google analytics basics, updates and more

MoreVisibility 2013 www.MoreVisibility.com


FDMA FDMA Google Analytics Basics, Google Analytics Basics,

Updates & MoreUpdates & More

How to set yourself up for How to set yourself up for success with GA.success with GA.


Presenters:

Andrew WetzlerPresident & Co-Founder

[email protected]

Theo BennettDirector of Analytics & Data

[email protected]

mailto:[email protected]



About MoreVisibility

• Founded in 1999 as SEO agency

• 6-time Inc. 500/5000 company

• Full-service, interactive agency offering services including:

- Search Engine Marketing (Pay-Per-Click)

• Google Analytics Certified Partner

• Google AdWords Certified Agency; Google Tag Manager Specialist

- Search Engine Optimization (SEO)

- Social Media (Facebook, Twitter, LinkedIn, etc…)- Web Analytics / Website Usability (UX)

- Website Design & Development … including Mobile/Apps


Committed to Best PracticesCommitted to Best Practices• Our methodology is consistent with “Best Practices” for

Search Engines and Social Media sites.• Direct relationships with Search Engines & Social Media

channels• Google AdWords Certified Partner (Agency)

* team members also individually certified for Adwords• Google Analytics Certified Partner – called GACP (one of a select group of companies in USA)• MSN AdCenter Excellence partner• Team sourced frequently for industry conferences and

interviews



Takeaways

• Leverage Goal Data to Improve Marketing Performance

• Use GA data to determine CPC bids

• Cutting Through The Clutter

• Online to Offline

• When and Why to use GA Remarketing


Agenda

• Define Outcomes

• Advanced Coding

• Audience Segmentation

• Cutting Through The Clutter

• GA Remarketing

• Q&A


Define OutcomesDefine Outcomes


Goals

For each campaign, you have to answer these questions:

•What do we want visitors to do when they get to our site? (Desired outcome.)

•How do we measure these outcomes? (Goals in Google Analytics.)

•How much are these desired outcomes worth to our business? (Goal Value.)


Goal Values


Goal Values - Sources


Goal Values - Content


Campaigns with Goals/Ecom


Keyword Data with Goals /Ecom


Advanced CodingAdvanced Coding


GA “Out of The Box”


Capture More Data!• Interactions (That do not result in a page view)

– Video Controls– MailTo’s– Links that Exit the Site– PDF and Other Downloads– Important Interactions (e.g. Social, etc)

• User Input on Page– Number of Items Selected– Color Selected


Audience SegmentationAudience Segmentation


Different Audience = Different Needs

• How many audiences does your site serve?– Customers

• Account Holders• Support Requests

– Prospects• Products Viewed• Services Viewed


Self Segmentation


“Tagging” Your Visitors• Use Custom Variables

– Five slots available (50 in GA Premium)– Three scopes (Page, Session, Visitor)– Use to add new “Dimensions” of your

visitors to GA


Coding for Custom Variables• Tag by Page – (e.g. use on Gated pages via the GATC)

<script type="text/javascript">

var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-xxxxxxx-yy']); _gaq.push(['_setCustomVar', 2, 'Visitor-Type', 'Customer', 1]);" _gaq.push(['_trackPageview']);

(function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })();

</script>


Custom Variable Slot Matrix Sample

Sourced from Google


Cutting Through the ClutterCutting Through the Clutter


So Many Reports, So Little Time


Clutter Removal Tip #1

Q: With so many built in reports, where should you begin?

A: Start with Intelligence Events, aka Alerts(Leverage the algorithms of Google Engineers

to tell you what may be important!)


Events


Alert Details


Clutter Removal Tip #2

• Segment Your Data– Always Be Segmenting!– By default, all GA reports show you aggregate data….

• Segmenting allows you to view one part of the data; e.g.:– Visits with conversions– Visits from CPM marketing campaigns– Visits that include an important page or pages

• Segmenting allows you to tie reports together and compare segments against one another.


Advanced SegmentsDefault Segments• All Visits• New Visitors• Returning Visitors• Paid Search Traffic• Non-paid Search Traffic• Search Traffic• Direct Traffic• Referral Traffic• Visits with Conversions• Visits with Transactions• Mobile Traffic• Tablet Traffic• Non-bounce Visits

Or any other “bucket” of visitors you’d like to analyze!


What’s New?What’s New?


Universal AnalyticsNew Data Collection Method• From Session based to Visitor based

– Pass a Visitor ID from CRM or Shopping Platform

• Custom Configurations moved from the Code to Server Side– Lighter and Faster Code

• Simple Protocol – Allows data to be pushed into GA to measure offline interactions

from almost any system (Call Center, POS, etc.)

• Dimension Widening– Pass More Data into GA, (Demographic Info, etc.)


Google Analytics Google Analytics RemarketingRemarketing


GA Remarketing

• More Powerful / Flexible Targeting options

• Simple to deploy if you use GA

• Target across sessions


GA Remarketing


MoreVisibility.com/FDMA

Complimentary Complimentary GA EvaluationGA Evaluation


[email protected]

(800) 787- 0497

Q & AQ & A

Thank You!Thank You!



Bonus MaterialBonus Material


MoreVisibility.com/TagLink


A smarter way to tag your site, for free

Dependable data

Get better insights for smarter decisions

Marketing agility

Add tags anytime —no waiting

Quick & easy

Simple for marketers and IT


Google Tag ManagerWith Google Tag Manager, many tags can be managed together—including both Google and non-Google tags


Not Investing in Analysis

• GA is only a tool that collects data• Invest in People / Time for analysis

google analytics basics, updates and more

Marketing

ga remarketing morevisibility

interviews morevisibility

gatc morevisibility

color selected morevisibility

ga reports

new visitors

keyword data

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