>> VIJ: My name is Ashish Vij. I'm a product specialist in online sales. I also go by Ash
which is why some of you know me as such. Might make more sense later on. And let's
talk about Analytics. So before we jump into it, I want to preface everything as one main
point which is these slides aren't going to help you. Most of the presentations you're
going to see probably aren't going to help you with the Analytics. You can't learn Analytics
by looking at slides and pictures. You have to login. Now you'd be surprised as to how
many clients I work with have never logged in their Analytics account before. We'll get
into that in a moment as well. We'll talk about a few things here. So why Analytics?
Why should anyone be using any Analytics products? Integrating the two and by the two I mean
AdWords and Analytics together; identifying useful reports, so everyone kind of pick up
with that one, that's going to be a good one; resources, talking about next sessions and
what to expect out of the conference; and finally, we'll use some time for some Q&A.
Sound good? All right. So let's talk about why Analytics, why anyone should actually
use an Analytics product. Go. Someone tell me who uses Analytics and why they use it.
Give me a one liner. That's fine, seal it out there.
>> Track your--track our performance. >> VIJ: Say again?
>> Track your performance. >> VIJ: Track your performance, perfect. I
hated being called on so I wasn't going to do it, but thank you. Thank you for that.
That's absolutely right. You can actually use any of these phrases. Take the guessing
out of the equation, close the loop, answer the unknowns, realize the ROI, all of that
is valid. The fact is you're making an investment by taking your business online. You're making
an investment with a product like Adwords. You're spending a lot of money. Why wouldn't
you want to know where that money is going to? At the last conference I attended, a client
approached me with the following analogy--and take this for what it's worth--if you loaned
your buddy ten grand to start a frozen yogurt stand in Minnesota, you might want to check
up on him every now and then. So consider Analytics your frozen yogurt auditing system.
It makes no sense, but it kind of does. You wouldn't throw away money for absolutely no
reason. This is why you need a product like Analytics. So what should you do with something
like this? Well, there's three main steps: conceptualize, implement, and analyze. You'd
be surprised as to how many people get one, two, but never all three of these down. First
of all, you have to kind of figure out what exactly are you trying to get out of the product.
What's going on in your website? What do you need a help on? Just by saying, "I need to
improve my ROI," probably isn't enough. Let's get as specific as possible before we start
doing tests and analyzing stuff. After you figure out what it is that you want to change,
implement it. Have the resources behind it to actually make quick changes. And finally,
analyze. That's where we come in. Fair enough? All right. So, integrating the two. I did
want to break this out and do its own section because it's absolutely that important. Over
three quarters of all the support requests we get at Google for Analytics can be solved
with simple implementation troubleshooting. So let's walk through it really quickly and
we can talk about it again during Q&A and, of course, after the session, I'll be in the
back of the room as well. But as simple and innocuous as it's going to look, it is really
that important. So Analytics and AdWords have come together. It is a beautiful relationship.
However, there are certain things you have to do to make this work and we'll going to
that right now. Three main portions here: auto-tagging, linking, and cost data. These
three sound familiar to anybody so far? All right. We'll walk into them. So, linking,
what does linking mean? Linking simply means enabling the Analytics front end to show through
the AdWords interface. Does that make sense? All right. If you link your accounts together,
then you can access Analytics with this full functionality through AdWords, all right?
If you have an MCC, and I'm sure a few of you--do you use MCC level accounts? Do not
link an Analytics account to the MCC parent's account. What you're going to want to do--and
this is the most ideal setup and trust me on this; it will be a whole a lot easier for
everybody--is create an Analytics account by the following process, which I'll go into
in a moment, for every single individual child account. The way it works is once you actually
login to AdWords, click on the Analytics tab and there's a pretty intuitive wizard that
tells you how to actually link the accounts together. As long as the administrator asks--email
address is present on both Analytics and AdWords together, the accounts will see each other,
it's a matter of two clicks and the accounts are then linked. Any questions on that so
far? Okay. So like I said, for MCCs, you're going to want to create one for every single
child account. Do not link it to the actually MCC parent account because as you guys know,
that account is used to manage the rest of the child accounts anyways. If you actually
do it with a child account method, it'll be as easy as logging into your child account
through the MCC if you want to and clicking on the Analytics tab from there going forward.
Okay. Auto-tagging, this is going to be in your AdWords account settings. Auto-tagging
is going to append a lot of information to your destination URLs. Some of you look concerned.
This will not break your links, I guarantee you that. What's going to happen is it will
look like that. Can everyone see that on the bottom? All right. We're going to add the
G click or the Google click ID which is going to give us the appropriate information to
port your AdWords data into Analytics. That's step two. Step three, the cost data. This
is what you guys actually want. This is what's going to give the Analytics the cost of the
clicks and how much money you're actually spending on AdWords to bring into Analytics
as well. You'll see why this is important later on. So this does gives us the actual
values for ROI and CPC. If you're not able to get your AdWords data showing correctly
in Analytics, most likely, it's one of those three problems. Any questions so far? Okay,
so remember, link the accounts, auto-tag, and import the cost data. If you ever need
help with any of those, write into normal Google support. We can all help you out with
that as well. Okay. So useful reports, a quick caveat, this is by no means comprehensive.
I pulled out maybe four or five, just the ones I like the most, but there's a whole
lot more in both products they don't want to poke around and learn how to use. So there
are some reports in AdWords that do match it quite well with some reports in Analytics.
It does take a little finesse and to actually understand what the data means, but the data
is, in fact, all there. Let's walk through a couple examples here. So search query report,
who actually uses this report right now? Anyone wrote one before? Perfect. What it does is
it shows you the searches that triggered your ads. Okay, it's good to find new keywords
and new opportunities for advertising that exists in AdWords in the report center. On
the opposite side, if you combine that with the keyword report in Analytics, you could
find out paid and non-paid traffic coming to your website across all channels. That
includes Yahoo! and MSN and other paid platforms that you may be running on as well. Okay.
Placement performance report. Everyone familiar with this one? Vaguely. Good. Good. It gives
you a lot of visibility as to where your ads are appearing on the content network. And
I've heard so far from this conference a lot of people are concerned about the content
network and trying to figure out more information as to what's going on there too. So it does
give youinformation by domain URL as to where the ads do appear; cost per conversion, conversion
rate, a lot of cool stuff like that. And you can combine that with the referring sites
report in Analytics which shows you, once again, an aggregate form of all referring
sites coming to your website. Great for identifying new trends, possibly maybe even targeting
a brand new website that's sending you good, qualified traffic and converting well. That
makes sense? Good. We are flying through this, so by all means, if you have questions, raise
your hand and stop me. Yes? >> Where was auto-tagging again?
>> VIJ: Auto-tagging is going to be in your My Account Settings in AdWords.
>> In AdWords? >> VIJ: In AdWords.
>> All right. >> VIJ: Correct. And the cost data--that's
a great question. Cost data is going to be in Analytics under your Edit Profile settings.
Great. Search engine report, of course, this is why we're all here. It is incredible for
segmenting traffic from paid--and right now, it's actually cross-segmented by keyword which
you can see right there--and of course, non-paid traffic as well. Pretty intuitive. Gives you
the overall data from both organic and CPC platforms. Now, to actually make this work
well, let me give you a little tip which is something that people don't really know about
it just yet. You're going to have to tag your other platforms. So, obviously, being Google
and being that our systems are all in-house, we enabled the auto-tagging functionality
for AdWords to bring data into Analytics. Now for stuff like Yahoo! and MSN and Ask
and so forth, you're going to have build your own URLs. We have a tool called "URL Builder."
Do a Google search for that, it should be the very first result. What it does is it
allows you to input all this stuff right here. So the campaign source, Yahoo! medium being
PPC or CPC, the term, the name, et cetera, et cetera. And what it does is it gives you
a link like this, all right? What this does is it gives Analytics the proper information
from a campaign coming from Yahoo! the exact same way that we're pulling the information
from AdWords. Okay, that is called URL Builder. Do a quick search for it; it should be at
the top. All right. Bounce rate, who knows what a bounce rate is? Mike, do you want to
define it for me? >> Yeah. Isn't that the [INDISTINCT] page?
>> VIJ: That's exactly it. So it defines the percentage of single page visits in which
the person left your site from the actual landing page or any other page so. They want
to hit--they hit one page and then they left. Probably means that your site is not all that
enticing. So, very, very important metric and in fact, a lot of our evangelists and
industry leaders say that it's often neglected. This tells you how good your content is actually
is. You have the best ad in the world but if your site content is not compelling, you're
not going to convert. Yes? >> Yeah, what's the difference between bounce
rate and exit rate [INDISTINCT]? >> VIJ: Say again?
>> The difference between bounce rate and exit rate?
>> VIJ: On the same page? >> On the same page.
>> VIJ: So exit rate can mean that they left the page to actually go to another page. Bounce
rate means they actually left that page and then go to any other page in your website.
>> So exit mean they actually left you to go somewhere else?
>> VIJ: Correct. All right. So very, very important metric. And this actually is a screenshot
from an account that we worked with. Unfortunately, we can't really reveal which one it is, but
it is real data, so trust me on this. If you take a look at the blue shaded region, you
notice that the bounce rate--and you can't really see this too well--hovering around
60%. Now we have people talk about what is a good bounce rate; 60 is a bit high. That
means most of the people are coming to your page and leaving right away. So this type
of report lets you identify where those problem areas are and literally, within a period of
three weeks, bounce rates shot down to about 30%, 35%. All right? Now the Analytics evangelists,
Avinash Kaushik, I'm sure you've--a few of you have actually heard of him as well, has
said that it's very, very hard to get a bounce rate under 20%. Around 35% to 40% is decent.
That's--you're doing fine. Anything over 50 is pretty worrying. So pay close attention
to this report. All right. Of course, this brings us to the AdWords reporting. So, like
I said, if you actually do those first three steps, we are going to be able to bring in
the appropriate content into Analytics. So you can find this report from Traffic Sources
and click on the AdWords dropdown that shows you AdWords campaigns and keywords positions
and various other AdWords ways of reporting. If you click on the clicks tab, let me show
you what each one of those little modules I told you to make sure were done properly
actually does. The part that's actually in blue is the data we get from auto-tagging.
This shows you actual traffic, so impressions, clicks, overall cost, click-through rate,
all the fun stuff too. The orange part is what you're going to love, which is going
to be what comes in from adding the cost data. This is what gives us or actually gives you,
rather, the ROI data and to actually let you know how much you're making from your traffic
sources. Absolutely crucial to get those first three done right. Another fun report, one
of my favorites, is the geographical section. Oftentimes, people do identify new visitors
that they never would've thought would have be--would actually be buying. There's a company
I worked with a while ago called OLighting. They're out of New York, they do custom lighting
solutions and so forth. They realized that they're actually getting a lot of sales from
a certain region in L.A. having ads targeted towards that particular region and, of course,
it can always increase sales as well. The geographical map overlay report does get as
granular as city. So by using that type of information and knowing where your visitors
are, in fact, coming from, you can create a new campaign in AdWords and target the appropriate
region. That makes sense? Good. Okay, so there are a lot more tips and tricks that we have
for Analytics and AdWords together. Like I said, I did not pull out all of them for the
sake of time. However, I am happy to send you guys the overall list if you drop me your
business card in your way out. Let's talk about it a little bit more and we'll get you
going in some better uses for Analytics and AdWords together. Key takeaways, once again,
implementation is key. You cannot make good decisions off of bad data. Get this right
in the very, very beginning; you'll be happy later on. Of course, we're happy to check
and make sure that everything is set-up correctly. Goals and Ecommerce; goals are defined as
a desired action on your website. You can track up to four desired actions on your website;
could be actual transaction, could be a newsletter sign up, could even be a click on a button
or a link. Like I said, it's up to four right now per profile. We are working on raising
that limit as well. Those in the Ecommerce set-up, especially if you're an Ecommerce
retailer, are going to be key. You can actually cross-segment pretty much any report in Analytics
by those two metrics. So if you actually want to see how many people from Sarasota are actually
bringing you money, you can do that as long you have those things set-up as well. And
finally, log-in. How many of you have actually logged in the Analytics once in the past 30
days? All right. Make it part of your morning routine, grab a coffee, look at one report
for five minutes. I guarantee you, it's going to help. You cannot learn Analytics until
you actually play with it. All right? Excellent. So, some resources, these are the ones that
we actually use every single day, if not hour, at Google. So write this down and, of course,
we can also include them in an email going out to you guys later on as well. So, who
knows who Avinash Kaushik is? Sorry. Who doesn't know who he is? All right. He is our Analytics
evangelist. He's also the industry leader. He runs one of the best web Analytics blogs
out there. In fact, I daresay the best web Analytics blog out there. And despite what
people say, he is not my father nor are we related. We happen to look relatively alike.
We're not in the same room at the same time. We're two different people. His blog is called
Occam's Razor. The link is right up there. All right, Justin Cutroni, EpikOne. EpikOne
is a company that is an Analytics authorized consultant. They work with us quite well.
They offered paid support for Analytics and custom implementations. Justin also runs an
excellent blog especially for tweaking the data every now and then. There's plenty of
tips and tricks out there. We love it. We read it every single day. Google Analytics
Blog, you keep that one in mind for public announcements and stuff that. We do update
it quite frequently and, yes, definitely a good resource there too, along with the Conversion
University. Those of you who were at SES New York, might have seen the Conversion University
flyers and so forth. We do hold events every now and then to actually help optimize your
entire website, your entire presence by using Analytics. We have all those on video on that
website along with case studies, along with more tips and tricks. Finally, Site Scan GA.
Anyone ever heard of that before? Good. Okay. Very, very glad. This is brand new. This is
the site developed by EpikOne, Justin's company. Essentially, it will crawl your site and look
for code implementation errors. So, fantastic first step, you guys tag your sites with Analytics
and do anything with it. Run it through this site. It is a free service. It will scan your
site and give you report as to where the possible errors are in your actual implementation.
And finally, you. Log-in, play with it, you'll love it. I'll leave it up for a second. And
while you guys are writing, also Avinash, who is actually speaking tomorrow and I'll
talk about that in a moment, has a fantastic book called "Web Analytics an Hour a Day."
This is pretty much the Analytics bible to us at this point. It has a lot of exercises
in it too, but it changes the way you think about web Analytics in general. Definitely
pick this up and, in fact, there might be even copies floating around when he is here
tomorrow. Everyone okay with this slide? All right. More information on pretty much everything.
Analytics and Website Optimizer, noon tomorrow, 3:15 to 4:15, if you guys can swing it. It
is the last day of the conference but like I said, the Analytics evangelist himself will
be speaking here. Definitely show up for that if you can and ask him about his book. If
you become good friends with him, he might even give you one for free. Finally, we launched
Urchin 6 today. Who heard about this? Yes, 9:30 this morning. Urchin 6 is the enterprise
version of the Analytics software. Those of you who might have remembered when Urchin
was still it's own company, they had two different versions of "Analytics software," one of them
being Urchin and Urchin on Demand. Urchin on Demand is the hosted web Analytics service
that we--that we made into Google Analytics and Urchin 6 was the enterprise level software
version that ran based on blog files, and so forth. So, Urchin was re-released. We launched
it today. There are actually a lot of flyers in the back, so pick one up. We have an encore
session for that announcement tomorrow at noon, so if you're up for that; definitely
come by. And like I said, we went to that fairly quickly but that's all I have for you
now. Any questions? Yes. All right. So the question was you have a whole set of administrators
on Analytics as well as a lot of people on AdWords and at times they may overlap, correct?
>> Correct. >> VIJ: And you're wondering, do the administrators
in Analytics always see all the data from AdWords. Okay. So, by default, an administrator
who has--the person who has admin access in Analytics sees all the profiles and all the
data throughout the entire account. There is admin, there's also user access. If you
want to restrict someone to seeing only one profile in Analytics, you give them user access.
Now if you want your AdWords data only applied to certain profiles, getting even more fancy
after that, you can contact us and we can arrange that for you too. Did that answer
your question? >> So we would have to contact you for the--to
link it with the profile? >> VIJ: Yes. Yes. Or we can even talk about
after the session as well. So, it's doable. >> Okay.
>> VIJ: Okay? Yes. >> How accurate is the geographic data like,
for example, like anybody, you know, using it, they were out, you know, the location
is... >> VIJ: Virginia?
>> Correct. >> VIJ: Right, right.
>> So, how accurate is the geographic data [INDISTINCT]?
>> VIJ: It is based on IP. It's the exact same as the AdWords geographical location
data. >> So, if I, [INDISTINCT], we see it from
Virginia or [INDISTINCT]? >> VIJ: You can see it from Virginia. Yes.
We're all working on changing that but that's how it is that as well. Yes.
>> Seeing the geographic data for Canada's [INDISTINCT].
>> VIJ: I'm sorry? >> Geographic data for Canada?
>> VIJ: We do. Yes. >> Down at the city level?
>> VIJ: Down at the city level. We're working on getting it as refined as ZIP code eventually,
but right now it's at city level. Any other questions? All right, I'll be in the back,
but thank you.