AOD Marketing : Google Analytics Seo Camp 2012

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Review of underused Google Analytics tools, as well as a review of some Google Analytics V5 repots: Social Reports, Multi Channel Funnels & Visitor Flow.

Technology Design

Features You Aren’t Using That You Should Be
Augustin VazquezLevi

@oggy

The April 17 Google Analytics Apocalypse…

Version 5: No $ Index Metric on Pages

VS

Version 5: Referral report drilldown

Version 4: Referral report drilldown

Part 1: Some of the Tools We’ve Had All Along

• Annotations

• Campaign Tracking (_utm)

• Table Filtering

• Site Search

• Events

• Custom Variables (3 Types)

• Advanced Segments

Annotations:

• Communicate between departments

• Measure Linkbuilding effects

• Identify server outages

• TV, radio or offline advertising dates

• Integration/Dev changes

• And…

Google Algorithm Updates: Annotate them!!!!
• April 52-Pack May 4, 2012

• Panda 3.6 April 27, 2012

• Penguin April 24, 2012

• Panda 3.5 April 19, 2012

• March 50-Pack April 3, 2012

• Panda 3.4 March 23, 2012

• Panda 3.3 February 27, 2012

• Venice February 27, 2012

Campaign Tracking (URL Builder):
No Campaign Tracking on Newsletters 

Campaign Tracking (URL Builder):

Turn This:

http://www.khanacademy.org/science/biology/v/
intelligent-design-and-evolution

Into This:

http://www.khanacademy.org/science/biology/v/
intelligent-design-and-
evolution?utm_source=Parish_Contact_List&utm_
medium=Email&utm_campaign=Evolution

Table Filtering (Segment on-the-fly)

• Branded vs. non-branded keyword reports

• Filter URLs with common parameters

• Anchor-text related reports

Site Search

• Are users finding what they are looking for?

• Are any new searches being made this month vs. last?

• How many searches lead to a purchase?

• How many searches lead to an exit?

• For Publisher sites: Do visits with searches increase Pageviews/visit

Events
• Product ratings (what products get more interaction?)

• Video/music players

• Outbound clicks & Document Downloads

• Live chat usage (What pages live chat was initiated)

• Newsletter widget signup

• Internal ads or page sections (blocks)

• Gaming

Custom Variables (3 Types)

Where do they fit in?

Custom Variables (3 Types)

Visitor Level: Cross session Visits

Custom Variables (3 Types)

Session Level Cookies

Custom Variables (3 Types)

Page Level Cookies

My Favorite V.5 Features

• Visitor, Events and Social Flow

• Channels & Multi Channel Funnels

• Social Reporting & Engagement Metrics

Visitor Flow : Highlight Particular Source

Channels & Multi Channel Funnels

Time Lag Report

Path Length

Channels & Multi Channel Funnels (Analyzing Sales Cycle)

Channels & Multi Channel Funnels

Basic Channels (Out-of-the-box)

Channels & Multi Channel Funnels

“Sales Cycle” Funnel by Default Channels

Channels & Multi Channel Funnels

Create Your Own Channels

Channels & Multi Channel Funnels

Can only create channels with referral information (PII not allowed)

Channels & Multi Channel Funnels
Can only create channels with referral information not Device
(PII not allowed)

Social Reporting

Assisted/Last interaction Conversions:

> 1 = Likely to convert as last interaction
< 1 = Source serves more as an assist role
1 = Serves as an assist role equally as a last interaction

Social Reporting Activity Stream Keyword Clouds?

Like Us On Facebook: facebook.com/aodmarketing
Follow me: @oggy

Visit our Site: www.aodmarketing.com

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1. Features You Aren’t Using That You Should Be Augustin VazquezLevi @oggy

2. The April 17 Google Analytics Apocalypse…

3. My Ransom Note To Google:

4. Adapt or Die:

5. Meanwhile the Link Was There All Along:

6. Version 5: No Hostname Reports VS

7. Version 5: No $ Index Metric on Pages VS

8. Version 5: Referral report drilldown Version 4: Referral report drilldown

9. Part 1: Some of the Tools We’ve Had All Along • Annotations • Campaign Tracking (_utm) • Table Filtering • Site Search • Events • Custom Variables (3 Types) • Advanced Segments

10. Annotations: • Communicate between departments • Measure Linkbuilding effects • Identify server outages • TV, radio or offline advertising dates • Integration/Dev changes • And…

11. Google Algorithm Updates: Annotate them!!!! • April 52-Pack May 4, 2012 • Panda 3.6 April 27, 2012 • Penguin April 24, 2012 • Panda 3.5 April 19, 2012 • March 50-Pack April 3, 2012 • Panda 3.4 March 23, 2012 • Panda 3.3 February 27, 2012 • Venice February 27, 2012

12. Campaign Tracking (URL Builder): No Campaign Tracking on Newsletters 

13. Campaign Tracking (URL Builder): Turn This: http://www.khanacademy.org/science/biology/v/ intelligent-design-and-evolution Into This: http://www.khanacademy.org/science/biology/v/ intelligent-design-and- evolution?utm_source=Parish_Contact_List&utm_ medium=Email&utm_campaign=Evolution

14. Table Filtering (Segment on-the-fly) • Branded vs. non-branded keyword reports • Filter URLs with common parameters • Anchor-text related reports

15. Site Search • Are users finding what they are looking for? • Are any new searches being made this month vs. last? • How many searches lead to a purchase? • How many searches lead to an exit? • For Publisher sites: Do visits with searches increase Pageviews/visit

16. Events • Product ratings (what products get more interaction?) • Video/music players • Outbound clicks & Document Downloads • Live chat usage (What pages live chat was initiated) • Newsletter widget signup • Internal ads or page sections (blocks) • Gaming

17. Events • Product ratings (what products get more interaction?) • Video/music players • Outbound clicks & Document Downloads • Live chat usage (What pages live chat was initiated) • Newsletter widget signup • Internal ads or page sections (blocks) • Gaming

18. Events • Product ratings (what products get more interaction?) • Video/music players • Outbound clicks & Document Downloads • Live chat usage (What pages live chat was initiated) • Newsletter widget signup • Internal ads or page sections (blocks) • Gaming

19. Events • Product ratings (what products get more interaction?) • Video/music players • Outbound clicks & Document Downloads • Live chat usage (What pages live chat was initiated) • Newsletter widget signup • Internal ads or page sections (blocks) • Gaming

20. Events • Product ratings (what products get more interaction?) • Video/music players • Outbound clicks & Document Downloads • Live chat usage (What pages live chat was initiated) • Newsletter widget signup • Internal ads or page sections (blocks) • Gaming

21. Custom Variables (3 Types) Where do they fit in?

22. Custom Variables (3 Types) Visitor Level: Cross session Visits

23. Custom Variables (3 Types) Session Level Cookies

24. Custom Variables (3 Types) Page Level Cookies

25. Advanced Segments Change Everything

26. Advanced Segments Change Everything

27. I Knew All That! What’s New?

28. My Favorite V.5 Features • Visitor, Events and Social Flow • Channels & Multi Channel Funnels • Social Reporting & Engagement Metrics

29. Visitor Flow

30. Visitor Flow : Highlight Particular Source

31. Visitor Flow: Highlight Through Path

32. Channels & Multi Channel Funnels Time Lag Report Path Length

33. Channels & Multi Channel Funnels

34. Channels & Multi Channel Funnels (Analyzing Sales Cycle)

35. Channels & Multi Channel Funnels Basic Channels (Out-of-the-box)

36. Channels & Multi Channel Funnels “Sales Cycle” Funnel by Default Channels

37. Channels & Multi Channel Funnels Create Your Own Channels

38. Channels & Multi Channel Funnels Can only create channels with referral information (PII not allowed)

39. Channels & Multi Channel Funnels Can only create channels with referral information not Device (PII not allowed)

40. Social Reporting

41. Social Reporting Assisted/Last interaction Conversions: > 1 = Likely to convert as last interaction < 1 = Source serves more as an assist role 1 = Serves as an assist role equally as a last interaction

42. Social Reporting

43. Social Reporting Activity Streams

44. Social Reporting Activity Stream Keyword Clouds?

45. Like Us On Facebook: facebook.com/aodmarketing Follow me: @oggy Visit our Site: www.aodmarketing.com

AOD Marketing : Google Analytics Seo Camp 2012

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