Estudio34 Presents- Dara Fitzgerald Brighton SEO-Next Gen Measurement With Google Analytics
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Next Generation Measurement with Google Analytics: Moving from session-centric to user-centric. Dara Fitzgerald Head of Insight www.freshegg.com 0845 373 1077
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Dara nos explica como Google Analytics esta evolucionando para medir conversiones no por sesion sino por usuario.
Transcript of Estudio34 Presents- Dara Fitzgerald Brighton SEO-Next Gen Measurement With Google Analytics
Next Generation Measurement with Google Analytics:Moving from session-centric to user-centric.
Dara FitzgeraldHead of Insightwww.freshegg.com 0845 373 1077
Session siloes.
Visit 1
Session siloes.
Visit 1 Visit 2
Session siloes.
Visit 1 Visit 2 Visit 3
Multi-channel customer journey.
Sale is credited back to last source – model is flawed!
Last click 100%
Introducer 0%
Influencers 0%
Multi-platform environment.
A single user
Tracked as 3 visits from 3 visitors!
Multi-purpose sessions.
Brochure downloadNo primary conversion!
Email signupNo primary conversion!
PurchaseVisit converts, not user!
Visit 1 Visit 2 Visit 3
Problems with traditional framework.
• Narrow view of user behaviour and buying cycle
• Missed potential for onsite content and inbound marketing
• Data bias towards lower funnel activity
• Bad decisions due to incomplete data and/or understanding
Solutions.
• Universal Analytics & Lifetime Value
• Multi-Channel Funnels & Attribution Modelling
• Micro-conversions
• Visitor Remarketing
Universal Analytics.
Universal Analytics.
• Use the Measurement Protocol to integrate data across multiple devices and platforms
• Improve lead generation: Sync offline and online data
• Define your own dimensions & custom metrics
• Understand how well your mobile apps perform
Universal Analytics.
Visit 1
Session value.
Visit 1
SEARCH AFFILIATE
Per visit value = £5 Per visit value = £10
Lifetime value.
Visit 1
SEARCH
Visit 2
SEARCH
Visit 3
SEARCH
Visit 1
AFFILIATE
x x
Multi-Channel Funnels.
Multi-Channel Funnels.
Attribution Modelling Tool.
Attribution Modelling Tool.
Attribution Modelling Tool.
Micro-conversions.
Brochure download goalEcommerce transaction
• In this example, social media drives micro-conversions more effectively than primary conversions.
• Custom variables could be used to tag users who complete micro-conversions • Subsequent primary conversions can then be measured and segmented by CVar.
Remarketing via GA.
Remarketing example – path length AOV.
Remarketing example – path length AOV.
• Users on their 3rd visit to the site spend considerably more per order
• The data can be used to build a remarketing list, to retarget qualified and potentially high spending users
• This can all be done within GA
• Trial Universal Analytics – this is in BETA so more fun to follow!
• Use MCF and Attribution Modelling Tool to understand paths to conversion and full channel contribution
• Run remarketing campaigns based on visitor behaviour data from GA
• Tie micro-conversions to visitors and monitor effect on primary conversions across subsequent visits
• Move from single visit revenue to Lifetime Value. Custom variables: traditional framework; custom dimensions: Universal Analytics
Summary.
Thank You!
Dara FitzgeraldHead of Insightwww.freshegg.com0845 373 1077
