Presentation by Davy Tollenaere at GABC 2013 about importing cost data into Google Analytics. Important business data is everywhere: online and offline, in internal or external tools. But how do you gather all this information and combine them into useful insights? In this presentation, Davy shows you how to deal with different data sources by using Google Analytics.

1. Google Analytics as
Database of Record

2. Hi, I am Davy

3. Data is
Everything
Everything
is Data
DATA

4. PAID MEDIA
OWNED MEDIA
EARNED
MEDIA

5. +11,5% compared to 2011
€24.3 bnValue of European online ad market 2012
Runner up media category with 25%
Source: IAB Europe’s annual AdEx Benchmark survey

6. The path to purchase is paved
with multiple interactions

8. We miss data in our reports

9. Adwords Data
Facebook Ads Data
Bing Ads Data Analysis in Bing’s Adcenter
Analysis in Facebook’s
Adcenter
Connect Adwords to GA
LinkedIn Ads Data
Analysis in LinkedIn’s
Adcenter

10. We have the “Lego Box Complex”

11. Hooray!
Cost Data
Upload will fix this

12. 1. Tag campaign urls
2. Create CSV with cost data
3. Create data source in web interface
4. Upload cost data through API
5. Check your reports
5 steps to import your cost data

13. 1. Tag your campaigns

14. 2. Create CSV with cost data

15. 3. Create cost source in GA

17. 4. Upload CSV through API
True, you need a script for that...
accountId='xxxxxx', # Google Analytics Account Id,
webPropertyId='UA-xxxxxxx-x', # Web Property Id
(child of the Account)
customDataSourceId='xxxxxxxxxxxxxx', # Custom
Data Source Id (UID in Web Interface)
date=upload_date, # Upload Date
appendNumber=append_number, # The append number
of the current upload
reset=reset_date, # Reset will delete any
existing data for the date if set to true
type='cost', # Type of data being uploaded
media_body=media).execute()

18. 5. Check your reports

19. If you think a conversion
on your website is the end
point, you are not
doing it right.

20. Affiliate Website
Download
coupon
Register to print
your coupon
# conversions on
your website
Where most analysts stop....

21. Affiliate Website
Offline Store
Download
coupon
Register to print
your coupon
# conversions
on your website
# purchases
total value
life time value
CRM

22. Google
Analytics
With Universal Analytics
CRM
DATA
or other offline data

23. Einstein didn’t know the Measurement Protocol

24. (near) future?

25. Marketing mix and
conversion flows will get
even more complex

26. You need power to
analyse data, but you
don’t want to spend 80% of the
budget on creating reports and
gathering data.

27. So you need to automatically store
all your datasomewhere.

28. Google
Analytics
will become the
database of
record for analysis
GOOGLE
ANALYTICS

29. Questions?