Google Analytics Training 202

2,711
-1

Published on

2 Comments
3 Likes
Statistics
Notes
No Downloads
Views
Total Views
2,711
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
269
Comments
2
Likes
3
Embeds 0
No embeds

No notes for slide

Google Analytics Training 202

  1. 1. #GoogleAnalytics202 @ivantage with @matt_trimmer 1 Analytics 202: Advanced Analysis & Measurement Matt Trimmer Principal Consultant & Managing Director Slides: http://www.slideshare.net/ivantage WIFI: SSID: ITTRH Password: welcome1 Tuesday, 24 November 15
  2. 2. #GoogleAnalytics202 @ivantage with @matt_trimmer 2 slideshare.net/ivantage Tuesday, 24 November 15
  3. 3. #GoogleAnalytics202 @ivantage with @matt_trimmer 3 Timings and housekeeping • Start 9:30 • Break 11:00-11:15 • Lunch 12:45-13:45 • Break 15:15-15:30 • Wrap-up 17:00 • Nearest fire exit • Toilets Tuesday, 24 November 15
  4. 4. #GoogleAnalytics202 @ivantage with @matt_trimmer 4 Training • Analytics 101: Introduction & User Training • Analytics 201: Advanced Analysis & Measurement • Analytics 202: Advanced Analysis & Measurement • Analytics 301: Advanced Tracking & Technical Implementations • AdWords 101: Introduction to Paid Search Management • AdWords 201: Building Profitable Paid Search Campaigns • AdWords 301: Advanced AdWords Optimisation Techniques • AdWords 302: Advanced AdWords Conversion Optimisation • SEO Essentials - On-page • SEO Advanced - Link Building and Publicity Tuesday, 24 November 15
  5. 5. #GoogleAnalytics301 @ivantage with @matt_trimmer 5 Session 1 - Assessing the value of your SEO campaigns • Introductions, your objectives and building your 202 action plan • Your SEO priorities • Exploring and understanding organic search keywords • Exploring (not provided) keywords • Exploring and understanding organic sources • Understanding how Google Analytics allocates organic search traffic • Exploring and understanding title tags • Exploring and understanding hostnames • Exploring the Google Search Console (Webmaster Tools) • Connecting Google Search Console and Google Analytics * • Exploring and understanding search engine optimisation reporting • Exploring and understanding referrals • Creating, building and sharing an SEO advanced segment • Creating, building and sharing an SEO dashboard • Creating, building and sharing an SEO custom report • Advanced Google Analytics coding options for SEO • Configuring Google Analytics for SEO analysis • Advanced filters for SEO * Tuesday, 24 November 15
  6. 6. #GoogleAnalytics301 @ivantage with @matt_trimmer 6 Session 2 - Assessing the value of your AdWords campaigns • Connecting AdWords to Google Analytics * • Understanding the benefits of auto-tagging versus manual tagging • Google AdWords accounts, campaigns, adgroups, keywords and match types • Exploring and understanding search, search partners • Google Display Network and remarketing campaign options • Exploring and understanding campaigns • Exploring and understanding keywords • Exploring and understanding matched search queries • Exploring and understanding day parts • Exploring and understanding your destination URLs • Exploring and understanding your placements • Exploring and understanding your keyword positions • Understanding and minimising discrepancies between your AdWords and Google analytics • The Google AdWords conversion tracking system • Importing Google Analytics goals and e-commerce transactions into Google AdWords • Understanding Google AdWords remarketing • Understanding and creating remarketing audiences with Google Analytics • Understanding dynamic attributes for remarketing with Google Analytics • Creating, building and sharing a CPC advanced segment • Creating, building and sharing a CPC dashboard • Creating, building and sharing a CPC custom report Tuesday, 24 November 15
  7. 7. #GoogleAnalytics301 @ivantage with @matt_trimmer 7 Session 3 - Re-assessing the value of your traffic with multi-channel funnels • Introductions, your objectives and building your 202 action plan • Re-assessing the value of your traffic with multi-channel funnels • The Google AdWords conversion tracking system attribution model • The Google Analytics attribution model • The Google DoubleClick attribution model • How direct traffic changes with multi-channel funnels • Understanding conversions and assisted conversions • Exploring and understanding the top conversion paths • Exploring and understanding the assisted conversions • Exploring and understanding the time lag • Exploring and understanding the path length • Exploring and understanding basic channel groupings • Creating, using and sharing custom channel groupings • Creating brand and non-brand keyword channel groupings • Applying and understanding default interaction segments • Creating, using and sharing custom interaction segments • Exploring and understanding the attribution modelling tool Tuesday, 24 November 15
  8. 8. #GoogleAnalytics301 @ivantage with @matt_trimmer 8 Session 4 - Assessing the value of in- bound social media • Exploring and understanding social reporting • Exploring and understanding network referrals • Exploring and understanding data hub activity • Exploring and understanding trackbacks • Exploring and understanding plugins • Best practice planning and deployment for social interaction tracking • Configuring your social settings * • Wrap up, conclusions, your action plan and feedback • * Google Analytics edit access required Tuesday, 24 November 15
  9. 9. #GoogleAnalytics202 @ivantage with @matt_trimmer 9 Be social • Say hello to your neighbour! • Google+ • https://plus.google.com/118368778596879435387/ posts • LinkedIn • http://www.linkedin.com/in/matttrimmer • Twitter • #measure • #googleanalytics • @googleanalytics Tuesday, 24 November 15
  10. 10. #GoogleAnalytics202 @ivantage with @matt_trimmer 10 Introductions • First • Me (Matt Trimmer) & ivantage overview • In a moment • You • Your role • Your department/website/website area • Your objectives for attending today Tuesday, 24 November 15
  11. 11. #GoogleAnalytics202 @ivantage with @matt_trimmer 11 Me • Founder, Principal Consultant and Managing Director of ivantage • Love the Internet, 23 years IT, technical experience, 14 years Internet • One of 15 Google Accredited Seminar Leaders Globally Tuesday, 24 November 15
  12. 12. #GoogleAnalytics202 @ivantage with @matt_trimmer 122 About ivantage • Internet marketing agency • Established in 2002 • Independent • 44th Ranked UK Agency according to New Media Age rankings Tuesday, 24 November 15
  13. 13. #GoogleAnalytics202 @ivantage with @matt_trimmer 1312 Urchin and Google, March 28th 2005 • Urchin on Demand > Google Analytics • Priced at “Free” • Democratises web analytics • A tool to measure AdWords Return on Investment • Drive AdWords spend • Urchin Software > Urchin Software from Google Tuesday, 24 November 15
  14. 14. #GoogleAnalytics202 @ivantage with @matt_trimmer 14 Why would you not use Google Analytics? • Possible privacy/security concerns about data? • Web analytics data travels over Internet • Can be secured, however • Web analytics data is secured by policies and procedures • No data-sharing without consent • Except when required by US law • Ongoing investment in security • External and internal threats • Employee access controls • Policy enforcement • Auditing to check compliance • You do own your data • Realistically difficult to export • Lack of Service Level Agreement? Tuesday, 24 November 15
  15. 15. #GoogleAnalytics202 @ivantage with @matt_trimmer 15 Web analytics from Google • Google Analytics • Google Analytics Premium • Same user interface • Very, very busy websites • Google Analytics does have some processing limitations • Service Level Agreements • Collection, Processing & Reporting • Export large volumes of data • 50 Custom Variables • Multi-channel Attribution Modelling • Urchin Software from Google • Discontinued on March 28th 2012 Tuesday, 24 November 15
  16. 16. #GoogleAnalytics202 @ivantage with @matt_trimmer 16 Google Analytics limits vs. Premium • 10 million pageviews (hits) per month • 1,000 million pageviews • 50,000 unique table entries • 1 million unique table entries • 250,000 sampling threshold • 50 million • 20,000 rows export • 1 million rows export Tuesday, 24 November 15
  17. 17. #GoogleAnalytics202 @ivantage with @matt_trimmer 17 What we do • We help grow online businesses by • Generating web site traffic through • Paid Search (PPC) • Natural Search (SEO) • Local & Mobile search • Social media • Display & video • E-mail • Analyzing web site traffic using • Web Analytics to accurately analyse how visitors find and interact with websites • Converting web site traffic using • Conversion Rate Optimisation to convert visitors into customers or clients Tuesday, 24 November 15
  18. 18. #GoogleAnalytics202 @ivantage with @matt_trimmer 18 Introductions – your turn! • You • Your role • Your department/website/website area • Your objectives for attending today Tuesday, 24 November 15
  19. 19. #GoogleAnalytics202 @ivantage with @matt_trimmer 19 Assessing the value of your SEO Campaigns • Exercises and key concepts • Follow the instructor as s/he navigates Google Analytics Tuesday, 24 November 15
  20. 20. #GoogleAnalytics202 @ivantage with @matt_trimmer 20 Unmasking (not provided) options • Webmaster Tools • Cross Segmentation • by Landing page • Adding a filter Tuesday, 24 November 15
  21. 21. #GoogleAnalytics202 @ivantage with @matt_trimmer 21 Not provided filter Tuesday, 24 November 15
  22. 22. #GoogleAnalytics202 @ivantage with @matt_trimmer 22 Cascading Filters - organic search position Tuesday, 24 November 15
  23. 23. #GoogleAnalytics202 @ivantage with @matt_trimmer 23 Coding customisations • Exercise • In Firefox, visit: • www.google-analytics.com/urchin.js • Help • http://code.google.com/apis/analytics/ Tuesday, 24 November 15
  24. 24. #GoogleAnalytics202 @ivantage with @matt_trimmer 24 Changing ? to # for campaign tracking • ivantageaaa.co.uk Tuesday, 24 November 15
  25. 25. #GoogleAnalytics202 @ivantage with @matt_trimmer 25 Organic sources • ivantageaaa.co.uk Tuesday, 24 November 15
  26. 26. #GoogleAnalytics202 @ivantage with @matt_trimmer 26 SEO reports • SEO Advanced Segments • Non-brand, organic keywords • Alerting on % • SEO Dashboards • SEO Custom report Tuesday, 24 November 15
  27. 27. #GoogleAnalytics202 @ivantage with @matt_trimmer 27 Break time Tuesday, 24 November 15
  28. 28. #GoogleAnalytics202 @ivantage with @matt_trimmer 28 Assessing the value of your AdWords Campaigns • Exercises and key concepts • Follow the instructor as s/he navigates Google Analytics Tuesday, 24 November 15
  29. 29. #GoogleAnalytics202 @ivantage with @matt_trimmer 29 Connecting AdWords to Analytics • Exercise • Log in to AdWords • Go to Google Analytics • Link Accounts • Use Auto-tagging Tuesday, 24 November 15
  30. 30. #GoogleAnalytics202 @ivantage with @matt_trimmer 30 Measuring Google Adwords paid search campaigns • Key concept • You must not use Campaign Tracking with Google Adwords • Just turn on Auto-tagging • Google Adwords > My Account > Preferences • Auto-tagging adds the gclid suffix automatically to all landing pages in your Google Adwords Account • http://www.mysite.com/landing- page.com? gclid=CMDcnd7rxKUCFc9a7AodKGU 6Zg Tuesday, 24 November 15
  31. 31. #GoogleAnalytics202 @ivantage with @matt_trimmer 31 Data Discrepancies • More clicks than visits • Visits within 30 mins • Server latency • Page faults • JS not enabled in user’s browse for GA • Redirects (referral information lost) - GA never executed • More visits that clicks • Bookmarking of Gclid pages • Invalid clicks - AdWords removes , GA keeps visits • Source contamination? • cpc going to organic Tuesday, 24 November 15
  32. 32. #GoogleAnalytics202 @ivantage with @matt_trimmer 32 Cascading Filters - original search term Tuesday, 24 November 15
  33. 33. #GoogleAnalytics202 @ivantage with @matt_trimmer 33 Re-marketing options • Using Double Click code • 3rd Party Cookie! Tuesday, 24 November 15
  34. 34. #GoogleAnalytics202 @ivantage with @matt_trimmer 34 Google AdWords conversion tracking • Key concept • Google AdWords conversion tracking works on the principle of “First Click Attribution” • First click wins the conversion • Uses third party cookie • Conversion attributed to the day the cookie was received, not the day of the sale Tuesday, 24 November 15
  35. 35. #GoogleAnalytics202 @ivantage with @matt_trimmer 35 Import Google Analytics Goals and Transactions into Google AdWords • Key concept • You can import Google Analytics Goals in AdWords • Ensure your Account Settings are set to share data with other Google Products Tuesday, 24 November 15
  36. 36. #GoogleAnalytics202 @ivantage with @matt_trimmer 36 Lunch time Tuesday, 24 November 15
  37. 37. #GoogleAnalytics202 @ivantage with @matt_trimmer 37 Re-assessing the value of your traffic with MCF • Exercises and key concepts • Follow the instructor as s/he navigates Google Analytics Tuesday, 24 November 15
  38. 38. #GoogleAnalytics202 @ivantage with @matt_trimmer 38 Google Analytics campaign tracking & attribution • Key concept • Google Analytics works on the principle of “Last Click Attribution” • Last click wins the sales and/or Goal conversion • Except Direct traffic does update utmz cookie Tuesday, 24 November 15
  39. 39. #GoogleAnalytics202 @ivantage with @matt_trimmer 39 Attribution models • Google Analytics - last click except direct • Double Click - Last Double Click click • AdWords - First Adwords click Tuesday, 24 November 15
  40. 40. #GoogleAnalytics202 @ivantage with @matt_trimmer 40 Multi-channel Funnels • Direct is now recognized in the conversion process • Assisted conversion • Conversion that required two or more visits • Assists or converts? • A channel assists when above 1.5 • A channel completed when approaching 0 Tuesday, 24 November 15
  41. 41. #GoogleAnalytics202 @ivantage with @matt_trimmer 41 Break time Tuesday, 24 November 15
  42. 42. #GoogleAnalytics202 @ivantage with @matt_trimmer 42 Assessing the value of social media • Exercises and key concepts • Follow the instructor as s/he navigates Google Analytics Tuesday, 24 November 15
  43. 43. #GoogleAnalytics202 @ivantage with @matt_trimmer 43 Campaign Tracking and the Ad Content parameter • Key concept • Use campaign content to gain deeper analysis Source Medium Keyword Ad Content Campaigns Tuesday, 24 November 15
  44. 44. #GoogleAnalytics202 @ivantage with @matt_trimmer 44 Event tracking Tuesday, 24 November 15
  45. 45. #GoogleAnalytics202 @ivantage with @matt_trimmer 45 Best practice tracking for LinkedIn campaigns • Key concept • Use cpc as medium to compare against AdWords • Use ad content for ad types (badge, image-1, image-2) Tuesday, 24 November 15
  46. 46. #GoogleAnalytics202 @ivantage with @matt_trimmer 46 Best practice tracking for Twitter campaigns • Key concept • Use social-media as medium • Use twitter as source • Use ad content for time and date of post or @username • Use http://bit.ly/ or http://goo.gl/ • To shorten URLs Tuesday, 24 November 15
  47. 47. #GoogleAnalytics202 @ivantage with @matt_trimmer 47 Best practice tracking for Facebook campaigns • Key concept • Use social-media as medium • Use facebook as source • Use ad content for time and date of post or area of post or tab area • Use http://bit.ly/ or http://goo.gl/ • To shorten URLs and preserve placement Tuesday, 24 November 15
  48. 48. #GoogleAnalytics202 @ivantage with @matt_trimmer 48 Event tracking Tuesday, 24 November 15
  49. 49. #GoogleAnalytics202 @ivantage with @matt_trimmer 49 Social Interactions Tuesday, 24 November 15
  50. 50. #GoogleAnalytics202 @ivantage with @matt_trimmer 50 Social Interactions Tuesday, 24 November 15
  51. 51. #GoogleAnalytics202 @ivantage with @matt_trimmer 51 Social Interactions Tuesday, 24 November 15
  52. 52. #GoogleAnalytics202 @ivantage with @matt_trimmer 52 In conclusion • Start using your SEO reports and dashboards to monitor progress • Start using your AdWords reports to monitor RoI • Start looking at Multi-channel funnels and ensure you appreciate the value of all traffic sources • Use a custom template to define (Other) channels • Think about using social interaction tracking • instead of Add This, etc? Tuesday, 24 November 15
  53. 53. #GoogleAnalytics202 @ivantage with @matt_trimmer 53 Getting help • support@ivantage.co.uk for 60 days • Google Analytics Support (http://www.google.com/analytics/ support.html) • Setup Checklist • http://www.google.com/analytics/discover_analytics.html • Help Center • http://www.google.com/support/analytics/?hl=en • User Forums • http://www.google.com/support/forum/p/Google+Analytics/?hl=en • Google Code • http://code.google.com/intl/en/apis/analytics/ • Google Analytics blog • http://analytics.blogspot.com/ Tuesday, 24 November 15
  54. 54. #GoogleAnalytics202 @ivantage with @matt_trimmer 54 Feedback • http://www.ivantage.co.uk/feedback • support@ivantage.co.uk • Write an honest, considered and fair review to receive for each day attended: Tuesday, 24 November 15
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×