Google Analytics on Steroids - New Features and What You Need to Know
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Google Analytics on Steroids - New Features and What You Need to Know Presentation Transcript

  • 1. Google Analytics on Steroids – New Features & What You Need to KnowJim Snyder, Web Analytics Practice Lead at Empirical Path Preston Parshall – Point It October 10, 2012
  • 2. Presentation Agenda• Launched in April 2002• Seattle’s largest independent search marketing firm• SEM, SEO, Social, Local, Mobile• $30 MM in managed media/yr• Servicing clients across all verticals and revenue models
  • 3. Webinar Information● Being recorded & will be uploaded to website● This is an interactive webinar so it is okay to ask questions during the presentation
  • 4. Presentation Agenda About Empirical Path• Web analytics, market research and campaign measurement• Founded in Washington DC in ‘02• Atlanta, NM and DC offices• Seasoned Web analytics professionals• Google Analytics Certified Partner• Webtrends Agency • www.EmpiricalPath.com • @EmpiricalPath • Facebook.com/ EmpiricalPath • +Empirical Path
  • 5. Agenda● A/B Testing and Content Experiments● Goals & Custom Reports● Multi-Channel Funnels (MCF)● Google Analytics (GA) in Google Docs● Integrating GA into Salesforce● Google Tag Manager● Remarketing in Google Analytics
  • 6. Test Ideas: Content Experiments ● GA lets you experiment with ideas and use conversion rate in key segments to pick a winner: ● Landing Page ● Ad Copy ● Calls to action ● Offer ● Discount ● Button color ● Page layout ●
  • 7. Content Experiments: Who Wins? Original Landing Page
  • 8. Content Experiments: Who Wins? Space Invaders Angry Birds Pac Man Mario
  • 9. Content Experiments: Who Wins? Set-Up ScreensVariations
  • 10. Content Experiments: Who Wins? Set-Up Screens Create & select Goal for experiment ‘objective’ Select % of audience you want to see variations
  • 11. Content Experiments: Who Wins? Code on Original Page
  • 12. Content Experiments: Winner! Disguised Data
  • 13. Agenda● A/B Testing and Content Experiments● Goals & Custom Reports● Multi-Channel Funnels (MCF)● Google Analytics (GA) in Google Docs● Integrating GA into Salesforce● Google Tag Manager● Remarketing in Google Analytics
  • 14. Goals & Custom Reports: Funnels Gaming site Online Purchase Steps of Funnel Purchase funnel in GA
  • 15. Goals & Custom Reports: Funnels Purchase Goal=Purchase thank you page
  • 16. Goals & Custom Reports: Funnels Purchase Looking only at traffic from Tablets that completed a purchase Highlight specific sources to understand their behavior on purchases
  • 17. Goals & Custom Reports: Standard Report Last click gets credit For purchases
  • 18. Agenda● A/B Testing and Content Experiments● Goals & Custom Reports● Multi-Channel Funnels (MCF)● Google Analytics (GA) in Google Docs● Integrating GA into Salesforce● Google Tag Manager● Remarketing in Google Analytics
  • 19. Multichannel Funnels: Background
  • 20. Multichannel Funnels: Assists Overlap of all sources
  • 21. Multichannel Funnels: Assists Higher number shows assisted conversions
  • 22. Multichannel Funnel Assists Higher number shows assisted conversions
  • 23. Multichannel Funnel Assists The sequence of visits before buying Social making of impact The sequence an visits – invisible under before buying last click!
  • 24. Multichannel Funnels: Branded Keywords Set up for branded SEO terms
  • 25. Multichannel Funnels: Branded Keywords See how branded SEO terms are helping in conversions
  • 26. Agenda● A/B Testing and Content Experiments● Goals & Custom Reports● Multi-Channel Funnels (MCF)● Google Analytics (GA) in Google Docs● Integrating GA into Salesforce● Google Tag Manager● Remarketing in Google Analytics
  • 27. GA in Google Docs: API Background GA Reports in standard interface
  • 28. GA API: Custom Report Basics No more dimensions!
  • 29. GA in Google Docs: API Backgroundhttp://ga-dev-tools.appspot.com/explorer/
  • 30. GA API: Excel Reports Same data – exported into Excel and un-sampledhttp://ga-dev-tools.appspot.com/explorer/
  • 31. GA API: GA in Google Docs● Go to Google Docs and start Spreadsheet● Click Tools/Script Gallery and search for ‘Magic’● Install the GA Report Automation● http://analytics.blogspot.co m/2012/08/automate- google-analytics- reporting.html
  • 32. Google Doc: SettingsSet these oneach report
  • 33. Google Doc: Multichannel Funnels
  • 34. Agenda● A/B Testing and Content Experiments● Goals & Custom Reports● Multi-Channel Funnels (MCF)● Google Analytics (GA) in Google Docs● Integrating GA into Salesforce● Google Tag Manager● Remarketing in Google Analytics
  • 35. CRM Integration: GA Custom ReportRestaurant chain website
  • 36. CRM Integration: GA into Salesforce First -click Last-click GA Data GA Data
  • 37. Agenda● A/B Testing and Content Experiments● Goals & Custom Reports● Multi-Channel Funnels (MCF)● Google Analytics (GA) in Google Docs● Integrating GA into Salesforce● Google Tag Manager● Remarketing in Google Analytics
  • 38. Google Tag Manager: Why Consider?● Too many tags can slow down sites● Very tough to manage multiple tags● Free up dependence on IT Dept.● Gives marketers greater flexibility to track and target key segments
  • 39. Google Tag Manager: Interface
  • 40. Google Tag Manager: Base Code Old way: GA Code on all pages GTM: Code on all pages but controlled from GTM Interface
  • 41. Google Tag Manager: How it Works Rules • Sets when you want a tag fired Macros • Where data is stored Tags • GA, Javascript, HTML, AdWords, Dart, Floodlight
  • 42. Google Tag Manager: Rules Automatically track clicks on pop-ups
  • 43. Google Tag Manager: Rules
  • 44. Google Tag Manager: RulesRule sets to fireon Thank Youpage
  • 45. Agenda● A/B Testing and Content Experiments● Multi-Channel Funnels (MCF)● Google Analytics (GA) in Google Docs● Integrating GA into Salesforce● Google Tag Manager● Remarketing in Google Analytics
  • 46. GA Remarketing: Visitor Segments Rule sets to fire on Thank You page Choices on visitor segments for remarketing
  • 47. GA Remarketing: Visitor Segments
  • 48. GA Remarketing: Visitor Segments Highest value – great for remarketing and targeting
  • 49. GA Remarketing: Visitor Segments
  • 50. Last Chance to Ask Questions
  • 51. Thank You● Preston Parshall ● Jim Snyder ● prestonp@pointit.com ● jim.snyder@empiricalpath.com● Point It Search ● @jimdsnyder Marketing Agency ● 203-804-4509 ● www.PointIt.com ● Empirical Path ● support@pointit.com ● www.EmpiricalPath.com ● @EmpiricalPath ● Facebook.com/ EmpiricalPath ● +Empirical Path