Google Analytics Automation With Big...
Transcript of Google Analytics Automation With Big...
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Google Analytics Automation With
Big Query
Simon Chapman
02 July 2015
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Acronyms
• GA = Google Analytics • BQ = Big Query • API = Application Programming Interface • SQL = Structured Query Language
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Automating GA
• About me
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Automating GA
• About me • About Thomas Cook Group
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Automating GA
• About me • About Thomas Cook Group • About this session
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Automating GA
• About me • About Thomas Cook Group • About this session
• What is possible (exciting stuff)
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Automating GA
• About me • About Thomas Cook Group • About this session
• What is possible (exciting stuff) • The BQ schema (not exciting stuff)
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Automating GA
• About me • About Thomas Cook Group • About this session
• What is possible (exciting stuff) • The BQ schema (not exciting stuff) • The results (very exciting stuff)
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What is possible
2010: customer IDs were a grey area
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What is possible
2010: customer IDs were a grey area 2011: sampled data everywhere
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What is possible
2010: customer IDs were a grey area 2011: sampled data everywhere 2012: unsampled reporting
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What is possible
2010: customer IDs were a grey area 2011: sampled data everywhere 2012: unsampled reporting 2013: Big Query
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What is possible
2010: customer IDs were a grey area 2011: sampled data everywhere 2012: unsampled reporting 2013: Big Query 2014: automating BQ reporting
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What is possible
2010: customer IDs were a grey area 2011: sampled data everywhere 2012: unsampled reporting 2013: Big Query 2014: automating BQ reporting 2015: outbound targeted emails
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What is possible
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What is possible
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What is possible
Data
Reporting Customisation BQ
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What is possible
BQ
Table1 Table2 Table3 Table4
Dataset
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What is possible
BQ
API
Query Load Export Copy
Job
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What is possible
API Read file
SELECT fullVisitorId
, visitNumber
, totals.visits
, totals.hits
, trafficSource.source
, trafficSource.medium
, device.deviceCategory
, customDimensions.index
, customDimensions.value
FROM [dataset.table]
LIMIT 10
Query
Job
Parameters:
• Source data
• Query
• Results destination
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What is possible
Read file
Query 01 filename
Query 02 filename
Query 03 filename
Query 04 filename
Query 05 filename
Query 06 filename
Query 07 filename
Query 08 filename
Query 09 filename
Query 10 filename
Query 01 Job 01
Query 02 Job 02
Query 03 Job 03
API
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What is possible
• Reporting • Visualisation • Analysis • Integration
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What is possible
In summary…
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GA BQ Schema
Non-repeated
Repeated Session level Hit level
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totals trafficSource device
session
customDimensions
GA BQ Schema
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fullVisitorId
visitNumber
totals.visits trafficSource.source device.deviceCategory customDimensions.index
totals.pageviews trafficSource.medium customDimensions.value
totals trafficSource device
session
customDimensions
GA BQ Schema
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fullVisitorId
visitNumber
totals.visits trafficSource.source device.deviceCategory customDimensions.index
totals.pageviews trafficSource.medium customDimensions.value
totals trafficSource device
session
customDimensions
SELECT fullVisitorId, visitNumber, totals.visits, totals.hits, trafficSource.source,
trafficSource.medium, device.deviceCategory, customDimensions.index,
customDimensions.value
FROM [dataset.table]
LIMIT 10
GA BQ Schema
![Page 28: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/28.jpg)
SELECT fullVisitorId
, visitNumber
, totals.visits
, totals.hits
, trafficSource.source
, trafficSource.medium
, device.deviceCategory
, customDimensions.index
, customDimensions.value
FROM [dataset.table]
LIMIT 10
GA BQ Schema
![Page 29: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/29.jpg)
Custom Dimensions:
SELECT fullVisitorId, visitNumber, totals.visits, totals.hits, trafficSource.source,
trafficSource.medium, device.deviceCategory, customDimensions.index,
customDimensions.value
FROM [dataset.table]
LIMIT 10
GA BQ Schema
![Page 30: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/30.jpg)
Custom Dimensions: 6 = Server (session scope)
SELECT fullVisitorId, visitNumber, totals.visits, totals.hits, trafficSource.source,
trafficSource.medium, device.deviceCategory, customDimensions.index,
customDimensions.value
FROM [dataset.table]
LIMIT 10
GA BQ Schema
![Page 31: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/31.jpg)
Row fullVisitorId visitNumber totals.visits totals.hits trafficSource.source trafficSource.medium device.deviceCategory customDimensions.index customDimensions.value
1 8335169515827510000 1 1 5 google organic tablet 6 empty
2 8335186669923520000 18 1 6 google organic desktop 6 app110.tcw.catn.com
3 8335186669923520000 19 1 28 google organic desktop 6 app110.tcw.catn.com
4 8335186669923520000 20 1 18 google organic desktop 6 app110.tcw.catn.com
5 8335186669923520000 21 1 1 google organic desktop 6 app110.tcw.catn.com
6 8335225844323600000 1 1 6 google cpc mobile 6 empty
7 8335260715163060000 1 1 13 yahoo organic mobile 6 607997-srv202.eceit.net
8 8335311765144230000 2 1 12 google organic desktop 6 app110.tcw.catn.com
9 8335311765144230000 3 1 1 google organic desktop 6 app110.tcw.catn.com
10 8335311765144230000 4 1 5 google organic desktop 6 app110.tcw.catn.com
Custom Dimensions: 6 = Server (session scope)
SELECT fullVisitorId, visitNumber, totals.visits, totals.hits, trafficSource.source,
trafficSource.medium, device.deviceCategory, customDimensions.index,
customDimensions.value
FROM [dataset.table]
LIMIT 10
GA BQ Schema
![Page 32: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/32.jpg)
Row fullVisitorId visitNumber totals.visits totals.hits trafficSource.source trafficSource.medium device.deviceCategory customDimensions.index customDimensions.value
1 8335169515827510000 1 1 5 google organic tablet 6 empty
2 8335186669923520000 18 1 6 google organic desktop 6 app110.tcw.catn.com
3 8335186669923520000 19 1 28 google organic desktop 6 app110.tcw.catn.com
4 8335186669923520000 20 1 18 google organic desktop 6 app110.tcw.catn.com
5 8335186669923520000 21 1 1 google organic desktop 6 app110.tcw.catn.com
6 8335225844323600000 1 1 6 google cpc mobile 6 empty
7 8335260715163060000 1 1 13 yahoo organic mobile 6 607997-srv202.eceit.net
8 8335311765144230000 2 1 12 google organic desktop 6 app110.tcw.catn.com
9 8335311765144230000 3 1 1 google organic desktop 6 app110.tcw.catn.com
10 8335311765144230000 4 1 5 google organic desktop 6 app110.tcw.catn.com
Custom Dimensions: 6 = Server (session scope)
SELECT fullVisitorId, visitNumber, totals.visits, totals.hits, trafficSource.source,
trafficSource.medium, device.deviceCategory, customDimensions.index,
customDimensions.value
FROM [dataset.table]
LIMIT 10
GA BQ Schema
![Page 33: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/33.jpg)
Custom Dimensions: 6 = Server (session scope)
SELECT fullVisitorId, visitNumber, totals.visits, totals.hits, trafficSource.source,
trafficSource.medium, device.deviceCategory, customDimensions.index,
customDimensions.value
FROM [dataset.table]
LIMIT 10
GA BQ Schema
![Page 34: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/34.jpg)
Custom Dimensions: 6 = Server (session scope) 14 = SessionId (session scope)
SELECT fullVisitorId, visitNumber, totals.visits, totals.hits, trafficSource.source,
trafficSource.medium, device.deviceCategory, customDimensions.index,
customDimensions.value
FROM [dataset.table]
LIMIT 10
GA BQ Schema
![Page 35: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/35.jpg)
Row fullVisitorId visitNumber totals.visits totals.hits trafficSource.source trafficSource.medium device.deviceCategory customDimensions.index customDimensions.value
1 6130261119992881099 1 1 1 (direct) (none) tablet 14 f47a7633-32ef-e197-f5a4-422097508d32
2 6130277539652806858 1 1 2 google organic mobile 6 app110.tcw.catn.com
3 6130291760289571604 1 1 55 google organic desktop 6 app110.tcw.catn.com
4 6130323856580164952 1 1 4 aol organic desktop 6 app110.tcw.catn.com
5 6130326622539110857 1 1 13 google organic tablet 6 empty
6 6130326622539110857 1 1 13 google organic tablet 14 7d40ee2f-4b6b-9bdc-2e12-3c0b79a9723d
7 6130337196748591896 1 1 14 yahoo organic desktop 6 empty
8 6130337196748591896 1 1 14 yahoo organic desktop 14 e7ed0ceb-8812-f7f0-5cb7-b74cc76775c4
9 6130337196748591896 2 1 7 yahoo organic desktop 6 empty
10 6130337196748591896 2 1 7 yahoo organic desktop 14 e7ed0ceb-8812-f7f0-5cb7-b74cc76775c4
11 6130339241153012821 1 1 4 (direct) (none) mobile 6 app110.tcw.catn.com
12 6130339241153012821 1 1 4 (direct) (none) mobile 14 9bd5a75c-51f1-d82a-0e9f-a9fc89306bd5
13 6130339241153012821 2 1 2 (direct) (none) mobile 6 app110.tcw.catn.com
14 6130387520880384798 1 1 2 (direct) (none) tablet 6 app110.tcw.catn.com
SELECT fullVisitorId, visitNumber, totals.visits, totals.hits, trafficSource.source,
trafficSource.medium, device.deviceCategory, customDimensions.index,
customDimensions.value
FROM [dataset.table]
LIMIT 10
Custom Dimensions: 6 = Server (session scope) 14 = SessionId (session scope)
GA BQ Schema
![Page 36: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/36.jpg)
Row fullVisitorId visitNumber totals.visits totals.hits trafficSource.source trafficSource.medium device.deviceCategory customDimensions.index customDimensions.value
1 6130261119992881099 1 1 1 (direct) (none) tablet 14 f47a7633-32ef-e197-f5a4-422097508d32
2 6130277539652806858 1 1 2 google organic mobile 6 app110.tcw.catn.com
3 6130291760289571604 1 1 55 google organic desktop 6 app110.tcw.catn.com
4 6130323856580164952 1 1 4 aol organic desktop 6 app110.tcw.catn.com
5 6130326622539110857 1 1 13 google organic tablet 6 empty
6 6130326622539110857 1 1 13 google organic tablet 14 7d40ee2f-4b6b-9bdc-2e12-3c0b79a9723d
7 6130337196748591896 1 1 14 yahoo organic desktop 6 empty
8 6130337196748591896 1 1 14 yahoo organic desktop 14 e7ed0ceb-8812-f7f0-5cb7-b74cc76775c4
9 6130337196748591896 2 1 7 yahoo organic desktop 6 empty
10 6130337196748591896 2 1 7 yahoo organic desktop 14 e7ed0ceb-8812-f7f0-5cb7-b74cc76775c4
11 6130339241153012821 1 1 4 (direct) (none) mobile 6 app110.tcw.catn.com
12 6130339241153012821 1 1 4 (direct) (none) mobile 14 9bd5a75c-51f1-d82a-0e9f-a9fc89306bd5
13 6130339241153012821 2 1 2 (direct) (none) mobile 6 app110.tcw.catn.com
14 6130387520880384798 1 1 2 (direct) (none) tablet 6 app110.tcw.catn.com
SELECT fullVisitorId, visitNumber, totals.visits, totals.hits, trafficSource.source,
trafficSource.medium, device.deviceCategory, customDimensions.index,
customDimensions.value
FROM [dataset.table]
LIMIT 10
Custom Dimensions: 6 = Server (session scope) 14 = SessionId (session scope)
GA BQ Schema
![Page 37: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/37.jpg)
Record Row fullVisitorId visitNumber totals.visits totals.hits trafficSource.source trafficSource.medium device.deviceCategory customDimensions.index customDimensions.value
1 1 6130261119992881099 1 1 1 (direct) (none) tablet 14 f47a7633-32ef-e197-f5a4-422097508d32
2 2 6130277539652806858 1 1 2 google organic mobile 6 app110.tcw.catn.com
3 3 6130291760289571604 1 1 55 google organic desktop 6 app110.tcw.catn.com
4 4 6130323856580164952 1 1 4 aol organic desktop 6 app110.tcw.catn.com
5 6130326622539110857 1 1 13 google organic tablet 6 empty
6 6130326622539110857 1 1 13 google organic tablet 14 7d40ee2f-4b6b-9bdc-2e12-3c0b79a9723d
7 6130337196748591896 1 1 14 yahoo organic desktop 6 empty
8 6130337196748591896 1 1 14 yahoo organic desktop 14 e7ed0ceb-8812-f7f0-5cb7-b74cc76775c4
9 6130337196748591896 2 1 7 yahoo organic desktop 6 empty
10 6130337196748591896 2 1 7 yahoo organic desktop 14 e7ed0ceb-8812-f7f0-5cb7-b74cc76775c4
11 6130339241153012821 1 1 4 (direct) (none) mobile 6 app110.tcw.catn.com
12 6130339241153012821 1 1 4 (direct) (none) mobile 14 9bd5a75c-51f1-d82a-0e9f-a9fc89306bd5
9 13 6130339241153012821 2 1 2 (direct) (none) mobile 6 app110.tcw.catn.com
10 14 6130387520880384798 1 1 2 (direct) (none) tablet 6 app110.tcw.catn.com
5
6
7
8
SELECT fullVisitorId, visitNumber, totals.visits, totals.hits, trafficSource.source,
trafficSource.medium, device.deviceCategory, customDimensions.index,
customDimensions.value
FROM [dataset.table]
LIMIT 10
Custom Dimensions: 6 = Server (session scope) 14 = SessionId (session scope)
GA BQ Schema
![Page 38: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/38.jpg)
SELECT fullVisitorId, visitNumber, totals.visits, totals.hits, trafficSource.source,
trafficSource.medium, device.deviceCategory, customDimensions.index,
customDimensions.value
FROM [dataset.table]
LIMIT 10
Custom Dimensions: 6 = Server (session scope) 14 = SessionId (session scope)
Record Row fullVisitorId visitNumber totals.visits totals.hits trafficSource.source trafficSource.medium device.deviceCategory customDimensions.index customDimensions.value
1 1 6130261119992881099 1 1 1 (direct) (none) tablet 14 f47a7633-32ef-e197-f5a4-422097508d32
2 2 6130277539652806858 1 1 2 google organic mobile 6 app110.tcw.catn.com
3 3 6130291760289571604 1 1 55 google organic desktop 6 app110.tcw.catn.com
4 4 6130323856580164952 1 1 4 aol organic desktop 6 app110.tcw.catn.com
5 6130326622539110857 1 1 13 google organic tablet 6 empty
6 6130326622539110857 1 1 13 google organic tablet 14 7d40ee2f-4b6b-9bdc-2e12-3c0b79a9723d
7 6130337196748591896 1 1 14 yahoo organic desktop 6 empty
8 6130337196748591896 1 1 14 yahoo organic desktop 14 e7ed0ceb-8812-f7f0-5cb7-b74cc76775c4
9 6130337196748591896 2 1 7 yahoo organic desktop 6 empty
10 6130337196748591896 2 1 7 yahoo organic desktop 14 e7ed0ceb-8812-f7f0-5cb7-b74cc76775c4
11 6130339241153012821 1 1 4 (direct) (none) mobile 6 app110.tcw.catn.com
12 6130339241153012821 1 1 4 (direct) (none) mobile 14 9bd5a75c-51f1-d82a-0e9f-a9fc89306bd5
9 13 6130339241153012821 2 1 2 (direct) (none) mobile 6 app110.tcw.catn.com
10 14 6130387520880384798 1 1 2 (direct) (none) tablet 6 app110.tcw.catn.com
5
6
7
8
GA BQ Schema
![Page 39: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/39.jpg)
SELECT fullVisitorId, visitNumber, totals.visits, totals.hits, trafficSource.source,
trafficSource.medium, device.deviceCategory, customDimensions.index,
customDimensions.value
FROM [dataset.table]
LIMIT 10
Custom Dimensions: 6 = Server (session scope) 14 = SessionId (session scope)
Record Row fullVisitorId visitNumber totals.visits totals.hits trafficSource.source trafficSource.medium device.deviceCategory customDimensions.index customDimensions.value
1 1 6130261119992881099 1 1 1 (direct) (none) tablet 14 f47a7633-32ef-e197-f5a4-422097508d32
2 2 6130277539652806858 1 1 2 google organic mobile 6 app110.tcw.catn.com
3 3 6130291760289571604 1 1 55 google organic desktop 6 app110.tcw.catn.com
4 4 6130323856580164952 1 1 4 aol organic desktop 6 app110.tcw.catn.com
5 6 empty
6 14 7d40ee2f-4b6b-9bdc-2e12-3c0b79a9723d
7 6 empty
8 14 e7ed0ceb-8812-f7f0-5cb7-b74cc76775c4
9 6 empty
10 14 e7ed0ceb-8812-f7f0-5cb7-b74cc76775c4
11 6 app110.tcw.catn.com
12 14 9bd5a75c-51f1-d82a-0e9f-a9fc89306bd5
9 13 6130339241153012821 2 1 2 (direct) (none) mobile 6 app110.tcw.catn.com
10 14 6130387520880384798 1 1 2 (direct) (none) tablet 6 app110.tcw.catn.com
6130339241153012821 1
7
8
5
6
13
14
7
4
yahoo
yahoo
(direct)
1
1
1
1
organic
organic
organic
(none)
tablet
desktop
desktop
mobile
6130326622539110857 1
6130337196748591896 1
6130337196748591896 2
GA BQ Schema
![Page 40: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/40.jpg)
fullVisitorId
visitNumber
totals.visits trafficSource.source device.deviceCategory customDimensions.index
totals.pageviews trafficSource.medium customDimensions.value
totals trafficSource device
session
customDimensions
SELECT fullVisitorId, visitNumber, totals.visits, totals.hits, trafficSource.source,
trafficSource.medium, device.deviceCategory, customDimensions.index,
customDimensions.value
FROM [dataset.table]
LIMIT 10
Custom Dimensions: 6 = Server (session scope) 14 = SessionId (session scope)
GA BQ Schema
![Page 41: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/41.jpg)
fullVisitorId
visitNumber
totals.visits trafficSource.source device.deviceCategory customDimensions.index hits.hitNumber
totals.pageviews trafficSource.medium customDimensions.value
totals trafficSource device
session
customDimensions hits
SELECT fullVisitorId, visitNumber, totals.visits, totals.hits, trafficSource.source,
trafficSource.medium, device.deviceCategory, customDimensions.index,
customDimensions.value, hits.hitNumber
FROM [dataset.table]
LIMIT 10
Custom Dimensions: 6 = Server (session scope) 14 = SessionId (session scope)
GA BQ Schema
![Page 42: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/42.jpg)
fullVisitorId
visitNumber
totals.visits trafficSource.source device.deviceCategory customDimensions.index hits.hitNumber
totals.pageviews trafficSource.medium customDimensions.value
totals trafficSource device
session
customDimensions hits
SELECT fullVisitorId, visitNumber, totals.visits, totals.hits, trafficSource.source,
trafficSource.medium, device.deviceCategory, customDimensions.index,
customDimensions.value, hits.hitNumber
FROM [dataset.table]
LIMIT 10
Custom Dimensions: 6 = Server (session scope) 14 = SessionId (session scope)
GA BQ Schema
![Page 43: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/43.jpg)
SELECT fullVisitorId, visitNumber, totals.visits, totals.hits, trafficSource.source,
trafficSource.medium, device.deviceCategory, customDimensions.index,
customDimensions.value, hits.hitNumber
FROM [dataset.table]
LIMIT 10
Custom Dimensions: 6 = Server (session scope) 14 = SessionId (session scope)
GA BQ Schema
![Page 44: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/44.jpg)
Custom Dimensions: 6 = Server (session scope) 14 = SessionId (session scope) 1 = DepartureAirport (hit scope)
SELECT fullVisitorId, visitNumber, totals.visits, totals.hits, trafficSource.source,
trafficSource.medium, device.deviceCategory, customDimensions.index,
customDimensions.value, hits.hitNumber
FROM [dataset.table]
LIMIT 10
GA BQ Schema
![Page 45: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/45.jpg)
fullVisitorId
visitNumber
totals.visits trafficSource.source device.deviceCategory hits.hitNumber
totals.pageviews trafficSource.medium
hits.customDimensions.index
hits.customDimensions.value
totals trafficSource device
session
hits
hits.customDimensions
SELECT fullVisitorId, visitNumber, totals.visits, totals.hits, trafficSource.source,
trafficSource.medium, device.deviceCategory, hits.hitNumber,
hits.customDimensions.index, hits.customDimensions.value
FROM [dataset.table]
LIMIT 2
Custom Dimensions: 6 = Server (session scope) 14 = SessionId (session scope) 1 = DepartureAirport (hit scope)
GA BQ Schema
![Page 46: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/46.jpg)
SELECT fullVisitorId, visitNumber, totals.visits, totals.hits, trafficSource.source,
trafficSource.medium, device.deviceCategory, hits.hitNumber,
hits.customDimensions.index, hits.customDimensions.value
FROM [dataset.table]
LIMIT 2
Custom Dimensions: 6 = Server (session scope) 14 = SessionId (session scope) 1 = DepartureAirport (hit scope)
Record Row fullVisitorId visitNumber totals
.visits
totals
.hits
trafficSource.
source
trafficSource.
medium
device.
deviceCategory
hits.
hitNumber
hits.
customDimensions.
index
hits.
customDimensions.
value
1 1601049288368706138 4 1 1 yahoo organic tablet 1 1 Birmingham
2 1601049288368706138 4 1 1 yahoo organic tablet 1 6 app110.tcw.catn.com
3 1601119700070139668 1 1 2 google cpc desktop 1 1 LGW
4 1601119700070139668 1 1 2 google cpc desktop 1 6 app110.tcw.catn.com
5 1601119700070139668 1 1 2 google cpc desktop 2 6 app110.tcw.catn.com
1
2
GA BQ Schema
![Page 47: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/47.jpg)
SELECT fullVisitorId, visitNumber, totals.visits, totals.hits, trafficSource.source,
trafficSource.medium, device.deviceCategory, hits.hitNumber,
hits.customDimensions.index, hits.customDimensions.value
FROM [dataset.table]
LIMIT 2
Custom Dimensions: 6 = Server (session scope) 14 = SessionId (session scope) 1 = DepartureAirport (hit scope)
Record Row fullVisitorId visitNumber totals
.visits
totals
.hits
trafficSource.
source
trafficSource.
medium
device.
deviceCategory
hits.
hitNumber
hits.
customDimensions.
index
hits.
customDimensions.
value
1 1 Birmingham
2 6 app110.tcw.catn.com
3 1 LGW
4 6 app110.tcw.catn.com
5 2 6 app110.tcw.catn.com
1 1601049288368706138 4 1 1 yahoo organic tablet 1
cpc desktop1
2 1601119700070139668 1 1 2 google
GA BQ Schema
![Page 48: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/48.jpg)
SELECT fullVisitorId, visitNumber, totals.visits, totals.hits, trafficSource.source,
trafficSource.medium, device.deviceCategory, hits.hitNumber,
hits.customDimensions.index, hits.customDimensions.value
FROM [dataset.table]
LIMIT 2
Custom Dimensions: 6 = Server (session scope) 14 = SessionId (session scope) 1 = DepartureAirport (hit scope)
Record Row fullVisitorId visitNumber totals
.visits
totals
.hits
trafficSource.
source
trafficSource.
medium
device.
deviceCategory
hits.
hitNumber
hits.
customDimensions.
index
hits.
customDimensions.
value
1 1 Birmingham
2 6 app110.tcw.catn.com
3 1 LGW
4 6 app110.tcw.catn.com
5 2 6 app110.tcw.catn.com
1
1 1 2 google cpc desktop1
1
2
4 1 1 yahoo1601049288368706138
1601119700070139668
organic tablet
GA BQ Schema
![Page 49: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/49.jpg)
Non-repeated
Repeated Session level Hit level
GA BQ Schema
![Page 50: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/50.jpg)
Non-repeated
Repeated Session level Hit level
GA BQ Schema
![Page 51: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/51.jpg)
SELECT fullVisitorId, visitNumber, totals.visits, totals.hits, trafficSource.source,
trafficSource.medium, device.deviceCategory, hits.hitNumber,
hits.customDimensions.index, hits.customDimensions.value
FROM [dataset.table]
LIMIT 2
Custom Dimensions: 6 = Server (session scope) 14 = SessionId (session scope) 1 = DepartureAirport (hit scope)
GA BQ Schema
![Page 52: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/52.jpg)
Custom Dimensions: 6 = Server (session scope) 14 = SessionId (session scope) 1 = DepartureAirport (hit scope) 2 = Destination (hit scope)
SELECT fullVisitorId, visitNumber, totals.visits, totals.hits, trafficSource.source,
trafficSource.medium, device.deviceCategory, hits.hitNumber,
hits.customDimensions.index, hits.customDimensions.value
FROM [dataset.table]
LIMIT 2
GA BQ Schema
![Page 53: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/53.jpg)
Custom Dimensions: 6 = Server (session scope) 14 = SessionId (session scope) 1 = DepartureAirport (hit scope) 2 = Destination (hit scope)
Record Row fullVisitorId visitNumber totals
.visits
totals
.hits
trafficSource.
source
trafficSource.
medium
device.
deviceCategory
hits.
hitNumber
hits.
customDimensions.
index
hits.
customDimensions.
value
1 2589003092003712819 11 1 4 google organic desktop 1 1 Any Airport
2 2589003092003712819 11 1 4 google organic desktop 1 2 Any destination
3 2589003092003712819 11 1 4 google organic desktop 1 14 ea5cc42a-4cd7-7a45-6495-4e0262955167
4 2589003092003712819 11 1 4 google organic desktop 2 null null
5 2589003092003712819 11 1 4 google organic desktop 3 1 Any Airport
6 2589003092003712819 11 1 4 google organic desktop 3 2 Any destination
7 2589003092003712819 11 1 4 google organic desktop 3 14 ea5cc42a-4cd7-7a45-6495-4e0262955167
8 2589003092003712819 11 1 4 google organic desktop 4 null null
9 2589004891599999905 1 1 4 google organic tablet 1 1 any
10 2589004891599999905 1 1 4 google organic tablet 1 2 any
11 2589004891599999905 1 1 4 google organic tablet 1 6 app110.tcw.catn.com
12 2589004891599999905 1 1 4 google organic tablet 2 1 any
13 2589004891599999905 1 1 4 google organic tablet 2 2 any
14 2589004891599999905 1 1 4 google organic tablet 2 6 app110.tcw.catn.com
15 2589004891599999905 1 1 4 google organic tablet 3 1 any
16 2589004891599999905 1 1 4 google organic tablet 3 2 any
17 2589004891599999905 1 1 4 google organic tablet 3 6 app110.tcw.catn.com
18 2589004891599999905 1 1 4 google organic tablet 4 1 any
19 2589004891599999905 1 1 4 google organic tablet 4 2 any
20 2589004891599999905 1 1 4 google organic tablet 4 6 app110.tcw.catn.com
1
2
GA BQ Schema
![Page 54: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/54.jpg)
Custom Dimensions: 6 = Server (session scope) 14 = SessionId (session scope) 1 = DepartureAirport (hit scope) 2 = Destination (hit scope)
Record Row fullVisitorId visitNumber totals
.visits
totals
.hits
trafficSource.
source
trafficSource.
medium
device.
deviceCategory
hits.
hitNumber
hits.
customDimensions.
index
hits.
customDimensions.
value
1 1 Any Airport
2 2 Any destination
3 14 ea5cc42a-4cd7-7a45-6495-4e0262955167
4 2 null null
5 1 Any Airport
6 2 Any destination
7 14 ea5cc42a-4cd7-7a45-6495-4e0262955167
8 4 null null
9 1 any
10 2 any
11 6 app110.tcw.catn.com
12 1 any
13 2 any
14 6 app110.tcw.catn.com
15 1 any
16 2 any
17 6 app110.tcw.catn.com
18 1 any
19 2 any
20 6 app110.tcw.catn.com
2
2589003092003712819
2589004891599999905
11 1 41 google organic desktop
3
4
1
3
1 1 4 google organic tablet
1
2
GA BQ Schema
![Page 55: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/55.jpg)
Custom Dimensions: 6 = Server (session scope) 14 = SessionId (session scope) 1 = DepartureAirport (hit scope) 2 = Destination (hit scope)
Record Row fullVisitorId visitNumber totals
.visits
totals
.hits
trafficSource.
source
trafficSource.
medium
device.
deviceCategory
hits.
hitNumber
hits.
customDimensions.
index
hits.
customDimensions.
value
1 1 Any Airport
2 2 Any destination
3 14 ea5cc42a-4cd7-7a45-6495-4e0262955167
4 2 null null
5 1 Any Airport
6 2 Any destination
7 14 ea5cc42a-4cd7-7a45-6495-4e0262955167
8 4 null null
9 1 any
10 2 any
11 6 app110.tcw.catn.com
12 1 any
13 2 any
14 6 app110.tcw.catn.com
15 1 any
16 2 any
17 6 app110.tcw.catn.com
18 1 any
19 2 any
20 6 app110.tcw.catn.com
2 2589004891599999905 1 1 4 google
1 2589003092003712819 11 1 4 google
organic tablet
1
2
3
4
organic desktop
1
3
GA BQ Schema
![Page 56: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/56.jpg)
Custom Dimensions: 6 = Server (session scope) 14 = SessionId (session scope) 1 = DepartureAirport (hit scope) 2 = Destination (hit scope)
Record Row fullVisitorId visitNumber totals
.visits
totals
.hits
trafficSource.
source
trafficSource.
medium
device.
deviceCategory
hits.
hitNumber
hits.
customDimensions.
index
hits.
customDimensions.
value
1 1 Any Airport
2 2 Any destination
3 14 ea5cc42a-4cd7-7a45-6495-4e0262955167
4 2 null null
5 1 Any Airport
6 2 Any destination
7 14 ea5cc42a-4cd7-7a45-6495-4e0262955167
8 4 null null
9 1 any
10 2 any
11 6 app110.tcw.catn.com
12 1 any
13 2 any
14 6 app110.tcw.catn.com
15 1 any
16 2 any
17 6 app110.tcw.catn.com
18 1 any
19 2 any
20 6 app110.tcw.catn.com
2 2589004891599999905 1 1 4 google
1 2589003092003712819 11 1 4 google
organic tablet
1
2
3
4
organic desktop
1
3
GA BQ Schema
![Page 57: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/57.jpg)
Custom Dimensions: 6 = Server (session scope) 14 = SessionId (session scope) 1 = DepartureAirport (hit scope) 2 = Destination (hit scope)
Record Row fullVisitorId visitNumber totals
.visits
totals
.hits
trafficSource.
source
trafficSource.
medium
device.
deviceCategory
hits.
hitNumber
hits.
customDimensions.
index
hits.
customDimensions.
value
1 1 Any Airport
2 2 Any destination
3 14 ea5cc42a-4cd7-7a45-6495-4e0262955167
4 2 null null
5 1 Any Airport
6 2 Any destination
7 14 ea5cc42a-4cd7-7a45-6495-4e0262955167
8 4 null null
9 1 any
10 2 any
11 6 app110.tcw.catn.com
12 1 any
13 2 any
14 6 app110.tcw.catn.com
15 1 any
16 2 any
17 6 app110.tcw.catn.com
18 1 any
19 2 any
20 6 app110.tcw.catn.com
2 2589004891599999905 1 1 4 google
1 2589003092003712819 11 1 4 google
organic tablet
1
2
3
4
organic desktop
1
3
GA BQ Schema
![Page 58: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/58.jpg)
The results
All visitors: • Didn’t sign into the site No action • No email on record No action • No permission to contact No action • Didn’t view a product Generic email • Bought a product No action • Viewed product but didn’t buy Custom email
![Page 59: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/59.jpg)
The results
Generic emails have a 35% bounce rate www.ving.no 17% -18pp www.ving.se 6% -29pp www.spies.dk 16% -19pp www.tjarborg.fi 10% -25pp
![Page 60: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/60.jpg)
The results
Generic emails have a 0.8% conversion rate www.ving.no 2.4% +1.6pp www.ving.se 3.7% +2.9pp www.spies.dk 1.2% +0.4pp www.tjarborg.fi 0.4% -0.4pp
![Page 61: Google Analytics Automation With Big Queryiprospect-events.nl/wp-content/themes/meetup/presentations/Simon... · 2015: outbound targeted emails . What is possible . What is possible](https://reader036.fdocuments.us/reader036/viewer/2022071002/5fbebb536cf88207983a404e/html5/thumbnails/61.jpg)
Thank you