google analytics 202 - analysing organic search, paid search, in-bound social media and attribution...

#GoogleAnalytics202@ivantagewith@matt_trimmer

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Matt TrimmerPrincipal Consultant & Managing Director

These Slides:http://www.slideshare.net/ivantage

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Password: TOGether

Google Analytics 202 - Analysing organic search, paid search, in-bound social media and attribution modelling

Tuesday, 7 March 17

http://www.slideshare.net/ivantage

http://www.slideshare.net/ivantage


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slideshare.net/ivantage

Tuesday, 7 March 17


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Timings and housekeeping

• Start 9:30• Break 11:00-11:15• Lunch 12:45-13:45• Break 15:15-15:30• Wrap-up 17:00

• Nearest fire exit• Toilets

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Google Analytics & Tag Manager curriculum• Google Analytics 101 - Fundamentals, key concepts and reporting basics

• Google Analytics 201 - Goals, events, views, basic filters, segments, alerts and best practice campaigns

• Google Analytics 202 - Analysing organic search, paid search, in-bound social media and attribution modelling

• Google Analytics 301 - Architecture, processing, configuration, extending and auditing

• Google Tag Manager 101 - Fundamentals, key concepts, basic tagging and advanced event listener tagging

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Session 1 - Assessing the value of your SEO campaigns• Introductions, your objectives and building your 202 action plan

• Your SEO priorities

• Exploring and understanding organic search keywords

• Exploring (not provided) keywords

• Exploring and understanding organic sources

• Understanding how Google Analytics allocates organic search traffic

• Exploring and understanding title tags

• Exploring and understanding hostnames

• Exploring the Google Search Console (Webmaster Tools)

• Connecting Google Search Console and Google Analytics *

• Exploring and understanding search engine optimisation reporting

• Exploring and understanding referrals

• Creating, building and sharing an SEO advanced segment

• Creating, building and sharing an SEO dashboard

• Creating, building and sharing an SEO custom report

• Advanced Google Analytics coding options for SEO

• Configuring Google Analytics for SEO analysis

• Advanced filters for SEO *

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Session 2 - Assessing the value of your AdWords campaigns• Connecting AdWords to Google Analytics *

• Understanding the benefits of auto-tagging versus manual tagging

• Google AdWords accounts, campaigns, adgroups, keywords and match types

• Exploring and understanding search, search partners Google Display Network and remarketing campaign options

• Exploring and understanding campaigns

• Exploring and understanding keywords

• Exploring and understanding matched search queries

• Exploring and understanding day parts

• Exploring and understanding your destination URLs

• Exploring and understanding your placements

• Exploring and understanding your keyword positions

• Understanding and minimising discrepancies between your AdWords and Google analytics

• The Google AdWords conversion tracking system

• Importing Google Analytics goals and e-commerce transactions into Google AdWords

• Understanding Google AdWords remarketing

• Understanding and creating remarketing audiences with Google Analytics

• Understanding dynamic attributes for remarketing with Google Analytics

• Creating, building and sharing a CPC advanced segment

• Creating, building and sharing a CPC dashboard

• Creating, building and sharing a CPC custom report

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Session 3 - Re-assessing the value of your traffic with multi-channel funnels • Re-assessing the value of your traffic with multi-channel funnels

• The Google AdWords conversion tracking system attribution model

• The Google Analytics attribution model

• The Google DoubleClick attribution model

• How direct traffic changes with multi-channel funnels

• Understanding conversions and assisted conversions

• Exploring and understanding the top conversion paths

• Exploring and understanding the assisted conversions

• Exploring and understanding the time lag

• Exploring and understanding the path length

• Exploring and understanding basic channel groupings

• Creating, using and sharing custom channel groupings

• Creating brand and non-brand keyword channel groupings

• Applying and understanding default interaction segments

• Creating, using and sharing custom interaction segments

• Exploring and understanding the attribution modelling tool

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Session 4 - Assessing the value of in-bound social media• Exploring and understanding social reporting

• Exploring and understanding network referrals

• Exploring and understanding data hub activity

• Exploring and understanding trackbacks

• Exploring and understanding plugins

• Best practice planning and deployment for social interaction tracking

• Configuring your social settings *

• Wrap up, conclusions, your action plan and feedback

• * Google Analytics edit access required

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Be social

• Say hello to your neighbour!• Google+

• https://plus.google.com/118368778596879435387/posts

• LinkedIn• http://www.linkedin.com/in/matttrimmer

• Twitter• #measure • #googleanalytics• @googleanalytics

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https://plus.google.com/118368778596879435387/posts




http://www.linkedin.com/in/matttrimmer

http://www.linkedin.com/in/matttrimmer


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Introductions

• First• Me (Matt Trimmer) & ivantage overview

• In a moment• You

• Your role• Your department/website/website area• Your objectives for attending today

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Me

• Founder, Principal Consultant and Managing Director of ivantage

• Love the Internet, 23 years IT, technical experience, 14 years Internet

• One of 15 Google Accredited Seminar Leaders Globally

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Urchin and Google, March 28th 2005

• Urchin on Demand > Google Analytics• Priced at “Free”• Democratises web analytics• A tool to measure AdWords Return on Investment

• Drive AdWords spend

• Urchin Software > Urchin Software from Google

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Introductions – your turn!

• You• Your role• Your department/website/website

area• Your objectives for attending today

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Assessing the value of your SEO Campaigns

• Exercises and key concepts• Follow the instructor as s/he navigates Google Analytics

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Unmasking (not provided) options

• Webmaster Tools• Cross Segmentation

• by Landing page

• Adding a filter

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Not provided filter

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Cascading Filters - organic search position

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Coding customisations

• Exercise• In Firefox, visit:

• www.google-analytics.com/urchin.js

• Help• http://code.google.com/apis/analytics/

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http://www.google-analytics.com/urchin.js

http://www.google-analytics.com/urchin.js

http://code.google.com/apis/analytics/

http://code.google.com/apis/analytics/


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Changing ? to # for campaign tracking

• ivantageaaa.co.uk

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Organic sources

• ivantageaaa.co.uk

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SEO reports

• SEO Advanced Segments• Non-brand, organic keywords• Alerting on %

• SEO Dashboards• SEO Custom report

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Break time

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Assessing the value of your AdWords Campaigns• Exercises and key concepts

• Follow the instructor as s/he navigates Google Analytics

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Connecting AdWords to Analytics

• Exercise• Log in to AdWords• Go to Google Analytics• Link Accounts• Use Auto-tagging

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Measuring Google Adwords paid search campaigns• Key concept

• You must not use Campaign Tracking with Google Adwords

• Just turn on Auto-tagging• Google Adwords > My Account >

Preferences• Auto-tagging adds the gclid suffix

automatically to all landing pages in your Google Adwords Account

• http://www.mysite.com/landing-page.com?gclid=CMDcnd7rxKUCFc9a7AodKGU6Zg

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http://www.mysite.com/landing-page.com?gclid=CMDcnd7rxKUCFc9a7AodKGU6Zg









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Data discrepancies

• More clicks than visits• Visits within 30 mins• Server latency• Page faults• JS not enabled in user’s browse for GA• Redirects (referral information lost) - GA never executed

• More visits that clicks• Bookmarking of Gclid pages• Invalid clicks - AdWords removes , GA keeps visits• Source contamination?

• cpc going to organic

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Cascading Filters - original search term

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Remarketing options

• Static Remarketing• Ads that contain content from the user’s experience

• Simple branded banner• Page specific banners

• Dynamic Remarketing• Ads that contain content from the user’s experience to

product/service/content block level

• Remember you are now using Doubleclick• 3rd Party Cookie!• Update your privacy policy

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Targeting remarketing

• From broad to behaviorally specific• All users• New users• Returning Users• Users who visited a specific section of the site• Users who completed a goal conversions• Users who completed a transaction

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• Unified segments• Demographics• Technology• Behaviour• Date of first session• Traffic sources• Conditions• Sequences

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• Conditions• Abandoned checkout• Abandoned checkout of a specific page• Abandoned checkout of a specific product - Dynamic• Searched but not converted• Converted users• High value converted users

• Sequences• Sessions

• Came in on that campaign and did not convert• Users

• Came in on that campaign, sign-up for free trial, click-through on the email reminder, did not convert

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Dynamic remarketing

• Select and populate a feed• eg Travel

• Destination ID• Origin ID• Destination Name• Origin Name• Price

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Dynamic remarketing

• Tag your site to map to the feed• eg Travel

• Destination ID• Origin ID• Destination Name• Origin Name• Price

• Tag with AdWords Code• Tag with Google Tag Manager

• Use custom dimensions• Set from the site into the Datalayer

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Dynamic remarketing

• User interacts with tagged content• User is remarketed with matched content

• eg Travel• Destination ID = Destination ID• Origin ID = Origin ID• Destination Name = Destination Name• Origin Name = Origin Name• Price = Price

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Google AdWords conversion tracking

• Key concept• Google AdWords conversion tracking works on the

principle of “First Click Attribution”• First click wins the conversion• Uses third party cookie• Conversion attributed to the day the cookie was received, not

the day of the sale

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Import Google Analytics Goals and Transactions into Google AdWords• Key concept

• You can import Google Analytics Goals in AdWords

• Ensure your Account Settings are set to share data with other Google Products

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Lunch time

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Re-assessing the value of your traffic with MCF

• Do your digital marketing channels• Initiate,• Assist or• Complete

• Conversions?

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Google Analytics campaign tracking & attribution• Key concept

• Google Analytics works on the principle of “Last Non-Direct Click” attribution model

• Last non-direct click wins the sales and/or Goal conversion

• This is unusual - more common is “Last Interaction/Click”

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Common attribution models

• Google Analytics• Last Non-Direct Click - last click except direct

• Google AdWords Conversion Tacking• Last AdWords Click

• Most other web analytics/tracking systems & MCF• Last Interaction/Click

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MCF - key reports

• Path Length• Do you have a attribution problem?

• Top Conversion Paths• Team work/Investment decisions?

• Overview• Cannibalisation/ Organisation Structure?

• Assisted conversions• Undervalued channels - those moving way from 1

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MCF - concepts

• Direct is now recognised in the conversion process• Assisted conversion

• Conversions that required two or more visits/sessions

• 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 conversion

(Undervalued by “Last Non-Direct Click” attribution)

Higher tendency to assist and drive

last click conversions

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More attribution models

• First Interaction• As bad as Last Interaction

• Linear• Last AdWords Click

• Position Based• Last Interaction/Click

• Time Decay• Best of a bad bunch!

• Premium/360• Has Data Driven Attribution

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Attribution Modeling

• Re-assessing your marketing budgets?

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Break time

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Assessing the value of social media

• Exercises and key concepts• Follow the instructor as s/he navigates Google Analytics

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Campaign Tracking and the Ad Content parameter• Key concept

• Use campaign content to gain deeper analysis

Source

Medium

Keyword

Ad Content

Campaigns

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Event tracking

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Best practice tracking for LinkedIn campaigns• Key concept

• Use cpc as medium to compare against AdWords• Use ad content for ad types (badge, image-1, image-2)

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Best practice tracking for Twitter campaigns

• Key concept• Use social-media as medium• Use twitter as source• Use ad content for time and date of post or @username• Use http://bit.ly/ or http://goo.gl/

• To shorten URLs

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http://bit.ly/

http://bit.ly/

http://goo.gl/

http://goo.gl/


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Best practice tracking for Facebook campaigns• Key concept

• Use social-media as medium• Use facebook as source• Use ad content for time and date of post or area of post or

tab area• Use http://bit.ly/ or http://goo.gl/

• To shorten URLs and preserve placement

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http://bit.ly/

http://bit.ly/

http://goo.gl/

http://goo.gl/


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Event tracking

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Social Interactions

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Social Interactions

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Social Interactions

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In conclusion

• Start using your SEO reports and dashboards to monitor progress

• Start using your AdWords reports to monitor RoI• Start looking at Multi-channel funnels and ensure

you appreciate the value of all traffic sources• Use a custom template to define (Other) channels

• Think about using social interaction tracking• instead of Add This, etc?

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Getting help

• [email protected] for 60 days• Google Analytics Support (http://www.google.com/analytics/

support.html)• Setup Checklist

• http://www.google.com/analytics/discover_analytics.html

• Help Center• http://www.google.com/support/analytics/?hl=en

• User Forums• http://www.google.com/support/forum/p/Google+Analytics/?hl=en

• Google Code• http://code.google.com/intl/en/apis/analytics/

• Google Analytics blog• http://analytics.blogspot.com/

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mailto:[email protected]



























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Feedback

• Login at:• http://www.ivantage.co.uk• My Account > My Feedback

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http://www.ivantage.co.uk/feedback







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The End

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google analytics 202 - analysing organic search, paid search, in-bound social media and attribution...

Data & Analytics