Google analytics 202 - analysing organic search, paid search, in-bound social media and attribution modelling - v001 march 2017
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Google analytics 202 is an in-depth, hands-on training day building on the knowledge acquired in analytics 101 and 201, covering advanced analysis of organic search, paid search and in-bound social media and how traffic can re-evaluated though different conversion attribution models.
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Google analytics 202 - analysing organic search, paid search, in-bound social media and attribution modelling - v001 march 2017
- 1. #GoogleAnalytics202 @ivantage with @matt_trimmer 1 Matt TrimmerāØ Principal Consultant & Managing Director These Slides: http://www.slideshare.net/ivantage WIFI: SSID: TOG5 Password: TOGether Google Analytics 202 - Analysing organic search, paid search, in-bound social media and attribution modelling
- 3. #GoogleAnalytics202 @ivantage with @matt_trimmer 3 Timings and housekeeping ā¢ Start 9:30 ā¢ Break 11:00-11:15 ā¢ Lunch 12:45-13:45 ā¢ Break 15:15-15:30 ā¢ Wrap-up 17:00 ā¢ Nearest ļ¬re exit ā¢ Toilets
- 4. #GoogleAnalytics202 @ivantage with @matt_trimmer 4 Google Analytics & Tag Manager curriculum ā¢ Google Analytics 101 - Fundamentals, key concepts and reporting basics ā¢ Google Analytics 201 - Goals, events, views, basic ļ¬lters, segments, alerts and best practice campaigns ā¢ Google Analytics 202 - Analysing organic search, paid search, in-bound social media and attribution modelling ā¢ Google Analytics 301 - Architecture, processing, conļ¬guration, extending and auditing ā¢ Google Tag Manager 101 - Fundamentals, key concepts, basic tagging and advanced event listener tagging
- 5. #GoogleAnalytics202 @ivantage with @matt_trimmer 5 Session 1 - Assessing the value of your SEO campaigns ā¢ Introductions, your objectives and building your 202 action plan ā¢ Your SEO priorities ā¢ Exploring and understanding organic search keywords ā¢ Exploring (not provided) keywords ā¢ Exploring and understanding organic sources ā¢ Understanding how Google Analytics allocates organic search traffic ā¢ Exploring and understanding title tags ā¢ Exploring and understanding hostnames ā¢ Exploring the Google Search Console (Webmaster Tools) ā¢ Connecting Google Search Console and Google Analytics * ā¢ Exploring and understanding search engine optimisation reporting ā¢ Exploring and understanding referrals ā¢ Creating, building and sharing an SEO advanced segment ā¢ Creating, building and sharing an SEO dashboard ā¢ Creating, building and sharing an SEO custom report ā¢ Advanced Google Analytics coding options for SEO ā¢ Conļ¬guring Google Analytics for SEO analysis ā¢ Advanced ļ¬lters for SEO *
- 6. #GoogleAnalytics202 @ivantage with @matt_trimmer 6 Session 2 - Assessing the value of your AdWords campaigns ā¢ Connecting AdWords to Google Analytics * ā¢ Understanding the beneļ¬ts of auto-tagging versus manual tagging ā¢ Google AdWords accounts, campaigns, adgroups, keywords and match types ā¢ Exploring and understanding search, search partners Google Display Network and remarketing campaign options ā¢ Exploring and understanding campaigns ā¢ Exploring and understanding keywords ā¢ Exploring and understanding matched search queries ā¢ Exploring and understanding day parts ā¢ Exploring and understanding your destination URLs ā¢ Exploring and understanding your placements ā¢ Exploring and understanding your keyword positions ā¢ Understanding and minimising discrepancies between your AdWords and Google analytics ā¢ The Google AdWords conversion tracking system ā¢ Importing Google Analytics goals and e-commerce transactions into Google AdWords ā¢ Understanding Google AdWords remarketing ā¢ Understanding and creating remarketing audiences with Google Analytics ā¢ Understanding dynamic attributes for remarketing with Google Analytics ā¢ Creating, building and sharing a CPC advanced segment ā¢ Creating, building and sharing a CPC dashboard ā¢ Creating, building and sharing a CPC custom report
- 7. #GoogleAnalytics202 @ivantage with @matt_trimmer 7 Session 3 - Re-assessing the value of your traffic with multi-channel funnels ā¢ Re-assessing the value of your traffic with multi-channel funnels ā¢ The Google AdWords conversion tracking system attribution model ā¢ The Google Analytics attribution model ā¢ The Google DoubleClick attribution model ā¢ How direct traffic changes with multi-channel funnels ā¢ Understanding conversions and assisted conversions ā¢ Exploring and understanding the top conversion paths ā¢ Exploring and understanding the assisted conversions ā¢ Exploring and understanding the time lag ā¢ Exploring and understanding the path length ā¢ Exploring and understanding basic channel groupings ā¢ Creating, using and sharing custom channel groupings ā¢ Creating brand and non-brand keyword channel groupings ā¢ Applying and understanding default interaction segments ā¢ Creating, using and sharing custom interaction segments ā¢ Exploring and understanding the attribution modelling tool
- 8. #GoogleAnalytics202 @ivantage with @matt_trimmer 8 Session 4 - Assessing the value of in- bound social media ā¢ Exploring and understanding social reporting ā¢ Exploring and understanding network referrals ā¢ Exploring and understanding data hub activity ā¢ Exploring and understanding trackbacks ā¢ Exploring and understanding plugins ā¢ Best practice planning and deployment for social interaction tracking ā¢ Conļ¬guring your social settings * ā¢ Wrap up, conclusions, your action plan and feedback ā¢ * Google Analytics edit access required
- 9. #GoogleAnalytics202 @ivantage with @matt_trimmer 9 Be social ā¢ Say hello to your neighbour! ā¢ Google+ ā¢ https://plus.google.com/118368778596879435387/ posts ā¢ LinkedIn ā¢ http://www.linkedin.com/in/matttrimmer ā¢ Twitter ā¢ #measure ā¢ #googleanalytics ā¢ @googleanalytics
- 10. #GoogleAnalytics202 @ivantage with @matt_trimmer 10 Introductions ā¢ First ā¢ Me (Matt Trimmer) & ivantage overview ā¢ In a moment ā¢ You ā¢ Your role ā¢ Your department/website/website area ā¢ Your objectives for attending today
- 11. #GoogleAnalytics202 @ivantage with @matt_trimmer 11 Me ā¢ Founder, Principal Consultant and Managing Director of ivantage ā¢ Love the Internet, 23 years IT, technical experience, 14 years Internet ā¢ One of 15 Google Accredited Seminar Leaders Globally
- 12. #GoogleAnalytics202 @ivantage with @matt_trimmer 1212 Urchin and Google, March 28th 2005 ā¢ Urchin on Demand > Google Analytics ā¢ Priced at āFreeā ā¢ Democratises web analytics ā¢ A tool to measure AdWords Return on Investment ā¢ Drive AdWords spend ā¢ Urchin Software > Urchin Software from Google
- 13. #GoogleAnalytics202 @ivantage with @matt_trimmer 13 Introductions ā your turn! ā¢ You ā¢ Your role ā¢ Your department/website/website area ā¢ Your objectives for attending today
- 14. #GoogleAnalytics202 @ivantage with @matt_trimmer 14 Assessing the value of your SEO Campaigns ā¢ Exercises and key concepts ā¢ Follow the instructor as s/he navigates Google Analytics
- 15. #GoogleAnalytics202 @ivantage with @matt_trimmer 15 Unmasking (not provided) options ā¢ Webmaster Tools ā¢ Cross Segmentation ā¢ by Landing page ā¢ Adding a ļ¬lter
- 17. #GoogleAnalytics202 @ivantage with @matt_trimmer 17 Cascading Filters - organic search position
- 18. #GoogleAnalytics202 @ivantage with @matt_trimmer 18 Coding customisations ā¢ Exercise ā¢ In Firefox, visit: ā¢ www.google-analytics.com/urchin.js ā¢ Help ā¢ http://code.google.com/apis/analytics/
- 19. #GoogleAnalytics202 @ivantage with @matt_trimmer 19 Changing ? to # for campaign tracking ā¢ ivantageaaa.co.uk
- 21. #GoogleAnalytics202 @ivantage with @matt_trimmer 21 SEO reports ā¢ SEO Advanced Segments ā¢ Non-brand, organic keywords ā¢ Alerting on % ā¢ SEO Dashboards ā¢ SEO Custom report
- 23. #GoogleAnalytics202 @ivantage with @matt_trimmer 23 Assessing the value of your AdWords Campaigns ā¢ Exercises and key concepts ā¢ Follow the instructor as s/he navigates Google Analytics
- 24. #GoogleAnalytics202 @ivantage with @matt_trimmer 24 Connecting AdWords to Analytics ā¢ Exercise ā¢ Log in to AdWords ā¢ Go to Google Analytics ā¢ Link Accounts ā¢ Use Auto-tagging
- 25. #GoogleAnalytics202 @ivantage with @matt_trimmer 25 Measuring Google Adwords paid search campaigns ā¢ Key concept ā¢ You must not use Campaign Tracking with Google Adwords ā¢ Just turn on Auto-tagging ā¢ Google Adwords > My Account > Preferences ā¢ Auto-tagging adds the gclid suffix automatically to all landing pages in your Google Adwords Account ā¢ http://www.mysite.com/landing- page.com? gclid=CMDcnd7rxKUCFc9a7AodKGU 6Zg
- 26. #GoogleAnalytics202 @ivantage with @matt_trimmer 26 Data discrepancies ā¢ More clicks than visits ā¢ Visits within 30 mins ā¢ Server latency ā¢ Page faults ā¢ JS not enabled in userās browse for GA ā¢ Redirects (referral information lost) - GA never executed ā¢ More visits that clicks ā¢ Bookmarking of Gclid pages ā¢ Invalid clicks - AdWords removes , GA keeps visits ā¢ Source contamination? ā¢ cpc going to organic
- 27. #GoogleAnalytics202 @ivantage with @matt_trimmer 27 Cascading Filters - original search term
- 28. #GoogleAnalytics202 @ivantage with @matt_trimmer 28 Remarketing options ā¢ Static Remarketing ā¢ Ads that contain content from the userās experience ā¢ Simple branded banner ā¢ Page speciļ¬c banners ā¢ Dynamic Remarketing ā¢ Ads that contain content from the userās experience to product/service/content block level ā¢ Remember you are now using Doubleclick ā¢ 3rd Party Cookie! ā¢ Update your privacy policy
- 29. #GoogleAnalytics202 @ivantage with @matt_trimmer 29 Targeting remarketing ā¢ From broad to behaviorally speciļ¬c ā¢ All users ā¢ New users ā¢ Returning Users ā¢ Users who visited a speciļ¬c section of the site ā¢ Users who completed a goal conversions ā¢ Users who completed a transaction
- 30. #GoogleAnalytics202 @ivantage with @matt_trimmer 30 Targeting remarketing ā¢ Uniļ¬ed segments ā¢ Demographics ā¢ Technology ā¢ Behaviour ā¢ Date of ļ¬rst session ā¢ Traffic sources ā¢ Conditions ā¢ Sequences
- 31. #GoogleAnalytics202 @ivantage with @matt_trimmer 31 Targeting remarketing ā¢ Conditions ā¢ Abandoned checkout ā¢ Abandoned checkout of a speciļ¬c page ā¢ Abandoned checkout of a speciļ¬c product - Dynamic ā¢ Searched but not converted ā¢ Converted users ā¢ High value converted users ā¢ Sequences ā¢ Sessions ā¢ Came in on that campaign and did not convert ā¢ Users ā¢ Came in on that campaign, sign-up for free trial, click- through on the email reminder, did not convert
- 32. #GoogleAnalytics202 @ivantage with @matt_trimmer 32 Dynamic remarketing ā¢ Select and populate a feed ā¢ eg Travel ā¢ Destination ID ā¢ Origin ID ā¢ Destination Name ā¢ Origin Name ā¢ Price
- 33. #GoogleAnalytics202 @ivantage with @matt_trimmer 33 Dynamic remarketing ā¢ Tag your site to map to the feed ā¢ eg Travel ā¢ Destination ID ā¢ Origin ID ā¢ Destination Name ā¢ Origin Name ā¢ Price ā¢ Tag with AdWords Code ā¢ Tag with Google Tag Manager ā¢ Use custom dimensions ā¢ Set from the site into the Datalayer
- 34. #GoogleAnalytics202 @ivantage with @matt_trimmer 34 Dynamic remarketing ā¢ User interacts with tagged content ā¢ User is remarketed with matched content ā¢ eg Travel ā¢ Destination ID = Destination ID ā¢ Origin ID = Origin ID ā¢ Destination Name = Destination Name ā¢ Origin Name = Origin Name ā¢ Price = Price
- 35. #GoogleAnalytics202 @ivantage with @matt_trimmer 35 Google AdWords conversion tracking ā¢ Key concept ā¢ Google AdWords conversion tracking works on the principle of āFirst Click Attributionā ā¢ First click wins the conversion ā¢ Uses third party cookie ā¢ Conversion attributed to the day the cookie was received, not the day of the sale
- 36. #GoogleAnalytics202 @ivantage with @matt_trimmer 36 Import Google Analytics Goals and Transactions into Google AdWords ā¢ Key concept ā¢ You can import Google Analytics Goals in AdWords ā¢ Ensure your Account Settings are set to share data with other Google Products
- 38. #GoogleAnalytics202 @ivantage with @matt_trimmer 38 Re-assessing the value of your traffic with MCF ā¢ Do your digital marketing channels ā¢ Initiate, ā¢ Assist or ā¢ Complete ā¢ Conversions?
- 39. #GoogleAnalytics202 @ivantage with @matt_trimmer 39 Google Analytics campaign tracking & attribution ā¢ Key concept ā¢ Google Analytics works on the principle of āLast Non-Direct Clickā attribution model ā¢ Last non-direct click wins the sales and/or Goal conversion ā¢ This is unusual - more common is āLast Interaction/Clickā
- 40. #GoogleAnalytics202 @ivantage with @matt_trimmer 40 Common attribution models ā¢ Google Analytics ā¢ Last Non-Direct Click - last click except direct ā¢ Google AdWords Conversion Tacking ā¢ Last AdWords Click ā¢ Most other web analytics/tracking systems & MCF ā¢ Last Interaction/Click
- 41. #GoogleAnalytics202 @ivantage with @matt_trimmer 41 MCF - key reports ā¢ Path Length ā¢ Do you have a attribution problem? ā¢ Top Conversion Paths ā¢ Team work/Investment decisions? ā¢ Overview ā¢ Cannibalisation/ Organisation Structure? ā¢ Assisted conversions ā¢ Undervalued channels - those moving way from 1
- 42. #GoogleAnalytics202 @ivantage with @matt_trimmer 42 MCF - concepts ā¢ Direct is now recognised in the conversion process ā¢ Assisted conversion ā¢ Conversions that required two or more visits/sessions ā¢ Converts later or earlier in the conversion cycle? Away from 1 (One)0 (Zero) 1 (One) Higher tendency to drive last click conversions Higher tendency to be present earlier in the conversionāØ āØ (Undervalued by āLast Non-Direct Clickā attribution) Higher tendency to assist and drive last click conversions
- 43. #GoogleAnalytics202 @ivantage with @matt_trimmer 43 More attribution models ā¢ First Interaction ā¢ As bad as Last Interaction ā¢ Linear ā¢ Last AdWords Click ā¢ Position Based ā¢ Last Interaction/Click ā¢ Time Decay ā¢ Best of a bad bunch! ā¢ Premium/360 ā¢ Has Data Driven Attribution
- 44. #GoogleAnalytics202 @ivantage with @matt_trimmer 44 Attribution Modeling ā¢ Re-assessing your marketing budgets?
- 46. #GoogleAnalytics202 @ivantage with @matt_trimmer 46 Assessing the value of social media ā¢ Exercises and key concepts ā¢ Follow the instructor as s/he navigates Google Analytics
- 47. #GoogleAnalytics202 @ivantage with @matt_trimmer 47 Campaign Tracking and the Ad Content parameter ā¢ Key concept ā¢ Use campaign content to gain deeper analysis Source Medium KeywordāØ Ad ContentāØ Campaigns
- 49. #GoogleAnalytics202 @ivantage with @matt_trimmer 49 Best practice tracking for LinkedIn campaigns ā¢ Key concept ā¢ Use cpc as medium to compare against AdWords ā¢ Use ad content for ad types (badge, image-1, image-2)
- 50. #GoogleAnalytics202 @ivantage with @matt_trimmer 50 Best practice tracking for Twitter campaigns ā¢ Key concept ā¢ Use social-media as medium ā¢ Use twitter as source ā¢ Use ad content for time and date of post or @username ā¢ Use http://bit.ly/ or http://goo.gl/ ā¢ To shorten URLs
- 51. #GoogleAnalytics202 @ivantage with @matt_trimmer 51 Best practice tracking for Facebook campaigns ā¢ Key concept ā¢ Use social-media as medium ā¢ Use facebook as source ā¢ Use ad content for time and date of post or area of post or tab area ā¢ Use http://bit.ly/ or http://goo.gl/ ā¢ To shorten URLs and preserve placement
- 56. #GoogleAnalytics202 @ivantage with @matt_trimmer 56 In conclusion ā¢ Start using your SEO reports and dashboards to monitor progress ā¢ Start using your AdWords reports to monitor RoI ā¢ Start looking at Multi-channel funnels and ensure you appreciate the value of all traffic sources ā¢ Use a custom template to deļ¬ne (Other) channels ā¢ Think about using social interaction tracking ā¢ instead of Add This, etc?
- 57. #GoogleAnalytics202 @ivantage with @matt_trimmer 57 Getting help ā¢ support@ivantage.co.uk for 60 days ā¢ Google Analytics Support (http://www.google.com/analytics/ support.html) ā¢ Setup Checklist ā¢ http://www.google.com/analytics/discover_analytics.html ā¢ Help Center ā¢ http://www.google.com/support/analytics/?hl=en ā¢ User Forums ā¢ http://www.google.com/support/forum/p/Google+Analytics/?hl=en ā¢ Google Code ā¢ http://code.google.com/intl/en/apis/analytics/ ā¢ Google Analytics blog ā¢ http://analytics.blogspot.com/
- 58. #GoogleAnalytics202 @ivantage with @matt_trimmer 5876 Feedback ā¢ Login at: ā¢ http://www.ivantage.co.uk ā¢ My Account > My Feedback