GOOGLE Analytics a Conversions fundamentals - ONLINE KLUB
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The document discusses Google Analytics and conversion tracking tools. It provides an overview of the different analytics solutions offered by Google, including Google Analytics, Conversion Tracking, mobile analytics, and YouTube analytics. It then describes how Google Analytics and Conversion Tracking work, including how each handles cookies and reports conversions. The document outlines dimensions and metrics in Google Analytics and how insights can be segmented and measured. It also discusses advanced segmentation and customizing tracking in Google Analytics. Finally, it briefly touches on reporting, data collection, and innovation in Google analytics products.
GOOGLE Analytics a Conversions fundamentals - ONLINE KLUB
- 1. Analytics & Conversions Fundamentals Google Confidential and Proprietary Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 1 2012
- 2. - Analytics & Conversions for SEEMEA Conversions Analytics Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 2 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 3. - Analytics & Conversions for SEEMEA Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 3 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 4. - Introduction - Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 4 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 5. - Analytics & Conversions : Our solutions • Web Analytics (GA/CT) • Mobile Analytics (GA/CT) We Provide many • App Analytics (GA) Analytics Tools, • Youtube Analytics to suit almost all needs. • G+ Analytics Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 5 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 6. - How it works - Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 6 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 7. - Conversion Tracking vs Google Analytics Google Analytics Conversion Tracking - A dedicated UI / AdWords - Within Adwords - Attribution : last click - Attribution : last AW click - Cookie LT : 6 months - Cookie LT : 30 days - LT is configurable - LT is configurable - Conversion is reported at - Conversion is reported at Date of Conversion Date of Click - Multi Channel - AdWords Only - Ecommerce integration - Search Funnels - CO/eCPC integration* Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 7 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 8. - Setting up CT and GA Homepage T-shirt My Cart Payment Confirmation $ Thank you Homepage T-shirt My Cart Payment Confirmation $ Thank you • Conversion Tracking : 1 Tag on Confirmation page • Google Analytics : 1 common code on all Site pages Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 8 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 9. - Dropping Cookies Campaign Homepage T-shirt Confirmation Thank you 1 Cookie Campaign Homepage T-shirt Confirmation Thank you 4 Cookies Edit Cookie Edit Cookie • Conversion Tracking : 1 Google/Doubleclick Cookie (30 days) • Google Analytics : 4 First party Cookies (1year, 30min,Session, 180 days) Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 9 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 10. - Reporting conversions Confirmation Campaign Confirmation Thank you Thank you Cookie Cookie • Conversion Tracking : Date of Click • Google Analytics : Date of Conversion Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 10 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 11. - Google Analytics - Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 11 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 12. - Customer insights easily accessible and measurable WHO? Audience Reports WHAT? Content Reports HOW? Traffic Sources Reports WHAT VALUE? Goals & Ecommerce Reports http:// Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 12 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 13. - Insights are portrayed through a common set of dimensions and metrics Dimensions Metrics Dimensions describe attributes A metric is a measurement Visitor city or region Number of visits Referring traffic source Number of visitors Browser type Page views Operating System Time on site Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 13 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 14. - Dimensions are characteristics of your visitors and their visits We collect over 80 dimensions automatically : Geography & Language Traffic Source Browser Technology & Page Load Time Pages & Navigation Internal Site Search (if activated) Goal completions (if activated) Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 14 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 15. - Each dimension is automatically organized neatly into relevant segments United States Brazil Canada France Geography Google Facebook Direct NYTimes.com Traffic Source Chrome Firefox Internet Explorer Safari Browser Home Sales Shoes Clothing Pages Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 15 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 16. - Every segment is automatically measured against all relevant metrics United States Brazil Canada France Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 16 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 17. - Every segment is automatically measured against all relevant metrics This is what makes a basic report. Country Visits Pages/Visit Visit Duration Bounce Rate United States 5,000 1.4 00:01:00 20.00% Brazil 3,000 2.1 00:02:00 30.00% Canada 1,000 3.2 00:03:00 40.00% France 500 4.1 00:04:00 50.00% Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 17 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 18. - Every segment is automatically measured against all relevant metrics Measure Engagement or Conversions/Transactions Goal Conversion Ecommerce Ecommerce Country Goal Completions Rate Conversion Rate Revenue United States 500 4% 6% $5,000 Brazil 300 3% 1% $500 Canada 100 5% 3% $2,000 France 50 2% 2% $1,000 Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 18 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 19. - Going further with Secondary Dimensions Country Source Visits Pages/Visit Visit Duration Bounce Rate United States Google 4,500 1.4 00:01:00 20.00% Brazil Direct 2,500 2.1 00:02:00 30.00% Canada Facebook 1,000 3.2 00:03:00 40.00% France Direct 500 4.1 00:04:00 50.00% United States NYTimes.com 500 1.4 00:01:00 20.00% Brazil Google 500 2.1 00:02:00 30.00% Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 19 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 20. - Going further with Advanced Segments Promotional USA & AdWords England & Mobile France & Landing Page Played Subscribed to Visited from Followed call- Downloaded Social Source & Video & Newsletter Email Link & to-action Link & Whitepaper Subscribed to Visited from Followed call- Social Source & Played Video & Newsletter & Email Link & to-action Link Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 20 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 21. - How it works - Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 21 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 22. - One snippet of code for Tremendous amount of Data Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 22 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 23. - But not everything … Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 23 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 24. - Sometimes you need to tell GA what to measure e.g. Cross-Domain Tracking & Multiple Tracker e.g. Custom Variables e.g. Virtual Pageviews e.g. Event Tracking e.g. Ecommerce Tracking Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 24 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 25. - Which allows to track almost everything on your site Outbound Links (virtual pageviews) Page Category (custom variables) Interactive Form Submission Objects: Flash, (virtual pageviews) Ajax, etc (event tracking) User-Provided Data Site-Search (custom variables) Ecommerce Dynamic Page Content (event tracking) Key Functions (event tracking) Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 25 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 26. - And also track where your visitors are coming from. yoursite.com Is only automatic if $ AdWords is linked. Otherwise requires manual tagging. Direct Referral Organic Search Google Advertising Yoursite.com Visits from these sources will get categorized as @ referral traffic if not tagged. Display Email Social Affiliate Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 26 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 27. - Reporting - Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 27 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 28. - Google Analytics Reports Visitors Content (Pages) Advertising Social Conversions Mobile Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 28 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 29. - GA Data Collection Mobile SDK Advertising Social (new) (iOS, Android) Visitors Conversions Content (Pages) Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 29 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 30. - Innovation - Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 30 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 31. - Innovation at scale Growth Latency Launches Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 31 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 32. Innovation : Realtime “All I do is stare at the screen. It’s totally mesmerizing. I can’t stop watching from morning to night!” “I love watching Real-Time stats… seeing visitors popup all over the map” “Real-time stats+ @mailchimp A/B testing + beer = fun” Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 32 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 33. - Innovation : Social “Big move from Google Analytics: Capturing The Value Of Social Media Using Google Analytics.” “Finally diving into Google Social Analytics. I think I am in love.” “GA is a main source of data when it comes to measuring social media for my clients.” Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 33 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 34. - Innovation : Attribution Modeling “Loving the GA Attribution Modeling Tool!! Loads of analysis to do here – exciting times!” “Arguably the most flexible attribution modeling tool on the market. You are very clever people. Multi-channel funnel analysis is a winner.” Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 34 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 35. - Innovation : GA remarketing “Huge announcement for Google! #Remarketing is now much easier!.” “Music to my ears: a simpler way to re-connect with users!” “Display Remarketing with Google got a lot easier by using GA tags for your Remarketing campaigns.” Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 35 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 36. - Innovation : Google Tag Manager “This is freakin awesome. Google Tag Manager: New Google Product.” “Big news for Tag Management: “Google Tag Manager”. #measure” “Absolutely in awe with Google Tag Manager. Feels like it’s Christmas day today. A game changing tool! Thank you.” Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 36 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 37. - Innovation : Mobile “Google Analytics says 35%+ of our site traffic is mobile. Glad we are responsive.” “Really excited about that! Google Analytics Android App: Reporting on the Go.” “Love all the improvements your team is making on the product. The kids are lovin’ it!” Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 37 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012
- 38. - Thank You - Google confidential – Google Analytics Training > SEEMEA Consultative Sales – Q4 38 Google confidential – Analuytics & Conversions – Seemea – Q1 2013 2012