Category Archives: Web Analytics
Need to raise your online sales? That means raising conversions, and these days, it means considering a remarketing program to make higher conversions possible.
Remarketing is one of the newest techniques being used in paid search. Remarketing is a strategy in which an ad appears after a webste visit. Its purpose is to provide a “reminder” to a site visitor to come back and make a purchase, register for an event, or to sign up on the website. Think of it as a conversion reminder, because a remarketing campaign is meant to remind a visitor to comeback to a site.
Before making the first steps to create remarketing lists, make sure you or someone who will be responsible for the list has administrator access to the Google Analytics account, as well as someone who can modify the code to accommodate the remarketing protocol.
Modifying the Analytics Code
To create a remarking campaign, you must add a remarketing tag, a small snippet of code. The code is applied to all your site pages exactly like that of a web analytics code.
The revision is based on whether the site is running Universal Analytics (analytics.js) or the previous version (ga.js), but in both protocols, the change is a minor line revision. For GA, you can replace the following line in the GA tag…
ga.src = (‘https:’ == document.location.protocol ? ‘https://ssl’ : ‘http://www’) + ‘.google-analytics.com/ga.js’;
with the following line:
ga.src = (‘https:’ == document.location.protocol ? ‘https://’ : ‘http://’) +
For Universal Analytics, adding the following line to the script is required, instead of a substitution:
- The capacity for display advertising.
- Implemented Google Analytics features based on display advertising (e.g., remarketing).
- That visitors can opt out of Google Analytics for display advertising and customize Google Display Network ads using the Ads Preferences Manager.
Creating Remarketing Lists
- Select the profile from which you want the lists to be built from.
- Select the simple list type. You can have a list for several different configurations such as:
- all your visitors,
- visitors who visited a subsection of your site,
- visitors who completed a goal.
The lists can be viewed within the linked AdWords account.
Once a remarketing list has been created, a new Adwords campaign can be launched. The remarketing list can be added to an ad group. If more than one remarketing list is added to an ad group, the ad group will target all of these lists. This means that a remarketing list is treated as an ad group (or as a sub-ad group if two or more list are added. Either way, it also means understanding an Ad group is essential to maintain the right digital message for a campaigns)
Remarketing has revitalized digital media marketing. Clickz noted remarketing as one of the top trends in 2014. Remarketing has particularly rearranged the value that paid search can have in a given strategy. The benefits include:
- Remarketing can increase conversion rates by reminding customers of an offer. The tactics focuses on the audience that does not convert initially but may have potential interest that is never developed further because no media is there to remind them
- Remarketing tailors marketing to the intended customer segment by setting triggers that a segment uses regularly on a site
- Remarketing can strengthen brand message by reducing the number of messages that appear on different media. The multiple combinations of message and media can confuse and annoy customers.
- Because message confusion is reduced, remarketing can enhance communication with customer. This is valuable as customers increasingly see marketing offers and messages across multiple devices
Ultimately remarketing can enhance marketing message to a fragmented customer attention span. What other benefits can remarketing offer? Share your thoughts and questions below.
Some businesses install two or more analytics tools – it is possible to have a Google Analytics tool with Piwik or Woopra on the same site. Or have Adobe Analytics and Google Analytics on the same page. Many large organizations run both Adobe and Google – usually with Google at the onset of an analytics project, with Adobe considered for its ability to manage complex campaigns. Or WebTrends or Google Premium…. I think you get the point.
But not every result from a measurement tool will be exactly the same. The number count on Piwik may differ from that of a Google Analytics reports.
So what is the benefit of having dual tools on a site? The best answer lies in comparing data for general trends that appear on both tool. Given the same referral traffic and online conditions, a general increase in one can be similar in another. That can be useful to vet if conditions, such as a campaign effect, are indeed an influence on a result.
In this instance you are comparing precision across measurement tools. Precision in scientific terms is about repeatability – how well your results can be duplicated.
This perspective differs from that for accuracy. Accuracy is defined as a quality or state of being correct or precise; nearness to what should be in place. Given that there may be subtle differences in how solutions measure, you will have a difficult time reconciling different numbers. High data volume and data imperfection impair accuracy. Analytic solutions are not all the same, so there an be some accuracy discrepancy between solutions. How one measures the sources for a bounce rate may be different from another. You or your team can even waste time examining why a difference exists within a given time period between two solutions. Indeed using one solution can eliminate confusing decisions about trends in a set of data. It is ultimately the ideal arrangement for an analytic solution.
But for instances in direction regarding data accuracy,multiple solutions on a site can have a beneficial diagnostic effect for organizing potential reporting issues.
Justin Cutroni, Google Analytics evangelist, once said that there’s more to analytics than just adding a tag to a webpage (very true!). For many analytics practioners, that “more” comes in the form of quality assurance or QA tools. These tools are extension of various web development tools, used to confirm functionality of a tag as well as the website after a tag is installed, as well as other function checks at the browser.
Many analytics solutions have some level of diagnostic, but again, these are meant for once the analytics is in place, and are more about client side issues. Not all reporting covers server side issue, which can affect analytic performance as well.
Tag assistant is a Chrome plugin in that verifies Google Tag Manager and Google Analytics tags, as well as a few other enterprise-level Google advertising services in which a tag is used. The assistant provides a drop down menu when prompt that leads to a Google webpage with a list of diagnostic suggestions. There is also a Google Plus community that supports the tag assistant plugin with questions and answers.
The point of each of these tools is to help audit issues that affect how a page loads in a browser. Minimizing problems at the browser can maximize visitor engagement at the website.
When it comes to building a digital presence, one of the most overlooked activities businesses make is to not optimize their website layout. Reviewing a wireframe makes such a review possible.
A wireframe is basically a sketch of website hierarchy. To envision it, think of a NCAA basketball tourney bracket, or any other sports bracket for that matter. Now imagine that bracket cut in half and turned north-south like a pyramid. That’s basically similar to what a wireframe layout should be – a bracket of pages that indicates how they are related. To make your wireframe effective, think of each of your webpages in each slot of the tourney brackets, like the image below. The connections are meant to reflect how a website visitor is meant to navigate from page to page.
Consider the following criteria for website elements, based on a Website Magazine article “Getting Wilde With Wireframes“. These criteria determine how a page layout best addresses the overall website experience:
- Information: When it comes to the product or service represented on the site, does the element “reflect the goals of the user and what tasks a user should take”? That question needs to be answered for any content that appears on a page.
- Navigation: Navigation reflects “the degree of interaction that results in the user experience”. Optimizing it with a wireframe becomes essential to ensure users to move through the site or app.
- Interface: The consideration of how buttons and boxes, menus and text fields will be presented (where and in what general style).
Examining these criteria leads into discussion about inserting analytic tags – the labeling of players, buttons, and other website sections as a conversion action. Event tracking was explained in this early Zimana post. Since that time, web apps and updated websites have invented new event tracking usages to understand how visitors will interact with website or app elements.
Google Analytics evangelist Justin Cutroni once explained a great usage for event tracking - he notes how event tracking can be triggered as a website visitor scrolls down to certain page segments. This technique can be useful for vertical parallax website design, revealing how content is consumed in analytics reports.
Reviewing the tag concerns can bring forth a better identified purpose for the site, a better selection of supporting marketing, and be easier to install at a website’s launch. It can also lead to early detection of potential website performance issues. For more on page load performance and other website development tips, check out these Zimana posts: