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Content And Acquisition Grouping - #AC2015 by Dmitry Klymenko
- 1. WITHPRESENTED BY PRESENTING PARTNER ENDORSED BY
- 2. Dmitry Klymenko Grouping data in Google Analytics
- 4. #2015AC Why We Analyse Data
- 6. #2015AC Conversion Rate by pages ‣ /catalog/women/product1 ‣ /catalog/women/product2 ‣ /catalog/men/product3 ‣ /catalog/women/product4 ‣ /catalog/men/product5 ‣ /catalog/women/product6 ‣ /catalog/men/product7 7.45% 1.12% 1.56% 4.67% 3.94% 15.4% 0.3%
- 9. #2015AC Your visitors are different
- 10. #2015AC Channel Grouping Sharp focus Easy comparison Deeper insights
- 11. #2015AC Default Channel Grouping ‣ Direct ‣ Organic Search ‣ Social ‣ Email ‣ Referral ‣ Paid Search ‣ Other Advertising ‣ Display
- 12. #2015AC Default Channel Grouping ‣ Direct ‣ Organic Search ‣ Social ‣ Email ‣ Referral ‣ Paid Search ‣ Other Advertising ‣ Display ‣ Defined at View Level ‣ One Session – One Channel
- 13. #2015AC Default Channel Grouping ‣ Direct ‣ Organic Search ‣ Social ‣ Email ‣ Referral ‣ Paid Search ‣ Other Advertising ‣ Display ‣ Defined at View Level ‣ One Session – One Channel ‣ Are NOT retroactive ‣ Use Testing View ‣ Applied to Raw Data
- 14. #2015AC 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
- 15. #2015AC New Channel Grouping Think Different
- 16. #2015AC New Channel Grouping Think Different Look from other angles
- 17. #2015AC New Channel Grouping Think Different Look from other angles Create channel grouping which works for you!
- 20. #2015AC Multi-Channel Funnels Understanding the customers journey before a conversion, is one of the most important insights you may have.
- 21. #2015AC Do It Yourself Acquisition Channels
- 22. #2015AC 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
- 23. #2015AC DIY – Testing view
- 24. #2015AC 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
- 25. #2015AC DIY – Acquisition Channels Add Brand Terms
- 26. #2015AC DIY – Acquisition Channels ‣ Open Admin Section of your Testing View ‣ Channel Settings ‣ Channel Grouping ‣ Default Channel Grouping ‣ Define a new channel ‣ Source contains .gov.au Separate Government Referrals
- 27. #2015AC DIY – Acquisition Channels Separate Government Referrals
- 28. #2015AC DIY – Acquisition Channels Separate Government Referrals
- 29. #2015AC DIY – Acquisition Channels Separate blog and forum Referrals ‣ Open Admin Section of your Testing View ‣ Channel Settings ‣ Channel Grouping ‣ Default Channel Grouping ‣ Define a new channel ‣ Source contains forum ‣ OR ‣ Source contains blog
- 30. #2015AC DIY – Acquisition Channels ‣ Open Admin Section of your Testing View ‣ Channel Settings ‣ Channel Grouping ‣ New Channel Grouping ‣ Enter campaign names or regex Group traffic by Campaign Name as a New Channel Grouping
- 31. #2015AC 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
- 32. #2015AC Report
- 36. #2015AC ‣ 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
- 37. #2015AC Content Grouping Facts ‣ 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!
- 38. #2015AC Content Grouping Examples ‣ 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!
- 39. #2015AC Content Grouping 1. Using code: manually or Google Tag Manager How
- 40. #2015AC Content Grouping 1. Using code: manually or Google Tag Manager 1. Extracting group name from URL or Page (Screen) Title How
- 41. #2015AC Content Grouping 1. Using code: manually or Google Tag Manager 1. Extracting group name from URL or Page (Screen) Title 1. Based on a combination of URL and Page (Screen) Title How
- 42. #2015AC Do It Yourself Content Grouping
- 43. #2015AC DIY – Content Grouping Group by site Section from URL www.domain.com.au/SECTION/page You have 5 groups remaining
- 44. #2015AC DIY – Content Grouping Group by site Section from URL www.domain.com.au/SECTION/page
- 45. #2015AC ‣ Open Admin Section of your Testing View ‣ Content Grouping ‣ New Content Grouping ‣ Enable Tracking Code ‣ Remember Index ‣ Click Done DIY – Content Grouping Group by site Section from URL www.domain.com.au/SECTION/page
- 46. #2015AC DIY – Content Grouping ‣ Open Admin Section of your Testing View ‣ Content Grouping ‣ New Content Grouping ‣ Group Using Extraction ‣ Remember Index ‣ Click Done Group by site Section from URL www.domain.com.au/SECTION/page
- 47. #2015AC DIY – Content Grouping ‣ Open Admin Section of your Testing View ‣ Content Grouping ‣ New 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
- 48. #2015AC Report
- 49. #2015AC So why all this trouble? Why group data? A single tree is better than a forest.
- 50. #2015AC So why all this trouble? Why group data? A single tree is better than a forest. Sharpen focus C-level razor reports
- 51. #2015AC You are trying to make your life easier. Not harder.