Google Analytics Training: Optimizing Mobile Content

Optimizing Mobile Content for Google Analytics


Hosted by Adam Lavine

• Founder/CEO of FunMobility

• Founding Chair of the Mobile Coupon Standards Committee, MMA

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Overview

1.  Mobile-First Content 2.  Google’s Unique Taxonomy 3.  Creating Custom URLs 4.  Audience & Attribution

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1.  Mobile-First Content

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Optimizing Mobile Content for Google Analytics 5

Why put mobile first?

*Venturebeat

**Google Shopper Marketing Council

***Wallstreet Journal

****Recode.net

*****24/7 Wall St

Mobile share of consumer media attention

2 hours 48 min

Even television, the great American pastime, now trails mobile in terms of daily average consumer attention*****

Average daily consumer attention, Q4 2014: TV

MOBILE

51% 75% 84% 66%

Email* In-store Shopping** Social Media*** YouTube****

2 hours 57 min


Mobile is the one – and only - fixed point along the entire customer journey.

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Why put mobile first?

Today’s consumers are always connected


IMPORTANT QUESTIONS: How do you map the consumer journey? How do you accurately attribute performance across all marketing touch points?


IMPORTANT QUESTIONS: How do you map the consumer journey? How do you accurately attribute performance across all marketing touch points?

Paid

In-store

Social

Owned


Track via Google Analytics

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Answer: Create custom URLs that attribute audience & performance to different points of discovery


Poll: Are you tracking performance across marketing channels?

A. Yes B. Yes, but there are blind spots C. Nope D. Not sure


2.  Google’s Unique Taxonomy

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Question: What does UTM stand for?

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Question: What does UTM stand for?

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Answer: Urchin Tracking Module

Purple Sea Urchin - Strongylocentrotus purpuratus | by Gregory "Slobirdr" Smith


What are UTM (Urchin Tracking Module) Strings?

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Custom URL


How are UTM strings structured?

1. Campaign Source

2. Campaign Medium

3. Campaign Term

4. Campaign Content

5. Campaign Name

How Google organizes your URL:

Your Actual Campaign Hierarchy:

Campaign Name

Campaign Medium

Campaign Source

Campaign Term /Campaign Content


1. Campaign Source

2. Campaign Medium

3. Campaign Term

4. Campaign Content

5. Campaign Name

Google Analytics uses different terms than Google’s UTM Creator:

Lost in translation

1. Source

2. Medium

3. Keyword

4. Ad Content

5. Campaign

UTM Terminology GA Terminology


3.  Creating Custom URLs


How we do it:

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Paid Media

Chiquita Interac2ve Recipes

300 rectangle healthy family

Mobile Display Ad

Healthy Recipes


Campaign Source

The specific point of discovery; the source of the traffic.

Campaign Source

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Campaign Medium

The marketing channel; the broad overall context of engagement

Campaign Medium

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paid_media


Campaign Term

Identifies AdWords & keywords associated with the campaign

fun recipes

Example: “fun recipes”

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Campaign Content

728_win_up_to_4000

320_win_up_to_4000 320_win_4000

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Identifies different creatives & Calls To Action


Campaign Name

cooking_lab_recipe_contest_q3_2014

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Keywords that encompass the entire campaign


Best Practices

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No spaces: use underscores to ensure links remain functional when pasted

cooking_lab_recipe_contest_q3_2014

320_win_up_to_4000 No ad sizes: Ad blockers identify standard

ad sizes in the text, so avoid obvious markers like “320x50”


Custom URL creation is a VERY powerful tool when combined with mobile content

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Custom URL


Poll: Do you publish content with UTM strings?

A. Yes B. No C. Not sure


4.  Audience & Attribution

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Now let’s see this in practice

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In Google Analytics, Click on “All Web Site Data” for the website you want to look at

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Select “Add Segment”

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Select “New Segment”

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Looking at the “Conditions” tab, add the UTM parameter string that you wish to analyze

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Select the “Source/Medium” sub-tab under the “Acquisition” tab

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Now we can compare different content within the segment. In this example, the “20%Off” CTA has performed better than the “Save20%” CTA in the Summer Sale campaign

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You can also compare activity across different marketing channels, demographics, devices, & more

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Select each media channel and hit “Plot Rows” to get a visual overview of your entire campaign.

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This Google Analytics methodology enables conversion tracking by media type in ways marketers never could before

23.90%

33.31%

10.64%

53.65%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

Owned/Organic Media Social Media Paid Media In Store Media

Conversion by Media Type


Key Takeaways.

• It’s possible to map consumer behavior across touch points, & attribute spend to performance

• Google Analytics is a powerful tool for generating audience insights

• Implement a standard UTM naming convention for better efficiency

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Lots more great content at www.funmobility.com

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Questions? Contact us. [email protected]

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Recent Brands & Clients

Interactive Mobile Advertising

Direct Response & Lead Gen

Mobile Prizes & Sweeps

In-Store Shopper Activation

Enhanced Email & CRM

Mobile Engagement Circulars

Mobile-First Solutions

100% HTML5 no app needed

Discover Engage Acquire Retain