AdWords Academy Conversion Tracking and Google Analytics 轉換追蹤和Google分析 (粵語-英文)

Confidential & Proprietary
AdWords Workshop - Conversion Tracking & Google Analytics
Loretta Wong
Account Manager, Google HK

Confidential & ProprietaryConfidential & Proprietary
Today’s Agenda
1) Conversion Tracking
a) What is Conversion Tracking?
b) Why Conversion Tracking?
c) How to set it up?
d) Features
2) Google Analytics
a) Why Google Analytics?
b) What is Google Analytics?
c) Link Adwords & Google Analytics
d) Implementation Guide
e) Features & Best Practices
3) Advanced Tools
a) Google Tag Manager
b) Google Webmaster

Be Top of Mind
“The real challenge of marketing
is all about availability—available
in the mind and in the store.”
From “How Brands Grow” by Professor Byron Sharp
Voted Best Marketing Read of Summer (2013) by
Advertising Age readers
Be Your Customers
Remember You
See You
Know Your Brand
Awareness Consideration Conversion Retention

Google Confidential and Proprietary
Pre-launch:
seed awareness1 At launch:
build fast awareness2 Maintain awareness &
increase consideration3
Lightbox ads
Focus on influencers
Display ads
Search ads
Mastheads
Lightbox ads
Display ads
TrueView ads
Search Display Remarketing
Now that you have gone through the AdWords Solution...

Do you know...
1. How many of the clicks lead to purchase?
2. What revenue does your campaign make?
3. Does the ROI of your investment on AdWords meet your requirement?

Confidential & ProprietaryConfidential & Proprietary
Conversion Tracking

What is Conversion Tracking?
● A Conversion happens when someone clicks your ad and then takes an action that you’
ve defined as valuable to your business.
● Conversion Tracking is a free AdWords tool to help you understand what happens after
a user clicks on your ad.

What could be a Conversion?
1. Register/ visit a
certain page
2. Purchase

3. Email Subscription
4. Contact / Enquiry

5. Download / Install

How does it work?
When a customer clicks
on your ad
A cookie will be placed
Tracking what happens
When the valuable action is done,
one conversion is counted.

How Google uses conversion data:
https://support.google.com/adwords/answer/93148
Share your account’s statistics with
other advertisers/competitors
Google does not
Use your conversion data to increase
your costs or cost per click
Is my data safe with Google?

Why Conversion Tracking?
It helps you understand your campaigns more comprehensively
Including Campaign, Ad Group, Ad, Placement, Targeting Form, Keyword
By shifting budget, you will have better ROI

How to set it up?
1. Sign in to your Account.
2. Click the “Tools” tab, and select “Conversions” from the drop-down menu.

How to set it up?
3. Click the “+Conversion” button.

How to set it up?
4. Select the "Website" option.

How to set it up?
5. Put down the Name.

How to set it up?
6. Click and Select Value.
Select whether each conversion has the
same value, varying values (for example,
purchases of products with different prices),
or select "Don't assign a value" if you'd
prefer not to count one. If you choose
varying values, you'll need to follow these
instructions to track transaction-specific
values. Click Done.

How to set it up?
7. Click Count. Select whether to count all or unique conversions. "All" is best for sales;
"Unique" is best for leads. Click Done.

How to set it up?
8. Click Conversion windows
Select a conversion window (how long after
an ad click and ad impression you want to
track conversions) and a view-through
conversion window (how long after an image
or rich media Display Network ad
impression you want to track conversions)
for this conversion action. The window can
be as short as one week or as long as 90
days (30 days for view-through conversions).
Click Done.

How to set it up?
9. Category
Select the category that best applies to your
conversion. If you're tracking newsletter
signups, you'll pick "Sign-up." For purchases,
you'll pick "Purchase/Sale." If your
conversion doesn't fall into a listed category,
select "Other." Your choice here is used
simply to segment your conversion reports.
You can always change it later. Click Done.

How to set it up?
10. Optimization
Opting into this setting—selected by default—
does two things:
Adds data from this conversion action to your
"Conv. (opt.)" columns.
Optimizes bids for this conversion action when
using automated bid strategies such as Target
return on ad spend, Enhanced cost-per-click, or
Conversion Optimizer.
Uncheck the box if you don't want to optimize
bids for this conversion action. Otherwise, leave
it checked.
Click Done.

How to set it up?
11. Review and install your tag.
You can send instructions to your webmaster.
Add the tag to your website following the instructions.

Conversion types
Conversion Converted click Estimated total
conversion
View-through
conversion
The Conversions column
reports total conversions,
across all the conversion
actions you're tracking.
How you've chosen to count your
conversions (unique or all) affects
the number shown in this column.
How many clicks resulted in
one or more conversion
actions.
Example: A customer clicks on
your ad and makes two purchases.
So you’ll see two conversions in
the “Conversions” column, but only
one converted click in this column.
This number can help you
approximate how many unique
customers you're acquiring.
Estimated conversions include
website, cross-device (when a
customer clicks an ad on one
device, then converts on
another device), and phone
call conversions.
If there isn’t enough data for an
estimate, then this column will
show the same data as the
"Conversions" column.
View-through conversions
happen when a customer
views (but doesn't click) an ad
before converting.
View-through conversions
automatically exclude conversions
from people who've also clicked
your Search ads.

Enhanced
CPC
Increases conversions by
raising bids on clicks that are
more likely to convert and
saving on clicks which are
less likely to convert from
-100% to +30%
Uses an account’s historical
conversion data and a
variety of signals to predict
the conversion value
(ie 8:1) of each eligible
auction
Automatically sets bids
during each auction to get
as many conversions as
possible within a Target
CPA goal
Target Return on
Advertising Spend
Target CPA
Bidding
All the above strategies can be used in different ad groups of a single campaign

Why you need to use Google Analytics?
Customer behavior is changing profoundly
The customer journey is
now much more complex, and
moves seamlessly across
multiple devices, and from
online to offline.
The good news is, it’s also
much more measurable –
with the right tools.

Why you need to use Google Analytics?
Marketers need to change too.
Today, you need to be aware of the
entire customer journey. Where are
customers coming from? How are they
interacting with a brand, site or app?
You need to know the relative value
of your channels, which are most
effective at accomplishing your goals,
and how those channels work
together.
Armed with that information, you can
improve your campaigns to adapt to
what your customers are actually
doing.

Source: General Assembly

Google Analytics?
A tool to better Understand the customer journey
See where your customers are
coming from with detailed
reports on traffic sources,
content and goals, as well as
more advanced functions like
segmentation, real-time
monitoring, multi-channel
funnels and more.

The fundamentals of increased insight
Audience
Who are you reaching?
Acquisition
Where are they coming from?
Behaviour
How are they reacting to your messages?
Conversions
Are they taking action?

Link AdWords & Google Analytics?
Gain visibility into how
Adwords drives on-site
user behavior
Don't just understand how
campaigns drove users to
your site, understand how
they drive behavior on your
site
Segment your visitors and
create advanced
remarketing lists to target
in Adwords
Easily develop advanced
remarketing lists based on
any of Analytics’ 250+
metrics
Leverage your GA data to
open new options for your
online marketing strategy
Import goals, transactions
or user metrics data into
Adwords to automate your
bid, budget, or keyword
strategy

How to set Analytics up?
1. Sign in to your AdWords account at https://adwords.google.com.
2. Click the Tools tab, then select Google Analytics. Analytics will open in a new window.

[A. New to GA] How to set Analytics up?
3. Click “Sign up”

How to set Analytics
up?
4. Choose Website / Mobile App. Put down
the Account Name, Website Name, Website
URL, Industry and Reporting Time Zone.

5. Check Data Sharing Settings. Click “Get
Tracking ID”. Accept the Services
Agreement.
up?

6. Put down the code with instructions.
up?

[B. Unlinked GA - same registered email] How to link them?
If you are using the same Google
Account for both AdWords &
Analytics……
After signing in to your Analytics
1. Click the Admin tab at the top of
the page.
2. In the "Account" column, select
the Analytics account that
contains the property you want to
link with one or more of your
AdWords accounts.

3. In the “Property” column, select the
Analytics property you want to link, and
click AdWords Linking.
How to link them?

How to link them?
4. Your AdWords Account will pop up
automatically. Select the account you want
to link. Click “Continue”.

How to link them?
5.In the “Link configuration” section,
enter a title to identify your group of
linked AdWords accounts.
6. Select the Analytics views in which
you want the AdWords data to be
available.
7. Click “Link accounts”

[C. Unlinked GA - different registered email] How to link them?
If you are using Google Analytics already, and the Google Account is different from your
AdWords, you will need to add “edit permission” to the AdWords email by editing “User
Management” in your Analytics account.
* Make sure you have administrative access for the AdWords account
1. Sign in to your Analytics Account first

How to link them?
2. Click the Admin tab at the top of
the page.
3. In the “Account” column, select the
Analytics account that contains the
property you want to link with one or
more of your AdWords accounts.
4. In the “Property” column, select
the Analytics property you want to
link, and click “User Management”.

5. In the “Property Permissions”
column, look for “Edit” permission for
the address associated with your
AdWords account. And click “Add”.
How to link them?

6. Log in Analytics through your
AdWords account, repeat the
previous instructions.
How to link them?

Google Analytics Interface
Allows you to monitor metrics that you define.
Allows you to save customized reports.
Facilitates monitoring automatic and customizable events (i.e. a drop in sales).
Shows you what visitors are currently doing on your website.

A period of time (30 minute) a user is actively
engaged with your website, app, etc.

How many individual people visited your
website?

Pageview is the total number of pages viewed.
Repeated views of a single page are counted.

Percentage of single-page visits (i.e. visits in which
the person left your site from the entrance page
without interacting with the page).

Audience

Acquisition

Behaviour

Conversions

Admin > View > Goals > + New Goal
Create Goals

1. Auto-tagging
2. GA Goals > AdWords Conversions
3. GA Remarketing
4. See GA Data in AdWords
5. New VS Returning Visitors
6. Layer GA’s secondary dimensions onto AdWords reports
7. Use AdWords secondary dimensions on GA report
8. Benchmarking
9. ECommerce Tracking
Key Tips to Drive Revenues

1. Auto-tagging
AdWords > Gear icon > Account Settings >
Preferences > Tracking > Auto-tagging YES

Choose which goals to import
2. GA Goals > AdWords Conversions
AdWords > Tools > Conversions >
Conversion Actions > Google Analytics >
Import Goal

3. GA Remarketing
Admin > Property > Remarketing >
Audiences > + New Audience

3. GA Remarketing - Custom Audience
Audiences > + New Audience >
Create New

3. GA Remarketing - Smart List
Audiences > + New Audience > Smart
List
Machine learning determines
which users are most likely to
convert in subsequent sessions

AdWords > Gear Icon > Account
Settings > Linked Accounts >
Google Analytics > Select View >
Add

AdWords Interface > Columns >
Modify Columns > Google Analytics>
Add Columns > Save

Similar CTR and pages/session
Very different avg. session duration

Monitor % New Session to learn which
keyword attract new users

5. New VS Returning Users
New Segment

Investigate how user
behavior changes across
different dimensions
Why: Secondary dimensions help you see which devices, keywords,
placements and more drive high-quality users
6. Layer GA’s secondary dimensions onto AdWords reports

Why: Find AdWords-specific insights using any of your favorite reports
in Analytics—insights that can improve your account’s performance
7. Use AdWords secondary dimensions in GA Reports

Why: See what’s possible in your industry and how your own desktop
and mobile sites compare
8. Benchmarking
GA > Admin > Account Settings >
Benchmarking > CHECK

Green is above average,
red is below. Find out
where you can improve.
8. Benchmarking
Audience > Benchmarking > Choose
Industry Vertical/ country

Since not all conversions are equally valued, Ecommerce Tracking enables you to make
more informed business decisions based on the ACTUAL revenue each click generates.
Through the Ecommerce reports in Analytics, you will be able to analyze purchase activity on
your site or app. You can see product and transaction information, average order value,
ecommerce conversion rate, time to purchase, and other data.

How to set it up?
1. Enable Ecommerce in your reports.
2. Add code to your site/app to collect ecommerce data.
● Load the ecommerce plugin
● Adding a Transaction
● Adding Items
● Sending Data
● Clearing Data
Please refer to the details here: https://developers.google.com/analytics/devguides/collection/analyticsjs/ecommerce

A smarter way to tag your site, for free
Dependable data
Get better
insights
for smarter
decisions
Marketing agility
Add tags anytime
Quick & easy
Simple for
marketers, IT,
and agencies
Getting started with GTM Conversion Tracking with GTM

Google Webmaster Tool
Google Tag Manager

“Tell Us about your AdWords Consultation…” ..1.2.3.4.5.6.7
THANK YOU!!!!!!!! :)

AdWords Academy Conversion Tracking and Google Analytics 轉換追蹤和Google分析 (粵語-英文)

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Similar a AdWords Academy Conversion Tracking and Google Analytics 轉換追蹤和Google分析 (粵語-英文)

Similar a AdWords Academy Conversion Tracking and Google Analytics 轉換追蹤和Google分析 (粵語-英文) (20)

Más de AdWordsGreaterChina

Más de AdWordsGreaterChina (20)

Último

Último (20)

AdWords Academy Conversion Tracking and Google Analytics 轉換追蹤和Google分析 (粵語-英文)