Google Analytics on Steroids New Features & What You Need to Know

Transcription

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 About Empirical Agenda 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 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

12 Content Experiments: Winner! Disguised Data

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

19 Multichannel Funnels: Background

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 The Social sequence making an of visits impact before invisible buying under 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

30 GA API: Excel Reports Same data exported into Excel and un-sampled

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 m/2012/08/automategoogle-analyticsreporting.html

32 Set these on each report Google Doc: Settings

33 Google Doc: Multichannel Funnels

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 GA Data Last-click 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

43 Google Tag Manager: Rules

44 Rule sets to fire on Thank You page Google Tag Manager: Rules

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

47 GA Remarketing: Visitor Segments

48 GA Remarketing: Visitor Segments Highest value great for remarketing and targeting

49 GA Remarketing: Visitor Segments

50 Last Chance to Ask Questions

51 Thank You Preston Parshall Point It Search Marketing Agency Jim Empirical Path Facebook.com/ EmpiricalPath +Empirical Path