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Data At Your Fingertips: Announcing The Google Analytics App For Android

Friday, 29 June 2012

We are pleased to announce the launch of Google Analytics App for Android phones!

With the Google Analytics App, you can access the same accounts and profiles you see when you open Analytics from a desktop browser, but you’ll see reports that are optimized for your phone. 

Swipe through these reports to see the essential data about your websites and apps anywhere, anytime:
  • Real-Time: See the number of visitors you currently have and a list of the pages (for websites) or screens (for apps) that are currently popular.
  • Dashboard: Monitor the KPIs and user metrics you care about the most. By default, you’ll see your Daily Unique Visitors and your Goal Conversion Rate, but you can customize the dashboard to change which reports, metrics, or segments you see.  
  • Automatic and Customized Alerts: Google Analytics detects statistical anomalies in your data and can send you an alert when something unusual happens. See either automatic alerts, or customize your settings to send alerts based on your own benchmarks. 

Screenshot: The Realtime Report

Screenshot: The Dashboard

Visit Google Play to download and install the app to keep up with your data anytime, anywhere.

Peng Li, on behalf of the GA Mobile App team

Measuring a Mobile World: Introducing Mobile App Analytics

Mobile is changing the way that people communicate, work and play, and much of the growing adoption and innovation we're seeing in the industry is driven by mobile apps. There are already more than 600,000 mobile apps on Google Play alone, and we expect to see continued momentum throughout the industry. Mobile is also becoming front and center for marketers and businesses. As more of them understand the value of mobile apps, sophisticated measurement tools are becoming core to how marketers and app developers invest, analyze and market their apps. 

That’s why today we’re announcing a new set of reports in beta called Mobile App Analytics that help marketers and developers better measure their mobile apps. The reports are tailored for mobile app developers and marketers, speaking the language that matters to them. They are designed to measure the entire mobile customer journey - from discovery to download to engagement. This enables the creation of app experiences that are more useful and engaging through data-driven decisions at each stage of the app lifecycle:
  1. Acquisition and user metrics such as downloads and new users
  2. Engagement metrics such as retention, crashes and conversions
  3. Outcome metrics such as app sales and in-app purchases

Layout of new Mobile App Analytics reports

Here’s an outline of the new Mobile App Analytics along with screen grabs of selected reports:

Acquisition and User Analysis Reports - discover your best sources of new users

New and active users - measure the number of new and active users who launch your app everyday and analyze your most valuable segments. 

Google Play traffic sources - understand which traffic sources are driving new users and in-app conversions through Google Play to fine-tune your marketing initiatives. 

App versions - keep track of the distribution of active users over the older and newer versions of your app so you know what to support.

Device overview - check out the top mobile devices and OS versions that your app runs on, and optimize the experience for each device.

Engagement Reports - see how users interact with your app

User behavior - assess how loyal your users are, how frequently they use the app, and the engagement level of each loyalty group.

Engagement flow - visually see the screens, actions and paths users take to move throughout your application in order to optimize usage.

App crashes - see trends in crashes and exceptions that will help you troubleshoot problems on certain devices and operating systems.

Outcome / Business Impact Reports - identify whether users are accomplishing your goals

Goal conversions - set up conversion events in your app, like spending 10 minutes in the app, or clicking on ads to gauge success.

In-App purchases - if you sell virtual or tangible goods in your app, you can measure the number of purchases and the revenue generated.

The new reports are part of a holistic experience tailored for mobile app measurement, including a new and lightweight SDK v2.0 that’s easier to implement and is opt-out ready, with a streamlined back-end infrastructure.

We’ve also revamped our sign-up process, so new users can choose whether they want to start measuring their website or their mobile app. This means you’ll be just 3 clicks away from setting up your app analytics account and downloading the SDK.

We will be opening the beta up to whitelisted users in waves, so if you’re interested in using Mobile App Analytics for your app, please complete this beta signup form and we’ll get you started soon. We anticipate the reports will be available to all Google Analytics users by the end of the summer.

Also, if you are at Google I/O be sure to attend the Google Analytics session “Measuring the End-to-End Value of Your App” (from 11:30AM - 12:30PM today, June 29) where our lead engineers will tell you more about Mobile App Analytics and some other exciting things we’re working on.

Posted By JiaJing Wang, Product Manager, Google Analytics Team

Workflows Simplified - Introducing Flow Viz PDF Export and Alerts Widget

Tuesday, 26 June 2012

GA users have voiced their feature requests around Flow Viz, and we’ve listened. The team is very happy to introduce a new feature for Flow Viz: PDF Export.

The PDF export will respect your interactions within the flow. If you highlighted a connection, or changed the dimension, the exporter will print those out as well in color.

This feature can be found in all Flow Viz reports, including the Visitors Flow, Goal Flow, and Events Flow. You can go to your favorite Flow Viz reports and check it out now.

Besides PDF export, we’ve also been working on another useful feature. 

Ever wished that you have easier access to your alerts? What about a quick glance at the trend of your alerts, to see if there are any anomalies? Look no further. The GA team has been hard at work to bring the new alerts widget to your GA dashboard.

This new widget gives you a view on the number of automatic and/or custom alerts that you had over the date range selected. If you click on the widget, it will lead you to the intelligence events report, simplifying your workflow. 

This widget will automatically be included in all your newly created dashboards if you select the “starter dashboard” option. In addition, if you have already created a customized dashboard and would like to add this new feature, you’ll be able to find the alert widget under the TIMELINE visualization. 

Under the “Add a metric” drop down menu, you’ll be able to choose “All Alerts,” “Automatic Alerts,” or “Custom Alerts.” To learn more about alerts, please check out our help contents page.

Thank you for giving us your continuous feedback, and we hope these new features will help simplify your analytics workflows. Please reach out to us with questions and comments, and we are always happy to take additional feature requests under consideration.

Posted by Jerry Hong, Google Analytics team

GA Advocate Justin Cutroni Answers Your Analytics Questions

Thursday, 14 June 2012

The following post originally appeared on Justin Cutroni’s Analytics Talk blog.

There are a lot of GA users. As a matter of fact, in Google’s Q1 2012 earnings call it was revealed that GA is being used on 10MM sites. That’s a lot of data and and a lot users!

Those users generate a lot of questions. Recently, I solicited questions on Google+. I hope you find the answer useful in your daily use of Google Analytics.

Please note, if I did not get to your question it was for one of two reasons:
1. It was posted after I started writing the post
2. It may have been a bit too specific. I contacted a few people directly about those questions.

On to the answers!

I'd love to use the multi-channel report in GA, but the 30-day cookie doesn't work for websites who offer a 30-day trial and want to track all of a customer's touch points through free trial and subscription. What suggestion do you have for recording campaign touch points outside of the 30-day window?

Justin’s Answer

This is a great question, and we hear that request a lot. The Multi-Channel funnel reports, and the attribution modeling tool, both use a 30-day lookback window. In reality this has nothing to do with a cookie, it’s how Google Analytics processes the data on the back end.

If you’re looking to identify activity that happened 30-plus days prior to conversion you need to work outside the bounds of Multi-Channel funnels and create something that stores activity and date. You have a couple of options: custom variables or events. 

The easiest way is to use a visitor scoped Custom Variable. Store some type of marketing-touchpoint list in the CV. Then use the Custom Variable reports to look at which paths generated conversions. The hard part is you’ll need to update the custom var with referral info  on every visit. This means custom JavaScript to update the cookie.

Another option is to use an event, If you already have some way to identify your visitors across sessions consider storing the referral information in your system. Then push out some events that list all of the touch points when the final conversion happens. This technique requires a lot more server side code.

I have data coming from a number of different sources so i'm trying to tape together the best possible picture I can of a multi-touch universe. I have a number for the total interactions via a campaign (including some content campaigns which an interaction is an impression) and I want to create an influencer metric using a combination of last touch point / total interactions and first touch point. I am working on a number of full attribution models, but in the meantime. Using the 3 numbers I have (first touch point conversion / Last touch point conversions / total interaction conversion) how would you come to a 'nice' metric that gave an indication of the 'importance' of a given campaign.

I have something in mind - but wanted to pick the brain of some bright things :)

Justin’s Answer

What a fantastic question. 

I think I would do it the same way you are: using ratios. If you’re looking for one number to represent the importance of a campaign, based on the number of first/last/total interactions, I would use a ratio. 

First Touch Influence = First Touch Conversions / Total Conversions
Last Touch Influence = Last Touch Conversions / Total Conversions

You've probably noticed that this is almost the same way that Google Analytics calculates it's assisted/last ratio. But it's simple and easy to understand. Plus, depending on the data you have available, you could also segment these metrics.

You can also create a benchmarks internally using un-segmented data or historical campaign performance. I usually don’t use a lot of compound, custom metrics, but this is fairly easy for anyone to understand.


Is it possible to get back city-state-country e-commerce data without the usage of API? Because we want to use these to track different type of buyers.

Justin’s Answer 

Unfortunately no. These dimensions do not exist in the UI. Also, a quick note, that Google will be deprecating the Data Export API on July 10, 2012. The Core Export does NOT contain the ecommerce geo-dimensions. Perhaps you use custom variables to collect the information that you need.

Setting up many goals is supported, even encouraged. What would you say is a good practice to divide the less important goals (clicking on something, a certain time on site) from the core business ones? (sales, lead generation), so the data doesn't get polluted. Thanks in advance!!

Justin’s Answer

I’m a neat-freak! I like things organized. So I would say yes. If you can group your macro conversions into one goal set, and your micro conversions into another goal set, it would make using GA easier.

"You can organize macro and micro conversions in Google Analytics using Goal Sets."

HOWEVER you do have the option to create custom reports. And when you make a custom report the goal sets don’t matter! So if your micro and macro conversions are a complete mess try using a custom report to organize things. 

I am trying to see how many hits I'm getting against my pages. The catch is that many of my pages are passed a query part in the URL, and I am completely uninterested in this query value. The way things appear to be working is that for each different query parameter, the page is counted as a different page. So the following are all currently reported as different, but I want them reported as the same page:


Even more than the answer, however, I want to know where in the documentation I should have been able to figure this out.


Justin’s Answer

You’re looking for pageviews, which is a very different thing.

Query string parameters are such a pain! I hate it when they magically start showing up in a report. Use the Exclude Query Parameter setting in Google Analytics. Simply enter a comma-separated list of query parameters and GA will strip them out of your data. You only need to enter the name of the parameter, not the value.

Use the Exclude Query String Parameters to remove unwanted query parameters from your content reports.

If you don’t know the names of the parameters, or if they are constantly changing, you might consider an advanced  filter. This is the nuclear option :) An advanced filter will strip off all the parameters, all the time, no matter what they’re named.

You can also use an advanced filter to remove all query string parameters from your content reports.

Hi. I use Google Analytics, and for some reason I get different results when I access in my office and in my home. What explains this discrepancy?

Justin’s Answer

That’ a tough one. I really can’t explain why you would see different data. Once the data has been collected and processed it does not change. My only suggestion is to make sure you are looking at the exact same profile. You might be looking at different profiles, thus seeing different data.

Do you have a post with a list of the different dashboards that you can "plug and play" ?

Justin’s Answer

You’re in luck! Here’s a list of a few dashboards you can add to Google Analytics

How does cross-domain tracking work in Google Analytics? Specifically, after putting the correct additions (trackDomain) to the Google Analytics tracking code, what does cross-domain tracking look like in the GA reports? We have clients that want this working for their sub-domain and their top-level domain (example.test.com & test.com).

Justin’s Answer

Sub-domain and cross domain tracking are two very different things! Check out this article to read about the finer points of cross domain tracking and sub-domain tracking.

As for how the data looks in Google Analytics, there’s really no difference. You’ll notice the sub domain or the secondary domain in the Audience > Technology > Network > Hostname report. And you should see all of the pages from both domains in the Content reports. 

I usually add an advanced filter to add the domain name to the content reports. This makes it easier for me to identify pages on different sites. If you need to separate the data you can create different profiles based on the hostname or used Advanced Segments.

Jon Darch asks:

This might be a stupid question, but when setting up a custom dashboard, how do I create widgets which show a metric (i.e visitors for the last 30 days) with the previous month's figure as a % up or down? I'm sure I've seen others doing this, but can't seem to figure it out! 

If you are able to offer any advice, that would be much appreciated :)



Justin’s Answer

Unfortunately you cannot add a “sticky” date to the dashboard. But I wish you could! You can manually do a date comparison, then you’ll see a % change in some of the widgets, like the tabular widget.

But stay tuned, we might have a better solution for that.

Hey Justin,

When comparing 2 date ranges in the adwords reports, the calculation for 'change in ROI' is misleading/incorrect if the ROI value for either the first or second date range is Negative. 
(for eg, week 1 has -10% ROI, week 2 has +30% ROI; in this case, the calculated '% difference' is -400%, however, I just turned a loss into a profit)
In this scenario, what alternative solution/calculation do you think is more apt? Also, does the GA team have any plans to use a more accurate calculation or even put a warning note against a scenario like this?


Justin’s Answer

Thanks for the heads up! I completely agree that this is not correct. We’re working to fix it. Stay tuned for an update.

Nice one. I created a goal with funnel visualization and few days later. I realized was a wrong goal. I created a new goal so how do I delete the old goal and it's visualization?

Justin’s Answer

Unfortunately you can not delete data from Google Analytics. Once the data has been collected and processed by our system it’s static forever. I would suggest de-activating the goal for a few weeks to ‘clear’ the data. Then add an annotation to remind everyone that there is some bad goal data in the reports.

Hello Justin,

When creating goals (taget URL), how to account for different routes through to the same target?



Justin’s Answer

Different paths to the goal are handled using a Funnel. When you create your goal you can also create a funnel to see how many people follow the defined path and how many people take other paths. The Goal Flow report will help you see people moving in and out of each step.

If you have multiple paths to conversion, and you want to get a sense of how people move through each pathing, you may consider creating a goal, with a different funnel, for each path. It’s easier to separate the data for analysis.

If your goal does not have a defined path you can use the Reverse Goal Path report to view the 3 steps prior to every conversion. Or try using the Flow Visualization report to explore other paths to conversion.

How would you go about investigating (or have any previous examples of) why a site appears to double count visits. Almost exactly 50% of visits have no landing page set and no pageview information and I am sure they are not real visits but something to do with how the site is set up.

Justin’s Answer

This is normally due to events or other hit types. The visit metric is incremented on the first hit of a visit. If the first hit is an event, and there are no other hits, then you would see lots of visits with no landing page or pageviews. So go check for some rogue events.

What do you think is the best practice for adding a mobile web site to the collection of sites/apps we track in GA? Should a m.xyz.com site have its own UA-code, be a new property under www.xyz.com UA-code, or just be rolled into www.xyz.com? Right now we track mobile apps separately from the website, but adding an m. site is not as straightforward.

Justin’s Answer

Before I get to the answer, a quick note on terminology. We use the term ‘web property’ to represent a unique Google Analytics tracking code. This is analogous to a UA number. So UA-1 and UA-2 are web property IDs. 

Each web property can have multiple profiles. A profile is a combination of data from a web property and settings applied to the profile. So UA-1-1 and UA-1-2 are both profiles for web property UA-1.

Now the answer!

I think yes, you should separate your mobile site into a new web property. The user experience for a mobile-optimized site is usually very different than a www site or a mobile app. As a result I would separate that data into a new web property so it’s easier to understand the behavior. If you need to combine the data from the mobile site with other data then you might consider using the API.

We have developed a mobile website & implement tracking code for mobile website

Now we are checking referral sources & found that our mobile website is showing as self referral.

We have verified the same using Firebug & value of UTMR is showing that referral is our own mobile website.

Any help from the community is very helpful for us.

Justin’s Answer

Referral information for the server side code (ie the WAP tracking code) uses server information to include the referral. For example, if you are using the PHP code then the GA uses $_SERVER["HTTP_REFERER"] to identify where the visitor came from. My guess is that there is some issue with that server variable and that’s why you’re not getting valid data send to Google Analytics.

I came across an issue about real time data of Google Analytics.

I am browsing some mobile websites using iPhone, iPad, Blackberry phones & at the same time when i am checking their real time data in Google Analytics Location is showing as United States, where as i am browsing from India.

Justin’s Answer

I've seen this too, and I've always assumed it's an artifact of where the mobile network connects to the public internet. I would say that, for some reason, the routing of your connection is changing the geo-location to the US, rather than India. 

I'd really like to know why it seems that I still can't create a profile that only includes traffic and transactions from a particular sub-domain (www vs www2).

Transactions include those from all domains, and the hostname is always still (not set).

Using a profile that filters according to transaction affiliation half works, since it shows $ numbers for that affiliate (each sub-domain has its own affiliate), but it also shows 0$ transactions for the other sub-domain - and it only shows traffic for visitors who convert. Annoying.

Other question - might as well abuse of your offer :)
Ever since I showed people how to use campaign tracking, they have been using it to track clicks from banners on the homepage to other pages on the same site. Now I've always been convinced that the best use for this is tracking outside referrers (emails, banners, etc). Would there be a better way for them to track the clicks on these internal pages (this works reasonnably well because they are able to modify the URLs themselves in the CMS)?

Justin’s Answer

You’re correct re: filtering transactions. The hostname dimension is NOT attached to transactional data. That’s why you can not filter transaction based on hostname. For a better solution, try adding an identifier to the transaction ID and filter based on the transaction ID, which is part of the transaction and product data. But we’re in the process of fixing this. I know it’s a huge hassle, sorry.

As to your other question, there are a couple of ways to track internal campaigns. You could use event tracking, but I like to re-purpose Site Search to track internal campaigns. Check out the article, it’s pretty easy to implement.

When are service accounts coming to the Google Analytics API? It's still way too hard to do something simple like have a web server pull a top 10 most viewed content list in JSON.

Justin’s Answer

While I can’t comment on what we’re working on, that sounds like a great idea. Let me see what we can do. And thanks for the awesome suggestion!

Hi Justin and thanks so much for the initiative. I just want to know when will GA share more tutorials on goal analysis.

Justin’s Answer

I love that you’re so focused on conversion analysis! Google’s definitely focused on launching more and more educational materials. You can start with our Introduction to Google Analytics webinar, the Goals configuration webinar, as well as the multi-channel analysis webinar (watch the official Google Analytics blog for the YouTube video). There's a lot of stuff on our YouTube channel. And we're working on new ways to create a better learning experience for users.

<iframe width="420" height="315" src="http://www.youtube.com/embed/l9joLoZOjK4" frameborder="0" allowfullscreen></iframe>

How can I see a full report of the most popular time of day (hours with the most visits) on my websites?

Justin’s Answer

Use an Overview report. Then, look for the Hourly graphing option under the Date Selector. Here’s a screenshot.

How to graph traffic by Hour of the day. 

That's it.

Thanks everyone! Those were great. What a variety of questions.

That’s the first installment of Analytics Q & A. Stay tuned, we’ll do this again next month.

Posted by Google Analytics Advocate Justin Cutroni

Calling all Non-Profits, the Semphonic Non-Profit Analytics Challenge begins again!

Tuesday, 12 June 2012

The following is a guest post contributed by Phil Kemelor, VP of Strategic Analytics at Semphonic, a Google Analytics Certified Partner.

Back in 2010, the analytics team here at Semphonic and the talented group of analysts who attended our annual X Change conference were looking for fun ways to contribute their skills to the non-profit community, as well as leverage the amazing expertise that convenes during X Change each fall. The result was the Non-Profit Analytics Challenge.

This program selects two non-profit organizations from the pool of applicants, and provides them with GA experts from Semphonic to audit and improve their use of Google Analytics. Then, during our conference, the analysts in attendance donate their time and expertise to dig for insights and provide actionable recommendations based on their analysis.

Last years’ winners were Oceana and United Way of the Bay Area. We recently held a webinar to discuss and share how they applied what they had learned through the challenge. They discussed how the analyses helped them achieve real goals, such as boosting donations, spending their marketing budgets more effectively, and getting more engagement in their programs.  It was a great conversational session, which you can view here: How Non-Profits Get Results with Web Analytics

This also led to our publishing  The Non-Profit Organization Guide to Using Google Analytics to Improve Branding, Donations and Member Activity,  a toolkit of ways to improve content strategy and digital strategy through focused use of Google Analytics and other tools.  

How You Can Participate
We’re currently looking for the next two non-profit organizations that will be featured in the Non-Profit Challenge. The application process is open now and goes until June 30. If you’re a non-profit that could benefit from some free, expert analysis on your web data, then we hope you’ll apply!

Posted by Jesse Nichols, Google Analytics Partner Program Manager

Learn How Google Analytics Helped BuildDirect Increase Sales By 50%

Monday, 11 June 2012

BuildDirect operates in over 100 countries and aims to simplify the sourcing of materials for its customers. As a virtual organization they credit much of their success to savvy use of online marketing and advertising. 

With a comprehensive marketing mix of search advertising, email newsletters and conversion optimization BuildDirect uses Google Analytics insights to get more value for every dollar they spend on marketing. Read a brief summary of the techniques BuildDirect used and results achieved below:

Linking AdWords to Analytics enabled BuildDirect to increase search marketing conversions by 37%
By importing AdWords data for analysis, BuildDirect found that long tail keywords helped drive users closer to the products they were actually looking for. This resulted in a better user experience as visitors needed to do less site navigation, and took less clicks to complete a sale. Now, long-tail keywords perform three times better than regular keywords 

Campaign Tagging led to a doubling of email conversion rates 
Tagging links in different email creatives helped BuildDirect discover which versions drove the most customer conversions -  doubling the conversion rates of their email campaigns. Additionally, BuildDirect uncovered that customers who bought a sample were most likely to return and purchase if if they were subsequently shown highly relevant messages. 

Improved Site Usability resulted in 100% increase in sample orders and 50% increase in sales
By reducing the steps from cart to payment confirmation from three steps to one, BuildDirect was able to increase sample orders by 100%. Using the In-Page Analytics feature BuildDirect could understand what content users were actively engaged in so they could make better decisions to prioritize, improved or eliminate pages and refine the checkout procedure. 

Be sure to read the full case study [PDF link] to learn all the techniques BuildDirect used to maximize their marketing spend. 

Posted by the Google Analytics team

Web Analytics TV #25 - The Silver Anniversary Show!

Thursday, 7 June 2012

Welcome to the analysis ninja show, aka Web Analytics TV! Web Analytics TV, as you well know by now, is powered by your amazing questions. In this awesome episode we had questions from Dubai, India, Germany, Sweden, France, Norway, Sweden, The Netherlands, and the US.

If you’re new to this show, our process is simple.

Step 1: You ask, or vote on, your favorite web analytics questions. Vote on next week’s questions using this Web Analytics TV Google Moderator site.

Step 2: From a secret undisclosed location at the Googleplex Avinash Kaushik & Nick Mihailovski answer them. :-)

In this episode we award the “Ninja of the Episode” and award it to Eric from Ontario for a great question about calculating the economic value of conversions in Google Analytics. Eric, just email us and we’ll send you a signed copy of Web Analytics 2.0.

OK. Here is the list of last episodes questions.

In this action packed episode we discuss:

  • (2:42) Reasons for self referrals on mobile websites
  • (5:13) Where to find keywords for (not provided)
  • (7:14) Reporting when the same user completes a sequence of tasks
  • (8:38) How is social media determined in social reports
  • (10:18) What happens when you send more data than the monthly cap
  • (12:24) How paths show up when opening up new tabs or windows
  • (13:23) How converting on multiple goals are reported in goal funnels
  • (15:12) Why sampling occurs on profiles that filter out lots of traffic
  • (16:50) Tracking purchases across domains
  • (19:46) Can social referrals be tracked using campaign tracking parameters
  • (20:53) How advanced segments work when applied to landing pages
  • (23:00) The difference between the visitor and unique visitor metric
  • (24:50) When will the mobile SDK be updated to have non-interaction events
  • (25:50) The difference between product revenue and revenue
  • (27:52) What are good tactics to find the economic value of goal conversions

Here are the links to the topics we discuss:

As always, if you need help setting up Google Analytics or leveraging the advanced configuration options, we recommend hiring a Google Analytics Certified Partner.

If you found this post or video helpful, we'd love to hear your comments. Please share them via the comment form below.

This series would not be possible without your awesome questions. Please submit them on our public Google Moderator site, and while you’re there don’t forget to vote for your favorite questions.  Avinash and I will answer them in a couple of weeks with yet another entertaining video.

Be A Part Of ClickZ / Google Analytics Mobile Research

In our recent post on next generation of measurement, we discussed mobile as one of the fastest areas of digital channel growth. How fast? According to GA benchmark data, mobile now accounts for 8% of all conversions that we’re seeing in Google Analytics, and mobile conversions have grown by about 180% in just the last year

The staggering growth of mobile platforms, devices, apps and of course users has inspired an entire generation of marketers and entrepreneurs to take notice. But with such rapid change execution and adoption are all over the board. That’s why we’ve partnered with ClickZ to survey the industry and provide a reference point for the state of mobile marketing in 2012.

Don’t miss out on your chance to participate in this survey and shape the future discussion of our industry:

As a bonus for completing this ClickZ/Google Analytics industry survey, you will be one of the first to receive the results once it's been compiled in a report. 

Posted by Adam Singer, Google Analytics team

Building Blocks of Digital Attribution: How to get started with Google’s attribution tools

Wednesday, 6 June 2012

What are the key steps to getting started with marketing attribution? Are you ready to move beyond the “last click” attribution model? How can you use Google’s tools to better understand your customer’s journey and calculate the impact of your digital marketing channels?

To help answer these questions, we’ve put together a series of webinars on attribution:
If you didn’t have a chance to catch last week’s webinar on Building Blocks of Digital Attribution, it’s a great place to start your attribution journey -- you can watch the recording above. During the webinar, Bill Kee, Product Manager for Attribution and Multi-Channel Measurement, discussed how to lay the foundation for digital attribution. First and foremost, it’s important to get your organization ready. In our work with customers and our recent attribution research, we’ve discovered that many companies try to pursue attribution before their culture or their data is ready. In the webinar, Bill describes the steps and the potential pitfalls to make sure your company is heading in the right direction.

Second, even if the organization has taken the necessary steps culturally, it’s challenging to find the right technology, and to ensure that technology is properly implemented.

We know that finding the right technology is a challenge, which is why Google offers several great attribution tools – including AdWords Search Funnels, Multi-Channel Funnels in Google Analytics, and Attribution Modeling in Google Analytics Premium. In order to get the most out of these tools, it’s important to ensure that the basics are set up correctly.  So, during the webinar, Bill also did a live demo of how to get started with AdWords Conversion Tracking and Google Analytics Goals. The setup is quick and easy – and once it’s in place, users can start accessing rich attribution data.

Naturally, we also received a lot of great questions from the webinar participants. We weren’t able to get to all of them during the webinar, so here are some responses and more pointers on getting started with attribution.

How do you define “digital attribution”?
Digital attribution is the process of assigning credit to the various online interactions your customer has before a “conversion” (conversion = making a purchase or performing some other valuable action on your site). These interactions could include display ads, paid or organic search results, email campaigns, affiliate coupon programs, social network posts, and other digital interactions. Today, many marketers by default use “last click” attribution, assigning all of the credit to the last interaction before a conversion. By understanding the full path to conversion – including early “upper funnel” touch points – and giving credit to all of those interactions, you’ll be able to budget more effectively and design better marketing campaigns.

What about attribution beyond digital channels?
Attribution is about improving the measurement of how ad spend drives conversions. To address this challenging topic, it’s important to consider all the factors that might affect conversions. These factors include the digital channels mentioned above, as well as how users interact with your brand across multiple devices, and the influence of online advertising on offline sales. This webinar series is focused on how to get the most out of digital attribution.

How do I know which interaction is the trigger for the actual conversion, out of the entire funnel?
The goal of attribution is to more accurately measure the impact of all your digital channels on sales, including how these channels interact in the path to conversion. This means acknowledging that, in most cases, there is no single “trigger” for the conversion, but rather a group of campaigns or touch points working together to help drive a conversion. So, a user might see a display ad which makes her start thinking about your product, then a few days later view an organic search result, then receive a targeted email, and finally buy your product. In this example the email was the last pre-conversion interaction, but all three interactions probably had an impact on your customer’s decision. Attribution is the process of deciding how much credit you want to give to each of those interactions.

How do I set up those tools you discussed during the webinar? Can you provide more detail for advanced setup needs?
Our help center provides very detailed information about how to get your AdWords and Analytics set up correctly, and responses to frequently asked questions. Check out our pages on:

In addition, if you'd like more help, we recommend contacting one of our certified partners – they can assist you with all aspects of implementation, as well as with interpreting your results. You can also check out our AdWords user forum and our Google Analytics user forum to get answers to your questions.

Does adding all this code to my website affect the site speed at all?
If the code is installed correctly by following the directions outlined on our help center pages (see above for links), it should not impact your site speed, or have only a very tiny impact. Setting up goals and conversion tracking will provide much richer data on how users arrive at your site and whether they’re doing what you want them to do once they get there. With that knowledge, you’ll be able to improve your marketing programs and your website.

What are some sample use cases for “event” goals?
A goal or a conversion can be more than just a purchase. Indeed, you can define multiple “micro-conversions” that represent various actions that are important to your business. So, you might use event goals to keep track of when a PDF was downloaded, or when a user watched a video or played an audio clip. Each of these “events” could be tied to goals that are of value to you. You can find more detail about event tracking in this article on the Google Developers site.

Why do I need to set up conversion tracking and goals? Can’t Google Analytics track without conversions?
It is possible to see some useful information without conversions, but defining conversions helps you measure what's important, rather than just general behavior. Plus, after you have these conversion tools set up in Analytics and AdWords, you’ll be able to access Multi-Channel Funnels, Flow Visualization, and Conversion Reporting in Google Analytics, as well as Search Funnels and Conversion Optimizer in AdWords. It’s quick and easy to get started, and it’s much more useful to look at a user’s path if you know that they’ve reached your desired end point and performed an action that’s valuable to your business.

Marketing attribution is a complex but very rewarding process – we hope that these tools and webinars will help you to get started.

Happy analyzing, and hope you'll join us for the next webinar in the series!

Sara Jablon Moked, Product Marketing Manager for Conversion and Attribution

[New Feature]: Conduct Browser-Size Analysis Within Google Analytics

Monday, 4 June 2012

We’re pleased to announce a new tool for optimizing your site’s content: browser-size analysis, which is part of the In-Page Analytics report.

Browser Size

Today’s visitors to websites are using an ever-growing number of devices. Many users are on mobile platforms, and although desktop monitors are getting bigger, browsers aren’t necessarily following suit. For many people, the visible portion of the web page is much smaller than the screen resolution, because of excessive toolbars and other clutter.

What is actually “above the fold” on a web page is a significant factor to conversion rates. If visitors have to scroll to see an “add to cart” button, or some other critical element, they may never get around to it. Analyzing the percentage of visitors for whom page elements fall beneath the fold or off to one side is difficult, so we've created a visualization that lets you quickly determine which portions of your page are visible to which percentages of visitors.

Simply navigate to the Content section in Google Analytics, and click In-Page Analytics. A new information layer is available (we’re rolling out the feature gradually over the next few weeks, so please be patient if you don’t see it yet!). Click Browser Size to shade portions of the page that are below the fold. You can now click anywhere on the screen to see what percentage of visitors can see it, or control the threshold percentage by using the slider.

Conversion insight

Click Show percentiles to see a summary visualization of several different percentiles. This helps you understand how browser sizes are distributed--for example, if you choose to compare All Visitors with the Mobile traffic segment, you should see a substantial difference. You can also use this technique to compare different pages on your site. For example, if users on your goal page appear to have larger browsers than those on your landing page, this is a strong indicator that you are losing conversions because some pages in the funnel are not laid out in an optimal manner.

By default, the report shows you data based on the current page you are viewing (and the active advanced segment). You can use the picker to also view data for “visitors to the site” or “Web users” so you can compare it to different benchmarks. Note that these modes disregard advanced segments. The Web data source is aggregated by Google over many users.


You may have used an earlier iteration of this tool at http://browsersize.googlelabs.com/. Now that the lab has succeeded and we’re offering a more powerful for your own site tool within Google Analytics, we will be sunsetting the original tool in approximately one month.

Posted by Gaal Yahas, Google Analytics team

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