what’s new in google analytics new features & what you need … new in google analytics... ·...
TRANSCRIPT
Jim Snyder, Web Analytics Practice Lead at Empirical Path
Ian Mackie, Point It
September 11, 2013
What’s New in Google Analytics 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
• Attribution Modeling & Cost Data Upload
• Universal 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
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
• Attribution Modeling & Cost Data Upload
• Universal Analytics
13
Goals & Reports: Standard Report
Last click gets creditfor purchases
Attribution: Background
Attribution Modeling: Background
Attribution Modeling: Background
Attribution Modeling: Background
• The vast majority of potential customers have multiple touch points before converting
• Overwhelmingly the last click gets the entire credit for a conversion and first and other contributing touches never get noticed!
• The CPA leads most advertisers to spend money to a channel where the decision to buy has already been made
Attribution Modeling: Background
Attribution Modeling: Menus
• Choose model to see change in CPA, Value or ROAS
• Compare up to 3 models side-by-side
• Or create custom models based on business model
Attribution Modeling: Last Click
Attribution Modeling: First Click
Attribution Modeling: Change
Attribution Modeling: Cost
Drill down
Attribution Modeling: ROAS
Return on Ad
Spend under last click model
Return on Ad
Spend under First Click model
Attribution Modeling: Cost Upload
Upload cost for other paid search to get ROAS, CPA for all paid sources
Attribution Modeling: Lookback
Attribution Modeling: Models
Attribution Modeling: Functionality
Last Interaction: Last interaction gets 100% credit (including direct)
Last Non-Direct Click: Last interaction before direct gets 100% credit (what is used in GA by default)
First Interaction: First touch gets 100% credit (Best for understanding new brand awareness)
Linear: Each touch gets equal % of credit
Last AdWords Click: Last AdWords click get 100% credit
Time Decay: Touch closest to conversion gets more credit (best for short sales cycles)Position Based: Hybrid of first/last. Best to understand introducers and closers.
Attribution Modeling: Custom Model
Undervalued by last click
Custom ModelsCustom Models
Attribution Modeling: Sources
Attribution Modeling: Campaigns
Attribution Modeling: Keyword
Agenda
• A/B Tests & Content Experiments
• Attribution Modeling & Cost Data Upload
• Universal Analytics
34
Universal Analytics: Set Up
Universal Analytics: What is UA?
What is UA? - Newest version of Google Analytics that changes the way data is collected- Custom Dimensions & Metrics: Replaces Custom Variables and stored right in
GA interfaced). Allows customization for anything (like profit margin for metric)
- Moves away from visit-based and features tracking individually across devices & websites
- Features the Measurement Protocol that allows you to track across ANY device (ID Scanners, Refrigerators – literally anything).
Universal Analytics: What is UA?
Measurement Protocol: Send data right into GA directly
Universal Analytics: What is UA?
Measurement Protocol: Shows right up in GA Real-Time
Universal Analytics: Custom Dimensions
Replaces Custom Variable. Info entered directly into GA interface.
Custom Dimension Choices:
Hit: Like page-level custom variableSession: Like Session-level custom variable User: Stays with user past the session and for duration of cookie.
User ID
Client ID
Client ID
Client ID
Client ID
Client ID
Universal Analytics: Custom Dimensions
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111
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222
&cid=
333
=Unique Visitors
132
Universal Analytics: Custom Dimensions
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&cid=
111
&cid=
222
&cid=3
33&uid=456 &uid=45
6
&uid=456
=Unique Visitor
1
Universal Analytics: Custom Dimensions
Universal Analytics: Reports
Universal Analytics: Reports
Universal Analytics: Reports
Last Chance to Ask Questions
• Ian Mackie
• 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