Hacking Google Analytics to Track Arbitrary Data

Artur Bergman (Fastly)

Track page speed, ad inventory, browser width/height and errors? All that is possible by realizing that Google Analytics lets you feed in arbitrary data and then allowing you to slice it to get new insights.
I’ll cover to interface with Google Analytics by creating fake URLs as well as using custom variables with examples on:

  • Page load speed
  • External resources
  • Global load balancing effectiveness
    *Browser width/heigh (versus screen size)

As well as some insight into what we have found out by tracking these things. (Fastest browser, impact of page speed to exit rate)
Also learn how to use advanced segments, custom reports and the API to make sense of the data.

Photo of Artur Bergman

Artur Bergman


Artur Bergman is the Founder and CEO of Fastly.

  • Visa
  • IBM
  • HP
  • Microsoft Corporation
  • dynaTrace
  • EffectiveUI
  • Elastic Path
  • FireHost
  • IBT
  • Litle & CO
  • Plimus
  • Quest Software
  • Research In Motion
  • SoftLayer
  • Yottaa

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