google analytics on steroids new features & what you need to … · 2016-07-20 · jim snyder,...

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

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

• www.EmpiricalPath.com

• @EmpiricalPath

• Facebook.com/ EmpiricalPath

• +Empirical Path

About Empirical Path

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

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


Space Invaders Angry Birds

Pac Man Mario


Set-Up Screens

Variations


Set-Up Screens

Create & select Goal for experiment ‘objective’

Select % of audience you want to see variations


Code on Original Page

Content Experiments: Winner!

Disguised Data

Agenda








13

Goals & Custom Reports: Funnels

Online Purchase Steps of Funnel

Purchase funnel in GA

Gaming site


Goal=Purchase thank you page

Purchase


Highlight specific sources to understand their behavior on purchases

Looking only at traffic from Tablets that completed a purchase

Purchase

Goals & Custom Reports: Standard Report

Last click gets credit For purchases

Agenda








18

Multichannel Funnels: Background

Multichannel Funnels: Assists

Overlap of all sources

Multichannel Funnels: Assists

Higher number shows assisted conversions

Multichannel Funnel Assists

Higher number shows assisted conversions

Multichannel Funnel Assists

The sequence of visits before buying

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

Multichannel Funnels: Branded Keywords

Set up for branded SEO terms

Multichannel Funnels: Branded Keywords

See how branded SEO terms are helping in conversions

Agenda








26

GA in Google Docs: API Background

GA Reports in standard interface

GA API: Custom Report Basics

No more dimensions!

GA in Google Docs: API Background

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

GA API: Excel Reports

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

Same data – exported into Excel and un-sampled

● 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

Google Doc: Settings

Set these on each report

Google Doc: Multichannel Funnels

Agenda








34

CRM Integration: GA Custom Report

Restaurant chain website

CRM Integration: GA into Salesforce

First -click GA Data

Last-click GA Data

Agenda








37

● 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?

Google Tag Manager: Interface

Google Tag Manager: Base Code

Old way: GA Code on all pages

GTM: Code on all pages but controlled from GTM Interface

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

Google Tag Manager: Rules

Automatically track clicks on pop-ups

Automatically track clicks on pop-ups


Rule sets to fire on Thank You page

Agenda







45

GA Remarketing: Visitor Segments

Rule sets to fire on Thank You page Choices on visitor

segments for remarketing


Highest value – great for remarketing and targeting

Highest value – great for remarketing and targeting

Last Chance to Ask Questions

● 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

mailto:[email protected]



http://www.empiricalpath.com/

google analytics on steroids new features & what you need to … · 2016-07-20 · jim snyder,...

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