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Custom Reports – The ABC’s 
Drill Down
Custom Reports – The ABC’s 
Micro Conversions 
@analyticsninja
Micro Conversions
Cost Analysis
Cost Analysis
Bing Matched Search Query Report 
Sample Campaign Tags Bing – Suggested Values 
• bing 
• cpc 
• Manually Entered 
– i.e. ...
Keyword Positions & Bidding
Keyword Positions & Bidding 
Example  when to boost bids
Keyword Positions & Bidding
Propensity for Purchase
Propensity for Purchase
Propensity for Purchase
Profit Metrics
Profit Metrics
UGH! I hope your conversions 
@analyticsninja 
don’t look like this!
@analyticsninja 
However…
Check to see if they look like this
Display Network Assists 
@analyticsninja
@analyticsninja
Display Network Assists 
@analyticsninja
Attribution Models in GA 
@analyticsninja
Attribution Models in GA 
@analyticsninja
From @avinash 
@analyticsninja
Gender
Affinity Categories
Affinity Categories
In-market Segments
In-market Segments
How to: Demographic Targeting
Demographic Targeting
Remarketing with GA 
Product Cross-sells 
@analyticsninja
Remarketing with GA 
Watched Promo Video
Remarketing with GA 
Freemium Retargeting
RLSAs with a Tag Management System
RLSAs with a Tag Management System
RLSAs with a Tag Management System
RLSAs with a Tag Management System
Measure SEO Return
SEO == Landing Pages
SEO == Landing Pages
SEO == Landing Pages
www.lunametrics.com/blog/2014/01/24/classify-blog-posts-analytics-content-groupings/
Page Value 
Page value, assuming properly 
configured ecommerce and goal values, 
is an excellent index to use when lookin...
Page Value
Page Value
Page Value
Product Category  Product Promotion
“Real” Page Value 
profit per unique pageview
Summary Points 
• Using {keyword} and {QueryString} url 
parameters for Bings Ads yields a powerful 
search report. 
• Bid...
Summary Points 
• Don’t forget to measure the value of upper 
funnel keywords using attribution modeling or 
multichannel ...
Summary Points 
• Now that keywords are dead, SEO is all about 
landing pages. Proper grouping of content in 
your reports...
Summary Points 
• Google Trends is a good tool to explore 
volume potential, though strong performance 
metrics still reig...
Contact Info 
Yehoshua Coren 
ninja@analytics-ninja.com 
Twitter: @analyticsninja 
www.analytics-ninja.com 
@ analyticsnin...
Emerce Performance 2014 -- Analytics Ninja
Emerce Performance 2014 -- Analytics Ninja
Emerce Performance 2014 -- Analytics Ninja
Emerce Performance 2014 -- Analytics Ninja
Emerce Performance 2014 -- Analytics Ninja
Emerce Performance 2014 -- Analytics Ninja
Emerce Performance 2014 -- Analytics Ninja
Emerce Performance 2014 -- Analytics Ninja
Emerce Performance 2014 -- Analytics Ninja
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Emerce Performance 2014 -- Analytics Ninja

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Slidedeck from Emerce Performance. Optimizing Search with Google Analytics.

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Emerce Performance 2014 -- Analytics Ninja

  1. 1. Custom Reports – The ABC’s Drill Down
  2. 2. Custom Reports – The ABC’s Micro Conversions @analyticsninja
  3. 3. Micro Conversions
  4. 4. Cost Analysis
  5. 5. Cost Analysis
  6. 6. Bing Matched Search Query Report Sample Campaign Tags Bing – Suggested Values • bing • cpc • Manually Entered – i.e. via spreadsheet – EXACT same as Adwords • {keyword} • {QueryString} • utm_source • utm_medium • utm_campaign • utm_keyword • utm_content
  7. 7. Keyword Positions & Bidding
  8. 8. Keyword Positions & Bidding Example  when to boost bids
  9. 9. Keyword Positions & Bidding
  10. 10. Propensity for Purchase
  11. 11. Propensity for Purchase
  12. 12. Propensity for Purchase
  13. 13. Profit Metrics
  14. 14. Profit Metrics
  15. 15. UGH! I hope your conversions @analyticsninja don’t look like this!
  16. 16. @analyticsninja However…
  17. 17. Check to see if they look like this
  18. 18. Display Network Assists @analyticsninja
  19. 19. @analyticsninja
  20. 20. Display Network Assists @analyticsninja
  21. 21. Attribution Models in GA @analyticsninja
  22. 22. Attribution Models in GA @analyticsninja
  23. 23. From @avinash @analyticsninja
  24. 24. Gender
  25. 25. Affinity Categories
  26. 26. Affinity Categories
  27. 27. In-market Segments
  28. 28. In-market Segments
  29. 29. How to: Demographic Targeting
  30. 30. Demographic Targeting
  31. 31. Remarketing with GA Product Cross-sells @analyticsninja
  32. 32. Remarketing with GA Watched Promo Video
  33. 33. Remarketing with GA Freemium Retargeting
  34. 34. RLSAs with a Tag Management System
  35. 35. RLSAs with a Tag Management System
  36. 36. RLSAs with a Tag Management System
  37. 37. RLSAs with a Tag Management System
  38. 38. Measure SEO Return
  39. 39. SEO == Landing Pages
  40. 40. SEO == Landing Pages
  41. 41. SEO == Landing Pages
  42. 42. www.lunametrics.com/blog/2014/01/24/classify-blog-posts-analytics-content-groupings/
  43. 43. Page Value Page value, assuming properly configured ecommerce and goal values, is an excellent index to use when looking to analyze page level dimensions .
  44. 44. Page Value
  45. 45. Page Value
  46. 46. Page Value
  47. 47. Product Category  Product Promotion
  48. 48. “Real” Page Value profit per unique pageview
  49. 49. Summary Points • Using {keyword} and {QueryString} url parameters for Bings Ads yields a powerful search report. • Bid more aggressively on products and product categories with a high propensity for purchase (good “look to book” ratios). • Integrating profit metrics into your analytics tool will make sure you’re not misled by revenue or conversion rate.
  50. 50. Summary Points • Don’t forget to measure the value of upper funnel keywords using attribution modeling or multichannel analysis reports. • The business logic that powers data collection in your TMS should also be used to power building remarketing lists.
  51. 51. Summary Points • Now that keywords are dead, SEO is all about landing pages. Proper grouping of content in your reports will provide focus for SEO efforts based upon conversion metrics. • Use VLOOKUPs to merge GWT with WA Tool so that Landing Pages with conversion potential are married with volume potential
  52. 52. Summary Points • Google Trends is a good tool to explore volume potential, though strong performance metrics still reign supreme • Integrated content related dimensions such as Post Length, Author, Title Tag length etc will allow you to determine what is working best with your content / SEO strategy.
  53. 53. Contact Info Yehoshua Coren ninja@analytics-ninja.com Twitter: @analyticsninja www.analytics-ninja.com @ analyticsninja

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