Google Analytics Custom Variables You Need Today

Google Analytics Custom Variables You Need Today

Of all the features Google Analytics provides, one of the most valuable is custom variables. New users are often unfamiliar with custom variables and unaware of the insights that can be gained by using them. Here are our favourite custom variables to enrich your analytics.

  1. Analyse individuals with the Google Analytics cookie ID

An issue many clients have with Google Analytics is their inability to analyse data at a user level because Google aggregates data before it appears in their reports. Manipulating the Google Analytics cookie ID (GAID) solves this issue. As many of you may know the GAID is the identifier that allows Google Analytics to recognise users across sessions. We can set the GAID as a custom dimension, allowing you to reverse aggregation, gain individual level insights and remarket to individuals.

Lens10 has helped clients implement the GAID and use the data to perform cluster analysis. Using this data, we can empirically identify the most valuable customers to target for remarketing campaigns. These GAIDs can then be imported as a list to Adwords for user level remarketing.

  1. Add location granularity with a Postcode

Google Analytics natively tells you what city your customers are based in, but what if you are particularly focused on a city and want to understand your customers across suburbs? What if you want to target campaigns to users who live in a growing or up and coming suburb? It may not be as difficult as you think with postcode tracking.

Lens10 implements postcode tracking as a custom dimension for many of our clients. This enables them to understand variations in behavior across suburbs, create targeted online marketing lists and perform proximity to location analysis.

  1. Get a single view of your customer with the UserID

The expansion of multichannel customer engagement has made it critical to understand your customer’s in-store and online behaviour in a single view across your CRM. To fill the often-missed gap in online website behaviour we recommend setting a custom dimension with a common cross channel identifier.

With Lens10 implementing UserIDs, clients can conduct analysis to show that a user opened a certain email, browsed the product and three days later purchased the product from the store. This sort of analysis gives clients a competitive edge in their business decision making.

  1. Target high value segments with CRM Customer Classification

Integration between Adwords and your email database can be an extremely valuable exercise. It can segment your users in Google Analytics by their CRM lead classifications and therefore create remarketing lists. This is done by setting the CRM lead classification custom dimensions with a UserID custom dimension at the start of a session.

This results in effective remarketing campaigns as lists can be pushed to Adwords, targeting high value customer segments.

  1. Report on profit using a Product Cost

Ecommerce retailers usually look at revenue when measuring performance online, but what about profit? Custom metrics make it possible to collect the cost of products added to a cart or purchased in the same way we would collect revenue. This custom metric can then be used to calculate a new metric, ‘profit.’ The profit metric is able to highlight the most valuable products and transactions on the site over time, all within Google Analytics.

Reporting online profit through dashboarding tools such as Datastudio to provides a valuable snapshot of performance to internal stakeholders.

Want to explore the value of custom variables?

Lens10 is a Google Analytics Certified Partner and an Adobe Analytics Solution Partner with extensive experience in the design and implementation of custom analytics tracking, including analysis and dashboarding.

If these or any other of our services appeal to you please contact us for a conversation.