what’s new in google analytics new features & what you need … new in google analytics... ·...

Jim Snyder, Web Analytics Practice Lead at Empirical Path

Ian Mackie, 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

• Attribution Modeling & Cost Data Upload

• 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

• Attribution Modeling & Cost Data Upload

• 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 potential 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

Upload 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 (Best for understanding new brand awareness)

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 (best for short sales cycles)Position Based: Hybrid of first/last. Best to understand introducers and closers.

Attribution Modeling: Custom Model

Undervalued by last click

Custom ModelsCustom Models

Attribution Modeling: Sources

Attribution Modeling: Campaigns

Attribution Modeling: Keyword

Agenda

• A/B Tests & Content Experiments

• Attribution Modeling & Cost Data Upload

• Universal Analytics

34

Universal Analytics: Set Up

Universal Analytics: What is UA?

What is UA? - 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?

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

Replaces Custom Variable. Info entered directly into GA interface.

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.

User ID

Client ID

Client ID

Client ID

Client ID

Client ID

Universal Analytics: Custom Dimensions

soly

moly

&cid=

111

&cid=

222

&cid=

333

=Unique Visitors

132

Universal Analytics: Custom Dimensions

soly

moly

&cid=

111

&cid=

222

&cid=3

33&uid=456 &uid=45

6

&uid=456

=Unique Visitor

1

Universal Analytics: Custom Dimensions

Universal Analytics: Reports

Universal Analytics: Reports

Universal Analytics: Reports

Last Chance to Ask Questions

• Ian Mackie

• ianm@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