Google Analytics for Pros
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Google Analytics for Pros

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ISITE Design's Amanda Bernard and Ryan Summers share insights on using Google Analytics to optimize content, inform experience design, and more!

ISITE Design's Amanda Bernard and Ryan Summers share insights on using Google Analytics to optimize content, inform experience design, and more!

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    Google Analytics for Pros Google Analytics for Pros Presentation Transcript

    • Analyticsfor ProsSEMpdx
    • ISITE Design
    • $39.5BILLIONIN 2012$62 BILLIONBY 2016 http://www.go-gulf.com/blog/online-ad-spending
    • WHY WEB ANALYTICS ISIMPORTANT TO SEM AND ONLINEADVERTISING• Prove to people that SEO is not all Voodoo magic• Show the down-stream value of Online Advertising and SEM by reporting beyond the click.• Get credit for your work even when a conversion is done weeks later from another channel.
    • • Inbound link tracking / auto-tagging• CRM Integration• Ad Words Integration• Custom Data Sources• E-Commerce Integration• Goal Values• Universal Analytics http://support.google.com/analytics/answer/1033867?hl=enHow can I use Google Analytics to calculatethe ROAS?
    • • Inbound link tracking / auto-tagging• CRM Integration• Ad Words Integration• Custom Data Sources• E-Commerce Integration• Goal Values• Universal Analyticshttp://cutroni.com/blog/2009/03/18/updated-integrating-google-analytics-with-a-crm/How can I use Google Analytics to calculatethe ROAS?
    • • Inbound link tracking / auto-tagging• CRM Integration• Ad Words Integration• Custom Data Sources• E-Commerce Integration• Goal Values• Universal AnalyticsHow can I use Google Analytics to calculatethe ROAS?
    • • Inbound link tracking / auto-tagging• CRM Integration• Ad Words Integration• Custom Data Sources• E-Commerce Integration• Goal Values• Universal AnalyticsHow can I use Google Analytics to calculatethe ROAS?
    • • Inbound link tracking / auto-tagging• CRM Integration• Ad Words Integration• Custom Data Sources• E-Commerce Integration• Goal Values• Universal Analyticshttps://developers.google.com/analytics/devguides/collection/gajs/gaTrackingEcommerceHow can I use Google Analytics to calculatethe ROAS?
    • • Inbound link tracking / auto-tagging• CRM Integration• Ad Words Integration• Custom Data Sources• E-Commerce Integration• Goal Values• Universal AnalyticsHow can I use Google Analytics to calculatethe ROAS?
    • • Inbound link tracking / auto-tagging• CRM Integration• Ad Words Integration• Custom Data Sources• E-Commerce Integration• Goal Values• Universal Analytics Google Analytics User Group Thursday 4/11 @ ISITE DesignHow can I use Google Analytics to calculatethe ROAS?
    • TIP: Segment by organic search and look at the engagement , bounce rate and conversion rates to your top and bottom landing pages.What is the best content to optimize and linkto?
    • TIP: Tag engagement events and set them as goals. Give these goals a goal value relative to the perceived value of this engagement metric.What if there is no on-line conversion?
    • TIP: Create a custom report that shows the event or goal value by campaign, keyword, or source.What if there is no on-line conversion?
    • TIP: Use multi-channel paths to see how visitors touch multiple campaigns and sources before converting.How can I use Google Analytics to optimize channelperformance?
    • TIP: Use channel grouping to make custom groupings of your inbound traffic.How can I use Google Analytics to optimize channelperformance?
    • TIP: Make custom segments based on similar behaviors to see where you can optimize the experienceHow can I use Google Analytics to personalize theexperience of campaign traffic?
    • TIP: Google Analytics now lets you create retargeting rules based on your analytics configuration and data. Use your personas to drive retargeting rules.http://www.google.com/analytics/features/remarketing.htmlHow can I use Google Analytics to personalize theexperience of campaign traffic?
    • • Self-Referrals Tip: Verify all of your • Non-Qualified Visitors pages are tagged, cross- • Conversions on 3rd Party Domains domain tracking is configured, and there are no redirects that are breaking cookies.How do I make sure my data is accurate?
    • • Self-Referrals Tip: Create a segments • Non-Qualified Visitors or filters to exclude • Conversions on 3rd Party Domains visitors looking for jobs, investors, current customers, internal users, and vendorsHow do I make sure my data is accurate?
    • • Self-Referrals Tip: Special linking code • Non-Qualified Visitors needs to be set between • Conversions on 3rd Party Domains the GA tags when you are tracking conversions from one domain to another domain. https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingSiteHow do I make sure my data is accurate?
    • • •Why Searcher Personas?
    • • • • • • • • • •Define The Buying Cycle
    • Group Keywords & Analyze
    • Demographic & Behavioral Research
    • •••• Research and Analytics helped us identify key content and success metrics for each searcher persona.
    • • • • • • •The Searcher Personas - KinderCare
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    • • – – – • •Searcher Personas In Action
    • WWW.ISITEDESIGN.COM