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Google Analytics Training: Optimizing Mobile Content

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If you’re looking for a fast-paced crash course in Google Analytics training, consider us your very own mobile marketing Mister Miyagi. This free webinar offers a quick & simple approach for setting up your content for optimal attribution of activity & performance across your entire campaign.

How do you attribute activity to mobile content that can be accessed anywhere?

How do you optimize marketing spend for in-store mobile engagement?

Where do you need to update message and creative for better results?

See exactly what your marketing dollars are buying you in terms of audience & engagement, and adjust your creative, messaging, and budget allocation accordingly.

Publicada em: Marketing
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Google Analytics Training: Optimizing Mobile Content

  1. 1. Optimizing Mobile Content for Google Analytics
  2. 2. Optimizing Mobile Content for Google Analytics Hosted by Adam Lavine • Founder/CEO of FunMobility • Founding Chair of the Mobile Coupon Standards Committee, MMA 2
  3. 3. Optimizing Mobile Content for Google Analytics Overview 1.  Mobile-First Content 2.  Google’s Unique Taxonomy 3.  Creating Custom URLs 4.  Audience & Attribution 3
  4. 4. Optimizing Mobile Content for Google Analytics 1.  Mobile-First Content 4
  5. 5. Optimizing Mobile Content for Google Analytics 5 Why put mobile first? *Venturebeat **Google Shopper Marketing Council ***Wallstreet Journal ****Recode.net *****24/7 Wall St Mobile share of consumer media attention 2 hours 48 min   Even television, the great American pastime, now trails mobile in terms of daily average consumer attention***** Average daily consumer attention, Q4 2014: TV MOBILE 51%75%84%66% Email* In-store Shopping** Social Media*** YouTube**** 2 hours 57 min  
  6. 6. Optimizing Mobile Content for Google Analytics Mobile is the one – and only - fixed point along the entire customer journey. 6 Why put mobile first? Today’s consumers are always connected
  7. 7. Optimizing Mobile Content for Google Analytics 7 IMPORTANT QUESTIONS: How do you map the consumer journey? How do you accurately attribute performance across all marketing touch points?
  8. 8. Optimizing Mobile Content for Google Analytics 8 IMPORTANT QUESTIONS: How do you map the consumer journey? How do you accurately attribute performance across all marketing touch points? Paid   In-store   Social   Owned  
  9. 9. Optimizing Mobile Content for Google Analytics Track via Google Analytics 9 Answer: Create custom URLs that attribute audience & performance to different points of discovery
  10. 10. Optimizing Mobile Content for Google Analytics 10 Poll: Are you tracking performance across marketing channels? A. Yes B.  Yes, but there are blind spots C.  Nope D.  Not sure
  11. 11. Optimizing Mobile Content for Google Analytics 2.  Google’s Unique Taxonomy 11
  12. 12. Optimizing Mobile Content for Google Analytics Question: What does UTM stand for? 12
  13. 13. Optimizing Mobile Content for Google Analytics Question: What does UTM stand for? 13 Answer: Urchin Tracking Module Purple Sea Urchin - Strongylocentrotus purpuratus | by Gregory "Slobirdr" Smith  
  14. 14. Optimizing Mobile Content for Google Analytics What are UTM (Urchin Tracking Module) Strings? 14 Custom URL
  15. 15. Optimizing Mobile Content for Google Analytics 15 How are UTM strings structured? 1. Campaign Source 2. Campaign Medium 3. Campaign Term 4. Campaign Content 5. Campaign Name How Google organizes your URL: Your Actual Campaign Hierarchy: Campaign Name Campaign Medium Campaign Source Campaign Term /Campaign Content
  16. 16. Optimizing Mobile Content for Google Analytics 16 1. Campaign Source 2. Campaign Medium 3. Campaign Term 4. Campaign Content 5. Campaign Name Google Analytics uses different terms than Google’s UTM Creator: Lost in translation 1. Source 2. Medium 3. Keyword 4. Ad Content 5. Campaign UTM Terminology GA Terminology
  17. 17. Optimizing Mobile Content for Google Analytics 17 3.  Creating Custom URLs
  18. 18. Optimizing Mobile Content for Google Analytics How we do it: 18
  19. 19. Optimizing Mobile Content for Google Analytics 19 Paid  Media Chiquita  Interac2ve  Recipes 300  rectangle  healthy  family Mobile  Display  Ad Healthy  Recipes
  20. 20. Optimizing Mobile Content for Google Analytics Campaign Source The specific point of discovery; the source of the traffic. Campaign Source 20
  21. 21. Optimizing Mobile Content for Google Analytics Campaign Medium The marketing channel; the broad overall context of engagement Campaign Medium 21 paid_media
  22. 22. Optimizing Mobile Content for Google Analytics Campaign Term Identifies AdWords & keywords associated with the campaign fun  recipes Example: “fun recipes” 22
  23. 23. Optimizing Mobile Content for Google Analytics Campaign Content 728_win_up_to_4000 320_win_up_to_4000 320_win_4000 23 Identifies different creatives & Calls To Action
  24. 24. Optimizing Mobile Content for Google Analytics Campaign Name cooking_lab_recipe_contest_q3_2014 24 Keywords that encompass the entire campaign
  25. 25. Optimizing Mobile Content for Google Analytics Best Practices 25 No spaces: use underscores to ensure links remain functional when pasted cooking_lab_recipe_contest_q3_2014 320_win_up_to_4000 No ad sizes: Ad blockers identify standard ad sizes in the text, so avoid obvious markers like “320x50”
  26. 26. Optimizing Mobile Content for Google Analytics Custom URL creation is a VERY powerful tool when combined with mobile content 26 Custom URL
  27. 27. Optimizing Mobile Content for Google Analytics 27 Poll: Do you publish content with UTM strings? A. Yes B.  No C.  Not sure
  28. 28. Optimizing Mobile Content for Google Analytics 4.  Audience & Attribution 28
  29. 29. Optimizing Mobile Content for Google Analytics Now let’s see this in practice 29
  30. 30. Optimizing Mobile Content for Google Analytics In Google Analytics, Click on “All Web Site Data” for the website you want to look at 30
  31. 31. Optimizing Mobile Content for Google Analytics 31
  32. 32. Optimizing Mobile Content for Google Analytics Select “Add Segment” 32
  33. 33. Optimizing Mobile Content for Google Analytics 33
  34. 34. Optimizing Mobile Content for Google Analytics Select “New Segment” 34
  35. 35. Optimizing Mobile Content for Google Analytics 35
  36. 36. Optimizing Mobile Content for Google Analytics Looking at the “Conditions” tab, add the UTM parameter string that you wish to analyze 36
  37. 37. Optimizing Mobile Content for Google Analytics 37
  38. 38. Optimizing Mobile Content for Google Analytics Select the “Source/ Medium” sub-tab under the “Acquisition” tab 38
  39. 39. Optimizing Mobile Content for Google Analytics 39
  40. 40. Optimizing Mobile Content for Google Analytics Now we can compare different content within the segment. In this example, the “20%Off” CTA has performed better than the “Save20%” CTA in the Summer Sale campaign 40
  41. 41. Optimizing Mobile Content for Google Analytics 41
  42. 42. Optimizing Mobile Content for Google Analytics You can also compare activity across different marketing channels, demographics, devices, & more 42
  43. 43. Optimizing Mobile Content for Google Analytics 43
  44. 44. Optimizing Mobile Content for Google Analytics Select each media channel and hit “Plot Rows” to get a visual overview of your entire campaign. 44
  45. 45. Optimizing Mobile Content for Google Analytics 45
  46. 46. Optimizing Mobile Content for Google Analytics 46 This Google Analytics methodology enables conversion tracking by media type in ways marketers never could before 23.90%   33.31%   10.64%   53.65%   0.00%   10.00%   20.00%   30.00%   40.00%   50.00%   60.00%   Owned/Organic  Media   Social  Media   Paid  Media   In  Store  Media   Conversion  by  Media  Type  
  47. 47. Optimizing Mobile Content for Google Analytics Key Takeaways. • It’s possible to map consumer behavior across touch points, & attribute spend to performance • Google Analytics is a powerful tool for generating audience insights • Implement a standard UTM naming convention for better efficiency 47
  48. 48. Optimizing Mobile Content for Google Analytics Lots more great content at www.funmobility.com 48
  49. 49. Optimizing Mobile Content for Google Analytics Questions? Contact us. sales@funmobility.com 49
  50. 50. Recent Brands & Clients Interactive Mobile Advertising Direct Response & Lead Gen Mobile Prizes & Sweeps In-Store Shopper Activation Enhanced Email & CRM Mobile Engagement Circulars Mobile-First Solutions 100% HTML5 no app needed   Discover Engage Acquire Retain

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