what’s new in google analytics: new features & what you need to know

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• prestonp@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