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Confidential & Proprietary
AdWords Workshop - Conversion Tracking & Google Analytics
Loretta Wong
Account Manager, Google ...
Confidential & ProprietaryConfidential & Proprietary
Today’s Agenda
1) Conversion Tracking
a) What is Conversion Tracking?...
Confidential & ProprietaryConfidential & Proprietary
Today’s Agenda
1) Conversion Tracking
a) What is Conversion Tracking?...
Confidential & Proprietary
Be Top of Mind
“The real challenge of marketing
is all about availability—available
in the mind...
Confidential & Proprietary
Google Confidential and Proprietary
Pre-launch:
seed awareness1 At launch:
build fast awareness...
Confidential & Proprietary
Do you know...
1. How many of the clicks lead to purchase?
2. What revenue does your campaign m...
Confidential & ProprietaryConfidential & Proprietary
Conversion Tracking
Confidential & Proprietary
What is Conversion Tracking?
● A Conversion happens when someone clicks your ad and then takes ...
Confidential & Proprietary
What could be a Conversion?
1. Register/ visit a
certain page
2. Purchase
Confidential & Proprietary
3. Email Subscription
4. Contact / Enquiry
What could be a Conversion?
Confidential & Proprietary
5. Download / Install
What could be a Conversion?
Confidential & Proprietary
How does it work?
When a customer clicks
on your ad
A cookie will be placed
Tracking what happe...
Confidential & Proprietary
How Google uses conversion data:
https://support.google.com/adwords/answer/93148
Share your acc...
Confidential & ProprietaryConfidential & Proprietary
Today’s Agenda
1) Conversion Tracking
a) What is Conversion Tracking?...
Confidential & Proprietary
Why Conversion Tracking?
It helps you understand your campaigns more comprehensively
Including ...
Confidential & ProprietaryConfidential & Proprietary
Today’s Agenda
1) Conversion Tracking
a) What is Conversion Tracking?...
Confidential & Proprietary
How to set it up?
1. Sign in to your Account.
2. Click the “Tools” tab, and select “Conversions...
Confidential & Proprietary
How to set it up?
3. Click the “+Conversion” button.
Confidential & Proprietary
How to set it up?
4. Select the "Website" option.
Confidential & Proprietary
How to set it up?
5. Put down the Name.
Confidential & Proprietary
How to set it up?
6. Click and Select Value.
Select whether each conversion has the
same value,...
Confidential & Proprietary
How to set it up?
7. Click Count. Select whether to count all or unique conversions. "All" is b...
Confidential & Proprietary
How to set it up?
8. Click Conversion windows
Select a conversion window (how long after
an ad ...
Confidential & Proprietary
How to set it up?
9. Category
Select the category that best applies to your
conversion. If you'...
Confidential & Proprietary
How to set it up?
10. Optimization
Opting into this setting—selected by default—
does two thing...
Confidential & Proprietary
How to set it up?
11. Review and install your tag.
You can send instructions to your webmaster....
Confidential & ProprietaryConfidential & Proprietary
Today’s Agenda
1) Conversion Tracking
a) What is Conversion Tracking?...
Confidential & Proprietary
Conversion types
Conversion Converted click Estimated total
conversion
View-through
conversion
...
Confidential & Proprietary
Enhanced
CPC
Increases conversions by
raising bids on clicks that are
more likely to convert an...
Confidential & ProprietaryConfidential & Proprietary
Today’s Agenda
1) Conversion Tracking
a) What is Conversion Tracking?...
Confidential & Proprietary
Why you need to use Google Analytics?
Customer behavior is changing profoundly
The customer jou...
Confidential & Proprietary
Why you need to use Google Analytics?
Marketers need to change too.
Today, you need to be aware...
Confidential & Proprietary
Source: General Assembly
Confidential & ProprietaryConfidential & Proprietary
Today’s Agenda
1) Conversion Tracking
a) What is Conversion Tracking?...
Confidential & Proprietary
Google Analytics?
A tool to better Understand the customer journey
See where your customers are...
Confidential & Proprietary
The fundamentals of increased insight
Audience
Who are you reaching?
Acquisition
Where are they...
Confidential & ProprietaryConfidential & Proprietary
Today’s Agenda
1) Conversion Tracking
a) What is Conversion Tracking?...
Confidential & Proprietary
Link AdWords & Google Analytics?
Gain visibility into how
Adwords drives on-site
user behavior
...
Confidential & ProprietaryConfidential & Proprietary
Today’s Agenda
1) Conversion Tracking
a) What is Conversion Tracking?...
Confidential & Proprietary
How to set Analytics up?
1. Sign in to your AdWords account at https://adwords.google.com.
2. C...
Confidential & Proprietary
[A. New to GA] How to set Analytics up?
3. Click “Sign up”
Confidential & Proprietary
How to set Analytics
up?
4. Choose Website / Mobile App. Put down
the Account Name, Website Nam...
Confidential & Proprietary
5. Check Data Sharing Settings. Click “Get
Tracking ID”. Accept the Services
Agreement.
How to ...
Confidential & Proprietary
6. Put down the code with instructions.
How to set Analytics
up?
Confidential & Proprietary
[B. Unlinked GA - same registered email] How to link them?
If you are using the same Google
Acc...
Confidential & Proprietary
3. In the “Property” column, select the
Analytics property you want to link, and
click AdWords ...
Confidential & Proprietary
How to link them?
4. Your AdWords Account will pop up
automatically. Select the account you wan...
Confidential & Proprietary
How to link them?
5.In the “Link configuration” section,
enter a title to identify your group o...
Confidential & Proprietary
[C. Unlinked GA - different registered email] How to link them?
If you are using Google Analyti...
Confidential & Proprietary
How to link them?
2. Click the Admin tab at the top of
the page.
3. In the “Account” column, se...
Confidential & Proprietary
5. In the “Property Permissions”
column, look for “Edit” permission for
the address associated ...
Confidential & Proprietary
6. Log in Analytics through your
AdWords account, repeat the
previous instructions.
How to link...
Confidential & ProprietaryConfidential & Proprietary
Today’s Agenda
1) Conversion Tracking
a) What is Conversion Tracking?...
Confidential & Proprietary
Google Analytics Interface
Allows you to monitor metrics that you define.
Allows you to save cu...
Confidential & Proprietary
Google Analytics Interface
A period of time (30 minute) a user is actively
engaged with your we...
Confidential & Proprietary
Google Analytics Interface
How many individual people visited your
website?
Confidential & Proprietary
Google Analytics Interface
Pageview is the total number of pages viewed.
Repeated views of a si...
Confidential & Proprietary
Google Analytics Interface
Percentage of single-page visits (i.e. visits in which
the person le...
Confidential & Proprietary
The fundamentals of increased insight
Audience
Who are you reaching?
Acquisition
Where are they...
Confidential & Proprietary
Audience
Confidential & Proprietary
Acquisition
Confidential & Proprietary
Behaviour
Confidential & Proprietary
Conversions
Confidential & Proprietary
Admin > View > Goals > + New Goal
Create Goals
Confidential & Proprietary
1. Auto-tagging
2. GA Goals > AdWords Conversions
3. GA Remarketing
4. See GA Data in AdWords
5...
Confidential & Proprietary
1. Auto-tagging
AdWords > Gear icon > Account Settings >
Preferences > Tracking > Auto-tagging ...
Confidential & Proprietary
Choose which goals to import
2. GA Goals > AdWords Conversions
AdWords > Tools > Conversions >
...
Confidential & Proprietary
3. GA Remarketing
Admin > Property > Remarketing >
Audiences > + New Audience
Confidential & Proprietary
3. GA Remarketing - Custom Audience
Admin > Property > Remarketing >
Audiences > + New Audience...
Confidential & Proprietary
3. GA Remarketing - Smart List
Admin > Property > Remarketing >
Audiences > + New Audience > Sm...
Confidential & Proprietary
4. See GA Data in AdWords
AdWords > Gear Icon > Account
Settings > Linked Accounts >
Google Ana...
Confidential & Proprietary
4. See GA Data in AdWords
AdWords Interface > Columns >
Modify Columns > Google Analytics>
Add ...
Confidential & Proprietary
Similar CTR and pages/session
Very different avg. session duration
4. See GA Data in AdWords
Confidential & Proprietary
Monitor % New Session to learn which
keyword attract new users
4. See GA Data in AdWords
Confidential & Proprietary
5. New VS Returning Users
New Segment
Confidential & Proprietary
Investigate how user
behavior changes across
different dimensions
Why: Secondary dimensions hel...
Confidential & Proprietary
Why: Find AdWords-specific insights using any of your favorite reports
in Analytics—insights th...
Confidential & Proprietary
Why: See what’s possible in your industry and how your own desktop
and mobile sites compare
8. ...
Confidential & Proprietary
Green is above average,
red is below. Find out
where you can improve.
8. Benchmarking
Audience ...
Confidential & Proprietary
Since not all conversions are equally valued, Ecommerce Tracking enables you to make
more infor...
Confidential & Proprietary
How to set it up?
1. Enable Ecommerce in your reports.
2. Add code to your site/app to collect ...
Confidential & ProprietaryConfidential & Proprietary
Today’s Agenda
1) Conversion Tracking
a) What is Conversion Tracking?...
Confidential & Proprietary
A smarter way to tag your site, for free
Dependable data
Get better
insights
for smarter
decisi...
Confidential & ProprietaryConfidential & Proprietary
Today’s Agenda
1) Conversion Tracking
a) What is Conversion Tracking?...
Confidential & Proprietary
Google Webmaster Tool
Google Tag Manager
Confidential & Proprietary
“Tell Us about your AdWords Consultation…” ..1.2.3.4.5.6.7
THANK YOU!!!!!!!! :)
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AdWords Academy Conversion Tracking and Google Analytics 轉換追蹤和Google分析 (粵語-英文)

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AdWords Academy Conversion Tracking and Google Analytics 轉換追蹤和Google分析 (粵語-英文)

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AdWords Academy Conversion Tracking and Google Analytics 轉換追蹤和Google分析 (粵語-英文)

  1. 1. Confidential & Proprietary AdWords Workshop - Conversion Tracking & Google Analytics Loretta Wong Account Manager, Google HK
  2. 2. Confidential & ProprietaryConfidential & Proprietary Today’s Agenda 1) Conversion Tracking a) What is Conversion Tracking? b) Why Conversion Tracking? c) How to set it up? d) Features 2) Google Analytics a) Why Google Analytics? b) What is Google Analytics? c) Link Adwords & Google Analytics d) Implementation Guide e) Features & Best Practices 3) Advanced Tools a) Google Tag Manager b) Google Webmaster
  3. 3. Confidential & ProprietaryConfidential & Proprietary Today’s Agenda 1) Conversion Tracking a) What is Conversion Tracking? b) Why Conversion Tracking? c) How to set it up? d) Features 2) Google Analytics a) Why Google Analytics? b) What is Google Analytics? c) Link Adwords & Google Analytics d) Implementation Guide e) Features & Best Practices 3) Advanced Tools a) Google Tag Manager b) Google Webmaster
  4. 4. Confidential & Proprietary Be Top of Mind “The real challenge of marketing is all about availability—available in the mind and in the store.” From “How Brands Grow” by Professor Byron Sharp Voted Best Marketing Read of Summer (2013) by Advertising Age readers Be Your Customers Remember You See You Know Your Brand Awareness Consideration Conversion Retention
  5. 5. Confidential & Proprietary Google Confidential and Proprietary Pre-launch: seed awareness1 At launch: build fast awareness2 Maintain awareness & increase consideration3 Lightbox ads Focus on influencers Display ads Search ads Mastheads Lightbox ads Display ads TrueView ads Search Display Remarketing Now that you have gone through the AdWords Solution...
  6. 6. Confidential & Proprietary Do you know... 1. How many of the clicks lead to purchase? 2. What revenue does your campaign make? 3. Does the ROI of your investment on AdWords meet your requirement?
  7. 7. Confidential & ProprietaryConfidential & Proprietary Conversion Tracking
  8. 8. Confidential & Proprietary What is Conversion Tracking? ● A Conversion happens when someone clicks your ad and then takes an action that you’ ve defined as valuable to your business. ● Conversion Tracking is a free AdWords tool to help you understand what happens after a user clicks on your ad.
  9. 9. Confidential & Proprietary What could be a Conversion? 1. Register/ visit a certain page 2. Purchase
  10. 10. Confidential & Proprietary 3. Email Subscription 4. Contact / Enquiry What could be a Conversion?
  11. 11. Confidential & Proprietary 5. Download / Install What could be a Conversion?
  12. 12. Confidential & Proprietary How does it work? When a customer clicks on your ad A cookie will be placed Tracking what happens When the valuable action is done, one conversion is counted.
  13. 13. Confidential & Proprietary How Google uses conversion data: https://support.google.com/adwords/answer/93148 Share your account’s statistics with other advertisers/competitors Google does not Use your conversion data to increase your costs or cost per click Is my data safe with Google?
  14. 14. Confidential & ProprietaryConfidential & Proprietary Today’s Agenda 1) Conversion Tracking a) What is Conversion Tracking? b) Why Conversion Tracking? c) How to set it up? d) Features 2) Google Analytics a) Why Google Analytics? b) What is Google Analytics? c) Link Adwords & Google Analytics d) Implementation Guide e) Features & Best Practices 3) Advanced Tools a) Google Tag Manager b) Google Webmaster
  15. 15. Confidential & Proprietary Why Conversion Tracking? It helps you understand your campaigns more comprehensively Including Campaign, Ad Group, Ad, Placement, Targeting Form, Keyword By shifting budget, you will have better ROI
  16. 16. Confidential & ProprietaryConfidential & Proprietary Today’s Agenda 1) Conversion Tracking a) What is Conversion Tracking? b) Why Conversion Tracking? c) How to set it up? d) Features 2) Google Analytics a) Why Google Analytics? b) What is Google Analytics? c) Link Adwords & Google Analytics d) Implementation Guide e) Features & Best Practices 3) Advanced Tools a) Google Tag Manager b) Google Webmaster
  17. 17. Confidential & Proprietary How to set it up? 1. Sign in to your Account. 2. Click the “Tools” tab, and select “Conversions” from the drop-down menu.
  18. 18. Confidential & Proprietary How to set it up? 3. Click the “+Conversion” button.
  19. 19. Confidential & Proprietary How to set it up? 4. Select the "Website" option.
  20. 20. Confidential & Proprietary How to set it up? 5. Put down the Name.
  21. 21. Confidential & Proprietary How to set it up? 6. Click and Select Value. Select whether each conversion has the same value, varying values (for example, purchases of products with different prices), or select "Don't assign a value" if you'd prefer not to count one. If you choose varying values, you'll need to follow these instructions to track transaction-specific values. Click Done.
  22. 22. Confidential & Proprietary How to set it up? 7. Click Count. Select whether to count all or unique conversions. "All" is best for sales; "Unique" is best for leads. Click Done.
  23. 23. Confidential & Proprietary How to set it up? 8. Click Conversion windows Select a conversion window (how long after an ad click and ad impression you want to track conversions) and a view-through conversion window (how long after an image or rich media Display Network ad impression you want to track conversions) for this conversion action. The window can be as short as one week or as long as 90 days (30 days for view-through conversions). Click Done.
  24. 24. Confidential & Proprietary How to set it up? 9. Category Select the category that best applies to your conversion. If you're tracking newsletter signups, you'll pick "Sign-up." For purchases, you'll pick "Purchase/Sale." If your conversion doesn't fall into a listed category, select "Other." Your choice here is used simply to segment your conversion reports. You can always change it later. Click Done.
  25. 25. Confidential & Proprietary How to set it up? 10. Optimization Opting into this setting—selected by default— does two things: Adds data from this conversion action to your "Conv. (opt.)" columns. Optimizes bids for this conversion action when using automated bid strategies such as Target return on ad spend, Enhanced cost-per-click, or Conversion Optimizer. Uncheck the box if you don't want to optimize bids for this conversion action. Otherwise, leave it checked. Click Done.
  26. 26. Confidential & Proprietary How to set it up? 11. Review and install your tag. You can send instructions to your webmaster. Add the tag to your website following the instructions.
  27. 27. Confidential & ProprietaryConfidential & Proprietary Today’s Agenda 1) Conversion Tracking a) What is Conversion Tracking? b) Why Conversion Tracking? c) How to set it up? d) Features 2) Google Analytics a) Why Google Analytics? b) What is Google Analytics? c) Link Adwords & Google Analytics d) Implementation Guide e) Features & Best Practices 3) Advanced Tools a) Google Tag Manager b) Google Webmaster
  28. 28. Confidential & Proprietary Conversion types Conversion Converted click Estimated total conversion View-through conversion The Conversions column reports total conversions, across all the conversion actions you're tracking. How you've chosen to count your conversions (unique or all) affects the number shown in this column. How many clicks resulted in one or more conversion actions. Example: A customer clicks on your ad and makes two purchases. So you’ll see two conversions in the “Conversions” column, but only one converted click in this column. This number can help you approximate how many unique customers you're acquiring. Estimated conversions include website, cross-device (when a customer clicks an ad on one device, then converts on another device), and phone call conversions. If there isn’t enough data for an estimate, then this column will show the same data as the "Conversions" column. View-through conversions happen when a customer views (but doesn't click) an ad before converting. View-through conversions automatically exclude conversions from people who've also clicked your Search ads.
  29. 29. Confidential & Proprietary Enhanced CPC Increases conversions by raising bids on clicks that are more likely to convert and saving on clicks which are less likely to convert from -100% to +30% Uses an account’s historical conversion data and a variety of signals to predict the conversion value (ie 8:1) of each eligible auction Automatically sets bids during each auction to get as many conversions as possible within a Target CPA goal Target Return on Advertising Spend Target CPA Bidding All the above strategies can be used in different ad groups of a single campaign
  30. 30. Confidential & ProprietaryConfidential & Proprietary Today’s Agenda 1) Conversion Tracking a) What is Conversion Tracking? b) Why Conversion Tracking? c) How to set it up? d) Features 2) Google Analytics a) Why Google Analytics? b) What is Google Analytics? c) Link Adwords & Google Analytics d) Implementation Guide e) Features & Best Practices 3) Advanced Tools a) Google Tag Manager b) Google Webmaster
  31. 31. Confidential & Proprietary Why you need to use Google Analytics? Customer behavior is changing profoundly The customer journey is now much more complex, and moves seamlessly across multiple devices, and from online to offline. The good news is, it’s also much more measurable – with the right tools.
  32. 32. Confidential & Proprietary Why you need to use Google Analytics? Marketers need to change too. Today, you need to be aware of the entire customer journey. Where are customers coming from? How are they interacting with a brand, site or app? You need to know the relative value of your channels, which are most effective at accomplishing your goals, and how those channels work together. Armed with that information, you can improve your campaigns to adapt to what your customers are actually doing.
  33. 33. Confidential & Proprietary Source: General Assembly
  34. 34. Confidential & ProprietaryConfidential & Proprietary Today’s Agenda 1) Conversion Tracking a) What is Conversion Tracking? b) Why Conversion Tracking? c) How to set it up? d) Features 2) Google Analytics a) Why Google Analytics? b) What is Google Analytics? c) Link Adwords & Google Analytics d) Implementation Guide e) Features & Best Practices 3) Advanced Tools a) Google Tag Manager b) Google Webmaster
  35. 35. Confidential & Proprietary Google Analytics? A tool to better Understand the customer journey See where your customers are coming from with detailed reports on traffic sources, content and goals, as well as more advanced functions like segmentation, real-time monitoring, multi-channel funnels and more.
  36. 36. Confidential & Proprietary The fundamentals of increased insight Audience Who are you reaching? Acquisition Where are they coming from? Behaviour How are they reacting to your messages? Conversions Are they taking action?
  37. 37. Confidential & ProprietaryConfidential & Proprietary Today’s Agenda 1) Conversion Tracking a) What is Conversion Tracking? b) Why Conversion Tracking? c) How to set it up? d) Features 2) Google Analytics a) Why Google Analytics? b) What is Google Analytics? c) Link Adwords & Google Analytics d) Implementation Guide e) Features & Best Practices 3) Advanced Tools a) Google Tag Manager b) Google Webmaster
  38. 38. Confidential & Proprietary Link AdWords & Google Analytics? Gain visibility into how Adwords drives on-site user behavior Don't just understand how campaigns drove users to your site, understand how they drive behavior on your site Segment your visitors and create advanced remarketing lists to target in Adwords Easily develop advanced remarketing lists based on any of Analytics’ 250+ metrics Leverage your GA data to open new options for your online marketing strategy Import goals, transactions or user metrics data into Adwords to automate your bid, budget, or keyword strategy
  39. 39. Confidential & ProprietaryConfidential & Proprietary Today’s Agenda 1) Conversion Tracking a) What is Conversion Tracking? b) Why Conversion Tracking? c) How to set it up? d) Features 2) Google Analytics a) Why Google Analytics? b) What is Google Analytics? c) Link Adwords & Google Analytics d) Implementation Guide e) Features & Best Practices 3) Advanced Tools a) Google Tag Manager b) Google Webmaster
  40. 40. Confidential & Proprietary How to set Analytics up? 1. Sign in to your AdWords account at https://adwords.google.com. 2. Click the Tools tab, then select Google Analytics. Analytics will open in a new window.
  41. 41. Confidential & Proprietary [A. New to GA] How to set Analytics up? 3. Click “Sign up”
  42. 42. Confidential & Proprietary How to set Analytics up? 4. Choose Website / Mobile App. Put down the Account Name, Website Name, Website URL, Industry and Reporting Time Zone.
  43. 43. Confidential & Proprietary 5. Check Data Sharing Settings. Click “Get Tracking ID”. Accept the Services Agreement. How to set Analytics up?
  44. 44. Confidential & Proprietary 6. Put down the code with instructions. How to set Analytics up?
  45. 45. Confidential & Proprietary [B. Unlinked GA - same registered email] How to link them? If you are using the same Google Account for both AdWords & Analytics…… After signing in to your Analytics 1. Click the Admin tab at the top of the page. 2. In the "Account" column, select the Analytics account that contains the property you want to link with one or more of your AdWords accounts.
  46. 46. Confidential & Proprietary 3. In the “Property” column, select the Analytics property you want to link, and click AdWords Linking. How to link them?
  47. 47. Confidential & Proprietary How to link them? 4. Your AdWords Account will pop up automatically. Select the account you want to link. Click “Continue”.
  48. 48. Confidential & Proprietary How to link them? 5.In the “Link configuration” section, enter a title to identify your group of linked AdWords accounts. 6. Select the Analytics views in which you want the AdWords data to be available. 7. Click “Link accounts”
  49. 49. Confidential & Proprietary [C. Unlinked GA - different registered email] How to link them? If you are using Google Analytics already, and the Google Account is different from your AdWords, you will need to add “edit permission” to the AdWords email by editing “User Management” in your Analytics account. * Make sure you have administrative access for the AdWords account 1. Sign in to your Analytics Account first
  50. 50. Confidential & Proprietary How to link them? 2. Click the Admin tab at the top of the page. 3. In the “Account” column, select the Analytics account that contains the property you want to link with one or more of your AdWords accounts. 4. In the “Property” column, select the Analytics property you want to link, and click “User Management”.
  51. 51. Confidential & Proprietary 5. In the “Property Permissions” column, look for “Edit” permission for the address associated with your AdWords account. And click “Add”. How to link them?
  52. 52. Confidential & Proprietary 6. Log in Analytics through your AdWords account, repeat the previous instructions. How to link them?
  53. 53. Confidential & ProprietaryConfidential & Proprietary Today’s Agenda 1) Conversion Tracking a) What is Conversion Tracking? b) Why Conversion Tracking? c) How to set it up? d) Features 2) Google Analytics a) Why Google Analytics? b) What is Google Analytics? c) Link Adwords & Google Analytics d) Implementation Guide e) Features & Best Practices 3) Advanced Tools a) Google Tag Manager b) Google Webmaster
  54. 54. Confidential & Proprietary Google Analytics Interface Allows you to monitor metrics that you define. Allows you to save customized reports. Facilitates monitoring automatic and customizable events (i.e. a drop in sales). Shows you what visitors are currently doing on your website.
  55. 55. Confidential & Proprietary Google Analytics Interface A period of time (30 minute) a user is actively engaged with your website, app, etc.
  56. 56. Confidential & Proprietary Google Analytics Interface How many individual people visited your website?
  57. 57. Confidential & Proprietary Google Analytics Interface Pageview is the total number of pages viewed. Repeated views of a single page are counted.
  58. 58. Confidential & Proprietary Google Analytics Interface Percentage of single-page visits (i.e. visits in which the person left your site from the entrance page without interacting with the page).
  59. 59. Confidential & Proprietary The fundamentals of increased insight Audience Who are you reaching? Acquisition Where are they coming from? Behaviour How are they reacting to your messages? Conversions Are they taking action?
  60. 60. Confidential & Proprietary Audience
  61. 61. Confidential & Proprietary Acquisition
  62. 62. Confidential & Proprietary Behaviour
  63. 63. Confidential & Proprietary Conversions
  64. 64. Confidential & Proprietary Admin > View > Goals > + New Goal Create Goals
  65. 65. Confidential & Proprietary 1. Auto-tagging 2. GA Goals > AdWords Conversions 3. GA Remarketing 4. See GA Data in AdWords 5. New VS Returning Visitors 6. Layer GA’s secondary dimensions onto AdWords reports 7. Use AdWords secondary dimensions on GA report 8. Benchmarking 9. ECommerce Tracking Key Tips to Drive Revenues
  66. 66. Confidential & Proprietary 1. Auto-tagging AdWords > Gear icon > Account Settings > Preferences > Tracking > Auto-tagging YES
  67. 67. Confidential & Proprietary Choose which goals to import 2. GA Goals > AdWords Conversions AdWords > Tools > Conversions > Conversion Actions > Google Analytics > Import Goal
  68. 68. Confidential & Proprietary 3. GA Remarketing Admin > Property > Remarketing > Audiences > + New Audience
  69. 69. Confidential & Proprietary 3. GA Remarketing - Custom Audience Admin > Property > Remarketing > Audiences > + New Audience > Create New
  70. 70. Confidential & Proprietary 3. GA Remarketing - Smart List Admin > Property > Remarketing > Audiences > + New Audience > Smart List Machine learning determines which users are most likely to convert in subsequent sessions
  71. 71. Confidential & Proprietary 4. See GA Data in AdWords AdWords > Gear Icon > Account Settings > Linked Accounts > Google Analytics > Select View > Add
  72. 72. Confidential & Proprietary 4. See GA Data in AdWords AdWords Interface > Columns > Modify Columns > Google Analytics> Add Columns > Save
  73. 73. Confidential & Proprietary Similar CTR and pages/session Very different avg. session duration 4. See GA Data in AdWords
  74. 74. Confidential & Proprietary Monitor % New Session to learn which keyword attract new users 4. See GA Data in AdWords
  75. 75. Confidential & Proprietary 5. New VS Returning Users New Segment
  76. 76. Confidential & Proprietary Investigate how user behavior changes across different dimensions Why: Secondary dimensions help you see which devices, keywords, placements and more drive high-quality users 6. Layer GA’s secondary dimensions onto AdWords reports
  77. 77. Confidential & Proprietary Why: Find AdWords-specific insights using any of your favorite reports in Analytics—insights that can improve your account’s performance 7. Use AdWords secondary dimensions in GA Reports
  78. 78. Confidential & Proprietary Why: See what’s possible in your industry and how your own desktop and mobile sites compare 8. Benchmarking GA > Admin > Account Settings > Benchmarking > CHECK
  79. 79. Confidential & Proprietary Green is above average, red is below. Find out where you can improve. 8. Benchmarking Audience > Benchmarking > Choose Industry Vertical/ country
  80. 80. Confidential & Proprietary Since not all conversions are equally valued, Ecommerce Tracking enables you to make more informed business decisions based on the ACTUAL revenue each click generates. Through the Ecommerce reports in Analytics, you will be able to analyze purchase activity on your site or app. You can see product and transaction information, average order value, ecommerce conversion rate, time to purchase, and other data. 9. ECommerce Tracking
  81. 81. Confidential & Proprietary How to set it up? 1. Enable Ecommerce in your reports. 2. Add code to your site/app to collect ecommerce data. ● Load the ecommerce plugin ● Adding a Transaction ● Adding Items ● Sending Data ● Clearing Data Please refer to the details here: https://developers.google.com/analytics/devguides/collection/analyticsjs/ecommerce 9. ECommerce Tracking
  82. 82. Confidential & ProprietaryConfidential & Proprietary Today’s Agenda 1) Conversion Tracking a) What is Conversion Tracking? b) Why Conversion Tracking? c) How to set it up? d) Features 2) Google Analytics a) Why Google Analytics? b) What is Google Analytics? c) Link Adwords & Google Analytics d) Implementation Guide e) Features & Best Practices 3) Advanced Tools a) Google Tag Manager b) Google Webmaster
  83. 83. Confidential & Proprietary A smarter way to tag your site, for free Dependable data Get better insights for smarter decisions Marketing agility Add tags anytime Quick & easy Simple for marketers, IT, and agencies Getting started with GTM Conversion Tracking with GTM
  84. 84. Confidential & ProprietaryConfidential & Proprietary Today’s Agenda 1) Conversion Tracking a) What is Conversion Tracking? b) Why Conversion Tracking? c) How to set it up? d) Features 2) Google Analytics a) Why Google Analytics? b) What is Google Analytics? c) Link Adwords & Google Analytics d) Implementation Guide e) Features & Best Practices 3) Advanced Tools a) Google Tag Manager b) Google Webmaster
  85. 85. Confidential & Proprietary Google Webmaster Tool Google Tag Manager
  86. 86. Confidential & Proprietary “Tell Us about your AdWords Consultation…” ..1.2.3.4.5.6.7 THANK YOU!!!!!!!! :)

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