Events With Google Analytics

GA icon for events

One of the useful features of Google Analytics is the ability to track specific events. It gives you insight into how users filled your forms or on which buttons they clicked inside the video player. You are getting into the world of measuring actions inside your pages and not just between them. In the demo below we will see how to track a ‘download’ button click event and how to track the form filling. It’s super useful when you wish to learn if users use the Autofill feature with your forms.
It’s an easy API that you should leverage, so let’s jump into it.


Events (in our world of Google analytics) are user interactions with content that can be tracked independently from a web page or a screen load. Downloads, mobile ad clicks, gadgets, forms, embedded elements and video plays are all examples of actions you might want to track as Events.


Event hits can be sent using the send command and specifying a hitType of an event.
The send command has the following signature for the event hit type:

ga('send', 'event', 
   [eventCategory], [eventAction], 
   [eventLabel], [eventValue], 

You need to make sure to add the GA script tag to your page.
Something similar to: Continue reading


The Art Of Retaining Users

retention is a challenge

One of the driving principles of the mobile marketplace is that users want NEW. New apps, new updates, new content. In fact, over 60% of users who go onto digital marketplaces, do so, because they want to try something new. While this is fantastic for user acquisition, this presents a problem for user retention because if you’re not keeping the user’s attention, they’ll quickly be looking for something that will.

The key to effective user retention can be broken down into three:

  • Understand user behavior in your app
  • Identify roadblocks to retention
  • Use tactics & tools to re-engage users

All of this starts with understanding your users. If you don’t understand what they want, how they act, or their opinions, you really can’t craft a strategy on how to keep them happy. First, check out your Cohort analysis report.
Cohort Analysis is a powerful report that allows customers to measure and compare users based on their specific customer journey. You can measure the impact of your marketing campaigns on specific days, see how effective they are in generating loyal users, and compare which campaign performed best. Continue reading


Understand Your Cohort Analysis Report

Cohort analysis reportI know, it sounds scary. But the true is that it’s not complicated, and once you get the logic behind this report, you can gain lots of useful information out of it. It can help you to gain insights and actionable items so let’s see how and when to use it. First, let’s define it.


Cohort analysis is a subset of behavioral analytics that takes the data from a given platform (e.g. eCommerce site, web app, game etc’) and rather than looking at all users as one unit, it breaks them into related groups for analysis. These related groups (=cohorts), usually share common characteristics or experiences within a defined time-span.

See it in action

In the charts below you can see a popular cohort analysis: It groups customers based on the date when they made their first purchase. Studying the spending trends of cohorts from different periods in time can indicate if the quality of the average customer being acquired is increasing or decreasing in over time. You can also see if your marketing efforts at the time made a difference. In the case below, we can see during 2013 (the circles) it was a slow start, but after a new campaign, that took the first two weeks of March, things got better. As for 2014 (the triangles), we had a good start, but between March and May there was no growth, later during May major improvements in the product boost the spending to a new record. Continue reading


A/B Testing With Google Analytics

rakafor-2Once you have a better picture on the current state. It’s time to try and improve it. A good way to do it is by using the option to serve different pages to unique visitors and measure the differences.

Following our e-Commerce site example, there are few options to test:

  • Create few versions of your ‘buy’ page.
  • Change modules on a certain page.
  • Change the landing pages.
  • Change the funnel: number of pages, modules, steps etc’.


Few guidelines to gain more reliable results:

  • Test a few elements at a time – If you change multiple elements on each page, it can be difficult to figure out which element or combination of elements was responsible for the best results. For example, create multiple pages but change only the main image on each page, and keep the same layout and text to ensure that any difference between the page results is due to the image.
  • Use high-volume pages – The more often that people see a page or complete a goal, the less time it takes to gather data.
  • Make bold changes – Users can miss small changes and you can end up with inconclusive results.
  • Keep testing – With follow-up testing, you can build on the success of your experiment. Did one headline encourage a lot more purchases? If so, test it alongside a product image or an image of a spokesperson.

Continue reading


Measure Goals with Google Analytics

Lake in the north

In the last post “How To Use Goals and Conversions In Google Analytics” we saw what are the first steps to define a goal. Let’s go deeper and see how to customize it step by step.

The default dashboard

This is the dashboard you will see when you open Google Analytics. It’s giving you the most basic pieces of information. As this is just the starting point, we should customize it and improve it to show us the metrics that we care about. In our case, we will see how to add our ‘Goals’ dashboard. When it comes to monetization, we can translate our goal to monetary value and get in the dashboard the amount of money we were able to generate. In the photo below you can see the default dashboard you are getting in Google Analytics. Continue reading


How To Use Goals and Conversions In Google Analytics

Data and the light

“In the past, one could get by on intuition and experience. Times have changed. Today the name of the game is data.”- Steven D. Levitt

In todays world, we must measure and analyze our data in order to continue and improve our performances. In this article, we will show how to leverage Google Analytics in order to improve monetization.


  • Conversion Rate is the percentage of prospective users who took a specific action you want.
  • Usability, messaging and performance are key factors that influence our conversions.
  • Use Google Analytic in order to gain important views.

Goals and Conversions

What is conversion rate?

Conversion Rate is the percentage of prospective users who took a specific action you want. It might be time spend on a page, registration to an event or completing a transaction. You can also give a Goal a monetary value (e.g. in an e-commerce site), so you can see how much that conversion is worth to your business. Continue reading