1. Analytics & Conversions
Fundamentals
Google Confidential and Proprietary
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2012

2. - Analytics & Conversions for SEEMEA
Conversions
Analytics
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3. - Analytics & Conversions for SEEMEA
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4. - Introduction -
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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
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6. - How it works -
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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*
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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
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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)
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10. - Reporting conversions
Confirmation
Campaign Confirmation
Thank you
Thank you
Cookie
Cookie
• Conversion Tracking : Date of Click
• Google Analytics : Date of Conversion
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11. - Google Analytics -
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12. - Customer insights easily accessible and measurable
WHO? Audience Reports WHAT? Content Reports
HOW? Traffic Sources Reports WHAT VALUE? Goals &
Ecommerce Reports
http://
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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
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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)
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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
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16. - Every segment is automatically measured against all relevant metrics
United States Brazil Canada France
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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%
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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
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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%
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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
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21. - How it works -
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22. - One snippet of code for Tremendous amount of Data
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23. - But not everything …
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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
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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)
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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
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27. - Reporting -
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28. - Google Analytics Reports
Visitors Content (Pages) Advertising
Social Conversions Mobile
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29. - GA Data Collection
Mobile SDK
Advertising Social (new) (iOS, Android)
Visitors
Conversions
Content (Pages)
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30. - Innovation -
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31. - Innovation at scale
Growth Latency Launches
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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”
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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.”
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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.”
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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.”
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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.”
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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!”
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38. - Thank You -
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