If you do ANY search engine marketing or pay per click, this event will improve your results!
Learn what's new and essential within Google Analytics, including recently added features to enhance tracking accuracy. Discover how to avoid common pitfalls that often hamper marketers.
This info packed session will also include how to improve your Google AdWords Remarketing efforts, by creating audience lists within Google Analytics.
Key Takeaways/What to expect:
* Leverage goal data to boost marketing performance.
* Use Google Analytics to determine your CPC bid strategy.
* Follow a web visitors action from online to offline.
* When and why to use Google Analytics for AdWords Remarketing.
Presenters:
Andrew Wetzler, President at MoreVisibility
Theo Bennett, Director of Analytics & Data Solutions at MoreVisibility
3. Presenters:
Andrew Wetzler
President & Co-Founder
awetzler@morevisibility.com
Theo Bennett
Director of Analytics & Data
Solutions
tbennett@morevisibility.com
MoreVisibility 2013 www.MoreVisibility.com
4. About MoreVisibility
• Founded in 1999 as SEO agency
• 6-time Inc. 500/5000 company
• Google Analytics Certified Partner
• Google AdWords Certified Agency; Google Tag Manager Specialist
• Full-service, interactive agency offering services including:
- Search Engine Marketing (Pay-Per-Click)
- Web Analytics / Website Usability (UX)
- Search Engine Optimization (SEO)
- Social Media (Facebook, Twitter, LinkedIn, etc…)
- Website Design & Development … including Mobile/Apps
MoreVisibility 2013 www.MoreVisibility.com
5. Committed to Best Practices
• Our methodology is consistent with “Best Practices” for
Search Engines and Social Media sites.
• Direct relationships with Search Engines & Social Media
channels
• Google AdWords Certified Partner (Agency)
* team members also individually certified for Adwords
• Google Analytics Certified Partner – called GACP
(one of a select group of companies in USA)
• MSN AdCenter Excellence partner
• Team sourced frequently for industry conferences and
interviews
MoreVisibility 2013
MoreVisibility 2013 www.MoreVisibility.com
www.MoreVisibility.com
6. Takeaways
• Leverage Goal Data to Improve
Marketing Performance
• Use GA data to determine CPC bids
• Cutting Through The Clutter
• Online to Offline
• When and Why to use GA
Remarketing
MoreVisibility 2013 www.MoreVisibility.com
9. Goals
For each campaign, you have to answer these questions:
•What do we want visitors to do when they get to our site? (Desired outcome.)
•How do we measure these outcomes? (Goals in Google Analytics.)
•How much are these desired outcomes worth to our business? (Goal Value.)
MoreVisibility 2013 www.MoreVisibility.com
16. GA “Out of The Box”
MoreVisibility 2013 www.MoreVisibility.com
17. Capture More Data!
• Interactions (That do not result in a page view)
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–
–
–
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Video Controls
MailTo’s
Links that Exit the Site
PDF and Other Downloads
Important Interactions (e.g. Social, etc)
• User Input on Page
– Number of Items Selected
– Color Selected
MoreVisibility 2013 www.MoreVisibility.com
19. Different Audience = Different Needs
• How many audiences does your site serve?
– Customers
• Account Holders
• Support Requests
– Prospects
• Products Viewed
• Services Viewed
MoreVisibility 2013 www.MoreVisibility.com
21. “Tagging” Your Visitors
• Use Custom Variables
– Five slots available (50 in GA Premium)
– Three scopes (Page, Session, Visitor)
– Use to add new “Dimensions” of your
visitors to GA
MoreVisibility 2013 www.MoreVisibility.com
22. Coding for Custom Variables
• Tag by Page – (e.g. use on Gated pages via the GATC )
<script type="text/javascript">
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-xxxxxxx-yy']);
_gaq.push(['_setCustomVar', 2, 'Visitor-Type', 'Customer', 1]);"
_gaq.push(['_trackPageview']);
(function() {
var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;
ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.googleanalytics.com/ga.js';
var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);
})();
</script>
MoreVisibility 2013 www.MoreVisibility.com
23. Custom Variable Slot Matrix
Sample
Sourced from Google
MoreVisibility 2013 www.MoreVisibility.com
25. So Many Reports, So Little Time
MoreVisibility 2013 www.MoreVisibility.com
26. Clutter Removal Tip #1
Q: With so many built in reports, where
should you begin?
A: Start with Intelligence Events, aka
Alerts
(Leverage the algorithms of Google Engineers
to tell you what may be important!)
MoreVisibility 2013 www.MoreVisibility.com
29. Clutter Removal Tip #2
• Segment Your Data
– Always Be Segmenting!
– By default, all GA reports show you aggregate data….
• Segmenting allows you to view one part of the
data; e.g.:
– Visits with conversions
– Visits from CPM marketing campaigns
– Visits that include an important page or pages
• Segmenting allows you to tie reports together and
compare segments against one another.
MoreVisibility 2013 www.MoreVisibility.com
30. Advanced Segments
Default Segments
• All Visits
• New Visitors
• Returning Visitors
• Paid Search Traffic
• Non-paid Search Traffic
• Search Traffic
• Direct Traffic
• Referral Traffic
• Visits with Conversions
• Visits with Transactions
• Mobile Traffic
• Tablet Traffic
• Non-bounce Visits
Or any other “bucket” of
visitors you’d like to analyze!
MoreVisibility 2013 www.MoreVisibility.com
32. Universal Analytics
New Data Collection Method
• From Session based to Visitor based
– Pass a Visitor ID from CRM or Shopping Platform
• Custom Configurations moved from the Code to Server
Side
– Lighter and Faster Code
• Simple Protocol
– Allows data to be pushed into GA to measure offline interactions
from almost any system (Call Center, POS, etc.)
• Dimension Widening
– Pass More Data into GA, (Demographic Info, etc.)
MoreVisibility 2013 www.MoreVisibility.com
34. GA Remarketing
• More Powerful / Flexible Targeting options
• Simple to deploy if you use GA
• Target across sessions
MoreVisibility 2013 www.MoreVisibility.com
41. A smarter way to tag your site,
for free
Marketing agility
Dependable data
Quick & easy
Add tags anytime
—no waiting
Get better insights
for smarter decisions
Simple for marketers and IT
MoreVisibility 2013 www.MoreVisibility.com
42. Google Tag Manager
With Google Tag Manager, many tags can be managed
together—including both Google and non-Google tags
MoreVisibility 2013 www.MoreVisibility.com
43. Not Investing in Analysis
• GA is only a tool that collects data
• Invest in People / Time for analysis
MoreVisibility 2013 www.MoreVisibility.com