Google Analytics Summit 2013
Agenda
Overview
Themes
Answering Questions with GA
What This Means
Q&A
2013 Google Analytics Partner
Conference
Yearly conference of Google Analytics partner agencies and companies,
including G...
Access. Empower. Act
Access: Connect the right data to the right people
Empower: Provide tools and techniques to analyze a...
Multi-Screen World
Users are always online
Users perform more and more of their shopping research
online - 75% of mobile s...
Attribution
•

Attribute conversions to all your touch points

•

Attribution Modeling is becoming more and more useful

•...
HOW DO WE ANSWER QUESTIONS WITH
GA?
How Do We Make It Easier to
Capture the Data?
Automatic link and click tracking in Google Tag Manager
Can track links with...
How Do We Work CrossDevice? ID - track across
Set your own user
devices (Finally!)
Also includes cross-device distribution...
How Do We Work With the
Data?
Content Grouping
Assign groups to your pages
Can be done with code or a filter
Allows for an...
How Do We Go Deeper with
Analysis?
ABC report (Acquisition, Behavior, Conversion)
Lets us see user visit data, what they d...
How Do We Go Deeper with
Analysis?
Unified Segmentation
New UI for building and applying segments
Can segment by user, seq...
How Do We Go Deeper with
Analysis?
Audience Demographic Data
Requires a code change - calling the Doubleclick code (not su...
How Do We Learn About
Analytics?
Google Analytics Academy
Revamped online courses
Includes both best practices with the to...
How Do We Improve Mobile
Analytics?
Google Play (app store) data inside of GA
See where users are finding your app from
Se...
How Do We Take Analytics
Further?
Unsampled data accessible via BigQuery (Premium Only)
Allows for access and analysis of ...
WHAT THIS MEANS
Opportunities
Use multichannel funnels and attribution modeling to help support
campaign analysis
Begin to use auto link t...
Q&A
Thank You
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Google Analytics Conference and Product Releases

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Some information on Google Analytics' new product releases for 2013.

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  • Note live demo: changed interface in an app without pushing to the app store
  • Universal: user based, allows for custom user ID and custom dimensions. Total rewrite of GA.
  • Conversions can be goal or ecom based
  • See how users in a particular group perform on the site
  • Great for learning about new features
  • Premium - 100k/year
  • Google Analytics Conference and Product Releases

    1. 1. Google Analytics Summit 2013
    2. 2. Agenda Overview Themes Answering Questions with GA What This Means Q&A
    3. 3. 2013 Google Analytics Partner Conference Yearly conference of Google Analytics partner agencies and companies, including GA Premium clients. For the first time, the group was so big that not everyone was allowed to go to the conference. Representatives from 47 countries. Discussions included product releases, technical and business deep dives, and general discussion of analytics.
    4. 4. Access. Empower. Act Access: Connect the right data to the right people Empower: Provide tools and techniques to analyze and make decisions Act: Ability to act on data and to leverage insights Impact 3 key areas in digital experiences: Budgets & Bids Campaign Optimization User Experience
    5. 5. Multi-Screen World Users are always online Users perform more and more of their shopping research online - 75% of mobile searches lead to other actions Users can come from different channels Attribution models can help us understand multichannel/multiscreen Universal Analytics will help us understand all your touchpoints Site wide tagging is not just for website analytics anymore
    6. 6. Attribution • Attribute conversions to all your touch points • Attribution Modeling is becoming more and more useful • Next challenge with Attribution Modeling: how does credit get distributed around touch points? • Key Areas of AttributionLast Touch SalesAttributed Sales% Non Last Touch SalesCost Per Attributed Sales Data Driven Attribution Model decreased CPA by 35% and conversions rose 145% for Display (GDN) (Note: Premium only) • Data Driven Attribution Model decreased CPA by 35% and conversions rose 145% for Display (GDN) (Note: Premium only)
    7. 7. HOW DO WE ANSWER QUESTIONS WITH GA?
    8. 8. How Do We Make It Easier to Capture the Data? Automatic link and click tracking in Google Tag Manager Can track links without needing to code them into the page Can also track form events, any kind of click Allows for tagging a site post-launch, tagging without dev Google Tag Manager for Apps Allows you to serve analytics and config code to apps Allows for quick configuration changes without having to relaunch the app
    9. 9. How Do We Work CrossDevice? ID - track across Set your own user devices (Finally!) Also includes cross-device distribution reporting, device flow Will include stitching to marry loggedin/not logged-in states Allows us to see usage across devices Migration tool - regular GA to Universal Allows you to keep historical data but use Universal features such as user ID overwrite
    10. 10. How Do We Work With the Data? Content Grouping Assign groups to your pages Can be done with code or a filter Allows for analysis of pages by group Multiple APIs for reporting and user management Allows for dynamic dashboarding using Google Spreadsheets, Magic Script and GA SuperProxy
    11. 11. How Do We Go Deeper with Analysis? ABC report (Acquisition, Behavior, Conversion) Lets us see user visit data, what they did, and what their outcome was Enhances analysis
    12. 12. How Do We Go Deeper with Analysis? Unified Segmentation New UI for building and applying segments Can segment by user, sequence and perform cohort analysis Gives us new ways of seeing how users interact with our sites
    13. 13. How Do We Go Deeper with Analysis? Audience Demographic Data Requires a code change - calling the Doubleclick code (not supported yet in Universal) Based off of Google Display Network data Can be used in segments Includes age, gender and interests Lets us use demographic data in reporting
    14. 14. How Do We Learn About Analytics? Google Analytics Academy Revamped online courses Includes both best practices with the tools and information about digital analytics In Product Help Videos Inline help and videos inside the GA interface
    15. 15. How Do We Improve Mobile Analytics? Google Play (app store) data inside of GA See where users are finding your app from See data on installs and updates inside of GA Lets us see how users are finding our Android apps V.3 of SDK is out Supports new mobile-specific reporting profiles Includes screen view and crash reporting
    16. 16. How Do We Take Analytics Further? Unsampled data accessible via BigQuery (Premium Only) Allows for access and analysis of all your site’s traffic unsampled Data-driven attribution modeling tool (Premium Only) Uses data on conversions to build an attribution model automatically DoubleClick Campaign Integration (Premium Only) See impression and click data for DoubleClick campaigns Display data in Multichannel funnels
    17. 17. WHAT THIS MEANS
    18. 18. Opportunities Use multichannel funnels and attribution modeling to help support campaign analysis Begin to use auto link tracking in GTM for site implementation Use v.3 of the SDK and GTM for Mobile for mobile app tracking Examine upgrading sites to use the following: Audience reporting Universal Analytics User ID Overwrite Go deeper in analysis with new segmentation features
    19. 19. Q&A
    20. 20. Thank You

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