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Google analytics 202  advanced analysis & measurement v5-january-2013
 

Google analytics 202 advanced analysis & measurement v5-january-2013

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    Google analytics 202  advanced analysis & measurement v5-january-2013 Google analytics 202 advanced analysis & measurement v5-january-2013 Presentation Transcript

    • www.ivantage.co.uk Analytics  202:  Advanced  Analysis  &  Measurement Matt  Trimmer Principal  Consultant  &  Managing  Director Slides: http://www.slideshare.net/ivantage WIFI: SSID: UJC_WiFi Password: youthful8888 1Thursday, 24 January 13
    • www.ivantage.co.uk slideshare.net/ivantage 2Thursday, 24 January 13
    • www.ivantage.co.uk 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 § Please ask questions! 3 4Thursday, 24 January 13
    • www.ivantage.co.uk 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 4 2Thursday, 24 January 13
    • www.ivantage.co.uk 5Thursday, 24 January 13
    • www.ivantage.co.uk 6Thursday, 24 January 13
    • www.ivantage.co.uk 7Thursday, 24 January 13
    • www.ivantage.co.uk 8Thursday, 24 January 13
    • www.ivantage.co.uk 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 9 9Thursday, 24 January 13
    • www.ivantage.co.uk Introductions § First § Me  (Matt  Trimmer)  &  ivantage  overview § In  a  moment § You § Your  role § Your  department/website/website  area § Your  objectives  for  attending  today 10Thursday, 24 January 13
    • www.ivantage.co.uk 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 11Thursday, 24 January 13
    • www.ivantage.co.uk About ivantage § Internet marketing agency § Established in 2002 § Independent § 44th Ranked UK Agency according to New Media Age rankings 2 12Thursday, 24 January 13
    • www.ivantage.co.uk 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 13 12Thursday, 24 January 13
    • www.ivantage.co.uk 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? 14 12Thursday, 24 January 13
    • www.ivantage.co.uk 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 15 12Thursday, 24 January 13
    • www.ivantage.co.uk 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 16 12Thursday, 24 January 13
    • www.ivantage.co.uk 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 3 17Thursday, 24 January 13
    • www.ivantage.co.uk Introductions  –  your  turn! § You § Your  role § Your  department/website/website  area § Your  objectives  for  attending  today 18Thursday, 24 January 13
    • www.ivantage.co.uk Assessing  the  value  of  your  SEO  Campaigns § Exercises  and  key  concepts § Follow  the  instructor  as  s/he  navigates  Google  Analytics 19Thursday, 24 January 13
    • www.ivantage.co.uk Unmasking (not provided) options § Webmaster Tools § Cross Segmentation § by Landing page § Adding a filter 20 24Thursday, 24 January 13
    • www.ivantage.co.uk Not provided filter 21 24Thursday, 24 January 13
    • www.ivantage.co.uk Cascading  Filters  -­‐  organic  search  position 22Thursday, 24 January 13
    • www.ivantage.co.uk Coding  customisations § Exercise § In  Firefox,  visit: § www.google-­‐analytics.com/urchin.js § Help § http://code.google.com/apis/analytics/ 23Thursday, 24 January 13
    • www.ivantage.co.uk Changing  ?  to  #  for  campaign  tracking § ivantageaaa.co.uk 24Thursday, 24 January 13
    • www.ivantage.co.uk Organic  sources § ivantageaaa.co.uk 25Thursday, 24 January 13
    • www.ivantage.co.uk SEO  reports § SEO  Advanced    Segments § Non-­‐brand,  organic  keywords § Alerting  on  % § SEO  Dashboards § SEO  Custom  report 26Thursday, 24 January 13
    • www.ivantage.co.uk Break  time http://www.slideshare.net/ivantage 27Thursday, 24 January 13
    • www.ivantage.co.uk Assessing  the  value  of  your  AdWords  Campaigns § Exercises  and  key  concepts § Follow  the  instructor  as  s/he  navigates  Google  Analytics 28Thursday, 24 January 13
    • www.ivantage.co.uk Connecting  AdWords  to  Analytics § Exercise § Log  in  to  AdWords § Go  to  Google  Analytics § Link  Accounts § Use  Auto-­‐tagging 29Thursday, 24 January 13
    • www.ivantage.co.uk 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 30 69Thursday, 24 January 13
    • www.ivantage.co.uk 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 § 6  month  GA  cookie § Source  contamination? § Clicks  not  matching § AdWords    filters  invalid  clicks,  GA  does  not 31Thursday, 24 January 13
    • www.ivantage.co.uk Cascading  Filters  -­‐  original  search  term 32Thursday, 24 January 13
    • www.ivantage.co.uk Re-­‐marketing  options § Using  Double  Click  code § 3rd  Party  Cookie! 33Thursday, 24 January 13
    • www.ivantage.co.uk 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 34Thursday, 24 January 13
    • www.ivantage.co.uk 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 35Thursday, 24 January 13
    • www.ivantage.co.uk Lunch  time 36Thursday, 24 January 13
    • www.ivantage.co.uk Re-­‐assessing  the  value  of  your  traffic  with  MCF § Exercises  and  key  concepts § Follow  the  instructor  as  s/he  navigates  Google  Analytics 37Thursday, 24 January 13
    • www.ivantage.co.uk 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 38Thursday, 24 January 13
    • www.ivantage.co.uk Attribution  models § Google  Analytics    -­‐  last  click  except  direct § Double  Click  -­‐  Last  Double  Click  click § AdWords  -­‐  Last  Adwords  click 39Thursday, 24 January 13
    • www.ivantage.co.uk 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 40Thursday, 24 January 13
    • www.ivantage.co.uk Break  time 41Thursday, 24 January 13
    • www.ivantage.co.uk Assessing  the  value  of  social  media § Exercises  and  key  concepts § Follow  the  instructor  as  s/he  navigates  Google  Analytics 42Thursday, 24 January 13
    • www.ivantage.co.uk Campaign  Tracking  and  the  Ad  Content  parameter§ Key  concept § Use  campaign  content  to  gain  deeper  analysis  Source  Medium  Keyword  Ad  Content Campaigns 43Thursday, 24 January 13
    • www.ivantage.co.uk Event  tracking 44Thursday, 24 January 13
    • www.ivantage.co.uk 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) 45Thursday, 24 January 13
    • www.ivantage.co.uk 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 46Thursday, 24 January 13
    • www.ivantage.co.uk 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 47Thursday, 24 January 13
    • www.ivantage.co.uk Event  tracking 48Thursday, 24 January 13
    • www.ivantage.co.uk Social  Interactions 49Thursday, 24 January 13
    • www.ivantage.co.uk Social  Interactions 50Thursday, 24 January 13
    • www.ivantage.co.uk Social  Interactions 51Thursday, 24 January 13
    • www.ivantage.co.uk 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? 52Thursday, 24 January 13
    • www.ivantage.co.uk 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/ 53Thursday, 24 January 13
    • www.ivantage.co.uk Feedback § http://www.ivantage.co.uk/feedback § support@ivantage.co.uk § Write  an  honest,  considered  and  fair  review  to  receive  for  each  day  attended: 54Thursday, 24 January 13