0
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 ...
•    Inbound link tracking / auto-tagging•    CRM Integration•    Ad Words Integration•    Custom Data Sources•    E-Comme...
•   Inbound link tracking / auto-tagging•   CRM Integration•   Ad Words Integration•   Custom Data Sources•   E-Commerce I...
•   Inbound link tracking / auto-tagging•   CRM Integration•   Ad Words Integration•   Custom Data Sources•   E-Commerce I...
•   Inbound link tracking / auto-tagging•   CRM Integration•   Ad Words Integration•   Custom Data Sources•   E-Commerce I...
•   Inbound link tracking / auto-tagging•   CRM Integration•   Ad Words Integration•   Custom Data Sources•   E-Commerce I...
•   Inbound link tracking / auto-tagging•   CRM Integration•   Ad Words Integration•   Custom Data Sources•   E-Commerce I...
•   Inbound link tracking / auto-tagging•   CRM Integration•   Ad Words Integration•   Custom Data Sources•   E-Commerce I...
TIP: Segment by organic search and                         look at the engagement , bounce rate                         an...
TIP: Tag engagement events and set                         them as goals. Give these goals a goal                         ...
TIP: Create a custom report that shows                         the event or goal value by campaign,                       ...
TIP: Use multi-channel paths to see                             how visitors touch multiple campaigns                     ...
TIP: Use channel grouping to make                             custom groupings of your inbound                            ...
TIP: Make custom segments based on                             similar behaviors to see where you can                     ...
TIP: Google Analytics now lets you                                                  create retargeting rules based on your...
• Self-Referrals                     Tip: Verify all of your  • Non-Qualified Visitors             pages are tagged, cross...
• Self-Referrals                     Tip: Create a segments  • Non-Qualified Visitors             or filters to exclude  •...
• Self-Referrals                                            Tip: Special linking code  • Non-Qualified Visitors           ...
• •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
•       •       •    •       •       •    •       •       •    •               •    •            •       •            •   ...
•       •       •    •    •       •       •    •       •       •    •       •       •                    •                ...
•       •   •    •       •    •       •   •    •       •    •    ••       ••       ••       ••       ••       •
•   •   •    •   •   •    •            •        •            ••••••
•   •   •    •       •    •   •   •    •    •   •   •    •       •    •   •   •            •            •            •••••••
•   •   •    •   •   •    •   •   •    •       •        •            •            •        •   •            ••••••
•     –     –     – • •Searcher Personas In Action
WWW.ISITEDESIGN.COM
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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!

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Transcript of "Google Analytics for Pros"

  1. 1. Analyticsfor ProsSEMpdx
  2. 2. ISITE Design
  3. 3. $39.5BILLIONIN 2012$62 BILLIONBY 2016 http://www.go-gulf.com/blog/online-ad-spending
  4. 4. 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.
  5. 5. • 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?
  6. 6. • 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?
  7. 7. • 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?
  8. 8. • 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?
  9. 9. • 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?
  10. 10. • 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?
  11. 11. • 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?
  12. 12. 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?
  13. 13. 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?
  14. 14. 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?
  15. 15. 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?
  16. 16. TIP: Use channel grouping to make custom groupings of your inbound traffic.How can I use Google Analytics to optimize channelperformance?
  17. 17. 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?
  18. 18. 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?
  19. 19. • 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?
  20. 20. • 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?
  21. 21. • 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?
  22. 22. • •Why Searcher Personas?
  23. 23. • • • • • • • • •Define The Buying Cycle
  24. 24. Group Keywords & Analyze
  25. 25. Demographic & Behavioral Research
  26. 26. •••• Research and Analytics helped us identify key content and success metrics for each searcher persona.
  27. 27. • • • • • •The Searcher Personas - KinderCare
  28. 28. • • • • • • • • • • • • • • • •• • • •• • • •• •• • • •• • • • • •
  29. 29. • • • • • • • • • • • • • • •• • • •• • • •• • • •• • •• • • • •
  30. 30. • • • • • • • • • • • •• •• •• •• •• •
  31. 31. • • • • • • • • • ••••••
  32. 32. • • • • • • • • • • • • • • • • • • • •••••••
  33. 33. • • • • • • • • • • • • • • • • ••••••
  34. 34. • – – – • •Searcher Personas In Action
  35. 35. WWW.ISITEDESIGN.COM
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