what’s new in google analytics: new features & what you need to know

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Jim Snyder, Web Analytics Practice Lead at Empirical Path Preston Parshall, Point It September 11, 2013 What’s New in Google Analytics New Features & What You Need to Know

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Empirical Path web analytics practice lead Jim Snyder was featured in another webinar with one of our agency partners and clients, Seattle search engine marketing firm Point It. The presentation covers: - How to give credit to various sources across your sales funnel with the MultiChannel Funnels/Attribution Modeling Tool - How to use Content Experiments to test different versions of your site to understand the most effective versions of landing pages - How to track the same visitors across mobile to your website using Universal Analytics

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Page 1: What’s New in Google Analytics: New Features & What You Need to Know

Jim Snyder, Web Analytics Practice Lead at Empirical Path

Preston Parshall, Point It

September 11, 2013

What’s New in Google Analytics New Features & What You Need to Know

Page 2: 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

Page 3: What’s New in Google Analytics: New Features & 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: What’s New in Google Analytics: New Features & 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• Contacts

• www.EmpiricalPath.com• @EmpiricalPath• Facebook.com/ EmpiricalPath• +Empirical Path

About Empirical Path

Page 5: What’s New in Google Analytics: New Features & What You Need to Know

Agenda

• A/B Tests & Content Experiments• Multichannel Funnels & Attribution Modeling• Universal Analytics

5

Page 6: What’s New in Google Analytics: New Features & 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: What’s New in Google Analytics: New Features & What You Need to Know

Content Experiments: Who Wins?

Original Landing Page

Page 8: What’s New in Google Analytics: New Features & What You Need to Know

Content Experiments: Who Wins?

Space Invaders Angry Birds

Pac Man Mario

Page 9: What’s New in Google Analytics: New Features & What You Need to Know

Content Experiments: Who Wins?Set-Up Screens

Variations

Page 10: What’s New in Google Analytics: New Features & What You Need to Know

Content Experiments: Who Wins?Set-Up Screens

Create & select Goal for experiment

Select % of audience to see variations

Page 11: What’s New in Google Analytics: New Features & What You Need to Know

Content Experiments: Who Wins?Code on Original Page

Page 12: What’s New in Google Analytics: New Features & What You Need to Know

Content Experiments: Winner!

Disguised Data

Page 13: What’s New in Google Analytics: New Features & What You Need to Know

Agenda

• A/B Tests & Content Experiments• Multichannel Funnels & Attribution Modeling• Universal Analytics

13

Page 14: What’s New in Google Analytics: New Features & What You Need to Know

Goals & Reports: Standard Report

Last click gets creditfor purchases

Page 15: What’s New in Google Analytics: New Features & What You Need to Know

Attribution: Background

Page 16: What’s New in Google Analytics: New Features & What You Need to Know

Attribution Modeling: Background

Page 17: What’s New in Google Analytics: New Features & What You Need to Know

Attribution Modeling: Background

Page 18: What’s New in Google Analytics: New Features & What You Need to Know

Attribution Modeling: Background

Page 19: What’s New in Google Analytics: New Features & What You Need to Know

• The vast majority of 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

Page 20: What’s New in Google Analytics: New Features & What You Need to Know

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

Page 21: What’s New in Google Analytics: New Features & What You Need to Know

Attribution Modeling: Last Click

Page 22: What’s New in Google Analytics: New Features & What You Need to Know

Attribution Modeling: First Click

Page 23: What’s New in Google Analytics: New Features & What You Need to Know

Attribution Modeling: Change

Page 24: What’s New in Google Analytics: New Features & What You Need to Know

Attribution Modeling: Cost

Drill down

Page 25: What’s New in Google Analytics: New Features & What You Need to Know

Attribution Modeling: ROAS

Return on Ad Spend under last click model

Return on Ad Spend under First Click model

Page 26: What’s New in Google Analytics: New Features & What You Need to Know

Attribution Modeling: Cost Upload

Uploaded cost for other paid search to get ROAS, CPA for all paid sources

Page 27: What’s New in Google Analytics: New Features & What You Need to Know

Attribution Modeling: Lookback

Page 28: What’s New in Google Analytics: New Features & What You Need to Know

Attribution Modeling: Models

Page 29: What’s New in Google Analytics: New Features & What You Need to Know

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

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

Position Based: 40% goes equally to first/last. 20% is spread evenly with other sources

Page 30: What’s New in Google Analytics: New Features & What You Need to Know

Attribution Modeling: Custom Model

Undervalued by last click

Custom ModelsCustom Models

Page 31: What’s New in Google Analytics: New Features & What You Need to Know

Attribution Modeling: Sources

Page 32: What’s New in Google Analytics: New Features & What You Need to Know

Attribution Modeling: Campaigns

Page 33: What’s New in Google Analytics: New Features & What You Need to Know

Attribution Modeling: Keywords

Page 34: What’s New in Google Analytics: New Features & What You Need to Know

Agenda

• A/B Tests & Content Experiments• Multichannel Funnels & Attribution Modeling• Universal Analytics

34

Page 35: What’s New in Google Analytics: New Features & What You Need to Know

Universal Analytics: Set Up

Page 36: What’s New in Google Analytics: New Features & What You Need to Know

• 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?

Page 37: What’s New in Google Analytics: New Features & What You Need to Know

Universal Analytics: What is UA?

Measurement Protocol: Send data right into GA directly

Page 38: What’s New in Google Analytics: New Features & What You Need to Know

Universal Analytics: What is UA?

Measurement Protocol: Shows right up in GA Real-Time

Page 39: What’s New in Google Analytics: New Features & What You Need to Know

Universal Analytics: Custom Dimensions

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.

Replaces Custom Variable. Info entered directly into GA interface.

Replaces Custom Variable. Info entered directly into GA interface.

Page 40: What’s New in Google Analytics: New Features & What You Need to Know

User ID

Client ID

Client ID

Client ID

Client ID

Client ID

Universal Analytics: Unique ID

Page 41: What’s New in Google Analytics: New Features & What You Need to Know

&cid=111

=Unique Visitors

1

Universal Analytics: No Unique ID

Page 42: What’s New in Google Analytics: New Features & What You Need to Know

&cid=111

&cid=222

=Unique Visitors

2

Universal Analytics: No Unique ID

Page 43: What’s New in Google Analytics: New Features & What You Need to Know

solymoly

&cid=111

&cid=222

&cid=333

=Unique Visitors

3

Universal Analytics: No Unique ID

Page 44: What’s New in Google Analytics: New Features & What You Need to Know

&cid=111&uid=456

=Unique Visitor

1

Universal Analytics: Unique ID

Page 45: What’s New in Google Analytics: New Features & What You Need to Know

&cid=111

&cid=222

&uid=456

&uid=456

=Unique Visitor

1

Universal Analytics: Unique ID

Page 46: What’s New in Google Analytics: New Features & What You Need to Know

solymoly

&cid=111

&cid=222

&cid=333

&uid=456

&uid=456

&uid=456

=Unique Visitor

1

Universal Analytics: Unique ID

Page 47: What’s New in Google Analytics: New Features & What You Need to Know

Universal Analytics: Reports

Page 48: What’s New in Google Analytics: New Features & What You Need to Know

Universal Analytics: Reports

Page 49: What’s New in Google Analytics: New Features & What You Need to Know

Universal Analytics: Reports

Page 50: What’s New in Google Analytics: New Features & What You Need to Know

Last Chance to Ask Questions

Page 51: What’s New in Google Analytics: New Features & 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