Webinar analytics

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Webinar analytics

  1. 1. + Using Analytics to Its Fullest: What You Are Overlooking Hosted by Hanapin Marketing & Amanda West-Bookwalter
  2. 2. + URL Tagging & Tracking Q. What is URL Tracking? A. Adding unique identifiers to your destination URLs. Q. Why Should I Tag URLs? A. Clean data! View stats like: • Pageviews per visit • Average time on site • % new visitors • Bounce rate
  3. 3. + Types of Analytics URL Tagging Auto-tagging Happens automatically if your AdWords account is linked & you have auto-tagging enabled. To enable or disable auto-tagging, go to My Account > Preferences. 1. Append ?gclid=test or &gclid=test to the end of your AdWords destination URL. 2. Paste the modified URL into your browser’s address bar. 3. Auto-tagging won’t generate an error if the resulting page displays the gclid=test parameter in the address bar.
  4. 4. + Types of Analytics URL TaggingManual Tagging for Google Analytics
  5. 5. + Types of Analytics URL TaggingManual Tagging for Google Analytics
  6. 6. + Types of Analytics URL Tagging Manual Tagging for Backend Systems{matchtype} – the match type of the keyword that triggered your ad{network} – whether the click came from Google Search, Search Partners, or the Display Network{ifmobile:[value]} – if you ad is clicked from a mobile device, you’ll see whatever text you insert{ifsearch:[value]} – if your ad is clicked from a site in the Google Search Network, you’ll seewhatever text you insert{ifcontent:[value]} - If your ad is clicked from a site in the Google Display Network, you’ll seewhatever text you instert{creative} – the unique ID for a creative ad{keyword} – for Search the keyword that triggered your ad; for Display, the best-matching keyword{placement} - for Display only, the domain name of the site where the ad was clicked{target} – for Display only, a placement category{random} – a random Google-generated number{aceid} - the control ID or experiment ID from AdWords{copy:[name]} - for Sitelinks and Product extentions; the URL will include the actual parametername and the value you indicate from the corresponding headline URL{adposition} – the position on the page that your ad appeared in{param1} - if you’re using AdParamService, create parameter #1{param2} – if you’re using AdParamService, create parameter #2
  7. 7. + Types of Analytics URL Tagging Possible tracking combinations 1. Auto tagging only 2. Manual Analytics tagging 3. Value Track manual tagging only 4. Value Track manual tagging and auto tagging 5. Value Track manual tagging and manual analytics tagging
  8. 8. + Types of Analytics URL Tagging Tracking outside data in Analytics
  9. 9. + Types of Analytics URL Tagging Tracking adCenter PPC Data in Analytics
  10. 10. + Types of Analytics URL Tagging Tracking adCenter PPC Data in Analytics Reserved parameters:  {Keyword}  {MatchType}  {QueryString}  {OrderItemID}  {AdID}  {Param1}  {Param2}  {Param3}  {ifsearch}  {ifcontent}
  11. 11. + Types of Analytics URL Tagging Tracking Facebook PPC Data in Analytics
  12. 12. + Types of Analytics URL Tagging Other Uses for URL Tagging & Additional Tactics Other Uses: 1 Any type of banner advertising, email marketing, etc. can utilize URL tagging. 2 When it comes time to create the utm_source= section of your URL, be specific. “Email Blast 03/04? or “Yahoo! Banner Ads” (or whatever display ad network you use) – the more specific you are, the easier your reporting will be in Analytics. 3 When it comes time to create the utm_medium= section of your URL, choose a naming convention that you’re comfortable with – because you’ll need to stick with it. “Email” or “Display_Ads” are general names that you will need to repeat each time you launch a new campaign. This way you can look at reports for ALL email blasts or ALL display ad campaigns.
  13. 13. + Types of Analytics URL Tagging Ad Groups or Ad Text Names?By inserting the ad text name, you can view site activity in Analytics at yet anotherlevel of granularity. See how different ads with different calls-to-action result in userbehavior on your website.Employ a Search Query Filter!1. This tactic has been touted as an AdWords-only solution. The truth is (*gasp*) that it works for Yahoo! and Microsoft campaigns as well! Once set up properly, you will see your keywords shown as this in Google Analytics reports: keyword, (search query)2. Why is this so important? Well, the Google AdWords Search Query Report is great, but it doesn’t show you ALL of the search queries. And neither Yahoo! or Microsoft have any sort of search query reporting available. So, when you combine the power of tagging your PPC destination URLs with this search query filter, you will have at your fingertips a very powerful set of data!3. The uses for knowing search queries are endless, but some of the highlights are: understanding user intent, finding new keywords to add into your accounts and most importantly – finding new negative keywords to weed out irrelevant traffic!
  14. 14. + Random awesomenessContent => Site Speed
  15. 15. + Random awesomeness Traffic Sources => Sources => Referrals
  16. 16. + Random awesomenessMobile => Devices – Ecommerce Segment
  17. 17. + Multi-Channel Funnels Overview Report
  18. 18. + Multi-Channel FunnelsAssisted Conversions Report
  19. 19. + Multi-Channel FunnelsTop Conversion Paths Report
  20. 20. + Multi-Channel FunnelsTime Lag Report
  21. 21. + Multi-Channel FunnelsPath Length Report
  22. 22. + Multi-Channel FunnelsImportant questions your MCF can answer about your PPC accounts.1. How much does PPC interact with other marketing channels?2. How much does PPC assist with conversions?3. Which PPC campaigns / ad groups / keywords / placements have more assisted conversions than last click conversions?4. Are Branded Campaigns Taking Too Much Credit?5. How long does it take for a person to convert?
  23. 23. + Multi-Channel FunnelsHow much does PPC interact with my other marketing channels?
  24. 24. + Multi-Channel FunnelsHow much does PPC interact with my other marketing channels?
  25. 25. + Multi-Channel FunnelsHow much does PPC assist with my conversions?
  26. 26. + Multi-Channel FunnelsHow much does PPC assist with my conversions?
  27. 27. + Multi-Channel FunnelsWhich PPC campaigns / ad groups / keywords / placements have moreassisted conversions than last click conversions?
  28. 28. + Multi-Channel Funnels Are branded campaigns taking too much credit?
  29. 29. + Multi-Channel Funnels How long does it take a person to convert?
  30. 30. + ResourcesGoogle URL Builderhttp://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55578ValueTrack Parametershttp://support.google.com/adwords/bin/answer.py?hl=en&answer=2375447Search Query Filter Blog Posthttp://www.qualityscores.com/ppc-management-adwords-keyword-data-exposed-with-google-analytics/How to make custom channels in Multi-Channel Funnelshttp://www.ppchero.com/a-video-tutorial-how-to-make-custom-channels-in-multi-channel-funnels/
  31. 31. + Stay Tuned for Our Next Webinar!  Advanced Dimensions  Wednesday, May 23  5-6pm EDT  Presented by Felicia Coover

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