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• Contacts
• www.EmpiricalPath.com• @EmpiricalPath• Facebook.com/ EmpiricalPath• +Empirical Path
About Empirical Path
Agenda
• A/B Tests & Content Experiments• Goals & Reports• Multichannel Funnels (MCF)• GA in Google Drive• Integrating GA into Salesforce.com• Google Tag Manager• Remarketing in GA
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• Goals & Reports• Multichannel Funnels (MCF)• GA in Google Drive• Integrating GA into Salesforce.com• Google Tag Manager• Remarketing in GA
13
Goals & Reports: Funnels
Online purchase funnel steps
Funnel Visualization in GA
Online purchase funnel steps
Online purchase funnel steps
Goals & Reports: Funnel Visualization
Goal = thank you page
Goals & Reports: Goal Flow
Highlight sources to study their purchase behavior
Select only purchases via tablets
Goals & Reports: Standard Report
Last click gets creditfor purchases
Agenda
• A/B Tests & Content Experiments• Goals & Reports• Multichannel Funnels (MCF)• GA in Google Drive• Integrating GA into Salesforce.com• Google Tag Manager• Remarketing in GA
18
Multichannel Funnels: Background
MCF: Assists
Overlap of all sources
MCF: AssistsRanked by proportion of assisted conversions
MCF: Assists
Drill down via secondary dimensions
MCF: AssistsThe sequence of visits before buying
Social undervalued by last-click model!
MCF: Conversion Segments
Set up for branded SEO terms
MCF: Conversion Segments
See how Conversion Segment assists other channels
Agenda
• A/B Tests & Content Experiments• Goals & Reports• Multichannel Funnels (MCF)• GA in Google Drive• Integrating GA into Salesforce.com• Google Tag Manager• Remarketing in GA
GA in Docs: Standard Reports
GA Reports in standard interface
GA in Docs: Custom Report Limits
Can’t add more dimensions!
Can’t add more dimensions!
GA in Docs: API Background
http://ga-dev-tools.appspot.com/explorer/
GA in Docs: ExcelSame data – exported into Excel
• Go to Google Docs and start Spreadsheet
• Click Tools/Script Gallery and search for ‘Magic’
• Install the GA Report Automation
GA in Docs: Google Spreadsheet
http://analytics.blogspot.com/2012/08/automate-google-analytics-reporting.html
GA in Docs: Settings
Set each of these on each report
GA in Docs: Multichannel Funnels
Agenda
• A/B Tests & Content Experiments• Goals & Custom Reports• Multichannel Funnels (MCF)• GA in Google Drive• Integrating GA into Salesforce.com• Google Tag Manager• Remarketing in GA
34
CRM Integration: GA Custom Report
CRM Integration: GA into Salesforce
First -click GA Data
Last-click GA Data
Agenda
• A/B Tests & Content Experiments• Goals & Custom Reports• Multi-Channel Funnels (MCF)• GA in Google Drive• Integrating GA into Salesforce.com• 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
New way: 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
Automatically track clicks on pop-ups
Google Tag Manager: Rules
Rule sets to fire on Thank You page
Agenda
• A/B Tests & Content Experiments• Goals & Custom Reports• Multichannel Funnels (MCF)• GA in Google Drive• Integrating GA into Salesforce.com• Google Tag Manager• Remarketing in GA
45
GA Remarketing: List
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: Sequence Filter
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
