taking_your_analytics_data_-shuman_ghosemajumder.ppt
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Google Confidential and Proprietary
Taking Your Analytics Data Beyond the Page ViewPubcon, November 2008
Shuman GhosemajumderBusiness Product Manager for Trust & Safety
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Google Confidential and Proprietary
Key question:How do you define success for your site?
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• Ad impressions?
• Ad clicks / landing page views?
• Likely conversions?
• Real conversions?
• Customer retention?
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Google Confidential and Proprietary 3
Data collection
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Google Confidential and Proprietary
Auto-tagging
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Google Confidential and Proprietary
Without auto-tagging
1. http://www.example.com/?page=googleadpage2. http://www.example.com/?page=googleadpage3. http://www.example.com/?page=googleadpage4. http://www.example.com/?page=googleadpage5. http://www.example.com/?page=googleadpage6. http://www.example.com/?page=googleadpage
1. http://www.example.com/?page=googleadpage2. http://www.example.com/?page=googleadpage3. http://www.example.com/?page=googleadpage4. http://www.example.com/?page=googleadpage5. http://www.example.com/?page=googleadpage6. http://www.example.com/?page=googleadpage
1. http://www.example.com/?page=googleadpage2. http://www.example.com/?page=googleadpage3. http://www.example.com/?page=googleadpage4. http://www.example.com/?page=googleadpage5. http://www.example.com/?page=googleadpage6. http://www.example.com/?page=googleadpage
1. http://www.example.com/?page=googleadpage2. http://www.example.com/?page=googleadpage3. http://www.example.com/?page=googleadpage4. http://www.example.com/?page=googleadpage5. http://www.example.com/?page=googleadpage6. http://www.example.com/?page=googleadpage
Advertiser’s Log
(A) 1 click + 5 page reloads
Advertiser’s Log
(B) 6 clicks
• All other signals (e.g. referrer URL) are also identical in the web logs
• Thus, cannot distinguish between (A) and (B)
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Google Confidential and Proprietary
With auto-tagging, you can count accurately
1. http://www.example.com/?page=googleadpage?gclid=12. http://www.example.com/?page=googleadpage?gclid=23. http://www.example.com/?page=googleadpage?gclid=34. http://www.example.com/?page=googleadpage?gclid=45. http://www.example.com/?page=googleadpage?gclid=56. http://www.example.com/?page=googleadpage?gclid=6
1. http://www.example.com/?page=googleadpage?gclid=12. http://www.example.com/?page=googleadpage?gclid=23. http://www.example.com/?page=googleadpage?gclid=34. http://www.example.com/?page=googleadpage?gclid=45. http://www.example.com/?page=googleadpage?gclid=56. http://www.example.com/?page=googleadpage?gclid=6
1. http://www.example.com/?page=googleadpage?gclid=12. http://www.example.com/?page=googleadpage?gclid=13. http://www.example.com/?page=googleadpage?gclid=14. http://www.example.com/?page=googleadpage?gclid=15. http://www.example.com/?page=googleadpage?gclid=16. http://www.example.com/?page=googleadpage?gclid=1
1. http://www.example.com/?page=googleadpage?gclid=12. http://www.example.com/?page=googleadpage?gclid=13. http://www.example.com/?page=googleadpage?gclid=14. http://www.example.com/?page=googleadpage?gclid=15. http://www.example.com/?page=googleadpage?gclid=16. http://www.example.com/?page=googleadpage?gclid=1
Advertiser’s Log
(A) 1 click + 5 page reloads
Advertiser’s Log
(B) 6 clicks
• Auto-tags allow advertisers and third parties to distinguish (A) from (B) and exclude fictitious clicks
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Google Confidential and Proprietary
Invalid Clicks reports
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Google Confidential and Proprietary 8
GA AdSense Reports
Which content is making me money?
Which referrer is sending traffic to view my AdSense content?
How do my AdSense metrics vary over time?
• Top AdSense Content
• Top AdSense Referrers
• AdSense Trending
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Google Confidential and Proprietary
Track your feeds
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Google Confidential and Proprietary 10
Analysis
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Google Confidential and Proprietary
Advanced Segmentation: flexible grouping of customers
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Google Confidential and Proprietary
Advanced Segmentation: compare across segments
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Google Confidential and Proprietary
Custom Reporting: drag and drop user-defined reports
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Google Confidential and Proprietary
Trendalyzer Integration: multi-dimensional analyses
Pages / Visit
Bo
un
ce R
ate
Color:
Goal Conversion Rate
Size: Visits
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Google Confidential and Proprietary
Testing: Website Optimizer
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Google Confidential and Proprietary
Maintenance: Webmaster Tools
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Google Confidential and Proprietary
Key takeaways
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• Validate data collection methods
• Define conversions carefully
• Use advanced analytics features to spot trends in data
• Conduct experiments to get more data
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Google Confidential and Proprietary 18
Thank you!