google analytics training: optimizing mobile content
TRANSCRIPT
Optimizing Mobile Content for Google Analytics
Hosted by Adam Lavine
• Founder/CEO of FunMobility
• Founding Chair of the Mobile Coupon Standards Committee, MMA
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Optimizing Mobile Content for Google Analytics
Overview
1. Mobile-First Content 2. Google’s Unique Taxonomy 3. Creating Custom URLs 4. Audience & Attribution
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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
Optimizing Mobile Content for Google Analytics
Mobile is the one – and only - fixed point along the entire customer journey.
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Why put mobile first?
Today’s consumers are always connected
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IMPORTANT QUESTIONS: How do you map the consumer journey? How do you accurately attribute performance across all marketing touch points?
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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
Optimizing Mobile Content for Google Analytics
Track via Google Analytics
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Answer: Create custom URLs that attribute audience & performance to different points of discovery
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Poll: Are you tracking performance across marketing channels?
A. Yes B. Yes, but there are blind spots C. Nope D. Not sure
Optimizing Mobile Content for Google Analytics
Question: What does UTM stand for?
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Answer: Urchin Tracking Module
Purple Sea Urchin - Strongylocentrotus purpuratus | by Gregory "Slobirdr" Smith
Optimizing Mobile Content for Google Analytics
What are UTM (Urchin Tracking Module) Strings?
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Custom URL
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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
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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
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Paid Media
Chiquita Interac2ve Recipes
300 rectangle healthy family
Mobile Display Ad
Healthy Recipes
Optimizing Mobile Content for Google Analytics
Campaign Source
The specific point of discovery; the source of the traffic.
Campaign Source
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Optimizing Mobile Content for Google Analytics
Campaign Medium
The marketing channel; the broad overall context of engagement
Campaign Medium
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paid_media
Optimizing Mobile Content for Google Analytics
Campaign Term
Identifies AdWords & keywords associated with the campaign
fun recipes
Example: “fun recipes”
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Optimizing Mobile Content for Google Analytics
Campaign Content
728_win_up_to_4000
320_win_up_to_4000 320_win_4000
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Identifies different creatives & Calls To Action
Optimizing Mobile Content for Google Analytics
Campaign Name
cooking_lab_recipe_contest_q3_2014
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Keywords that encompass the entire campaign
Optimizing Mobile Content for Google Analytics
Best Practices
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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”
Optimizing Mobile Content for Google Analytics
Custom URL creation is a VERY powerful tool when combined with mobile content
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Custom URL
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Poll: Do you publish content with UTM strings?
A. Yes B. No C. Not sure
Optimizing Mobile Content for Google Analytics
In Google Analytics, Click on “All Web Site Data” for the website you want to look at
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Optimizing Mobile Content for Google Analytics
Looking at the “Conditions” tab, add the UTM parameter string that you wish to analyze
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Optimizing Mobile Content for Google Analytics
Select the “Source/Medium” sub-tab under the “Acquisition” tab
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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
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Optimizing Mobile Content for Google Analytics
You can also compare activity across different marketing channels, demographics, devices, & more
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Optimizing Mobile Content for Google Analytics
Select each media channel and hit “Plot Rows” to get a visual overview of your entire campaign.
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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
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
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