Google Analytics Summit 2013

Overview

Themes

Answering Questions with GA

What This Means

Q&A

Agenda

2013 Google Analytics Partner Conference

Yearly conference of Google Analytics partner agencies and companies, including GA Premium clients.

For the first time, the group was so big that not everyone was allowed to go to the conference.

Representatives from 47 countries.

Discussions included product releases, technical and business deep dives, and general discussion ofanalytics.

Access. Empower. ActAccess: Connect the right data to the right people

Empower: Provide tools and techniques to analyze and make decisions

Act: Ability to act on data and to leverage insights

Impact 3 key areas in digital experiences:

Budgets & Bids

Campaign Optimization

User Experience

Multi-Screen WorldUsers are always online

Users perform more and more of their shopping research online - 75% of mobile searches lead to other actions

Users can come from different channels

Attribution models can help us understand multichannel/multiscreen

Universal Analytics will help us understand all your touchpoints

Site wide tagging is not just for website analytics anymore

Attribution• Attribute conversions to all your touch points

• Attribution Modeling is becoming more and more useful

• Next challenge with Attribution Modeling: how does credit get distributed around touch points?

• Key Areas of AttributionLast Touch SalesAttributed Sales% Non Last Touch SalesCost Per Attributed Sales

Data Driven Attribution Model decreased CPA by 35% and conversions rose 145% for Display (GDN) (Note: Premium only)

HOW DO WE ANSWER QUESTIONS WITH GA?

How Do We Make It Easier to Capture the Data?

Automatic link and click tracking in Google Tag Manager

Can track links without needing to code them into the page

Can also track form events, any kind of click

Allows for tagging a site post-launch, tagging without dev

Google Tag Manager for Apps

Allows you to serve analytics and config code to apps

Allows for quick configuration changes without having to relaunch the app

How Do We Work Cross-Device?Set your own user ID - track across devices (Finally!)

Also includes cross-device distribution reporting, device flow

Will include stitching to marry logged-in/not logged-in states

Allows us to see usage across devices

Migration tool - regular GA to Universal

Allows you to keep historical data but use Universal features such as user ID overwrite

How Do We Work With the Data?Content Grouping

Assign groups to your pages

Can be done with code or a filter

Allows for analysis of pages by group

Multiple APIs for reporting and user management

Allows for dynamic dashboarding using Google Spreadsheets, Magic Script and GA SuperProxy

How Do We Go Deeper with Analysis?

ABC report (Acquisition, Behavior, Conversion)

Lets us see user visit data, what they did, and what their outcome was

Enhances analysis

How Do We Go Deeper with Analysis?

Unified Segmentation

New UI for building and applying segments

Can segment by user, sequence and perform cohort analysis

Gives us new ways of seeing how users interact with our sites

How Do We Go Deeper with Analysis?Audience Demographic Data

Requires a code change - calling the Doubleclick code (not supported yet in Universal)

Based off of Google Display Network data

Can be used in segments

Includes age, gender and interests

Lets us use demographic data in reporting

How Do We Learn About Analytics?Google Analytics Academy

Revamped online courses

Includes both best practices with the tools and information about digital analytics

In Product Help Videos

Inline help and videos inside the GA interface

How Do We Improve Mobile Analytics?Google Play (app store) data inside of GA

See where users are finding your app from

See data on installs and updates inside of GA

Lets us see how users are finding our Android apps

V.3 of SDK is out

Supports new mobile-specific reporting profiles

Includes screen view and crash reporting

How Do We Take Analytics Further?

Unsampled data accessible via BigQuery (Premium Only)

Allows for access and analysis of all your site’s traffic unsampled

Data-driven attribution modeling tool (Premium Only)

Uses data on conversions to build an attribution model automatically

DoubleClick Campaign Integration (Premium Only)

See impression and click data for DoubleClick campaigns

Display data in Multichannel funnels

WHAT THIS MEANS

OpportunitiesUse multichannel funnels and attribution modeling to help support campaign analysis

Begin to use auto link tracking in GTM for site implementation

Use v.3 of the SDK and GTM for Mobile for mobile app tracking

Examine upgrading sites to use the following:

Audience reporting

Universal Analytics

User ID Overwrite

Go deeper in analysis with new segmentation features

Q&A

Thank You