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How to do Remarketing with Google Analytics

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A short introduction to Google Analytics, how to look at the user journey with Google Analytics, and how to create a remarketing campaign with Google Analytics and Adwords combined.

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How to do Remarketing with Google Analytics

  1. 1. | 50UXSTORIES.DKTHE USER JOURNEYHow to use GA to get an understanding
  2. 2. | 50UXSTORIES.DK- What can we do with Google Analytics- How does Google Analytics work- A few thoughts on how use the numbers- A short look at the Interface…- Setting up Goals (Shown in the interface)- Going through how goals work with other metrics- Looking at Advanced segments- Break- An idea of metrics to be used in understanding the user journey- Setting up a remarketing campaign- Make a short report– a task for you..GOOGLE ANALYTICSAgenda2
  3. 3. | 50UXSTORIES.DKWhat can we use Google analytics for?
  4. 4. | 50UXSTORIES.DKGOOGLE ANALYTICSWhat can we use Google analytics for?4Goal:Soft:Seen a product siteTime on siteAmount of pages seenHard:Newsletter signupDownload whitepaperPurchase of product
  5. 5. | 50UXSTORIES.DKGOOGLE ANALYTICSWhat can we use Google analytics for?5Goal:Soft:Seen a product siteTime on siteAmount of pages seenHard:Newsletter signupDownload whitepaperPurchase of product
  6. 6. | 50UXSTORIES.DKGOOGLE ANALYTICSWhat can we use Google analytics for?6Goal:Soft:Seen a product siteTime on siteAmount of pages seenHard:Newsletter signupDownload whitepaperPurchase of product+
  7. 7. | 50UXSTORIES.DKGOOGLE ANALYTICSWhat can we use Google analytics for?7Goal:Soft:Seen a product siteTime on siteAmount of pages seenHard:Newsletter signupDownload whitepaperPurchase of product
  8. 8. | 50UXSTORIES.DKGOOGLE ANALYTICSWhat can’t we use Google analytics for?8
  9. 9. | 50UXSTORIES.DKHow does it work?
  10. 10. | 50UXSTORIES.DK<script type="text/javascript">var _gaq = _gaq || [];_gaq.push([_setAccount, UA-219820-1]);_gaq.push([_trackPageview]);(function() { var ga = document.createElement(script); ga.type = text/javascript;ga.async = true;ga.src = (https: == document.location.protocol ? https://ssl : http://www) + .google-analytics.com/ga.js;var s = document.getElementsByTagName(script)[0]; s.parentNode.insertBefore(ga, s);})();</script>GOOGLE ANALYTICSHow does it work10
  11. 11. | 50UXSTORIES.DKGOOGLE ANALYTICSHow does it work11
  12. 12. | 50UXSTORIES.DKGOOGLE ANALYTICSMore Units/Browsers pr. User12It’s possible to get anidea of the ratio ofyou business at:http://www.fdim.dk/statistik/internet/toplisten
  13. 13. | 50UXSTORIES.DKA few thoughts on how use the numbers
  14. 14. | 50UXSTORIES.DKTHE USER JOURNEYSUBHEADER14Bounce rate – High or low – good or bad?
  15. 15. | 50UXSTORIES.DKBounce rate - high or low - good or bad?Time on page - high or low - good or bad?New / returning visitor - differences in the way the usersbehave?Completed goals on the page - few or many?Conditions above should be considered in compare towhere the user are in the journey, and what we would likethe user to do on the site!THE USER JOURNEYMetrics that describe user behaviour15
  16. 16. | 50UXSTORIES.DK"Its not about what, but about why?"Analytics gives you answers to what happens, not whyusers do what they do!Therefore, be sure to compare Google Analytics data with avisual review of your website, and with other knowledgeabout user behavior(tests and interviews) that can help youunderstand why users do what they do!THE USER JOURNEYWeb Analytics provide What16
  17. 17. | 50UXSTORIES.DKBe sure to compare same month in year to same month thefollowing yearBe sure to know what is going on in your business, so thatyou know why the numbers might deviate from expected…There also a technical side to consider, be sure youranalytics is set up right, in order to measure right!THE USER JOURNEYThings to consider17
  18. 18. | 50UXSTORIES.DKThe Interface
  19. 19. | 50UXSTORIES.DKGOOGLE ANALYTICSAn example19
  20. 20. | 50UXSTORIES.DKGoto Google.com/analyticsLog in with – xxx@gmail.comPassword: xxxxxxGOOGLE ANALYTICSThe interface20
  21. 21. | 50UXSTORIES.DKWhich traffic source gave the most valuable traffic lastmonth on Dropdead.dk?Which technology was used for most conversions last monthon Dropdead.dk?GOOGLE ANALYTICSA Little task21
  22. 22. | 50UXSTORIES.DKSetting up Goals
  23. 23. | 50UXSTORIES.DKGoals(Goals ensure focus, understanding and prioritization)Communication(Sharing of data, knowledge and results ensures action)Historical data(Status and baseline lets us understand if our business are improving or not)GOOGLE ANALYTICSThe Challenge23
  24. 24. | 50UXSTORIES.DKSoft:Users has seen a product siteTime spent on siteAmount of pages seenHard:Newsletter signupDownload whitepaperPurchase of product (ecommerce tracking)Other set goalsLet us set up a goal in the interface..THE USER JOURNEYSetting up the goals24
  25. 25. | 50UXSTORIES.DKCreating advanced segments
  26. 26. | 50UXSTORIES.DKApp Dedicated mobile siteResponsive siteWhat are the differences in the research we need to make in orderto create solutions for these three scenarios?THE USER JOURNEYData for development of a mobile solution26
  27. 27. | 50UXSTORIES.DKIts possible to create segments on almost every metric –This can be useful for understanding specifics about thedifferent segments, and to focus your analysisHow about Danish iOS users?Let us set up this segment in the interface..THE USER JOURNEYThe customer journey towards your product27
  28. 28. | 50UXSTORIES.DKBreak – 10 minuttes
  29. 29. | 50UXSTORIES.DKIdeas for understanding the user journey
  30. 30. | 50UXSTORIES.DKAttractionEngagementConversionRetainmentAdvocacyTHE USER JOURNEYThe customer journey towards a conversion30
  31. 31. | 50UXSTORIES.DKxxTHE USER JOURNEYWhat measures can describe attraction31
  32. 32. | 50UXSTORIES.DKxxTHE USER JOURNEYWhat measures can describe engagement?32
  33. 33. | 50UXSTORIES.DKTHE USER JOURNEYWhat measures can describe a Conversion?33
  34. 34. | 50UXSTORIES.DKTHE USER JOURNEYWhat measures can describe Retainment (The customer coming back for more)34
  35. 35. | 50UXSTORIES.DKTHE USER JOURNEYWhat measures can describe Advocacy35
  36. 36. | 50UXSTORIES.DK 36Segment By:- Traffic source- Audience attributes- Geography- Campaigns- OtherAttractAdvocateRetainChurnReactivateEngageAbandonConvertTHE USER JOURNEYHow the metrics tell about the user journey• Visits(by source)• Unique visitors• Cost per Click(bysource)• Video Views• Products views• Pageviews/time on site/ bouncerate• Purchases/ leads/ calls• Use of where to buy• Whitepaper downloads• Demo signups• Newsletter subscribers• Repeat purchases• % Returning visitors• Retargeting clicks• Writes a review• Social media share• Offsite social mentions
  37. 37. | 50UXSTORIES.DK 37Segment By:- Traffic source- Audience attributes- Geography- Campaigns- OtherAttractAdvocateRetainChurnReactivateEngageAbandonConvertTHE USER JOURNEYHow the metrics tell about the user journey• Visits(by source)• Unique visitors• Cost per Click(bysource)• Video Views• Products views• Pageviews/time on site/ bouncerate• Purchases/ leads/ calls• Use of where to buy• Whitepaper downloads• Demo signups• Newsletter subscribers• Repeat purchases• % Returning visitors• Retargeting clicks• Writes a review• Social media share• Offsite social mentions
  38. 38. | 50UXSTORIES.DK 38Segment By:- Traffic source- Audience attributes- Geography- Campaigns- OtherAttractAdvocateRetainChurnReactivateEngageAbandonConvertTHE USER JOURNEYHow the metrics tell about the user journey• Visits(by source)• Unique visitors• Cost per Click(bysource)• Video Views• Products views• Pageviews/time on site/ bouncerate• Purchases/ leads/ calls• Use of where to buy• Whitepaper downloads• Demo signups• Newsletter subscribers• Repeat purchases• % Returning visitors• Retargeting clicks• Writes a review• Social media share• Offsite social mentions
  39. 39. | 50UXSTORIES.DKDoing retargeting in Google Analytics
  40. 40. | 50UXSTORIES.DKGOOGLE ANALYTICSHow remarketing works40
  41. 41. | 50UXSTORIES.DKGOOGLE ANALYTICSHow remarketing works41
  42. 42. | 50UXSTORIES.DKGOOGLE ANALYTICSHow remarketing works42
  43. 43. | 50UXSTORIES.DKGOOGLE ANALYTICSHow remarketing works43
  44. 44. | 50UXSTORIES.DKGOOGLE ANALYTICSHow remarketing works44
  45. 45. | 50UXSTORIES.DKGOOGLE ANALYTICSHow remarketing works45
  46. 46. | 50UXSTORIES.DKGOOGLE ANALYTICSFurther resources46Helpcenter article on Remarketing Lists in Google Analytics:https://support.google.com/analytics/answer/2611268?hl=en#Updating your Analytics Tracking Code:https://support.google.com/analytics/answer/2444872#Updating your privacy policy:https://support.google.com/analytics/answer/2700409?rd=1#Linking/Unlinking Analytics and AdWords accounts:https://support.google.com/analytics/answer/1033961#More on visitor segments in Google Analytics:https://support.google.com/analytics/answer/2611820#Common targeting strategies: https://support.google.com/analytics/answer/2611289?hl=en&ref_topic=2611283#
  47. 47. | 50UXSTORIES.DKIf there is any time left
  48. 48. | 50UXSTORIES.DKKeyPerformanceIndicatorsKey Performance IndicatorsHow the metrics tell about the user journey48
  49. 49. | 50UXSTORIES.DKCompare 2012’s numbers with the 2013 numbers,Look at the numbers for january - marchHow is attraction going?How is engaging going?How is conversion going?How is retaining the customer going?How is turning customers to advocates going?Make a short report on the health of www.dropdead.dkTHE USER JOURNEYA little task49
  50. 50. | 50UXSTORIES.DKGOOGLE ANALYTICSFurther resources50Google Conversion university – Tutorials on Google Analyticshttp://www.google.com/intl/en/analytics/iq.html?Google Campaign code builder -http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55578Occams razor – great blog about webanalytics http://www.kaushik.net/avinash/

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