GO curs X

1 Google confidential
Google Analytics

2 Google confidential2 Google confidential
Agenda
1. Short Intro to Analytics
2. AdWords integration
3. How to track all your site traffic
4. Define Goals and Funnels in Analytics
5. Some use cases of Analytics reports
6. New GA Features

“I know half of my advertising is working.
The problem is, I just don’t know which half.”
John Wanamaker

Your website is an investment.
How
is
it
performing?

?

Utility for an Entire Organization
•  Capture
the
most
conversions
at
the
lowest
possible
cost

•  Target
high
return
regional
markets
and
market
segments

•  Test
various
adver9sing
crea9ve
for
each
of
your
campaigns

ü  Marketers

•  Demonstrate
the
value
of
your
site
usability
improvements

•  Show
how
your
site
design
decisions
improve
website
ROI

•  Iden9fy
web
design
parameters
like
visitor
connec9on
speeds

and
browser
types

ü  Webmasters

•  Track
ROI
on
all
online
ini9a9ves
from
a
single
report

•  Iden9fy
long-‐term
trends
in
online
marke9ng
programs

ü  Execu9ves

Providing Answers to Difficult Questions
Am
I
crea9ng

eﬀec9ve
content?

How
do
I
improve

site
interac9on?

How
can
I
make
my
marke9ng

campaigns
more
eﬀec9ve
&

accountable?

How
are
users
engaging

with
my
site?

Easy to Use, Extremely Powerful
Where
and
why
are
visitors

abandoning
my
shopping

cart?

Benefits for Marketers
Understand
how
visitors
engage
with
your

site

Compare
performance
of
all
marke8ng

efforts
from
emails
to
keywords
to
offline

campaigns

Integrated
with
AdWords
but
tracks
all
traffic,

including
non-‐Google
ad
campaigns

Iden9fy
areas
for
site
improvement

Pinpoint
breakdowns
in
conversion
processes

Track
e-‐commerce
metrics,
such
as
revenue,

average
order
value,
and
conversion
rates

Your Data

Data collection on the web
Secure Google Servers
Report Data

What if…
10

No
repor8ng
tool
is
100%
accurate.

But,
with
a
great
installa9on,
ours
is
preSy
darn
close.
Right
now,
web
data
is
one
of

the
most
reliable
sources
of
data
available.
No
web
analy9cs
tool
can
claim
to
be

perfect,
we
just
strive
to
empower
you
with
the
data
you
have.

• 
users
delete
their
cookies?

• 
we
install
the
code
improperly?

• 
the
numbers
don’t
match
our
other
tools?

Data Security
•  Google
Analy9cs
does
not
collect
or

report
on
personally

iden9ﬁable

informa9on

•  Google
does
not
share
Analy9cs
data

with
any
3rd
par9es

•  You
can
edit
your
data
sharing

seGngs:
“Share
with
other
Google

products”,
“Anonymously
with

Google”,

or
“Do
not
share”

•  Google
sales
&
support
may
access

your
data
only
when
you
grant

explicit
access

Data Privacy
www.google.com/analytics/privacyoverview.html

Analytics set-up

live demo

AdWords Integration

AdWords Integration (1/5)
Choose the first option

Choose the first option

Enter your website’s address

Accept the User Agreement

Copy the code and email it to your webmaster

Confirm linking

Congratulate yourself!

How to track all traffic

360 Degree Tracking

URL Campaign Variables
http://www.yoursite.com/landingpage.html?
utm_source=yahoo&utm_medium=cpc&utm_campaign=Jan
+2011+Campaign&utm_term=my+keyword
utm_source=twitter&utm_medium=tweet&utm_campaign=J
an+03+One+Day+Sale
utm_source=email&utm_medium=link&utm_campaign=Jan
+2011+Newsletter

Manual URL Tagging
–  Tag destination URLs for online marketing campaigns to track their
performance in Google Analytics
–  Example URL: http://www.yoursite.com/page.html?
utm_source=woot&utm_medium=banner&utm_campaign=blackisback&utm_term=blackisback
•  utm_source: Identify an advertiser (referrer: google, citysearch, newsletter4)
•  utm_medium: Advertising medium (marketing medium: cpc, banner, email)
–  Using “cpc” or “ppc” will ensure Analytics treats this as a paid click
•  utm_campaign: Campaign name (product, promo code, or slogan)
•  Optional:
•  utm_term: Paid search keyword
•  utm_content: Use to differentiate ad versions (can be used for testing creative)

Track Print Campaigns with Vanity URLs
• www.mysite.com/MySale
• redirects to
Dimension Value
Source Print
Medium Ad
Campaign Straits Times Jan 2011
Ad Content Full Page Ad
utm_source=print&utm_medium=ad&utm_campaign=S
traits+Times+Jan+2011&utm_content=Full+Page+Ad

Outdoor Advertising
3
0
http://www.yoursite.com/
landingpage.html?
utm_source=poster&
utm_medium=qr&
utm_campaign=Custom
er+Acquisition&
utm_content=City+Hall
+MRT

Business Cards

Email Signatures
http://
conversionroom.blogspo
t.com/?
utm_source=email&ut
m_medium=signature&
utm_campaign=Signat
ure

Tracking offline >
online: Unique
coupon codes
3
3

Innovative Analysis Toolkit

Custom Dashboards for quick insights

Real-time reporting at the speed of the web

Visualizations tell a story
Examine
where
visitors
enter
and
exit
your
conversion
process

Iden9fy
which
site
paths
lead
to
the
most
goal
comple9ons

Use
your
ﬁndings
to
test
changes
to
your
site

Get valuable intelligence automatically

Set alerts for the metrics you care about
Set
alerts
on
a
daily,

weekly,
or
monthly
basis

and
be
no9ﬁed
by
email

or
phone.

Leave
notes
(annota9ons)

on
any
graph
so
others

can
learn
from
your

research

Segment your visitors in meaningful ways
Isolate
and
analyze
subsets
of
your
traﬃc
into
groups
or
“segments”
to
measure
the
performance

of
your
most
important
visitors

Create
them
easily,
apply
them
immediately,
and
change
them
as
needed

Valuable context, at your fingertips
Easily
change
date
ranges,
compare
to
past

date
ranges
to
reveal
trends.

See
trend
lines
for
any
metric,
and

compare
metrics
for
correla9ons

Leave
annota8ons,
viewable
by
anyone

who
can
access
the
account
so
they
know

what
you
know

Export
in
pdf,
csv,
xls,
xml

Email
reports
in
all
formats

Schedule
regular
reports

Change
chart
type
to
reveal
insights:
pie,

bar,
comparison,
“term
cloud”

Clear images make for easy analysis
See
which
countries,
regions
and
ci9es
are
driving
traﬃc
to
your
site

Compare
conversion
rates
and
visitor
value
between
diﬀerent
areas

Monitor
the
online
impact
before
&
aber
tradi9onal,
geographic-‐based
marke9ng

Get really deep, really fast
Simple
search
to
ﬁnd
what
you
want

Advanced
ﬁltering
to
hide
what
you
don’t

Analyze
any
visitor
segment
by
any
other

characteris9c
for
rich
context

Pivot
by
another
characteris9c
for
full

visibility
into
complex
visitor
segments

Customize reports to meet your needs
Create,
save,
and
share

reports
that
are

important
to
your

business

Design
custom
reports

that
meet
your
needs

Simply
drag-‐and-‐drop!

Define Goals and Funnels

Success Is Defined by YOUR Objectives/
Goals
Newsletter Signups
LeadsPurchases
MY CART
Newsletter Engagement
Play

Define Goals in Terms of Website Actions
• For example, do you want your user to...
all of these actions are “conversions”
View a
“Thank you”
page
Sign up
for your
email list
Download
a
whitepaper
Make a
purchase
Listen to
3 audio
tracks

Create a Conversion Goal in Analytics

Goal URL Match Types
The Match Type defines how GA identifies a Goal/Funnel
–  Head Match:
/offer1/
–  Exact Match:
/offer1/signup.html
–  Regular Expression Match:
/.*/signup.html
Which of these pageviews will match?!
/offer1/signup.html"
/offer1/signup.html?query=hats"
/offer1/details.html"
/offer2/signup.html"
/offer3/signup.html

Threshold goals are useful for measuring site engagement.
Defining Threshold Goals
Time on Site Goal
Pages/Visit Goal

Goal Value
–  Assign monetary value for non-ecommerce goals
–  Example:
– Your sales team can close 10% of people who request to be contacted
– Your average transaction is $500
– Therefore, you would assign $50 (i.e. 10% of $500) to your "Contact
Me" goal

Goal Conversions versus Transactions
–  A goal conversion can only happen once during a visit
–  An e-commerce transaction can occur multiple times during a visit
–  Example:
•  If one of your goals is set to be any PDF file download, and it’s worth $5, you
will only see one download conversion per visit (i.e. $5 per visit) regardless of
how many downloads occurred
•  If you track each PDF download as an e-commerce transaction, you will see as
many transactions as there were downloads

Understand Your Goals Report

Creating Goal Funnels
Goals Funnels help you to:
Clients
Visitors
Goal Funnel
ü  Identify the pages where users enter or
exit the funnel
ü  Reduce bottlenecks
ü  Identify the best conversion path
ü  Use these data to identify
pages to test

Understanding Funnel Visualization Report

Goal Flow Report

GA use cases

Use GA to grow Search – Bid Strategy

Use GA to grow Search – Conversion Hours

Use GA to grow Search – Site Search

Use GA to grow Search – Brand vs.Non-Brand

Use GA to grow Search – Assisted KW’s

Paid
Search
Display
Multi-Channel Funnels tell the whole story
Social

Use GA to grow Display– MCF for GDN

Use GA to grow Display – Referrals for GDN

New GA Features

How remarketing works
Improve ROI by bringing back unconverted visitors
Visitor Added
to List
Visitor Comes
to Your Site
Visitor
Leaves
Your Ad Across the
Google Display Network
Visitor Returns to Your Site
More conversions!

Re-engage with visitors who’ve shown an
interest in your products or services
  Source: Understanding Shopping Cart Abandonment, Forrester Research, May 20, 2010
of people who visit a website
leave without completing
the actions marketers want
them to take
96%
of people abandon their
shopping cart without
completing a purchase
70%
Your Ad
Your Site
X
-

Reach your best qualified customers, instantly
and at scale
Achieve massive worldwide reach with the Google Display Network
Lower CPA
Higher conversion rate
Higher CTR

Remarketing strengthens your whole campaign
Reach prospects throughout the purchase funnel
Promote brand awareness, continue
the conversation with your best
prospects
Integrate display with search,
re-engage with interested
consumers
Drive conversions with tailored
ads, bring back customers who
abandoned shopping carts

Easily dive into remarketing with Google Analytics
Create advanced remarketing strategies with Google Analytics
Re-use your Google Analytics tags
Make a one-line, one-time change to your GA tags
Leverage your GA data
Use over 200 analytics dimensions & metrics to target precise audiences
Build & edit lists with ease
All using the Google Analytics UI
Create sophisticated lists based on visitor activity
Built on an intelligent understanding of cross-session visitor behavior
Reach your visitors across the web
Lists automatically appear in AdWords to run ads on the GDN
Create sophisticated lists based on visitor activity
Built on an intelligent understanding of cross-session visitor behavior

Flexible, powerful, relevant campaigns
Google Analytics lets you create unique and precise lists based on…
On-site Behavior Customer Location Abandoned Shopping Carts
Recent or Frequent Visitors High Value Customers Engagement
Referral Source Sequence of Visits Up-sell & Cross-sell

Getting Started
Update your privacy policy
Learn about the new “Google Analytics for Display Advertisers Policy”
Update your tags
Verify your setup
Link your AdWords account
You need at least one linked account
Get Admin access
Only admins see the “Remarketing lists” tab in the Management UI
Create lists in GA then target in AdWords
Lists are automatically added to the “Shared Library”
1
2
3
4
5

Details: the Google Analytics tag update
A one line, one-time change
ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://
www') + ’google-analytics.com/ga.js';
From
•  100% compatible with your previous tags
•  Already in use by thousands of customers
•  Used for future & existing Display Advertiser functionality
•  Documented in the Help Center at goo.gl/S0qek
ga.src = ('https:' == document.location.protocol ? 'https://' :
'http://') + ’stats.g.doubleclick.net/dc.js';
To

While you’re thinking about tagging…
Choose the right tagging solution for your needs
Quick update to GA tags to enable remarketing
A one-line, one-time update to your GA tags, then easily build lists
Visit the help center article at goo.gl/S0qek for more details
Need a solution to manage all your tags?
Use Google Tag Manager for remarketing, analytics, conversion, and more
Go to google.com/tagmanager or view a webinar at goo.gl/iyk5r

Find your remarketing list in AdWords

Don’t forget: create and target your ads!
1.  Develop tailored display ads
based on your customer lists
and objectives
2.  Budget for your campaign;
think about bid strategy
3.  Target your lists – reach
customers across the GDN
Check out our new
collection of shoes !
Get 50% off your
first purchase
Don't miss out on
our sale products!
50%

Use cases
Create list by Traffic Source
A company wants to target users coming from Facebook.
These users are generally loyal to the brand
and should be shown specific ads with loyalist offers.
Include Source Containing
Add ‘OR’ statement
or
Filter title
Facebook Traffic
Facebook

Include Keyword Containing
or
Brand name
Use cases
Create list by Keyword Term and Metrics
A company wants to target users in the consideration phase
that have demonstrated interest. They decide to create a segment
targeting brand searchers.
Filter title
Non-Converting Brand Traffic

Include Operating System Containing
or
Macintosh
Use cases
Create list by Operating System
A company promotes software downloads and needs to target
PC users and Apple users with different ads
with system-specific ad text.
Filter title
Mac Users

Include Mobile (Including Tablet) Containing
or
Yes
Use cases
Create lists by Mobile
A company wants to promote their mobile app
to visitors coming to the site from mobile devices.
Filter title
Mobile Users

Remarket to visitors according to purchase intent
Product Viewing
T-shirt
Shopping Cart
My Cart
Payment
Payment
$
Confirmation
Confirmation
Thank you
Searching
Homepage

Your imagination is the limit
Tap into your data & creativity!
Page Content & Page Grouping
Viewed specific products, pages, sections, or categories of your site
Goals, Events & Internal Search
“Store locators,” videos, internal searches, shopping carts, newsletters
Sequence Filters
Search terms (generic → brand), site navigation
Traffic Sources, Keywords
Referrals from Search, Social, Email, Affiliates, or specific keywords
Engagement Metrics & Visitor Characteristics
Frequent or recency metrics, visit duration, bounce rate, page depth

Google
TagManager

What we’ve heard from our customers about tagging
“I don’t like adding new
tags to my site because
I don’t know if the tag
will break my site.”
“I hate having to
retag my site every
time there’s a new
marketing tool.”
“Trying to get IT to
prioritize my marketing
tags takes 9 months.”
“Tags slow down
my page!”

Tagging challenges slow down marketing & site pages
•  Large websites may have
15–20+ tags
•  Can take weeks or months
for new tags
•  Marketers dependent
on IT colleagues
Lost time = lost data
& lost conversions!

Problems with tagging today
Inaccurate data
Poorly implemented
and slow tags corrupt data
Campaign delays
IT timelines control
marketing speed
Overly technical
You need to know code
to make it work
?

A smarter way to tag your site, for free
Dependable data
Get better insights
for smarter decisions
Marketing agility
Add tags anytime
—no waiting
Quick & easy
Simple for marketers, IT,
and agencies

Different tags are needed on different pages
With Google Tag Manager, many tags can be managed together—including both Google and non-Google tags

Nuts and bolts: How Google Tag Manager works
Google Tag Manager keeps track
of your tags and fires these tags
based on rules that you define
When a user visits your site, the
most up-to-date tag configuration is
sent over to the end-user’s browser
with instructions for which tags
should fire
One snippet of code on every page of your site, easy web interface

Get campaigns live quickly
Add tags anytime
Marketing agility
•  Speed: publish in seconds
•  Usability: intuitive UI
•  Flexibility: user roles, multi-
account support

Get better insights for smarter decisions
Dependable data
•  Fast tag loading to collect
more data
•  Rules: tags fire when
they should
•  Templates & error-checking to
avoid tagging mistakes
Rely on accurate tagging so you trust your data

Tags load asynchronously — so they don’t slow down the
site and don’t get in each other’s way
<script>
<Tag Manager snippet/>
</script>
The tag fires immediately,
calling to Google Tag Manager…
while the page keeps loading

DIY Tagging – no need to bother IT
Easy interface to save you time
Quick & easy
•  View all your tags in one place
•  No need to access site code
•  Debug Console & Preview mode
to self-check tags

How to get started
  Map current pages & tags on your site
  Create an account and containers
  Install one snippet of code on every page
  Set rules & macros
  Migrate existing tags and remove old tags from site
  Publish!
1
2
3
4
5
6
Go to google.com/tagmanager today

Involve the right people – both Marketing & IT
Marketing
GTM can reduce campaign delays
and lead to better data for decision
making
goo.gl/JQiye
IT
GTM can reduce IT task load,
allowing them to focus on other
important activities
goo.gl/uNnNX
Include all stakeholders in the discussion; see resources below

Discuss data collection goals
•  Installing tag management is a
great opportunity to reevaluate
what you want to measure
•  Determine goals
•  Proactively implement
It’s really about what you’re trying to measure

Easily add new tags with built-in templates
Templates for AdWords Conversion Tracking, Google Analytics, AdWords Remarketing, and DoubleClick Floodlight;
non-Google tag templates coming soon
Select tag template,
or add custom HTML,
image, or javascript tags

Add an AdWords Conversion Tracking tag
Select AdWords
Conversion Tracking
Template
You can copy and paste
conversion ID information
from your existing tags or
from the AdWords
interface

Add a Google Analytics tag
Select Google Analytics
this information from your
existing tags or from the
GA interface
Many additional Google
Analytics customizations
are supported as well

Add an AdWords Remarketing tag
Select AdWords
Remarketing
conversion ID information
from your existing tags or
from the AdWords
interface

Add custom HTML or javascript tags
Templates for non-Google tags coming soon
Select Custom HTML tag
Copy and paste
your HTML or javascript
tag here (with <script> </
script>)

Add custom image tags
Templates for non-Google tags coming soon
Select Custom
Image Tag
Add image URL

Create rules to manage when tags fire
Rules can be based on:
•  Custom events – like button
clicks or events in dynamic
pages
•  URL – like “fire this tag on my
thankyou.html page”
•  Referrer – Dynamically fire
tags based on the incoming
traffic source
•  Key-value pairs – like “if
$category = sports, fire my
Sports Fan remarketing pixel”
•  And many more…

Macros allow data capture without retagging
For example, collect pricing information from a specific location
on your page, and pass this information to multiple tags

User management
Only users with “Publish”
access can push changes
live to site
Users with less technical
backgrounds can propose
changes to be vetted later

Preview Mode & Debug Console
Our unique Debug Console and Preview Mode make it easy to verify that new tags are working properly,
before you publish any changes.
View status of tags to
check that they’re
working as expected

Version History
Versions keep a history of what's been published on your site. If changes are made and you’d like to go back
to a prior version, it’s easy to flip back

Useful Resources
Google Analytics Blog analytics.blogspot.com
Google Analytics YouTube Channel www.youtube.com/googleanalytics
Avinash Kaushik’s Blog www.kaushik.net/avinash/
Justin Cutroni’s Blog www.cutroni.com/blog/

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