google谷歌模板课件

GoogleUniversityGoogleAnalyticsandWebsiteOptimiserDyanaNajdi,CustomerAnalyticsManager,EMEALeeHunter,ProductMarketingManager1AgendaTopicstobecoveredinthissession:IntroductiontoWebAnalyticsTheGoogleAnalyticsUserInterfaceKeyReportsinGoogleAnalyticsAccountstructureandlinkingWebsiteOptimiserWhoisthisGoogleUniversityfor?ThissessionisaimedatpeoplefamiliarwithSearchEngineMarketingwhowanttolearnabouthowtotakeonlinemarketingtothenextlevelusingGoogleAnalyticsandWebsiteOptimiserForareasnotcoveredinthispresentationpleasevisitoutGoogleBoothintheexhibitionareaforquestions2WhatisWebAnalytics?Find• UniqueCalltoactionNavigate2SuccessOnline1Online-SuccessTobesuccessfulonthewebYouneedWebAnalytics!

•AndotherOnlineMarketingactivities• Sale,Lead,Branding,etc.Convert3Demonstratehowvisitorsfindyourwebsite,howtheynavigateandiftheyconvert3TheWebAnalyticsProcess3.Analyse:Staff2.Measure:WebAnalytics1.AcquireAcquire,Measure,Analyse,Test4.Test:A/Bandmulti-variatetesting4WebAnalyticsaddressesoneofthemostcommonbusinessissueswhichcompaniesfaceInterpretingtheresultsDevelopingtheanalyticalmodelsFormingthehypothesis3%12%9%24%PullingtogetherthedataActingonthefindings53%Source:ForresterResearch2005Whatisthemostdifficultaspectofanalyticsforyourcompany?5WhatisGoogleAnalytics?

Free,hostedwebanalyticsservicethatenableswebsiteownersandmarketerstobetterunderstandandinfluencevisitorbehaviorandgenerateahigherROIonmarketinginitiatives.KeyBenefitsMeasureandevaluateROIonyourmarketingeffortsEvaluatevisitornavigationtoidentifysiteimprovementsTracke-commercemetricssuchasrevenue,cost,andconversionratesViewover80+reports

OnlineDownloadEmail6HowGAworks7HowGoogleAnalyticsWorks2)Pageviewdatacollected1)Cookiesset/reset3)Reportsupdatedhourly83stepstosetupa

GoogleAnalyticsAccount9SettingUpGoogleAnalyticsStep1–SignupVisittosignupforaGoogleAccountIfyou’reanAdWordsuser,youcanlogintoyourAdWordsaccountandclickontheAnalyticstab10SettingUpGoogleAnalyticsStep2–EnteryourWebsite'sURL.Makesuretoselecteitherhttp://orhttps://

(ifyouaretrackingasecurewebsite)

fromthedrop-downlist.EnteratitleforthisaccountintheAccountNamefield.11SettingUpGoogleAnalyticsStep3–Addthetrackingcodetoyourpages.GoogleAnalyticsonlytrackspagesthatcontaintheGoogleAnalyticstrackingcode.You'llneedtoaddthiscodetoeachpageofyoursite.Yourtrackingcodecanbecopiedandpastedfromthetextboxinthe“Instructionsforaddingtracking”section12UserInterface13InitialScreenConfigurationMyAnalyticsAccountsAccessControlFilterConfigurationReportViewProfiles14UnderstandingtheUI15ReportStructure5MainCategories:Visitors -Visitorinformationsuchasloyalty,language,andlocation2.

TrafficSources -NaturalandpaidsourcesoftrafficContent -PageviewinformationGoals-ConversionratesandgoalpathsE-commerce-Commercetracking,visitorloyalty,revenuesources,andproduct-specificinformation.16Calendar17DataOverTime18Exporting19EmailReports20ReportViews21GoogleAnalyticsKeyReports22GeoOverlayReportHelpregionaliseofflineadvertisingcampaignsTopContentReportMostviewedpagesKeystatsforeachpageDrill-downformoredetailSiteSearchReportWhatarepeoplelookingforonyoursite?FacilitateseditorialdecisionmakingDrivesearchmarketingstrategyMarketResearchonproductsindemandGoalReportingAwebsitepageviewedbythevisitoroncetheyhavecompletedadesiredactionExamplesofgoalpages:RegistrationconfirmationpageAddtoshoppingcartCartcompletion(proceedtocheckout)“Thankyouforpurchasing”pageFunnelAnalysisSource:GoogleaccountIdentifybottleneckstoconversionPinpointwherevisitorsleavethefunnelandfindoutwheretheygoDefinednavigationpathrequiredinordertoreachagoalAdwordsIntegrationAutomaticallyimportAdWordscostdataInstantviewofROIonAdWordsspendIdentifybest/worstperformingkeywordsKeywordAnalysis29Accountstructureandlinking30ProfilesinGA–SameWebpropertiesClientAccount()ProfileBFilter3e.g.ShowonlyUKvisitsG1G2G3G4ProfileAFilter1Filter2e.g.filteroutinternalstaffvisitse.g.filteroutallUSvisitorsG1G2G3G431ProfilesinGA–UnfilteredProalldataClientAccount()ProfileCG1G2G3G4Proalldata32ProfilesinGA–DifferentsWebpropertiesClientAccount(&)ProfileAProfileBFilter1Filter1e.g.ShowonlyUSvisitorse.g.ShowonlyFrvisitorsG1G2G3G4G1G2G3G433WebsiteOptimizer34TheWebAnalyticsProcess3.Analyse:Staff2.Measure:WebAnalytics1.AcquireAcquire,Measure,Analyse,Test4.Test:A/Bandmulti-variatetesting35Multivariatetests36??Multivariatetests37ResultsintheAdWords-Account[Benefit3/Usage3Description]

forthestandaloneversion38WebsiteOptimizerCaseStudyTheGoal:BCFinancewantedtorevamptheirwebsitetoachieveMoreuser-friendlynavigationReducedconversioncostsBettercustomerloyaltyTheMethodology–BCFinancetested24homepagecombinationsHomepagesplitintoeightdistinctsectionsEachsectiontestedwithtwoorthreevariationsEachtestlastedbetweentwotothreeweeksTheresults–15%increaseinconversionratesBounceratedecreasedby10%Durationofvisitsincreasedby30%“Thedarkageofweboptimisationisover,”HubertBarreaud,responsibleforrankings