Google AdWords a Google analytics - ONLINEKLUB

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Ondrej Geče a jeho prednáška na tému Google Analytics, Google Adwords a konverzie.

Ondrej Geče a jeho prednáška na tému Google Analytics, Google Adwords a konverzie.

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  • 1. - Analytics & Conversions for SEEMEA Conversions Analytics2 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 2. - Analytics & Conversions for SEEMEA3 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 3. - Introduction -4 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 4. - Analytics & Conversions : Our solutions • Web Analytics (GA/CT) • Mobile Analytics (GA/CT) • App Analytics (GA) We Provide many Analytics Tools, • Youtube Analytics to suit almost • G+ Analytics all needs.5 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 5. - How it works -6 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 6. - Conversion Tracking vs Google Analytics Google Analytics Conversion Tracking - A dedicated UI / AdWords - Within Adwords - Attribution : last click - Attribution : last AW click - Cookie LT : 30 days - Cookie LT : 6 months - LT is configurable - LT is configurable - Conversion is reported at - Conversion is reported at Date of Click Date of Conversion - AdWords Only - Multi Channel - Search Funnels - Ecommerce integration - CO/eCPC integration*7 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 7. - Setting up CT and GA Homepage T-shirt My Cart Payment Confirmation $ Thank you Homepage T-shirt My Cart Payment Confirmation $ Thank you • Conversion Tracking : 1 Tag on Confirmation page • Google Analytics : 1 common code on all Site pages8 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 8. - Dropping Cookies Campaign Homepage T-shirt Confirmation Thank you 1 Cookie Campaign Homepage T-shirt Confirmation Thank you 4 Cookies Edit Cookie Edit Cookie • Conversion Tracking : 1 Google/Doubleclick Cookie (30 days) • Google Analytics : 4 First party Cookies (1year, 30min,Session, 180 days)9 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 9. - Reporting conversions Confirmation Campaign Confirmation Thank you Thank you Cookie Cookie • Conversion Tracking : Date of Click • Google Analytics : Date of Conversion10 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 10. - Google Analytics -11 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 11. - Customer insights easily accessible and measurable WHO? Audience Reports WHAT? Content Reports HOW? Traffic Sources Reports WHAT VALUE? Goals & Ecommerce Reports http://12 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 12. - Insights are portrayed through a common set of dimensions and metrics Dimensions Metrics Dimensions describe attributes A metric is a measurement Visitor city or region Number of visits Referring traffic source Number of visitors Browser type Page views Operating System Time on site13 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 13. - Dimensions are characteristics of your visitors and their visitsWe collect over 80 dimensions automatically : Geography & Language Traffic Source Browser Technology & Page Load Time Pages & Navigation Internal Site Search (if activated) Goal completions (if activated)14 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 14. - Each dimension is automatically organized neatly into relevant segments United States Brazil Canada France Geo Google Facebook Direct NYTimes.com Traffic Chrome Firefox Internet Explorer Safari Bro Home Sales Shoes Clothing Pa15 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 15. - Every segment is automatically measured against all relevant metrics United States Brazil Canada France16 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 16. - Every segment is automatically measured against all relevant metricsThis is what makes a basic report. Country Visits Pages/Visit Visit Duration Bounce Rate United States 5,000 1.4 00:01:00 20.00% Brazil 3,000 2.1 00:02:00 30.00% Canada 1,000 3.2 00:03:00 40.00% France 500 4.1 00:04:00 50.00%17 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 17. - Every segment is automatically measured against all relevant metricsMeasure Engagement or Conversions/Transactions Goal Conversion Ecommerce Ecommerce Country Goal Completions Rate Conversion Rate Revenue United States 500 4% 6% $5,000 Brazil 300 3% 1% $500 Canada 100 5% 3% $2,000 France 50 2% 2% $1,00018 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 18. - Going further with Secondary Dimensions Country Source Visits Pages/Visit Visit Duration Bounce Rate United States Google 4,500 1.4 00:01:00 20.00% Brazil Direct 2,500 2.1 00:02:00 30.00% Canada Facebook 1,000 3.2 00:03:00 40.00% France Direct 500 4.1 00:04:00 50.00% United States NYTimes.com 500 1.4 00:01:00 20.00% Brazil Google 500 2.1 00:02:00 30.00%19 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 19. - Going further with Advanced Segments Promotional USA & AdWords England & Mobile France & Landing Page Played Subscribed to Visited from Followed call- Downloaded Social Source & Video & Newsletter Email Link & to-action Link & Whitepaper Subscribed to Visited from Followed call- Social Source & Played Video & Newsletter & Email Link & to-action Link20 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 20. - How it works -21 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 21. - One snippet of code for Tremendous amount of Data22 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 22. - But not everything …23 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 23. - Sometimes you need to tell GA what to measure e.g. Cross-Domain Tracking & Multiple e.g. Custom Variables Tracker e.g. Virtual Pageviews e.g. Event Tracking e.g. Ecommerce Tracking24 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 24. - Which allows to track almost everything on your site Outbound Links (virtual pageviews) Page Category (custom variables) Interactive Form Submission Objects: Flash, (virtual pageviews) Ajax, etc (event tracking) User-Provided Data Site-Search (custom variables) Dynamic Page Ecommerce Content (event tracking) Key Functions (event tracking)25 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 25. - And also track where your visitors are coming from. yoursite.com Is only automatic if AdWords $ is linked. Otherwise requires manual tagging. Direct Referral Organic Search Google Advertising Yoursite.com Visits from these sources @ will get categorized as referral traffic if not tagged. Display Email Social Affiliate26 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 26. - Reporting -27 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 27. - Google Analytics Reports Visitors Content (Pages) Advertising Social Conversions Mobile28 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 28. - GA Data Collection Mobile SDK Advertising Social (new) (iOS, Android) Visitors Conversions Content (Pages)29 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 29. - Innovation -30 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 30. - Innovation at scale Growth Latency Launches31 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 31. Innovation : Realtime “All I do is stare at the screen. It’s totally mesmerizing. I can’t stop watching from morning to night!” “I love watching Real-Time stats… seeing visitors popup all over the map” “Real-time stats+ @mailchimp A/B testing + beer = fun”32 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 32. - Innovation : Social “Big move from Google Analytics: Capturing The Value Of Social Media Using Google Analytics.” “Finally diving into Google Social Analytics. I think I am in love.” “GA is a main source of data when it comes to measuring social media for my clients.”33 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 33. - Innovation : Attribution Modeling “Loving the GA Attribution Modeling Tool!! Loads of analysis to do here – exciting times!” “Arguably the most flexible attribution modeling tool on the market. You are very clever people. Multi-channel funnel analysis is a winner.”34 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 34. - Innovation : GA remarketing “Huge announcement for Google! #Remarketing is now much easier!.” “Music to my ears: a simpler way to re-connect with users!” “Display Remarketing with Google got a lot easier by using GA tags for your Remarketing campaigns.”35 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 35. - Innovation : Google Tag Manager “This is freakin awesome. Google Tag Manager: New Google Product.” “Big news for Tag Management: “Google Tag Manager”. #measure” “Absolutely in awe with Google Tag Manager. Feels like it’s Christmas day today. A game changing tool! Thank you.”36 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 36. - Innovation : Mobile “Google Analytics says 35%+ of our site traffic is mobile. Glad we are responsive.” “Really excited about that! Google Analytics Android App: Reporting on the Go.” “Love all the improvements your team is making on the product. The kids are lovin’ it!”37 Google confidential – Analuytics & Conversions – Seemea – Q1 2013
  • 37. - Thank You -38 Google confidential – Analuytics & Conversions – Seemea – Q1 2013