 Hello. Bonjour tout le monde, bienvenue. This is the talk that I'm here for. If you're here for this to please stick around, if not, feel free to make your way out. We're here to talk about analytics. Before we start, I just wanted to get a quick sense of the room for all of us so that we can have more focus, you can get as much value as possible out of this talk. How many of you currently are able to log in to Google Analytics and see some stuff? OK. How many of you feel confident in the stuff you're looking at? Half raised hands for confidence, I don't know. But we are going to get your hands raised high up by the end of this talk. There will be two free things if you stick around. One, some tips and tricks at the end that you can take away and use. And second, I will be giving away a handsome cowboy in a t-shirt to the first person who can answer a small quiz about this topic. Let us begin. A little thought provocation. A lot's changed in the game. Voice is a really big thing. Some more or less recent statistics have taught us that about 20% of the searches right now are voice searches on Google. This is pretty important. So this affects SEO a little bit, but I can tell a little bit of a story here, which is the purpose of Analytics ultimately. And of all of that content, a lot of it's local. Most of the traffic on the internet is bots. A little bit of math, a little bit of reconceptualization that's possible. It's the power of analytics and storytelling. And ultimately harnessing your data and being able to tell a story about it is what we're going to talk about today. But first, a little bit about us. Cal Munip is an agency that works with mission-driven organizations. And these are some of our clients in the higher education space. We work a lot with non-profit organizations, a few Canadian institutions, front and center here. Some civic tech, some municipal government. We are based in Oakland, California, and soon, more officially, in Toronto, Canada, where I was born. We very much believe in sharing. This is an open-source community, after all. And we do that at conferences and camps like this. Very happy to be here with you today, despite the jetlight. And we also believe really strongly in the Drupal community and make a decided effort to try to activate it on the occasion of Drupal 6's ultimate demise. And it's end of life. We organized a New Orleans jazz-style funeral, the streets of the city. It was a fabulous event. Hundreds of people came. Dries was there. We had talks and served some cupcakes out of a coffin. It was beautiful. To the Cal Munip balloon, which also perished in the perils of this event. And we are also really keen on getting to the heart of why we're all here. We do all this technical stuff, but it's for a reason. We're putting the technology at the service of a cause that we believe in. And we all have different causes that we support. And recently we've tried to activate our booth presence at events. This one is at Bad Camp recently. If you have not had an opportunity to attend the Bay Area Drupal camp, I highly recommend it. It's a great event in Berkeley, California. And so our team voted on three nonprofits that they wanted to support. And for everyone who visited our booth and wrote a postcard to an elected representative, we donated money to each of these three organizations, whichever one they selected. It was a great opportunity to use that space to not contribute to landfill and make a bit of a difference and have some conversations about why we're here, not just about how we do things. Which is what we're doing in all the sessions, anyways. And at Silicon we did something similar, but used the opportunity to plant trees. So for every interaction individuals had at our booth, we planted a tree and were able to contribute a small forest back to the wild space where the wildfires were devastating Northern California. It's a little bit about us. My name, by the way, is Andrew Malis. I'm the CEO of Kalamuna. Often forget to put myself in the mix. We're here to talk about you. We're here to talk about analytics. Why are analytics important? What are we here to talk about? Analytics are about measuring outcomes. And why? Well, we want to empower stakeholders with the power to make decisions and for those decisions to be informed. We also want to know, in this quest to do good, how much good are we doing? You make a great website, everyone's happy, or maybe exhausted by the end of the process. And then there's a celebration, but why did we build this thing? It was for a reason. It was to gain more traction, sign people up for a newsletter or change the legislation or serve a local community. How do we measure those things? It's important. And ultimately, I'm an office at this and learning more. And I find it's kind of an interesting time to share what I'm learning and try to make that knowledge more accessible. I've learned a lot from our senior analyst, Vadim, who's based out in Aurora near Toronto. And so I'm here to relay a little bit of what I've gleaned over the last few years working in analytics. But before we start, let's just take a moment to think about the power of analytics and what kind of stories they can tell and how they visualize information. There are different ways. You can just look at numbers and percentages and statistics, but it's powerful to show data visualizations to understand what's going on. This is a form of analytics. It's tracking user behavior on a website. It uses a tool called Hotjar, which is a little script that you can install on your website. And they have a free offering. You can put it on your homepage, for example, and track the first 1,000 visits for free. And what it will show you is where people are hovering their mouse, where they're clicking, and how far down the page they're scrolling, which can be impactful. Just one thing I found out after we had our site done is that if you're a non-profit or a charity, they give you a free account for Hotjar. That's going to happen. But the expanded new food and the accounts go away. Good show. The other nice thing about Hotjar is you can go back and play the sessions and see kind of real time what the interactions are on the site and how people are scrolling and clicking and how long they're taking to scroll down that page, which is kind of nifty. Where's their mouse going? Here's an example visualization of there's a little plug-in that Google Analytics has. It's called Page Analytics. It's OK, but it does some cool stuff. It puts some overlays over all your links and shows you what percentage of the total page clicks are present. Now in this case, we were working with a university and they had this button, which is the main purpose of the page. And we were able to really signal a design flaw here because this does not look like a button and people are not clicking on it. Therefore, the purpose of this page is not really well-served. Now, you can get data from other sources as well. You don't have to just install Google Analytics and rely on it completely. It can't tell you certain things. Here's an instance where we were working with the client and we had a lot of patient data for clinical practice. And so we had addresses of all our patients and threw that into a spreadsheet and reverse geocoded the addresses and dropped some pins and clustered their audience on a map. And they're based in San Francisco, but their audience was like spread out all over, all the way to China. And these are people that are going to get their teeth cleaned. I don't think they travel all that way. And so what we identified by visualizing this data was that many people hadn't changed their address. The mail the institution was sending was going overseas and the bills weren't getting paid. So not something we were looking for at the time, but that emerged out of the data just by looking at it a little bit differently. Surveys are a powerful tool as well. You can only analyze the data that you have. And if you don't have the data that you need, well, consider going out and getting it. This was a survey that we conducted for another university in the discovery phase, asking people how often they engage with the website. And what the pattern that emerged is that faculty and staff are most actively on the site once a month and graduate students are on there about once a week. Those are drastically different patterns. And when you're thinking about audiences, audience segmentation, or where your key messages are in your design process, maybe if you have an important announcement that is for faculty, the website's not a place to put it. Maybe you need all those little cubby hole mailbox slots that they check once every six months instead. Another way of visualizing data, and one that we'll talk about a little bit later, are dashboards. They help to centralize that information and make it more understandable and comprehensible. This is an example dashboard for a client that we produced. And a little bit of the power here is that you can focus on just the KPIs that you're looking for, the key performance indicators, and surface those and track those. We'll talk a little bit more about it, but the power here for this particular client is their conversions are all about sales. They have events, and they're seeking ultimately to have people participate in them. And at the end of the day, all of those ticket sales add up to, well, a certain amount, if you average it out for every visitor, like $0.92 per session. Which is pretty substantial. You start to think about every single person who's coming to your website is worth about a buck. Not everyone converts, but it changes the value and proposition of digital and the work that we're doing as being less of an expense and more of an investment. And I think that's a really powerful conversation to be having, especially now, where there is a lot more receptivity to the engagement that technologists can have in a strategic approach in websites more so than just as executors. So ultimately, analytics are going to help you understand what's working, what isn't working, so you can adjust and course correct and start refining your approach if you are tracking the right things. Before we get into some 201 stuff, I just want to make sure we're on the same page. Start with the 101 and ease you guys in. Define analytics, because, well, this is what we're talking about. And so analytics is the discovery, interpretation, communication of meaningful patterns and data. But we're going to talk more specifically about digital analytics, which has to do with the collection measurement and analysis, visualization, and interpretation of digital data that is illustrating user behavior on websites or applications. But I would encourage you to think about this before you undertake any major analytics project. It's been an existential question, but why are we here? Why do we have a website? A lot of people go into their analytics and they're trying to find the information in there that's going to somehow, you're in there with a flashlight, trying to find the answer to a question. What is the question you're trying to answer? What is the business value of your website? What purpose does it serve in your community, in your context? What are you trying to achieve with it? Understanding that and working backwards from it helps a lot to identify what you should be tracking and what kind of plan you should be coming up with. When I last checked, I logged into Google Analytics and you know there's that little sidebar menu. I opened it up. There were like seven new beta features. There's 115 menu options inside of Google Analytics. You can literally get lost in there for hours, maybe not even finding anything substantial. If you know what you're looking for, though, we'll talk a bit more about that. We'll get some better, stronger answers. Little more nuance, getting to 201, 102. Want to talk a little bit about users, sessions, and page views. They are important principles. I like to use this metaphor that I've lifted from a source here on the data box blog to help illustrate the difference between these three concepts. If you think about a shopping mall and how people behave in a shopping mall, maybe there's a couple different malls. Each mall is like, you visit a mall, you go around, you visit a few other stores. And how does that translate to a website? Well, each mall is like a session that you're visiting. And in that session, you're going to visit different pages, which are like different spaces in the mall. It's pretty straightforward. Hold on to that. This metaphor will become useful in a second. And we get to 201. But when you're at the mall, the longer you're there, maybe the more likely you are to buy something. Or maybe the more likely you are to get hungry and need to brave the food court at the mall. But that's just one metric, right? We'll talk a bit more about time on site and other things that you can measure. Here's the meat. So more precisely, some things I didn't know about sessions, some things maybe you already know as well. But a session begins as soon as the visitor hits the first page on your website. And the timer starts. Last half an hour, if they don't do anything, the session ends. They come back, that's a new session. If they're on another browser, that's another session. If they're on their mobile device, that's another session. Now, there are some ways, more sophisticated ways, that you can track and unify that behavior now across mobile and other experiences, varying degrees of reliability. But that's, at least in principle, how the sessions work. So at the end of the day, Google Analytics has no idea how long someone has spent on the last page of your website, which affects your thinking about sessions. Because say you're using the mall metaphor, you go to the mall, you spent some time in the electronic store, the clothing store, then you go to the food court. You spend half an hour in the food court. But then you leave. When you've left, there's nothing to track. You've just gone. So you may have spent one second visiting the home page. And then three hours scrolling up and down this amazing single page application that's been built, but the timing of your session is going to be one second. So focusing only on session duration may not be the most accurate way of thinking about user engagement, if that is your goal. That's what it's my moment for me there. But what about that? What should we be tracking? I like to think about intent. I like to think about user intent. What are they here to do? Are they achieving what they're seeking to achieve? One way of doing that is focusing on goals. And those goals can help to measure a campaign. Talk a little bit about these notions. Goals are cool. You can create them yourself. We'll look at some of them. There's also a bunch. You can import from the Solutions Gallery. If you haven't visited the Solutions Gallery before, it's like the listing of Drupal modules. There's a lot of them, varying degrees of quality. There's some great stuff out there. There's some junk out there. But people have done it before. And they're sharing with the community. And it's a great place to have a start. So what kind of goals do you want to establish on your website? Here are some examples on a typical website. Maybe you want people to contact you, enter your contact form and their contact form information. Maybe you have some files that you want them to download. You have a directory and a whole bunch of PDFs, right? Maybe you want people to log in. Because that's like you have an internet. And if no one's logging into your internet, it doesn't matter. Maybe you want people to share stuff on social or play a video. If you set these targets up, these goals, then you can report against them. You can see how many conversions you've had. And you can start to visualize them in funnels. Here's an example of funnel visualization of a kind of typical e-commerce, a very simplified e-commerce workflow. People put stuff in a cart, and they check them out. This cart may be a membership or a donation, or there's other ways of thinking about things than just transactional mercantile data. But there's also this other thing called Enhanced e-commerce, which I didn't know about. There's a lot of these premium products and other things that Google has had. A lot of it's free. But one of them is very useful. This Enhanced e-commerce report gives you a clearer way of being able to track the engagements in the funnel and what people are doing along the way. So I encourage you guys to check that out. Also, you can get these nice reports, which are more horizontal and more suited to a slide presentation than a vertical image. But yeah, quite useful. And once you're able to track all this stuff, well, everyone isn't the same. Everyone's different. But there are some types of individuals or some characteristics that we may care about more than others on our sites. There are ways of reporting against them. This is called segmentation, audience segmentation. And you can report against this inside of Google Analytics, building up criteria using kind of like a wizard here that lets you add things up. And you can set a number of conditions, like filter show me what segment of my traffic have identified themselves as female between the ages of 25 and 50 in the province of Ontario. And then you can maybe compare that against some other segments and see how people are responding differently to what you're doing and what you're putting out there. And so yeah, they're pretty cool. And you can apply them retroactively to all your data, they're non-destructive. How many people are worried about their bounce rate on their website? How many people have a clear understanding of what a bounce rate is? OK. All right. So what is bounce rate? A bounce rate is when your session is only one page, one page view. So if someone goes, visits your site, and then leaves. They've just gone to see one page. Now, increasingly, depending on the nature of your website, but most websites nowadays are seeing an inversion where the homepage is not necessarily as popular as it was. The longer tail of content is growing, people are entering your website through a search through Google. Maybe they've found exactly what they're looking for. They went there, they found something. Fantastic. Your job has been well-served. Your job is done. People are happy. They got what they needed. They read the whole thing. You can check this if you look at how, if they scroll down the whole page, you can validate that kind of assumption. There's also a bounce that's like, oh, this is not what I was looking for at all. They're in and out. There are also bounces that may be false positives because they're robots that are just hitting your site, and we'll talk a little bit more about how to filter those out. But ultimately, there's no relationship to how long someone's on the website before. It may not be like, oh my goodness, I don't like this. I'm gone. They may be accurately engaged. You can only analyze the data that you have. How is all this stuff structured? Inside of Google Analytics, you have an account. You can have different accounts. They're bound to an organization. That organization, inside of it, has one or multiple web properties. Each property has a UA code. Each account has an account number. You can see the relationship between the account and the property the properties will increment. This is the UA code that you may see when you put the tracking on your website. They ask you for that unique identifier. And that's all you need to start tracking. Although, if anyone else finds your UA code and puts it on their website, then suddenly your analytics accounts are tracking whatever is going on on their website. And we'll talk some more about how to filter that out. But it happens. You may find there's some weird stuff in your analytics. There's some spammers that are doing this kind of stuff now where they're targeting you as an analytics user, not the end user of your website, to be curious about what's going on. Why am I getting all this traffic from this stuff? And then you go to their site and then they try to fish you and whatever. OK, but that aside, each property has got multiple views. We'll define views in a second. The default view, when you first install Google Analytics, is called All Website Data. Fantastic. And each view contains data only from that point forward. You can create more views, but it'll only start collecting information when you press that Create button. So it's a good idea if you have that opportunity out of the gate to have a strategy about view creation. We recommend, and most people in the industry recommend having three dedicated views. One, which is your raw data view. This is your unaltered view. It's not affected by any changes that you're going to make to it. It's like a fallback that you can use to see what you may have done to screw things up. And then your master view is what you're going to use for most stuff. And a test view, we have staging and test environments in websites. It's a good idea to not hot dog it. Same thing for your analytics. Because ultimately views, as they're collecting that information, they're subject to filtering. Filters, you can apply to that data. And it's gone forever. It's like a sieve. It's not going to get into your view, which is a good thing. There's stuff you don't want in there. You don't want bot traffic. You don't want maybe internal traffic from the IP address of your institution. Because if you were a university, you would want that. But if your audience was outside of that space, maybe you would want it. Maybe you want to filter out just your IP as the developer. Because you're querying the website like 500 times a day. And you think about where you're going to apply those filters and do it judiciously. Typically they'd be across the test view and the master view. And before you launch something, there's this little button when you create the filters where you can verify the filter. It's non-destructive. It's like a little test. You can see how it's going to affect your data and if it's good to go implement it. Put it on your test view if it works well. Bring that over to the live view. And there's a little check box as well that's in every filter that I highly recommend putting in, which is to exclude all hits from known bots and spiders. It's a relatively new feature. It's been out, I think, about two years. Before that, you had to write some complicated regex that filtered out all kinds of conditions. And you had these lists of known bots and things. And you were trying to filter them out manually. And new ones would be announced. And then you would add them in. And you would go and get these snippets. But now it's just a check box. So try it out. Should get most things, about 80% to 90% of those bots out of your traffic. A little side note on that, this can be political because someone is looking at their hits. And then you turn that on and suddenly the traffic tanks and they're like, oh my goodness. We don't want to lose all this stuff. Now we're not doing as well. But it's false reporting. So it can affect your metrics and your year over year comparisons, your month over month comparisons. Another thing that's quite useful is tracking site search. Search is really important because in our view, the most specific information you could get about user intent on your website, they're looking for something. And they're telling you what they're looking for. You can't tell what they're asking if you're not recording it though. So you do need to turn site search on and configure it inside of Google Analytics. There's a little string you put in there, which is the query parameter. This may vary depending on your implementation of search API, native Drupal search, how much you customize it if you want to remove parts of customizing how that response is. But essentially, it's what you have after that question mark, search equals and then that's what gets sent back to the server to deliver the search results. And then you can parse all that out and give you a report on what people are searching for. Further, you can connect those kinds of reports that user intent. We'll cover this a little bit later with the intent people have when they're searching on Google itself. And maybe they're partially finding things. And they use your site search. You can tell a more complete story that way. We'll get back to that. Good so far. So you may have noticed there are traffic sources inside of your analytics account. One of them is direct. That means someone goes and types the URL in the web browser and goes to your website. It's fantastic. They know who you are. They know where you live. If you're really active and you're pushing a lot of content out in other sources, in social media, email newsletters, and your direct traffic is still really high, maybe that's not an accurate representation of how people are getting to your website. Because you're promoting your website. Maybe it's in your email signature. Maybe it's in all these sources you're pushing out. And you're promoting your home page. People are getting there. It looks like they're typing it in the browser. They're just clicking a link. And that looks like direct traffic. But it's not. It's actually coming from a different source that you've promoted. Well, how do you track that? UTM parameters are the way to do it. So UTM stands for Urchin Tracking Mechanism. Analytics bought this thing called urchin, like way, way back when. And they kept the name. So it's kind of a legacy of analytics acquisition. And this is the syntax. You can see them when you click on things. Here's like a MailChimp link. These will get formulated out of MailChimp for you, potentially. And so here would be your home page. But then after the question mark, you have this UTM source. All these parameters, the order isn't necessarily important to the properties are. So the source in this case, where is the traffic coming from? It's coming from MailChimp. What medium is it coming from? It's coming from email. And what campaign? It's our newsletter campaign. With this data coming into Google Analytics, you can then start to segment and understand where people are coming from and how they're behaving. And also, if you have a campaign, which medium is more potent? Is it social? Is it mail? What's driving more traffic? So you can build on that success, meet people where they're at. There is a hierarchy to the consideration you should bring to your UTM strategy. The campaign is the most important thing. It is the highest level grouping conceptually of how you're going to segment that data. After that, the medium is important. I'll follow this with some tips about how to do this. Now these are all just things that you need to make up. This terminology is it's not like a drop-down select natively. You have to type this stuff in. So strategy is going to be important here. Social, email, these are some examples. Talk a bit more about that. And then the source helps you to segment that. The terms, these are useful if you're doing AdWords. If you're not doing AdWords, you don't need to worry about that. And content is also optional. But this can help you bring more focus. Say you have a web page and you've got multiple links to the same thing that you're referring to. One's a button. One's an advertisement. You might want to know what content is driving. From the same source in the same medium, what content is driving that traffic. So your newsletter may have a call to action. It may have a link that's just embedded in the text to the same destination. And this will help you know what's most successful. Yes? And if you want, that means that you have control of it. And if you want to represent that example, it's Andy that will put the actual UTM times to your site. That's right. So UTM links, you can create them. Other people can use them. You can send them out to someone to use. And then you would specify what you want to track. Because this is what you're going to be getting inside of your analytics account. Some people do that for you. Does anyone subscribe to the weekly drop? Yes? You may have written some blog posts that are on the weekly drop. And they put their own UTM links in there. And they tell you that the source is going to be the weekly drop. That way, when you're in your analytics, you can start to see the value of what they're providing. And you can do that to others in sending those links. And these are arbitrary to your particular use case. So if you have a blog in your end, you have multiple blogs. Max has a blog. Andy has a blog. Those will be where you can use to specify that. Did that answer your question? Enough. So some best practices around UTM generation. It's really important that everyone get on the same page around this and that it be socialized. Because, well, a couple of things. UTM parameters are case-sensitive. So one, someone capitalizes email. Someone uses lowercase e. Someone uses a dash. Suddenly, you've got all these different sources. And you're segmenting your traffic inappropriately. There are ways you can fix that after the fact, but it's just a hassle, right? Garbage in, garbage out. You want to track how you're doing it. You want to standardize how you're going about it. If you have established these conventions, then document them and enforce them. There are a number of spreadsheets that you can use that have some templates and little dropdowns to create these links. Set in the back, you decide what all your parameters are. You kind of list them out. And then when users want to create a UTM link, they just have a dropdown. You can go, Google has a generator. You can Google UTM generator, but you still have to type those things in. And then you don't know what is in use. So having a catalog of them, so you can see what the rest of your team is doing and be on top of it is a good idea. So there are some services. There's quite a few of them. Some of them have good free enough models. Spreadsheets are a pretty good way to do this. Also, don't use spaces in any of your parameters. Use dashes in between all your words if you have multiple words. And don't use special characters. Ampersands will really mess things up because that's what segments the different parameters from one another. If your newsletter is called Cookies and Cream, you might want to replace that ampersand with a dash or an and. And also, if you're using ads, don't use UTM links for Google ads. They get created automatically for you. So you don't need to, when you're linking out from that ad and you're doing your help bound link from it, just put the URL in. They'll all be created manually. Then when you're thinking about social, yeah, there's a lot of different socials. There's Facebook, there's Twitter and everything, but we found just having a broad category for social is usually pretty good because specific content is gonna be in the source. And that's kind of it for UTMs. Search Console. Does anyone use Search Console right now? You're right, a couple people. Okay, it's a pretty quick hookup. I encourage you to try it out. It's another Google product. It used to be called Webmaster Tools. Maybe more familiar with that. Now it's called Search Console. And what it does is it helps you understand organic search performance. You can only track what happens when someone's on your website, but with Search Console you can see what they're actually typing into Google to search and connect that story between the two spaces. You can also understand better what they're searching and how it ranks against your competitors and what the keyword rankings are for what they're actually looking for. So it tells a big, big part of the beginning of that story and the performance of search ultimately. Now the thing about Search Console to know is the data's not super fresh, it's not live, it's like 48 hour, there's a 48 hour delay. And the data's only held for 16 months. So, you know, it's still pretty good. You can do year over year reports. But I highly encourage you to do this. It's pretty quick and easy. Just that, you know, you can use your Google Analytics account to connect it to your Search Console pretty quickly. How many people use Google Tag Manager? All right, great. Google Tag Manager is the bomb. It's great, it's fantastic. So, you know, you gotta install your tracking code on your website. You can use a module for it, right? There's the analytics module that Drupal has. But then if you wanna do any kind of customization, you're pushing code up to production and then there's delays. And with a lot of the stuff, depending on the size of your team and their influence, you know, marketing may have a big role to play here. And Google Tag Manager allows you to empower marketing to manage tags on your website. But what are tags? We'll get into that in a second. But one of the really great, valuable things about Tag Manager is it lets you manage Google Analytics. You install Google Tag Manager on your site instead of Google Analytics. Then Google Tag Manager has a web interface then you plug your Google Analytics into that. And more, other stuff. I was mentioning HotJar earlier, Crazy Egg AdWords. All these other tracking, all these other scripts, third-party scripts, you can just manage through Tag Manager. That means you're not pushing a bunch of code up, but most importantly, all those requests are being done asynchronously. So you're not slowing down the performance of your website as much. And it's less costly to be trying out, new stuff that might otherwise be blocking the rendering of your page. They have a UI inside of there that you can use to track specific kinds of behaviors. Tags, triggers, and variables are the terminology that are used. We'll look at those in a second. But it lets you track other things that Google Analytics doesn't natively track. You can track file downloads, but you can't segment across which type of file. With some help through Google Tag Manager, you can tell how many people are downloading PDFs, Excel documents, PowerPoints, and report against those, if that's useful to you. You can also track the types of clicks most differently. Are people clicking on a phone number? Are they clicking on an email address? Analytics doesn't know anything about this unless you tell it. So Google Tag Manager can help you manage that information and push more interesting data into Google Analytics for analysis. How is that done? It's done through what's called a data layer, which sits on top of your website. It's some JavaScript that tells you what you're sending to Analytics, and that can be done through this UI, or it can be done in a more custom way that's a little bit more performant and more cody. And that lets you say, okay, here's a button, and we're gonna call it this, and here's the click, or maybe you have a custom UI, and there's a dial you need to change, and you wanna know when stuff's at 25, 50, 75%. Google Analytics isn't gonna know anything about that, but that is an important part of your conversion metrics. How much are people engaging? How many steps are they going through your process on the page if you have a dynamic page and there's a lot of AJAX, so you're not reloading the page and you're not visiting multiple URLs in the steps of your process. You wanna be telling Google Analytics, oh, people are 25, 50, 75% of the way through the process that we've set up for them versus zero or 100 by the time they've completed the process. Here's an example of some tags. A lot of these are, again, things that you can import that are already done. There's a bunch of libraries and other stuff and it'll get you going. So Lunametrics has this tracking plugin for YouTube. It'll tell you how far people have watched through a video. Not, you know, it's pretty cool. Did they watch the whole thing? Halfway, 25%. File downloads, email clicks, outbound links, outbound versus inbound link can be interesting to know what people are using your site for. Is it a resource to go elsewhere or are they really invested in the content that you have there? Oh, and scroll depth. Earlier we were showing the hotjar stuff. So these scripts will give you some basic analytics about how far people have scrolled down the page inside of Google Analytics and offer free too. It's cool. I meant to be Google Data Studio. Has anyone here used Google Data Studio before? Couple people. How many people are at least familiar with Data Studio? Okay, this competition for this t-shirt is going to be limited because I mentioned Google Data Studio earlier. Google Data Studio is like analytics meets PowerPoint. It makes your analytics more digestible. And what time is this thing supposed to end? Yeah. No. Oh, all right. Let's do bonus content. You guys okay? I got like five more minutes. So here's a dashboard. There's an ecosystem. You can build all these connectors. Earlier, search consoles giving you stuff in analytics, GTMs giving you stuff inside of Google Analytics, but there are other properties that you have, other kinds of engagement and you can merge all that data together inside of a dashboard. You can pull stuff from your social metrics from other things. There's some third party connectors in this ecosystem that will let you build and report against this. If you have like five different websites, you have to go and log into five different Google Analytics accounts. You can take those metrics, put them on one single dashboard and see how everything's performing against each other. It's kind of nifty. Also, it gives you that high level perspective that empowers decision makers to know how things are doing, to celebrate your victories, give you a raise and all that stuff. There are other alternatives to Google as well. Here are a couple. Power BI, DataBox. A lot of great free stuff on the DataBox tier. I encourage you to check it out. Tableau just purchased recently by Salesforce for $15.7 billion. So maybe something valuable in there. It's all stock though, don't worry. But this lets you do like on-premise analysis of data and visualizations. It's pretty cool. They have great pricing for nonprofits as well and Power BI is more of a Microsofty thing if you're on Windows then you can consider that. And then Google Analytics is not the end all and be all Matomo, which used to be PIWIC, is an open source version and you can also host it on-premises. So you're not sending all your data out to Big Brother. Adobe has also got an analytics platform which is part of the marketing cloud. These are alternatives that you can pursue. A lot of the concepts are similar. Some are a little bit different in the things that we saw before. If you want to learn more, here are two good resources. One, there's a demo account. If you go to this website, it'll put a new property inside of your Google Analytics account and it connects you directly to the Google Store. You get all their analytics, all that data. You don't need to worry about messing up your website data. You can see how it's all been done. You can play around with it. You can do stuff that's non-destructive. This is how, it's a great way to learn, break it, but not yours, break someone else's. Here's another resource. If you want to do the enhanced e-commerce tracking, there are some examples of how to implement data layers at this website, enhanced e-commerce.appspot.com. And last, here's a PDF. It's like three pages of a lot of the tips and tricks that I was showing here. It's very printable. You can read it on the Metro. You can give it to someone else. B-I-T dot L-Y slash G-A dash tips, that is. Dash eight. All right. Thank you very much. Yes, sir. Yeah, it's good. It's with the GPPR and Google Analytics. Some of what are you, what are you concerned about? Okay, I'm that, that has a visitor from Europe. And you want to put Google Analytics by their restriction, the incident there. Yes, so there's a lot of power with Google Analytics. You can use custom variables to record a lot of things. You can, if you want to, push email addresses from your logged in users to Google Analytics. You can pass identifiable information into Google Analytics. It's up to you to be compliant. You can break the rules. Now, there are ways to opt out of tracking and that is respected now in all browsers. And in terms of GDPR, you know, Google is really up on that. You want to be telling people you're tracking them generally if you have European visitors. And there are ways of doing that. There's a good resource. There's a little product that we've gotten interested in called Cookie Pro, and it gives you a banner on top of your website, analyzes all the cookies, and then people can opt in or out. It's starting to like make some waves around there. It's a pretty easy way of doing that kind of alert. Check it out. Yeah, some people have to go. So, question, all right, what are the two locations where Calloon is based? That's all I need to know. It's in both of them in Toronto. Great. All right. You win. You can come up later. I'll give you a teacher. Any other questions? Who did you cheer for last night? Harden? Who did I cheer for? Oh, well, I won either way. So, you know, I'm not sure. I don't know. I don't know. I don't know. I don't know. I don't know. I don't know. I don't know. I don't know. I don't know. I was cheering for the Raptors because, you know, this is the time to be in Canada, right? So, for sure, yeah. Long time coming. But the Warriors, their practice stadium is right outside of our office. You can see the window and it says, like, Warriors. And they're, like, they're right there every day, like, staring at us. So, you know, all of a sudden, my condolences, I guess. Feel free to be in touch. I'll be around until the end of the day and on the internet forever. Thanks.