GOOGLE ANALYTICS DIGITAL MARKETING GUIDE

GOOGLE ANALYTICS DIGITAL MARKETING GUIDE

GOOGLE ANALYTICS DIGITAL MARKETING GUIDE technical design: Strategy for data integration, Static vs. dynamic screens, Transaction flow design, Quality assurance testing plan, Security + stability, Technical specifications, Review design prototype and test, BLOG TOPICS AND TAGS

GOOGLE ANALYTICS DIGITAL MARKETING GUIDE Finalize development: Production of screen graphics, Development of HTML Templates, Content Freeze, Insert content into screens, Approval of beta site, and test beta site for quality. Check navigation: Is there a clear content hierarchy and organization? Is the site structure intuitive and user-friendly? Design and layout: Perform a HTML validation test via a CSS validator like validator.w3org. Assess the overall design and layout.  Does it meet your expectations?Performance: Do your pages load quickly?  Run a test with a tool like Yslow or developer.yahoo.com/yslow. User test of beta site

GOOGLE ANALYTICS DIGITAL MARKETING GUIDE IT QUESTIONS

  • Query string parameters
  • Server redirects
  • Flash and AJAX events – We need to add Event Tracking
  • Multiple subdomains
  • Responsive Web Design?

GOOGLE ANALYTICS DIGITAL MARKETING GUIDE ACCOUNT SETUP

Global Social Media Marketing – Ios Data

  • Master View
  • Test View
  • Unfiltered View – To ensure you can always access the original data.
  • Tablet Only
  • Smartphone Only

Global Social Media Marketing Android HO- mobile app data

  • Master View
  • Test View
  • Unfiltered View
  • Tablet Only
  • Smartphone Only

Global Social Media Marketing – Website Data

  • Master View

Test View

  • Unfiltered View

Google Analytics Hierarchy: Account > Property > View.

GOOGLE ANALYTICS DIGITAL MARKETING GUIDE MEASUREMENT PLANNING

Create Advanced filters, Cross-domain tracking, Event tracking, and Custom Dimensions.

  1. Document Business Objectives: Get Website Visits and Make Sales
  2. Identify strategies and tactics:
    1. E-commerce – Selling services or accounts
    2. Lead Generation – Collecting new homeowners, suppliers, and stores
    3. Content Publisher – Engagement & Frequent Visitation from social shares, blog recency/frequency
    4. Online information – Help customers information
    5. Branding – Awareness, Engagement, & Loyalty
  3. Choose KPIs: App Downloads, Website Visits, Revenue Generated, Leads Generated, Blog Recency/Frequency
  4. Choose segments: Marketing channel, new vs. returning, Geography
  5. Choose targets

GOOGLE ANALYTICS DIGITAL MARKETING GUIDE IMPLEMENTATION PLAN

  1. Standard dimensions -> basic page tag & metrics
  2. Business outcomes -> goals & e-commerce
  3. Clean, Accurate Data -> filters & settings
  4. Marketing Channels -> Campaign tracking & Adwords linking
  5. Simplified Reporting -> Custom reports & dashboards

GOOGLE ANALYTICS DIGITAL MARKETING GUIDE TRACKING

Google Url Builder: Mediums include Organic, CPC, Social, Email, and Referral.

SETUP GOALS

  • Destination: thanks.html
  • Duration: 5 minutes or more
  • Pages/Screens per visit: 3 pages
  • Event: Played a video, downloaded app, contact sales

SAVE FILTERS

Filter by lowercase filter and internal IP employee addresses

ADWORDS

Auto Tagging automatically imports:

  • Campaign
  • Medium
  • Source
  • Ad content
  • Keyword
  • Keyword match type
  • Ad placement domain

REPORTING

  • Reporting interface
  • Change the date range –Date range comparison to compare two date ranges in a report.
  • Graph data
  • Plot data
  • Filter and sort data
  • Adjust which metrics appear in your reports
  • The Users metric measures users that had at least 1 session on your site in a date range.
  • Bounce Rate – % of visits when user lands on your website +  exited without interactions
  • Dimension – An attribute of a data set that can be organized for better analysis.
  • Metric – numbers in a data set often paired with dimensions.
  • Secondary dimension – An additional dimension you add to a report for specific analysis.
  • Browser & OS report – identify potential browser issues with your website traffic.
  • Devices report – under “Mobile” discover if users viewing your website on mobile
  • Multi-channel funnel reports – attribution modeling
  • Cohort Analysis report – Group an audience based on their acquisition date and then compare behavior metrics over a series of weeks.

GOOGLE ANALYTICS DIGITAL MARKETING GUIDE TO DO

Go to your Admin and enable demographic reporting enabled. Create segments for pages to events setup Internal search tracking setup for all website data views. Build a spreadsheet with links to Exit pages (where people are leaving), High Bounce Rate Pages, and outbound links. Setup Goal types – include Destination, Duration, Pages/Screens per session, and Event. . You should also link your Adwords account in Admin -> property -> Adword linking with your Adwords account id; view link accounts.  Add the Analytics tracking code to each page of your site: Google Analytics can collect behavioral data from E-commerce platforms, Mobile Applications, and Online point-of-sales systems. “Admin” tab > “Tracking Info” > “Tracking Code.” Enable remarketing: Go to admin click on Tracking info -> data collection; admin audience, audience definitions, audiences

  1. AUTO TAGGING OF ADWORDS TO
  2. ACQUISITION – ADWORDS CAMPAIGNS
  3. SECONDARY DIMENSION AD SLOT.

Use filters to exclude data from a view, include data in a view and modify which data appears in your reports. Google Analytics filters data in the order in which the filters are set. Add custom dimensions. Admin, property, custom definitions, custom dimension, Event tracking for user experience. Query parameters = keywords. Strip query parameters out of URL.

ENABLE DYNAMIC MARKETING

Click audience definitions, dynamic attributes. Use The Measurement Protocol to send data to Google Analytics from a web-connected device like a point-of-sale system. Custom Dimensions can be used as secondary dimensions in Standard reports or ss primary dimensions in Custom Reports. To collect the number of comments users posted to a web page on your site you can create a custom metric. An event hit for reporting is Category, Action, Label, Value. You can apply a Custom Dimension to data you collected before you created the dimension and make it active to create a Custom Report. You’ve applied a filter that filters out all of your data —-You have included dimensions and metrics of different scopes. View a static, sortable table that displays rows of data in a Custom report by creating a Flat Table. Custom Reports in Google Analytics let you use multiple dimensions together in the same report, create a report with Custom Metrics, and use a Custom Dimension as a primary dimension.

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