taking_your_analytics_data_-shuman_ghosemajumder.ppt

Google Confidential and Proprietary

Taking Your Analytics Data Beyond the Page ViewPubcon, November 2008

Shuman GhosemajumderBusiness Product Manager for Trust & Safety

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Key question:How do you define success for your site?

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• Ad impressions?

• Ad clicks / landing page views?

• Likely conversions?

• Real conversions?

• Customer retention?

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Data collection

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Auto-tagging

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Without auto-tagging

1. http://www.example.com/?page=googleadpage2. http://www.example.com/?page=googleadpage3. http://www.example.com/?page=googleadpage4. http://www.example.com/?page=googleadpage5. http://www.example.com/?page=googleadpage6. http://www.example.com/?page=googleadpage

1. http://www.example.com/?page=googleadpage2. http://www.example.com/?page=googleadpage3. http://www.example.com/?page=googleadpage4. http://www.example.com/?page=googleadpage5. http://www.example.com/?page=googleadpage6. http://www.example.com/?page=googleadpage

1. http://www.example.com/?page=googleadpage2. http://www.example.com/?page=googleadpage3. http://www.example.com/?page=googleadpage4. http://www.example.com/?page=googleadpage5. http://www.example.com/?page=googleadpage6. http://www.example.com/?page=googleadpage

1. http://www.example.com/?page=googleadpage2. http://www.example.com/?page=googleadpage3. http://www.example.com/?page=googleadpage4. http://www.example.com/?page=googleadpage5. http://www.example.com/?page=googleadpage6. http://www.example.com/?page=googleadpage

Advertiser’s Log

(A) 1 click + 5 page reloads

Advertiser’s Log

(B) 6 clicks

• All other signals (e.g. referrer URL) are also identical in the web logs

• Thus, cannot distinguish between (A) and (B)

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With auto-tagging, you can count accurately

1. http://www.example.com/?page=googleadpage?gclid=12. http://www.example.com/?page=googleadpage?gclid=23. http://www.example.com/?page=googleadpage?gclid=34. http://www.example.com/?page=googleadpage?gclid=45. http://www.example.com/?page=googleadpage?gclid=56. http://www.example.com/?page=googleadpage?gclid=6

1. http://www.example.com/?page=googleadpage?gclid=12. http://www.example.com/?page=googleadpage?gclid=23. http://www.example.com/?page=googleadpage?gclid=34. http://www.example.com/?page=googleadpage?gclid=45. http://www.example.com/?page=googleadpage?gclid=56. http://www.example.com/?page=googleadpage?gclid=6

1. http://www.example.com/?page=googleadpage?gclid=12. http://www.example.com/?page=googleadpage?gclid=13. http://www.example.com/?page=googleadpage?gclid=14. http://www.example.com/?page=googleadpage?gclid=15. http://www.example.com/?page=googleadpage?gclid=16. http://www.example.com/?page=googleadpage?gclid=1

1. http://www.example.com/?page=googleadpage?gclid=12. http://www.example.com/?page=googleadpage?gclid=13. http://www.example.com/?page=googleadpage?gclid=14. http://www.example.com/?page=googleadpage?gclid=15. http://www.example.com/?page=googleadpage?gclid=16. http://www.example.com/?page=googleadpage?gclid=1

Advertiser’s Log

(A) 1 click + 5 page reloads

Advertiser’s Log

(B) 6 clicks

• Auto-tags allow advertisers and third parties to distinguish (A) from (B) and exclude fictitious clicks

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Invalid Clicks reports

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GA AdSense Reports

Which content is making me money?

Which referrer is sending traffic to view my AdSense content?

How do my AdSense metrics vary over time?

• Top AdSense Content

• Top AdSense Referrers

• AdSense Trending

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Track your feeds

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Analysis

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Advanced Segmentation: flexible grouping of customers

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Advanced Segmentation: compare across segments

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Custom Reporting: drag and drop user-defined reports

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Trendalyzer Integration: multi-dimensional analyses

Pages / Visit

Bo

un

ce R

ate

Color:

Goal Conversion Rate

Size: Visits

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Testing: Website Optimizer

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Maintenance: Webmaster Tools

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Key takeaways

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• Validate data collection methods

• Define conversions carefully

• Use advanced analytics features to spot trends in data

• Conduct experiments to get more data

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Thank you!