Google Analytics 202: Analysing Organic, Paid Search and Social Media
•
1 like•129 views
Google analytics 202 is an in-depth, hands-on training day building on the knowledge acquired in analytics 101 and 201, covering advanced analysis of organic search, paid search and in-bound social media and how traffic can re-evaluated though different conversion attribution models.
Recommended
Recommended
More Related Content
What's hot
What's hot (16)
Similar to Google Analytics 202: Analysing Organic, Paid Search and Social Media
Similar to Google Analytics 202: Analysing Organic, Paid Search and Social Media (20)
Recently uploaded
Recently uploaded (20)
Google Analytics 202: Analysing Organic, Paid Search and Social Media
- 1. #GoogleAnalytics202 @ivantage with @matt_trimmer 1 Matt Trimmer Principal Consultant & Managing Director These Slides: http://www.slideshare.net/ivantage WIFI: SSID: TOG5 Password: TOGether Google Analytics 202 - Analysing organic search, paid search, in-bound social media and attribution modelling
- 3. #GoogleAnalytics202 @ivantage with @matt_trimmer 3 Timings and housekeeping • Start 9:30 • Break 11:00-11:15 • Lunch 12:45-13:45 • Break 15:15-15:30 • Wrap-up 17:00 • Nearest fire exit • Toilets
- 4. #GoogleAnalytics202 @ivantage with @matt_trimmer 4 Google Analytics & Tag Manager curriculum • Google Analytics 101 - Fundamentals, key concepts and reporting basics • Google Analytics 201 - Goals, events, views, basic filters, segments, alerts and best practice campaigns • Google Analytics 202 - Analysing organic search, paid search, in-bound social media and attribution modelling • Google Analytics 301 - Architecture, processing, configuration, extending and auditing • Google Tag Manager 101 - Fundamentals, key concepts, basic tagging and advanced event listener tagging
- 5. #GoogleAnalytics202 @ivantage with @matt_trimmer 5 Session 1 - Assessing the value of your SEO campaigns • Introductions, your objectives and building your 202 action plan • Your SEO priorities • Exploring and understanding organic search keywords • Exploring (not provided) keywords • Exploring and understanding organic sources • Understanding how Google Analytics allocates organic search traffic • Exploring and understanding title tags • Exploring and understanding hostnames • Exploring the Google Search Console (Webmaster Tools) • Connecting Google Search Console and Google Analytics * • Exploring and understanding search engine optimisation reporting • Exploring and understanding referrals • Creating, building and sharing an SEO advanced segment • Creating, building and sharing an SEO dashboard • Creating, building and sharing an SEO custom report • Advanced Google Analytics coding options for SEO • Configuring Google Analytics for SEO analysis • Advanced filters for SEO *
- 6. #GoogleAnalytics202 @ivantage with @matt_trimmer 6 Session 2 - Assessing the value of your AdWords campaigns • Connecting AdWords to Google Analytics * • Understanding the benefits of auto-tagging versus manual tagging • Google AdWords accounts, campaigns, adgroups, keywords and match types • Exploring and understanding search, search partners Google Display Network and remarketing campaign options • Exploring and understanding campaigns • Exploring and understanding keywords • Exploring and understanding matched search queries • Exploring and understanding day parts • Exploring and understanding your destination URLs • Exploring and understanding your placements • Exploring and understanding your keyword positions • Understanding and minimising discrepancies between your AdWords and Google analytics • The Google AdWords conversion tracking system • Importing Google Analytics goals and e-commerce transactions into Google AdWords • Understanding Google AdWords remarketing • Understanding and creating remarketing audiences with Google Analytics • Understanding dynamic attributes for remarketing with Google Analytics • Creating, building and sharing a CPC advanced segment • Creating, building and sharing a CPC dashboard • Creating, building and sharing a CPC custom report
- 7. #GoogleAnalytics202 @ivantage with @matt_trimmer 7 Session 3 - Re-assessing the value of your traffic with multi-channel funnels • Re-assessing the value of your traffic with multi-channel funnels • The Google AdWords conversion tracking system attribution model • The Google Analytics attribution model • The Google DoubleClick attribution model • How direct traffic changes with multi-channel funnels • Understanding conversions and assisted conversions • Exploring and understanding the top conversion paths • Exploring and understanding the assisted conversions • Exploring and understanding the time lag • Exploring and understanding the path length • Exploring and understanding basic channel groupings • Creating, using and sharing custom channel groupings • Creating brand and non-brand keyword channel groupings • Applying and understanding default interaction segments • Creating, using and sharing custom interaction segments • Exploring and understanding the attribution modelling tool
- 8. #GoogleAnalytics202 @ivantage with @matt_trimmer 8 Session 4 - Assessing the value of in- bound social media • Exploring and understanding social reporting • Exploring and understanding network referrals • Exploring and understanding data hub activity • Exploring and understanding trackbacks • Exploring and understanding plugins • Best practice planning and deployment for social interaction tracking • Configuring your social settings * • Wrap up, conclusions, your action plan and feedback • * Google Analytics edit access required
- 9. #GoogleAnalytics202 @ivantage with @matt_trimmer 9 Be social • Say hello to your neighbour! • Google+ • https://plus.google.com/118368778596879435387/ posts • LinkedIn • http://www.linkedin.com/in/matttrimmer • Twitter • #measure • #googleanalytics • @googleanalytics
- 10. #GoogleAnalytics202 @ivantage with @matt_trimmer 10 Introductions • First • Me (Matt Trimmer) & ivantage overview • In a moment • You • Your role • Your department/website/website area • Your objectives for attending today
- 11. #GoogleAnalytics202 @ivantage with @matt_trimmer 11 Me • Founder, Principal Consultant and Managing Director of ivantage • Love the Internet, 23 years IT, technical experience, 14 years Internet • One of 15 Google Accredited Seminar Leaders Globally
- 12. #GoogleAnalytics202 @ivantage with @matt_trimmer 1212 Urchin and Google, March 28th 2005 • Urchin on Demand > Google Analytics • Priced at “Free” • Democratises web analytics • A tool to measure AdWords Return on Investment • Drive AdWords spend • Urchin Software > Urchin Software from Google
- 13. #GoogleAnalytics202 @ivantage with @matt_trimmer 13 Introductions – your turn! • You • Your role • Your department/website/website area • Your objectives for attending today
- 14. #GoogleAnalytics202 @ivantage with @matt_trimmer 14 Assessing the value of your SEO Campaigns • Exercises and key concepts • Follow the instructor as s/he navigates Google Analytics
- 15. #GoogleAnalytics202 @ivantage with @matt_trimmer 15 Unmasking (not provided) options • Webmaster Tools • Cross Segmentation • by Landing page • Adding a filter
- 17. #GoogleAnalytics202 @ivantage with @matt_trimmer 17 Cascading Filters - organic search position
- 18. #GoogleAnalytics202 @ivantage with @matt_trimmer 18 Coding customisations • Exercise • In Firefox, visit: • www.google-analytics.com/urchin.js • Help • http://code.google.com/apis/analytics/
- 19. #GoogleAnalytics202 @ivantage with @matt_trimmer 19 Changing ? to # for campaign tracking • ivantageaaa.co.uk
- 21. #GoogleAnalytics202 @ivantage with @matt_trimmer 21 SEO reports • SEO Advanced Segments • Non-brand, organic keywords • Alerting on % • SEO Dashboards • SEO Custom report
- 23. #GoogleAnalytics202 @ivantage with @matt_trimmer 23 Assessing the value of your AdWords Campaigns • Exercises and key concepts • Follow the instructor as s/he navigates Google Analytics
- 24. #GoogleAnalytics202 @ivantage with @matt_trimmer 24 Connecting AdWords to Analytics • Exercise • Log in to AdWords • Go to Google Analytics • Link Accounts • Use Auto-tagging
- 25. #GoogleAnalytics202 @ivantage with @matt_trimmer 25 Measuring Google Adwords paid search campaigns • Key concept • You must not use Campaign Tracking with Google Adwords • Just turn on Auto-tagging • Google Adwords > My Account > Preferences • Auto-tagging adds the gclid suffix automatically to all landing pages in your Google Adwords Account • http://www.mysite.com/landing- page.com? gclid=CMDcnd7rxKUCFc9a7AodKGU 6Zg
- 26. #GoogleAnalytics202 @ivantage with @matt_trimmer 26 Data discrepancies • More clicks than visits • Visits within 30 mins • Server latency • Page faults • JS not enabled in user’s browse for GA • Redirects (referral information lost) - GA never executed • More visits that clicks • Bookmarking of Gclid pages • Invalid clicks - AdWords removes , GA keeps visits • Source contamination? • cpc going to organic
- 27. #GoogleAnalytics202 @ivantage with @matt_trimmer 27 Cascading Filters - original search term
- 28. #GoogleAnalytics202 @ivantage with @matt_trimmer 28 Remarketing options • Static Remarketing • Ads that contain content from the user’s experience • Simple branded banner • Page specific banners • Dynamic Remarketing • Ads that contain content from the user’s experience to product/service/content block level • Remember you are now using Doubleclick • 3rd Party Cookie! • Update your privacy policy
- 29. #GoogleAnalytics202 @ivantage with @matt_trimmer 29 Targeting remarketing • From broad to behaviorally specific • All users • New users • Returning Users • Users who visited a specific section of the site • Users who completed a goal conversions • Users who completed a transaction
- 30. #GoogleAnalytics202 @ivantage with @matt_trimmer 30 Targeting remarketing • Unified segments • Demographics • Technology • Behaviour • Date of first session • Traffic sources • Conditions • Sequences
- 31. #GoogleAnalytics202 @ivantage with @matt_trimmer 31 Targeting remarketing • Conditions • Abandoned checkout • Abandoned checkout of a specific page • Abandoned checkout of a specific product - Dynamic • Searched but not converted • Converted users • High value converted users • Sequences • Sessions • Came in on that campaign and did not convert • Users • Came in on that campaign, sign-up for free trial, click- through on the email reminder, did not convert
- 32. #GoogleAnalytics202 @ivantage with @matt_trimmer 32 Dynamic remarketing • Select and populate a feed • eg Travel • Destination ID • Origin ID • Destination Name • Origin Name • Price
- 33. #GoogleAnalytics202 @ivantage with @matt_trimmer 33 Dynamic remarketing • Tag your site to map to the feed • eg Travel • Destination ID • Origin ID • Destination Name • Origin Name • Price • Tag with AdWords Code • Tag with Google Tag Manager • Use custom dimensions • Set from the site into the Datalayer
- 34. #GoogleAnalytics202 @ivantage with @matt_trimmer 34 Dynamic remarketing • User interacts with tagged content • User is remarketed with matched content • eg Travel • Destination ID = Destination ID • Origin ID = Origin ID • Destination Name = Destination Name • Origin Name = Origin Name • Price = Price
- 35. #GoogleAnalytics202 @ivantage with @matt_trimmer 35 Google AdWords conversion tracking • Key concept • Google AdWords conversion tracking works on the principle of “First Click Attribution” • First click wins the conversion • Uses third party cookie • Conversion attributed to the day the cookie was received, not the day of the sale
- 36. #GoogleAnalytics202 @ivantage with @matt_trimmer 36 Import Google Analytics Goals and Transactions into Google AdWords • Key concept • You can import Google Analytics Goals in AdWords • Ensure your Account Settings are set to share data with other Google Products
- 38. #GoogleAnalytics202 @ivantage with @matt_trimmer 38 Re-assessing the value of your traffic with MCF • Do your digital marketing channels • Initiate, • Assist or • Complete • Conversions?
- 39. #GoogleAnalytics202 @ivantage with @matt_trimmer 39 Google Analytics campaign tracking & attribution • Key concept • Google Analytics works on the principle of “Last Non-Direct Click” attribution model • Last non-direct click wins the sales and/or Goal conversion • This is unusual - more common is “Last Interaction/Click”
- 40. #GoogleAnalytics202 @ivantage with @matt_trimmer 40 Common attribution models • Google Analytics • Last Non-Direct Click - last click except direct • Google AdWords Conversion Tacking • Last AdWords Click • Most other web analytics/tracking systems & MCF • Last Interaction/Click
- 41. #GoogleAnalytics202 @ivantage with @matt_trimmer 41 MCF - key reports • Path Length • Do you have a attribution problem? • Top Conversion Paths • Team work/Investment decisions? • Overview • Cannibalisation/ Organisation Structure? • Assisted conversions • Undervalued channels - those moving way from 1
- 42. #GoogleAnalytics202 @ivantage with @matt_trimmer 42 MCF - concepts • Direct is now recognised in the conversion process • Assisted conversion • Conversions that required two or more visits/sessions • Converts later or earlier in the conversion cycle? Away from 1 (One)0 (Zero) 1 (One) Higher tendency to drive last click conversions Higher tendency to be present earlier in the conversion (Undervalued by “Last Non-Direct Click” attribution) Higher tendency to assist and drive last click conversions
- 43. #GoogleAnalytics202 @ivantage with @matt_trimmer 43 More attribution models • First Interaction • As bad as Last Interaction • Linear • Last AdWords Click • Position Based • Last Interaction/Click • Time Decay • Best of a bad bunch! • Premium/360 • Has Data Driven Attribution
- 44. #GoogleAnalytics202 @ivantage with @matt_trimmer 44 Attribution Modeling • Re-assessing your marketing budgets?
- 46. #GoogleAnalytics202 @ivantage with @matt_trimmer 46 Assessing the value of social media • Exercises and key concepts • Follow the instructor as s/he navigates Google Analytics
- 47. #GoogleAnalytics202 @ivantage with @matt_trimmer 47 Campaign Tracking and the Ad Content parameter • Key concept • Use campaign content to gain deeper analysis Source Medium Keyword Ad Content Campaigns
- 49. #GoogleAnalytics202 @ivantage with @matt_trimmer 49 Best practice tracking for LinkedIn campaigns • Key concept • Use cpc as medium to compare against AdWords • Use ad content for ad types (badge, image-1, image-2)
- 50. #GoogleAnalytics202 @ivantage with @matt_trimmer 50 Best practice tracking for Twitter campaigns • Key concept • Use social-media as medium • Use twitter as source • Use ad content for time and date of post or @username • Use http://bit.ly/ or http://goo.gl/ • To shorten URLs
- 51. #GoogleAnalytics202 @ivantage with @matt_trimmer 51 Best practice tracking for Facebook campaigns • Key concept • Use social-media as medium • Use facebook as source • Use ad content for time and date of post or area of post or tab area • Use http://bit.ly/ or http://goo.gl/ • To shorten URLs and preserve placement
- 56. #GoogleAnalytics202 @ivantage with @matt_trimmer 56 In conclusion • Start using your SEO reports and dashboards to monitor progress • Start using your AdWords reports to monitor RoI • Start looking at Multi-channel funnels and ensure you appreciate the value of all traffic sources • Use a custom template to define (Other) channels • Think about using social interaction tracking • instead of Add This, etc?
- 57. #GoogleAnalytics202 @ivantage with @matt_trimmer 57 Getting help • support@ivantage.co.uk for 60 days • Google Analytics Support (http://www.google.com/analytics/ support.html) • Setup Checklist • http://www.google.com/analytics/discover_analytics.html • Help Center • http://www.google.com/support/analytics/?hl=en • User Forums • http://www.google.com/support/forum/p/Google+Analytics/?hl=en • Google Code • http://code.google.com/intl/en/apis/analytics/ • Google Analytics blog • http://analytics.blogspot.com/
- 58. #GoogleAnalytics202 @ivantage with @matt_trimmer 5876 Feedback • Login at: • http://www.ivantage.co.uk • My Account > My Feedback