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• Contacts

• www.EmpiricalPath.com• @EmpiricalPath• Facebook.com/ EmpiricalPath• +Empirical Path

About Empirical Path

Agenda

• A/B Tests & Content Experiments• Goals & Reports• Multichannel Funnels (MCF)• GA in Google Drive• Integrating GA into Salesforce.com• Google Tag Manager• Remarketing in GA

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

Select % of audience to see variations

Content Experiments: Who Wins?Code on Original Page

Content Experiments: Winner!

Disguised Data

Agenda

• A/B Tests & Content Experiments• Goals & Reports• Multichannel Funnels (MCF)• GA in Google Drive• Integrating GA into Salesforce.com• Google Tag Manager• Remarketing in GA

13

Goals & Reports: Funnels

Online purchase funnel steps

Funnel Visualization in GA

Online purchase funnel steps

Online purchase funnel steps

Goals & Reports: Funnel Visualization

Goal = thank you page

Goals & Reports: Goal Flow

Highlight sources to study their purchase behavior

Select only purchases via tablets

Goals & Reports: Standard Report

Last click gets creditfor purchases

Agenda

• A/B Tests & Content Experiments• Goals & Reports• Multichannel Funnels (MCF)• GA in Google Drive• Integrating GA into Salesforce.com• Google Tag Manager• Remarketing in GA

18

Multichannel Funnels: Background

MCF: Assists

Overlap of all sources

MCF: AssistsRanked by proportion of assisted conversions

MCF: Assists

Drill down via secondary dimensions

MCF: AssistsThe sequence of visits before buying

Social undervalued by last-click model!

MCF: Conversion Segments

Set up for branded SEO terms

MCF: Conversion Segments

See how Conversion Segment assists other channels

Agenda

• A/B Tests & Content Experiments• Goals & Reports• Multichannel Funnels (MCF)• GA in Google Drive• Integrating GA into Salesforce.com• Google Tag Manager• Remarketing in GA

GA in Docs: Standard Reports

GA Reports in standard interface

GA in Docs: Custom Report Limits

Can’t add more dimensions!

Can’t add more dimensions!

GA in Docs: API Background

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

GA in Docs: ExcelSame data – exported into Excel

• Go to Google Docs and start Spreadsheet

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

• Install the GA Report Automation

GA in Docs: Google Spreadsheet

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

GA in Docs: Settings

Set each of these on each report

GA in Docs: Multichannel Funnels

Agenda

• A/B Tests & Content Experiments• Goals & Custom Reports• Multichannel Funnels (MCF)• GA in Google Drive• Integrating GA into Salesforce.com• Google Tag Manager• Remarketing in GA

34

CRM Integration: GA Custom Report

CRM Integration: GA into Salesforce

First -click GA Data

Last-click GA Data

Agenda

• A/B Tests & Content Experiments• Goals & Custom Reports• Multi-Channel Funnels (MCF)• GA in Google Drive• Integrating GA into Salesforce.com• 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

New way: 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

Automatically track clicks on pop-ups

Google Tag Manager: Rules

Rule sets to fire on Thank You page

Agenda

• A/B Tests & Content Experiments• Goals & Custom Reports• Multichannel Funnels (MCF)• GA in Google Drive• Integrating GA into Salesforce.com• Google Tag Manager• Remarketing in GA

45

GA Remarketing: List

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: Sequence Filter

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