The document summarizes the agenda and key topics from the 2013 Google Analytics Partner Conference. It discusses expanding access to analytics through tools that more easily capture data, attribute conversions across devices and channels, and provide deeper analysis through features like content grouping, segmentation, and demographic data. New opportunities mentioned include using multichannel attribution modeling, automatic link tracking, and the updated mobile SDK to improve analytics across devices and platforms.

1. Google Analytics Summit 2013

2. Agenda
Overview
Themes
Answering Questions with GA
What This Means
Q&A

3. 2013 Google Analytics Partner
Conference
Yearly conference of Google Analytics partner agencies and companies,
including GA Premium clients.
For the first time, the group was so big that not
everyone was allowed to go to the conference.
Representatives from 47 countries.
Discussions included product releases, technical
and business deep dives, and general discussion of
analytics.

4. Access. Empower. Act
Access: Connect the right data to the right people
Empower: Provide tools and techniques to analyze and make
decisions
Act: Ability to act on data and to leverage insights
Impact 3 key areas in digital experiences:
Budgets & Bids
Campaign Optimization
User Experience

5. Multi-Screen World
Users are always online
Users perform more and more of their shopping research
online - 75% of mobile searches lead to other actions
Users can come from different channels
Attribution models can help us understand
multichannel/multiscreen
Universal Analytics will help us understand all your
touchpoints
Site wide tagging is not just for website analytics anymore

6. Attribution
•
Attribute conversions to all your touch points
•
Attribution Modeling is becoming more and more useful
•
Next challenge with Attribution Modeling: how does credit get
distributed around touch points?
•
Key Areas of AttributionLast Touch SalesAttributed Sales% Non Last Touch
SalesCost Per Attributed Sales
Data Driven Attribution Model decreased CPA by 35% and
conversions rose 145% for Display (GDN) (Note: Premium only)
•
Data Driven Attribution Model decreased CPA by 35% and
conversions rose 145% for Display (GDN) (Note: Premium only)

7. HOW DO WE ANSWER QUESTIONS WITH
GA?

8. How Do We Make It Easier to
Capture the Data?
Automatic link and click tracking in Google Tag Manager
Can track links without needing to code them into the page
Can also track form events, any kind of click
Allows for tagging a site post-launch, tagging without dev
Google Tag Manager for Apps
Allows you to serve analytics and config code to apps
Allows for quick configuration changes without having to relaunch
the app

9. How Do We Work CrossDevice? ID - track across
Set your own user
devices (Finally!)
Also includes cross-device distribution
reporting, device flow
Will include stitching to marry loggedin/not logged-in states
Allows us to see usage across devices
Migration tool - regular GA to Universal
Allows you to keep historical data but use
Universal features such as user ID
overwrite

10. How Do We Work With the
Data?
Content Grouping
Assign groups to your pages
Can be done with code or a filter
Allows for analysis of pages by group
Multiple APIs for reporting and user
management
Allows for dynamic dashboarding
using Google Spreadsheets, Magic
Script and GA SuperProxy

11. How Do We Go Deeper with
Analysis?
ABC report (Acquisition, Behavior, Conversion)
Lets us see user visit data, what they did, and what their outcome was
Enhances analysis

12. How Do We Go Deeper with
Analysis?
Unified Segmentation
New UI for building and applying segments
Can segment by user, sequence and perform cohort analysis
Gives us new ways of seeing how users interact with our sites

13. How Do We Go Deeper with
Analysis?
Audience Demographic Data
Requires a code change - calling the Doubleclick code (not supported
yet in Universal)
Based off of Google Display Network data
Can be used in segments
Includes age, gender and interests
Lets us use demographic data in reporting

14. How Do We Learn About
Analytics?
Google Analytics Academy
Revamped online courses
Includes both best practices with the tools and information about
digital analytics
In Product Help Videos
Inline help and videos inside the
GA interface

15. How Do We Improve Mobile
Analytics?
Google Play (app store) data inside of GA
See where users are finding your app from
See data on installs and updates inside of GA
Lets us see how users are finding our
Android apps
V.3 of SDK is out
Supports new mobile-specific reporting
profiles
Includes screen view and crash reporting

16. How Do We Take Analytics
Further?
Unsampled data accessible via BigQuery (Premium Only)
Allows for access and analysis of all your site’s traffic unsampled
Data-driven attribution modeling tool (Premium Only)
Uses data on conversions to build an attribution model automatically
DoubleClick Campaign Integration (Premium Only)
See impression and click data for DoubleClick
campaigns
Display data in Multichannel funnels

17. WHAT THIS MEANS

18. Opportunities
Use multichannel funnels and attribution modeling to help support
campaign analysis
Begin to use auto link tracking in GTM for site implementation
Use v.3 of the SDK and GTM for Mobile for mobile app tracking
Examine upgrading sites to use the following:
Audience reporting
Universal Analytics
User ID Overwrite
Go deeper in analysis with new segmentation features

19. Q&A

20. Thank You