Jim Snyder, Web Analytics Practice Lead at Empirical Path
Preston Parshall – Point It October 10, 2012
Google Analytics on Steroids – 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
• www.EmpiricalPath.com
• @EmpiricalPath
• Facebook.com/ EmpiricalPath
• +Empirical Path
About Empirical Path
Agenda
● A/B Testing and Content Experiments
● Goals & Custom Reports
● Multi-Channel Funnels (MCF)
● Google Analytics (GA) in Google Docs
● Integrating GA into Salesforce
● Google Tag Manager
● Remarketing in Google 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 ‘objective’
Select % of audience you want to see variations
Content Experiments: Who Wins?
Code on Original Page
Content Experiments: Winner!
Disguised Data
Agenda
● A/B Testing and Content Experiments
● Goals & Custom Reports
● Multi-Channel Funnels (MCF)
● Google Analytics (GA) in Google Docs
● Integrating GA into Salesforce
● Google Tag Manager
● Remarketing in Google Analytics
13
Goals & Custom Reports: Funnels
Online Purchase Steps of Funnel
Purchase funnel in GA
Gaming site
Goals & Custom Reports: Funnels
Goal=Purchase thank you page
Purchase
Goals & Custom Reports: Funnels
Highlight specific sources to understand their behavior on purchases
Looking only at traffic from Tablets that completed a purchase
Purchase
Goals & Custom Reports: Standard Report
Last click gets credit For purchases
Agenda
● A/B Testing and Content Experiments
● Goals & Custom Reports
● Multi-Channel Funnels (MCF)
● Google Analytics (GA) in Google Docs
● Integrating GA into Salesforce
● Google Tag Manager
● Remarketing in Google Analytics
18
Multichannel Funnels: Background
Multichannel Funnels: Assists
Overlap of all sources
Multichannel Funnels: Assists
Higher number shows assisted conversions
Multichannel Funnel Assists
Higher number shows assisted conversions
Multichannel Funnel Assists
The sequence of visits before buying
The sequence of visits before buying Social making an impact – invisible under last click!
Multichannel Funnels: Branded Keywords
Set up for branded SEO terms
Multichannel Funnels: Branded Keywords
See how branded SEO terms are helping in conversions
Agenda
● A/B Testing and Content Experiments
● Goals & Custom Reports
● Multi-Channel Funnels (MCF)
● Google Analytics (GA) in Google Docs
● Integrating GA into Salesforce
● Google Tag Manager
● Remarketing in Google Analytics
26
GA in Google Docs: API Background
GA Reports in standard interface
GA API: Custom Report Basics
No more dimensions!
GA in Google Docs: API Background
http://ga-dev-tools.appspot.com/explorer/
GA API: Excel Reports
http://ga-dev-tools.appspot.com/explorer/
Same data – exported into Excel and un-sampled
● Go to Google Docs and start Spreadsheet
● Click Tools/Script Gallery and search for ‘Magic’
● Install the GA Report Automation
● http://analytics.blogspot.com/2012/08/automate-google-analytics-reporting.html
GA API: GA in Google Docs
Google Doc: Settings
Set these on each report
Google Doc: Multichannel Funnels
Agenda
● A/B Testing and Content Experiments
● Goals & Custom Reports
● Multi-Channel Funnels (MCF)
● Google Analytics (GA) in Google Docs
● Integrating GA into Salesforce
● Google Tag Manager
● Remarketing in Google Analytics
34
CRM Integration: GA Custom Report
Restaurant chain website
CRM Integration: GA into Salesforce
First -click GA Data
Last-click GA Data
Agenda
● A/B Testing and Content Experiments
● Goals & Custom Reports
● Multi-Channel Funnels (MCF)
● Google Analytics (GA) in Google Docs
● Integrating GA into Salesforce
● Google Tag Manager
● Remarketing in Google Analytics
37
● Too many tags can slow down sites
● Very tough to manage multiple tags
● Free up dependence on IT Dept.
● Gives marketers greater flexibility to track and target key segments
Google Tag Manager: Why Consider?
Google Tag Manager: Interface
Google Tag Manager: Base Code
Old way: GA Code on all pages
GTM: Code on all pages but controlled from GTM Interface
Google Tag Manager: How it Works
• Sets when you want a tag fired
Rules
• Where data is stored
Macros
• GA, Javascript, HTML, AdWords, Dart, Floodlight
Tags
Google Tag Manager: Rules
Automatically track clicks on pop-ups
Automatically track clicks on pop-ups
Google Tag Manager: Rules
Google Tag Manager: Rules
Rule sets to fire on Thank You page
Agenda
● A/B Testing and Content Experiments
● Multi-Channel Funnels (MCF)
● Google Analytics (GA) in Google Docs
● Integrating GA into Salesforce
● Google Tag Manager
● Remarketing in Google Analytics
45
GA Remarketing: Visitor Segments
Rule sets to fire on Thank You page Choices on visitor
segments for remarketing
GA Remarketing: Visitor Segments
GA Remarketing: Visitor Segments
Highest value – great for remarketing and targeting
Highest value – great for remarketing and targeting
GA Remarketing: Visitor Segments
Last Chance to Ask Questions
● Preston Parshall
● Point It Search Marketing Agency
● www.PointIt.com
Thank You
● Jim Snyder ● [email protected]
● @jimdsnyder
● 203-804-4509
● Empirical Path
● www.EmpiricalPath.com
● @EmpiricalPath
● Facebook.com/ EmpiricalPath
● +Empirical Path