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Google Analytics on Steroids – New
  Features & What You Need to Know
Jim Snyder, Web Analytics Practice Lead at Empirical Path

               Preston Parshall – Point It
                   October 10, 2012
Presentation Agenda

• Launched in April 2002
• Seattle’s largest independent
  search marketing firm
• SEM, SEO, Social, Local, Mobile
• $30 MM in managed media/yr
• Servicing clients across all
  verticals and revenue models
Webinar Information

●   Being recorded & will be uploaded to website
●   This is an interactive webinar so it is okay to
    ask questions during the presentation
Presentation Agenda
             About Empirical Path

• Web analytics, market research
  and campaign measurement
• Founded in Washington DC in ‘02
• Atlanta, NM and DC offices
• Seasoned Web analytics
  professionals
• Google Analytics Certified Partner
• Webtrends Agency
    •   www.EmpiricalPath.com
    •   @EmpiricalPath
    •   Facebook.com/ EmpiricalPath
    •   +Empirical Path
Agenda

●   A/B Testing and Content Experiments
●   Goals & Custom Reports
●   Multi-Channel Funnels (MCF)
●   Google Analytics (GA) in Google Docs
●   Integrating GA into Salesforce
●   Google Tag Manager
●   Remarketing in Google Analytics
Test Ideas: Content Experiments

                ●   GA lets you experiment with
                    ideas and use conversion
                    rate in key segments to pick
                    a winner:
                    ●   Landing Page
                    ●   Ad Copy
                    ●   Calls to action
                    ●   Offer
                    ●   Discount
                    ●   Button color
                    ●   Page layout
                    ●
Content Experiments: Who Wins?
        Original Landing Page
Content Experiments: Who Wins?
  Space Invaders    Angry Birds




    Pac Man           Mario
Content Experiments: Who Wins?
              Set-Up Screens




Variations
Content Experiments: Who Wins?
          Set-Up Screens



                           Create & select
                           Goal for
                           experiment
                           ‘objective’


                              Select % of
                              audience you
                              want to see
                              variations
Content Experiments: Who Wins?
        Code on Original Page
Content Experiments: Winner!




                   Disguised Data
Agenda

●   A/B Testing and Content Experiments
●   Goals & Custom Reports
●   Multi-Channel Funnels (MCF)
●   Google Analytics (GA) in Google Docs
●   Integrating GA into Salesforce
●   Google Tag Manager
●   Remarketing in Google Analytics
Goals & Custom Reports: Funnels

        Gaming site




   Online Purchase
   Steps of Funnel

                      Purchase
                      funnel in GA
Goals & Custom Reports: Funnels
     Purchase




                       Goal=Purchase
                       thank you page
Goals & Custom Reports: Funnels

                                       Purchase


             Looking only at traffic from
             Tablets that completed a
             purchase




        Highlight specific sources
        to understand their
        behavior on purchases
Goals & Custom Reports: Standard Report




           Last click gets credit
           For purchases
Agenda

●   A/B Testing and Content Experiments
●   Goals & Custom Reports
●   Multi-Channel Funnels (MCF)
●   Google Analytics (GA) in Google Docs
●   Integrating GA into Salesforce
●   Google Tag Manager
●   Remarketing in Google Analytics
Multichannel Funnels: Background
Multichannel Funnels: Assists


                    Overlap of all
                    sources
Multichannel Funnels: Assists
                        Higher number shows
                        assisted conversions
Multichannel Funnel Assists
                      Higher number shows
                      assisted conversions
Multichannel Funnel Assists

     The sequence of visits
     before buying




         Social making of impact
         The sequence an visits –
         invisible under
         before buying last click!
Multichannel Funnels: Branded Keywords




                     Set up for branded SEO
                     terms
Multichannel Funnels: Branded Keywords
        See how branded SEO terms
        are helping in conversions
Agenda

●   A/B Testing and Content Experiments
●   Goals & Custom Reports
●   Multi-Channel Funnels (MCF)
●   Google Analytics (GA) in Google Docs
●   Integrating GA into Salesforce
●   Google Tag Manager
●   Remarketing in Google Analytics
GA in Google Docs: API Background
              GA Reports in
              standard interface
GA API: Custom Report Basics


                    No more
                    dimensions!
GA in Google Docs: API Background




http://ga-dev-tools.appspot.com/explorer/
GA API: Excel Reports
                          Same data – exported into Excel
                          and un-sampled




http://ga-dev-tools.appspot.com/explorer/
GA API: GA in Google Docs
●   Go to Google Docs and start
    Spreadsheet
●   Click Tools/Script Gallery and
    search for ‘Magic’
●   Install the GA Report
    Automation
●   http://analytics.blogspot.co
    m/2012/08/automate-
    google-analytics-
    reporting.html
Google Doc: Settings

Set these on
each report
Google Doc: Multichannel Funnels
Agenda

●   A/B Testing and Content Experiments
●   Goals & Custom Reports
●   Multi-Channel Funnels (MCF)
●   Google Analytics (GA) in Google Docs
●   Integrating GA into Salesforce
●   Google Tag Manager
●   Remarketing in Google Analytics
CRM Integration: GA Custom Report
Restaurant chain website
CRM Integration: GA into Salesforce

       First -click       Last-click
       GA Data            GA Data
Agenda

●   A/B Testing and Content Experiments
●   Goals & Custom Reports
●   Multi-Channel Funnels (MCF)
●   Google Analytics (GA) in Google Docs
●   Integrating GA into Salesforce
●   Google Tag Manager
●   Remarketing in Google Analytics
Google Tag Manager: Why Consider?

●   Too many tags can slow down sites
●   Very tough to manage multiple tags
●   Free up dependence on IT Dept.
●   Gives marketers greater flexibility to track and
    target key segments
Google Tag Manager: Interface
Google Tag Manager: Base Code
       Old way: GA Code on all pages




 GTM: Code on all pages but controlled from GTM Interface
Google Tag Manager: How it Works

     Rules

     • Sets when you want a tag fired

     Macros

     • Where data is stored

     Tags

     • GA, Javascript, HTML, AdWords, Dart,
       Floodlight
Google Tag Manager: Rules



                       Automatically
                       track clicks on
                       pop-ups
Google Tag Manager: Rules
Google Tag Manager: Rules




Rule sets to fire
on Thank You
page
Agenda

●   A/B Testing and Content Experiments
●   Multi-Channel Funnels (MCF)
●   Google Analytics (GA) in Google Docs
●   Integrating GA into Salesforce
●   Google Tag Manager
●   Remarketing in Google Analytics
GA Remarketing: Visitor Segments




  Rule sets to fire
  on Thank You
  page                Choices on visitor
                      segments for
                      remarketing
GA Remarketing: Visitor Segments
GA Remarketing: Visitor Segments




                           Highest value –
                           great for
                           remarketing and
                           targeting
GA Remarketing: Visitor Segments
Last Chance to Ask Questions
Thank You


●   Preston Parshall           ●   Jim Snyder
    ●   prestonp@pointit.com       ●   jim.snyder@empiricalpath.com
●   Point It Search                ●   @jimdsnyder
    Marketing Agency               ●   203-804-4509
    ●   www.PointIt.com        ●   Empirical Path
    ●   support@pointit.com        ●   www.EmpiricalPath.com
                                   ●   @EmpiricalPath
                                   ●   Facebook.com/
                                       EmpiricalPath
                                   ●   +Empirical Path

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Google Analytics on Steroids - New Features and What You Need to Know

  • 1. Google Analytics on Steroids – New Features & What You Need to Know Jim Snyder, Web Analytics Practice Lead at Empirical Path Preston Parshall – Point It October 10, 2012
  • 2. Presentation Agenda • Launched in April 2002 • Seattle’s largest independent search marketing firm • SEM, SEO, Social, Local, Mobile • $30 MM in managed media/yr • Servicing clients across all verticals and revenue models
  • 3. Webinar Information ● Being recorded & will be uploaded to website ● This is an interactive webinar so it is okay to ask questions during the presentation
  • 4. Presentation Agenda About Empirical Path • Web analytics, market research and campaign measurement • Founded in Washington DC in ‘02 • Atlanta, NM and DC offices • Seasoned Web analytics professionals • Google Analytics Certified Partner • Webtrends Agency • www.EmpiricalPath.com • @EmpiricalPath • Facebook.com/ EmpiricalPath • +Empirical Path
  • 5. Agenda ● A/B Testing and Content Experiments ● Goals & Custom Reports ● Multi-Channel Funnels (MCF) ● Google Analytics (GA) in Google Docs ● Integrating GA into Salesforce ● Google Tag Manager ● Remarketing in Google Analytics
  • 6. Test Ideas: Content Experiments ● GA lets you experiment with ideas and use conversion rate in key segments to pick a winner: ● Landing Page ● Ad Copy ● Calls to action ● Offer ● Discount ● Button color ● Page layout ●
  • 7. Content Experiments: Who Wins? Original Landing Page
  • 8. Content Experiments: Who Wins? Space Invaders Angry Birds Pac Man Mario
  • 9. Content Experiments: Who Wins? Set-Up Screens Variations
  • 10. Content Experiments: Who Wins? Set-Up Screens Create & select Goal for experiment ‘objective’ Select % of audience you want to see variations
  • 11. Content Experiments: Who Wins? Code on Original Page
  • 13. Agenda ● A/B Testing and Content Experiments ● Goals & Custom Reports ● Multi-Channel Funnels (MCF) ● Google Analytics (GA) in Google Docs ● Integrating GA into Salesforce ● Google Tag Manager ● Remarketing in Google Analytics
  • 14. Goals & Custom Reports: Funnels Gaming site Online Purchase Steps of Funnel Purchase funnel in GA
  • 15. Goals & Custom Reports: Funnels Purchase Goal=Purchase thank you page
  • 16. Goals & Custom Reports: Funnels Purchase Looking only at traffic from Tablets that completed a purchase Highlight specific sources to understand their behavior on purchases
  • 17. Goals & Custom Reports: Standard Report Last click gets credit For purchases
  • 18. Agenda ● A/B Testing and Content Experiments ● Goals & Custom Reports ● Multi-Channel Funnels (MCF) ● Google Analytics (GA) in Google Docs ● Integrating GA into Salesforce ● Google Tag Manager ● Remarketing in Google Analytics
  • 20. Multichannel Funnels: Assists Overlap of all sources
  • 21. Multichannel Funnels: Assists Higher number shows assisted conversions
  • 22. Multichannel Funnel Assists Higher number shows assisted conversions
  • 23. Multichannel Funnel Assists The sequence of visits before buying Social making of impact The sequence an visits – invisible under before buying last click!
  • 24. Multichannel Funnels: Branded Keywords Set up for branded SEO terms
  • 25. Multichannel Funnels: Branded Keywords See how branded SEO terms are helping in conversions
  • 26. Agenda ● A/B Testing and Content Experiments ● Goals & Custom Reports ● Multi-Channel Funnels (MCF) ● Google Analytics (GA) in Google Docs ● Integrating GA into Salesforce ● Google Tag Manager ● Remarketing in Google Analytics
  • 27. GA in Google Docs: API Background GA Reports in standard interface
  • 28. GA API: Custom Report Basics No more dimensions!
  • 29. GA in Google Docs: API Background http://ga-dev-tools.appspot.com/explorer/
  • 30. GA API: Excel Reports Same data – exported into Excel and un-sampled http://ga-dev-tools.appspot.com/explorer/
  • 31. GA API: GA in Google Docs ● Go to Google Docs and start Spreadsheet ● Click Tools/Script Gallery and search for ‘Magic’ ● Install the GA Report Automation ● http://analytics.blogspot.co m/2012/08/automate- google-analytics- reporting.html
  • 32. Google Doc: Settings Set these on each report
  • 34. Agenda ● A/B Testing and Content Experiments ● Goals & Custom Reports ● Multi-Channel Funnels (MCF) ● Google Analytics (GA) in Google Docs ● Integrating GA into Salesforce ● Google Tag Manager ● Remarketing in Google Analytics
  • 35. CRM Integration: GA Custom Report Restaurant chain website
  • 36. CRM Integration: GA into Salesforce First -click Last-click GA Data GA Data
  • 37. Agenda ● A/B Testing and Content Experiments ● Goals & Custom Reports ● Multi-Channel Funnels (MCF) ● Google Analytics (GA) in Google Docs ● Integrating GA into Salesforce ● Google Tag Manager ● Remarketing in Google Analytics
  • 38. Google Tag Manager: Why Consider? ● Too many tags can slow down sites ● Very tough to manage multiple tags ● Free up dependence on IT Dept. ● Gives marketers greater flexibility to track and target key segments
  • 39. Google Tag Manager: Interface
  • 40. Google Tag Manager: Base Code Old way: GA Code on all pages GTM: Code on all pages but controlled from GTM Interface
  • 41. Google Tag Manager: How it Works Rules • Sets when you want a tag fired Macros • Where data is stored Tags • GA, Javascript, HTML, AdWords, Dart, Floodlight
  • 42. Google Tag Manager: Rules Automatically track clicks on pop-ups
  • 44. Google Tag Manager: Rules Rule sets to fire on Thank You page
  • 45. Agenda ● A/B Testing and Content Experiments ● Multi-Channel Funnels (MCF) ● Google Analytics (GA) in Google Docs ● Integrating GA into Salesforce ● Google Tag Manager ● Remarketing in Google Analytics
  • 46. GA Remarketing: Visitor Segments Rule sets to fire on Thank You page Choices on visitor segments for remarketing
  • 48. GA Remarketing: Visitor Segments Highest value – great for remarketing and targeting
  • 50. Last Chance to Ask Questions
  • 51. Thank You ● Preston Parshall ● Jim Snyder ● prestonp@pointit.com ● jim.snyder@empiricalpath.com ● Point It Search ● @jimdsnyder Marketing Agency ● 203-804-4509 ● www.PointIt.com ● Empirical Path ● support@pointit.com ● www.EmpiricalPath.com ● @EmpiricalPath ● Facebook.com/ EmpiricalPath ● +Empirical Path