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Delacon’s customers who have migrated to Universal Analytics will be excited to hear that our development team have worked out how to send even more data into the Analytics tool. By creating custom dimensions and metrics, you’ll be able to segment the call data to a greater extent to glean further insights.
According to Google, “A dimension is a descriptive attribute or characteristic of an object that can be given different values. For example, a geographic location could have dimensions called Latitude, Longitude, or City Name. Values for the City Name dimension could be San Francisco, Berlin, or Singapore.
Browser, Exit Page, Screens, and Session Duration are all examples of dimensions that appear by default in Google Analytics. Dimensions appear all of your reports, though you might see different ones depending on the specific report. Use them to help organize, segment, and analyze your data.”
“Metrics are individual elements of a dimension that can be measured as a sum or a ratio. For example, the dimension Citycan be associated with a metric like Population, which would have a sum value of all the residents of the specific city.
Screenviews, Page per Session, and Average Session Duration are examples of metrics in Google Analytics.”
So dimensions describe data and metrics measure data.
In Google Analytics there over 200 dimensions and metrics that, for example, allow you to compare how a metric such as pageviews are allocated across dimensions such as major cities. All reports are based on combinations of dimensions and metrics.
In the case of call data, the Google tool now allows users to create custom dimensions and metrics. With Delacon’s integration with Google Universal Analytics we can send even more call data that our system captures into the Google platform to generate additional reports.
The call data our customers can analyse as a custom dimension in GA include Call ID, Company ID, Match Type, Call Status, Survey Type, Extra Tracking, Landing Page and Keywords. The custom metrics include Call Duration and Survey Value.
Custom dimensions and metrics can be created by going to the Admin section and clicking on Custom Dimensions or metrics. It’s the Index number attached to the dimension that’s the match between Delacon’s system and Google Analytics.
You can view the dimension data in reporting by clicking on behaviour, events and top events. Against the Event category of call tracking, select the appropriate secondary dimension.
For example with this functionality, you’ll be able to see in Analytics the volume of calls generated against each company name. You can also analyse the volume of calls from a landing page and, by selecting Call Status, the volume of answered and unanswered calls.
Here at Delacon, we want to be able to provide you with call data in the platforms that you’re already using. Until now, this data has only been available within our reporting tool but with the launch of Universal, you’ll be able to further use Google’s powerful platform to make more insights.