GoMeasure SG & KL - Analytics 101 Presentation

Google Analytics 101 Rachit Dayal Principal Consultant, Happy Marketer gplus.to/rachitdayal twitter.com/rachitdayal happymarketer.com

Rachit Dayal – Profile ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

About Happy Marketer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Our Google Analytics Services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Agenda ,[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],A Tree In A Forest …

Biggest Marketing Medium - Digital

The Need for Web Analytics ,[object Object],[object Object],[object Object]

Provides Answers to Difficult Questions

Answers for ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],marketers designers management

Google Analytics Tracking Code (GATC)

Visitor (or Absolute Unique Visitor) ,[object Object]

Visit ,[object Object],[object Object]

New vs Returning ,[object Object],[object Object]

Bounce Rate ,[object Object],[object Object]

How can I make my marketing campaigns more effective & accountable? How can I compare my various online marketing efforts against common metrics? How can I see how ad content influences visit quality?

Benefits of Campaign Tagging ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How do I tag a Destination URL? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.mysite.com/specificlandingpage.html#utm_source=google&utm_medium=cpc&utm_campaign=analytics&utm_term=analytics&utm_content=tagging

1. Campaign Name ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

2. Campaign Medium ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

3. Campaign Source ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

4. Term & 5. Content (both optional) ,[object Object],[object Object],[object Object],[object Object],[object Object]

Example Campaign Tags: Paid Search ,[object Object],Dimension URL Tag Recommendation Tips Medium &utm_medium= cpc Always use lowercase Source &utm_source= google bing yahoo Exclude http://www and .com Always use lowercase Campaign &utm_campaign= campaign-name campaign-name-ad-group Keyword &utm_term= actual term {keyword} for Google and Bing {YSKEY} for Yahoo! The brackets should dynamically insert the keyword. Testing may be required for this to function. Ad Content &utm_content= ad-headline internal-ad-identifier

Example Campaign Tags: Site Placements Dimension URL Tag Recommendation Tips Medium &utm_medium= display content-text (non-search text ads) Always use lowercase Source &utm_source= Actual placement name “ category” (if category-targeting) nytimes.com Exclude http://www Always use lowercase Campaign &utm_campaign= campaign-name campaign-name-flight-dates Keyword &utm_term= don’t use Ad Content &utm_content= ad-copy-ad-format-size internal-ad-identifier ad-copy-target-audience Include good identification clues, image ads don’t appear in reports

Example Campaign Tags: Social ,[object Object],[object Object],Dimension URL Tag Recommendation Tips Medium &utm_medium= social Always use lowercase Source &utm_source= social network URL shortlink-url facebook twitter Exclude http://www and .com Always use lowercase Campaign &utm_campaign= promotion-name program-intent ( increase-likes ) Remind your future self what you hoped to achieve Keyword &utm_term= don’t use Ad Content &utm_content= social-“seed”/endorser content-clue-time-date-sent

Example Campaign Tags: Affiliates ,[object Object],Dimension URL Tag Recommendation Tips Medium &utm_medium= affiliate Always use lowercase Source &utm_source= affiliate-website.com affiliate-program-name Exclude http://www Always use lowercase Campaign &utm_campaign= affiliate-type Keyword &utm_term= don’t use Ad Content &utm_content= affiliate-ID affiliate-ID-product-name Don’t use personally-identifiable information

Example Campaign Tags: Email ,[object Object],[object Object],Dimension URL Tag Recommendation Tips Medium &utm_medium= email Always use lowercase Source &utm_source= email-list-name email-list-description Campaign &utm_campaign= promotion-name newsletter-name-featured-product Keyword &utm_term= don’t use Ad Content &utm_content= email-version-time-date-sent time-date-sent-target-audience

Example Campaign Tags: Mobile Dimension URL Tag Recommendation Tips Medium &utm_medium= mobile Always use lowercase Source &utm_source= mobile-placement-URL app-name (when available) mobile-network (if URL unavailable) Exclude http://www Campaign &utm_campaign= campaign-name campaign-name-start-date Keyword &utm_term= don’t use unless for search Ad Content &utm_content= ad-type-ad-headline ad-copy for ad-type, indicate if it was text, display, local, etc

Example Campaign Tags: Offline & Misc ,[object Object],Dimension URL Tag Recommendation Tips Medium &utm_medium= product-search commercial video local Always use lowercase Source &utm_source= amazon google-product-search offline youtube hulu yelp Exclude http://www and .com For offline, use the newspaper name or tv channel name if possible Campaign &utm_campaign= commercial-campaign-name e-commerce Keyword &utm_term= don’t use Ad Content &utm_content= product-name commercial-name-offline/online video-name

Google Analytics URL Builder ,[object Object]

Tagging the URL Builder (Step 1) ,[object Object]

Tagging the URL Builder (Step 2) ,[object Object],[object Object]

Tagging the URL Builder (Step 3) ,[object Object],[object Object],[object Object]

What does it finally look like? ,[object Object]

Ownership – IT vs Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object]

Analytics on Every Page ,[object Object],[object Object],[object Object],[object Object],[object Object]

Default script only works for 1 TLD

Default script only works for 1 TLD ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Today’s Guest – GoodbyeIBS.com

Google Analytics Data ,[object Object],[object Object],[object Object],[object Object]

Behaviour – New vs Returning

Technology – Screen Resolution

Cool Customer Segments ,[object Object],[object Object],[object Object],[object Object]

Traffic – Other Mediums To Track ,[object Object],[object Object],[object Object],[object Object],[object Object]

Events – Rich User Interfaces

What is a Goal? ,[object Object],[object Object],[object Object],[object Object]

Possible Goals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Funnels – Why Define Them? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

THANK YOU gplus.to/rachitdayal twitter.com/rachitdayal happymarketer.com

GoMeasure SG & KL - Analytics 101 Presentation

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