Data-Analytics-PowerPoint-Presentation.pdf, Exams of Digital Marketing

Download Data-Analytics-PowerPoint-Presentation.pdf and more Exams Digital Marketing in PDF only on Docsity!

Tracking and Performance Analytics

AOT DIGITAL WEBINAR SERIES

Contents:

• Introduction to Tracking Pixels and UTM

Tracking

• Tracking Pixels
• URL Tracking
• UTM Performance in Google Analytics
• Introduction to Google Analytics
• Google Analytics Overview
• Goal Tracking
• Linking Google Analytics to Google

AdWords

• Learn More

What is a pixel? A pixel is a piece of tracking code written as either an image or JavaScript tag that can be placed onto a webpage. Pixels are invisible trackers that capture a visitor’s cookies in order to store audience data. Pixels collect information, such as time of day, user ID, URL, etc. The cookie data is then aggregated anonymously into a publisher’s database. The publisher can then utilize the data to build segments and audience models.

How it works When a user visits a site with a pixel placed on it, the pixel fires, a cookie is dropped into the user’s browser, and the cookie travels with the user as he/she browses the Internet. The user’s behavioral information is tracked this way, with no personally identifiable information passed. The publisher matches the information within the cookie to third party data segments to determine specific characteristics about the user. The publisher combines users with similar traits into segments. Placing pixels as early as possible is the most efficient way of capturing enough users to retrieve statistically relevant data.

More pixels means more data Pixels are placed in order to track audience data. This data allows the publisher to build and target segments, optimize spend, track conversions, and more. Placing pixels on strategic pages can help measure specific key performance indicators, as well as give insight into the users who are engaging with the tracked activity.

Pixels

What they are, How they work, Why we use them

Tracking Pixels

• Tracking Pixels are a necessity for tracking Page Performance, Leads, Downloads,

Purchase, Etc.

• Tracking Pixels are available for all Digital Platforms you may be running on
• A Tracking Pixel can be implemented one of two ways
  • The Tracking Pixel Code can be placed directly into the source code
  • You can incorporate a Tracking Container such as Google Tag Manager or

Ensighten

• The tracking container is ideal because it helps keep page load times down and

gives you more control over the tracking implementation. Additionally, you can place

multiple vendor pixels inside the container vs. adding several pixels directly to you

site.

URL Tracking - Digital

• To track ad performance you have the option of selecting either Auto Tagging or Manual Tagging

Auto Tagging

• Auto Tagging will automatically place UTM

tracking in your AdWords account that will save

you a significant amount of time and effort

• Auto Tagging must be enabled in AdWords and

Google Analytics

• Auto Tagging does not work with other sources

such as Facebook, Bing, Twitter, Instagram, and

other 3rd Party Sources

Manual Tagging

• Manual Tagging requires you to manually place

the UTM tracking parameters. This takes time

and effort to complete

• Auto Tagging must be disabled in AdWords and

Google Analytics

• This is ideal if you are running platforms other

than Google AdWords and Google Analytics

• Allows you to more accurately track

performance of Facebook, Bing, Twitter,

Instagram, and other 3rd Party Sources

URL Tracking – UTM Structure

The UTM structure is made up of the following five components

• Campaign Source
  • utm_source
  • Use utm_source to identify the search engine, social platform display vendor, newsletter name, publication name, or other source
• Campaign Medium
  • utm_medium
  • Use utm_medium to identify a medium such as cpc (cost per click), display, remarketing, email, paid-social, social, and more
• Campaign Campaign
  • utm_campaign
  • Use utm_campaign to correlate the ad back to a specific campaign in your ad platform
• Campaign Term
  • utm_term
  • Use utm_term to identify the keyword correlated to a specific ad. Used for paid search campaigns
• Campaign Content
  • utm_content
  • Use utm_content for A/B testing or to differentiate ads

UTM Performance in Google Analytics

To measure your performance you will need to access Google Analytics and follow the below steps:

1. Campaigns
2. All Campaigns
3. Toggle between Campaign, Source, Medium, Source/Medium, and Other Additional Steps
4. Add Secondary dimension to view another parameter along side your primary parameter
   • Example:
   • Primary Dimension = Campaign | Secondary Dimension = Content

Introduction to Google Analytics

Introduction to Google Analytics

Goal Tracking

Google Analytics gives you the ability to track specific KPIs through Goal Setting. With Google Analytics you

have the ability to track the following events:

Templated Goals

Revenue

• Reservations – Signed up for a tour, rental, or reservation
• Buy Tickets – Completed online purchase

Acquisition

• Create an Account – Successful sign up, account, or view created

Inquiry

• Read Reviews – views created and ratings

Engagement

• Add to Favorites – saved product to information to a list
• Media Play – Played interactive media, like a video or slideshow
• Share / Social Connect – Shared to a social network or emailed
• Contribute Content – Submitted or uploaded a picture

Custom Goals

Destination – Ex. thanks.html or /confirmation

Duration – Ex. 5 minutes or more

Pages/Screens per session – Ex: 3 pages

Event – Ex: played a video, downloaded a guide,

clicked a link

Introduction to Google Analytics

Linking Google Analytics to Google AdWords

In your Google AdWords account you are given the ability to link your Analytics account directly to

your AdWords Account. We strongly encourage this as it allows you to pull in your Google Analytics

goals

Learn More

URL Builder Tool

• https://ga-dev-tools.appspot.com/campaign-url-builder/

More Info on Auto Tagging vs. Manual Tagging

• https://effinamazing.com/blog/manual-utm-tagging-vs-adwords-autotagging/

Linking AdWords and Google Analytics

• https://support.google.com/analytics/answer/1033961?hl=en

Google Analytics Capabilities

• https://www.google.com/analytics/analytics/capabilities/

Google Analytics Features

• https://www.google.com/analytics/analytics/features/

Google Analytics Demo Account

• https://analytics.google.com/analytics/web/?utm_source=demoaccount&utm_medium=demoaccount

&utm_campaign=demoaccount#/report/visitors-overview/a54516992w87479473p