Google analytics 202 advanced analysis & measurement v5-january-2013
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Transcript of Google analytics 202 advanced analysis & measurement v5-january-2013
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Analytics 202: Advanced Analysis & Measurement
Matt TrimmerPrincipal Consultant & Managing Director
Slides:
http://www.slideshare.net/ivantage
WIFI:SSID: UJC_WiFi
Password: youthful8888
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Timings and housekeeping§ Start 9:30§ Break 11:00-11:15§ Lunch 12:45-13:45§ Break 15:15-15:30§ Wrap-up 17:00
§ Nearest fire exit§ Toilets
§ Please ask questions!
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Training§ Analytics 101: Introduction & User Training§ Analytics 201: Advanced Analysis & Measurement§ Analytics 202: Advanced Analysis & Measurement§ Analytics 301: Advanced Tracking & Technical Implementations
§ AdWords 101: Introduction to Paid Search Management§ AdWords 201: Building Profitable Paid Search Campaigns§ AdWords 301: Advanced AdWords Optimisation Techniques§ AdWords 302: Advanced AdWords Conversion Optimisation
§ SEO Essentials - On-page§ SEO Advanced - Link Building and Publicity
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Be social§ Say hello to your neighbour!§ Google+
§ https://plus.google.com/118368778596879435387/posts§ LinkedIn
§ http://www.linkedin.com/in/matttrimmer§ Twitter
§ #measure § #googleanalytics§ @googleanalytics
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Introductions§ First
§ Me (Matt Trimmer) & ivantage overview
§ In a moment
§ You§ Your role
§ Your department/website/website area§ Your objectives for attending today
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Me§ Founder, Principal Consultant and Managing Director of
ivantage
§ Love the Internet, 23 years IT, technical experience, 14 years Internet
§ One of 15 Google Accredited Seminar Leaders Globally
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About ivantage
§ Internet marketing agency§ Established in 2002§ Independent§ 44th Ranked UK Agency according to New Media Age rankings
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Urchin and Google, March 28th 2005
§ Urchin on Demand > Google Analytics§ Priced at “Free”§ Democratises web analytics§ A tool to measure AdWords Return on Investment
§ Drive AdWords spend§ Urchin Software > Urchin Software from Google
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Why would you not use Google Analytics?
§ Possible privacy/security concerns about data?§ Web analytics data travels over Internet
§ Can be secured, however
§ Web analytics data is secured by policies and procedures§ No data-sharing without consent
§ Except when required by US law§ Ongoing investment in security
§ External and internal threats§ Employee access controls
§ Policy enforcement§ Auditing to check compliance
§ You do own your data§ Realistically difficult to export
§ Lack of Service Level Agreement?
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Web analytics from Google
§ Google Analytics§ Google Analytics Premium
§ Same user interface§ Very, very busy websites
§ Google Analytics does have some processing limitations§ Service Level Agreements
§ Collection, Processing & Reporting § Export large volumes of data§ 50 Custom Variables§ Multi-channel Attribution Modelling
§ Urchin Software from Google § Discontinued on March 28th 2012
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Google Analytics limits vs. Premium
§ 10 million pageviews (hits) per month§ 1,000 million pageviews
§ 50,000 unique table entries§ 1 million unique table entries
§ 250,000 sampling threshold§ 50 million
§ 20,000 rows export§ 1 million rows export
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What we do§ We help grow online businesses by
§ Generating web site traffic through§ Paid Search (PPC)§ Natural Search (SEO) § Local & Mobile search§ Social media§ Display & video§ E-mail
§ Analyzing web site traffic using§ Web Analytics to accurately analyse how visitors find and interact with
websites§ Converting web site traffic using
§ Conversion Rate Optimisation to convert visitors into customers or clients
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Introductions – your turn!
§ You§ Your role
§ Your department/website/website area
§ Your objectives for attending today
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Assessing the value of your SEO Campaigns§ Exercises and key concepts
§ Follow the instructor as s/he navigates Google Analytics
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Unmasking (not provided) options§ Webmaster Tools§ Cross Segmentation
§ by Landing page§ Adding a filter
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Not provided filter
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Cascading Filters -‐ organic search position
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Coding customisations
§ Exercise§ In Firefox, visit:
§ www.google-‐analytics.com/urchin.js
§ Help§ http://code.google.com/apis/analytics/
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Changing ? to # for campaign tracking
§ ivantageaaa.co.uk
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Organic sources
§ ivantageaaa.co.uk
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SEO reports§ SEO Advanced Segments
§ Non-‐brand, organic keywords§ Alerting on %
§ SEO Dashboards§ SEO Custom report
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Break time
http://www.slideshare.net/ivantage
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Assessing the value of your AdWords Campaigns§ Exercises and key concepts
§ Follow the instructor as s/he navigates Google Analytics
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Connecting AdWords to Analytics§ Exercise
§ Log in to AdWords§ Go to Google Analytics§ Link Accounts§ Use Auto-‐tagging
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Measuring Google Adwords paid search campaigns§ Key concept
§ You must not use Campaign Tracking with Google Adwords
§ Just turn on Auto-tagging§ Google Adwords > My Account >
Preferences§ Auto-tagging adds the gclid suffix
automatically to all landing pages in your Google Adwords Account
§ http://www.mysite.com/landing-page.com?gclid=CMDcnd7rxKUCFc9a7AodKGU6Zg
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Data Discrepancies
§ More clicks than visits
§ Visits within 30 mins
§ Server latency
§ Page faults
§ JS not enabled in user’s browse for GA
§ Redirects (referral information lost) -‐ GA never executed
§ More visits that clicks
§ Bookmarking of Gclid pages
§ 6 month GA cookie
§ Source contamination?
§ Clicks not matching
§ AdWords filters invalid clicks, GA does not
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Cascading Filters -‐ original search term
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Re-‐marketing options
§ Using Double Click code
§ 3rd Party Cookie!
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Google AdWords conversion tracking§ Key concept
§ Google AdWords conversion tracking works on the principle of “First Click Attribution”§ First click wins the conversion§ Uses third party cookie§ Conversion attributed to the day the cookie was received, not the day of the sale
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Import Google Analytics Goals and Transactions into Google AdWords§ Key concept
§ You can import Google Analytics Goals in AdWords
§ Ensure your Account Settings are set to share data with other Google Products
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Lunch time
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Re-‐assessing the value of your traffic with MCF§ Exercises and key concepts
§ Follow the instructor as s/he navigates Google Analytics
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Google Analytics campaign tracking & attribution§ Key concept
§ Google Analytics works on the principle of “Last Click Attribution”§ Last click wins the sales and/or Goal conversion§ Except Direct traffic does update utmz cookie
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Attribution models§ Google Analytics -‐ last click except direct
§ Double Click -‐ Last Double Click click
§ AdWords -‐ Last Adwords click
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Multi-‐channel Funnels§ Direct is now recognized in the conversion process
§ Assisted conversion§ Conversion that required two or more visits
§ Assists or converts?§ A channel assists when above 1.5
§ A channel completed when approaching 0
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Break time
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Assessing the value of social media§ Exercises and key concepts
§ Follow the instructor as s/he navigates Google Analytics
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Campaign Tracking and the Ad Content parameter§ Key concept
§ Use campaign content to gain deeper analysis
Source
Medium
Keyword
Ad Content
Campaigns
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Event tracking
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Best practice tracking for LinkedIn campaigns§ Key concept
§ Use cpc as medium to compare against AdWords
§ Use ad content for ad types (badge, image-‐1, image-‐2)
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Best practice tracking for Twitter campaigns§ Key concept
§ Use social-‐media as medium
§ Use twitter as source
§ Use ad content for time and date of post or @username§ Use http://bit.ly/ or http://goo.gl/
§ To shorten URLs
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Best practice tracking for Facebook campaigns§ Key concept
§ Use social-‐media as medium
§ Use facebook as source
§ Use ad content for time and date of post or area of post or tab area§ Use http://bit.ly/ or http://goo.gl/
§ To shorten URLs and preserve placement
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Event tracking
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Social Interactions
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Social Interactions
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Social Interactions
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In conclusion§ Start using your SEO reports and dashboards to monitor progress
§ Start using your AdWords reports to monitor RoI
§ Start looking at Multi-‐channel funnels and ensure you appreciate the value of all traffic sources
§ Use a custom template to define (Other) channels
§ Think about using social interaction tracking
§ instead of Add This, etc?
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Getting help§ [email protected] for 60 days
§ Google Analytics Support (http://www.google.com/analytics/support.html)
§ Setup Checklist
§ http://www.google.com/analytics/discover_analytics.html
§ Help Center
§ http://www.google.com/support/analytics/?hl=en
§ User Forums
§ http://www.google.com/support/forum/p/Google+Analytics/?hl=en
§ Google Code
§ http://code.google.com/intl/en/apis/analytics/
§ Google Analytics blog
§ http://analytics.blogspot.com/
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Feedback§ http://www.ivantage.co.uk/feedback
§ Write an honest, considered and fair review to receive for each day attended:
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