This presentation will give you a bit of context on why google analytics and paid campaigns should work together, and then will go into specifics and talk about Facebook optimization opportunities you can find in google analytics by applying advanced segments

1. How to leverage Google Analytics
to improve your Paid Campaigns

2. About House Of Progress
Areas of expertise:
1. Web Analytics
2. Conversion Rate Optimization
3. User Research
4. Paid Funnels Building
Magda Baciu
Founder

3. Clients

4. What are we going to cover ?
1. How Analytics and Paid Campaigns work together
2. What are custom segments
3. How to correctly segment Paid Facebook Traffic
4. How extract actionable insights from data

5. Why use Google Analytics in combination
with your ad reports?

6. Your Paid Visitors Bounce

7. Facebook A/B Testing? Based On What Data?

8. Facebook Performance Reports: Only Part Of The Story

9. Basic Insights In Google Analytics (Accessible In Facebook, too)

11. Why advanced segments are important

12. Traffic Segmentation
Website Traffic
DirectPaid Organic Referral Social

13. Traffic Segmentation
Paid Traffic
DisplayPaid Social Paid Search

14. Traffic Segmentation

15. How To Segment Facebook Paid Traffic

16. How To Segment Facebook Paid Traffic
http://houseofprogress.co/?utm_source=Facebook&utm_medium=paidsocial
http://houseofprogress.co/?utm_source=Facebook&utm_medium=ppc

17. How to extract actionable insights
from data

18. Q #1: How are the top Facebook landing pages performing

19. Q #2: What pages macro-convert the best/ worst?
Analytics Insights:
● Category Pages have the highest conversion rate, both on mobile and desktop.
● The deals page’ bounce rate is significantly above average on both devices (75%), having the worst
conversion rate.
● The category page for female performs the best in both conversion rate and average order value ($164)

20. From Insights To Hypothesis
Hypothesis
By setting up category pages as landing
pages for your remarketing campaigns, we
expect a higher return on investment.
Analytics Insights
● Category Pages have the highest
conversion rate, both on mobile and
desktop.
Analytics Insights
● The conversion rate of category pages
is 4 times higher for returning visitors
compared to new visitors.
“Is there a significant difference between new and
returning visitors who land on a category page and are
coming from Facebook paid campaigns?

21. From Insights To Hypothesis
Analytics Insights:
● The deals page’ bounce rate is significantly above the average on both devices (75%), having the
worst conversion rate.
● Nonetheless, if we dig in deeper to look how different age groups convert on deal pages, we
observe that two age segments [18 -24] and [25 -34] have a pretty good conversion rate (1.5% and
2%)
Hypothesis
By targeting only visitors of age between
[18 and 34] and sending them on deal pages,
we’d expect a higher return on investment.

22. Q #3: What pages micro-convert the best/worst?
Insights:
● The search bar rate is significantly higher for category pages.
● The newsletter subscription rate is significantly higher on homepage, both on desktop and mobile

23. From Insights To Hypothesis
Hypothesis
By sending new visitors to your homepage, where
your main call to action would be related to
“Newsletter subscription” (first time purchase
offer), we expect an increase in return on investment.
Analytics Insights:
● The newsletter subscription rate is significantly higher on
homepage, both on desktop and mobile.
● The email conversion rate is 6.5%

24. Q #4: What are the main differences between mobile and
desktop?
Insights:
● The number of sessions is higher on mobile compared to desktop, but mobile conversion rate is almost 3
times lower compared to desktop.
● The average order value is 50% higher on desktop compared to mobile.

25. From Insights To Hypothesis
#1: Given that mobile visitors tend to buy 1
product per purchase, we expect an
increase in conversion rate if we’d give up
the cross-seling section on the checkout
pages.
The average order value is 50% higher on desktop
compared to mobile.
Analytics Insights
The average number of products purchased on
mobile is 1.1 whereas on desktop is 1.75
The age groups that convert better on mobile are
[18 - 24], [25 -34]
The bounce rate on mobile is very high, namely
75%
#2: We expect a better return on
investment rate by targeting on mobile only
people of age between [18 and 34].
Hypotheses

26. Magda Baciu
Founder @ House Of Progress
Email: magda@houseofprogress.co
Phone: +4407549040015
Site: houseofprogress.co
Don’t hesitate to contact me