Hero conf13 analytics_remarketing
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1. Google Analytics remarketing allows users to create custom remarketing lists based on over 200 user dimensions and metrics to target specific audiences. 2. The document provides instructions on setting up remarketing lists in Google Analytics, including selecting a profile, choosing a remarketing list type, naming the list, adding filters, and setting the cookie duration and linked AdWords account. 3. It notes that privacy policy updates are required before using remarketing to disclose how user data and third-party cookies are used for advertising.
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Hero conf13 analytics_remarketing
- 1. Google Analytics Remarketing GA SEGMENTATION & CUSTOM VARIABLES
- 2. MOAR Power! RICH REMARKETING LISTS
- 3. You Are The CSS To My HTML! Slice & dice to you’re heart’s content with over 200 dimensions & metrics! Create incredibly rich remarketing lists!
- 4. Target Users From Facebook! Ugh…how do I cookie Facebook users?
- 5. What About FBX? Facebook Exchange targets users on Facebook based on browsing history on the web…but does not target your Facebook fans as they browse the web.
- 6. Woops… We want to remarket to our Facebook fans as they browse the web.
- 7. Google Analytics to the Rescue!
- 8. GA Code Changes JAVASCRIPT LIBRARY CHANGES
- 9. < script type="text/javascript" > var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-91817-11']); _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 > Code: Original Java Script Library.
- 10. < script type="text/javascript" > var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-91817-11']); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement(‘script’); ga.type = ‘text/javascript’; ga.async = true; ga.src = (‘https:’ == document.location.protocol ? ‘https://’ : ‘http://’) + ‘stats.g.doubleclick.net/dc.js‘; var s = document.getElementsByTagName(‘script’)[0]; s.parentNode.insertBefore(ga, s); })(); < /script > Code: Updated/New Java Script Library.
- 11. Create Remarketing List TARGETING YOUR AUDIENCE
- 12. Create GA Remarketing List Create GA Remarketing List: Admin >> Remarketing Lists
- 13. Create GA Remarketing List 1. Choose your profile, consider profile filters when doing so. 2. Select your remarketing list type 3. Name your list so you can find it AdWords
- 14. Create GA Remarketing List Create a custom remarketing list by adding filters.
- 15. Create GA Remarketing List Two Different User Filters: 1. Dimension & Metric Filters – apply to each user no matter when they happen. 2. Sequence Filters – must happen in a certain order. Think custom combination lists.
- 16. Create GA Remarketing List We’re slicing on a dimension (source), which is just like a standard advanced segment.
- 17. Create GA Remarketing List Maximum cookie life = 540 days Analytics & AdWords Accounts must be linked. Set the length of your remarketing cookie and choose the AdWords account you will use for the campaigns. NOTE: the duration will be extended forward every time the user visits the site and qualifies for the list.
- 18. NOTES: 1. Lists do not populate with data retroactively. 2. You can set up lists based on users who complete goals. However, goals must be setup prior to remarketing lists. 3. Lists with 100 users or more are eligible for targeting and will automatically show in the AdWords shared library.
- 20. Privacy Policy Updates How you use remarketing How third-party vendors show your ads How you and third-party vendors use cookies Google requires updates to your privacy policy before you can use this feature. Visit: http://support.google.com/analytics/answer/2700409?hl=en
- 21. Email: Heather@ClixMarketing.com Twitter: @HeatherCooan LinkedIn: www.LinkedIn.com/in/hcooan Blog: www.ClixMarketing.com/blog
Editor's Notes
- Let me tell you guys something! GA really is the CSS to my HTML! What? Where my nerds at?With over 200 dimensions and metrics available in GA, you can slice & dice data to your heart’s content and serve up incredibly relevant and specific ad creative!Super rich lists – virtually any piece of information that flows through your GA reports can be targeted as a user base to get back in front of. Geo-location, specific page views, hanging out on a certain page for 30 seconds, or the whole site for 5 minutes, you can even segment based on where on the web they were before they came to your site, by source!For example…
- Has anyone tried to getAdWords remarketing cookies onto your Facebook pages?Yeah, did you get a migraine? It’s tough, you can really only get them on the custom tabs, or if you’re really adventurous you can get them on via ghost pages that sit on your server. But eventually something breaks and you spend more time working on getting the cookies to work then actually advertising!You could totally go to FBX but that’s only advertising to users on FB, not the GDN.
- Nope, this isn't’ what we’re after…Facebook Exchange targets users on Facebook based on browsing history on the web…but does not target your Facebook fans as they browse the web.We want to target users who have visited our site from Facebook!
- We want to target users who have visited our site from Facebook!
- Because we can see Facebook as a source in GA, we use this information to create a list of users who have come to our site from Facebook and remarket to them on the GDN!
- First, you need to make sure you’re Google AdWords account is linked to your Google Analytics account. The reason is that your remarketing list will be automatically added to your Google AdWords account. If there is no link between your accounts – well you get the idea.Second, you need to change the JavaScript library in your Google Analytics page tag. Here’s how the standard Google Analytics page tag looks. Notice the part in BOLD, this is the ga.js library that holds all of the functionality for the tracking:
- Now, here’s how the code should look after it’s been changed for remarketing. Notice that the JavaScript library has changed from ga.js to dc.js and is served by a different domain.The dc.js library holds all of the logic of ga.js, in addition to some special functionality just for remarketing. The data is still sent to Google via an image request. And Google Analytics still uses a first party cookie to track the visitor.The only difference is you enable Google Analytics to collect its normal information as well as the DoubleClick cookie.You don’t need to change any of your event tracking code, custom variables or ecommerce tracking. All of that functionality stays the same.Finally, you must update the privacy policy on your site. This is really important, we all need to keep users updated to how the web works and how we use it as a business. You must change your privacy policy to include:How you’re using remarketing to advertise across the webHow third-party vendors, like Google, show your ads onlineHow you and third-party vendors, like Google, use first-party cookies (like the Google Analytics cookie) and third-party cookies (like the DoubleClick cookie) together to inform, optimize, and serve ads based on someone’s past visits to your website
- The first thing you’ll need to choose is which profile this remarketing list should be attached to. This is really important because profile filters will affect the data. Ideally you’ll use a profile that only includes your customers and not internal employees.
- The first thing you’ll need to choose is which profile this remarketing list should be attached to. This is really important because profile filters will affect the data. Ideally you’ll use a profile that only includes your customers and not internal employees.
- The first thing you’ll need to choose is which profile this remarketing list should be attached to. This is really important because profile filters will affect the data. Ideally you’ll use a profile that only includes your customers and not internal employees.
- The first thing you’ll need to choose is which profile this remarketing list should be attached to. This is really important because profile filters will affect the data. Ideally you’ll use a profile that only includes your customers and not internal employees.
- The first thing you’ll need to choose is which profile this remarketing list should be attached to. This is really important because profile filters will affect the data. Ideally you’ll use a profile that only includes your customers and not internal employees.