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20190523 how to facebook kampagnen mit mct richtig in ga analysieren

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Facebook Kampagnen mit Muti Channel Trichter richtig in Google Analytics analysieren

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20190523 how to facebook kampagnen mit mct richtig in ga analysieren

  1. 1. @Michaela Linhart Facebook Kampagnen mit MCT richtig in Google Analytics analysieren
  2. 2. @Michaela Linhart Michaela Linhart, MSC MBA 👩‍💼 Senior Digital Analytics Consultant, e-dialog 👩‍💻Blogger, ANALYTICSkiste.blog Über mich
  3. 3. @Michaela Linhart
  4. 4. @Michaela Linhart
  5. 5. @Michaela Linhart Facebook lügt!👿
  6. 6. @Michaela Linhart Google Analytics sagt auch nicht die Wahrheit! 🤔
  7. 7. @Michaela Linhart 21 Gründe für Datendifferenzen zwischen FB und GA 👩‍💻
  8. 8. Über mich Michaela Linhart, MSC MBA Senior Digital Analytics Consultant, e-dialog Blogger, ANALYTICSkiste.blog linhart@e-dialog.at +43-1-309 09 09 www.e-dialog.at www.analyticskiste.blog
  9. 9. @Michaela Linhart Größtes Problem: Attribution
  10. 10. @Michaela Linhart ✓ Klick ✓ View
  11. 11. @Michaela Linhart ✓ Klick ✓ View
  12. 12. @Michaela Linhart LÖSUNG: FB Click-Through Conversions mit GA Conversions vergleichen (FB View-Throughs aus Analyse ausschließen) 🤗
  13. 13. @Michaela Linhart Kampagnen Attributionsfenster
  14. 14. @Michaela Linhart Kampagnen Attributionsfenster 28 Tage Klick 1 Tag View
  15. 15. @Michaela Linhart 6 Monate Klick Kampagnen Attributionsfenster
  16. 16. @Michaela Linhart LÖSUNG: Einheitliches Branchen- und Produkt-bezogenes Attributionsfenster wählen🧐
  17. 17. @Michaela Linhart Conversion Zeiterfassung🤯
  18. 18. @Michaela Linhart 29.5.2019 30.5.2019
  19. 19. @Michaela Linhart 29.5.2019 30.5.2019
  20. 20. @Michaela Linhart LÖSUNG: Finale Analyse erst NACH ABLAUF der Kampagne + des Attributions-Zeitraums💪
  21. 21. @Michaela Linhart Attributions Modell
  22. 22. Customer Journey: DirectShopping @Michaela Linhart
  23. 23. Customer Journey: €DirectShopping € € € Facebook Criteo Ads Plattformen Shopping >> Egoistische Modelle betrachten nur ihre eigene Plattform. @Michaela Linhart
  24. 24. Customer Journey: €DirectShopping € € € Facebook Criteo Ads Plattformen Shopping Google Analytics DirectShopping >> Google Analytics betrachtet ALLE Plattform (click-only). @Michaela Linhart
  25. 25. GA Attributionsmodell: Last Non Direct Click ● = das Standard-Modell in ALLEN Standard-Reports in Google Analytics ● Der letzte Touchpoint erhält die Conversion, wenn er nicht “direct” war - ansonsten der vorletzte Touchpoint! €DirectShopping @Michaela Linhart
  26. 26. @Michaela Linhart Die Lösung: Multi-Channel Funnel Analysen statt Standard Reports🥳
  27. 27. Customer Journey Analysen
  28. 28. Customer Journey Analysen
  29. 29. Customer Journey Analysen
  30. 30. @Michaela Linhart Empfehlung: FB Kampagnen in GA IMMER in den MCT Reports abgleichen!
  31. 31. @Michaela Linhart Voraussetzung: Sehr, sehr sauberes Kampagnen Tracking
  32. 32. Über mich Michaela Linhart, MSC MBA Senior Digital Analytics Consultant, e-dialog Blogger, ANALYTICSkiste.blog linhart@e-dialog.at +43-1-309 09 09 www.e-dialog.at www.analyticskiste.blog
  33. 33. @Michaela Linhart Voraussetzung: Sehr, sehr sauberes Conversion Tracking
  34. 34. @Michaela Linhart Voraussetzung: Kanaldefinition in GA
  35. 35. @Michaela Linhart GA Standard Channeldefinition https://support.go ogle.com/analytics /answer/3297892? hl=de Wo ist Paid Social?
  36. 36. @Michaela Linhart
  37. 37. @Michaela Linhart
  38. 38. @Michaela Linhart
  39. 39. Customer Journey Analysen
  40. 40. @Michaela Linhart Wozu dann überhaupt noch Facebook Analytics?
  41. 41. Seite 42 Intra Channel Optimization Intra Channel Optimization Intra Channel Optimization Facebook (Werbeanzeigen- manager) Google Ads Criteo Channel Team / Media Partner Organic (and other channels) - ... @Michaela Linhart Actionability
  42. 42. Seite 43 Intra Channel Optimization Intra Channel Optimization Intra Channel Optimization Google Ads Criteo Channel Team / Media Partner - Cross Channel Measurement & Budget Allocation One source of truth for overall channel performance CMO / Central Marketing Team ... @Michaela Linhart ComprehensivenessActionability Facebook (Werbeanzeigen- manager) Organic (and other channels)
  43. 43. @Michaela Linhart Key Takeaways ● MCT Reports in GA (Standardreports) ● Voraussetzung FB Analysen in GA: Saubere Daten ● FB Werbeanzeigenmanager für Intra-Channel Optimierung ● GA für X-Channel Optimierung
  44. 44. @Michaela Linhart Michaela Linhart, MSC MBA 👩‍💼 Senior Digital Analytics Consultant, e-dialog 👩‍💻Blogger, ANALYTICSkiste.blog linhart@e-dialog.at +43-1-309 09 09 -83 www.e-dialog.at Thank you!😍 www.analyticskiste.blog michaela@analyticskiste.blog
  45. 45. Seite 46 Lookback Window ● wie viele Tage wird ausgehend von der Conversion zurückgeblickt ● welche Interaktionen bilden einen Pfad SocialDisplay Paid Search Paid Search $ 30 Tage Conversion-Pfad

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