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Google Analytics Essential Training (2010)

Identifying campaigns and segmentation options


From:

Google Analytics Essential Training (2010)

with Corey Koberg

Video: Identifying campaigns and segmentation options

There are three reasons the AdWords reports are some of the most powerful in all of Google Analytics: One, because they have the ability to present data that can't be found elsewhere; two, they are extremely actionable; and three, they are directly related to the amount of cash that goes out the door. Improvements based on this analysis could be directly attributed to the bottom line, which always makes for a popular report and usually a popular analyst. We navigate here via the advertising section. You'll see that the AdWords reports have their own section as well, under the main one, and we'll start out in the Campaigns report. By clicking on Clicks in the top navigation, we can see an important mash-up of two key databases: the data about the visits from your Google Analytics data sets and then the rest of the top line matrix associated with AdWords, such as how many impressions, how much revenue, ROI etc that have been pulled from the AdWords database and correlated here.
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  1. 6m 2s
    1. Welcome
      1m 13s
    2. How to get the most from this course
      3m 11s
    3. What's new in this update?
      1m 38s
  2. 5m 19s
    1. The pitfalls of hit counting and turning data into information
      3m 6s
    2. Web analytics: A tool and a process
      2m 13s
  3. 15m 30s
    1. Defining goals and conversions: Why do you have a web site?
      5m 40s
    2. Understanding data: Averages, segments, trends, and context
      1m 51s
    3. Introducing segments
      2m 38s
    4. Understanding trends and context
      5m 21s
  4. 11m 25s
    1. How does Google Analytics work?
      2m 18s
    2. Setting up an account
      2m 49s
    3. Installing tracking code on a site
      6m 18s
  5. 24m 20s
    1. Understanding accounts and profile administration
      6m 59s
    2. Navigating the reports and the Data Over Time chart
      4m 45s
    3. Selecting and comparing date ranges
      6m 50s
    4. Using annotations to make notes in data
      2m 30s
    5. Using the help tools
      3m 16s
  6. 24m 20s
    1. Viewing data in different formats (overview, tabular, pie, bar, compare to site)
      6m 10s
    2. Navigating data with site usage, goals, and e-commerce metrics
      9m 20s
    3. Sorting data with inline and advanced filters
      8m 50s
  7. 10m 26s
    1. Understanding the importance of segmentation in data analysis
      4m 40s
    2. Slicing data with dimensions
      5m 46s
  8. 7m 38s
    1. Why share data?
      1m 10s
    2. Managing user accounts and profiles
      4m 8s
    3. Emailing reports
      2m 20s
  9. 29m 12s
    1. Understanding who is visiting a site
      1m 20s
    2. Analyzing location data
      4m 52s
    3. Using language identification to segment users
      1m 35s
    4. Differentiating new users from returning users
      2m 1s
    5. Understanding visitor loyalty vs. recency
      4m 25s
    6. Comparing data according to visits, visitors, and page views
      2m 10s
    7. Sorting data by browser capabilities
      3m 56s
    8. Analyzing data from mobile browsers
      2m 34s
    9. Using flow visualization to see common paths
      6m 19s
  10. 23m 50s
    1. Linking an AdWords account to Google Analytics
      2m 46s
    2. Identifying campaigns and segmentation options
      5m 55s
    3. Using keyword reports
      1m 31s
    4. Fine-tuning your match type with the Matched Search Queries report
      3m 44s
    5. Optimizing traffic by time of day
      1m 37s
    6. Using the Destination URL report to identify landing pages
      1m 45s
    7. Identifying the best placement options for ads
      2m 0s
    8. Keyword positions
      4m 32s
  11. 40m 3s
    1. Understanding where site visitors come from
      2m 32s
    2. Analyzing the All Traffic Sources report
      2m 4s
    3. Identifying direct traffic
      2m 20s
    4. Identifying users who were referred to your site
      3m 9s
    5. Viewing search engine reports (overview, organic, and paid)
      4m 52s
    6. Introducing campaign tracking
      11m 17s
    7. Planning, creating, and logging a tracking strategy
      2m 58s
    8. Tracking offline campaigns
      7m 11s
    9. Finding data in a Campaign report
      3m 40s
  12. 36m 43s
    1. Analyzing top content by metrics and the navigation summary
      3m 29s
    2. Sorting top content according to page title
      3m 57s
    3. Understanding when to use content drilldown
      2m 25s
    4. Measuring the importance of top landing and top exit pages
      3m 41s
    5. Identifying slow-performing pages with the Site Speed report
      4m 6s
    6. Understanding the Site Search and Usage report
      3m 29s
    7. Analyzing the Search Terms and Search Term Refinement reports
      4m 12s
    8. Using the Site Search Pages report to understand how users search
      5m 19s
    9. Configuring Site Search
      6m 5s
  13. 33m 49s
    1. Understanding the Goal reports
      4m 24s
    2. Configuring goals
      9m 55s
    3. Understanding funnel visualization
      9m 48s
    4. Identifying value through E-commerce reports
      4m 35s
    5. Using goal flow to find detailed insights
      5m 7s
  14. 24m 25s
    1. Real-time data for time-sensitive analysis
      4m 21s
    2. Using intelligence alerts to flag important events
      8m 59s
    3. Creating custom intelligence alerts
      5m 48s
    4. Creating and customizing dashboards
      5m 17s
  15. 43s
    1. Goodbye
      43s

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Google Analytics Essential Training (2010)
4h 53m Beginner Oct 08, 2010 Updated Dec 20, 2011

Viewers: in countries Watching now:

In Google Analytics Essential Training, Corey Koberg shows how to use the Google web analytics platform to generate and evaluate information about the visitors to a web site, including data on site traffic, user behavior, and marketing effectiveness. This course covers the out-of-the-box functionality, from account creation to reporting fundamentals, and explains how to glean insights from the vast array of data available.

Topics include:
  • Setting up an account
  • Installing tracking code on a site
  • Reading the dashboard and understanding high-level metrics
  • Understanding how visitors use and navigate web site content
  • Analyzing visitor and traffic source reports
  • Tracking AdWords and other marketing campaigns
  • Planning and configuring goals
  • Utilizing segmentation for deeper analysis
  • Understanding the raw data and how it's collected
  • Selecting and comparing date ranges
  • Using flow visualization to see how visitors navigate through a site
  • Identifying slow-performing pages
  • Performing real-time analysis
  • Using annotations and other best practices
  • Configuring and analyzing internal site search
  • Determining the best report view to use
  • Navigating reports with tabs
  • Cleaning up data with inline filters
  • Sharing data and reports
Subjects:
Business Online Marketing Web Data Analysis Web Analytics SEO
Software:
Google Analytics
Author:
Corey Koberg

Identifying campaigns and segmentation options

There are three reasons the AdWords reports are some of the most powerful in all of Google Analytics: One, because they have the ability to present data that can't be found elsewhere; two, they are extremely actionable; and three, they are directly related to the amount of cash that goes out the door. Improvements based on this analysis could be directly attributed to the bottom line, which always makes for a popular report and usually a popular analyst. We navigate here via the advertising section. You'll see that the AdWords reports have their own section as well, under the main one, and we'll start out in the Campaigns report. By clicking on Clicks in the top navigation, we can see an important mash-up of two key databases: the data about the visits from your Google Analytics data sets and then the rest of the top line matrix associated with AdWords, such as how many impressions, how much revenue, ROI etc that have been pulled from the AdWords database and correlated here.

After all, Google Analytics has no concept of impressions. That happens before you even hit the site and Google Analytics would not have had a chance to run. As we discussed earlier in the chapter, when you turn on auto-tagging and link your Google Analytics accounts with your AdWords, this as all happens automatically. And comparing even these top-line metrics, it can be very illuminating to use the Compare to Past feature. Here we can quickly see that our visits are down only slightly, but our revenue per click has dropped dramatically, so what happened? We certainly want to investigate that in a hurry, especially if you are paying for every one of those clicks that are apparently not helping as much as they used to.

Here in the Campaigns reports, it follows the same hierarchy as if you were in AdWords. Starting at Campaigns and then if you click to view the Ad Groups heading or if you click down into a given campaign, you will see your campaign data broken down into the Ad Groups that belong to that campaign. Since we clicked and drilled down into the Google Store campaign, we're going to see the associated Ad Groups beneath that as the default segment. We're initially sorted by the Visits column, but it's interesting to evaluate the other performance metrics. Since the system knows what we paid an AdWords for the ad click and Google Analytics knows if it brought any revenue in the associated visit, we can calculate ROI statistics, including Margin, which is our net revenue divided by our total revenue--in other words total revenue minus cost divided by the revenue.

In the Margin column here we'll see some things have practically jump off the page at us. 44% isn't too shabby, but -11,000%? We'll certainly want to take a closer look at those Ad Groups and figure out exactly what is going on there. One thing we can see right away is this particular disparity. Every time somebody clicks on that ad, I am paying a cost per click of about a buck 18, but we're only receiving one cent back in revenue per click. So do we want to keep doing that? Not likely. This is highly, highly actionable analytics. These new AdWords reports bring us a ton of segmentation options to really dig into.

Some even get their own dedicated report, as we see over here in the left-hand navigation. Well, look at those in depth, but for now let's look at some of the lesser used ones that still provide a lot of value. There are so many of these available that they actually scroll off our screen, but I want to bring your attention to three in particular that I think we'll want to highlight: Ad Content, Ad Distribution Network, and Match Type. The first of these, Ad Content, shows us how each version of an ad was performing, and it's useful for split testing which, by the way, you should all be doing. In this case, we see we were putting an insertion operator to use. If you are unfamiliar, the insertion operator allows the ad to reflect the exact text of the search query, which can make your ad appear to be highly specific to the search or search phrase.

Now some people speculate that this is good for enticing users to click on the ads because they see the ultra-specific ad text reflected back to them, and they think that your site has exactly what they need. But the suspicion is that the performance of those visits is not necessarily so great once they get to your site, and they realize it's not as perfect a match as they thought based on that ad text. So how can we evaluate that easily? Let's take a look at the metrics we've got here. Assuming the ad is displayed in equal number of times, we just compare Visits and Bounce Rate. Here we see the ad was good at generating clicks, but as we suspected, it has a high Bounce Rate, more than twice the ad without the insertion text.

Sometimes that insertion operator works great. I am not saying it doesn't. But you need to use your analytics to evaluate it carefully for your site. There's also a great deal of discussion about which of Google's ad networks works the best. Well, best is a vague word and there is a lot of ways we can analyze this in Google Analytics, using the Ad Distribution Network as a secondary dimension of our campaign. In this case we can see that in terms of Ecommerce Conversion Rate and Per Visit Value, Google Search greatly outperforms the Search partners. The next segment is Match Type, which shows the performance when the keywords were broad matched, phrase matched, or exact matched, and it's another hotly debated item and you'll need data to back up your own decisions and strategy.

We can do that using the Match Type segment here that shows us the performance of each type, and in this particular account it proves the critics right and shows us why Broad matches often bemoaned. Though it gets far more visitors than the other match type, its conversion rate and revenue are much lower than the exact match. This is not always the case. Check your own stats and do the analysis on your account. The next one is Placement Domain. Here we are seeing the domains in the Google Display Network where the ads have been placed, and we can see how each site is performing. Some sites will have the type of traffic that that is ideal for your business and converts like mad, and some sites may never convert a single visitor.

Here are the Ad Groups from our T- shirt and Jersey campaign, and it's pretty clear that the folks on Google.com are more interested in our jerseys and T-shirts than the other domains. If you're interested in the actual URL, not just the overall domains, perhaps because we're running ads on different parts of the site, we can see that with this Placement URL report we can evaluate the results in order to adjust our advertising strategy accordingly. Next we'll look at the Content Targeting option, which will indicate whether we are targeting keyword searches or specific ad placements on the Google Display Network sites. You don't know the performance until you have the data, and in this case automatic placements are responsible for a lot more visits.

We can continue on with all kinds of combinations of dimensions, secondary dimension, goal metrics, site usage metrics, et cetera, so that we can tweak and optimize our campaign towards specific targets. You can't manage what you can't measure and those who want to manage AdWords will find plenty to do in these reports as they consolidate, isolate, and segment your AdWords data so you can make informed decisions about your ads spent.

Find answers to the most frequently asked questions about Google Analytics Essential Training (2010).


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Q: The course was updated on 12/19/11. Can you tell me what's changed?
A: Many movies were updated to reflect the changes in the Google Analytics user interface and new movies were added to the course as well, with topics including using flow visualization to see common paths, identifying slow-performing pages with the Site Speed Report, using goal flow to find detailed insights on funnels and conversion paths, analyzing real-time data for time-sensitive analysis, and fine-tuning match types with the Matched Search Queries report.
Q: Where can I learn more about internet marketing?
A: Discover more on this topic by visiting internet marketing on lynda.com.
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