Google Analytics

AdWords announces new Media Partnerships for Mobile App Promotion

By on Jul 3, 2015 in AdWords, Google Analytics | 0 comments

As the app industry continues to grow and expand, developers and companies putting these apps out need to have better ways of getting their new apps out there.  The competition for getting people to install apps is extremely high, but if you can find a way to attract the users, apps can be extremely profitable.  With that in mind, Google AdWords has been looking for new ways to help developers measure, manage and optimize their apps across multiple ad networks and devices. They have just announced a new set of quality media partnerships and ad options that are designed to help the app developers get in front of potential customers and have a successful business. Exceptional New Solutions Whether you’re trying to drive people to install your app or to re-engage with it, you need to know just how effective different marketing efforts are going to be.  To accomplish this goal, AdWords has invested in a variety of great solutions to help developers get the consistent measurements they need no matter which app platform they are using.  This helps them to get a clearer picture of exactly what is working and what isn’t. For example, the Google Analytics for Apps feature is offering high quality in-app analytics that will benefit developers whether they are attempting to generate app installs organically or through ads.  It will also help them when they are looking to see just how much interaction their users have with the app.  To further this, they have partnered with over 20 ad networks including top names such as InMobi and Millennial Media. Of course, not all of these partnerships are right for every developer.  This is why they have given developers the option to adjust where data is gathered and how it is displayed to ensure they are getting the most accurate picture of their environment.  They have even given developers the option to use third party measurement tools from places like Adjust, Appsflyer, Apsalar, Kochava and Tune.  This essentially makes the Google platform the ‘one stop shop’ for any developer who needs to get transparent, open and reliable measurements for their apps. Improved Options for Promoting Your Apps on Google Tracking information about apps is just...

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Case Study Shows Google Analytics Improves Conversion Rate by 10X

By on Jun 4, 2015 in Google Analytics | 0 comments

Google Analytics has recently published a new case study that has found that, when used properly, Google Analytics can help to dramatically improve conversion rates.  The study looks at Marketo, which is a major marketing automation company.  They wanted to improve their own marketing strategy.  In order to do that, they knew they needed a way to collect accurate data and use it in a flexibile and effective way. They used a two-step approach where they started by using their own real-time personalization product to help identify the characteristics of potential customers.  They then ran dthis data through Google Analytics as events.  The data could then be seen as visitor demographics and behavior information so they could get a more complete picture of their ideal customers. According to the release from Google, “Using Google Analytics as the single source for customer data, Marketo segmented audiences in Analytics based on conversion stage or business vertical.  With native integrations between Google Analytics and AdWords, Marketo was able to pass these specialized remarketing lists to AdWords and serve more personalized remarketing ads to its users in just a few, easy clicks. Marketo’s VP of Product Marketing, Mike Telem said, “Google Analytics has helped us increase the effectiveness of our AdWords remarketing campaigns by improving the targeting of our audiences and allowing us to present more relevant...

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Google Analytics Recaps London Hackathon Event

By on May 30, 2015 in Google Analytics | 0 comments

The Google Analytics team recently hosted a “Google Analytics Hackathon” event in London.  This type of event is becoming quite popular as it gives major companies the chance to interact with many of the biggest ‘up and coming’ individuals in the tech industry, as well as many others.  The point of these types of events is to help encourage ‘outside the box’ thinking and come up with new and innovative ideas on how to benefit companies, products and customers. The specific goal of this event was to “help agencies innovate and think outside of the box about how to use Google Analytics Measurement Protocol with to collect valuable data from other sources than just websites and apps.” The event broke participants up into groups and provided them with a ‘kit’ that included Raspberry Pis, motion detectors, Google Glass, smart watches, cameras, barcode scanners, Smart Things home automation sets, beacons, basic python scripts, credit card readers, documentations and an Android controlled helicopter. The teams could build whatever they want and use the items in their kit in any way they would like.  Teams came up with things like a helicopter enthusiast racetrack, which allowed hobby pilots to swipe cards, which would log them into a system.  They would then fly the helicopters around a track, and Google Analytics would measure lap times and associate them with the pilot ID. Another team made a burglar alarm that detected suspicious activity in real time using events in Google Analytics, which gathered data through the camera and motion detector. There were, of course, many other innovative uses of the items throughout the competition.  What they all show is that Google Analytics is one of the most powerful information gathering and tracking tools around, and companies would do well to try to think of additional ways to use the data to benefit the...

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Google Improving Digital Interaction with TV Ads

By on May 12, 2015 in Google Analytics | 0 comments

People often think about advertising as several different silos that don’t interact with each other.  For example, you have digital advertising, which is what most people use for online marketing.  Then you have television ads, which are very popular.  You also have a variety of other options such as radio, billboards and more.  Google is introducing a new feature that is designed to help close the gap between digital ads and television ads. They first announced this last year with their new feature called “Adometry TV Attribution” that was designed to help measure the digital impact of offline channels.  It was primarily for television ads, but could also be used for radio.  They are now taking that to the next level by integrating Google Search query data and Rentrack airings data together. This will help advertisers and marketers to better understand just how a television commercial, for example, will impact what people are searching for. The most obvious example of this will be when a brand runs a commercial on the Super Bowl.  Of course, the initial interaction between the ad and the viewer will be immediate.  In many cases, however, the commercial will instruct people to go to a website of some sort.  People often type in a web search to get to that website.  The new feature will link up when the commercial aired, and see how many people begin searching for it in the dime during and shortly after the airing. Google hopes that this will give a better overall look at how consumers behave when exposed to certain types of media.  The examples provided by Google are: Accessing Immediate Influence – This will help you to see which messages are being held in the minds of consumers. This can help you to improve television ads as well as improve your SEO efforts. Evaluate the Awareness – Using this data you can see how well your commercials are building brand awareness. Look at Competitiveness – Learn about which generic keywords are driving the most interest in your category for the industry. Does a specific television ad increase the number of searches for a keyword you might not have expected?  If so, you can adjust your ad...

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Assisted Conversions – The Real Story Behind Your Marketing Campaign

By on Mar 25, 2015 in Google Analytics | 0 comments

Assisted conversions in Google Analytics is the least understood and possibly one of the most import metrics to understand. Every single client that we have gets introduced to assisted conversions and it is part of our discussion in our weekly meetings. Assisted conversions, specifically the top conversion paths, shows us the “story” behind the business’s marketing campaign. What is Assisted Conversions? Assisted Conversions can be found in Google Analytics under Multi-Channel Funnels. To be able to view any data in this area, conversion tracking must be enabled and a goal must be created and/or e-commerce tracking must be enabled. Google has grouped sources into predefined channels. You can see the channels that Google has used below.   This is a screen shot from a client’s account. AdWords automatically is assigned to the Paid Search channel since it is a Google property and you can set up AdWords to automatically tag the URLs from the ads so that they can be tracked in Analytics. For other sources such as Bing Ads, it’s important to properly add tracking parameters to the URLs so that you can track it in Analytics. By adding “cpc” to the medium in your tracking parameters, Google will assign that source to the Paid Search channel. Within this view you can analyze the data using Assisting Interaction Analysis, First Interaction Analysis and Conversions. Analyzing this data will not be addressed in this article, however you can read more on it on Google’s support page Analyze channel contribution. Top Conversion Paths The focus of this article is in the “story” that is being told in Analytics in regards to your marketing campaign. Marketing online has grown significantly in recent years. It has gone from banner advertisement and SEO in the early days of the web toPay Per Click with many different platforms to advertise on, like Bing, AdWords, Amazon, Facebook, etc.. Social media marketing, SEO and so on. Presence on the web is key. As you continue to develop your marketing campaign, you should consider all of the different sources available to advertise on. A well developed marketing campaign will take advantage of the different sources and develop a plan for each. To see the data in Top Conversion Paths you...

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Three New Mobile App Analytics Reports Available from Google

By on Mar 22, 2015 in Google Analytics | 0 comments

Given the rapid growth in the number and success of mobile apps, most developers are looking for great ways to get the competitive edge that they need.  One of the most important things for them is being able to find users, and keep them coming back to their apps again and again.  Unfortunately, this can be quite a difficult task.  In an effort to help with this goal, Google Analytics has created three new mobile app analytics reports. Report 1: Active User Report The first new report will display the number of active users over the past 1, 7, 14 and 30 days.  All of this information is easily displayed on one graph, which can help you to identify trends and discover what types of things have been successful in driving new users, and bringing existing users back to your app.  The report will look like this: As you can imagine, being able to track the number of active users in this way will be very helpful with your overall marketing strategy.  You’ll be able to easily gather the data you need, which will allow you to make more informed decisions about how to keep your app in use by users. Report 2: Cohort Analysis Report The next report is designed to identify when people come back to the app after the initial installation and use.  This is extremely important for all app developers and promoters, but it is going to be especially useful for those who are using paid marketing to bring in new users.  One of the biggest problems with paid marketing is that you get a lot of people who download and install the app, but then never use it again. With the Cohort Analysis Report you will be able to see in one simple chart how many people are using your app during the days after it is installed.  See how the chart will look here: In addition to being able to see if people are coming back after the initial download, it will also help to show you whether or not certain strategies are working.  For example, if you have an app pop-up notification after three days of non-use you will be able to...

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