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GO curs X


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GO curs X

  1. 1. 1 Google confidential Google Analytics
  2. 2. 2 Google confidential2 Google confidential Agenda 1. Short Intro to Analytics 2. AdWords integration 3. How to track all your site traffic 4. Define Goals and Funnels in Analytics 5. Some use cases of Analytics reports 6. New GA Features
  3. 3. 3 Google confidential3 Google confidential “I know half of my advertising is working. The problem is, I just don’t know which half.” John Wanamaker
  4. 4. 4 Google confidential4 Google confidential Your website is an investment. How  is  it  performing?   ?
  5. 5. 5 Google confidential5 Google confidential Utility for an Entire Organization •  Capture  the  most  conversions  at  the  lowest  possible  cost   •  Target  high  return  regional  markets  and  market  segments   •  Test  various  adver9sing  crea9ve  for  each  of  your  campaigns   ü  Marketers   •  Demonstrate  the  value  of  your  site  usability  improvements   •  Show  how  your  site  design  decisions  improve  website  ROI   •  Iden9fy  web  design  parameters  like  visitor  connec9on  speeds   and  browser  types   ü  Webmasters   •  Track  ROI  on  all  online  ini9a9ves  from  a  single  report   •  Iden9fy  long-­‐term  trends  in  online  marke9ng  programs   ü  Execu9ves  
  6. 6. 6 Google confidential6 Google confidential Providing Answers to Difficult Questions Am  I  crea9ng     effec9ve  content?   How  do  I  improve     site  interac9on?   How  can  I  make  my  marke9ng   campaigns  more  effec9ve  &   accountable?   How  are  users  engaging   with  my  site?   Easy to Use, Extremely Powerful Where  and  why  are  visitors   abandoning  my  shopping   cart?  
  7. 7. 7 Google confidential7 Google confidential Benefits for Marketers Understand  how  visitors  engage  with  your   site     Compare  performance  of  all  marke8ng   efforts  from  emails  to  keywords  to  offline   campaigns       Integrated  with  AdWords  but  tracks  all  traffic,   including  non-­‐Google  ad  campaigns     Iden9fy  areas  for  site  improvement     Pinpoint  breakdowns  in  conversion  processes     Track  e-­‐commerce  metrics,  such  as  revenue,   average  order  value,  and  conversion  rates  
  8. 8. 8 Google confidential8 Google confidential Your Data
  9. 9. 9 Google confidential9 Google confidential Data collection on the web Secure Google Servers Report Data
  10. 10. 10 Google confidential10 Google confidential What if… 10     No  repor8ng  tool  is  100%  accurate.     But,  with  a  great  installa9on,  ours  is  preSy  darn  close.  Right  now,  web  data  is  one  of   the  most  reliable  sources  of  data  available.  No  web  analy9cs  tool  can  claim  to  be   perfect,  we  just  strive  to  empower  you  with  the  data  you  have.     •   users  delete  their  cookies?     •   we  install  the  code  improperly?     •   the  numbers  don’t  match  our  other  tools?    
  11. 11. 11 Google confidential11 Google confidential Data Security •  Google  Analy9cs  does  not  collect  or   report  on  personally      iden9fiable   informa9on   •  Google  does  not  share  Analy9cs  data   with  any  3rd  par9es   •  You  can  edit  your  data  sharing   seGngs:  “Share  with  other  Google   products”,  “Anonymously  with   Google”,    or  “Do  not  share”   •  Google  sales  &  support  may  access   your  data  only  when  you  grant   explicit  access  
  12. 12. 12 Google confidential12 Google confidential Data Privacy
  13. 13. 13 Google confidential13 Google confidential Analytics set-up
  14. 14. 14 Google confidential14 Google confidential live demo
  15. 15. 15 Google confidential15 Google confidential AdWords Integration
  16. 16. 16 Google confidential16 Google confidential AdWords Integration (1/5) Choose the first option
  17. 17. 17 Google confidential17 Google confidential AdWords Integration (1/5) Choose the first option
  18. 18. 18 Google confidential18 Google confidential AdWords Integration (2/5) Enter your website’s address
  19. 19. 19 Google confidential19 Google confidential AdWords Integration (2/5) Enter your website’s address
  20. 20. 20 Google confidential20 Google confidential AdWords Integration (3/5) Accept the User Agreement
  21. 21. 21 Google confidential21 Google confidential AdWords Integration (3/5) Accept the User Agreement
  22. 22. 22 Google confidential22 Google confidential AdWords Integration (4/5) Copy the code and email it to your webmaster
  23. 23. 23 Google confidential23 Google confidential AdWords Integration (4/5) Confirm linking
  24. 24. 24 Google confidential24 Google confidential AdWords Integration (5/5) Congratulate yourself!
  25. 25. 25 Google confidential25 Google confidential How to track all traffic
  26. 26. 26 Google confidential 360 Degree Tracking
  27. 27. 27 Google confidential URL Campaign Variables utm_source=yahoo&utm_medium=cpc&utm_campaign=Jan +2011+Campaign&utm_term=my+keyword utm_source=twitter&utm_medium=tweet&utm_campaign=J an+03+One+Day+Sale utm_source=email&utm_medium=link&utm_campaign=Jan +2011+Newsletter
  28. 28. 28 Google confidential Manual URL Tagging –  Tag destination URLs for online marketing campaigns to track their performance in Google Analytics –  Example URL: utm_source=woot&utm_medium=banner&utm_campaign=blackisback&utm_term=blackisback •  utm_source: Identify an advertiser (referrer: google, citysearch, newsletter4) •  utm_medium: Advertising medium (marketing medium: cpc, banner, email) –  Using “cpc” or “ppc” will ensure Analytics treats this as a paid click •  utm_campaign: Campaign name (product, promo code, or slogan) •  Optional: •  utm_term: Paid search keyword •  utm_content: Use to differentiate ad versions (can be used for testing creative)
  29. 29. 29 Google confidential Track Print Campaigns with Vanity URLs • • redirects to Dimension Value Source Print Medium Ad Campaign Straits Times Jan 2011 Ad Content Full Page Ad utm_source=print&utm_medium=ad&utm_campaign=S traits+Times+Jan+2011&utm_content=Full+Page+Ad
  30. 30. 30 Google confidential Outdoor Advertising 3 0 landingpage.html? utm_source=poster& utm_medium=qr& utm_campaign=Custom er+Acquisition& utm_content=City+Hall +MRT
  31. 31. 31 Google confidential Business Cards
  32. 32. 32 Google confidential Email Signatures http:// conversionroom.blogspo utm_source=email&ut m_medium=signature& utm_campaign=Signat ure
  33. 33. 33 Google confidential Tracking offline > online: Unique coupon codes 3 3
  34. 34. 34 Google confidential34 Google confidential Innovative Analysis Toolkit
  35. 35. 35 Google confidential35 Google confidential Custom Dashboards for quick insights
  36. 36. 36 Google confidential36 Google confidential Real-time reporting at the speed of the web
  37. 37. 37 Google confidential37 Google confidential Visualizations tell a story Examine  where  visitors  enter  and  exit  your  conversion  process   Iden9fy  which  site  paths  lead  to  the  most  goal  comple9ons   Use  your  findings  to  test  changes  to  your  site  
  38. 38. 38 Google confidential38 Google confidential Get valuable intelligence automatically
  39. 39. 39 Google confidential39 Google confidential Set alerts for the metrics you care about Set  alerts  on  a  daily,   weekly,  or  monthly  basis   and  be  no9fied  by  email   or  phone.     Leave  notes  (annota9ons)   on  any  graph  so  others   can  learn  from  your   research  
  40. 40. 40 Google confidential40 Google confidential Segment your visitors in meaningful ways Isolate  and  analyze  subsets  of  your  traffic  into  groups  or  “segments”  to  measure  the  performance   of  your  most  important  visitors     Create  them  easily,  apply  them  immediately,  and  change  them  as  needed  
  41. 41. 41 Google confidential41 Google confidential Valuable context, at your fingertips Easily  change  date  ranges,  compare  to  past   date  ranges  to  reveal  trends.     See  trend  lines  for  any  metric,  and   compare  metrics  for  correla9ons     Leave  annota8ons,  viewable  by  anyone   who  can  access  the  account  so  they  know   what  you  know   Export  in  pdf,  csv,  xls,  xml   Email  reports  in  all  formats   Schedule  regular  reports     Change  chart  type  to  reveal  insights:  pie,   bar,  comparison,  “term  cloud”  
  42. 42. 42 Google confidential42 Google confidential Clear images make for easy analysis See  which  countries,  regions  and  ci9es  are  driving  traffic  to  your  site   Compare  conversion  rates  and  visitor  value  between  different  areas   Monitor  the  online  impact  before  &  aber  tradi9onal,  geographic-­‐based  marke9ng  
  43. 43. 43 Google confidential43 Google confidential Get really deep, really fast Simple  search  to  find  what  you  want     Advanced  filtering  to  hide  what  you  don’t     Analyze  any  visitor  segment  by  any  other   characteris9c  for  rich  context     Pivot  by  another  characteris9c  for  full   visibility  into  complex  visitor  segments  
  44. 44. 44 Google confidential44 Google confidential Customize reports to meet your needs Create,  save,  and  share   reports  that  are   important  to  your   business     Design  custom  reports   that  meet  your  needs     Simply  drag-­‐and-­‐drop!  
  45. 45. 45 Google confidential45 Google confidential Define Goals and Funnels
  46. 46. 46 Google confidential Success Is Defined by YOUR Objectives/ Goals Newsletter Signups LeadsPurchases MY CART Newsletter Engagement Play
  47. 47. 47 Google confidential Define Goals in Terms of Website Actions • For example, do you want your user to... all of these actions are “conversions” View a “Thank you” page Sign up for your email list Download a whitepaper Make a purchase Listen to 3 audio tracks
  48. 48. 48 Google confidential Create a Conversion Goal in Analytics
  49. 49. 49 Google confidential Create a Conversion Goal in Analytics
  50. 50. 50 Google confidential Create a Conversion Goal in Analytics
  51. 51. 51 Google confidential Create a Conversion Goal in Analytics
  52. 52. 52 Google confidential Create a Conversion Goal in Analytics
  53. 53. 53 Google confidential53 Google confidential Goal URL Match Types The Match Type defines how GA identifies a Goal/Funnel –  Head Match: /offer1/ –  Exact Match: /offer1/signup.html –  Regular Expression Match: /.*/signup.html Which of these pageviews will match?! /offer1/signup.html" /offer1/signup.html?query=hats" /offer1/details.html" /offer2/signup.html" /offer3/signup.html
  54. 54. 54 Google confidential54 Google confidential Threshold goals are useful for measuring site engagement. Defining Threshold Goals Time on Site Goal Pages/Visit Goal
  55. 55. 55 Google confidential55 Google confidential Goal Value –  Assign monetary value for non-ecommerce goals –  Example: – Your sales team can close 10% of people who request to be contacted – Your average transaction is $500 – Therefore, you would assign $50 (i.e. 10% of $500) to your "Contact Me" goal
  56. 56. 56 Google confidential Goal Conversions versus Transactions –  A goal conversion can only happen once during a visit –  An e-commerce transaction can occur multiple times during a visit –  Example: •  If one of your goals is set to be any PDF file download, and it’s worth $5, you will only see one download conversion per visit (i.e. $5 per visit) regardless of how many downloads occurred •  If you track each PDF download as an e-commerce transaction, you will see as many transactions as there were downloads
  57. 57. 57 Google confidential Understand Your Goals Report
  58. 58. 58 Google confidential Understand Your Goals Report
  59. 59. 59 Google confidential Creating Goal Funnels Goals Funnels help you to: Clients Visitors Goal Funnel ü  Identify the pages where users enter or exit the funnel ü  Reduce bottlenecks ü  Identify the best conversion path ü  Use these data to identify pages to test
  60. 60. 60 Google confidential Understanding Funnel Visualization Report
  61. 61. 61 Google confidential Goal Flow Report
  62. 62. 62 Google confidential62 Google confidential GA use cases
  63. 63. 63 Google confidential Use GA to grow Search – Bid Strategy
  64. 64. 64 Google confidential Use GA to grow Search – Bid Strategy
  65. 65. 65 Google confidential Use GA to grow Search – Bid Strategy
  66. 66. 66 Google confidential Use GA to grow Search – Conversion Hours
  67. 67. 67 Google confidential Use GA to grow Search – Site Search
  68. 68. 68 Google confidential Use GA to grow Search – Brand vs.Non-Brand
  69. 69. 69 Google confidential Use GA to grow Search – Assisted KW’s
  70. 70. 70 Google confidential70 Google confidential Paid Search Display Multi-Channel Funnels tell the whole story Social
  71. 71. 71 Google confidential Use GA to grow Display– MCF for GDN
  72. 72. 72 Google confidential Use GA to grow Display – Referrals for GDN
  73. 73. 73 Google confidential73 Google confidential New GA Features
  74. 74. 74 Google confidential How remarketing works Improve ROI by bringing back unconverted visitors Visitor Added to List Visitor Comes to Your Site Visitor Leaves Your Ad Across the Google Display Network Visitor Returns to Your Site More conversions!
  75. 75. 75 Google confidential Re-engage with visitors who’ve shown an interest in your products or services   Source: Understanding Shopping Cart Abandonment, Forrester Research, May 20, 2010 of people who visit a website leave without completing the actions marketers want them to take 96% of people abandon their shopping cart without completing a purchase 70% Your Ad Your Site X -
  76. 76. 76 Google confidential Reach your best qualified customers, instantly and at scale Achieve massive worldwide reach with the Google Display Network Lower CPA Higher conversion rate Higher CTR
  77. 77. 77 Google confidential Remarketing strengthens your whole campaign Reach prospects throughout the purchase funnel Promote brand awareness, continue the conversation with your best prospects Integrate display with search, re-engage with interested consumers Drive conversions with tailored ads, bring back customers who abandoned shopping carts
  78. 78. 78 Google confidential Easily dive into remarketing with Google Analytics Create advanced remarketing strategies with Google Analytics Re-use your Google Analytics tags Make a one-line, one-time change to your GA tags Leverage your GA data Use over 200 analytics dimensions & metrics to target precise audiences Build & edit lists with ease All using the Google Analytics UI Create sophisticated lists based on visitor activity Built on an intelligent understanding of cross-session visitor behavior Reach your visitors across the web Lists automatically appear in AdWords to run ads on the GDN Re-use your Google Analytics tags Make a one-line, one-time change to your GA tags Leverage your GA data Use over 200 analytics dimensions & metrics to target precise audiences Build & edit lists with ease All using the Google Analytics UI Create sophisticated lists based on visitor activity Built on an intelligent understanding of cross-session visitor behavior Re-use your Google Analytics tags Make a one-line, one-time change to your GA tags Leverage your GA data Use over 200 analytics dimensions & metrics to target precise audiences Build & edit lists with ease All using the Google Analytics UI Re-use your Google Analytics tags Make a one-line, one-time change to your GA tags Leverage your GA data Use over 200 analytics dimensions & metrics to target precise audiences Re-use your Google Analytics tags Make a one-line, one-time change to your GA tags
  79. 79. 79 Google confidential Flexible, powerful, relevant campaigns Google Analytics lets you create unique and precise lists based on… On-site Behavior Customer Location Abandoned Shopping Carts Recent or Frequent Visitors High Value Customers Engagement Referral Source Sequence of Visits Up-sell & Cross-sell
  80. 80. 80 Google confidential Getting Started Update your privacy policy Learn about the new “Google Analytics for Display Advertisers Policy” Update your tags Verify your setup Link your AdWords account You need at least one linked account Get Admin access Only admins see the “Remarketing lists” tab in the Management UI Create lists in GA then target in AdWords Lists are automatically added to the “Shared Library” 1 2 3 4 5
  81. 81. 81 Google confidential Details: the Google Analytics tag update A one line, one-time change ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http:// www') + ’'; From •  100% compatible with your previous tags •  Already in use by thousands of customers •  Used for future & existing Display Advertiser functionality •  Documented in the Help Center at ga.src = ('https:' == document.location.protocol ? 'https://' : 'http://') + ’'; To
  82. 82. 82 Google confidential While you’re thinking about tagging… Choose the right tagging solution for your needs Quick update to GA tags to enable remarketing A one-line, one-time update to your GA tags, then easily build lists Visit the help center article at for more details Need a solution to manage all your tags? Use Google Tag Manager for remarketing, analytics, conversion, and more Go to or view a webinar at
  83. 83. 83 Google confidential Find your remarketing list in AdWords
  84. 84. 84 Google confidential Don’t forget: create and target your ads! 1.  Develop tailored display ads based on your customer lists and objectives 2.  Budget for your campaign; think about bid strategy 3.  Target your lists – reach customers across the GDN Check out our new collection of shoes ! Get 50% off your first purchase Don't miss out on our sale products! 50%
  85. 85. 85 Google confidential Use cases Create list by Traffic Source A company wants to target users coming from Facebook. These users are generally loyal to the brand and should be shown specific ads with loyalist offers. Include Source Containing Add ‘OR’ statement or Filter title Facebook Traffic Facebook
  86. 86. 86 Google confidential Include Keyword Containing Add ‘OR’ statement or Brand name Use cases Create list by Keyword Term and Metrics A company wants to target users in the consideration phase that have demonstrated interest. They decide to create a segment targeting brand searchers. Filter title Non-Converting Brand Traffic
  87. 87. 87 Google confidential Include Operating System Containing Add ‘OR’ statement or Macintosh Use cases Create list by Operating System A company promotes software downloads and needs to target PC users and Apple users with different ads with system-specific ad text. Filter title Mac Users
  88. 88. 88 Google confidential Include Mobile (Including Tablet) Containing Add ‘OR’ statement or Yes Use cases Create lists by Mobile A company wants to promote their mobile app to visitors coming to the site from mobile devices. Filter title Mobile Users
  89. 89. 89 Google confidential Remarket to visitors according to purchase intent Product Viewing T-shirt Shopping Cart My Cart Payment Payment $ Confirmation Confirmation Thank you Searching Homepage
  90. 90. 90 Google confidential Your imagination is the limit Tap into your data & creativity! Page Content & Page Grouping Viewed specific products, pages, sections, or categories of your site Goals, Events & Internal Search “Store locators,” videos, internal searches, shopping carts, newsletters Sequence Filters Search terms (generic → brand), site navigation Traffic Sources, Keywords Referrals from Search, Social, Email, Affiliates, or specific keywords Engagement Metrics & Visitor Characteristics Frequent or recency metrics, visit duration, bounce rate, page depth
  91. 91. 91 Google confidential Google TagManager
  92. 92. 92 Google confidential What we’ve heard from our customers about tagging “I don’t like adding new tags to my site because I don’t know if the tag will break my site.” “I hate having to retag my site every time there’s a new marketing tool.” “Trying to get IT to prioritize my marketing tags takes 9 months.” “Tags slow down my page!”
  93. 93. 93 Google confidential Tagging challenges slow down marketing & site pages •  Large websites may have 15–20+ tags •  Can take weeks or months for new tags •  Marketers dependent on IT colleagues Lost time = lost data & lost conversions!
  94. 94. 94 Google confidential Problems with tagging today Inaccurate data Poorly implemented and slow tags corrupt data Campaign delays IT timelines control marketing speed Overly technical You need to know code to make it work ?
  95. 95. 95 Google confidential A smarter way to tag your site, for free Dependable data Get better insights for smarter decisions Marketing agility Add tags anytime —no waiting Quick & easy Simple for marketers, IT, and agencies
  96. 96. 96 Google confidential Different tags are needed on different pages With Google Tag Manager, many tags can be managed together—including both Google and non-Google tags
  97. 97. 97 Google confidential Nuts and bolts: How Google Tag Manager works Google Tag Manager keeps track of your tags and fires these tags based on rules that you define When a user visits your site, the most up-to-date tag configuration is sent over to the end-user’s browser with instructions for which tags should fire One snippet of code on every page of your site, easy web interface
  98. 98. 98 Google confidential Get campaigns live quickly Add tags anytime Marketing agility •  Speed: publish in seconds •  Usability: intuitive UI •  Flexibility: user roles, multi- account support
  99. 99. 99 Google confidential Get better insights for smarter decisions Dependable data •  Fast tag loading to collect more data •  Rules: tags fire when they should •  Templates & error-checking to avoid tagging mistakes Rely on accurate tagging so you trust your data
  100. 100. 100 Google confidential Tags load asynchronously — so they don’t slow down the site and don’t get in each other’s way <script> <Tag Manager snippet/> </script> The tag fires immediately, calling to Google Tag Manager… while the page keeps loading
  101. 101. 101 Google confidential DIY Tagging – no need to bother IT Easy interface to save you time Quick & easy •  View all your tags in one place •  No need to access site code •  Debug Console & Preview mode to self-check tags
  102. 102. 102 Google confidential How to get started   Map current pages & tags on your site   Create an account and containers   Install one snippet of code on every page   Set rules & macros   Migrate existing tags and remove old tags from site   Publish! 1 2 3 4 5 6 Go to today
  103. 103. 103 Google confidential Involve the right people – both Marketing & IT Marketing GTM can reduce campaign delays and lead to better data for decision making IT GTM can reduce IT task load, allowing them to focus on other important activities Include all stakeholders in the discussion; see resources below
  104. 104. 104 Google confidential Discuss data collection goals •  Installing tag management is a great opportunity to reevaluate what you want to measure •  Determine goals •  Proactively implement It’s really about what you’re trying to measure
  105. 105. 105 Google confidential Easily add new tags with built-in templates Templates for AdWords Conversion Tracking, Google Analytics, AdWords Remarketing, and DoubleClick Floodlight; non-Google tag templates coming soon Select tag template, or add custom HTML, image, or javascript tags
  106. 106. 106 Google confidential106 Google confidential Add an AdWords Conversion Tracking tag Select AdWords Conversion Tracking Template You can copy and paste conversion ID information from your existing tags or from the AdWords interface
  107. 107. 107 Google confidential107 Google confidential Add a Google Analytics tag Select Google Analytics You can copy and paste this information from your existing tags or from the GA interface Many additional Google Analytics customizations are supported as well
  108. 108. 108 Google confidential108 Google confidential Add an AdWords Remarketing tag Select AdWords Remarketing You can copy and paste conversion ID information from your existing tags or from the AdWords interface
  109. 109. 109 Google confidential Add custom HTML or javascript tags Templates for non-Google tags coming soon Select Custom HTML tag Copy and paste your HTML or javascript tag here (with <script> </ script>)
  110. 110. 110 Google confidential Add custom image tags Templates for non-Google tags coming soon Select Custom Image Tag Add image URL
  111. 111. 111 Google confidential Create rules to manage when tags fire Rules can be based on: •  Custom events – like button clicks or events in dynamic pages •  URL – like “fire this tag on my thankyou.html page” •  Referrer – Dynamically fire tags based on the incoming traffic source •  Key-value pairs – like “if $category = sports, fire my Sports Fan remarketing pixel” •  And many more…
  112. 112. 112 Google confidential Macros allow data capture without retagging For example, collect pricing information from a specific location on your page, and pass this information to multiple tags
  113. 113. 113 Google confidential User management Only users with “Publish” access can push changes live to site Users with less technical backgrounds can propose changes to be vetted later
  114. 114. 114 Google confidential Preview Mode & Debug Console Our unique Debug Console and Preview Mode make it easy to verify that new tags are working properly, before you publish any changes. View status of tags to check that they’re working as expected
  115. 115. 115 Google confidential Version History Versions keep a history of what's been published on your site. If changes are made and you’d like to go back to a prior version, it’s easy to flip back
  116. 116. 116 Google confidential116 Google confidential Useful Resources Google Analytics Blog Google Analytics YouTube Channel Avinash Kaushik’s Blog Justin Cutroni’s Blog
  117. 117. 117 Google confidential117 Google confidential Questions?