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MoreVisibility 2013 www.MoreVisibility.com
FDMA
Google Analytics Basics,
Updates & More
How to set yourself up for
success with GA.

MoreVisibility 2013 www.MoreVisi...
Presenters:
Andrew Wetzler
President & Co-Founder
awetzler@morevisibility.com

Theo Bennett
Director of Analytics & Data
S...
About MoreVisibility
• Founded in 1999 as SEO agency
• 6-time Inc. 500/5000 company
• Google Analytics Certified Partner
•...
Committed to Best Practices
• Our methodology is consistent with “Best Practices” for
Search Engines and Social Media site...
Takeaways
• Leverage Goal Data to Improve
Marketing Performance
• Use GA data to determine CPC bids
• Cutting Through The ...
Agenda
•
•
•
•
•
•

Define Outcomes
Advanced Coding
Audience Segmentation
Cutting Through The Clutter
GA Remarketing
Q&A
M...
Define Outcomes

MoreVisibility 2013 www.MoreVisibility.com
Goals
For each campaign, you have to answer these questions:
•What do we want visitors to do when they get to our site? (D...
Goal Values

MoreVisibility 2013 www.MoreVisibility.com
Goal Values - Sources

MoreVisibility 2013 www.MoreVisibility.com
Goal Values - Content

MoreVisibility 2013 www.MoreVisibility.com
Campaigns with Goals/Ecom

MoreVisibility 2013 www.MoreVisibility.com
Keyword Data with
Goals /Ecom

MoreVisibility 2013 www.MoreVisibility.com
Advanced Coding

MoreVisibility 2013 www.MoreVisibility.com
GA “Out of The Box”

MoreVisibility 2013 www.MoreVisibility.com
Capture More Data!
• Interactions (That do not result in a page view)
–
–
–
–
–

Video Controls
MailTo’s
Links that Exit t...
Audience Segmentation

MoreVisibility 2013 www.MoreVisibility.com
Different Audience = Different Needs
• How many audiences does your site serve?
– Customers
• Account Holders
• Support Re...
Self Segmentation

MoreVisibility 2013 www.MoreVisibility.com
“Tagging” Your Visitors
• Use Custom Variables
– Five slots available (50 in GA Premium)
– Three scopes (Page, Session, Vi...
Coding for Custom Variables
• Tag by Page – (e.g. use on Gated pages via the GATC )
<script type="text/javascript">
var _g...
Custom Variable Slot Matrix
Sample

Sourced from Google

MoreVisibility 2013 www.MoreVisibility.com
Cutting Through the Clutter

MoreVisibility 2013 www.MoreVisibility.com
So Many Reports, So Little Time

MoreVisibility 2013 www.MoreVisibility.com
Clutter Removal Tip #1
Q: With so many built in reports, where
should you begin?
A: Start with Intelligence Events, aka
Al...
Events

MoreVisibility 2013 www.MoreVisibility.com
Alert Details

MoreVisibility 2013 www.MoreVisibility.com
Clutter Removal Tip #2
• Segment Your Data
– Always Be Segmenting!
– By default, all GA reports show you aggregate data….
...
Advanced Segments
Default Segments
• All Visits
• New Visitors
• Returning Visitors
• Paid Search Traffic
• Non-paid Searc...
What’s New?

MoreVisibility 2013 www.MoreVisibility.com
Universal Analytics
New Data Collection Method
• From Session based to Visitor based
– Pass a Visitor ID from CRM or Shopp...
Google Analytics
Remarketing

MoreVisibility 2013 www.MoreVisibility.com
GA Remarketing
• More Powerful / Flexible Targeting options
• Simple to deploy if you use GA
• Target across sessions

Mor...
GA Remarketing

MoreVisibility 2013 www.MoreVisibility.com
GA Remarketing

MoreVisibility 2013 www.MoreVisibility.com
Complimentary
GA Evaluation
MoreVisibility.com/FDMA

MoreVisibility 2013 www.MoreVisibility.com
Q&A
Thank You!
Info@MoreVisibility.com
(800) 787- 0497
MoreVisibility 2013 www.MoreVisibility.com
Bonus Material

MoreVisibility 2013 www.MoreVisibility.com
MoreVisibility.com/TagLink

MoreVisibility 2013 www.MoreVisibility.com
A smarter way to tag your site,
for free

Marketing agility

Dependable data

Quick & easy

Add tags anytime
—no waiting

...
Google Tag Manager
With Google Tag Manager, many tags can be managed
together—including both Google and non-Google tags

M...
Not Investing in Analysis
• GA is only a tool that collects data
• Invest in People / Time for analysis

MoreVisibility 20...
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Google Analytics Basics, Updates and More

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If you do ANY search engine marketing or pay per click, this event will improve your results!

Learn what's new and essential within Google Analytics, including recently added features to enhance tracking accuracy. Discover how to avoid common pitfalls that often hamper marketers.

This info packed session will also include how to improve your Google AdWords Remarketing efforts, by creating audience lists within Google Analytics.

Key Takeaways/What to expect:

* Leverage goal data to boost marketing performance.
* Use Google Analytics to determine your CPC bid strategy.
* Follow a web visitors action from online to offline.
* When and why to use Google Analytics for AdWords Remarketing.

Presenters:

Andrew Wetzler, President at MoreVisibility

Theo Bennett, Director of Analytics & Data Solutions at MoreVisibility

Published in: Marketing
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  • Transcript of "Google Analytics Basics, Updates and More"

    1. 1. MoreVisibility 2013 www.MoreVisibility.com
    2. 2. FDMA Google Analytics Basics, Updates & More How to set yourself up for success with GA. MoreVisibility 2013 www.MoreVisibility.com
    3. 3. Presenters: Andrew Wetzler President & Co-Founder awetzler@morevisibility.com Theo Bennett Director of Analytics & Data Solutions tbennett@morevisibility.com MoreVisibility 2013 www.MoreVisibility.com
    4. 4. About MoreVisibility • Founded in 1999 as SEO agency • 6-time Inc. 500/5000 company • Google Analytics Certified Partner • Google AdWords Certified Agency; Google Tag Manager Specialist • Full-service, interactive agency offering services including: - Search Engine Marketing (Pay-Per-Click) - Web Analytics / Website Usability (UX) - Search Engine Optimization (SEO) - Social Media (Facebook, Twitter, LinkedIn, etc…) - Website Design & Development … including Mobile/Apps MoreVisibility 2013 www.MoreVisibility.com
    5. 5. Committed to Best Practices • Our methodology is consistent with “Best Practices” for Search Engines and Social Media sites. • Direct relationships with Search Engines & Social Media channels • Google AdWords Certified Partner (Agency) * team members also individually certified for Adwords • Google Analytics Certified Partner – called GACP (one of a select group of companies in USA) • MSN AdCenter Excellence partner • Team sourced frequently for industry conferences and interviews MoreVisibility 2013 MoreVisibility 2013 www.MoreVisibility.com www.MoreVisibility.com
    6. 6. Takeaways • Leverage Goal Data to Improve Marketing Performance • Use GA data to determine CPC bids • Cutting Through The Clutter • Online to Offline • When and Why to use GA Remarketing MoreVisibility 2013 www.MoreVisibility.com
    7. 7. Agenda • • • • • • Define Outcomes Advanced Coding Audience Segmentation Cutting Through The Clutter GA Remarketing Q&A MoreVisibility 2013 www.MoreVisibility.com
    8. 8. Define Outcomes MoreVisibility 2013 www.MoreVisibility.com
    9. 9. Goals For each campaign, you have to answer these questions: •What do we want visitors to do when they get to our site? (Desired outcome.) •How do we measure these outcomes? (Goals in Google Analytics.) •How much are these desired outcomes worth to our business? (Goal Value.) MoreVisibility 2013 www.MoreVisibility.com
    10. 10. Goal Values MoreVisibility 2013 www.MoreVisibility.com
    11. 11. Goal Values - Sources MoreVisibility 2013 www.MoreVisibility.com
    12. 12. Goal Values - Content MoreVisibility 2013 www.MoreVisibility.com
    13. 13. Campaigns with Goals/Ecom MoreVisibility 2013 www.MoreVisibility.com
    14. 14. Keyword Data with Goals /Ecom MoreVisibility 2013 www.MoreVisibility.com
    15. 15. Advanced Coding MoreVisibility 2013 www.MoreVisibility.com
    16. 16. GA “Out of The Box” MoreVisibility 2013 www.MoreVisibility.com
    17. 17. Capture More Data! • Interactions (That do not result in a page view) – – – – – Video Controls MailTo’s Links that Exit the Site PDF and Other Downloads Important Interactions (e.g. Social, etc) • User Input on Page – Number of Items Selected – Color Selected MoreVisibility 2013 www.MoreVisibility.com
    18. 18. Audience Segmentation MoreVisibility 2013 www.MoreVisibility.com
    19. 19. Different Audience = Different Needs • How many audiences does your site serve? – Customers • Account Holders • Support Requests – Prospects • Products Viewed • Services Viewed MoreVisibility 2013 www.MoreVisibility.com
    20. 20. Self Segmentation MoreVisibility 2013 www.MoreVisibility.com
    21. 21. “Tagging” Your Visitors • Use Custom Variables – Five slots available (50 in GA Premium) – Three scopes (Page, Session, Visitor) – Use to add new “Dimensions” of your visitors to GA MoreVisibility 2013 www.MoreVisibility.com
    22. 22. Coding for Custom Variables • Tag by Page – (e.g. use on Gated pages via the GATC ) <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-xxxxxxx-yy']); _gaq.push(['_setCustomVar', 2, 'Visitor-Type', 'Customer', 1]);" _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.googleanalytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script> MoreVisibility 2013 www.MoreVisibility.com
    23. 23. Custom Variable Slot Matrix Sample Sourced from Google MoreVisibility 2013 www.MoreVisibility.com
    24. 24. Cutting Through the Clutter MoreVisibility 2013 www.MoreVisibility.com
    25. 25. So Many Reports, So Little Time MoreVisibility 2013 www.MoreVisibility.com
    26. 26. Clutter Removal Tip #1 Q: With so many built in reports, where should you begin? A: Start with Intelligence Events, aka Alerts (Leverage the algorithms of Google Engineers to tell you what may be important!) MoreVisibility 2013 www.MoreVisibility.com
    27. 27. Events MoreVisibility 2013 www.MoreVisibility.com
    28. 28. Alert Details MoreVisibility 2013 www.MoreVisibility.com
    29. 29. Clutter Removal Tip #2 • Segment Your Data – Always Be Segmenting! – By default, all GA reports show you aggregate data…. • Segmenting allows you to view one part of the data; e.g.: – Visits with conversions – Visits from CPM marketing campaigns – Visits that include an important page or pages • Segmenting allows you to tie reports together and compare segments against one another. MoreVisibility 2013 www.MoreVisibility.com
    30. 30. Advanced Segments Default Segments • All Visits • New Visitors • Returning Visitors • Paid Search Traffic • Non-paid Search Traffic • Search Traffic • Direct Traffic • Referral Traffic • Visits with Conversions • Visits with Transactions • Mobile Traffic • Tablet Traffic • Non-bounce Visits Or any other “bucket” of visitors you’d like to analyze! MoreVisibility 2013 www.MoreVisibility.com
    31. 31. What’s New? MoreVisibility 2013 www.MoreVisibility.com
    32. 32. Universal Analytics New Data Collection Method • From Session based to Visitor based – Pass a Visitor ID from CRM or Shopping Platform • Custom Configurations moved from the Code to Server Side – Lighter and Faster Code • Simple Protocol – Allows data to be pushed into GA to measure offline interactions from almost any system (Call Center, POS, etc.) • Dimension Widening – Pass More Data into GA, (Demographic Info, etc.) MoreVisibility 2013 www.MoreVisibility.com
    33. 33. Google Analytics Remarketing MoreVisibility 2013 www.MoreVisibility.com
    34. 34. GA Remarketing • More Powerful / Flexible Targeting options • Simple to deploy if you use GA • Target across sessions MoreVisibility 2013 www.MoreVisibility.com
    35. 35. GA Remarketing MoreVisibility 2013 www.MoreVisibility.com
    36. 36. GA Remarketing MoreVisibility 2013 www.MoreVisibility.com
    37. 37. Complimentary GA Evaluation MoreVisibility.com/FDMA MoreVisibility 2013 www.MoreVisibility.com
    38. 38. Q&A Thank You! Info@MoreVisibility.com (800) 787- 0497 MoreVisibility 2013 www.MoreVisibility.com
    39. 39. Bonus Material MoreVisibility 2013 www.MoreVisibility.com
    40. 40. MoreVisibility.com/TagLink MoreVisibility 2013 www.MoreVisibility.com
    41. 41. A smarter way to tag your site, for free Marketing agility Dependable data Quick & easy Add tags anytime —no waiting Get better insights for smarter decisions Simple for marketers and IT MoreVisibility 2013 www.MoreVisibility.com
    42. 42. Google Tag Manager With Google Tag Manager, many tags can be managed together—including both Google and non-Google tags MoreVisibility 2013 www.MoreVisibility.com
    43. 43. Not Investing in Analysis • GA is only a tool that collects data • Invest in People / Time for analysis MoreVisibility 2013 www.MoreVisibility.com
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