AOD Marketing : Google Analytics Seo Camp 2012

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Review of underused Google Analytics tools, as well as a review of some Google Analytics V5 repots: Social Reports, Multi Channel Funnels & Visitor Flow.

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AOD Marketing : Google Analytics Seo Camp 2012

  1. 1. Features You Aren’t Using That You Should BeAugustin VazquezLevi @oggy
  2. 2. The April 17 Google Analytics Apocalypse…
  3. 3. My Ransom Note To Google:
  4. 4. Adapt or Die:
  5. 5. Meanwhile the Link Was There All Along:
  6. 6. Version 5: No Hostname Reports VS
  7. 7. Version 5: No $ Index Metric on Pages VS
  8. 8. Version 5: Referral report drilldownVersion 4: Referral report drilldown
  9. 9. Part 1: Some of the Tools We’ve Had All Along• Annotations• Campaign Tracking (_utm)• Table Filtering• Site Search• Events• Custom Variables (3 Types)• Advanced Segments
  10. 10. Annotations: • Communicate between departments • Measure Linkbuilding effects • Identify server outages • TV, radio or offline advertising dates • Integration/Dev changes • And…
  11. 11. Google Algorithm Updates: Annotate them!!!! • April 52-Pack May 4, 2012 • Panda 3.6 April 27, 2012 • Penguin April 24, 2012 • Panda 3.5 April 19, 2012 • March 50-Pack April 3, 2012 • Panda 3.4 March 23, 2012 • Panda 3.3 February 27, 2012 • Venice February 27, 2012
  12. 12. Campaign Tracking (URL Builder): No Campaign Tracking on Newsletters 
  13. 13. Campaign Tracking (URL Builder): Turn This: http://www.khanacademy.org/science/biology/v/ intelligent-design-and-evolution Into This: http://www.khanacademy.org/science/biology/v/ intelligent-design-and- evolution?utm_source=Parish_Contact_List&utm_ medium=Email&utm_campaign=Evolution
  14. 14. Table Filtering (Segment on-the-fly) • Branded vs. non-branded keyword reports • Filter URLs with common parameters • Anchor-text related reports
  15. 15. Site Search• Are users finding what they are looking for?• Are any new searches being made this month vs. last?• How many searches lead to a purchase?• How many searches lead to an exit?• For Publisher sites: Do visits with searches increase Pageviews/visit
  16. 16. Events• Product ratings (what products get more interaction?)• Video/music players• Outbound clicks & Document Downloads• Live chat usage (What pages live chat was initiated)• Newsletter widget signup• Internal ads or page sections (blocks)• Gaming
  17. 17. Events• Product ratings (what products get more interaction?)• Video/music players• Outbound clicks & Document Downloads• Live chat usage (What pages live chat was initiated)• Newsletter widget signup• Internal ads or page sections (blocks)• Gaming
  18. 18. Events• Product ratings (what products get more interaction?)• Video/music players• Outbound clicks & Document Downloads• Live chat usage (What pages live chat was initiated)• Newsletter widget signup• Internal ads or page sections (blocks)• Gaming
  19. 19. Events• Product ratings (what products get more interaction?)• Video/music players• Outbound clicks & Document Downloads• Live chat usage (What pages live chat was initiated)• Newsletter widget signup• Internal ads or page sections (blocks)• Gaming
  20. 20. Events• Product ratings (what products get more interaction?)• Video/music players• Outbound clicks & Document Downloads• Live chat usage (What pages live chat was initiated)• Newsletter widget signup• Internal ads or page sections (blocks)• Gaming
  21. 21. Custom Variables (3 Types) Where do they fit in?
  22. 22. Custom Variables (3 Types) Visitor Level: Cross session Visits
  23. 23. Custom Variables (3 Types) Session Level Cookies
  24. 24. Custom Variables (3 Types) Page Level Cookies
  25. 25. Advanced Segments Change Everything
  26. 26. Advanced Segments Change Everything
  27. 27. I Knew All That! What’s New?
  28. 28. My Favorite V.5 Features • Visitor, Events and Social Flow • Channels & Multi Channel Funnels • Social Reporting & Engagement Metrics
  29. 29. Visitor Flow
  30. 30. Visitor Flow : Highlight Particular Source
  31. 31. Visitor Flow: Highlight Through Path
  32. 32. Channels & Multi Channel Funnels Time Lag Report Path Length
  33. 33. Channels & Multi Channel Funnels
  34. 34. Channels & Multi Channel Funnels (Analyzing Sales Cycle)
  35. 35. Channels & Multi Channel Funnels Basic Channels (Out-of-the-box)
  36. 36. Channels & Multi Channel Funnels “Sales Cycle” Funnel by Default Channels
  37. 37. Channels & Multi Channel Funnels Create Your Own Channels
  38. 38. Channels & Multi Channel Funnels Can only create channels with referral information (PII not allowed)
  39. 39. Channels & Multi Channel Funnels Can only create channels with referral information not Device (PII not allowed)
  40. 40. Social Reporting
  41. 41. Social ReportingAssisted/Last interaction Conversions:> 1 = Likely to convert as last interaction< 1 = Source serves more as an assist role1 = Serves as an assist role equally as a last interaction
  42. 42. Social Reporting
  43. 43. Social Reporting Activity Streams
  44. 44. Social Reporting Activity Stream Keyword Clouds?
  45. 45. Like Us On Facebook: facebook.com/aodmarketing Follow me: @oggyVisit our Site: www.aodmarketing.com

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