{"id":9749,"date":"2012-12-07T10:08:40","date_gmt":"2012-12-07T16:08:40","guid":{"rendered":"https:\/\/crazyeggblog.wpengine.com\/?p=9749"},"modified":"2018-02-19T15:40:15","modified_gmt":"2018-02-19T21:40:15","slug":"how-to-use-google-analytics-intelligence-events","status":"publish","type":"post","link":"https:\/\/www.crazyegg.com\/blog\/how-to-use-google-analytics-intelligence-events\/","title":{"rendered":"How To Use Google Analytics Intelligence Events To Make Intelligent Decisions"},"content":{"rendered":"<p>Google Analytics Intelligence Events are one of the most powerful and underutilized tools in Google Analytics.<\/p>\n<p>Allow me to explain what they are and then run through an example of how I use them when running The Daily Egg blog.<\/p>\n<h2>What are Google Analytics Intelligence Events?<\/h2>\n<p>As we speak, Google Analytics is collecting data about your website.\u00a0\u00a0 And, if they detect something out of the ordinary, it will register in your Google Analytics Intelligence Reports.<\/p>\n<p>For example, if your traffic suddenly drops from 2000 Visits per Day to 0 (maybe your server is hacked), this will register in your Google Analytics Intelligence Events Reports and if you have set them up as Custom Events you can even choose to get alerts emailed to you.<\/p>\n<p>You can find your Intelligence Events reports within Google Analytics by selecting HOME and then INTELLIGENCE EVENTS.<\/p>\n<h2><img decoding=\"async\" class=\"aligncenter size-full wp-image-9771\" title=\"google-analytics-intelligence-events\" alt=\"Google Analytics Intelligence Events\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/12\/google-analytics-intelligence-events.jpg\" width=\"570\" height=\"261\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/12\/google-analytics-intelligence-events.jpg 570w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/12\/google-analytics-intelligence-events-300x137.jpg 300w\" sizes=\"(max-width: 570px) 100vw, 570px\" \/><\/h2>\n<h2>How does Google Analytics Intelligence Events Work?<\/h2>\n<p>I won&#8217;t go into the whole standard deviation gobbledygook that makes Intelligence Events work.\u00a0 Suffice it to say that when unusual things happen with the metrics on your website, it will be in these reports.<\/p>\n<p>If your Bounce Rate from Mobile Devices jumps 30% in one day, that will register.<\/p>\n<p>If sales on a product page increase 75%, that will register.<\/p>\n<p>And Intelligence Events can be as sensitive as you want.\u00a0 If you only want to see events that are very unusual, you will set the AUTOMATIC ALERT IMPORTANCE to HIGH.\u00a0\u00a0 If you want to see events that are even mildly unusual, set the\u00a0AUTOMATIC ALERT IMPORTANCE to LOW.<\/p>\n<p>For The Daily Egg, I keep the sensitivity level set just left of center.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-9772\" title=\"alert-importance\" alt=\"Automatic Alert Importance in Google Analytics Intelligence Events\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/12\/alert-importance.jpg\" width=\"401\" height=\"300\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/12\/alert-importance.jpg 401w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/12\/alert-importance-300x224.jpg 300w\" sizes=\"(max-width: 401px) 100vw, 401px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2>The Real Benefit of Intelligence Reports<\/h2>\n<p>The best and worst thing about Google Analytics is that there is a mountain of information in there.<\/p>\n<p>Sure, there is tremendous benefit in watching the subtle changes that occur with your website metrics over time.\u00a0 You can see what I measure on a monthly basis on The Daily Egg in this post.<\/p>\n<p>But what about the day-to-day events that cause big increases or decreases?\u00a0 Those are very hard to detect.<\/p>\n<p>Intelligence Events points out those day-to-day anomalies and gives you the ability to make better marketing decisions.<\/p>\n<p>Let &#8216;s take a look at a real-world example from The Daily Egg.<\/p>\n<h2>Google Analytics Intelligence Events in Action<\/h2>\n<p>On Monday December 3rd, Intelligence Events alerted me to the fact that one of our posts from nearly a month ago received an unusually large amount of traffic.<\/p>\n<p>This happens a lot and every time it happens, I am interested to find the source of that traffic.\u00a0 Finding the source of the traffic helps me understand why it happened.\u00a0 If I understand why it happened, I might be able to make it happen again.<\/p>\n<p>Here is what the alert looked like in Intelligence Events:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-9750\" title=\"how-to-use-google-analytics-intelligence-events\" alt=\"\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/12\/how-to-use-google-analytics-intelligence-events.jpg\" width=\"562\" height=\"110\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/12\/how-to-use-google-analytics-intelligence-events.jpg 562w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/12\/how-to-use-google-analytics-intelligence-events-300x58.jpg 300w\" sizes=\"(max-width: 562px) 100vw, 562px\" \/><\/p>\n<p>I clicked on the link to &#8220;Go To Report&#8221; and hunt down the source of this burst of traffic.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-9774\" title=\"spike-in-traffic\" alt=\"Spike In Traffic\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/12\/spike-in-traffic1.jpg\" width=\"323\" height=\"147\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/12\/spike-in-traffic1.jpg 323w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/12\/spike-in-traffic1-300x136.jpg 300w\" sizes=\"(max-width: 323px) 100vw, 323px\" \/><\/p>\n<p>Sure enough, there was a spike in traffic on this post.\u00a0\u00a0 Now what are the chances that I would have noticed that this landing page had a traffic increase without Intelligence Events?\u00a0 Not very good.<\/p>\n<p>Traffic for the week didn&#8217;t look out of the ordinary.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-9775\" title=\"traffic-week\" alt=\"Traffic Week\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/12\/traffic-week.jpg\" width=\"572\" height=\"112\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/12\/traffic-week.jpg 572w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/12\/traffic-week-300x58.jpg 300w\" sizes=\"(max-width: 572px) 100vw, 572px\" \/><\/p>\n<p>So, I drilled down a bit to find the source of the traffic.\u00a0 Turns out we got a very nice mention from an industry leading blog &#8212; <a href=\"https:\/\/www.getelastic.com\/ecommerce-links-november-2012\/\" target=\"_blank\" rel=\"noopener\">GetElastic<\/a>.<\/p>\n<p>This link sent a nice burst of traffic and 7 new subscribers to The Daily Egg.\u00a0 Not too shabby.<\/p>\n<p>Upon visiting the article, I found that GetElastic had improperly attributed the post to the KISS Metrics blog.\u00a0 So, I dropped a comment thanking them and pointing out the error.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-9752\" title=\"get-elastic-comment\" alt=\"\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/12\/get-elastic-comment.jpg\" width=\"602\" height=\"193\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/12\/get-elastic-comment.jpg 602w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/12\/get-elastic-comment-300x96.jpg 300w\" sizes=\"(max-width: 602px) 100vw, 602px\" \/><\/p>\n<p>Then, I sent out a tweet to thank them and direct others to the article.<\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"size-full wp-image-9751 aligncenter\" title=\"get-elastic\" alt=\"Get Elastic Tweet\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/12\/get-elastic.jpg\" width=\"507\" height=\"175\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/12\/get-elastic.jpg 507w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/12\/get-elastic-300x103.jpg 300w\" sizes=\"(max-width: 507px) 100vw, 507px\" \/><\/p>\n<p style=\"text-align: left;\">Rarely does a week go by that I don&#8217;t find something extremely insightful within Google Analytics Intelligence Events.<\/p>\n<p style=\"text-align: left;\">What about you?\u00a0 What are you learning for Intelligence Events?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google Analytics Intelligence Events are one of the most powerful and underutilized tools in Google Analytics. Allow me to explain what they are and then&#8230;<\/p>\n","protected":false},"author":2,"featured_media":9784,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","_lmt_disableupdate":"","_lmt_disable":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[8],"tags":[],"class_list":["post-9749","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How To Use Google Analytics Intelligence Events<\/title>\n<meta name=\"description\" content=\"Rarely does a week go by that I don&#039;t find something extremely insightful within Google Analytics Intelligence Events. Find out how to use them in this post from The Daily Egg.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.crazyegg.com\/blog\/how-to-use-google-analytics-intelligence-events\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How To Use Google Analytics Intelligence Events\" \/>\n<meta property=\"og:description\" content=\"Rarely does a week go by that I don&#039;t find something extremely insightful within Google Analytics Intelligence Events. Find out how to use them in this post from The Daily Egg.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.crazyegg.com\/blog\/how-to-use-google-analytics-intelligence-events\/\" \/>\n<meta property=\"og:site_name\" content=\"The Daily Egg\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/crazyegganalytics\/\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/tinybusinessmightyprofits\" \/>\n<meta property=\"article:published_time\" content=\"2012-12-07T16:08:40+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2018-02-19T21:40:15+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/12\/google-logo.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"537\" \/>\n\t<meta property=\"og:image:height\" content=\"341\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Russ Henneberry\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/www.twitter.com\/russhenneberry\" \/>\n<meta name=\"twitter:site\" content=\"@CrazyEgg\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Russ Henneberry\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/how-to-use-google-analytics-intelligence-events\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/how-to-use-google-analytics-intelligence-events\\\/\"},\"author\":{\"name\":\"Russ Henneberry\",\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/#\\\/schema\\\/person\\\/9dfc2e6281993f659413ed1a700b8a13\"},\"headline\":\"How To Use Google Analytics Intelligence Events To Make Intelligent Decisions\",\"datePublished\":\"2012-12-07T16:08:40+00:00\",\"dateModified\":\"2018-02-19T21:40:15+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/how-to-use-google-analytics-intelligence-events\\\/\"},\"wordCount\":662,\"commentCount\":11,\"publisher\":{\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/how-to-use-google-analytics-intelligence-events\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ceblog.s3.amazonaws.com\\\/wp-content\\\/uploads\\\/2012\\\/12\\\/google-logo.jpg\",\"articleSection\":[\"Analytics\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/how-to-use-google-analytics-intelligence-events\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/how-to-use-google-analytics-intelligence-events\\\/\",\"url\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/how-to-use-google-analytics-intelligence-events\\\/\",\"name\":\"How To Use Google Analytics Intelligence Events\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/how-to-use-google-analytics-intelligence-events\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/how-to-use-google-analytics-intelligence-events\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ceblog.s3.amazonaws.com\\\/wp-content\\\/uploads\\\/2012\\\/12\\\/google-logo.jpg\",\"datePublished\":\"2012-12-07T16:08:40+00:00\",\"dateModified\":\"2018-02-19T21:40:15+00:00\",\"description\":\"Rarely does a week go by that I don't find something extremely insightful within Google Analytics Intelligence Events. 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