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Google Analytics Essentials 2014. September 23, 2014. Gray Lawry. Director, Media & Analytics. San Francisco - 2012. by the numbers. 2014. 100 %. 60. 183. travel. years. travel. experts. In business. Why Miles?. International. Core Differentiators. Integration. Data Driven.

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Presentation Transcript
slide2

Gray Lawry

Director, Media & Analytics

San Francisco - 2012

slide5

by the numbers

2014

100%

60

183

travel

years

travel

experts

In business

slide6

Why Miles?

International

Core Differentiators

Integration

Data Driven

Content

Monetization

slide10

on tap for today

  • Analytics theory & data collection
  • Platform & landscape changes
  • Defining a framework
  • Understanding accounts
  • Dimensions and metrics
  • Standard report review
  • Campaign tracking
  • Advanced segments
  • Attribution
  • Resources
analytics theory
Analytics Theory

& Data Collection

Google Analytics Essentials 2014

slide12
“Web analytics is the measurement, collection, analysis, and reporting of internet data…

….for purposes of understanding and optimizing…”

http://en.wikipedia.org/wiki/Web_analytics

slide13
Goal is to provide directional guidance in order to improve website/app conversion

Strategic companies use web analytics to change the future rather than report on the past

Quantify the results of web analysis projects

-Adam Greco

slide14

turning data into insights

Measure Learn Action

slide16

the code

GA Code

slide17

_UTM.gif

/__utm.gif?utmwv=5.4.3&utms=10&utmn=574974016&utmhn=www.visitstpeteclearwater.com&utmcs=UTF-8&utmsr=1600x900&utmvp=1402x745&utmsc=32-bit&utmul=en-us&utmje=1&utmfl=11.7%20r700&utmdt=Restaurants%20%26%20Nightlife%20%7C%20St%20Petersburg%20Clearwater%2C%20FL%20Beach%20Vacations&utmhid=266680107&utmr=0&utmp=%2Flibrary%2Frestaurants-nightlife&utmht=1371723732467&utmac=UA-40817200-1&utmcc=__utma%3D241632773.220176171.1370254480.1371496308.1371723712.7%3B%2B__utmz%3D241632773.1370254480.1.1.utmcsr%3D

platform landscape
Platform & Landscape

Changes

Google Analytics Essentials 2014

slide23

technology landscape

  • The measurement protocol
  • Server side sessionization
  • Offline conversion import
  • Custom dimensions and metrics
  • Dimension widening
  • Cost data import
slide24

technology landscape

Google Tag Manager Account

Container 1

Container 2

Rules

  • Google Analytics
  • Custom HTML
  • AdWords Conversions
  • Adobe Analytics
  • Remarketing
  • Floodlight

Macros

Users

define a
Define a

Framework

Google Analytics Essentials 2014

slide27

objectives

Why does your website exist?

slide28

goals

Goals are strategies to accomplish your business objectives.

slide29

key performance indicators

A key performance indicator (KPI) is a metric that tells you how you are doing against your objectives.

slide30

targets

Targets are pre-determined metric values that indicate success or failure.

slide31

objectives

  • Increase awareness for destination
  • Boost visitor expenditure
  • Generate leads
slide32

goals

Visitor Expenditure

Generate

Leads

Awareness

Reinforce online and offline advertising

  • Engage visitors with itineraries
  • Provide users with relevant deals

Capture leads via guide and email requests

Goals

slide33

KPIs

Visitor Expenditure

Generate

Leads

Awareness

Reinforce online and offline advertising

  • Engage visitors with itineraries
  • Provide users with relevant deals

Capture leads via guide and email requests

Goals

  • Downloads of itineraries of >=3d
  • Deal interactions

Branded Traffic

# of guide orders and eNews sign ups

KPIs

slide34

targets

Visitor Expenditure

Generate

Leads

Awareness

Reinforce online and offline advertising

  • Engage visitors with itineraries
  • Provide users with relevant deals

Capture leads via guide and email requests

Goals

  • Downloads of itineraries of >=3d
  • Deal interactions

Branded Traffic

# of guide orders and eNews sign ups

KPIs

  • 300 downloads of itineraries of >=3d
  • 900 deal interactions

30k branded visits per month

276 leads

Targets

understanding
Understanding

Accounts

Google Analytics Essentials 2014

slide38

hierarchy of accounts

Account

Property

View

dimensions
Dimensions &

Metrics

Google Analytics Essentials 2014

slide41

dimensions and metrics

Dimensions Metrics

Browser

Country

Keyword

City

Campaign

Landing Page

Screen Size

Language

Operating System

Search Term

Product Revenue

Visits

Time on Site

Goal Conversion Rate

Conversions

Average Price

Quantity

Time on Page

Clicks

Impressions

Revenue Per Visit

Cost Per Click

using
Using

Reports

Google Analytics Essentials 2014

slide44

5 reports to start with

  • How many users visit my site per day and from what source?
  • Where do your users visit from?
  • Which are the most popular pages of my site?
  • Which pages do people see first (landing pages) when they visit my site?
  • How many of my visitors are using a mobile device?
campaign
Campaign

Codes

Google Analytics Essentials 2014

slide52

what is link tagging?

http://www.visitpa.com/pa-hotels-motels?utm_campaign=EVG_PA_Primary_Lodging&utm_source=google&utm_medium=cpc&utm_term=places-to-stay&utm_content=family-ad

slide53

what is link tagging?

utm_campaign=EVG_PA_Primary_Lodging

utm_source=google

utm_medium=cpc

utm_term=places-to-stay(optional)

utm_content=family-ad(optional)

advanced
Advanced

Segments

Google Analytics Essentials 2014

attribution
Attribution

Google Analytics Essentials 2014

resources
Resources

Google Analytics Essentials 2014