture of that of that code the qr code and lead you to a source where all the blogs are listed and pretty good learning sources of google analytics so who wants to be part of the new revolution we think circles life is the new revolution and therefore to give you a nudge you could take a picture of this code and make use of this code to get a 20 a $20 discount on a registration fee if you guys want to be a part of essentially circles like what it offers you is it offers you unlimited whatsapp what essentially means is any data that you consume on whatsapp be it those hd videos or the calls that you make all the data will not be consumed out of your data plans you can get as much data on on your plan and next month if you find that oh i don't have a use of it change it dial it down there are no penalties just because you decided you want to downgrade your plan sounds familiar right they aren't they are no hidden charges how many of you guys who are not on circles just yet are aware that you guys are paying a $5.35 towards caller ID charges but that is not a charge when they compare they give you a comparison the circles life plan the basic plans at $28 ours is at $20 what they're not telling you of the hidden charges so much so that we even combine we even are transparent about the GST are all our plans are GST included there are times when they will combine the GST on the basic plan but they'll not combine and tell you the GST combined prices for all the fills that you add i'm not taking names here so pretty much circles life was formed on one pillar on singular pillar of doing right by the customer too many problems and too many shackles that that today's sygaporean is living under when it comes to telco and that is something we take pride in breaking so the circles life you can be a part of the new revolution thank you