Google Analytics Summit 2013
Overview
Themes
Answering Questions with GA
What This Means
Q&A
Agenda
2013 Google Analytics Partner Conference
Yearly conference of Google Analytics partner agencies and companies, including GA Premium clients.
For the first time, the group was so big that not everyone was allowed to go to the conference.
Representatives from 47 countries.
Discussions included product releases, technical and business deep dives, and general discussion ofanalytics.
Access. Empower. ActAccess: Connect the right data to the right people
Empower: Provide tools and techniques to analyze and make decisions
Act: Ability to act on data and to leverage insights
Impact 3 key areas in digital experiences:
Budgets & Bids
Campaign Optimization
User Experience
Multi-Screen WorldUsers are always online
Users perform more and more of their shopping research online - 75% of mobile searches lead to other actions
Users can come from different channels
Attribution models can help us understand multichannel/multiscreen
Universal Analytics will help us understand all your touchpoints
Site wide tagging is not just for website analytics anymore
Attribution• Attribute conversions to all your touch points
• Attribution Modeling is becoming more and more useful
• Next challenge with Attribution Modeling: how does credit get distributed around touch points?
• Key Areas of AttributionLast Touch SalesAttributed Sales% Non Last Touch SalesCost Per Attributed Sales
Data Driven Attribution Model decreased CPA by 35% and conversions rose 145% for Display (GDN) (Note: Premium only)
HOW DO WE ANSWER QUESTIONS WITH GA?
How Do We Make It Easier to Capture the Data?
Automatic link and click tracking in Google Tag Manager
Can track links without needing to code them into the page
Can also track form events, any kind of click
Allows for tagging a site post-launch, tagging without dev
Google Tag Manager for Apps
Allows you to serve analytics and config code to apps
Allows for quick configuration changes without having to relaunch the app
How Do We Work Cross-Device?Set your own user ID - track across devices (Finally!)
Also includes cross-device distribution reporting, device flow
Will include stitching to marry logged-in/not logged-in states
Allows us to see usage across devices
Migration tool - regular GA to Universal
Allows you to keep historical data but use Universal features such as user ID overwrite
How Do We Work With the Data?Content Grouping
Assign groups to your pages
Can be done with code or a filter
Allows for analysis of pages by group
Multiple APIs for reporting and user management
Allows for dynamic dashboarding using Google Spreadsheets, Magic Script and GA SuperProxy
How Do We Go Deeper with Analysis?
ABC report (Acquisition, Behavior, Conversion)
Lets us see user visit data, what they did, and what their outcome was
Enhances analysis
How Do We Go Deeper with Analysis?
Unified Segmentation
New UI for building and applying segments
Can segment by user, sequence and perform cohort analysis
Gives us new ways of seeing how users interact with our sites
How Do We Go Deeper with Analysis?Audience Demographic Data
Requires a code change - calling the Doubleclick code (not supported yet in Universal)
Based off of Google Display Network data
Can be used in segments
Includes age, gender and interests
Lets us use demographic data in reporting
How Do We Learn About Analytics?Google Analytics Academy
Revamped online courses
Includes both best practices with the tools and information about digital analytics
In Product Help Videos
Inline help and videos inside the GA interface
How Do We Improve Mobile Analytics?Google Play (app store) data inside of GA
See where users are finding your app from
See data on installs and updates inside of GA
Lets us see how users are finding our Android apps
V.3 of SDK is out
Supports new mobile-specific reporting profiles
Includes screen view and crash reporting
How Do We Take Analytics Further?
Unsampled data accessible via BigQuery (Premium Only)
Allows for access and analysis of all your site’s traffic unsampled
Data-driven attribution modeling tool (Premium Only)
Uses data on conversions to build an attribution model automatically
DoubleClick Campaign Integration (Premium Only)
See impression and click data for DoubleClick campaigns
Display data in Multichannel funnels
WHAT THIS MEANS
OpportunitiesUse multichannel funnels and attribution modeling to help support campaign analysis
Begin to use auto link tracking in GTM for site implementation
Use v.3 of the SDK and GTM for Mobile for mobile app tracking
Examine upgrading sites to use the following:
Audience reporting
Universal Analytics
User ID Overwrite
Go deeper in analysis with new segmentation features
Q&A
Thank You