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Optimizing Mobile Content for Google Analytics

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Optimizing Mobile Content for Google Analytics
Hosted by Adam Lavine
• Founder/CEO of FunMobility
• Founding Chair of the Mobile Coupon
Standards Committee, MMA
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Optimizing Mobile Content for Google Analytics
Overview
1. Mobile-First Content
2. Google’s Unique Taxonomy
3. Creating Custom URLs
4. Audience & Attribution
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Optimizing Mobile Content for Google Analytics
1. Mobile-First Content
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Why put
mobile first?
*Venturebeat
**Google Shopper Marketing Council
***Wallstreet Journal
****Recode.net
*****24/7 Wall St
Mobile share of consumer media attention
2 hours
48 min
Even television, the great
American pastime, now trails
mobile in terms of daily
average consumer
attention*****
Average daily consumer attention, Q4 2014:
TV
MOBILE
51%75%84%66%
Email* In-store Shopping** Social Media*** YouTube****
2 hours
57 min

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Optimizing Mobile Content for Google Analytics
Mobile is the one –
and only - fixed point
along the entire
customer journey.
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Why put
mobile first?
Today’s consumers are
always connected

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Optimizing Mobile Content for Google Analytics 7
IMPORTANT
QUESTIONS:
How do you map
the consumer
journey?
How do you
accurately
attribute
performance
across all
marketing touch
points?

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Optimizing Mobile Content for Google Analytics 8
IMPORTANT
QUESTIONS:
How do you map
the consumer
journey?
How do you
accurately
attribute
performance
across all
marketing touch
points?
Paid
In-store
Social
Owned

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Optimizing Mobile Content for Google Analytics
Track via Google Analytics
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Answer: Create custom URLs that
attribute audience & performance to
different points of discovery

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Optimizing Mobile Content for Google Analytics 10
Poll: Are you
tracking
performance
across marketing
channels?
A. Yes
B. Yes, but there are blind spots
C. Nope
D. Not sure

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Optimizing Mobile Content for Google Analytics
2. Google’s Unique Taxonomy
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Optimizing Mobile Content for Google Analytics
Question:
What does UTM stand for?
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Optimizing Mobile Content for Google Analytics
Question: What does UTM stand for?
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Answer:
Urchin Tracking Module
Purple Sea Urchin - Strongylocentrotus purpuratus | by Gregory "Slobirdr" Smith

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Optimizing Mobile Content for Google Analytics
What are UTM (Urchin Tracking Module) Strings?
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Custom URL

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How are UTM
strings
structured?
1. Campaign Source
2. Campaign Medium
3. Campaign Term
4. Campaign Content
5. Campaign Name
How Google organizes
your URL:
Your Actual
Campaign Hierarchy:
Campaign Name
Campaign Medium
Campaign Source
Campaign Term /Campaign Content

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1. Campaign Source
2. Campaign Medium
3. Campaign Term
4. Campaign Content
5. Campaign Name
Google Analytics uses different terms
than Google’s UTM Creator:
Lost in
translation
1. Source
2. Medium
3. Keyword
4. Ad Content
5. Campaign
UTM Terminology
GA Terminology

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Optimizing Mobile Content for Google Analytics 17
3. Creating Custom URLs

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Optimizing Mobile Content for Google Analytics
How we do it:
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Optimizing Mobile Content for Google Analytics 19
Paid
Media
Chiquita
Interac2ve
Recipes
300
rectangle
healthy
family
Mobile
Display
Ad
Healthy
Recipes

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Optimizing Mobile Content for Google Analytics
Campaign
Source
The specific point
of discovery; the
source of the
traffic.
Campaign
Source
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Optimizing Mobile Content for Google Analytics
Campaign
Medium
The marketing
channel; the broad
overall context of
engagement
Campaign
Medium
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paid_media

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Optimizing Mobile Content for Google Analytics
Campaign
Term
Identifies AdWords &
keywords associated
with the campaign
fun
recipes
Example: “fun recipes”
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Optimizing Mobile Content for Google Analytics
Campaign Content
728_win_up_to_4000
320_win_up_to_4000 320_win_4000
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Identifies different creatives
& Calls To Action

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Optimizing Mobile Content for Google Analytics
Campaign
Name
cooking_lab_recipe_contest_q3_2014
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Keywords that
encompass the
entire campaign

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Optimizing Mobile Content for Google Analytics
Best Practices
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No spaces: use underscores to ensure links
remain functional when pasted
cooking_lab_recipe_contest_q3_2014
320_win_up_to_4000
No ad sizes: Ad blockers identify standard
ad sizes in the text, so avoid obvious
markers like “320x50”

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Optimizing Mobile Content for Google Analytics
Custom URL creation is a VERY powerful tool
when combined with mobile content
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Custom URL

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Poll: Do you
publish content
with UTM strings?
A. Yes
B. No
C. Not sure

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Optimizing Mobile Content for Google Analytics
4. Audience & Attribution
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Optimizing Mobile Content for Google Analytics
Now let’s see
this in practice
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Optimizing Mobile Content for Google Analytics
In Google Analytics,
Click on “All Web Site
Data” for the website
you want to look at
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Optimizing Mobile Content for Google Analytics
Select “Add Segment”
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Optimizing Mobile Content for Google Analytics
Select “New Segment”
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Optimizing Mobile Content for Google Analytics
Looking at the
“Conditions” tab, add
the UTM parameter
string that you wish to
analyze
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Optimizing Mobile Content for Google Analytics
Select the “Source/
Medium” sub-tab
under the
“Acquisition” tab
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Optimizing Mobile Content for Google Analytics 39

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Optimizing Mobile Content for Google Analytics
Now we can compare
different content within
the segment.
In this example, the
“20%Off” CTA has
performed better than
the “Save20%” CTA in
the Summer Sale
campaign
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Optimizing Mobile Content for Google Analytics
You can also compare
activity across different
marketing channels,
demographics, devices,
& more
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Optimizing Mobile Content for Google Analytics
Select each media
channel and hit “Plot
Rows” to get a visual
overview of your entire
campaign.
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Optimizing Mobile Content for Google Analytics 45

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This Google
Analytics
methodology
enables
conversion
tracking by
media type in
ways marketers
never could
before
23.90%
33.31%
10.64%
53.65%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Owned/Organic
Media
Social
Media
Paid
Media
In
Store
Media
Conversion
by
Media
Type

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Optimizing Mobile Content for Google Analytics
Key Takeaways.
• It’s possible to map consumer behavior across
touch points, & attribute spend to performance
• Google Analytics is a powerful tool for generating
audience insights
• Implement a standard UTM naming convention for
better efficiency
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Optimizing Mobile Content for Google Analytics
Lots more great content at
www.funmobility.com
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Optimizing Mobile Content for Google Analytics
Questions? Contact us.
sales@funmobility.com
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Recent Brands & Clients
Interactive Mobile Advertising
Direct Response & Lead Gen
Mobile Prizes & Sweeps
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Enhanced Email & CRM
Mobile Engagement Circulars
Mobile-First
Solutions
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