Jim Snyder, Web Analytics Practice Lead at Empirical Path

Preston Parshall – Point It October 10, 2012

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

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

● Being recorded & will be uploaded to website

● This is an interactive webinar so it is okay to ask questions during the presentation

Webinar Information

Presentation Agenda

• 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

About 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

5

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

13

Goals & Custom Reports: Funnels

Online Purchase Steps of Funnel

Purchase funnel in GA

Gaming site

Goals & Custom Reports: Funnels

Goal=Purchase thank you page

Purchase

Goals & Custom Reports: Funnels

Highlight specific sources to understand their behavior on purchases

Looking only at traffic from Tablets that completed a purchase

Purchase

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

18

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

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

26

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

http://ga-dev-tools.appspot.com/explorer/

Same data – exported into Excel and un-sampled

● Go to Google Docs and start Spreadsheet

● Click Tools/Script Gallery and search for ‘Magic’

● Install the GA Report Automation

● http://analytics.blogspot.com/2012/08/automate-google-analytics-reporting.html

GA API: GA in Google Docs

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

34

CRM Integration: GA Custom Report

Restaurant chain website

CRM Integration: GA into Salesforce

First -click GA Data

Last-click 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

37

● 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: Why Consider?

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

• Sets when you want a tag fired

Rules

• Where data is stored

Macros

• GA, Javascript, HTML, AdWords, Dart, Floodlight

Tags

Google Tag Manager: Rules

Automatically track clicks on pop-ups

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

45

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

Highest value – great for remarketing and targeting

GA Remarketing: Visitor Segments

Last Chance to Ask Questions

● Preston Parshall

● prestonp@pointit.com

● Point It Search Marketing Agency

● www.PointIt.com

● support@pointit.com

Thank You

● Jim Snyder ● jim.snyder@empiricalpath.com

● @jimdsnyder

● 203-804-4509

● Empirical Path

● www.EmpiricalPath.com

● @EmpiricalPath

● Facebook.com/ EmpiricalPath

● +Empirical Path