google谷歌模板课件.ppt

1、Google Confidential and Proprietary1Google UniversityGoogle Analytics and Website OptimiserDyana Najdi,Customer Analytics Manager,EMEALee Hunter,Product Marketing ManagerGoogle Confidential and Proprietary2AgendaTopics to be covered in this session:Introduction to Web Analytics The Google Analytics

2、User Interface Key Reports in Google Analytics Account structure and linking Website OptimiserWho is this Google University for?This session is aimed at people familiar with Search Engine Marketing who want to learn about how to take online marketing to the next level using Google Analytics and Webs

3、ite OptimiserFor areas not covered in this presentation please visit out Google Booth in the exhibition area for questionsGoogle Confidential and Proprietary3What is Web Analytics?Find Unique Call to actionNavigate2Success Online 1Online-SuccessTo be successful on the webYou need Web Analytics!And o

4、ther Online Marketing activities Sale,Lead,Branding,etc.Convert3Demonstrate how visitors find your website,how they navigate and if they convertGoogle Confidential and Proprietary4The Web Analytics Process3.Analyse:Staff2.Measure:Web Analytics1.AcquireAcquire,Measure,Analyse,Test4.Test:A/B and multi

5、-variate testingGoogle Confidential and Proprietary5Web Analytics addresses one of the most common business issues which companies faceInterpreting the resultsDeveloping the analytical modelsForming the hypothesis3%12%9%24%Pulling together the dataActing on the findings53%Source:Forrester Research 2

6、005What is the most difficult aspect of analytics for your company?Google Confidential and Proprietary6What is Google Analytics?Free,hosted web analytics service that enables web site owners and marketers to better understand and influence visitor behavior and generate a higher ROI on marketing init

7、iatives.Key BenefitsMeasure and evaluate ROI on your marketing effortsEvaluate visitor navigation to identify site improvementsTrack e-commerce metrics such as revenue,cost,and conversion ratesView over 80+reports OnlineDownloadEmailGoogle Confidential and Proprietary7How GA worksGoogle Confidential

8、 and Proprietary8How Google Analytics Works2)Pageviewdata collected1)Cookies set/reset3)Reports updated hourlyGoogle Confidential and Proprietary93 steps to set up a Google Analytics Account10Setting Up Google AnalyticsStep 1 Sign up Visit to sign up for a Google Account If youre an AdWords user,you

9、 can log into your AdWords account and click on the Analytics tab11Setting Up Google AnalyticsStep 2 Enter your Websites URL.Make sure to select either http:/or https:/(if you are tracking a secure website)from the drop-down list.Enter a title for this account in the Account Name field.12Setting Up

10、Google AnalyticsStep 3 Add the tracking code to your pages.Google Analytics only tracks pages that contain the Google Analytics tracking code.Youll need to add this code to each page of your site.Your tracking code can be copied and pasted from the text box in the“Instructions for adding tracking”se

11、ctionGoogle Confidential and Proprietary13User InterfaceGoogle Confidential and Proprietary14Initial ScreenConfigurationMy Analytics AccountsAccess ControlFilter ConfigurationReport ViewProfilesGoogle Confidential and Proprietary15Understanding the UIGoogle Confidential and Proprietary16Report Struc

12、ture5 Main Categories:Visitors-Visitor information such as loyalty,language,and location2.Traffic Sources-Natural and paid sources of trafficContent-Pageview informationGoals-Conversion rates and goal pathsE-commerce-Commerce tracking,visitor loyalty,revenue sources,and product-specific information.

13、Google Confidential and Proprietary17CalendarGoogle Confidential and Proprietary18Data Over TimeGoogle Confidential and Proprietary19ExportingGoogle Confidential and Proprietary20Email ReportsGoogle Confidential and Proprietary21Report ViewsGoogle Confidential and Proprietary22Google Analytics Key R

14、eportsGoogle Confidential and ProprietaryGeo Overlay ReportHelp regionalise offline advertising campaignsGoogle Confidential and ProprietaryTop Content ReportMost viewed pagesKey stats for each pageDrill-down for more detailGoogle Confidential and ProprietarySite Search ReportWhat are people looking

15、 for on your site?Facilitates editorial decision makingDrive search marketing strategyMarket Research on products in demandGoogle Confidential and ProprietaryGoal ReportingA website page viewed by the visitor once they have completed a desired actionExamples of goal pages:-Registration confirmation

16、page-Add to shopping cart-Cart completion(proceed to checkout)-“Thank you for purchasing”pageGoogle Confidential and ProprietaryFunnel AnalysisSource:Google accountIdentify bottlenecks to conversionPinpoint where visitors leave the funnel and find out where they goDefined navigation path required in

17、 order to reach a goalGoogle Confidential and ProprietaryAdwords IntegrationAutomatically import AdWords cost dataInstant view of ROI on AdWords spendIdentify best/worst performing keywordsGoogle Confidential and Proprietary29Keyword AnalysisGoogle Confidential and Proprietary30Account structure and

18、 linkingGoogle Confidential and Proprietary31Profiles in GA Same Web propertiesClient Account()Profile BFilter 3e.g.Show only UK visitsG1G2G3G4Profile AFilter 1Filter 2e.g.filter outinternal staff visitse.g.filter out allUS visitorsG1G2G3G4Google Confidential and Proprietary32Profiles in GA Unfilter

19、ed Pro all dataClient Account()Profile CG1G2G3G4Pro all dataGoogle Confidential and Proprietary33Profiles in GA Differents Web propertiesClient Account(&)Profile AProfile BFilter 1Filter 1e.g.Show onlyUS visitorse.g.Show only Fr visitorsG1G2G3G4G1G2G3G4Google Confidential and Proprietary34Website Op

20、timizerGoogle Confidential and Proprietary35The Web Analytics Process3.Analyse:Staff2.Measure:Web Analytics1.AcquireAcquire,Measure,Analyse,Test4.Test:A/B and multi-variate testingGoogle Confidential and Proprietary36Multivariate testsGoogle Confidential and Proprietary37?Multivariate testsGoogle Co

21、nfidential and Proprietary38Results in the AdWords-AccountBenefit 3/Usage 3 Descriptionfor the standalone versionGoogle Confidential and Proprietary39Website Optimizer Case StudyThe Goal:BC Finance wanted to revamp their website to achieve More user-friendly navigation Reduced conversion costs Bette

22、r customer loyaltyThe Methodology BC Finance tested 24 homepage combinations Homepage split into eight distinct sections Each section tested with two or three variations Each test lasted between two to three weeksThe results 15%increase in conversion rates Bounce rate decreased by 10%Duration of vis

23、its increased by 30%“The dark age of web optimisation is over,”Hubert Barreaud,responsible for rankings at BC Finance Google Confidential and Proprietary404 Top TakeawaysGoogle Confidential and Proprietary41Top 4 Take aways1Use Web Analytics to help Acquire,Measure,Analyse and Test to improve your o

24、nline presence2Set up your account and structure using Profiles and Filters3Manage accesses and involve relevant stakeholders using email reports4Use Website Optimizer to test and optimise your landing pagesGoogle Confidential and Proprietary42Help and SupportGoogle Confidential and Proprietary43Help and SupportGoogle Confidential and Proprietary44Conversion Universityp 经常不断地学习,你就什么都知道。你知道得越多,你就越有力量p Study Constantly,And You Will Know Everything.The More You Know,The More Powerful You Will Be写在最后谢谢大家荣幸这一路，与你同行ItS An Honor To Walk With You All The Way演讲人：XXXXXX 时 间：XX年XX月XX日