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If you do ANY search engine marketing or pay per click, this event will improve your results! Learn what's new and essential within Google Analytics, including recently added features to enhance tracking accuracy. Discover how to avoid common pitfalls that often hamper marketers. This info packed session will also include how to improve your Google AdWords Remarketing efforts, by creating audience lists within Google Analytics. Key Takeaways/What to expect: * Leverage goal data to boost marketing performance. * Use Google Analytics to determine your CPC bid strategy. * Follow a web visitors action from online to offline. * When and why to use Google Analytics for AdWords Remarketing. Presenters: Andrew Wetzler, President at MoreVisibility Theo Bennett, Director of Analytics & Data Solutions at MoreVisibility
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MoreVisibility 2013 www.MoreVisibility.com
MoreVisibility 2013 www.MoreVisibility.com
FDMA FDMA Google Analytics Basics, Google Analytics Basics,
Updates & MoreUpdates & More
How to set yourself up for How to set yourself up for success with GA.success with GA.
MoreVisibility 2013 www.MoreVisibility.com
Presenters:
Andrew WetzlerPresident & Co-Founder
Theo BennettDirector of Analytics & Data
MoreVisibility 2013 www.MoreVisibility.com
About MoreVisibility
• Founded in 1999 as SEO agency
• 6-time Inc. 500/5000 company
• Full-service, interactive agency offering services including:
- Search Engine Marketing (Pay-Per-Click)
• Google Analytics Certified Partner
• Google AdWords Certified Agency; Google Tag Manager Specialist
- Search Engine Optimization (SEO)
- Social Media (Facebook, Twitter, LinkedIn, etc…)- Web Analytics / Website Usability (UX)
- Website Design & Development … including Mobile/Apps
MoreVisibility 2013 www.MoreVisibility.com
Committed to Best PracticesCommitted to Best Practices• Our methodology is consistent with “Best Practices” for
Search Engines and Social Media sites.• Direct relationships with Search Engines & Social Media
channels• Google AdWords Certified Partner (Agency)
* team members also individually certified for Adwords• Google Analytics Certified Partner – called GACP (one of a select group of companies in USA)• MSN AdCenter Excellence partner• Team sourced frequently for industry conferences and
interviews
MoreVisibility 2013 www.MoreVisibility.com
MoreVisibility 2013 www.MoreVisibility.com
Takeaways
• Leverage Goal Data to Improve Marketing Performance
• Use GA data to determine CPC bids
• Cutting Through The Clutter
• Online to Offline
• When and Why to use GA Remarketing
MoreVisibility 2013 www.MoreVisibility.com
Agenda
• Define Outcomes
• Advanced Coding
• Audience Segmentation
• Cutting Through The Clutter
• GA Remarketing
• Q&A
MoreVisibility 2013 www.MoreVisibility.com
Define OutcomesDefine Outcomes
MoreVisibility 2013 www.MoreVisibility.com
Goals
For each campaign, you have to answer these questions:
•What do we want visitors to do when they get to our site? (Desired outcome.)
•How do we measure these outcomes? (Goals in Google Analytics.)
•How much are these desired outcomes worth to our business? (Goal Value.)
MoreVisibility 2013 www.MoreVisibility.com
Goal Values
MoreVisibility 2013 www.MoreVisibility.com
Goal Values - Sources
MoreVisibility 2013 www.MoreVisibility.com
Goal Values - Content
MoreVisibility 2013 www.MoreVisibility.com
Campaigns with Goals/Ecom
MoreVisibility 2013 www.MoreVisibility.com
Keyword Data with Goals /Ecom
MoreVisibility 2013 www.MoreVisibility.com
Advanced CodingAdvanced Coding
MoreVisibility 2013 www.MoreVisibility.com
GA “Out of The Box”
MoreVisibility 2013 www.MoreVisibility.com
Capture More Data!• Interactions (That do not result in a page view)
– Video Controls– MailTo’s– Links that Exit the Site– PDF and Other Downloads– Important Interactions (e.g. Social, etc)
• User Input on Page– Number of Items Selected– Color Selected
MoreVisibility 2013 www.MoreVisibility.com
Audience SegmentationAudience Segmentation
MoreVisibility 2013 www.MoreVisibility.com
Different Audience = Different Needs
• How many audiences does your site serve?– Customers
• Account Holders• Support Requests
– Prospects• Products Viewed• Services Viewed
MoreVisibility 2013 www.MoreVisibility.com
Self Segmentation
MoreVisibility 2013 www.MoreVisibility.com
“Tagging” Your Visitors• Use Custom Variables
– Five slots available (50 in GA Premium)– Three scopes (Page, Session, Visitor)– Use to add new “Dimensions” of your
visitors to GA
MoreVisibility 2013 www.MoreVisibility.com
Coding for Custom Variables• Tag by Page – (e.g. use on Gated pages via the GATC)
<script type="text/javascript">
var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-xxxxxxx-yy']); _gaq.push(['_setCustomVar', 2, 'Visitor-Type', 'Customer', 1]);" _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>
MoreVisibility 2013 www.MoreVisibility.com
Custom Variable Slot Matrix Sample
Sourced from Google
MoreVisibility 2013 www.MoreVisibility.com
Cutting Through the ClutterCutting Through the Clutter
MoreVisibility 2013 www.MoreVisibility.com
So Many Reports, So Little Time
MoreVisibility 2013 www.MoreVisibility.com
Clutter Removal Tip #1
Q: With so many built in reports, where should you begin?
A: Start with Intelligence Events, aka Alerts(Leverage the algorithms of Google Engineers
to tell you what may be important!)
MoreVisibility 2013 www.MoreVisibility.com
Events
MoreVisibility 2013 www.MoreVisibility.com
Alert Details
MoreVisibility 2013 www.MoreVisibility.com
Clutter Removal Tip #2
• Segment Your Data– Always Be Segmenting!– By default, all GA reports show you aggregate data….
• Segmenting allows you to view one part of the data; e.g.:– Visits with conversions– Visits from CPM marketing campaigns– Visits that include an important page or pages
• Segmenting allows you to tie reports together and compare segments against one another.
MoreVisibility 2013 www.MoreVisibility.com
Advanced SegmentsDefault Segments• All Visits• New Visitors• Returning Visitors• Paid Search Traffic• Non-paid Search Traffic• Search Traffic• Direct Traffic• Referral Traffic• Visits with Conversions• Visits with Transactions• Mobile Traffic• Tablet Traffic• Non-bounce Visits
Or any other “bucket” of visitors you’d like to analyze!
MoreVisibility 2013 www.MoreVisibility.com
What’s New?What’s New?
MoreVisibility 2013 www.MoreVisibility.com
Universal AnalyticsNew Data Collection Method• From Session based to Visitor based
– Pass a Visitor ID from CRM or Shopping Platform
• Custom Configurations moved from the Code to Server Side– Lighter and Faster Code
• Simple Protocol – Allows data to be pushed into GA to measure offline interactions
from almost any system (Call Center, POS, etc.)
• Dimension Widening– Pass More Data into GA, (Demographic Info, etc.)
MoreVisibility 2013 www.MoreVisibility.com
Google Analytics Google Analytics RemarketingRemarketing
MoreVisibility 2013 www.MoreVisibility.com
GA Remarketing
• More Powerful / Flexible Targeting options
• Simple to deploy if you use GA
• Target across sessions
MoreVisibility 2013 www.MoreVisibility.com
GA Remarketing
MoreVisibility 2013 www.MoreVisibility.com
GA Remarketing
MoreVisibility 2013 www.MoreVisibility.com
MoreVisibility.com/FDMA
Complimentary Complimentary GA EvaluationGA Evaluation
MoreVisibility 2013 www.MoreVisibility.com
(800) 787- 0497
Q & AQ & A
Thank You!Thank You!
MoreVisibility 2013 www.MoreVisibility.com
Bonus MaterialBonus Material
MoreVisibility 2013 www.MoreVisibility.com
MoreVisibility.com/TagLink
MoreVisibility 2013 www.MoreVisibility.com
A smarter way to tag your site, for free
Dependable data
Get better insights for smarter decisions
Marketing agility
Add tags anytime —no waiting
Quick & easy
Simple for marketers and IT
MoreVisibility 2013 www.MoreVisibility.com
Google Tag ManagerWith Google Tag Manager, many tags can be managed together—including both Google and non-Google tags
MoreVisibility 2013 www.MoreVisibility.com
Not Investing in Analysis
• GA is only a tool that collects data• Invest in People / Time for analysis