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 M E D I A 1 0 1 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. M E D I A 1 0 1 URL Tracking • URL tracking is necessary for measuring your ad performance. With the time and resources you can even do this at the Print, Radio, OOH, TV, and other Offline levels • UTM or Urchin tracking module allows an advertiser to better understand their digital marketing performance and track that performance within Google analytics • Without these, Google will automatically bucket inbound marketing traffic however it deems appropriate, making it difficult to digest thousands of data points quickly. • Tracking your Digital Ad performance with the use of UTM tracking can be set up manually or automatically • Tracking your Offline efforts can be done by applying UTM tracking to the vanity url for whichever medium you choose • Ex: • Tracking a Print Publication – Time Magazine • Vanity URL = exploremoreaz.com • Redirected to = visitarizona.com/?utm_source=time-magazine&utm_medium=print M E D I A 1 0 1 URL Tracking - Digital • To track ad performance you have the option of selecting either Auto Tagging or Manual Tagging M E D I A 1 0 1 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 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 M E D I A 1 0 1 M E D I A 1 0 1 Introduction to Google Analytics Introduction to Google Analytics Google Analytics Overview Google Analytics is a great platform for measuring website performance. Through a series of reports in Analytics you can measure the impact your Paid, Earned, Shared and Owned channels have on website performance Within Google Analytics you have the ability to see the following site metrics: • User Visitation • New User Visitation • Sessions • Number of Sessions per User • Page Views • Pages/Session • Avg. Session Duration • Bounce Rate Google Analytics allows you to dig deeper into these core KPIs by helping you better understand how the user arrived to the site, what content they engaged with, the user’s location, their interest, the device they have used and much more M E D I A 1 0 1 M E D I A 1 0 1 Learn More 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/a54516992w87479473p92320289 M E D I A 1 0 1