The document summarizes how Google Analytics 360 can be used to turn website traffic data into useful insights and actions. It provides tips for ensuring clean GA data, such as using UTMs to track campaigns, filters to control which data is included, and auditing website tags. Examples are given of insights that can be created, such as determining the right audience to target based on demographics and geography. It also discusses measuring multi-channel performance and how attribution models can provide a more holistic view of channel contributions beyond last-click attribution. The importance of data quality for creating accurate insights is emphasized.

1. Using Google Analytics 360 to turn data into actions
Overherd – Nov 2018
Alina Sisianu

2. About me
• Web Analytics Specialist at World Vision
• Digital Marketing Freelancer
• Previous: Insights Manager at Pauley
Creative
Twitter: @alinasisianu

3. “We have so much data on the web, almost all of it is available for
free, that we dive into the data ocean hoping that magically
awesome things will follow. They never do.”
Avinash Kaushik

4. Google Analytics and Google analytics 360 is a
cloud based platform that gathers website traffic
data. It can do wonders but…

5. ... it has got it’s limitations

7. Your insights are as good as the quality of your data
Poor
Quality
Data
Wrong
Insights
Bad
Decisions

8. How to ensure your GA data is clean?

9. 3 tips to keep GA data clean
1 2 3
Use UTM tags Use Filters Audit website tags

10. Use UTM tags to track campaigns
1 2
Use UTM tags to measure:
• Emails campaigns
• Direct Mail
• Paid Ads
• Social Media Posts
• TV & Radio
• PR
• Content marketing
• Etc.
https://ga-dev-tools.appspot.com/campaign-url-builder/

11. Use filters to control which data is included in your reports
2
What should we filter?
• Internal traffic
• Traffic from agencies
and other partners
• Google Bots
• Referral Spam

12. Website tag audits
2
Use tools such as
• WASP
http://www.webanalyticssolutionprofiler.com/#axzz5Xs6I1MYj
• Observer Point tag debugger
https://www.observepoint.com/tag-debugger/
• Tag Inspector
https://taginspector.com

13. LET’S LOOK AT THE
INSIGHTS WE CAN CREATE

14. Are we targeting the right
audience?

15. Audience in GA
1
2
Demographic
Geographic

16. Audience Demographic
70%
Findings:
• 70% of online enquiries
come from people aged
between 18-34, mostly
females.
0 50 100 150 200
25-34
35-44
18-24
45-54
55-64
65+
Conversions by age
Insights:
• We are targeting the wrong
audience for this product
and channel.
Recommendations:
• Find attrition Rate for this
audience & Calculate LTV
• Target the younger audience online
if they prove to stay with us
beyond the 1 year mark
30%
0%
20%
40%
60%
80%
Female Male
Conversions by gender: Segment 18 -
34

17. Audience Geo
Findings:
• 42% of conversions are from London
• 87% of these convert via Organic
(154) and PPC(157)
• Half of the PPC conversions are
branded (WV) and the other half
come from product specific keyword
that world vision currently does not
rank well for.
Insights:
• Higher brand and product
awareness in and around
London
Recommendations:
• Increase the PPC budget for London region. Bid more
aggressively in this region on company name and product
keywords
• Look at increasing brand awareness in other target cities.
42%
2%2%
1%
1%
1%1%
10%
% Conversions by location
London
Glasgow
Edinburgh
Birmingham
Manchester
Liverpool
Milton Keynes
Leeds
Newcastle upon Tyne
Bristol
Croydon
Reading
Cambridge
Other
London

18. Where to find the audience report in GA ?
Note: This is a generic GA account

19. Measuring the performance of Display
advertising

20. Channel spent breakdown
47%
19%
9%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Display Paid Search Organic
% of the total spend
• 47% of the budget spent
on Display advertising
• Testing if bringing more
people in the funnel
generates higher
conversions

21. Channel conversion breakdown
Finding:
Based on the last click attribution model
display has generated 4% of the total
conversions
PPC and Organic drives the most
conversions
47%
19%
9%
4%
34%
28%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Display Paid Search Organic
Spend vs conversions by channel (last click)
% of total spend % of the total number of conversions (Last Click)

22. Display is mostly an assisting channel
Findings:
Direct, Organic, and PPC act more as
closers along the way towards
conversions, whereas email, and display
work more as introducers/engager
Insights:
Display does not get it’s full value in a
last click attribution model.
70%
60%
50%
45%
42%
40%
38%
37%
0%
30%
40%
50%
55%
58%
60%
62%
63%
100%
0% 20% 40% 60% 80% 100% 120%
Display
Email
Social [Organic]
Organic Search [Unknown]
Paid Search [Branded]
Direct
Paid Search [Non-Branded]
Referral
Organic Search [Branded]
Assisting vs Last click conversions by channel
Assisted Conversions Last click Conversions

23. Attribution Models

24. Applying time decay model to measure multichannel conversions
Finding:
Using Time decay Model all 3 channels
have seen an increase in value. Display
now accounts for 6% of conversions.
Insights:
We have overinvested in display
advertising
47%
19%
9%
6%
35%
32%
4%
34%
28%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Display Paid Search Organic
Channel performance by attribution model
(last click vs time decay)
% of total spend % of total conversions (time decay)
% of total conversions (last click)

25. Display cost per acquisition is significantly improved
with the time decay model
Findings:
In a time decay model CPA is improved
for all 3 channels. Display CPA is has
seen the biggest impact.
Insights:
Display generates more value than we
have initially credit it for. CPA is still to
high.
Recommendations:
Scale back Display advertising to the
point of positive ROI.
£6,221.08
£285.02 £162.95
£4,205.80
£276.58 £146.98
£0.00
£1,000.00
£2,000.00
£3,000.00
£4,000.00
£5,000.00
£6,000.00
£7,000.00
Display Paid Search Organic
Cost per conversion by Attribution Model
CPA by last click CPA by time decay

26. What channels is display supporting the most?
Findings:
Organic is the largest recipient of display
media efforts
Insights:
Stopping all display advertising will
affect the performance of Organic Direct
and PPC channels
119
55 58
0
20
40
60
80
100
120
140
Display effect on Organic Display effect on PPC Display effect on Direct
Display effect on Organic, PPC and Direct
conversions
Recommendations:
Do not cease this activity as it will have
a negative impact on conversions from
other channels.
Explore new channels e.g. e-mail. Test
and learn approach.

27. Remember your insights are as good
as the quality of your data !

28. Start cleaning your data now and
create insights that drive actions!

29. Questions?