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Optimizing mobile content for google analytics 150513

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Optimizing mobile content for google analytics 150513

  1. 1. Optimizing Mobile Content for Google Analytics Mobile Best Practices B2A Mobile Engagement
  2. 2. Optimizing Mobile Content for Google Analytics Mobile-First Thinking Wherever the consumer goes, their phone goes with them. With a mobile-first marketing strategy, it’s now possible to publish & track interactive content across every consumer touch point—and with proper Google Analytics integration, it’s easy to measure activity, and to directly attribute that activity to marketing spend. This guide offers a step-by-step process for measuring performance these different touch points, offering actionable insights into audience, messaging, and budget allocation. Contents 1.  Integrate With Google Analytics 2.  Creating a Custom URL 3.  UTM Parameters: •  Campaign Source •  Campaign Medium •  Campaign Term •  Campaign Content •  Campaign Name 4.  Customizing Tracking Events 5.  Audience & Attribution
  3. 3. Optimizing Mobile Content for Google Analytics Unless you want to manually coordinate everything yourself, find a mobile engagement platform that flows all data automatically into your Google Analytics account. Tracking With Google Analytics The next step is creating custom URLs with UTM strings for any content you want to publish, to accurately identify activity across different touch points.
  4. 4. Optimizing Mobile Content for Google Analytics Campaign Medium Refers to the context in which the consumer interacts with the content (e.g. Paid Media, Earned, Owned, or In-Store). Campaign Term Identifies CTAs or offers (e.g. Shoes, Pants, 15% off, etc.). Campaign Source The point of interaction. (e.g if Social Media is your Campaign Medium, the Campaign Source would be Facebook, Twitter, etc.) Creating a Custom URL – UTM Parameters Campaign Name Encompasses the entire campaign (e.g. Spring Sale, December Product Release, etc.) Campaign Content Define the different creative units promoting the campaign (e.g. ad size, color, messaging, etc.)
  5. 5. Optimizing Mobile Content for Google Analytics TV & Radio Search Desktop Display Ads Mobile Display Ads Mobile App Brand Website SMS Email End Caps On-Pack Demos & Events Print Media Facebook Instagram Twitter Pinterest The UTM Parameter for Campaign Source refers to the specific point of audience engagement. Examples: •  Paid_Search •  Email •  Twitter •  Demo_Station Campaign Source Campaign Source
  6. 6. Optimizing Mobile Content for Google Analytics Campaign Medium The UTM Parameter for Campaign Medium refers to the broad overall context in which the consumer interacts with the content. Examples: •  Paid_Media •  In-Store_Media •  Owned_Media •  Social_Media Campaign Medium Campaign Medium
  7. 7. Optimizing Mobile Content for Google Analytics Primarily used for paid search, the UTM Parameter for Campaign Term identifies Adwords & keywords associated with the campaign. Examples: •  Designer_Shoes •  20_percent_off •  Guitars_New_York Campaign Term fun recipes fun_recipes
  8. 8. Optimizing Mobile Content for Google Analytics The UTM Parameter for Campaign Content distinguishes between different creative & Calls To Action for A/B Testing of messaging & placement. Examples: •  300x50_Win_4000 •  728x90_Enter_Now Campaign Content 728x90_win_up_to_4000 300x50_win_up_to_4000 300x50_win_4000
  9. 9. Optimizing Mobile Content for Google Analytics The UTM parameter for Campaign Name should encompass the entire campaign. Example: •  Spring_Sale Web Display Ads cooking_lab_recipe_contest_q3_2014 Campaign Name
  10. 10. Optimizing Mobile Content for Google Analytics The UTM parameter for Campaign Name should encompass the entire campaign. Example: •  Spring_Sale cooking_lab_recipe_contest_q3_2014 Campaign Name No Spaces For UTM parameters with multiple words, either delete spaces or replace them with underscores
  11. 11. Optimizing Mobile Content for Google Analytics Pre-Defined Events By default, your mobile engagement platform should report all on-page activities (e.g. page renders & successful conversions) to Google Analytics with pre- defined event names. GA Event Configuration Advanced users can use JSON to customize how any on-page events are reported in Google Analytics. Customizing Tracking Events
  12. 12. Optimizing Mobile Content for Google Analytics Once the UTM parameters have been implemented, and you have generated a custom URL for each touch point connected to your landing pages, your Google Analytics account will automatically attribute each interaction to the appropriate Medium, Source, Term, Content, and Name. By tracking this data in your Google Analytics campaign reporting, it’s easy to gauge which touch points are generating the most conversions & activity across different audience demographics & geography. These insights can inform future messaging and re-allocation of marketing spend. Audience & Attribution
  13. 13. Optimizing Mobile Content for Google Analytics Want to learn more? Read the free ebook for more info
  14. 14. Optimizing Mobile Content for Google Analytics Mobile Best Practices B2A Mobile Engagement

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