1. Google Analytics on Steroids – New
Features & What You Need to Know
Jim Snyder, Web Analytics Practice Lead at Empirical Path
Preston Parshall – Point It
October 10, 2012

2. Presentation Agenda
• Launched in April 2002
• Seattle’s largest independent
search marketing firm
• SEM, SEO, Social, Local, Mobile
• $30 MM in managed media/yr
• Servicing clients across all
verticals and revenue models

3. Webinar Information
● Being recorded & will be uploaded to website
● This is an interactive webinar so it is okay to
ask questions during the presentation

4. Presentation Agenda
About Empirical Path
• Web analytics, market research
and campaign measurement
• Founded in Washington DC in ‘02
• Atlanta, NM and DC offices
• Seasoned Web analytics
professionals
• Google Analytics Certified Partner
• Webtrends Agency
• www.EmpiricalPath.com
• @EmpiricalPath
• Facebook.com/ EmpiricalPath
• +Empirical Path

5. Agenda
● A/B Testing and Content Experiments
● Goals & Custom Reports
● Multi-Channel Funnels (MCF)
● Google Analytics (GA) in Google Docs
● Integrating GA into Salesforce
● Google Tag Manager
● Remarketing in Google Analytics

6. Test Ideas: Content Experiments
● GA lets you experiment with
ideas and use conversion
rate in key segments to pick
a winner:
● Landing Page
● Ad Copy
● Calls to action
● Offer
● Discount
● Button color
● Page layout
●

7. Content Experiments: Who Wins?
Original Landing Page

8. Content Experiments: Who Wins?
Space Invaders Angry Birds
Pac Man Mario

9. Content Experiments: Who Wins?
Set-Up Screens
Variations

10. Content Experiments: Who Wins?
Set-Up Screens
Create & select
Goal for
experiment
‘objective’
Select % of
audience you
want to see
variations

11. Content Experiments: Who Wins?
Code on Original Page

12. Content Experiments: Winner!
Disguised Data

13. Agenda
● A/B Testing and Content Experiments
● Goals & Custom Reports
● Multi-Channel Funnels (MCF)
● Google Analytics (GA) in Google Docs
● Integrating GA into Salesforce
● Google Tag Manager
● Remarketing in Google Analytics

14. Goals & Custom Reports: Funnels
Gaming site
Online Purchase
Steps of Funnel
Purchase
funnel in GA

15. Goals & Custom Reports: Funnels
Purchase
Goal=Purchase
thank you page

16. Goals & Custom Reports: Funnels
Purchase
Looking only at traffic from
Tablets that completed a
purchase
Highlight specific sources
to understand their
behavior on purchases

17. Goals & Custom Reports: Standard Report
Last click gets credit
For purchases

18. Agenda
● A/B Testing and Content Experiments
● Goals & Custom Reports
● Multi-Channel Funnels (MCF)
● Google Analytics (GA) in Google Docs
● Integrating GA into Salesforce
● Google Tag Manager
● Remarketing in Google Analytics

19. Multichannel Funnels: Background

20. Multichannel Funnels: Assists
Overlap of all
sources

21. Multichannel Funnels: Assists
Higher number shows
assisted conversions

22. Multichannel Funnel Assists
Higher number shows
assisted conversions

23. Multichannel Funnel Assists
The sequence of visits
before buying
Social making of impact
The sequence an visits –
invisible under
before buying last click!

24. Multichannel Funnels: Branded Keywords
Set up for branded SEO
terms

25. Multichannel Funnels: Branded Keywords
See how branded SEO terms
are helping in conversions

26. Agenda
● A/B Testing and Content Experiments
● Goals & Custom Reports
● Multi-Channel Funnels (MCF)
● Google Analytics (GA) in Google Docs
● Integrating GA into Salesforce
● Google Tag Manager
● Remarketing in Google Analytics

27. GA in Google Docs: API Background
GA Reports in
standard interface

28. GA API: Custom Report Basics
No more
dimensions!

29. GA in Google Docs: API Background
http://ga-dev-tools.appspot.com/explorer/

30. GA API: Excel Reports
Same data – exported into Excel
and un-sampled
http://ga-dev-tools.appspot.com/explorer/

31. GA API: GA in Google Docs
● Go to Google Docs and start
Spreadsheet
● Click Tools/Script Gallery and
search for ‘Magic’
● Install the GA Report
Automation
● http://analytics.blogspot.co
m/2012/08/automate-
google-analytics-
reporting.html

32. Google Doc: Settings
Set these on
each report

33. Google Doc: Multichannel Funnels

34. Agenda
● A/B Testing and Content Experiments
● Goals & Custom Reports
● Multi-Channel Funnels (MCF)
● Google Analytics (GA) in Google Docs
● Integrating GA into Salesforce
● Google Tag Manager
● Remarketing in Google Analytics

35. CRM Integration: GA Custom Report
Restaurant chain website

36. CRM Integration: GA into Salesforce
First -click Last-click
GA Data GA Data

37. Agenda
● A/B Testing and Content Experiments
● Goals & Custom Reports
● Multi-Channel Funnels (MCF)
● Google Analytics (GA) in Google Docs
● Integrating GA into Salesforce
● Google Tag Manager
● Remarketing in Google Analytics

38. Google Tag Manager: Why Consider?
● Too many tags can slow down sites
● Very tough to manage multiple tags
● Free up dependence on IT Dept.
● Gives marketers greater flexibility to track and
target key segments

39. Google Tag Manager: Interface

40. Google Tag Manager: Base Code
Old way: GA Code on all pages
GTM: Code on all pages but controlled from GTM Interface

41. Google Tag Manager: How it Works
Rules
• Sets when you want a tag fired
Macros
• Where data is stored
Tags
• GA, Javascript, HTML, AdWords, Dart,
Floodlight

42. Google Tag Manager: Rules
Automatically
track clicks on
pop-ups

43. Google Tag Manager: Rules

44. Google Tag Manager: Rules
Rule sets to fire
on Thank You
page

45. Agenda
● A/B Testing and Content Experiments
● Multi-Channel Funnels (MCF)
● Google Analytics (GA) in Google Docs
● Integrating GA into Salesforce
● Google Tag Manager
● Remarketing in Google Analytics

46. GA Remarketing: Visitor Segments
Rule sets to fire
on Thank You
page Choices on visitor
segments for
remarketing

47. GA Remarketing: Visitor Segments

48. GA Remarketing: Visitor Segments
Highest value –
great for
remarketing and
targeting

49. GA Remarketing: Visitor Segments

50. Last Chance to Ask Questions

51. Thank You
● Preston Parshall ● Jim Snyder
● prestonp@pointit.com ● jim.snyder@empiricalpath.com
● Point It Search ● @jimdsnyder
Marketing Agency ● 203-804-4509
● www.PointIt.com ● Empirical Path
● support@pointit.com ● www.EmpiricalPath.com
● @EmpiricalPath
● Facebook.com/
EmpiricalPath
● +Empirical Path