google analytics on steroids - new features and what you need to know

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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

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Page 1: Google Analytics on Steroids - New Features and What You Need to Know

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

Page 2: Google Analytics on Steroids - New Features and 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

Page 3: Google Analytics on Steroids - New Features and What You Need to Know

● Being recorded & will be uploaded to website

● This is an interactive webinar so it is okay to ask questions during the presentation

Webinar Information

Page 4: Google Analytics on Steroids - New Features and What You Need to Know

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

Page 5: Google Analytics on Steroids - New Features and What You Need to Know

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

Page 6: Google Analytics on Steroids - New Features and What You Need to Know

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

Page 7: Google Analytics on Steroids - New Features and What You Need to Know

Content Experiments: Who Wins?

Original Landing Page

Page 8: Google Analytics on Steroids - New Features and What You Need to Know

Content Experiments: Who Wins?

Space Invaders Angry Birds

Pac Man Mario

Page 9: Google Analytics on Steroids - New Features and What You Need to Know

Content Experiments: Who Wins?

Set-Up Screens

Variations

Page 10: Google Analytics on Steroids - New Features and What You Need to Know

Content Experiments: Who Wins?

Set-Up Screens

Create & select Goal for experiment ‘objective’

Select % of audience you want to see variations

Page 11: Google Analytics on Steroids - New Features and What You Need to Know

Content Experiments: Who Wins?

Code on Original Page

Page 12: Google Analytics on Steroids - New Features and What You Need to Know

Content Experiments: Winner!

Disguised Data

Page 13: Google Analytics on Steroids - New Features and What You Need to Know

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

Page 14: Google Analytics on Steroids - New Features and What You Need to Know

Goals & Custom Reports: Funnels

Online Purchase Steps of Funnel

Purchase funnel in GA

Gaming site

Page 15: Google Analytics on Steroids - New Features and What You Need to Know

Goals & Custom Reports: Funnels

Goal=Purchase thank you page

Purchase

Page 16: Google Analytics on Steroids - New Features and What You Need to Know

Goals & Custom Reports: Funnels

Highlight specific sources to understand their behavior on purchases

Looking only at traffic from Tablets that completed a purchase

Purchase

Page 17: Google Analytics on Steroids - New Features and What You Need to Know

Goals & Custom Reports: Standard Report

Last click gets credit For purchases

Page 18: Google Analytics on Steroids - New Features and What You Need to Know

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

Page 19: Google Analytics on Steroids - New Features and What You Need to Know

Multichannel Funnels: Background

Page 20: Google Analytics on Steroids - New Features and What You Need to Know

Multichannel Funnels: Assists

Overlap of all sources

Page 21: Google Analytics on Steroids - New Features and What You Need to Know

Multichannel Funnels: Assists

Higher number shows assisted conversions

Page 22: Google Analytics on Steroids - New Features and What You Need to Know

Multichannel Funnel Assists

Higher number shows assisted conversions

Page 23: Google Analytics on Steroids - New Features and What You Need to Know

Multichannel Funnel Assists

The sequence of visits before buying

The sequence of visits before buying Social making an impact – invisible under last click!

Page 24: Google Analytics on Steroids - New Features and What You Need to Know

Multichannel Funnels: Branded Keywords

Set up for branded SEO terms

Page 25: Google Analytics on Steroids - New Features and What You Need to Know

Multichannel Funnels: Branded Keywords

See how branded SEO terms are helping in conversions

Page 26: Google Analytics on Steroids - New Features and What You Need to Know

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

Page 27: Google Analytics on Steroids - New Features and What You Need to Know

GA in Google Docs: API Background

GA Reports in standard interface

Page 28: Google Analytics on Steroids - New Features and What You Need to Know

GA API: Custom Report Basics

No more dimensions!

Page 29: Google Analytics on Steroids - New Features and What You Need to Know

GA in Google Docs: API Background

http://ga-dev-tools.appspot.com/explorer/

Page 30: Google Analytics on Steroids - New Features and What You Need to Know

GA API: Excel Reports

http://ga-dev-tools.appspot.com/explorer/

Same data – exported into Excel and un-sampled

Page 31: Google Analytics on Steroids - New Features and What You Need to Know

● 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

Page 32: Google Analytics on Steroids - New Features and What You Need to Know

Google Doc: Settings

Set these on each report

Page 33: Google Analytics on Steroids - New Features and What You Need to Know

Google Doc: Multichannel Funnels

Page 34: Google Analytics on Steroids - New Features and What You Need to Know

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

Page 35: Google Analytics on Steroids - New Features and What You Need to Know

CRM Integration: GA Custom Report

Restaurant chain website

Page 36: Google Analytics on Steroids - New Features and What You Need to Know

CRM Integration: GA into Salesforce

First -click GA Data

Last-click GA Data

Page 37: Google Analytics on Steroids - New Features and What You Need to Know

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

Page 38: Google Analytics on Steroids - New Features and What You Need to Know

● 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?

Page 39: Google Analytics on Steroids - New Features and What You Need to Know

Google Tag Manager: Interface

Page 40: Google Analytics on Steroids - New Features and What You Need to Know

Google Tag Manager: Base Code

Old way: GA Code on all pages

GTM: Code on all pages but controlled from GTM Interface

Page 41: Google Analytics on Steroids - New Features and What You Need to Know

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

Page 42: Google Analytics on Steroids - New Features and What You Need to Know

Google Tag Manager: Rules

Automatically track clicks on pop-ups

Automatically track clicks on pop-ups

Page 43: Google Analytics on Steroids - New Features and What You Need to Know

Google Tag Manager: Rules

Page 44: Google Analytics on Steroids - New Features and What You Need to Know

Google Tag Manager: Rules

Rule sets to fire on Thank You page

Page 45: Google Analytics on Steroids - New Features and What You Need to Know

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

Page 46: Google Analytics on Steroids - New Features and What You Need to Know

GA Remarketing: Visitor Segments

Rule sets to fire on Thank You page Choices on visitor

segments for remarketing

Page 47: Google Analytics on Steroids - New Features and What You Need to Know

GA Remarketing: Visitor Segments

Page 48: Google Analytics on Steroids - New Features and What You Need to Know

GA Remarketing: Visitor Segments

Highest value – great for remarketing and targeting

Highest value – great for remarketing and targeting

Page 49: Google Analytics on Steroids - New Features and What You Need to Know

GA Remarketing: Visitor Segments

Page 50: Google Analytics on Steroids - New Features and What You Need to Know

Last Chance to Ask Questions

Page 51: Google Analytics on Steroids - New Features and What You Need to Know

● 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