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Masuratori de baza in Google Analytics

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Ecuatia Comertului Online - cei trei termeni, Trafic aka Marketing Online, Rata de Conversie - persuasune, functonalitati, usability, Comanda Medie - promotii, cross si up sell, pret, stoc. Un scurt checklist despre instalarea corecta a Google Analytics, o scurta trecere in revista a celor 16 pasi - https://ecompedia.ro/google-analytics/

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Masuratori de baza in Google Analytics

  1. 1. Masuratori de baza in Google Analytics. Ecuatia Comertului Online Liviu TALOI, liviu.taloi@ECOMpedia.ro, webinar GoMAG, 19 februarie 2019
  2. 2. Confidential and Proprietary nivel incepator & mediu Capitol 1 Capitol 2 Ecuatia unui Business Online Checklist instalare Google Analytics Digital analytics & Google Analytics UI tour
  3. 3. Ecuatia Comertului Online Ce trebuie sa facem sa crestem cifra de afaceri? Ce masuram in Google Analytics?
  4. 4. Confidential and Proprietary Ecuatia Comertului Online CA = Tr x Rc x Cm http://bit.ly/ecuatia click to tweet
  5. 5. Confidential and Proprietary Ecuatia Comertului Online (1) = Marketing Online CA = Tr x Rc x Cm Achizitie > Tot volumul de trafic > Sursa/Modalitate ECOM Eficienta Campaniilor de Online Marketing (GA-1)
  6. 6. CPM = costul per mia de afisari CPC = costul per click Conversia = Rata de Conversie (ecommerce conversion rate) CPS / CPV = cost per sale / cost per vanzare AOV = average order value, comanda medie ROI = Return On Investment = (Margine – Costuri) / Costuri * 100 Canal Media unde dau bani, de unde primesc facturi Costuri ce scrie acolo pe facturi, in lei de preferinta Venituri ce scrie in raportul specific din Google Analytics, in lei  ROI % (margine calculata – costuri de marketing) / costuri de mktg FACEBOOK Ma uit pe factura, transform in lei Ma uit in tabelul pe care il verific zilnic pentru clientii mei, unde vad rezultatele financiare ale fiecarui canal media 0% = tanda pe manda, nici nu castig nici nu pierd bani ADWORDS Ma uit pe factura, e deja in lei Apoi ponderez cu o margine venitul (scad costul marfii, scad alte costuri ale companiei) -50% = pierd bani, veniturile aduse nu acopera costurile operationale si cele cu marfa SEO - ORGANIC Pe care factura ma uit? Consultantul de seo, instrumentul de seo, omul La final vad diferenta, in absolut sau procentual, adica ajung la ROI. +50% = castig bani, la fiecare leu investit in seo castig 1.5 lei Eficienta* Campaniilor de Online Marketing = ECOM *tabel facut periodic, LUNAR, Saptamanal, Trimestrial
  7. 7. Confidential and Proprietary Unde il gasim? Care este cel mai apropiat raport de cel prezentat in imagine? Cel mai important TABEL din GA, de verificat periodic Achizitie > Tot volumul de trafic > Sursa/Modalitate > Rezumat
  8. 8. Confidential and Proprietary Ecuatia Comertului Online (2) = Usability, Persuasiune CA = Tr x Rc x Cm Achizitie > Tot volumul de trafic > Sursa/Modalitate Comportament > Continutul Site-ului > Pagini Destinatie Conversii > Obiective > Flux de obiective o posibila metoda prin comparatie fata de o medie locala in acel raport (GA-2)
  9. 9. Confidential and Proprietary Ecuatia Comertului Online (3) = Marketing de Produs CA = Tr x Rc x Cm Conversii > Comert Electronic > Performanta Listei de Produse / Produs Enhanced Ecommerce schema de tagging – pe liste, product view, cart etc (GA-3)
  10. 10. Conversii > Comert Electronic > Performanta Produsului Conversions > E-Commerce > Product Performance
  11. 11. Confidential and Proprietary 1. De ce am nevoie sa masor conversiile? Sa pot evalua evolutia business-ului meu online 2. De ce am nevoie sa atribui o valoare financiara unei conversii? Sa pot evalua eficienta marketingului pe care il fac 3. Cum implementez efectiv “o conversie” in GA? Prin GOAL-uri (lead generation) / Tranzactii e-Commerce (magazin online) 4. Cum atribui efectiv valoare financiara unei conversii in GA? Prin GOAL VALUE (lead generation), prin VALOAREA COMENZII (tracking e-commerce) magazin online Slide cheie: rog atentie sporita!!!
  12. 12. Checklist Instalare Google Analytics Care sunt pasii de instalare corecta a Google Analytics Google Tag Manager + Universal Analytics + Enhanced Ecommerce
  13. 13. Confidential and Proprietary 1. [optional] Instalam Google Tag Manager (GTM) 2. Instalam google Universal Analytics UA (analytics.js) 3. Punem filtre de excludere la IP-ul companiei dev, proprii 4. Punem stringul de cautare interna produse in Site Search 5. Verificam 2 – 4 cu Google Tag Assistant (GTA), WASP, Page Source 6. Legam Analytics cu Adwords, Adsense, Search Console + liste RM 7. [optional] putem importa si alte costuri in UA (Facebook) 8. Setam GOAL-uri (comanda) cu funnel-uri (CRO) Checklist instalare Google Analytics (GA-1)
  14. 14. Confidential and Proprietary 9. Marcam campaniile externe folosind Google URL builder 10. Verificam 8 si 9 in GA cu ajutorul Real Time, sau GTA 11. Punem tracking-ul de ecommerce standard (ROI) 12. Setam evenimente pe actiunile principale din site, micro-conversii 13. Verificam 11 cu lista de comenzi si raport tranzactii 14. Punem schema de Enhanced Ecommerce (Mktg Produs - Intern) 15. Verificam 14 cu lista comenzi, tranzactii, rapoarte EE 16. [optional] Implementam custom dimensions & custom metrics Checklist instalare Google Analytics (GA-2)
  15. 15. Confidential and Proprietary https://ecompedia.ro/sexy-analytics/ Q&A liviu.taloi@ECOMpedia.ro
  16. 16. Confidential and Proprietary Intra acum pe ECOMpedia.ro si pune intrebarea la care vrei raspuns usability, marketing, analytics, e-commerce
  17. 17. Liviu TALOI Senior Consultant in e-commerce, usability, analytics, conversion rate optimization and online marketing @ECOMpedia Liviu is Co-Founder of the ECOMpedia.ro project and Community Manager for GPeC (Gala Premiilor e- Commerce - Romanian e-Commerce Award Gala). He has over 15 years of experience in online marketing and 10 years in e-commerce. He was, among other past jobs, PR Manager at eMAG. In 2005, he founded a web consulting company specialized in e-commerce and sites evaluation, Web Audit. He is also speaker at conferences and seminars, especially dedicated to electronic commerce, he write articles and market analysis. Skills: e-commerce, site audit, UX, CRO, Analytics, Online Marketing. Taloi has been selected by Cardinal Path to be a regional trainer of Google Partner Academy Programme in Google Analytics. Taloi has also GAIQ - Google Analytics Individual Qualification certification. Liviu TALOI has worked with online shops as eMAG, MarketOnline, SigmaNET, F64, FashionUP, TAMOS, Kurtmann, ZorileStore, Vexio.ro, MetaphoraBijoux, Gutuie.ro, eMenAtWork, e-commerce platforms & full digital agencies as Content Speed, Shopmania BIZ, Retargeting.biz, online tourism sites as EXIMTUR, Veltravel, he did usability & conversion rate optmization projects as for BCR - sIT Solutions AT Spardat Gmbh, Bitdefender (USA site), SKIN media, he delivered Google Analytics closed&open trainings as for BrainArt, Siniat, ING NN Asigurari de Viata, Google Partner Academy. In recent years, Liviu Taloi provided expert advice to more than 100 Romanian online stores in e- commerce, usability, analytics, conversion rate optimization and online marketing. Many of these online companies are now market leaders in their niche.

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