optimize your analytics to measure success | pdxdmc | june 2013
TRANSCRIPT
Optimize Your Analytics
to Measure Success
June 2013
Speakers: Ashley Stuart, Craig Galyon, Adam Ware
General Agenda
• Overview of Session & SwellPath
• Part I: Filters & Custom Reports with Adam
• Part II: SEO & Social Analytics with Ashley
• Part III: Analytics for Paid Media with Craig
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Overview
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• Pay-per-click Advertising
• Organic Search Optimization
• Digital Analytics & Optimization
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SwellPath is a data-driven web analytics consulting,
and search marketing agency based in Portland,
Oregon. We offer unmatched expertise in the
following services:
Logistics & History
• Founded in 2009
• Headquartered in the Pearl District in Portland, Oregon
• Staffed with a team of talented specialists, founded by industry veterans
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Non-Branded Traffic Report Workshop
• What we’ll learn:> How to determine and meet analytics needs
> Branded vs. Non-branded SEO traffic
> Using Regular Expression in GA
> Using Report Filters
> Creating Custom Reports
• Tee-up > Ashley (advanced segments), and
> Craig (custom dashboards)
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Meeting Analytics Needs: The Thought Process
• Analytics needs to measure the goals and objectives of the business
• What are our goals?> Example: to work with more clients.
• How does that happen?> Example: more people become aware of us and our services, via our
online and offline efforts.
• Need to break it down by channel and activity.> Example: we’d garner more global organic search visits to our site, from
people who had not heard about us.
• How would we measure that?> They would be searching with phrases and keywords that didn’t include
“swellpath” or the names of anyone who works at SwellPath.
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KPIs & Key Metrics
• We have a KPI:
> Non-branded organic search visits
• We may also have key metrics; what happens
before, during, and after the visit?
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Awareness Engagement Conversion
• Impressions • Clickthroughs/Vi
sits
• Pages/visit
• Time on site
• Newsletter
signups
• Services pages
• Case studies
pages
• Contact us form
• Phone calls
Using Filters in GA
• Problem: How do we isolate non-branded organic
search visits?
• Solution: With regular expression and filters!
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Regular Expression
• A regular expression matches a pattern to a string. It is a “language” that allows for more complex searches in GA.
• Cheatsheet: http://www.swellpath.com/2012/08/8-simple-yet-powerful-regex-concepts-for-google-analytics/
• Example: > Regex: (s.*path)|(.*adam.*)
> Matches: swellpath, swelpath, swel path, swell path, SwellPath, swlpath, swellpth, swell pth, adam, adamware, adam ware, Adam Ware, portland adam where
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Using Filters
• Filters enable you to isolate dimensions (rows) in a
report, or filter based on metric values
• Combining regular expression and filters is
POWERFUL
• Activity: Navigate to Traffic Sources > Search >
Organic
• We’re going to filter out some branded traffic from
your report!
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Activity I: Advanced Report Filtering
• Navigate to Traffic Sources > Search > Organic
• Select desired date range
• Click on “advanced”
• Select “Exclude”
• Select “Keyword” from “Dimensions”
• Select “Matching Regular Expression”
• Enter regex
• Apply!
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Creating Shortcuts & Custom Reports
• Shortcuts enable you to quickly link to a report that
has filtering in place.
• Custom reports allow you to customize the
dimensions and metrics in a report, along with
custom filtering.
• So, for example, you can customize a report to
show the various stages a prospect may move
through…
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Activity II: Creating a Report Shortcut
• Click the Customization tab in the orange top bar in Google Analytics
• Click the “+ New Custom Report” button
• Properly title your report
• Create and name your tabs
• Select what type of report you would like
• Add the appropriate metrics
• Add the appropriate dimensions; use secondary dimensions if you would like to be able to drill down
• Add the filter we created in Activity I
• Select which profiles you’d like this report to appear in
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Part II: Analytics for SEO & Social Media
Ashley Stuart
SEO & Social Media Analyst
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Introduction: Ashley Stuart
> Search & Social Media Analyst at SwellPath
> Background in Media Planning/Buying
> Native Portlander
> Pinner, Tweeter, G+ Advocate, & Vine-obsessed
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@FancyPants10
Agenda
I. Analytics for SEO
I. Modern SEO
II. SEO KPIs
III. GA for SEO
II. Analytics for Social Media
I. GA for Social
II. Creating an Advanced Segment
III. Site Specific Tools
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Modern SEO: Beyond Rankings and Backlinks
• Local Search
• Social
• People-Centric Keywords (v.s. Robot-Centric)
• Content
• Rich Snippets and Semantic Markup
• Web Authority
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KPIs for SEO
> Traffic Themes
• Branded (swellpath|swell ?path|swellpath.com)
• Non-Branded (SEO consulting, PCC management)
• Segment Themes (SEO, Analytics, PPC)
> Landing Page Metrics
• Bounce Rate
• Specific Keywords Driving Traffic
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Let’s Explore: Queries
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Queries: > Discover the top searches bringing users to your site
Let’s Explore: Landing Pages
Landing Pages
> Shows URLs that generate the most impressions in Google web searches
> Identify landing pages that have good CTRs but a poor average position
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Let’s Explore: Landing Page & Keywords Conversion
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Go To: Traffic Sources > Sources > Search > Organic• Set Primary Dimension as ‘Landing Page’ & Secondary Dimension as ‘Keyword’
The Wrath of (not provided)
Percent of organic traffic…
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Q1 ‘12 Q2 ‘12 Q3 ‘12 Q4 ‘12
May 2013
Accounting for (not provided): The Formula
Estimate = Raw + ((Raw / known) x (not provided))
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Activity: Accounting for (not provided)
Example: non-branded traffic
1. Find your total (not provided) keywords
> (not provided): 30,000 visits
2. Find your total organic traffic
> Organic: 60,000 visits
3. Find your raw visits (e.g. non-branded)
> Non-branded: 8,000 visits
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Accounting for (not provided): The Math
1. Find # of Known Keywords: Total organic – not provided> 60,000 – 30,000 = 30,000
2. Take non-branded / Known Keywords
> 8,000 / 30,000 = 0.27
3. Multiply your percentage (0.27) by your not provided
> 0.27 x 30,000 = 8,100
4. Add that to your raw visits (non-branded in this example)
> 8,100 + 8,000 = 16,100
16,100 is our non-branded traffic accounting for not provided
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Accounting for (not provided): The Easy Way
http://www.mikearnesen.com/seo-tools/not-provided/
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Let’s Explore: Social Conversions
Measure the success of your social campaigns by aligning
them with specific landing page or transactional goals to
identify which networks impact the bottom-line.
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Let’s Explore: Social Plugins
Measure your on-site engagement with “plugins” tab
> Discover what pages are driving the most social shares
> What social sites your content is being shared on
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Activity: Creating an Advanced Segment for Social
• Consider the social sites you care to track> What sites do you have an active brand presence?
> What sites are bringing significant traffic to your site?
> Use the ‘Social Overview’ tab to gain additional insight
• Beyond the “Big Three”> Reddit
> StumbleUpon
> Quora
> SlideShare
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Activity: Creating an Advanced Segment for Social
• Once you determine the social sites that are most
valuable to your brand, create a Advanced
Segment to track these visits.
• Remember the qualifiers for the following:
> Twitter: t.co
> Google Plus: plus.google.com
> Facebook: Facebook.com, fb.me, m.facebook.com
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Test Your Segment & Save
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RegEx Example: m.facebook.com|facebook.com|fb.me|instagram.com|t.co|pinterest.com|quora.com|plus.google.com
Site Specific Tools
Facebook Insights
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Page Level
• Daily People Talking About This
• Daily New Likes
• Daily Total Reach (Organic + Paid)
• Daily Reach of Page Posts
• Daily Total Impressions of Your Posts
• Tab: Daily Like Sources for Tracking
Mobile Use
• Tab: Daily Talking About this By…
• Tab: Daily People Who Interacted…
Post Level
• Lifetime Post Reach
• Lifetime Post Impressions
• Lifetime Talking About This (post)
• Tab: Lifetime Talking About this
(comments and Likes the post
received)
Site Specific Tools
Facebook Conversion TrackingTrack the behavior of your Facebook audience.
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Twitter Analytics for All!
• Favs, Retweets, and Replies
• Sort by Best (top 15%), Good (top 75%)
• Discover what type of messages/content gain the
most engagement
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Site Specific Tools
Twitter Counter:
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Compare your follower growth with your competitors over time.Attribute follower spikes to specific posts or campaigns.
Site Specific Tools
FollowerWonk
• Find optimal times to Tweet
• Demographic & Geographic data
• Social Authority
• Tweet Recencies
• Tweeted Content
• Commonly Tweeted Topics
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Site Specific Tools
Pinterest Analytics
Pinterest Audience Insight = Better Content Decisions > Must have Pinterest Business Page
> Adaptation of Pinterest's New Look
> A Verified Website (denoted by a checkmark next to your URL on your profile page)
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Other Social Measurement Tools: Simply Measured
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Tons of free data at the cost of a tweet or follow
Who Am I?
Craig Galyon – Sr. Media Specialist
What Do I Do?• PPC• Display
• Retargeting• RTB – Behavioral• Direct Publisher Placements
• Paid Social Media• Facebook• LinkedIn• Twitter
Hour III: Analytics for Paid Media
What we will discuss
4 useful tools in Google Analytics to make your advertising go further and your day easier:
1. Attribution – why it matters
2. Position Analysis – how to maximize ROI
3. Mobile – how to bid with enhanced campaigns
4. Dashboards – workshop
Attribution – What Is It?
Attribution is the assignment of an event to a source.
Attribution is used to evaluate ALL interactions which contributed to an event.
An example…
Attribution – See It In Action
Imagine the following path to conversion…
Goal Completion!Who gets the credit?
If you are only using last-click (default for Google Analytics)…
Attribution – For PPC Campaigns
The same applies to Campaigns within a PPC Account
Goal Completion!Is your Branded campaign your top performing campaign?
How about Remarketing?
Why bid on Non-Branded?
Attribution – Richie Rich Don’t Give A Shit
If you’re this kid, you have too much money to care where it gets spent.
For the rest of us, we need to know how to best allocate our ad dollars.
Attribution - Where does the $$ go?
In this example, we might make the decision to cut the Display budget in favor of more Email marketing.
Would that person even be a subscriber if they weren’t introduced to the brand through a display ad?
0% 0% 0% 0% 0% 0% 0% 100%
Attribution – Solving Problems Since 2009
We know the problem, what’s the solution?
Where do I spend? How much?
As with everything, it depends…
Attribution Models
Bell Curve
A hybrid of the Last Interaction and First Interaction models.
Instead of giving all the credit to either the first or last interaction, you can split the credit between them. One common scenario is to assign 40% credit each to the first interaction and last interaction, and assign 20% credit to the interactions in the middle.
Time Decay
Most heavily credits the touch points that occurred nearest to the time of conversion.
Linear
Gives equal credit to each channel interaction on the way to conversion..
First Interaction
Attributes 100% of the conversion value to the first channel with which the customer interacted.
Last Interaction
Attributes 100% of the conversion value to the last channel with which the customer interacted before buying or converting. Google Analytics uses this model by default when attributing conversion value in non-Multi-Channel Funnel reports.
use this equation in excel to do the same thing
=COUNTIF(H2:XFD2,"PaidSearch")/COUNTA(H2:XFD2)
Attribution – Linear Formula
Linear Value = (PPC)
PPC InteractionsTotal Interactions
( ) X Conversion Value
or
Google Analytics Attribution Modeling Tool
Google Analytics Attribution Modeling tool is not available to everyone. You can get access by putting your name on this list:
https://docs.google.com/spreadsheet/viewform?formkey=dEJrTVNSN2RBUm03MUVHLWRwcE1jT1E6MA#gid=0
Mobile – How to bid with Enhanced
CampaignsOverview:• February 2013 – Google announced upgrade to “Enhanced Campaigns”• Will automatically begin transitioning campaigns on July 22nd, 2013• Average CPC in Mobile is 16% lower than Desktop• New settings:
• Desktop and Tablets considered the same• Mobile targeting activated for all campaigns
• Bid Adjustment set as a percentage modifier of standard bid• Campaigns not manually updated prior to July 22 will have percentage
set automatically by Google based on “similar advertisers”• Bid Adjustment ranges from -100% to +300%
Mobile – Defining Mobile
Google Analytics:Mobile = Mobile Phones + TabletsNon-Mobile = Desktop
Google AdWords:Mobile = Mobile Phones Non-Mobile = Desktop + Tablets
Mobile – Custom Segment – Mobile (No Tablet)
+Create New Segment
Advanced > Conditions
Include:Mobile (Including Tablet) > exactly matches > Yes
Exclude:Tablet > exactly matches > No
Save
Mobile (including tablet) – Tablet = Mobile Only
Mobile – Custom Segment – Desktop + Tablet
+Create New Segment
Advanced > Conditions
Include:Mobile (Including Tablet) > exactly matches > No
OR
Tablet > exactly matches > Yes
Save
Non Mobile + Tablet = AdWords Non-Mobile
Mobile – Value of Mobile Defined by AdWords
SitewideMobile visit value low
30%
PPCMobile visit value high
104%
Mobile – How to determine Bid Adjustment
Mobile Bid Adjustment =
Per Visit Value (Mobile)Per Visit Value (Desktop/Tablet)
To exclude Mobile entirely: -100%
Maximize ROI by Position
Naturally we assume it’s better to be 1st than 2nd
Not necessarily the most efficient…
What are your goals? • Increase volume• Maximize ROI• Reduce CPA
Cost to increase position
What does it cost to move from position 4 to position 1?
Average Pos. Avg. CPC % Increase
4 $1.21
3 $1.66 37%
2 $2.38 43%
1 $3.64 53%
Considerations:• Start with a 10/10 QS keyword
• Change in QS did not affect test• Competition
• Competitive term with advertisers in 1-10 positions
• Search Volume• Enough search volume to
perform test in 1 week, without competition adjusting bids too much
Let’s see what Google Analytics has to say
Position 3• Highest Per Visit Value• Lower CPC than
position 1 & 2
Cost to increase position
Average Pos. Avg. CPC % Increase Value Per Visit ROI
4 $1.21 $2.72 224%
3 $1.66 37% $4.33 260%
2 $2.38 43% $1.72 72%
1 $3.64 53% $1.51 41%
Incorporating what we learned from Google Analytics Position 3 Wins!