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How Tableau Uses Google AnalyticsAmanda LapidWeb Analytics Product Manager/GA ExpertTableau
How We Use Google Analyticsto answer questions
How Tableau uses GA
Why use web analytics
data?
When to use Tableau vs the GA Web UI?
Where does this data come
from?
How We Use Google Analyticsto answer questions
Who Am I?
• Platform for tracking, collecting, and reporting on website activity
What Is Google Analytics?
First Business Question
“How many pageviews did X
page get?”
Tableau Online Pageviews
Why do we care about this?
How Tableau uses GA
Why use web analytics
data?
The Underlying Question
What Is the Toyota Method?
Sakichi Toyoda, founder of Toyota
Ask “Why?” 5 times to get to the root cause
Why?Why?
Why?
Why?
Why?
1. Why? To understand how our pages/initiatives are performing
2. Why? To see if we can improve site content or user flow
3. Why? To get more people to buy/try/learn about our product
4. Why? To grow our business
5. Why?
“How Many Pageviews are There for Tableau Online?”
So Why Do We Care About Pageviews?
I use it as a gut check for how the product page is performing in relation to the broader site. It's more of a canary in the coal mine. If we're moving out of sync with the broader site, I know something is up.
Greg BennettSenior Product Marketing Manager, Tableau
What Are Some Other Examples?
“How Is the Engineering Blog Performing?”
“How is the blog performing?”
“What pages are most popular?”
“What channels are driving traffic? How are we doing compared to last
year?”
• “How many people visited the site after the Salesforce announcement?”
• “Do people watch the free training videos? What videos are most popular?”
• “How many people have downloaded the Hyper API?”
“Where are users dropping off?”
Second Business Question
“Are people dropping off because of this?”
What Did Our Report Look Like?
Manually typed data into emailOpened up GA and navigated to reports
How Tableau uses GA
Why use web analytics
data?
When to use Tableau vs the
GA Web UI
The Underlying Question
Use the GA web UI for:• Ad hoc reporting• Quick and simple data pulls – only
1-2 dimensions• Analysis and exploration
• Segments
What Are They Each Good at?
Use Tableau for:• Joining with other data• Ongoing reporting• Stakeholder dashboards• In-depth analysis• Quick QA
Real-time reporting
All pages
Top events
Audience overview
High-level site metrics
Instant QA check
Performance of individual pages
User actions and site metrics
Scalability
EffortGA
Tableau
Email “Quick Question”
GA funnel report
When Do We Use GA Reports and When Do We Use Tableau?
We launched the new interstitial page on 8/12… how has the new page has impacted flow from the tc19 domain to the registration domain?
BJ MillerStaff Marketing Engineer
What’s the Quickest Way to Build a Funnel Report?
- Built in GA- Actually less time
than email
Where Is the Funnel Report Feature in GA?
How Did I Make the Funnel Report?
What Does the End Result Look Like?Pre-Interstitial
Of the users who get to the TC19 domain, 15% click a CTA to register.
BUT of those users, only 54% reach the registration domain
Well, Did Performance Improve?
Clicks to register increased from 15% to 18%
On the interstitial page, 65% of people would click to register and 87% reached the registration domainBEFORE
Users clicking register and getting to registration domain: 54%
AFTERUsers clicking register and getting to
registration domain: 56%
BEFOREUsers clicking register and actually
registering: 25%
AFTERUsers clicking register and actually
registering: 35%
So Why Wouldn’t We Use This All the Time?
Pros:- Faster to pull data- Automatic updates- Visual- Detailed
Cons:- Amanda is only one able to
make edits- Only specific data is available- Requires logging into GA
Lauren DenfeldSr Manager, Event Projects & Technology
We are hoping to understand drop off rates in the reg flow over certain date ranges. Would love to do this in Tableau or another way that is easily understood and viewed by those of us who don’t have GA access.
“Can We Pull GA Data into Tableau?”
Scalability
EffortGA
Tableau
Email “Quick Question”
GA funnel report
Tableau Data Source
Why Make a Tableau Data Source?
- Anyone within organization can access
- Users know how to adjust and edit report (self-service)
- It can be reused and joined with other data
1. Write query in Google BigQuery (GBQ) to pull the data
2. Extract the data into a Tableau data source
3. Create workbook
How Did We Build a Tableau Data Source with GA Data?
1. Write query in Google BigQuery (GBQ) to pull the data
2. Extract the data into a Tableau data source
3. Create workbook
How Did We Build a Tableau Data Source with GA Data?
How Do I Know if This Data Is Correct?
Users metric can vary due to date partitioning, should be directionally aligned
Are There Any Other Options?
• Extract from Google BigQuery (GBQ)• Export from GA web UI• Native GA connector within Tableau
What Does the Funnel Look Like in Tableau?
“Are our marketing efforts generating
more leads?”
Last Business Question
Marketing Web Performance Dashboard
Quote goes here
NameTitle, Org
Are Our Marketing Efforts Generating More Leads?
How Tableau uses GA
Why use web analytics
data?
When to use Tableau vs the
GA Web UI
Where does this data come
from?
The Underlying Question
How Do You Collect Data From a Website?
How Do You Know What to Track?Convert business questions into measurable KPIs
• Using the Measurement Protocol API
How Do We Get Salesforce Lead Data into GA?
• Using the Measurement Protocol API1. Forms collect users’ GA client ID
from cookie and pass to Eloqua
How Do We Get Salesforce Lead Data into GA?
• Using the Measurement Protocol API1. Forms collect users’ GA client ID
from cookie and pass to Eloqua2. Eloqua processes form data and
sends it to Salesforce
How Do We Get Salesforce Lead Data into GA?
• Using the Measurement Protocol API1. Forms collect users’ GA client ID
from cookie and pass to Eloqua2. Eloqua processes form data and
sends it to Salesforce3. Salesforce creates the lead and
notifies sales team
How Do We Get Salesforce Lead Data into GA?
• Using the Measurement Protocol API1. Forms collect users’ GA client ID
from cookie and pass to Eloqua2. Eloqua processes form data and
sends it to Salesforce3. Salesforce creates the lead and
notifies sales team4. When the lead is created in
Salesforce, we pull that data in GBQ and send it back to GA
How Do We Get Salesforce Lead Data into GA?
• Using the Measurement Protocol API1. Forms collect users’ GA client ID
from cookie and pass to Eloqua2. Eloqua processes form data and
sends it to Salesforce3. Salesforce creates the lead and
notifies sales team4. When the lead is created in
Salesforce, we pull that data in GBQ and send it back to GA
5. Salesforce data populates as event with custom dimensions in GA
How Do We Get Salesforce Lead Data into GA?
Once You Have the Data, the Rest Is Just Fun in Tableau
… and Answering More Questions
How Tableau wants to use Google Analyticsin the future
• Continue auditing and updating tracking on Tableau domains
• Create comprehensive, curated data source published on Tableau Server
• Build out audience data for future segmentation and site personalization
• Provide more shared documentation and training
Future Plans/Projects
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