Emerce Performance 2014 -- Analytics Ninja
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![Page 1: Emerce Performance 2014 -- Analytics Ninja](https://reader033.fdocuments.in/reader033/viewer/2022060121/559442431a28abf32f8b45be/html5/thumbnails/1.jpg)
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Custom Reports – The ABC’s
Drill Down
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Custom Reports – The ABC’s
Micro Conversions
@analyticsninja
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Micro Conversions
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Cost Analysis
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Cost Analysis
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Bing Matched Search Query ReportSample Campaign Tags Bing – Suggested Values
• bing
• cpc
• Manually Entered– i.e. via spreadsheet
– EXACT same as Adwords
• {keyword}
• {QueryString}
• utm_source
• utm_medium
• utm_campaign
• utm_keyword
• utm_content
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Keyword Positions & Bidding
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Keyword Positions & BiddingExample when to boost bids
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Keyword Positions & Bidding
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Propensity for Purchase
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Propensity for Purchase
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Propensity for Purchase
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Profit Metrics
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Profit Metrics
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@analyticsninja
UGH! I hope your conversions don’t look like this!
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@analyticsninja
However…
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Check to see if they look like this
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Display Network Assists
@analyticsninja
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@analyticsninja
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Display Network Assists
@analyticsninja
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Attribution Models in GA
@analyticsninja
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Attribution Models in GA
@analyticsninja
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From @avinash
@analyticsninja
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Gender
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Affinity Categories
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Affinity Categories
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In-market Segments
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In-market Segments
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How to: Demographic Targeting
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Demographic Targeting
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Remarketing with GAProduct Cross-sells
@analyticsninja
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Remarketing with GAWatched Promo Video
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Remarketing with GAFreemium Retargeting
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RLSAs with a Tag Management System
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RLSAs with a Tag Management System
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RLSAs with a Tag Management System
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RLSAs with a Tag Management System
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Measure SEO Return
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SEO == Landing Pages
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SEO == Landing Pages
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SEO == Landing Pages
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www.lunametrics.com/blog/2014/01/24/classify-blog-posts-analytics-content-groupings/
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Page Value
Page value, assuming properly configured ecommerce and goal values, is an excellent index to use when looking to analyze page level dimensions .
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Page Value
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Page Value
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Page Value
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Product Category Product Promotion
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“Real” Page Valueprofit per unique pageview
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Summary Points
• Using {keyword} and {QueryString} urlparameters for Bings Ads yields a powerful search report.
• Bid more aggressively on products and product categories with a high propensity for purchase (good “look to book” ratios).
• Integrating profit metrics into your analytics tool will make sure you’re not misled by revenue or conversion rate.
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Summary Points
• Don’t forget to measure the value of upper funnel keywords using attribution modeling or multichannel analysis reports.
• The business logic that powers data collection in your TMS should also be used to power building remarketing lists.
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Summary Points
• Now that keywords are dead, SEO is all about landing pages. Proper grouping of content in your reports will provide focus for SEO efforts based upon conversion metrics.
• Use VLOOKUPs to merge GWT with WA Tool so that Landing Pages with conversion potential are married with volume potential
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Summary Points
• Google Trends is a good tool to explore volume potential, though strong performance metrics still reign supreme
• Integrated content related dimensions such as Post Length, Author, Title Tag length etc will allow you to determine what is working best with your content / SEO strategy.