Late last month (31th March 2016) Google started rolling out their new BETA feature in Google Analytics called the “User Explorer”. The user explorer feature fetches the Client ID from a specific browser & device and creates a nice visualization in Google Analytics.
This feature is currently being rolled out to more and more GA Accounts. Check and see if you have the feature in your account. You should find it just beneath “Cohort Analysis” (which also still is in BETA) in the Google Analytics navigation.
The Google Analytics User Explorer feature fetches as mentioned the Client ID from your visitors browser & device to create a visualization of this specific users behavior across multiple sessions. Remember, this feature uses the Client ID (not the User ID) which means you can’t use the Client ID for cross-channel measurement as Client IDs will change on different browser and device. Also Client ID is stored in the browsers cookie, this means that if a visitor switches browser or deletes cookies the data wont be correct. My suggestion is to only use this feature for a shorter timeframe, say max 30 days.
How the User Explorer feature could be used
This new feature does give you a good overview of your visitors behaviour during a certain amount of time. I haven’t had the time to fully test it yet, but some quick insights I got by testing it quickly was:
A) My top customers aren’t actually that determined on what they wan’t to buy once they arrive. Using the User Explorer I noticed that several of my customers are viewing 20+ product pages before they make one or several purchases. They don’t seem to be determined on what category to buy, they are “just looking”.
Action: Further analysis needed, site speed is important because they browse around a lot on a mobile device. I want to ask the question: Are they having a hard time navigating throughout the structure or are they willingly browsing around a lot?
B) My top customers perform an specific micro event on their path. I can easily select this micro event in the User Explorer and create a new segment with it to explore the User Paths that did convert while performing the same event.
Action: Dig deeper into why this micro event is working well and how more visitors can be introduced to this event to increase the average order value.
Google Analytics does by default only give credit to the last click before the conversion. This means that if your visitor clicked on your Facebook Ad, visited your website and later searched for you on Google and clicked a paid ad and converted, then the paid ad (AdWords) will get the credit for the conversion, and social nothing.
The User Explorer Feature seems to be using the ”First interaction” as the “Acquisition channel”, this is assigned to the users first visit or interaction at your website which makes this feature very special. Google seems to be for the first time be trying out different attribution flows rather than only giving you an overview of the ”last click”. The exact attribution functionality for this feature seems a bit unclear. But I hope that the attribution model tools could be integrated in this tool, making it more powerful. Just one of the ideas on how this product hopefully could evolve…
DIGITAL MARKETING CONSULTANT
CEO & Founder of Bevace Digital Agency, Digital Specialist at Keybroker & Hyper Island Alumni