Accelerate Lesson 12 ADVANCED DIGITAL ANALYTICS

Transcription

1 Accelerate Lesson 12 ADVANCED DIGITAL ANALYTICS On completion of this lesson you should: Understand the importance of adding conversion tracking pixels to your website to track the effectiveness of your campaign Be aware of Google Tag Manager Be aware of Facebook conversion pixels Know how to schedule reports from Google Analytics Understand what attributions are In this lesson, as with many lessons in the Accelerate program, we are going to assume a certain level of knowledge for this lesson, and presume that you already have Google Analytics and Google Webmaster Tools tracking installed on your website, and already have a basic understanding of Google Analytics. If you haven t got these key things in place, we suggest you participate in the following modules from the Get up To Speed program: Analysing Your Website Stats WHAT IS DIGITAL ANALYTICS? Digital analytics is a combination of web analytics, marketing campaign measurements, data visualization and social media metrics and is a key part of data analysis that needs to be performed as part of a digital marketing campaign. Exploring it both during and post a digital marketing campaign helps you to understand what is working and what is not, and therefore what to do differently/better in the future.

2 As we discussed in the very first lesson, one of the most important steps of mobilising a successful digital marketing campaign is determining what your ultimate business objectives or outcomes are and how you expect to measure those outcomes. Measuring your digital analytics should therefore be aimed at measuring the objectives and outcomes you set out to achieve for yourself or your client. It s important to note that you can sometimes achieve objectives that you did not set out to achieve as a bonus byproduct of a given campaign. It s therefore good to know what to look out for to highlight these successes as part of your post campaign reporting. Measure the outcomes of your advertising and marketing campaigns In order to measure the effectiveness of your digital marketing campaign, you ll need to ensure you have the appropriate conversion tracking in place prior to commencing the campaign. The most important conversion tracking systems are as follows: 1. Having Google Analytics successfully configured on your website We cover how to do this in Lesson 12 Google Analytics Get up To Speed program. 2. Have Goals in Google Analytics successfully configured on your website We cover how to do this in Lesson 12 Google Analytics Get up To Speed program. 3. If you are selling items on your website, have ecommerce conversion tracking in Google Analytics successfully configured on your website We cover how to do this in Lesson 12 Google Analytics Get up To Speed program 4. Facebook conversion If you are doing Facebook posts or advertising as part of your digital marketing campaign, you should place a conversion pixel on your website so you'll know exactly which ads led to your conversions. With the optimization tool, you can also use pixels to help Facebook find the people most likely to take the actions you want on your website and show ads only to them. Follow these four steps to get started:

3 Create a pixel 2. Install your pixel and check that it's 3. Add your pixel to an working ad For more information on creating and installing Facebook conversion pixels see this page: 4. Check your ad success Google Tag Manager As you can see above, you ll quickly end up with a lot of different tracking codes on your website between Google Analytics, goals, ecommerce tracking and conversion pixels from Facebook. Google Tag Manager allows you to quickly and easily update these from the one location. This reduces errors, frees you from having to involve a web developer, and allows you to quickly deploy new features or content onto your site. Google Tag Manager works via its own container tag that you place on all your website pages. The container tag replaces all other tags on your site, including tags from AdWords, Google Analytics, Floodlight, and 3rd party tags. (See a list of supported tags.) Once the Google Tag Manager container tag has been added to your site, you update, add, and administer additional tags right from the Google Tag Manager web application. Watch this short video on Google Tag Manager: To find out more about getting started with Google Tag Manager go to: If you re super keen you can sign up for Analytics Academy: Google Tag Manager Fundamentals. In this self-paced course, you ll learn how Tag Manager can simplify the tag implementation and management process for marketers, analysts, and developers.

4 So what did you set as your objectives Back in Lesson 1 we challenged you to consider what your main goals or objectives for the campaign are. We outlined that these will often be a combination of: Financial metrics Whether you are gunning for sales as part of the campaign Marketing metrics Whether you are gunning for an increased database for the campaign? Conversion metrics Whether you are gunning fo leads/enquiries/client acquisition as part of the campaign? Web metrics Whether you are gunning for increased website traffic, longer site time, more page views etc as part of the campaign? Social metrics Whether you are gunning for an increased online community, more engagement, more people talking about or sharing your messages i.e. the viral effect. Revisit your Digital Assets reporting spreadsheet and confirm what metrics you will track in the campaign and/or report on your results to date. Watch these short videos on accessing some of the more advanced Google Analytics stats which may be metrics you'd like to measure in regards to the success of your campaign. Custom dashboards & reports Custom dashboards & reports help you simplify the reporting process and improve your Google Analytics workflow. A custom report simply allows you to customise the metrics and dimensions you see in a report. Custom reports are powerful as you can identify all of the data you are seeking out to report on in one simple place. Watch this video to find out more on custom reports: Key metrics & dimensions Behaviour reports Ecommerce reports Understanding Attribution

5 When it comes to measuring the success of a digital marketing campaign, attribution is an important statistic too. Attribution is assigning credit for a conversion. If you compare it to basketball, sure you keep a record of the goals scored, but you also record the assists, or the passes that lead to that final goal. An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. For example, the Last Interaction model in Google Analytics assigns 100% credit to the final touchpoints (i.e., clicks) that immediately precede sales or conversions. In contrast, the First Interaction model assigns 100% credit to touchpoints that initiate conversion paths. You can use the Model Comparison Tool to compare how different attribution models impact the valuation of your marketing channels. In the tool, the calculated Conversion Value (and the number of conversions) for each of your marketing channels will vary according to the attribution model used. A channel that predominantly initiates conversion paths will have a higher Conversion Value according to the First Interaction attribution model than it would according to the Last Interaction attribution model. Attribution modeling example A customer finds your site by clicking one of your AdWords ads. She returns one week later by clicking over from a social network. That same day, she comes back a third time via one of your campaigns, and a few hours later, she returns again directly and makes a purchase.

6 In the Last Interaction attribution model, the last touchpoint in this case, the Direct channel would receive 100% of the credit for the sale. In the Last Non-Direct Click attribution model, all direct traffic is ignored, and 100% of the credit for the sale goes to the last channel that the customer clicked through from before converting in this case, the channel. In the Last AdWords Click attribution model, the last AdWords click in this case, the first and only click to the Paid Search channel would receive 100% of the credit for the sale. In the First Interaction attribution model, the first touchpoint in this case, the Paid Search channel would receive 100% of the credit for the sale. In the Linear attribution model, each touchpoint in the conversion path in this case the Paid Search, Social Network, , and Direct channels would share equal credit (25% each) for the sale. In the Time Decay attribution model, the touchpoints closest in time to the sale or conversion get most of the credit. In this particular sale, the Direct and channels would receive the most credit because the customer interacted with them within a few hours of conversion. The Social Network channel would receive less credit than either the Direct or channels. Since the Paid Search interaction occurred one week earlier, this channel would receive significantly less credit. In the Position Based attribution model, 40% credit is assigned to each the first and last interaction, and the remaining 20% credit is distributed evenly to the middle interactions. In this example, the Paid Search and Direct channels would each receive 40% credit, while the Social Network and channels would each receive 10% credit. Find out more about attribution from this video: Read more about attribution here. Reporting

7 Being able to report on your campaign performance, whether it is for yourself or back to your clients in a timely fashion is very important. Once you have set up Google Analytics and the necessary Goal & ecommerce tracking you can set it to send scheduled reports on a set frequency i.e. weekly or monthly. To schedule a report in Google, go to the dashboard or view you d like to be sent to you as a report on a set frequency, then under Overview at the top of the page click on . Then add any addresses to which you d like the report sent. Choose the format in which you d like to receive your reports. The two most common report formats are: PDF: This will look just the report screen in Analytics. It is an uneditable document, accessible by any machine with Adobe Acrobat. CSV: This will be a spreadsheet with the report data. It is an editable document, accessible by any machine with Excel.

8 Select a Date Range/Schedule of Monthly, in order to have one month s worth of data on hand. Check Include date comparison if you want to have this report s data compared to a previous month in the report you receive. This is good for tracking changes and growth, but is not required to answer your quarterly analytics survey. Click Schedule. Want more resources for Google Analytics? Check out the following: 1. Google Analytics Reports Central Provides how tos and troubleshooting for using reports in Analytics Google Analytics Help Centre Analytics specific questions 3. Google Analytics Blog

9 Latest news tips and resources from the Google Analytics team 4. Analytics User Forum Tips, tricks, experience, advice and bulletin board for questions between Analytics users. Tools the pros use for digital analytic reporting There are many out there great tools out there which the pros use to manage multiple digital marketing campaigns at any one time. They vary in cost and features. Evaluate their suitability to your needs. Agency Analytics agencyanalytics.com Ninja Cat - RavenTools raventools.com Advanced Web Ranking - Going Up - ESSENTIAL EXERCISE: If you have not already completed the questions below, or the digital assets template, do so now. Copy and paste all the questions below into a Word or Google Doc. Answer all questions pertaining to your planned emarketing campaign and it to us on learn@thetrainingcollective.com.au to evaluate. Objectives of the emarketing campaign How does this emarketing campaign fit into the wider digital marketing campaign? Who is the target market for the emarketing campaign? What day/s will you send the proposed emarketing campaign and why? What time/s will you send the proposed emarketing campaign and why? Please copy and paste your proposed headline + body copy for the campaign below. What images will you use for the proposed emarketing communication? Where will you source these images? Who will prepare the images? What copy will you use for the proposed emarketing communication? Who will prepare the copy? What call to action/s will you use in the emarketing campaign and why?

10 How will you measure how effective the emarketing campaign has been? Specify some key stats you plan to measure and where you will source these stats them? Provide a screen shot or a sample of digital assets you have prepared as part of this campaign to show evidence of your learning.