Google Analytics-conference – #GASWE Stockholm Report 1 (English)


Google Analytics Top LeftOn May 8th one of the most exciting conferences for all interested in internet marketing, the Google Analytics Conference, was held by an array of different GA-partners in Sweden.

In a world where Google Analytics is THE most popular website statistics tool (82% market share) and a conference is organised in Sweden, Binero decided to send Simon Sundén to report all the details. Here an English translation for the benefit of any foreign interested parties.

GASWE (Google Analytics) Conference report:

On Tuesday, I was given the opportunity to attend one of the most exciting conferences this spring in Sweden. The packed Google Analytics conference at the Sheraton Hotel.

As most of you who’ve read my blog posts here at Binero know, I’m rather nerdy. Relevant statistics are always important for all kinds of online marketing, whether it be social media or search engine optimization.

My expectations weren’t high but already after the two first sessions, I have to admit, the conference was a positive surprise – it was one of the most in depth, technical and instructive conferences I’ve been to.

To clarify all this I’m going to report in short on the different lectures and also reflect on the different parts of the conference..

Sven Törnkvist, Industry Head, Google Sweden

Sven Törnkvist, Google

The first speaker was Sven Törnkvist who spoke at length about trends. It was a very good introduction, with lots of statistics in general and especially concerning mobile trends.

For instance, did you know the following?
•    Sweden places third in smartphone-penetration in the world at 52%.

Number of searches before conversion in different segments:
•    Travel: 55 searches, 15 different sites, 50 days to purchase
•    Cellphone: 12 searches, 9 different sites, 33 days to purchase
•    Car: 18 different sites.

Even though it wasn’t exactly in depth, it was a lot of interesting and relevant statistics from Google, which isn’t always the case.

Chris Anderson, Product Manager, Google USA

Chris Anderson

The next speaker was Chris Anderson, also from Google, who talked a lot about all the new functions in Google Analytics. In short: How can one measure social media with Google Analytics?

The different measuring points in Google Analytics can broadly be divided into the following categories:

– Conversions
– Social Sources
– Off site activities
– On site activities

It was refreshing to hear that Google Analytics themselves are focusing more and more on measuring activity to a site from social media. The only thing presented that remains unexplained is the investment in so called “off site activities”.

What’s this, then?

Well, Google Analytics tries to include activity taking place in social media and bring it into Google Analytics. Mostly, this happens according to the following principle:

1.    Somebody writes about your product on Google+
2.    This comment links to one of the pages you’ve got the Google Analytics script on
3.    Google displays this entire comment in Google Analytics as part of the “Social Hub”.

This, of course, is a very good thing. There is one problem though. Very few of the social media popular in Sweden are part of the Social Hub. Here’s a selection of sites that are included and at the same time of interest for us in Sweden:

•    Blogger
•    Disqus
•    Google+
•    Reddit

The entire list

The problem is that with the exception of a few websites, none of the bigger social networks are part of this. And it’s very unlikely that Facebook and Twitter will allow Google access to this data. Hence, I don’t believe this report to be brilliant, you’ll probably have to use special tools for that.

In spite of that, it was a very good lecture about how Google is working in this area.

Inkclub (Johan Kulkka) and iProspect (Ulf Sjöström)

Inkclub, Kulkka

After this, it was time for the conference to split in two different trails, the business trail and the technical trail. I chose to try to mix the two, in order to get as broad a picture as possible. Thus I decided to listen to the case of Inkclub and their cooperation on statistics and collection of data together with iProspect.

The lecture, mainly held by Johan Kulkka from Inkclub, was the first one of the day to thoroughly warm my nerdy heart when they spoke of all the details of implementing Google Analytics-data directly in their business.

Not to go into too much detail, Inkclub with the aid of URL Builder measures many campaigns – something more businesses ought to learn, it’s that important.

However, most interesting part of the session was how they integrate with business systems.

It’s really enough to look att this graph to understand how Inkclub is working with Google Analytics:
Inkclub Graph


Otto Ringborg, Klikki

Otto Ringborg, Klikki

After the Inkclub lecture I decided to take the technical trail, where Otto Ringborg from Klikki was speaking. He touched on how you can use Google Analytics in filtering and retrieving data concerning transactions.

The talk was also good on the topics of hierarchial allocation for transactions and measuring. It gave concrete tips on how you, as a company, can go about getting even better data in Google Analytics.

Otto made the first mention of the conference of how to measure logged in users on a site and how to filter these in Google Analytics.

A lot of what Otto said was really good, and I will get back to that in a follow up blogpost. For an e-merchant, this is extremely useful, technical information.

This was the first part in our report from this awesome conference. Tomorrow we publish an English translation of the next part, where we will also have a resumé and som statistics from the conference.

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