Google Analytics Basics, Updates and More

MoreVisibility 2013 www.MoreVisibility.com

FDMA
Google Analytics Basics,
Updates & More
How to set yourself up for
success with GA.


Presenters:
Andrew Wetzler
President & Co-Founder
awetzler@morevisibility.com

Theo Bennett
Director of Analytics & Data
Solutions
tbennett@morevisibility.com

About MoreVisibility
• Founded in 1999 as SEO agency
• 6-time Inc. 500/5000 company
• Google Analytics Certified Partner
• Google AdWords Certified Agency; Google Tag Manager Specialist
• Full-service, interactive agency offering services including:
- Search Engine Marketing (Pay-Per-Click)
- Web Analytics / Website Usability (UX)

- Search Engine Optimization (SEO)
- Social Media (Facebook, Twitter, LinkedIn, etc…)

- Website Design & Development … including Mobile/Apps


Committed to Best Practices
• Our methodology is consistent with “Best Practices” for
Search Engines and Social Media sites.
• Direct relationships with Search Engines & Social Media
channels
• Google AdWords Certified Partner (Agency)
* team members also individually certified for Adwords
• Google Analytics Certified Partner – called GACP
(one of a select group of companies in USA)
• MSN AdCenter Excellence partner
• Team sourced frequently for industry conferences and
interviews
MoreVisibility 2013
www.MoreVisibility.com

Takeaways
• Leverage Goal Data to Improve
Marketing Performance
• Use GA data to determine CPC bids
• Cutting Through The Clutter
• Online to Offline
• When and Why to use GA
Remarketing

Agenda
•
•
•
•
•
•

Define Outcomes
Advanced Coding
Audience Segmentation
Cutting Through The Clutter
GA Remarketing
Q&A

Define Outcomes


Goals
For each campaign, you have to answer these questions:
•What do we want visitors to do when they get to our site? (Desired outcome.)
•How do we measure these outcomes? (Goals in Google Analytics.)
•How much are these desired outcomes worth to our business? (Goal Value.)


Goal Values


Goal Values - Sources


Goal Values - Content


Campaigns with Goals/Ecom


Keyword Data with
Goals /Ecom


Advanced Coding


GA “Out of The Box”


Capture More Data!
• Interactions (That do not result in a page view)
–
–
–
–
–

Video Controls
MailTo’s
Links that Exit the Site
PDF and Other Downloads
Important Interactions (e.g. Social, etc)

• User Input on Page
– Number of Items Selected
– Color Selected

Audience Segmentation


Different Audience = Different Needs
• How many audiences does your site serve?
– Customers
• Account Holders
• Support Requests

– Prospects
• Products Viewed
• Services Viewed


Self Segmentation


“Tagging” Your Visitors
• Use Custom Variables
– Five slots available (50 in GA Premium)
– Three scopes (Page, Session, Visitor)
– Use to add new “Dimensions” of your
visitors to GA


Coding for Custom Variables
• Tag by Page – (e.g. use on Gated pages via the GATC )
<script type="text/javascript">
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-xxxxxxx-yy']);
_gaq.push(['_setCustomVar', 2, 'Visitor-Type', 'Customer', 1]);"
_gaq.push(['_trackPageview']);
(function() {
var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;
ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.googleanalytics.com/ga.js';
var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);
})();
</script>


Custom Variable Slot Matrix
Sample

Sourced from Google


Cutting Through the Clutter


So Many Reports, So Little Time


Clutter Removal Tip #1
Q: With so many built in reports, where
should you begin?
A: Start with Intelligence Events, aka
Alerts
(Leverage the algorithms of Google Engineers
to tell you what may be important!)


Events


Alert Details


Clutter Removal Tip #2
• Segment Your Data
– Always Be Segmenting!
– By default, all GA reports show you aggregate data….

• Segmenting allows you to view one part of the
data; e.g.:
– Visits with conversions
– Visits from CPM marketing campaigns
– Visits that include an important page or pages

• Segmenting allows you to tie reports together and
compare segments against one another.

Advanced Segments
Default Segments
• All Visits
• New Visitors
• Returning Visitors
• Paid Search Traffic
• Non-paid Search Traffic
• Search Traffic
• Direct Traffic
• Referral Traffic
• Visits with Conversions
• Visits with Transactions
• Mobile Traffic
• Tablet Traffic
• Non-bounce Visits

Or any other “bucket” of
visitors you’d like to analyze!


What’s New?


Universal Analytics
New Data Collection Method
• From Session based to Visitor based
– Pass a Visitor ID from CRM or Shopping Platform

• Custom Configurations moved from the Code to Server
Side
– Lighter and Faster Code

• Simple Protocol
– Allows data to be pushed into GA to measure offline interactions
from almost any system (Call Center, POS, etc.)

• Dimension Widening
– Pass More Data into GA, (Demographic Info, etc.)

Google Analytics
Remarketing


GA Remarketing
• More Powerful / Flexible Targeting options
• Simple to deploy if you use GA
• Target across sessions


GA Remarketing


Complimentary
GA Evaluation
MoreVisibility.com/FDMA


Q&A
Thank You!
Info@MoreVisibility.com
(800) 787- 0497

Bonus Material


MoreVisibility.com/TagLink


A smarter way to tag your site,
for free

Marketing agility

Dependable data

Quick & easy

Add tags anytime
—no waiting

Get better insights
for smarter decisions

Simple for marketers and IT


Google Tag Manager
With Google Tag Manager, many tags can be managed
together—including both Google and non-Google tags


Not Investing in Analysis
• GA is only a tool that collects data
• Invest in People / Time for analysis


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