Day 14 - Google Analytics

GOOGLE ANALYTICS > DIFFERENT ATTRIBUTION MODELS

MODEL WHEN IS IT USED

The Linear Model attributes equal credit to This model is useful if you design campaigns
each interaction channel on the way to to maintain contact and awareness with the
conversion.. customer throughout the entire sales life
cycle.
The First Interaction Model determines This model is appropriate if you run ads or
which channel brought visitors to your site campaigns to create initial awareness.
initially. This can be used to determine
channels with low conversion rates. If you most value touch points that
The Position Based Model- This model introduced customers to your brand and final
allows you to create a hybrid of the Last touch points that resulted in sales, use the
Interaction and First Interaction models Position Based model.
where credits are split between them.

GOOGLE ANALYTICS

CASE STUDY

Cancer.org

GOOGLE ANALYTICS > CASE STUDY

Company: American Cancer Society has been helping patients to fight cancer for more than a century.

With the growth of digital media they have started using websites and apps to provide information on detection and
treatment of cancer.
They also offer volunteering opportunities.
And they have a program to accept donations from across the globe.

Challenge: Visitors are visiting their website and apps for various reasons.

They could not determine and segregate those users and do specific communications for them to achieve their
goals.
They were also looking at remarketing different visitor segments once identified.

Source: https://www.google.co.in/analytics/standard/success-stories/

GOOGLE ANALYTICS > APPROACH TO THE SOLUTION

The visitors were segregated to three main groups:

Info-seekers: Those who just seek information about cancer
Participants: Those who want to volunteer and or take part in events
Donors: Those who want to donate money

GOOGLE ANALYTICS > APPROACH TO THE SOLUTION

Custom metrics was used to record a score for each event

Regency score: if the subsequent visit happened within a week
Engagement score: if s/he visits 3 or more pages
Conversion score: If somebody makes a donation online, or registers for an event or

view entire information article

Revenue Score: for donations greater than $70

GOOGLE ANALYTICS > APPROACH TO THE SOLUTION

They used the scores and segment to remarket to the audience

Invite information seekers to donate to cancer research efforts.
Share fundraising ideas with event participants.
Encourage event participants to make their own personal donations and raise funds

from others.

Invite previous participants to register for new local events.

GOOGLE ANALYTICS > RESULTS

5% jump in revenues YOY
Score helped in overall monitoring of the health of the site with respect to the key

segments

Used their sister site – ‘Making Strides’ to collect a huge amount of donations
Helped in redesigning the looks and content

Can you work a similar magic for your business?

Come up with ideas of segmenting and tracking behaviour and see how can it drive your content and
communication strategy to increase your ROI (return on investment)

GOOGLE ANALYTICS

ASSIGNMENT

Do I Worry About the Bounce
Rate too Much?

GOOGLE ANALYTICS > ASSIGNMENT

You have just launched your AdWords campaign with multiple landing pages

specific to the campaign

You suddenly see that your overall bounce rate has increased drastically
What can be the possible cause?
How do rectify that?
Should you be worried?

GOOGLE ANALYTICS > POSSIBLE ANALYSIS & DISCUSSION POINTS

What has been my average monthly visitors and bounce rate before the campaign was

launched?

Post campaign what are the numbers?
What is the % of visitors who after having clicked your ad and landed in the campaign page

would have actually filled up the form and submitted.

Now see the bounce rates of the landing pages individually – are they similar to your

expectation.

GOOGLE ANALYTICS > POSSIBLE ANALYSIS & DISCUSSION POINTS

Now take the landing pages out of the equation – do you still see the aggregate bounce

rate of the remaining pages have changed drastically.

If no – it is because of your campaign
If yes- you need to worry – look at the site and other changes to figure out what has caused

this and work on the same.

GOOGLE ANALYTICS

CHECK YOUR
UNDERSTANDING

GOOGLE ANALYTICS > CHECK YOUR UNDERSTANDING

1. Google Analytics can track all of them except:

a. How much time visitors are spending on your website
b. Which devices are they using while visiting your site
c. What is the search query they are typing to find your site
d. How many of them are not liking your site and 'bouncing off'

Bounce rate does not always imply visitors not liking the site ,
it may have other factors like internet connection, site speed etc.

GOOGLE ANALYTICS > CHECK YOUR UNDERSTANDING

2. Bounce rate can be defined as:

a. Percentage of visitors exiting the site
b. Percentage of visitors exiting the site after visiting only one page
c. Percentage of visitors exiting the site after visiting home page
d. Percentage of visitors exiting from the contact form page

The percentage of visits in which the visitor only views one page of your Website
and leaves is known as the Bounce Rate

GOOGLE ANALYTICS > CHECK YOUR UNDERSTANDING

3. Which of the following is a dimension?

a. Conversion Rate
b. Average session duration
c. Bounce rate
d. City

City is a dimension while the others are metrics

GOOGLE ANALYTICS > CHECK YOUR UNDERSTANDING

4. As an e-commerce company what is the most likely goal you will set:

a. Drive sales
b. Drive contact form submission
c. Encourage frequent visit
d. Drive engagement and awareness

Driving sales is the primary goal , others are secondary

GOOGLE ANALYTICS > CHECK YOUR UNDERSTANDING

5. The code snippet for Google Analytics is written in

a. Ajax

b. Java

c. Flash
d. PHP

The code snippet or the pixel is a java code which you need to put in your website or specific web pages

GOOGLE ANALYTICS

SUMMARY

Google Analytics– Day 14

GOOGLE ANALYTICS > SUMMARY

Key points discussed in this module:

o Importance of digital analytics and how Google Analytics works
o Setting up Google Analytics and linking web assets and

campaigns

o Reading, interpreting and customising reports and dashboards
o Linking Google Analytics to AdWords and optimising campaigns
o Understand the experiments to ‘test and learn’ and use different

attribution models

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