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www.ivantage.co.uk
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Google Engage, Romania 2012 Google Analytics: Cream for your AdWords Coffee?
Matt Trimmer Principal Consultant & Managing Director
www.slideshare.net/ivantage
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Agenda
§ Why am I here? § 3rd visit to Romania § 3 days of GA training back in March
§ We don’t have 3 days, but 3 hours § 12 things your agency should be doing
with Google Analytics (GA) § Why 12? § About Me § About ivantage
§ Any questions?
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About me
§ Founder, Principal Consultant and Managing Director of ivantage § Passionate about the Internet § 20+ years IT, technical, sales & marketing
experience § 15+ years of that with the Internet § Chartered Marketer (CIM)
§ One of 15 Google Accredited Seminar Leaders Globally
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Urchin: where it all began
§ Not a great deal of experience with the Engage Programme § Back in 2004 § Urchin Software § Urchin on Demand § ivantage became Urchin reseller
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March 2005 - Google acquires Urchin corporation
§ Urchin Software > Urchin Software from Google § Urchin on Demand > Google Analytics
§ Given away free § Democratizes web analytics § Why free?
§ Measure AdWords Return on Investment § You might spend more
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About ivantage
§ Established in 2002 § Independent § 44th ranked search agency by NMA
§ Big enough to cope, small enough to care § Only agency in UK with these Google certifications
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What we do
§ We help grow online businesses by § Generating web site traffic through
§ Paid Search (PPC) § Natural Search (SEO) § Local & Mobile search § Social media § Display & video § E-mail
§ Analyzing web site traffic using § Web Analytics to accurately analyse how visitors find and interact with
websites § Converting web site traffic using § Conversion Rate Optimisation to convert visitors into customers
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How we do it
§ Using § Professional, passionate people § Affordable, effective technology § Shared client goals and ambitions § Ethnical and transparent methodologies
§ Delivering § Measured campaigns § Value, not cost
§ Through § Professional services § Training
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Our vision
§ To be the Internet’s leading performance-driven Internet marketing agency
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Our experience with Google?
§ Fun § Challenging § Wealth creating § Honest § Ethical § Competitive
§ Partnering with Google is like § Dancing with a giant
§ Your feet can get stepped on! § It hurts but she didn’t mean to do it
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Web analytics products from Google
§ Google Analytics § Google Analytics Premium § Urchin Software from Google
§ Discontinued 28th March 2012
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Feeling social?
§ Google+ § https://plus.google.com/
118368778596879435387/posts § Connect on LinkedIn
§ http://www.linkedin.com/in/matttrimmer
§ Twitter § #measure § #googleanalytics § @googleanalytics
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No. 1 – Get access & ownership correct
§ Understand access to GA is controlled by a Google Account § My Google Account is [email protected]
§ Does not have to be Gmail! § Many users, few administrators
§ Don’t share logins! ([email protected]) § Agree who owns the GA Account § Agree who owns the AdWords Account
§ Use My Client Centre § Assume one to one relationship between GA and AdWords § One to many relationship between Google Account and
Google Analytics Account § I have access to over 100 GA accounts at any one time
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Accessing Google Analytics
§ Key Concept § Best not to share a log-in with colleagues! § Best not to use a generic team-based log in! § Security and confidentially issues
§ GA has “personal” features § Dashboards § Annotations § Advanced Segments § Custom Reports § Intelligence § E-mailing reports
§ Resources § http://blog.ivantage.co.uk/2010/05/how-do-i-open-google-account.html
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Agency guidelines for Google Analytics
§ Always a new Google Analytics Account for each client § Not one Google Analytics Account for the Agency and one
Web Property per client! § This stops AdWords data being exposed to other clients § Allows you to delegate admin privileges to your clients § Stops your clients having to re-tag a site if then leave you
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No. 2 – Use Campaign Tracking
§ Measure all in-bound traffic § Use the URL builder
§ Turns this: § www.ivantage.co.uk
§ Into this § www.ivantage.co.uk/?utm_source=email-
june2012&utm_medium=email &utm_campaign=gatraining § UTM?
§ Uchin Traffic Monitor § Especially important for email § Measure off-line campaigns
§ TV, Print, Outdoor § QR Codes
§ Measure Social in more detail § Use URL shorteners
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URL Builder mapping to GA
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URL Builder campaign example
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URL Builder and off-line campaigns
§ Key concept § Use vanity urls § mysite.com/bus
§ 301 redirecting to Campaign Tracking URLs § http://www.mysite.com/landing-page.com?
utm_source=Route-21-bus&utm_medium=outdoor&utm_content=AdBU123&utm_campaign=summer
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URL Builder and QR codes
§ Key concept § Use URL shorteners § Use http://bit.ly/ or http://goo.gl/ § Generate QR Codes with Campaign Tracking URLs § http://www.mysite.com/landing-page.com?
utm_source=Route-21-bus&utm_medium=outdoor&utm_content=AdBU123&utm_campaign=summer
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No. 3 – Integrate (properly) with AdWords
§ Don’t use Campaign Tracking! § Use Auto-tagging (gclid) § Must have a shared administrator in AdWords and GA
§ Good use of a neutral Gmail account? § [email protected]
§ Provides transparency § Great reporting of AdWords RoI § Import Goals and Transactions into AdWords § Instead of using AdWords Conversion Tracking
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No. 3 – Integrate (properly) with AdWords
§ Don’t use Campaign Tracking! § Use Auto-tagging (gclid) § Must have a shared administrator in AdWords and GA
§ Good use of a neutral Gmail account? § [email protected]
§ Provides transparency § Great reporting of AdWords RoI § Import Goals and Transactions into AdWords § Instead of using AdWords Conversion Tracking
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No. 4 – Understand and analyse bounce rate
§ Bounced visits are visits that land and do not interact with a another “tagged page” or “interactive Event”
§ Use weighted sort to analyse § Landing pages
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No. 5 – Understand cross segmentation
§ Nearly all GA reports allow you to report on one dimension cross referenced with another § Google AdWords (cpc) traffic cross segmented by Landing
Pages § Do our cpc landing pages stink (suck)?
§ Google AdWords (cpc) traffic cross segmented by Keywords § Could we look again at our keywords?
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Break time
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No. 6 – Understand how GA allocates traffic
§ Direct § Referrals § Search § Campaigns § Why do I get google.ro showing under Referrals as well
as Search? § Traffic from Google.com as a referral (link) rather than a
search engine § Visitor did not search
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No. 7 – Track Goals, Transactions and use Funnels
§ Conversion is the purpose of a website § Conversion to a sale (B2C)
§ In GA, Transactions § Conversion to an enquiry (B2B)
§ In GA, Goals
§ Use the GA Goal mechanism § Use the GA E-commerce mechanism § Understand the difference between Goals and
Transactions
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What’s possible with web analytics?
§ How visitors found your web site § What visitors are doing on your web site § Not WHY they are doing it! § Why is the domain of usability/customer experience
§ Onsite surveys § Sampling visitors arriving/leaving
§ Heuristic reviews § Experts reviewing your site against a set of criteria (heuristics)
§ Usability tests § Representative customers completing tasks
§ Conversion Rate Optimisation § A/B testing and multi-variant testing
§ Usability tests § Representative customers completing tasks
§ Resources § http://blog.ivantage.co.uk/2010/11/what-google-analytics-cant-tell-you.html
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What’s possible with GA?
§ How visitors found your web site § What visitors are doing on your web
site § Not WHY they are doing it!
§ GA does have goals § Outcomes focus
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Goals?
§ Goals should be the commercial objectives of your site
§ Goals maps to visitor tasks § Goals normally have a series of steps
§ Funnel § Measure conversion through the task
§ When goals match users’ tasks § Conversions
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The importance of goals for you?
§ Help you § Prioritise § Focus § Justify
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Goals map to
§ Business metrics § Prioritise your analysis and changes § Focus your analysis and changes § Justify your analysis and changes
§ To important paths through the site § Focus on what you want visitors to do § Not what they generally do
§ To business value § Add $/£/€ value to a goal
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Mapping your goals
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Goal funnel – focus on desired behaviour
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No. 8 – Realise you can track everything important
§ Engineers (if you ask them nicely) can tag any part of a site with § The GA Pageview tracker § Event Tracking
§ Events can be interactive or non-interactive § Affect bounce or not affect bounce
§ URLs that don’t change § PDFs and MS-Office documents § On-site banners, offers, content § On-site errors § AJAX, Video § Social Media bookmarks, interaction options
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Pageview tracking
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Virtual pageview tracker
§ Urchin.js § urchinTracker('/my/made/up/url');
§ GA.js § pageTracker._trackPageview('/my/made/up/url');
§ GA.js (Async) § _gaq.push(['_trackPageview','/my/made/up/url']);
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Tracking PDFs example
§ Urchin.js § <a href="/my/pdf.pdf" onclick="urchinTracker('/pdfs/my/
pdf.pdf');"> § GA.js
§ <a href="/my/pdf.pdf" onclick="pageTracker._trackPageview('/pdfs/my/pdf.pdf');">
§ GA.js (Async) § <a href="/my/pdf.pdf" onclick="_gaq.push
(['_trackPageview','/pdfs/my/pdf.pdf']);">
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Event tracking – no pageview
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Event tracking example
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No. 9 – Build, share and send Dashboards
§ Build up to 12 dashboards per login § Suggest one per stakeholder group
§ Send Automatically every Monday
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No. 10 – Realise the power of Custom Variables
§ Never identify your users personally but you can segment them § Navigation behaviour
§ Page choice? § Visit behaviour
§ View basket? § Visitor behaviour
§ Did they log-in and are indeed a returning Customer § They bought before
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No. 11 – Start to understand MCA-ADC
§ Multi-Channel Attribution § Across Digital Channels (MCA-ADC) § Avinash Kaushik’s blog § http://goo.gl/Wk1MV § Measure how your digital channels “Assist” in conversions § Not just how each channel results in a “Last Click
Attribution” to conversion
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Assisted conversions
§ Key concept § Google Analytics works on the principle of “Last Click Attribution” § Last click wins the sales and/or Goal conversion § Except Direct traffic does update utmz cookie
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No. 12 – Track Social Media
§ Google’s understated entry into this social media monitoring market? § Social media traffic § Social media conversions § Social media interactions on your site
§ Requires programming
§ Off-site § Social media activity stream
§ See public comments about your shared URLs
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Going further?
§ Become a GAIQ § Google Analytics Individual Qualification
§ Two GAIQs? § Become a Google Analytics Certified Partner
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In conclusion
§ As agencies, we need § Good People § Good Technology
§ To make people more productive § To make our businesses and our clients’ businesses more
profitable § Google AdWords and Google Analytics
§ Coffee and Crèam?
§ http://www.youtube.com/watch?v=3Sk7cOqB9Dk
