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taking_your_analytics_data_-shuman_ghosemajumder.ppt

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taking_your_analytics_data_-shuman_ghosemajumder.ppt

  1. 1. Taking Your Analytics Data Beyond the Page View Pubcon, November 2008 Shuman Ghosemajumder Business Product Manager for Trust & Safety
  2. 2. Key question: How do you define success for your site? <ul><li>Ad impressions? </li></ul><ul><li>Ad clicks / landing page views? </li></ul><ul><li>Likely conversions? </li></ul><ul><li>Real conversions? </li></ul><ul><li>Customer retention? </li></ul>
  3. 3. Data collection
  4. 4. Auto-tagging
  5. 5. Without auto-tagging 1. http://www.example.com/?page=googleadpage 2. http://www.example.com/?page=googleadpage 3. http://www.example.com/?page=googleadpage 4. http://www.example.com/?page=googleadpage 5. http://www.example.com/?page=googleadpage 6. http://www.example.com/?page=googleadpage 1. http://www.example.com/?page=googleadpage 2. http://www.example.com/?page=googleadpage 3. http://www.example.com/?page=googleadpage 4. http://www.example.com/?page=googleadpage 5. http://www.example.com/?page=googleadpage 6. http://www.example.com/?page=googleadpage Advertiser’s Log (A) 1 click + 5 page reloads Advertiser’s Log (B) 6 clicks <ul><li>All other signals (e.g. referrer URL) are also identical in the web logs </li></ul><ul><li>Thus, cannot distinguish between (A) and (B) </li></ul>
  6. 6. With auto-tagging, you can count accurately 1. http://www.example.com/?page=googleadpage?gclid=1 2. http://www.example.com/?page=googleadpage?gclid=2 3. http://www.example.com/?page=googleadpage?gclid=3 4. http://www.example.com/?page=googleadpage?gclid=4 5. http://www.example.com/?page=googleadpage?gclid=5 6. http://www.example.com/?page=googleadpage?gclid=6 1. http://www.example.com/?page=googleadpage?gclid=1 2. http://www.example.com/?page=googleadpage?gclid=1 3. http://www.example.com/?page=googleadpage?gclid=1 4. http://www.example.com/?page=googleadpage?gclid=1 5. http://www.example.com/?page=googleadpage?gclid=1 6. http://www.example.com/?page=googleadpage?gclid=1 Advertiser’s Log (A) 1 click + 5 page reloads Advertiser’s Log (B) 6 clicks <ul><li>Auto-tags allow advertisers and third parties to distinguish (A) from (B) and exclude fictitious clicks </li></ul>
  7. 7. Invalid Clicks reports
  8. 8. GA AdSense Reports How do my AdSense metrics vary over time? <ul><li>Top AdSense Content </li></ul><ul><li>Top AdSense Referrers </li></ul><ul><li>AdSense Trending </li></ul>Which content is making me money? Which referrer is sending traffic to view my AdSense content?
  9. 9. Track your feeds
  10. 10. Analysis
  11. 11. Advanced Segmentation : flexible grouping of customers
  12. 12. Advanced Segmentation : compare across segments
  13. 13. Custom Reporting : drag and drop user-defined reports
  14. 14. Trendalyzer Integration : multi-dimensional analyses Pages / Visit Bounce Rate Color: Goal Conversion Rate Size: Visits
  15. 15. Testing: Website Optimizer
  16. 16. Maintenance: Webmaster Tools
  17. 17. Key takeaways <ul><li>Validate data collection methods </li></ul><ul><li>Define conversions carefully </li></ul><ul><li>Use advanced analytics features to spot trends in data </li></ul><ul><li>Conduct experiments to get more data </li></ul>
  18. 18. Thank you!

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