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Analytics  202:  Advanced  Analysis  &  Measurement

Matt  TrimmerPrincipal  Consultant  &  Managing  Director

Slides:

http://www.slideshare.net/ivantage

WIFI:SSID: UJC_WiFi

Password: youthful8888

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Timings and housekeeping§ Start 9:30§ Break 11:00-11:15§ Lunch 12:45-13:45§ Break 15:15-15:30§ Wrap-up 17:00

§ Nearest fire exit§ Toilets

§ Please ask questions!

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Training§ Analytics 101: Introduction & User Training§ Analytics 201: Advanced Analysis & Measurement§ Analytics 202: Advanced Analysis & Measurement§ Analytics 301: Advanced Tracking & Technical Implementations

§ AdWords 101: Introduction to Paid Search Management§ AdWords 201: Building Profitable Paid Search Campaigns§ AdWords 301: Advanced AdWords Optimisation Techniques§ AdWords 302: Advanced AdWords Conversion Optimisation

§ SEO Essentials - On-page§ SEO Advanced - Link Building and Publicity

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Be social§ Say hello to your neighbour!§ Google+

§ https://plus.google.com/118368778596879435387/posts§ LinkedIn

§ http://www.linkedin.com/in/matttrimmer§ Twitter

§ #measure § #googleanalytics§ @googleanalytics

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Introductions§ First

§ Me  (Matt  Trimmer)  &  ivantage  overview

§ In  a  moment

§ You§ Your  role

§ Your  department/website/website  area§ Your  objectives  for  attending  today

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Me§ Founder,  Principal  Consultant  and  Managing  Director  of  

ivantage

§ Love  the  Internet,  23  years  IT,  technical  experience,  14  years  Internet  

§ One  of  15  Google  Accredited  Seminar  Leaders  Globally

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About ivantage

§ Internet marketing agency§ Established in 2002§ Independent§ 44th Ranked UK Agency according to New Media Age rankings

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Urchin and Google, March 28th 2005

§ Urchin on Demand > Google Analytics§ Priced at “Free”§ Democratises web analytics§ A tool to measure AdWords Return on Investment

§ Drive AdWords spend§ Urchin Software > Urchin Software from Google

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Why would you not use Google Analytics?

§ Possible privacy/security concerns about data?§ Web analytics data travels over Internet

§ Can be secured, however

§ Web analytics data is secured by policies and procedures§ No data-sharing without consent

§ Except when required by US law§ Ongoing investment in security

§ External and internal threats§ Employee access controls

§ Policy enforcement§ Auditing to check compliance

§ You do own your data§ Realistically difficult to export

§ Lack of Service Level Agreement?

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Web analytics from Google

§ Google Analytics§ Google Analytics Premium

§ Same user interface§ Very, very busy websites

§ Google Analytics does have some processing limitations§ Service Level Agreements

§ Collection, Processing & Reporting § Export large volumes of data§ 50 Custom Variables§ Multi-channel Attribution Modelling

§ Urchin Software from Google § Discontinued on March 28th 2012

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Google Analytics limits vs. Premium

§ 10 million pageviews (hits) per month§ 1,000 million pageviews

§ 50,000 unique table entries§ 1 million unique table entries

§ 250,000 sampling threshold§ 50 million

§ 20,000 rows export§ 1 million rows export

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What we do§ We help grow online businesses by

§ Generating web site traffic through§ Paid Search (PPC)§ Natural Search (SEO) § Local & Mobile search§ Social media§ Display & video§ E-mail

§ Analyzing web site traffic using§ Web Analytics to accurately analyse how visitors find and interact with

websites§ Converting web site traffic using

§ Conversion Rate Optimisation to convert visitors into customers or clients

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Introductions  –  your  turn!

§ You§ Your  role

§ Your  department/website/website  area

§ Your  objectives  for  attending  today

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Assessing  the  value  of  your  SEO  Campaigns§ Exercises  and  key  concepts

§ Follow  the  instructor  as  s/he  navigates  Google  Analytics

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Unmasking (not provided) options§ Webmaster Tools§ Cross Segmentation

§ by Landing page§ Adding a filter

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Not provided filter

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Cascading  Filters  -­‐  organic  search  position

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Coding  customisations

§ Exercise§ In  Firefox,  visit:

§ www.google-­‐analytics.com/urchin.js

§ Help§ http://code.google.com/apis/analytics/

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Changing  ?  to  #  for  campaign  tracking

§ ivantageaaa.co.uk

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Organic  sources

§ ivantageaaa.co.uk

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SEO  reports§ SEO  Advanced    Segments

§ Non-­‐brand,  organic  keywords§ Alerting  on  %

§ SEO  Dashboards§ SEO  Custom  report

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Break  time

http://www.slideshare.net/ivantage

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Assessing  the  value  of  your  AdWords  Campaigns§ Exercises  and  key  concepts

§ Follow  the  instructor  as  s/he  navigates  Google  Analytics

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Connecting  AdWords  to  Analytics§ Exercise

§ Log  in  to  AdWords§ Go  to  Google  Analytics§ Link  Accounts§ Use  Auto-­‐tagging

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Measuring Google Adwords paid search campaigns§ Key concept

§ You must not use Campaign Tracking with Google Adwords

§ Just turn on Auto-tagging§ Google Adwords > My Account >

Preferences§ Auto-tagging adds the gclid suffix

automatically to all landing pages in your Google Adwords Account

§ http://www.mysite.com/landing-page.com?gclid=CMDcnd7rxKUCFc9a7AodKGU6Zg

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Data  Discrepancies

§ More  clicks  than  visits

§ Visits  within  30  mins

§ Server  latency

§ Page  faults

§ JS  not  enabled  in  user’s  browse  for  GA

§ Redirects  (referral  information  lost)  -­‐  GA  never  executed

§ More  visits  that  clicks

§ Bookmarking  of  Gclid  pages

§ 6  month  GA  cookie

§ Source  contamination?

§ Clicks  not  matching

§ AdWords    filters  invalid  clicks,  GA  does  not

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Cascading  Filters  -­‐  original  search  term

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Re-­‐marketing  options

§ Using  Double  Click  code

§ 3rd  Party  Cookie!

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Google  AdWords  conversion  tracking§ Key  concept

§ Google  AdWords  conversion  tracking  works  on  the  principle  of  “First  Click  Attribution”§ First  click  wins  the  conversion§ Uses  third  party  cookie§ Conversion  attributed  to  the  day  the  cookie  was  received,  not  the  day  of  the  sale

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Import  Google  Analytics  Goals  and  Transactions  into  Google  AdWords§ Key  concept

§ You  can  import  Google  Analytics  Goals  in  AdWords

§ Ensure  your  Account  Settings  are  set  to  share  data  with  other  Google  Products

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Lunch  time

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Re-­‐assessing  the  value  of  your  traffic  with  MCF§ Exercises  and  key  concepts

§ Follow  the  instructor  as  s/he  navigates  Google  Analytics

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Google  Analytics  campaign  tracking  &  attribution§ Key  concept

§ Google  Analytics  works  on  the  principle  of  “Last  Click  Attribution”§ Last  click  wins  the  sales  and/or  Goal  conversion§ Except  Direct  traffic  does  update  utmz  cookie

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Attribution  models§ Google  Analytics    -­‐  last  click  except  direct

§ Double  Click  -­‐  Last  Double  Click  click

§ AdWords  -­‐  Last  Adwords  click

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Multi-­‐channel  Funnels§ Direct  is  now  recognized  in  the  conversion  process

§ Assisted  conversion§ Conversion  that  required  two  or  more  visits

§ Assists  or  converts?§ A  channel  assists  when  above  1.5

§ A  channel    completed    when  approaching  0

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Break  time

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Assessing  the  value  of  social  media§ Exercises  and  key  concepts

§ Follow  the  instructor  as  s/he  navigates  Google  Analytics

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Campaign  Tracking  and  the  Ad  Content  parameter§ Key  concept

§ Use  campaign  content  to  gain  deeper  analysis

 Source

 Medium

 Keyword

 Ad  Content

Campaigns

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Event  tracking

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Best  practice  tracking  for  LinkedIn  campaigns§ Key  concept

§ Use  cpc  as  medium  to  compare  against  AdWords

§ Use  ad  content  for  ad  types  (badge,  image-­‐1,  image-­‐2)

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Best  practice  tracking  for  Twitter  campaigns§ Key  concept

§ Use  social-­‐media  as  medium

§ Use  twitter  as  source

§ Use  ad  content  for  time  and  date  of  post  or  @username§ Use  http://bit.ly/  or  http://goo.gl/

§ To  shorten  URLs

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Best  practice  tracking  for  Facebook  campaigns§ Key  concept

§ Use  social-­‐media  as  medium

§ Use  facebook  as  source

§ Use  ad  content  for  time  and  date  of  post  or  area  of  post  or  tab  area§ Use  http://bit.ly/  or  http://goo.gl/

§ To  shorten  URLs  and  preserve  placement

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Event  tracking

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Social  Interactions

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Social  Interactions

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Social  Interactions

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In  conclusion§ Start  using  your  SEO  reports  and  dashboards  to  monitor  progress

§ Start  using  your  AdWords  reports  to  monitor  RoI

§ Start  looking  at  Multi-­‐channel  funnels  and  ensure  you  appreciate  the  value  of  all  traffic  sources

§ Use  a  custom  template  to  define  (Other)  channels

§ Think  about  using  social  interaction  tracking

§ instead  of  Add  This,  etc?

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Getting  help§ support@ivantage.co.uk  for    60  days

§ Google  Analytics  Support  (http://www.google.com/analytics/support.html)

§ Setup  Checklist

§ http://www.google.com/analytics/discover_analytics.html

§ Help  Center

§ http://www.google.com/support/analytics/?hl=en

§ User  Forums

§ http://www.google.com/support/forum/p/Google+Analytics/?hl=en

§ Google  Code

§ http://code.google.com/intl/en/apis/analytics/

§ Google  Analytics  blog

§ http://analytics.blogspot.com/

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Feedback§ http://www.ivantage.co.uk/feedback

§ support@ivantage.co.uk

§ Write  an  honest,  considered  and  fair  review  to  receive  for  each  day  attended:

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