Jim Snyder, Web Analytics Practice Lead at Empirical Path
Preston Parshall, Point It
September 11, 2013
What’s New in Google Analytics 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• Multichannel Funnels & Attribution Modeling• Universal 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
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• Multichannel Funnels & Attribution Modeling• Universal Analytics
13
Goals & Reports: Standard Report
Last click gets creditfor purchases
Attribution: Background
Attribution Modeling: Background
Attribution Modeling: Background
Attribution Modeling: Background
• The vast majority of customers have multiple touch points before converting
• Overwhelmingly the last click gets the entire credit for a conversion and first and other contributing touches never get noticed!
• The CPA leads most advertisers to spend money to a channel where the decision to buy has already been made
Attribution Modeling: Background
Attribution Modeling: Menus
• Choose model to see change in CPA, Value or ROAS
• Compare up to 3 models side-by-side
• Or create custom models based on business model
Attribution Modeling: Last Click
Attribution Modeling: First Click
Attribution Modeling: Change
Attribution Modeling: Cost
Drill down
Attribution Modeling: ROAS
Return on Ad Spend under last click model
Return on Ad Spend under First Click model
Attribution Modeling: Cost Upload
Uploaded cost for other paid search to get ROAS, CPA for all paid sources
Attribution Modeling: Lookback
Attribution Modeling: Models
Attribution Modeling: Functionality
Last Interaction: Last interaction gets 100% credit (including direct)
Last Non-Direct Click: Last interaction before direct gets 100% credit (what is used in GA by default)
First Interaction: First touch gets 100% credit
Linear: Each touch gets equal % of credit
Last AdWords Click: Last AdWords click get 100% credit
Time Decay: Touch closest to conversion gets more credit
Position Based: 40% goes equally to first/last. 20% is spread evenly with other sources
Attribution Modeling: Custom Model
Undervalued by last click
Custom ModelsCustom Models
Attribution Modeling: Sources
Attribution Modeling: Campaigns
Attribution Modeling: Keywords
Agenda
• A/B Tests & Content Experiments• Multichannel Funnels & Attribution Modeling• Universal Analytics
34
Universal Analytics: Set Up
• Newest version of Google Analytics that changes the way data is collected
• Custom Dimensions & Metrics: Replaces Custom Variables and stored right in GA interfaced). Allows customization for anything (like profit margin for metric)
• Moves away from visit-based and features tracking individually across devices & websites
• Features the Measurement Protocol that allows you to track across ANY device (ID Scanners, Refrigerators – literally anything).
Universal Analytics: What is UA?
Universal Analytics: What is UA?
Measurement Protocol: Send data right into GA directly
Universal Analytics: What is UA?
Measurement Protocol: Shows right up in GA Real-Time
Universal Analytics: Custom Dimensions
Custom Dimension Choices:
Hit: Like page-level custom variableSession: Like Session-level custom variable User: Stays with user past the session and for duration of cookie.
Replaces Custom Variable. Info entered directly into GA interface.
Replaces Custom Variable. Info entered directly into GA interface.
User ID
Client ID
Client ID
Client ID
Client ID
Client ID
Universal Analytics: Unique ID
&cid=111
=Unique Visitors
1
Universal Analytics: No Unique ID
&cid=111
&cid=222
=Unique Visitors
2
Universal Analytics: No Unique ID
solymoly
&cid=111
&cid=222
&cid=333
=Unique Visitors
3
Universal Analytics: No Unique ID
&cid=111&uid=456
=Unique Visitor
1
Universal Analytics: Unique ID
&cid=111
&cid=222
&uid=456
&uid=456
=Unique Visitor
1
Universal Analytics: Unique ID
solymoly
&cid=111
&cid=222
&cid=333
&uid=456
&uid=456
&uid=456
=Unique Visitor
1
Universal Analytics: Unique ID
Universal Analytics: Reports
Universal Analytics: Reports
Universal Analytics: Reports
Last Chance to Ask Questions
• Preston Parshall• [email protected]
• Point It Search Marketing Agency• www.PointIt.com• [email protected]
Thank You
• Jim Snyder• [email protected]
• @jimdsnyder• 203-804-4509
• Empirical Path• www.EmpiricalPath.com• @EmpiricalPath• Facebook.com/
EmpiricalPath• +Empirical Path
Top Related