How to do Remarketing with Google Analytics
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How to do Remarketing with Google Analytics

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A short introduction to Google Analytics, how to look at the user journey with Google Analytics, and how to create a remarketing campaign with Google Analytics and Adwords combined.

A short introduction to Google Analytics, how to look at the user journey with Google Analytics, and how to create a remarketing campaign with Google Analytics and Adwords combined.

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  • Looking at traffic sources and their value
  • Looking at technology sources and their value
  • Looking at technology and traffic sources and their value in a cross
  • Setting up a remarketing list based on the users behavior on site, and preferences on Google+
  • There are many possibilities, and its almost easier to say what we cant use Google Analytics for..
  • Google Analytics also has tools for this
  • A short explanation on where to find what…Examples: Which traffic source gave the most valuable traffic last month on kea.dkWhich technology was used for most conversions last month on kea.dk
  • A short explanation on where to find what…Examples: Which traffic source gave the most valuable traffic last month on Dropdead.dk = Google cpc(cost per click) adwordsWhich technology was used for most conversions last month on Dropdead.dk = Crome browser on a windows machine..
  • Google Analytics also has tools for this
  • Visits(by source)Unique visitorsCost per Click(by source)
  • Video ViewsProducts viewsPageviews/time on site/ bounce rate
  • Purchases/ leads/ callsUse of where to buyWhitepaper downloadsDemo signups
  • Newsletter subscribersRepeat purchases% Returning visitors Retargeting clicks
  • Writes a review with link to site..(check trust pilot)Social media share( Google+ Allows to se what has been written – Facebook doesn’t)Big blog mentions, and traffic from theese
  • Newsletter subscribersRepeat purchases% Returning visitors Retargeting clicks
  • Newsletter subscribersRepeat purchases% Returning visitors Retargeting clicks
  • Newsletter subscribersRepeat purchases% Returning visitors Retargeting clicks
  • Which KPI’s do you need?
  • Which KPI’s do you need?
  • Which KPI’s do you need?
  • Which KPI’s do you need?
  • Which KPI’s do you need?
  • Which KPI’s do you need?
  • Which KPI’s do you need?
  • Which KPI’s do you need?
  • Which KPI’s do you need?

How to do Remarketing with Google Analytics How to do Remarketing with Google Analytics Presentation Transcript

  • | 50UXSTORIES.DKTHE USER JOURNEYHow to use GA to get an understanding
  • | 50UXSTORIES.DK- What can we do with Google Analytics- How does Google Analytics work- A few thoughts on how use the numbers- A short look at the Interface…- Setting up Goals (Shown in the interface)- Going through how goals work with other metrics- Looking at Advanced segments- Break- An idea of metrics to be used in understanding the user journey- Setting up a remarketing campaign- Make a short report– a task for you..GOOGLE ANALYTICSAgenda2
  • | 50UXSTORIES.DKWhat can we use Google analytics for?
  • | 50UXSTORIES.DKGOOGLE ANALYTICSWhat can we use Google analytics for?4Goal:Soft:Seen a product siteTime on siteAmount of pages seenHard:Newsletter signupDownload whitepaperPurchase of product
  • | 50UXSTORIES.DKGOOGLE ANALYTICSWhat can we use Google analytics for?5Goal:Soft:Seen a product siteTime on siteAmount of pages seenHard:Newsletter signupDownload whitepaperPurchase of product
  • | 50UXSTORIES.DKGOOGLE ANALYTICSWhat can we use Google analytics for?6Goal:Soft:Seen a product siteTime on siteAmount of pages seenHard:Newsletter signupDownload whitepaperPurchase of product+
  • | 50UXSTORIES.DKGOOGLE ANALYTICSWhat can we use Google analytics for?7Goal:Soft:Seen a product siteTime on siteAmount of pages seenHard:Newsletter signupDownload whitepaperPurchase of product
  • | 50UXSTORIES.DKGOOGLE ANALYTICSWhat can’t we use Google analytics for?8
  • | 50UXSTORIES.DKHow does it work?
  • | 50UXSTORIES.DK<script type="text/javascript">var _gaq = _gaq || [];_gaq.push([_setAccount, UA-219820-1]);_gaq.push([_trackPageview]);(function() { var ga = document.createElement(script); ga.type = text/javascript;ga.async = true;ga.src = (https: == document.location.protocol ? https://ssl : http://www) + .google-analytics.com/ga.js;var s = document.getElementsByTagName(script)[0]; s.parentNode.insertBefore(ga, s);})();</script>GOOGLE ANALYTICSHow does it work10
  • | 50UXSTORIES.DKGOOGLE ANALYTICSHow does it work11
  • | 50UXSTORIES.DKGOOGLE ANALYTICSMore Units/Browsers pr. User12It’s possible to get anidea of the ratio ofyou business at:http://www.fdim.dk/statistik/internet/toplisten
  • | 50UXSTORIES.DKA few thoughts on how use the numbers
  • | 50UXSTORIES.DKTHE USER JOURNEYSUBHEADER14Bounce rate – High or low – good or bad?
  • | 50UXSTORIES.DKBounce rate - high or low - good or bad?Time on page - high or low - good or bad?New / returning visitor - differences in the way the usersbehave?Completed goals on the page - few or many?Conditions above should be considered in compare towhere the user are in the journey, and what we would likethe user to do on the site!THE USER JOURNEYMetrics that describe user behaviour15
  • | 50UXSTORIES.DK"Its not about what, but about why?"Analytics gives you answers to what happens, not whyusers do what they do!Therefore, be sure to compare Google Analytics data with avisual review of your website, and with other knowledgeabout user behavior(tests and interviews) that can help youunderstand why users do what they do!THE USER JOURNEYWeb Analytics provide What16
  • | 50UXSTORIES.DKBe sure to compare same month in year to same month thefollowing yearBe sure to know what is going on in your business, so thatyou know why the numbers might deviate from expected…There also a technical side to consider, be sure youranalytics is set up right, in order to measure right!THE USER JOURNEYThings to consider17
  • | 50UXSTORIES.DKThe Interface
  • | 50UXSTORIES.DKGOOGLE ANALYTICSAn example19
  • | 50UXSTORIES.DKGoto Google.com/analyticsLog in with – xxx@gmail.comPassword: xxxxxxGOOGLE ANALYTICSThe interface20
  • | 50UXSTORIES.DKWhich traffic source gave the most valuable traffic lastmonth on Dropdead.dk?Which technology was used for most conversions last monthon Dropdead.dk?GOOGLE ANALYTICSA Little task21
  • | 50UXSTORIES.DKSetting up Goals
  • | 50UXSTORIES.DKGoals(Goals ensure focus, understanding and prioritization)Communication(Sharing of data, knowledge and results ensures action)Historical data(Status and baseline lets us understand if our business are improving or not)GOOGLE ANALYTICSThe Challenge23
  • | 50UXSTORIES.DKSoft:Users has seen a product siteTime spent on siteAmount of pages seenHard:Newsletter signupDownload whitepaperPurchase of product (ecommerce tracking)Other set goalsLet us set up a goal in the interface..THE USER JOURNEYSetting up the goals24
  • | 50UXSTORIES.DKCreating advanced segments
  • | 50UXSTORIES.DKApp Dedicated mobile siteResponsive siteWhat are the differences in the research we need to make in orderto create solutions for these three scenarios?THE USER JOURNEYData for development of a mobile solution26
  • | 50UXSTORIES.DKIts possible to create segments on almost every metric –This can be useful for understanding specifics about thedifferent segments, and to focus your analysisHow about Danish iOS users?Let us set up this segment in the interface..THE USER JOURNEYThe customer journey towards your product27
  • | 50UXSTORIES.DKBreak – 10 minuttes
  • | 50UXSTORIES.DKIdeas for understanding the user journey
  • | 50UXSTORIES.DKAttractionEngagementConversionRetainmentAdvocacyTHE USER JOURNEYThe customer journey towards a conversion30
  • | 50UXSTORIES.DKxxTHE USER JOURNEYWhat measures can describe attraction31
  • | 50UXSTORIES.DKxxTHE USER JOURNEYWhat measures can describe engagement?32
  • | 50UXSTORIES.DKTHE USER JOURNEYWhat measures can describe a Conversion?33
  • | 50UXSTORIES.DKTHE USER JOURNEYWhat measures can describe Retainment (The customer coming back for more)34
  • | 50UXSTORIES.DKTHE USER JOURNEYWhat measures can describe Advocacy35
  • | 50UXSTORIES.DK 36Segment By:- Traffic source- Audience attributes- Geography- Campaigns- OtherAttractAdvocateRetainChurnReactivateEngageAbandonConvertTHE USER JOURNEYHow the metrics tell about the user journey• Visits(by source)• Unique visitors• Cost per Click(bysource)• Video Views• Products views• Pageviews/time on site/ bouncerate• Purchases/ leads/ calls• Use of where to buy• Whitepaper downloads• Demo signups• Newsletter subscribers• Repeat purchases• % Returning visitors• Retargeting clicks• Writes a review• Social media share• Offsite social mentions
  • | 50UXSTORIES.DK 37Segment By:- Traffic source- Audience attributes- Geography- Campaigns- OtherAttractAdvocateRetainChurnReactivateEngageAbandonConvertTHE USER JOURNEYHow the metrics tell about the user journey• Visits(by source)• Unique visitors• Cost per Click(bysource)• Video Views• Products views• Pageviews/time on site/ bouncerate• Purchases/ leads/ calls• Use of where to buy• Whitepaper downloads• Demo signups• Newsletter subscribers• Repeat purchases• % Returning visitors• Retargeting clicks• Writes a review• Social media share• Offsite social mentions
  • | 50UXSTORIES.DK 38Segment By:- Traffic source- Audience attributes- Geography- Campaigns- OtherAttractAdvocateRetainChurnReactivateEngageAbandonConvertTHE USER JOURNEYHow the metrics tell about the user journey• Visits(by source)• Unique visitors• Cost per Click(bysource)• Video Views• Products views• Pageviews/time on site/ bouncerate• Purchases/ leads/ calls• Use of where to buy• Whitepaper downloads• Demo signups• Newsletter subscribers• Repeat purchases• % Returning visitors• Retargeting clicks• Writes a review• Social media share• Offsite social mentions
  • | 50UXSTORIES.DKDoing retargeting in Google Analytics
  • | 50UXSTORIES.DKGOOGLE ANALYTICSHow remarketing works40
  • | 50UXSTORIES.DKGOOGLE ANALYTICSHow remarketing works41
  • | 50UXSTORIES.DKGOOGLE ANALYTICSHow remarketing works42
  • | 50UXSTORIES.DKGOOGLE ANALYTICSHow remarketing works43
  • | 50UXSTORIES.DKGOOGLE ANALYTICSHow remarketing works44
  • | 50UXSTORIES.DKGOOGLE ANALYTICSHow remarketing works45
  • | 50UXSTORIES.DKGOOGLE ANALYTICSFurther resources46Helpcenter article on Remarketing Lists in Google Analytics:https://support.google.com/analytics/answer/2611268?hl=en#Updating your Analytics Tracking Code:https://support.google.com/analytics/answer/2444872#Updating your privacy policy:https://support.google.com/analytics/answer/2700409?rd=1#Linking/Unlinking Analytics and AdWords accounts:https://support.google.com/analytics/answer/1033961#More on visitor segments in Google Analytics:https://support.google.com/analytics/answer/2611820#Common targeting strategies: https://support.google.com/analytics/answer/2611289?hl=en&ref_topic=2611283#
  • | 50UXSTORIES.DKIf there is any time left
  • | 50UXSTORIES.DKKeyPerformanceIndicatorsKey Performance IndicatorsHow the metrics tell about the user journey48
  • | 50UXSTORIES.DKCompare 2012’s numbers with the 2013 numbers,Look at the numbers for january - marchHow is attraction going?How is engaging going?How is conversion going?How is retaining the customer going?How is turning customers to advocates going?Make a short report on the health of www.dropdead.dkTHE USER JOURNEYA little task49
  • | 50UXSTORIES.DKGOOGLE ANALYTICSFurther resources50Google Conversion university – Tutorials on Google Analyticshttp://www.google.com/intl/en/analytics/iq.html?Google Campaign code builder -http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55578Occams razor – great blog about webanalytics http://www.kaushik.net/avinash/