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Google Analytics: Introduction & User Training
 

Google Analytics: Introduction & User Training

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Google Analytics: Introduction & User Training are the slides from our public training courses - Seminars for Success in association with Google.

Google Analytics: Introduction & User Training are the slides from our public training courses - Seminars for Success in association with Google.

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  • Urchin will allow you to use regular expressions as wildcards so you can be more flexible in defining goal paths. For example, you have 5 pages in your / products / directory. You want the second page in the goal path to be 1 of 3 pages out of the total 5. The other 2 should not be included. So, the path you want visitors to follow looks like this: Page 1= /index.html The home page Page 2= /products/shoes.html shoe shopping page Page 2=/products/shirts.html shirt shopping page Page 2= /products/hats.html hat shopping page (don’t want to include /products/ties.html or /products/coats.html) Page 3= /cart/checkout.php purchase page Goal= /cart/thankyou.html Thank you Since page 2 can be one of 3 pages but can’t include 2 other similar pages, you must use a regular expression that matches all 3 but excludes the other two when creating the second step in the goal path. This cannot be done using the wizard; you write this directly into the Web Addresses box. Step 1: /index.html Step 2: /products/(shoes|shirts|hats).html Step3: /cart/checkout.php Goal: /cart/thankyou.html
  • [Notes to presenter: Describe the goal and funnel report in Google Analytics.] In the Funnel Visualization Report, the centermost column of boxes represent the steps in one of your defined goal funnels. Shown within each box is the percentage of visitors still in the defined funnel at each step. Shown at right, under Abandonment Points, are the visitors who abandoned the funnel and where they went. Shown at left are the Entrance Points, points from which visitors arrive to the funnel. Google Analytics’ Funnel Visualization Reports give you information to help you figure out the answers to the questions on the bottom right.
  • Obstacles – use google analytics to see if there are any pages where more visitors drop out of the conversion process than you would expect. In a checkout process it could be the payment details page because the credit card type defaults to a particular card type. Mutivariate – 2 of each variable gives 8 combinations
  • Which one is the client and which one is the server? What does HTTP stand for? What does it do?
  • Which one is the client and which one is the server? What does HTTP stand for? What does it do?
  • Which one is the client and which one is the server? What does HTTP stand for? What does it do?
  • Which one is the client and which one is the server? What does HTTP stand for? What does it do?
  • Which one is the client and which one is the server? What does HTTP stand for? What does it do?
  • Which one is the client and which one is the server? What does HTTP stand for? What does it do?
  • Web servers log all access events to an access log. When the client accesses the webserver, the server logs the visitor’s ip address, date/
  • Web servers log all access events to an access log. When the client accesses the webserver, the server logs the visitor’s ip address, date/
  • Web servers log all access events to an access log. When the client accesses the webserver, the server logs the visitor’s ip address, date/
  • The UTM cookie is a 5 part cookie with variables A, B, C, V, and Z. The following slides will show what information each of these variables and the values they provide. Campaign cookie has a 6 month timeout
  • M
  • Web servers log all access events to an access log. When the client accesses the webserver, the server logs the visitor’s ip address, date/
  • They include the standard URL and landing page plus additional variables that are stored and processed by Urchin for tracking campaigns. The above cookie is a result of a URL that looks like this: http://www.urchin.com?utm_source=google&utm_campaign=urchin5&utm_medium=cpc&utm_term=web+analytics&utm_content=banner_ad utmcsr campaign source Required. Use utm_source to identify a search engine, newsletter name, or other source utmccn campaign name Required for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign utmcmd campaign medium Use utm_medium to identify a medium such as email or cost-per- click. utmctr campaign term Use utm_term to identify the keywords that the visitor searched on to get your link Example: web analytics utmcct campaign content Required for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL Examples: utm_content=logolink or utm_content=textlink [Advanced Support] Information on creating campaign URLs can be found here: http://help.urchin.com/index.cgi?id=1583 Creating multiple URLs for different campaigns can be a cumbersome process for a very large site with many different campaigns and keywords. Instead of creating multiple URLs, you may also use a single variable called utm_id. This must be combined with a master tracking table that resides on the Google Analytics processing server. Every profile can have one master tracking table only. A master tracking table allows you to tag your links with a variable that is matched with each of the required utm variables above in a list that looks like this (where 1, 2, and 3 equal utm_id=1, utm_id=2, etc. #Fields: utm_campaign utm_medium utm_source 1 spring-sale cpc google 2 spring-sale cpc google summer-sale email news-letter More information on creating and utilizing master tracking tables is available here: http://help.urchin.com/index.cgi?id=1604
  • They include the standard URL and landing page plus additional variables that are stored and processed by Urchin for tracking campaigns. The above cookie is a result of a URL that looks like this: http://www.urchin.com?utm_source=google&utm_campaign=urchin5&utm_medium=cpc&utm_term=web+analytics&utm_content=banner_ad utmcsr campaign source Required. Use utm_source to identify a search engine, newsletter name, or other source utmccn campaign name Required for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign utmcmd campaign medium Use utm_medium to identify a medium such as email or cost-per- click. utmctr campaign term Use utm_term to identify the keywords that the visitor searched on to get your link Example: web analytics utmcct campaign content Required for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL Examples: utm_content=logolink or utm_content=textlink [Advanced Support] Information on creating campaign URLs can be found here: http://help.urchin.com/index.cgi?id=1583 Creating multiple URLs for different campaigns can be a cumbersome process for a very large site with many different campaigns and keywords. Instead of creating multiple URLs, you may also use a single variable called utm_id. This must be combined with a master tracking table that resides on the Google Analytics processing server. Every profile can have one master tracking table only. A master tracking table allows you to tag your links with a variable that is matched with each of the required utm variables above in a list that looks like this (where 1, 2, and 3 equal utm_id=1, utm_id=2, etc. #Fields: utm_campaign utm_medium utm_source 1 spring-sale cpc google 2 spring-sale cpc google summer-sale email news-letter More information on creating and utilizing master tracking tables is available here: http://help.urchin.com/index.cgi?id=1604

Google Analytics: Introduction & User Training Google Analytics: Introduction & User Training Presentation Transcript

  • Analytics: Introduction & User Training Presentation to J P Morgan Global Equity Derivatives Group Matt Trimmer Principal Consultant & Managing Director Username: exam Password: LetMe1n
  • Timings and housekeeping
    • Start 09:30
    • Break 11:15-11:30
    • Lunch 12:45-13:45
    • Break 15:15-15:30
    • Wrap-up 17:00
    • Nearest fire exit
      • Assemble in Conway Street (where you came in), outside the Lukin Pub
    • Toilets
      • Upstairs
    • Prayer room
      • This floor
    • Water
      • Back of the room
    • Drinks and snacks
      • Help yourself
  • Course Overview
    • Session 1 – The Google Analytics reporting interface
      • Accessing Google Analytics
      • The Google Analytics Dashboard
      • Editing your Dashboard
      • E-mailing your Dashboard
      • E-mailing your Dashboard to colleagues
      • E-mailing your Dashboard in accordance with a schedule
      • Exporting your Dashboard
      • E-mailing and exporting reports
      • Understanding Google Analytics graphs, graphing options, date range and comparing with data from other periods
  • Course Overview
    • Session 2 – Tasks, Goals and Funnels
      • What is possible with Web Analytics?
      • What is possible with GA?
      • Google Analytics and your website’s Goals
      • Configuring a basic Goal
      • Placing a value on a Goal
      • The $index value
      • Key Performance Indicators (KPIs) and your site
      • Google Analytics and Key Performance Indicators (KPIs)
  • Course Overview
    • Session 3 – Visits, visitors, traffic and website campaigns
      • How does GA measure visitors
      • The ‘Visitors’ report suite
      • Using, building and applying ‘Advanced Segments’
      • Reporting on your marketing campaigns
      • The ‘Traffic Sources’ report suite
      • Tagging Google Adwords
      • Tagging other PPC campaigns
      • Tagging e-mail campaigns
      • Tagging display advertising
      • Tagging off-line advertising
      • When not to tag campaigns
      • The ‘Visualisation’ tool
  • Course Overview
    • Session 4 – Interaction and website content
      • Reporting on what users are doing on your site
      • The ‘Content’ and ‘Goals’ report suites
      • Reporting on what users are searching for on your site
      • The ‘Site Search’ tool
      • Reporting on what users are interacting with on your site
      • The ‘Site Overlay’ tool
      • The ‘Event Tracking’ module
      • Creating ‘Custom Reports’
  • Introductions
    • Matt Trimmer & ivantage overview
    • You
      • Your role
      • Your department/website/website area
      • Your objectives for attending today
  • About ivantage
    • Founded in 2002 by Matt Trimmer
    • Independent
      • Not compromised by being part of an all-purpose agency
    • The only UK agency to have 3 Google certifications
      • Adwords
      • Analytics (Google Analytics)
      • Urchin (Urchin Software from Google)
    • London based
      • Ranked 33 rd UK Agency according to New Media Age criteria
  • What we do
    • We specialise in growing online businesses by
      • Generating website traffic using
        • Paid Search (PPC)
        • Natural Search (SEO)
        • Display Advertising
        • E-mail marketing
      • Analysing website traffic using
        • Web Analytics to accurately analyse how visitors find and interact with websites
      • Converting website traffic using
        • Conversion Rate Optimisation to convert visitors into customers or clients
  • How we do it
    • Using affordable technology and tools mostly from Google and
      • bright, well-trained people who are passionate about what they do
      • a focus on intelligent campaigns which deliver results
      • high standards of service and client care
      • strong and enduring client relationships
      • ethical best practices
    • Our vision
      • To be recognised as the UK’s leading performance-driven Internet marketing agency
  • Managed services
    • Traffic generation
      • Search Engine Marketing
        • PPC Campaign Management
          • PfP Manage
        • SEO Services
          • SEO Manage
          • SEO Consult
      • Display Advertising
        • PfP Manage
      • Email Marketing
        • Email Manage
    • Traffic analysis
      • Web Analytics Implementation
        • Analytics Accelerator
      • Web Analytics Interpretation
        • Analytics Insight
      • Web Analytics Support
        • Analytics Trouble Shooter
    • Traffic conversion
      • Conversion Rate Optimisation
        • CRO Manage
  • Public, scheduled or private, on-site training workshops
    • Google Analytics Workshops
      • Google Analytics Interpretation
      • Google Analytics Configuration
    • Google Adwords Workshops
      • Google Adwords Essentials
      • Google Adwords Advanced
    • Urchin Software from Google Workshops
      • Urchin Interpretation
      • Urchin Configuration
    • Search Engine Optimisation (SEO) Workshops
      • SEO Essentials
      • SEO Advanced
  • Client projects – multi-channel retail
  • Client projects - business to business
  • Client projects – travel, manufacturing, agencies
  • Introductions – your turn
    • Matt Trimmer & ivantage overview
    • You
      • Your role
      • Your department/website/website area
      • Your objectives for attending today
  • How many ways are there to access GA?
    • Three
  • Accessing Google Analytics
    • Available at
      • http://google.co.uk/analytics or
      • Via Google Account or
      • Via Google Adwords
  • Exercise
    • Log in to Google Analytics at http://google.co.uk/analytics
    • How are you accessing GA?
    • Are you using your own email address?
  • Note
    • Don’t share a log-in with colleagues!
    • Don’t use a generic team-based log in!
    • Security and confidentially issue
    • GA has four “personal” features
      • Dashboards
      • Advanced Segments
      • Custom Reports
      • Emailing reports
  • Exercise
    • Go to Analytics Settings > User Manager
    • What observations would you make about your list of users?
  • Why a Google Account?
    • Personality attached to a email address of your choice
    • Not related to Gmail or Google Mail
    • Central access to all Google services
      • Single-sign on
      • Customise pages
      • More relevant search results
  • Note
    • All GA users must have a Google Account
    • GA Administrator also needs to add Google Account to GA
    • Don’t allow users to access with personal email addresses
      • Gmail, Hotmail, etc
      • Security and confidentially issue
    • Ensure users use their correct (not aliased) corporate email addresses
  • Exercise – if you are not accessing GA properly
    • Go to google.co.uk
    • Search for “google account”
    • Select “Create an Account now”
    • Complete the form
    • Verify the email when you next can
    • Use this account from now on
  • How to get a Google Account
  • Accessing a GA Account
  • Exercises – editing and e-mailing your dashboard
    • Delete reports from your dashboard
    • Email it to your self
    • Email it to a colleague
    • Set-up an e-mail schedule
    • Set-up a second e-mail schedule
      • With date comparison
    • Delete one schedule
      • Managed scheduled emails
  • Exercises – exporting your dashboard and other reports
    • Export your dashboard to PDF
    • Export All Traffic Sources to csv for Excel
    • Export Visitors Overview to TSV
    • Email All Traffic Sources to a colleague
    • Export Visitors Overview to a colleague every week with a date comparison
  • Exercises – understanding graphs
    • Change the Visits plot metric to Pageviews on your dashboard
    • Change the Visits plot metric to % New Visits on your dashboard
    • Compare Visits with % New Visits
    • Look at the Ave. Time on Site for the last calendar month
    • Look at the Ave. Time on Site for the week 2 of last calendar month
    • Compare the month just gone with the same month last year
    • Compare the Ave. Time on Site for the week 2 of last calendar month with week 2 of the month before
  • Break time
  • What’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!
      • Domain of usability/customer experience
        • Onsite surveys
          • Sampling visitors arriving/leaving
        • Heuristic reviews
          • Experts reviewing your site against a set of criteria (heuristics)
        • Conversion Rate Optimisation
          • A/B testing
          • A/B/n testing
          • Multi-variate testing
        • Usability tests
          • Representative customers completing tasks
  • What’s possible with GA?
    • How visitors found your website
    • What visitors are doing on your website
      • Not why !
    • Outcomes focused
      • Goals
  • Goals
    • Goals should be commercial
      • The commercial goals of your website
    • Goals should map to visitor tasks
      • Visitors visit sites to accomplish tasks
    • Tasks normally have a series of steps
      • Funnel
      • Measure conversion through the task
    • When goals match user tasks
      • Harmony ensues!
  • The importance of goals for you
    • Commercially justify your work
    • Focus your work
    • Prioritise your work
  • The importance of goals for you
    • Goals map to business metrics
      • Enable you to build a business case for
        • Analytics investment
        • Analysis investment
        • Action investment
    • Goals focus on important paths and entrances
      • Enable you to home-in on problem areas
        • Reverse Goal Path
        • Conversion to goals by traffic source
    • Monetize goals
      • Enable you to prioritise areas to analyse and optimise
        • Give goals a goal value
        • Analyse $ Index
          • (Goal Value + E-commerce value)/unique page views
          • Page up-to goal contribution
          • Focus on high $ Index pages for improvement
    • You can use Regular Expressions (RegEx) to gain insight into the funnel path:
    • User exhibits behavior:
      • Page 1 = /index.html
      • Page 2 = /category-footwear.html
      • Page 3 = /category-clothing.html
      • Page 4 = /category-headwear.html
      • Page 5 = /products/kangol-tropic-player-trilby.html
      • Page 6= /cart/basketview.html
      • Page 7= /cart/registration.html
      • Page 8 = /cart/paymentoptions.html
      • Goal = /cart/salesorderconfirmation.html
    • Need to know conversion rate of categories to products to purchase:
      • Step 1: index.html
      • Step 2-4: ^/category.*/
      • Step 5: ^/products.*/
      • Step 6: ^/cart/basketview.html
      • Step 7: ^/cart/registration.html
      • Step 8 : ^/cart/paymentoptions.html
      • Goal: ^/cart/salesorderconfirmation.html
    Goals and funnels
  • Goal and funnel behavior
  • Exercise
    • What are the goals for your website?
      • Can you see how they are reported?
  • Key Performance Indicators (KPIs)
    • A metric
      • Miles per Hour (mph)
    • Defining progress to an objective
      • To reach the legal motorway speed limit of 70 mph
    • Enabling you to take corrective action
      • Accelerate or brake
    • Speedometer
      • Web Analytics package
  • KPI Examples Decrease Bounce rate Decrease short visits Increase Average Page Views Increase site interaction Increase % New Visits Increase new visits to the site Increase Goal x (Leads) Increase leads Increase Transactions Increase sales Increase Returning Visits Increase visits from members Increase Visits Increase traffic Increase Absolute Unique Visitors Increase people visiting Affect on Metric Metric Objective
  • Exercise – Your KPIs and goals
    • What are your KPIs for your web business?
    • Do they include goals and if so which goals?
      • Using notepad, map your goals through as though you were a visitor to your site
  • Lunch time
  • How does GA measure visitors?
  • Installing Google Analytics
    • Sign-up
      • Directly at Google Analytics or via
      • Your Adwords “Analytics” tab
    • Get the code
    • Install on to every page on your website!
  • Visit www.google-analytics .com
  • Sign Up
  • Enter to your website
  • Enter your contact details
  • Agree the ToS
  • The Google Analytics Terms of Service
    • Free
      • Up to five million (5,000,000) page views per month per account; or
      • An active Adwords campaign with Google which is in good standing
      • An active AdWords account is
        • One active and running Campaign
        • A minimum budget of $1 per day
          • or the equivalent amount in a non-U.S. currency
          • http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55476
  • The Google Analytics Terms of Service
    • Privacy
      • 8.1 You will not associate (or permit any third party to associate) any data gathered from Your Website(s) (or such third parties' website(s)) with any personally identifying information from any source as part of Your use (or such third parties' use) of the Service.
      • You will have in place in a prominent position on your Website (and will comply with) an appropriate privacy policy. You will also use reasonable endeavours to bring to the attention of website users a statement which in all material respects is as follows:
          • “ This website uses Google Analytics, a web analytics service provided by Google, Inc. (“Google”). Google Analytics uses “cookies”, …”
  • Get the code (GAAC)
  • Install on every page of your site Immediately before the </body> <script type=&quot;text/javascript&quot;> var gaJsHost = ((&quot;https:&quot; == document.location.protocol) ? &quot;https://ssl.&quot; : &quot;http://www.&quot;); document.write(unescape(&quot;%3Cscript src='&quot; + gaJsHost + &quot;google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E&quot;)); </script> <script type=&quot;text/javascript&quot;> try { var pageTracker = _gat._getTracker(&quot;UA-9030141-1&quot;); pageTracker._trackPageview(); } catch(err) {}</script> Website
  • How Google Analytics works Website
  • How Google Analytics works cookies Website
    • UTMa Domain, Visitor Identifier
    Urchin and GA cookies UTMc Domain, Visitor Identifier UTMz Domain, Visitor Identifier, campaign information UTMv Domain, Visitor Identifier, optional user defined segment cookie UTMb Domain, Visitor Identifier
  • The ___utm.gif request from the ga.js to Google
    • __utm.gif? utmwv=6.3 & utmn=101027544 & utmsr=1280x854 & utmsc=32-bit & utmul=en & utmje=1 & utmjv=1.5 & utmfl=7.0 r24 & utmdt=My%20Website & utmhn=www.site.com & utmp=/index.html & utmac=UA-51244-4 & utmcc=__utma%3D117945243.823564440.1131054947.1131080858.1133834608.4%3B+__utmb%3D117945243%3B+__utmc%3D117945243%3B+__utmz%3D117945243.1131054947.1.1.utmccn%3D%28Spring%20Sale%29%7Cutmcsr%3D%28google%29%7Cutmcmd%3D%28ppc%29% %7Cutmtm%3D%28shoes%29%3B
    Screen Resolution : 1280x854 Screen Colors : 32-bit Browser Language : English(en) Java Enabled? Yes (1) Java Version: 1.5 Page Title: My Site Filename : /index.html Visits: 4 Campaigns Clicked: 1 Campaign : Google(PPC) Spring Sale (shoes)
  • What are “Fortune” Cookies?
    • Text files sent to browsers by websites
      • 1 ST or 3 rd party
      • Visit apple.com
        • apple.com issues cookies (1 st party)
        • If banana.com attempts to issue cookies (3 rd party)
      • Session and persistent
        • Session
          • Last for 30 minutes of inactivity
        • Persistent
          • Lasts for 6 months
  • Persistent cookies Browser web server New Visitor Browser web server Cookie Returning Visitor Cookie present Cookie not present cookies Page
  • Weaknesses of cookies?
    • Machine dependant
      • As close as we can get to a person
      • Although modern OSs have multiple user IDs
        • User 1, User2, User 3
    • Can be cleared
      • Worst scenario?
    • Can be blocked/not accepted
      • Most E-commerce sites use 1 st party cookies to make basket function
        • So blocking 1 st party cookies degrades your Internet experience
      • 3 rd party cookies are often blocked
  • Visits and visitors - key metrics
    • Visits
      • The number of visits received by your site is the most basic measure of how effectively you promote your site.
    • Visitor type
      • New
        • New Cookie
      • Returning
        • Existing Cookie
    • Absolute Unique Visitors (Uniques)
      • How many people (unique cookies issued) came to your site?
      • This report graphs people instead of visits
        • All visits from the same user for the entire active date range
        • Aggregated so that they will be counted as a single absolute unique visitor
        • Regardless of how many different days they visited your site and how many times they visited your site on each day
  • Accurate visitor tracking?
    • JavaScript Page Tagging
      • With a .gif
      • Every request for a page is counted (even a refresh)
        • Pageviews
        • Unique Pageviews
      • Search engines do not understand JavaScript
    • Cookies
      • 1 st party
      • Search engines do not generally accept Cookies
    • Our stats may miss some types of visitor?
  • Advanced Exercise – looking at cookies
    • Use Firefox and delete cookies
    • Observe the settings of your cookies as you visit the site from Google organic
    • With IE – download IE cookie viewer from Nirsoft.net
  • Break time
  • How fresh are the GA website statistics?
      • Officially
        • 24 hours
      • Normally
        • About 2-3 hours
  • A tour of GA
    • Dashboards
    • Marketing Optimization
    • Content Optimization
    • E-Commerce Analysis
    • IT Reports
  • The User-Defined Segment
    • Set using a JavaScript function
      • Assign users on a page load
        • <body onLoad=&quot;javascript:pageTracker._setVar(‘Page X Viewers');&quot;>
      • Assign users to a segment when a link is clicked
        • <a href=&quot;link.html&quot; onClick=&quot;pageTracker._setVar(‘Link X followers');&quot;>Click here</a>
  • The User-Defined Segment
    • Assign visitors to a segment based on their form selection
      • In this example, visitors are assigned to a segment according to their selection in a form.
      • <form onSubmit=&quot;pageTracker._setVar(this.mymenu.options [this.mymenu.selectedIndex].value);&quot;>
      • <select name=mymenu>
      • <option value=“Male (18-30)&quot;>Male (18-30)&quot;> option>
      • <option value=&quot;Male (30-65)&quot;>Male (30-65)&quot;> </option>
      • <option value=&quot;Male (65+)&quot;> Male (65+)&quot;> </option>
      • <option value=&quot; Female (18-35)&quot;>Female (18-35)&quot;> </option>
      • <option value=&quot; Female (30-65)&quot;>Female (30-65)&quot;> </option>
      • <option value=&quot; Female (65+)&quot;>Female (65+)&quot;> </option>
      • Voucher codes at checkout
      • Measure off-line marketing promotions
    • What‘s important for you to know about your visitors?
  • Traffic Sources - key concepts
    • Search Engines
    • Direct
    • Referrals
    • Campaign, Medium and Source
  • Tagging other media
    • Campaign tracking URL builder
      • http://www.google.com/support/analytics/bin/answer.py?hl=en-uk&answer=55578 The table lists all the pages which were viewed on your site.
  • Campaign tracking examples
  • Integrating Google Adwords with Analytics
    • Integrating Adwords requires three steps
    • In Adwords
      • Adwords linked to Analytics via Adwords tab
      • Auto-tagging enabled
    • In Analytics
      • Adwords linked to Analytics via Adwords tab
      • Apply cost data checked
  • Integrating Google Adwords with Analytics
  • Autotagging
  • Apply cost data
    • Top Content
  • Help!
    • http://www.ivantage.co.uk/feedback
    • Further reading
  • The End