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Google engage romania 2012 v4


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  • 1. Google Engage, Romania 2012
 Google Analytics: Cream for your AdWords Coffee? Matt Trimmer Principal Consultant & Managing Director 11
  • 2.§  Why am I here? §  3rd visit to Romania §  3 days of GA training back in March §  We don’t have 3 days, but 3 hours§  12 things your agency should be doing with Google Analytics (GA) §  Why 12? §  About Me §  About ivantage§  Any questions? 2
  • 3. me§  Founder, Principal Consultant and Managing Director of ivantage §  Passionate about the Internet §  20+ years IT, technical, sales & marketing experience §  15+ years of that with the Internet §  Chartered Marketer (CIM)§  One of 15 Google Accredited Seminar Leaders Globally 3
  • 4. where it all began§  Not a great deal of experience with the Engage Programme§  Back in 2004§  Urchin Software§  Urchin on Demand§  ivantage became Urchin reseller 4
  • 5. 2005 - Google acquires Urchin corporation§  Urchin Software > Urchin Software from Google§  Urchin on Demand > Google Analytics §  Given away free §  Democratizes web analytics §  Why free? §  Measure AdWords Return on Investment §  You might spend more 5
  • 6. ivantage§  Established in 2002§  Independent§  44th ranked search agency by NMA §  Big enough to cope, small enough to care§  Only agency in UK with these Google certifications 6
  • 7. 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 7
  • 8. we do it§  Using §  Professional, passionate people §  Affordable, effective technology §  Shared client goals and ambitions §  Ethnical and transparent methodologies§  Delivering §  Measured campaigns §  Value, not cost§  Through §  Professional services §  Training 8
  • 9. vision§  To be the Internet’s leading performance-driven Internet marketing agency 9
  • 10. experience with Google?§  Fun§  Challenging§  Wealth creating§  Honest§  Ethical§  Competitive§  Partnering with Google is like§  Dancing with a giant §  Your feet can get stepped on! §  It hurts but she didn’t mean to do it 10
  • 11. analytics products from Google§  Google Analytics§  Google Analytics Premium§  Urchin Software from Google §  Discontinued 28th March 2012 11
  • 12. social?§  Google+ § 118368778596879435387/posts §  Connect on LinkedIn §§  Twitter §  #measure §  #googleanalytics §  @googleanalytics 12
  • 13. 1 – Get access & ownership correct§  Understand access to GA is controlled by a Google Account§  My Google Account is §  Does not have to be Gmail!§  Many users, few administrators §  Don’t share logins! (§  Agree who owns the GA Account§  Agree who owns the AdWords Account §  Use My Client Centre§  Assume one to one relationship between GA and AdWords§  One to many relationship between Google Account and Google Analytics Account §  I have access to over 100 GA accounts at any one time 13
  • 14. Google Analytics§  Key Concept §  Best not to share a log-in with colleagues! §  Best not to use a generic team-based log in! §  Security and confidentially issues§  GA has “personal” features §  Dashboards §  Annotations §  Advanced Segments §  Custom Reports §  Intelligence §  E-mailing reports§  Resources § 14
  • 15. guidelines for Google Analytics§  Always a new Google Analytics Account for each client§  Not one Google Analytics Account for the Agency and one Web Property per client!§  This stops AdWords data being exposed to other clients§  Allows you to delegate admin privileges to your clients§  Stops your clients having to re-tag a site if then leave you 15
  • 16. 2 – Use Campaign Tracking§  Measure all in-bound traffic§  Use the URL builder §  Turns this: § §  Into this § june2012&utm_medium=email &utm_campaign=gatraining§  UTM? §  Uchin Traffic Monitor§  Especially important for email§  Measure off-line campaigns §  TV, Print, Outdoor §  QR Codes§  Measure Social in more detail §  Use URL shorteners 16
  • 17. Builder mapping to GA 17
  • 18. Builder campaign example 18
  • 19. Builder and off-line campaigns§  Key concept §  Use vanity urls §§  301 redirecting to Campaign Tracking URLs § utm_source=Route-21- bus&utm_medium=outdoor&utm_content=AdBU123&utm_campai gn=summer 19
  • 20. Builder and QR codes§  Key concept §  Use URL shorteners §  Use or §  Generate QR Codes with Campaign Tracking URLs § utm_source=Route-21- bus&utm_medium=outdoor&utm_content=AdBU123&utm_campai gn=summer 20
  • 21. 3 – Integrate (properly) with AdWords§  Don’t use Campaign Tracking!§  Use Auto-tagging (gclid)§  Must have a shared administrator in AdWords and GA §  Good use of a neutral Gmail account? §§  Provides transparency§  Great reporting of AdWords RoI§  Import Goals and Transactions into AdWords§  Instead of using AdWords Conversion Tracking 21
  • 22. 3 – Integrate (properly) with AdWords§  Don’t use Campaign Tracking!§  Use Auto-tagging (gclid)§  Must have a shared administrator in AdWords and GA §  Good use of a neutral Gmail account? §§  Provides transparency§  Great reporting of AdWords RoI§  Import Goals and Transactions into AdWords§  Instead of using AdWords Conversion Tracking 22
  • 23. 4 – Understand and analyse bounce rate §  Bounced visits are visits that land and do not interact with a another “tagged page” or “interactive Event”§  Use weighted sort to analyse §  Landing pages 23
  • 24. 5 – Understand cross segmentation§  Nearly all GA reports allow you to report on one dimension cross referenced with another §  Google AdWords (cpc) traffic cross segmented by Landing Pages §  Do our cpc landing pages stink (suck)? §  Google AdWords (cpc) traffic cross segmented by Keywords §  Could we look again at our keywords? 24
  • 25. time 25
  • 26. 6 – Understand how GA allocates traffic§  Direct§  Referrals§  Search§  Campaigns§  Why do I get showing under Referrals as well as Search? §  Traffic from as a referral (link) rather than a search engine §  Visitor did not search 26
  • 27. 7 – Track Goals, Transactions and use Funnels§  Conversion is the purpose of a website §  Conversion to a sale (B2C) §  In GA, Transactions §  Conversion to an enquiry (B2B) §  In GA, Goals§  Use the GA Goal mechanism§  Use the GA E-commerce mechanism§  Understand the difference between Goals and Transactions 27
  • 28.’s possible with web analytics?§  How visitors found your web site§  What visitors are doing on your web site§  Not WHY they are doing it!§  Why is the domain of usability/customer experience §  Onsite surveys §  Sampling visitors arriving/leaving §  Heuristic reviews §  Experts reviewing your site against a set of criteria (heuristics) §  Usability tests §  Representative customers completing tasks §  Conversion Rate Optimisation §  A/B testing and multi-variant testing§  Usability tests §  Representative customers completing tasks§  Resources § 28
  • 29.’s possible with GA?§  How visitors found your web site§  What visitors are doing on your web site§  Not WHY they are doing it!§  GA does have goals §  Outcomes focus 29
  • 30.§  Goals should be the commercial objectives of your site§  Goals maps to visitor tasks §  Goals normally have a series of steps §  Funnel §  Measure conversion through the task§  When goals match users’ tasks §  Conversions 30
  • 31. importance of goals for you?§  Help you §  Prioritise §  Focus §  Justify 31
  • 32. map to§  Business metrics §  Prioritise your analysis and changes §  Focus your analysis and changes §  Justify your analysis and changes §  To important paths through the site §  Focus on what you want visitors to do §  Not what they generally do§  To business value §  Add $/£/€ value to a goal 32
  • 33. your goals 33
  • 34. funnel – focus on desired behaviour 34
  • 35. 8 – Realise you can track everything important§  Engineers (if you ask them nicely) can tag any part of a site with §  The GA Pageview tracker §  Event Tracking §  Events can be interactive or non-interactive §  Affect bounce or not affect bounce§  URLs that don’t change§  PDFs and MS-Office documents§  On-site banners, offers, content§  On-site errors§  AJAX, Video§  Social Media bookmarks, interaction options
  • 36. tracking 36
  • 37. pageview tracker§  Urchin.js §  urchinTracker(/my/made/up/url);§  GA.js §  pageTracker._trackPageview(/my/made/up/url);§  GA.js (Async) §  _gaq.push([_trackPageview,/my/made/up/url]); 37
  • 38. PDFs example§  Urchin.js §  <a href="/my/pdf.pdf" onclick="urchinTracker(/pdfs/my/ pdf.pdf);">§  GA.js §  <a href="/my/pdf.pdf" onclick="pageTracker._trackPageview(/pdfs/my/ pdf.pdf);">§  GA.js (Async) §  <a href="/my/pdf.pdf" onclick="_gaq.push ([_trackPageview,/pdfs/my/pdf.pdf]);"> 38
  • 39. tracking – no pageview 39
  • 40. tracking example 40
  • 41. 9 – Build, share and send Dashboards§  Build up to 12 dashboards per login §  Suggest one per stakeholder group§  Send Automatically every Monday 41
  • 42. 10 – Realise the power of Custom Variables§  Never identify your users personally but you can segment them §  Navigation behaviour §  Page choice? §  Visit behaviour §  View basket? §  Visitor behaviour §  Did they log-in and are indeed a returning Customer §  They bought before 42
  • 43. 11 – Start to understand MCA-ADC§  Multi-Channel Attribution §  Across Digital Channels (MCA-ADC) §  Avinash Kaushik’s blog § §  Measure how your digital channels “Assist” in conversions §  Not just how each channel results in a “Last Click Attribution” to conversion 43
  • 44. conversions§  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 44
  • 45. 12 – Track Social Media§  Google’s understated entry into this social media monitoring market? §  Social media traffic §  Social media conversions §  Social media interactions on your site §  Requires programming§  Off-site §  Social media activity stream §  See public comments about your shared URLs 45
  • 46. further?§  Become a GAIQ §  Google Analytics Individual Qualification§  Two GAIQs? §  Become a Google Analytics Certified Partner 46
  • 47. conclusion§  As agencies, we need §  Good People §  Good Technology §  To make people more productive §  To make our businesses and our clients’ businesses more profitable §  Google AdWords and Google Analytics §  Coffee and Crèam? § 47