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Google Confidential and Proprietary
WEB ANALYTICS BOOTCAMPJunio 25 – 28 2012Bogotá                     Jorge Quiroga                     Digital Marketing Str...
RECAP DÍA 1•  Web Analytics vs. Google Analytics•  Web Analytics 2.0: Clickstream, Análisis por Objetivos,   Experimentaci...
DÍA 2•      Administración de Cuentas•      Campaign Tracking e integración con adwords•      Goals•      Virtual PageView...
Cross domain TrackingPurposeTo track one visitor across multiple domains              _setAccount()                    Set...
Google Confidential and ProprietaryGoogle confidential
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Tagging/Marcación de Campañas                     Google Confidential and Proprietary
How can I compare my various                online marketing efforts against                       common metrics?   How c...
With some customization, you can track nearlyanythinghttp://yoursite.com                                                  ...
Benefits of campaign tagging 1. Make advertising accountable     •  Measure the effectiveness of your advertising efforts ...
Campaign measurement in Google Analytics1.  Campaign measurement is performed by adding tags to your destination URLs2.  W...
What can be included in tags? Required Tags                 The Source is where the visitor was sent from.                ...
How are destination URLs tagged? 1.  Tags are added after the URL, and must be separated by a ? 2.  You must use tags that...
Campaign tagging tips 1.  Be consistent & get everyone in agreement      •  Standardized tag names will make future analys...
Let’s practice taggingWe’re building a campaign to drive traffic to the Google Store1.  Our destination URL is:    http://...
Example campaign tags: paid searchOrganic search is automatically measured with Google Analytics!Dimension               U...
Example campaign tags: site placementsDimension    URL Tag              Recommendation                       TipsMedium   ...
Example campaign tags: socialDimension    URL Tag              Recommendation                    TipsMedium       &utm_med...
Example campaign tags: affiliatesDimension    URL Tag              Recommendation               TipsMedium       &utm_medi...
Example campaign tags: emailDimension     URL Tag              Recommendation                     TipsMedium        &utm_m...
Example campaign tags: mobileMobile visitors are automatically measured with Google Analytics!Dimension              URL T...
Example campaign tags: offline & miscFor offline media, use a “vanity URL” that redirects to a URL withcampaign tagsDimens...
Analyzing campaigns•  How can I compare the visitor performance across all of my tagged campaigns,  regardless of the medi...
Analyzing ad content•  There isn’t a dedicated report for “Ad Content.” You have to use the  “segmentation tool” (click “o...
Analyzing paid keywords•  “How can I see the performance of all paid keywords from all search engines?”                   ...
Day parts – hour of the day•  “Should I schedule my AW ads for certain times of the day?”                                 ...
Day parts – day of week•  “Could I use Ad Scheduling to my bids on the weekend or the work week?”                         ...
Destination URLs•  “How do my landing pages perform, regardless of the ad or campaign that is  sending it traffic?”       ...
Placements report – targeting type•  “Which are performing better, my content network ads that are using keywords to  be a...
Placements report – placement domain•  “What sites did my Content Network ads appear on, and how did they perform?        ...
Keyword positions report•  “What influence does ad position on search results pages have on visits,  conversions, etc?”   ...
The location report•  Where are my most valuable visitors coming from?•  Did performance change after an offline media buy...
Goals/Objetivos                  Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Events & Virtual Page Views                       Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Filtros          Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
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Google Analytics Bootcamp Bogota Junio 26 2012 Dia 2

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Primera Presentación del Bootcamp Bogota Junio 26 2012 dia 2, conducida por Jorge Quiroga

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Transcript of "Google Analytics Bootcamp Bogota Junio 26 2012 Dia 2"

  1. 1. Google Confidential and Proprietary
  2. 2. WEB ANALYTICS BOOTCAMPJunio 25 – 28 2012Bogotá Jorge Quiroga Digital Marketing Strategist Google Web Analytics Guru jorgequiroga@google.com twitter: jorgeAquiroga #googleanalyticsbogota www.latamdigital.com Google Confidential and Proprietary
  3. 3. RECAP DÍA 1•  Web Analytics vs. Google Analytics•  Web Analytics 2.0: Clickstream, Análisis por Objetivos, Experimentación y Pruebas, La Voz del Usuario, Inteligencia Competitiva•  Segmentar, Segmentar, Segmentar•  Google Analytics vs. Google Analytics Premium•  Instalación del Código de Analytics: mitos y realidades. Variaciones para multiples subdominios y múltiples dominios•  Creando una nueva cuenta de Analytics. Configuración inicial. Google Confidential and Proprietary Google confidential
  4. 4. DÍA 2•  Administración de Cuentas•  Campaign Tracking e integración con adwords•  Goals•  Virtual PageViews & Event Tracking•  Filtros•  Cookies•  Comercio Electrónico•  Dominios y Subdominios Google Confidential and Proprietary Google confidential
  5. 5. Cross domain TrackingPurposeTo track one visitor across multiple domains _setAccount() Sets the web property ID _trackPageview() Sends info to servers _setDomainName() Sets the domain hash _setAllowLinker() Tells GA to look for cookies _link() OR linkByPost() Appends cookies to URL 5 Google Confidential and Proprietary
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  30. 30. Tagging/Marcación de Campañas Google Confidential and Proprietary
  31. 31. How can I compare my various online marketing efforts against common metrics? How can I see how ad content influences visit quality? How can I make mymarketing campaigns more effective & accountable? Google Confidential and Proprietary
  32. 32. With some customization, you can track nearlyanythinghttp://yoursite.com Is only automatic if $ AdWords is linked. Otherwise requires manual tagging. Direct Referral Organic Search Paid Search Yoursite.com Visits from these sources will get categorized as @ referral traffic if not tagged. Display Email Social Affiliate Google Confidential and Proprietary 32 Google confidential
  33. 33. Benefits of campaign tagging 1. Make advertising accountable •  Measure the effectiveness of your advertising efforts •  Export and map to ad cost data for “Return on Ad Spend” 2. See all “post-click” performance in one place •  Common metrics allow for an “apples to apples” comparison •  Integrated reporting means campaign data is available in all GA reports 3. Increase AdWords accountability •  Tight integration with AdWords reveals more data than any other tool •  Dedicated AdWords reports in Google Analytics can aid optimization Google Confidential and Proprietary
  34. 34. Campaign measurement in Google Analytics1.  Campaign measurement is performed by adding tags to your destination URLs2.  Without a tag, all visitors appear to come through “organic”, “referral”, or “direct”3.  All campaigns need to be tagged in order to be tracked in Google Analytics “auto-tagging” is available exclusively in AdWords, no extra tags needed! Individual URL Builder: Bulk URL Builder: http://goo.gl/4LiMV http://goo.gl/MiytW (or search Google for “analytics url builder”) (Google Docs Spreadsheet) Google Confidential and Proprietary Google confidential
  35. 35. What can be included in tags? Required Tags The Source is where the visitor was sent from. Examples: google, nytimes.com, facebook.com The Medium is the channel through which the visitor arrived at your site. Examples: cpc, display, social, organic The Campaign should either indicate the overarching name for the marketing effort or just the specific ad campaign in which the ad lives. Optional Tags The Keyword is the search term that you bid on (search engines only) The Ad Content should indicate the ad name, copy, or other helpful information to identify the type of ad that was clicked. Google Confidential and Proprietary
  36. 36. How are destination URLs tagged? 1.  Tags are added after the URL, and must be separated by a ? 2.  You must use tags that GA can recognize. The standard tags are: •  utm_source •  utm_medium •  utm_campaign •  utm_term •  utm_content 3.  Tagged URL example: http://www.googlestore.com/? utm_source=yahoo&utm_medium=cpc&utm_campaign=blackisback CAUTION Test tagged URLs to ensure they don’t redirect to another URL, removing the URL parameters. Google Confidential and Proprietary
  37. 37. Campaign tagging tips 1.  Be consistent & get everyone in agreement •  Standardized tag names will make future analysis easier and more effective •  Always use lowercase! The reports are case sensitive. Also, a “space” needs to be written as %20 in the URL – it will appear as a space in Google Analytics reports 2.  Start by listing your mediums •  “Medium” tends to be the largest, clearest level in a media hierarchy 3.  Plan for future analysis •  Add info that you will need to measure performance or optimize later 4.  “Toss it in Ad Content” •  “Ad Content” is the most flexible dimension, be creative! Google Confidential and Proprietary
  38. 38. Let’s practice taggingWe’re building a campaign to drive traffic to the Google Store1.  Our destination URL is: http://www.googlestore.com/Accessories/Chrome+Coaster.axd2.  How should we categorize the Source, Medium and Campaign?3.  Enter these values in the URL Builder: http://goo.gl/4LiMV4.  We’ll test the URL and watch the Real-Time results! Google Confidential and Proprietary Google confidential
  39. 39. Example campaign tags: paid searchOrganic search is automatically measured with Google Analytics!Dimension URL Tag Recommendation TipsMedium &utm_medium= cpc Always use lowercaseSource &utm_source= google Exclude http://www and .com bing Always use lowercase yahooCampaign &utm_campaign= campaign-name campaign-name-ad-groupKeyword &utm_term= actual term The brackets should dynamically {keyword} for Google and Bing insert the keyword. Testing may {YSKEY} for Yahoo! be required for this to function.Ad Content &utm_content= ad-headline internal-ad-identifier •  Auto-tagging is available in AdWords when linked to Google Analytics Be sure to either auto-tag or manually tag. Don’t do both together! •  Paid Search appears as “organic” if there are no tags Google Confidential and Proprietary Google confidential
  40. 40. Example campaign tags: site placementsDimension URL Tag Recommendation TipsMedium &utm_medium= display Always use lowercase content-text (non-search text ads)Source &utm_source= Actual placement name Exclude http://www “category” (if category-targeting) Always use lowercase nytimes.com/businessCampaign &utm_campaign= campaign-name campaign-name-flight-datesKeyword &utm_term= don’t useAd Content &utm_content= ad-copy-ad-format-size Include good identification clues, internal-ad-identifier image ads don’t appear in ad-copy-target-audience reports •  Auto-tagging in AdWords gives rich visibility into the Google Display Network •  When using an ad-serving tool, the URL will be attached to the creative and so it may be difficult to track specific placements. Try grouping placements into themes, and use the theme as the “source” parameter. Google Confidential and Proprietary
  41. 41. Example campaign tags: socialDimension URL Tag Recommendation TipsMedium &utm_medium= social Always use lowercaseSource &utm_source= social network URL Exclude http://www and .com shortlink-url Always use lowercase facebook twitterCampaign &utm_campaign= promotion-name Remind your future self what you program-intent (increase-likes) hoped to achieveKeyword &utm_term= don’t useAd Content &utm_content= social-“seed”/endorser content-clue-time-date-sent•  Use link-shorteners like goo.gl or bit.ly to compress long URLs•  Don’t include personally identifiable information, like names•  GA can’t import information about profile-views on your social network profile Google Confidential and Proprietary
  42. 42. Example campaign tags: affiliatesDimension URL Tag Recommendation TipsMedium &utm_medium= affiliate Always use lowercaseSource &utm_source= affiliate-website.com Exclude http://www affiliate-program-name Always use lowercaseCampaign &utm_campaign= affiliate-typeKeyword &utm_term= don’t useAd Content &utm_content= affiliate-ID Don’t use personally-identifiable affiliate-ID-product-name information •  “Affiliates” could include “formal affiliate programs,” compensated bloggers, or even social programs that encourage a user to share a link with friends after they purchase Google Confidential and Proprietary
  43. 43. Example campaign tags: emailDimension URL Tag Recommendation TipsMedium &utm_medium= email Always use lowercaseSource &utm_source= email-list-name email-list-descriptionCampaign &utm_campaign= promotion-name newsletter-name-featured-productKeyword &utm_term= don’t useAd Content &utm_content= email-version-time-date-sent time-date-sent-target-audience •  Tag all links in the email, consider adding clues in “Ad Content” to identify specific areas in the email (headline, body, image, etc) •  Don’t include personally identifiable information, like email addresses Google Confidential and Proprietary
  44. 44. Example campaign tags: mobileMobile visitors are automatically measured with Google Analytics!Dimension URL Tag Recommendation TipsMedium &utm_medium= mobile Always use lowercaseSource &utm_source= mobile-placement-URL Exclude http://www app-name (when available) mobile-network (if URL unavailable)Campaign &utm_campaign= campaign-name campaign-name-start-dateKeyword &utm_term= don’t use unless for searchAd Content &utm_content= ad-type-ad-headline for ad-type, indicate if it was text, ad-copy display, local, etc •  Technically, you should not have to include “mobile” as the medium because we already measure when a visitor arrives via a mobile device Google Confidential and Proprietary Google confidential
  45. 45. Example campaign tags: offline & miscFor offline media, use a “vanity URL” that redirects to a URL withcampaign tagsDimension URL Tag Recommendation TipsMedium &utm_medium= product-search Always use lowercase commercial video localSource &utm_source= amazon Exclude http://www and .com google-product-search For offline, use the newspaper offline name or tv channel name if youtube possible hulu yelpCampaign &utm_campaign= commercial-campaign-name e-commerceKeyword &utm_term= dont useAd Content &utm_content= product-name commercial-name-offline/online video-name Google Confidential and Proprietary Google confidential
  46. 46. Analyzing campaigns•  How can I compare the visitor performance across all of my tagged campaigns, regardless of the medium, using common metrics? Google Confidential and Proprietary
  47. 47. Analyzing ad content•  There isn’t a dedicated report for “Ad Content.” You have to use the “segmentation tool” (click “other”) and search for “Ad Content.” Google Confidential and Proprietary
  48. 48. Analyzing paid keywords•  “How can I see the performance of all paid keywords from all search engines?” Google Confidential and Proprietary
  49. 49. Day parts – hour of the day•  “Should I schedule my AW ads for certain times of the day?” Google Confidential and Proprietary
  50. 50. Day parts – day of week•  “Could I use Ad Scheduling to my bids on the weekend or the work week?” Google Confidential and Proprietary
  51. 51. Destination URLs•  “How do my landing pages perform, regardless of the ad or campaign that is sending it traffic?” Google Confidential and Proprietary
  52. 52. Placements report – targeting type•  “Which are performing better, my content network ads that are using keywords to be automatically matched, or my managed placements?” Google Confidential and Proprietary
  53. 53. Placements report – placement domain•  “What sites did my Content Network ads appear on, and how did they perform? Google Confidential and Proprietary
  54. 54. Keyword positions report•  “What influence does ad position on search results pages have on visits, conversions, etc?” Google Confidential and Proprietary
  55. 55. The location report•  Where are my most valuable visitors coming from?•  Did performance change after an offline media buy? Google Confidential and Proprietary
  56. 56. Goals/Objetivos Google Confidential and Proprietary
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  72. 72. Events & Virtual Page Views Google Confidential and Proprietary
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