2. Google Analytics for AdWords
Developers
A quick overview of the platform and APIs
Marc Wandschneider (+marcwan), Google, Inc.
3. Agenda
● Intro to Google Analytics
● Platform & Developer Opportunities
● Developer Program
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Intro to Google Analytics
(Or a quick review for those who already use it)
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A Platform to Optimise your Business
The Google Analytics Platform lets you measure user interactions with your
business across various devices and environments, at Google speed and
scale. Gain new insights and optimize the performance of your business.
What is Google Analytics?
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● Reach a massive audience
● High user demand / feature request
● Comprehensive documentation and resources
● Technology
● Low barrier to entry and cost
Why Google Analytics?
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Improve effectiveness of marketing initiatives
○ SEM, Remarketing, Campaigns
Improve user experience
○ In-page analytics, site speed, event tracking
Conversion attribution
○ Visitor behavior to sales, path analysis, eCommerce
Experimentation tools
○ Optimizations (content, data)
Impact of Google Analytics
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Google AdWords & Analytics
Together …
Never gonna give you up, never gonna let you down …
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Linking AdWords & Google Analytics
● Import Google Analytics goals and transactions into
AdWords
● View Google Analytics site engagement data in AdWords
● Create remarketing lists in Analytics and import into
AdWords for targeting specific audiences
● Automatically view your AdWords click and cost data
alongside your Analytics site engagement data.
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Google Analytics / AdWords Integration
eurostyling.com?gclid=xxx
ga(‘send’, ‘pageview’);
Google
AnalyticsAdWords
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Google Analytics and the AdWords API
● New GA Data in AdWords API
○ Bounce rate
○ Pages / visit
○ Avg. visit duration (seconds)
○ % new visits
● Provides new signals for optimization
○ Clients can use existing tools
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Analytics Reporting API and UI
Can access GA data with AdWords AdGroup ID and Criteria ID
- Keys to “join” with adwords API for richer bid optimization
- Unique to GA integration
GA Ecommerce Data
- Transaction Revenue
- Transaction Quantity
- Product Names / Revenue
Conversion Data
- GA supports 20 goals
Engagement Data
- Pages viewed
- Internal Site Search Data
- Event Tracking
- Site speed Data
Multi-Channel Funnels API
- Full AdWords conversion paths
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Measure the impact of services and optimizations
Gain stronger campaign optimization signals
Increase customer retention
● Use Google Analytics data to prove value of services
Increase revenue
● Users optimize their business increasing service usage
Save time and money
● Don’t need to build a new analytics solution
Google Analytics Partner Integration
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The Google Analytics Platform
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Developer Platform Overview
PROCESSINGCOLLECTION
analytics.js
Android / iOS
Measurement Protocol
Custom Dimensions /
Metrics
CONFIGURATION
Management API
- Account
- Property
- View (Profile)
- Goals
- Experiments
- Data Import
REPORTING
Core Reporting
Multi-Channel
Funnels
Real Time Reporting
Metadata
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SDKs and APIs
Collection
● Web Tracking
● Mobile - Android & iOS
● Measurement Protocol
Configuration
● Management API
Reporting
● Core Reporting API
● Multi-Channel Funnels Reporting API
● Real Time Reporting API
● Metadata API
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Types of Apps
Quicklytics
Mobile App
Analyticator
Content Management
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Types of Apps
Integration as a feature
MailChimp
Email Marketing
Raven Internet Marketing Tools
SEO
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Tableau Software
Dashboard / Visualization
GA Data Grabber
Reporting Tools
UserReport
Surveys
Analytics Canvas
Data Connectors / ETL
SiteApps
Site Audit
Infinity
Phone Call Tracking
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● Quota Increases
● Trusted Tester
● Promotional Opportunities
○ Blog post, case study, hangouts, events
● Notifications & Updates
Program Benefits
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Program Benefits
App Gallery
Listing, Featured, Editor's Picks
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Check Out:
Google Analytics Developers
http://developers.google.com/analytics
Google Analytics App Gallery
http://google.com/analytics/apps
