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1. Digital Marketing Webinar
Enhanced Marketing Measurement with
Google Analytics
Dec 19, 2014 | Swapnil Sinha (Head of Conversions at
Google)
www.digitalvidya.com

2. Google Confidential and Proprietary

3. Google Confidential and Proprietary
Basics – The building blocks
Seg4entation
Marketing ROI for Offline Touches
1
2
3
Testing 4

4. Google Confidential and Proprietary
What are the
Basics
to building an effective marketing measurement

5. Google Confidential and Proprietary
Implementation Tricks
Tag all your pages Customers first, Tag later!
Define your unique Pageview Use Cookies, they are delicious

6. Google Confidential and Proprietary
Identify all Traffic Sources with UTM Parameters
http://www.yoursite.com/landingpage.html?
utm_source=google&utm_medium=cpc&utm_campaign=Dec
+2014+Campaign&utm_term=my+keyword
http://www.yoursite.com/landingpage.html?
utm_source=twitter&utm_medium=tweet&utm_campaign=Dec
+18+One+Day+Sale
http://www.yoursite.com/landingpage.html?
utm_source=email&utm_medium=link&utm_campaign=Dec
+2014+Newsletter

7. Google Confidential and Proprietary
Auto-tag all Google Adwords Campaigns1
Manually tag UTM parameters for
non-Adwords
2
Manually UTM tag all non-Google
campaigns
3
Capture data at the lowest granularity
possible
4
Tag Website Traffic Sources

8. Google Confidential and Proprietary
Implementation Tricks
Self Referral indicates an issueBeware of Redirects

9. Google Confidential and Proprietary
Basics Continued
Ad Click Site visit Ensure Channels are categorized
(Channel Groupings)

10. Google Confidential and Proprietary
Goals – Add context to numbers
Micro vs. Macro Conversions
• Product Searches
• Product Views
• Register / Login
• Signup for Deals / Newsletter
• Clicks to “Contact Us” Page / Store Locator
• Transaction

11. Google Confidential and Proprietary
Value the Goals – Helps evaluate marketing ROI
• Conversion Rate = # Transactions / # of
Goals.
• Assume a Conversion Rate of 1%
• Assume Avg. Tx Value = Rs. 5000
• For every 100 Goals, a revenue of Rs.
5000 is generated
• Per goal value = 5000/100 = Rs. 50

12. Google Confidential and Proprietary
Ensure you use Ecommerce tracking
module1
Track category, product and price
data2
Ecommerce Tracking

13. Segmentation
Seg4entation

14. Google Confidential and Proprietary
1
4
The Power of Segmentation
"Analyzing data in aggregate is a crime against
humanity.” - Avinash Kaushik

15. Google Confidential and Proprietary
15
The Power of Segmentation
Aggregate data works on the assumption that all site visitors are identical

16. Google Confidential and Proprietary
Advanced Segments offers more insights now
User Segments
Segments users (and not just
sessions) visiting your website or the
App
Sequence Filters
This allows for creating a sequence
of filters across session to track
cross-visit user behaviour

17. Google Confidential and Proprietary
Internal Search based segmentation
What Products they are
searching for?
• Airlines / Hotels
• Computer Accessories
• Brands
• Services
• Holiday Destinations

18. Google Confidential and Proprietary
Identify top products being searched on website
• Design campaigns according to the products searched
• Identify new opportunity – are there more searches from
a particular location
www.xxxxxxxx.com/search=laptops

19. Google Confidential and Proprietary
Engagement based segmentation
Are they casual lurkers or serious
buyers?
• # of micro-steps they took
• # of products viewed
• How far did they go in the
purchase path

20. Google Confidential and Proprietary
Engagement based segmentation

21. Google Confidential and Proprietary
Source based segmentation
1. How many conversions did I get from
the segment of users who first visited
the site through a specific campaign
2. How many subsequent visits did I get
from users to computer accessories,
those who first visited the site through
a laptop campaign

22. Google Confidential and Proprietary
Demographic based segmentation
What Age categories are doing well for you

23. Google Confidential and Proprietary
Demographic based segmentation
What Gender categories are doing well for you

24. Google Confidential and Proprietary
Interest based segmentation

25. Google Confidential and Proprietary
Creating Simple Segments

26. Google Confidential and Proprietary
Multiple Filter applied to a segment
Understand the behavior of the high value users from a region

27. Google Confidential and Proprietary
Sequence Filter
Understand the behavior of users who started the checkout
process but did not purchase

28. Google Confidential and Proprietary
Power of Advanced Segments
“ “

29. Google Confidential and Proprietary
Measure Offline Customer
Touches
Financial
Services
Automotive Retail
Travel
Business
Services
Education

30. Google Confidential and Proprietary
1. Allow 'hits' from offline
sources, i.e. CRM systems.
2. Tie hits to existing web
customers through the User
ID feature.
3. Track these hits as goals.
RESULT: Properly attribute offline value to online marketing!
Track offline conversions with GA

31. Google Confidential and Proprietary
1. Get a more complete ROI picture
Your online and offline goals are recorded in one place
2. Understand online to offline impact
Measure and optimize around online marketing channels that deliver
quality leads and actual revenue
3. Remarket using offline conversions
Target online marketing using offline conversion metrics
Benefits of offline conversion tracking in GA

32. Google Confidential and Proprietary
How would the reporting look like

33. Google Confidential
Testing

34. Google Confidential and Proprietary
3
HiPPO:
Highest Paid Persons Opinion

35. Google Confidential and Proprietary
How good is your gut?
Revenue per visitor
+6.3%
Source: WhichTestWon.com
vs
Version A Version B

36. Google Confidential and Proprietary
Marketers spend $92 to acquire traffic and
$1 to optimize it
Source: Adobe 2012 Digital Marketing Optimisation Survey

37. Google Confidential and Proprietary
Source: MarketingSherpa, Landing Page Handbook, 2005
Visitors spend an average of 8 seconds
before deciding whether or not to remain on
a website

38. Google Confidential and Proprietary
What is Testing?
Test variations of the same page
Customers
Visit your
Website
1/3 visitors
1/3 visitors
1/3 visitors
14% Make Purchase
20% Make Purchase
2% Make Purchase
Customers
Convert
Original
Combo 1
Combo 2

39. Google Confidential and Proprietary
Leverage Google Analytics Content Experiments

40. Google Confidential and Proprietary
Simple resource to start testing today
! Free!
! Fully integrated into GA
! Use GA goal conversions
! Only one tag per experiment

41. Google Confidential and Proprietary
Testing resulted in more leads for rightmove
Original Page
Use Google website optimizer to test with different
colors and wordings
- 16 button variations
Winning Combination Identified
“This test has demonstrated that
small changes can make a big
difference,” Given the unexpectedly
strong results we saw in this test
we’ll be carrying out lots more
testing across other parts of the site”
– Website optimization manager at
rightmove
Leverage free, easy to use, Google
Analytics Content Experiments!
33% more leads!
Ensure “Lead form” or “Instant
booking” option is available to
user on all pages

42. Thank You!

43. www.digitalvidya.com
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