Content And Acquisition Grouping - #AC2015 by Dmitry Klymenko

WITHPRESENTED BY PRESENTING PARTNER ENDORSED BY

Dmitry Klymenko

Grouping data in Google Analytics

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Channel & Acquisition Grouping

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Why We Analyse Data

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Conversion Rate

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Conversion Rate by pages

‣ /catalog/women/product1


‣ /catalog/men/product3





7.45%

1.12%

1.56%

4.67%

3.94%

15.4%

0.3%

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Conversion Rate

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Acquisition Channel Grouping

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Your visitors are different

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Channel Grouping

Sharp focus

Easy comparison

Deeper insights

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Default Channel Grouping‣ Direct

‣ Organic Search

‣ Social

‣ Email

‣ Referral

‣ Paid Search

‣ Other Advertising

‣ Display

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‣ Organic Search

‣ Social

‣ Email

‣ Referral

‣ Paid Search


‣ Display

‣ Defined at View Level

‣ One Session – One Channel

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‣ Organic Search

‣ Social

‣ Email

‣ Referral

‣ Paid Search


‣ Display

‣ Defined at View Level

‣ One Session – One Channel

‣ Are NOT retroactive

‣ Use Testing View

‣ Applied to Raw Data

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Acquisition Channel Grouping

Are usually based on Campaign parameters

Be specific - channel social text sources and social images

Be creative - group by weather, group by hour of day

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New Channel GroupingThink Different

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Look from other angles

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Look from other angles

Create channel grouping whichworks for you!

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Manage Brand Terms

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Manage Brand Terms

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Multi-Channel Funnels

Understanding the customers journey before a conversion,is one of the most important insights you may have.

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Do It YourselfAcquisition Channels

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DIY – Testing view

‣ Open your GA Account Admin Section

‣ Expand View selector and click on Create new view

‣ Name it Testing View

Create Testing View

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DIY – Testing view

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DIY – Acquisition Channels

‣ Open Admin Section of your Testing View

‣ Channel Settings

‣ Manage Brand Terms

‣ Enter brand terms

‣ Click Add brand terms

‣ Click Save

‣ Click Yes, set up now

Add Brand Terms

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DIY – Acquisition ChannelsAdd Brand Terms

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‣ Channel Grouping

‣ Default Channel Grouping

‣ Define a new channel

‣ Source contains .gov.au

Separate Government Referrals

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DIY – Acquisition ChannelsSeparate Government Referrals

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DIY – Acquisition ChannelsSeparate Government Referrals

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DIY – Acquisition ChannelsSeparate blog and forum Referrals




‣ Default Channel Grouping

‣ Define a new channel

‣ Source contains forum

‣ OR

‣ Source contains blog

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‣ New Channel Grouping

‣ Enter campaign names orregex

Group traffic by Campaign Name as a New Channel Grouping

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Examples of Acquisition Channels

‣ Affiliates

‣ Group using Custom Dimensions

‣ Create more specific channel grouping

‣ by number of words in keyword (regex)

‣ by ads placement type

‣ By ads format

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Report

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Content Grouping

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Shoppers vs Readers

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Ecommerce vs Content

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‣ How much time are users spending on our blog pages?

‣ How do the products in different categories compare?

‣ Where do visitors find the information they need;

‣ In our blog pages?

‣ In the support section?

‣ What section of the website gets the most Organic traffic?

Examples of Content Questions

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Content GroupingFacts

‣ Is NOT retroactive - use Testing View first

‣ Content Grouping is different for every View

‣ 5 top level groups

‣ Unlimited sub-groups

‣ Content Groups are your new Dimensions

‣ Your life just got easier!

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Content GroupingExamples

‣ Compare performance of different website sections

‣ Group error pages

‣ Group support / help pages

‣ Group interactive pages such as forms

‣ Group products by category / type / model

‣ Group by number of words, content age or even by number of external links!

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Content Grouping

1. Using code: manually or Google Tag Manager

How

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Content Grouping


1. Extracting group name from URL or Page (Screen) Title

How

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Content Grouping


1. Extracting group name from URL or Page (Screen) Title

1. Based on a combination of URL and Page (Screen) Title

How

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Do It YourselfContent Grouping

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DIY – Content GroupingGroup by site Section from URL www.domain.com.au/SECTION/page

You have 5 groups remaining

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‣ Content Grouping

‣ New Content Grouping

‣ Enable Tracking Code

‣ Remember Index

‣ Click Done


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DIY – Content Grouping




‣ Group Using Extraction

‣ Remember Index

‣ Click Done

Group by site Section from URL www.domain.com.au/SECTION/page

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DIY – Content Grouping




‣ Group Using Rules Definitions

‣ Manually name groups

‣ Define grouping logic – more specific first

‣ Remember Index

‣ Click Done

Group by site Section from URL www.domain.com.au/SECTION/page

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Report

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So why all this trouble?Why group data?

A single tree is better than a forest.

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So why all this trouble?Why group data?

A single tree is better than a forest.

Sharpen focus

C-level razor reports

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You are trying to make your life easier.Not harder.

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Thank you

Date post:	22-Jan-2018
Category:	Data & Analytics
Upload:	dmitry-klymenko
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Content And Acquisition Grouping - #AC2015 by Dmitry Klymenko

Data & Analytics