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1. + Using Analytics to Its Fullest: What You Are Overlooking
Hosted by Hanapin Marketing & Amanda West-Bookwalter
2. + URL Tagging & Tracking Q. What is URL Tracking? A.
Adding unique identifiers to your destination URLs. Q. Why Should I
Tag URLs? A. Clean data! View stats like: Pageviews per visit
Average time on site % new visitors Bounce rate
3. + Types of Analytics URL Tagging Auto-tagging Happens
automatically if your AdWords account is linked & you have
auto-tagging enabled. To enable or disable auto-tagging, go to My
Account > Preferences. 1. Append ?gclid=test or &gclid=test
to the end of your AdWords destination URL. 2. Paste the modified
URL into your browsers address bar. 3. Auto-tagging wont generate
an error if the resulting page displays the gclid=test parameter in
the address bar.
4. + Types of Analytics URL TaggingManual Tagging for Google
Analytics
5. + Types of Analytics URL TaggingManual Tagging for Google
Analytics
6. + Types of Analytics URL Tagging Manual Tagging for Backend
Systems{matchtype} the match type of the keyword that triggered
your ad{network} whether the click came from Google Search, Search
Partners, or the Display Network{ifmobile:[value]} if you ad is
clicked from a mobile device, youll see whatever text you
insert{ifsearch:[value]} if your ad is clicked from a site in the
Google Search Network, youll seewhatever text you
insert{ifcontent:[value]} - If your ad is clicked from a site in
the Google Display Network, youll seewhatever text you
instert{creative} the unique ID for a creative ad{keyword} for
Search the keyword that triggered your ad; for Display, the
best-matching keyword{placement} - for Display only, the domain
name of the site where the ad was clicked{target} for Display only,
a placement category{random} a random Google-generated
number{aceid} - the control ID or experiment ID from
AdWords{copy:[name]} - for Sitelinks and Product extentions; the
URL will include the actual parametername and the value you
indicate from the corresponding headline URL{adposition} the
position on the page that your ad appeared in{param1} - if youre
using AdParamService, create parameter #1{param2} if youre using
AdParamService, create parameter #2
7. + Types of Analytics URL Tagging Possible tracking
combinations 1. Auto tagging only 2. Manual Analytics tagging 3.
Value Track manual tagging only 4. Value Track manual tagging and
auto tagging 5. Value Track manual tagging and manual analytics
tagging
8. + Types of Analytics URL Tagging Tracking outside data in
Analytics
9. + Types of Analytics URL Tagging Tracking adCenter PPC Data
in Analytics
10. + Types of Analytics URL Tagging Tracking adCenter PPC Data
in Analytics Reserved parameters: {Keyword} {MatchType}
{QueryString} {OrderItemID} {AdID} {Param1} {Param2} {Param3}
{ifsearch} {ifcontent}
11. + Types of Analytics URL Tagging Tracking Facebook PPC Data
in Analytics
12. + Types of Analytics URL Tagging Other Uses for URL Tagging
& Additional Tactics Other Uses: 1 Any type of banner
advertising, email marketing, etc. can utilize URL tagging. 2 When
it comes time to create the utm_source= section of your URL, be
specific. Email Blast 03/04? or Yahoo! Banner Ads (or whatever
display ad network you use) the more specific you are, the easier
your reporting will be in Analytics. 3 When it comes time to create
the utm_medium= section of your URL, choose a naming convention
that youre comfortable with because youll need to stick with it.
Email or Display_Ads are general names that you will need to repeat
each time you launch a new campaign. This way you can look at
reports for ALL email blasts or ALL display ad campaigns.
13. + Types of Analytics URL Tagging Ad Groups or Ad Text
Names?By inserting the ad text name, you can view site activity in
Analytics at yet anotherlevel of granularity. See how different ads
with different calls-to-action result in userbehavior on your
website.Employ a Search Query Filter!1. This tactic has been touted
as an AdWords-only solution. The truth is (*gasp*) that it works
for Yahoo! and Microsoft campaigns as well! Once set up properly,
you will see your keywords shown as this in Google Analytics
reports: keyword, (search query)2. Why is this so important? Well,
the Google AdWords Search Query Report is great, but it doesnt show
you ALL of the search queries. And neither Yahoo! or Microsoft have
any sort of search query reporting available. So, when you combine
the power of tagging your PPC destination URLs with this search
query filter, you will have at your fingertips a very powerful set
of data!3. The uses for knowing search queries are endless, but
some of the highlights are: understanding user intent, finding new
keywords to add into your accounts and most importantly finding new
negative keywords to weed out irrelevant traffic!
14. + Random awesomenessContent => Site Speed
15. + Random awesomeness Traffic Sources => Sources =>
Referrals
16. + Random awesomenessMobile => Devices Ecommerce
Segment
22. + Multi-Channel FunnelsImportant questions your MCF can
answer about your PPC accounts.1. How much does PPC interact with
other marketing channels?2. How much does PPC assist with
conversions?3. Which PPC campaigns / ad groups / keywords /
placements have more assisted conversions than last click
conversions?4. Are Branded Campaigns Taking Too Much Credit?5. How
long does it take for a person to convert?
23. + Multi-Channel FunnelsHow much does PPC interact with my
other marketing channels?
24. + Multi-Channel FunnelsHow much does PPC interact with my
other marketing channels?
25. + Multi-Channel FunnelsHow much does PPC assist with my
conversions?
26. + Multi-Channel FunnelsHow much does PPC assist with my
conversions?
27. + Multi-Channel FunnelsWhich PPC campaigns / ad groups /
keywords / placements have moreassisted conversions than last click
conversions?
28. + Multi-Channel Funnels Are branded campaigns taking too
much credit?
29. + Multi-Channel Funnels How long does it take a person to
convert?
30. + ResourcesGoogle URL
Builderhttp://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55578ValueTrack
Parametershttp://support.google.com/adwords/bin/answer.py?hl=en&answer=2375447Search
Query Filter Blog
Posthttp://www.qualityscores.com/ppc-management-adwords-keyword-data-exposed-with-google-analytics/How
to make custom channels in Multi-Channel
Funnelshttp://www.ppchero.com/a-video-tutorial-how-to-make-custom-channels-in-multi-channel-funnels/
31. + Stay Tuned for Our Next Webinar! Advanced Dimensions
Wednesday, May 23 5-6pm EDT Presented by Felicia Coover