Making google work_for_you_digital_summit
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Making google work_for_you_digital_summit
- 1. MAKING GOOGLE ANALYTICS WORK FOR YOU A workshop to work smarter not harder in Google Analytics
- 2. YOUR PRESENTER Colleen Harris has more than 13 years of digital marketing experience in the automotive, healthcare and entertainment industries. She brings a passion for data storytelling and has been referred to here at Sincro as the “Google Whisperer.” Outside of Sincro, Colleen has spoken internationally at digital marketing conferences and volunteered as a digital consultant for non-profits in the Seattle area.
- 3. YOUR PRESENTER At Sincro, I manager the Google Analytics data strategy for over 7,000 websites. Includes data collection, reporting & troubleshooting issues.
- 4. “It’s thought that 30-50 million websites are using some version of Google Analytics to track data.” Automotive News – AutoNation Stepping Away From Third-Party Leads @cdawg2610
- 5. MAKING GOOGLE ANALYTICS WORK FOR YOU Working smarter not harder in Google Analytics Google Analytics Cleanup Goals for Engagement & Conversions Using Google Analytics for custom attribution @cdawg2610
- 7. Alerts are a way to automatically be notified when a certain action occurs on your website. SETTING UP GOOGLE ANALYTICS ALERTS @cdawg2610
- 8. @cdawg2610 Name your alert with something you will remember Set a time range for alerts that you will look at Pick conditions that manage for your dealership
- 9. NAVIGATION CLEAN UP “Web users spend 80% of their time viewing the left half of the page and 20% viewing the right half.” source @cdawg2610
- 10. NAVIGATION CLEAN UP >Behavior >Landing Pages @cdawg2610
- 11. NAVIGATION CLEAN UP Are there pages on the navigation that are not getting visits? Any landing pages not in the top 20 should be removed from navigation. Removing important pages to the dealer? Add them back in the SEO with text links to the page. @cdawg2610 Data Tip: Build sequence segments for how you expect users to interact with your site and then apply them to see how many follow that path.
- 12. CHECK THE SITE SPEED IN GOOGLE ANALYTICS >Behavior >Site Speed @cdawg2610
- 13. ALL CHANNEL REPORT What sources drove people into your site? “Other” traffic is a home for traffic with the wrong tags. @cdawg2610
- 14. ALL CHANNEL REPORT Rules for cleaning up “other” bucket • No capitalization of anything • Use underscores rather than spaces • No capitalization of anything • If vendors want to identify their traffic, they should use campaign or content part of UTM tagging + “Source/Medium” = which campaigns or vendors are tagging traffic wrong @cdawg2610
- 16. GOALS FOR ALL WEBSITE VISITORS @cdawg2610
- 17. GOOGLE ANALYTICS GOAL CHECKLIST @cdawg2610
- 18. GOOGLE ANALYTICS GOAL CHECKLIST @cdawg2610
- 19. GOOGLE ANALYTICS GOAL CHECKLIST “They did something” goal scroll down the page, click on a photo, click on “read more” “They Completed Something” goal leads submitted, calls made, orders submitted, account sign up @cdawg2610@cdawg2610
- 20. WHAT ARE BROWSING METRICS? Data Tip: monitor the products people search for to find trends in interest. “Browsing metrics” are actions like inventory searches, page scrolls and product engagement.
- 21. 3RD PARTY WEBSITE TOOLS Your 3rd party tools (chat, trade, text) should be tracked with goals just like your other leads
- 22. 3RD PARTY WEBSITE TOOLS Use your 3rd party data to evaluate what works with your shoppers High abandon rate? Review customer flow. No engagement means it might be time to look at other tools. Abandoning in the same place? Review CTAs.
- 23. ATTRIBUTION IN GOOGLE ANALYTICS @cdawg2610
- 24. “More than two thirds of e- commerce website traffic comes from Google, with 43% coming from Google Organic and 26% coming from Google CPC.” Channel-Specific Traffic Levels Uncovered @cdawg2610
- 25. How do you even tackle attributi on? WITH ALL THE LIMITS TO DATA COLLECTION @cdawg2610
- 26. @cdawg2610 ALL CHANNEL REPORT What channels assisted in a goal conversion? Once you have goals set up on the site, you will be able to see which channels assisted in a goal conversion. Setting up custom channels will give you the custom named conversion channel. @cdawg2610
- 27. GOOGLE ANALYTICS “ASSISTED CONVERSIONS” Allows you to see which channels may impact conversions but not get credit in a “last click” attribution model @cdawg2610
- 28. GOOGLE ANALYTICS “ASSISTED CONVERSIONS” Allows you to see which channels may impact conversions but not get credit in a “last click” attribution model Closer number is to zero means more likely lower in the funnel @cdawg2610
- 29. CUSTOM CHANNEL GROUPINGS = CUSTOM ATTRIBUTION MODEL @cdawg2610
- 30. SEGMENT YOUR CUSTOMER JOURNEY @cdawg2610
- 31. SEQUENCE SEGMENTS + CUSTOM CHANNELS = ATTRIBUTION @cdawg2610
- 32. Source: CDK Case Study, July 2019 ONE THING TO REMEMBER… @cdawg2610
- 33. @cdawg2610 3 things to do Set Alerts for Google Analytics Set Goals for Engagement & Conversions Make your first Data Studio report
Hinweis der Redaktion
- Little bit about me
- Little bit about me
- Google Analytics. It’s one of the most common languages for “speaking metrics” in digital marketing. As we see, almost 30-50 million websites use some form of Google Analytics to track data. The struggle with Google Analytics is there’s a difference between actually having the software installed, and making sure it’s tracking data properly. In some industries, it’s thought to be almost 80% of Google Analytics properties are configured improperly. If you aren’t in there, looking at the data to make sure it’s flowing properly, then it’s like you don’t have data t all.
- Google Analytics alerts is one of the more under used pieces in GA. It’s a tool that will alert you when “X event” happens in GA – but a notice right away when you can be proactive about fixing it. To get into Google alerts, click into Admin and then Custom Alerts.
- From the alerts screen, there are a few things to remember. First, when naming the alert make sure it’s a meaningful name – reference what you are trying to monitor, such as “paid search fell to below 5% of traffic” For the time range this is also one that needs to be meaningful. Do you need to know every drop on every day? Nope. Too many alerts means you won’t actually look at them, And finally, set the parameters of the report. Good things to be thinking about - if you want something for daily, I’d suggest an alert if the traffic is less than 0 for a day. For weekly reports think about if traffic hits below a certain threshold, or if goals hit below a certain amount.
- The “Other” bucket in this report is where all miss-tagged traffic goes to die. It’s a “bad traffic” graveyard of sorts, and if you aren’t actively auditing what is in there, you are missing out on the full traffic story.
- Once you are in your Other report, the first you need to be doing is putting on the secondary dimension of “source/medium”. Source/Medium is going to show you everything you wanted to know about bad traffic. Things to remember – you shouldn’t be capitalizing anything in your UTM tagging – it’s a fast pass into other traffic jail. Next – make sure to be using underscores rather than spaces in your tagging – Third – remember that your medium has to fit into one of the general categories. As you see in the example, there’s a whole bunch of meidums there that google doesn’t recognize at all. If Google doesn’t know it, it’s straight into the “other” traffic for you.
- So the last part of mangaging data properly is to think big picture about the goals you set up. When we think about conversions, you first have to start thinking more than just emails – like we talked about at the start, people convert differently now and you need to have goals that reflect that.
- Your Google Analytics goals should fit into two buckets – first is the “they conveted” bucket. This is tracking whatever lead submitted, form captured hard conversion you are tracking. Second is to think about interaction goals - those photo clicks/link clicks/scroll down the page – those all matter and should be being tracked. Everyone should know what they expect your website users to do before they convert. Take those actions and group the like ones – and then make goal sets based off of “hard” conversions or engagement. You get 20 goals and you should be taking advantage of all of them.
- Your Google Analytics goals should fit into two buckets – first is the “they conveted” bucket. This is tracking whatever lead submitted, form captured hard conversion you are tracking. Second is to think about interaction goals - those photo clicks/link clicks/scroll down the page – those all matter and should be being tracked. Everyone should know what they expect your website users to do before they convert. Take those actions and group the like ones – and then make goal sets based off of “hard” conversions or engagement. You get 20 goals and you should be taking advantage of all of them.
- Your Google Analytics goals should fit into two buckets – first is the “they conveted” bucket. This is tracking whatever lead submitted, form captured hard conversion you are tracking. Second is to think about interaction goals - those photo clicks/link clicks/scroll down the page – those all matter and should be being tracked. Everyone should know what they expect your website users to do before they convert. Take those actions and group the like ones – and then make goal sets based off of “hard” conversions or engagement. You get 20 goals and you should be taking advantage of all of them.
- Leads in the DR tool are low right now, which is expected. People know that you aren’t at the dealership. What the data will tell you is important – how are people using the digital retailing tool? Are they looking at cash payments more or lease? Do they keep adjusting the payment? This is also going to show you where customers are abandoning or not clicking into. If no customer look at leasing options, it’s a sign that your offers are not the ones customer want. For those who have submitted, how have you changed the message once they hit submit?
- Leads in the DR tool are low right now, which is expected. People know that you aren’t at the dealership. What the data will tell you is important – how are people using the digital retailing tool? Are they looking at cash payments more or lease? Do they keep adjusting the payment? This is also going to show you where customers are abandoning or not clicking into. If no customer look at leasing options, it’s a sign that your offers are not the ones customer want. For those who have submitted, how have you changed the message once they hit submit?
- When we think about the complexity of search, we know that most of it comes from Google. The thing with Google is you are going to end up with multiple touch points before making a purchase. Studies say that it takes 6 to 8 touch points to generate a vibable sales lead – in some industries it’s even more. Within automotive, there thought to be 24 digital touch points before making a purahcace.
- Every day, there’s a new article about how we’re all losing our cookies and pixels.; Given the gloom and doom Josh just went over, the question comes up now about how do you even do attribution in this current digital state? The thing with attribution is that is exists, but we now have to work for the insights more than ever before. With that means you have to start being ok with doing more with less data and realizing that while you won’t know everything, there is still a lot you do know and can make decisions from.
- With the complexity of search, the all channel conversions report is key. Once your goals are set up to track properly, this is the report that is going to let you see which channels impacted conversions indirectly. Organic search may be a the start of many consumers journey, but that needs to have the credit for the impact.
- The “assisted conversions” section of Google Analytics is Google’s want to make multi-channel, or full impact, attribution happen. Once you have your goals set up properly, this is going to let you see what traffic sources are driving uses before they convert. Yes, the largest bucket is always going to be direct, but there is still a lot to be learned from the other channels – and that becomes your guide for understanding how users interact and convert on your site. This is where the leap comes into factor – the data source isn’t perfect but its’ still a strong indicator for the overall traffic.
- One of the great things with this tool is that Google also assigns a ranking number to these conversions – it’s nice to get that additional data point on how close all your different traffic channels are in the conversion process. As you see in the example, email has some touch points in the beginning, while social is really the last thing before conversion.
- While default channel groupings are great, why not take it to the next level with custom channel groupings? We all spend all the time to make sure the UTM tagging is complete for anyplace we have a link (social, referral, advertising) but why not translate that into a custom channel grouping? As you can see from the screenshot above, rather than just looking at “referral” as a bucket, I can see AutoTrader trade form does compared to the chat at the bottom of the site and the actual chat button.
- The final step of this is sequenence segmenets. We all have a patch on the website we expect customers to follow to their conversion (engagement or hard conversion) so building out a segmenamnt around that journey will help you see how many people are following that path The cool thing with segmenets like this is you can combine page visits and actions. This is also one of the best ways to “gauge” if the direct website users are doing the things you want. You may not know what got them to your website with direct, but you can know everything they are doing, and still see if what they are doing is what you want them to do.
- Putting the heart of custom channel groupings together and the courage of sequence segments together and you yourself attribution reporting. Regardless of how much traffic is stripped out, you still have a strong pathing to understand what traffic is driving what outcomes on your site, and allow you to make better decisions with budget and spend and everything.
- There is so much talk about “closed loop” and “sales match” in our industry, but the biggest thing to remember is there’s no one magical report that will do everything. As we talked about at the start, the customer shopping journey has become more complex, no one report is going to tell you all of the sales match answers.